SUMMER TRAINING PROJECT REPORT.

ON
“CUSTOMER SATISFACTION OF EXISTING SUBSCRIBER.”

Submitted in partial fulfillment of the requirement of PGDM Program of

AIT-School of Management, Greater Noida.

Training Supervisor: Submitted By:

MR. Himanshu Pandey Santosh Kumar
Session- 2009-11
Roll No- M200977.

Apeejay Institute of Technology

School of Management

1, InstitutionalArea, KnowledgePark-I

Greater NOIDA, U.P. 201308.

2011
 DECLARATION
I hereby declare that this project report titled “Customer-Satisfaction of

existing subscriber’ with a focus on market segmentation of outlook in Delhi

NCR submitted to AIT-School of Management, Greater Noida is a bonafide

work carried out by me. This project is an original piece of work and not

submitted to any other university or institute for the award of any degree

diploma certificate.

Also the strategies adopted for these segments were based on first hand

experience by giving them the initial offer of our products. The study is

conducted within best interest of Outlook India Ltd. It was a pleasure working

with Outlook India Ltd. I had a great learning experience during the duration

of this project.

(Signature)
Student Name: Santosh Kumar.
Roll No.-M200977
 SUPERVISOR’S CERTIFICATE.

It is hereby certify that SANTOSH KUMAR, PGDM 3rd trimester student of

Apeejay Institute of Technology, school of management, Greater Noida has

undergone summer training at OUTLOOK INDIA LTD for a period of 2

months from 29th April 2010 to29th June 2010. During the training period, the

student worked on the summer project entitled “CUSTOMER

SATISFACTION OF EXISTING UBSCRIBER OF OUTLOOK

MAGAZINE”which was suggested and awarded by the OUTLOOK INDIA

Ltd. New Delhi under the guidance of MR. HIMANSHU PANDEY (B.D.M)

in the subject area of MARKETING.

INTERNAL SUPERVISOR:

Ms. ShilpaWadhwa.
 DIRECTOR’S CERTIFICATE.

This is to certify that research project title” Customer Satisfaction of Existing

Subscriber” in OUTLOOK is carried by Mr. Santosh Kumar student of PGDM

–III at AIT, School of Management, GreaterNoida under the supervision of

Ms.Shilpa Wadhwa.

This is an original work carried out by the said student to the best of my

knowledge and I recommended for the submission of this research project.

Executive Director:
Prof. R.K Verma
 ACKNOWLEDGEMENT

Behind every achievement lies an unfathomable sea of gratitude to those who

have extended their support and without whom it would never have come into

existence. To them we say our words of gratitude.

I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey,

National Sales Manager for giving me this opportunity to undergo Summer

Training at Outlook India Ltd. I would also like to extend my heartfelt

gratitude to him for his constant encouragement and valuable insight, guidance

and facilities at all phases of the project.

I would also like to acknowledge the support and guidance of Mr. Sumit

Bhardwaj, Deputy Manager, Business Development, Sales & Promotions,

Outlook India Ltd. Without his help and encouragement it would have been

practically impossible to complete this project, I would like to thanks to my

faculty guide Ms Shilpa Wadhawa for guide and support me on this project.

Last but not least I am also thankful to the Placement advisor, and the entire

Summer Placement Team who helped me in getting my summer training in

such a good company.

 PREFACE:

Post Graduate Diploma in Management Program is one of the most reputed

professional courses in the field of management. This course includes both

theory and its Applications as per contents of its curriculum. Industrial

Training is an integral part of Post Graduate Diploma in Management

Program, New Delhi. It gives exposure to our practical knowledge and also to

get interact with the various aspects of present market conditions. Each student

is required to undergo practical training in an industrial organization after the

completion of third term examination.

The summer training programmers are designed to give the managers the

future of the corporate happenings and work culture. The real life situation is

really different from the stimulated exercise enacted in an artificial

environment inside. The summer training programmers are designed, so that

the managers or tomorrow do not feel when the time comes to take

responsibilities. I have joined OUTLOOK GROUP; New Delhi for summer

training .Outlook magazines is a member of Outlook Group, India's largest

magazines group and amongst the top 10 magazines group in the India.

The experience that I have got during this period has given me with an

orientation which I believe will help me to shoulder any task successfully in

near future. I have tried my best to arrange my work in a systematic and

chronological way.

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 promoting 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 comprises of Strip, Flap, Cover-on Cover in order to give

customized solution to the business clients.

TABLE OF CONTENTS:
DECLARATION
SUMMER TRAINING CERTIFICATE
ACKNOWLEDGEMENT
PREFACE
EXECUTIVE SUMMARY

CONTENTS PAGE NO.

CHAPTER 1. INTRODUCTION
1.1 Scope of the study.
1.2 Objectives
1.3 Methodology.
1.4 Limitation Of the Study

CHAPTER 2.COMPANY PROFILE:

2.1. Overview of the industry as a whole

2.2 Profile of the organization

2.3 Problems of the organization.
2.4 Competition information.
CHAPTER 3. CONCEPTUAL DISCUSSION
(Theoretical backdrop and literature review)
3.1 Review of literature
3.2 Problem of the study
3.3 Suggestion through segmentation

CHAPTER 4. DATA ANALYSIS

4.1 Data analysis technique
4.2 Analysis and Interpretation

CHAPTER 5. FINDINGS AND RECOMMENDATIONS

5.1 Findings
5.2 Suggestionss for Improvement

BIBLIOGRAPHY :
REFERENCES:

ANNEXURES:
Questionnaire
 CHAPTER 1
INTRODUCTION:
1.1:SCOPE OF THE STUDY:

 A big boom has been witnessed in Outlook in recent times.

 A large number of new players have entered the market and revying to
gain market share in this rapidly improving market.
 The study deals with Outlook in focus and the various segments that it
caters to.
 The study then goes on to evaluate and analyze the findings so as to
present a clear picture of trends in the magazine sector.
 As Outlook group is not a new player in print media sector but it is
facing several challenges from its competitors since the time it in
corporate. More over the basic aspect, i.e. the connectivity was not up to
the mark.
 This project will help the company to know its market reputation and
know about their different buyer in the market.
 By using this project the company may find some remedy in its
marketing research and can also find the behaviors of customers on their
different types of magazines.
 As the project mainly deals with the reader’s psychographic profile
about Outlook magazines and its competitors, the organization may
utilize this work to focus its readers with greater perfection.
1.2:OBJECTIVES

i. Identification of new segments and list out potential clients in each

segment.

ii. Conducting Marketing Research in Delhi.

iii. To determine reasons behind opting for Outlook magazine and to

know the most preferred magazine.

iv. To determine customer’s perception towards magazine companies

and their expectation from them.

v. To study the types of benefits provided by Outlook magazine.

vi. To understand the various principles of marketing prevailing in each

segment.
1.3 METHODOLOGY:

The methodology adopted for the study:

• Prepare a comprehensive list of prospective clients in each segment

After the segments have been identified, a list of prospective clients is made

in each segment with the help of Internet. The list would consist of all

details of the clients including Name, Address, and Telephone Number etc.

• Gather information about a client and the key decision maker

This step consists of gathering information about the client as to whether it

is currently taking any magazines and at what prices. Also the key decision

maker in the company is determined and his/her details are found out.

• Take appointment

The next step involves calling up the decision maker in the client

organization and making him interested in the product and taking an

appointment with him/her.

• Meet the client

 Once an appointment has been taken, the next step is to meet the client on

the appointed time. The appointment should begin with asking the client to

explain their business in detail. The Client should be asked if he is buying

any other magazines and if yes, at what price. The client should also be

asked if magazines are already a part of his business. Then the client should

be explained in detail the various features of the product and in what ways

it is better than the competitors.

• Send Proposal

If the client shows interest in the proposition offered to him, the next step is

to send a proposal. The proposal consists of various details like price,

option being offered and other details about the delivery, payment in

advance etc. The proposal is send through e- mail.(Annexure-I)

• Follow Up

Once the proposal is sent, follow up is required until the decision maker in

the organization takes a decision regarding ordering and the number of

copies to be ordered.

• Settle Terms and Conditions

Once the client shows his readiness to order, the terms and conditions are

settled with him with regard to number of copies, delivery – whether it is

single point or multipoint, payment in advance, time period of subscription.

 Also, price, if negotiated by the client, is settled. A customized sample copy

is also shown to the client and his approval is seeked.(Annexure-III)

• Contract

Once all the terms and conditions are settled, the agreement is made. The

agreement consists of all the terms and conditions agreeable to both the

parties and is duly signed by both the parties i.e. the client and Outlook.

(Annexure-II)

• Delivery and POD

The client gives all the details of delivery to Outlook as to whether the

magazines are to be delivered to the client itself or directly to the

customers. If the magazines are to be delivered directly to the customers,

then all the address details of the client’s customers are taken. After the

magazines are delivered, the Proof of Delivery (POD) is shown to the client

for verification. If any copies are undelivered due to any reason, the client

is informed about it.

o Sampling Area :

The area of the research was DELHI-NCR.

An exploratory research , Delhi survey report found that 40 percent persons

enjoyed outlook traveler ,an equal percentage about outlook English (weekly
magazine),and and 25 percentage of outlook business and profit .and rest

outlook fashion magazine and people hold 35 percentage.

• RESEARCH DESIGN :

Exploratory Research:

Exploratory research is conducted into an issue or problem where there are few

or no earlier studies to refer to. The focus is on gaining insights and familiarity

for later investigation. Secondly, descriptive research describes phenomena as

they exist. Here data is often quantitative and statistics applied. It is used to

identify and obtain information on a particular problem or issue.

The research is primarily both exploratory in nature. The sources of

information are both primary & secondary.

A well-structured questionnaire was prepared and personal interviews were

conducted to collect the customer’s perception and buying behavior, through

this questionnaire.

Sampling Technique:

Initially, a rough draft was prepared keeping in mind the objective of the
research. A pilot study was done in order to know the accuracy of the
Questionnaire. The final Questionnaire was arrived only after certain important
changes were done. Thus my sampling came out to be judgmental and
convenient.

Sampling Unit:
 The respondents who were asked to fill out questionnaires are the sampling
units. These comprise of employees of MNCs, Govt. Employees, Self
Employed etc.

1.4: LIMITATION OF THE STUDY:

• More than one decision makers:

Since there were more than one decision makers in some client

organizations, the decision making process was very long n sometimes

stretched to as long as 15-20 days because approval had to be taken from

all the decision makers. For example, clubs have board and any such

decision has to be first approved by each and every member of the

board.

• Off season for some of the clients:

Some client like hotels has a off-season where they do no have much

guest. Hence, they do not want to incur this extra cost during the off-

season.

• Clients bound by budget or contract with some other magazine.

A client is already having a contract with some other magazine and its

budget does not permit to take an additional magazine.

 CHAPTER 2:
COMPANY PROFILE
2.1: ABOUT THE COMPANY :

RAJAN RAHEJA GROUP:

Mr Rajan Raheja is the owner of OUTLOOK group.

Date of Establishment: October 1995

Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India.

Branches: Mumbai, Kolkata, Chennai, Bangalore and Hyderabad.

It's an entrepreneurial journey that has spanned both 'old' and 'new' economies

-- building successful brick-and-mortar businesses to exploring the frontier

world of convergence technologies. About a quarter-century before the onset

of the ICE age, the Rajan Raheja Group made its beginning in the construction

business. After building a huge presence in the realty market, the Group

diversified laterally into manufacturing, financial services and media -- each

venture initiated, and executed, to fulfil the objective of assuming leadership in

core areas.

The list of the Group's successes is long and eclectic. Today, H&R Johnson

(India) Limited is the top name in ceramic tiles in India. Exide is the strongest

brand of batteries in the automotive and industrial field. Supreme

Petrochemicals is the largest processor of plastic materials in India.

The Group also joined hands with Oberoi Hotels as co-promoters of Trident

Hotels and luxury resort Rajvilas, which Conde Nast Traveller ranked as one

of the 25 best villa hideaways in the world.

Other triumphs include Templeton Asset Management (India) Ltd, a venture

with the Templeton Group which manages funds worth $220 billion; Prism

Cement Ltd, with a production capacity of 2.1 million tonnes; and Sonata

Software, a leading name in this cutting-edge field. As owners and operators of

a fibre optic cable network in Kerala through Asianet Satellite

Communications, the group is also a significant stakeholder in the growing

convergence business in India.

OVERVIEW OF INDUSTRY AS A WHOLE :

There are the two main sources of obtaining data to determine readership of

any publication:

 National Readership Survey – NRS

 Indian Readership Survey – IRS

Here we have some surveys on the basis of market segmentation on all media

include news papers buyers.

National Readership Survey is a survey on all media, but especially the print

medium, conducted by the National Readership Studies Council (NRSC) -

supported by Audit Bureau of Circulation (ABC), Advertising Agencies

association of India (AAAI) & Indian Newspapers Society.

It investigates the readership of about 80 major Indian publications-dailies,

weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the

length and breadth of the country. The towns, selected, however are

publication centres of dailies. By process of ‘systematic sampling. It claimed

to be the most thorough readership survey in the country. It provides

exhaustive data (available to its clients on computer disks) readership, radio

listener ship profile’-the socio economic characteristics of the readers of

various publications, of cinema and TV viewers, and of listeners to radio, as

well as the degree of duplication among publications and between media.

Research agencies involved are: IMRB, TNS Software Mode, AC Nielsen in

collaboration with ORG.

Indian Readership Survey is conducted by the Media Research UsersCouncil

(MRUC). IRS 2007 is the largest continuous media survey ever conducted

(sample size of 229,000 individuals) providing a single-source database for

demographics, media habits and product / brand usage across 986 towns and

2858 villages in India. The survey was conducted over two rounds with the

field work between November 2007 and November 2008.

This all-India survey conducted jointly with the Media Research Users'

Council (MRUC) also provides product / brand penetration information

for over 50 different products allowing one to link media habits and product

usage data for adults and children from the age of 12 years.

Both NRS & IRS

Gives media consumption habits, product ownership & consumption, lifestyle

indicators information on Psychographic, macro demographic & geographic

parameters.
Population coverage: 12 years & above

Sample size: over 500

Geographic coverage: Delhi region.

According to NRS 2008,

Press adds 34 million readers in the last 2 years,

Press continues to grow, adding 21 million readers between 2005 and 2008,

Over the last 3 years the number of readers of dailies and magazines put

together among those aged 15 years and above has grown from 179 mm to 200

mm - a growth of 4% every year. (Note: Recently the scope of NRS has been

expanded to include those aged 12 years and above but the 15 years age cut-

off has been applied for the sake of comparison with NRS 2002.)

There is still significant scope for growth, as 314 million people who can read

and understand any language do not read any publication. It is not just

affordability that is a constraint, since 21 million of these literate non-readers

belong to the upscale SEC A and B segments.

According to IRS 2008,

Just when it seemed the print media was booming once again, the Indian

Readership Survey 2008 Round 1 has pricked the bubble. There are few

newsmagazines that have seen any growth most see erosion in readership
Retains its No 1 position among newspapers with 19.07 million readers it

separates Danik Jagran from others just because of its different market

segmentation among customers, Danik Bhaskar follows second with 14.57

million, and Daily Thanthi is third with a readership of 10.23 million. Amar

Ujala is still at four with 9.89 million readers.

Malayalam Manorama (9.35 million) and Hindustan (9.72 million) have

interchanged positions at number five and six. Lokmat, Eenadu, Mathrubhumi

and Times of India take the seventh, eighth, ninth and tenth spots with 8.10

million, 7.94 million, 7.65 million, and 7.08 million readers, respectively. TOI

is the only English daily to find a place in the top 10. Except for Amar Ujala

and Hindustan, every other publication in the top ten list has experienced a

marginal decline in readership.

For the IRS 2006 R1 an annual sample size of 2.4 Lakh was covered spread

equally over two rounds. A total of 1,178 towns and 2,894 villages were

surveyed. The data represents fieldwork during the full year Jan-Dec 2005.

The mid-point of the survey is June 1, 2005. Being a continuous survey, the

reporting takes place every six months based on a Moving Annual Total.

Among magazines, Saras Salil (Hindi) leads the pack with a readership of 7.36

million. A distant second is Kungumam (Tamil) with 3.76 million, followed by

Vanitha with 3.52 million readers. India Today English is fourth with a

readership of 3.51 million. Grihashobha (Hindi) has moved up a notch to

number five, and is followed by Tamil weekly Kumudam, India Today Hindi,
Malayala Manorama, Tamil weekly Anand Vikatan, and Hindi monthly Meri

Saheli. Kungumam, Anand Vikatan, and Meri Saheli and newcomers in the top

ten list. Most English dailies have seen a fall in readership, though on the

whole any English daily readership has shown an increase from the 17,396,000

in IRS 2005 R2 to 17,435,000 in IRS 2006 R1. Both the top two? The Times

of India and Hindustan Times have seen a decline with the former dropping

from 72.87 lakh to 70.84 lakh and the latter from 35.21 lakh to 35.08 lakh.

Third-placed Hindu has increased its readership marginally from 27.87 lakh to

27.97 lakh. Deccan Chronicle’s too has growth from 10.14 lakh to its current

11.32 lakh. The Telegraph (10.82 lakh), Mid Day (7.37 lakh), Deccan Herald

(6.04 lakh), the Indian Express (5.65 lakh), the Tribune (4.83 lakh), the

Statesman (4.22 lakh), the Assam Tribune (3.45 lakh) all have seen fall in

readership.

Among English magazines, number one India Today has dropped by 10 per

cent from 38.99 lakh to 35.09 lakh. Sister concern Reader’s Digest too has

seen a 12 per cent fall and is at 23.06 lakh from 26.37 lakh. Filmfare has seen

one the steepest falls its readership fell 21 per cent to 16.71 lakh. Outlook has

dropped by 11 per cent and is at 11.44 lakh. Stardust, too, has dropped and is

currently at 10.95 lakh in comparison to the 13.11 lakh in the previous round.

From women’s magazines, Femina, Women’s Era, Cosmopolitan, New

Woman, Elle and Savvy to special interest titles like The Sport star , Auto

India, Overdrive, Outlook Traveler, Capital Market, Living Digital, all have
seen a dip in readership, with some titles like PC Quest and Junior Science

Refresher dropping by almost 23 per cent. According to the survey, the number

of households has grown by 1.4 per cent over 2005 to reach 210 million.

Individual growth rate has been slightly lower than household growth rate at

0.85 taking the total 12 yrs + population to 784 million. With single age-breaks

now available from the Census, the age group data has been realigned. The

proportion of the total share of 20-29 age group has declined from 25 per cent

to 23.6 per cent. The data shows that the reach of mass media has stagnated in

the last three years. Press reach has been hovering around at 24 per cent, TV at

55 per cent, radio at 21 per cent, and Internet at 1.5 per cent at the all India

level. In urban India, press and TV have declined. The press reach declined

from 42.9 per cent in 2004 to 41.7 per cent in 2006. Though TV declined from

80.2 per cent to 78.9 per cent in the last three years, C&S has shown some

growth, from 53.5 per cent in 2004 to 54.4 per cent in 2006.

The main source of revenue for any publishing group is advertising. An

advertiser would like to know the facts and figures before investing his money

in advertising. And before investing the money, the advertiser ought to know

how many people buy which publication in which area. The ABC gives all

these vital facts every six months. The ABC figures are not the outcome of

opinions, claims or guesswork, but they are the result of rigid, in-depth and

impartial audits of paid circulations of member publications by independent

and leading firms of Chartered Accountants working in accordance with the

rules/procedures set by the Bureau. With more than 30 years of experience,

Outlook Group provides a range of packaging products and direct marketing

solutions for commercial and industrial clients. Its products include stickers,

postcards, coupons, game pieces, puzzles, labels, cartons, blisters and mailers.

The company's products are used for packing DVDs, CDs, electronic

appliances, and coffee and food items. It offers foil stamping, embossing, die

cutting, folding, gluing, shrink wrapping, hand assembling, contract

manufacturing, pouch making, digital printing and sampling services. The

company additionally provides design consultation, engineering, project

management, product fulfillment, Web portal design, warehousing, distribution

and transportation services. It offers packaging solutions under the MicroLiner

brand. The company serves the foodservice, entertainment, health care and

beverage industries. Outlook Group is a member of the Contract Packaging

Association and the Wisconsin Manufacturer Association.

In a recent survey conducted by the outlook Company – the Delhi’s leading

provider of marketing information and audience measurement – Living Digital
is perceived to be a very interesting magazine providing the latest news and
reviews.
Content wise, the magazine is seen to have excellent product reviews.

 INTERESTING 96%

 LATEST INFORMATION 96%

 GOOD PRODUCT REVIEWS 98%

  RELEVANT INFORMATION 88%

 COMPREHENSIVE CONTENT 91%

2.2 PROFILE OF THE ORGANISATION:

INTRODUCTION:
Suresh Selvaraj Vice President

Indranil Roy Vice President

Alok Mathur Assistant Vice President

Anup Dwivedi General Manager, Production

&Systems

Vidya Menon - General Manager, Advertising

Gaurav Vashisht Deputy General Manager

Himanshu Pandey National Head, Business

Development

Alex Joseph National Head, Retail

Gitanjali Singh National Head, Marketing

HISTORY:

Outlook is an Indian weekly and monthly newsmagazine in publication since

October 1995. Mr Vinod Mehta has been the founding editor-in-chief. Since its
inception, investigative reporting has been the forte of the magazine. Outlook
has also spawned the specialized magazines Outlook Traveler, Outlook
Money, Mand the Hindi Outlook.
Outlook has been famous for many of it's sensational stories like the "Kargil

Bungle" and the "Match Fixing controversy" but many view its editorial tilt as

being against the right like the RSS, often highlighting opposing sections in

negative light.

Achievements :
 The company is a proud recipient of National Tourism Award in 2001-

2002, given by the Department of Tourism, Government of India.

 The Government of India has also recognized Outlook Traveler

Getaways as the Best Travel Publication in the year 2002-2003.

MEDIA SERVICES
 Print Media
 Web Media.

The major segments identified for the market segmentation of Outlook :

 Hotels
 Coaching institutes
  Corporate offices
 PVR Cinemas
 Premium Clubs

For the coaching Institutions which prepare students for MBA, the idea

proposed by Outlook was that the copies of Outlook English, and Outlook

Business as their Interest happens only with these two magazines, with the

advertisement of the institution with the cover-on-cover option would be

distributed to prospective students who are aspiring to clear CAT and other

MBA entrances in various DU and Engineering colleges in Delhi and NCR’s.

This idea appealed as in this way the institution would be able to communicate

with its prospective students. For the premium clubs, the proposed selling

strategy was similar to that adopted for golf courses with the monthly bill

being sent with the magazine by Outlook. The idea proposed to corporate

offices that their Interest only towards Outlook Money, Outlook Profit because

it resembles with their Business. Hotels keep magazines in the following

places: Rooms, Business Centers Lounges, Public Places and cars. Their more

focus towards Outlook Traveler Magazines, and Fashion magazine like Marie

Claire, this type of Interest bys hotels shows their psychographic segmentation.

THE OUTLOOK UMBERELLA:

PRINT MEDIA:
OUTLOOK: In October 1995, group company hath way investment private

limited entered in the print media. Outlook, a weekly newsmagazine headed

by Vinod Mehta, galvanized a sluggish market reeling under the impact of

satellite TV. Outlook quickly carved a significant niche for itself among

discerning readers who value its in-depth, investigative reporting as well as its

stylish visual format. Known to be fiercely independent, Outlook has shaken

the establishment on events ranging from Kargil to Kashmir to cricket,

sensitized the reading public to important issues like big dams, education and

gender, and provided an unremitting focus on South Asian geopolitics. Today,

Outlook is the preferred magazine of 1.5 million readers in India, and sells

more than 11.2 million copies over the year.

OUTLOOK MONEY:

In July 1998, the Group launched "Intelligent Investor" re-christened as

"OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance

magazine, which offers sound strategies for the lay investor, especially the

growing segment of salaried middle and upper middle-class and self-employed

professionals. Its message is clear and simple: 'Invest well, borrow wisely,
spend smartly'. Evidently, that message has gone down well: the magazine sold

upwards of 1,00,000 copies a fortnight within a year. One of its distinguishing

characteristics is that about 93 per cent of readers retain all past issues of

Outlook Money.

OUTLOOK TRAVELER:

Outlook Traveler is a monthly magazine from the stable of Outlook Publishing

India Pvt. Limited and the only significant magazine aimed at the travel reader.

Every month since June 2001 OT has introduced readers to the wonders of

unknown destinations while also encouraging travelers to take a fresh look at

familiar places. Whether people are planning a holiday, or simply dreaming of

one, Outlook Traveler continues to take them closer.

OUTLOOK SAPTAHIK :
Outlook Saptahik, a weekly newsmagazine, was launched in October 2002 to

establish significant presence amongst the vast Hindi reading audience. The

product targets the evolved Hindi reader keeping their interests, realities &

aspirations in mind. Outlook Saptahik retains the core strengths of Outlook

with objective, fiercely impartial and bold journalism, while brandishing its

own identity through a strong pearl.

MARIE CLAIRE:

A French magazine which includes all dress style and costumes and new

dresses in the market, latest fashion News, styles, beauty trends etc in the

market.

PEOPLE:

It covers national and international celebrities, their lifestyle, likes, dislikes

etc…
NEWSWEEK:

It offers comprehensive coverage of world events with a global network of

correspondents, reporters and editors covering national and international

affairs, business, science and technology, society and entertainment.

BUSINESSWEEK:

It is an international magazine covers all the business news around the

world.
GEO is a German originated; knowledge based magazine covering things

related to wildlife, nature, life sciences, literacy etc.

CAREER 360

It covers information related to innumerous career options in different

fields, success mantras, sample question papers for exams around the

corner etc.

WEB MEDIA:
OUTLOOKINDIA.COM: In 1998, Outlook went online as outlookindia.com,

drawing into its fold the vast, nascent readership of expatriate

Indians. Outlookindia.com is both Outlook magazines’ home on the Internet and

an online publication. Apart from Outlook's print edition in its entirety -

supplemented with links to related articles on its own site and elsewhere on the

Web - outlookindia.com also offers an array of original Web-only columns

and news updates every day with a very lively interactive section.

OUTLOOKTRAVELLER.COM: Inaugurated as a web resource in 2000, this

travel Website has since come a long way. Outlooktraveller began by opening

up new vistas in web-driven vacation planning, with its highly focused

editorial features on an array of destinations. Still a highlight of the website,

these are supported by tools and resources that make putting together your

holiday a breeze? From selecting your destination, to choosing your mode of

transport, finding your way around the map, selecting a place to stay to

catching the local festivities, plus ferreting out the nearest ATM, fuel stop or

cyber cafe. Here there is something for everyone; themed vacation ideas from

'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies

delights, first-person travelogues, a message room where you can exchange

notes or ask us for more info that you want? And don't forget to book your

copies of our international award-winning bestsellers from Outlook Traveler

Getaways, available at a special price when you order on the website. If you
want a sneak preview, there're excerpts from the guide books by renowned

authors, including the likes of Prabhu Ghate, Ruskin Bond and Jug Suraiya.

Outlookmoney.Com: It takes forward the philosophy and beliefs ushered in by

Intelligent Investor (the personal finance magazine that was launched in mid-

1998, now known as Outlook Money). The site has six channels -- Stocks,

Mutual Funds, Loans, Retirement Planning, Taxation and Insurance -- that

address broad areas of the personal finance spectrum. Outlookmoney.com

comes with many interactive tools. The Loans channel alone sports calculators

that do all the number crunching a visitor may want on home, car, personal or

equity loans. outlookmoney.com seeks to provide total solutions to personal

finance issues -- from disseminating information to providing avenues for e-

commerce transactions.

PRODUCT DESCRIPTION:

The Outlook Group has a collection of fabulous magazines, all catering to

different needs of the customers.

Below mentioned are the names of the products under the Outlook Group:

 Outlook English (News weekly magazine)

 Outlook Business (Business)

  Outlook Money ( Finance & Banking)

 Outlook Profit ( Stock exchange)

 Outlook Traveller ( Best of travel)

 Outlook Marie Claire( French originated fashion magazine)

 People ( Celebrity )

 Newsweek ( International news weekly magazine)

 Business week ( International business magazine)

 Geo ( German originated Knowledge based magazine)

 Career 360 ( Career oriented)

 Outlook Hindi ( Hindi based)

PRODUCT PORTFOLIO
Following are the products of the outlook group along with newsstand price

and special discount on cover-on-cover national or international magazine

edition:
 Cover-on-cover price( in
Outlook magazines Newsstand price(in Rs)
Rs)

1. OUTLOOK ENGLISH 25 18

2. OUTLOOK BUSINESS 25 16

3. OUTLOOK PROFIT 50 25

4. OUTLOOK MONEY 30 18

5. OUTLOOK
75 48
TRAVELLER

6. PEOPLE 40 20

7. MARIE CLAIRE 75 NA

8. GEO 100 60

9. NEWSWEEK 75 35

10. BUSINESS WEEK 175 NA

11. CAREER 360 40 25

12. OUTLOOK HINDI 25 NA

Please note the above mentioned cover on cover prices can be negotiated as

per the order size required by the clients.

BOOKS DIVISION : Outlook Traveler Getaway Series

After successful detour (diversion) into travel with our travel monthly

magazine "OUTLOOK TRAVELLER", the concept of a series "OUTLOOK

traveler Getaways" was conceived to provide authentic, well researched

information compiled into "topical" reference books.

Getaways have produced a range of travel guides for the Indian traveler,

beginning with the prize-winning best-seller Weekend Breaks from Delhi.

52 Weekend breaks from Delhi : June 2002 the first title proved to be a

landmark in travel books publishing. It was the first travel guide in India that

highlighted the concept of a weekend break, addressing the significant changes

in urban work styles and in the tourism industry over the 15 years. By

encouraging a new concept in travel - that of a weekend holiday - this book has

made a path-breaking contribution to the growth and expansion of the Indian

tourism industry in general. Weekend Breaks from Delhi went through four

additional reprints before its second edition was launched early in 2004.

• Weekend breaks from Delhi 2nd edition: January 2008.

• Weekend breaks from Mumbai: April 2007.

• Weekend breaks from Bangalore: September 2008

 • Holidays in the Hills: June 2008.

• Heritage Holidays in North & Central India: February 2008

We can take an example of this all traveler guides like 52 getaways from

Delhi, weekend breaks from Mumbai, weekends breaks from Banglore, or

holidays in hills, after this we have their different customers in Delhi region

because they have different Interest to go. From survey it has been proved that

someone wants to go from Delhi, some one wants to go from Mumbai as

depends on their opinions which shows their psychographic variables in

between them. In these traveler guides of weekend breaks, here we have their

different percentage of customers of the total population. Mainly more than

50 percentage of total population loves to read weekends from Delhi .After this

less than 30 percentage loves to read weekend’s holidays in the hills more than

20 percentages loves to read weekends from Mumbai and Banglore editorial.

The magazine is empathetic to its target audience & is not a translation of its

English counterpart.

2.3 PROBLEMS OF THE ORGANISATION

• Customer satisfaction with focus on market segmentation in companies

has traditionally been a local affair. Subsidiary managers, primarily

brand managers, have enjoyed great latitude in the formulation and

 implementation of consumer behavior close to their markets. Although

global marketing is influencing traditional decision making in areas such

as product line, branding, pricing, and advertising, it has had little

influence on consumer behavior. But for some companies that may be

about to change.

• Outlook experiences with laissez-faire in market segmentation are

typical of the problems faced by many. In the early 1980s, management

delegated to the local organizations many decisions that had traditionally

been made or strongly influenced by the headquarters. Of all marketing

decisions, only branding and packaging were kept at the centre. The rest,

including consumer and trade promotions, became the domain of the

company's country operations around the world.

• Although decentralization has helped enhance Outlook’s performance

internationally, it has been less than satisfactory in consumer. The

problem has to do with two developments over time: a worldwide shift

in emphasis and budget allocation in favor of consumer behavior and

away from media advertising, and increasing reliance on price

promotion to boost short-term local sales results, particularly in

countries with a powerful trade and/or limited electronic media

advertising. The outcome: reduced brand profitability, contradictory

 brand communication, and a serious potential for dilution of brand

franchises with consumers.

• Today Outlook is trying to put some central direction back into its whole

country communication practices, including sales promotion.

Management is painfully aware of the damage "brand management by

calculators" and "commodity promotion" can do to its international

brands and their long-term profitability. Laissez-faire in sales promotion

is no longer considered a virtue at Outlook.

• For some global brands, the importance of consumer behavior in the

marketing mix varies dramatically from one country to another.
Illustrates the divergent marketing strategies applied to one consumer
packaged goods brand in five countries during 1987.

2.4 COMPETITION INFORMATION:

 FOR NEWSWEEK

TIME

Time is the world’s leading international newsmagazine published by media

conglomerate AOL-TIME-Warner is exclusively marketed and distributed in

India by the India Today Group. TIME demands the best, and we are able to

provide the best through an unmatched marketing and distribution network that

seamlessly operates in line with international best practices, which includes

comprehensive handling of advertising sales, subscription activities and

customer fulfillment.

 FOR OUTLOOK BUSINESS

BUSINESS TODAY:

Business Today is the largest-circulated business fortnightly in India. It’s the

best report of the business topography of the newly liberalized India. As the

wave of change sweeps business, economy and society like never before,

BUSINESS TODAY has ensured that its readers have all the necessary

upgrades to challenge tomorrow. It takes its readers deeper to give a complete

understanding of the world of business.

Ever since its inception in 1992, it has set one benchmark after another in

business reporting. It was the first to do serious reporting on management

theories. And then again, it’s the first to bring a whole new genre of business

journalism—more upclose and more incisive. Today, BUSINESS TODAY

commands the Bus.

BUSINESS WORLD:

Business world is part of the ABP Group, one of India's largest media groups

and the brand leader in eastern India. ABP also publishes Ananda Bazar

Patrika , a widely popular Bengali daily, and The Telegraph, the largest read

English daily in the eastern region. It also co-owns Star News television

channel along with Rupert Murdoch's Star Group. Business world is the largest
selling Indian business magazine, and the only business weekly in the country.

Over a period of two decades, Business world has established itself as a

magazine that offers incisive and high-quality reportage on economic and

business affairs. In the past few years, it has focused strongly on understanding

the meaning of Global India -- its emerging sectors, emerging leaders and

emerging concerns. Its team of journalists and domain experts cover

extensively trends and movements in markets such as telecom, IT, biotech,

media and pharma and provide exclusive analysis on infrastructure, economy

and the stock markets. Leveraging on its brand leadership, Business world has

now moved into other media platforms like publishing and events. Its recent

publications include Doing Business in Asia, The Marketing White book,

Understanding Behavior, and Business world Mega B-School Guide. The

Business world Roundtables and Great Place to Work seminars, which attract

the best minds from the corporate and economic world, have become important

forums to set agendas and address crucial issues. Indian corporate considers

the magazine’s Most Respected Companies Awards and the BW-NID Design

Award as benchmarks of corporate excellence.

BUSINESS WEEK INDIA:

Business Week is the largest business magazine published in the world and has

licensed Cyber Media for publishing Business Week India (permission from

Ministry of I&B awaited). The content of this magazine will be focused on

money, technology and people, and will provide relevant blend of global and
Indian content. It will be the only international business magazine to give

readers a global perspective for India.

2.5 S.W.O.T ANALYSIS OF THE ORGANIZATION

Strengths:

Respond very quickly as we have no red tape, no need for higher management

approval, etc.Really good customer care, and Strong reputation within the

market. Change direction quickly if we find that our marketing is not working

Can offer good value to customers.

Weaknesses:
Company has low market presence or reputations compare to other magazine

like India today.

Opportunities:
Print media sector is expanding, with many future opportunities for success

Competitors may be slow to adopt new technologies in terms of printing

technology and picture clarity.

Threats:
Will developments in technology change this market beyond our ability to
adapt? Small change in focus of a large competitor might wipe out any market
position that achieved by outlook.

MANAGERIAL USEFULNESS OF THE STUDY:

Markets consist of buyers, and it is common sense that those buyers differ in

one or more respects. They may differ in how they want a product delivered,
where they want to buy it, their available resources, their buying needs, or their

location. Any of these variables can be used to segment a market.

Psychographic variables have been a popular segmentation variable,

particularly in consumer marketing of fast moving goods. In psychographic

segmentation, buyers are grouped according to variables such as Social

Class, Lifestyle, or Personality. Marketers infer or research differences in the

approaches of buyers to their products based some elements of these factors.

 Chapter 3
Conceptual
Discussion.

3.1 REVIEW OF LITERATURE:

Customer Satisfaction:

“Customer satisfaction is the dynamic interaction of affect and cognition,

events by which human beings conduct the exchange aspects of their lives.”

Companies are interested in Customer satisfaction because they can develop

marketing strategies to influence consumers to purchase their products based

on consumer analysis.
 The 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.

MARKET SEGMENTATION:
“To divide a market by a strategy directed at gaining a major portion of sales

to a subgroup in a category, rather than a more limited share of purchases by

all category users.”

Market segmentation is concerned with individual or group differences in

response to specific market variables (e.g. preferences, lifestyles, media habits,

etc.). The strategic presumption is that if these response differences exist, can

be identified, and are reasonably stable over time, and if the segments can be

efficiently reached, the company may increase its market share beyond that

obtained by assuming market homogeneity.

Bases for Segmentation in Consumer Markets:

Consumer markets can be segmented on the following customer

characteristics.

• Geographic

• Demographic
 • Psychographics

• Behavioralistic
Geographic Segmentation
The following are some examples of geographic variables often used in

segmentation.

• Region: by continent, country, state, or even neighborhood

• Size of metropolitan area: segmented according to size of population

• Population density: often classified as urban, suburban, or rural

• Climate: according to weather patterns common to certain geographic

regions.
Demographic Segmentation
Some demographic segmentation variables include:

• Age

• Gender

• Family size

• Family lifecycle

• Generation: baby-boomers, Generation X, etc.

• Income

• Occupation

• Education

• Ethnicity
 • Nationality

• Religion

• Social class

Many of these variables have standard categories for their values. For example,

family lifecycle often is expressed as bachelor, married with no children

(DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor.

Some of these categories have several stages, for example, full-nest I, II, or III

depending on the age of the children.

Psycho graphic Segmentation:

Psychographics segmentation groups customers according to their lifestyle.

Activities, interests, and opinions (AIO) surveys are one tool for measuring

lifestyle.

Some psychographic variables include:

• Lifestyle

• Activities

• Interests

• Opinions

• Attitudes
• Values
Behavioralistic Segmentation:
Behavioral segmentation is based on actual customer behavior toward

products. Some behavioralistic variables include:

• Benefits sought

• Usage rate

• Brand loyalty

• User status: potential, first-time, regular, etc.

• Readiness to buy

• Occasions: holidays and events that stimulate purchases.

• Behavioral segmentation has the advantage of using variables that are

closely related to the product itself. It is a fairly direct starting point for

market segmentation.

OUTLOOK has seven magazines ,these seven magazines has their different

novels ,different style ,different knowledge ,different matter to each other.

These seven magazines hold their separate time to publish, means OULOOK

ENGLISH is a weekly magazine so those consumers who loves to read

magazines within a week ,they can go with this it depends on their choice

only,another example like OUTLOOK TRAVELER is a monthly magazine ,it

contains sufficient matter for month ,so those who loves to read a magazine for

a month, then they can easily go with this on their choice totally depends on

them, some magazines of OUTLOOK has Fornightly magazine like OULOOK

MONEY,PROFIT,PEPOLE etc. Only those customers can go with those loves

to read magazines for half of month it depends totally on their choice and

interest. So this all results has been shown in the case of magazines that

magazines readers has also their separate consumer to read and shows it

MARKET SEGMENTATION (psychographics segmentation ) of magazines

in between consumer.

I had surveyed in Delhi with sell of subscription of magazines ,I have seen that

its matter of opinion not in some limited but it varies in case of magazines

also, I have seen that everybody had their different interest in magazines

,someone wants to read Marie Claire then someone wants to read people etc,

this is just depends on their opinion ,what they want to read some one reads

weekly magazines ,some one reads monthly and for nightly magazines

depends on their choice ,I have seen that mostly women loves to read fashion

magazine as comparison to men.

When I surveyed there then I had seen that market segmentation in between

brands like, someone loves to OUTLOOK, and someone loves to read INDIA

TODAY. Why it is happens, it happens only because of their different Opinion

and Interest on the magazines.

Those consumers who reads OUTLOOK may be they think that the paper

quality of OUTLOOK MAGAZINE is good rather than INDIA TODAY ,they

thinks that matter in outlook or Article in OUTLOOK is more good to read ,it
shows their PSYCHOGRAPHIC PROFILE in between OUTLOOK and

INDIA TODAY.

3.2 STATEMENT OF THE PROBLEM:

o The first problem is in getting the co-operation of the customers. Many

of the respondents approached does not agree to the need and utility of

surveys and hence does not agree to provide the information.

o The research is confined to a certain parts DELHI and does not

necessarily shows a pattern applicable to all of Country.

o It is time consuming, because of the small sample size; the survey may

get biased, as it’s not representing the whole population.

3.3 SUCCESS THROUGH SEGMENTATION:

These roadblocks can be removed by applying psycho graphic segmentation.

When attitudes, motivations, personality characteristics and belief systems are

analyzed mathematically or statistically to determine groups with substantially

different attitudes, the result is a psychographic segmentation. When

psychographics are segmented, the need to either oversimplify or use averages

evaporates, and communicators can select the most effective message for each

segment. For one segment a message may confirm an established viewpoint,

and for another, a targeted message will change a mindset. Segments that
consider an issue or subject to be far more important than does the mythical

average could be made up of opinion leaders who influence others' viewpoints.

When these weighty segments are measured in a statistically accurate way, a

communicator can compare before and after measures--by segment--to

determine the true impact of a program.

Examining a psychographics segment’s demographics can further enhance

return on investment. For example, a segment may be receptive to a particular

product, but lack the financial resources to actually purchase it. Or, although

receptive, those in a particular segment may avoid mass media to such an

extent that few messages, no matter how relevant, will reach them. The

behaviors of a particular psychographic segment can confirm for the

communicator whether a segment that evinces a particular attitude actually

follows through with a tangible behavior. Looking at all the facets of a

psychographic segment establishes whether or not it is a worthwhile target,

allowing efforts to be focused on the most profitable segments, as well as those

with the highest potential.

LIMITATION:
• More than one decision makers:

Since there were more than one decision makers in some client

organizations, the decision making process was very long n sometimes

stretched to as long as 15-20 days because approval had to be taken from

all the decision makers. For example, clubs have board and any such

decision has to be first approved by each and every member of the

board.

• Off season for some of the clients:

Some client like hotels has a off-season where they do no have much

guest. Hence, they do not want to incur this extra cost during the off-

season.

• Clients bound by budget or contract with some other magazine:

A client is already having a contract with some other magazine and its

budget does not permit to take an additional magazine.

CHAPTER-4
Data Analysis
 4.1 DATA ANALVSIS TECHNIQUE:

The data analysis technique was purely Quantitative in nature, taking the
held or various kinds of diagrammatic presentation, which were:

TABLE ANALYSIS:

Company name Contact person Contact no. Email Id

DATAFLEX Mr AKHIL 9910336255 [email protected]

INDIA KUMAR GARG

PVT.LTD.
ZAIREEN SAAD AKHTAR 011-23323504 [email protected]

TRAVEL SIDDIQUI

SERVICE

LAKME Miss KANIKA 9958005051 NA

STUDIO BHALLA

ESSAGE SURESH GULATI 9899795035 [email protected]

TRADES

MAXIM PRO Mr.VINEET 9311155377 NA

CAPITAL GUPTA

SOLUTION

NIRMAL BANG ANNIDYA ROY 9650060949 [email protected]

LOREAL Mr.JAWED 9999333366 [email protected]

BEAUTY SALON JAVED HABIB

AMBER TOURS KEWEL 9810104170 [email protected]

PVT.LTD. SABHARWAL

SBI DFHI LTD. KUNAL NARANG 9654442494 [email protected]

STATE BANK Mrs.RUCHIRA.K 9871144082 NA

OF

HYDERABAD
LOTTE Mr. YONG CHANG 9650533611 NA

ENGINERING

PVT
LIC Mr AJAY 9810163009 [email protected]

AAGGRAWAL

NCMSL Mr. Yuvraj Manish 9350091576 [email protected]

ADVOCATE of Mr. ASHUTOSH 9811531549 NA

DELHI HIGH Kumar

COURT

DCM SHRIRAM Mr. R.K.JHA 9313099965 NA

SUGAR

DIVISION
.

a) Sampling Technique:

The Technique of sampling adopted was Area Sampling in which we first

divide the total area into a numbers of smaller geographical clusters then a

number of these smaller areas arc 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.

.

The television industry continues to dominate the E&M industry by garnering a

share of over 42 percent, which is expected to increase by a further 9 percent to

reach about 51 percent. Print media, on the second spot, stands at over 31

percent, is projected to 23 percent in 2010.

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 still larger as 369 million

literate people in India are still not tapped by any publication.Currents

estimates reveal that the reach of print media in India has increased to 222

million people. Print media is also the favourite segment for global investors

with maximum foreign investment in this segment.

KEY DRIVERS:

 Higher literacy levels: In 2006, the literacy levels increased to 71.1% as

compared to 69.9% in 2005. While rural literacy is at 64.8%, urban

literacy touched 85.3%. Currently Indian print media is estimated to

reach over 220 m people, and has immense growth potential since close

to 370 m literate Indians are believed to not be served by any

publication. Also, the reach of newspapers is only 27%, as compared to

the global average of 50%.

.

 Lower cover prices: Earlier, due to strong hold over a region, the

newspaper had higher cover charges. However, with increasing

competition and venture into newer regions the companies have reduced

the cover prices to augment more sales. Many English dailies are sold

for as low as Re 1 or Rs 2. The initial subscription offers of ‘DNA’ and

‘Hindustan Times’ (HT) in Mumbai, during their launch period, further

reduced the cost of the newspaper to around 50 paise for an average

issue.

 Higher ad spends: Print media accounts for 48% of the total Rs 137.5

bn advertising spend in the country. However, the ad spend in India is

just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world

average of nearly 1.0%. With rising consumerism and growing interest

from domestic and global brands in Indian market, the growth in ad

segment is expected to be strong.

READERSHIP SURVEYS:

There are the two main sources of obtaining data to determine readership of
any publication:

1. National Readership Survey – NRS

.

2. Indian Readership Survey - IRS

National Readership Survey :

It is a survey on all media, but especially the print medium, conducted by the

National Readership Studies Council (NRSC) - supported by Audit Bureau of

Circulation (ABC), Advertising Agencies association of India (AAAI) &

Indian Newspapers Society.

It investigates the readership of about 80 major Indian publications-dailies,

weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the

length and breadth of the country. The towns, selected, however are publication

centers of dailies. By process of ‘systematic sampling,’ over 55,000 households

in these towns are surveyed, the number of households in each town

proportionate to it population. All men and womenfolk above the age 15 are

questioned for about half an hour on the basis of a structured questionnaire.

It claimed to be the most thorough readership survey in the country. It provides

exhaustive data (available to its clients on computer disks) readership, radio

listenership profile’-the socio economic characteristics of the readers of various

publications, of cinema and TV viewers, and of listeners to radio, as well as the

degree of duplication among publications and between media. Research

.

agencies involved are: IMRB, TNS Sofres Mode, AC Nielsen in collaboration

with ORG.

Indian Readership Survey:

It is conducted by the Media Research Users Council (MRUC). IRS 2002 is

the largest continuous media survey ever conducted (sample size of 229,000

individuals) providing a single-source database for demographics, media habits

and product / brand usage across 986 towns and 2858 villages in India. The

survey was conducted over two rounds with the field work between November

2001 and November 2002.

This all-India survey conducted jointly with the Media Research Users'

Council (MRUC) also provides product / brand penetration information for

over 50 different products allowing one to link media habits and product usage

data for adults and children from the age of 12 years.

Both NRS & IRS

 Gives media consumption habits, product ownership &

consumption, lifestyle indicators information on macro

demographic & geographic parameters.

 Population coverage: 12 years & above

.

 Sample size: over 200, 000

 Geographic coverage: All India (Urban +Rural)

Sample Frame: Electoral rolls based on 2001 Census definition of Urban

Agglomeration According to NRS 2006;

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 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 employee and Wharton

.

School graduate Sharad Lunia is innovating print in India. ReleaseMyAd,

allows customers to print classifieds by offering an easy, seamless and

transparent approach with no extra charges!

4.2 ANALYSES AND INTERPREATATION:

QUESTION 1: In your opinion, is OUTLOOK a good magazine?

• YES: 60

• NO: 40
.

no
40
yes yes
60 no

Interpretation: Since there is minnimam difference between that wheher outlook magazine
is good or bad Concluding that there is no significance differences between that the outlook
is a good magazine.

QUESTION 2: Which of the following imprints of Outlook you have

subscribed?
• Outlook weekly
• Outlook Money
• Outlook Hindi
• Outlook Traveler
• Outlook weekends

Any other (Please specify)…………………………………

Magazine Subscriber
Outlook Weekly 32
Outlook Money 28
Outlook Hindi 14
Outlook Traveller 12
.

Outlook Weekends 7
Others 7

Table 7.1 various outlook segments

QUESTION 3: How did you come to know about Outlook?
• Friends/relatives
• Newspapers/magazines stalls
• Internet
• Advertisement
• Hoardings

Consumer Awareness
Friends/relative 35
Newspaper/Magazine Stalls 45
Internet 9
Advertisement 30
Hoardings 4
Table 7.2 consumer awareness
.

As per our study suggested that the consumer awareness of the outlook

increasing due to of the advertisement Through digital media as well as one

aspect of the consumer awareness of the outlook also increases due to of its

promotion though Newspaper and Magazine stalls. Increasing level of

consumer awareness is also helping any organization to retain more and more

consumer base.

QUESTION 4: Do you think that OUTLOOK ENGLISH a weekly news

magazine is matches with all respects of Current Affairs?
• Agree 55
• Strongly Agree 16
• Disagree 15
Strongly Disagree 14
QUESTION 5: DO YOU THINK THAT OUTLOOK MONEY IS
SUPERIOR THAN OUTLOOK PROFIT?
• Agree 15
• Strongly Agree 8
• Dis Agree 12
• Strongly Disagree 5

Interpretation: Hence there is significant preference towards that OUTLOOK

MONEY is superior than OUTLOOK PROFIT.

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QUESTION 6: DO YOU THINK THAT OUTLOOK BUSINESS

CONTAINS ALL TYPES OF STUFF, WHICH A BUSINESS
MAGAZINE SHOULD CONTAIN?

• Yes: 28

• No: 12

Interpretation :
There are 70% people who think that OUTLOOK BUSINESS contains all

types of stuff, which a business magazine should contain and there are 30%

people who don’t think that OUTLOOK BUSINESS contains all types of stuff,

which a business magazine should contain.

QUESTION 7: Do you think that each consumer of magazines has its own

PSYCHOGRAPHICAL PROFILE OR VARIABLE in reading those

magazines?
• YES: 80

• NO: 20

Interpretation:
There are 80% of people believes that each consumer of magazines has its own

PSYCHOGRAPHICAL PROFILE OR VARIABLE in reading those

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magazines ,while 20% people believes that they don’t depends on

psychographic profile.

QUESTION 8. WHY DO YOU PREFER THIS BRAND?

Price Brand name

Quality Sales promotion
Easily available Schemes/offers
Packaging Others
Preference of Outlook
Price 12
Brand Name 11
Quality 20
Sales promotion 22
Easily Available 9
Scheme / Offers 13
Packaging 7
Others 6
Table 7.3 preferences of outlook

As per our study suggested that people prefer outlook because Sales promotion

of the outlook is always has a top preference of the people which has very

positive impact on the sales of outlook. As we seen from the tabular graph and
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the data chart which is shown above of this interpretation, As one of the

objective of our study also to justify this term with the sales promotion.

22% of the people purchasing outlook because they like the promotional

strategy of the company while 20% of the people prefer outlook because of the

content quality of the magazine. Since brand name of the outlook also making

positive impact towards the sales promotion, as per out study suggested that

11% of the people like the brand of outlook so in this area Outlook need to

improve.

QUESTION 9: WHAT IS THE CONSUMPTION RATE FOR THESE PRODUCTS

(MONTHLY)?

Less than 2 Less than 4

Less than 3 More than 5

Consumption Rate of Outlook

Less than 2 46
Less than 4 15
Less than 3 27
More than 5 12
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As per out study suggested that consumption pattern of the subscriber

is not cyclical which is good sign of the company, as per our graph

suggested that 46% of the peole prefer to purchase outlook magazine

every month twice so it is good for the company that out of 100

people 46% of the customer are retained to the next purchase.

12% of the people prefer to purchase more than 5 magazine per

month which is good sign for the company. While 27% of the people

purchasing less than 3 magazine per month this result is supporting

our assumption that outlook business is not cyclical.

QUESTION 10: WOULD YOU RECOMMEND COMPANY’S PRODUCTS TO

OTHERS?
 Yes
.

 No
Table 7.5 recommendation
Recommendation
Yes 63
No 37
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CHAPTER 5:
Finding and recommendations

5.1 FINDINGS

At the end, one thing is quite clear that everybody has their different opinion, tastes in

reading different magazines of OUTLOOK in Delhi NCR .After surveyed in this region
.

Conclusion is based on different Psychographic variables of different customers of

outlook magazines, some are of different age customers, some are of different activities after

this all have different reading style and purpose. After analysis the condition we can

determine and find their ratings and ranking on the scale.

 We can easily categorized of outlook customers after knowing their AOI.

 Mostly customers prefers outlook English.

 Mostly customers prefers subscription rather then purchase of magazines.

 Services are found good.

 Fashion magazines mostly prefers by women.

 Finding groups of customers to take your survey can sometimes present a challenge

 To find prospects, visit Web sites, newsgroups, forums and listservs, or contact

non-competing companies that share your prospective target market. For example,

if you own a health food store, you may contact a local health club to ask them if

you could conduct surveys of their clients on their premises. In exchange for them

allowing you to take advantage of their space and goodwill, you could offer their
.

clients some sort of cross-promotional item.

 Demand of outlook traveler is more then other traveler magazines in Delhi.

5.2 RECOMMENDATIONS:

 Company should be emphasis on more effective advertisement.

 The most important task is that company should give its priority to coverage. If the

company could cover home towns, cities and villages then it will create their more

magazines readers.

 The company should enhance its awareness among many people by mobile road

shows: outdoor advertising in local and national newspapers as well as more type of

ads on prime time on television channels for different uses segments. So that many people

may come to know about the services of the magazines and can become a subscriber of t

company.

 The policy or company should be simple. And bring more transparency.

 The company should up date marketing department in town offices for the benefit of t
subscribers as well for the company.
 Company should appoint some executives to make strong relationship with customer.

 Follow Up is very crucial for any call and hence should be done very thoroughly by the
.

sales executive. As magazines are not critical products for any organization and have to

pushed for sales, hence if regular and thorough follow-up is not done, the client may

soon loose interest in the product and forget it. Hence, the sales executive should try

and maintain a relationship with the client and pursue him with great interest.
.

REFERENCES:

• Marketing Managementt , Kotler & Keller

• Business Research Methods ,Cooper & Schindler

• Advertising and Promotion : An Integrated Marketing Communication ,

George Belch & Michael Belch

• Head Business Development, Sales & Promotions : Mr. Himanshu

Pandey

• Deputy Manager, Business development ,Sales & Promotions : Mr.

Sumit Bhardwaj

• Team leaders: Mr. Harsh Vardhan, Mr. Kapil , Mr. Amit, Mr. Muazam

• www.wikipedia.com

• www.outlookindia.com
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• www.google.com

• www.justdial.com

• www.fundodata.com