Competitive Analysis and Sales at Outlook Publications.: Summer Internship Project Report On
Competitive Analysis and Sales at Outlook Publications.: Summer Internship Project Report On
Competitive Analysis and Sales at Outlook Publications.: Summer Internship Project Report On
SUBMITTED BY:
(Mohammed Adnan Fouzan Saudagar)
ROLL NO. ------- 160
(Marketing)
MMS 2023-25
UNDER THE GUIDANCE OF
(MR. Shailesh Sargade)
(Assistant Professor) (Marketing)
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By Mohammed Adnan Saudagar
Submitted to
SUBMITTED BY:
Mohammed Adnan Fouzan Saudagar
ROLL NO. ------- 160
(Marketing)
MMS 2023-25
GUIDED BY:
(FULL NAME OF THE FACULTY INCLUDING MR. Shailesh Sargade)
(Assistant Professor)
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By Mohammed Adnan Saudagar
DECLARATION
I also declare that the work undertaken by me is original and has not been
copied from any source. I further declare that the information presented in this
project report is true and has not been submitted to any other Institute for any
other examination.
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Acknowledgement
I wish to offer my thanks to Outlook India for giving me a chance to be a part of their
regarded association and upgrade my insights by conceding authorization to do summer
internship under their direction.
I truly say thanks to Mr. M.S. Dinakar, Regional Manager who was genuine wellspring of
help and furthermore I accept this open door to thank my colleagues.
I likewise thank Dr. Swati Lodha, Director, MET IOM and Dr. Nitin Kulkarni,
Course Co-ordinator, MR. Shailesh Sargade, Project Guide MMS for their help. An
exceptional on account of our Placement Department for their help and guidance and
providing me the opportunity to embark on this project.
I would like to thank every one of them with whom I collaborated. Their due participation
and inspiration made the finish of this internship effective.
Regards,
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CERTIFICATE
This is to certify that Mr. Mohammed Adnan Fouzan Saudagar studying in the M.M.S.
Second Year at the MET’s Institute of Management, Bandra, Mumbai has completed the
Publications” as a part of the curriculum requirement. During the Second Semester, in the
Mumbai for the academic Year 2023-2024. Bearing Roll No. 160
This project work is original and was not submitted earlier for any award of any
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COMPANY CERTIFICATE
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III
Table of Content
Sr. No. Contents Page No.
I Title page xxxx
II Acknowledgement xxxx
III Company certificate xxxx
IV Table of Content, and xxxx
List of Table xxxx
List of Figures xxxx
Introduction and Summary xxxx
Need Analysis
Description of the Organization
Description of the Performed Work
Sales Activities
Achievements and Learnings
Conclusion
Bibliography xxxx
A Annexure xxxx
1 Work Plan report xxxx
2 Progress Report 1 xxxx
3 Progress Report 2 xxxx
4 Work Plan Chart / Gannt Chart xxxx
5 Plagiarism Report xxxx
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IV
List of Table
Sr. No. Tables Page No.
1 Table 1 xxxx
2 Table 2 xxxx
3 Table 3 xxxx
4 Table 4 xxxx
V
List of Figures
Sr. No. Figures Page No.
1 Figure 1 xxxx
2 Figure 2 xxxx
3 Figure 3 xxxx
4 Figure 4 xxxx
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Introduction and Summary
This report details the tasks I completed during my summer internship at
Outlook Publications, where I worked in the sales department, performed a
thorough competition study, and handled customer relationship management
(CRM). As a member of the sales team, I had to do practical tasks like going to
other salons and making contact with prospective customers, like the franchise
owner of the Radisson Hotel in Kashmir. Understanding market dynamics and
locating possible sales prospects for Outlook's publications were the goals of
these operations. My internship helped me acquire critical abilities in market
analysis, negotiation, and client engagement in addition to giving me real-world
insights into the sales process.
A major part of my internship involved doing a thorough competitive study of
Outlook's publications, which included Outlook India, Outlook Finance,
Outlook Business, and Outlook Traveller, in addition to sales. With an emphasis
on digital marketing metrics including bounce rate, site visitors, average page
per visit, interest over time, and average visit duration, the research was
comprehensive. Accurate and thorough data collection was made possible by
the use of tools such as SimilarWeb. In addition, I assessed KPIs related to
product and brand management, including reference groups, brand jingle, brand
positioning, brand personality, brand personification, brand color, and brand
logo. By taking a comprehensive approach, I was able to find Outlook's strong
points and places for development by comparing its performance to that of its
main rivals.
An additional important component of my internship was participating in
customer relationship management (CRM) tasks. I studied subscription
promotional offers from competitors to learn about customer life cycles and
market trends. This required creating a Google form, gathering feedback, and
doing an analysis of the information to determine the Net Promoter Score
(NPS). My calculation yielded an NPS score of -9, which suggests that there is
room for improvement in terms of customer happiness and loyalty. I learned
about efficient CRM tactics and best practices by contrasting the subscription
promotional offers of print media organizations in India with those of their
international competitors. This report offers a thorough explanation of the
approaches employed, conclusions, and most important lessons from my
internship at Outlook Publications, highlighting the real-world encounters and
information I acquired throughout this period
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Need Analysis
The purpose of this internship was to gain practical experience in the publishing
industry, specifically within the sales, marketing, and customer relationship
management departments. This report outlines the tasks undertaken during the
internship, the methodologies applied, and the insights gained. The primary
focus was on comparing Outlook's various publications with their competitors
using specific digital marketing and brand management parameters, and
exploring CRM strategies.
Yet, Outlook Publishing (India) Pvt. Ltd. is no solitary star; it orbits within the
Rajan Raheja group a constellation of interests spanning real estate,
construction, automotive batteries, cement, ceramic tiles, mutual funds,
hospitality, media, and entertainment. Valued at 3.5 billion INR, this celestial
conglomerate casts its influence from the corporate citadel nestled in South
Delhi.
Organizational Structure
Key Departments: Editorial, marketing, sales, production, and finance.
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Leadership Team: Details to be obtained from the organization's official
profiles or website.
Hierarchy: Typically involves executives, managers, and staff across
different departments.
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3. Collection of Responses
Gathered responses from customers using the prepared questionnaire.
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Organic Traffic: -
Outlook India
India Today
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Hindustan Times
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ABP.Live
(Organic Search for Outlook India has dipped as compare to its competitors from 1 st of
February to 30th of April)
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Interest over time between Outlook India and India Today
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Interest over time between Outlook India and Hindustan Times
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Backlink overview
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The Week
Business Today
Outlook Business
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Outlook Business
Business Today
The Week
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DM Part 4
Interest
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Traffic share by country
Outlook Business-
The Mint-
Dallal Street-
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Outlook Money
The Mint-
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Dallal Street-
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Traffic share by country
Outlook Traveller-
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Discover India Magazine-
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number of
stories per day
Average 0.007 0.02 0.0034 2.21
number of
Customer
Engagement
Activities per
week.
Sales Activities
During my internship at Outlook Publications, I had the opportunity to engage
in various sales activities that provided practical experience and insights into the
sales processes within the publishing industry. My sales activities primarily
involved visiting potential clients to promote and sell subscriptions to Outlook's
various magazines. Below is a detailed account of these activities.
Client Visits
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Visiting Saloons in Andheri and Mira Road
I focused on targeting high-traffic locations where potential readers often spend
time, such as saloons. This strategy was aimed at increasing visibility and
subscriptions for Outlook magazines. The saloons visited included:
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Objective: To place Outlook magazines in the hotel’s lounge areas and
guest rooms, enhancing the guest experience with quality reading
material.
Approach: I scheduled a meeting with the franchise owner, presenting a
tailored proposal that included complimentary issues and subscription
packages for guests.
Outcome: The franchise owner appreciated the initiative and agreed to
purchase a subscription plan of Outlook India. This move was aimed at
gathering guest feedback and potentially rolling out the service across all
their properties.
Sales Strategies
Sales Strategies
Client Needs Assessment: Understanding the specific needs of each client
and tailoring the subscription offers accordingly. For example, lifestyle
and travel content were more relevant for saloons, while business and
finance content appealed to hotel guests.
Personalized Presentations: Preparing customized presentations and
proposals that highlighted the unique benefits of Outlook’s publications
for each client.
Negotiation: Engaging in negotiations to offer competitive subscription
rates and packages that provided value to both the clients and Outlook
Publications.
Achievements
Successfully secured subscriptions with a Radisson hotel in Kashmir.
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Compared Outlook magazines to its different competitors on different
parameters.
Learnings from the Work
Gained practical experience in sales techniques and client interaction,
which enhanced my communication and negotiation skills.
Learned to use SimilarWeb for gathering and analyzing digital marketing
data, providing valuable insights into online performance.
Developed a deeper understanding of brand management concepts and
their practical applications in the publishing industry.
Gained experience in conducting comprehensive competitive analysis,
which is crucial for strategic planning and positioning in the market.
Understood the importance of CRM in retaining customers and enhancing
their satisfaction through effective subscription promotional offers and
NPS surveys.
Gained valuable insights into market trends and customer preferences,
which are crucial for developing effective sales strategies.
Conclusion
This internship provided a holistic learning experience, combining theoretical
knowledge with practical application, and has equipped me with essential skills
for a future career in marketing, sales, and customer relationship management.
The experience at Outlook Publications has been invaluable in understanding
the dynamics of the publishing industry, and I am confident that the skills and
insights gained will significantly benefit my future professional endeavours.
References
https://www.outlookindia.com/about-us
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https://blog.osum.com/magazine-industry-statistics/#:~:text=The%20global
%20magazine%20industry%20is%20a%20significant%20sector%2C,of%20the
%20magazine%20industry%20on%20a%20global%20scale.
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