ANALYSING THE POTENTIAL OF SOCIAL

NETWORKING SITES TO INCREASE THE CIRCULATION

OF OUTLOOK MAGAZINE
Summer Internship Project Report submitted in partial fulfilment of the
requirements for the degree of
Master of Business Administration

By

MAYANK BALI
2027202

Under the Guidance of

DR. TRIPTI MAHARA
ASSOCIATE PROFESSOR

School of Business and Management

CHRIST (Deemed to be University), Bangalore

JUNE 2021

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 ANALYSING THE POTENTIAL OF SOCIAL
NETWORKING SITES TO INCREASE THE CIRCULATION
OF OUTLOOK MAGAZINE
Summer Internship Project Report submitted in partial fulfilment of the
requirements for the degree of
Master of Business Administration

By

MAYANK BALI
2027202

Under the Guidance of

DR. TRIPTI MAHARA
ASSOCIATE PROFESSOR

School of Business and Management

CHRIST (Deemed to be University), Bangalore

JUNE 2021

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 Declaration

I hereby declare that the Summer Intern Project report entitled "Analysing the potential of
social networking sites to increase the circulation of outlook magazine" has been
undertaken by me for the award of Master of Business Administration. I have completed this
study under the guidance of Dr. Tripti Mahara

I also declare that this Summer Intern Project report has not been submitted for the award of
any Degree, Diploma, Associate ship, Fellowship or any other title, in CHRIST (Deemed to
be University) or in any other university.

Place: Bengaluru ___________________

Date: Mayank Bali

2027202

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 Certificate

This is to certify that the Summer Intern Project report submitted by Mayank Bali
on the title " Analysing the potential of social networking sites to increase the circulation
of outlook magazine " is a record of summer intern project work done by him/ her during
the academic year 2021-22 under my guidance and supervision in partial fulfilment of Master
of Business Administration.

Place: Bengaluru ____________________

Date: Dr. Tripti Mahara

Associate Professor
School of Business and Management
CHRIST (Deemed to be University)
Bengaluru

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 Acknowledgement
I am indebted to many people who helped me accomplish this Internship successfully.

First, I thank the Vice Chancellor Dr Fr Abraham V M, CHRIST (Deemed to be

University) for giving me the opportunity to do my project.

I thank Dr. Jain Mathew, Dean, Dr. Georgy Kurien, Associate Dean, Prof. Sirish,
Head of the Department and Prof. Lakshmi Shankar Iyer, Head – Business Analytics, School
of Business and Management, CHRIST (Deemed to be University) for their kind support.
(Main Campus)

I thank Dr. Tripti Mahara for his/her support and guidance during the course of my
Internship. I remember him/her with much gratitude for his/her patience and motivation, but
for which I could not have submitted this work.

I wish to express my sincere thanks to my corporate mentor, Kaustav Banerjee, Team

Leader, Outlook Group, New Delhi, for giving me an opportunity to work under his/her
guidance and successfully complete my Internship.

I thank my parents for their blessings and constant support, without which this
internship project would not have seen the light of day.

_____________________
Mayank Bali
2027202

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P a g e 6 | 79
 Page
Chapter TABLE OF CONTENTS
No.
No.
1 Introduction 14
2 Industry and Company Profile 17
3 Project Design and Methodology 31
4 Data Analysis & Interpretation 40
5 Findings, Conclusion, Recommendations & Learnings 74
References 77
Appendix
 Questionnaire/Interview Schedule/Any other
Instrument
 Screenshot of Similarity Index Report
 Feedback forms by the corporate mentor, university
mentor, and the viva panel

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Table Page
No. LIST OF TABLES No.

OUTLOOK IMPORTANT STAKEHOLDERS

2.1 24
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
   

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Fig Page
No. LIST OF Charts No.
2.1  Organization Structure of Outlook  25
2.2 Outlook Magazine  26
2.3 Outlook Product Catalog  27
2.4 Sales Figure  28
2.5 Outlook Competitors  29
3.1 Knowledge Jockey  35
4.1 Unsuccessful Sales  42
4.2 Successful Sales  42
4.3 Task 3 Data fetching 44
4.4 Task 3 Partioning the Model 45
4.5 Task 3 Collinearity check 46
4.6 Task 3 QQ Plot 46
4.7 Task 3 Model Training 47
4.8 Task 3 Stepwise AIC 47
4.9 Build Final Model 48
4.10 Calculating Z scores 48
4.11 Binding Actual and Predicted Values 49
4.12 Checking Error Values 49
4.13 Comprehensive error rate view 49
4.14 Root Mean Square of Data Model 1 50
4.15 Data Model 2 50
4.16 Root Mean Square of Data Model 2 50
4.17 Comparing Root Mean square 51
4.18 Forbes Instagram 52
4.19 Outlook Instagram 52
4.20 Weekly Media Uploaded (Outlook Vs Forbes) 53
4.21 Weekly Followers Gained 54
4.22 Importing CSV 55
4.23 Xpath for Twitter 56

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4.24 Xpath code 56
4.25 Search Query 57
4.26 Fetching Post Content 57
4.27 Data to CSV 57
4.28 Extracting Data 58
4.29 URL of Instagram 58
4.30 XPATH for likes 59
4.31 Approach for word extraction 59
4.32 Twitter Data 60
4.33 Instagram Data 60
4.34 Word Count Outlook Twitter 60
4.35 Word Count Forbes Twitter 61
4.36 Word Count Outlook Instagram 61
4.37 Word Count Forbes Instagram 61
4.38 Most Common Words 62
4.39 Text Pre-processing Techniques 62
4.40 Lemmatization 63
4.41 After Removing Stopwords 63
4.42 Twitter Outlook and Forbes 64
4.43 Instagram Outlook and Forbes 65
4.44 Uni-Gram Outlook Twitter 66
4.45 Uni-Gram Forbes Twitter 66
4.46 Uni-Gram Outlook Instagram 67
4.47 Uni-Gram Forbes Instagram 68
4.48 Bi-Gram Outlook and Forbes Twitter 69
4.49 Bi-Gram Outlook and Forbes Instagram 69
4.50 Outlook Twitter Tri-Gram 70
4.51 Forbes Twitter Tri-Gram 70
4.52 Outlook Instagram Tri-Gram 71
4.53 Forbes Instagram Tri-Gram 71
   

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Executive Summary

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Outlook is a well-known name in the media and print industry and has achieved great
accolades. During the Summer Internship, the first task Marketing/Sales, where the objective
was to find leads and pitch in the products offered by Outlook, and the sales created were all
being seen to us in the Knowledge Jockey Software made by Outlook to track the sales.

The second task was to do data analysis on the data being given to us by the company.
Exploratory data analysis was done to check the data set provided to us and find out what
data analysis we can apply to the assigned tasks. Data modeling and training, and testing the
data model played a considerable role during our research.

The third task was to analyse the social media strategies adopted by Outlook and how they
are performing on social media platforms compared to their competitors. The techniques used
were data scraping by using automated bots to fetch out the critical data. On that data, find
out the keywords, and make another program which could extract the important keywords
from the content and show it in a graphical and visual form what both companies use all
keywords and what is the frequency of using them which could help us to conclude where
Outlook is lacking and where they need to work on or adopt new Social Media Strategy

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 CHAPTER 1

INTRODUCTION

1.1 GENERAL INTRODUCTION

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Media is the 4th pillar of democracy. Initially, Media was strictly restricted to Government,
and the business houses and the ordinary people were not bothered about what the Media is
doing. However, in today's world, every average man's concern is continuously mirrored in
the media. And there is rarely any aspect of society or subject that the Media does not cover.
In reality, the media has evolved into a forum where ordinary people may air their grievances
and demand justice on any topic currently in the news. The media has become a vital element
of the everyday lives of the average person.[ CITATION Wik18 \l 16393 ]

Publishing a daily newspaper or broadcasting a television program is no longer adequate. At

every stage of the data lifecycle, modern operators must extract value from their assets.

Customers and rivals are more linked than ever before in the media business. Because of the
influence of disintermediation, anybody with an Internet-connected device may create, share,
curate, and republish information. Smartphones, tablets, desktop P.C.s, T.V.s, gaming
consoles, e-readers, wearable gadgets, and even drones were anticipated to generate
approximately $750 billion in 2014. [ CITATION Bav19 \l 16393 ]

Outlook, a weekly newsmagazine that debuted in October 1995, energized a lethargic market
reeling from the effects of satellite television. Outlook, India's most exciting and fastest-
growing newsweekly magazine, has continued to revolutionize the news magazine industry
since its debut.

Outlook's circulation has increased at an incredible rate and continues to do so. The
magazine's personality may be defined as youthful, vivid, bold, daring, and modern. The
chosen publication of trendsetters, savvy, image-conscious readers receptive to new ideas and
goods with high exposure levels. Outlook Group also publishes a variety of periodicals
around the country.

 Outlook Traveller
 Outlook Money
 Outlook Hindi
 Outlook Traveller

1.2 OBJECTIVES OF THE STUDY

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1.2.1 Marketing/Sales

Any individual who expresses interest in a company's product or service in any manner,
shape, or form is considered a lead. No matter what the situation is, making a sale depends
totally on the convincing power of the person. It is essential to convey to the customer how
the purchase will create value for him and the benefits he will earn if he purchases the
earliest. It is also crucial to explain the company and its industrial importance.

The target we got was to get some leads and make sales for the company for two weeks, and
it was dependent on the intern on how he will convince the customer in times of pandemic.

1.2.2 Create a prediction model for data analysis

Predictive analytics is a type of data analytics that uses historical data and analytics
techniques like machine learning to predict future events. Predictive analytics is a science that
can generate future insights with a high degree of accuracy. Any company may now utilize
previous and present data to anticipate patterns and behaviours milliseconds, days, or years in
the future with the assistance of advanced predictive analytics tools and models. [ CITATION
sas20 \l 16393 ]

Organizations may use predictive analytics to discover and utilize data trends to recognize
dangers and opportunities. Models may be created to find connections between various
behaviour variables, for example. Such models allow for evaluating a set of circumstances'
promises or risks, enabling informed decision-making across the different supply chain and
procurement events.

In this task, we were given a dataset by the organization. Our job was to do exploratory data
analysis, take a dependent variable, and check how the independent variables accepted
differently in different models affect the model. We were asked to create the error percentage,
and the Root means square of the models.

The model with the least error rate and less Root mean square is considered a better model
and is used to analyse further.

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1.2.3 Analysing the potential of social networking sites to increase the circulation of
outlook magazine

With the advent of social media, people can now get real-time information. Consumers are
watching and sharing more material than ever before, emphasizing the value of data analytics
in the media and entertainment industries. As a result, enormous opportunities for the media
business in content development, bundling, and distribution arise due to the massive volumes
of data. Digital competitors lead the industry. However, in the media and entertainment
business, the difficulty for data analytics is not data gathering but instead expanding the
integration of numerous data sources and evaluating data to extract meaningful insights.

The media and entertainment sector use data to make critical investment decisions. Data
analytics not only allows you to understand your audience better but also their likes and
dislikes. It aids creative teams in gaining insight into their target audience's emotions and
wants, resulting in more excellent customer retention. Media companies use data analytics to
solve problems and generate better business results.

In this task, data scrapping was done from multiple social media websites, namely Twitter
and Instagram, through data scraping bots coded using Python, Pandas, and NumPy.

These bots scraped the data and gave us data into a CSV file:

 Twitter: In Twitter, we got the Name, User handle, Content of the post, and retweets
like and commented data.
 Instagram: We got post link, username, text, and the number of likes data.

With this data, we created a visualization of Outlook and its competitor like Forbes. We
analysed how both companies use their social media strategies, gaining more traction from
the users on different social media platforms. We have given suggestions on how they can
increase their social media reach. We have also created a program for keyword extraction by
using N.L.P., Python, and Pandas which provides us with the keyword word-cloud and
graphically shows which keywords were used the most during recent times on the social
media posts.

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 CHAPTER 2

PART- A INDUSTRY PROFILE

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Sales of newspapers, magazines, other periodicals, books, directories and mailing lists, and
other works such as calendars, greeting cards, maps, and related services such as advertising
space by companies that create print media make up the print media industry. Directory,
mailing list, and other publishers; book publishers; and newspaper and magazine publishers
make up the print media market.

The media and Print industry is flourishing in India, with the Indian language overtaking the
English newspapers and magazines in number and circulation. The print media industry in
India is one of the fastest expanding. In terms of market value and employment, India's
publishing and media businesses are considerable. The sector is particularly significant to the
Indian Union because of its contribution to and interaction with European culture - the
publishing and media sector is critical to creating and developing India's identity. Because of
advertising and end-user expenditure, the fortunes of publishing and media are inextricably
connected to the health of the underlying economy.

2.1.1 CURRENT SCENARIO

According to the EY FICCI study "The era of consumer A.R.T. - Acquisition Retention and
Transaction," the Indian Media and Entertainment (M&E) Business reached INR1.82 trillion
(US$25.7 billion) in 2019, up 9% from 2018.[ CITATION ibe21 \l 16393 ]

Print and television retained their places, but digital media, thanks to digital infrastructure,
quality of the content produced, and per capita income, saw a considerable surge making it
the third-largest segment of the M&E Sector. Digital subscription sales more than quadrupled
year over year, while digital advertising revenues rose to account for 24% of overall
advertising expenditure. The sector continues to develop at a higher rate than the economy,
owing to the rise of subscription-based business models and India's appeal as a destination for
content production and post-production. [ CITATION ibe21 \l 16393 ]

Mobile access is rapidly spreading across the country, allowing for on-demand, anytime-
anywhere content consumption. India's telecom business is poised to become the primary
platform for content distribution and consumption, reaching 89 percent of households, 688
million internet customers, and almost 400 million smartphone users. India is one of the

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world's fastest-growing app markets, with entertainment applications driving substantial
customer engagement.

2.1.2 KEY FINDINGS

 Television
In 2019, the television business expanded by 6.5 percent, from INR 740 billion to
INR 788 billion. T.V. advertising increased by 5% to INR 320 billion, while
subscriptions increased by 7% to INR 468 billion. The New Tariff Order helped
regional channels since their consumption grew by over 20% in several situations.
With 74 percent of viewers, general entertainment and movie channels were the most
popular.[ CITATION tof21 \l 16393 ]
 Print
Print continues to have the second most significant proportion of the Indian M&E
industry, despite a 3% revenue decline to INR 296 billion. Newspaper businesses
deliberately boosted rates in specific regions, resulting in a 2% rise in circulation
income to INR 90 billion. In comparison to 2018, when 300 million Indians
consumed news online, 2019 saw a substantial increase in digital news consumers.
Most significant print firms have a distinct digital division, with two companies
exceeding INR1 billion in digital sales.
 Digital Media
Digital media revenue increased by 31% to INR 221 billion in 2019 and is anticipated
to rise at a CAGR of 23% to INR 414 billion by 2022. Increased content consumption
on digital platforms and marketers' inclination to monitor performance drove a 24
percent growth in digital advertising to INR 192 billion. S.M.E. and long-tail
marketers have also boosted their digital marketing spending. Subscription income
increased by 106 percent to INR 29 billion. Video viewers climbed by 16 percent,
audio streamers by 33 percent, and news consumers increased by 22 percent on digital
platforms.[ CITATION icr \l 16393 ]

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2.1.3 PESTEL ANALYSIS

Political Factors

 The political sector significantly affects the print media business, particularly in terms
of political news.
 Several unofficial requirements must be considered before printing.
 Because India is a democratic democracy, print media firms in the country may
expect foreign investment.

Economic Factors

 It is not necessary to read a magazine. The amount of income determines the level of
demand.
 The lower the unemployment rate, the better for the magazine industry, as more
people will read it.

Social Factors

 The degree of education affects the readership and, as a result, the industry's
profitability.
 Cultures that exclude girls from receiving an education are not appealing to the
Outlook Group.

Technological Factors

 Companies in the print media industry should be able to adapt to any technological
changes.
 As a result, no machinery or technology is used.
 Digitalization is one of the most significant technological breakthroughs in this
industry.

Environmental Factors

 The weather has a significant influence on this sector

 Excessive rain or severe weather can cause delivery issues and ruin the goods.

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Legal Factors

 As a media firm, there are specific rules that must be followed.

 In terms of business ethics and corporate governance, there are several guidelines that
organizations should follow.

2.1.4 GOVERNMENT INITIATIVES

To speed up changes in the broadcasting industry, the Telecom Regulatory Authority of India
(TRAI) is expected to approach the Ministry of Information and Broadcasting, Government
of India, to Fastrack the recommendations on broadcasting. Prasar Bharati and P.S.M.
(Maldives State Media) signed an agreement in February 2021 to collaborate in broadcasting.
The Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules
2021 were published on February 25, 2021, by the Government to create a progressive
institutional mechanism and a three-tier grievance redressal framework for news publishers
and O.T.T. platforms in the digital media.[ CITATION ibe21 \l 16393 ]

2.1.5 ROAD AHEAD

The Indian M&E business is on a rapid upward trajectory. The industry will grow at a much
faster rate than the global average.

Retail advertising is anticipated to grow due to numerous new competitors joining the food
and beverage market, E-commerce becoming more popular in the country, and domestic
firms testing the waters. Rural areas are also a potentially lucrative target.

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PART-B COMPANY PROFILE

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Outlook is one of India's top-selling weekly magazines and has several magazines under the
hood. Outlook was first incorporated in October 1995 with Mr. Rajan Raheja as the owner of
the outlook group. Headquartered in New Delhi, the company has branches in major cities
like Mumbai, Kolkata, Chennai, Bangalore, and Hyderabad.

Outlook quickly made its own space in the media industry, gaining popularity from the
readers who like and value in-depth and investigative reporting and looks for visually
appealing content and aesthetics.

2.2.1 HISTORY

Since October 1995, Outlook has published a weekly and monthly news magazine in India.
Mr. Vinod Mehta was the magazine's first editor-in-chief. Since its beginnings, the journal
has specialized in investigative reporting. Outlook has also given birth to specialist
publications such as Outlook Traveller, Outlook Money, and Mand the Hindi Outlook.
Outlook is well-known for spectacular coverage and breakthroughs in a case like "Kargil
Bungle" and the "Match Fixing scandal." Still, many see its editorial slant as anti-right,
similar to that of the RSS, frequently presenting opposing parts in a bad light.

2.2.2 CORPORATE VISION

To be a high-end global corporation with a distinct business emphasis.

2.2.3 CORPORATE MISSION

 The goal is to give our customers, shareholders, employees, and the general public
outstanding value.
 Develop a dynamic team of devoted and passionate individuals by continuing to learn
and grow them.
 Establish partnerships with our mutually beneficial business partners.
 Implement cost-effective methods to build a strong organization.

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2.2.4 CORPORATE VALUES

 Integrity
 Teamwork
 High Achievement

TABLE 2.1 OUTLOOK IMPORTANT STAKEHOLDERS

Editor in chief Ruben Banerjee

President & publisher Maheshwer Peri
Executive editor Bishwadeep Moitra
Features editor Nandini Mehta
Foreign editor Ajaz Ashraf
Business editor Sunit Arora
Senior editors Ajith Pillai, Anjali Puri
Political editor Smita Gupta
Bureau chief Saba Naqvi Bhaumik
Books editor Sheela Reddy
Deputy foreign editor Seema Sirohi
Assistant editors Namrata Joshi
Senior special correspondent Anuradha Raman
Special correspondent Saikat Datta, Nivedita
Correspondents Himanshu Kakkar

PRESIDENT Indranil Roy

VICE PRESIDENT Vidya Memon
GENERAL MANAGERS Kabir Khattar
DEPUTY GENERAL MANAGER Shipra Mohan Sinha
NATIONAL HEAD Vipul Jain
REGIONAL MANAGERS Anand Shirali, Arokia Raj
SENIOR MANAGERS B.S Johar, Kabir Khattar
ASSOCIATE MANAGERS Bobby Mathews

2.2.6 ORGANISATION STRUCTURE

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 Fig 2.1 Organization structure of Outlook

Fig 2.1 shows the organizational structure of Outlook. The Head of Outlook administers the
working of the relative multitude of different divisions. What's more, each utilitarian division
is additionally isolated into sub-offices dependent on undertakings.

If we think about the Marketing division, it has sub-offices like Sales and Distribution,
Product Management and Promotion. The Product Management group has two administrators
who supervise the print item and the computerized item.

Being a value-based association, Outlook is item focussed instead of market focussed.

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2.2.7 OUTLOOK PRODUCT PORTFOLIO

Outlook Weekly: This is a weekly magazine covering all sports, lifestyle, national and
international news, politics, and other topics. This can be considered a weekly newspaper
replacement. Prospects who have 9 to 6 jobs usually don't have enough time to read the
newspaper. As a result, this magazine may be tailored to them and made to read the
newspaper over the weekend.

Outlook Money: This is India's best money magazine and one of the greatest in the world. It
is published every two weeks and is mainly targeted at investors.

Outlook Traveller: It is a travel publication aimed at those who enjoy traveling and
discovering new destinations, accommodations, and cuisines. It gives a thorough assessment
of the locations, restaurants, and motels. It may be rented monthly.

Outlook Hindi: It is a fortnightly magazine covering all the news in the same way as a
weekly magazine does in Hindi.

Outlook Traveller: It's one of the most significant corporate magazines on the market, and
it's aimed at corporations and businesspeople alike.

Fig 2.2 Outlook Magazine

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2.2.8 OUTLOOK PRODUCT PORTFOLIO

Fig 2.3 Outlook Product Catalog

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2.2.9 OUTLOOK SALES FIGURE

For the year ending March 31, 2020, Outlook Publishing (India) expects operational sales of
INR 1 crore to INR 100 crore. Its EBITDA dropped by -56.28 percent over the prior year. Its
book net worth has grown by 11.53 percent in the same period, as shown in Fig 2.4

Fig 2.4 Sales Figure

Outlook has maximum sales generated in the 2nd and 4th quarters, where they hire extra
employees and interns to increase their sales.

Hiring Interns during the month of May-Sept plays a crucial role in boosting their sales as the
interns are more focused on their work and show high enthusiasm. Moreover, they will be
able to convert more leads and will be able to reach more people through personal connect

During the last quarter, every employee gives their best performance to achieve the annual
targets and to generate profits through its subscription and retail division.

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2.2.10 SELLING OF OUTLOOK MAGAZINE

Outlook sales take place in three main ways:

 Revenue through retail which generates 20% revenue

 Payment through subscription, which generates 40% revenue.
 Institutional Buyers

2.2.11 COMPETITORS OF OUTLOOK

Fig 2.5 Outlook Competitors

 Known Competitors: It's essentially the many print media organizations with
which Outlook competes regularly. Those who supply alternative services, such as
T.O.I. and NDTV, will be future potential competitors, but they will not replace
print media, as shown in Fig 2.5
 Known+ Potential competitors: Forbes is now present in India, but it can enter
the country, adapt to the local culture and compete with the Outlook Group.

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2.2.12 SWOT ANALYSIS

Strengths

 Good distribution Channel

 Multi-Channel Presence
 Strong Reputation in the Market. Amongst the top three magazines in India.
 Established Brand Image

Weakness

 Third-Party Logistics
 Rural markets are not giving much value.
 Saturated Market Segment

Opportunities

 Exploring new Graphical Regions

 In terms of printing technique and picture sharpness, competitors may be reluctant to
adopt innovations.
 Increasing Customer Retention

Threats

 With the advent of social media, it is hard to lure the youth to print media
 Digital Media is offering free updates and content.

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 CHAPTER 3

PROJECT DESIGN AND

METHODOLOGY

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3.1 PROJECT DESIGN

The project is divided into three tasks

 Task 1: It includes the marketing/sales task where the main objective was to convert
the leads interested in the outlook magazine.
 Task 2: It includes data analysis and data modeling of the data provided by the
company itself. The task is to make a decision model and find out the error rate.
 Task 3: It Includes analyzing the potential of social networking sites to increase the
circulation of outlook magazine. It includes collecting data through web-scraping
methods like Python and Pandas and extracting keywords to visualize the same.

The framework used is CRISP-DM used in Task 2 and Task 3, as Task 1 includes sales tasks.
The framework consists of the following steps:

3.1.1 Data Collection

Task 2: The data was given by the company itself, so no research work was done.

Task 3: Automated bots were made using Python and pandas to scrap the post content data of
Outlook India and its competitor Forbes from Twitter and Instagram and saving it to a CSV
file.

Twitter data includes:

 Name of the person

 User handle of the person
 Post content including mentions and hashtags
 No of likes and Retweets on the post

Instagram data includes:

 Name of the person

 Post content
 No of likes on the post

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3.1.2 Data Preparation

This part includes cleaning up the data and keeping the Data which is relevant.

Task 2: Data pre-processing is a must which includes collinearity check and checking the
outliers to see if the data is fit to create the model

Task 3: In this, we have only taken out the posts and post content that Outlook and Forbes
posted. The posts where these companies are tagged or mentioned hold no relevance to this
study because we focus on the content posted by these two companies.

After cleaning data, we integrate the data sets and reformat the data into a properly organized
way so that it is ready to use.

3.1.3 Data Analysis

Analyzing the complete dataset and create prediction models, and calculate the error rate to
find out which model is better according to their RMSE values and for task 3, creating visuals
and extracting keywords occurring the most in both the companies' posts and visualizing
them from most occurring to the least happening, excluding the stop words and comparing
them.

3.1.4 Conclusion

On evaluating the results that we have got, we conclude the analysis and the scope of
improvement, including the suggestions based on our study.

3.2 TASK 1: GENERATING SALES FOR OUTLOOK

The initial task was to generate sales of Rs. Five thousand or more by looking for suitable
leads and explaining how this purchase will value him. It is essential to understand the nature
of the customer and make them know the company's position in the market to create brand
value.

3.2.1 TECHNIQUES USED

3.2.1.1 Preparation
The second step involves investigating the market and gathering all necessary information
about your product or service in preparation for initial contact with a potential customer. You

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should now construct your sales presentation and personalize it to the specific needs of your
target client.

3.2.1.2 Approach
You make your first contact with your client during the approach stage. This can be a face-to-
face meeting or an over-the-phone conversation.

3.2.1.3 Objection Handling

Handling objections is perhaps the most underappreciated of the seven steps in the sales
process. This is when you listen to and address your prospect's issues. Good salespeople
distinguish themselves from bad salespeople and exceptional salespeople by successfully
resolving objections and easing anxieties.

3.2.1.4 Closing
In the last stage, we receive the client's approval to proceed. A person might use one of these
three closing methods, depending on your industry.
Close the deal with a choice: Assuming the sale and giving the prospect an option, with both
possibilities closing the sale.
Offering anything additional to entice the prospect to close, such as a free month of service or
a discount, is an example of an extra inducement close.
It was closed to standing room only: Creating a sense of urgency by stating that time is of the
essence.

3.2.1.5 Follow-Up
The work does not end once the sale is completed. The follow-up step allows you to stay in
touch with customers after they've made a purchase, not only for potential repeat business but
also for referrals.

3.2.2 TOOLS USED

3.2.2.1 KNOWLEDGE JOCKEY

Knowledge Jockey is used to track how many sales are made and how many leads are
generated. It discusses the successful conversions and those that were not. It's also automated
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using gemstone CRM software, and it sends out automatic emails to the prospects who didn't
sign up. All of the supervisors in Outlook and the interns on the job have a Kj account. The
account contains all of the information about the employee's career as well as his sales
figures. It also determines how much of an incentive the employee will receive from the sales
he produces. From the employee's perspective, this software is highly beneficial since it
keeps track of his actions.

Fig 3.1 Knowledge Jockey

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3.3 TASK 2

3.3.1 OBJECTIVES/LEARNINGS FROM THE TASK

The main objectives of the task were:

 Creating a business Problem from the given dataset

 Using statistical techniques like Annova, T-Test to find out the solutions of the
business Problems.
 Creating prediction models and testing those prediction models to get relevant
answers and to find out the error percentage and the error root mean square to find
which model is the best.
 Creating classification models and decision trees to check from which independent
variables the dependent variable is directly affected.

3.2.1.1 Data Preparation

The company provided all the data sets, and the initial task was to analyse the data set given
and find out which type of data it is.

 Describe Data: The next step is to examine the data and its properties, like how many
records are there, which data attribute is categorical and which data attribute is
continuous.
 Data Pre-processing: This involves cleaning up the data to check, correct, impute or
remove errors that can cause problems while performing data analysis on the model.
After these steps, it is essential to Reformat the data as necessary and convert specific
values according to the nature of the data set or the function to perform.

3.2.2 TOOLS USED

1. RSTUDIO: RStudio is an R programming language integrated development

environment (IDE). It has the following features:
 Workbench that may be customized and has all of the tools needed to work
with R in one location (console, source, plots, workspace, help, history, etc.).
 Code completion and syntax highlighting editor.
 Directly execute code from the source editor (line, selection, or file).

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2. JUPYTER NOTEBOOK: Jupyter Notebook is an open-source online tool that lets
you create and share documents with live code, equations, visualizations, and
narrative prose. Data cleansing and transformation, numerical simulation, statistical
modeling, data visualization, machine learning, and many more applications are
possible.
3. SPSS: SPSS Statistics is a sophisticated software platform for statistical analysis. It
comes with a comprehensive collection of capabilities that enable your company to
derive meaningful insights from its data.
Through a user-friendly interface, you can:
 Solve complicated business and research challenges by analyzing and better
understanding your data.
 Advanced statistical techniques assist assure high accuracy and quality
decision making by swiftly understanding vast and complicated data sets.
 To connect with open-source applications, use extensions, Python, and R
programming language code.

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3.3 TASK 3

To study the potential of Social Networking sites to increase the circulation of Outlook
Magazines.

3.3.1 OBJECTIVES

 The Basic objective is to scrap out Outlook and its competitor Forbes data from social
media websites like Twitter and Instagram. These companies enjoy using Python and
pandas, comparing the likes and reach ratio from the data collected and comparing
them graphically using Tableau.
 From the data extracted, create a program using Python and Natural language
Programming library NLTK, which could extract specific keywords used by the
companies in their posts and create a word cloud and the graphical image of the most
used Keywords and the others which follow both the companies to see how much
traction and reach they are creating in comparison to each other.
 We compare both the companies and how they stand on Social Media Platforms like
Twitter, Instagram, etc., along with their scope of improvement.

3.3.2 RESEARCH METHODOLOGY

The study was conducted through the online mode.

1. Source of Data: - Data were collected through data scrapping techniques

using Python and Pandas

2. Sampling Procedure: - Here, the sampling procedure used was random

sampling. Each observation had an equal likelihood of getting selected.

3. Sample Size: - Post samples of May to Mid-June were collected, and the
analysis was done on the same.

4. Period of study: The study period chosen was May 2021 to Mid-June 2021
during my Internship.

5. Tools Used: Jupyter Notebook

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3.3.3 TECHNIQUES USED

Python: Python's design philosophy prioritizes code readability, as seen by its extensive use
of indentation.

Pandas: Python is the programming language on which it is based. Pandas is a quick,

powerful, versatile, and easy-to-use open-source data analysis and manipulation tool.

NLTK: NLTK is a popular Python programming language for working with human language
data. It's anything but a bunch of text handling libraries for characterization, tokenization,
stemming, labeling, parsing, and semantic thinking, just as coverings for mechanical strength
N.L.P. libraries, an active conversation discussion, and simple to-utilize interfaces to more
than 50 corpora and lexical assets like WordNet.

Matplotib: Matplotlib is a charting package for Python with NumPy, the Python numerical
mathematics extension. It provides an object-oriented API for embedding charts into
programs utilizing G.U.I. toolkits such as Tkinter, wxPython, Qt, or G.T.K.

Lemmatization: The act of collecting together the inflected forms of a word so that they may
be examined as a single item, identifiable by the word's lemma, or dictionary form, is known
as lemmatization in linguistics.

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 CHAPTER 4

DATA ANALYSIS &

INTERPRETATION

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4.1 TASK 1

4.1.1 PRODUCT DIFFERENTIATION STRATEGY BY OUTLOOK

Once we know our target audience, it is essential to pitching in your products to the customer.
For this to be done, you have to go with Brand Awareness by telling them about the company
standpoint of Outlook and how what makes them different from other magazines.
Some of the critical differentiation strategies are:
Performance: Outlook is recognized for its statistic's analytic perspective and impartial
opinion.
Durability: Because of the excellent quality paper used, Outlook Magazines are more
durable than their direct competitors.
Reliability: Outlook news is quite dependable and can be relied upon.
Reparability: If the product is physically damaged, the magazine is replaced by the nearest
retail shop.
Style: Outlook Magazine, particularly Outlook Business, has an international magazine style.

4.1.2 IMPACT OF FOLLOWING THE SALES PROCESS AND PRODUCT

DIFFERENTIATION STRATEGY
Generating sales was complex during the time of the pandemic, but following the
differentiation strategy, we got the following outputs:
1. I got 15 leads who were interested in the magazine, and out of those 15, I was able to
convert 9 sales, and 6 were unsuccessful

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2. The unsuccessful sales were due to various issues, some payment issues and some were no
more interested in the magazine. The primary concern was that all the data is right now
present on the Internet. The list of unsuccessful sales are in fig 4.1, given below

Fig 4.1 Unsuccessful Sales

3. The Successful sales shown in Fig 4.2 shows nine successful transactions with most people
interested in Outlook Business Magazine while one bank contacted to get Outlook Money
magazine for the interest of their consumers

Fig 4.2 Successful Sales

4.1.3 TOTAL SALES DONE

The total sales done were Rs 5450 in 15 days during a hard time of the pandemic, and the
total revenue

4.1.4 MAJOR LEARNINGS

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  Regardless of the situation, a sale is entirely dependent on the salesperson's ability to
persuade.
 Following up on any leads provided does not always result in a sale.
 The customer's perception of the firm is essential in influencing the sale.
 Not everyone we approach for sale will be courteous, but we should be polite and deal
with them calmly.
 Getting the first sale can take a long time and may necessitate a strategy adjustment.

4.1.5 CHALLENGES
 Generating Sales when the pandemic was at peak and the people were emotionally
and mentally at not a proper frame of mind.
 Restriction of not going out and not physically presenting the product or interacting
with the consumers
 Building Trust Online
 Prospecting Leads
 Closing the deal
 Connecting Via Phone

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4.2 TASK 2

4.2.2 TASK 2 PART 2

Create a multiple Regression Model to Predict the Price of a used Toyota Corolla, keeping
the price as the dependent value and other factors as the independent values. The attributes
Model - Model Description Price - Offer Price in EUROs Age_08_04 - Age in months as in
August 2004 K.M. - Accumulated Kilometres on odometer H.P. - Horse Power CC - Cylinder
Volume in cubic centimeters Doors - Number of doors Quarterly Tax - Quarterly road tax in
EUROs Weight - Weight in Kilograms

4.2.2.1 STEPS INVOLVED

1. Fetching the data set to R studio and conversion of excel to data frame and finding out
the summary to find out the number of values that are present in the data frame and doing
Exploratory data analysis as shown in Fig 4.3

Fig 4.3: Fetching Data

2. Gathering all the required libraries

The libraries used in all the datasets are

 Dplyr
 Ggplot2
 MASS
 DataExplorer
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  Nortest
 gplots

3. Data Partitioning: (70 to train the model and 30 to test the model) Segregating the
model to testing model and training model and the variation used is 70% Training and
30% Training

Since the count of the value is 1436, we divide the dataset into training data which is
70%, i.e., 1005 values, and testing data which is 30, as shown in Fig 4.4

Fig 4.4 Data Partitioning For model

4. Check for Collinearity

We observe there is no multicollinearity between the independent variables

considered, as shown in fig 4.5

Fig 4.5 Collinearity Test

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5. To visually confirm the normality assumption, utilize the Q.Q. plot of residuals
The residuals Q.Q. Plot is to check the normality assumption visually. The standard
probability plot of residuals should approximately follow a straight diagonal line. In
our example, as shown in Fig 4.6, all the points fall around along this reference line to
assume normality, but the data is slightly skewed to one side due to the slight
curvature seen in the Graph.

We make a correlation plot to understand any multicollinearity that exists.

Fig 4.6 QQ Plot

6. Creating a model using continuous data like Age, K.M., H.P., CC, Doors,
Quarterly Tax, and weight

We didn't use I.D. and model since the character data and id are just serial numbers
and have no relevance with the other data attributes. Fig 4.7 shows the final model 1.

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 Fig 4.7 Model Building

7. Stepwise Regression

Stepwise regression lower A.I.C. indicates better model. Goodness of Fit

Fig 4.8 Stepwise A.I.C.

The smallest A.I.C. came out to be 14490.22, which can be considered for the better
model as shown in Fig 4.8

8. Preparing the final data model

The R square value of the final model, as shown in Fig 4.9, came out to be 81.03,
while the adjusted R square value came to be 80.97. The F static value came out to be
2e-16 which is highly significant. This means that at least one of the predictor
variables is significantly related to the outcome variable.

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 Fig 4.9 Final Model

9. Creating a Prediction Model

We apply the model to predict test data and get all the Z values, as shown in Fig 4.10

Fig 4.10 Calculating Z scores

10. Binding the actual data and the predicted data

It is done to show comparison final_data1 holds values of the actual value and the
predicted value and shows us the comparison between the two so that we can see what
was the real deal while which one was the predicted one as shown in Fig 4.11

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 Fig 4.11 Binding Actual and Predicted data

11. Calculation of error values

We calculate the error values, which are calculated by subtracting the predicted value
from the actual value, and the difference we get is the error between the two, as
shown in Fig 4.12

Fig 4.12 Error Values

12. Showing the actual and predicted value with the error value.

We show the actual, predicted, and error values in a more structured way to show the user's
readability

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 Fig 4.13 Comprehensive error rate view

13. Calculating the Root Mean Square

We calculate the Root mean square of the first data model, and it comes out to be
4948.966, as shown in Fig 4.14

Fig 4.14 Root Mean Square

14. Similarly, through the same process, we create another data model with other
independent variables

We create a different data model to check the error rate and the Root mean square.
We have taken attributes like Age, H.P., cc, Doors, and Quarterly Tax. We have taken
these attributes to test which model has less Root mean square value and fewer error
rates, as shown in Fig 4.15

Fig 4.15 Data Model 2

15. Once we complete all the steps mentioned above, we calculate the root Mean
square of Model 2

Fig 4.16 Root Mean Square of Model 2

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 16. Checking which value of the Root mean square is less

Fig 4.17 Comparing Root Mean Square

The model with less Root means square is the better model, as shown in Fig 4.17

Conclusion

As we see that the second data model has less Root mean square, i.e., 1484.656, than the first
data model. Hence, the second data model is better than the first and has more minor errors
than the first data model.

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4.3 TASK 3

4.3.1 PART 1- INITIAL FINDINGS

1. As mentioned earlier, Outlook has a known + potential competitor in the form of Forbes,
which has 1,715,114 Followers, while the Media uploaded is 4769, and the engagement
rate is 0.12%, according to Social Blade, as shown in Fig 4.18

Fig 4.18 Forbes Instagram

According to Social Blade, Outlook India has a total number of followers of 81,275 and the
Media uploaded is 5,737, and the engagement rate is just 0.04%. as shown in Fig 4.19

Fig 4.19 Outlook Instagram

It shows that Outlook India can still gather more engagement rates and several followers even
after a higher number of media uploads.

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2. For further analysis, we check how many followers were gained compared to the
media uploaded by each company from April.

Weekly Media Uploaded (Apr- June)

Fig 4.20 Weekly Media Uploaded Outlook Vs. Forbes

From the Graph, we infer that the media uploaded by Outlook (Brown) is way more in
numbers than the one uploaded by Forbes (Purple), wherein some weeks the ratio of posts
being uploaded is 119 for Outlook to 29 for Forbes as shown in Fig 4.20.

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Weekly Followers Gained (Apr- June)

Fig 4.21 Weekly Followers Gained Outlook Vs. Forbes

From this Graph, we infer, the weekly followers gained by Outlook (Blue) are way less than
the weekly followers gained by Forbes (Green), wherein most of the weeks, the company is
also losing its followers. In contrast, Forbes is gaining new followers every week, as shown
in Fig 4.21.

4.3.1.1 Initial Analysis

The initial analysis shows that even after posting more content on social media platforms,
Outlook India can still gain more followers and instead are losing the followers. In contrast,
even after posting less content, Forbes gains more followers and reaches out to more people,
increasing their engagement parameter.

It can be due to the quality of content being posted by both these companies, which is the
main driver for audience attraction and seeing which the company page gains more followers.

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To check this, we analyze deeper and look at each post content trying to fetch the main
keywords and then checking which category content is posted more and is the page covering
a specific type of news only and ignoring other domain news.

4.3.2 STEPS FOLLOWED FOR FURTHER ANALYSIS

4.3.2.1 Part 1- DATA COLLECTION

Extracting the Twitter Data using Scrapper Bots (Outlook India and Forbes)

Steps Involved

1. Importing Libraries: Libraries used were:

 CSV: The CSV module provides classes for reading and writing CSV tabular data.
 GetPass: It asks the user for the password without any echo command
 Selenium Webdriver: The Selenium WebDriver program is used to automate web
application testing to function correctly. It works with various browsers, including
Firefox, Chrome, Internet Explorer, and Safari, as shown in Fig 4.22.

Fig 4.22 Importing CSV

2. Automating Login Process

For the bot to work automatically, it is vital that the bot automatically puts the username to
the username field and password given by the user to the password field and clicks on the
login button automatically.

For this, we use XPATH, XPATH which are available in the console panel of the browser.
We extract it by right-clicking on the username and password text fields, as shown in Fig
4.23.

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 Fig 4.23 XPATH for Twitter

And then passing it to the driver.find_element_by_xpath command as shown in Fig 4.24

Fig 4.24 XPATH code

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3. Navigating to the Twitter Page, we want to extract data from

We again copy the XPATH of the search text bar

And ask the user the text to enter in the field

Fig 4.25 Search Query

4. Fetching the post contents

 For the fetching of the username, the content of the post with the no of likes, and no
retweets and comments on that comment, we adopt the same XPATH method.
 To make it a regular scroll, we set the bot timer to 10 seconds and follow the
Approach to extract the last 15 posts of each page scroll so that the post fetching is
not overlapped, as shown in Fig 4.26

Fig 4.26 Fetching Post Content

The process runs until the last position is equal to the current situation, which means that the
bot has fetched all the relevant posts.

5. Saving the data into the CSV file

With the use of with open command, we save all the relevant data to the CSV file, as shown
in Fig 4.27

Fig 4.27 Data to CSV

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6. Extracting data from Instagram using Bots

Extracting from Instagram is tricky than Twitter as it involves manually logging in, and then
finding the XPATH is very tough. We have only scrapped the Post contents, Instagram
handle, post links, and no of likes, as shown in Fig 4.28

Fig 4.28 Extracting Data

We are at a time scrapping only 25 posts because grabbing higher posts can cause issues like
network issues that can hamper the complete program, and also, some posts can take more
time to load, which may be heavy in the image size.

7. Libraries Used

 Selenium
 Pandas
 Time
 Re
 WebDriver

8. Steps Involved

 After importing all the libraries, we create a function and gives the browser driver
command to open a specific page link, which we want to extract.

Fig 4.29 URL of Instagram

 We set the limit to extract only 25 posts at a time and grab all the post links from the
href tag, i.e., by the tag name 'a' and save it in the empty list

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  We grab all the elements like no of likes and the content of the post and the time at
which it was uploaded from the XPATH of each of the attributes and save it into a list
which is further extracted to a CSV file shown in Fig 4.30.

Fig 4.30 XPATH of likes

4.3.2.2 PART 2: WORD EXTRACTION TECHNIQUE

Keywords are significant because they provide a concise representation of the content of the
text. Keywords are also important for finding articles in information retrieval systems and
bibliographic databases, and search engine optimization.

Traditional keyword extraction methods entail manual keyword assignment based on the
content of the article and the writers' assessment. It takes a lot of time, and it may or may not
be accurate in terms of keyword selection. Keyword extraction has become more successful
and efficient since the introduction of Natural Language Processing (N.L.P.).

1. Approach Followed

Fig 4.31 Approach for Word Extraction

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2. Importing the dataset

The data that we have got from scrapping the Twitter and Instagram data of Outlook and
Forbes is fetched here using the Pandas library, as shown in Fig 4.32

Twitter

Fig 4.32 Twitter data

Instagram

Fig 4.33 Instagram Data

3. Preliminary Text Exploration

Before beginning any text pre-processing, it's a good idea to quickly look over the dataset for
word counts, the most common, and the rarest words, as shown in Fig 4.34 and Fig 4.35

Fetching Word Count

Outlook Twitter

Fig 4.34 Word Count Outlook Twitter

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Forbes Twitter

Fig 4.35 Word Count Forbes Twitter

Outlook Instagram

Fig 4.36 Word Count Outlook Instagram

Forbes Instagram

Fig 4.37 Word Count Forbes Instagram

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4. Most Common and Uncommon Words

A look at the most commonly used terms reveals the most frequently used words and words
that may be utilized as data-specific stop words. We can create a custom stop word list by
comparing the most popular terms to the default English stop words, as shown in Fig 4.38

Fig 4.38 Most Common words

5. Text Pre-processing

Fig 4.39 Text Pre-processing Techniques

Noise removal and normalization are the two primary categories of text pre-processing. Noise
can be defined as data components that are redundant to the leading text analytics.

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6. There are two types of normalization — stemming and lemmatization, as shown in Fig
4.40

Fig 4.40 Lemmatization

7. Removing Stopwords

Prepositions, pronouns, conjunctions, and other stop words are common in sentences. Before
analyzing the text, these terms must be deleted so that the commonly used words are
primarily context-relevant words rather than common text words, as shown in Fig 4.41.

Fig 4.41 After removing stopwords

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4.3.2.3 DATA EXPLORATION
We'll now visualize the pre-processed text corpus to gain insights into the most commonly
used words.

Creating word cloud for the most commonly used words using the above code

Fig 4.42 Twitter Outlook and Forbes

1. Interpretation

From the word cloud of Twitter data of Outlook and Forbes, we see that the most common
comment was covid India which both the companies substantially used. Still, if we look at the
word cloud of Forbes, we will see that there are very different words being used as a
boardroom, covid warrior, Business, stock market, second wave, leader, technology,
etc., as shown in Fig 4.42.

Also, if we see the word cloud carefully, we will see that the data is mainly divided into
different categories in B like

 Technology
 Business,
 Stock market finance
 Politics

whereas in Outlook, the information is more centered around the covid vaccination and
politics, and not much emphasis is given to other categories, as shown in Fig 4.43.

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 Fig 4.43 Instagram Outlook and Forbes

2. INTERPRETATION

In Instagram, we see that in the case of Outlook, they have used the keyword

 Photo
 Picture
 Gallery

These are the most commonly used keywords and don't relate to the topic the post is about. Also, the
general keywords during the month of April-June were related to covid, which are not much seen in
the word cloud of the keywords fetched from the outlook Instagram data

In the case of Forbes, the keywords used are particular like

 Oxygen
 Covid
 Patient
 Lost life
 India
 Read

This makes a lot of sense in themselves only and creates a lot more engagement between people as
they connect more, and these keywords show that the posts on the Instagram page of Forbes were
much more relatable, which is why they gained more traction.

3. Visualize top uni-grams, bi-grams, and tri-grams

The CountVectoriser can be used to visualize the top 20 unigrams, bigrams, and trigrams used to grab
the top 20 keywords used by the content posts.

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4. Uni-Gram Outlook Twitter

Fig 4.44 Uni-Gram Outlook Twitter

Uni-Gram further proves that the Outlook Twitter data is highly related to just Political and more or
less no content related to other sectors like sports, stock market, technology is not posted at all and the
post is all about the politics and covid data as shown in Fig 4.44.

5. Uni-Gram Forbes Twitter

Fig 4.45 Uni-Gram ForbesTwitter

Forbes Twitter data covers almost all the sectors where Business is at the 3 rd place after the covid
India content news and Politics. There were posts related to the world news and about the startup

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sector, technology, and the market sector present in the Uni-Gram present above, as shown in Fig
4.45

6. Uni-Gram Outlook Instagram Handle

Fig 4.46 Uni-Gram Outlook Instagram

As the Twitter data of Outlook, we see a lot of similarity in the type of content posted on the
Instagram handles. The essential keywords are more or less the same, which further states that the
posts are again related more towards Politics and covid wave in India, as shown in Fig 4.46

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7. Uni-Gram Forbes Instagram Handle

Fig 4.47 Uni-Gram Forbes Instagram

The Unigram shows the frequency of each keyword used in the Instagram post by the Forbes handle,
which indicates that these keywords were used a lot by Forbes to engage the audience to increase
engagement rate, as shown in Fig 4.47

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 Fig 4.48 Outlook and Forbes Twitter Bi-Grams

The bi-grams shows the most occurring keyword pairs, which makes an ample clarity about what the
posts were and how often they were used, as shown in Fig 4.48

8. Instagram Bi-Grams

Outlook and Forbes

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 Fig 4.49 Outlook and Forbes Instagram Bi-Grams

9. Tri-Grams Twitter

Outlook

Fig 4.50 Outlook Twitter Tri-Grams

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Forbes

Fig 4.51 ForbesTwitter Tri-Grams

The frequency difference between the Outlook and Forbes data clearly shows the difference
in the rate of keywords used by both companies. Forbes outcast Outlook in the quality of
content used and the frequency to engage its audience and attract more people, as shown in
Fig 4.49 to Fig 5.50

10. Instagram Data Outlook

Fig 4.52 Outlook Instagram Tri-Grams

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Forbes

Fig 4.53 Forbes Instagram Tri-Grams

Here also, the difference is pretty evident in the quality of content being posted and the
frequency of the keywords that are being used.

4.3.2.4 OUTCOME OF ANALYSIS

1. Outlook, despite posting more content daily every week, is getting significantly fewer
followers than its nearest competitor Forbes which, despite posting less, is getting
way more followers than Outlook, and the difference between them is huge
2. On seeing the likes ratio in the Instagram and Retweet and likes percentage of both
the companies, we see that the engagement difference is also very huge. This is
because of the quality of content used and the proper use of keywords, and the
frequency.
3. It is essential to use proper keywords and hashtags where Outlook is lagging a lot in
comparison to the frequency of keywords used by Forbes

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4. Outlook is more centered on politics. The social media team of Outlook completely
overlooks other categories and other happenings in the world in the Market sector,
Business sector, startups, and even Sports.
5. On the other hand, Forbes posts about all the fields and whatever is happening in the
world. The audience can engage more with the content posted and keep all audience
types with different age groups or likings engaged.

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 CHAPTER 5

FINDINGS, CONCLUSION,
RECOMMENDATIONS &
LEARNINGS

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 FINDINGS FROM THE STUDY

1. Outlook is very particular about the sales from their interns, and they motivate every
intern to bring in new leads and bring in recent sales.
2. Because the client base is price sensitive, pricing should be done expertly.
3. The content of the magazine has a more significant impact on the repurchase rate than
any other factor.
4. Outlook needs to work on their social media marketing strategy as they lag behind
their competitors.
5. For their social media marketing strategy to work, they need to upscale their post
content and bring in keywords to reach new people and increase engagement.
6. Looking for the right keywords plays a huge role in marketing strategies, gaining
more traction on the posts, and gaining more fans.
7. Outlook posts more or less the same content on every social media page and at the
same time, which is meaningless as they see the same post and same content
everywhere.
8. Outlook postings are more politics-oriented and less on other sectors like Business,
Sports, Finance, Stock Market, World News, etc.
9. The competitors use their marketing strategy wisely. They post basically about all the
sectors like Business, Fashion, world, sports, etc., along with the daily headlines and
daily news going around the world.
10. The frequency of the essential keywords is relatively less in Outlook posts, whereas
the competitors make a good strategy and use keywords more.

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 RECOMMENDATION

 Launch new magazines in previously untapped markets, such as fashion, lifestyle,

sports, and technology.
 Outlook should work to enhance its customer service, as many customer concerns and
requests go unanswered.
 Switch to digital mode.
 Increase client interaction by providing services such as blogging.
 More college events should be sponsored to increase their awareness through buzz
marketing.
 Have a better presence on social media platforms
 Post news updates about other sectors also like Business, Sports, etc.
 Use specific keywords as it helps in following ways
a. A competitive environment: It's crucial to know who your competitors are,
what they provide, and how they market, just like it is for any other business,
so you know what makes yours the superior option. Instagram hashtags can be
used to study competitor accounts, top posts, and most-used hashtags.
b. Branding and Visibility: The most practical applications of hashtags on
Instagram are for branding and visibility. If you're a new company, hashtags
can help you reach a wider audience and raise brand awareness. Users will see
the appropriate hashtags you're using when they search your brand, and your
branded posts will appear in the results when they search specific hashtags.
c. Promotion: Hashtags provide a campaign with a lot of awareness and help
you reach your target audience by utilizing hashtags you know your target
audience is already using. When used to advance an occasion, the hashtag
associates you with your devotees and your adherents to each other. The
measure of foothold that a hashtag can create previously, during, and after an
occasion is enormous.
d. Activism: With the whole globe readily available, getting some answers
concerning breaking news is straightforward. Accordingly, numerous political
developments embrace their hashtag to advance their motivation. It works
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comparatively to occasion advancement. Individuals utilize the hashtag to
report that they are doing a pledge drive, and clients share their posts
previously, during, and after the occasion

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 CONCLUSION

Customers are classified according to the value they bring to the company. It costs more to
secure another client than it does to keep or grow a current one. With the advent of social
media, pricing is crucial, and the client base in this industry is price-conscious. Moreover, the
social Media Marketing of Outlook needs a rework as they are lagging behind their
competitors. They need to strategize how to increase customer engagement on different social
media handles. They need to look at their competitors to check the strategies they are
adopting and how they can improvise. The content posted on their social media handles are
more related to politics, and they don't cover other sectors, and the posts on other sectors are
relatively less

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ibef. (2021, June 30). Media and Entertainment Industry. Retrieved from ibef:
https://www.ibef.org/industry/media-entertainment-india.aspx
icra. (2019, April 01). Outlook Rationale Report. Retrieved from icra:
https://www.icra.in/Rationale/ShowRationaleReport?Id=79173
sas. (2020, January). Predictive Analytics. Retrieved from sas:
https://www.sas.com/en_in/insights/analytics/predictive-analytics.html
tofler. (2021, July 01). Financials of Outlook Publishing (India). Retrieved from tofler:
https://www.tofler.in/outlook-publishing-india-private-
limited/company/U67120MH1992PTC066495/financials
Wikipedia. (2018, October). Printing industry in India. Retrieved from Wikipedia:
https://en.wikipedia.org/wiki/Printing_industry_in_India

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APPENDIX

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