ACKNOWLEDGEMENT

As I conclude my enriching internship experience, I am filled with gratitude for the numerous
individuals and organisations that have contributed to my learning journey and the successful
completion of this report.
First and foremost, I would like to express my heartfelt thanks to my internship mentors. To
Mr. MS Dinakar, my industry mentor at Outlook Group India, your guidance and insights into
the practical aspects of marketing management have been invaluable. Equally, I am deeply
grateful to Dr. , my faculty mentor from UPES, whose academic perspective and constant
support helped me bridge the gap between theory and practice.
I extend my sincere appreciation to Outlook Group India for providing me with this
wonderful opportunity and fostering an environment conducive to learning and growth.
My gratitude goes out to my professors, Mrs. Anita Sengar mam at UPES. Your constructive
feedback, suggestions, and sometimes challenging criticisms have been instrumental in
shaping my understanding and refining my work. Special thanks to colleagues for their
unwavering support and collaborative spirit. I am indebted to the team leaders who
generously shared their time, expertise, and resources. The literature and guidance provided
by them were crucial in lending depth and credibility to my research.
Lastly, I would like to acknowledge the indirect yet crucial support of my family and friends,
whose encouragement kept me motivated throughout this journey.
INDUSTRY MENTOR CERTIFICATE

This is to certify that the summer internship report entitled “Real estate financial decision
making submitted by Aditya Choudhary to UPES for partial fulfilment of requirements for
Masters of Business Administration (Marketing) is a Bonafide record of the internship work
carried out by her/him under my (our) supervision and guidance. The content of the report, in
full or parts, has not been submitted to any other Institute or University for the award of any
other degree or diploma.

Mr. MS Dinakar
Regional Manager
Outlook Group
 FACULTY MEMBER CERTIFICATE

This is to certify that the summer internship report entitled “Product and Brand Management
of Outlook Business Magazines” submitted by Khushi Bajpai to UPES for partial fulfilment
of requirements for Masters of Business Administration (Marketing) is a Bonafide record of
the internship work carried out by her/him under my (our) supervision and guidance. The
content of the report, in full or parts, has not been submitted to any other Institute or
University for the award of any other degree or diploma.

Signature of Faculty Mentor

Associate Professor
School of Business, UPES
TABLE OF CONTENTS
 EXECUTIVE SUMMARY

This is an attempt to understand how the theories learned in class can be applied to real-world
scenarios. As an MBA (MARKETING) student, I have to complete a summer internship at a
company as part of my coursework. I therefore had the chance to complete my summer
internship at OUTLOOK GROUP for this reason. I have covered every significant facet of
the business that I saw and experienced throughout my internship in this extensive report.
The company's history from the time of its incorporation to the present is covered in depth in
the first section. in addition to its policies, procedures, and processes. I have mostly worked
in Outlook during my internship program, selling magazines. The company gives me the
information I need to call subscribers and persuade them to buy magazines. In addition, I
have to bring in new business for the organization. The primary goal of the internship is for
students to gain practical job experience and to apply the knowledge and skills they have
learned in the classroom to real-world situations. This allows them to solve problems utilizing
the skills and knowledge they have obtained. Additionally, I gained knowledge of various
sales techniques, such as persuading and interacting with customers. I am able to improve
both my technical and people abilities during my internship. This paper addresses a number
of significant sales-related topics, including how to conduct sales. how to persuade
individuals using the company's marketing methods. Ultimately, the knowledge and insights I
gained from my internship project. My opinions, degree of motivation, and the organization's
working atmosphere are all included in this report. The experience was highly instructive and
polished, providing the trainee with a useful understanding of the corporate work
environment.
 INTRODUCTION

INDUSTRY PROFILE

The history of the print media industry is extensive and it holds a significant role in the media
environment. It encompasses the production, distribution, and consumption of physical,
printed materials such as newspapers, magazines, and journals. Despite the rise of digital
media, print media maintains its relevance, particularly for specific target audiences,
individuals who appreciate tangible content, and industries where printed material adds
credibility. To gain insight into the print media industry, we can analyze the activities of a
well-known publisher like Outlook Publishing, known for its esteemed publications such as
Outlook, Outlook Business, and Outlook Traveller.

The print media industry caters to diverse market segments, serving specific audiences and
themes. These encompass daily newspapers, which prioritize delivering current news;
magazines, which cover a broad array of topics on a weekly, bi-weekly, or monthly basis; and
trade journals, which offer specialized content for industry professionals. For example,
Outlook Publishing concentrates on magazine publications, providing content that appeals to
general interest readers with Outlook and serving business professionals with Outlook
Business. These print products are tailored to distinct reader groups, offering unique
perspectives and high-quality journalism in a competitive market.
In terms of generating revenue, the print media traditionally relies on three primary streams:
subscriptions, advertising, and newsstand sales. Subscriptions remain a key source of income,
as dedicated readers pay for regular delivery of their preferred magazines or newspapers.
Outlook Publishing has a significant subscription base, particularly for its business-focused
and lifestyle publications. Advertisements represent another crucial revenue stream, with
companies opting to advertise in print publications to reach a targeted and often well-defined
demographic. Given its reputation and readership profile, Outlook attracts premium
advertisers, including luxury brands, financial institutions, and multinational corporations.
Furthermore, single-copy sales, especially from retail locations such as bookstores, airports,
and newsstands, continue to contribute to the publisher's earnings. Outlook’s magazines, due
to their high journalistic standards and thought-provoking content, often perform well in
these markets.
The success of any print publication is determined by the quality and relevance of its editorial
content. Outlook Publishing takes pride in offering comprehensive reporting, investigative
journalism, and editorial analysis.
Outlook Business is particularly known for its extensive analysis of market trends, economic
forecasts, and insights into industry developments, catering to business executives and
industry insiders. Meanwhile, Outlook magazine covers a wide range of content, from
political commentary to cultural critiques, and has gained a strong foothold in the market
with its well-researched, timely, and engaging articles.
Outlook Publishing's investigative pieces often shed light on critical socio-political issues and
provide previously unseen perspectives and reporting on underrepresented stories.

The distribution network is a complex yet crucial component of the print media industry's
business model. Print publications rely on physical distribution channels and subscription
services to reach their audience.
Outlook Publishing's magazines are widely available at retail outlets, bookstores, and kiosks,
supported by a well-established subscription model that ensures consistent readership by
delivering copies directly to homes and offices.
Evaluating the success of a publication cannot overstate the significance of circulation
metrics, including print run volumes, copies sold, and readership demographics, reflecting
Outlook's strong market presence both within India and internationally.
The print media industry is currently facing significant challenges amidst the rapid digital
transformation.
One of the main concerns is the decline in physical readership, particularly among younger
demographics, who are increasingly turning to digital platforms for their news and content
consumption due to the convenience of mobile devices.
Additionally, the high costs associated with print production, including printing and
distribution, pose a challenge as they are significantly higher compared to the relatively lower
costs of digital media.
Furthermore, advertisers are increasingly reallocating their budgets to digital platforms,
which offer more precise targeting and analytics, leaving print media competing for a
shrinking share of advertising revenue.
Outlook Publishing, like many other legacy media organizations, needs to continuously
evolve in order to stay relevant and profitable.
To address these challenges, Outlook Publishing has implemented a multichannel strategy
that includes a robust digital presence alongside its traditional print offerings.
The publisher provides digital editions of its magazines accessible through apps, e-readers,
and online platforms catering to the growing number of tech-savvy readers who prefer
consuming content on digital devices.
Outlook’s website serves as a central hub for daily updates, expanding the reach of its print
content and attracting a global audience.
Moreover, the company has developed a strong social media strategy, actively engaging with
readers on platforms such as Twitter, Facebook, and Instagram, and sharing articles and
insights to ensure its content reaches diverse demographics.
In recent years, Outlook Publishing, along with other print media organizations, has also
ventured into multimedia formats, such as podcasts and video journalism, offering audiences
new ways to engage with content beyond traditional print.
The print media industry is heavily influenced by a stringent regulatory environment, with
media companies required to adhere to press laws, advertising regulations, and intellectual
property standards set by national and international bodies.
In India, Outlook Publishing complies with the guidelines established by the Press Council of
India, ensuring that its content upholds high standards of journalistic ethics and accuracy.
Despite the shift to digital, the print media industry, particularly for established players like
Outlook Publishing, benefits from the level of consumer trust it has cultivated over the years.
Print publications are often considered more reliable and credible, especially for long-form
journalism and investigative reporting.
Outlook’s strong reputation, built over decades, positions it as a trusted source of news and
analysis, maintaining a loyal readership that values both the quality and integrity of its
content.
In conclusion, the print media industry continues to evolve, navigating the traditional
strengths of print alongside the opportunities and challenges presented by digital
transformation.
Outlook Publishing is a prime example of this balance, sustaining a strong print presence
while innovating through digital channels to remain engaged with its readers and stay
competitive in an increasingly digital world.The quality and relevance of its editorial content
are what determine the success of any print publication. Outlook Publishing, for example,
prides itself on providing comprehensive reporting, investigative journalism, and editorial
analysis. Outlook Business, in particular, is well-known for its extensive analysis of market
trends, economic forecasts, and insights into industry developments, catering to business
executives and industry insiders. Meanwhile, Outlook magazine covers a wide range of
content, from political commentary to cultural critiques and has gained a strong foothold in
the market with its well-researched, timely, and engaging articles. The investigative pieces by
Outlook Publishing often bring to light critical socio-political issues and provide previously
unseen perspectives and reporting on underrepresented stories.

In the print media industry, the distribution network is a complex yet crucial component of
the business model. Print publications rely on physical distribution channels and subscription
services to reach their audience. Outlook Publishing's magazines are widely available at retail
outlets, bookstores, and kiosks, supported by a well-established subscription model that
ensures consistent readership by delivering copies directly to homes and offices. The
significance of circulation metrics, including print run volumes, copies sold, and readership
demographics, cannot be overstated in evaluating the success of a publication, reflecting
Outlook's strong market presence both within India and internationally.

The print media industry is currently encountering significant challenges amidst the fast-
paced digital transformation. One of the main concerns is the decline in physical readership,
particularly among younger demographics, who are increasingly turning to digital platforms
for their news and content consumption due to the convenience of mobile devices.
Additionally, the high costs associated with print production, including printing and
distribution, pose a challenge as they are significantly higher compared to the relatively lower
costs of digital media. Furthermore, advertisers are increasingly reallocating their budgets to
digital platforms, which offer more precise targeting and analytics, leaving print media
competing for a shrinking share of advertising revenue. In order to stay relevant and
profitable, Outlook Publishing, like many other legacy media organizations, needs to
continuously evolve.

To address these challenges, Outlook Publishing has adopted a multichannel strategy that
encompasses a robust digital presence alongside its traditional print offerings. The publisher
provides digital editions of its magazines accessible through apps, e-readers, and online
platforms to cater to the growing number of tech-savvy readers who prefer consuming
content on digital devices. Outlook’s website serves as a central hub for daily updates,
expanding the reach of its print content and attracting a global audience. Moreover, the
company has developed a strong social media strategy, actively engaging with readers on
platforms such as Twitter, Facebook, and Instagram, and sharing articles and insights to
ensure its content reaches diverse demographics. In recent years, Outlook Publishing, along
with other print media organizations, has also ventured into multimedia formats, such as
podcasts and video journalism, offering audiences new ways to engage with content beyond
traditional print.

The print media industry is heavily influenced by a stringent regulatory environment, with
media companies required to adhere to press laws, advertising regulations, and intellectual
property standards set by national and international bodies. In India, Outlook Publishing
complies with the guidelines established by the Press Council of India, ensuring that its
content upholds high standards of journalistic ethics and accuracy.

Despite the shift to digital, one of the notable strengths of the print media industry,
particularly for established players like Outlook Publishing, is the level of consumer trust it
has cultivated over the years. Print publications are often perceived as more reliable and
credible, especially for long-form journalism and investigative reporting. Outlook’s strong
reputation, built over decades, positions it as a trusted source of news and analysis,
maintaining a loyal readership that values both the quality and integrity of its content.
In conclusion, the print media industry continues to evolve, navigating the traditional
strengths of print alongside the opportunities and challenges presented by digital
transformation. Outlook Publishing is a prime example of this balance, sustaining a strong
print presence while innovating through digital channels, ensuring that it remains engaged
with its readers and competitive in an increasingly digital world.

COMPANY PROFILE

OUTLOOK PUBLISHING INDIA PVT. LTD.: A FLAG-BEARER OF INNOVATIVE

INDIAN JOURNALISM

Outlook Publishing India Pvt. Ltd. stands as a prestigious name in the sphere of Indian media,
renowned for its penetrating analysis, investigative reporting, and stimulating commentary.
Since its inception in 1992, the company has emerged as a leading publisher of news
magazines, books, and digital content. This comprehensive overview delves into the history,
evolution, and remarkable contributions of Outlook Publishing India Pvt. Ltd.

The company has become well-known by producing "Outlook," a highly respected weekly
news magazine that covers a wide range of topics such as politics, business, entertainment,
lifestyle, culture, and international affairs. Established in 1995, Outlook Publishing has
expanded its offerings to include various other magazines and digital platforms that cater to
specific audiences. This comprehensive overview offers insight into the history, goals, range
of products, and impact of Outlook Publishing within the Indian media landscape.
Outlook Publishing is well-known for its dedication to delivering high-quality journalism,
marked by thorough analysis, investigative journalism, and thought-provoking editorials.
Over time, the company has expanded its offerings to include a variety of specialized
magazines, such as Outlook Business, Outlook Traveller, and Outlook Money, appealing to a
diverse range of reader interests. With a strong digital presence and a steadfast commitment
to editorial excellence, the company continues to be a major influencer in India's media
landscape.

1.The company has upheld its reputation for delivering insightful and stimulating content,
from its primary "Outlook" magazine to its varied range of specialized publications.

2. Outlook Publishing remains a pertinent and influential figure in Indian journalism by

upholding its dedication to editorial excellence and digital advancement, while conforming to
the changing media landscape.

3. By providing trustworthy news, analyses, and narratives, Outlook Publishing continues to

play a crucial role in India's media sphere with its wide array of publications, strong editorial
stance, and commitment to accuracy and excellence.

4. Its prominence in Indian journalism is reinforced by its ability to adapt to the digital era,
diverse product offerings, and contribution to societal discussions.

For over 25 years, Outlook magazine and website have played a significant role in
investigative journalism, political analysis, societal trends, and amplifying the voices of
marginalized communities. However, they are now embarking on a transformative journey to
change the way news is reported and presented in India. Their approach aims to provide a
comprehensive 360-degree perspective on news development, steering clear of overwhelming
readers with excessive information and offering fresh insights distinct from other media
outlets. The new focus will revolve around politics, culture, and society, with a critical lens
on pressing social issues like caste politics, education policies, history of protests, terrorism
threats, army activities in regions such as Kashmir and the North East, inflation, employment,
and the dynamics of the fashion industry. Renowned artists and illustrators will craft artistic
representations for the magazine covers. The revamped Outlook aspires to evolve into a
platform for informed conversations driven by high-quality, credible content, tailored to its
discerning readers. The newly revamped digital platform will extend the magazine's stories to
the web, exploring additional aspects of the same topics covered in the print edition. It will
also introduce new sections on business and finance, sports, entertainment, and travel, with
plans to add even more sections in the future.

History and Evolution of Outlook Publishing Pvt. Ltd.

1. Establishment and Beginnings (1995)

Outlook Publishing (India) Pvt. Ltd. was founded in 1995, at a time when India was
experiencing significant political, economic, and social changes. The 1990s marked the
liberalization of the Indian economy, creating a demand for more nuanced and analytical
media coverage. Recognizing this, Outlook Publishing was introduced with the goal of
delivering high-quality journalism and an independent editorial perspective.

The flagship magazine of the company, *Outlook*, was envisioned as a weekly publication
covering a wide range of subjects including national and international news, politics, the
economy, business, entertainment, lifestyle, and sports. Renowned journalist Vinod Mehta,
known for his courageous journalism, was appointed as the founding editor-in-chief. Under
Mehta's guidance, *Outlook* swiftly gained a reputation for fearless investigative journalism,
often taking a critical stance on government policies and corporate practices.

2. Emergence as a Leading Publication (1990s–2000s)

In its early years, *Outlook* distinguished itself from its competitors through its strong
editorial voice and comprehensive coverage of both local and global issues. The magazine
became well-known for its in-depth analysis of political developments and social concerns,
often adopting a progressive, non-partisan position. This editorial approach garnered
*Outlook* a dedicated readership among India’s educated middle class and professionals
seeking insightful commentary on current affairs.

During this period, *Outlook* reported on several high-profile political stories and
investigations. The magazine was among the few media outlets willing to challenge the
political establishment, often publishing controversial exposés that shaped public discourse in
India. Its readership expanded rapidly, establishing it as one of India’s most trusted news
magazines.

3. Broadening and Growth (2000s–2010s)

As Outlook gained popularity, Outlook Publishing diversified its offerings. Recognizing the
potential to target specific audience segments, the company ventured into specialized
publications tailored to different reader groups. This expansion was also influenced by shifts
in media consumption, with audiences increasingly seeking more personalized content.

3.1 Outlook Business

Introduced in 2006, Outlook Business was the first significant addition to the Outlook
portfolio. It was developed to meet the growing demand for business news and financial
analysis in a rapidly expanding economy. The magazine focuses on market trends, corporate
strategies, entrepreneurship, and the business environment in India and globally. It quickly
amassed a following among business professionals, executives, and entrepreneurs due to its
comprehensive coverage of Indian and international markets.

3.2 Outlook Traveller

Capitalizing on the burgeoning travel and tourism sector in India, Outlook Traveller was
launched to cater to the interests of a growing community of travel enthusiasts. Featuring
travel guides, destination reviews, and personal travel experiences, the magazine appealed to
both casual travelers and adventure seekers. It became one of India’s most popular travel
magazines, known for its high-quality photography and insightful articles on domestic and
international travel destinations.

3.3 Outlook Money

The increasing awareness of personal finance and the growing complexity of investment
markets led to the introduction of Outlook Money. This magazine focused on personal
finance matters, providing guidance on investments, insurance, tax planning, real estate, and
stock markets. The publication targeted individuals seeking to make informed decisions about
their financial future, successfully simplifying intricate financial concepts for its readers.
3.4 Other Specialized Publications
In addition to the primary magazines, Outlook Publishing also ventured into specialized areas
such as wellness, lifestyle, and women’s issues, reflecting the evolving preferences of its
readership.

4. Digital Revolution and Adjustment (2010s–Present)

In the late 2000s and early 2010s, the media environment underwent rapid changes as the
internet and digital platforms became more prevalent, fundamentally changing how news was
consumed. Globally, there was a decline in print circulation as more readers transitioned to
online platforms. Taking note of this shift, Outlook Publishing began focusing on establishing
a robust digital presence to complement its print publications.

4.1 Internet Platforms

Outlook Publishing introduced digital versions of its magazines, making them accessible to
readers on various platforms, including the company’s website and mobile apps. This digital
transformation enabled *Outlook* and its other magazines to reach a global audience beyond
traditional print subscribers. The online platforms provided readers with real-time news
updates, interactive content, and access to the magazines’ archives.

4.2 Engagement on Social Media

Outlook Publishing also adopted social media platforms like Facebook, Twitter, and
Instagram to interact with a younger, more technologically adept audience. These platforms
were utilized not only to promote the magazine’s content but also to facilitate discussions on
important issues, thereby expanding *Outlook*’s influence. Social media helped the company
extend its reach, especially among millennials and Gen Z, who increasingly relied on these
platforms for news consumption.

4.3 Mobile Apps

As smartphones became the primary medium for news consumption for a large portion of the
population, Outlook Publishing launched mobile apps for Outlook, Outlook Business, and
Outlook Traveller. These apps were designed to offer a seamless reading experience, making
it easier for readers to access news and articles on the go. The mobile-first strategy aided
*Outlook* in maintaining relevance in an era where mobile consumption was surpassing
traditional media consumption.

5. Challenges in the Digital Era

While the digital transformation helped Outlook Publishing stay relevant, it also presented
several challenges. Similar to many other media companies, Outlook had to contend with the
decline in print revenues as advertisers shifted to digital platforms. The print editions of the
magazines witnessed a gradual decrease in circulation, prompting the company to explore
new ways to monetize its digital platforms. The emergence of social media platforms and
aggregators like Facebook and Google also affected traditional media companies, as a
substantial portion of online advertising moved to these industry giants.

Despite these challenges, Outlook Publishing continued to invest in its digital platforms and
explored new revenue streams, such as subscription models, sponsored content, and native
advertising. The company also began delving into content formats such as video and
podcasts, responding to the increasing demand for multimedia content.

6. Heritage and Influence on Indian Journalism

Throughout its history, Outlook Publishing has significantly influenced Indian journalism.
Outlook magazine, in particular, has been recognized for elevating the standards of political
and investigative journalism in the country. Its bold approach to addressing controversial
issues has set it apart from other media outlets, garnering both commendation and criticism
over the years.

Under the guidance of Vinod Mehta, Outlook became renowned for its impartial and
comprehensive reporting, and even after Mehta’s tenure, the magazine maintained its
dedication to editorial independence. It has played a pivotal role in exposing corruption
scandals, questioning government policies, and fostering a space for intellectual discourse.
7. Present and Future Outlook

At present, Outlook Publishing continues to be a significant presence in India’s media

landscape. Despite the challenges of the digital age and the decline of traditional print media,
the company is adapting to new trends. Its emphasis on digital content, expansion into
regional markets, and multi-faceted storytelling has positioned it well for the future.

Looking ahead, Outlook Publishing is likely to persist in broadening its digital footprint,
exploring opportunities in regional content, and developing new content formats such as
podcasts, video series, and immersive storytelling. The growing demand for content in
regional languages presents a substantial growth opportunity, and the company may intensify
its focus on these markets in the future.

Product Description
(Types of magazines published by outlook in india)

Outlook Publishing (India) Pvt. Ltd. is recognized for its wide array of top-notch printed and
digital publications catering to various interests and audiences. Its lineup includes weekly
magazines and specialized publications focusing on business, travel, personal finance, and
lifestyle. Below is a comprehensive description of its key offerings:

1.Outlook Magazine

Outlook stands as the primary weekly news magazine from Outlook Publishing. Originating
in 1995, it encompasses a wide range of subjects, from national and international news to
politics, business, culture, sports, entertainment, and lifestyle. Renowned for its incisive
editorial standpoint, investigative journalism, and analytical approach, *Outlook* has
established itself as a source for in-depth coverage of current events and societal topics. It
captivates a broad readership, including professionals, scholars, and discerning individuals
seeking well-informed and impartial perspectives on contemporary issues.
2. Outlook Business

Outlook Business represents a high-quality publication centered on business,

entrepreneurship, and economic developments. It delivers insightful content on market
strategies, business success anecdotes, startups, industry trends, and the global economic
landscape. It targets business professionals, corporate leaders, entrepreneurs, and financial
analysts interested in comprehending market dynamics and making informed business
choices. The magazine is renowned for its expert opinions, interviews with industry
figureheads, and case studies of thriving enterprises.

3. Outlook Traveller

Outlook Traveller is a leading travel magazine in India, presenting an abundance of travel-

related material for enthusiasts keen on exploring new destinations. The magazine offers
comprehensive travel guides, destination spotlights, travel advice, personal travel narratives,
and global photography. Encompassing everything from lavish getaways to adventure travel,
it serves as an essential resource for travelers. The publication attracts a diverse readership,
ranging from casual holidaymakers to seasoned explorers, and has amassed a substantial
following due to its exceptional visuals and captivating travel prose.

4. Outlook Money

Outlook Money is a financial magazine that aims to assist people in making well-informed
decisions about managing their finances, investments, and wealth. It offers expert guidance
on topics such as mutual funds, insurance, taxation, retirement planning, real estate
investments, and stock markets. The magazine simplifies intricate financial concepts, making
them understandable for both new and seasoned investors. It is popular among individuals
looking to enhance their financial knowledge and take charge of their personal finances, with
a focus on wealth creation and financial security.

5. Outlook Hindi

Outlook Hindi is the Hindi version of Outlook and caters to Hindi-speaking audiences across
India. It delivers comprehensive coverage of politics, news, and current affairs, tailored to
resonate with regional readers. This allows Outlook to reach a broader demographic,
particularly in northern India, where Hindi is the primary language.

6. Outlook Social Media and Digital Platforms

Outlook Publishing has a strong digital presence, with dedicated websites, e-magazines, and
mobile apps for each magazine, offering real-time news and updates. The company's digital
platforms provide interactive content, access to archives, multimedia stories, and the ability
to engage with a global audience. This digital shift has enabled the company to remain
relevant in the age of online media consumption.

7. Outlook Supplements and Special Editions

In addition to its regular publications, Outlook Publishing also releases special editions and
supplements focusing on specific topics such as education, healthcare, real estate, and
lifestyle. These special editions provide in-depth coverage of industry-specific trends and
often feature interviews with experts, data analysis, and consumer guides.
 COMPANY MISSION AND VISION

MISSION:
1.To deliver superior value to our customer, shareholder, employees, and society atlarge.
2.Build a dynamic team of committed and passionate employees through sustained learning
and grooming.
3.Develop mutually beneficial relationship with our business partner.
4.Employee cost effective processes and thereby creates a strong organization.

VISION:
1.To be premium global conglomerate with clear focus on the business To be the largest and
the most profitable Magazine publisher in India.
2.To meet the demands of public by bringing them close to the reality.

SWOT ANALYSIS

STRENGTHS:
1.Five 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.Outlook has well organized and experienced man power, which approach directly and
indirectly as well, to the readers.
4.Outlook has set up its own strong distribution channel, which circulate 1.5 million copies in
India.
5.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.
WEAKNESS:
1.It takes four weeks it delivering first copy of the subscriber and two weeks in case of
address change.
2.If gifts are not delivered by the executive then Outlook takes two months of time in
delivering the gift.
OPPORTUNITIES:

1.Outlook can increase it product line by launching three new magazines, related to auto
industry, magazine for beauty parlor exclusively and Outlook technology these can increase
the market share of Outlook.
2.Outlook has opportunity to promote its magazine 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 reader, Outlook favours congress party and does not write anything against
the part.

ORGANIZATIONAL STRUCTURE OF THE COMPANY:

The structure of Outlook Publishing India is built around key departments responsible for
operating a leading publishing and media company. The company utilizes a hierarchical
arrangement with numerous levels of management to guarantee effective operations within
each department.

1. Leadership at the top level: This team, comprised of the Chairman, CEO, or Managing
Director, is accountable for establishing the strategic direction of the company, making
crucial business decisions, and ensuring the organization's growth and financial stability.

2. Editorial Department: Serving as the core of the company, the editorial division is overseen
by the Editor-in-Chief, who supervises the content direction and journalistic integrity of the
publications. Collaboratively, senior editors, section editors, writers, and reporters work
together to create, curate, and revise content.
3. Marketing and Sales: This sector concentrates on selling advertising space and promoting
publications. Directed by a Chief Marketing Officer or Marketing Director, the team focuses
on engaging with the audience, forming advertising partnerships, and developing the
company's brand. Furthermore, the sales team is responsible for generating revenue through
advertising and subscriptions.

4. Digital and Social Media: Given the increasing significance of digital platforms, Outlook
has established a dedicated digital team led by a Chief Digital Officer or Digital Head. Their
responsibilities include managing online information delivery, social media presence, and the
company website to enhance online outreach, engagement, and digital advertising revenue.

5. Operations and Financial Management: This segment supervises the day-to-day business
operations and finances. The Chief Financial Officer (CFO) is tasked with budgeting,
financial planning, and regulatory compliance, while the operations team ensures the efficient
functioning of each department.

6. Human Resources: The HR department, headed by a human resources director, is

responsible for recruitment, employee relations, training, and development. They play a
crucial role in maintaining company culture, managing personnel, and ensuring compliance
with labor laws.

7. Design and Production: Responsible for the design and layout of both print and digital
versions, this team collaborates closely with the editorial team under the guidance of the
Creative Director to visually enhance stories and deliver high-quality final outcomes.

8. IT & Technology: As the publishing industry transitions towards digitalization, a

specialized IT department ensures the seamless operation of all digital platforms,
encompassing the website and internal systems. They manage the company's hardware,
software, and digital security requirements.
 LITERATURE REVIEW
Literature Review: Real Estate Financial Decision-Making in Finance Magazines
Comprehending the financial decision-making in real estate holds significance for investors,
homeowners, and policymakers. The likes of Outlook Money, Business Standard, and
Economic Times delve into detailed analysis and suggestions regarding investment strategies,
market dynamics, taxation, financing, and risk management in real estate. This compilation
amalgamates essential insights from articles in these publications to offer a comprehensive
outline of the elements influencing financial decisions in real estate.

1. Real Estate as an Investment Class

Publications like Outlook Money and others delve into the enduring potential of real estate as
a reliable investment in contrast to other asset classes such as equities. They deliberate on the
pros and cons of direct ownership versus investing in Real Estate Investment Trusts (REITs),
with a focus on aspects like liquidity and market accessibility. These articles underscore that
REITs provide a flexible avenue for investors to engage in the real estate market without the
obligations of direct property management

2. Renting vs. Buying

Publications like Outlook Money frequently discuss the ongoing dilemma of choosing
between renting and buying. These articles emphasize the need to assess one's personal
financial circumstances, job stability, and market conditions. When comparing renting and
buying, the analysis considers factors such as EMI costs, property value growth potential, and
personal flexibility. In certain situations, renting is viewed as more beneficial for individuals
with job transfers or those residing in cities with exorbitant real estate prices, such as
Mumbai.

3. Demand-Supply Mismatch
In Outlook Money, numerous articles tackle the issue of imbalances between demand and
supply in the Indian real estate market. The oversupply of high-end properties, coupled with
stronger demand in the affordable housing sector, is a significant concern. Magazines stress
that addressing the housing crisis in India hinges on the mid-range and affordable housing
segments. This disparity contributes to unsold inventory, leading to what's known as the "real
estate recession." The publications advocate for improved urban planning and government
intervention to promote the development of more affordable housing options.

4. Mortgage and Financing Options

Financing significantly influences real estate decision-making, and Outlook Money
extensively covers various home loan products. Detailed comparisons of loan tenures, interest
rates, and tax benefits are provided to help readers make well-informed financing decisions.
It is highlighted that fluctuations in interest rates, driven by Reserve Bank of India (RBI)
policies, can profoundly affect long-term affordability for buyers. Magazines often
recommend seeking advice from financial advisors to evaluate the optimal loan structure
based on individual and market conditions.

5. The article highlights the significance of diversification in real estate investment to

mitigate risks. It recommends spreading investments across different types of real estate or
using Real Estate Investment Trusts (REITs) instead of concentrating all capital in one
property. It also underscores the impact of market volatility, regulatory changes, and
economic downturns on real estate investments, emphasizing the need to stay informed and
adaptable.

In conclusion, Outlook Money, Business Standard, and Economic Times offer comprehensive
analysis of real estate financial decision-making, concentrating on essential aspects such as
investment strategies, market dynamics, taxation, and risk management. Their coverage aids
investors in navigating the complexities of the real estate market, providing both short-term
and long-term strategies to maximize returns and minimize risks.

References:
1. Outlook Money (2023). "Renting vs. Buying: What Works for You?"
2. Outlook Money (2019). "Real Estate: Demand and Supply Mismatch Solutions and the
Way Forward"
3. Business Standard (2024). "Tax Strategies for Property Investors."
4. Economic Times (2024). "Affordable Housing Market Trends."
 RESEARCH METHODOLOGY

Research Methodology for Real Estate Financial Decision-Making

Investment
1. Research Objectives
The research aims to explore various aspects of real estate financial decision-making. The
specific objectives are:

1. Identifying the main factors that influence real estate investment choices among diverse
demographic categories, including UPES students, employees of Outlook Publishing Pvt Ltd,
and random individuals.
2. Examining how demographic factors (such as age, income, education, occupation) impact
the decision-making process in real estate investments.
3. Evaluating the most trusted sources of information and guidance used by individuals when
making real estate investment decisions.
4. Investigating the perceived risks and expected returns linked to real estate investments
from the perspective of different respondent groups.

2. Research Methodology
This study will adopt a descriptive and exploratory research methodology. The descriptive
component will outline the characteristics and behaviors associated with real estate
investment, while the exploratory aspect will enable a comprehensive investigation of
underlying factors and perceptions.

- Descriptive Research: Providing an in-depth portrayal of factors influencing real estate

investment choices and the disparities among various respondent groups.
- Exploratory Research: Delving into less-known areas, such as specific risk perceptions and
favored information sources.
3. Data Gathering
a. Primary Data
We will gather primary data by using a structured survey through Google Forms. The survey
will contain both closed-ended and open-ended questions to collect quantitative and
qualitative data.

- Survey Structure:
- Demographic Information: Including age, name, gender, income.
- Investment Behavior: Past investment experience, types of properties, and investment
amounts.
- Decision-Making Factors: Key determinants, perceptions of risk, and sources of
information.
- Qualitative Insights: Open-ended questions for detailed understanding.
- Distribution: The survey will be disseminated via google form and direct contact. Tailored
versions will be created for each respondent group to ensure relevance.

b. Secondary Data
We will gather secondary data from:
- Real estate industry reports: To provide context and background information.
- Financial journals and articles: To understand common trends and insights related to real
estate investments.
- Government publications: To access statistics and regulatory information relevant to real
estate investments.

4. Sampling Technique
a. Stratified Random Sampling
We will use a stratified random sampling method to ensure representation from each of the
three groups:
1. UPES Students: To capture insights from a younger demographic with potential interest in
future investments.
2. Outlook Publishing Pvt Ltd Employees: To understand the perspectives of professionals
with stable income and potential investment experience.
3. Random Individuals: To gather a broader view from the general population.

- Sample Size: A total of 30 respondents.

- Sampling Process: Within each stratum, participants will be randomly selected from
available lists and contact methods.

5. Analytical Methods for Data

a. Quantitative Analysis
- Statistical Summary: Key variables such as investment amounts and risk perceptions will be
summarized using measures like mean, median, mode, and standard deviation.
- Comparative Analysis: Responses across different groups will be compared using cross-
tabulation to identify trends and patterns.
- Statistical Tests: Differences between demographic groups and investment behaviors will be
examined for statistical significance using chi-square tests.
- Relationship Assessment: The relationships between demographic factors and investment
decisions will be assessed through correlation analysis.
b. Qualitative Analysis
- Identification of Themes: Open-ended responses will be coded and analyzed for recurring
themes related to risk perceptions, sources of information, and personal investment
experiences using thematic analysis.
- Quantification of Content: The frequency of specific themes or topics mentioned in open-
ended responses will be quantified and analyzed using content analysis.

6. Methods and Tools

- Survey Platform: Google Forms will be used for survey design, distribution, and initial data
collection.
- Data Analysis Software: Excel/Google Sheets will be utilized for organizing and conducting
basic analysis of quantitative data.
- Statistical Software: Advanced statistical analysis, including chi-square tests and correlation
analysis, will be performed using software such as SPSS or R.
- Qualitative Analysis Tool: NVivo or similar software will assist with coding and analyzing
qualitative data from open-ended questions.
7. Scope of the Study
The study will concentrate on comprehending real estate financial decision-making across
three distinct respondent groups. It will investigate:
- Factors Influencing Decisions: Factors affecting decision-making in real estate investments.
- Demographic Impact: The influence of age, income, and occupation on investment choices
and risk perceptions.
- Behavioral Variances: Variations in behaviors and attitudes among UPES students, Outlook
Publishing employees, and random individuals.
- Impact of Information Sources: The role of various information sources in shaping
investment decisions.
- Perceived Risks and Returns: How different groups perceive risks and expected returns
from real estate investments.

8. Study Limitations
- Sample Size: The study with 50 respondents per group may not fully represent the broader
population or account for all variables influencing investment decisions.
- Geographic Constraints: The study may be limited to specific geographic areas, potentially
affecting the generalizability of the findings.
- Response Biases: Participants may provide socially desirable answers or may not fully
represent their true investment behaviors.
- Time Constraints: The study will capture a snapshot in time and may not account for
changes in investment behavior or market conditions over time.
- Sampling Biases: Convenience sampling and self-selection could introduce bias, as
participants may not be representative of the general population.
 DATA ANALYSIS AND FINDINGS

4.1. MY EXPERIENCE AT OULOOK PUBLISHING PVT. LTD.

My internship at Outlook Publishing Pvt. Ltd. gave me the chance to fully immerse
myself in the exciting media and marketing industries. In my capacity as a marketing
intern, I supported a range of marketing campaigns that aimed to improve Outlook
Business's and other Outlook-branded publications' brand awareness and audience
engagement.
During my internship I gained experience in the following:
o DIGITAL MARKETING: I learned a lot about digital marketing during my
internship at Outlook Publishing Pvt. Ltd. I worked on a variety of projects to
improve Outlook Business's online presence and publications that go along
with it. I was involved in the creation and execution of digital marketing
initiatives, which included producing interesting material for the corporate
website, email newsletters, and social media platforms. I gained knowledge on
how to monitor campaign performance and enhance digital strategy through
the use of digital tools and analytics platforms.
o CRM (CUSTOMER RELATIONSHIP MANAGEMENT): My position
gave me practical expertise with CRM procedures and technologies, which are
essential for maintaining and fostering client connections. I took part in:
Database management: Helped to keep the customer database current and
accurate by helping to maintain and update it.
Campaign Management: Assisting in the segmentation of customer lists and
response tracking to enhance engagement and retention, I supported the
implementation of email marketing campaigns.
Customer insights: By analysing comments and behaviour from customers,
trends and preferences were found, which helped to improve customer
happiness and customize marketing initiatives.
o PRODUCT AND BRAND MANAGEMENT: Within the domain of product
and brand management, I made a contribution to initiatives that improved
Outlook Business's positioning and perception:
Brand Positioning: To set Outlook Business apart in the crowded market, I
helped design and refine brand messaging and positioning strategies.
Product Development: Took part in ideation meetings for fresh features and
enhancements for magazines, taking into account input from readers and
market analysis.
 Market study: To comprehend industry trends and evaluate the magazine's
competitive stance, market research and competition analysis were carried out.
o B2B SALES: Although my primary focus was on marketing, I gained valuable
insights into B2B sales processes and strategies:
Lead Generation: Supported efforts to generate and qualify leads for business-
to-business (B2B) sales by assisting in the creation of targeted marketing
materials and outreach strategies.
Client Engagement: Observed and participated in client meetings and
discussions, gaining an understanding of how marketing efforts translate into
sales opportunities.
Sales Support: Assisted the sales team in preparing presentations, proposals,
and other sales collateral to effectively communicate the value proposition of
Outlook Business to potential clients.
.I also did sales and completed a target of 5k.

4.2. Challenges Faced During the Internship:

 Adapting to Fast-Paced Environment: Because the media and publishing industries
are dynamic, there is a lot of fast-paced work and a need for short turnarounds. This
occasionally made it difficult to manage several jobs and adhere to strict deadlines.
 Integrating Feedback into Marketing Strategies:
Including feedback from several stakeholders in marketing plans proved difficult sinc
e it needed to strike a balance between divergent viewpoints and match them with the
overarching marketing objectives.
 Understanding Market Trends and Competitor Strategies: Keeping up with rapidly
changing market trends and accurately assessing competitor strategies was
challenging, given the breadth of information and the need for timely insights.
 Completing sales target: Everyone was given to achieve, which was a bit challenging
to me as I never did sales before.

4.3. Personal and professional growth experienced during the internship:

 PERSONALGROWTH:
I made great personal progress during my internship at Outlook Publishing Pvt. Ltd.,
especially in the areas of communication, problem-solving, flexibility, and time
management. Because the publishing industry moves quickly, I had to hone my time
management abilities to the point where I could efficiently manage a lot of work and meet
deadlines. I became more adept and confident in my ability to handle high-pressure
circumstances by using project management tools and clearly defining priorities. In
addition, my resilience and adaptability were improved by adjusting to new tools,
processes, and a dynamic work environment. This flexibility strengthened my confidence
in handling challenging job situations and enhanced my capacity to handle unforeseen
obstacles. Regular contacts with stakeholders and team members also significantly
improved my communication abilities, enabling me to cooperate more successfully and
express ideas more clearly. Lastly, having to deal with a variety of issues, like
 incorporating customer feedback into marketing plans and evaluating large amounts of
data, improved my problem-solving skills. My personal development was furthered by
this experience, which helped me to approach difficulties methodically and come up with
creative answers.

 PROFESSIONAL GROWTH:
Professionally, I gained important knowledge and abilities in B2B sales, CRM, product
and brand management, digital marketing, and marketing analysis during my internship at
Outlook Publishing Pvt. Ltd. Managing social media campaigns, online content, and
SEO/SEM tactics allowed me to obtain practical experience in digital marketing and
improved my comprehension of how these tactics affect brand awareness and interaction.
My ability to create and sustain solid customer relationships has improved as a result of
my work with CRM systems, which has given me practical skills in customer data
management, email marketing, and customer segmentation. I gained a sophisticated grasp
of brand positioning, product creation, and competitive analysis in the field of product
and brand management. I also learned how to match product features with market trends
and client wants. Through data analysis and performance reporting, I was also able to
hone my analytical abilities and make data-driven decisions by extracting actionable
insights. My exposure to B2B sales procedures also gave me a more comprehensive
understanding of how marketing aids in sales efforts and fosters company expansion. All
in all, these experiences have given me a wide range of abilities and information,
positioning me for positions in the publishing and marketing sectors in the future.

4.4. QUESTIONNARE CONDUCTED TO COLLECT DATA

5.2. LIMITATIONS:
 Diverse topics and multimedia components could result in higher
production expenses, which could have an effect on the magazine's budget. If price
adjustments are not handled well and communicated to customers, they may cause
confusion or discontent.

 If the brand image refresh is not done carefully, there is a chance it will turn off
current, devoted readers. In marketing materials, highlighting the magazine's
advantages might not always lead to a rise in market share or a clear separation from
other publications.

 The team may face difficulties implementing advanced data analytics since it calls for
a large financial commitment and specialized knowledge. If handled improperly,
expanding digital capabilities could result in continuing maintenance and technical
challenges that negatively impact the user experience.

 It can take a lot of time and resources to develop interactive and multimedia material,
which could cause a delay in the content's availability. Different user expectations and
technology limitations may make it difficult to ensure a consistent experience between
print and digital versions.

 Handling consumer data is a necessary part of personalizing marketing campaigns,

which presents data privacy issues and calls for reliable solutions for efficient
management. There are risks and uncertainties associated with implementing creative
promotional techniques, one of which is the chance of not aligning with audience
preferences.

 There is no assurance that modernizing the magazine's design will result in the
intended increase in user experience, thus it may need a significant financial and
temporal commitment. Over-reliance on data analytics may result in the neglect of
crucial qualitative aspects and user input.

 Using cutting-edge techniques from other companies may not ensure success and may
not be consistent with Outlook Business's distinctive brand character. Constantly
keeping an eye on rivals takes a lot of energy and may take attention away from
important business tasks.
5.3. RECOMMENDATIONS:
 Through the use of consumer data to personalize marketing campaigns, Outlook
Business may produce more successful and focused advertising campaigns that appeal
to particular audience segments. Investigating cutting-edge marketing techniques,
such unique content or interactive campaigns, will draw in new subscribers and
increase company loyalty.

 The entire user experience will be enhanced by updating the magazine's design to
make it more aesthetically pleasing and intuitive, particularly in digital formats.
Marketing and content strategies can be improved by making investments in new
digital content elements and using data analytics to comprehend reader preferences.

 Outlook Business can strengthen its competitive advantage by incorporating cutting-

edge competitor strategies and successful digital features. Outlook Business may stay
ahead of the competition and relevant in the market by routinely assessing and
adjusting to their plans.

 Outlook Business could include more varied subjects and multimedia components in
its material to increase reader engagement. Furthermore, it is prudent to periodically
assess and modify the pricing strategy in order to maintain competitiveness and meet
the changing demands of various client segments.

 Outlook Business ought to think about modernizing its brand image to appeal to a
younger audience and fit in with current design trends. In marketing materials,
highlighting the magazine's qualities in credibility and in-depth research will help set
it apart from rival publications.

 Outlook Business will be able to more effectively personalize content and marketing
initiatives and provide a more customized user experience by investing in advanced
data analytics. Increasing the amount of interactive elements in digital features will
improve user retention and engagement. Outlook Business should create and
incorporate more interactive and multimedia material on its digital platforms in order
to better engage readers who are reading digital content. It will be easier to keep
readers happy across all mediums if print and digital media are unified and easy to
use.
 BIBLIOGRAPHY

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

 This book provides a comprehensive overview of marketing principles and strategies

relevant to product and brand management.

 Armstrong, G., & Kotler, P. (2017). Principles of Marketing (17th ed.). Pearson Education.

 This text covers fundamental marketing concepts, including brand positioning and
product management tactics.

1. Smith, R. (2023). Business Magazine Industry Report 2023. MarketWatch.

 This report offers insights into current trends and competitive analysis within the
business magazine industry.

 Jones, M. (2024). Digital Transformation in Media and Publishing. Deloitte Insights.

 This report explores the impact of digital transformation on the media and publishing
sectors.

 Outlook Publishing Pvt. Ltd. (2024). About Us. Retrieved from

https://www.outlookbusiness.com/about-us

 Forbes India. (2024). Forbes India Digital Edition. Retrieved from

https://www.forbesindia.com.

 Marketing Week. (2024). “The Role of Digital Transformation in Media.” Retrieved

from https://www.marketingweek.com/digital-transformation-media

 Business Today. (2024). “Business Today Magazine Overview.” Retrieved from

https://www.businesstoday.in