ACKNOWLEDGEMENT

I want to thank X under whose guidance I have carried out this project. I am
thankful to him for helping me out with the research part in particular and the
overall project in general. The Research Methodology classes taught by him was
one of the essential knowledge that was required to complete this project.

I want to thank all my Professors who taught me in first year. Because the Summer
Internship required knowledge from all the field to be implemented specially
Marketing and Sales.

I want to thank my Corporate Guide from Outlook Group, X who guided me

throughout the course of the Internship and explained me various strategies to pitch
my product and meet my target. He provided me insightful knowledge about sales
and marketing and also Customer Relationship Management which was then a
relatively new topic for me.

I would also like to thank my Team Leader X who kept me motivated even
during the times when I was not getting sales. She helped me with the market
research part and helped me in designing proposals in the initial stage.

Last but not the least I would like to thank the respondents without whose
responses I wouldn’t have been able to carry out my research part.
 STUDENT’S UNDERTAKING

I, X bearing Institute Roll No X, declare that the summer project titled A

STUDY ON CRM, ROLE OF E-COMMERCE AND RELATED
MARKETING STRATEGIES is
my original work and completed under the supervisions of X of Outlook
Group and X of X. Further, I also declare that the report being submitted
here with is free of any textual plagiarism.

Signature:

Date:
Place:
 APPROVAL BY FACULTY GUIDE

Recommended that the Summer Internship Report titled “A study on

CRM, Role of E-Commerce and Related Marketing Strategies
for Print Media Industry” prepared by X under my supervision and
guidance be accepted as fulfilling this part of the requirements for the
award of Post Graduate Diploma in Management. To the best of my
knowledge, the contents of this report did not form a basis for the award of
any previous degree/ diploma to anybody else.

Date: 08-10-2020

Signature:

Name of the Guide:

 TABLE OF CONTENTS
SL NO. TOPIC PAGE NUMBER
1 Executive Summary 9
2 Mision and Vision of 10
Outlook
3 Important Stakeholder of 11
Outlook.
4 Outlook Magazine Product 12
Portfolio
5 Outlook Product Portfolio 13
6 Outlook Sales Figure 14
7 Sources of Financing 15
8 Supply Chain 16
9 Selling of Outlook Magazine 17
10 High Churning Rate at 18
Outlook
11. Customer retention strategy at 19
Outlook
12 CRM at Outlook 20
13 Training and Work done 19
14 CRM- Types, Objectives 26
15 E-Commerce- Types, 29
advantages, disadvantages
16 Gemstone CRM 30
17 Comparison of Media 31
houses on CRM software
18 Organization Structure at 33
Outlook
19 Determination of 34
Competition
20 Market Leader`s Strategy 35
21 Differentiation Strategy and 36
Market Attractiveness
22 Porter`s 5 force analysis 37
23 SWOT analysis 39
24 PESTEL Analysis 40
25 Porter`s Value chain 42
26 Research Methodology 43
27 Research Objectives 43
28 Research Analysis 44
29 NPV Calculation 49
30 Graphical Representation 51
31 Findings 54
32 Conclusion 55
33 Recommendation 56
34 Limitation to Study 57
35 Scope for future 58
improvements
 EXECUTIVE SUMMARY
In this project first I have analyzed the print media industry at the initial
stage. Then I have tried to study the market with respect to Outlook Group
and the various strategies it undertakes. Studying a market leader`s strategy
is very important from the angle of understanding sales and marketing.
In the next level we were allotted different task. The first was to
handle the software or the database of the Knowledge jockey Software.
Then we carried out the task of marketing and sales followed by B2B lead
generation and at the end email marketing The main objective of this
project is to understand how the CRM works in the print media sector.
The analysis was performed through structured questionnaire and
unstructured interviews. The Loyalty Program and its relationship with
the repurchase rates were studied. Also the factors which influences the
repurchase rates were studied. The study also analysed how the print
media industry uses the IDIC framework. After the entire analysis and
field study and studying the consumer behavior recommendation was
provided to the company.
 MISSION AND VISION OF OUTLOOK

MISSION

 To deliver superior value to our customers, Shareholders, employees, and

society at large
 Build a dynamic team of committed and passionate employees
through sustained learning and grooming.
 Develop mutually beneficial relationships with our business partners.
 Employ cost-effective processes and thereby create a strong
organization.

VISION

 To be a premium global conglomerate with a clear focus on the

business

VALUES

 Integrity
 Teamwork
 High Achievement
 OUTLOOK IMPORTANT STAKEHOLDERS

Editor in chief Ruben Banerjee

President & publisher MaheshwerPeri
Executive editor BishwadeepMoitra
Features editor Nandini Mehta
Foreign editor Ajaz Ashraf
Business editor SunitArora
Senior editors Ajith Pillai, Anjali Puri
Political editor Smita Gupta
Bureau chief Saba NaqviBhaumik
Books editor Sheela Reddy
Deputy foreign editor SeemaSirohi
Assistant editors Namrata Joshi
Senior special correspondent Anuradha Raman
Special correspondent SaikatDatta, Nivedita
Correspondents HimanshuKakkar

PRESIDENT Indranil Roy

VICE PRESIDENT VidyaMemon
GENERAL MANAGERS KabirKhattar
DEPUTY GENERAL MANAGER Shipra Mohan Sinha
NATIONAL HEAD Vipul Jain
REGIONAL MANAGERS AnandShirali, Arokia Raj
SENIOR MANAGERS B.S Johar, KabirKhattar
ASSOCIATE MANAGERS Bobby Mathews
 OUTLOOK MAGAZINE PRODUCT PORTFOLIO
Outlook Weekly: This is a weekly magazine which covers all the news related to
sports, lifestyle, national and international, politics, etc. This can be said to be
substitute of the weekly newspaper. Generally the prospects who do 9 to 6 jobs
don’t get enough time to read the newspaper. So this magazine can be targeted to
them and facilitated in a way that one can read the news paper over the
weekend.

Outlook Money: This is the best money magazine in India and one of the best
magazine in the world. It is available on fortnightly basis and is basically targeted
to the investors.

Outlook Traveller: It is a travel magazine targeted to those who love travelling,

exploring new places, stays and cuisines. It provides in details review about the
places, restaurants and hotels. It is available on a monthly basis.

Outlook Hindi: It basically covers all the news similar to the weekly magazine
but available in the hindi language and is on a fortnightly basis.

Outlook Business: Its one of the best corporate magazine in the market and
can be targeted to the corporate houses or the businessmen.

Corporate Relations & Placements/ IMI Bhubaneswar/2020 Page 12

OUTLOOK PRODUCT PORTFOLIO
 OUTLOOK SALES FIGURE

Outlook Quarterly Sales

22%
29%

14%
35%

Apr-JunJul-SepOct-DecJan-Mar

From the graph it is seen that the sales of outlook is more or less equally
distributed. During the period of July to September, the sales figures boosts
because Interns are hired who carry out their task of Sales and Marketing thereby
providing added profits and sales. In the period of October to December the sales
is low because of the festive season and there are less amount of interested
customers during this period. The sales agains boost up in the period January to
March because the employees have to meet their yearly targets.
 SOURCES OF FINANCING

% of Revenue

5
20

45
30

SubscriptionRetailAdvertisementEvent Sponsorship

Like other media companies, majority of Outlook`s revenue is generated from

the advertisement section. Outlook has association with many premium brands
which contributes to the bulk of the revenue.

The remaining portion of the revenue is obtained from the sale of magazine which
is 30% through subscription and 20% through retail.

Sponsorships and event marketing contributes to 5% of the revenue.

 SUPPLY CHAIN

One of the mail proposition which Outlook boasts is its efficient and responsive
supply chain. The Weekly magazine gets printed on Fridays and are transported to
the Tier 1 and Tier 2 cities over night through air so that the magazines are
available to the prospects on Saturday. This is one of the main USP and a point on
which Outlook competes with other brands.

Outlook has hub in the top ten metros of Inida like:- Kolkata, Chennai, Bangalore,
Hyderabad, Delhi, NCR, Lucknow, Chandigarh, Ahmedabad, Pune, Mumbai.

Outlook is even available to the far off villages. It is delivered to the prospect
through courier services. Also now they provide contract to the courier companies
for doing the job woth Outlook alone.

This helps Outlook to cover the distribution in whole of India effectively and
responsively and ensures on time delivery
 SELLING OF OUTLOOK MAGAZINES

The sales of Outlook magazine takes place through 3 ways:-

 Retail which contributes to 20% of the revenue.

 Subscription which contributes to 40% if the revenue .

 Institutional Buyers who contributes to 40% of the revenue

through sales.

In case of subscription the magazines are delivered to the prospects doorstep,

through blue dart services. Subscription is granted for a minimum period of one
year.

And in case of retail, the prospect interested goes to the retail store and purchases
it.
 HIGH CHURNING RATE OF OUTLOOK
MAGAZINES

Outlook has been in the top two in the print media industry for the past 2 decades.
However with the advent of Social media and internet available at a low cost the
shift from the print version is moving to the digital media. Although the most of
India still prefers the print version however there has been a substantial change in
the readership as it has shifted to the digital platform. This is a problem faced not
only by the Outlook Group in recent times but also with the competitors. There are
many cases where a customer does not wish to re-subscribe because of the cheap
news available on the digital platform.

However, to combat this problem Outlook has come with its own digital platform
to provide the news at a reasonable price and to suit the taste of the new
generation.
 CUSTOMER RETENTION STRATEGY AT OUTLOOK

Digital Subscription
The digital subscription is given for free to whosoever is making purchase of the
print media magazine. This has helped to boost the sales because with the same
price the customer is getting access to both the print media and the digital media of
the magazine. Apart from this for those who doesnot purchase the print version of
the magazine, the app version is available for free for a trial period of 2 months.

Gift Offer on Subscription

There are different offers available for purchase above certain threshold value.
Like for purchase above 4659 there is a travelling bag, for purchase above 5679
there is a duffle strolley. Also there are offers like extended subscription, key book,
guide books and cash discounts available.
 CUSTOMER RELATIONSHIP MANAGEMENT AT
OUTLOOK

CRM is more predominantly practiced in the B2B segment. The main focus of

this CRM from the firm`s perspective is to add value to those customer which add

value to the organization. The institutional buyers who make a purchase of above

1.5 Lakh are recognized by the firm as Angel Customer. These customer`s help

the firm increase its profitability. Now, for these institutional buyers, Outlook

prepares the reading material as per their taste and as per the customization they

require. In this way the firm is also getting benefitted and so is Outlook thus

increasing both the profitability.

 TRAINING AND WORK DONE AT OUTLOOK

Our virtual internship started on the X on a work from home basis because of the
prevailing pandemic. On the first day we were first given access to the knowledge
jockey account and we generated our code or the link through which the sales
should me made.

We were given a brief overview of how the internship will turn out to be and the
tasks that needs to be performed during the course. The immediate task that
would be started was the sales task.

We were given a brief overview of all the magazine and which magazine targeted
which segment and so on. We were told benefits of the product we would be
selling and were taught a few pitch or way that we should be going about. We
were taught the benefits a prospect will be getting if they purchase from the
interns, the various promotional schemes and how Outlook is different from its
competitors.

Outlook Exclusive Voucher Discount Code

https://subscription.outlookindia.com/newoffer/kj.html?vouchercode=DELH
107544
 KNOWLEDGE JOCKEY

Knowledge Jockey is used to track the sales conversion and lead generations which
takes place. It provides details of the successful and unsuccessful conversions. It
also is automated with gemstone crm software and it send automated email to the
prospects of the unsuccessful subscription. All the managers in Outlook and the
interns working has a Kj Account. The account has all the details of the employee
working and his sales figure. It also calculates the incentive that the employee will
be receiving from the sales he makes. This software is very useful from the
prospect of the employee because it keeps the record of all the activities performed
by him.
 TASKS ASSIGNED BY OUTLOOK

TASK 1: B2C SALES

A sales target of Rs 15,000 was given to be achieved in 7 days. I

achieved Rs 25,300 within the 7 days.

Major Learnings:-

• No matter what the situation is, making a sale depends totally on the
convincing power of the salesperson.

• Going after any leads given doesn`t necessarily gets converted into a sale.

• Apart from purchasing power and interest of the customer, the

prevailing economic times also plays a vital role in determining a
purchase.

• It is very important to convey to the customer how the purchase will

create value for him and the benefits he will earn if he makes the
purchase at the earliest.

• The positioning of the company in the mind of the customer plays a role
in determining sale.

• Not all we approach for making a sale will talk decently, but we
 should be polite and handle them calmly.

• Achieving the first sale may be a time-consuming matter and may

require change in strategy.

TASK 2: LEAD GENERATION FOR B2B SALES

Task was as follows:-

Make a list of 100 companies in next 7 days whose data may be

used by Outlook in future.

Companies selected must be from the following sectors such as Education,

Pharma, IT, Media, Hospitality, Production (FMCG & FMCD) etc. Data
collected about each of the companies may be with respect to: -

 Company name and their contact number and email id

 Number of employees

 Admin/HR

 Most selling product

 Least selling product

 Number of users of the most sellingand least selling product

 Promotional strategy followed by these companies

 Marketing strategy followed by these companies

 Pricing strategy followed by these companies

 Vision
  Mission

 Recommendations about how the company could overcome its flaws

or what it should do to be more productive

Make a list of companies which Outlook may collaborate with to

promote its magazines.

Explain the promotional strategies involved for this purpose.

Major Learning:-

• It gave a first-hand experience on doing market research.

• Both Primary and Secondary sources was used by me.

• Apart from knowing the technicalities involved in doing market research

these two weeks were a great learning session other wise.

• I came to know about the product mix of 100 companies and was shocked
to find that two brands whom I thought to be rival belonged to the same
parent company.

• Also the promotional strategies used to out beat the competitors was very
exciting to know.

• Without this project, knowing so many aspects of 100 companies would

have been impossible in two weeks..
 TASK 3:-EMAIL MARKETING

Major Learning:-

• It taught us how to send a proposal through mail.

• Through this we came to know how to frame the content and gave us a first-hand
experience of email marketing.
 CUSTOMER RELATIONSHIP MANAGEMENT
CRM is the core strategy which integrates internal and external
processes to create and to deliver value to valuable customer and thus
increasing the profitability.
CRM is technology enabled and aims at enhancing the customer experience.
It helps to align the business processes with the customer needs so as to
enhance the customer experience through loyalty programmes.

TYPES OF CRM
Strategic CRM: It is taken at the management level and its aim is to deliver
value better than competitor and winning and keeping the profitable
customers.

Operational CRM – It basically deals with automation of the various processes

so as to save time and increase productivity of the organization.

Analytical CRM: It refers to the capturing, storing, extracting, processing

and interpreting the data. Also called the Heart of CRM.
 OBJECTIVES OF CRM

Lifetime Value(LTV)
 Refers to the net present value of the potential
revenue stream for any customer overyears.
 Starts with current purchase activity then extrapolates to
include potential additions from cross- selling, upgrades,
total ownership,etc.

CustomerOwnership
 Building brand equity, maintaining vigilant customer
contact, keeping current with the market trends
iscritical.
 5% points increase in customer retention =20-125%
increase inprofit.
 E-COMMERCE
E-commerce a popular term stands for electronic commerce . It involves the
exchange of goods and services, the exchange of funds and the transfer of data. It
is one of the fastest skimming industries in world

Types of E-Commerce Models

1. Business to Business

This is when Outlook collaborates with an organization say J.W Marriott

Mumbai . Now, Outlook gives out exclusive magazine at these hotels in
exchange these hotels promote the Outlook Product.

2. Business to Consumer

This refers to sale of Outlook magazine by the employees of the Outlook to the
consumer. Me as employee of Outlook selling the magazine to consumers is
business to consumer e-commerce. This is done using subscription model.

3. Consumer to Consumer

This is when customer interacts with each other without the company being
involved as a mediator. Eg: OLX

4. Consumer to Business

Suppose a students prepares a software which will help his collage to keep a record
of the marks and attendance. He prepares and sells it to his collage.
 Advantages of E-Commerce

 Provides a global reach. Geographic boundaries is no longer a constrain.

 Lower the cost of transaction than store and hence the profitability of the firm
increases.

 Quick delivery is possible and the lead time is reduced.

 Customer can shop 24*7..

 Customer engagement can be tracked and customer complaint can be

efficiently addressed.

Disadvantages of E-Commerce

 High startup cost and skilled human resource required.

 There is high risk of failure.

 It is impersonal and lacks the touch.

 Security glitches is a major concern.

 Requires intense integration.

 GEMSTONE CRM
It is the most used CRM Tool in the media companies. It is a product of Miles 33.
This tool can easily be configured with the business processes in the organization.
It allows integration of different application which are already in use in the
organization thereby providing a unified interface as far as the data is considered.
This integration helps the management get a clear cut view of the business so that
they can understand and be up to date with the changing business scenario.

With the focus of most organization shifting from transactional business mode to
customer centric mode this software is of great help. This simple application if
procured by the organization can be used in multiple modes. Say the sales person
needs a much shorter interface hence he will be seeing only those which are of his
needs, similarly the managers will see what they need. This helps to avoid
complexity and ambiguity of the technology. This helps the organization to align to
its goals.

It can perform various tasks like: inventory management, tracking, process

management, lead qualification, follow up service, etc.

Using gemstone CRM tool brings a lot of advantage to the organization like:- It is
cost saving, It provides improved customer service and in the process increases the
revenue, it saves lot of time and in a way increases the productivity.
FOLLOWING ARE THE FEW MEDIA HOUSES USING
GEM STONE AS A CRM TOOL:

India Today Solutions Results

Provided
 Sales forecasting  Improved service
 1,600,000+  Lead generation quality
Circulation  Lead qualification  Improved sales
 15M +  Automated force performance
readership messaging  Improved net
promoter score
 Improved cross
selling

FILMFARE Solutions Provided Results

MAGAZINE
 Automated mailing  Prospecting time of the
 140,000 leads reduced.
circulatio  Increased productivity
n  Lead qualification
 4,00,000+
readership
OUTLOOK Solutions Provided Results
GROUP
MAGAZINE
 Relationship  250% increase in
 425,000 Management opportunity conversion
circulatio  40% reduction in
n  Calendar Management rework during sales
 4M+ process
readership  OpportunityManagemen t  68% improvement in
sales turnaround time
 Account Planning  60% increase in
average wallets share
 Performance
Management
 ORGANIZATION STRUCTURE

Outlook is a Product focussed organization. The Head of Outlook oversees the

functioning of all the various departments. And each functional department is
further divided into sub departments based on tasks.

If we consider the Marketing department, it has sub departments like Sales and
Distribution, Product Management and Promotion. The Product Management team
is has two managers who oversees the print product and the digital product.

Being a transactional organization, Outlook is product focussed rather than market

focussed.
 DETERMINATION OF COMPETITION

The Known Competitors are those who are operating in the same market and
offering same product or services. It is basically the different print media houses
with Outlook competes with on a daily basis. The Future potential competitors are
those who provide different services like TOI, NDTV however they can replace the
print media. People may no longer value the print media rather they can go for
watching the news video.

Known+ Potential competitors are those competitors who are operating in different
region and are providing the same product. Vogue is now in India but it can come
in India and adapt to the national culture and give tough competition to the Outlook
Group. Unpredictable competitors are those who come out of the blue and poses a
great amount of threat to the operating firm.
 MARKET LEADER`S STRATEGY

Outlook is a market leader in the print media segment. Hence, to hold its position it
needs to follow certain strategy to live up to the dynamics of the market.
Preemptive Strategy is doing something much before the competitor in order to get
a first mover advantage. Counter offensive strategy is to do something if a
competitor does so as to nullify the competitor`s moves. Flanking strategy is doing
something which the competitor has done so as to not loose the market share.
Contraction policy is giving up those functions which doesnot add much value.
Mobile defense refers to the strategy of diversifying to minimize the risk element.
 DIFFERENTIATION STRATEGY BY OUTLOOK
Features: Superior Quality paper and Packaging

Performance: Outlook known for its statistical analytic view and unbiased
opinion.

Conformance: Outlook never compromises its competencies under any

situation.

Durability: Outlook Magazines are more durable than its immediate

competitors because of the high quality paper used.

Reliability: Outlook news are highly reliable and can be trusted.

Reparability: In case of physical damage of the product , the magazine is replaced from
the nearest retail outlet.

Style : Outlook Magazine specially Outlook business has a style of

international magazine.

INDUSTRY/MARKET ATTRACTIVENESS
Category Size: Category size is large as readership in India is highly prevalent

Category Growth: It`s stunted as the market has reached saturation

Stages in PLC: Decline.

Sales Cyclicity: Hugely dependent on Business Cycle. Impacted by Covid.

Seasonality: Not affected by season.

Profits: Squeezed Margin

 PORTER`S 5 FORCE ANALYSIS

Threat of new entrants is low because in the print media segment there are already
many established brands, distribution is a key issue and getting access to a
distribution channel is a very costly job, the investment required for making a new
brand of print media is very high and customers shows a switching behaviour
hence the segment is not attractive.

Threat of buyers are high because there are substitutes available to the print media
products like the digital media, buyer has lot of information about the product and
many of the institutional buyers does bulk purchase hence high negotiation power.

Threat from substitutes that is digital media is very high. Because the substitute is
economical in terms of price and utility.
Threat from suppliers is high because of the oligopolistic structure of the market,
the number of suppliers is few and raw material is limited in terms of the printing
press and so on.

Unhealthy competition exists between the companies in the industry and they
always engage in price war.
SWOT ANALYSIS
 PESTEL ANALYSIS

Political Factors
 The Print Media industry is hugely impacted by the political sector
especially with respect to the political news they publish.
 There are certain unofficial obligations which need to be kept in
mind before printing.
 India being a democratic country , the print media companies from
India can expect investment from foreign companies.

Economic Factors
 Magazine is not a necessity. The demand depends on the income level.
 Lesser the unemployment better it is for the Magazine industry as more
readership will be prevalent.

Social Factors
 Education level tends to impact the readership and hence the
profitability of the industry.
 Cultures where girl education is not allowed is not a attractive one
for the Outlook Group..

Technological Factors
 Companies in the print media sector should be able enough to
undertake any change in technology.
 As such there is no machinery or technology involved.
 Digitalization is one of the most important technological
advancement in this industry.
Environmental Factors
 The weather greatly impacts this industry as excessive rain or bad
weather can cause delivery problem.
 Adverse rain can spoil the product.

Legal Factors
 Being a media company there are certain rules that should be
abided by.
 There are certain rules organization should maintain in terms of
business ethics and corporate governance.
 PORTER`S VALUE CHAIN

The infrastructure of Outlook is Product focussed. Its human resource are key to
generate the revenues through personal selling and relationship selling. The various
technology the company has invested in included Website subscription model,
CRM software, and digital marketing tools. In its procurement from it has
excellent relationship with its suppliers.

In has good control over the inbound logistics as it has very few suppliers.
Efficiency and responsiveness both are important constituent for the supply chain
of the Outlook Group. As part of its Outbound Logistics, its has Blue Dart, CFA of
states and the retail. Marketing is done through event marketing and digital
interface so as to win visibility. After sales service are available for the B2B
segment.
 RESEARCH MEATHODOLOGY
The study was conducted through the online mode. Questionnaire was prepared
and floated and responses were collected. Data used was mostly collected through
the primary research.

Source of Data:- Data was collected through responses of the questionnaire and
unstructured interview. For a few respondents, scheduling method was also used.

Sampling Procedure:- Here the sampling procedure used was random

sampling. Each observation had equal likelihood to get selected.

Sample Size:- 150 responses were collected from the customers of the print
media industry to know and understand their outlook. 70 responses were collected
from respondents who are currently working in the print media sector.

Period of study: The study period which was chosen was 4 th May,2020 to 5th
July 2020 which was during my Internship period .

RESEARCH OBJECTIVES
 To find if the magazine content and physical design of the magazine
affects the purchase decision.
 To find if the loyalty programmes affects the repurchase rate.
 To find how the print media industry utilizes the IDIC framework for
Customer Relationship Management.
 To find out all the factors which influences the repurchase rate.
 RESEARCH ANALYSIS
Analyzing Objective 1

Extended Key book or Discounts or

Subscription guide book Goodies

More than 6 31 7 22
purchase

4 to 6 purchase 15 3 12

3 or less 3 5 2
purchase

The y axis in the above table shows the repurchase rate of the customer.

The x axis shows the different loyalty programmes which influences the repurchase
rate.

Technique used: Chi-Square Method

Hypothesis:-

Null Hypothesis : H0:- : Loyalty Programmes does not affect the

Repurchase rate.

Alternate Hypothesis: H1: Loyalty Programmes affect the repurchase rate. Chi

Square Value: 10.79

Chi Square critical value at 5% significance: 9.48

As the Chi Square value is greater than the critical value , we reject the null
hypothesis and accept the alternate hypothesis.

Conclusion:- Loyalty programmes affect the repurchase rate of the

magazine hence should be properly planned. CRM is thus hugely
prevalent in the print media industry.
Analyzing Objective 2

Statistical Point of View Depth of Other

Analysis Article

Paper Quality 23 9 8 0

Packaging 11 6 6 0

Distribution 12 7 3 0

Others 4 2 2 7

The x- axis in the table consists of different content attributes. The

y-axis in the table consists of different physical attributes.

When the magazine is providing good statistical analysis and good paper quality,
then 23% people repurchase. When the statistical analysis is good and the
packaging is good 11% people repurchase. Similarly, 3% people repurchase when
the distribution channel of the magazine is good and the depth of the article is good
and so on.

Hypothesis Testing:-

Null Hypothesis : H0 : No effect of any variable on repurchase behavior.

Alternate Hypothesis: H1: The variables affects the repurchase behavior.

Technique used:- 2 way Anova.

Calculated values of row/column: 6.1/8.4 Critical Value: 6.9/6.7

Conclusion:- The content of the magazine affects the repurchase

behavior more than that of the physical attributes of the magazine.
Analyzing Objective : 3

Dependent Variable: Type of Customization.

Independent Variable: Type of prospects (single buyer/ institutional buyer),

minimum revenue generated, Who decides the customization and the benefits.
Identify: Generally, it has been found that the print media companies
customize the products for the B2B segment.

Differentiate: Customization is done for those prospects who generate a revenue

above 1.5 Lakh.

Interact: Between the prospect and the company a mutually accepted offer is
discussed which will optimize both parties.

Customize: The customized product is presented to the parties.

Analyzing Objective:4

Dependent Variable:- Repurchase rate.

Independent Variable: Loyalty Programme, Physical Attributes, Content

quality, benefits extended.

It is found that repurchase of a magazine is maximum when the company is

providing adequate loyalty programmes. The content quality matters more than the
physical attributes. The companies which has a good brand presence are likely to
be more profitable because the customer can trust their news as some credibility
has been established with the brand over the years.
 TO COMPARE THE CUSTOMER LOYALTY OF
OUTLOOK MAGAZINE AND THE TIMES MAGAZINE
OUTLOOK INDIA TODAY

PROMOTERS 29 19

DETRACTORS 17 12

PASSIVES 7 10

TOTAL 53 41

NET PROMOTER 22.64% 17.07%

SCORE

PRIMARY Content and Physical Variety of magazines

REASON FOR attributes
SCORE

SUGGESTED Distribution Price

IMPROVEMENTS

It is found that for the Outlook magazine group, the number of Promoters are more
and number of Passives are less. Promoters are those people who will rate the
brand highly and will recommend the brand to others. Passives are those people
who will rate the brand low and will not recommend. They are the unsatisfied
customers of the brands. The aim of the brand should be turn the passives into
satisfied customer.
After this, the respondents were asked the reason for why they gave the score they
gave the brand and what were the improvements that they suggested.

For Outlook Group, it was found that the content and the physical design attributes
were the main reason behind the score which they got how ever there were quite a
few of them who were not satisfied with the distribution policies like there was
delay in the distribution.

For Times, the good point was that the variety of magazines they provided were
large. They had separate magazine for all the segment like sports, lifestyle, weekly
news, business, fashion, etc. However, the reason of unsatisfaction amongst the
respondents was the price.
 GENERAL GRAPHICAL REPRESENTATION

1. Physical attributes

PHYSICAL
ATTRIBUTES

Paper
Quality

Packaging

Distribution

Others

From the primary research conducted it was found that 51.1% of the purchase took
for the magazine which had good paper quality. Paper quality was one of the most
important physical attribute which affected the purchase decision of the magazine.
The paper quality of Outlook Magazine is said to be the best as far as the print
media sector is concerned.
2. Contents
CONTENTS

Statistical
Analysis

Point of View

Article Depth

Others

As far as the content of the magazine is concerned, the magazine which provide the
good statistical analysis have more purchase compared to those which have
neutral point of view and article depth. As per eminent business personalities and
celebreties Outlook Group magazine provides the best statistical analysis as far as
the magazines are concerned.

3. Repurchase Rate

REPURCHASE
RATE

Above 6 times

4 to 6times

6 times or below

It was found that when there was repurchase of a brand taking place, it was
generally above 6 times. This was because, repurchase is a function of credibility
and trust the customer can associated with the brand. As the
credibility develops with the brand, brand switching behaviour diminishes and the
repurchase rate increases.

4. Psychological Aspect

PSYCHOLOGICAL
ASPECT

Price

Brand Image

Social Status

It was found that he psychological aspect which motivated the purchase was the
price point. If the price was low and value provided was high then the purchase
took place. Outlook is priced lower than Times and provides equal or more value
than Times and hence, Outlook Magazine sells more. However in comparison there
are few magazine which are low cost but fails to provide value and they end up
making loss. Price and brand image are two important aspect which affects the
purchase decision. While price must be low, the company`s brand image must be
good as brand image is associated with credibility.
 FINDINGS
 Though the print media industry is transaction oriented yet the CRM adds
value to the industry.
 Pricing should be ably done as the customer base is price sensitive.
 The content of the magazine affects the repurchase rate more
compared to any other attributes.
 CONCLUSION
 This project was performed to understand the Customer Relationship
Management and how print media companies carries out customer
relationship management in order to retain the customer.
 The companies don’t treat all the customers in the same way. Customers are
differentiated based on the value they provide to the firm.
 Loyalty program is an important way to retain the customer.
 In print media, factors like physical attributes, contents affects the
repurchase rate.
 It costs more to acquire a new customer than to retain or build upon an
existing customer.
 Pricing is an important aspect and the customer base for this industry is
price sensitive.
 RECOMMENDATION:
 Outlook should try to improve its customer care services because many a
times it so happens that customer complaints or requests goes unanswered.
 Have better presence on the social media platforms.
 Reconsider the loyalty program so as to increase customer
development.
 Should reconsider its logistics partner and aim for better distribution
partners.
 Launch new magazines in sectors untouched like dedicated
magazines for fashion, lifestyle, sports and technology.
 Upgrade its promotion policy as it has remained same for quite some time.
 Move into digital mode.
 Provide services like blogging so as to increase customer interaction.
 Sponsor more college event so as to enhance its visibility by buzz
marketing.
 LIMITATION OF STUDY
 The data collected from the respondents are skewed towards a particular
demographic and psychographic features.
 For the B2B response collected, the data are limited to working of 4 media
houses. However there are large number of media houses in the country
 SCOPE FOR FUTURE IMPROVEMENTS.

 There are lot of scope of improvement for the organization as mentioned

in the recommendation.
 Undertaking those will help to enhance the customer satisfaction and will
also help to reduce the major problem that is the churning rate.
 Interaction with the customers should be increased so as to enhance the
customer relationship management.