Cover page

POST GRADUATION DIPLOMA IN MANAGEMENT

MARKETING ROBIN PAULOSE VALAMKOT

2020 -2022 ROLL NO. 44

SIES SCHOOL OF BUSINESS STUDIES

NERUL, NAVI MUMBAI 400706
(THIS PAGE IS KEPT INTENTIONALLY BLANK)
SALES AND MARKETING STRATEGIES FOR OUTLOOK GROUP

SUMMER INTERNSHIP PROJECT REPORT

SUBMITTED

AS PARTIAL FULFILLMENT OF THE CURRICULUM

FOR THE DIPLOMA

POST GRADUATE IN MANAGEMENT

SIES SCHOOL OF BUSINESS STUDIES

NERUL, NAVI MUMBAI

BY

ROBIN PAULSOE VALAMKOT

ROLL NO. 44

SPECIALIZATION – MARKETING
 DECLARATION

I, Mr. / Ms. ________________________, studying in the second year of Name of the course/

program at SIES College of Management Studies / SIES School of Business Studies, Nerul, Navi

Mumbai, hereby declare that I have completed the Summer Internship Project titled

“__________________________” as a part of the curriculum requirement for program name.

I also declare that the work undertaken by me is original and has not been copied from any

source. I further declare that the information presented in this project report is true and has

not been submitted to SIESCOMS / SIESSBS or any other Institute for any other examination.

Signature of the Student Date:

Name of the Student: ________________

Roll No.:
 Certificate by Faculty Guide

This is to certify that Mr. / Ms. ________________________, studying in the second year of course
name program at SIES College of Management Studies/ SIES School of Business Studies, Nerul,
Navi Mumbai, has completed the Summer Internship Project titled
“__________________________” as a part of the curriculum requirement for course name.

Signature of the Faculty Guide

Name: _____________

Date:
 Acknowledgements

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Signature

(Name of the Student)

Date:
 Executive Summary

(Not more than 300 - 400 words)

The Executive Summary may be written using the same sub-heads as in the report. Or it

may be written using simple paragraphs with/without headings. The number of pages

should not be more than two.

 CONTENTS PAGE NOS.
ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

Chapter 1 – Company Overview

1.1 Introduction of the company
1.2 History
1.3 Leaders of the organization
1.4 Industry Analysis
Chapter 2 The Assignment
2.1 The assignment at a glance
2.2 Responsibilities and Description
2.3 Critical Observations
Chapter 3 The Project
3.1 Objective of the report
3.2 Scope
3.3 Methodology
3.4 Methods (Secondary)
Chapter 4 Findings, Recommendations & Limitations
4.1 Findings
4.2 Recommendations
4.3 Limitations
Chapter 5: Conclusion
REFERENCES
 CHAPTER 1 – COMPANY OVERVIEW

1.1 Introduction to the Company

In Outlook (October 1995, the weekly news magazine) a stagnating market was born of the
influence of satellite television. A sophisticate reader who appreciated his extensive research
reporting and his aesthetically pleasing design, Outlook quickly established an example.

It shook the establishment on topics ranging from Kargil to Kashmir to Cricket, educated the
reading public on critical problems like large dams, education, and women, and kept an unrelenting
focus on South Asian geopolitics, even adjourning parliament over phone-tapping concerns.

Since its start, Outlook, India's weekly magazine, is the most intriguing and rising news. The
circulation of Outlook has risen and continues to rise at an amazing rate. The personality of the
magazine may be defined as youthful, dynamic, courageous, adventurous and contemporary, and is
a periodical chosen by trendsetters, knowledgeable, imaginative readers who are open to ideas and
products of high exposure.

A number of newspapers are also published around the country. The most popular and bestselling
travel magazine in India is Outlook Traveler. Outlook Business maintains information for its
subscribers. Outlook Money is India's most popular publication in personal finance. Outlook Hindi
is a monthly magazine focusing on Hindi topics and current affairs. The new addition to Outlook
Traveler, Outlook Traveler Luxe is a luxurious travel emphasis. Guide books from Outlook
Traveler provide a road plan for travellers looking for information. As a result, Outlook is typically
their major platform for luxury products and service advertising.

Outlook is now the magazine of choice for 1.5 million Indian subscribers, selling more than 11.2
million copies per year. Outlook is one of the four most popular weekly English newsmagazines in
India. Outlook's competitors include India Today and Readers Digest. Outlook Business,
OUTLOOK Money, Outlook Traveller, Outlook Weekly, Outlook Hindi, and Outlook Luxury
Traveller are among the titles it now publishes.

1.2 History

Hathway Investments Private Limited, a subsidiary of the company, entered the print media in
October 1995. OUTLOOK, a weekly newsmagazine published by Lt. Vinod Mehta, enlivened a
stagnant market hurting from the influence of satellite TV.

Outlook quickly gained a devoted following among intelligent readers who value its in-depth
investigative reporting and visually appealing style.

Outlook has shaken the establishment on issues ranging from Kargil to Kashmir to cricket, educated
the reading public on critical issues such as major dams, education, and gender, and maintained an
unrelenting focus on South Asian geopolitics.
1.3 Leaders of the Organization

Editor-In-Chief Ruben Banerjee

Managing Editor Sunil Menon
Executive Editor Satish Padmanabhan
Foreign Editor Seema Guha
Political Editor Bhavna Vij Aurora
Senior Editor Giridhar Jha
Art Editor Deepak Sharma
Writers Lola Nayar (Sr. Associate Editor), G.C. Shekhar
(Associate Editor), Jeevan Prakash Sharma (Senior
Assistant Editor), Ajay Sukumaran (Assistant
Editor), Puneet Nicholas Yadav (Assistant Editor),
Jyotika Sood (Assistant Editor), Naseer Ganai
(Senior Special Correspondent), Preetha Nair
(Special Correspondent)
Copy Desk Rituparna Kakoty (Senior Associate Editor),
Anupam Bordoloi, Saikat Niyogi, Satyadeep
(Associate Editors)

Photographers Tribhuvan Tiwari (Deputy Photo Editor), Sandipan

Chatterjee, Suresh Kumar Pandey (Staff
Photographer) J.S. Adhikari (Sr Photo Researcher),
U. Suresh Kumar (Digital Library)
Design Leela (Senior Designer), Devi Prasad
Digital Lachmi Deb Roy (Assistant Editor), Soumitra
Mishra - Digital Consultant
Digital Sports Jayanta Oinam (Assistant Editor)
Editorial Manager & Alka Gupta
Chief Librarian
BUSINESS OFFICE

Chief Executive Officer Indranil Roy

Publisher Sandip Kumar Ghosh
Senior Vice President Meenakshie Akash
Vice Presidents Shrutika Dewan, Diwan Singh Bisht
Sr. General Managers Debabani Tagore, Kabir Khattar (Corp)
General Managers Sasidharan Kollery, Shashank Dixit,
Shailender Vohra
Circulation & Subscription Gagan Kohli, Kapil Dhal (North), G.
Ramesh (South) & Arun Kumar Jha
(East)
Digital Amit Mishra

1.4 Industry Analysis

Printing is one of the oldest and most commonly utilised media, mostly consisting of newspapers
and consumer magazines. It is versatile, innovative and intriguing and easy for everyone to access.
As a result of media digitalisation, people have changed from print to electronic channels. As a
result, companies spend more and more on digital ads instead of print ads.

As a result, companies spend more and more on digital marketing instead of printing ads. The
world market for print advertising has slowed as a result of this transition. According to a recent
IMARC Group analysis entitled "the Global Print Advertising Market Report & Forecast 2021-
2026," the market reached a value of US $67.3 billion in 2020.

Despite modest development and competition from emerging publicity media like internet and
mobile advertising, print advertising continues to dominate large proportions of the world's
advertising sector. There are many reasons why this can be attributed. The overwhelming majority
of the world's population continues to subscribe, either because they re-read them regularly or
because they want to learn new things.
In addition, print advertisements are more obtrusive than any other media and offer endless
exposure since the reader can scrutinise the advertisements at its leisure. Furthermore, Print Media
gives marketers the ability to choose their advertising location in a newspaper. In addition, print ads
are less obtrusive as opposed to other kinds of media, offering continuous exhibition because the
reader is free to study the advertisement. Marketers can also decide the location of their ads in the
journal, which provides them with greater freedom to place.
 CHAPTER 2 – ASSIGNMENT

2.1 Assignment at a Glance

The assignment includes tasks like product learning, sales and marketing as the most important
tasks. Apart form these tasks other theoretical tasks include customer relationship management,
digital marketing, brand management & advertising.

This assignment includes in depth details with respect to all the tasks that were performed and
completed for the duration of 60 days. This report also has key insights about competitor strategy
and branding strategies.

2.2 Responsibilities and Description

Task 1: Product Learning

• Understand the 5 main magazines for Outlook by means of Sales

• Generate revenues ranging between 4000- 20000 INR
• Understand the positioning of Outlook magazines in the minds of the consumers
• Identify gaps during the selling process

Task 2: Customer relationship management

• Analyse Outlook with two of its competitors and find out the strategies it uses to maintain
customer life cycle
• Find the main reason behind each company going with the strategy and how these strategies
are paying dividends
• What different loyalty programs have these companies assorted to
• Recommendations for improvement of the companies

Task 3: Digital Marketing

• Prepare digital audit reports of any of the Raheja group companies and its competitors and
perform detailed analysis of the same.
• State the steps that have to be taken to reap higher dividends
• Analyze the social media optimization of these companies

Task 4: Product and Brand Management

• For any Raheja Group company, analyze aspects of brand positioning and repositioning,
Logo, Jingles, Communication strategies, Campaigns, Co- branding and associations, Brand
personality, etc.
• Compare the same segments with competitor companies which operate in the same segment.
• Device action plan for better Product and Brand Management

Task 5: Advertising

• Bring Buzz, PR Management, Influencer marketing management and Corporate

Advertising for a New brand: Outlook Spurge
• Implement Consumer market sales promotion technique
• Prepare detailed media plans to achieve the objectives

2.3 Critical Observations

Based on my observations I found out that Outlook Company despite of having 25 years of
sustainability in the market, did not have much of marketing strategy to promote their product.
There was a time when I as teenager would read the magazine but with digitalization my reading
style changed. As I grew up I had my focus more on concise, simple, digital content than physical
print. Since the company promised on providing insights about the company and the internship
tasks, I was as more intrigued by what the company would offer and took an interest in
participating in the interview process. Since the pandemic started the availability of print media
was diminishing so as to avoid physical contact with any one so as to control the spread of COVID
-19 virus. Therefore, I knew that the company would look out for sales executives for sales. Since
Outlook is a company that is being running for the past 25 years and a lot of customers are
premium members, I knew that whatever the company would offer would be the best not only for
the employees but also for the interns as well. Outlook also has their presence on social media i.e.
website as well as on their own mobile application. This says that the company is also trying to be
available digitally and targeting customers in every way possible.
 CHAPTER 3 – THE PROJECT

3.1 Objective of the Report

The main goal of this project is to understand the Outlook Magazines' product, product mix, and
opportunities and challenges.

It also includes an analysis of competitors and the identification of modifications to Outlook's

tactics.

The data obtained for each task using the following procedures and a combined interpretation of it
would benefit Outlook as a brand.

3.2 Scope

Data were acquired depending on and requirements of the job from various sources. Learnings
based on the experience for product learning have been documented.

Data were mostly acquired utilising search engines as a technique of inquiry for the remaining
tasks.

1. The company's website and competitors' website for comparison study collected
information.
2. 4.Different website audit technologies and the understanding of digital company presence
have been employed for the digital audit.
3. 5.Information was gathered from the existence of social media to acquire an overview
4. All obtained information was then articulated and applied to the task object concerned

3.3 Methodology

• Online sales were carried out and prospects were friends/relatives. The procedures for this
project were as follows. Cold calls addressed clients and attempted to persuade them to
purchase the product. Online conversions were also implemented using online sales and
subscription tracking.
• Extensive secondary research for the following tasks has been undertaken, as research was
based and no client interaction was involved.
• The Internet was the tool utilised to gather data from articles, published papers, business
websites and other sources for secondary research;
• For the tasks that required the same, digital audit technologies have been used.

3.4 Method

Secondary Research:

Secondary research utilises data collected from external sources, such as government agencies,
trade associations and industrial associations, labour unions, media sources and chambers of
commerce. Information is widely available via leaflets, newsletters, journal articles, magazines and
newspapers.

Secondary resources include:

Internet - Today, the Internet is one of the most powerful instruments for secondary research.
Online research can be used to find case studies, news articles, government websites and figures
from previous market research campaigns. If the content originates from a credible source, the
research questions for the project can be addressed. Many search engines like Google provide their
consumers with "advanced search" options. Using search tools, you can only limit the search results
to content that is truly relevant for your research.
 CHAPTER 4 – FINDINGS, RECOMMENDATIONS &
LIMITATIONS

TASK 1: CUSTOMER RELATIONSHIP MANAGEMENT

1. Outlook Publishing

Customer Acquisition Strategy

In order to gain new customers by targeting them and reaching them through online and offline
customer journeys, outlook provides attractive offers like providing a duffle strolley if a customer
spends ₹ 8549 or more or providing a travelling bag if a customer spends ₹ 5899 or more along
with various types of cash discounts.

Customer Retention Strategy

In order to provide for and extract more value from the existing customer base, outlook uses a very
effective retention strategy. Attractive pricing method is used for the subscription and apart from
that, a customer gets for example 3 months of extended subscription as an offer while purchasing
the subscription and along with that, he/she also gets an extended subscription of 6 months. Also,
attractive cash discounts are offered to the customers along with some loyalty benefits. This
ultimately leads to an increase in the number of repeat customers as well as in the profitability of
each existing customer.

Customer Development Strategy

Outlook uses an upselling strategy in order to increase their customer’s value. They do so by
offering them their premium product i.e. the “Outlook Splurge” magazine subscription at a discount
of 50%. This is being done to empower the prospective luxury consumer, as well as luxury brand
patrons, make informed choices and stay tuned into the world of luxury.

2. Forbes

Customer Acquisition Strategy

It acquires its readers by offering the following services:

It offers its readers the access to various best seller books worth Rs 2000 both in digital and print
media along with 3 year worth of archives and access to Forbes India live events.

It also offers phone call services for its busy customers.

Customer Retention Strategy

Forbes has an impactful and effective retention strategy to let not fall it's readers’ count. It retains
its readers by offering subscription discounts on both its digital and print magazines.

It offers a subscription discount for a bundle of print + digital for three years at Rs 6336 which
includes 81 print and digital issues of the magazine. It offers a discount of 76% and the product is
sold as a premium subscription. This premium subscription forms a part of Customer Acquisition &
Retention Strategy as it offers discount along with access to its live events, best seller books worth
Rs 2000 and archives worth 3 years.

The price is Rs 2440, 3660 and 4375 respectively. Each year it prints 27 issues. It lends no
extended subscription or free issues. Overall, it offers a discount of 60% here in one year
subscription, 70% discount in two year subscription and 75% discount in three year subscription. In
‘only digital issue’ too, although it offers no gifts or extended subscription it offers 40, 50 and 60%
discount in one-, two- and three-year subscriptions respectively.

Customer Development Strategy

It offers a Forbes Editor pick in 3-year premium subscription for free which includes Forbes
exclusive issues based on a specific topic, discussion or interview. If not for free, readers can only
access to the editors’ pick either via subscribing to Magzter and obtaining tablet version or running
from one magazine store to the other to find his/her favourite issue.

India Today

Customer Acquisition Strategy

High-growth firms are able to invest money to keep in line with their markets. They are familiar
with their clients and keep their expertise up to date. Good service is just as good as the consumer
perceives it to be. Few executives really understand what good service is, and far fewer are near
enough to their own staff to recognize when service is poor and inconsistent. Instead of wasting
time or money on customers, never presume what they want. Remember that people's attitudes and
needs change over time, so what you thought you learned about them in the past can no longer be
accurate. The key is to take over.

Customer Retention Strategy

This technique takes a step-by-step approach. It all starts with the company getting to know its
customers and then figuring out what they want. After that, it discusses the organizational changes
that are needed to execute the strategy of building an efficient employee-customer relationship that
leads to customer retention. Finally, the organization must focus on the peripherals in order to hold
the strategy alive.

Customers Perception

If you haven't already done so, the first step in understanding what consumers consider true is to
determine exactly what company you're in from a customer's perspective. Even if you aren't strictly
speaking a retail company, you'll usually come to the conclusion that you are in the business of
supplying consumers with a range of "services." Make a list of everything you want to do.

You may be surprised by what you find. Initiatives to show confidence and strengthen customer
relationships can only be cost effective if the customer is fully satisfied. It’s time to tighten the
bond once the relationship has a firm base of superior value and trustworthiness. The goal is to
make it more appealing for customers to stay loyal and more difficult for them to defect.

Customer Development Strategy

For both the magazines, they offer different offers with cash discounts for both, Print media as well
as Digital Media. This combination of Print media along with Digital Media attracts the already
established customer base to continue their subscriptions. Difference between the NPS score for
Indian Magazine Publishers and Foreign Magazine Publishers

In order to analyze the difference between the NPS of Indian magazines and international
magazines, our group surfed through the subscription websites of various renowned international
magazines and we have taken an example of TIME magazine which is an international publisher,
besides Forbes on which we have conducted our survey. Here are few major findings mentioned
below:

Besides free delivery and offer for three issues (in red circle), it also offers a trial for 1 Euro. In
Indian magazines, it has been observed that they offer weekly, monthly, yearly subscriptions only.

No Indian magazine offers a 3/4/5.. day issue bundle. (In blue circle) TIME magazine also offers
trials, whereas Indian magazines seldom do so.

If we compare Indian magazines (Outlook and India Today in consideration) from TIME, we
observe that in customer acquisition strategy no Indian publishing house issues gift subscription
offers. In customer retention, TIME offers 2 free issues in print form and in customer development
it offers instant access to digital editions, free gift cards to few recipients.

Forte of TIME magazine

 Award winning journalism and world-renowned photography provide unparalleled insight and
analysis on current affairs, news, business, science, technology, health, media, arts and sports
 Bringing you the world's most influential people as guest writers and Q&A contributors
 Unmissable Feature editions such as: Person of the Year, TIME 100 Most Influential People,
TIME 100 Next, TIME 100 Health, Best Inventions and TIME 2030, a guide to the post-
pandemic world
 Film, book and TV reviews in the Time Off section
 Regular sections with bite-sized articles and facts from the latest news that week
 TIME’s newsletters ranging from health to space and all the major stories.
TASK 2: DIGITAL MARKETING

Companies considered:

Outlook Publishing India Pvt. Ltd.: https://www.outlookindia.com/

India Today Magazine: https://www.indiatoday.in/magazine

The Week: https://www.theweek.in/home.html

Forbes India: https://www.forbesindia.com/

Website Audit:

Domain Overview

Outlook

India Today

Forbes
Organic Traffic

Outlook

India Today

Forbes India
Paid Traffic

Outlook

India Today

Forbes India
Organic Search Traffic

Outlook

India Today

Forbes India
Backlinks

Outlook
India Today
Forbes India:
Display Advertisement

Outlook

India Today

Forbes India
Keyword Overview

Outlook

India Today

Forbes India
On Page SEO

Aspect Outlook India Today Forbes India Ideal Value

Load Time 60.7s 13.4s 4.3s < 3s
Meta Title 135 99 88 60 characters
characters characters characters
Meta Description 135 142 151 < 160
Characters Characters Characters Characters
Header Tags (H1) 2 1 1 1
Alt Tags Total Images: Total Total
77 Images: 112 Images:
Tags Missing Tags Missing Tags Missing
in: 26 in: 26 in:
Robots.txt file Present Present Present
Sitemaps Absent Present Present
Google Analytics Linked Linked Linked
Keyword Uneven Uneven
Consistency
Usability Mobile Mobile Mobile
responsive responsive responsive
Page Size 8.76 mb 5.33 mb 1 mb
TASK 3: PRODUCT MANAGEMNT

Retail Fashion Brand – Globus Stores Private Limited 

Owned by - Raheja Group

Products - Globus has wide range of casual, occasional traditional and premium clothing for men
and women along with jewelry and fashion accessories.

Pricing – Affordable to Youth

Globus Stores Private Limited is a retail clothing store chain, based in Mumbai, India. It is part of
the Rajan Raheja Group. As of June 2021, the chain has more than 40 stores across 24 cities.
Globus is private brand and has in store labels like Globus and F21.

Brand Positioning

Parameters Description
Category Retail Clothing
Target Demographic – Age Group 18-25, 25-35
Consumer
Geographic – Young boys and girls which
covers 65% of the population

Income – Affordable to young population

Competition Pantaloons, Shopper’s Stop, Lifestyle,
Westside, Central
Key Youth Fast Fashion Brand in India
Differentiator
Private brands labels like Globus and F21

Brand Repositioning
 Rajan Raheja Group promoted retail company Globus Stores tried to reposition their brand by
refurbishing its product mix by having a separate store for men and women.

 Apart from differentiating its stores, it also revamped its product line to cater to the millennial
generation, which has always been the company's target audience since its inception.

 Globus has one dedicated store just for accessories.

Logo

Tagline

“Fashion for a changing world”

Communication Strategies

 The brand has 'No Questions Asked Returns Policy'.

Under its 'No Questions Asked Refund' policy, customer can return the product if not satisfied
100% and can get full refund of paid price.

Promotion & Advertising Strategy

 Globus operates on social media through its web subscriptions as well as presence on Facebook,
Twitter, Instagram, Pinterest and YouTube social networking sites.
 The Globus Privilege Club card, is based on the concept of instant gratification, has ensured
100% card to benefit ratio. Members are immediately rewarded for purchases at any of the
Globus stores, in addition to a host of other privileges such as exclusive tie ups, promotions and
 special shopping hours. Discount offers and privileges at other leading outlets also can be
availed of as part of the benefits of tie-ups.
 Globus has specific promotions such as Fashion remix, Pizza Hut offer, and so on that are aimed
squarely at the youth market.

Brand Personality

Kareena Kapoor became the brand ambassador in 2008 and planned to launch her own clothing line
with the store.

Online Presence

Website https://globusfashion.in

Globus merchandise is also available through e-commerce websites like Myntra, tatacliq.com,
jabong.com, snapdeal.com etc

Competitor

Retail Fashion Brand – Pantaloons

Owned by - Aditya Birla Fashion and Retail Limited 

Products - Pantaloons offers Apparel brands for Men, Women and Kids. Along with Apparel it
also features accessories. Pantaloons offer products from traditional outfits to high end western
outfits as part of its marketing mix strategy.

Pricing – Affordable to middle class Indian Households

Aditya Birla Fashion and Retail Limited (ABFRL) is an Indian fashion retail company
headquartered in Mumbai. Pantaloons was launched amidst much fanfare in Gariahat, Kolkata in
1997.

Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand Equity Survey 2014/2015),
Pantaloons, a division of ABFRL has always been one of the most loved large format fashion
retailers in India. Pantaloons is today the fastest growing large format retailer in the country. The
rate of new store openings has increased from one every two months to one every two weeks.  The
brand is now present in 78 Indian cities / towns.

Brand Positioning

Parameters Description

Category Retail Clothing

Target Demographic – Age Group 18-25,

Consumer 25-35 adults

Geographic – The target group is the

middle and upper middle class
residing in Tier I, II and III cities of
the country. 

Income – Affordable to young

population
Competition Globus, Shopper’s Stop, Lifestyle,
Westside, Central, Reliance Trends

Key Pantaloons offers value for money

Differentiator with quality apparel in India

Brand Repositioning

 Initially, Pantaloons was positioned as a family store, catering to the middle and upper middle
classes. Later, they shifted their focus to the youth market particularly women positioning
themselves as a "progressive style partner" at the forefront of current trends.
 The merchandise in the store will change every six weeks so as to keep up with the changes in
fashion and trends.
 Pantaloon had previously been advertised primarily in print, but the company is now
considering television commercials for its lifestyle brand.
 Pantaloons has piloted specialist stores such as Pantaloons Kids and Pantaloons Women, as well
as considering the franchise and omni-channel models, in order to reduce costs and scale.
 Pantaloons launched nearly a dozen private label brands in addition to expanding into new
categories such as footwear and accessories. The proportion of total revenue attributed to
private labels increased from 45 percent in fiscal 2014 to 60 percent in fiscal 2016.

Logo

Tagline

In love with life, in love with fashion; Rewrite rules retain values

Pantaloons Promotion & Advertising Strategy

 Pantaloons uses media like TV, print, online etc. as part of its marketing mix promotional
strategy. 

 Pantaloons also offers its flagship Green card membership. It is available in 4 different
offerings with one, three, five and seven-star. Discounts are offered based on the type of card
the user has purchased.

 Pantaloons has excellent customer engagement skills because salespeople in Pantaloons stores
are highly trained and equipped to handle customer inquiries.

 Seasonal Discounts, Sales Discounts during Festivals are offered to attract consumers.
Campaigns

 In the summer of 2008, Pantaloons launched ‘Colors of the Season’ market campaign. Blue,
Pink, Green colored dresses were aimed to be promoted with this campaign.

 Pantaloons began a marketing campaign with the tagline "In Love with Fashion" in 2012, after
15 years in the market. The goal of this aggressive campaigning was to reach out to the youth
population, who had a distinct sense of fashion.

 For this summer of 2019, Pantaloons has released a new campaign named ’Holiday in Style’.
This campaign is believed to highlight the trendy yet comfortable products which personify the
freshness of summer.

Brand Personality

 Pantaloons had signed actors Lara Dutta and Bobby Deol to endorse its brand.

SWOT Analysis

Globus

 Strengths

 The F21 brand label of Globus has a strong youth connect

 The products are economically priced catering to young adults

 Globus has an online presence in the form of a website, and Globus products is also accessible
on e-commerce sites such as Myntra, tatacliq, jabong and snapdeal etc

 Globus has repositioned its brand by adding a section for accessories and also creating a
dedicated store for them.

 Weakness
 The strategy of expanding to tier 2 and tier 3 cities was not successful because it did not lead to
significant growth of sales.

 Globus was unable to manage operational costs, so it was forced to close a few of its stores in
prime locations in Tier 1 cities.

 Globus had to compete aggressively with strong competition in the market.

 Threats

 Competitors developing fast fashion and catering to the customer's ever-changing needs

 Economic Slowdown

 Opportunities

 Since globus has less brands catering to ethnic wear it can increase its product offerings.

 Apart from sticking to in-house brands, they can also branch out to international brands.

 It can create several social media ad campaigns to reach out to the youth who are active on
social media sites such as Instagram, Facebook, and Snapchat

Pantaloons

 Strengths

 Pantaloons is one of India’s largest retailers having 342 stores across 55+ cities in India

 Pantaloons offers a wide variety of clothes for men, women and children

 Advertising Campaign, branding and discounts have enabled the brand to capture the youth
 Pantaloons has received a huge number of accolades such as ‘India’s Most Trusted Apparel
Retail Brand’, ‘Most Admired Fashion Group of the Year’ etc. With these accolades, the brand
has created a huge base of reputation and trust amongst its customers.

 The brand is always active with their constant launching of various campaigns to keep their
customers updated about their new and unique products.

 Financially strong to make expansions.

 Development & innovations are high at pantaloons India with regards to a product, consumers
preferences and lifestyle changes which keeps it’s ahead of its competitors.

 Weakness

 Intense competition from retail stores and online shopping brands 

 Pantaloons’ does not function internationally, which has an effect on success, as they do not
reach consumers in overseas markets.

 Threats

 Increase in trend of online shopping

 A slow economy or financial slowdown could have a major impact on pantaloons Retail India
business and profit

 Consumer’s lifestyle changes could lead to less of a demand for its product/ services.

 Price wars between competitors, price cuts and so on could damage profits for pantaloons retail
India.

 Opportunities

 New products and new segments

 Selling through different channels

 Increase in footfalls by increasing TV commercial promotions.

 Conclusion

After analyzing the 4 P’s paramaters of both the brands and conducting a SWOT analysis, we can
conclude that Pantaloons has been successful in implementing PBM strategies.

Globus will have to implement some of the PBM strategies in order to compete with other stronger
players in the retail segment

 To increase their product line and width

 Apart from sticking to in-house brands, they can also branch out to other private labels and
international brands.

 Better promotional and loyalty offers should be introduced

 Should work on having more customer friendly exchange policies.

 Increase online presence across various social media platforms

 Conduct surveys in order to understand the changing needs of the customer

 Open more retail outlets like mini outlets

 Selling through different channels.

Action Plan and PBM strategies for a company in the same segment as above two companies

a) Find your business niche

Finding a niche is an important process of starting any business. For example, what specific type of
clothing will you sell in your store? Evaluate whether your market will take to a new men's,
women's or children's clothing store, or whether you should sell a combination of these.

b) Identify your target audience.

You need to identify who will be purchasing your clothes. What type of potential customer are you
targeting, and what type of clothing would they buy?

c) Brand Promise.
The brand promise is the message that speaks to your target audience. It tells them what to expect
from purchasing your product.

d) Brand Perception

You will want to take a look at what the perception of your brand has been in the past, what it is
now, and what you want it to be in the future. One way to do this is to survey your current
customers to find out what they think of your brand.

e) Brand Positioning

Brand positioning is defined as the position that a brand hold (or wants to hold) in the mind of the
customer.

f) Determine the Pricing

Apparel companies can use a variety of pricing strategies to distinguish their brands and gain a
competitive advantage in the market. Pricing is critical because it determines sales and profit.
Because India is a price-sensitive market, it is critical that the brand be affordable to a larger
population.

g) Perform a competitive analysis

To perform one, you must identify the other companies in your market that currently offer a
product similar to yours, and then analyze how their products are positioned. The results of a
competitor analysis help you learn about current market trends, product pricing.

h) Logo and tagline

Logo design is the core element of your brand identity and when being developed, must stay true to
the company’s values and ideas. Tagline and logo should be simple, unique and create instant
recognition within the minds of your target audience. 

i) Find the right location

A brick-and-mortar retail business, you need to focus on finding the best retail space for your
business. Picking out a prime retail space for your business needs to be a focal point.  Location can
make or break your profit

j) Leverage the Latest Technologies

For example, chatbots. Chatbots act like 24/7 customer service reps that guide your customers
through their journey to checkout as soon as they land on your site.

k) Ad Campaigns

Marketing strategy begins with emotional storytelling and extends far beyond advertising spends or
celebrity endorsements. The goal of creating campaigns is to interact with the consumers and to
increase brand awareness, showcase your new collection and collect user preference data.

l) Repositioning the Brand

Retail brand can be repositioned by adding new segments and product line.

m) Promotional Strategies

It is important to develop various promotional strategies like Coupons, discount, gift items with
certain amount of purchase, money back offers, exchange offers and offers on special occasions
like festivals, new year etc. Promotional activities are generally aimed at increasing customer
awareness and can include advertisements, press releases, web sites, and personal sales efforts.

n) Online Presence

Having an online presence for a brand is critical, especially now that Covid19 has impacted every
business and forced brick-and-mortar stores to close. Shopping habits have changed and consumers
are increasingly preferring to shop online rather than visiting a physical location.  

Social media marketing for fashion brands is an absolute must. Not only can you use it to connect
with your audience and build a relationship with them, but you can also use certain platforms like
Instagram to show off and promote your products.
o) Mobile Application

Mobile is the most targeted, personalized, real-time marketing channel available, and the use of
Apps should be integrated promotional element for your brand as it offers a unique way to engage
your consumers.
TASK 4: ADVERTISEMENT

OUTLOOK SPURGE

CREATE A BUZZ

To promote the new Fashion Magazine Spurge, we have to firstly - Create a Buzz i.e., to attract the
audience with the new launch of fashion magazine. Buzz can be created by means of

- Email Marketing

- Print Advertisements on existing magazines

- Sample copy with newspapers

- Social media advertisements

- Website product launch

PUBLIC RELATIONS MANAGEMENT

Public Relations or PR is nothing but the practice of protecting and improving the reputation of a
particular organization/company or individual in this case. Interpersonal relationships have become
a necessity nowadays. It is very important for each organization to communicate well with its
audience/target group.

- Addressing the communication by publication or broadcast

- Speaking at press conference.

- Advertisements to correctly position the brand, Pamphlets, Brochures, notices, special

interest publication thus.

- Corporate Social Responsibilities (CSR Activities)

- Introducing differing dependability schemes for services like belonging to organization

cards, premium clubs so concerning hold on to physically or mentally the services.

- Collaborations with fashion events.

Corporate Advertising

- Magazines allow brands to stand apart in an overcrowded digital market and create lasting,
memorable engagement.

- Subscription-based connections with readers means brand loyalty and repeat messaging
capabilities.

- Printed content can be repurposed in digital channels to reach a broader audience.

Magazines are typically kept around for a long period of time. One single magazine left in a
doctor’s office, for instance, can generate repeat exposure for a brand. Also, an ad placed today will
reach people months from now, which can’t be said for all media channels.

Print magazines are a highly effective channel for customer engagement and brand storytelling.
They allow you to cater to consumers’ special interests while creating loyalty. If you haven’t
experimented with magazine advertising yet, maybe it’s about TIME – which is a magazine and a
very good one.

1. Choose the correct post.

The first step is to review the available magazines and determine which ones are best for your
target market. If you sell underground swimming pools, there is no point advertising in magazines
that suit your needs.

2. Examine the Circulation of Magazines

Once you have identified a magazine for your audience, you will want to know the scope of the
magazine’s influence by asking your sales representative about circulation, distribution area, price
and image market. When checking circulation, be sure to pay attention to true direct subscribers,
because many magazines will end up on supermarket shelves and may never be sold. Also pay
attention to the market image of the magazine; a magazine may have a small circulation, but if its
value is high, it may be more suitable for your needs than a publication with a higher circulation
but a lower overall image rating. Put your ads where it makes the most sense. Deciding where to
place your ads depends on your budget and content.

3. Right Placement of Ads

Larger budgets allow positions with the most impact, such as next to directories or related articles.
However, you can usually reduce your spending by placing ads next to featured ads and finding the
amount of text that suits your target audience.

4. Attractive Headlines

You have a few seconds to attract the attention of your readers before you can turn the page.
Therefore, the headlines must be creative.

5. Promote what the product has to offer.

Magazines are always rich in content and reliable information. This attracts the customer. Therefore

Consumer Sales Promotion techniques for Spurge Magazine

Consumer Sales Promotion is a marketing technique used to encourage customers to buy products.
Promotions usually last for a period of time and are used to achieve specific goals, such as
increasing market share or launching new products. Advertising methods are widely used by
manufacturers and sellers of goods.

a. Provide free samples.

Providing free samples is a way to bring new products to the market. Samples give consumers the
opportunity to learn how much they like the product or try something they would not otherwise do.
This sample is sometimes used as part of a larger marketing campaign, which includes
advertisements in local newspapers or radio.

b. Free trial

Free trial is a way for consumers to try new products while eliminating risks. It can be used when
the product is unique in the market, which may prevent consumers from trying it. This method is
often used in TV commercials, and buyers can try the product for 30 days. During this period,
Spurge magazine can be provided for 3 months on a fortnightly plan.

c. Social media and influencer marketing.

The continued popularity of social media and blogs and video blogs has given birth to a new
generation. From influential marketers, they regularly promote products in specific areas to their
established audience. A new beauty brand may find influential makeup artists to create makeup
with a new palette, while smartphone accessory manufacturers may prefer to work with tech
bloggers or video artists who specialize in tutorials.

d. Use digital marketing.

Digital marketing can be directly integrated into other advertising strategies by offering different
options. For example, companies that offer free gifts at the time of purchase can use Facebook ads
to promote events or provide coupon codes for newsletter subscribers. Half a year’s sales time?
Promote your event with strategic keywords in major search engines, or buy display ads on popular
niche sites through ad networks. This can help Spurge magazine to make its mark in the market and
achieve sales targets.

4.2 Limitations

There are some limitations to this project:

• All staff had to work from their homes because of the lockdown, which brought their own
set of problems that were eventually addressed.
• Why Teamwork cannot be created because of internships that hamper the learning process
from the home
• Potential consumers were significantly more difficult to approach and persuade them to buy
a subscription on a virtual platform 
• Contact with members of the organisation was hampered by virtual communication
CHAPTER 5: CONCLUSION
References

1. https://www.outlookindia.com/
2. India Today. 2021. Latest News, Breaking News Today - Bollywood, Cricket, Business,
Politics - IndiaToday. [online] Available at: https://www.indiatoday.in
3. Forbes India | Leadership, Innovation, Billionaires, Startups, India's richest people,
Business news https://www.forbesindia.com/
4. Forbes India. 2021. Forbes India | Leadership, Innovation, Billionaires, Startups, India's
richest people, Business news. [online] Available at: https://www.forbesindia.com
5. https://www.tatacliq.com/globus/c-mbh11a00348
6. Pantaloons official online store - lightning deals like never before on fashion apparels.
Pantaloons. (n.d.). https://www.pantaloons.com/?
utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=pure_brand_exact_ao&a
mp;utm_adgroup=brand_core_pure&amp;gclid=CjwKCAjwr56IBhAvEiwA1fuqGsa_eP2lk0
Wd1Qn2xZvBoqab_dN2Hc0QEvFJMmPLj2pIDP-94ROsgxoCCUYQAvD_BwE .
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https://www.seoptimer.com/ .
8. Website performance testing and monitoring. GTmetrix. (2021, August 3).
https://gtmetrix.com/ .

9. Get measurable results from online marketing. Semrush. (n.d.). https://www.semrush.com/.