CHAPTER-1

INTRODUCTION

1
 1.1. EXECUTIVE SUMMARY

Outlook group of Magazine is a well known publication. It is own by Mr. Rajan Raheja and
Mr. Rajesh Ramachandran as its chief editor. It was established in the year 1992 with its main
headquarters in New Delhi, India.
Its branches are located in various places like Mumbai, Kolkata, Chennai, Hyderabad and
Bangalore. Its publication portfolio includes Outlook English, Outlook Money, Outlook
Business, Outlook Traveller, Outlook Hindi and various guide books.
Current status of Outlook Publishing (India) Private Limited is - Active. The Outlook
Publishing India Private Ltd. belongs to print media industry which comprises of newspapers
and magazines publishing. Today, Outlook is the preferred magazine of 1.5 million readers in
India and sells more than 11.2 million copies over the year.

According to the report of ICRA (Indian Credit Rating Agency) as on 19 th Feb. 2018, the
company reported a net loss of Rs. 7.8 crore on an operating income of Rs. 64.6 crore
compared with a net loss of Rs. 9.4 crore on an Operating Income of Rs. 60.2 crore in the
year 2017. According to the Assistant manager of Sales and Marketing Mr. Ajay Singh, the
company market share is 45% in respect of its magazine’s circulation and growth rate is
approx 5% on year basis.
The project report “Marketing and sales generation strategies adopted by outlook
magazine using Corporation promotional strategies and online marketing” contains
different kinds of strategies adopted by the company in dealing with its customers in selling
the magazines. It mentions about the types of work performed at outlook group of magazine.
Through the report we can found out that the customers are facing numerous issues regarding
the magazine. Therefore, the company need to focus more on the Customer Relationship
Management (CRM) so as to attract and retain its loyal customers.

2
 1.2. INTRODUCTION TO COMPANY

COMPANY HISTORY AND PROFILE:

Owner – Mr. Rajan Raheja

Editor in chief – Mr. Rajesh Ramachandran
Date of establishment – 23rd April 1992
Headquarter address – AB-10, S.J. Enclave, New Delhi, India
Branches – Mumbai, Kolkata, Chennai, Hyderabad and Bangalore.
Outlook Publishing India Private Limited is a private publishing company incorporated on
23rd April 1992. It is owned by Mr. Rajan Raheja. Mr.Rajan Raheja is an Indian billionaire
businessman who is the foundation stone of the Rajan Raheja group.

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 Readymix
(India)), automotive and industrial batteries (Exide Industries), cable T.V. (Hathway 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, Foodworld and Health & Glow), real estate
development, software, petrochemicals and hotels.

The company started operations in 1995 as a division of Hathway Investments Private

Limited, with the launch of ‘Outlook’, a general-interest news magazine. In 2003, the
division was demerged into a separate entity called Outlook Publishing India Private Limited.
It started its first publication in 1995. It is the Non-government company and is registered at
Registrar of Companies, Mumbai.

Its publication portfolio includes Outlook English, Outlook Money, Outlook Business,
Outlook Traveller, Outlook Hindi and various guide books.
Directors of Outlook Publishing (India) Private Limited are Unnikrishnan Anchery, Vinayak
Premchand Aggarwal, Indranil Roy, Suman Rajan Raheja.

Current status of Outlook Publishing (India) Private Limited is - Active.

The company has no promoters as its biggest promoter is its owner Mr. Rajan Raheja
(according to internal sources).

1. Characteristics of the industry to which company belongs:

The Outlook Publishing India Private Ltd. belongs to print media industry which comprises
of newspapers and magazines publishing.

3
Its characteristics are:
 Form of communication:
It’s a form of communication that comes in many ways. Messages can be sent out and
printed on fliers, in newspapers, billboards and magazines. Once the pieces are
printed, they are distributed to their proper audience. The communication can be used
to send information on promotions or updates on news or events.

 Huge production time:

In order to print newspapers, magazines and other media for distribution, the products
must be designed, and the text must be written and thoroughly checked for errors
before being sent to the printer. Once the copies are printed, they are posted for mail
delivery, sold at newsstands for purchase or delivered to people’s homes. It can take
hours, days or weeks from the time the material is produced until it reaches its
audiences.

 Frequency of Distribution:
The frequency of distribution is a key characteristic of print media. Some publications
that contain time-sensitive information such as newspapers and magazines can be
distributed daily, weekly, monthly, quarterly and even annually. Other media such as
newsletters, booklets and pamphlets can be distributed as needed for individuals to
pick up at their own discretion.

2. Nature of the business:

The main nature of Outlook group is its publishing characteristics. Outlook Group also
publishes digital version of its magazine in order to provide user-friendly and hassle-free
reading experience at ease for their subscribers.
Outlook also publishes Guide Books for its users. These Guide Books are related to different
states of India. Guide Books provide users with the in-depth knowledge of the states, food,
culture climate, famous places to visit etc. Each Guide Book is dedicated to a single
destination and also helps in guiding a reader. These guidebooks are named as Traveller
Getaways. Today, Outlook is the preferred magazine of 1.5 million readers in India and sells
more than 11.2 million copies over the year.(tentative).

4
FINANCIAL POSITION OF THE COMPANY:

According to the report of ICRA (Indian Credit Rating Agency) as on 19 th Feb. 2018, the
company reported a net loss of Rs. 7.8 crore on an operating income (OI) of Rs. 64.6 crore
compared with a net loss of Rs. 9.4 crore on an Operating Income of Rs. 60.2 crore in the
year 2017.

Outlook is also facing a Customer churning rate of 15% and new customer subscriptions
around 12%, thus a net loss of 3%, another important observation is that those who have
discontinued the Outlook subscription were long term readers of Outlook Magazine i.e. Loyal
Readers and the new subscribers are lacking loyalty and this pattern was uniform in most of
the Print media.

Market share and growth rate of the company- According to the Assistant manager of
Sales and Marketing Mr. Ajay Singh, the company market share is 45% in respect of its
magazine’s circulation and growth rate is approx 5% on year basis.
Annual Turnover of the company - No annual turnover is available through any source
(external and internal)
Gross profit and net profit including capital structure- The gross profit is Rs.64.6cr and
the net loss is Rs.7.8cr (according to ICRA report). It is unlisted company so capital structure
of a company is not available.

VISSION AND MISSION OF THE COMPANY:

VISION:
 Leadership through empowering individual thoughts.
 To be the first choice of customers, people and investors.

MISSION:
 To be the largest and most profitable magazine publisher in India.
 Delighting customers by offering quality products and services through a process of
innovation and adaptation.
 Build a dynamic team of committed and passionate employees through sustained
learning and grooming.

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ORGANISATIONAL STRUCTURE:
According to internal sources of Outlook Group, its organisational structure is

Owner- Mr.Rajan
Raheja

Editor-in-Chief
Mr.Ruben Banerjee

Vice-President
Mrs.Meenakshie Akash

Assistant Vice-
President

General Managers

Deputy General
Managers

National Head

Regional Managers

Senior Managers

Associate Managers

Figure 1

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PRODUCT AND SERVICES:

The outlook group of magazine deals with the following five types:

1. OUTLOOK WEEKLY

Figure 2
(Source: Google image)
Price – Rs.60/- per copy
Issues – 52 issue/ Year
It is the general interest English magazine which covers news regarding politics, sports,
cinema, and other major current happenings. It was first published in 1995. It’s a weekly
magazine. It’s one of the best seller magazines.

2. OUTLOOK TRAVELLER.

Figure 3
(Source: Google image)

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 Price – Rs.100/- per copy
Issues – 12 issue/ Year
Outlook Traveller 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, Outlook Traveller continues to take them closer. This
magazine covers 60% of Indian destination and 40% International destination.

3. OUTLOOK MONEY

Figure 4
(Source: Google image)
Price – Rs.50/- per copy
Issues – 12 issue/ Year
Outlook Money is India's first and world’s third 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'. It’s a monthly magazine.

4. OUTLOOK BUSINESS

Figure 5
(Source: Google image)

8
 Price – Rs.60/- per copy
Issues – 26 issue/ Year
Outlook Business is the true tradition of the Outlook group. 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.

5. OUTLOOK HINDI

Figure 6
(Source: Google image)

Price – Rs.30/- per copy

Issues – 24 issue/ Year
Outlook Hindi is the Hindi edition of outlook magazine. It is a biweekly magazine which is
aimed to capture the shares of Hindi readers. The magazine includes all the contents related
to political, sports, entertainment covered in Hindi language.

GUIDE BOOKS:

Apart from above mentioned magazines, the Outlook Publishing India Private Limited also

produces various guide books –

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  Beach holidays in India

 Romantic holidays in India

 Mumbai guide

 Heritage holidays in India

 Weekends break from Delhi

 Trekking holidays in India

 India guide

 Driving holidays in India

 Family holidays in India

 And many more

COMPETITORS OF OUTLOOK MAGAZINE:

There are mainly four competitors of the company in the market, as mention below:

1. INDIA TODAY (competing with Outlook English magazine)

2. BUSINESS TODAY (competing with Outlook Business)
3. BUSINESS WORLD (competing with Outlook Business)
4. THE WEEK (competing with Outlook English magazine)

1. INDIA TODAY:

Figure 7
(Source: Google image)

10
It was launched in 1975 and in just a few years, it became the leading news magazine in the
country. Now, with editions in five languages, it has become the most widely read
publication in India with a circulation of 1.1 million every week and a readership of more
than 15 million.

The magazine’s leadership is unquestioned so much that INDIA TODAY is what Indian
journalism is judged by, for integrity and ability to bring unbiased and incisive perspective to
arguably the most dynamic, yet perplexing reason in the world. INDIA TODAY asks the
most difficult questions and provides the clearest answers.

The success of INDIA TODAY in English led to an idea where good journalism should not
be restricted by language. In a country with 12 major languages, the non-English readership
of hundreds of millions could not and should not be ignored. Therefore it was decide to
publish INDIA TODAY, in the major Indian languages, effectively melding national news
with local needs. At present, INDIA TODAY is published in four major Indian languages i.e.,
Hindi, Tamil, Telugu, and Malayalam.

2. BUSINESS TODAY:

Figure 8
(Source: Google image)

Founded by Steve Forbes in 1968, Business Today has spent nearly 50 years creating a
dynamic forum for top undergraduate students to connect with todays most influential and
inspirational business leaders. They have expanded their programming but continued their
mission: to enable and empower open lines of communication between business leaders and
the students who will eventually follow in their footsteps. It is largest-circulated business
fortnightly in India. BUSINESS TODAY has ensured that its readers have all the necessary
upgrades to challenge tomorrow. It takes its readers deeper to give a complete understanding
of the world of business.

Ever since its inception in 1992, it has set one benchmark after another in business reporting.
It was first to do serious reporting on management theories. Today, BUSINESS TODAY
commands the highest circulation and readership among all business magazines in India.

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3. BUSINESS WORLD:

Figure 9
(Source: Google image)

It is part of the ABP Group, one of India’s largest media groups and the brand leader in
eastern India. ABP also publishes Ananda Bazaar Patrika, a widely popular Bengali daily,
and the Telegraph, the largest and English daily in the eastern region. It also co-owns star
News television channel along with Rupert Murdoch’s star group. Business world is the
largest selling Indian business magazine, and the only business weekly in the country.

Over a period of two decades, Business World has established itself as a magazine that offers
incisive and high-quality reportage on economic and business affairs. In the past few years, it
has focused strongly on understanding the meaning of Global India. It is an emerging sector,
emerging leaders and emerging concerns. Its team of journalists and domain experts cover
extensively trends and movements in markets such as telecom, IT, biotech and media. It
provides exclusive analysis on infrastructure, economy and the stock markets.

4. THE WEEK:

Figure 10
(Source: Google image)

The Week is a weekly news magazine with editions in the United Kingdom and United
States. The Week was founded in the United Kingdom by Jolyon Connell in 1995. In April
2001, the magazine began publishing an American edition and an Australian edition followed
in October 2008. Dennis Publishing, founded by Felix Dennis, publishes the UK edition and,
until 2012, published the Australian edition. The Week Publications publishes the U.S.
edition.
Since November 2015 The Week has published a children's edition, The Week Junior, a
current affairs magazine aimed at 8 to 14 year olds.The final edition, its 199th, was released
on 12 October 2012. At the end, it was selling 28,000 copies a week, with a readership of
83,000.

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 1.3. INTRODUCTION TO MARKETING AND SALES
GENERATION STRATEGIES.

A marketing strategy involves long-term objectives for a company whereas the sales strategy
is more of short-term. A marketing strategy involves how a company promotes and
distributes the product, but the sales strategy includes how to get the particular customers to
buy a product or services.

MARKETING STRATEGY:

The marketing strategy incorporates the marketing mix. This is a business tools that helps
markets position a product and includes the 4p’s i.e., product, price, promotion and place.
When developing the marketing strategy a company has to be aware of their strengths and
weaknesses.

SALES STRATEGY:

To be successful, a company must develop a sales strategy that allows the employees to focus
on customers and communicating to them, so they buy the products. To make the customers
purchase a product the company need to have a sales associate.

TYPES OF MARKETING:
Types of marketing are:
 TELEMARKETING

Through cold calling the existing, old and potential customers, the company is reaching out to
its customers in order to sell its products. Most of the revenue generated by the company is
through telemarketing and this method of selling is cost efficient to the company as well as
the customer.
 EMAIL MARKETING

For international clients, libraries and institutions the company opt for e-mail marketing
strategy. Most of the clients do not have enough time to have a conversation on the phone and
thus choose e-mail to connect to the company.

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  INTERNET MARKETING

During the process of cold calling some of the clients are missed out and due to that the
company advertises its products on various platforms like Facebook, Instagram, Google and
Just Dial because the target customers of the company are most likely to be found there.
 TRANSACTIONAL MARKETING

By giving coupons, e-vouchers and discounts on bulk payments the company is motivating
the customers to purchase more of their products.

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 1.4. OVERVIEW ON SUMMER TRAINING AT OUTLOOK
GROUP OF MAGAZINE

TYPE OF WORK:

The work which I had performed during my Summer Internship in the Outlook Group of
Magazines was cold calling to the customers and dealing with them, making the proposals to
the corporate and the libraries, resolving the customer problems and issues which help
company to get their loyal customers back.
The cold calling was made based on the following three different types of data:
 LAPSE DATA
 ADVANCED DATA
 E-VOUCHER DATA

LAPSE DATA:
This data includes those subscriptions of the customer which has already expired and needs to
be renewed. All I have to do in lapse data is to inform the customers about the expiry date of
their magazines, update them about the offers and convince them to re-subscribe for the
magazines of their own choice.
ADVANCED DATA:
This data includes subscription which is about to be over mostly for corporate, schools and
libraries. They come under advanced data as the procedure for them is quite lengthy and time
consuming. My work is to make a cold calling and convince them to extend their subscription
period based on the offers.
E-VOUCHER DATA:
This data includes those subscribers whose money is still left with the company. That money
is not refundable so all I have to do is call the customers and convince the customers to
subscribe for the magazine with that amount of money which is in the hands of the company.
All the above three types of data contains the customer’s name, email, mobile number and
address. We contact the customers and ask them about their preferences for the magazine
they are interested in or any offer they are looking for or if they have any queries or issues
regarding the outlook magazine.

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ROLE AND RESPOSIBLITIES:

During my Summer Internship in the Outlook group of magazine, I worked under a team
leader who guides me in dealing with the customers which in turn help me a lot in improving
my communication skills.
Me and my team leader worked together so as to achieve the set target. I worked as
intermediate channel between my Team leader and customers. I had to update all my day to
day activity to my leader relating to the customers issues and my daily follow ups i.e.,
customers who are interested in purchasing a particular magazine.

KJ LOGIN PAGE:

Figure 11
Source: Company’s website
The Knowledge Jockey (KJ) shows how much sales is been converted during our training
period. KJ is a revolutionary Online Marketing & Sales initiative by Outlook Group. A
unique knowledge jockey credentials is provided by the outlook group which shows the
number of sales conversion, mail send, unsuccessful transaction made by the subscribers,
offline payments made and the amount of commission earned by the us. It shows both online
payment and offline payment made by the customers.

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OFFERS:

During the internship I worked on two kinds of offers:

1. SUPER SAVER OFFER:
This offer includes:
 Higher Cash discount on all the magazines.
 Outlook digital app free.
 Free guidebooks
 Free digital subscription.

Minimum subscription starts from one year to maximum five years.

Figure 12
(Source: www.subscription.outlookindia.com/supersaveroffer)

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 2. WELCOME BACK OFFER:
This offer are for those customers who left the subscription long back, to connect
with them again company come up with this offer. It includes:
 Tupperware products
 Free digital subscription
 50% discount on the entire magazine.

Figure 13
(Source: www.subscription.outlookindia.com/welcomebackoffer)

a) Digital subscription:

Outlook Group launched its App in 2015 with an overall rating of 4.1 as of May’16; Entire
content of Magazines is available on its App but limited to only in English and Hindi
Languages.
The App based Marketing is yielding positive results in terms of subscription, since three
months subscription is free from the day of App installation.
However, Other Major Competitors are also doing aggressive App based Marketing and it is
the better Comprehension of news Contents available on Apps which will make the whole
difference.

b) Gift Offer on Subscription:

Based on the image shown above, the company offers a higher cash discount, extended
subscription and a free digital app to those customers whose subscription period is about to
come to an end. And as per the above figure, these offers are provided to the old customers
who made the subscription between 2015-17 and has discontinued. The company make such
an offer to get back their loyal customers and also to sell their products to a huge number of
people.

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SALES CONVERTION:

I work with the Outlook Group of Magazine approximately for 49 days. And during that short
span of time I make a cold calling to approx 5000 customers i.e., 150 per day. In which the
amount of revenue earned by me was amounted to Rs.33, 810 from the total of 13 subscribers
which is of online payment mode.

Figure 14
(Source: www.kjlogin.outlookindia.com)

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ACHIVEMENTS:

 During my summer internship I have achieved the target of selling more than Rs.20,
000 within three days for which I have received an incentive of Rs. 200 from the
company.
 We also as a team helped our Team leader in achieving her yearly target of 80%.
 We also maintain an effective relationship with the customers and helping them to
solve their problems and issues.

BUSINESS TO CUSTOMERS (B2c):

Figure 15
(Source: Google image)

All the interns working in outlook magazine were provided with database by the respective
guides of those subscribers whose subscription were about to be expired. The data contains al
the details of the customers like their names, address, phone number, email, etc. The interns
duty is to make a cold calling to the subscribers as per the data and will inform them about
the current status of their subscription period. And in case, if the subscription is about to
expire or has already been expired we will have to request or convince the subscriber to
renew the subscription through online payment or through sending Cheque to the Outlook
Head office.

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 CHAPTER-2

REVIEW OF
LITERATURE
&
RESEARCH
METHODOLOGY

21
 2.1. LITERATURE REVIEW

The first and foremost thing to be done before starting any research is that it is very essential
to read articles and other research papers that have been written on the subject in the past by
different researchers from different background to get more knowledge about the particular
topic and also about the companies and their products they are dealing in.
This literature review can be of great help in developing a strong and suitable idea for our
study and provide us with better information which can be used during the research. It also
helps in developing the needs and importance of research. Most importantly it contributes a
great help in bringing up the objectives of our study.
The literature review can be done in two distribution channel i.e., subscription and retail. In
case of subscription, magazines are delivered at reader’s doorsteps through courier in top
cities like Delhi, Mumbai, Chennai, Chandigarh, Ahmadabad, Kolkata, Luck now,
Hyderabad, Bangalore and Pune. For others magazine is 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.

2.2. OBJECTIVE OF THE STUDY

1. To find the frequency of magazines purchased/subscribed – Weekly, Fortnightly,

Monthly in and across India

2. To know the level of customer satisfaction.

3. To identify the customers preferences.

4. To fulfil the sales target.

5. To highlight the services being offered.

6. To identify the factors affecting customers’ satisfaction.

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 2.3. RESEARCH METHODOLOGY

1. Research Design:

The methodology to be used would be a Descriptive Research Design. The methods and
procedures used in this research includes collection of primary data and secondary data,
transformation and evaluation of collected data, drawing inferences from the evaluation
result, providing recommendations and suggestions with different graphs and visual tools.

2. Sampling Unit:
The respondents who were asked to fill out questionnaires are the sampling units.

3. Sample Size:
The sample size was restricted to only 200 irrespective of gender, which comprised of mainly
peoples from different regions of India.

2.4. SCOPE OF THE STUDY

 Outlook group of magazines can expand their types of magazines in Fashion, Sports,
Cooking and Health types to explore new segment of market.
 Outlook group of magazines can also develop some special offers for corporate as most
of the revenue was developed by this sector.
 Outlook group have delivery issue, they need more delivery partner to deliver magazine
to their customers on time.
 They can provide training to their intern about how to handle customers.

23
 2.5. IMPORTANCE OF THE STUDY

Summer internship training plays a crucial and vital role in the life of each and every
individual for the reward of degree in MBA. During this short span of time every person gets
an opportunity to join an organization to build up their skills and knowledge in a professional
manner.

It also provides us a chance to become more matured and learn-

o How marketing and sales generation strategies are mad and implemented?
o How works is done in teams?
o How individual and group performance is evaluated?
o Why targets are important to be achieved by individuals and as a whole?

The above mentioned are some few things conducted during the training and as an intern to
learn such things was a great opportunity for me. This summer training gives a view of
business world before we professionally join it.

2.6. SOURCES OF DATA COLLECTION

 Primary Data: The survey was done through questionnaire, which was ask to different
people and was filled through interacting with different age groups, sex, and occupation.
Telephonic conversation with the customers and form fill up through mails and
whatsapp are done.
 Secondary data: Secondary data was collected from different websites, books and
research papers.

2.7. ANALYSIS TOOLS

Different types of tools have been used data analysis and interpretation for example like
histograms, doughnut, pie-charts, bars, etc.
The analysis tools used in this research also includes:
1. MS Excel:

MS excel is used for the breakdown of responses by the customers and to prepare pie chart on
the basis of the responses to find out how the promotional schemes have affected the sales.

24
 2. Questionnaire:

Questionnaire is used to take the customer’s feedback to see how customer relationship
management is helping the company in generating more sales so also to help in finding out
the level of the customer’s satisfaction and preferences.

3. Tableau:

This tool is used for visualization of data to make it easy to understand and keep the mind of
the reader clear. It helps in creating different types of graphs which help to understand the
inferences better.

2.8. LIMITATIONS OF THE STUDY

1. Customers were not comfortable in giving their personal information to us.

2. Some does not cooperate with marketing executives and some give biased and
dishonest replies.
3. It was difficult to select the sample population and size.

4. We had limited access to the data provided to us and it is against the policy of the
company to share customer personal information in the research.

5. Time constraints, money and other resources acted as a barrier in the conduction of
the study.

6. Magazines do not reach or get delivered on time.

25
 CHAPTER-3

DATA ANALYSIS,
INTERPRETATION
&
FINDINGS

26
 3.1. DATA ANALYSIS AND INTERPRETATION

PRIMARY DATA (Questionnaire):

This chapter deals with classification, tabulation analysis and interpretation of the data
collected through questionnaire.

I. GENDER CLASSIFICATION OF RESPONDENT.

SEX NO. OF RESPONDENT PERCENTAGE (%)

MALE 15O 75%

FEMALE 50 25%

TOTAL 200 100%

GENDER

MALE

FEMALE

Figure 16

27
 ANALSIS AND INTERPRETATION:

As per the findings, we can see that number of preferences for the magazine is more in
MALE with 75% as compared to FEMALE with 25%.

Hence, our target customer can be male.

II. AGE GROUP OF RESPONDENT.

AGE NO. OF RESPONDENT PERCENTAGE (%)

20-29 25 12.5%

30-39 90 45%

40-49 55 27.5%

ABOVE 50 30 15%

TOTAL 200 100%

AGE
50.00%
45.00%
40.00%
35.00%
30.00% 20-29

25.00% 30-39

20.00% 40-49

15.00% ABOVE 50

10.00%
5.00%
0.00%
20-29 30-39 40-49 ABOVE 50

Figure 17

28
 ANALSIS AND INTERPRETATION:

From the above figure we can analysis that the age of the customers between 30-39 years the
bar is high at the same point age near 40-49 years bars are high.
Hence, we can target our customers who are either youngster or older person.

III. OCCUPATION OF RESPONDENT.

OCCUPATION NO.OF RESPONDENT PERCENTAGE (%)

STUDENT 48 24%

GOVERNMENT 50 25%
SERVICE
EMPLOYEE 72 36%

BUSINESS OWNER 30 15%

TOTAL 200 100%

OCCUPATION

40%
35%
30%
25%
20% STUDENT
15%
GOVERNMENT SERVICE
10%
EMPLOYEE
5%
BUSINESS OWNER
0%

Figure 18

29
 ANALSIS AND INTERPRETATION:

As per graph we can see that most of the customers belong to the employee area (36%)
followed by government service (25%) and further followed by student (24%).
So, these three areas can be targeted for more revenue generation, which helps company to
achieve its goals.

IV. MARITAL STATUS OF RESPONDENT.

STATUS NO. OF RESPONDENT PERCENTAGE (%)

MARRIED 85 42.5%

UNMARRIED 115 57.5%

TOTAL 200 100%

MARITAL STATUS

MARRIED
UNMARRIED

Figure 19

30
 ANALYSIS AND INTERPRETATION:
From the above diagram, maximum no. of respondent is unmarried with 57.5% and married
no. of respondent is 42.5%.
Therefore our target can be on unmarried customers as they show more interest to the
magazine then the married customers.

V. MONTHLY INCOME OF THE CUSTOMERS.

INCOME NO.OF RESPONDENT PERCENTAGE (%)

LESS THAN 10,000 10 5%

10,000-20,000 25 12.5%

20,000-30,000 85 42.5%

ABOVE 30,000 80 40%

TOTAL 200 100%

INCOME

45%
40%
35%
30% LESS THAN 10,000
25% 10,000-20,000
20% 20,000-30,000
15%
ABOVE 30,000
10%
5%
0%
LESS THAN 10,000-20,000 20,000-30,000 ABOVE 30,000
10,000

Figure 20

31
 ANALYSIS AND INTERPRETATION:
The chart above shows that 42.5% of the respondent receive monthly income between
20,000- 30,000, 40% of the respondent receive above 30,000, 12.5% of the respondent
receive between 10,000- 20,000 and 10 respondent receive less than 10,000.
The study reveals that the majority of the respondent receives 20,000- 30,000. Therefore we
should focus more on them to achieve company goals as well as build up their satisfaction
level.

VI. KNOWLEDGE ABOUT OUTLOOK MAGAZINE.

KNOWLEDGE NO.OF RESPONDENT PERCENTAGE (%)

RELATIVES 56 28%

FRIENDS 54 27%

WORD OF MOUTH 40 20%

ANY OTHER 50 25%

TOTAL 200 100%

KNOWLEDGE
30%

25%

20%
RELATIVES
15% FRIENDS
WORD OF MOUTH
10%
ANY OTHER

5%

0%
0 1 2 3 4 5

Figure 21

32
 ANALYSIS AND INTERPRETATION:
The above shows that many of the respondents came to know about the outlook magazine
through relatives with 28% and friends with 27%.
It can be concluded that majority of the respondent are from relatives because it is easier to
know and collect information at any time as they are from the same area.

VII. TYPE OF MAGAZINE PREFERED BY RESPONDENT.

MAGAZINE NO. OF RESPONDENT PERCENTAGE (%)

OUTLOOK HINDI 30 15%

OUTLOOK WEEKLY 88 44%

OUTLOOK 22 11%
TRAVELLER
OUTLOOK MONEY 25 12.5%

OUTLOOK BUSINESS 35 17.5%

TOTAL 200 100%

MAGAZINE PREFERENCE

OUTLOOK HINDI
OUTLOOK WEEKLY
OUTLOOK TRAVELLER
OUTLOOK MONEY
OUTLOOK BUSINESS

Figure 22

33
 ANALSIS AND INTERPRETATION:

As per the figure shown above we can see that most of the people prefer Outlook weekly
magazine (44%), Outlook business (17.5%) and Outlook Hindi (15%).

Hence, we can focus more on these three magazines by making offers and deal according to
that.

VIII. PAYMENT MODE OF RESPONDENT.

MODE NO.OF RESPONDENT PERCENTAGE (%)

ONLINE PAYMENT 175 87.5%

CHEQUE 15 7.5%

DRAFT 7 3.5%

BANK TRANSFER 3 1.5%

TOTAL 200 100%

MODE OF PAYMENT

100.00%
80.00%
60.00% ONLINE PAYMENT
40.00%
CHEQUE
20.00%
0.00% DRAFT

ONLINE BANK TRANSFER

CHEQUE
PAYMENT DRAFT
BANK
TRANSFER

Figure 23

34
 ANALSIS AND INTERPRETATION:

As per the findings, nowadays people prefer online payment mode more than any other mode
as it more convenient and easy to make the transaction.
Cheque payment mode is mostly preferred by corporate, school and library where the
proposal is needed, and authorities take decision.
Thus, we can convince the customers to go with the online payment mode rather than cheque.

IX. HOW MANY YEARS OF SUBSCRIPTION.

YEARS NO. OF RESPONDENT PERCENTAGE (%)

1 YEAR 105 52.5%

2 YEARS 55 27.5%

3 YEARS 30 15%

5 YEARS 10 5%

TOTAL 200 100%

YEARS

1 YEAR
2 YEARS
3 YEARS
5 YEARS

Figure 24

35
 ANALSIS AND INTERPRETATION:

From the above findings, we come to know that most of the people like to go for one-year
subscription (52.5%) which is mostly purchase by individuals. Two years subscription
(27.5%) mostly preferred by the business owners and Three-years subscription (15%) is
mostly preferred by the corporate, schools and library.
Therefore, our target can be on 1-3 years subscription.

X. AMOUNT PAID FOR MAGAZINE BY RESPONDENT.

AMOUNT NO. OF RESPONDENT PERCENTAGE (%)

500-1000 113 56.5%

1000-2000 35 17.5%

2000-3000 27 13.5%

ABOVE 3OOO 25 12.5%

TOTAL 200 100%

AMOUNT

60.00%

50.00%

40.00% 500-1,000
1,000-2,000
30.00%
2,000-3,000

20.00% ABOVE 3000

10.00%

0.00%
500-1,000 1,000-2,000 2,000-3,000 ABOVE 3000

Figure 25

36
 ANALSIS AND INTERPRETATION:

As we can observe in the chart that there are many variations in the price of magazine, people
prefer to pay different prices based on its type and period. As per the findings people tend to
pay from the range between 500- 1,000 (56.6%) which is mostly purchase by individuals
followed by 1000-2000 range with 17.5%. As the number of years for subscription increases
the amount payable also increases.
Thus, we can focus more on the individuals who pay 500-1000 on the magazine.

XI. OFFERS PREFERRED BY RESPONDENT.

OFFERS NO. OF RESPONDENT PERCENTAGE (%)

FREE DIGITAL 55 27.5%

SUBSCRIPTION
CASH VOUCHER 70 35%
DISCOUNT
FREE GUIDE BOOKS 30 15%

FLAT 50% OFF 35 17.5%

ANY OTHER OFFERS 10 5%

TOTAL 200 100%

OFFERS
40.00%

35.00% FREE DIGITAL

SUBSCRIPTION
30.00%
CASH VOUCHER
25.00% DISCOUNT
20.00% FREE GUIDE BOOKS
15.00%
FLAT 50% OFF
10.00%

5.00% ANY OTHER OFFERS

0.00%
0 1 2 3 4 5 6

Figure 26

37
 ANALSIS AND INTERPRETATION:

From the above findings, we can say that people mostly go for Cash discount vouchers (35%)
as they receive maximum discount on all types of magazine which is very beneficial for
them. Further followed by free digital subscription (27.5%)
Hence these two offers can be more focused to capture more and more customer’s attention.

XII. SATISFACTION LEVEL OF PRICE.

PRICE NO. OF RESPONDENT PERCENTAGE (%)

CHEAP 124 62%

EXPENSIVE 30 15%

REASONABLE 46 23%

TOTAL 200 100%

PRICE

CHEAP
EXPENSIVE
REASONABLE

Figure 27

38
 ANALYSIS AND INTERPRETATION:
The information shows that the price of the magazine is cheap as it has the maximum
respondent of 62% and followed by reasonable price with respondent of 23%.

XIII. ISSUES FACED BY RESPONDENT.

ISSUES NO. OF RESPONDENT PERCENTAGE (%)

DELIVERY ISSUE 75 37.5%
CONTENT ISSUE 55 27.5%
QUALITY ISSUE 20 10%
PRICE ISSUE 30 15%
ANY OTHER ISSUE 20 10%
TOTAL 200 100%

ISSUES

DELIVERY ISSUE
CONTENT ISSUE
QUALITY ISSUE
PRICE ISSUE
ANY OTHE ISSUE

Figure 28

39
 ANALSIS AND INTERPRETATION:

As per the finding the major issue that customer faced is the delivery issues (37.5%) more
than 50% people response to that. After which followed by content issue (27.5%).
Therefore, Company need to focus more on the above mentioned two issues to maintain the
customer relation and satisfaction for better company’s position.

XIV. EXPIRENCE WITH OUTLOOK MAGAZINE.

EXPERIENCE NO. OF RESPONDENT PERCENTAGE (%)

VERY SATISFIED 30 15%
HIGHLY SATISFIED 15 7.5%
QUITE SATISFIED 65 32.5%
NOT SATISFIED 90 45%
TOTAL 200 100%

EXPERIENCE

VERY SATISFIED
HIGHLY SATISFIED
QUITE SATISFIED
NOT SATISFIED

Figure 29

40
 ANALSIS AND INTERPRETATION:
As per the findings, the overall experience of the customer is not satisfied with 45% since
most of them faces delivery issue and does not get the magazine on time followed by quite
satisfied with 32.5%.

Customers are not highly satisfied with the overall experiences. The company should do
rejuvenation in their branding so also focus more on the delivery issue to attract more
customers as well as satisfy the existing customers.

XV. RECOMMENDATION OF OUTLOOK MAGAZINE.

RECOMMAND NO. OF RESPONDENT PERCENTAGE (%)

YES 55 27.5%

NO 115 57.5%

SOMETIMES 30 15%

TOTAL 200 100%

RECOMMENDATION

250.00%
200.00%
YES
150.00%
NO
100.00%
SOMETIMES
50.00%
Series 1
0.00%
YES NO SOMETIMES

Figure 30

41
ANALYSIS AND INTERPRETATION:
From the above diagram 57.5% of the respondent are dissatisfied with the service offered by
outlook thus, opt not to recommend to any other person, 27% opt to recommend and 15% of
respondent recommend sometimes.
Therefore the company need to focus more on the emotional needs of the customers so as to
boost the interest of their loyal customers.

42
 3.2. FINDINGS

 The study reveals that the maximum no. of respondent is male with age group from 30-
39.

 From the survey it was found out that most of the customers are employees with 36%.

 Customers monthly income was between 20,000- 30,000 been the maximum.

 From the survey we found that most of the respondent came to know about outlook
magazine from their relatives and friends.

 Maximum no. of respondent preferred outlook weekly magazine which contains sports,
business, politics, entertainment, etc.

 The study shows that the customers prefer online payment mode as it consumes less time
and is easy and convenient for them to make payment.

 The survey reveals that most of the respondents go for 1 year subscription as they feel it’s
more beneficial because in some case there arises delivery issue and in that case they do
not receive the magazine which can be a huge loss for them.

 Most of the customers pay amounting between 500- 1,000 as they go for only 1 year
subscription.

 The study shows that the customers mostly go for cash discount vouchers.

 Maximum no. of respondent says that the price for the magazine is cheap and affordable.

 Issues faced by most of the customers were on the delivery and content of the magazine.

 Most of the respondent experience with outlook was not up to their satisfaction level
because of late deliveries and the content of the magazine was bad.

43
 The distribution channel of outlook is very poor as the magazines are not delivered at the
right time this is the biggest reasons why the customers switch from outlook.

 The client doesn’t trust the company because the proposal is sent to customers by the
executive’s personal mail and not through the company official mail id.

 The data given to us are not churned or cleaned which sometimes leads to irritation of the
customers.

 The gifts assured to the customers are not delivered to them that also lead to
dissatisfaction among the customers.

 There was no proper customer relation management system used by the company which
leads to inconsistency of the data.

 The study reveals that the present active customers opt not to recommend outlook
magazine to others as it offers bad services to its loyal customers.

44
 3.3. SWOT ANALSIS

Strengths
 The company publishes 5 categories magazines like Outlook India, Outlook traveler,
Outlook money, Outlook business and Outlook Hindi; this helps the company to reach
to the maximum customers’ needs.
 The magazine enjoys a circulation of approx 4.5 million subscribers.
 The magazine has a high brand loyalty.
 Direct approach to customers.

Weakness
 Because of the large customer base sometimes delivery issue occurs.
 Some readers take the Outlook English magazine as a left wing oriented magazine.
 The magazine is sometimes criticized for giving biased reports.
 Price of some magazine is high.

Opportunity
 New magazines should be launched under the name of outlook like sports, cooking,
geography, fashion, etc.
 More distribution centre should be established so as to overcome the delivery issues.
 Outlook has an opportunity to promote its magazine at international level with
international edition.

Threats
 Its competitors like India today, the week, business world, etc. are the biggest threat
since India today has already captured a big market share.
 Some reader think of outlook as left wing supportive magazine, this can affect the sales.
 With too many new magazines coming up, it faces stiff competition.
 The increase in the number of news and analysis channels is a threat as the content is
pretty much the same.

45
 CHAPTER-4

CONCLUSION
&
RECOMMENDATION

46
 4.1. CONCLUSION

Being a well known company with a renowned brand name the company needs to
maintain its reputation not only for its loyal customers but also for its competitors. The
biggest threats are its competitors like India today, the week, business world, etc.

The magazine enjoys a circulation of approx 4.5 million subscribers. Therefore, to retain
its customers back the company needs to launch new magazines with latest version of
edition under the name of outlook like sports, cooking, geography, fashion, etc.
Moreover, more distribution centre should be established so as to overcome the delivery
issues.

Outlook has an opportunity to promote its magazine at international level with

international edition. Thus, the distribution channel should be wide enough to overcome
all kinds of issues and the gifts assured to the customers should be delivered to them on
time.

Thus, in conclusion, to become a better tomorrow lies in the hands of the company.
They need to focus more on the issues face by their clients, make changes in marketing
and sales promotion. The company should not always chase after profits but also work
on providing better services to its consumers.

47
 4.2. RECOMMENDATIONS

1. The company should provide a desktop computer and a SIM card to be used by each
and every intern in the course of the training.

2. Higher amount of incentives need to be given to the intern for the hard work they
contributed in achieving the company’s goal.

3. The company should work on its delivery services as most of the magazines do not
get delivered to the customers which are making the company lose its most loyal
customers.

4. Company should also shift its focus from telemarketing to any other form of
marketing to invite more customers.

5. Many interns make fake promises to the customers in order to increase their sales and
the company should take strict actions against such things.

6. The company can also launch new magazines based on sports, politics, geography,
culture, cooking, etc. to increase its customer base and also add new magazines to
Outlook product umbrella.

7. Customer Relationship Management should be used effectively by the employees.

8. Customer care services should be started by the company which will restore the faith
of the customers in the company once again and will also play an important role in
customer retention and loyalty.

48
 REFERENCES

1. subs.outlookindia.com/specialoffer

2. outlookindia.com

3. subs.outlookindia.com/specialoffer/giftcoupon

4. subs.outlookindia.com/limitedoffer

5. kj.outlookindia.com

6. subscription.outlookindia.com/dr

7. https://en.wikipedia.org/wiki/Outlook_(magazine)

8. www.googleform.com

49
 APPENDIX
1. YOUR NAME

2. GENDER. * Mark only one oval.

o Female
o Male

3. AGE.*Mark only one oval

o 20-29
o 30-39
o 40-49
o ABOVE 50

4. WHAT IS YOUR PRESENT OCCUPATION? * Mark only one oval.

o STUDENT
o EMPLOYEE
o GOVERNMENT SERVICE
o BUSINESS OWNER

5. MARITAL STATUS.*Mark only one oval.

o MARRIED
o UNMARRIED

6. WHAT IS YOUR MONTHLY INCOME?*Mark only one oval

o LESS THAN 10,000
o 10,000-20,000
o 20,000-30,000
o ABOVE 30,000

7. HOW DID YOU COME TO KNOW ABOUT OUTLOOK MAGAZINE?*Mark only

one oval.
o WORD OF MOUTH
o FRIENDS
o RELATIVES
o ANY OTHER

50
8. WHICH TYPE OF MAGAZINE YOU PREFERTHE MOST? * Mark only one oval.

o OUTLOOK WEEKLY
o OUTLOOK TRAVELLER
o OUTLOOK MONEY
o OUTLOOK BUSINESS
o OUTLOOK HINDI

9. WHICH PAYMENT MODE WOULD YOU LIKE TO PREFER? * Mark only one
oval.

o ONLINE PAYMENT
o CHEQUE
o BANK TRANSFER
o DRAFT

10. FOR HOW MANY YEARS WOULD YOU LIKE TO SUBSCRIBE? * Mark only
one oval.

o ONE YEAR
o TWO YEARS
o THREE YEARS
o FIVE YEARS

11. HOW MUCH AMOUNT WOULD YOU LIKE TO PAY FOR MAGAZINE? * Mark
only one oval.

o LESS THAN 500

o 500-1000
o 1000-2000
o 2000-3000
o MORE THAN 3000

51
12. HOW FREQUENTLY DO YOU PURCHASE OUTLOOK MAGAZINE?*Mark only
one oval.
o OCCATIONALLY
o 1-2 TIMES PER YEAR
o 3-4TIMES PER YEAR
o MORE THAN 4 TIMES PER YEAR

13. WHAT KIND OF OFFER DO YOU PREFER UPON THE MAGAZINE? * Mark
only one oval.

o FREE DIGITAL SUBSCRIPTION

o CASH VOUCHER DISCOUNTS
o FREE GUIDE BOOKS
o FLAT 50% OFF
o ANY OTHER PRODUCTS

14. HOW WOULD YOU RATE OUTLOOK MAGAZINE ON ITS PRICE?*Mark only
one oval.
o CHEAP
o EXPENSIVE
o AFFORDABLE

15. WHAT KIND OF ISSUE DID YOU FACE WITH OUTLOOK MAGAZINE? *
Mark only one oval.

o DELIVERY ISSUE
o CONTENT ISSUE
o QUALITY ISSUE
o ANY OTHER ISSUE

16. RATE YOUR OVERALL EXPERIENCE WITH OUTLOOK MAGAZINE? * Mark

only one oval.
o VERY SATISFIED
o HIGHLY SATISFIED
o QUIT SATISFIED
o NOT SATISFIED

52
17. WOULD YOU RECOMMEND OUTLOOK MAGAZINE TO A FRIEND?*Mark
only one oval.
o YES
o NO
o SOMETIMES

53