Summer Internship Report (April 4, 2016 May 28, 2016)

Topic: Sales Generation Strategies at the Outlook Group

Internship Organisation: - Outlook Publishing India Private Limited, Safdarjung Enclave

New Delhi.

Institute: - SVKMs Narsee Monjee Institute of Management Studies, Bengaluru.

Submitted to,
Organisation Mentor

Submitted to,
Institute Mentor

Mr. Anuj Chhabra

Prof (Dr.) R Dorai

Submitted by,
Pratiyush K Rai
PGDM06(2015-17)
B037, 80011215119

SVKMs NMIMS University

School of Business Management
Certificate of Completion
This is to certify that the project titled Sales Lead Generation Strategies presented by
Pratiyush K Rai (B037) represents his original work and was carried out by him under my
guidance and supervision during the period from April 4, 2016 to May 28, 2016
During our tenure with us we found him sincere & hardworking.
We wish him the very best in his future endeavours.

Name of Company Guide: Mr. Anuj Chhabra (Assistant Sales Manager, Outlook India)
Signature of Guide: _____________
Date: 28-05-16

Name of Faculty guide: Prof. (Dr) R Dorai

Signature of guide: _____________
Date: _____________

This Page has been Left Intentionally blank

Acknowledgement
I am thankful to My Organisation Mentor Mr. Anuj Chhabra who continuously
reviewed my Work during Internship and provided me an opportunity to understand
the various challenges that Indian Print Media is facing in Current time, it was a great
opportunity to understand what it takes in background before country reads nations
best News Magazine.
I am Grateful to my Institute Mentor Prof. Dorai, Who understand both the Academic
and Industry Expectations from an MBA intern very well and guided me at different
stages of my internship.

[Pratiyush K Rai]

Executive Summary
The Internship at Outlook Magazine Provided an opportunity to understand the challenges
faced by traditional Print Media from newer forms of News Communication such as Social
Media and e-updates. The Phenomenal advancement in Information Technology and its
subsequent impact on Media and News Industry has closed the business of many well-known
Media groups who even after Producing the Good content were not able to survive as they
lost the customer value proposition to digital and Social Media.
Outlook group is facing similar problem of high customer churn-out because they are not
renewing their subscription and hence revenue generation has become quite challenging,
though Outlook has started their digital version as well as App, however these two things are
not sufficient to meet the challenges, hence Outlook is focusing on printing those magazines
whose content is and will remain relevant in the near future like Investment, Travel, Business
etc.
During my internship I learned how outlook sales is facing cumbersome task of achieving the
targets, on the other hand in Business to business (B-2-B) they are looking for Advertisement,
hence it given an opportunity to learn how revenue is being generated through Magazine
sales and Advertisement.

Table of Content

Contents
1. Print Media Industry Overview ........................................................................................................... 8
Future of Indian Entertainment and Media (E&M) Industry .......................................................... 9
Print Media: Industry Profile ......................................................................................................... 10
2. About Outlook India. ......................................................................................................................... 11
About Products of Outlook Group ................................................................................................ 12
3. Outlook India Business Model Canvass: ........................................................................................... 14
4. Marketing Strategy at Outlook India ................................................................................................ 15
Business To Customer(B-2-C) ........................................................................................................ 15
Business to Business (B-2-b) ......................................................................................................... 16
Sample Cover-on-cover (CoC) Template ....................................................................................... 17
Lead Sourcing at Outlook Magazine through Zomato and Just Dial. ............................................ 18
5. Reason behind the High churning rate of Outlook Magazines. ........................................................ 19
6. Customer Retention Strategy at Outlook. ........................................................................................ 20
Digital Subscription (E-Magazine and App Based) ........................................................................ 20
Gift Offer on Subscription. ............................................................................................................ 20
7. Customer Relationship Managemnt(CRM) at Outlook Group:-Flowchart. ...................................... 21
Customer Response Log sheet. ..................................................................................................... 22
Sources of Revenue for Outlook India .......................................................................................... 23
Indias Top 6 English Magazines (Readership Wise) ..................................................................... 23
8. Competitive Analysis (Outlook Group vs. India Today) .................................................................... 24
9. Customer Survey ............................................................................................................................... 25
Data analysis and Interpretation .................................................................................................. 25
10. SWOT Analysis................................................................................................................................. 30
11. Recommendations .......................................................................................................................... 30
10. Annexure ......................................................................................................................................... 31
Cover-on-cover Proposal. ......................................................................................................... 31
12. References ...................................................................................................................................... 33

1. Print Media Industry Overview

Print Media, as anyone can understand is one of the most important factors coming through
in the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people
and are certainly one of the most trusted mediums of National and International News.
India has a vast array of Print Media with Thousands of Magazines (49,000) and Newspapers
in circulation. Top Notch Journalism, great reporting, press unity and a very strong network
is what makes Print Media so much of a success even today in the age of Television and the
Internet. It is also said that Print Media also helped literacy and undoubtedly the General
Knowledge of the average person in India.
The newspaper with the largest Circulation in India is Dainik Jagran, having near about Two
million readers. Next comes Times of India, an English newspaper, followed by Dainik
Bhaskar, another Hindi Newspaper.
India has a lot of regional newspapers and magazines as well in a lot of languages. Therefore
there is something out there for everyone to read!
Print media:
Current size: Rs 22,900 Crore
Projected size by 2020: Rs 34,500 Crore
CAGR: 12%
A Progressive Indian economy, growing need for content and government initiatives that
have opened up the sector to foreign investment are driving growth in the print media. With
the literate population on the rise, more people in rural and urban areas are reading
newspapers and magazines today. Foreign media too is evincing interest in investing in
Indian publications.

Future of Indian Entertainment and Media (E&M) Industry

The Indian Entertainment and Media (E&M) industry is poised to grow at 19% compound
annual growth rate (CAGR) to reach Rs 95,740 Crores by 2018 from its present size of Rs 35,300
Crore, according to 2005 annual edition of the FICCI - PricewaterhouseCoopers report Indian
Entertainment and Media Industry - Unravelling the potential.
Economic growth, rising income levels, consumerism, coupled with technological
advancements and policy initiatives taken by the Indian government that are encouraging the
inflow of investment, will prove to be the key drivers for the entertainment and media
industry.
The industry has been forecast to outperform the economic growth in each year, till 2010.
Two factors that will contribute to the growth of the industry are low media penetration in
lower socio-economic classes and low ad spends said Deepak Kapoor, Executive Director and
Leader for Price-water house-Coopers Entertainment & Media Practice in India. Today
media penetration is poor in lower socio-economic classes, but efforts to increase it even
slightly are likely to deliver much higher results, simply due to the absolute numbers being
large.
Strong economic growth, rising consumer spending and regulatory corrections are drawing
foreign investments in most segments of the E&M industry, especially the print media. The
sector needs a consistent and uniform media policy for increase in investments.
Also, the on-going threat of piracy, which continues to hinder investments in all sectors, needs
efforts not just by the industry bodies, but by government, with empowered officers enforcing
anti-piracy laws, said Dr. Amit Mitra- Secretary General, FICCI.

Print Media: Industry Profile

There are the two main sources of obtaining data to determine readership of any publication:
National Readership Survey NRS
Indian Readership Survey - IRS
National Readership Survey is a survey on all media, but especially the print medium,
conducted by the National Readership Studies Council (NRSC) - supported by Audit Bureau
of Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers
Society.
It investigates the readership of about 80 major Indian publications-dailies, weeklies, biweeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the
country. The towns, selected, however are publication centres of dailies. By process of
systematic sampling, over 55,000 households in these towns are surveyed, the number of
households in each town proportionate to it population. All men and womenfolk above the
age 15 are questioned for about half an hour on the basis of a structured questionnaire.
It claimed to be the most thorough readership survey in the country. It provides exhaustive
data (available to its clients on computer disks) readership, radio listenership profile-the socio
economic characteristics of the readers of various publications, of cinema and TV viewers, and
of listeners to radio, as well as the degree of duplication among publications and between
media. Research agencies involved are: IMRB, TNS Sofres Mode, and AC Nielsen in
collaboration with ORG.
Indian Readership Survey is conducted by the Media Research Users Council (MRUC). IRS
2002 is the largest continuous media survey ever conducted (sample size of 229,000
individuals) providing a single-source database for demographics, media habits and product
/ brand usage across 986 towns and 2858 villages in India. The survey was conducted over
two rounds with the field work between November 2001 and November 2002.
This all-India survey conducted jointly with the Media Research Users' Council (MRUC) also
provides product / brand penetration information for over 50 different products allowing one
to link media habits and product usage data for adults and children from the age of 12 years.
Both NRS & IRS
Gives media consumption habits, product ownership & consumption, lifestyle indicators
information on macro demographic & geographic parameters.
Population coverage: 12 years & above
Sample size: over 200, 000
Geographic coverage: All India (Urban + Rural)
Sample Frame: Electoral rolls based on 2001 Census definition of Urban Agglomeration

10

2. About Outlook India.

Started in 1995 by Mumbai Based Raheja Group with Mr. Vinod Mehta as Editor-in-chief at a
time when print media was losing its sheen due to advancement of Satellite Television,
however within four years of its inception , Outlook English(Weekly) become the fourth most
read news Magazine in terms of Readership and expanded its footstep in Money, Travel and
Business Domains.
As per the Indian Readership survey 2014,Outlook English stands Sixth in Top Indian English
Magazines with a 425,000 Readership, Overall the Outlook Group has 1.5 Million Readership
1and in terms of subscriptio it stands second after India Today Group.
Outlook India head office is in New Delhi and it features contents from Politics, Sports,
Cinema and stories of broad interests.
Following is the List of Outlook Group Magazines.
Name
Outllook Weekly English
Outlook Weekly Hindi
Outlook GEO
Outlook Profit
Outlook Marie Claire
Outlook People
Outlook Newsweek
Outlook Business
Outlook Money
Outlook Traveller
Outlook Careeers 360

Status
Continue
Continue
Discountinued
Discountinued
Discountinued
Discountinued
Sold
Continue
Continue
Continue
Sold

Most of the Products which have been discontinued by outlook group were Market leaders in
their respective segments, however the revenue generated from those products was not
sufficient to run the business and the story is more or less similar for Print media in India or
Abroad.

Indian Readership survey 2014.

11

About Products of Outlook Group

Outlook Profit

The premium fortnightly that packs market intelligence & incisive

analysis of the stock market, while capturing emerging trends &
tracking market experts & their moves. This magazine tells you which
stock you should buy or avoid, also contains comparative figures of
domestic and international market, and if you want to update your
knowledge related to automobiles and movie reviews then this is one of
the best magazines for our readers.
Current Status: Discontinued

Outlook People

The OUTLOOK Group has reached an agreement with U.S. based

publishing company Time Inc. to bring People, one of its most
successful and popular editorial products to India in 2008. Time Inc.
which is the largest publisher in the U.S. and U.K, redefined personality
journalism in 1974 with People magazine and its unique mix of news
and lifestyle features.
Every week the People brand reaches 43 million readers with latest
news, exclusive interviews and in-depth reporting on the most
compelling people of our time.

Outlook Business OUTLOOK Business, in the true tradition of the OUTLOOK group, has
as its aim no less an objective than the complete rewrite of what has
been tried by the way of business journalism in the magazine space.
Targeted at decision makers, the product focuses on important business
issues and developments with a view to providing clear takeaways
impact and implications for decision-making. A holistic approach
ensures all influences on business: economic, political, and markets
driven are examined.

Outlook Money

Newsweek

12

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'. Evidently, that message has
gone down well: the magazine sold upwards of 1, 00,000 copies a
fortnight within a year. One of its distinguishing characteristics is that
about 93 per cent of readers retain all past issues of OUTLOOK Money.
Its a weekly magazine. It covers international affairs this magazine was
honoured by best magazine award at international level in 05. News
week offers comprehensive coverage of world events with a global
network of correspondents, reporters and editors covering national and
international affairs, business, science and technology, society and arts

and entertainment. It is truly a magazine, which fuels the global

perspective.

Outlook
Traveller

OUTLOOK Traveller 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 travellers to take a fresh look at familiar places.
Whether people are planning a holiday, or simply dreaming of one,
OUTLOOK Traveller continues to take them closer.

GEO

The European print media company owned by the German media

major Bertelsmann, is making its India debut with GEO, its premium
science and geography magazine. The magazine was launched under a
licensing arrangement with the OUTLOOK Group in India and
positioned as a family magazine. The OUTLOOK Group says that there
is a big market for knowledge magazines in India and GEO will help
the Group in increasing its market share.

Marie Claire

MC is French magazine and being promoted by different group in

different countries and in India it is being promoted by OUTLOOK
Group with Indian edition, best magazine for those who want to update
themselves with latest fashion & trends. Mostly women and girls, who
are linked with fashion, subscribe this magazine. MC is considered as
women brand with a punch line, let me be me.

Careers 360

It gives you an all-around perspective on the latest career trends, fresh

avenues, admission alerts, careers, courses and updates your general
knowledge with the literacy rate of different states and courses offered
by colleges in these states. This magazine contains well researched
information for the youth and young professionals, which may help
them in taking decisions related to their careers

13

3. Outlook India Business Model Canvass:

14

4. Marketing Strategy at Outlook India

Business To Customer(B-2-C)

Direct
Marketing
Database
Marketing
Cold Calling

Email

Post

All the sales people were provided with database of those subscribers whose subscription
was about to expire.
These people will call the subscribers and will inform them about the current status of their
Subscription , in case if subscrition is about to expire they will request the subsciber to renew
the Subscription through online payment or through sending Cheque to the Outlook Head
office.
However Outlook is facing a Customer churning rate of 15% and new customer subscription
is around 12%, thus a net loss of 3%, another important observation is that those who have
discountinued the Outlook suscription were long term readers of Outlook Magazine i.e Loyal
Readers and the new subscribers are lacking loyalty and this patter was uniform in most of
the Print media.

15

Business to Business (B-2-b)

Cover on
cover

Direct
Promotion

Hotels

Tourist
Resorts

Showrooms

Outlook launched a different version of Paid Advertisement known as Cover-on-cover.

Under this scheme the Restaurants, Pubs, Car Dealers, Hotels in Delhi/NCR region were
given a full page advertisement about their Product or Service, the Advertisement covers the
Both sides of the front and back Page , however the Major difference between the
Advertisemnt and Cover on Cover advertisemnt is that an Advertisement is Published in all
the Copies of Magazine, however the Cover on cover Ad was published in limited nos. of
copies as ordered by the Client.
Outlook uncer (Coc) was Accepting a minimum order of 1000 nos. of Copies , in these copies
the Ad will be Published and will be send to best Target customer as per the Business of the
Client, for Examply for a Pub XYZ located in Hauz Khas Village, Delhi they will send the
Magazines to the Posh Societes like Green Park, Greater Kailash and Lutiyens Zone, where
the no of citizens who visit pubs and bars is very high and they generally go for shopping at
Places like Hauz khas Village
The Lead Generation is done for Pubs and Retauranrs was donethrough online restaurant
review websites like www.zomato.com, the restaurants with with poor customer review
were targetted for business as there probability to change their image through leveragring the
Outlook Platform is very high.
However the lead generation for Auto dealers, Event Management Companies and local
brands was done through yellow pages , then having a physical vist to the client place and
handing over the outlook Proposal Catalog.

16

Sample Cover-on-cover (CoC) Template

17

Lead Sourcing at Outlook Magazine through Zomato and Just Dial.

This technique was used for B-2-b business through Cover on cover advertisement, we used to browse
through the Users Review of Different Restaurants and Event Companies, those who have a User
rating below 3.9 were potential lead for us as they need their promotion, so if they accept the Outlook
Cover-on-cover Proposal then they were advertised on the Front and Back of the Magazine which will
increase their visibility in nearby areas as these magazines were sent to subscribers in the 9 km radius
from the location of concerned Restaurant, Pub or Event Management company.
The screenshot of Zomato has been attached below, if you look at the Experts in Hauzkhas Village
then most of the Top reviewers are women and hence the Magazines were sent to Maximum no. of
Female Subscribers in the locality of the Restaurant.
Similarly for hotels, One copy of Outlook with hotel ad will be placed in each room to enhance the
brand image of that hotel and were also offered when the customer checked-out, however in order
to check success of Cover-on-cover, Outlook has attached coupons in each such magazine which can
be redeemed at that Particular restaurant.

18

5. Reason behind the High churning rate of Outlook Magazines.

The Previous decade has observed a substantial changes in the reading pattern of Public at
large, few years ago people used to read the Magazines to know the current events , however
Generation Y{Born in 90s) prefers digital medium, social media to remain updated about
day to day happenings. As of now information about any important incident related to
Politics, share Market, Business, Sports , Page3, Movies, Food is instantly available on Smart
Phones and desktop hence the Print form of Magazines has lost their Value Proposition to
these new channels of Information Flow
And this is why All the Major Magazine Publisher are facing high churning rate of customers
be it The Economist in UK, Forbes and TIMES in US or India Today and Outook in India, Such
is the impact o this Customer attrition that Outlook has to discontinue its Eight Premier
Magazines out of Twelve.
However with every Problem there comes an opportunity, Outlook Group and so does other
Established Print Media Groups has realised that which content people at Present times Like
or Intrested in Reading and they are Information on Business Market, Savings and Travel and
that is why most of the Media houses are launching or improving the Magazines which
focuses on Money, Business and Travel, the Diagram shown in the above figure depicts the
Customer Value for different categories of maghazines, Nearer to the Customer value more is
the Value proposition of the Magazine for the customer.
In Product Cycle Terms we can say the Print Media in in the decline stage , whereas Digital
and Online in the Growth stage.

19

6. Customer Retention Strategy at Outlook.

Digital Subscription (E-Magazine and App Based)
Realising the diminishing market for Traditional Print Magazine, Outlook Group lainched its App in
2015 with an overall rating of 4.1 as of May16, Entire content of Magazines is available on its App
but limited to Only in English and Hindi Languages.
The App based Marketing is yielding positive results in terms of subscription , since three months
subscription is free from the day of App installation. However, Other Major Competeitors are also
doing aggressive App based Marketing and it is the better Comrehension of news Contents available
on Apps which will make the whole difference.
The Picture of Outlook App has been shown below.

Gift Offer on Subscription.

After the Detailed Consumer buying behaviour Analysis from Outlook databse , it was concluded that
Most of the Serious and Loyal subscribers are from the Eastern and Southers Part of Country for
Outlook Money, Business and Traveller Magazines ,for them the quality of Content was most
important influenecing factor, however in Northern India some Co-Promotion is required as
Customers from North Part looks for better customer attention, hence Outlook Launched many Gift
offers on Subscription of Outlook Magazine as shown in the figure below.

20

7. Customer Relationship Managemnt(CRM) at Outlook Group:-Flowchart.

Generally for every 40 calls made to the customers only one sales takes place , however 5 to 6 years
ago it was 25 :1, this has lead to increased focus on retaining existing customers.
As shown in the customer log sheet(On the next Page), the conversion rate is very low, hence outlook
CRM tries to directly approach the customer through telephonic call instead of email or Post, the sales
team makes atleast five calls to convience the less loyal customers to renew their subscription who
constitute 60% of active Outlook Subscribers, However the efforts are not yielding the desired result
and hence the focus has shifted to categorise the Subscribers based on their previous subscription
record, those with 5 years or more subscription kept in category 1 and given maximum attention,
those with 2 to 5 years in category 2, those with less than 2 years in category 3 and others in category
4 respectively.

21

Customer Response Log sheet.

22

Sources of Revenue for Outlook India

Revenue Share(in %)
4
28
43

25

Subscription

Advertisement

Retail

Event Sponsorship

Indias Top 6 English Magazines (Readership Wise)

Others

1320

Outlook English

425

Competetion Success Review

466

The Sportsstar

528

GK Today

621

Pratiyogita Darpan

689

India Today

1634
0

200

400

600

800

1000

Readership in 000's (2014)

23

1200

1400

1600

1800

8. Competitive Analysis (Outlook Group vs. India Today)

24

9. Customer Survey2
During research, non- probability sample method has been used; under it Convenience
sampling & Judgmental sampling was chosen for conducting the research.
I designed a questionnaire and get it filled by the respondents and at situations I have used
primary method of data collection - By Observation & through Personal Interview. These
respondents were magazine readers, prospects and suspects.
For my research, I went to Govt. offices, corporate houses, saloons, tour operators, stock
broking companies, coaching institutes and schools.
Types of data collection
1. PRIMARY DATA
- By Observation.
- Through Personal Interview.
2. SECONDARY DATA
- Internet

Data analysis and Interpretation

Demographic Factors

AGE GROUP
20 - 30

30 - 40

18%

40 - 50

ABOVE 50

16%

24%
42%

Disclaimer: This Survey is the work of Mr. Amit Arora from Chitkara University(2009-11)

25

I have targeted only those people who are above 20 years of age and got maximum response from
respondents who fall under age group 30 40 and minimum who fall under age group 20 30. This
shows people belong to age group 30 - 40 are regular readers of magazines.

OCCUPATION

18%

14%

CHARTERED ACCOUNTANT
DOCTOR

20%

GOVT. EMPLOYEE
48%

BUSINESSMAN

In above figure I have shown my target audiences. During my research, I targeted these people and
got healthy response from Doctors (48%) and minimum from Chartered Accountants (14%) and most
of the doctors have subscribed knowledge and Traveller magazine. Govt. Employees have given us
positive response (20%) and most of the businessmen (18%) were reluctant to purchase magazine
because of insufficient time.

Q1. Do you read magazines?

Magazine Readership
NO
38%
YES
62%

During survey, it was that magazine readership in Chandigarh is only 62% and when I asked why?
The reply was that we subscribe two or more than two newspaper at home and we dont have
enough time to read these papers and now-a-days internet is a solution of every problem then why
should we subscribe magazines?

26

Q2. How often do you read magazines?

MAGAZINE FREQUENCY

32%
53%

WEEKLY
FORTNIGHTLY

15%

MONTHLY

In case of OUTLOOK, it is found that 53% people of Chandigarh read weekly magazines and the figure
which has surprised me was of monthly magazine (32%) more than the figure of fortnightly magazine.
People read weekly magazine because these are news magazine. Respondents say they subscribe
monthly magazine for GEO, Traveller and Marie Claire and OUTLOOK fortnightly magazine has got
minimum response because these are finance magazine and they watch T.V. for finance news.

Q3. What kind of magazine, do you read?

MAGAZINE SEGMENTS
12%
8%

35%

17%
13%

10%

15%

NEWS

KNOWLEDGE

CAREER

TRAVEL & TOURISM

BUSINESS

FINANCIAL

ENTERTAINMENT

Above figure shows that 35% people read news magazine, followed by Travel & Tourism,
knowledge and entertainment magazines. People are less inclined towards finance, career
and business magazines.

27

Q4. What attracts you to purchase magazine?

(Rank accordingly from 1 - least attractive to 10 - most attractive)

BUYING BEHAVIOUR
10
8
6
4
2
0

BRAND CONTE SPECIA SERVIC AVAILA

IMAGE
NT
L
E
BILITY
OFFERS
MOST ATTRACTIVE
8
6
7
8
8.5
LEAST ATTRACTIVE

1.5

After review this figure, we get to know that what parameters affect buying behavior of
customers - Brand Image, after Sales Service, Special offers and Availability play important
roles in this regard and Content plays an average role.

Q7. On what scale 1 10, where 1 is unacceptable and 10 is outstanding, do you rate the
following magazine?

2.5

3.5

6.5

7.5

8.5

8.2

MAGAZINE RATING

OUTLOOK
RATING

8.2

THE
INDIA
THE WEEK ECONOMI
TODAY
ST
8.5

GEO
7.5

TRAVELLE
MONEY
R
8

6.5

PROFIT

FEMINA

3.5

2.5

35 - Years old brand India Today is a market leader; people still prefer this magazine because
of its good content and brand image, when we asked about OUTLOOK they said it is a
prominent brand but content in the magazine are less and advertisements are more.
Businessmen read The Economist, Money and The week. Doctors prefer Geo and Traveller
and Saloons go with Femina.

28

Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)

CUSTOMERS' PREFERENCE
NEWSWEEK
PEOPLE 5% OUTLOOK
10%
20%
CAREERS 360
7%
BUSINESS
7%
MONEY
6%
PROFIT

MARIE CLAIRE
11%
TRAVELLER
17%

GEO
13%

4%

OUTLOOK

BUSINESS

MONEY

PROFIT

GEO

TRAVELLER

MARIE CLAIRE

CAREERS 360

PEOPLE

NEWSWEEK

I asked this question from respondents who belong to different sectors and accordingly got
the reply, which are as follows:

or
29

Doctors:
Govt. Employee:
Finance Tutors:
Saloon Owner:

Geo or Traveller or Marie Claire

Outlook or Careers 360 or Money
Money or Profit or Business
Marie Claire or People or Traveller

10. SWOT Analysis

Strength

Well Experienced Journalist and Editors

Strong Distribution Network
Good Rating and Readership of Outlook Magazines.

Lack of data Mining tools to get better customer Insights

No Proper training for sales team
Excessive dependence on Cold Calling
Magazine being bilingual, Hindi and English Only

Weakness

Opportunity

Starting a News channel

Magazine Targeting Youth for Competitive exams.
E-Magazines to reduce delivery time, Cost and Printing Overhead.

Digital Media
Social Sites
24*7 News channels

Threat

11. Recommendations

30

Better Training for Salesperson

Use of Analytics for Focussed Customer Target
Provide E-subscription free of cost
Implementation of Referral Programs
Increased focus on Advertisement
Content Modification to become a holistic Magazine

10. Annexure
Cover-on-cover Proposal.
Outlook group has launched a revolutionary Promotion program on the 20th year of its
inception known as Cover-on-cover. In this scheme your brand advertisement will be
placed in Front and back side of the Magazine which will lead to substantial increase in
customer visibility at numerous customers touch points , under this scheme specific no. of
magazine copies having your advertisement in front of the of the Outlook Magazine and will
be delivered to the best Target customer extracted from Outlook database having more than
30 lakhs subscribers keeping your business interest as the top priority , this scheme will cause
substantial increase in your business visibility and will act as a differentiator from other
competitors.
Rates.
Magazine
Cost Per copy(INR)
Outlook(weekly)
40*
Outlook Hindi(Weekly)
25*
Outlook Traveler(Monthly)
100*
Outlook Business(Fortnightly)
50*
Outlook Money(Monthly)
50*
*it includes creative content for your business and Postal charges as well
Terms and Conditions

Minimum 1000 copies needs to be purchased (Non-Negotiable).

Your Advt. will come on only ordered copies (As ordered by the customer)
Customer can order 100 copies per month, there is no requirement to order all copies at one
time.

Previous Customers:

Sample Cover on Cover:

31

32

12. References
1.
2.
3.
4.
5.

Outlook India website

Amit Arora Internship Report
Indian Readership Survey
Outlook Wikipedia
Outlook India CRM and Database.

** Report Concludes**

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