1 | P a g eJIM, Indore
A Report on
(E-Marketing of print media services reference to Outlook
Magazine)
By
Satyam Sharma
PGDM (2014-16)
Outlook Publishing India Pvt.
Ltd. New Delhi.

2 | P a g eJIM, Indore
A Report
On
(E-MARKETING OF PRINT MEDIA
SERVICES REFERENCE TO
OUTLOOK MAGAZINE)
A Report Submitted in Partial Fulfillment of the
Requirements of the PGDM Program of Jaipuria
Institute of Management Indore
Submitted to:
Jaipuria Institute of Management
Indore
Submitted by: Satyam Sharma
Date of Submission:

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ACKNOWLEDGEMENT
Behind every achievement lies an unfathomable sea of gratitude to those who have extended
their support and without whom it would never have come into existence. To them we say our
words of gratitude.
I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey, National Sales
Manager for giving me this opportunity to undergo Summer Training at Outlook India Ltd. I
would also like to extend my heartfelt gratitude to him for his constant encouragement and
valuable insight, guidance and facilities at all phases of the project.
I would also like to acknowledge the support and guidance of Mr. Ajay Patel, Team Leader,
Outlook India Ltd. Without his help and encouragement it would have been practically
impossible to complete this project.
Last but not least I am also thankful to the entire Summer Placement Team who helped us in
getting my Summer Placements at outlook.
SATYAM SHARMA
PGDM (2014-16)

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Table of Contents
S. No. Topic Page No.
1. Executive Summary 6
2. About the group 8-10
3. History of Print media industry 11-14
4. Company profile
 History of outlook
 Supply chain
15-30
5. 4 P’s
 Product
 Price
 Place
 Promotion
31-33
6. Mission and Vision of Outlook Group 34
7. S.W.O.T. Analysis 35-36
8. Scope of Study 36
9. Main Project Body
 Sales Process
37-42
10. Findings
 Benefits to the group
 Learning
43-46
11. Limitations 47
12. Suggestions 48

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13. Conclusion 49
14. References & Bibliography 50
15. Annexure 51

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EXECUTIVE SUMMARY
Print Media, as anyone can understand is one of the most important factors coming through in
the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people and are
certainly one of the most trusted mediums of National and International News.
Outlook is part of the RAJAN RAHEJA GROUP which made its beginning in the construction
business and after building a huge presence in the realty market, the group diversified laterally
into manufacturing , financial services and media. The magazine division of Outlook consists of
OUTLOOK ENGLISH, OUTLOOK MONEY, OUTLOOK TRAVELLER, OUTLOOK HINDI,
OUTLOOK BUSINESS and OUTLOOK LUXURY TRAVELLER.
Object of project includes:
PRIMARY:-
 Generation of sales for outlook’s magazines subscription.
 Analyze the client’s response affecting the level of sales and list out potential clients in each
segment.
SECONDARY:-
 To extract my potential to the fullest and use it for the benefit of the company and my own
self by achieving a remarkable sales target.
 To work on improving convincing skills.

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Target given was Rs.140,000 subscription for the period of 2 months and the process used for
selling subscription includes Prospecting, Gathering information about a client and the key
decision maker, Pre-approaching, Approaching the interested suspects, Presentation, Proposal,
Follow up, Objection handling, Settled terms and conditions, Contract and delivery.
Giving the consumer what they want (and the research has the wish list of things that the
consumer would like to see in a magazine subscription) may not always be practical or
economically viable for publishers. Yet to ignore completely what they want, which same
publishers seen inclined to do, is commercial suicide.
So there is an opportunity to turn subscription from a cold, business transaction into a real
relationship from a “contract” into a “services”. When that happens, then loyalty flows
automatically. That is the real subscription challenges for the industry.
The majority of non-subscriber has not actively rejected subscribing, but simply need more
convincing.
In addition, gift subscription offers significant growth opportunities, but consumer awareness of
them appears to be relatively low and gifting process could be made to be more of an “event”
and to give the recipient more choice and freedom in their little selection.
Moreover it was concluded that there are a lot of potential subscribers who need just a little extra
something to make them subscribe.

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RAJAN RAHEJA
GROUP
{BUILDING MATERIALS, BATTERIES, FINANCIAL SERVICES, MEDIA,
HOSPITALITY, RETAIL}

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The Rajan Raheja Group is a diversified conglomerate which has interests in sectors such as
building materials (through Prism Cement, H&R Johnson (India) and RMC Ready-mix (India)),
automotive and industrial batteries (Exide Industries), cable T.V. (Hathaway Cable &Datacom
and Asianet Satellite Communications), financial services (in life insurance and asset
management through joint ventures with ING), publishing (OUTLOOK group), retail (Globus,
H&R Johnson (India) TBK, Food world and Health & Glow), real estate development, software,
petrochemicals and hotels.
INTRODUCTIONOF GROUP COMPANIES
RajanBiharilalRaheja (born 1954) is an Indianbusinessman who lives in Mumbai. Forbes
magazine has identified him as a billionaire with a net worth of $2.15 billion, making him the
30th richest person in India. RajanRaheja made his beginning in the construction business. After
building a huge presence in the realty market, his RajanRaheja Group diversified laterally into
manufacturing, financial services and media—each venture initiated, and executed, to fulfill the
objective of assuming leadership in core areas.
The list of his Group's successes is long and eclectic. Today, H&R Johnson (India) Limited is
the top name in ceramic tiles in India. Exide is the strongest brand of batteries in the automotive
and industrial field. Co-promoters of Supreme Petrochem Ltd. along with Supreme Industries
Ltd, largest processor of plastic materials in India. The Group also joined hands with Oberoi
Hotels as co-promoters of Trident Hotels and luxury resort Rajvilas, which Conde Nast
Traveller ranked as one of the 25 best villa hideaways in the world.
Prism Cement Ltd has a production capacity of 2.5 million tonnes; The Group is
a Co-promoter of Sonata Software Ltd, one of the leading software companies

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in India. As owners and operators of a fibre optic cable network in Kerala through
Asianet Satellite Communications, Co-promoters of RMC Ready-mixed (India) Pvt.
Ltd. along with RMC Group plc, U.K, the world’s largest manufacturer of Ready-mixed
concrete.
Hathway Cable &Datacom Pvt. Ltd has extensive cable network in 6 major cities and
7 large towns across India. Globus Stores Pvt. Ltd. is India’s one of the largest
apparel brand chain. A 50% JV with the ING group of Netherlands in ING Life
Insurance. The venture is already the 5th largest insurer in India.
Our Websites:
www.outlookindia.com, www.oberoirajvilas.com
www.tridenthotels.com, www.prismcement.com,
www.sonata-software.com, www.ingim.co.in,
www.supremepetrochem.com, www.asianetindia.com,
www.healthandglow.in, www.foodworld.in,
www.globus.in, www.exideindustries.com,
www.inglife.co.in, www.hrjohnsonindia.com,
www.hathway.com,

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HISTORY OF PRINT MEDIA INDUSTRY
Print Media, as anyone can understand is one of the most important factors coming
through in the way a nation works. Newspapers, magazines, books etc. are ready by a lot
of people and are certainly one of the most trusted mediums of National and International
News.
India has a vast array of Print Media with Thousands of Magazines and Newspapers in
circulation. Top Notch Journalism, great reporting, press unity and a very strong network
is what makes Print Media so much of a success even today in the age of Television and
the Internet. It is also said that Print Media also helped literacy and undoubtedly the
General Knowledge of the average person in India.
The newspaper with the largest Circulation in India is DainikJagran, having near about
Two million readers. Next comes Times of India, an English newspaper, followed by
DainikBhaskar, another Hindi Newspaper.
India has a lot of regional newspapers and magazines as well in a lot of languages.
Therefore there is something out there for everyone to read!
Print media:
 Current size: INR 310Bn
 CAGR: 10%
A booming Indian economy, growing need for content and government initiatives that
have opened up the sector to foreign investment are driving growth in the print media.
With the literate population on the rise, more people in rural and urban areas are
reading newspapers and magazines today. Foreign media too is evincing interest in
investing in Indian publications.

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FUTURE OF INDIAN ENTERTAINMENT AND MEDIA (E&M)
INDUSTRY
The Indian Entertainment and Media (E&M) industry is poised to grow at 15% compound
annual growth rate (CAGR) to reach Rs 2272 billion by 2018 from its present size of Rs 1120
billion, according to 2014 annual edition of the CII report Indian Entertainment and Media
Industry - Unraveling the potential.
Economic growth, rising income levels, consumerism, coupled with technological advancements
and policy initiatives taken by the Indian government that are encouraging the inflow of
investment, will prove to be the key drivers for the entertainment and media industry.
The industry has been forecast to outperform the economic growth in each year, till 2015. ―Two
factors that will contribute to the growth of the industry are low media penetration in lower
socio-economic classes and low ad spends‖ said Deepak Kapoor, Executive Director and Leader
for PricewaterhouseCoopers‘Entertainment& Media Practice in India. ―Today media
penetration is poor in lower socio-economic classes, but efforts to increase it even slightly are
likely to deliver much higher results, simply due to the absolute numbers being large.
Strong economic growth, rising consumer spending and regulatory corrections are drawing
foreign investments in most segments of the E&M industry, especially the print media. ―The
sector needs a consistent and uniform media policy for increase in investments.
Also, the on-going threat of piracy, which continues to hinder investments in all sectors, needs
efforts not just by the industry bodies, but by government, with empowered officers enforcing
anti-piracy laws, said Dr. Rajiv Kumar- Secretary General, FICCI.

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PRINT MEDIAINDUSTRY PROFILE
There are the two main sources of obtaining data to determine readership of any publication:
 National Readership Survey – NRS
 Indian Readership Survey - IRS
National Readership Survey is a survey on all media, but especially the print medium,
conducted by the National Readership Studies Council (NRSC) - supported by Audit Bureau of
Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers
Society.
It investigates the readership of about 80 major Indian publications-dailies, weeklies, bi-weeklies
and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The
towns, selected, however are publication centres of dailies. By process of ‘systematic sampling,’
over 55,000 households in these towns are surveyed, the number of households in each town
proportionate to it population. All men and womenfolk above the age 15 are questioned for about
half an hour on the basis of a structured questionnaire.
It claimed to be the most thorough readership survey in the country. It provides exhaustive data
(available to its clients on computer disks) readership, radio listenership profile’-the socio
economic characteristics of the readers of various publications, of cinema and TV viewers, and
of listeners to radio, as well as the degree of duplication among publications and between media.
Research agencies involved are: IMRB, TNS Sofres Mode, and AC Nielsen in collaboration with
ORG.

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Indian Readership Survey is conducted by the Media Research Users Council (MRUC).
IRS 2002 is the largest continuous media survey ever conducted (sample size of 229,000
individuals) providing a single-source database for demographics, media habits and
product / brand usage across 986 towns and 2858 villages in India. The survey was
conducted over two rounds with the field work between November 2001 and November
2002.
This all-India survey conducted jointly with the Media Research Users' Council (MRUC)
also provides product / brand penetration information for over 50 different products
allowing one to link media habits and product usage data for adults and children from the
age of 12 years.
Both NRS & IRS
Gives media consumption habits, product ownership & consumption, lifestyle indicators
information on macro demographic & geographic parameters.
 Population coverage: 12 years & above
 Sample size: over 200, 000
 Geographic coverage: All India (Urban+Rural)
Sample Frame: Electoral rolls based on 2001 Census definition of Urban Agglomeration

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OUTLOOK: In October 1995, group company Hathway Investments Private Limited entered
the print media. OUTLOOK, a weekly newsmagazine headed by Lt.Vinod Mehta, galvanized a
sluggish market reeling under the impact of satellite TV.
OUTLOOK quickly carved a significant niche for itself among discerning readers who value its
in-depth, investigative reporting as well as its stylish visual format. Known to be fiercely
independent, OUTLOOK has shaken the establishment on events ranging from Kargil to
Kashmir to cricket, sensitized the reading public to important issues like big dams, education
and gender, and provided an unremitting focus on South Asian geopolitics.
Today, OUTLOOK is the preferred magazine of 1.5 million readers in India, and sells more
than 11.2 million copies over the year.
OUTLOOK is one of India's four top-selling English weekly newsmagazines. OUTLOOK's
competitors are India Today & Readers Digest. Currently it has several magazines like
OUTLOOK Business, OUTLOOK Money, Outlook Traveler, Outlook Weekly, Outlook
Hindi, and Outlook Luxury Traveler.
Managementand Staff

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EDITOR IN CHIEF Krishna Prasad
PRESIDENT& PUBLISHER MaheshwerPeri
EXECUTIVE EDITOR BishwadeepMoitra
FEATURES EDITOR Nandini Mehta
FOREIGN EDITOR Ajaz Ashraf
BUSINESS EDITOR SunitArora
SENIOR EDITORS AjithPillai, Anjali Puri
POLITICAL EDITOR Smita Gupta
BUREAU CHIEF Saba NaqviBhaumik
BOOKS EDITOR Sheela Reddy
DEPUTY FOREIGN EDITOR SeemaSirohi
ASSISTANT EDITORS Namrata Joshi
SENIOR SPECIAL CORRESPONDENT Anuradha Raman
SPECIAL CORRESPONDENT SaikatDatta, Nivedita
CORRESPONDENTS Himanshu Kakkar
BUSINESS OFFICE
PRESIDENT Indranil Roy
VICE PRESIDENT Vidya Memon
GENERAL MANAGERS Kabir Khattar
DY GENERAL MANAGER Shipra Mohan Sinha
NATIONAL HEAD Vipul Jain
REGIONAL MANAGERS AnandShirali, ArokiaRaj
SENIOR MANAGERS B.S Johar, KabirKhattar
ASSOSIATE MANAGERS Bobby Mathews
HEAD OFFICE
AB-10 S.J. Enclave, New Delhi – 110 029
Tel: 26191421; Fax: 26191420

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Products and Services of the Organization:
Outlook has different kinds of magazines:
1. Outlook: General Magazine(also in Hindi)
2. Money: Financial Magazine
3. Business: Business Magazine

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4. Traveller: Travelling Guide Magazine (Outlook Luxury Also)
OUTLOOK Business, in the true tradition of the OUTLOOK group, has as its aim
no less an objective than the complete rewrite of what has been tried by the way
of business journalism in the magazine space. Targeted at decision makers, the
product focuses on important business issues and developments with a view to
providing clear takeaways – impact and implications for decision-making. A
holistic approach ensures all influences on business: economic, political, and
markets driven are examined.

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In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK MONEY"
as of 30-Nov-2002, India's first personal finance magazine, which offers sound strategies for the
lay investor, especially the growing segment of salaried middle and upper middle-class and self-
employed professionals. Its message is clear and simple: 'Invest well, borrow wisely, and spend
smartly'. Evidently, that message has gone down well: the magazine sold upwards of 1, 00,000
copies a fortnight within a year. One of its distinguishing characteristics is that about 93 per cent
of readers retain all past issues of OUTLOOK Money.
OUTLOOKTraveller is a monthly magazine from the stable of OUTLOOK Publishing India Pvt.
Limited and the only significant magazine aimed at the travel reader. Every month since June
2001 OT has introduced readers to the wonders of unknown destinations while also encouraging
travelers to take a fresh look at familiar places. Whether people are planning a holiday, or simply
dreaming of one, OUTLOOKTraveller continues to take them closer.

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In March 2015. The group launched this magazines passport to the most enhancing and enriching
journeys at home and abroad.
Outlook Traveller Luxe Provides Privileged access to a world of luxury travel for well-heeled
travelers who like to savour the finest luxury globe-trotting experiences.
AWARDS & ACCOLADES
 Department of Tourism, Government of India Award, National Tourism Award 2001-
2002 awarded to OUTLOOKTraveller for Excellence in Publication.
 OUTLOOKTraveller " 100 Holidays in the Hills" won the 2004, PATA Gold Award
 In 2002-2003 the Government of India recognized "OUTLOOKTraveller Getaways" as
the “Best TravelPublication".
 Weekend breaks from Delhi was in the BESTSELLERS top three, non-fiction category
for 14 consecutive weeks in North India
 Weekend breaks from Mumbai was in the BESTSELLERS list top three for 8
consecutive weeks in West India
OUTLOOK Money Awards:
The awards started in 2002, and are presented to the best in the following key personal areas:
 Value-Creating Companies
 Wealth Creators(Mutual Funds)
 Banks
 Online Brokers
 Home Financiers
 Hall of Fame

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OUTLOOK WEBSITES
1. outlookindia.com
2. outlookmoney.com
3. outlooktraveller.com
Outlookindia.com: In 1998, OUTLOOK went online as OUTLOOKindia.com is both
OUTLOOKmagazines’ home on the Internet and an online publication. Apart from OUTLOOK's
print edition in its entirety - supplemented with links to related articles on its own
site.OUTLOOKindia.com also offers an array of original Web-only columns and news updates
every day with a very lively interactive section.
Outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website has
since come a long way. Outlook Traveller began by opening up new vistas in web-driven
vacation planning, with its highly focused editorial features on an array of destinations, from
selecting your destination, to choosing your mode of transport, finding your way around the map,
selecting a place to stay to catching the local festivities, plus ferreting out the nearest ATM, fuel
stop or cybercafé. Here there is something for everyone; themed vacation ideas from 'A for
adventure' to 'W for wildlife', honeymooners dream destinations.
Outlookmoney.com:OUTLOOKmoney.com takes forward the philosophy and beliefs
usher in by Intelligent Investor (the personal finance magazine that was launched in mid-1998,
now known as OUTLOOK Money). The site has six channels -- Stocks, Mutual Funds, Loans,
Retirement Planning, Taxation and Insurance -- that address broad areas of the personal finance
spectrum. OUTLOOKmoney.com comes with many interactive tools.

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Fig. 1
In fig. 1, OUTLOOK quarterly sales doughnut is being described and it is observed that during
2nd quarter (Jul – Sep) and 4th quarter (Jan – Mar) maximum revenue is earned reasons thereof
are as follows:
1. In the middle of 1st and 2nd quarter, company appoints college interns, who are really
enthusiastic and focused towards their work. Secondly, company launches Bonanza
offers during this period.
2. During last quarter, every employee gives his/her best performance to achieve the annual
targets and company earns maximum profit through its ‘Subscription & Retail division’.
22%
35%
14%
29%
OUTLOOK Quarterly Sales
Apr - Jun Jul - Sep Oct - Dec Jan - Mar

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OUTLOOK & Its Competitors
OUTLOOK Group COMPETITORS
OUTLOOK MONEY MONEY TODAY
OUTLOOK BUSINESS BUSINESS ECONOMY, BUSINESS
TODAY
OUTLOOK TRAVELLER TRAVEL TODAY
OUTLOOK HINDI SAPTAHIK
MARIE CLAIRE COSMO,FEMINA,NEW WOMAN,VOGUE
NEWS WEEK TIMES (World‘s leading international
news magazine)
OUTLOOK (ENGLISH) INDIA TODAY

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Growth chart of the Organization from the year
2005-2009:
The company has grown marginally at the lower rate of 15% from past 5 years. In the
present market situation INDIA TODAY is capturing the major share of 32%, which
is followed by THE WEEK & OUTLOOK. Majority of the respondent are influenced
to buy the for the purpose of cover story and the contents in the magazines.
2005 2006 2007 2008 2009
13.5
16.5
19
21.5
25
1990
1995
2000
2005
2010
2015
2020
2025
2030
2035
2040
1 2 3 4 5
GROWTH CHART
Precentage
Year

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OUTLOOK vs. INDIA TODAY
INDIA TODAY is considered as major competitor of OUTLOOK, thirty five years old brand,
which has touched all the segments of the market and shown a ray of light to Print Media.
During my Internship, I have gathered customers’ feedback, which show a gradual change in
the preferences of customers, which is being discussed in the following figure:
Fig. 2
In fig. 2, customers’ feedback is being compared, amongst two print-media Groups and it is
found that India Today, which is 35-years old brand, has been performing well consistently and
OUTLOOK Group has surprised everyone by aggressive marketing during the last 15-years
and beaten the Champion of its field by circulating its eleven magazines which fulfill the needs
of different age group people belonging to different sectors.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2000 2005 2010 2015
INDIA TODAY 3.7 4.1 4.3 4.5
OUTLOOK GROUP 2 2.9 3.6 4.7
RATING
Customers'Feedback

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Fig. 3
In fig. 3, it is clearly shown that Advertisement division gives 45% revenue followed
by Retail (30%), Subscription division (20%) and Events Sponsorshipi.e. only 5%.
Group earns maximum revenue by publishing advertisement in their magazines, retail
and subscription division together gives good figures to the Group by circulating 1.5
million copies. Similarly, small but effective division, Event sponsorship also
contributes by organizing Award ceremonies
ADVERTISEMENT
45%
EVENT
SPONSORSHIP
5%
RETAIL DIVISION
30%
SUBSCRIPTION
DIVISION
20%
SOURCES OF FINANCING

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MARKETING STRATEGIES ADOPTED
1. Mass impersonal selling methods (Advertising).
Pull Blend.
2. Face to face personal selling (Salesman ship).
Push Blend.
Both of these are closely related to the Channel of Distribution.
1. A Pull Blend is one in which mass impersonal, sales efforts are given the greatest
emphasis.The purpose of pull blends to pre-sell to the final consumers sothat they demand the
product at the retail level of distribution.
The firm adopting this strategy would spend more on advertising and sales promotion rather than
in personal selling.
2. A Push Blend emphasizes personal selling. Naturally firms adopting this method develop a
strong sales force at both the distributor and the dealer level; this method would tend to push the
product through the channel of distribution.

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PROMOTION AND SELLING
The term promotion is very often used as a synonym for selling. But selling is a narrow term
which includes only transfer of title or personal selling. Promotion on the other hand is broader
in its outlook and includes a variety of activities used ultimately for increasing sales volume.
Promotion has come to mean the overall co-ordination of advertising selling, publicity and public
relations. Promotion is a helping function designed to make all other marketing activities more
effective and efficient.
Objective of Sales Promotion
1. To increase sales directly by publicity through media.
2. To attract new consumer.
3. To face the competition effectively.
4. To help salesman in selling more to the retailers and consumers.
5. Generally speaking sales promotion involves rendering the following services:-
(a) Services to dealers.
(b) Services to own salesman.
(c) Special publicity.

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SUPPLY CHAIN
The main proposition or usp of outlook on which they compete with other brand is the
distribution channel. Copies were send to the press for publishing on Friday night and on
Saturday morning it was boarded from airport and send to all major hubs through metro’s as well
as tire 2 and tire 3 cities from where copies being distributed to vendor, news stand, hawker.
Moreover outlook has a hub in top ten metro cities where the magazines are delivered directly to
the individuals. Other than this they use postal authorities for timely delivery of magazines.
Metro cities include:
NORTH- Delhi, NCR, Chandigarh and Lucknow.
WEST- Ahmadabad, Mumbai, and Pune.
EAST- Kolkata
SOUTH- Bangalore, Hyderabad and Chennai.
Based on the place where offices are located company simply uses courier delivery services
rather than postal services. Earlier outlook use to outsource courier services now they had a
contract for job outlook magazine. All magazines are delivered personally. Other than this places
like Kota, Jaipur, Manesar and Agra where there are no offices magazine are delivered through
local post if not delivered properly than it is being send through UPC a registered services so that
it reaches on time

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Two ways of distribution
1. Subscription (division contributes 20% revenue)
2. Retail (division contributes 30% revenue)
 In case of Subscription, magazines are delivered at readers' doorsteps through courier in
top 10 cities of INDIA like Delhi, Mumbai, Chandigarh, Ahmedabad, Chennai, Kolkata,
Lucknow, Hyderabad, Bangalore and Pune and for other places magazines are delivered
through speed post.
 In case of Retailing, the magazines are printed in NOIDA and the number of copies or the
print order depends upon the requirements of various retail points.
SUBSCRIPTION
DISTRIBUTION
CHANNEL
RETAIL

31 | P a g eJIM, Indore
4 P’s
PRICE:-
The pricing is decided on analyzing the competitors pricing strategy. Even a slight decrease in
price account for high profit. The price of outlook magazine vary for Rs 30(outlook) to Rs
100(Marie Claire) depending on the money invest for each magazine and seeing the target
market. Subscription offer have to be a mode to save so they are a value for money as it’s
cheaper than individual magazine with a marked difference.
PRODUCT:-
The company defines each product according to various segments and is trying to cover each
segment. Magazine like outlook money and outlook business aims at corporate world and
working class. Outlook saptahik is mainly for people with limited access to English. Every
product aims at a particular target market and age group.
PLACE:-
Place is selected according to the product keeping in mind its target market and the age group.
Magazine that have high probability to be sold among the elite class are target to malls etc,
whereas health and fashion magazine are targeted to saloons, fitness clubs and spa. Travel
magazine are generally targeted towards airports, car rentals etc. The place of selling affects the
sales tremendously.
PROMOTION:-
Outlook India adopts a promotional strategy that aims at organizing events in malls and offering
free subscription as gift.Hoarding, banner and new plan are a great way adopted by outlook to
promote their magazine. It aims at shelter, airport for its promotion and advertising as mass
crowd present in these areas

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OUTLOOK UMBRELLA
OUTLOOK Group is divided into four parts, which are well explained in this figure. Group
earns its revenue through these divisions and all the functioning of the Group depends upon these
four divisions.
MAGAZINE
DIVISION
OUTLOOK
MONEY
TRAVELLER
HINDI
LUXE
BUSINESS
INTERNET
DIVISION
outlook
India.com
outlook
money.com
outlook
traveller
.com
outlook
business
.com
EVENTS
DIVISION
OUTLOOK
SPEAK OUT
TRAVELLER
AWARDS
MONEY
AWARDS
PERSONAL
FINANCE
SHOW
BOOK
DIVISION
OUTLOOK
GETAWAYS
OUTLOOK
GUIDES

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PRODUCTS DETAILS
S. NO. MAGAZINES PRICE ISSUES/YEAR
1. OUTLOOK ENGLISH Rs.30/- 51
2. BUSINESS Rs.50/- 26
3. MONEY Rs.50/- 12
4. TRAVELLER Rs.130/- 12
5. HINDI Rs.65/- 24
6. LUXE Rs.200/- 04
These are 6 magazines which I have promoted during my internship with well designed
Subscription Offers. OUTLOOK, OUTLOOK BUSINESS, TRAVELLER, HINDI, MONEY,
LUXE were the best selling magazines.

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MISSION AND VISION OF THE OUTLOOK
MISSION
 To deliver superior value to our customers, Shareholders, employees, and society at large
 Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
 Develop mutually beneficial relationships with our business partners.
 Employ cost-effective processes and thereby create a strong organization.
VISION
 To be a premium global conglomerate with a clear focus on the business
Values
• Integrity
• Teamwork
• High Achievement
• Service Excellence
• Building Shareholder Wealth

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SWOT ANALYSIS
STRENGTHS:
 Well organized and experienced staff.
 Innovative and customer oriented products.
 Direct approach to the customer.
 Customer satisfaction.
 Strong distribution network.
 Efficient and fast delivery system Through Blue Dart
 Good subscription gifts.
 Have separate group for Hindi magazines
WEAKNESS:
 Price of some magazines is high.
 They are reluctant in promoting some of their own products .
 It takes four weeks in delivering first copy of the subscriber and two weeks in case of
address change.
 Sometimes Gift is not delivered to Customer as per given time.
OPPORTUNITIES:
 It has many products capturing all sectors information so it has an opportunity to become
a market leader.
 Outlook Weekly is very good and effective magazine. This is the public –interest
magazine.
 Outlook has an opportunity to promote its magazine at international level with
international edition.
 OUTLOOK can increase its product line by launching three new magazines, related to
auto industry, magazine for beauty parlours exclusively and OUTLOOK technology
these three can increase the market share of OUTLOOK
/

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THREATS:
 Existing competitors in the market. Competitors are increasing in the product line.
 India today has already captured the big market share.
 Perception of Readers: Outlook Favours Congress party and most of time
SCOPE OF THE STUDY
 A large number of new players have entered the market and are trying to gain market share in
this rapidly improving market.
 The study deals with Outlook in focus and the various segments that it caters to.
 The study then goes on to evaluate and analyze the findings so as to present a clear picture of
trends in the magazine sector.
 -This project will help the company to know its market reputation and know about their
different buyer in the market.
 By using this project the company may find some remedy in its marketing research and can
also find the behaviors of customers on their different types of magazines.
 As the project mainly deals with the reader’s psychographic profile about Outlook magazines
and its competitors, the organization may utilizes this work to focus its readers with greater
perfection.

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INTRODUCTIONTO THE PROJECT:
Generating sales in any company is the most interesting and most difficult part. It requires a lot
of market research to analyze the consumer behavior so that we can make our product and
services according to their needs. We have to design our sales promotion strategies in such a way
the maximum people are attracted by it. In our two months we have done many things which
include most of the above said techniques and strategies which have made our product
(OUTLOOK MAGAZINES) a market leader.
We have products which cater to each and every segment of market e.g. Outlook English,
Outlook Money, Outlook Business, Outlook Traveller, Outlook Hindi. Outlook Luxe.
Outlook group was started in 1995 since then it has established itself in the market of print
media. They have been also successful with different products they have launched in addition to
their basic magazine outlook English. Outlook also has a very dedicated site which gives a very
good insight into the outlook group.

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TRAINING AT OUTLOOK
I, Satyam Sharma, as an intern at Outlook Group was appointed as a Knowledge Jockey in the
Sales department. Now, Knowledge Jockey (KJ) is a profile which is given to interns who not
only promotes the offers of Outlook Magazines but also have sales targets which they have to
achieve within the duration of 60 days. So, my internship program went in a following manner:
 Initially, on the first day itself I introduced with Outlook sales team. We all interns from
Jaipuria ‘s four Campus assigned in three teams for the period of May-June and each
team was having 8 KJs who were assigned under a Team Leader(TL).My Team Leader
was Mr. Ajay Patel, who is an employee in Outlook Group.
 As a Knowledge Jockey, firstly my work was to promote Outlook Online Special offers
and for this I have to collect a good database of corporate as well as households and then
personally mail the online offers to their respective mail ids. The work was not only
limited to promote these offers but also to sell the magazines subscription online and I
was given a sales target of INR140, 000 within a period of 2 months.

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Discounted Exclusive website for customer- www.subscription.outlookindia.com

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SALES PROCESS
 PROSPECTING
Prepared a comprehensive list of prospective clients in each segment. After the
segments were identified, a list of prospective clients was made in segment with the
help of Internet and telephone Directory services. The list consisted of all details of the
clients including name, address, and telephone number etc.
 GATHERING INFORMATION ABOUT A CLIENT AND THE KEY
DECISION MAKER
This step consisted of gathering information about the clients as to whether they are currently
taking any magazines and at what prices. Also the key decision maker in the company was
determined and his/her details were found out.
 PRE-APPROACHING
The next step involved calling up the decision maker in the client organization and making him
interested in the product and taking an appointment with him/her.
 APPROACHING THE INTERESTEDSUSPECTS
Once an appointment was taken, the next step was to meet the client on the appointed time.
 PRESENTATION
The appointment began with asking the client to explain their business in detail. The client was
asked if he is buying any other magazines and if yes, at what price. Information regarding
magazines being already a part of his business was extracted from the client. Then detailed
information regarding features of the product and its edge over the competitors was explained to
the client. The various options like Trolley bag or 4 in 1 Bag set were offered to him. Sample
copies were shown to display the various options. All the efforts were made to convince the
clients to buy the magazine by offering him various schemes, gifts and range of subscriptions.
 PROPOSAL
If the client showed interest in proposition offered to him, the next step was to offer a proposal.
The proposal consists of various details like price, option being offered and other details about
the delivery, payment in advance etc.

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 FOLLOW UP
Once the proposal was offered, follow up is required until the decision maker in the organization
takes a decision regarding ordering and the number of copies to be ordered.
 OBJECTIONHANDLING
Various issues were settled. Many of the clients demanded reduction in the amount by
not accepting the Trolley bag or 4 in 1 bag set.Various queries regarding proper and timely
delivery were solved.
 SETTLED TERMSAND CONDITIONS
Once the client showed his readiness to order, the terms and conditions were settled him with
regard to type of subscription , delivery – whether it is single point or multipoint, payment in
advance , time period of subscription. A customized sample copy and the assured gift was also
shown to the client and his approval was seeked.
 CONTRACT
Once all the terms and conditions were settled, the agreement was made. The agreement
consisted of all the terms and conditions agreeable to both the parties and was duly signed by
both the parties i.e. the client and Outlook.
 DELIVERY
The clients gave all the details of delivery to Outlook as to whether the magazines were to be
delivered to the client or at his place. All the address details of the client was taken. After the
magazines were delivered, the Proof of Delivery (POD) was shown in the office. If any copies
were undelivered due to any reason, the client was informed about it.

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TALL AT DIFFERENT CORPORATES

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FINDINGS
SUBSCRIPTION BOUGHT
Magazines are not only a medium for entertainment and gossip but also provide us news and
information about several things. It is one of the oldest reading medium of news and
entertainment. But, modern consumers form a very difficult “moving target” time – pressure,
difficult to define and characterize fewer brands loyal and often wanting conflicting things from
their lives and their product consumption.
They know what publishers are after and they recognize that the commitment of a subscription as
a real value and they want something in return. Based on sales generation it was analyzed that
the magazine market straddles a wide range of magazines types where the purchasing pattern
vary considerably from sector to sector. The following findings were discovered:Subscription
purchasing has become much stronger among men than women, reflecting perhaps the shift into
women’s weak lives away from the monthly sector. It was observed that maximum subscription
buyers were men above 23%of women bought the magazine showing a drop in women buyers
0
10
20
30
40
50
60
70
80
men women

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COMPETITIVE ANALYSIS
OUTLOOK lies second after India today which is the major competitor to outlook. India today
has its magazines in all segments which make it a tuff competitor .Whereas it leads The Week
and other brand which are quite far from Outlook in performance.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
outlook india today the week others

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LEARNING
This training proved to be highly beneficial for me as it trained me for future.
 It increased my practical knowledge and well equipped me with all the methods
and knowledge.
 I learned to deal with people and control my patience level which is a very
important ingredient in the dish of life. I faced all kinds of people and learned to
adopt myself in different situation.
 The training was very useful in studying the services, client’s satisfaction,
consumer behavior, company culture which is vital for us as we are the future
managers who will lead the world.
 It made me polish my internal qualities such as competitiveness, team spirit,
leadership, confidence etc. I adopted good convincing skills and characteristics to
work in different environment

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BENEFITS TO THE GROUP
 International tie-ups will help the Group in increasing its market share.
 Good product line will attract more customers and increase readership.
 Strong and experienced man power will take the Group to the new heights.
 Tie-ups with good brands help in building positive image and make the Group trustful.
 Customer feedback survey may take the Group in right direction; every company should
keep in mind the basic needs of an ordinary man if it wants to grow.
 Summer interns help the company in increasing sales: In the middle of 1st and 2nd quarter,
company appoints college interns, who are really enthusiastic and focused towards their
work. Secondly, company launches Bonanza offers during this period.
 OUTLOOK Group is going to launch few more websites, where readers will be able to
view their current edition or previous edition as well. Right now the Group has only four
websites.

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LIMITATIONS
 Few of the previous clients were not satisfied so five out 10 clients where demanding for
renewal.
 Much of the time wasted in commuting. Moreover unpleasant weather and traffic were
hindrance in the project.
 Sometimes magazine, gifts, etc were out of stock so many suspects dropped the
subscription.
 Sometimes magazines do not reach on time.
 Clients perception about Outlook magazine and brand loyalty
 Some clients do not have a good perception about Outlook and hence they think that the
new magazine from the Outlook Group would also be not good.
 In comparison to India Today, Outlook lags in its distribution channel because India
Today delivers its magazines within 2 weeks from the date of subscription whereas
Outlook takes 4-6 weeks.

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SUGGESTIONS
 Company should be emphasis on more effective advertisement.
 The most important task is that company should give its priority to coverage. If the
company could cover home towns, cities and villages then it will create their more
magazines readers.
 The company should enhance its awareness among many people by mobile road shows:
outdoor advertising in local and national newspapers as well as more type of ads on
prime time on television channels for different uses segments. So that many people may
come to know about the services of the magazines and can become a subscriber of the
company.
 The policy or company should be simple. And bring more transparency.
 The company should up date marketing department in town offices for the benefit of the
subscribers as well for the company.
 Company should appoint some executives to make strong relationships with customer.
 Follow Up is very crucial for any call and hence should be done very thoroughly by the
sales executive. As magazines is not a critical product for any organization and have to be
pushed for sales, hence if regular and thorough follow-up is not done, the client may soon
loose interest in the product and forget it. Hence, the sales executive should try and
maintain a relationship with the client and pursue him with great interest.
 There should be a system of Daily Sales Report (DSR) to improve efficiency of the sales
executive. Since a sales executive goes on an average on 4-5 calls, there should be a
system wherein he is supposed to come back and record each and every detail related to
the call in a DSR

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CONCLUSION
THE POTENTIAL FOR SUBSCRIPTIONGROWTH
The majority of non-subscriber has not actively rejected subscribing, but simply need
more convincing.
In addition, gift subscription offer significant growth opportunities , but consumer
awareness of them appears to be relatively low and gifting process could be made to be
more of an “event” and to give the recipient more choice and freedom in their little
selection.
Moreover it was concluded that there are a lot of potential subscribers who need just a
little extra something to make them subscribe. These relatively inexpensive premiums
related to business are effective. They increase trial subscription, and we can sell more
efficiently.

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REFERENCES & BIBLIOGRAPHY
 Outlookindia.com
 National Readership Survey
 Indian Readership Survey
Books referred:
 Marketing Management by Philip Kotler.
 AMA Handbook for satisfaction by Alan Dutka.
Website visited:
 www.ouitlookindia.com
 en.wikipedia.org/wiki/outlook_(magazines)
 www.outlookindia.com/archievecontents.asp
 Slideshare.com
 Scribd.com

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ANNEXURE
OUTLOOK SUBSCRIPTION PROPOSAL
Dear Sir/Ma’am
Greetings from OUTLOOK GROUP!!!!!
We are promoters of OUTLOOK Magazine in New Delhi and we have tried to cover
each and every segment of the market with the help of our product (Magazines).
We are promoting our magazines in corporate offices, Educational Institutes and places
where we find human-beings who are interested in enhancing their knowledge.
Our product line consists:
 OUTLOOK – Current Affairs
 MONEY – Finance & Stock Market
 HINDI – Current Affairs & Knowledge
 TRAVELLER – Sight-seeing
 BUSINESS – Corporate World
 TRAVELLER LUXE- Luxury Travel
These are our Primary Benefits to our readers, complimentary gifts and savings are
Secondary Benefits.
We intend to avail an opportunity to meet and share more about our Company and
Product. Please call to set an appointment at your convenience. We’ll make efficient use
of your time.
I appreciate for your taking the time to review our Proposal. Thanking you in anticipation.
Expecting for a favorable reply
Warm Regards,
Satyam Sharma (KJ-delh101338)