MARKETING DOMAIN TASK

Day – 2 Submission
NAME: GOWLI CHOLA VARDHAN
KJ CODE: WFHE132803

1. Compare Outlook India with 2 segment-based competitors. The basis of

comparison should be the above-mentioned brand characters. [ Brand Logo
b) Brand Personality
c) Brand Personification
d) Brand Color
e) Reference Groups
f) Brand Jingle
g) Brand Communication
h) Brand Positioning]
and Give recommendations on Outlook India's brand strategy.

The 2 segment-based competitors of Outlook India are THE WEEK and INDIA
TODAY
So, here's a comparison of Outlook India with two of its segment-based
competitors based on brand characteristics:
Brand Logo:
- Outlook India: two concentric circles with the word "Outlook" in white and
"India" in orange in the center
- The Week: stylized "W" in navy blue
- India Today: mix of orange and blue with the word "India" in bold orange font
and "Today" in blue below it.
Brand personality:
- Outlook India: Modern, progressive, and liberal
- The Week: Balanced, informative, and analytical
- India Today: Authoritative, bold, and impactful
Brand color:
- Outlook India: The brand uses orange and white colors that represent energy,
creativity, dynamism, and purity.
- The Week: The brand uses a navy-blue color that represents intelligence,
wisdom, and trust.
- India Today: India Today uses a combination of orange and blue colors. Orange
represents excitement, enthusiasm, and boldness while blue represents trust,
assurance, and professionalism.
Reference groups:
- Outlook India: The target audience for Outlook India is young professionals,
urban dwellers, and students who are politically aware and socially responsible.
- The Week: The Week targets an educated and informed audience who seeks in-
depth analysis and perspective on current affairs.
- India Today: India Today targets a broad audience, including politicians,
policymakers, academics, and the general public.
Brand jingle:
- Outlook India: The brand currently doesn't have a brand jingle.
- The Week: The brand doesn't have a brand jingle.
- India Today: The brand's jingle is "Jeetega India" that stands for "India will win."
Brand positioning:
- Outlook India: Outlook India positions itself as a progressive and liberal magazine
that covers political and social issues from a diverse perspective.
- The Week: The Week positions itself as a balanced and analytical news magazine
that provides in-depth analysis and perspective on current affairs.
- India Today: India Today positions itself as a bold and impactful news magazine
that covers national and international news from various angles.
Brand personification:
- Outlook India: Outlook India is personified as a young and smart individual who
is politically aware and socially responsible.
- The Week: The Week is personified as an elder who is knowledgeable, wise, and
analytical. who covers news from different angles and provides insight into
national issues.
- India Today: India Today is personified as a patriot
Brand communication:
- Outlook India: The brand communicates with its target audience using modern
and interactive channels such as social media, mobile apps, and blogs.
- The Week: The Week communicates with its target audience using a balanced
and informative approach, such as in-depth analysis, reports, and news
summaries.
- India Today: India Today communicates with its target audience using bold and
impactful mediums such as television news, online platforms, and print media.
Recommendations on Outlook India's brand strategy:
Based on the brand comparison, Outlook India should focus on the following
aspects to strengthen its brand strategy:
- Introduce a brand jingle or tagline that defines the brand's mission, values, and
core message. - Expand its reference group by targeting niche audiences such as
women, millennials, and rural populations.
- Diversify its brand communication channels by exploring newer mediums such as
podcasts, video content, and live events. - Utilize influencer marketing and
collaborations to engage with its target audience and build a community of
politically aware and socially responsible individuals.