Summer Internship Black Book

PROJECT REPORT
ON SALES STRATEGY
IN
OUTLOOK MAGAZINE PVT LTD
SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF
MASTER OF MANAGEMENT STUDIES
BY
VIPUL PRAVIN MORE
ROLL NO. 2022126

MMS-II (SEM III)
YEAR 2022- 2024
LALA LAJPATRAI INSTITUTE OF MANAGEMENT

MAHALAXMI, MUMBAI – 400034
private equity. 1
SUMMER INTERNSHIP PROJECT
SUBMITTED BY
VIPUL PRAVIN MORE

Roll No – 2022126
MMS – II (SEM III)
YEAR 2022- 2024
2
3
CERTIFICATE
This is to certify that the project work titled Sales strategy at Print Media Industry
is a summer internship work carried out by Mr. Vipul Pravin More.
The project was completed for ‘Outlook Media Pvt.Ltd’, under the guidance of
Mr Bhuwan Thapa.
I further certify that the said work has not been submitted in part or in full, to any
other University.
Date: 5th December, 2023
Dr. Priyadarshini Nidhan Dr. H.J. Bhasin
Project Mentor Director
4
DECLARATION
I, Mr. Vipul Pravin More, student of Lala Lajpatrai Institute of Management of

MMS II (Semester III) hereby declares that I have completed the summer internship
project on Sales Strategy in Outlook Magazine Pvt Ltd in the Academic year
2022 - 2024. The information submitted is true & original to the best of my
knowledge.
Mr. Vipul Pravin More136
5
ACKNOWLEDGEMENT
At the outset of this project, I would like to express my profound thanks to a few
people without whose help, completion of this project would not have been
possible.
First and foremost, I would like to express sincere thanks to Outlook Magazine
Pvt. Ltd for giving me this opportunity to work with them.
I am very grateful to Dr. H.J.Bhasin, Director of Lala Lajpat Rai Institute of

Management,for giving me the opportunity to do this project in Outlook Magazine
Pvt. Ltd.
I would also like to thank the entire Marketing Department for providing me their
precious time and making this internship a successful learning experience.
I would also like to thank Dr. Priyadarshini Nidhan for being an excellent mentor
and helping me whenever I approached her.
The list is endless but to name a few special people, I would like to thank Prof. Nitu
Nair for being extremely supportive and guiding me throughout my internship and
giving me constant motivation and expert advice
Last but not the least; I take pride in thanking my parents Mr. Pravin More & Mrs.
Prerana More siblings and friends for their much valued support.
6
Executive summary:
Two main objectives of any publishing group are:

● To increase Geographic Dispersion / Circulation
● To Improve Readership profile
This is because the main source of revenue for any publishing group is advertising and an advertiser would
like to know the facts and figures before investing his money in advertising. Outlook is part of the Rajan
Raheja Group which made its beginning in the construction business and after building a huge presence in
the realty market, the Group diversified laterally into manufacturing, financial services and media. The
magazine division of Outlook consists of Outlook, Outlook Money, Outlook Traveller, Outlook Hindi, and
Outlook Profit & Outlook Business.
Moreover, it has taken over the sales & marketing of Newsweek, an international news magazine and Marie
Claire, an international women’s magazine. The purpose of the project is to identify the segments for the
newly launched magazine in business-to-business markets and promote these magazines by creating
awareness among the potential business clients in generating sales for Outlook India Ltd. Now-a-days, a new
marketing concept of “SPACE SELLING” has arisen in the print media; say it, newspapers or magazines.
These new promotional tools consist of Strip, Flap, Cover-on Cover in order to give customized solutions to
the business clients.
7
INDEX
NO. CHAPTER PAGE

NO.
1 Introduction 9
Print Media Industry Overview

2 11
Future and Previous Records of Indian Print

2.1 Media Industry 14
Print Media: Industry Profile

2.2 15
SWOT Analysis of Print Media Analysis

2.3 16
Major Players in Print Media Industry

2.4 18
Porter 5 Forces Analysis

2.5 19
Company Analysis
3 21
3.1 About Outlook India 21
About Products of Outlook Group

3.2 22
Marketing Strategy at Print Media Industries

3.3 24
3.4 Business to Business (B-2-B)

26
8
3.5
Strategies used by print media industry 32
3.6 Loyalty Programs offered by Companies

35
4
Literature Review 36
5
Research Methodology 39
5.1
Data Analysis And Interpretation 42
6
Conclusion & Recommendations 49
7
NPS Survey 50
8
References 59
9
Chapter 1. Introduction
Print Media in India is exceptionally old and a deep-rooted industry. The print
business primarily includes paper and magazine distributing. Book distributing is more
modest yet critical regarding income. Despite the fact that it's a full-grown industry, new
magazines are being sent off each year. India has been one of the quickest developing world
economies since the past three years. Hearty utilization and rising pay levels have helped
the development of print media. New titles that emphasis on specialty points keep on
sending off on the lookout. The income hotspots for a magazine are membership, single
duplicate deals and commercials. Around 73% of income comes from publicizing and 27
percent of course.
The Internship at the Outlook Group provided me an opportunity to understand the

products and services offered by company and how to pitch different sections of
customers using 5 different products offered by the company and the challenges faced by
the Traditional print media industry from newer types of News Channel types such as
Social Media, News Applications ,E-mail Updates etc. .The impact of Information
Technology in the Magazine Industry has closed the businesses of many well-known
Media groups who lost the customer value to Social Media and Information Technology.
Outlook group is facing similar issue of high customer forge because they are not
renewing their subscription and hence revenue Generation has become quite challenging,
though Outlook has started their Digital version as well as App, however these two things
are not sufficient to meet the challenges, hence Outlook is focusing on printing those
magazines whose content is and will remain relevant in the near future like Money, Weekly,
Traveler, Business etc. to Relevant Customer types.
During the internship, I learned how the outlook group is facing difficulty in
achieving the targets. On the other hand in Business to Business (B-2-B) they are looking for
Advertisement, hence it is given an opportunity to learn how Revenue is being generated
through the Magazine sales and Advertisement.
In this project first I have analyzed the print media industry at the underlying stage.
Then, at that point, I have attempted to concentrate on the different techniques it embraces.
Concentrating on a market chief's system is vital from the point of
9
figuring out deals also, promoting.
Print Media in India is exceptionally old and a deep-rooted industry. The print
business primarily includes paper and magazine distributing. Book distributing is more
modest yet critical regarding income. Despite the fact that it's a full-grown industry, new
magazines are being sent off each year. India has been one of the quickest developing world
economies since the past three years. Hearty utilization and rising pay levels have helped
the development of print media. New titles that emphasis on specialty points keep on
sending off on the lookout. The income hotspots for a magazine are membership, single
duplicate deals and commercials. Around 73% of income comes from publicizing and 27
percent of course.
10
Chapter 2. Print Media Industry Overview
Print Media, as anyone can understand is one of the most important factors coming through
in the way a day-to-day works. Books, Newspapers and Magazines etc. are Read by a lot of
people and are certainly one of the most trusted mediums of National and International
News.
India has a Variety of Print Media Industry with thousands of Magazines, Books and
Newspapers in Flowing. Best Quality Reporting, Journalism and a very wide network is
what makes Print media a successful industry even in the time of News Application, Social
Media and Internet. It also helped improve the knowledge and literacy rate of the average
person in India.
India has a lot of Regional Newspapers and Magazines in many languages so there
is something for everyone out there to read.
The Magazine with Largest circulation in India is India Today.
Current size in India- US$3.00bn in 2022
Revenue Change-2.4% in 2022
A Growing Indian economy, growing need for content and government initiatives that have
opened the sector for foreign investment are improving growth in the print media. With the
literate population on the rise, more people in Urban and Rural areas are reading newspapers
and magazines today. Foreign media too is showing interest in investing in the Indian Media.
Printing and Print - Packaging industry in India is developing; individuals are checking out
this key industry now. There are in excess of 36 printing foundations, a portion of these
giving even post-graduate schooling. Consistently in excess of 3500 new printing designing
alumni joins the business, while still considerably more get on the spot preparing in the print
shops. Printing, particularly Packaging printing, is currently one of the businesses. It is
expressed that starting around 1989 the development of the Printing combined with
Packaging Printing industry is more than 14%.
The development of this area credits to the two primary reasons, First is the spread of
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training as per the 2001 statistics report education development in India contacted almost
66%. This astonishing development in proficiency along with rising instructive levels and
quickly
12
advancing exchange and industry in India make what is going on a blissful note. Proficiency
rate is developing; expansion in the education rate affects the ascent of the course of the
provincial papers. Individuals are first taught in their native language according to their state
where they reside for example understudies in Maharashtra are obligatory shown Marathi
language and thus they are taught in their state language and the main thing an educated
individual does is understood papers and gain information and consequently higher the
proficiency rate in an express the deals of the ruling provincial paper in the state rises.
There's little uncertainty about India's market potential on paper media. As per a public
overview, 248 million proficient grown-ups still read no distribution. However, readership of
papers and magazines is up by 15% starting around 1998 to 180 million. It's an impression of
a more youthful, more taught populace, particularly in modest community India, feel
specialists. India has 49,000 distributions, yet yearly incomes complete just $1.1 billion.
While they can be dynamic and gutsy, most are famished for innovation, showcasing, and
cash-flow to grow. So a small bunch of distributions rule. With the development in
education, the Indian print media industry is expected to develop at a CAGR of 5.7% for the
period 2009-13 to reach Rs. 213.6 billion from Rs.161.8 billion in 2008.
Leading Indian Magazines & Publications
1. India Today Magazine - Living Media India Ltd

India Today Magazine - Living Media India Ltd is a news magazine that brings to you the
latest and updated news. It covers almost every news and updates which are trending in the
country. India today magazine publishes the latest trends in Politics, Economics, Business,
Technology, Travel, Lifestyle & Bollywood.
Living Media India Ltd based in New Delhi has published India Today Magazine since 1975
that presents a well-rounded perspective on a variety of subjects maintaining the highest
standards of journalism in the country.
13
2. Outlook Magazine - Outlook Publishing India Pvt Ltd
Outlook Magazine is the award-winning journalism by Outlook Publishing India Pvt Ltd
which features contents from politics, sports, cinema, and stories of broad interests. It is
printed in English & Hindi Language. It is India’s most vibrant current affairs and news
magazine which was launched in 1995. Outlook Magazine - Outlook Publishing India Pvt
Ltd Is an insightful, thought provoking, compelling, in-depth analysis and keeps you
up-to-date with its bold and aggressive reporting.
3. Forbes India Magazine - Digital18 Media Ltd

Forbes India Magazine is the Indian edition of Forbes which is managed by Reliance
Industries-owned media conglomerate, Digital18 Media Ltd. Forbes India Magazine is
India’s leading business magazine that helps readers understand the phenomenon behind
news, connect the dots and get cutting-edge perspectives. Forbes India Magazine - Digital18
Media Ltd has stood, unwavering, for one overriding principle: the unshakable belief in the
power of free enterprise which has helped readers connect the dots, form patterns and see
beyond the obvious.
14
2.1 Future and Previous Records of Indian Print Media
Industry On 31 December 2012, Newsweek stopped its Print version to go totally on the
web. The difficult financial aspects of print and distributing was expressed to be the
explanation by then Editor-in-boss Tina Brown. To cite her. "Leaving print is a very
troublesome second for us all who love the sentiment of print and the extraordinary week
after week brotherhood of those furious hours before the close on Friday night. However, as
we head for the 80th commemoration of Newsweek one year from now we should support
the reporting that provides the magazine its motivation and embrace the all-advanced
future."
As the web developed throughout the course of recent many years, It has arisen as a strong
stage for news. The downfall of the print has turned into a worldwide peculiarity. Groove in
India, with 110 million duplicates sold consistently, is the second biggest market for papers,
second just to China and numerous specialists say that this market isn't that helpless against
the web as a significant number of its partners across the world. Out of the main 100 dailies
as indicated by course, 19 are from India. While paper courses declined by 9.2% in the USA,
it has expanded by a marvelous 16% in India north of 2000-2010 Pew research(2010). The
publicizing incomes have gone somewhere near 25% in the American print media industry
while they have expanded 13% in India. Furthermore, this is the point at which the paper
reaches just around 38% of the Indian populace. With developing education, the paper course
is scheduled to develop by 8.7 percent somewhere in the range of 2012 and 2017. As the
working class in India develops, the course of the vernacular language press is going up.
(Kumar 2010)
Be that as it may, there are a great deal of issues confronting the print. The constraints in the
proficiency levels the nation over and moreover the ignorance about the Indian culture
among its individuals, over reliance on promoting. compromising substance and above all
falling time spent. The proficiency in India is stuck at a stunning 60% and that is when
estimation of education in India is the capacity to sign. This puts to scrutinize the genuine
number of individuals who are prepared to do and check out understanding papers. As per
Indian readership review done alongside Hansa research, while dissemination of print
expanded from 232 million to 351 million somewhere in the range of 2000 and 2012, the
time spent has diminished from 32 minutes to 28 minutes, Kohli-Khandekar(2013)
15
2.2 Print Media: Industry Profile
The Financial Press Report has stated that the Indian print media is to rise at the rate of 20%
regardless of challenges such as high rise in printing prices. It is because of the Pandemic
caused in the year 2020-2021.
While the Indian Economy Recovers from the Pandemic, Advertisement Profits are expected
to increase by 25% from the previous year. The Report also states that the Revenue is likely
to increase by 30% but there is a long-term decrement because of the customers preferring
Digital Media over Traditional Media.
It is expected that the Advertisement and Circulation Revenues are expected to be

approximately Rs.27,000 Crores Financial Year 2022-23, from the bleak Rs.18,600 Crores in
Financial Year 2021-22.However the Industry is not expected to reach its previous heights of
Rs.32,000 Crores for Several years
The Challenges included Continuing rise in Prices of Raw Materials Instead of Levelling-off
after a Couple of Quarters or some other unseen events. It is expected that the Smaller Media
Organizations are more vulnerable because of the hike in prices of Raw Material. It is
expected that the credit profile of Larger Organizations will be safe by healthy Liquidity and
Stronger Balance Sheets.
Productivity is estimated to be affected by 300 to 350 premise focuses (3 to 3.5%) by the

high newsprint costs that different sources tell us are right now winning in the US$ 1,000 to
US$ 1,200 territory. As per the investigation of print media organizations evaluated by
CRISIL, the higher newsprint costs remove as much as 40% of the area's incomes despite the
fact that they address around 30 to 35% of its expenses. The working edge of print media
organizations is projected to be 6 to 6.5% in FY 2022-23, in contrast with the past monetary
year's edges of 9 to 9.5% as per the exploration.
16
2.3 SWOT Analysis of Print Media Analysis:
2.3.1. Strengths
⮚ Total Volume of Customers.
⮚ Market Dominance in Demographics.
⮚ Large Consumer Trends
⮚ Helps in Advertising
⮚ Influences the Consumer
⮚ Brand name can be Strength
⮚ Elite News and Source of Entertainment
2.3.2. Weakness
⮚ Fierce Competition
⮚ Dependence on Ratings
⮚ Circulatory Figures can be a weakness
⮚ Cost Structure
⮚ Change in Media Preference
⮚ Change in Customer Taste
⮚ Bloated Workforce
⮚ Narrowing Customer Base
2.3.3. Opportunities
⮚ Monetization on Internet
17
⮚ Expansion of Markets
⮚ Effective Sales Pitch on Internet
⮚ More Profits in Unique Content
⮚ Global Footprint
⮚ Expansion through Internet
⮚ Alternative for Physical Media
18
2.3.4. Threats
⮚ Disruptive Media
⮚ Fragmentation
⮚ Threat from Established Competitors
⮚ Competition from Electronic Media
19
2.4 Major Players in Print Media Industry
Outlook India
Outlook was first given in October 1995 with Vinod Mehta as the editor in chief. It is owned
by the Rajan Raheja Group. The distributor is Outlook Publishing (India) Pvt. Ltd. It
highlights contents from governmental issues, sports, film, and accounts of expansive
interests. By December 2018, Outlook magazine's Facebook following had developed to
more than 12 lakhs.
Hindustan Times
Hindustan Times is an Indian English-language day to day paper established by Sunder
Singh Lyallpuri, organizer father of the Akali development and the Shiromani Akali Dal in
the Punjab Province. It assumed necessary parts in the Indian freedom development as a
patriot every day. The paper is claimed by Shobhana Bhartia. It is the lead distribution of HT
Media, an element constrained by the KK Birla family.
Indian Express
The Indian Express is an Indian English-language broadsheet everyday paper distributed by
the Chennai-based Express Publications. It was established in 1932 as The Indian Express,
under the responsibility of P. Varadarajulu Naidu. In 1991, following the demise of proprietor
Ramnath Goenka, his family split the gathering into two organizations. At first, the two
gatherings shared the Indian Express title, as well as publication and different assets. In any
case, on 13 August 1999, the northern versions, settled in Mumbai, held the Indian Express
moniker, while the southern releases turned into The New Indian Express.
20
2.5 Porter 5 Forces Analysis
The Threat of the Entry of New Competitors:

How hard is it to set up another magazine? In an extraordinary article about magazine startup
strategies, Dan Wiesner discusses how he dispatches another magazine. With an eight-month
spending plan of $20,000, a resulting 5-multi month financial plan of $60,000 and a last 24-
36 months at $40,000, Wiesner collected a rundown of 50,000 names and finished with a
dissemination of 40,000. So in three years and a generally limited quantity of cash, a
contender can be up, running and productive.
This means that, for more modest magazine distributors, the danger of passage is enormous.
Yet, bigger distributors with flows in the large numbers will have less to stress over from
another participant. Their concerns lie more with existing contenders who need to move into
their space.
The Bargaining Power of Customer:

Endorsers make them deal power opposite magazine distributors as extraordinary
arrangement of content is presently found online for nothing. Since costs are low, customers
actually pine for an aggregate, marked insight from specific magazines, it will be more
significant for magazines to keep their center concentrate instead of becoming generalist
suppliers of content.
Publicists have really bartering power, particularly with the substitute of modest, identifiable
web-based promoting. Once more, the test is to persuade promoters that a completely
marked, relevant, mass-market insight for their possibilities is a need too. Any subjective or
quantitative exploration to back up these properties will be important.
The Threat of Substitute Products or Services:
This enormous danger has emerged throughout recent years. The web has disintegrated
supporter steadfastness and offers sponsors a modest, identifiable showcasing channel. With
the iPad, magazine distributors can offer better administrations to promoters, however the
strain for results-based showcasing will be enormous, particularly in the period of Google.
Magazine distributors should track down ways of moderating this danger and demonstrate the
21
viability of print showcasing. More intuitive promoting on tablets will help, as will endorser
overviews zero in on the viability of print advertisements inside a certain, marked setting.
Without great separation, promotion dollars will keep on spilling into the web crawler
advertising world and away from magazine distributors.
The mass-market reach of customer magazines likewise assists with separating promotion.
Internet promoting can contact different miniature crowds with various watchwords,
however making a mass shopper brain research around specific items requires something
else. The quantity of rivals in the magazine space houses this benefit, so distributors must
endeavor to portray their attention on happy, setting and crowd.
The Bargaining Power of Suppliers:

Providers to the magazine distributing business have almost no power. Printers and writers
all seek a similar business. Be that as it may, a few characters can apply a more noteworthy
impact over satisfaction, as Oprah Winfrey or Rachael Ray. Big name centered distributions
will come up short on this benefit.
The Intensity of competitive rivalry:

Contest in the business can be furious, particularly inside developing fragments like food and
wellbeing. Be that as it may, any rivalry will vary among brand-situating models. For
instance, a specialty distributor with a solid center will confront less extreme rivalry than a
wide shopper magazine without such concentration.
Overall assessment:
The magazine distributing business absolutely faces a few in number difficulties regarding
replacement and serious contention. Be that as it may, with a procedure zeroed in on utilizing
center qualities can assist with relieving shortcoming on both these fronts. Some huge, multi-
brand distributors will do this competently, coordinating their magazines around center
messages and crowds. Some will do it ineffectively and less productively.
22
Chapter 3. Company Analysis
3.1 About Outlook India
Begun in 1995 by Mumbai Based Raheja Group with Mr. Vinod Mehta as Editor-in-Chief at
a time when print media was losing its sheen because of progression of Satellite Television,
anyway in no less than four years of its origin , Outlook English(Weekly) become the fourth
most peruse news Magazine with regards to Readership and extended its stride in Money,
Travel and Business Domains.
According to the Indian Readership overview 2014, Outlook English stands Sixth in Top
Indian English Magazines with a 425,000 Readership. Overall, the Outlook Group has 1.5
Million Readership 1 and as far as subscription it stands second after India Today Group.
Viewpoint India head office is in New Delhi and it highlights contents from Politics, Sports,
Film and accounts of wide Revenue.
Following is the List of Outlook Group Magazines:
Name Type
OUTLOOK WEEKLY Delivered on Saturdays
TRAVELLER MONTHLY One of best seller for past 8 Quarters
MONEY MONTHLY Best Money Magazine in India
BUSINESS MONTHLY Best Business Magazine with Best

Statistical Analysis
HINDI FORTNIGHTLY Only Hindi magazine covering all

the content at economic price
23
3.2About Products of Outlook Group
1. OUTLOOK WEEKLY:
This Magazine is only delivered on Saturdays.
2. TRAVELLER MONTHLY:
Outlook Traveler is a month to month magazine from the stable of Outlook Publishing India
Pvt. Restricted and the just huge magazine focused on the movement readers. Consistently
since June 2001 OT has acquainted readers with the marvels of obscure objections while
likewise reassuring voyagers to investigate natural spots. Whether individuals are arranging
an occasion, or basically longing for one, Viewpoint Traveler keeps on taking them closer.
3. MONEY MONTHLY:
In July 1998, the Group sent off "Intelligent Investor" re-dedicated as "OUTLOOK
MONEY" starting around 30-Nov-2002, India's most memorable individual accounting
magazine, which offers sound systems for the lay financial backer, particularly
the developing fragment of salaried center and upper working class and independently
employed experts. Its message is clear and basic: 'Contribute all things considered, acquire
shrewdly, and spend intelligently'. Clearly, that message has gone down well: the magazine
sold as many as 1,00,000 duplicates a fortnight soon. One of its distinctive qualities is that
around 93% of readers hold all previous issues of OUTLOOK Money.
4. BUSINESS MONTHLY:
OUTLOOK Business, in the genuine practice of the OUTLOOK group, has as its point no
less a goal than the total rework of what has been attempted by the method of business
news- casting in the magazine space.
Designated at leaders, the item centers around significant business
issues and improvements with the end goal of giving clear important points - effect and
suggestions for independent direction. An all-encompassing methodology guarantees all
impacts on business: monetary, political, and markets driven are inspected.
5. HINDI FORTNIGHTLY:
Magazine which covers all the content in Hindi Language at an economical Price.
24
Highlights of the company
● Total Turnover: Over Rs.86 billion ($2.1billion)
● Total Capital Employed: Over Rs.57 billion ($1.4 billion)
● Total Employees: 19,000
Mission
● Develop mutually beneficial relationships with our business partners

● Achieve customer delight by offering quality products and services through a process of
continuous innovation and adaptation.
● Build a dynamic team of committed and passionate employees through sustained learning and
grooming to create a strong organization.
Vision
● To be the first choice for our customers, people and investors.
Values
● Integrity
● Teamwork
● High Achievement
● Service Excellence
● Building Shareholder Wealth
25
3.3 Marketing Strategy at Print Media Industries:
Business to Customer (B-2-C)
Every one of the sales reps were furnished with an information base of those supporters
whose membership was going to lapse.
These individuals will call the supporters and will advise them about the ongoing status
regarding their Subscription , in the event that assuming subscription is going to lapse they
will demand the subscriber to reestablish the Subscription through web-based installment or
through sending Check to the Outlook Head office.
Anyway Outlook is confronting a Customer beating pace of 15% and new client membership
is around 12%, consequently an overall deficit of 3%, another significant perception is that
the people who have discontinued the Outlook subscription were long haul peruses of
Outlook Magazine i.e. Loyal Readers and the new supporters are deficient with regards to
unwaveringly and this pattern was uniform in the majority of the Print media.
Direct marketing:
Typically, most of the print marketing is direct mail or advertising. A survey conducted by
Kantar Media found that 79% of people said they still read print newspapers, and 82% read
printed and people found that ads in printed magazines are more enjoyable than online – 32%
vs 26%.
Cold Calling:
The process utilized by numerous businesses to establish a new customer base and reach
into untapped markets. The cold calling process relies on Lead Generation to get contact
details of
26
numerous prospective customers in order to approach them for their business needs. This
process has a low conversion rate but allows for a very personalized connection with
prospect clients and establishes a business relation with minimal interactions. This is a time
taking and expensive affair but is preferred by companies due to its very personal nature and
ease of use after leads are generated. In short, the process of reaching out to new clients by
using leads generated via any marketing/information gathering processes is referred to as
cold calling
Email marketing:
This is the process of reaching out to prospects and existing customers using the channels of
E- mail and establishing personalized relationships. Duration of Emails in this format is a
crucial step as they should be relatable, should have a suitable call to action so as to obtain
contact details and should be working as an impromptu business relation forming platform.
The content for this channel has to be personalized and should indicate a conversation
between two parties. Exclusivity is of importance.
27
3.4 Business to Business (B-2-B)
1. A High-Performance Website:
In the present proficient administrations commercial center, your company's site is quite
possibly your most significant resource. It is substantially more than a computerized
bulletin or handout, as certain organizations had confidence before. A fruitful site is the
center point of a company's internet-based presence and a data rich projection of its
mastery into the commercial center.
Your site is a basic device for building deceivability. Potential clients search online to
track down specialist organizations, and they should have the option to track down your
company's site for you to get an opportunity at winning their business. Besides, your site
empowers you to exhibit your company's skill and become notable all through the
commercial center.
Our examination illustrates the significance of an expert administrations company's site.

Truth be told, 80% of individuals take a gander at site while looking at specialist co-ops -
the most generally utilized data source by a long shot.
Furthermore, as new guests arrive at your site, powerful instructive substance and
painstakingly designated offers can drive increasingly close commitment, in the long run
carrying qualified drives directly to you. This course of sustaining leads through
satisfaction is shown beneath.
2. Search Engine Optimization:

As we implied in the past thing, your ideal interest group must have the option to view
your site for it as successful. That is where website streamlining comes in. This is such a
vital piece of the web-based promoting puzzle that in our examinations, high-development
firms show it as the best internet advertising procedure accessible to them. However SEO
is a complex and developing discipline, it eventually comprises two essential parts.
On location SEO utilizes designated watchword expressions to convey the ideas on your
site that make a difference to your crowd. These watchword expressions regularly center
around your administrations and mastery.
The reason for on location SEO is to convey to web crawlers what's going on with your
site. This permits web search tools to create more important outcomes to searchers. Also,
28
when crowds look for understanding on your area of strength, they'll track down you
Off-webpage SEO appears as connections to your site, either through external

commitment or visitor articles in different distributions, for instance. These endeavors
work to expand your site's power as a broadly perceived pioneer on your point.
As more significant positions and important sites connect to your site, web crawlers will
start to see your webpage as more believable - bringing about higher rankings.
3. Social Media:
Assuming you really wanted any more confirmation that virtual entertainment is staying
put for proficient administrations firms, we take care of you. Our examination has found
that more than 60% of purchasers look at new specialist organizations via web-based
entertainment, making it a more usually utilized wellspring of data than formal references
and suggestions.
Indeed, even the idea of references has changed following web-based entertainment. A
new report on reference showcasing has viewed that as 17% of mastery put together
references are made with respect to the premise of cooperation via web-based
entertainment. Set forth plainly, virtual entertainment is a gas pedal for the span of your
standing, ability, and content. It permits you to organize and interface with significant
contacts and powerhouses, as well as screen your image by friendly tuning in.
4. Advertising:
There are various stages on which your firm can promote really:
Industry distributions and sites
Virtual entertainment
Search Engine Marketing (SEM) - Google Ads, as well as Bing and Yahoo
Retargeting - A treat based innovation that utilizes a straightforward JavaScript code to

namelessly "follow" your crowd across the Web and serve important promotions
Publicizing doesn't simply advance your administrations - it can likewise assume a

significant part in driving substance downloads, expanding both your skill and
deceivability.
It's significant, be that as it may, to utilize types of publicizing the most appropriate to
29
proficient administrations. LinkedIn, retargeting, and other industry-centered publicizing
will generally work best, since they permit you to most straightforwardly target fitting
industry
crowds, which prompts more changes, higher navigate rates, and lower cost per download.
Search Engine showcasing (SEM), then again, frequently can be more costly and harder
to focus for proficient administrations' motivations. Essentially, Facebook promotions will
quite often be less compelling on the grounds that the stage is utilized at a lower rate by
proficient administrations purchasers than other virtual entertainment organizations.
Notwithstanding, it's memorable essential there are numerous varieties of everyone of
these promoting types. Proficient administrations firms could find them pretty much
effective relying upon spending plan, promotion reason, focusing on, and industry
specialty.
5. Referral Marketing: We referenced that the idea of expert administrations
references has changed - and this has significant ramifications for your B2B showcasing
methodology. Our investigations of reference promoting methodologies in proficient
administrations have uncovered a significant new feature of the training - more than
81.5% of suppliers have gotten a reference from somebody who wasn't a client.
Where do these references come from? By far most depend on a company's standing for
explicit skill.
By involving content showcasing related to the other strategies in this rundown, you can
fabricate a brand with a boundless standing for specialty in your space - and a
30
comprehension of your skill even among crowds that haven't worked with you straightforwardly.
This memorability can prompt references and new business.
6. Marketing Automation, CRM, and Lead Nurturing:
Marketing Automation: Marketing mechanization replaces high-contact, tedious manual

cycles with computerized ones - upheld by innovation arrangements. It unites all of your
internet advertising channels into one unified framework for making, making due, and
estimating projects and missions.
Similarly, as with any mechanical apparatus, choosing the right advertising

mechanization programming for your firm is fundamental. Ensure the size, intricacy, and
versatility of a planned arrangement is a decent counterpart for your necessities
CRM: Another fundamental programming is a Customer Relationship Management

System (CRM). Many firms utilize a CRM to follow and sort out open doors and client
data. So, a CRM will assist you with remaining coordinated and associated, regardless of
how complex your tasks develop
Your CRM fills in as the data set for all the data you gather about open doors and clients,
incorporating explicit communications with them. The data can be placed, put away, and
got to be representatives in various firm offices, synchronizing endeavors across your
firm.
Lead Nurturing: But CRM isn't the finish of the story. Recollect the lead-supporting
substance pipe? Your site is one basic piece of that riddle - and email promoting is
another. Designated, examination driven email promoting efforts permit you to convey
delicate and hard proposals for explicit purchaser jobs, custom-made to a purchaser's
specific spot in the purchasing system.
Likewise, trickle email crusades empower you to send more designated offers to
fragments of your crowd over a set timeframe. This forms nearer commitment (and
teaches further) through progressive, pertinent substance and offers.
7. Testing and Optimization

We began with research, yet we're not done with our logical methodology. Testing and
streamlining permit you to emphasize your promoting endeavors and go with progressing
choices in light of hard information as opposed to instinct.
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Similarly, as exploration is the bedrock of your showcasing, testing and improvement is
32
your ceaseless aide. You ought to constantly test your showcasing efforts and change
them likewise. This incorporates:A/B testing of messages, points of arrival Using A/B
testing devices (like Optimizely or Unbounce) to realize which of two messages or
presentation pages changes over clients more effectively situated in differences of
language, plan, or different components.
Email and point of arrival delivering Use apparatuses like Email on Acid to test how
messages will deliver on various gadgets and stages, guaranteeing that they look and
capability as they ought to.
8. Analytics and Reporting:

Essentially, it is basic to break down the right measurements to really quantify results.
You will require apparatuses set up to gather exact information on the entirety of your
endeavors, from your site to virtual entertainment to SEO.
Google Analytics is a fundamental instrument for estimating and dissecting your site
traffic. MOZ can help you study and further develop your SEO results, while apparatuses
like Hootsuite give definite virtual entertainment investigation.
Investigation and testing assist you with genuinely understanding what is working and
what isn't. Embrace them, use them. They will assist you with diverting your promoting
endeavors from a work of art into a science.
33
Statistical Analysis of the Companies:
34
3.5 Strategies used by print media industry
1. Customer Acquisition Strategy:

In this, the company uses the strategies to get new customers by targeting them and reaching
them through online or offline mode. A client securing system characterizes the best blend of
media and commitment devices (lead age and item proposes) to acquire new clients through
focusing on them and contacting them through on the web and disconnected client ventures
2. Customer Retention Strategy:

In this, strategy is used by a company to retain its customers over a specified period of time.
Client maintenance is the assortment of exercises a business uses to expand the quantity of
recurrent clients and to build the productivity of each current client. Client maintenance
procedures empower you to both give and concentrate additional worth from your current
client base.
3. Customer Development Strategy:

In this, strategy is used to convert potential customers into actual customers. Client
improvement is the most common way of developing the worth of held clients.
Organizations can adopt strategies to upgrade client productivity. On the income side of the
benefit condition they can plan to offer more items or administration to the held client.
Strategically pitching and up-selling are the fundamental choices.
35
Strategies used by The Week Magazine

To acquire customers, The Week had come up with offers of giving gifts like Amazon
E-Gift Card Worth 500, United Colors Of Benetton Leather Wallet and Card Holder, The
Week Travel Bag, Amazon E-Gift Card Worth 1000, Wildcraft Backpack etc. for different
subscription plans on yearly basis.

To retain customers, The Week provides different subscription plans for their respective
magazines for 1 and 3 years at discounted prices, and along with it, it gives a lot of gifts. It
helps the customers to stick to the magazine. They provide renewal plans as well.

For converting potential customers into actual customers, The Week sells its magazine at
heavily discounted prices which attracts the customers towards buying The Week magazine.
For different subscription plans i.e. of 1 and 3 years, The Week provides 58% off, 56% off
on cover price of magazine provided by it.
36
Strategies used by Forbes India Magazine

To acquire customers, The Forbes had come up with giving access to Forbes India Events,
exclusive access to Forbes India 3 Editor's picks. Even, Forbes India is one of the best seller
books worth up to Rs.2000. All this helps Forbes India to acquire customers towards it.

To retain customers, Forbes India provides different subscription plans for their respective
magazines for 1,2 and 3 years at discounted prices. Forbes India provides both digital and print
magazine for 3 years subscription at discounted price of Rs.6434, its cover price is Rs. 26,805,
providing 76% discount. This helps the customers to stick to the magazine..

For converting potential customers into actual customers, Forbes India sells its magazine at
heavily discounted price which attracts the customers towards buying of Forbes India. Like for
giving print subscription of 1, 2, 3 years, The Forbes India provides heavy discounts of
ranging from 60% to 75% depending on the subscription plan taken and for giving digital
subscription of 1, 2, 3 years, The Forbes India provides heavy discounts of ranging from 40%
to 60% depending on the subscription plan taken.
37
3.6 Loyalty Programs offered by Companies
Loyalty Programs are supported by retailers, offer prizes,

limits, and other unique motivators as a method for drawing in and holding
clients. They are intended to empower rehash business.
Loyalty programs in Outlook:

a) The Outlook had come up with offers of giving 1 Duffle Strolley by spending Rs.
8549 and above on subscription of magazine.
b) 1 traveling bag by spending Rs. 5899 and above on taking a subscription to a magazine.
c) Outlook provides different extended subscription plans for their respective 5
magazines like extended subscription for 3, 6, 12 months.
d) Outlook even provides various subscription plans to retain its customers for 1, 2, 3,
5 years at a discounted price
e) Outlook even offers various cash discounts for different ranges of subscription
value, which helps it to develop customers.
Loyalty Programs in The Week:

a) The Week offers gifts like Amazon E-Gift Card Worth 500, United Colors of
Benetton Leather Wallet and Card Holder, The Week Travel Bag, Amazon E-Gift Card
Worth 1000, Wildcraft Backpack etc. for different yearly subscription plans.
b) The Week provides different subscription plans for their respective magazines for 1
and 3 years at discounted prices.
c) The Week provides heavy discounts i.e., 58% off, 56% off on cover price of
magazines provided by it, for different subscription plans.
38
Loyalty programs in Forbes India:
a) Forbes had come up with giving access to Forbes India Events, exclusive access
to Forbes India Editor's picks.
b) Forbes India provides different subscription plans for their respective magazines
(digital and print) for 1,2 and 3 years at discounted prices.
c) Forbes India provides both digital and print magazines for 3 years
subscription at discounted price of Rs.6434, its cover price is Rs. 26,805, i.e.
giving 76% discount.
d) For print subscription of 1, 2, 3 years, The Forbes India provides heavy discounts
ranging from 60% to 75% depending on the subscription plan taken.
39
Chapter 4 - Literature Review
The progressive improvement of print media started from Johannes Gutenberg's
development of mobile kind imprinting during the Mid fifteenth Century. (Kipphan 2001).
The word media is the plural type of medium, which got from the word Medias - center in
Latin. The correspondence media are the different innovation processes that work with
correspondence between the source and beneficiary of a message. Print media alludes to such
correspondence media in printed structure. Today print media covers an enormous scope of
items and things that fall into its class - the primary ones being books, papers, magazines and
different periodicals alongside leaflets and even item bundling. (Choteau et al 2012.)
The focus of this paper is on newspapers and magazines and more precisely on companies
associated with publishing of journalistic information through these particular print media
forms. The changes in the print media industry have been closely observed by various
scholars and instances during the past decades. The research regarding this subject has been
essential as companies have tried to adapt to the new media environment caused by the
major steps taken in technological development which has dramatically changed the whole
game within the industry (Kipphan 2001).
As per Tendon (2007), the new media alludes to "the new method for data distributing and
scattering, and incorporates sites, news gateways, online journals, email and podcasting" -
among others. Web significantly affects the media climate by offering individuals with a
better approach to get to data and shaping the very way individuals speak with one another
(Picard 2004).
Individuals are at this point not attached to wellsprings of data working genuinely near them
yet can get to an essentially endless trap of information which is being changed continually
and effectively. How much news content got too carefully is continually expanding alongside
the fame of portable administrations in media utilization (Holmberg et al 2013).
People are as of now not appended to wellsprings of information working really close to
them yet can get to a basically perpetual snare of data which is being changed constantly
and. How much news content got to painstakingly is consistently extending close by the
40
popularity of versatile organizations in media usage (Picard 2004; Villi 2008; Bakker &
Sadaba 2008).
In the old media climate - before the web - the various channels worked a lot in their own
particular manner, filled various types of needs and contacted individuals for various types of
reasons. Even though papers and magazines rivaled TV and radio channels over publicists
and consideration, they generally still filled their own particular need and offered individuals
with unmistakable kinds of encounters (Jenkins 2006).
With the great changes in the ecological media environment, China's traditional newspaper
groups are also facing urgent challenges. The print media face many difficulties, and many
factors are compressing the living environment of the traditional print media. Through a
detailed analysis of a typical case, Beijing Morning Post, this paper studies the causes of the
print media's dilemma from the aspects of the current economic situation, commercial and
social background, and the influence of relevant national strategies. Through observation,
this paper studies many problems in the development of Beijing Morning Post and analyzes
the opportunities and challenges faced by the print media. Based on the experience gained
from the failure of the Beijing Morning Post, this paper puts forward constructive strategies
and suggestions for the transformation of China's traditional newspaper groups.
(Haozhe Bai1, Yuanming Huang, Lingyi Zhu, Yashuai Zhu 2007)
Younger generations are very familiar with journalistic content in digital form and show high
rates of readership in that area. Studies also indicate that consumers are indeed willing to pay
for digital content – even in this era of large extent of free content available – if the content is
seen as valuable enough and is of high quality. Large public has not been intimidated by the
introduction of paywalls for premium content. Good response to paywalls along with
increasing consumer online behavior analysis tools has enabled more accurate targeting and
greater personalization of the content directed to customers. This has at the same time
increased customer benefit and made advertisers willing to pay higher prices for such highly
personalized targeting of a potential customer – balancing the loss of revenue caused by
decrease in print sales to some extent. (Jere Auvinen 2014)
41
More emphasis is being placed on newspaper design and graphics than ever before.
Most American newspapers have made changes in their appearance in hopes of
attracting more
readers and holding on to the ones they already have. While research on publication design
has been conducted for quite some time, more research is being done as the importance of
graphics to the survival of many newspapers grows. Traditionally, emphasis has been placed
on reporting the major stories of the day and getting them first and right. And, traditionally,
that has been enough to attract the readers that the newspaper industry needs to survive.
Means to increase declining readership and circulation have included anything from
increased local coverage to special promotions and discounts. Now, however, more attention
is being paid to newspaper design-more specifically, making the front page look good, to
increase reader satisfaction and circulation. (Hartley, William A.1990)
42
Chapter 5 – Research Methodology
Methodology used:
Research methodology is a way to systematically solve the research problem. It is also
known as a science that studies how you do research systematically. The methodology of
the study is usually related to the topic or topic under study.
In this article, we examine the various steps a researcher generally takes in investigating
research problems. –
• Define the problem.
• Specify what information is needed.
• Identify the sources of information.
• Decide the techniques for acquiring the information.
• Gather and process the information.
• Analysis and interpret the information.
• Present the findings
OBJECTIVES OF THE PROJECT:

● To sale the Magazines of Outlook.
● To Promote the Magazines of Outlook through email, social networking sites
and cold calling.
● To convince the people.
● To make people about the subscription prices, discounts and gifts offered with
every magazine.
● To find the frequency of magazines purchased or subscribed - weekly,
fortnightly, monthly.
● To know the reading perception of customers like what the people think about the
content, articles and advertisements of the magazine.
● To know Customer preference towards the Outlook magazine over other
magazines like India Today and so on.
● To know the preference of magazines over the internet, newspaper and other
informative sources.
43
Research Design:
The research design is a control plan for a market research study, in which the methods and
procedures for the collection and analysis of the information to be collected are specified;
the research carried out was of an exploratory nature as it was a first step in a research
process. The discovery of ideas was usually based on secondary data. This research was an
attempt to create demand for the product and understand the factors that greatly influence
customers in relation to the potential group.
Methods of Data Collection:

Primary Data:
Primary data is defined as the first-time data collected. It is new in nature. This type of data
is collected directly from the source of information. The techniques, which are involved in
collecting the primary data, are personal interview, surveys, questionnaire etc. in my report I
have collected data by personal interview and questionnaire.
Secondary Data:
Secondary data is that type data which somebody else had collected and which had already
been passed through the statically process. This indirect information of the data from sources
containing past and present information is collected from newspapers, journals, business
manuals, pamphlets magazines etc. in my report I have also collected information from
pamphlets and newspapers.
RESEARCH INSTRUMENTS:
To collect the required information a questionnaire was used as a research vehicle
Structured non-disguised questionnaire was prepared as a research instrument. Care was
taken to put 35 questions related to the subject. The questionnaire contains close ended
questions and multiple-choice questions.
Nature of Data:
The data is primary in nature as it is collected with direct interface with the respondents.
Sources:
The data was collected through a medium of questionnaire from subscribers of
the magazines.
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TYPE OF THE RESEARCH:
The research is descriptive in nature and aims at finding the last alternative amongst the
given set of options.
Sample Size:
Some limited number of customers denotes the overall customer point of view.
Sampling Method:
Judgmental sampling is done on the population by making a survey regarding their point of
view on Outlook services and subscription.
45
5.1 DATA ANALVSIS TECHNIQUE:
a) Sampling Technique:
The Technique of sampling adopted was Area Sampling in which we first divide the total area into
a number of smaller geographical clusters then a number of these smaller areas are randomly
selected and all units in these smaller areas are randomly selected and all units in these small areas
are included in the samples.
b) Sampling size
Sample size was 100 customers in consideration.
INDIA ENTERTAINMENT & MEDIA INDUSTRY:

The Indian entertainment and media (E&M) industry has out-performed the Indian economy and
is one of the fastest growing sectors in India. The Indian economy has been growing at a fast clip
over the last few years, and the income levels too have been experiencing a high growth rate.
Above that, consumer spending is also on the rise, due to a sustained increase in disposable
incomes, brought about by reduction in personal income tax over the last decade. All these factors
have given an impetus to the E&M industry and are likely to contribute to the growth of this
industry in the future.
PRINT MEDIA:
The structure of the Indian print media industry is highly fragmented with importance to regional
dominance. The Indian print media segment primarily comprises newspaper and magazine
publishing. Book Publishing also forms part of the print media though currently the share is not
substantial.
The print media industry has potential to grow even larger as 369 million literate people in India
are still not tapped by any publication. Current estimates reveal that the reach of print media in
India has increased to 222 million people. Print media is also the favorite segment for global
investors with maximum foreign investment in this segment.
ASSOCIATION OF INDIAN MAGAZINES (AIM)
The Association of Indian Magazines (AIM) is the first industry representation for magazines in
India. The Association of Indian Magazines has been launched to support and defend the freedom
of the press and promote the cause of magazines. The effort is to consolidate the industry as a
group. AIM will represent the magazine publishers' interests in the country and will help revitalize
the magazine industry editorially and economically. The association aims to establish better
understanding, cooperation and unity among all magazine publishers and with all key constituents
such as. consumers, advertisers, print and production agencies, advertising agencies, market
research companies and the Government.
Presently, it has 45 Member base which include big media giants like:
India Today
Outlook India Pvt Ltd.
Competition review Pvt Ltd.
46
STUDY: Indian Print Media Staying Strong!!
While the rest of the world is combating challenges to grab maximum reach through online media
and social networking tools, India, with a population of more than one billion but less than 80
million Internet users, has seen a continued growth in traditional print and electronic media over
the decade. Indian print media continues to grow, and foreign publishers are also cashing in on the
opportunity, launching Indian editions of titles such as Forbes, Harper's Bazaar, and Technology
Review, Entrepreneur, and even celebrity gossip magazines like People and Hello! According to
the country's first-ever youth readership survey undertaken by the National Book Trust-National
Council of Applied Economic Research, more than two-thirds of the 333 million or so literate
youth in the country prefer. newspapers to any other media when it comes to news and current
affairs, The Financial Express reported.
With television news broadcasters completely focused on chasing television ratings in the 24-hour
news cycle, the medium is largely perceived as a source of entertainment, and in general lacks the
seriousness to establish credibility With its audiences according to the INDIAN EXPRESS.
The Internet, meanwhile, is just gaining a foothold, and radio continues to be the major source of
information in urban India, as in comparison to magazines, while only one in four read books in
leisure time, Indian Express reported. The survey, conducted in November and December 2009,
found that television is the largest media with more than 77 percent of the 333 million literate
people exposed to it. Newspapers maintain their dominance at 53 percent in terms of the preferred
source for news and current affairs, with around two-thirds (63.4 percent) choosing them for
credible information over television, which had just 22.2 percent. Although digital media around
the world is being said to replace print, in India, no Web site can measure the readership of a
printed newspaper, with a print classifieds market reaching about US$300 million. Exemplifying
this fact, a company launched by former Microsoft employees and Wharton. School graduate
Sharad Lunia is innovating print in India. Release My Ad, allows customers to print classifieds by
offering an easy, seamless and transparent approach with no extra charges!
5.2 ANALYSES AND INTERPREATATION:
QUESTION 1:
47
QUESTION 2:
● QUESTION 3:
As per our study, the consumer awareness of the outlook is increasing due to the advertisement
Through digital media as well as one aspect of the consumer awareness of the outlook also
increases due to its promotion through Newspaper and Magazine stalls. Increasing level of
consumer awareness is also helping any organization to retain more and more consumer base.
48
QUESTION 4:
1=Strongly Disagree- 2=Disagree- 3=Neutral- 4= Agree- 5=Strongly Agree Interpretation: So

most of the people agree that OUTLOOK ENGLISH Magazine matches all the aspects of
Current Affairs.
QUESTION 5:
1=Strongly Disagree- 2=Disagree- 3=Neutral- 4= Agree- 5=Strongly Agree

Interpretation: Hence there is significant preference towards that OUTLOOK MONEY is superior
than OUTLOOK PROFIT.
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QUESTION 6:
Interpretation:
There are 69.2% people who think that OUTLOOK BUSINESS contains all types of stuff, which
a business magazine should contain and there are 30.8% people who don’t think that OUTLOOK
BUSINESS contains all types of stuff, which a business magazine should contain.
QUESTION 7:
Interpretation: There are 84.6% of people who believe that each consumer of magazines has its
own PSYCHOGRAPHIC PROFILE OR VARIABLE in reading those magazines, while 15.4%
people believe that they don’t depend on psychographic profile.
50
QUESTION 8.
Interpretation: The main reason people purchase Outlook Brand is because of the quality of content
and quality of pages.
QUESTION 9:
Interpretation: The consumption rate of the product is Less than 2 monthly, which is very low by an Individual as
there are a lot of stuff to discover in it.
51
QUESTION 10:
Interpretation: It is seen that people would recommend Company’s product positively to others.
52
Chapter 6: Conclusion
The Media Industry in India has a lot of potential to be explored. There are a number
of opportunities, considering that the print media is very easily accessible to the
majority of the country's population.
The print media strives to draw in and team up with arrangement procedures to carry out
efficient and normal choices that help India’s thoughtful print industry. With the right
strategies and tenacious spotlight on quality, cost and proper distribution channels the print
media industry will be more successful than ever.
Here we are distinguishing the main interest group, for example, corporates, understudies,
youths (male and female) and even females of having age over 30, for the new magazine i.e.,
Spurge. Here fundamentally we separate these buyers into portions considering interest and
segment information so for this magazine division is working class and
upper working class. This division is finished by remembering the
pay of our shopper. The fundamental reason for division is to guarantee the
ideal individuals are getting the message. The ideal individuals are the people who
are liable to purchase Magazines.
We can figure out powerful crowd by mining the investigation. Mine the examination
implies Google, Twitter, LinkedIn, Facebook, Instagram, and different stages give profound
jumps into shopper information, for example, geographic area, sites visited, and individual
furthermore, proficient interests. Dig these hotspots for data to find out more
about shoppers what a ready’s identity is locked in with the association.
Channels are platforms, digital or traditional, that serve content to users. Traditional
channels are TV, radio and print ads. Digital channels are social media, websites, email, and
other online platforms. The channel chosen should be a platform the target
the audience is likely to use it frequently. Channels appeal to users based on
age, gender, socioeconomic status, and other demographic factors.
Therefore, the channel chosen by me is a digital platform because of the
usage of social media by everyone nowadays. Social networking websites
such as Facebook
Twitter, Instagram, etc. are handy for promoting new fashion magazine Spurge and therefore
we can add new web pages of magazines in its social networking websites.
53
Chapter 7 - NPS Survey
Questionnaire for NPS survey of Outlook magazine

Q1. Are you familiar with Outlook India magazine?
• Strongly Agree
• Agree
• Disagree
• Strongly Disagree
Q2. Gender preference for outlook magazine

• Male
• Female
Q3. Do you have an internet connection?

• Yes
• No
Q4. If you read the Outlook magazine, in which form do you prefer it?
• Only Print
• Only Digital
• Both
Q5. Do you follow Outlook on any one social media platforms?

• Facebook
• Twitter
• LinkedIn
• Others
Q6. Your perception about Outlook magazine?

• Very good
• Good
• Fair
• Not good
54
Q7. Would you like to buy the e-magazine because?
• Timely delivered
• Easy access
• No storage issues
Q8. How well does our magazine meet your needs?

• Badly
• Fine
• Well
• Very Well
Q9. How would you rate the value for the money of our magazine?
• Bad
• Average
• Good
Q10. How responsive have we been to your queries or concern about our magazine?
• Very responsive
• Usually, responsive
• Not responsive
Q11. Compared to our competitors, is our magazine quality better, worse or the same?
• Better
• The same
• Worse
Q12. How likely are you to recommend our magazine to your friend or colleague of yours?
• Strongly recommend
• Not recommend
• Somewhat recommend
55
Questionnaire for NPS survey of The Week magazine
Q1. Are you familiar with The Week magazine?

• Strongly Agree
• Agree
• Disagree
Q2. Gender preference for The Week magazine

• Male
• Female

• Yes
• No
Q4. If you read the Week magazine, in which form do you prefer it?
• Only Print
• Only Digital
• Both
Q5. Do you follow The Week on any one social media platforms?
• Facebook
• Twitter
• LinkedIn
• Others
Q6. Your perception about The Week magazine?

• Very good
• Good
• Fair
• Not good
56
• Easy access

• Badly
• Fine
• Well
• Very Well
• Bad
• Average
• Good
Q10. How responsive have we been to your queries or concerns about our magazine?
• Very responsive
• Not responsive
Q11. Compare to our competitors, is our magazine quality better, worse or the same?
• Better
• The same
• Worse
• Not recommend
57
Questionnaire for NPS survey of Forbes India magazine
Q1. Are you familiar with Forbes India magazine?

• Strongly Agree
• Agree
• Disagree
Q2. Gender preference for Forbes India magazine

• Male
• Female

• Yes
• No
Q4. If you read the Forbes India magazine, in which form do you prefer it?
• Only Print
• Only Digital
• Both
Q5. Do you follow Forbes India on any one social media platforms?
• Facebook
• Twitter
• LinkedIn
• Others
Q6. Your perception about Forbes India magazine?

• Very good
• Good
• Fair
• Not good
58
• Easy access

• Badly
• Fine
• Well
• Very Well
• Bad
• Average
• Good
Q10. How responsive have we been to your queries or concerns about our magazine?
• Very responsive
• Not responsive
Q11. Compared to our competitors, is our magazine quality better, worse or the same?
• Better
• The same
• Worse
• Not recommend
59
Calculation of Net Promoter Score-
To calculate NPS, you need to count the number of Promoters, the number of Detractors
and the number of customers who participated in your survey. The customers who turned
out to be Passives are not considered when calculating the Net Promoter Score.
The scoring of the NPS scale lies between 0 and 10: 0 - not likely at all, 10 - extremely
likely, or else it will be a normal rating scale.
GROUP SCORE CHARACTERISTICS
Promoters 9 - 10 These are your most loyal customers, ready to promote your products
and help other customers to implement and use your products more effectively.
Passives 7 - 8 These customers are loyal, but not enthusiastic about your products. Working
with this group is especially important when the number of people in the group is relatively
high.
Detractors 0 - 6 These people are unlikely to promote your product and are very likely to
give it a negative review. They are very often unsatisfied customers and are very sensitive
to competitive offers.
The NPS calculation formula is:
Net Promoter Score (NPS) = % of Promoters - % of Detractors
Calculating NPS score for Outlook magazine: Promoters: 21 people gave scores of 9 and 10.
The % of Promoters = 21⁄30*100% = 70%
Passives: 0%
11
Detractors: 9 people gave a score between 0 and 6.
The % of Detractors = 9⁄30*100% = 30%
Net Promoter Score (NPS) = 70% - 30%= +40 Calculating NPS score for The Week
magazine:
Promoters: 15 people gave scores of 9 and 10.
The % of Promoters = 15⁄30*100% = 50% Passives: 3 people gave scores of 7 and
8. The % of Passives = 3⁄30*100% = 10%
Detractors: 12 people gave a score between 0 and
6. The % of Detractors = 12⁄30*100% = 40%
Net Promoter Score (NPS) = 50% - 40%= +10 Calculating NPS score for Forbes India
magazine: Promoters: 18 people gave scores of 9 and 10.
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The % of Promoters = 18⁄30*100% = 60% Passives: 3 people gave scores of 7 and
8. The % of Passives = 3⁄30*100% = 10%
Detractors: 9 people gave a score between 0 and
6. The % of Detractors = 9⁄30*100% = 30%
Net Promoter Score (NPS) = 70% - 40%= +30
NPS global standards treat +50 as ‘excellent’ and +70 as ‘world class.’ Any NPS that is
above 0 is ‘good,’ as this means that the number of loyal customers is higher than the
number of disloyal customers.
Reasons behind the score:
Outlook magazine-
The NPS score of Outlook magazine is +40 i.e., above 0 which indicates that the number of
loyal customers is higher than the number of disloyal customers. As +50 is considered
excellent, so +40 score clearly states that the client perception and brand loyalty is good for
Outlook. Even, the customers encourage others in their network to take its subscription
leading to increase in Outlook’s business.
The Week magazine-

The NPS score of The Week magazine is +10 i.e., above 0 which indicates that the number
of loyal customers is higher than the number of disloyal customers, but still this score needs
a lot of improvement because when compared to its competitors, The Week magazine has the
lowest score. The reason for this score when surveyed was that sometimes, gifts to be given
with magazines get out of stock and this leads to dropping of subscriptions by the target
market. Even the customers are not satisfied with the service provided as the magazine
doesn’t reach out to them on time.
Forbes India-
The NPS score of Forbes India is +30 i.e., above 0 which indicates that the number of loyal
customers is higher than the number of disloyal customers, but still this score needs a lot of
improvement when compared with its competitors. The reason for this score when surveyed,
was observed that around 10 customers faced difficulty in renewing the subscription of
Forbes India magazine i.e. the renewal took a lot of time than stated by them. Even
sometimes, the magazine doesn’t reach the customers on time which further leads to
dissatisfaction amongst the customers.
61
Outlook magazine-
• Once a customer takes a subscription plan of Outlook magazine, it takes
around 6-8 weeks for Outlook to process the payment made by the customer and
then the hard copy starts off to get delivered to them. So, Outlook should focus on
reducing this gap of so many weeks and try to deliver the magazines as soon as the
subscription has been taken by a customer.
• The Sales executive should call customers in slots on a daily basis and take
their feedback and then work on the suggestions or the difficulty their customers are
facing as quickly as possible.
For the Week magazine-

• The company should have a marketing department of the Week magazine in
towns for the benefit of the subscribers as well for the company. This would lead to
awareness amongst people.
• The most important suggestion is that companies should give priority to
coverage by covering towns, cities, and rural areas. It would then create more
magazine readers and this would further lead to increase in the market share.
• It should focus on keeping the stock of gifts to be given along with the
magazine when a customer takes a subscription of the magazine.
• It should concentrate on building strong relationships between customer and
customer relationship manager which would lead to building of brand loyalty and
further increasing customer satisfaction.
• It should deliver the magazines on time to the customers.
For Forbes India-

• It should not delay the process of renewing the subscription of the
magazines when the customers demand for it.
• It should deliver the magazines on time to the customers.
• It should give gift vouchers along with the subscription of magazines to increase brand
loyalty.
62
THE OUTLOOK GROUP
Outlook Publishing (India) Pvt. Ltd. started operations in 1995 as a division

of Hathway Investments Private Limited, with the launch of ‘Outlook’, a current
affairs news magazine. In 2003, the division was demerged into a separate entity
Outlook Publishing (India) Pvt. Ltd.
Journalist Vinod Mehta was the Founder Editor-in-Chief of Outlook

Magazine. He was associated with the group till 2012. A collection of Vinod
Mehta's articles under the title 'Mr Editor, How Close Are You to the PM?' was
published in 2001. His much acclaimed memoir, Lucknow Boy, was published in
2011. Mehta died of multi-organ failure in New Delhi on 8 March 2015, after a
prolonged illness.
The company’s publication portfolio includes Outlook English, Outlook

Money, Outlook Business, Outlook Traveller, Outlook Hindi and subsequently we
expanded our digital offerings to include
Journalist Vinod Mehta
The company’s publication portfolio includes Outlook English, Outlook Money, Outlook
Business, Outlook Traveller, Outlook Hindi and subsequently we expanded our digital
offerings to include
63
● www.outlookindia.com
● www.outlookhindi.com
● www.outlookbusiness.com
● www.outlookmoney.com
● www.outlooktraveller.com
● www.responsibletourismindia.com and
● www.poshan.outlookindia.com
The Company is a part of the Rajan Raheja group which has interests in diverse sectors including
real estate and construction, automotive batteries, cement, ceramic tiles, mutual funds, hospitality,
media and entertainment. The group is valued at 3.5 billion INR. The company corporate office is
situated in South Delhi. Magazines from the Outlook Group
Outlook: Outlook is India’s most credible current affairs and news magazine launched in 1995.
Known for its bold and aggressive reporting it continuously raises questions many had in
their minds but never dared to ask. Outlook has rewritten and reinvented the way news and
general interest magazines are presented in India. It is comprehensive yet concise and crisp,
investigative and bold in its approach. Outlook covers an array of topics ranging from
current affairs, socio-economic issues, politics, lifestyle, entertainment, sports, international
features, etc. Outlook reaches out to over 1.78 million discerning readers, across the country.
Outlook has won a myriad of awards including the prestigious "International Press Institute"
Award for Excellence in Journalism.
Outlook Business: Outlook Business is an insightful, thought provoking, compelling,

in-depth business magazine which delivers fresh perspective, coupled with a holistic approach.
Outlook Business is the Business Magazine for Decision Makers. Think Beyond and Stay
Ahead with Outlook Business. The product focuses on important business issues and
developments with a view to providing clear takeaways – impact and implications for
decision-making. A holistic approach ensures all influences on business: economic,
political, regulatory and market driven are examined. Views from the best in industry
supplement strong analytical in-house features to ensure a fine balance of perspectives,
insights and information. In keeping with the rapid unification of markets, Outlook Business
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incorporates a global perspective, which it sees as a vital input, in all its content. Due
recognition is also given to venture capital, hedge funds and This is only fair, since capital, a
key driver of business, is footloose and fancy-free in this brave new global economic order.
Outlook Money: Outlook Money India’s No.1 personal finance magazine, gives in-depth
analysis and sound advice on all facets of investing well, borrowing wisely and spending
smartly. As we witness one of the most challenging economic situations in history, there is a
lot of speculation in the market. There are many who suggest that we are far from a recovery
and that we should stay away from the equity market at this point. However, being fearful
while others are reckless, and being a little venturesome when others are fearful, is an
oft-repeated advice to succeed in the equity markets. Longer-term returns are better when the
prices at which assets are bought are reasonable and, in many cases, close to crisis levels.
Given this scenario it’s time to revisit the basics.
Outlook Traveller: Outlook Traveller is a monthly magazine from the stable of Outlook
Publishing India Pvt. Limited and the only significant magazine aimed at the travel reader.
Every month since June 2001 OT has introduced readers to the wonders of unknown
destinations while also encouraging travellers to take a fresh look at familiar places. Whether
people are planning a holiday, or simply dreaming of one, Outlook Traveller continues to take
them closer.
Outlook Hindi: Outlook Hindi is an exciting magazine mostly read by the modern and
progressive readers. Outlook Hindi is a complete current affairs and general interest fortnightly
for the well informed and concerned citizens, cultured people, conscious consumers, sensitive
human beings and sensible families. It tracks a wide range of issues from politics and policy,
economy and society to international affairs, literature and culture, personal finance and films,
travel and spiritualism, and family and relationships.
Outlook’s Transformation Outlook has been on the forefront of investigative reporting,

political analysis, trends in the society, giving voice to the powerless, breaking stories in sports
and going behind the scenes in entertainment for over 25 years.
Now the magazine and the website are all set to begin a new phase—to disrupt the way news
is reported and presented in India. We will not spam the readers with an information overload.
Our aim is to take a 360-degree view of news development and bring fresh insight into the
clutter in other publications and portals. Our idea is not to chase the breaking news, our intent
is to look at news from multiple perspectives. In the new Outlook, the focus is on politics,
culture and society from the prism of social issues like caste politics, education policies,
history of protests, the danger of terrorism, army action in Kashmir and the North East,
inflation and jobs, the business of fashion. The Outlook covers are an artistic representation
curated by well-known artists and illustrators.
Outlook in its new avatar is a longform platform, designed to set a perspective that should
lead to a well-informed conversation. We value our discerning readers and we know they want
credible quality content.
65
The newly designed Outlook India, our digital platform is an extension of our magazine. We
lead the magazine stories to the web with more aspects on the same topic that we publish in the
magazine. We have additional sections on business and finance, sports, entertainment, travel…
and in the coming months we will add new sections on our digital platform.
Our transformation is led by Outlook Editor, Chinki Sinha. The business section is led by
Outlook Business Editor, Suchetana Ray, personal finance/cryptocurrency section by Outlook
Money Editor, Nidhi Sinha, travel section by Outlook Traveller Editor, Ashish Jha.
Download our digital transformation
Here are some of Outlook’s marquee events:
Outlook Speakout
Outlook Speak Out is one of the marquee events of the organization which focuses on Women
Empowerment. As a part of the event we feature women entrepreneurs who are dedicating
their lives for the upliftment of the society and in the process inspiring millions. This is an
event that has been held over the last many years.
Outlook Agriculture Conclave

Outlook magazine, which has been the informed choice of people since 1995 with a
whopping circulation in English and Hindi languages, organizes every year an event to
recognize the innovations in the field of agriculture that has helped the farmers double their
income. This event is being organized in association with Ministry of Agriculture and Farmers
Welfare Govt. of India and the event is designed by Indian Council for Agricultural research
(ICAR)
Outlook Business Smart Enterprise

This is our annual congregation to strengthen the cooperation between the private sector,
government and the SME clusters. The goal is to initiate, introduce and disseminate new
technologies, products, processes and business models. The format consists of in-depth
discussions on opportunities and challenges across various industry verticals.
Outlook Business Leading Edge

Outlook Business Leading Edge is an event conceived for business leaders. Apart from a
perspective on the economic environment prevailing in the country today, one can expect to
gain from the insights on leadership challenges by some of the most accomplished global
66
management thinkers and CEOs of some India’s leading companies. It also includes a bunch of
new-age Indian entrepreneurs who have built their businesses to scale and reflect on the rough
patches in the journey and how they rode the success.
Outlook Money Awards

The prestigious Outlook Money Awards are instituted to recognize stellar performance in
banking, insurance, mutual funds and financial services in general. The Award has always been
attended by the leaders of the Indian financial sector. Many senior ministers from the
Government of India have been an integral part of the award.
Outlook Traveller Awards

Incorporated in 2011, this annual event honors and celebrates the best in the travel industry.
Attended by leaders in tourism and hospitality industry, the presence is also marked by leading
socialites, Tourism Boards, Travel Writers, Bloggers, etc
Outlook Traveller Boutique Hotel Awards
An event to celebrate the best boutique hotels in India, it is attended by hoteliers and boutique
hotel owners.
Responsible Tourism India Summit & Awards

Started in 2015, the Outlook Responsible Tourism Summit & Awards is the only responsible
tourism initiative by any media organization in India. We are collaborators with the Ministry of
Tourism and an affiliate member of UNWTO. In this process, we engage with start-ups,
communities, operators, homestay owners, artisans and all other stakeholders who are engaged
in promoting responsible tourism in India
Our Startup Initiatives

Most of our startup initiatives are under Outlook Business. Launched in 2006 has grown to be
the second most read business magazine in the country. In its new avatar, launched in 2021,
Outlook Business has four thrust areas – economic policy, startups, gender and sustainability.
Among these, ‘Startups’ gives readers a preview into the world of budding entrepreneurs,
emerging businesses, private equity and venture capital. Despite being the youngest Indian
business magazine, Outlook business has been breaking new ground bringing to readers
relevant business stories right from exclusive interviews, incisive analysis, reports on policies
and global events that are shaping the sector and bottom-of-the pyramid innovations. In the last
one year Outlook Business has showcased startups twice as cover stories, apart from the
hundreds of stories that are done every month for the magazine as well as for the websites.
Here are some of our covers on startups:
Outlook Magazine on Wikipedia
CEO : Indranil Roy

Editor : Chinki Sinha
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Head Office :
AB-10, Safdarjung Enclave, New Delhi-110 029, India
Tel: 011-71280400; Fax: 26191420
Customer care helpline: 011-71280433 / 71280462
E-mail: outlook@outlookindia.com
For editorial queries: edit@outlookindia.com
68
Top 7 outlookindia.com Alternatives & Competitors
thehindu.com
Discover how your top competitor’s audience surfs the web so you can tailor your website
experience perfectly at every stage of the customer journey
Global Rank:
Worldwide
2,742
Country Rank:
India
334
indiatoday.in
Global Rank:
Worldwide
2,675
Country Rank:
India
367
69
wionews.com
Global Rank:
Worldwide
8,945
Country Rank:
India
2,023
indianexpress.com
Global Rank:
Worldwide
1,838
Country Rank:
India
259
70
ndtv.com
Global Rank:
Worldwide
1,342
Country Rank:
India
231
hindustantimes.com
Global Rank:
Worldwide
1,268
Country Rank:
India
164
71
timesofindia.com
Global Rank:
Worldwide
1,154
Country Rank:
India
196
72
CHAPTER 8 - REFERENCES
1. www.outlookindia.com
2. www.outlookbusines
s.com
3.www.fitsmallbusiness.com
4. www.hindustantimes.com
5. economictimes.indiatimes.com
6. indianexpress.com
7. www.forbesindia.com
8. www.researchgate.net
9. www.marketresearc
h.com Research Papers
Kipphan, Print media and media environment, 2001.
Anna Shechtman, Command of media metaphors. University of Chicago press journals,

Volume 47, Number 4.
Alexander McKelvie, Picard R, The growth and development of media firms,

2008. Volume5, Issue 1.
John D. and Catherine T, Media education for the 21st century, 2006.
Haozhe Bai, Yuanming Huang, Lingyi Zhu, Yashuai Zhu, Analysis on the Current Situation
and Challenges of Print Media Transformation, 2007.
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-------------------------------------------------------------------------------------------
PROJECT REPORT ON SALES STRATEGY IN OUTLOOK MAGAZINE PVT LTD SUBMITTED IN

PARTIAL FULFILLMENT OF THE REQUIREMENT OF MASTER OF MANAGEMENT STUDIES BY
VIPUL PRAVIN MORE ROLL NO. 2022126 MMS-II (SEM III) YEAR 2022- 2024 LALA LAJPATRAI
INSTITUTE OF MANAGEMENT MAHALAXMI, MUMBAI – 400034
74
SUMMER INTERNSHIP PROJECT SUBMITTED BY VIPUL PRAVIN MORE Roll No – 2022126
MMS – II (SEM III) YEAR 2022- 2024
75
76
/ CERTIFICATE This is to certify that the project work titled Sales strategy at Print Media Industry is
a summer internship work carried out by Mr. Vipul Pravin More. The project was completed for
‘Outlook Media Pvt.Ltd’, under the guidance of Mr Bhuwan Thapa.
I further certify that the said work has not been submitted in part or in full, to any other University.
Date: 5th December, 2023 Dr. Priyadarshini Nidhan Dr. H.J. Bhasin Project Mentor Director
77
DECLARATION I, Mr. Vipul Pravin More, student of Lala Lajpatrai Institute of Management of MMS II
(Semester III) hereby declares that I have completed the summer internship project on Sales
Strategy in Outlook Magazine Pvt Ltd in the Academic year 2022 - 2024. The information submitted
is true & original to the best of my knowledge. Mr.
Vipul Pravin More
78
ACKNOWLEDGEMENT At the outset of this project, I would like to express my profound thanks to a
few people without whose help, completion of this project would not have been possible. First and
foremost, I would like to express sincere thanks to Outlook Magazine Pvt. Ltd for giving me this
opportunity to work with them. The list is endless but to name a few special people, I would like to
thank Prof.
Nitu Nair for being extremely supportive and guiding me throughout my internship and giving me
constant motivation and expert advice I would also like to thank the entire Marketing Department for
providing me their precious time and making this internship a successful learning experience. I am
very grateful to Dr. H.J.Bhasin, Director of Lala Lajpat Rai Institute of Management,for giving me the
opportunity to do this project in Outlook Magazine Pvt. Ltd. I would also like to thank Dr.
Priyadarshini Nidhan for being an excellent mentor and helping me whenever I approached her. Last
but not the least; I take pride in thanking my parents Mr. Pravin More & Mrs. Prerana More siblings
and friends for their much valued support.
79
Executive summary: Two main objectives of any publishing group are: To increase Geographic
Dispersion / Circulation To Improve Readership profile This is because the main source of revenue
for any publishing group is advertising and an advertiser would like to know the facts and figures
before investing his money in advertising.
Outlook is part of the Rajan Raheja Group which made its beginning in the construction business and
after building a huge presence in the realty market, the Group diversified laterally into manufacturing,
financial services and media. The magazine division of Outlook consists of Outlook, Outlook Money,
Outlook Traveller, Outlook Hindi, and Outlook Profit & Outlook Business.
Moreover, it has taken over the sales & marketing of Newsweek, an international news magazine and
Marie Claire, an international women’s magazine. The purpose of the project is to identify the
segments for the newly launched magazine in business-to-business markets and promote these
magazines by creating awareness among the potential business clients in generating sales for
Outlook India Ltd.
Now-a-days, a new marketing concept of “SPACE SELLING” has arisen in the print media; say it,
newspapers or magazines. These new promotional tools consist of Strip, Flap, Cover-on Cover in
order to give customized solutions to the business clients.
80
INDEX NO. CHAPTER PAGE NO. 1 Introduction 9 2 Print Media Industry Overview 11
2.1 Future and Previous Records of Indian Print Media Industry 14 2.2
Print Media: Industry Profile 15 2.3 SWOT Analysis of Print Media Analysis 16 2.4 Major
Players in Print Media Industry 18 2.5 Porter 5 Forces Analysis 19 3 Company Analysis 21
3.1 About Outlook India 21 3.2 About Products of Outlook Group 22 3.3 Marketing Strategy
at Print Media Industries 24 3.4 Business to Business (B-2-B) 26 3.5 Strategies used by print
media industry 32 3.6
Loyalty Programs offered by Companies 35 4 Literature Review 36 5 Research Methodology

39 5.1 Data Analysis And Interpretation 42 6 Conclusion & Recommendations 49 7 NPS
Survey 50 8 References 59
81
Chapter 1. Introduction Print Media in India is exceptionally old and a deep-rooted industry. The print
business primarily includes paper and magazine distributing.
Book distributing is more modest yet critical regarding income. Despite the fact that it's a full-grown
industry, new magazines are being sent off each year. India has been one of the quickest developing
world economies since the past three years. Hearty utilization and rising pay levels have helped the
development of print media. New titles that emphasis on specialty points keep on sending off on the
lookout.
The income hotspots for a magazine are membership, single duplicate deals and commercials.
Around 73% of income comes from publicizing and 27 percent of course. The Internship at the
Outlook Group provided me an opportunity to understand the products and services offered by
company and how to pitch different sections of customers using 5 different products offered by the
company and the challenges faced by the Traditional print media industry from newer types of News
Channel types such as Social Media, News Applications ,E-mail Updates etc. .The impact of
Information Technology in the Magazine Industry has closed the businesses of many well-known
Media groups who lost the customer value to Social Media and Information Technology.
Outlook group is facing similar issue of high customer forge because they are not renewing their
subscription and hence revenue Generation has become quite challenging, though Outlook has
started their Digital version as well as App, however these two things are not sufficient to meet the
challenges, hence Outlook is focusing on printing those magazines whose content is and will remain
relevant in the near future like Money, Weekly, Traveler, Business etc. to Relevant Customer types.
During the internship, I learned how the outlook group is facing difficulty in achieving the targets. On
the other hand in Business to Business (B-2-B) they are looking for Advertisement, hence it is given
an opportunity to learn how Revenue is being generated through the Magazine sales and
Advertisement. In this project first I have analyzed the print media industry at the underlying stage.
Then, at that point, I have attempted to concentrate on the different techniques it embraces.
Concentrating on a market chief's system is vital from the point of
82
figuring out deals also, promoting. Print Media in India is exceptionally old and a deep-rooted
industry. The print business primarily includes paper and magazine distributing.
Book distributing is more modest yet critical regarding income. Despite the fact that it's a full-grown
industry, new magazines are being sent off each year. India has been one of the quickest developing
world economies since the past three years. Hearty utilization and rising pay levels have helped the
development of print media. New titles that emphasis on specialty points keep on sending off on the
lookout.
The income hotspots for a magazine are membership, single duplicate deals and commercials.
Around 73% of income comes from publicizing and 27 percent of course.
83
Chapter 2. Print Media Industry Overview Print Media, as anyone can understand is one of the most
important factors coming through in the way a day-to-day works. Books, Newspapers and Magazines
etc. are Read by a lot of people and are certainly one of the most trusted mediums of National and
International News.
India has a Variety of Print Media Industry with thousands of Magazines, Books and Newspapers in
Flowing. Best Quality Reporting, Journalism and a very wide network is what makes Print media a
successful industry even in the time of News Application, Social Media and Internet. It also helped
improve the knowledge and literacy rate of the average person in India.
India has a lot of Regional Newspapers and Magazines in many languages so there is something for
everyone out there to read. The Magazine with Largest circulation in India is India Today. Current
size in India- US$3.00bn in 2022 Revenue Change-2.4% in 2022 A Growing Indian economy,
growing need for content and government initiatives that have opened the sector for foreign
investment are improving growth in the print media. With the literate population on the rise, more
people in Urban and Rural areas are reading newspapers and magazines today.
Foreign media too is showing interest in investing in the Indian Media. Printing and Print - Packaging
industry in India is developing; individuals are checking out this key industry now. There are in
excess of 36 printing foundations, a portion of these giving even post-graduate schooling.
Consistently in excess of 3500 new printing designing alumni joins the business, while still
considerably more get on the spot preparing in the print shops. Printing, particularly Packaging
printing, is currently one of the businesses. It is expressed that starting around 1989 the development
of the Printing combined with Packaging Printing industry is more than 14%.
The development of this area credits to the two primary reasons, First is the spread of training as per
the 2001 statistics report education development in India contacted almost 66%. This astonishing
development in proficiency along with rising instructive levels and quickly
84
advancing exchange and industry in India make what is going on a blissful note. Proficiency rate is
developing; expansion in the education rate affects the ascent of the course of the provincial papers.
Individuals are first taught in their native language according to their state where they reside for
example understudies in Maharashtra are obligatory shown Marathi language and thus they are
taught in their state language and the main thing an educated individual does is understood papers
and gain information and consequently higher the proficiency rate in an express the deals of the
ruling provincial paper in the state rises.
There's little uncertainty about India's market potential on paper media. As per a public overview, 248
million proficient grown-ups still read no distribution. However, readership of papers and magazines
is up by 15% starting around 1998 to 180 million. It's an impression of a more youthful, more taught
populace, particularly in modest community India, feel specialists.
India has 49,000 distributions, yet yearly incomes complete just $1.1 billion. While they can be
dynamic and gutsy, most are famished for innovation, showcasing, and cash-flow to grow. So a small
bunch of distributions rule. With the development in education, the Indian print media industry is
expected to develop at a CAGR of 5.7% for the period 2009-13 to reach Rs. 213.6
billion from Rs.161.8 billion in 2008. Leading Indian Magazines & Publications India Today Magazine
- Living Media India Ltd India Today Magazine - Living Media India Ltd is a news magazine that
brings to you the latest and updated news. It covers almost every news and updates which are
trending in the country.
India today magazine publishes the latest trends in Politics, Economics, Business, Technology,
Travel, Lifestyle & Bollywood. Living Media India Ltd based in New Delhi has published India Today
Magazine since 1975 that presents a well-rounded perspective on a variety of subjects maintaining
the highest standards of journalism in the country.
85
Outlook Magazine - Outlook Publishing India Pvt Ltd Outlook Magazine is the award-winning
journalism by Outlook Publishing India Pvt Ltd which features contents from politics, sports, cinema,
and stories of broad interests. It is printed in English & Hindi Language. It is India’s most vibrant
current affairs and news magazine which was launched in 1995.
Outlook Magazine - Outlook Publishing India Pvt Ltd Is an insightful, thought provoking, compelling,
in-depth analysis and keeps you up-to-date with its bold and aggressive reporting. Forbes India
Magazine - Digital18 Media Ltd Forbes India Magazine is the Indian edition of Forbes which is
managed by Reliance Industries-owned media conglomerate, Digital18 Media Ltd.
Forbes India Magazine is India’s leading business magazine that helps readers understand the
phenomenon behind news, connect the dots and get cutting-edge perspectives. Forbes India
Magazine - Digital18 Media Ltd has stood, unwavering, for one overriding principle: the unshakable
belief in the power of free enterprise which has helped readers connect the dots, form patterns and
see beyond the obvious.
86
Future and Previous Records of Indian Print Media Industry On 31 December 2012, Newsweek
stopped its Print version to go totally on the web. The difficult financial aspects of print and
distributing was expressed to be the explanation by then Editor-in-boss Tina Brown. To cite her.
"Leaving print is a very troublesome second for us all who love the sentiment of print and the
extraordinary week after week brotherhood of those furious hours before the close on Friday night.
However, as we head for the 80th commemoration of Newsweek one year from now we should
support the reporting that provides the magazine its motivation and embrace the all-advanced
future." As the web developed throughout the course of recent many years, It has arisen as a strong
stage for news. The downfall of the print has turned into a worldwide peculiarity.
Groove in India, with 110 million duplicates sold consistently, is the second biggest market for papers,
second just to China and numerous specialists say that this market isn't that helpless against the web
as a significant number of its partners across the world. Out of the main 100 dailies as indicated by
course, 19 are from India. While paper courses declined by 9.2% in the USA, it has expanded by a
marvelous 16% in India north of 2000-2010 Pew research(2010).
The publicizing incomes have gone somewhere near 25% in the American print media industry while
they have expanded 13% in India. Furthermore, this is the point at which the paper reaches just
around 38% of the Indian populace. With developing education, the paper course is scheduled to
develop by 8.7 percent somewhere in the range of 2012 and 2017.
As the working class in India develops, the course of the vernacular language press is going up.
(Kumar 2010) Be that as it may, there are a great deal of issues confronting the print. The constraints
in the proficiency levels the nation over and moreover the ignorance about the Indian culture among
its individuals, over reliance on promoting.
compromising substance and above all falling time spent. The proficiency in India is stuck at a
stunning 60% and that is when estimation of education in India is the capacity to sign. This puts to
scrutinize the genuine number of individuals who are prepared to do and check out understanding
papers.
As per Indian readership review done alongside Hansa research, while dissemination of print
expanded from 232 million to 351 million somewhere in the range of 2000 and 2012, the time spent
has diminished from 32 minutes to 28 minutes, Kohli-Khandekar(2013)
87
Print Media: Industry Profile The Financial Press Report has stated that the Indian print media is to
rise at the rate of 20% regardless of challenges such as high rise in printing prices.
It is because of the Pandemic caused in the year 2020-2021. While the Indian Economy Recovers
from the Pandemic, Advertisement Profits are expected to increase by 25% from the previous year.
The Report also states that the Revenue is likely to increase by 30% but there is a long-term
decrement because of the customers preferring Digital Media over Traditional Media. It is expected
that the Advertisement and Circulation Revenues are expected to be approximately Rs.27,000
Crores Financial Year 2022-23, from the bleak Rs.18,600 Crores in Financial Year 2021-22.However
the Industry is not expected to reach its previous heights of Rs.32,000 Crores for Several years The
Challenges included Continuing rise in Prices of Raw Materials Instead of Levelling-off after a Couple
of Quarters or some other unseen events. It is expected that the Smaller Media Organizations are
more vulnerable because of the hike in prices of Raw Material.
It is expected that the credit profile of Larger Organizations will be safe by healthy Liquidity and
Stronger Balance Sheets. Productivity is estimated to be affected by 300 to 350 premise focuses (3
to 3.5%) by the high newsprint costs that different sources tell us are right now winning in the US$
1,000 to US$ 1,200 territory.
As per the investigation of print media organizations evaluated by CRISIL, the higher newsprint costs
remove as much as 40% of the area's incomes despite the fact that they address around 30 to 35%
of its expenses. The working edge of print media organizations is projected to be 6 to 6.5% in FY
2022-23, in contrast with the past monetary year's edges of 9 to 9.5% as per the exploration.
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SWOT Analysis of Print Media Analysis: Strengths Total Volume of Customers. Market Dominance in
Demographics.
Large Consumer Trends Helps in Advertising Influences the Consumer Brand name can be Strength
Elite News and Source of Entertainment Weakness Fierce Competition Dependence on Ratings
Circulatory Figures can be a weakness Cost Structure Change in Media Preference Change in
Customer Taste Bloated Workforce Narrowing Customer Base Opportunities Monetization on Internet
Expansion of Markets Effective Sales Pitch on Internet More Profits in Unique Content Global
Footprint Expansion through Internet Alternative for Physical Media
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Threats Disruptive Media Fragmentation Threat from Established Competitors Competition from
Electronic Media
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Major Players in Print Media Industry Outlook India Outlook was first given in October 1995 with
Vinod Mehta as the editor in chief. It is owned by the Rajan Raheja Group.
The distributor is Outlook Publishing (India) Pvt. Ltd. It highlights contents from governmental issues,
sports, film, and accounts of expansive interests. By December 2018, Outlook magazine's Facebook
following had developed to more than 12 lakhs. Hindustan Times Hindustan Times is an Indian
English-language day to day paper established by Sunder Singh Lyallpuri, organizer father of the
Akali development and the Shiromani Akali Dal in the Punjab Province. It assumed necessary parts
in the Indian freedom development as a patriot every day.
The paper is claimed by Shobhana Bhartia. It is the lead distribution of HT Media, an element
constrained by the KK Birla family. Indian Express The Indian Express is an Indian English-language
broadsheet everyday paper distributed by the Chennai-based Express Publications. It was
established in 1932 as The Indian Express, under the responsibility of P. Varadarajulu Naidu.
In 1991, following the demise of proprietor Ramnath Goenka, his family split the gathering into two
organizations. At first, the two gatherings shared the Indian Express title, as well as publication and
different assets. In any case, on 13 August 1999, the northern versions, settled in Mumbai, held the
Indian Express moniker, while the southern releases turned into The New Indian Express.
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Porter 5 Forces Analysis The Threat of the Entry of New Competitors: How hard is it to set up
another magazine? In an extraordinary article about magazine startup strategies, Dan Wiesner
discusses how he dispatches another magazine.
With an eight-month spending plan of $20,000, a resulting 5-multi month financial plan of $60,000
and a last 24- 36 months at $40,000, Wiesner collected a rundown of 50,000 names and finished
with a dissemination of 40,000. So in three years and a generally limited quantity of cash, a
contender can be up, running and productive. This means that, for more modest magazine
distributors, the danger of passage is enormous.
Yet, bigger distributors with flows in the large numbers will have less to stress over from another
participant. Their concerns lie more with existing contenders who need to move into their space. The
Bargaining Power of Customer: Endorsers make them deal power opposite magazine distributors as
extraordinary arrangement of content is presently found online for nothing.
Since costs are low, customers actually pine for an aggregate, marked insight from specific
magazines, it will be more significant for magazines to keep their center concentrate instead of
becoming generalist suppliers of content. Publicists have really bartering power, particularly with the
substitute of modest, identifiable web-based promoting.
Once more, the test is to persuade promoters that a completely marked, relevant, mass-market
insight for their possibilities is a need too. Any subjective or quantitative exploration to back up these
properties will be important. The Threat of Substitute Products or Services: This enormous danger
has emerged throughout recent years.
The web has disintegrated supporter steadfastness and offers sponsors a modest, identifiable
showcasing channel. With the iPad, magazine distributors can offer better administrations to
promoters, however the strain for results-based showcasing will be enormous, particularly in the
period of Google. Magazine distributors should track down ways of moderating this danger and
demonstrate the
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viability of print showcasing.
More intuitive promoting on tablets will help, as will endorser overviews zero in on the viability of print
advertisements inside a certain, marked setting. Without great separation, promotion dollars will keep
on spilling into the web crawler advertising world and away from magazine distributors. The
mass-market reach of customer magazines likewise assists with separating promotion.
Internet promoting can contact different miniature crowds with various watchwords, however making
a mass shopper brain research around specific items requires something else. The quantity of rivals
in the magazine space houses this benefit, so distributors must endeavor to portray their attention on
happy, setting and crowd. The Bargaining Power of Suppliers: Providers to the magazine distributing
business have almost no power. Printers and writers all seek a similar business.
Be that as it may, a few characters can apply a more noteworthy impact over satisfaction, as Oprah
Winfrey or Rachael Ray. Big name centered distributions will come up short on this benefit. The
Intensity of competitive rivalry: Contest in the business can be furious, particularly inside developing
fragments like food and wellbeing.
Be that as it may, any rivalry will vary among brand-situating models. For instance, a specialty
distributor with a solid center will confront less extreme rivalry than a wide shopper magazine without
such concentration. Overall assessment: The magazine distributing business absolutely faces a few
in number difficulties regarding replacement and serious contention.
Be that as it may, with a procedure zeroed in on utilizing center qualities can assist with relieving
shortcoming on both these fronts. Some huge, multi- brand distributors will do this competently,
coordinating their magazines around center messages and crowds. Some will do it ineffectively and
less productively.
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Chapter 3. Company Analysis About Outlook India Begun in 1995 by Mumbai Based Raheja Group
with Mr.
Vinod Mehta as Editor-in-Chief at a time when print media was losing its sheen because of
progression of Satellite Television, anyway in no less than four years of its origin , Outlook
English(Weekly) become the fourth most peruse news Magazine with regards to Readership and
extended its stride in Money, Travel and Business Domains. According to the Indian Readership
overview 2014, Outlook English stands Sixth in Top Indian English Magazines with a 425,000
Readership.
Overall, the Outlook Group has 1.5 Million Readership 1 and as far as subscription it stands second
after India Today Group. Viewpoint India head office is in New Delhi and it highlights contents from
Politics, Sports, Film and accounts of wide Revenue. Following is the List of Outlook Group
Magazines: Name Type OUTLOOK WEEKLY Delivered on Saturdays TRAVELLER MONTHLY
One of best seller for past 8 Quarters MONEY MONTHLY Best Money Magazine in India
BUSINESS MONTHLY Best Business Magazine with Best Statistical Analysis HINDI
FORTNIGHTLY Only Hindi magazine covering all the content at economic price
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About Products of Outlook Group OUTLOOK WEEKLY: This Magazine is only delivered on
Saturdays.
TRAVELLER MONTHLY: Outlook Traveler is a month to month magazine from the stable of Outlook
Publishing India Pvt. Restricted and the just huge magazine focused on the movement readers.
Consistently since June 2001 OT has acquainted readers with the marvels of obscure objections
while likewise reassuring voyagers to investigate natural spots.
Whether individuals are arranging an occasion, or basically longing for one, Viewpoint Traveler keeps
on taking them closer. MONEY MONTHLY: In July 1998, the Group sent off "Intelligent Investor"
re-dedicated as "OUTLOOK MONEY" starting around 30-Nov-2002, India's most memorable
individual accounting magazine, which offers sound systems for the lay financial backer, particularly
the developing fragment of salaried center and upper working class and independently employed
experts. Its message is clear and basic: 'Contribute all things considered, acquire shrewdly, and
spend intelligently'.
Clearly, that message has gone down well: the magazine sold as many as 1,00,000 duplicates a
fortnight soon. One of its distinctive qualities is that around 93% of readers hold all previous issues of
OUTLOOK Money. BUSINESS MONTHLY: OUTLOOK Business, in the genuine practice of the
OUTLOOK group, has as its point no less a goal than the total rework of what has been attempted by
the method of business news- casting in the magazine space.
Designated at leaders, the item centers around significant business issues and improvements with
the end goal of giving clear important points - effect and suggestions for independent direction. An
all-encompassing methodology guarantees all impacts on business: monetary, political, and markets
driven are inspected. HINDI FORTNIGHTLY: Magazine which covers all the content in Hindi
Language at an economical Price.
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Highlights of the company Total Turnover: Over Rs.86 billion ($2.1billion) Total Capital Employed:
Over Rs.57 billion ($1.4
billion) Total Employees: 19,000 Mission Develop mutually beneficial relationships with our business
partners Achieve customer delight by offering quality products and services through a process of
continuous innovation and adaptation. Build a dynamic team of committed and passionate
employees through sustained learning and grooming to create a strong organization.
Vision To be the first choice for our customers, people and investors. Values Integrity Teamwork High
Achievement Service Excellence Building Shareholder Wealth
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Marketing Strategy at Print Media Industries: Business to Customer (B-2-C) Every one of the sales
reps were furnished with an information base of those supporters whose membership was going to
lapse.
These individuals will call the supporters and will advise them about the ongoing status regarding
their Subscription , in the event that assuming subscription is going to lapse they will demand the
subscriber to reestablish the Subscription through web-based installment or through sending Check
to the Outlook Head office. Anyway Outlook is confronting a Customer beating pace of 15% and new
client membership is around 12%, consequently an overall deficit of 3%, another significant
perception is that the people who have discontinued the Outlook subscription were long haul peruses
of Outlook Magazine i.e.
Loyal Readers and the new supporters are deficient with regards to unwaveringly and this pattern
was uniform in the majority of the Print media. Direct marketing: Typically, most of the print marketing
is direct mail or advertising. A survey conducted by Kantar Media found that 79% of people said they
still read print newspapers, and 82% read printed and people found that ads in printed magazines
are more enjoyable than online – 32% vs 26%. Cold Calling: The process utilized by numerous
businesses to establish a new customer base and reach into untapped markets.
The cold calling process relies on Lead Generation to get contact details of
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numerous prospective customers in order to approach them for their business needs. This process
has a low conversion rate but allows for a very personalized connection with prospect clients and
establishes a business relation with minimal interactions. This is a time taking and expensive affair
but is preferred by companies due to its very personal nature and ease of use after leads are
generated.
In short, the process of reaching out to new clients by using leads generated via any
marketing/information gathering processes is referred to as cold calling Email marketing: This is the
process of reaching out to prospects and existing customers using the channels of E- mail and
establishing personalized relationships. Duration of Emails in this format is a crucial step as they
should be relatable, should have a suitable call to action so as to obtain contact details and should
be working as an impromptu business relation forming platform.
The content for this channel has to be personalized and should indicate a conversation between two
parties. Exclusivity is of importance.
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Business to Business (B-2-B) A High-Performance Website: In the present proficient administrations
commercial center, your company's site is quite possibly of your most significant resource. It is
substantially more than a computerized bulletin or handout, as certain organizations had confidence
before.
A fruitful site is the center point of a company's internet-based presence and a data rich projection of
its mastery into the commercial center. Your site is a basic device for building deceivability. Potential
clients search online to track down specialist organizations, and they should have the option to track
down your company's site for you to get an opportunity at winning their business. Besides, your site
empowers you to exhibit your company's skill and become notable all through the commercial center.
Our examination illustrates the significance of an expert administrations company's site. Truth be
told, 80% of individuals take a gander at site while looking at specialist co-ops - the most generally
utilized data source by a long shot. Furthermore, as new guests arrive at your site, powerful
instructive substance and painstakingly designated offers can drive increasingly close commitment,
in the long run carrying qualified drives directly to you. This course of sustaining leads through
satisfaction is shown beneath.
Search Engine Optimization: As we implied in the past thing, your ideal interest group must have the
option to view your site for it as successful. That is where website streamlining comes in. This is such
a vital piece of the web-based promoting puzzle that in our examinations, high-development firms
show it as the best internet advertising procedure accessible to them. However SEO is a complex
and developing discipline, it eventually comprises two essential parts.
On location SEO utilizes designated watchword expressions to convey the ideas on your site that
make a difference to your crowd. These watchword expressions regularly center around your
administrations and mastery. The reason for on location SEO is to convey to web crawlers what's
going on with your site. This permits web search tools to create more important outcomes to
searchers.
Also,
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when crowds look for understanding on your area of strength, they'll track down you Off-webpage
SEO appears as connections to your site, either through external commitment or visitor articles in
different distributions, for instance. These endeavors work to expand your site's power as a broadly
perceived pioneer on your point.
As more significant positions and important sites connect to your site, web crawlers will start to see
your webpage as more believable - bringing about higher rankings. Social Media: Assuming you
really wanted any more confirmation that virtual entertainment is staying put for proficient
administrations firms, we take care of you. Our examination has found that more than 60% of
purchasers look at new specialist organizations via web-based entertainment, making it a more
usually utilized wellspring of data than formal references and suggestions. Indeed, even the idea of
references has changed following web-based entertainment.
A new report on reference showcasing has viewed that as 17% of mastery put together references
are made with respect to the premise of cooperation via web-based entertainment. Set forth plainly,
virtual entertainment is a gas pedal for the span of your standing, ability, and content. It permits you
to organize and interface with significant contacts and powerhouses, as well as screen your image by
friendly tuning in.
Advertising: There are various stages on which your firm can promote really: Industry distributions
and sites Virtual entertainment Search Engine Marketing (SEM) - Google Ads, as well as Bing and
Yahoo Retargeting - A treat based innovation that utilizes a straightforward JavaScript code to
namelessly "follow" your crowd across the Web and serve important promotions Publicizing doesn't
simply advance your administrations - it can likewise assume a significant part in driving substance
downloads, expanding both your skill and deceivability. It's significant, be that as it may, to utilize
types of publicizing the most appropriate to
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proficient administrations.
LinkedIn, retargeting, and other industry-centered publicizing will generally work best, since they
permit you to most straightforwardly target fitting industry crowds, which prompts more changes,
higher navigate rates, and lower cost per download. Search Engine showcasing (SEM), then again,
frequently can be more costly and harder to focus for proficient administrations' motivations.
Essentially, Facebook promotions will quite often be less compelling on the grounds that the stage is
utilized at a lower rate by proficient administrations purchasers than other virtual entertainment
organizations. Notwithstanding, it's memorable essential there are numerous varieties of everyone of
these promoting types. Proficient administrations firms could find them pretty much effective relying
upon spending plan, promotion reason, focusing on, and industry specialty.
Referral Marketing: We referenced that the idea of expert administrations references has changed -
and this has significant ramifications for your B2B showcasing methodology. Our investigations of
reference promoting methodologies in proficient administrations have uncovered a significant new
feature of the training - more than 81.5% of suppliers have gotten a reference from somebody who
wasn't a client.
Where do these references come from? By far most depend on a company's standing for explicit
skill. By involving content showcasing related to the other strategies in this rundown, you can
fabricate a brand with a boundless standing for specialty in your space - and a
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comprehension of your skill even among crowds that haven't worked with you straightforwardly. This
memorability can prompt references and new business.
Marketing Automation, CRM, and Lead Nurturing: Marketing Automation: Marketing mechanization
replaces high-contact, tedious manual cycles with computerized ones - upheld by innovation
arrangements. It unites all of your internet advertising channels into one unified framework for
making, making due, and estimating projects and missions.
Similarly, as with any mechanical apparatus, choosing the right advertising mechanization
programming for your firm is fundamental. Ensure the size, intricacy, and versatility of a planned
arrangement is a decent counterpart for your necessities CRM: Another fundamental programming is
a Customer Relationship Management System (CRM). Many firms utilize a CRM to follow and sort
out open doors and client data.
So, a CRM will assist you with remaining coordinated and associated, regardless of how complex
your tasks develop Your CRM fills in as the data set for all the data you gather about open doors and
clients, incorporating explicit communications with them. The data can be placed, put away, and got
to be representatives in various firm offices, synchronizing endeavors across your firm.
Lead Nurturing: But CRM isn't the finish of the story. Recollect the lead-supporting substance pipe?
Your site is one basic piece of that riddle - and email promoting is another. Designated, examination
driven email promoting efforts permit you to convey delicate and hard proposals for explicit purchaser
jobs, custom-made to a purchaser's specific spot in the purchasing system. Likewise, trickle email
crusades empower you to send more designated offers to fragments of your crowd over a set
timeframe.
This forms nearer commitment (and teaches further) through progressive, pertinent substance and
offers. Testing and Optimization We began with research, yet we're not done with our logical
methodology. Testing and streamlining permit you to emphasize your promoting endeavors and go
with progressing choices in light of hard information as opposed to instinct.
Similarly, as exploration is the bedrock of your showcasing, testing and improvement is
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your ceaseless aide. You ought to constantly test your showcasing efforts and change them likewise.
This incorporates:A/B testing of messages, points of arrival Using A/B testing devices (like Optimizely
or Unbounce) to realize which of two messages or presentation pages changes over clients more
effectively situated in differences of language, plan, or different components.
Email and point of arrival delivering Use apparatuses like Email on Acid to test how messages will
deliver on various gadgets and stages, guaranteeing that they look and capability as they ought to.
Analytics and Reporting: Essentially, it is basic to break down the right measurements to really
quantify results. You will require apparatuses set up to gather exact information on the entirety of
your endeavors, from your site to virtual entertainment to SEO.
Google Analytics is a fundamental instrument for estimating and dissecting your site traffic. MOZ can
help you study and further develop your SEO results, while apparatuses like Hootsuite give definite
virtual entertainment investigation. Investigation and testing assist you with genuinely understanding
what is working and what isn't. Embrace them, use them.
They will assist you with diverting your promoting endeavors from a work of art into a science.
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Statistical Analysis of the Companies:
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Strategies used by print media industry Customer Acquisition Strategy: In this, the company uses the
strategies to get new customers by targeting them and reaching them through online or offline mode.
A client securing system characterizes the best blend of media and commitment devices (lead age
and item proposes) to acquire new clients through focusing on them and contacting them through on
the web and disconnected client ventures Customer Retention Strategy: In this, strategy is used by a
company to retain its customers over a specified period of time.
Client maintenance is the assortment of exercises a business uses to expand the quantity of
recurrent clients and to build the productivity of each current client. Client maintenance procedures
empower you to both give and concentrate additional worth from your current client base. Customer
Development Strategy: In this, strategy is used to convert potential customers into actual customers.
Client improvement is the most common way of developing the worth of held clients. Organizations
can adopt strategies to upgrade client productivity. On the income side of the benefit condition they
can plan to offer more items or administration to the held client. Strategically pitching and up-selling
are the fundamental choices.
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Strategies used by The Week Magazine Customer Acquisition Strategy: To acquire customers, The
Week had come up with offers of giving gifts like Amazon E-Gift Card Worth 500, United Colors Of
Benetton Leather Wallet and Card Holder, The Week Travel Bag, Amazon E-Gift Card Worth 1000,
Wildcraft Backpack etc.
for different subscription plans on yearly basis. Customer Retention Strategy: To retain customers,
The Week provides different subscription plans for their respective magazines for 1 and 3 years at
discounted prices, and along with it, it gives a lot of gifts. It helps the customers to stick to the
magazine. They provide renewal plans as well.
Customer Development Strategy: For converting potential customers into actual customers, The
Week sells its magazine at heavily discounted prices which attracts the customers towards buying
The Week magazine. For different subscription plans i.e. of 1 and 3 years, The Week provides 58%
off, 56% off on cover price of magazine provided by it.
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Strategies used by Forbes India Magazine Customer Acquisition Strategy: To acquire customers,
The Forbes had come up with giving access to Forbes India Events, exclusive access to Forbes
India 3 Editor's picks. Even, Forbes India is one of the best seller books worth up to Rs.2000.
All this helps Forbes India to acquire customers towards it. Customer Retention Strategy: To retain
customers, Forbes India provides different subscription plans for their respective magazines for 1,2
and 3 years at discounted prices. Forbes India provides both digital and print magazine for 3 years
subscription at discounted price of Rs.6434, its cover price is Rs.
26,805, providing 76% discount. This helps the customers to stick to the magazine.. Customer
Development Strategy: For converting potential customers into actual customers, Forbes India sells
its magazine at heavily discounted price which attracts the customers towards buying of Forbes
India.
Like for giving print subscription of 1, 2, 3 years, The Forbes India provides heavy discounts of
ranging from 60% to 75% depending on the subscription plan taken and for giving digital subscription
of 1, 2, 3 years, The Forbes India provides heavy discounts of ranging from 40% to 60% depending
on the subscription plan taken.
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Loyalty Programs offered by Companies Loyalty Programs are supported by retailers, offer prizes,
limits, and other unique motivators as a method for drawing in and holding clients. They are intended
to empower rehash business. Loyalty programs in Outlook: The Outlook had come up with offers of
giving 1 Duffle Strolley by spending Rs.
8549 and above on subscription of magazine. 1 traveling bag by spending Rs. 5899 and above on
taking a subscription to a magazine. Outlook provides different extended subscription plans for their
respective 5 magazines like extended subscription for 3, 6, 12 months. Outlook even provides
various subscription plans to retain its customers for 1, 2, 3, 5 years at a discounted price Outlook
even offers various cash discounts for different ranges of subscription value, which helps it to
develop customers.
Loyalty Programs in The Week: The Week offers gifts like Amazon E-Gift Card Worth 500, United
Colors of Benetton Leather Wallet and Card Holder, The Week Travel Bag, Amazon E-Gift Card
Worth 1000, Wildcraft Backpack etc. for different yearly subscription plans. The Week provides
different subscription plans for their respective magazines for 1 and 3 years at discounted prices. The
Week provides heavy discounts i.e.,
58% off, 56% off on cover price of magazines provided by it, for different subscription plans. Loyalty
programs in Forbes India: Forbes had come up with giving access to Forbes India Events, exclusive
access to Forbes India Editor's picks. Forbes India provides different subscription plans for their
respective magazines (digital and print) for 1,2 and 3 years at discounted prices.
Forbes India provides both digital and print magazines for 3 years subscription at discounted price of
Rs.6434, its cover price is Rs. 26,805, i.e. giving 76% discount. For print subscription of 1, 2, 3 years,
The Forbes India provides heavy discounts ranging from 60% to 75% depending on the subscription
plan taken.
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Chapter 4 - Literature Review The progressive improvement of print media started from Johannes
Gutenberg's development of mobile kind imprinting during the Mid fifteenth Century. (Kipphan 2001).
The word media is the plural type of medium, which got from the word Medias - center in Latin.
The correspondence media are the different innovation processes that work with correspondence
between the source and beneficiary of a message. Print media alludes to such correspondence
media in printed structure. Today print media covers an enormous scope of items and things that fall
into its class - the primary ones being books, papers, magazines and different periodicals alongside
leaflets and even item bundling. (Choteau et al 2012.)
The focus of this paper is on newspapers and magazines and more precisely on companies
associated with publishing of journalistic information through these particular print media forms. The
changes in the print media industry have been closely observed by various scholars and instances
during the past decades. The research regarding this subject has been essential as companies have
tried to adapt to the new media environment caused by the major steps taken in technological
development which has dramatically changed the whole game within the industry (Kipphan 2001).
As per Tendon (2007), the new media alludes to "the new method for data distributing and scattering,
and incorporates sites, news gateways, online journals, email and podcasting" - among others. Web
significantly affects the media climate by offering individuals with a better approach to get to data and
shaping the very way individuals speak with one another (Picard 2004).
Individuals are at this point not attached to wellsprings of data working genuinely near them yet can
get to an essentially endless trap of information which is being changed continually and effectively.
How much news content got too carefully is continually expanding alongside the fame of portable
administrations in media utilization (Holmberg et al 2013).
People are as of now not appended to wellsprings of information working really close to them yet can
get to a basically perpetual snare of data which is being changed constantly and. How much news
content got to painstakingly is consistently extending close by the popularity of
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versatile organizations in media usage (Picard 2004; Villi 2008; Bakker & Sadaba 2008).
In the old media climate - before the web - the various channels worked a lot in their own particular
manner, filled various types of needs and contacted individuals for various types of reasons. Even
though papers and magazines rivaled TV and radio channels over publicists and consideration, they
generally still filled their own particular need and offered individuals with unmistakable kinds of
encounters (Jenkins 2006).
With the great changes in the ecological media environment, China's traditional newspaper groups
are also facing urgent challenges. The print media face many difficulties, and many factors are
compressing the living environment of the traditional print media. Through a detailed analysis of a
typical case, Beijing Morning Post, this paper studies the causes of the print media's dilemma from
the aspects of the current economic situation, commercial and social background, and the influence
of relevant national strategies.
Through observation, this paper studies many problems in the development of Beijing Morning Post
and analyzes the opportunities and challenges faced by the print media. Based on the experience
gained from the failure of the Beijing Morning Post, this paper puts forward constructive strategies
and suggestions for the transformation of China's traditional newspaper groups.
(Haozhe Bai1, Yuanming Huang, Lingyi Zhu, Yashuai Zhu 2007) Younger generations are very
familiar with journalistic content in digital form and show high rates of readership in that area. Studies
also indicate that consumers are indeed willing to pay for digital content – even in this era of large
extent of free content available – if the content is seen as valuable enough and is of high quality.
Large public has not been intimidated by the introduction of paywalls for premium content.
Good response to paywalls along with increasing consumer online behavior analysis tools has
enabled more accurate targeting and greater personalization of the content directed to customers.
This has at the same time increased customer benefit and made advertisers willing to pay higher
prices for such highly personalized targeting of a potential customer – balancing the loss of revenue
caused by decrease in print sales to some extent.
(Jere Auvinen 2014)
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More emphasis is being placed on newspaper design and graphics than ever before. Most American
newspapers have made changes in their appearance in hopes of attracting more readers and holding
on to the ones they already have. While research on publication design has been conducted for quite
some time, more research is being done as the importance of graphics to the survival of many
newspapers grows. Traditionally, emphasis has been placed on reporting the major stories of the day
and getting them first and right.
And, traditionally, that has been enough to attract the readers that the newspaper industry needs to
survive. Means to increase declining readership and circulation have included anything from
increased local coverage to special promotions and discounts. Now, however, more attention is being
paid to newspaper design-more specifically, making the front page look good, to increase reader
satisfaction and circulation.
(Hartley, William A.1990) .
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Chapter 5 – Research Methodology Methodology used: Research methodology is a way to
systematically solve the research problem. It is also known as a science that studies how you do
research systematically. The methodology of the study is usually related to the topic or topic under
study. In this article, we examine the various steps a researcher generally takes in investigating
research problems. – Define the problem.
Specify what information is needed. Identify the sources of information. Decide the techniques for
acquiring the information. Gather and process the information. Analysis and interpret the information.
Present the findings OBJECTIVES OF THE PROJECT: To sale the Magazines of Outlook. To
Promote the Magazines of Outlook through email, social networking sites and cold calling. To
convince the people.
To make people about the subscription prices, discounts and gifts offered with every magazine. To
find the frequency of magazines purchased or subscribed - weekly, fortnightly, monthly. To know the
reading perception of customers like what the people think about the content, articles and
advertisements of the magazine.
To know Customer preference towards the Outlook magazine over other magazines like India Today
and so on. To know the preference of magazines over the internet, newspaper and other informative
sources.
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Research Design: The research design is a control plan for a market research study, in which the
methods and procedures for the collection and analysis of the information to be collected are
specified; the research carried out was of an exploratory nature as it was a first step in a research
process.
The discovery of ideas was usually based on secondary data. This research was an attempt to
create demand for the product and understand the factors that greatly influence customers in relation
to the potential group. Methods of Data Collection: Primary Data: Primary data is defined as the
first-time data collected. It is new in nature.
This type of data is collected directly from the source of information. The techniques, which are
involved in collecting the primary data, are personal interview, surveys, questionnaire etc. in my
report I have collected data by personal interview and questionnaire.
Secondary Data: Secondary data is that type data which somebody else had collected and which
had already been passed through the statically process. This indirect information of the data from
sources containing past and present information is collected from newspapers, journals, business
manuals, pamphlets magazines etc. in my report I have also collected information from pamphlets
and newspapers.
RESEARCH INSTRUMENTS: To collect the required information a questionnaire was used as a

research vehicle Structured non-disguised questionnaire was prepared as a research instrument.
Care was taken to put 35 questions related to the subject. The questionnaire contains close ended
questions and multiple-choice questions. Nature of Data: The data is primary in nature as it is
collected with direct interface with the respondents.
Sources: The data was collected through a medium of questionnaire from subscribers of the
magazines.
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TYPE OF THE RESEARCH: The research is descriptive in nature and aims at finding the last
alternative amongst the given set of options. Sample Size: Some limited number of customers
denotes the overall customer point of view.
Sampling Method: Judgmental sampling is done on the population by making a survey regarding
their point of view on Outlook services and subscription.
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DATA ANALVSIS TECHNIQUE: Sampling Technique: The Technique of sampling adopted was Area
Sampling in which we first divide the total area into a number of smaller geographical clusters then a
number of these smaller areas are randomly selected and all units in these smaller areas are
randomly selected and all units in these small areas are included in the samples. Sampling size
Sample size was 100 customers in consideration.
INDIA ENTERTAINMENT & MEDIA INDUSTRY: The Indian entertainment and media (E&M) industry
has out-performed the Indian economy and is one of the fastest growing sectors in India. The Indian
economy has been growing at a fast clip over the last few years, and the income levels too have
been experiencing a high growth rate. Above that, consumer spending is also on the rise, due to a
sustained increase in disposable incomes, brought about by reduction in personal income tax over
the last decade. All these factors have given an impetus to the E&M industry and are likely to
contribute to the growth of this industry in the future.
PRINT MEDIA: The structure of the Indian print media industry is highly fragmented with importance
to regional dominance. The Indian print media segment primarily comprises newspaper and
magazine publishing. Book Publishing also forms part of the print media though currently the share is
not substantial.
The print media industry has potential to grow even larger as 369 million literate people in India are
still not tapped by any publication. Current estimates reveal that the reach of print media in India has
increased to 222 million people. Print media is also the favorite segment for global investors with
maximum foreign investment in this segment.
ASSOCIATION OF INDIAN MAGAZINES (AIM) The Association of Indian Magazines (AIM) is the
first industry representation for magazines in India. The Association of Indian Magazines has been
launched to support and defend the freedom of the press and promote the cause of magazines. The
effort is to consolidate the industry as a group.
AIM will represent the magazine publishers' interests in the country and will help revitalize the
magazine industry editorially and economically. The association aims to establish better
understanding, cooperation and unity among all magazine publishers and with all key constituents
such as. consumers, advertisers, print and production agencies, advertising agencies, market
research companies and the Government.
Presently, it has 45 Member base which include big media giants like: India Today Outlook India Pvt
Ltd. Competition review Pvt Ltd. STUDY: Indian Print Media Staying Strong!! While the rest of the
world is combating challenges to grab maximum reach through online media
115
and social networking tools, India, with a population of more than one billion but less than 80 million
Internet users, has seen a continued growth in traditional print and electronic media over the decade.
Indian print media continues to grow, and foreign publishers are also cashing in on the opportunity,
launching Indian editions of titles such as Forbes, Harper's Bazaar, and Technology Review,
Entrepreneur, and even celebrity gossip magazines like People and Hello! According to the country's
first-ever youth readership survey undertaken by the National Book Trust-National Council of Applied
Economic Research, more than two-thirds of the 333 million or so literate youth in the country prefer.
newspapers to any other media when it comes to news and current affairs, The Financial Express
reported.
With television news broadcasters completely focused on chasing television ratings in the 24-hour
news cycle, the medium is largely perceived as a source of entertainment, and in general lacks the
seriousness to establish credibility With its audiences according to the INDIAN EXPRESS. The
Internet, meanwhile, is just gaining a foothold, and radio continues to be the major source of
information in urban India, as in comparison to magazines, while only one in four read books in
leisure time, Indian Express reported.
The survey, conducted in November and December 2009, found that television is the largest media
with more than 77 percent of the 333 million literate people exposed to it. Newspapers maintain their
dominance at 53 percent in terms of the preferred source for news and current affairs, with around
two-thirds (63.4 percent) choosing them for credible information over television, which had just 22.2
percent.
Although digital media around the world is being said to replace print, in India, no Web site can
measure the readership of a printed newspaper, with a print classifieds market reaching about
US$300 million. Exemplifying this fact, a company launched by former Microsoft employees and
Wharton. School graduate Sharad Lunia is innovating print in India.
Release My Ad, allows customers to print classifieds by offering an easy, seamless and transparent
approach with no extra charges! ANALYSES AND INTERPREATATION: QUESTION 1:
116
QUESTION 2: / QUESTION 3: As per our study, the consumer awareness of the outlook is
increasing due to the advertisement Through digital media as well as one aspect of the consumer
awareness of the outlook also increases due to its promotion through Newspaper and Magazine
stalls.
Increasing level of consumer awareness is also helping any organization to retain more and more
consumer base.
117
QUESTION 4: 1=Strongly Disagree- 2=Disagree- 3=Neutral- 4= Agree- 5=Strongly Agree
Interpretation: So most of the people agree that OUTLOOK ENGLISH Magazine matches all the
aspects of Current Affairs.
QUESTION 5: 1=Strongly Disagree- 2=Disagree- 3=Neutral- 4= Agree- 5=Strongly Agree

Interpretation: Hence there is significant preference towards that OUTLOOK MONEY is superior than
OUTLOOK PROFIT.
118
QUESTION 6: Interpretation: There are 69.2% people who think that OUTLOOK BUSINESS
contains all types of stuff, which a business magazine should contain and there are 30.8% people
who don’t think that OUTLOOK BUSINESS contains all types of stuff, which a business magazine
should contain. QUESTION 7: Interpretation: There are 84.6% of people who believe that each
consumer of magazines has its own PSYCHOGRAPHIC PROFILE OR VARIABLE in reading those
magazines, while 15.4% people believe that they don’t depend on psychographic profile.
119
QUESTION 8.
Interpretation: The main reason people purchase Outlook Brand is because of the quality of content
and quality of pages. QUESTION 9: Interpretation: The consumption rate of the product is Less than
2 monthly, which is very low by an Individual as there are a lot of stuff to discover in it.
120
QUESTION 10: Interpretation: It is seen that people would recommend Company’s product
positively to others.
121
Chapter 6: Conclusion The Media Industry in India has a lot of potential to be explored.
There are a number of opportunities, considering that the print media is very easily accessible to the
majority of the country's population. The print media strives to draw in and team up with arrangement
procedures to carry out efficient and normal choices that help India’s thoughtful print industry. With
the right strategies and tenacious spotlight on quality, cost and proper distribution channels the print
media industry will be more successful than ever.
Here we are distinguishing the main interest group, for example, corporates, understudies, youths
(male and female) and even females of having age over 30, for the new magazine i.e., Spurge. Here
fundamentally we separate these buyers into portions considering interest and segment information
so for this magazine division is working class and upper working class. This division is finished by
remembering the pay of our shopper.
The fundamental reason for division is to guarantee the ideal individuals are getting the message.
The ideal individuals are the people who are liable to purchase Magazines. We can figure out
powerful crowd by mining the investigation. Mine the examination implies Google, Twitter, LinkedIn,
Facebook, Instagram, and different stages give profound jumps into shopper information, for
example, geographic area, sites visited, and individual furthermore, proficient interests.
Dig these hotspots for data to find out more about shoppers what a ready’s identity is locked in with
the association. Channels are platforms, digital or traditional, that serve content to users. Traditional
channels are TV, radio and print ads. Digital channels are social media, websites, email, and other
online platforms.
The channel chosen should be a platform the target the audience is likely to use it frequently.
Channels appeal to users based on age, gender, socioeconomic status, and other demographic
factors. Therefore, the channel chosen by me is a digital platform because of the usage of social
media by everyone nowadays.
Social networking websites such as Facebook Twitter, Instagram, etc. are handy for promoting new
fashion magazine Spurge and therefore we can add new web pages of magazines in its social
networking websites.
122
Chapter 7 - NPS Survey Questionnaire for NPS survey of Outlook magazine Q1.
Are you familiar with Outlook India magazine? Strongly Agree Agree Disagree Strongly Disagree Q2.
Gender preference for outlook magazine Male Female Q3. Do you have an internet connection? Yes
No Q4. If you read the Outlook magazine, in which form do you prefer it? Only Print Only Digital Both
Q5. Do you follow Outlook on any one social media platforms? Facebook Twitter LinkedIn Others Q6.
Your perception about Outlook magazine? Very good Good Fair Not good
123
Q7. Would you like to buy the e-magazine because? Timely delivered Easy access No storage
issues Q8. How well does our magazine meet your needs? Badly Fine Well Very Well Q9. How
would you rate the value for the money of our magazine? Bad Average Good Q10.
How responsive have we been to your queries or concern about our magazine? Very responsive
Usually, responsive Not responsive Q11. Compared to our competitors, is our magazine quality
better, worse or the same? Better The same Worse Q12. How likely are you to recommend our
magazine to your friend or colleague of yours? Strongly recommend Not recommend Somewhat
recommend
124
Questionnaire for NPS survey of The Week magazine Q1. Are you familiar with The Week
magazine? Strongly Agree Agree Disagree Strongly Disagree Q2.
Gender preference for The Week magazine Male Female Q3. Do you have an internet connection?
Yes No Q4. If you read the Week magazine, in which form do you prefer it? Only Print Only Digital
Both Q5. Do you follow The Week on any one social media platforms? Facebook Twitter LinkedIn
Others Q6. Your perception about The Week magazine? Very good Good Fair Not good
125
Q7.
Would you like to buy the e-magazine because? Timely delivered Easy access No storage issues
Q8. How well does our magazine meet your needs? Badly Fine Well Very Well Q9. How would you
rate the value for the money of our magazine? Bad Average Good Q10. How responsive have we
been to your queries or concerns about our magazine? Very responsive Usually, responsive Not
responsive Q11.
Compare to our competitors, is our magazine quality better, worse or the same? Better The same
Worse Q12. How likely are you to recommend our magazine to your friend or colleague of yours?
Strongly recommend Not recommend Somewhat recommend
126
Questionnaire for NPS survey of Forbes India magazine Q1. Are you familiar with Forbes India
magazine? Strongly Agree Agree Disagree Strongly Disagree Q2.
Gender preference for Forbes India magazine Male Female Q3. Do you have an internet
connection? Yes No Q4. If you read the Forbes India magazine, in which form do you prefer it? Only
Print Only Digital Both Q5. Do you follow Forbes India on any one social media platforms? Facebook
Twitter LinkedIn Others Q6.
Your perception about Forbes India magazine? Very good Good Fair Not good
127
Q7. Would you like to buy the e-magazine because? Timely delivered Easy access No storage
issues Q8. How well does our magazine meet your needs? Badly Fine Well Very Well Q9. How
would you rate the value for the money of our magazine? Bad Average Good Q10.
How responsive have we been to your queries or concerns about our magazine? Very responsive
Usually, responsive Not responsive Q11. Compared to our competitors, is our magazine quality
better, worse or the same? Better The same Worse Q12. How likely are you to recommend our
magazine to your friend or colleague of yours? Strongly recommend Not recommend Somewhat
recommend
128
Calculation of Net Promoter Score- To calculate NPS, you need to count the number of Promoters,
the number of Detractors and the number of customers who participated in your survey.
The customers who turned out to be Passives are not considered when calculating the Net Promoter
Score. The scoring of the NPS scale lies between 0 and 10: 0 - not likely at all, 10 - extremely likely,
or else it will be a normal rating scale. GROUP SCORE CHARACTERISTICS Promoters 9 - 10
These are your most loyal customers, ready to promote your products and help other customers to
implement and use your products more effectively. Passives 7 - 8 These customers are loyal, but not
enthusiastic about your products.
Working with this group is especially important when the number of people in the group is relatively
high. Detractors 0 - 6 These people are unlikely to promote your product and are very likely to give it
a negative review. They are very often unsatisfied customers and are very sensitive to competitive
offers.
The NPS calculation formula is: Net Promoter Score (NPS) = % of Promoters - % of Detractors
Calculating NPS score for Outlook magazine: Promoters: 21 people gave scores of 9 and 10. The %
of Promoters = 21/30*100% = 70% Passives: 0% 11 Detractors: 9 people gave a score between 0
and 6. The % of Detractors = 9/30*100% = 30% Net Promoter Score (NPS) = 70% - 30%= +40
Calculating NPS score for The Week magazine: Promoters: 15 people gave scores of 9 and 10. The
% of Promoters = 15/30*100% = 50% Passives: 3 people gave scores of 7 and 8.
The % of Passives = 3/30*100% = 10% Detractors: 12 people gave a score between 0 and 6. The %
of Detractors = 12/30*100% = 40% Net Promoter Score (NPS) = 50% - 40%= +10 Calculating NPS
score for Forbes India magazine: Promoters: 18 people gave scores of 9 and 10.
129
The % of Promoters = 18/30*100% = 60% Passives: 3 people gave scores of 7 and 8.
The % of Passives = 3/30*100% = 10% Detractors: 9 people gave a score between 0 and 6. The %
of Detractors = 9/30*100% = 30% Net Promoter Score (NPS) = 70% - 40%= +30 NPS global
standards treat +50 as ‘excellent’ and +70 as ‘world class.’ Any NPS that is above 0 is ‘good,’ as this
means that the number of loyal customers is higher than the number of disloyal customers.
Reasons behind the score: Outlook magazine- The NPS score of Outlook magazine is +40 i.e.,
above 0 which indicates that the number of loyal customers is higher than the number of disloyal
customers. As +50 is considered excellent, so +40 score clearly states that the client perception and
brand loyalty is good for Outlook.
Even, the customers encourage others in their network to take its subscription leading to increase in
Outlook’s business. The Week magazine- The NPS score of The Week magazine is +10 i.e., above 0
which indicates that the number of loyal customers is higher than the number of disloyal customers,
but still this score needs a lot of improvement because when compared to its competitors, The Week
magazine has the lowest score.
The reason for this score when surveyed was that sometimes, gifts to be given with magazines get
out of stock and this leads to dropping of subscriptions by the target market. Even the customers are
not satisfied with the service provided as the magazine doesn’t reach out to them on time. Forbes
India- The NPS score of Forbes India is +30 i.e.,
above 0 which indicates that the number of loyal customers is higher than the number of disloyal
customers, but still this score needs a lot of improvement when compared with its competitors. The
reason for this score when surveyed, was observed that around 10 customers faced difficulty in
renewing the subscription of Forbes India magazine i.e.
the renewal took a lot of time than stated by them. Even sometimes, the magazine doesn’t reach the
customers on time which further leads to dissatisfaction amongst the customers.
130
Outlook magazine- Once a customer takes a subscription plan of Outlook magazine, it takes around
6-8 weeks for Outlook to process the payment made by the customer and then the hard copy starts
off to get delivered to them.
So, Outlook should focus on reducing this gap of so many weeks and try to deliver the magazines as
soon as the subscription has been taken by a customer. The Sales executive should call customers
in slots on a daily basis and take their feedback and then work on the suggestions or the difficulty
their customers are facing as quickly as possible.
For the Week magazine- The company should have a marketing department of the Week magazine
in towns for the benefit of the subscribers as well for the company. This would lead to awareness
amongst people. The most important suggestion is that companies should give priority to coverage
by covering towns, cities, and rural areas.
It would then create more magazine readers and this would further lead to increase in the market
share. It should focus on keeping the stock of gifts to be given along with the magazine when a
customer takes a subscription of the magazine. It should concentrate on building strong relationships
between customer and customer relationship manager which would lead to building of brand loyalty
and further increasing customer satisfaction. It should deliver the magazines on time to the
customers.
For Forbes India- It should not delay the process of renewing the subscription of the magazines
when the customers demand for it. It should deliver the magazines on time to the customers. It
should give gift vouchers along with the subscription of magazines to increase brand loyalty.
131
CHAPTER 8 - REFERENCES www.outlookindia.com www.outlookbusiness.com
3.www.fitsmallbusiness.com www.hindustantimes.com economictimes.indiatimes.com
indianexpress.com www.forbesindia.com www.researchgate.net www.marketresearch.com Research
Papers Kipphan, Print media and media environment, 2001. Anna Shechtman, Command of media
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University of Chicago press journals, Volume 47, Number 4. Alexander McKelvie, Picard R, The
growth and development of media firms, 2008. Volume5, Issue 1. John D. and Catherine T, Media
education for the 21st century, 2006. Haozhe Bai, Yuanming Huang, Lingyi Zhu, Yashuai Zhu,
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https://www.coursehero.com/file/p5p697rj/Badly-Fine-Well-Very-Well-Q9-How-would-you-rate-the-val
ue-for-the-money-of-our/
<1% -
https://www.psychologytoday.com/intl/blog/the-science-behind-behavior/202011/how-useful-are-likeli
hood-to-recommend-surveys
<1% - https://www.wallstreetprep.com/knowledge/net-promoter-score-nps/
<1% - https://aidaform.com/blog/what-is-net-promoter-score-calculation-question.html
<1% -
https://www.salesforceben.com/tutorial-what-is-net-promoter-score-nps-and-how-do-i-measure-it/
<1% - https://survicate.com/blog/how-to-calculate-nps/
<1% - https://www.medallia.com/blog/net-promoter-score-formula/
<1% - https://www.medallia.com/blog/net-promoter-score-how-to-determine-nps-benchmark/
<1% - https://flowium.com/blog/net-promoter-score/
<1% - https://www.scribd.com/document/611544128/OUTLOOK-GROUP
<1% -
https://www.coursehero.com/file/p22lr2sa/Calculation-of-Net-Promoter-Score-To-calculate-NPS-you-
need-to-count-the-number/
<1% -
https://www.coursehero.com/file/p4hij0g3/The-Week-magazine-The-NPS-score-of-The-Week-magazi
ne-is-10-ie-above-0-which/
<1% -
https://ackodrive.com/driving-license/know-about-mumbai-rto-process-for-driving-license-renewal/
<1% - https://www.powerthesaurus.org/as_quick_as_possible/synonyms
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<1% - https://mitpress.mit.edu/9780262513623/confronting-the-challenges-of-participatory-culture/
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PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE

ROLL NO. 2022126

LALA LAJPATRAI INSTITUTE OF MANAGEMENT

VIPUL PRAVIN MORE

MMS – II (SEM III)

YEAR 2022- 2024

Date: 5th December, 2023

Dr. Priyadarshini Nidhan Dr. H.J. Bhasin

Project Mentor Director

I, Mr. Vipul Pravin More, student of Lala Lajpatrai Institute of Management of

Mr. Vipul Pravin More136

I am very grateful to Dr. H.J.Bhasin, Director of Lala Lajpat Rai Institute of

Two main objectives of any publishing group are:

NO. CHAPTER PAGE

Print Media Industry Overview

Future and Previous Records of Indian Print

Print Media: Industry Profile

SWOT Analysis of Print Media Analysis

Major Players in Print Media Industry

Porter 5 Forces Analysis

3.1 About Outlook India 21

About Products of Outlook Group

Marketing Strategy at Print Media Industries

3.4 Business to Business (B-2-B)

3.6 Loyalty Programs offered by Companies

The Internship at the Outlook Group provided me an opportunity to understand the

The Magazine with Largest circulation in India is India Today.

Current size in India- US$3.00bn in 2022

Revenue Change-2.4% in 2022

Leading Indian Magazines & Publications

1. India Today Magazine - Living Media India Ltd

3. Forbes India Magazine - Digital18 Media Ltd

It is expected that the Advertisement and Circulation Revenues are expected to be

Productivity is estimated to be affected by 300 to 350 premise focuses (3 to 3.5%) by the

⮚ Total Volume of Customers.

⮚ Market Dominance in Demographics.

⮚ Large Consumer Trends

⮚ Influences the Consumer

⮚ Brand name can be Strength

⮚ Elite News and Source of Entertainment

⮚ Circulatory Figures can be a weakness

⮚ Change in Media Preference

⮚ Change in Customer Taste

⮚ Narrowing Customer Base

⮚ Effective Sales Pitch on Internet

⮚ More Profits in Unique Content

⮚ Expansion through Internet

⮚ Alternative for Physical Media

⮚ Threat from Established Competitors

⮚ Competition from Electronic Media

The Threat of the Entry of New Competitors:

The Bargaining Power of Customer:

The Threat of Substitute Products or Services:

The Bargaining Power of Suppliers:

The Intensity of competitive rivalry:

3.1 About Outlook India

Outlook India Pvt Ltd.

Competition review Pvt Ltd.