Analysis of Outlook's Digital Marketing and Conversion Rates

Summer Internship Project Report
on
“Analysis of conversion rate optimisation
through Digital Marketing at Outlook”
Guided by:-
Mr. Rishi Raman Singh
Assistant professor
SMS Varanasi
Presented by:-
Prem Kumar Dubey
PGDM 3rd Sem
PG/21/36
1School of Management Sciences,Varanasi

School of Management Sciences,Varanasi 2
Table of contents
1. Introduction
2. Objective of the research
3. Research methodology
4. Interpretation
5. Findings
6. Limitation
7. Bibliography

INTRODUCTION

Owner :- Mr .Rajan Raheja
Date of Establishment :- October 1995
Headquarter Address :- AB-10, S.J. Enclave, New Delhi - 110029, India
Branches :-Mumbai, Kolkata, Chennai, Bangalore & Hyderabad
Magazines Publishes :-Outlook Weekly, Outlook Business, Outlook Money,
Outlook Traveller, Outlook Traveller Luxury &
Outlook Hindi.
Publishing :-New Delhi (since October 1995) by the Outlook
Group, whose founding editor-in-chief is VinodMehta.
In October 1995, group company Hathway Investments Private Limited entered
the print media. Outlook, a weekly news magazine headed by 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.

The list of the Group's successes is so long.
 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 Raj Vilas, 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 in India.
 As owners and operators of a fibre optic cable network in Kerala through Asianet
Satellite Communications, the group is also a significant stakeholder in the growing
convergence business in India.
 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.

Objective of the research
To know how much the Digital Platform is helping Outlook
India in making it more and more popular among public.
To know the Consumer’s response towards the digitalized
format of Outlook magazine.
Which mode of payment is most preferred in making
subscription payment.

Research Methodology
Research type :- Descriptive research
Research design :- Sampling
Collection of data :- Primary data
Sampling unit :- Readers of magazines
Sample size :- 100
Sampling technique :- Convenience technique
Area of study :- New Delhi
Sampling tools :- Bar graph, Pie chart

Interpretation

1.Are you familiar with Outlook India Magazine ?
Strongly agree Agree neutral disagree
Strongly disagree
9
65%
10%
4%
6%
15%
Are you familiar with Outlook India
Magazine
stongly agree
agree
neutral
disagree
strongly disagree
Interpretation:
From the analysis of 100 respondents it can be said that 75% are
familiar with Outlook India and just 21% are unfamiliar with this
magazine and about 4% has neutral response.
School of Management Sciences,Varanasi

2.Is Outlook your first choice ?
Yes Outlook is always my first choice .
No, I don’t have such choice issue with magazine .
No , Outlook is never my first choice .
No don’t read any magazine to have a choice .
10
60%20%
10%
10%
Is Outlook your first choice?
Yes, Outlook is always my
first choice
No, I do not have such
choice issue with
magazines
No, Outlook is never my
first choice
Interpretation
From the analysis I found that for 60% of the customers Outlook is their first choice in
case of magazines, 20% of them have no such issue of choice for magazine, for 10%
Outlook is not their first choice and the other 10% is doesn’t have a choice to read
magazines.

3. Gender preferences for English magazines ?
Male Female
11
Interpretation
From the analysis of 100 respondents it can be determined
that out of total readers of English magazines there are
70% males and 30% females.
70%
30%
Gender preference
male
female

4. Respondents having internet connection ?
Yes No
12
Interpretation
From the analysis of 100 respondents it can be determined
that 82% have internet connection.
82%
18%
Internet Connection
Yes
NO

5. Internet usage preference ?
Reading Article Reading News Reading Magazine
13
Interpretation
From the analysis of 100 respondents we can say that
46% read news, 22% read articles and 32% read
magazine on internet.
22%
46%
32%
Internet Usage Preference
Reading Article
Reading News
Reading
Magazines

6. . If you read the magazines, in which form do you read it ?
Only print Only digital Both print and digital
14
0
5
10
15
20
25
30
35
40
45
Only Print Only Digital Both Print and
Digital
Form uses for reading magazines
Only Print
Only Digital
Both Print and
Digital
Interpretation
From this survey I found that 40% of the customers prefer only print media, 35%
of them only go for digital media, 25% prefers both print and digital.

7. Analysis of the reading habit of the respondents ?
Regularly Whenever getting bored While waiting
For Information Others
8%
45%
12%
30%
5%
Reading Habit
Regularly
Whenever
getting bored
While waiting
For information
Others
Interpretation
From the survey, analysis of the reading habit of the respondents it showed
that 8% are regularly readers, 45% whenever getting bored, 12% while
waiting, 30% to get information, 5% read other reasons.

8. Do you follow Outlook on any of these Social Media?
Facebook Twitter linked in others
0
10
20
30
40
40 30
10 20
Do you follow Outlook on any of these
Social Media?
Interpretation
I got to know that 40% of the customers follow Outlook on Facebook
whereas, 30% are following it on Twitter and 10% visits sites like linked
in and remaining on others etc.

9. Perception of customers about Outlook magazine:
Very good Good Fair Not good
17
6%
62%
28%
4%
Perception about Outlook
Very good
Good
Fair
Not good
Interpretation
From the survey of 100 respondents 6% regarded it as
a very good magazine, 62% regarded it as a good
magazine, 28% as fair magazine to read and 4% said it
is not good.

18
10. Online Purchase behaviour of consumer
Strongly Agree Agree Neutral Disagree
Strongly Disagree
Interpretation
From the survey of 100 respondents 73% agree to buy magazine online, while
only 27% disagree.
48%
25%
2%
15%
10%
online purchase behaviour
strongly agree
agree
neutral
disagree
stongly disagree

11. Respondents would like to buy e-magazines online because
Timely delivered Easy access No storage issue
Interpretation
From the survey of 100 respondents 53% would like to go for e magazine
because of no timely delivery problem of subscriptions. 39% found it easy to
access and 8% as no storage issue.
53%39%
8%
reasons to buy online
timely delivery
easy access
no storage issue

12. How do you come to know when your subscription is getting
expired ?
Through calls Through mails By checking it online
I just remember it
20
0
10
20
30
40
Through
calls from
Outlook
Through
mails from
Outlook
By checking
it online
I just
remember it
by myself
How do you come to know when your
subscription is getting expired?
Interpretation
From the survey I came to know that about 38% respondent come
to know via calls from outlook,22% from mails,30% by checking it
online and the rest 10% remembers when the subscription is going
to expire.

13. How do you pay for the subscription?
Online through net banking Online through cards Offline through cheque
Offline through draft Offline through cash
21
35%
30%
25%
5% 5%
How do you pay for the subscription?
Online, through net
banking
Online, through
cards
Offline, through
cheque
Offline, through
draft
Offline, direct cash
Interpretation
65% said that pay for their subscription through
online and remaining 35% prefer the offline
modes. School of Management Sciences,Varanasi

Findings
1. I found that most of the customers are very much comfortable
with the digitalized format of Outlook.
2. Outlook is even active on social sites like Facebook, Twitter,
linked in, etc and many of their subscribers or even non
subscribers are following the magazine in these different social
sites .
3. Subscribers are very much comfortable with the online mode of
payment and have less issue in doing the same while
subscribing the magazine, as they believe it is more convenient
and transparent.
4. Males prefer most in reading outlook magazines in comparison
to females.

23
Limitations
 Some of the persons were not so responsive.
 Possibility of error in data collection because many
of customers may have not given actual answers of
my questionnaire.
 Sample size is limited to customers of Outlook
publishing India pvt ltd.
 The sample size may not adequately represent the
whole market.
 Some respondents were reluctant to divulge
personal information which can affect the validity of
all responses.

Bibliography
Wikipedia
www.outlookindia.com
www.google.com

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