Bharati Vidyapeeth

imeD
(Deemed to be University), Pune, India
Institute of Management and Entrepreneurship Development, Pune

A Study of Impact of Advertisement on Sales of the Product

A Summer Training Project Report
Submitted in Partial Fulfillment of the Requirements for
the

Award of degree of Master of Business Administration

2020 - 2022

Submitted by guided by
mrs. anuradha yesugade
name of the student : pooja kale roll no. 55
div : hr

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 Certificate from the Company
Offer Letter

Dear Pooja Prakash Kale,

Institute of Management & Entrepreneurship Development(IMED)

We are writing to inform you of our willingness to offer Summer Internship to you in the Department of
Marketing.

Our Summer Internship is based on a unique model and offers students an opportunity to experience-based
learning while giving them a chance to earn.

• The Summer Internship will commence from 26/07/2021 .

• This Summer Internship will be totally Virtual.

Due to lockdown, you shall be provided with assignments that can be undertaken from your respective places of
stay.

You will be earning upto Rs 15,000 based on the performance in the Summer Internship.

The commission shall be disbursed only after three months from the completion of internship. Our unique
programme will boost your learning and we are confident that it would bring value to the organization too.

We welcome you to Outlook Group and hope you have a rich experience in learning and earning.

Yours sincerely,
Sadhana Tiwari
Assistant Manager
Outlook Group

PS:It is an internship offer, and shall not be considered as an employment offer.

Outlook Publishing India Pvt Ltd, AB-1O, Safdurjung Enclave, New Delhi —110029

Signature:

Name and Designation of the Guide

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 Certificate of Originality

This is to certify that the project report entitled"study of impact of advertisement on sales of the product"
Submitted to Bharati Vidyapeeth (Deemed to be University), Pune in partial fulfillment of the requirement for
the award of the degree of MBA is an original work carried out by Miss Pooja Kale under the guidance of
Mrs Anuradha Yesugade.The matter embodied in this project is a genuine work done by Miss Pooja Kale
.to the best of my knowledge
and belief and has not been submitted before, neither to this University nor to any other University for the
fulfillment of the requirement of any course of study.

Signature of the Student Signature of the Guide

Designation.: Marketing

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 Certificate
This is to certify that the Project titled “Study of impact of Advertisement on Sales of the Product"Is an
academic work done by “pooja kale” submitted in the partial fulfillment of the requirement for the award of the
Degree of from Bharati Vidyapeeth (Deemed to be University), Pune. It has been completed under the guidance
of Mrs. anuradha yesugade and Mr. Pritam Ghosh. We are thankful to Outlook Publishing (India) for
having allowed our student to undergo project work training. The authenticity of the project work will be
examined by the viva examiner which in includes data verification, checking duplicity of information etc. andit
may be rejected due to non-fulfillment of quality standards set by the Institute.

Dr. Sachin S. Vernekar

Dean FMS, BVDU
Director IMED

Acknowledgement

Apart from my efforts, the success of my project depends largely on the encouragement and guideline of many

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others. I take this opportunity to express my gratitude to the people who have been instrumental in the
successful completion of this project.

I am gratefully indebted to our esteemed guide (name of the internal guide) for his sincere guidance and
priceless support which would have been impossible for us to complete this project.

I express my gratitude to the staff members of Bharati Vidyapeeth (Deemed to be University) who directly or
indirectly helped me. I would also like to express my sincere gratitude to all my office colleagues in Outlook
India Pvt. Ltd.

Finally, I thank Institute of Management and entrepreneurship Development (IMED) for giving me this golden
opportunity to do my summer internship in Outlook India Pvt. Ltd.

Pooja Prakash Kale.

Name and Signature of the Student

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 Preface
In this era of fast changing world, mere class room teaching is not sufficient to attain maturity and perfection
for application of theory into practice. The dynamic economy, political and technological environment in which
we live continually place demand on us to change, improve and learn more about jobs, superiors and
subordinates. Two years of continuous classroom teaching is sufficient for students to implement directly their
knowledge in the market. A practical approach is needed.

The knowledge through project report is an essential requirement for M B. A students. The purpose of this
project report is to study the_Study of impact of Advertisement on Sales of the Product with special
reference to study.

I have tried my level best to do justice to the project. And I hope the study which was conducted will help not
only the organization but also me and the society too.

Name and Signature of the student, pooja kale

 Executive Summery

The name of the business magnate is Rajan Raheja. Born in 1954, Mr. Rajan is the 28 th richest person in India
with Forbes calculated his net worth to be $2.1 Billion. Rajan Raheja belongs to the affluent Raheja fraternity
and the family has its business sprawling in various sectors, ranging from manufacture industry to media and
even the insurance sector. He completed his Bachelors from the University of Mumbai.
After completing his Bachelors, Rajan Raheja ventured into entrepreneurship. He had his first stint in the
construction material business, especially the ceramic and cement industry. Mr. Rajan emerged as a proficient
business person and he turned his company into a heavyweight contemporary. After achieving unprecedented
success in the manufacture department, Mr. Rajan turned towards other sectors, such as media and finances.
Outlook is part of the RAJAN RAHEJA GROUP which Outlook was first issued in October 1995 with Vinod
Mehta as the editor in chief. ... The publisher is Outlook Publishing (India) Pvt. Ltd. It features contents from
politics, sports, cinema, and stories of broad interests. This is silver jubilee year (2021) for the OUTLOOK
INDIA. Outlook publishes five magazines that contains OUTLOOK WEEKLY, OUTLOOK TRAVELL,
OUTLOOK MONEY, OUTLOOK BUSINESS, OUTLOOK HINDI.

The Outlook Group is one of the best publishing houses in India. Outlook is a well-known brand which is
appreciated all over the world. Outlook is owned by Mr. Rajan Raheja and is being published in Delhi since
1995 by the Outlook Group with Mr. Vinod Mehta as the editor in chief. Currently Mr. Ruben Banerjee is the
editor in Chief. Outlook has its branches in New Delhi, Kolkata, Bangalore, Mumbai, Chennai and Hyderabad,
with New Delhi being the head office of the Outlook Group. It is one of the top magazine publishing company
in India blessed with talented editorial team. The magazine is known for its unbiased content and portfolio.
Outlook India (English) which is the flagship magazine of Outlook Group secured 5th most read English
magazine in India (Indian Readership Survey 2021).

Outlook’ is India’s most vibrant weekly news magazine with critically and globally acclaimed print and digital
editions. Now in its 25th year, Outlook's award-winning journalism has made the important interesting with
groundbreaking public-interest and investigative reportage which has fetched it the International Press Institute
Award for Excellence in 2007 and the World Media Summit Award in 2014.
Published from New Delhi, and printed at multiple locations, with editorial bureau and contributors across India
and the world, the general-interest magazine combines the quirky with the cutting edge in its coverage of Indian
politics, business, international relations—and arts, culture, books and trends.
The pages of Outlook have played host to the biggest names of Indian intellectualism.

Internship is very essential for every MBA student as it gives a glimpse of corporate culture to a student. In this
internship at Outlook Publishing (India) Pvt. Ltd. we learnt the practical application of the marketing
approaches. The title of this internship is “Study of imapct of Advertisement on the Sales of the
Product".The interns were responsible forbringing business for the company in form of subscription sales.
The company has provided all the basic digital infrastructure to its intern so that they could work on that.
Interns generate sales for the company through cold calling, field visits and email marketing. The only thing
which makes this internship unique from others is its internship structure which allows an intern to think and
execute the task in the way he/she wants.
The interns at Outlook Group feel as they’re the integral part of the organization. The interns are also rewarded
with 10% commission on every sale they convert. Apart from this, interns are supposed to address the
customer’s grievances and resolve them. The interns are exposed not only to just sales, but also marketing. This
internship indeed requires hard work and dedication as selling a product which isn’t a necessity is difficult.
The majority of non-subscriber has not actively rejected subscribing, but simply need more convincing. In
addition, gift subscription offers significant growth opportunities, but consumer awareness of them appears to
be relatively low and gifting process could be made to be more of an “event” and to give the recipient more
choice and freedom in their little selection.
Moreover, it was concluded that there are a lot of potential subscribers who need just a little extra something to
make them subscribe.
 INDEX

Sr. No. Chapter Title Page No.

1. Executive Summery 7-8
2. Chapter 1 Introduction 10-29
3. 1.1 Introduction of Proj ect 10
4. 1.2 Industry Profile 11-16
5. 1.3 Group Companies 17
6. 1.4 Company Profile 18-22
7. 1.5 Products 23-26
8. 1.6 Competitors 27
9. 1.7 Supply Chain 28
10. 1.8 SWOT Analysis 29
11. Chapter 2 Research Methodology 30-42
12. 2.1 Project Work 30
13. 2.2 Scope of Study and objectives 31
14. 2.3 Advertisement and impact on sale 32-36
15. 2.4 Statement of Problem 37
16. 2.5 Success Through Segmentation 38
17. 2.6 Research Methodology 39-41
18. 2.7 limitations 42
19. Chapter 3 Conceptual Discussion 43-50
20. 3.1 Literature Review 43-46
21. 3.2 Highlights of Company 47-48
22. 3.3 Financial Highlights 49-50
23. Chapter 4 Data Analysis 51-57
24. 4.1 Primary Data Analysis 51-54
25. 4.2 Secondary Data Analysis 55-57
26. Chapter 5 Finding 58-61
27. 5.1 Finding 58
28. 5.2 Recommendation 59
29. 5.3 Limitation 60
30. 5.4 Conclusion 61
31. References & bibliography 62
32. ANNEXURE 63
 Chapter 1
Introduction
1.1 Introduction of Project
Generating sales in any company is the most interesting and most difficult part. It requires to analyze the
consumer behavior so that we can make our services according to their needs. We have to design our sales
promotion strategies in such a way the maximum people are attracted by it. In our 60 days internship, first 15
days we have cold calling, field visits, Email marketing, follow up and many things that include most of the
above said techniques and strategies which have made our product (OUTLOOK MAGAZINES) a market
leader.

The next 45 days we having different task on the based on our specialization like Marketing, HR, Finance,
Production, Operation, etc.

We have products which cater to each and every segment of market e.g. Outlook English, Outlook Money,
Outlook Hindi, Outlook Business and Outlook Traveler.

The Outlook India is established itself in the year of 1995 in the Print media. It successfully launches the
product Magazines Outlook English. Outlook also has a very dedicated site which gives a very good insight
into the outlook group.

The internship program at Outlook Magazines is properly designed. It includes all the fundamental activities
which brings business for the company. The activities which were performed on daily basis and were the
integral part of the internship program. These includes

> Cold calling: This includes contacting the customers (old & new) and selling them subscription for the
Outlook Magazines.
> Solving subscriber’s grievances: The problem faced by the existing subscribers are being addressed
and all attempts are made to resolve them.
> Data Analytics: This includes analysis of the 500’s of data every day and finding the prospects out of
it. This is an important activity as it gives a brief about the subscribers buying patterns.
> Drafting mails & quotations: This includes drafting mails to the customers and prospects accordance to
their requirement and also preparing quotations and Performa invoice whenever required.
> Field Visits: Visiting the places where magazine could be sold like travel agencies, 4/5- star hotels,
showrooms and libraries.

1.2 Industry Profile

The Indian media consists of several different types of communications of mass media: television, radio,
cinema, newspapers, magazines, and Internet-based Websites/portals. Indian media was active since the
late 18th century. The print media started in India as early as 1780. Radio broadcasting began in 1927.
Indian media is among the oldest in the world. It dates back even before the reign of Ashoka. Many of the

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 media are controlled by large, for- profit corporations, which reap revenue from advertising, subscriptions,
and sale of copyrighted material.

As of 31 March 2018, there were over 100,000 publications registered with the Registrar of Newspapers for
India. India has the second-largest newspaper market in the world, with daily newspapers reporting a combined
circulation of over 240 million copies as of 2018. India has over 1,600 satellite channels (more than 400 are
news channels) and is the biggest newspaper market in the world—over 100 million copies sold each day.

Print Media, as anyone can understand is one of the most important factors coming through in the way a
nation works. Newspapers, magazines, books etc. are ready by a lot of people and are certainly one of the
most trusted mediums of National and International News.

Print media is one of the oldest and basic forms of mass communication. It includes newspapers, weeklies,
magazines, monthlies and other forms of printed journals. A basic understanding of the print media is
essential in the study of mass communication. The contribution of print media in providing information and
transfer of knowledge is remarkable. Even after the advent of electronic media, the print media has not lost
its charm or relevance. Print media has the advantage of making a longer impact on the minds of the
reader, with more in-depth reporting and analysis.

As per the research in 2019 the 1st ranking gives to the Dainik Jagran over the India having 16.872 million
readers every day. Then comes Dainik Bhaskar, Times of India, Lokmat and another Hindi and other
Languages according to their states.

The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is making
significant strides. Proving its resilience to the world, Indian M&E industry is on the cusp of a strong phase of
growth, backed by rising consumer demand and improving advertising revenue. According to a FICCI-EY
report, the advertising to GDP ratio is expected to reach 0.4% by 2025 from 0.38% in 2019.

Market Dynamics
According to an EY report, the Indian media and entertainment (M&E) sector stood at Rs. 1.38 trillion (~ US$
18 billion) in 2020 and is estimated at Rs. 1.79 trillion (~ US$ 24 billion) in 2021. Further, it is projected to
grow to Rs. 2.23 trillion (~ US$ 29 billion) by 2023, due to acceleration of digital adoption among users across
geographies.
The market is projected to increase at a CAGR of 17% between 2020 and 2023.
In FY20, digital and online added revenue stood at Rs. 26 billion in the M&E sector and their contribution to
the sector increased to 23% in 2020 from 16% in 2019.

Key growth drivers included rising demand for content among users and affordable subscription packages.
The Indian gaming industry stood at US$ 930 million in 2020 and is expected to reach US$ 3.8 billion by 2024.
The online gaming market in India is projected to reach Rs. 155 billion (US$

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2.12 billion) by 2023, from Rs. 76 billion (US$ 1.08 billion) in 2020, due to rapid increase in consumption.
The music industry is expected to reach Rs. 23 billion (US$ 330 million) by 2023, from Rs. 15 billion (US$ 210
million) in 2020 at a CAGR of 15% between 2020 and 2023.
Growth of the sector is attributable to the trend of platform such as YouTube that continues to offer recent and
video content-linked music for free, which is expected to drive the paid OTT music sector reaching -5 million
end-users by 2023, generating revenue of-Rs. 2 billion (US$ 27 million).
By 2025, the number of connected smart televisions are expected to reach -40-50 million. 30% of the content
viewed on these screens will be gaming, social media, short video and content items produced exclusively for
this audience by television, print and radio brands.
According to the FICCI-EY media and entertainment industry survey, those who watch online videos through
bundled packages (online video services bundled with mobile and broadband connections) will account for half
of all online video viewers (399 million) by 2023, up from 284 million in 2020.
As of 2020, India registered -803 million online video viewers, including streaming services and videos on free
platforms such as YouTube. Mobile video viewers stood at 356 million in 2020, driven by rising number of
users preferring video content over the last few years.
OTT video services market (video-on-demand and live) in India is likely to post a CAGR of 29.52% to reach
US$ 5.12 billion by FY26, driven by rapid developments in online platforms and increased demand for quality
content among users.

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 11% Share of major industry segments (FY2018J

■TV
■Print

Films
Digital Advertising
■Animation and VEX

■Gamig

■OOH

■Radio
■Music

Source: IBEF, 2018

Recent development/Investments
FDI inflows in the information and broadcasting sector (including print media) stood at US$ 9.5 billion
between April 2000 and March 2021.

• In June 2021, Netflix announced its plan to open its first live-action, post-production facility in
Mumbai. The facility—with 40 offline editing rooms that will be used by showrunners, directors,
editors and sound designers—will become fully operational by June 2022.
• In June 2021, Fujifilm India and Insight Print Communications (Insight Group) joined forces to
innovate and expand top-of-the-class solutions for the graphic arts portfolio.
• In May 2021, Kwalee, a UK-based game developer, announced to invest funds worth US$ 30 million,
over the next five years, in its operations to expand in the Indian market.
• In May 2021, Media brands launched Media brands Content Studio (MBCS) in India. The company
integrated its content division with MBCS India to cater to clients more efficiently.
• In May 2021, MBCS signed a production partnership with VICE Media, to strengthen its capabilities
and position in India.
• In May 2021, Amazon India launched miniTV, a new video streaming service for its users to further
strengthen its position in the country.
• In May 2021, HOTOTT Entertainment announced its plan to launch ‘HOTOTT’, a streaming service
app, by mid-June 2021 to expand in the country.
• In April 2021, Zee Entertainment signed a deal with Tokyo Broadcasting System Television (TBS) in
Japan to produce diverse content for India and Japan and the global market.
• In April 2021, In Mobi Exchange launched in-game ads to target premium mobile users with
advertisements such as electronic advertisement boards, in-game sports stadium, esports
arena, hyper-casual gaming room, etc.
 TotalTV revenue (INR billion)

FY2014 FY2015 FY2O16 FY2017 FY2D1B FY2013F FY2020F FY2D21F FY2D22F FY2O23F
_ Advertising Revenue
■Subscription Revenue

Source: KPM6 Report, 2018 and Televisory's Research

Government Initiatives
The Telecom Regulatory Authority of India (TRAI) is set to approach the Ministry of Information and
Broadcasting, Government of India, with a request to Fastrack the recommendations on broadcasting, in an
attempt to boost reforms in the broadcasting sector. The Government of India has agreed to set up National
Centre of Excellence for Animation, Gaming, Visual Effects and Comics industry in Mumbai. The Indian and
Canadian Government have signed an audio-visual co-production deal to enable producers from both the
countries exchange and explore their culture and creativity, respectively.
In June 2021, the Union Ministry of Information and Broadcasting notified the Cable Television Network
(Amendment) Rules, 2021, which aims to establish a three-layer statutory mechanism for citizens to raise
grievances with respect to broadcasted content.
As part of the expansion to include all digital platforms and digital (OTT) players under a single roof, in May
2021, the Indian Broadcasting Foundation (IBF) announced the move to be renamed as the Indian Broadcasting
and Digital Foundation (IBDF).
As per the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021,
IBDF would also form a self-regulatory body (SRB) soon.
On February 25, 2021, the government outlined the Information Technology (Intermediary Guidelines and
Digital Media Ethics Code) Rules 2021 to establish a progressive institutional mechanism and a three-tier
grievance redressal framework for news publishers and OTT platforms on the digital media.
In February 2021, the digital entertainment committee of the Internet and Mobile Association of India (IAMAI)
finalized a code of conduct to form the basis for self-regulation code for OTT content. The code has been
endorsed by 17 OTT platforms including Netflix, Amazon Prime Video, Disney+ Hotstar, ZEE5 and Voot.
In February 2021, Prasar Bharati (India) and PSM (the official State Media of Maldives) inked an agreement to
facilitate collaboration and capacity building in the field of broadcasting. Digital audio-visual content including
films and web shows on over-the-top (OTT) streaming platforms, as well as news and current affairs on online
platforms, have been brought under the Ministry of Information and Broadcasting in November 2020.
Road Ahead
Indian M&E industry is on an impressive growth path. The industry is expected to grow at a much faster rate
than the global average rate.
Growth is expected in retail advertisement on the back of several players entering the food and beverages
segment, E-commerce gaining more popularity in the country, and domestic companies testing out the waters.
Rural region is also a potentially profitable target.
 ADVANTAGE INDIA

Robust Attractive Policy Higher

Demand Opportunities Support Investments

According to a report According to a FICCI-EY 1 The Government of India i has FDI inflows in the
■ published by IAMAI and
Kantar Research. India
report within the M&E
sector. TV is expected to
► increased the FDI ► limit from
74% to 100%. On February
information and
broadcasting sector
internet users are expected to remain the largest segment 25.2021. the government outlined (including print media)
reach 900 million by 2025. and likely to post a CAGR of the Information Technology stood at USS 9 5 billion
from '622 million internet 7% to Rs 847 billion (USS (Intermediary Guidelines and between April 2000 and
users in 2020, increasing at a 12 01 billion) by 2023 Oigital Media Ethics Code) Rules March 2021
CAGR of 45% until 2025 The Between 2020 and 2021. 2021 to establish a progressive The rapid growth of OTT
advertising-based video on the number of OTT viewers institutional mechanism and a channels, increased
demand (AVoD) segment is in India increased by 47%. three- tier grievance redressal emphasis on animated
expected to rise at a CAGR of driven by 'stay at home' framework for news publishers and intellectual property (IP)
24% to reach USS 2 6 billion restrictions: this is expected OTT platforms on the digital media. content and larger
by 2025 to boost market investments in VFX by
According to a FICCI-EY opportunities for content studios has provided
report the advertising to GDP platforms and app animation and VFX
ratio is expected to reach 0 developers in the country studios with opportunities
4% by 2025 from 0 38% in in both domestic and
2019 international markets

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1.3 Group Companies

• Ranjan Raheja started his professional career working in his family's real estate business
• But he soon formed his own venture the Rajan Raheja Group. In the years that followed, he
diversified his business into various sectors
• In 1981, he formed a construction firm R. Raheja Properties and currently serves as one of
its board members
• His group collaborated with Supreme Industries Ltd. to venture into the petrochemicals
business. Raheja has been a board member of the joint venture - Supreme Petrochemical
Ltd, since 1989
• Raheja moved into the building materials sector with the formation of Karan Cement Ltd. in
1992. The company was renamed Prism Cement Ltd. in 1994
• To further its presence in the building materials sector, his company acquired the ceramic
tile manufacturer H & R Johnson (India) in 1993
• Raheja bought a majority stake in the battery-maker Exide Industries Ltd, in 1994 and
was appointed as vice-chairman in 2019. Earlier he served as one of its board members
• Over the years, he also has had holdings in several hotels and hospitality businesses, and has
been a board member in several of them including Juhu Beach Resorts Ltd., EIH Associated
Hotels Ltd. (1993-2015), EIH Ltd. (2002-2014)
• Prism Cement was renamed Prism Johnson Ltd, in 2018 and Raheja continues to be on its
board
• His group also has presence in the publishing and media industry and owns the Outlook
magazine
• Some other industries in which the Rajan Raheja Group has interests include the cable TV
and broadband Internet services sector with Hathway Cables & Datacom Ltd., the
finance and insurance sector with Exide Life Insurance (formerly known as ING Vysya Life
Insurance Co Ltd

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1.4 Company Profile

In October 1995, group company Hathway Investments Private Limited entered 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 Cargill 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 has 17.6 lakh readers (up from 15.17 lakh) and The Week has 16.34 lakh readers (up
from 13.12 lakh).

ORGANIZATION HIERARCHY

Mr. RAJAN RAHEJA - Net worth: 240 crores USD

(2021)

Mr. Ruben Banerjee - the editor-in-chief of (Outlook India Magazine)

Management Staff

EDITOR-IN-CHIEF -
Ruben Banerjee
MANAGING EDITOR-
Sunil Menon
EXECUTIVE EDITOR-
Satish Padmanabhan
FOREIGN EDITOR-
Seema Guha
POLITICAL EDITOR-
Bhavna Vij-Aurora
SENIOR EDITOR-
Giridhar Jha
Art Editor-
Deepak Sharma
WRITERS
Lola Nayar (Sr. Associate Editor),

G.C. Shekhar (Associate Editor),

Jeevan Prakash Sharma (Senior Assistant Editor),

Ajay Sukumaran (Assistant Editor),

Puneet Nicholas Yadav (Assistant Editor),

Jyotika Sood (Assistant Editor),

Naseer Ganai (Senior Special Correspondent),

Preetha Nair (Special Correspondent)

COPY DESK
Rituparna Kakoty (Senior Associate Editor),

Anupam Bordoloi,

Saikat Niyogi,

Satyadeep (Associate Editors)

PHOTOGRAPHERS
Tribhuvan Tiwari (Deputy Photo Editor),

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Sandipan Chatterjee,
Suresh Kumar Pandey (Staff Photographer) J.S. Adhikari (Sr Photo Researcher),
U. Suresh Kumar (Digital Library)

DESIGN
Leela (Senior Designer),
Devi Prasad

DIGITAL
Lachmi Deb Roy (Assistant Editor),
Soumitra Mishra - Digital Consultant

DIGITAL SPORTS
Jayanta Oinam (Assistant Editor)

Editorial Manager & Chief Librarian

Alka Gupta

BUSINESS OFFICE

CHIEF EXECUTIVE OFFICER

Indranil Roy

PUBLISHER
Sandip Kumar Ghosh

SENIOR VICE PRESIDENT

Meenakshi e Akash

VICE PRESIDENTS
Shrutika Dewan, Diwan Singh Bisht

SR GENERAL MANAGERS
Debabani Tagore, Kabir Khattar (Corp)

GENERAL MANAGERS
Sasidharan Kollery, Shashank Dixit, Shailender Vohra

CIRCULATION & SUBSCRIPTION

Gagan Kohli, Kapil Dhal (North), G. Ramesh (South) & Arun Kumar Jha (East)

DIGITAL
Amit Mishra
 Head Office
AB-10, Safdaijung Enclave, New Delhi-110 029, India
Tel: 011-71280400; Fax: 26191420
Customer care helpline: 011-71280433 / 71280462
E-mail: [email protected]
For editorial queries: [email protected]
For subscription helpline: [email protected]

Printed and published by Indranil Roy on behalf of Outlook Publishing (India) Pvt. Ltd.
EDITOR: Ruben Banerjee

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 Employee Metrics

400

2020 2021

• Other • Business Development • Operations • Human Resources

• Sales • Marketing

Employee retention in the past 2 years

40

2020 2021

• Churned • Retained • New

1.5 Products

Outlook Weekly: Outlook, India’s most exciting weekly newsmagazine covers the entire spectrum
of issues from current affairs, business, sports, lifestyle, technology, international affairs etc. Outlook
gives you a holistic picture, insightful analysis and fresh perspective 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. 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 Traveler: Outlook Traveler is India’s No. 1 Travel Magazine. This is a monthly magazine
which covers domestic & international tourism, getaways, cuisines and holiday planning. Every month
since June 2001 Outlook Traveler 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.
24
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.

HowTo
Protect Your Investments In Cavid Daytf

___ Outlook . . MONEY

OUTLOOK BUSINESS: Another magazine by Outlook which covers the business news, interviews
of business tycoons, the new jobs in offerings. This magazine is most preferred by Business Schools,
business professionals, businessman etc. This is fortnightly magazine by Outlook. OUTLOOK
Business, in the true tradition of the OUTLOOK group, has as its aim no less an objective than the
complete rewrite of what has been tried by the way of business journalism in the magazine space.

BUSINESS
IIHM

Outlook Hindi: Outlook Hindi, a weekly newsmagazine, was launched in October 2002 to establish

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4
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 parallel editorial. The magazine is empathetic to its target audience & is not a
translation of its English counterpart.

JucilaHri Ur

2
5
1.6 Competitors

Harit Khabar is a top competitor of Outlook Magazine. Harit Khabar was founded in Gurgaon,
Haryana} in null. Harit Khabar competes in the Publishing industry. Compared to Outlook Magazine,
Harit Khabar generates $7.5M less revenue.

BUSINESS INSIDER

Business Insider is Outlook Magazine's #2 competitor. Business Insider is headquartered in New York,
New York, and was founded in 2007. Business Insider operates in the Publishing industry. Business
Insider generates 1,000% the revenue of Outlook Magazine.

(U Ninestars
we hansfarm experiences

Ninestars has been one of Outlook Magazine's top competitors. Ninestars is a Private company that was
founded in 1999 in Chennai, Tamil Nadu. Ninestars operates in the IT Services industry. Compared to
Outlook Magazine, Ninestars has 195 fewer employees.
1.7 Supply Chain
The main proposition of outlook on which they compete with other brand is the distribution channel.
Copies were sent to the press for publishing on Friday night and on Saturday morning it was boarded
from airport and send to all major hubs through metro’s as well as tire 2 and tire 3 cities from where
copies being distributed to vendor, news stand, hawker. Moreover, outlook has a hub in top ten metro
cities where the magazine is delivered directly to the individuals. Other than this they use postal
authorities for timely delivery of magazines. Metro cities include:

NORTH- Delhi, NCR, Chandigarh and Lucknow.

WEST- Ahmadabad, Mumbai, and Pune.

EAST- Calcutta.

SOUTH- Bangalore, Hyderabad and madras.

Based on the place where offices are located company simply uses courier delivery services rather than
postal services. Earlier outlook use to outsource courier services now they had a contract for job
outlook magazine. All magazine is delivered personally. Other than this places like Kota, Jaipur,
Manesar and Agra where there are no offices magazine are delivered through local post if not delivered
properly than it is being send through UPC a registered service so that it reaches on time.
1.8 SWOT ANALYSIS

1. Eleven different magazines which cover each and every segment of the market and fulfill the
needs of different age group belonging to different sectors.
2. Exclusive photography and articles, OUTLOOK does not copy the content from internet and paste
in its magazines.
3. Co - promoters of international magazines like - Marie Claire, GEO and News week with
reasonable prices.
4. OUTLOOK has well organized and experienced man power, which approach directly and
indirectly as well, to the readers.
5. OUTLOOK has setup its own strong distribution channel, which circulate 1.5 million copies in
INDIA.
6. OUTLOOK gives you multiple times address change flexibility and charge nothing for the service.
7. OUTLOOK is known for its range of magazines, subscription offers (also available with internet
edition) and on the spot delivery of the gifts which one cannot ignore

WEAKNESSES - Slow Processing

1. It takes four weeks in delivering first copy of the subscriber and two weeks in case of
address change.
2. If gift is not delivered by the executive then OUTLOOK takes two months of time in
delivering the gift.

OPPORTUNITIES
1. OUTLOOK can increase its product line by launching three new magazines, related to
auto industry, magazine for beauty parlous exclusively and OUTLOOK technology these three
can increase the market share of OUTLOOK.
2. OUTLOOK has an opportunity to promote its magazines at international level with
international edition.

THREATS
1. Strong competition - number of International Brands are coming to India and competing for
the market share by increasing the product line,
2. Perception of readers’, OUTLOOK favors Congress party and does not write anything
against the party.

1.9 Subscription Process

How to subscribe Outlook Magazine
To subscribe to Outlook Magazine please choose the subscription option from the offer(s) given above
by clicking on "Add to cart" or "Buy now". After you click, you will be asked to confirm if this is a
renewal order of Outlook Magazine. In case it is renewal, we recommend you give correct current
subscription number of Outlook Magazine. If you do not remember the subscription number you may
leave it blank, however this may delay the subscription activation of Outlook Magazine

Free Shipping option:

Outlook Magazine has free shipping option available. When you choose this option, all subscribed
issues are delivered free to your door step.
D Discounts:
Get up to a maximum of 39% discount when you order for Outlook Magazine. No coupon codes are
required, simply choose and place your order to avail the discount offe
Free gift:Outlook Magazine has free gift offers. Free gifts are sent separately and don't come with the
first issue of the magazine. Generally, the free gifts are shipped by the publishers, between second and
fourth month of your subscription activation. Free Gifts shown are subject to availability, an alternate
gift will be dispatched if the said gift is not available.
1.10 Registration Details :
CIN
U67120MH1992PTC066495
INCORPORATION DATE / AGE
23 April, 1992 / 29 years
LAST REPORTED AGM DATE
30 December, 2020
AUTHORIZED CAPITAL
INR 13250.0 Lacs
PAIDUP CAPITAL
INR 10113.43298 Lacs
INDUSTRY*
Finance
TYPE
Unlisted Private Company
CATEGORY
Company limited by Shares
SUBCATEGORY
1.11 Highlights of Company:
Outlook Publishing (India) Private Limited is an unlisted private
company incorporated on 23 April, 1992.
It is classified as a private limited company and is located in
Mumbai, Maharashtra.
Its authorized share capital is INR 132.50 cr and the total paid-up
capital is INR 101.13 cr.
Outlook Publishing (India)'s operating revenues range is INR 1 cr -
100 cr for the financial year ending on 31 March, 2020.
It's EBITDA has decreased by -52.52 % over the previous year. At
the same time, it's book net worth has increased by 11.53 %.
Other performance and liquidity ratios are available here.
Description: The company is engaged in publishing magazines.
It offers magazine on business, entertainment, sports, business,
society.
Products & Services: Magazine publishing, media and sports news
Category: Service provider
The current status of Outlook Publishing (India) Private Limited is -
Active.
The last reported AGM (Annual General Meeting) of Outlook
Publishing (India) Private Limited, per our records, was held on 30
December, 2020.
Also, as per our records, its last balance sheet was prepared for the
period ending on 31 March, 2020.
Outlook Publishing (India) Private Limited has four directors -
Unnikrishnan Anchery, Vinayak Premchand Aggarwal, and etc.
1.12 financial Highlights
 Here is a summary of financial information of OUTLOOK
PUBLISHING (INDIA) PRIVATE LIMITED for the financial year
ending on 31 March, 2020.
Revenue / turnover of OUTLOOK PUBLISHING (INDIA) PRIVATE
LIMITED is INR 1 cr - 100 cr
Net worth of the company has increased by 11.53 %
EBITDA of the company has decreased by -52.52 %
Total assets of the company have decreased by - 19.27%
Liabilities of the company has decreased by -13.12 %
Operating Revenue
INR 1 cr. To 100 cr

EBITDA
-52.52 %

Net worth
11.53%

Debt/Equity Ratio
-1.04

Return on Equity
N/A
 Total Assets
-19.27 %

Fixed Assets
-7.28%

Current Assets
-19.43 %

Current Liabilities
-13.12%

Trade Receivables
-18.59%

Trade Payable
-11.31%

Current Ratio
0.15

are Capital and Number of Employee

 Authorized Capital INR 1,324,999,940 Paid up capital INR
1,011,343,300
Mission
Achieve customer delight by offering quality product and services
through a process of continuous innova and adaptation.
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 the first choice for our customers, people and investors.
Values
Integrity
Teamwork
High Achievement
Service Excellence
Building Shareholder Wealth
 1.13 Offers

Chapter 2
Research Methodology

2.1 Project Work

Project Topic Name: Avertisement impact on sales of product

The summer internship in the outlook gives the lots of work experience in marketing
and Sales field.
During the two months of the internship did the lots of activities in the marketing,
selling, finance and customer relation. My plans are schedules for every day.

》 This internship was virtual internship because of the COVID-19. Because of the lockdown
there was no other field visit. We have to do all the task virtually. For the rest of the 1.5 months we
assign for the four different tasks:
1. Customer and Relationship Management
2. Digital Marketing
3. Products and Brand Management
4. Advertisement
• For the first 15 days for the selling the magazine, I work in the area of the
Maharashtra.
• The magazines mostly sell on the book and newspaper stall of the tier 2 and 3 cities.
Visiting the traveler company shops, news stalls, Students, the people who interested
in the current affairs.
• Other four tasks work on the companies and their competitors. Study on the customer
relation, Technical things, Brands and Marketing.
 2.2 Scope of Study

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

• A large number of new players have entered the market and relying to gain
market share in this rapidly improving market.
• The study deals with Outlook in focus on More creative avertisement so sales
of the company increase.
• 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 Advertisement Strategies in the market.
• By using this project, the company may find some remedy in its marketing
research and can also find more relevent ,decent and attractive ideas on Making
Advertisement on 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 in the Advertisement Strategies.

Objectives

i. To know impact of Advertisement on sales of the product.

ii. Conducting Marketing Research in Maharashtra most of in the pune city.
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 Strategies of Advertisement which ahs impact on sales
of the product.

2.3 What is Advertisement ?

Meaning : Advertising is a marketing tactic involving paying for space to promote a product,
service, or cause. The actual promotional messages are called advertisements, or ads for short.
The goal of advertising is to reach people most likely to be willing to pay for a company’s
products or services and entice them to buy them.

Advertisement means to make something known to the public or a segment.Advertising is a paid

form of mass communication that consists of the special message sent by the specific person
(advertiser or company), for the specific group of people (listeners, readers, or vieAdvertising is
a type of non-personal or mass communication with the target audience. A large number of
people are addressed at time. It is called as non-personal salesmanship.

》Characteristics of Advertisement

1. Tool for Market Promotion:

There are various tools used for market communication, such as advertising, sales promotion,
personal selling, and publicity. Advertising is a powerful, expensive, and popular element of
promotion mix.

2. Non-personal:

Advertisement is a type of non-personal or mass communication with the target audience. A large
number of people are addressed at time. it is called as non-personal salesmanship.

3. Paid Form:

Advertising is not free of costs. Advertiser, called as sponsor, has to spend money for preparing
message, buying media, and monitoring advertising efforts. It is the costliest option of market
promotion. Company has to prepare its advertising budget to appropriate advertising costs.
4. Wide Applicability:

Advertising is a popular and widely used means for communicating with the target market. It is
not used only for business and profession, but is widely used by museums, charitable trusts,
government agencies, educational institutions, and others to inform and attract various target
publics.

5. Varied Objectives:

Advertising is aimed at achieving various objectives. It is targeted to increase sales, create and
improve brand image, face competition, build relations with publics, or to educate people.

6. Forms of Advertising:

Advertising message can be expressed in written, oral, audible, or visual forms. Mostly, message
is expressed in a joint form, such as oral-visual, audio-visual, etc.

7. Use of Media:

Advertiser can use any of the several advertising media to convey the message. Widely used
media are print media (newspapers, magazines, pamphlets, booklets, letters, etc.), outdoor media
(hoardings, sign boards, wall-printing, vehicle, banners, etc.), audio-visual media (radio,
television, film, Internet, etc.), or any other to address the target audience.
8. Advertising as an Art:

Today’s advertising task is much complicated. Message creation and presentation require a good
deal of knowledge, creativity, skills, and experience. So, advertising can be said as an art. It is an
artful activity.

9. Element of Truth:

It is difficult to say that advertising message always reveals the truth. In many cases,
exaggerated facts are advertised. However, due to certain legal provisions, the element of truth
can be fairly assured. But, there is no guarantee that the claim made in advertisement is
completely true. Most advertisements are erotic, materialistic, misleading, and producer-
centered.

10. One-way Communication:

Advertising involves the one-way communication. Message moves from company to customers,
from sponsor to audience. Message from consumers to marketer is not possible. Marketer cannot
know how far the advertisement has influenced the audience.

》Key Decisions in Advertising:

Advertising is one of – but popular and powerful – tools of market promotion. It involves
aseveral decisions.

》Some experts explain advertising decisions and activities in form of six ‘M’s as under
1. The first ‘M’ stands for Mission – Advertising Objectives.

2. The second ‘M stands for Money – Advertising Budget.

3. The third ‘M’ stands for Message – Creating Advertising Message and Copy.

4. The forth ‘M’ stand for Monitoring – Managing (organising) of Advertising Efforts.

5. The fifth ‘M’ stands for Media – Advertising Media Selection and Media Scheduling.

6. The sixth ‘M’ stands for Measurement – Measuring and Evaluating Advertising Effectiveness
(MEAE).
However, most of experts agree that advertising consists of mainly eight decisions as shown.
Manager concerns with taking decisions on these areas of advertising.

》Advertising Objectives:

Introduction:

Advertising is aimed at achieving various objectives. Objectives may be commercial or social in

nature. Prof. Kelly gave the concept of DAG MAR – Defining Advertising Goals for Measuring
Advertising Results – in relation to advertising objectives. Broadly, advertising objectives can be
categorized into three classes, such as informative objectives, persuasive objectives, and
reminder objectives.

Prof. Sew and Prof. Smith have classified objectives as:

i. Sales objectives

ii. Aiding sales force

iii. Competition-related objectives

iv. Brand loyalty and reputation-related objectives

》However, we will consider following objectives:

1. To Inform Buyers:

This objective includes informing customers regarding product’s availability, price, features,
qualities, services, and performance. Besides, it also includes informing them about changes
made in the existing product and introduction of new products. Company also highlights its
location, achievements, policies, and performance through advertising.

》Main advertising decisions

2. To Persuade or Convince Buyers:

Company uses advertisement to persuade or convince the buyers about superior advantages
offered by its product. Company communicates competitive advantages the product offers to
induce customers buy it. Comparative advertising is used to prove the additional benefits of
product at a given price.

3. To Remind Buyers:
Marketer uses advertising to remind the buyers regarding existence of company, products,
maintenance of quality, superior services, and chasing customer-orientation. Mostly, the existing
firms aim their advertising for this objective.

Here, the purpose is to inform that the company is still in existence and serving customers in a
better way. Due to huge information bombarded by a number of companies, customers are more
likely to forget name of company and/or products and services it offers.

4. To Face Competition:

Advertising is treated as the most powerful weapon to fight with competitors effectively.
Advertising enables the firm to respond the competitors strongly. It helps the firm to distinguish
its total offerings from competitors.

》In brief, the firm can face competition, can prevent the entry of competitors, or can remove
competitors away from the market. In competitive marketing environment, the firm cannot
survive without an effective advertisement.

5. To Achieve Sales Targets:

Increase sales volume is one of the major advertising objectives. A company can advertise its
products in various media to attract customers situated in different parts of the world. National
and international marketing is the result of advertising. Even, non-users can be converted into
users and usage rate can be increased. Thus, company can achieve its sales objectives by
advertisement.

6. To Build and Improve Brand Image:

Advertising is used for brand recognition and acceptance. A company can distinguish its brand
by magnifying major benefits the product offers. Advertisement attracts customers toward the
brand; they try it and accept it over time. In the same way, bad image related to brand can be
changed by systematic presentation of facts and scientific evidences, and removing
misunderstanding.

7. To Help or Educate People:

Advertising is not always used only for company’s benefits. It is meant for helping customers to
make the right choice of product. It educates people about availability of new products, its
features and qualities, price, services, and other related aspects. Such information is
instrumental for purchasing suitable products. Thus, it guides customers to choose the most
appropriate product.

8. To Build Company Image and Reputation:

A company opts for advertisement to build prestige and reputation in the market. Most of the
companies, though they are satisfied with the volume of sales, go for advertising to acquire fame
in the market. Many companies advertise its policies, activities, and achievements to make a
permanent place in the mind of people.

9. To Assist Sales Force and Middlemen:

Advertising is an aid to middlemen and salesmen. Advertising also popularizes the name of
dealers. Likewise, advertising provides necessary information to the buyers. Middlemen and
salesmen are not required to do the same. It eases the task of sellers. In the same way, advertising
encourages sales force.

10. Other Objectives:

There are certain minor objectives of advertising, such as:

i. To promote new products.

ii. To build long-term relations.

iii. To remove misunderstanding.

iv. To expand of market.

v. To gain confidence of buyers.

vi. To request customers to compromise with unavoidable circumstances.

vii. To seek apology of the buyers for any undesirable events, etc.
Company has to select one or more objectives based on its situations. It should be clarified hat
the list is not exhaustive. New advertising objectives may emerge as per change in situations.
However, the main objective of advertising is to increase sales and earn profits. Company must
define it advertising objectives clearly and precisely.ers), for the specific period of time, in the
specific manner to achive

》How Impact of Advertisement Increasing Sales of the Company's Product :

Advertising has not only become an integral part of our society and economic system, but has also
grown over the years to assume tremendous proportions both as a business activity and as a social
phenomenon.

It has affected not only the business sector, but also the whole society. Advertising is a powerful
marketing communication tool used by companies to fulfill the promotional task. It is an impersonal
form of communication or presentation of goods, ideas, or services conducted through paid media
under open of identified sponsorship. All about advertising is a sponsor sending a message called
advertisement through one or more mass media (radio, television, newspaper, and magazines) to reach
large member of potential users or buyers of a product. by it self, advertizing is a vital marketing
tool that helps to sell goods, services, images and ideas through information and persuasion,
many consider advertising a superior promotion tool to personal selling, sales promotion or
publicity.

Advertising as a tool of marketing was defined by the American marketing association as any paid
form of non-personal presentation and promotion of ideas, goods and services by an identified sponsers

2.4 Statement of problem :

2.5 Managerial Usefulness of the study:

》 It is very beneficial for the management department to know how Advertisement trending in
the marketing then only they can function other area's effectively.

》Advertiment of product helps producers or companies to know their compititors

Advertisement strategies in the market.

》Advertising management continuously monitors & measures the effectiveness of various

promotional activities of organisations

》Advertising management is an important process as it has an important role in developing a

better image of companies in the market & increasing their customer base.

》 Without proper advertising strategies & management processes, all campaigns & promotions
may go in vain.

》Advertisement management process requires many steps to be followed to ensure effective

results from advertisement activities. These steps include deciding advertising objective, setting
advertising budget & strategies for doing campaigns, recognising target audience, creating
effective message & also measuring the overall efficiency of whole advertisement activities

》It continuously monitors the various promotional activities from time to time & take necessary
steps if found necessary to ensure better results. Advertising is an important part of the
promotional mix component of the marketing mix.

》It is through this that companies show their presence in the market & communicates with their
prospective customers.

》Advertisement management helps in developing better goodwill of companies in the market.

》Advertisement is crucial part of managerial process of the company which inhance ultimately
Sales of the company.

2.6 Types of Reasearch and Reaserch Design :

》What is Research ?

Research is defined as careful consideration of study regarding a particular concern or

problem using scientific methods. According to the American sociologist Earl Robert
Babbie, “research is a systematic inquiry to describe, explain, predict, and control the
observed phenomenon. It involves inductive and deductive methods.”Inductive research
methods analyze an observed event, while deductive methods verify the observed event.
Inductive approaches are associated with qualitative research, and deductive methods are
more commonly associated with quantitative analysis.

Exploratory: As the name suggests, researchers conduct exploratory studies to explore a group of
questions. The answers and analytics may not offer a conclusion to the perceived problem. It is
undertaken to handle new problem areas that haven’t been explored before. This exploratory
process lays the foundation for more conclusive data collection and analysis.

Descriptive: It focuses on expanding knowledge on current issues through a process of data

collection. Descriptive research describe the behavior of a sample population. Only one variable
is required to conduct the study. The three primary purposes of descriptive studies are describing,
explaining, and validating the findings. For example, a study conducted to know if top-level
management leaders in the 21st century possess the moral right to receive a considerable sum of
money from the company profit

Explanatory: Causal or explanatory research is conducted to understand the impact of specific

changes in existing standard procedures. Running experiments is the most popular form. For
example, a study that is conducted to understand the effect of rebranding on customer loyalty.
》What is Research Design :

Research design refers to the framework of market research methods and techniques that
are chosen by a researcher. The design that is chosen by the researchers allow them to
utilise the methods that are suitable for the study and to set up their studies successfully in
the future as well.

1. Descriptive research design: In a descriptive design, a researcher is solely interested in

describing the situation or case under their research study. It is a theory-based design method
which is created by gathering, analyzing, and presenting collected data. This allows a researcher
to provide insights into the why and how of research. Descriptive design helps others better
understand the need for the research. If the problem statement is not clear, you can conduct
exploratory research.

2. Experimental research design: Experimental research establishes a relationship between the

cause and effect of a situation. It is a causal design where one observes the impact caused by the
independent variable on the dependent variable. For example, one monitors the influence of an
independent variable such as a price on a dependent variable such as customer satisfaction or
brand loyalty. It is a highly practical research method as it contributes to solving a problem at
hand.

3.Correlational research design: Correlational research is a non-experimental research technique

that helps researchers establish a relationship between two closely connected variables. This type
of research requires two different groups. There is no assumption while evaluating a relationship
between two different variables, and statistical analysis techniques calculate the relationship
between them.

4. Diagnostic research design: In diagnostic design, the researcher is looking to evaluate the
underlying cause of a specific topic or phenomenon. This method helps one learn more about the
factors that create troublesome situations.
2.7 Data Collection Method:

》 What is Data collection :

Data collection is defined as the procedure of collecting, measuring and analyzing accurate
insights for research using standard validated techniques. A researcher can evaluate their
hypothesis on the basis of collected data. In most cases, data collection is the primary and most
important step for research, irrespective of the field of research. The approach of data collection
is different for different fields of study, depending on the required information.

》Types of Collection of Data

1) Primary Data Collection:

Primary data collection is the process of gathering data through surveys, interviews, or experiments. A
typical example of primary data is household surveys.

a)Observation

b)Personal Contacts

2) Secondary Data Collection:

Secondary data refers to data that is collected by someone other than the primary user. Common
sources of secondary data for social science include censuses, information collected by government
departments, organizational records and data that was originally collected for other research purposes.

a)Internet (Social Medias Platform)

b)Visited Company's official website

》During the research, Simple Sampling method has been used, by classifying the views of costomers
and employee's of the company how they are using Advertisement tool in a most effetive way .I made
the questionaries and filled that and by the judgement and observation and my personal thinking I got
my primary data.

》And also, for further research I visit the shops which conducts the tours, New startup
shops/companies, Stock broking.By knowing how well company's Advertiment strategies working in
the market.

》Now a day’s social media platforms are quite actives and through their help reaching to new
customers are really easy. Research on the company on the internet got varies ideas and new contents.

》Tools for Analysis

Different types of tools have used during data analysis and interpretation for example: histograms,
doughnut, graphs, piecharts

2.8 Limitations of the study :

> Sometimes magazine, gifts, etc. were out of stock so many suspects dropped the subscription.
Sometimes magazines do not reach on time. as company metion in the advertisement.

> Data analytics has not performed on the customer data. The result of it, many customer
contacts were repeating several times.

> Customer data is not satisfactory. Few of the customer had already taken the magazines in
previous month but their records are showing in Next month data.

> Many times, the issue arrived that the magazines are not delivered on specific places.

> If magazines are not delivered then there is no money back plan for the customer.

> Client’s perception about Outlook magazine and brand loyalty.

> Some client's said packaging is not upto the mark should work more on packaging.

> In comparison to India Today, Outlook lags in its distribution channel because India Today
delivers its magazines within 2 weeks from the date of subscription whereas Outlook takes 4-6
weeks.
 Chapter 3
Conceptual Discussion

3.1 Literature Review

Magazine journalism has generally been neglected by academic disciplines. Scholars have instead
primarily concentrated on other cultural products and branches of journalism. The main reason for this
is that magazines have not fully been taken seriously by either the journalism industry or academia.

Mckay Research paper 2004 Magazine: In contrast to hard news, magazines are thought to be light, less
important and soft. Holmes and Nice note that researchers studying journalism often

use the word magazine in a patronizing tone, linking it mainly to glossy consumer magazines for
women. On the other hand, one can find academics that describe magazines with words like “heralds of
social and cultural change” and “the main source of the innovations in the publishing industry that
created the modem popular press

Customer Loyalty: Cunningham (1956) defined brand loyalty as that part of consumption which is
exclusively dedicated to one brand that the customer often buys.

According to Drucker (1954), the principle purpose of any brand is to create satisfied customers.
Increased loyalty has been found to lead to increased revenue (Fomell, 1992, Anderson and Lehman
1994) and reduction in the cost of future transaction (Reichheldl996; Boltonl998).

Day (1969) argues that brand loyalty involves more than the continuous purchase of the same brand, it
is a habit. Based on this argument, Jacoby (1971) developed a framework that puts together customer
behavior and customer habit. The behavior aspect refers to the constant repetition of buying a product
over a period of years (subscription). Habit deals with the customer’s desire to buy a product again.
Customer loyalty involves a reading habit, but also a yearlong relationship between the magazine and
the customer. The reading habit, which leads to customer loyalty, is combined with a series of criteria,
such as the way of buying magazines, reading time and personal characteristics as well as the place.
That’s why a subscriber, for example, may have different views on the way of buying a magazine than
an occasional buyer. Therefore, according to Dick and Basu (1994) and also Oliver (1999), customer
loyalty starts with a habit that may sometimes form an association with the brand.

According to Berry (1995), certain components and different elements are viewed as aspects of value,
so that a whole administration might be described as a quality administration, hence an organization that
is dependable in terms of financial results and performance is a good sign of content quality for
magazine customers. John O Shaughnessy (1987) marketing strategy is a broad concept of how
resources are to be utilized to achieve market success. The content for a marketing strategy shows how
the key features of the offering (product, price, promotion and distribution) are intended to achieve
firms’ objectives.
Different studies infer that magazines are more a service and not just a product, so it is necessary to give
attention to the continuous subscription service. Continuous service means the subscribers take a
magazine and get a discount on the cost for a long period, normally one or two years.

3.2 Current issues of the company :

The rating revision factors in the continued pressure on Outlook

Publishing (India) Private Limited’s (OPIPL) operating aswell as
financial risk profile, given the sustained decline in its circulation as well
as advertisement revenues, and thesubsequent widening of losses in the
current year. This is a result of the persistent challenging demand
conditions andthe structural challenges faced by the publication industry,
as advertisers have been moving to alternate media formats.With an
increase in digital penetration, the company’s circulation volumes have
undergone significant changes;competitive pressures from other
magazines in the same genre remains another challenge. The decline in
the circulationrevenues was also in line with the management’s strategy
to rationalise costs. Further, notwithstanding the ongoing
costrationalisation measures being implemented by the company,
continued reduction in revenues and thereby limitedabsorption of fixed
overheads have constrained the profitability, which in turn have
adversely impacted its debtcoverage indicators. Given the ongoing
operating losses, the company’s ability to receive funding support
frompromoters in a timely manner and manage its liquidity position will
remain critical. In addition, OPIPL remains exposed to the vulnerability
of advertisement revenues to cyclical downturns and the susceptibility of
the profitability to volatility in paper costs.

》Continued weak operating performance:

The company’s circulation volumes and advertisement revenues
havecontinued to remain under pressure. While the performance was
expected to revive marginally in FY2020, weak macroeconomic
environment led to subdued advertisement spends during the current year
as well, impacting the company’s

》advertisement revenues:

The decline in circulation revenues was also in line with the

management’s strategy to cutcosts.

》Average financial risk profile:

OPIPL continues to have a negative net worth due to accumulated losses.

Despite a onetime extraordinary income realised from monetisation of
non-core assets in FY2019, it has continued to report net levellosses. The
profitability margins are expected to remain underpressure due to
declining OI and high fixed expenses. Thecompany remains dependent
on promoters’ continued support to meet debt obligations over the
medium term.

》Susceptibility to volatility in newsprint prices and economic

downturns:

The company’s business and financial riskprofiles remain susceptible to

a sharp increase in newsprint prices and economic downturns. The
magazine publishingindustry remains vulnerable to cyclicality in
advertising spends by corporates and rising competition. In the
past,externalities including demonetisation and GST1, along with weaker
economic conditions led to a decline in advertisingas well as circulation
revenues. Further, it is exposed to currency-fluctuation risk, as it does not
follow any formalhedging mechanism.

》Revenues and profitability remain exposed to alternative

communication media:

Over the years, consumer preferencefor traditional print media

(magazines) has declined due to the ease of digital modes of
communication and changingmedia consumption habits. The company’s
magazine subscription segment has been facing threat from
alternativecommunication media (television, radio etc). ICRA, however,
notes OPIPL’s foray into the digital platform, though therevenue
generation has been modest.

3.3. New Development Strategies of company :

In the growing competition of digital trends, it has become important

to deliver absolute effort when promoting individuals or brands.
2021 has brought back the new flavour of branding online rather
than promoting it offline. Sanjay Kumar Gupta understood the
importance of digital marketing way before time. He started his first
venture at the age of 18 and found major success through his creative
ideas and entrepreneurship. His website ‘Finance Rewind’ became
the hub for all digital solutions making the website the most viewed.
Since he was born in a middle-class family in Delhi, he has always
worked hard to achieve the best in his life. His work was soon
recognized by many, and he has millions of followers online.

》Influencers trending :

Influencer marketing in the digital platform has proved to be the new age
solution for getting more reach. From being trusted more to being
generating more actual sales turnover, influencers can make the
difference. As influencers are the most-watched over the internet and are
loyal badge holders, the customers happen to believe in the product or
services more than usual. This builds trust in a brand helping in reaching
millions and turning the actual sales game.

》AI is the new human :

Artificial Intelligence for the win as multiple companies uses it to make it

easier for them to find patterns and prepare a client-based marketing
strategy for greater success. AI makes it easier for companies to track
their actual data. Since AI is way cheaper and better at its performance, it
has become the new human brain to do doing business.

》Social Media enlightening branding :

For a decade, social media has turned all heads towards its usage and
popularity. Be at 18 or 60; every age group is now on another social
media platform. Big brands or individual is on social media to enhance
the chances of being the chosen one by the viewers. Customers now go
online platforms to buy products or services, and platforms like things
have enlightened many possibilities in branding as millions are now
watching.

》Make it customized :

Humans interact with each other through customized words and

appropriate construction of thoughts to deliver the message amongst each
other to ensure appropriate communication. This process of customizing
thoughts and services is known as personalization. Just like humans,
brands and the individual business unit can be only relatable when they
personalize their interaction with their customers. The practice of
personalization is the reason customers connect better with the brand and
hence end up availing of services or products.

》Mr. Sanjay Kumar Gupta believes that “Inspiration is the most

important part of our digital strategy. It’s much easier to double your
business by doubling your conversion rate than by doubling your traffic.
Think about what the user is going to type and hence act accordingly.
People are crazy about being understood and served accordingly, and that
is whwhat our company has been following for years.”He added, “Digital
Marketing is the new tool that can make or break the deal. The power of
digital presence and the need to consider digital interaction should be put
to play. I have always believed that even if you are in business, you need
to consider the need of your consumer and that can be only done by
putting your foot in their shoes and understanding their need.”
 Chapter: 4

Data Analysis
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 Chapter : 5
Contributions to the body of Knowledge:

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 CHAPTER 6
Finding Conclusion and Suggestion

5.1 Finding:
At the end, one thing is quite clear that Outlook has their different And unique Creativity in making
Attractive and different Advertisement of magazines of OUTLOOK in Delhi NCR. After surveyed
in this region. Conclusion is based on different Psychographic variables of different customes of
outlook magazines, some are of different age customers, some are of different activities, after this all
Outlook trying their best of Skills to Attract potienal Costumer toword them through their
Advertisement Strategies .After analysis the condition we can determine and find their ratings and
ranking on the scale.

》Outlook always put their offers on top of the page so more Costumers get Atracted toword offers
and in the end it will help to increase more new Costomers.

》 Outlook Design Create Creative Advertisement which is directly grab attention of new and old
Costomers.

》Very easy Steps to order magzines or Monthly Subscription or magzine from the outlook available
link.

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》Outlook has good Online Presence and also used all available Social media platform's to advtise
Magzine's

》 Availble All types of News like politicals, current Affairs, Recent Feeds etc.are availble on
Outlook Advertisement page.

》Mostly customers prefer outlook English. Mostly customers prefer subscription rather than
purchase of magazines

》The Advertisement Design are attractive and very Decent.

》 outlook has best exciting Advertisement design to attract partners and costomers who can expand
their business.

》Outlook has best business magazine advertising which helping them to keep their business at the
top lost.

》Outlook Advertisrment have proved effeciency increasing awareness about the existence of new
brands in targeted markets and audiance.

5.2 Suggetions:

》Company should Worked more emphasis on more effective and attractive advertisement.

》 The most important task is that company should Advertise In the area of village or in rural area so
in that area's also potention Costomer's and reader's will increase.

》 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

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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 the company.

》The company should make funny and intresting Advertisement so that many client invloved from
pre sale phase.

》The company should think about digital marketing agency for lagre amount of Engagement.

》Company should appoint some Social Media Marketee to make strong Social Presence.

》 Company should make creative advertisement on occassion of indian festival's with promotional
stratrgy.

》Advertisement is a heart of sales phase so it should be relavent with quriesities.

》The Outlook company should make quriesities in the advertisement base.

5.3 Conclusion:

》 Outlook is trying to reach the sky and do the level best to make good impact through their
Creative Advertisement which directly make effect on sales of the product.

》 Outook utilizing all the available sources to reach out to their costomer's through
Advertisement.

》 Outlook gives a lot of important and give more focoused on Advertisement Strategies.

》 Outlook Advertisement treding over social media platforms bevouse of tbier unique
Advertisement and offers which attracts more costomers towords them.

》Outlook also have problems such as dealing with the delivery issues, delivery of wrong
subscription, fake assured gifts, wrong edition of the magazines, as told by the customers

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during the feedback calls.

》Outlook also faces issues regarding language barriers as magazines are available in Hindi
and English language only.

》Future growth of print media specifically magazine industry is predicted to decline due to
the evolution of Digital Media which is aligned in the next quarter goals for Outlook Group.

》Also as studied through the feedback calls and questionnaire responses, customers are
looking for an improvised and more attractive offers and Advertiment , where the Costomers
engangement will improve.

》Outlook's Advertisement's grab attention of each and ebety age of people young, mature,
children's or senior citizen's.

》 Outlook's always work more on marketing and Advertisement strategies.

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 Chapter:7

Summery of The Project

Appendixe

7
1
 REFERENCES & BIBLIOGRAPHY

Outlookindici. com
Indian Reader ship Survey

Books referred:
Marketing Management by Philip Kotler.
AMA Handbook for satisfaction by Alan Dutka.

Website visited: www .ouitlookindia. com

w ikipedia. or gw iki outlook (magazines)

www. outlookindia. com archievecontents. asp

Slideshare.com

Scribd.com
 ANNEXURE

OUTLOOK SUBSCRIPTION PROPOSAL

Dear Sir/Ma’am

Greetings from OUTLOOK GROUP!!!!!

We are promoters of OUTLOOK Magazine in Chandigarh and we have tried to cover each and every
segment of the market with the help of our product (Magazines).

We are promoting our magazines in corporate offices, Educational Institutes and places where we find
human-beings who are interested in enhancing their knowledge.

Our product line consists:

• OUTLOOK - Current Affairs

• MONEY & PROFIT - Finance & Stock Market

• HINDI - Knowledge & Discoveries

• TRAVELLER - Sight-seeing

• BUSINESS - Corporate World

These are our Primary Benefits to our readers, complimentary gifts and savings are Secondary Benefits.
We intend to avail an opportunity to meet and share more about our Company and Product. Please call
to set an appointment at your convenience. We’ll make efficient use of your time.

I appreciate for your taking the time to review our Proposal. Thanking you in anticipation. Expecting
for a favorable reply.

Warm Regards

Pooja Kale

i
THANK YOU

74
Name of the Organization: Outlook India Pvt. Ltd. Address
Name of the Student: Mrunal Suryawanshi
Roll No. & Div. -13 (HR):
Joining Date with the organization: 28 July 2021
Title of the Project: Study of Different Marketing Channels & their Impact on
Sales Name of the Organization Guide: Pritam Ghosh - Outlook India
Dr. Pravin Mane - IMED, Pune.
Ph. No.: 9823856404
mail Id.: [email protected]
mrunal.surya [email protected]. in
Date of Joining: 28/07/2021 Progress made in the fortnight:
Date :10/09/2021 From to 25/09/2021
Remarks of the Guide: Progress is Satisfactory/Not satisfactory

I am sending the Progress Report 3 of my summer Internship. Forward to

[email protected]