Product and Brand Management of Outlook India Magazine

A PROJECT REPORT
Submitted by

YELUKURI AMARNATH
PGDM 2022-24 (22PGDM149)

In partial fulfillment for the award of the Diploma Of

POST GRADUATE DIPLOMA IN MANAGEMENT

In
SUMMER INTERNSHIP REPORT
AT

International Management Institute,

Kolkata

July 2023
Page -1
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all those who have contributed to the
successful completion of my Outlook Summer Internship Report. Your guidance, support,
and encouragement have been invaluable.
First and foremost, I am deeply thankful to my supervisor and mentor, Mr. Dinakar, for their
unwavering support and expert guidance throughout my internship. Their extensive
knowledge and dedication have significantly shaped my understanding of the industry and
have been instrumental in enhancing my skills.
I would also like to extend my heartfelt appreciation to the entire Outlook team for
welcoming me as an intern and allowing me to work alongside such talented individuals.
Their professionalism, collaborative spirit, and willingness to share their expertise have
contributed immensely to my professional development.
In addition, I would like to acknowledge and express my gratitude to Dr. Sachin Modgil, my
faculty mentor, who provided invaluable support and guidance throughout the internship.
Dr. Modgil's expertise and mentorship have played a crucial role in shaping the direction of
my project and enhancing the quality of my work.
I am also grateful to the individuals within the organization who generously shared their
insights through interviews, surveys, and discussions. Their contributions have added
depth and credibility to my research findings, enriching the overall quality of my internship
report.
In conclusion, I would like to express my deepest appreciation to everyone who has been a
part of this Outlook Summer Internship Report, including my supervisor, the Outlook team,
and Dr. Sachin Modgil. Your support, guidance, and encouragement have been invaluable,
and I am truly grateful for the experiences and opportunities I have gained through this
internship.

YELUKURI AMARNATH
22PGDM149
International Management Institute, Kolkata

Page -2
 Contents
Executive Summary ......................................................................................................................................... 4
Chapter-1: Introduction ................................................................................................................................. 6
Chapter-2: Objectives of the Project .......................................................................................................... 9
Chapter-3: Scope of the Project ................................................................................................................ 10
Chapter-4: Methodology ............................................................................................................................. 11
Chapter-5; Revenue Generation ............................................................................................................... 13
Chapter-6: DOMAIN TASK .......................................................................................................................... 14
Chapter-7: Literature Reviews .................................................................................................................. 17
Chapter-8: Competitive Analysis .............................................................................................................. 20
Chapter-9: NPS Survey & Analysis ........................................................................................................... 25
Chapter-10: B2B Marketing ....................................................................................................................... 27
Chapter-11: Managerial Implications..................................................................................................... 28
Chapter-12: Findings and Conclusion .................................................................................................... 31
Chapter-13: Extras that I have Learnt in this Internship ................................................................. 33
Chapter-14: References ............................................................................................................................... 34

Page -3
 Executive Summary

This report provides an analysis of the product and brand management strategies
implemented during the Outlook India Magazine internship. The objective was to evaluate
the effectiveness of these strategies within the ever-changing media landscape. The report
begins with an introduction to the project, highlighting the significance of product and
brand management in the magazine industry. The objectives of the project were to assess
revenue generation strategies, conduct a competitive analysis, perform an NPS survey, and
explore B2B marketing opportunities. The scope of the project encompassed various
aspects of product and brand management, focusing on the specific context of Outlook India
Magazine. Primary research methods, including interviews and surveys, were utilized to
gather relevant data. Secondary research involved an extensive review of industry
literature. The revenue generation section delves into the different strategies employed by
Outlook India Magazine, including advertising, subscriptions, and digital initiatives. The
report evaluates the effectiveness of these revenue streams and provides recommendations
for enhancement. The domain task segment discusses the specific responsibilities and
projects undertaken during the internship, providing insights into the practical
implementation of product and brand management strategies. The literature review
examines existing research and theories related to product and brand management in the
magazine industry, offering a theoretical framework for the subsequent analysis. A
competitive analysis explores the market landscape, identifying key competitors and
evaluating their strategies and positioning. This analysis provides valuable insights for
refining Outlook India Magazine's own product and brand management strategies. The NPS
survey and analysis section presents the findings of an NPS survey conducted to gauge
customer satisfaction and loyalty. The results are analyzed to identify strengths and areas
for improvement. The report also discusses B2B marketing opportunities, exploring
potential partnerships and collaborations to expand the magazine's reach and revenue
generation.
Finally, the report presents the key findings and conclusions drawn from the analysis
conducted throughout the internship project. It summarizes the main insights gained and
provides actionable recommendations for enhancing the product and brand management
of Outlook India Magazine. Additionally, the report highlights the extra skills and knowledge
acquired during the internship, demonstrating the personal and professional growth
achieved through practical experience in product and brand management.
Page -4
In conclusion, this report provides a comprehensive analysis of the product and brand
management strategies employed during the Outlook India Magazine internship. The
recommendations offered aim to strengthen revenue generation, improve customer
satisfaction, and enhance overall market positioning. By implementing these
recommendations, Outlook India Magazine can adapt and thrive in the dynamic media
landscape. Successful execution of these strategies requires dedication, flexibility, and
ongoing commitment from the magazine's management and staff.

Page -5
 Chapter-1: Introduction

1.1 About the Company

The Outlook India is a weekly English news magazine published in India. It provides the
latest news. Outlook Group introduced to students an opportunity to get conversant with
new-age business which will grow to become the biggest marketing &sales channel across
industries. Even small & medium size businesses have transformed themselves by doing
business on the web & names like Flipkart, Snapdeal, Amazon, eBay, Fashion & You, etc. are
household names today.

1.2 RAJAN RAHEJA GROUP

The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved in the
Real Estate Development business for over 3 decades. The company diversified into
manufacturing and financial services over the last two decades. The emphasis is on setting
up focused companies, which aim to be profitable leaders in their respective fields with a
long-term outlook. All Group Companies are professionally managed by independent CEOs.
Most of the Group Companies have a leading position in Market share, Technology, Brand,
Distribution, or Profitability It's an entrepreneurial journey that has spanned both ‘old' and
'new' economies -- building successful brick-and-mortar businesses to exploring
the frontier world of convergence technologies.The Rajan Raheja Group made its beginnin
g in the construction business. After building a huge presence in the real market, the Group
diversified laterally into manufacturing, financial services, and media-- each venture
initiated, and executed, to fulfill the objective of assuming leadership in more areas.

1.3 The list of the Group's successes is long and eclectic

H&R Johnson (India) Limited is the top name in ceramic tiles in India. Exide is the strongest
brand of batteries in the automotive and industrial fields. Co-promoters of Supreme
Petrochem Ltd. along with Supreme Industries Ltd, t processor of plastic materials in India.
The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Rajvilas, which Conde Nast Traveler ranked as one of the 25 best villa
hideaways in the world. Prism Cement Ltd. has a production capacity of 2.5 million tonnes.
The Group is a Co-promoter of Sonata Software Ltd, one of the leading software companies
Page -6
in India. As owners and operators of a fiber optic cable network in Kerala through Asia Net
Satellite Communications, the group is also a significant stakeholder in the growing
convergence business in India. Co-promoters of RMC Ready-mix (India) Pvt. Ltd. along with
Hathway Cable & Dotcom Pvt. Ltd has an extensive cable network in 6 major cities and 7
large towns across India. Globus Stores Pvt Ltd. is India’s one of the largest apparel brand
chains.

1.4 History of the company

The Outlook Group publishes several magazines like Outlook Weekly, Outlook Business,
Outlook Money, Outlook Traveller, and Outlook Hindi. Outlook has been published
in New Delhi continuously since October 1995 by the Outlook Group, whose founding
editor-in-chief is Vinod Mehta. In October 1995, the group company Hathway Investments
Private Limited entered the print media. Outlook, a weekly news magazine headed by Vinod
Mehta, galvanized a sluggish market reeling under the impact of satellite TV. Outlook quickly
carved a significant niche for itself among discerning readers who value its in-depth,
investigative reporting as well as its stylish visual format. Known to be fiercely independent,
Outlook has shaken the establishment on events ranging from Kargil to Kashmir to cricket
sensitized the reading public to important issues like big dams, education, and gender, and
provided an unremitting focus on South Asian geopolitics. Today, Outlook is the preferred
magazine of 1.5 million readers in India and sells more than 11.2 million copies over the
year.

1.5 PRODUCT DESCRIPTION

1.5.1 Outlook India Weekly:
In October 1995, Hathway Investments Private Limited Group Company entered the print
media. Outlook, a weekly news magazine headed by Vinod Mehta, galvanized a sluggish
market reeling under the impact of satellite TV. Outlook quickly carved a significant niche
for itself among discerning readers who value its in-depth, investigative reporting as well as
its stylish visual format. Known to be fiercely independent, Outlook has shaken the
establishment on events ranging from Kargil to Kashmir to cricket, sensitized the reading
public to important issues like big dams, education, and gender, and provided an
unremitting focus on South Asian geopolitics. Today, Outlook is the preferred magazine of
1.5 million readers in India and sells more than 11.2 million copies over the year.
Page -7
1.5.2 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, and spend smartly'. That message has gone down well: the magazine sold
upwards of 1, 00,000 copies a fortnight within a year.

1.5.3 Outlook traveler:

Outlook Traveler is a monthly magazine from the stable of Outlook Publishing India Pvt.
Limited and the only significant magazine aimed at the travel reader. Every month since June
2001 OT has introduced readers to the wonders of unknown destinations while also
encouraging travelers to take a fresh look at familiar
places. Whether people are planning a holiday, or simply dreaming of one, Outlook Travele
r continues to take them closer.

1.5.4 Outlook Business

Another magazine by Outlook covers business news, interviews of business tycoons, and
the new jobs in offerings. This magazine is most preferred by Business Schools, business
professionals, businessmen, etc. This is a fortnightly magazine by Outlook.

1.5.5 Outlook Hindi

Outlook Hindi Magazine is a prominent publication that focuses on providing
comprehensive news, analysis, and features in the Hindi language. It caters to a wide
readership base, aiming to inform and engage Hindi-speaking individuals across India and
abroad. The magazine covers a diverse range of topics, including politics, society, culture,
and current affairs, offering a unique perspective on national and international events. With
its informative content and in-depth reporting, Outlook Hindi Magazine plays a vital role in
shaping public opinion and fostering informed discussions in the Hindi-speaking
community.
Page -8
 Chapter-2: Objectives of the Project

Evaluate and analyze the existing product and brand management strategies of Outlook
India Magazine: Assess the magazine's current product offerings, including content,
features, and design. Evaluate the effectiveness of the magazine's brand positioning and
identify opportunities for improvement. Analyze the target audience and their preferences
to align the product and brand strategies accordingly.

Identify areas for improvement and propose recommendations to enhance the magazine's
product and brand positioning: Suggest strategies to differentiate Outlook India Magazine
from competitors and strengthen its unique selling propositions. Provide recommendations
for enhancing content quality, relevance, and variety to cater to the target audience's
evolving preferences. Propose strategies to improve brand visibility and increase reader
engagement through innovative marketing and promotion techniques.

Assess revenue generation strategies, including advertising, subscriptions, and digital

initiatives: Analyze the magazine's current revenue streams and evaluate their effectiveness.
Explore potential opportunities for revenue growth, such as expanding advertising
partnerships and diversifying revenue sources. Provide recommendations for optimizing
existing revenue streams and exploring new avenues for generating income.

Page -9
 Chapter-3: Scope of the Project

This project focuses on analyzing the product and brand management strategies of Outlook
India Magazine. The scope includes evaluating the content offerings, editorial approach, and
design of the magazine to enhance reader engagement and relevance. Additionally, it
involves assessing the current brand positioning and differentiation to strengthen
recognition and loyalty among readers. The project also aims to optimize revenue
generation strategies, such as advertising, subscriptions, and digital initiatives, while
exploring new avenues for income. Conducting a Net Promoter Score (NPS) survey will
provide insights into customer satisfaction and loyalty, guiding improvements. Finally, the
project explores B2B marketing opportunities to expand partnerships and collaborations
for increased brand visibility and revenue. Through these analyses, the project aims to
provide actionable recommendations for enhancing product and brand management,
revenue generation, and marketing effectiveness within Outlook India Magazine.

Page -10
 Chapter-4: Methodology

The project followed a systematic methodology and process, divided into several weeks, to
ensure a structured approach and efficient progress. In the first week, extensive
engagement with different stakeholders, including households, retailers, hotel managers,
ice parlors, and restaurants, was undertaken. This allowed for a comprehensive
understanding of the target audience and their perception of Outlook India Magazine.
Successful achievement of the revenue target for the week showcased the effectiveness of
the sales techniques implemented. Valuable feedback and insights from customers were
documented, providing key inputs for future decision-making.
The subsequent weeks focused on specific tasks and objectives. Week 2 involved expanding
the client base by reaching out to potential customers and conducting market research to
gather information about competitors' strategies and offerings. Customer feedback was
analyzed to identify preferences, expectations, and suggestions for improving the
magazine's sales and brand perception. In Week 3, literature reviews were conducted,
delving into Outlook India Magazine's products, including previous issues, special editions,
and digital offerings. This analysis involved evaluating the content, design, and overall value
proposition of the magazine. Areas for improvement were identified, and recommendations
were made to enhance the product offerings. Competitor analysis took center stage in Week
4, focusing on segmentation-wise evaluation of competitors such as Outlook Money and
Outlook Business. Special attention was given to exploring digital marketing strategies for
Outlook magazines and devising effective strategies to compete with competitors in terms
of subscription promotional offers.
Week 5 centered around researching customer relationship management (CRM) concepts,
including the customer cycle, customer lifetime value (CLV), and Net Promoter Score (NPS).
The NPS questionnaire was initiated to collect responses and calculate customer
satisfaction and loyalty scores. The analysis also involved studying competitor analysis in
terms of subscription promotional offers, aiming to understand the customer life cycle
comprehensively. Week 6 revolved around continuing the collection of NPS responses
through the questionnaire, and implementing additional data collection methods such as
interviews or focus groups to gather qualitative insights from customers. The collected data
was analyzed to calculate the NPS, providing an understanding of customer satisfaction and
loyalty. The NPS scores and customer feedback were carefully examined to identify areas for
improvement in product and brand management.

Page -11
In Week 7, the focus shifted to B2B marketing and revenue generation through
collaborations with corporate businesses. This involved exploring strategies to effectively
market Outlook India Magazine to businesses and generate revenue through mutually
beneficial partnerships. The final weeks of the project included developing the domain
report, which provided an in-depth analysis of the industry domain and its challenges and
opportunities. The culmination of the internship involved compiling the comprehensive SIP
final report, incorporating all the findings, analyses, and recommendations gathered
throughout the internship.

Page -12
 Chapter-5; Revenue Generation

The revenue generation efforts during the project involved engaging with different
stakeholders, implementing effective sales techniques, and achieving the set revenue
targets for Outlook India Magazine. Here is a comprehensive write-up on the revenue
generation activities conducted:
To maximize revenue, I actively engaged with various stakeholders, including households,
retailers, hotel managers, ice parlors, and restaurants. By showcasing the value and benefits
of Outlook India Magazine, I aimed to attract and convert these stakeholders into loyal
customers. Through the implementation of effective sales techniques, I successfully
achieved the revenue target set for the week. These techniques included persuasive selling,
building relationships with potential customers, and utilizing upselling strategies to
encourage higher-value purchases. By highlighting the unique features, diverse content, and
relevance of Outlook India Magazine, I effectively communicated its value proposition to
potential customers. To further drive revenue generation, I gathered valuable customer
feedback and insights regarding their perception of Outlook India Magazine and its
competitors. This feedback provided invaluable information on customer preferences,
expectations, and suggestions for improving sales and enhancing the magazine's brand
perception. By leveraging this feedback, I refined sales strategies, addressed customer
concerns, and tailored my approach to better meet customer needs. My revenue generation
efforts were focused on achieving sales targets, enhancing customer engagement, and
driving the growth of Outlook India Magazine. Through effective sales techniques, gathering
customer feedback, and conducting market research, I successfully contributed to revenue
generation and the overall success of the magazine.
In conclusion, as an individual contributor, I actively engaged with stakeholders,
implemented effective sales techniques, and achieved the set revenue targets for Outlook
India Magazine. By leveraging customer feedback and conducting market research, I
continually refined my approach to maximize revenue and contribute to the magazine's
growth and success.

Page -13
 Chapter-6: DOMAIN TASK

Analysis of Outlook brands with its competitors based on Brand Elements

Competitor analysis under brand elements for Outlook India and its competitors India
Today and The Week.

Logo:
Outlook India: Outlook India's logo features the brand name in bold, capitalized letters with
a unique "O" symbolizing the sun. The overall design portrays a contemporary and
professional image.
India Today: India Today's logo consists of the brand name in capitalized letters with the
word "India" in red and "Today" in black. It represents a strong and authoritative image.
The Week: The Week's logo incorporates the brand name in bold, capitalized letters. It
features a stylized letter "W" with a distinctive shape. It reflects a modern and sophisticated
image.

Color:
Outlook India: The brand primarily uses a combination of orange and white in its visual
identity. Orange represents energy, enthusiasm, and vibrancy, while white denotes purity
and clarity.
India Today: India Today utilizes a bold combination of red and black in its brand identity.
Red signifies power, passion, and urgency, while black conveys sophistication and authority.
The Week: The Week's brand colors include a blend of blue and yellow. Blue represents
trust, reliability, and intelligence, while yellow signifies optimism and energy.

Brand Personality:
Outlook India: Outlook India portrays a personality of being progressive, unbiased,
insightful, and focused on investigative journalism. It aims to provide a comprehensive
outlook on Indian and global affairs.

Page -14
India Today: India Today presents itself as a leading news brand with a dynamic,
authoritative, and influential personality. It aims to deliver the latest news and analysis
across various domains.
The Week: The Week emphasizes a personality that is intellectual, analytical, and balanced.
It aims to provide in-depth coverage of news and analysis in a concise and engaging manner.

Brand Personification:
Outlook India: Outlook India personifies itself as an informed, socially conscious individual
who seeks deep insights into current affairs and takes a stand on critical issues.
India Today: India Today personifies itself as a knowledgeable and influential figure who is
always up-to-date with the latest news and actively shapes public opinion.
The Week: The Week personifies itself as a knowledgeable and discerning individual who
values quality journalism, analysis, and a well-rounded view of current events.

Brand Communication:
Outlook India: Outlook India communicates through a mix of print and digital media,
including its magazine, website, social media platforms, and events. It focuses on in-depth
articles, analysis, and opinion pieces.
India Today: India Today communicates through multiple channels, including its magazine,
television channel, website, social media, and events. It emphasizes breaking news,
interviews, and expert analysis.
The Week: The Week communicates through its print magazine, website, social media
platforms, and events. It focuses on presenting a curated selection of news and analysis
across various domains.

Reference Group:
Outlook India: Outlook India targets a wide audience that includes individuals interested in
politics, current affairs, business, culture, and more. Its readership consists of informed,
socially conscious individuals.

Page -15
India Today: India Today caters to a broad audience, including individuals interested in
politics, current affairs, entertainment, and lifestyle. It appeals to a wide range of readers
and viewers.
The Week: The Week appeals to an audience seeking a balanced and comprehensive
understanding of current events. It targets individuals who appreciate in-depth analysis and
intelligent reporting.

Brand Equity Model:

Outlook India: Outlook India has developed brand equity by consistently delivering high -
quality journalism, building a loyal readership, and establishing itself as a reliable source of
information and analysis.
India Today: India Today has built brand equity through its extensive reach, multimedia
presence, authoritative reporting, and influential role in shaping public opinion.
The Week: The Week has established brand equity by providing curated content, a unique
editorial approach, and a reputation for unbiased and balanced reporting.

Page -16
 Chapter-7: Literature Reviews

“The Evolution of Brand Management Thinking over the Last 25 Years as Recorded in
the Journal of Product and Brand Management”

Authors:
C. Veloutsou and F. Guzman

Description:
This article analyses the history of brand management research as recorded in the JPBM
through an internal historical literature assessment and commentary. The review examines
the journal's articles from the previous 25 years to pinpoint significant changes in brand
management theory and examine the difficulties the field is currently facing. It offers a
thorough analysis of branding's development and emphasizes the JPBM's important
contributions to the development of brand management knowledge.

Outcomes:
Eight significant changes in brand management research and theory over the past 25 years
are shown by the examination of the JPBM content. These modifications reflect alterations
in branding practices and conceptualization. Three major problems and obstacles that the
discipline must overcome are also recognized, representing the shifting nature of the
corporate environment.

Recommendations:
Adopt a customer-centric mindset: Recognize the significance of comprehending and
fulfilling consumer wants and expectations to create powerful brands.
Utilize digital media platforms: Take advantage of the chances that social and digital media
platforms present to interact with customers and build memorable brand experiences.
Concentrate on brand integrity: Create genuine, purpose-driven brands that speak to people
and inspire loyalty.
Page -17
Integrate multidisciplinary perspectives: To obtain a deeper understanding of consumer
behavior and brand- related phenomena, investigate how brand management intersects
with other disciplines including psychology, sociology, and neuroscience.
Continually adjust to new situations: To successfully traverse obstacles and take advantage
of fresh chances in brand management, keep up with the changing business landscape, and
develop technologies.

“Antecedents and Consequences of Brand Management: An Empirical Study of Apple's

Brand Product”

Authors:
Razak, M., Hidayat, M., Launtu, A., Kusuma Putra, A.H.P.A. and Bahasoan, S.

Description:
In the context of Apple brand product, this study looks at the causes and effects of brand
management. Brand attitude, brand awareness, brand visibility (BV), brand integrity (BI),
brand reputation, and brand performance are among the factors whose importance is
examined in the study. The study seeks to offer theoretical insights for marketing science
and practical consequences for Apple product firms through the use of partial least square
analysis and 395 samples of Apple product brands in Makassar, Indonesia. By including BI
and BV as new variables, the study builds on the work done by Pantea Foroudi.

Outcome:
By focusing on the case of an Apple brand product, this empirical study advances our
understanding of brand management. The results highlight the significance of factors
impacting brand performance, including brand attitude, brand integrity, and brand repute.
The existing body of information in this field has been improved by the addition of brand
exposure as an intervening variable and the expansion of variables from Foroudi's first
research.
Recommendations:

Page -18
According to the study's conclusions, Apple and other product firms should prioritize
cultivating a favorable brand attitude, upholding brand integrity, and establishing a strong
brand reputation to improve brand performance. Additionally, brand visibility should be
considered by managers as an intervening element, and efforts should be made to raise
brand awareness since it has a knock-on effect on brand performance through brand repute.
Additional variables can be explored, and the applicability of these findings in various
situations and businesses, through further study.

Page -19
 Chapter-8: Competitive Analysis

Comparative Analysis of Outlook India, Hindustan Times, and Indian Express in

Digital Marketing

8.1. Introduction:
This report aims to provide a comprehensive comparative analysis of Outlook India,
Hindustan Times, and Indian Express in terms of digital marketing parameters. The
analysis will identify areas where Outlook India may be lagging behind its competitors and
suggest strategies to bridge the gap. Additionally, areas, where Outlook India is ahead of its
competitors, will be highlighted, along with recommendations to maintain its position.

8.2. Competitors:
Hindustan Times, Indian Express

8.3. Website Design and User Experience:

Outlook India:
Outlook India boasts a modern website design that is visually appealing and offers a
pleasant user experience. The website is well-organized, making it easy for visitors to
navigate and find desired content. However, there is room for improvement in terms of
optimizing navigation and enhancing mobile responsiveness. By streamlining the
website's navigation structure and ensuring seamless functionality across all devices,
Outlook India can significantly enhance user experience.

Hindustan Times:
Hindustan Times' website design is sleek, and intuitive, and ensures a seamless user
experience across devices. The website's interface is user-friendly, enabling visitors to
navigate effortlessly through different sections and access the desired content. However,
there is scope for improvement in terms of load times and website performance.
Page -20
Hindustan Times should focus on optimizing the website's speed and performance to
enhance user satisfaction.

Indian Express:
Indian Express boasts a visually stunning website design that offers an excellent user
experience. The website is designed to captivate users with its visually appealing layout,
and the intuitive navigation makes it easy for visitors to find relevant content. However,
similar to Outlook India, Indian Express can further improve page load times to minimize
waiting periods and provide a smoother browsing experience for users.

8.4. Content Strategy:

Outlook India:
Outlook India excels in publishing high-quality content across various categories,
including news, features, and opinion pieces. The website covers a wide range of topics,
catering to diverse interests and preferences. The content is well-researched, informative,
and offers a unique perspective on various subjects. To stay competitive, Outlook India can
consider diversifying its content formats. Incorporating multimedia elements, such as
videos, infographics, and interactive features, can enhance user engagement and attract a
wider audience.

Hindustan Times:
Hindustan Times delivers a wide range of informative content with a focus on current
affairs, lifestyle, and entertainment. The website covers trending topics, providing readers
with up-to-date news and analysis. However, to compete with rivals, Hindustan Times
should consider expanding its content offerings. Exploring niche topics, featuring exclusive
interviews, and presenting in-depth analysis on specialized subjects can help attract a
broader readership and set itself apart.

Indian Express:
Indian Express is renowned for providing in-depth analysis and well-researched articles
on diverse topics. The website's content is highly credible and appeals to readers seeking
Page -21
comprehensive insights. While Indian Express already excels in content quality, it can
further enhance reader engagement by exploring personalized content recommendations
and fostering user-generated content. This would create a sense of community and
encourage active participation among readers.

8.5. Social Media Presence:

Outlook India:
Outlook India maintains a strong presence on major social media platforms, regularly
sharing articles, and videos, and engaging with its audience. The brand leverages social
media to disseminate its content and spark conversations with readers. To leverage social
media effectively, Outlook India can adopt a data-driven approach. By analyzing social
media data and identifying popular topics or trends, Outlook India can optimize its
content distribution strategies and maximize reach and engagement.

Hindustan Times:
Hindustan Times has an active social media presence and effectively utilizes various
platforms to share news updates, and features, and engage with readers. The brand
actively responds to comments and encourages user participation through contests and
campaigns. To further enhance its social media presence, Hindustan Times can focus on
fostering a two-way conversation with its audience. Engaging in meaningful discussions,
responding promptly to user comments, and encouraging user-generated content can help
create a loyal community of followers.

Indian Express:
Indian Express maintains an active and vibrant presence on social media, sharing thought-
provoking content and engaging with its audience. The brand leverages social media
platforms to spark conversations, encourage debates, and promote its content effectively.
To stay ahead in social media marketing, Indian Express can explore collaborations with
influencers or run targeted social media campaigns to reach new audiences and expand its
digital footprint.

Page -22
8.6. Areas of Improvement for Outlook India:

User Experience: To be on par with its competitors, Outlook India should focus on
optimizing website navigation and improving mobile responsiveness. Streamlining the
website's navigation structure and ensuring seamless functionality across all devices
would significantly enhance user experience.

Content Diversification: Outlook India can consider diversifying its content formats by
incorporating videos, infographics, and interactive features. This would help engage
readers more effectively and attract a wider audience.

Data-driven Social Media Strategy: Outlook India can leverage data analytics to identify
popular topics, optimize content distribution strategies, and improve reach and
engagement on social media platforms. By utilizing insights from social media data,
Outlook India can enhance its social media presence and drive better audience
engagement.

8.7. Areas Where Outlook India Excels:

High-quality Content: Outlook India publishes high-quality content across various

categories, offering a unique perspective on news, features, and opinion pieces.

Strong Social Media Presence: Outlook India maintains a robust presence on major social
media platforms and actively engages with its audience by sharing articles, videos, and
fostering discussions.

Page -23
8.8. Table of Competitive Analysis:

Table-8.8.1

The table provides a concise overview of the key elements of Outlook India, Hindustan
Times, and Indian Express in the online news industry. Outlook India focuses on clean and
visually appealing website design, in-depth journalism, and social media integration for
audience engagement. Hindustan Times prioritizes a modern design, a mix of trending
stories, and interactive features to engage readers. Indian Express highlights a sleek design,
comprehensive news coverage, and reader participation. All three competitors generate
revenue through display advertising, sponsored content, and premium subscriptions.
Analyzing these strengths helps Outlook India enhance website design, content strategy,
audience engagement, and revenue generation to maintain competitiveness.

Page -24
 Chapter-9: NPS Survey & Analysis

The Net Promoter Score (NPS) survey was conducted to assess customer satisfaction and
loyalty towards Outlook India Magazine. A total of 179 responses were collected and
analyzed to derive the following outcomes:

Percentage of Detractors: 17.01%

Percentage of Promoters: 45.58%
Net Promoter Score (NPS): 28.57%

The percentage of Detractors from Fig.9.1.1 represents the portion of respondents who
expressed negative sentiments or dissatisfaction with the magazine. These individuals may
have raised concerns or provided feedback indicating areas for improvement in terms of
content, design, or overall experience. Conversely, the percentage of Promoters indicates the
respondents who expressed high levels of satisfaction and loyalty towards Outlook India
Magazine. These individuals value the magazine's content, find it engaging, and are likely to
recommend it to others.

The Net Promoter Score (NPS), calculated by subtracting the percentage of Detractors from
the percentage of Promoters, is 28.57% refer to Fig.9.1.2. This positive NPS signifies that
the number of Promoters outweighs the number of Detractors, indicating an overall
favorable perception of Outlook India Magazine among the survey respondents. It is
important to consider that the NPS survey was based on a subset of 179 responses
Fig.9.1.3&4. While it provides valuable insights into customer sentiment, further analysis ,
and continuous feedback gathering may be required to identify specific areas for
improvement and enhance the overall customer experience of Outlook India Magazine.

Page -25
9.1 Graphical & Tabular Data:

Fig.9.1.1 - Table of Promoters, Passives & Detractors

Fig.9.1.2 - Table of NPS Calculation

Fig.9.1.3 - NPS Score in Pie View

Fig.9.1.4 - NPS Score in Line Chart View

Page -26
 Chapter-10: B2B Marketing

Researching Potential B2B Partners: I conducted thorough research to identify potential

B2B partners that align with the target audience and objectives of Outlook India Magazine.
This involved exploring businesses and organizations in related industries that could
benefit from advertising or collaborating with the magazine.
Preparation of B2B Marketing Proposal: I prepared a comprehensive B2B marketing
proposal, showcasing the benefits and opportunities for businesses to partner with Outlook
India Magazine. The proposal highlighted the magazine's readership demographics, reach,
and value proposition for B2B partners. It included potential collaboration ideas and
customized advertising packages tailored to their specific needs.
Reaching out to Prospective B2B Partners: Taking the initiative, I reached out to prospective
B2B partners via email and phone calls. I introduced Outlook India Magazine, clearly
communicating the benefits of collaboration such as access to a targeted audience and
increased brand visibility. I requested meetings or further discussions to explore potential
partnerships.
Attendance at Networking Events or Industry Associations: To maximize opportunities for
B2B networking, I attended relevant industry events and association meetings. During these
engagements, I seized the chance to introduce Outlook India Magazine and initiate
conversations with potential B2B collaborators. I collected business cards and contact
information for subsequent follow-up.
Follow-up and Relationship Management: To foster relationships, I diligently followed up
with prospective B2B partners after initial contact or meetings. I sent thank-you emails,
provided additional information as requested, and addressed any questions or concerns
they had. I maintained regular communication to nurture positive and professional
relationships with B2B partners.

Page -27
 Chapter-11: Managerial Implications

11.1 Addressing Customer Pain Points:

Identifying and addressing customer pain points was a crucial objective of the Outlook
Summer Internship Project. Through extensive research, customer feedback analysis, and
market observation, the project aimed to understand the specific areas where customers
were dissatisfied. This encompassed examining issues related to product quality, delivery,
customer service, or any other aspect of the customer experience. By identifying these pain
points, the project sought to develop effective strategies and solutions to address them. This
involved collaborating with cross-functional teams, implementing process improvements,
and closely monitoring customer satisfaction metrics to ensure that customer expectations
were consistently met.

11.2. Fostering Customer Loyalty:

Enhancing customer loyalty and retention was a significant focus of the project. The project
team implemented personalized engagement initiatives to strengthen the bond between
Outlook India Magazine and its customers. By understanding individual customer
preferences, interests, and needs, the project aimed to develop targeted communication and
engagement strategies. This included initiatives such as personalized newsletters, exclusive
offers, loyalty programs, and other activities designed to foster a sense of loyalty and
appreciation among customers. The objective was to build long-term relationships with
customers, resulting in increased customer retention and advocacy for Outlook India
Magazine.

11.3. Optimizing Resource Allocation:

Efficient resource allocation was crucial for organizational success. The project team
analyzed data and feedback to identify areas that had the most significant impact on
customer satisfaction and operational efficiency. Leveraging insights from customer
feedback, the project aimed to allocate resources effectively, ensuring investments were
directed toward areas directly influencing customer satisfaction. This could involve
optimizing staffing levels, enhancing training programs, or investing in technology and
infrastructure to enhance the overall customer experience.
Page -28
11.4. Competitive Analysis:
Maintaining a competitive edge was essential in the dynamic market landscape. The project
conducted comprehensive competitive analysis to identify industry trends, opportunities,
and threats. By closely monitoring competitors, the project team aimed to understand their
strategies, strengths, and weaknesses. This analysis enabled the team to identify potential
gaps in the market and develop strategic initiatives to position Outlook India Magazine as a
leader in the industry. By capitalizing on the magazine's strengths and addressing any
weaknesses, Outlook India Magazine aimed to differentiate itself and stay ahead of the
competition.

11.5. Effective Communication and Marketing:

Insights derived from customer feedback and competitive analysis played a significant role
in shaping the communication and marketing strategies of Outlook India Magazine. The
project team leveraged these findings to inform marketing initiatives, highlighting the
magazine's strengths and unique value proposition. This involved developing targeted
marketing campaigns, creating compelling content, and utilizing various communication
channels to engage both existing and potential customers. The aim was to attract new
customers, increase brand awareness, and reinforce the value that Outlook India Magazine
offers.

11.6. Employee Training and Development:

The project findings highlight the importance of employee training and development to
deliver exceptional customer experiences. Outlook Company should invest in
comprehensive training programs to equip employees with the necessary skills, knowledge,
and tools to meet customer needs effectively. This includes training in customer service,
product knowledge, communication, and problem-solving. By nurturing a skilled and
customer-focused workforce, Outlook Company can consistently deliver high-quality
service, resulting in improved customer satisfaction and loyalty.

Page -29
11.7. Proactive Problem Resolution:
To address customer pain points and enhance satisfaction, Outlook Company should adopt
a proactive approach to problem resolution. The project findings emphasize the need to
anticipate and identify potential issues before they escalate, and to promptly address
customer concerns when they arise. This involves empowering customer-facing employees
to take ownership of customer issues, providing them with the authority and resources to
resolve problems quickly and efficiently. By proactively addressing customer issues,
Outlook Company can not only meet customer expectations but also demonstrate its
commitment to exceptional customer service.

Page -30
 Chapter-12: Findings and Conclusion

In conclusion, the Outlook Summer Internship Project on the product and brand
management of Outlook India Magazine was an enriching and valuable experience that
provided in-depth insights and practical exposure to the dynamics of managing a renowned
magazine brand in the highly competitive publishing industry. Throughout the internship,
the focus was on various key aspects of product and brand management, including revenue
generation, audience engagement, and enhancing the overall customer experience. By
actively engaging with different stakeholders such as households, retailers, hotel managers,
ice parlors, and restaurants, the project aimed to understand their needs and preferences,
and effectively address customer pain points. One of the major accomplishments during the
internship was the successful achievement of revenue targets. Through effective sales
techniques and strategies, the revenue target set for the week was met, demonstrating the
practical application of marketing and sales skills in driving business growth. This
achievement not only contributed to the financial success of Outlook India Magazine but
also showcased the intern's ability to effectively engage with customers and generate
revenue.

Another significant aspect of the internship was the NPS (Net Promoter Score) survey and
analysis. By collecting feedback and insights from customers, the project team gained
valuable information regarding customer satisfaction and promoter loyalty. The NPS
analysis revealed a significant percentage of promoters, indicating a positive brand
perception among customers. This feedback helped in shaping strategies to further enhance
brand perception, strengthen customer loyalty, and drive overall business growth. In
addition, the internship provided an opportunity to delve into B2B (Business-to-Business)
marketing. By engaging with various business partners and building strong relationships,
the intern gained valuable insights into effective B2B marketing strategies. Collaborating
with these partners, the intern learned about the importance of cross-functional
collaboration, efficient resource allocation, and leveraging technology to streamline
processes and improve operational efficiency. Throughout the internship, the intern learned
the significance of data-driven decision making. By leveraging customer feedback,
conducting market research, and analyzing competitive trends, informed decisions could be
made to allocate resources effectively and prioritize initiatives based on quantifiable
insights. This data-driven approach ensured that resources were invested in areas that

Page -31
directly impacted customer satisfaction and operational efficiency, ultimately contributing
to the success of Outlook India Magazine.

Overall, the Outlook Summer Internship Project provided a comprehensive understanding

of product and brand management in the publishing industry. The internship not only
contributed to personal and professional growth but also made valuable contributions to
the growth and success of Outlook India Magazine. It deepened the intern's knowledge and
skills in marketing, sales, customer relationship management, and strategic decision
making. The practical experiences gained during the internship will serve as a solid
foundation for a successful career in the publishing or marketing industry.

Page -32
 Chapter-13: Extras that I have Learnt in this Internship

During the course of the internship, I had the privilege of acquiring valuable skills and
knowledge beyond the primary objectives of the project. These additional learnings have
greatly contributed to my professional growth and deepened my understanding of the
publishing industry. One noteworthy area of learning was market research and analysis.
Engaging in hands-on experience, I acquired the skills to collect and analyze data, interpret
market trends, and identify growth opportunities. This newfound expertise enables me to
make informed decisions and formulate effective marketing strategies based on
comprehensive market insights.
Moreover, the internship exposed me to various digital marketing techniques and tools,
enhancing my understanding of this rapidly evolving field. I gained knowledge in search
engine optimization (SEO), social media marketing, email marketing, and content
marketing. These skills have equipped me with the ability to harness digital platforms for
successful brand promotion, customer engagement, and lead generation. As a result, I am
adept at leveraging online channels to effectively reach target audiences and achieve
marketing objectives. Furthermore, the internship provided an excellent platform for
developing project management skills. Through hands-on involvement in diverse tasks and
projects, I gained experience in planning, organizing, and prioritizing activities. This
practical exposure allowed me to refine my project management abilities, ensuring timely
and efficient execution. Additionally, I acquired a heightened sense of accountability and
attention to detail, essential qualities for successful project completion. In addition to the
aforementioned areas, the internship fostered a deeper understanding of the importance of
effective communication and collaboration in a corporate setting. Working closely with
professionals from various departments, I developed strong interpersonal skills and
learned the value of teamwork. The experience taught me how to effectively communicate
ideas, collaborate on projects, and navigate cross-functional dynamics.
Overall, the internship experience has broadened my skill set and enriched my
understanding of the publishing industry. The knowledge gained in market research and
analysis, digital marketing techniques, project management, and effective communication
will undoubtedly serve as a solid foundation for my future career endeavors. I am grateful
for the opportunity to have acquired these additional skills, as they have not only
contributed to my personal and professional growth but have also reinforced my passion
for the publishing industry and its evolving landscape.

Page -33
 Chapter-14: References

14.1. Article References

https://link.springer.com/article/10.1057/palgrave.bm.2540076

https://www.emerald.com/insight/content/doi/10.1108/10610420010356984/full/html?fullSc=1

https://www.emerald.com/insight/content/doi/10.1108/JABS-01-2019-0030/full/html

14.2. Competitive Analysis References

https://www.outlookindia.com/

https://indianexpress.com/

https://www.hindustantimes.com/

Page -34