1 TRAINING REPORT

ON

STUDY OF CONSUMER SATISFACTION SURVEY OF OUTLOOK MAGAZINE SUBSCRIBERS

Submitted to MAHARSHI DAYANAND UNIVERSITY, ROHTAK In partial fulfillment of the requirements For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (INDUSTRY INTEGRATED) (SEMESTER II)

Submitted by Name: KAMIYA RELAN Regn. No.: 1073901316 Roll No.: 1090210063 Delhi Institute Of Higher Education 34, Ring Road Lajpat Nagar 4 New Delhi-110024

ACKNOWLEDGEMENT

Behind every achievement lies an unfathomable sea of gratitude to those who have extended their support and without whom it would ever have come into existence. To them we say our words of gratitude. I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey, National Sales Manager for giving me this opportunity to undergo Summer Training at Outlook India Ltd. I would also like to extend my heartfelt gratitude to him for his constant encouragement and valuable insight, guidance and facilities at all phases of the project.

Last but not the least I am also thankful to the Placement advisor, and the entire summer Placement Team of Institute of Management and Development who helped me in getting my summer training in such a good company.

Lastly, I put forth my due thanks to my parents, friends and all well wishers for their full fledged and tremendous support in completing this project work successfully and to all the respondents who have cooperated for the collection of data.

STUDENT DECLARATION

3 I HEARBY DECLARE THAT THE TRAINING REPORT CONDUCTED AT OUTLOOK PUBLICATIONS, SAFDARJUNG ENCLAVE

UNDER THE GUIDANCE OF MISS SAMRIDHI TIWARI

Submitted in Partial fulfilment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION (Industry Integrated) TO MAHARSHI DAYANAND UNIVERSITY, ROHTAK Is my original work n same has not been submitted for the award of any Degree/Diploma/Fellowship Or other similar titles or prizes.

PLACE: New Delhi Date: 26.08.2011

KAMIYA RELAN REGN NO. : 1073901316 ROLL NO: 1090210063

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION

4 1.1 General introduction about the sector. 1.2 Industry Profile a) Origin and Development of the Industry. b) Growth and Present status of the Industry. c) Future of the Industry.

CHAPTER 2: PROFILE OF THE ORGANISATION 2.1 Origin of the Organisation. 2.2 Growth and Development. 2.3 Present status of the Organisation. 2.4 Functional Departments of the Organisation. 2.5 Organisational Structure. 2.6 Products 2.7 Market Profile. 2.8 SWOT Analysis

CHAPTER 3: DISCUSSIONS ON TRAINING 3.1 Students role and responsibilities. 3.2 Consumer Satisfaction 3.3 7 Steps for Consumer Satisfaction 3.4 Measures of Consumer Satisfaction

CHAPTER 4: RESEARCH PROBLEM 4.1 Statement of Research problem

5 4.2 Statement of research objectives. 4.3 Research Methodology

CHAPTER 6: SUMMARY AND CONCLUSIONS 6.1 Summary of Learning Experience 6.2 Conclusions and Recommendations.

LIST OF TABLES

Sl. No. 1 2 3

Table No. Table 1 Table 2 Table 3

Table Title Paperwork Media segments Advertising segments

Page No. 9 21 22

Table 4

Scale for measuring c.s

44

LIST OF GRAPHS AND CHARTS Sl. No. Graph and chart no Graph and chart title 1 Graph -1 Print media 19 Page No.

6 segment 2 3 4 5 Graph -2 Chart-1 Chart-2 Chart-3 % of reader in OL Market share Org. structure Consumer satisfaction 26 28 40 45

ANNEXURE Questionnaires BIBLOGRAPHY

CHAPTER 1 INTRODUCTION

1.1

GENERAL INTRODUCTION ABOUT PRINT MEDIA

INDUSTRY
Print media is one of the oldest and basic forms of mass communication. It includes newspapers, weeklies,magazines, monthlies and other forms of printed journals. A basic understanding of the print media is essential in the study of masscommunication. The contribution of print media in providing information and

8 transferof knowledge is remarkable. Even after the advent of electronic media, the print media has not lost its charm or relevance. Print media has the advantage of making a longer impact on the minds of the reader, with more in-depth reporting and analysis. NEWSPAPERS Print media generally refers to newspapers. Newspapers collect, edit and print news reports and articles. There are newspapers published in the eveningalso. They are called eveningers. Why do people read newspapers ? They read newspapers for a variety of reasons. Let us consider a few examples. Yesterday while going to the city you might have seen an accident. Two buses had collided and by the mere sight you could make out that many passengers must have been killed or injured. You were busy with your daily engagements and forgot about the accident. Only today morning you recalled that incident. You were curious to know more about it. You wanted to know how many passengers were killed or injured.Where will you look for these details? In a newspaper, of course. So you would pick up a newspaper and read all about the accident. Ramu and Ravi were planning to go for a movie. Both got pocket money from their parents and permission to go for a film. Ramu asked Ravi whether he knows the names of films playing in different theatres in the City. Ravi was also not sure about it. So they picked up a newspaper. The paper gave all the details about films shown in different cinema halls in the city. You must have seen such columns in the newspaper. They appear under the title entertainment. So you look into the newspaper for entertainment also. Thus newspapers play a very important role in our daily life. We read the newspaper for : * news *entertainment * information OTHER FORMS OF PRINT MEDIA

9 Filmfare, Champak, Grihasobha, Chandamama, India Today, The Week, Outlook . Are these names familiar to you ? They are also part of the print media. But they are not newspapers. They are called magazines. Can you tell the difference between newspapers and magazines? Like newspapers, magazines and weeklies are other forms of print media. They are published at regular intervals. How do you differentiate between them? A weekly is published once a week and a monthly once a month. A fortnightly is published once in two weeks. A bi-weekly is published twice every week. A tri-monthly is one which is published every three months. These are also known as quarterlies. Then there are certain publications that come out only once a year which are called annuals. India Today is a weekly, while Champak is a fortnightly. Grihasobha and Vanitha are monthlies.

Table- 1 1.2

INDUSTRY PROFILE

a) Origin and development of the industry:

Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is often carried out as a large-scale industrial process, and is an essential part of publishing and transaction printing.

10 Indian print media is one of the largest print media in the world. The history of it started in 1780, with the publication of the Bengal Gazette from Calcutta. James Augustus Hickey is considered as the "father of Indian press" as he started the first Indian newspaper from Calcutta, the Calcutta General Advertise or the Bengal Gazette in January, 1780. In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the Bombay Courier next year (this newspaper was later amalgamated with the Times of India in 1861). The first newspaper in an Indian language was the Samachar Darpan in Bengali. The first issue of this daily was published from the Serampore Mission Press on May 23, 1818. In the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali, the Bengal Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha Varshan began in 1854. Since then, the prominent Indian languages in which papers have grown over the years are Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali. The Indian language papers have taken over the English press as per the latest NRS survey of newspapers. The main reason is the marketing strategy followed by the regional papers, beginning with Eenadu, a Telugu daily started by Ramoji Rao. The second reason is the growing literacy rate. Increase in the literacy rate has direct positive effect on the rise of circulation of the regional papers. The people are first educated in their mother tongue as per their state in which they live for e.g. students in Maharashtra are compulsory taught Marathi language and hence they are educated in their state language and the first thing a literate person does is read papers and gain knowledge and hence higher the literacy rate in a state the sales of the dominating regional paper in that state rises. The next reason is localization of news. Indian regional papers have several editions for a particular State for complete localization of news for the reader to connect with the paper. Malayala Manorama has about 10 editions in Kerala itself and six others outside Kerala. Thus regional papers aim at providing localised news for their readers. Even Advertisers saw the huge potential of the regional paper market, partly due to their own research and more due to the efforts of the regional papers to make the advertisers aware of the huge market.

11 The Indian Newspaper industry is one of the largest in the world. It publishes the largest number of paid-for titles in the world. In 1997, the total number of newspapers and periodicals published was 41705, which include 4720 dailies and 14743 weeklies. The highest numbers of newspapers was published in Hindi, 16864. Newspapers in India are measured on two parameters, circulation and readership. Circulation is certified by the Audit Bureau of Circulations which is an industry body. It audits the paid-for circulation of the member newspaper companies. Readership is estimated by two different surveys, The Indian Readership Survey (IRS) and the National Readership Survey (NRS). List of players in the industry

The Times of India Dainik Jagran Malayala Manorama The Hindu Deccan Chronicle Ananda Bazar Patrika Amar Ujala Dainik Bhaskar Hindustan Times Hindustan Eenadu The Economic times The New Indian Express The Telegraph

Categorization of players in the industry

Category Dailies Players Deccan Chronicle, The Times of India, The Hindu, Aaj Tak, India Abroad, Deepika Global, Asian Age Business dailies The Economic Times, The Financial Express, Business Line, Business Standard

Weeklies and The Week, Outlook, India Today, Asha kiran, Panchjanya weekly Monthlies

12 Regional Andhra Pradesh: Deccan Chronicle, Andhra Bhoomi, Hindi Milap Delhi: Hindustan Times, Pioneer Maharashtra: Bombay Mid-day, Lokmat Times, Sakaal , Loksatta West Bengal: The Telegraph, The Statesman Film related Filmfare, Screen, Planet Bollywood, Indian Express Bollywood Scoop, Apun Ka Choice, Indian Television, RedifIndia, Film Trip, Star Dust Computer related Others PC Quest, Cyber India, Data Quest, Voice & Data, Computers Today, Express Computer, Silicon India The Onion, India Today Plus, Des Pardes, India Together, Teens Today, Andhra Jyothi in telugu, Wow Hyderabad, Zee Premiere, Showtime, Arcade, JAM, India Talkies

Brief profile of players in the industry

The Times of India

The Times of India (TOI) is a popular English-language broadsheet daily newspaper in India. It has the widest circulation among all English-language daily newspapers in the world, across all formats (broadsheet, compact, Berliner and online). It is owned and managed by Bennett, Coleman & Co. Ltd. which is owned by the Sahu Jain family. In 2008, the newspaper reported that (with a circulation of over 3.14 million) it was certified by the Audit Bureau of Circulations as the world's largest selling Englishlanguage daily newspaper, placing as the 8th largest selling newspaper in any language in the world. According to the Indian Readership Survey (IRS) 2008, the Times of India is the most widely read English newspaper in India with a readership of 13.3 million. This ranks the Times of India as the top English newspaper in India by readership. According to COM Score, TOI Online is the world's most-visited newspaper website with 159 million page views in May 2009, ahead of the New York Times, The Sun, Washington Post, Daily Mail and USA Today websites.

13 The Times of India is published by the media group Bennett, Coleman & Co. Ltd. This company, along with its other group companies, known as The Times Group, also publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a Hindilanguage daily broadsheet), the Maharashtra Times (a Marathi-language daily broadsheet). The Times is self-declared as a liberal newspaper, and is sometimes described as irreverent. The Times of India is printed from the following places: TOI press are in Sahibabad, Ahmedabad, Bhubaneswar, Bengaluru, Bhopal, Chandigarh, Chennai, Delhi, Goa, Guwahati, Hyderabad, Indore, Jaipur, Kanpur, Kolkata, Lucknow, Mangalore, Mumbai, Mysore, Nagpur, Patna, Pune, Ranchi, Surat. Total Average Circulation for 2008: 3,433,000 copies Supplements The Times of India comes with several city-specific supplements, such as Delhi Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times, Lucknow Times, Indore Times, Nagpur Times, Bangalore Times, Pune Times, Ahmedabad Times and Chennai Times, The Times of South Mumbai, The Times of Doon, Meerut Plus, Haridwar Plus , Bhopal Plus . Other regular supplements include: * Times Wellness (Saturdays) Times Wellness focuses on solutions to health issues and guidance to better living * Education Times (Mondays) Education Times caters to the ever-expanding student community and learning experience, as a career guidance, counselor and adviser. * Times Ascent (Wednesdays) Editorial of Times Ascent, Centers on human resource development and the impact and implications on business and society. * ZIG WHEELS ZigWheels.com is an automotive website reviewing, discussing, features and interviews on Indian vehicles.

14 * Times Life (Sundays) Times Life is the supplement which is feature driven * What's Hot (Fridays) Focus on latest happenings/events. Special pages created for channels and details of programmes * Rouge (Saturdays) Concentrates on women's interest areas.

Dainik Jagran

Dainik Jagran is the Worlds Largest Read Newspaper and the Number One Hindi Newspaper in India. It is the worlds largest read news paper and is one the largest newspapers in the world. It was the brainchild of the aggressive freedom fighter Mr. Puranchandra Gupta. The first edition was launched in Jhansi in 1942 and in 1947 Dainik Jagran shifted its headquarters to Kanpur and thus launched its second edition. In this new, dynamic world of Indian media Dainik Jagran is an iconic brand. More than 55.7 million people reach out for Dainik Jagran making it the largest read daily of India. Dainik Jagrans 37 editions carve a huge swathe across eleven states Madhya Pradesh (Bhopal, Indore, Gwalior, Jabalpur, Ratlam, Satna & Saugor) along with the states of Uttar Pradesh, Uttarakhand, Punjab, Haryana, Bihar, Jharkhand, Himachal Pradesh, Delhi, West Bengal and Jammu & Kashmir . Some supplements offered by the Dainik Jagaran are: Jhankaar, Yatra, Sangini, Josh, Nai Rahein, E - PAPER Jagran.com has various channels on its website focusing on different information needs of its users. On the website the latest news in Hindi more than 30 times a day. In addition to news, they also have more than 30 other channels on their website including: *Junior Jagran - A colored, bilingual, weekly tabloid catering to the taste of the youngsters and teenagers of 1319 years age group. *Khana Khazana - A cookery channel targeted at household women who cherish cooking. Jagran Yahoo! Khana Khazana is a complete resource of multi cuisine recipes and quick cooking tips.

15 *Channel Sakhi - The Sakhi is a premium womens channel targeted at upwardly mobile and outgoing women in the upper socio-economic class. The channel highlights the role of women in modern times and helps them in coping with the outside world. *Josh - A monthly supplement of jagran.com which is concentrating on educational content, career related queries, personality development, and updates on science and technology. *Cine Maza- A popular Bollywood news and reviews channel of Jagran.com giving information on Bollywood, top 5 releases, Box office hits, fact files of actors and actresses with biographies and latest releases. The Hindu

The Hindu is a leading English-language Indian daily newspaper with a circulation of 1.45 million and is the second-largest circulated daily English newspaper in India after Times of India, and slightly ahead of The Economic Times. According to the Indian Readership Survey (IRS) 2008, The Hindu is the third most-widely read English newspaper in India (after Times of India and Hindustan Times) with a readership of 5.2 million. It has its largest base of circulation in South India, especially Tamil Nadu headquartered at Chennai (formerly called Madras). The Hindu was published weekly when it was launched in 1878, and started publishing daily in 1889. The Hindu became, in 1995, the first Indian newspaper to offer an online edition. The Hindu is published from 13 locations - Bangalore, Chennai, Coimbatore, Delhi, Hyderabad, Tiruchirapalli. Achievements The Hindu has many firsts in India to its credit, which include the following 1940 - First to introduce colour 1963 - First to own fleet of aircraft for distribution 1969 - First to adopt facsimile system of page transmission Kochi, Kolkata, Madurai, Mangalore, Thiruvananthapuram,

16 1980 - First to use computer aided photo composing 1986 - First to use satellite for facsimile transmission 1994 - First to adopt wholly computerized integration of text and graphics in page make-up and remote imaging 1995 - First newspaper to go on Internet 1999 - Becomes India national news paper Supplements and features Mondays - Metro Plus, Business Review, Tuesday - Young World, Education, Book Review, Improve Your English, Wednesdays - Job Opportunities, Thursdays - Metro Plus, Science, Engineering, Technology & Agriculture, Friday - Friday Features, Saturday - Metro Plus Weekend, Sunday - Weekly Magazine, Open Page, Literary Review Daily features - This day that age, Religion, The Hindu Crossword, Sudoku Online presence. The Hindu was the first newspaper in India to have a website, launched in 1995. Deccan Chronicle

The Deccan Chronicle is a daily newspaper published through the Andhra Pradesh, Karnataka and Tamil Nadu states of India. It is published in English. The newspaper's name derives from the originating place Deccan regions of India. Other supplements by it are TV Guide, Sunday Chronicle, Chennai and Bengaluru Chronicle. It also supplies other weekly features like School chronicle, Teen Chronicle, Sunday chronicle, etc. Dainik Bhaskar

Dainik Bhaskar is a Hindi-language daily newspaper of India. It was started in year 1958 from Bhopal, the capital city of Madhya Pradesh. Its current editor is Ramesh Chandra Agrawal. Dainik Bhaskar is published from many cities of North and Central India:

17 Bhopal, Indore, New Delhi, Lucknow, Nagpur, Akola, Raipur, Gwalior, Jabalpur, Jaipur, Ajmer, Jabalpur, Satna, Varanasi, Ahemedabad. In Gujarat, and Western Madhya Pradesh the Gujarati Version of the newspaper is also published as Divya Bhaskar. Dainik Bhaskar Group publishes a varied range of magazine helpful in many ways, like 'Aha zindgi' a magazine based on highlighting the positive features of life. The company also runs English newspaper DNA in partnership with Zee Group. History Dainik Bhaskar was first published in Bhopal and Gwalior of the central province. The newspaper was launched in year 1956 to fulfill the need for a Hindi language daily, by the name Subah Savere in Bhopal and Good Morning India in Gwalior. Later in year 1957, it was renamed as Samachar Kranti, and then again in year 1958 as Bhaskar Samachar. Finally in year 1960, it was published as Dainik Bhaskar. There were only 100 prints of the news paper on the first day of its publication, a figure which increased by 69566 within a week and rose to over 2.5 million prints daily in 2008.

b) Growth and present status of the industry:

Rate of growth, pattern of growth, growth determinants The Indian Media and entertainment industry stood at Rs584 bn in 2008, a growth of 12.4% over the previous year. Over the next five years, the industry is projected to grow at a CAGR (compound annual growth rate) of 12.5% to reach the size of Rs1052 bn by 2013, says a FICCI & KPMG report on the sector release. The report however, highlights that the market environment has become increasingly challenging for the sector, on the back of economic slowdown and the consequent slowdown in advertising revenues, especially in the last quarter of 2008. Sectors like TV, Print, Radio and Outdoor which depend on advertising revenues were largely affected and

18 this is estimated to continue into the current year too. Advertising spends grew at CAGR of 17.1% in the past three years. Going forward, it is expected to exhibit a robust growth rate at CAGR of 12.4% over the next five years. Potential upsides could take this higher. Growing acceptance of the digital TV distribution technology, entry of DTH players the success of many small budget movies, and the rising competition in the regional market were some of the key highlights of the previous year. Rajesh Jain, Head Information, Communication & Entertainment, KPMG India said, Media companies are under pressure to change, innovate and re-examine their existing business models. Players need to draw upon new capabilities to survive in this environment. In the immediate future, media corporate is likely to focus more on operating margins, and assess opportunities for consolidation, while building on core strengths. The projected 12.5% growth for the sector will be driven on the back of factors like favorable demographics, strong long term fundamentals of the Indian economy, expected rise in advertising to GDP ratio compared to developed economies and increasing media penetration. The focus of industry players too is changing; with a strong emphasis on profitable growth in the current scenario. Hence, media companies are increasingly concentrating on strengthening existing operations and assessing options for growth through consolidation, while continuing to innovate. Factors like Narrowcasting, Regionalization, Internationalization, Organized Funding, Digitization and Deregulation have become the buzzwords in the industry. The Indian Print Media industry is estimated to have grown by 7.6% in 2008 and reaching around INR 172.6 billion in size. The industry is projected to grow at a CAGR of 9% over the next five years and reach around INR 266 billion in size by 2013. Growth in the Print media industry is achievable through sustained growth in advertisement revenues due to increased advertising spends from emerging sectors such as Education, Organized Retail and Telecom, improving literacy levels in the country, optimization of cover prices leading to improved penetration and growth in sales volume, more launches in the niche segment, like newspaper supplements and specialty magazines, by players. The industry needs to invest in quality improvements, especially in regional media to attract advertisers; collective negotiations and bulk purchase of newsprint, constitute forums to encourage and promote regular reading habits among youth, adopting innovative practices like

19 trading media space in publication platforms in return for equity and improve organizational ability to attract and retain talent. The structure of the Indian print media industry is highly fragmented with importance to regional dominance. The Indian print media segment primarily comprises newspaper and magazine publishing.
PRINT MEDIA SEGMENT

Graph- 1

source- slideshare.com

As per PwC report, the print industry is expected to grow from Rs 128 bn in 2006 to Rs 232 bn by 2011, at 12.6% CAGR. While the newspaper industry is estimated at Rs 112 bn, the magazine segment is valued at Rs 16 bn.

Growth drivers Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to 69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%. Currently Indian print media is estimated to reach over 220 m people, and has immense growth potential since close to 370 m literate Indians are believed to not be served by any publication. Also, the reach of newspapers is only 27%, as compared to the global average of 50%. Lower cover prices: Earlier, due to strong hold over a region, the newspaper had higher cover charges. However, with increasing competition and venture into newer regions the companies have reduced the cover prices to augment more sales. Many

20 English dailies are sold for as low as Re 1 or Rs 2. The initial subscription offers of DNA and Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost of the newspaper to around 50 paise for an average issue Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising spend in the country. However, the ad spend in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With rising consumerism and growing interest from domestic and global brands in Indian market, the growth in ad segment is expected to be strong. As per the registrar of newspapers, there were approximately 6,529 daily newspapers as of March 2005. No single newspaper had a national circulation. In 2006, India had the second largest circulation of newspapers with 88.9 m copies per day; second only to China with 98.7 m copies a day.

c) Future of the industry:

The greatest opportunities naturally lie in those sub-areas that are expected to grow the fastest over the next few years, namely, in the development of digital distribution platforms for TV such as DTH, digital music platforms, digital media advertising (internet, mobile and digital signage) and global cinema content. For new graduates, the industry poses great prospects for achievement given its growth trajectory. On the flip side, it is extremely fast-paced and stressful as well. Additionally, being creative on a tight schedule can be emotionally draining, especially because most of the work includes long hours and meeting stringent deadlines.

21 Indian Newspaper Advertising is not only healthy at present, but is also expected to grow at a decent pace for atleast next 5 years.Here are some of the graphs and reports that would shed some light on what is in store for Newspaper Advertising in India. If you have read the Techcrunch article, the Newspaper Ad sales have been plummeting in USA since 2006, the current being the lowest with negative growth of close to 30%. In contrast, Indian Newspaper Ad sales have been growing constantly over last 5 years.

Table- 2 The KPMG-FICCI report puts the growth of Indian print media at a respectable 9% over next 4-5 years. Interestingly, the projected compounded annual growth of Gaming is the highest with 33.3% followed by Internet which stands at 27.9% CAGR. That should really put smile on a lot of faces :) The Print Media Ad sales growth have even better projections. They are estimated to grow at a CAGR of 10% for next 4-5 years !

22

Table- 3 So, all in all Indian Media be it print, television or Internet are looking at very robust next 4-5 years. Although, 2009 seems to be a low point in terms of growthcoming years are quite promising. The Print media sector is one of the fastest growing sectors in India. The publishing and media sector is significant for India in terms of the value of the market and also in terms of employment. For the Indian Union, the sector is particularly important because of its contribution to and relationship with European culture the publishing and media sector is central to creating and strengthening Indias identity. The fortunes of publishing and media are closely linked to the strength of the underlying economy because of revenues resulting from advertising and end-user spending . Consequently, the sector saw boom times in the 1990s but was adversely affected at the turn of the millennium by the bursting of the dot.com bubble, the restructuring in the telecommunications sector and the general downturn in the global economy.

23

CHAPTER 2 PROFILE OF THE ORGANISATION

OUTLOOK GROUP

2.1 ORIGIN OF THE ORGANISATION

24 Outlook is one of India's four top-selling English weekly newsmagazines. Like many other Indian magazines it is reluctant to reveal its circulation, but the 2007 National Readership Survey suggested 1.5 million copies. Outlook's competitors are India Today, The Week, and Tehelka. Currently, the Outlook group publishes several magazines like Outlook Business, Outlook Profit, Outlook Money, GEO, Marie Claire, People, Traveller, Career 360 and News Weekly. Outlook has been published in New Delhi continuously since October 1995 by the Outlook Group, whose founding editor-in-chief is Vinod Mehta. In October 2008, Mehta appointed Krishna Prasad as Outlook's editor. Earlier, Prasad had edited the magazine's special issues. Prasad also publishes the popular blog Churumuri. Sandipan Deb and Tarun Tejpal were past editors of the magazine. Outlook made news for its investigative reports of the "Kargil bungle" and the cricket "match-fixing controversy." Outlook has time and again carried out many Pro Left stories exposing it to the allegations of being a "Left leaning" publication. Writers for Outlook included Bhaichand Patel, Rakesh Kalshian, Uri Avnery, George Monbiot, Daniel Lak, Ashok K. Mehta, B. Raman, Anil Dharker, Saeed Naqvi, Ramachandra Guha, Prabhu Ghate and Andrew Whitehead. The Outlook Group also publishes Outlook Traveller, Outlook Money and the Hindi Outlook Saptahik. Launched by Hathway Investments Private Limited, the Outlook Group is currently owned by the Rajan Raheja Group. Outlook, a weekly newsmagazine has been instrumental in providing wide range of news and information. It also has magazines including Outlook Money, Outlook Traveller and Outlook Saptahik under its umbrella. As a part of web media, it has launched websites like outlookindia.com, outlooktraveller.com and outlookmoney.com. It caters to a base of 1.5 million readers in India and sells more than 11.2 million copies annually. The company is a proud recipient of National Tourism Award in 2001-2002, given by the Department of Tourism, Government of India. The Government of India has also recognized Outlook Traveler Getaways as the Best Travel Publication in the year 2002-2003.

2.2 GROWTH AND DEVELOPMENT

25 India offers a promising market for the print media industry. The expected CAGR of 12 per cent up to 2011 is a result of the increasing rate of literacy and thus the increase in the number of people reading newspapers and magazines. Also, the demand for the latest events in the country and the world is driving the newspaper industry growth. In 2011, the print media is expected to reach Rs. 19,500 cr from it s present value of Rs. 10,900 cr. The bright future and the immense scope of the Indian print media have also aroused the interest of foreign investors and recently the government has opened up the sector to foreign investment. Foreign media has also shown interest in investing in Indian publications. The revenues for India's newspaper market are generated from advertising and circulation.

2.3 PRESENT STATUS OF THE ORGANIZATION

Status of the Indian Print Industry 1. More than 160,000 Printing Presses in active operation all over the country. 2. 1.6 million work force 3. 18 Printing Engineering Colleges, Several diploma schools and many print training institutions. 4. Over 2000 Printing Graduates every year.

Chart- 1

source -google

26 2.4 FUNCTIONAL DEPARTMENTS OF THE ORGANIZATIONS

ADMINISTRATIVE DEPARTMENT

MARKETING DEPARTMENT

ACCOUNTING DEPARTMENT

HUMAN RESOURCE DEPARTMENT

PRODUCT POSITIONING DEPARTMENT

OUTLOOK STAFF EDITOR-IN-CHIEF Vinod Mehta President & Publisher: Maheshwer Peri Executive Editor: Bishwadeep Moitra Business Editor: Alam Srinivas Features Editor: Nandini Mehta Foreign Editor: Ajaz Ashraf Senior Editors: Ajith Pillai, Sunil Menon, Anjali Puri Political Editor: Smita Gupta Bureau Chiefs: Saba Naqvi Bhaumik (Delhi) Smruti Koppikar (Mumbai) Books Editor: Sheela Reddy Deputy Foreign Editor: Seema Sirohi Assistant Editors: Satish Padmanabhan, Namrata Joshi, Manisha Saroop www.outlookindia.com Executive Editor: Sundeep Dougal , Software Engineers: Anwar Ahmad

27 Khan,Manav Mishra Web Designer: Praveen Uprety Management Team Suresh Selvaraj - Vice President Indranil Roy - Vice President Alok Mathur - Assistant Vice President Anup Dwivedi - General Manager, Production & Systems Vidya Menon - General Manager, Advertising Gaurav Vashisht - Deputy General Manager Himanshu Pandey - National Head, Business Development Alex Joseph - National Head, Retail Gitanjali Singh - National Head, Marketing

28 2.5 ORGANIZATION STRUCTURE

Chart-2

MANAGE SENIOR MGMT. ASST. DG AG G V PRESIDENT PRESIDENT PRESIDENT CHAIRMA (ENTERPRISE (PERSONAL (HOME MANAGER TRAINEE VP M R P

N BUSINESS) BUSINESS) BUSINESS)

2.6

PRODUCT AND SERVICE PROFILE

Currently, the Outlook group publishes several magazines like: 1. OUTLOOK MAGAZINE A weekly general interest news magazine. Features content from politics, sports, cinema, and stories of broad interest. TERM 3YR MARKET PRICE 3825 DISCOUNTED PRICE 1999

29 1YR 1275 799

2. GEO GEO is a family of educational monthly magazines similar to the National Geographic magazine. It is known for its profound reports, which are accompanied by opulent pictures.

TERM 3YR 2 YR 1YR

MARKET PRICE 3600 2400 1200

DISCOUNTED PRICE 1599 1099 549

3. MARIE CLAIRE Marie Claire is a monthly magazine,It is for information on fashion, style, hairstyles, beauty, womens issues, careers, health, ...

TERM 3YR 2 YR 1YR

MARKET PRICE 3600 2400 1200

DISCOUNTED PRICE 2999 1999 999

4. OUTLOOK TRAVELLER

India Travel Magazine leads travelers to the most spectacular holiday places to visit in India and abroad. Its a monthly and an Amazing magazine which tells you the best destination to visit with all the necessary details. TERM 3YR MARKET PRICE 3600 DISCOUNTED PRICE 1499

30 2 YR 1YR 2400 1200 999 549

5. OUTLOOK MONEY Now read the best magazines from around the world and benefit from world wide news, features, and opinion , it is India's first and only personal finance magazine. Targeted at the individual investor, Outlook Money gives insight on critical issues. Its a fortnightly magazine. TERM 5YR 3YR 1YR MARKET PRICE 3900 2340 780 DISCOUNTED PRICE 1950 1399 525

6. PEOPLE People is one of the worlds most popular magazines, reaching 43 million readers across the globe with latest news, exclusive interviews and in-depth reporting on the most compelling people of our time. At the same time, It is also a premier web destination for celebrity news, photos, style and entertainment coverage. Its a Fortnightly Magazine TERM 3YR 1YR MARKET PRICE 3900 1300 DISCOUNTED PRICE 1999 999

7. OUTLOOK BUSINESS The outlook business magazine from India covers news on business industry, economy, media, advertising, travel, stocks market, money, research report, archives, hey life, hot seat, Enterprise, Automobiles, Banking and Finance. TERM MARKET PRICE DISCOUNTED PRICE

31 3YR 1YR 1950 650 1199 499

8. NEWSWEEK NEWSWEEK, the worlds most honored weekly news magazine, 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. TERM 3YR 1YR 6 MNTHS MARKET PRICE 10400 5200 2600 DISCOUNTED PRICE 2200 1200 799

9. BUSINESSWEEK A weekly business magazine in India featuring stories on Corporate, Stockmarket, Finance and other Business sectors. TERM 1YR MARKET PRICE 8925 DISCOUNTED PRICE 5000

10. CAREER 360 CAREERS360 would straddle the education, career planning, and professional guidance market space. The Magazine endeavours to enable its readers in meeting the challenges of globalised knowledge economy they live in, by providing in- depth information and advice on careers. Its a Monthly magazine.

32 TERM 1YR MARKET PRICE 480 DISCOUNTED PRICE 360

Note:

All above mentioned were the prices which were fixed during our training

sessions. It can be fluctuate. COMPETITORS : There are mainly four competitors of the company in the market, as mention below: 1. INDIA TODAY (competing with Outlook English magazine) 2. BUSINESS TODAY (competing with Outlook Business) 3. THE WEEK (competing with Outlook English magazine) 4. BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY It was launched in 1975 and in just a few years, it became the leading news magazine in the country. Now, with editions in five languages, it has become the most widely read publication in India-a position it has held for over a decade with a circulation of 1.1 million every week and a readership of more than 15 million. The magazines leadership is unquestioned; so much so that INDIA TODAY is what Indian journalism is judged by, for integrity and ability to bring unbiased and incisive perspective to arguably the most dynamic, yet perplexing reason in the world. Breaking news and shaping opinion, it is now a household name and the flagship brand of Indias leading multi dimensional media group. INDIA TODAY asks the most difficult questions and provides the clearest answers. The success of INDIA TODAY in English led to an idea; good journalism should not be restricted by language. In a country with 12 major languages, the non-English readership of hundreds of millions of millions could not and should not be ignored; it was decide to publish.

33 INDIA TODAY, in the major Indian languages, effectively melding national news with local needs. At present, INDIA TODAY is published in four major Indian languages; Hindi, Tamil, Telugu, and Malayalam.

2. BUSINESS TODAY It is largest-circulated business fortnightly in India. Its the best report of the business topography of the newly liberalized India. As the wave of change sweeps business, economy and society like never before, BUSINESS TODAY has ensured that its readers have all the necessary upgrades to challenge tomorrow. It takes its readers deeper to give a complete understanding of the world of business. Ever since its inception in 1992, it has set one benchmark after another in business reporting. It was first to do serious reporting on management theories. And then again its the first to bring whole new genre of business journalism-more up close and more incisive. Today, BUSINESS TODAY commands the highest circulation and readership among all business magazines in India. 3. BUSINESS WORLD It is part of the ABP Group, one of Indias largest media groups and the brand leader in eastern India. ABP also publishes Ananda Bazaar Patrika, a widely popular Bengali daily, and the Telegraph, the largest and English daily in the eastern region. It also coowns star News television channel along with Rupert Murdochs star group. Business world is the largest selling Indian business magazine, and the only business weekly in the country. Over a period of two decades, Business World has established itself as a magazine that offers incisive and high-quality reportage on economic and business affairs. In the past few years, it has focused strongly on understanding the meaning of Global India. It is an emerging sector, emerging leaders and emerging concerns. Its team of journalists and domain experts cover extensively trends and movements in markets such as telecom, IT, biotech, media and Pharma and provide exclusive analysis on infrastructure, economy and the stock markets. Leveraging on its brand leadership, Business world has now moved into other media platforms, like publishing and events. Its recent publications include doing business in

34 Asia, The marketing white book, understanding behaviour and business world mega B-School guide. The business world Roundtables and great place to work seminars, which attract the best minds from the corporate and economic world, have becoming important forums to set agendas and address crucial issues. The magazine most respected companies Awards and the BW-NID Design award are considered as benchmarks of corporate excellence by Indian corporate. 4. THE WEEK Popular weekly magazine published by Malayalaya Manorama Group of Kerala.

2.7 MARKET PROFILE OF THE ORGANIZATION:

Outlook is the preferred magazine of 1.5 million readers in India, and sells more than 11.2 million copies over the year. The customers of Outlook fall under various categories like: a. Universities b. Libraries c. Corporate d. Household e. Retail Customers

At OUTLOOK, guiding principles are: Customer service and customer satisfaction. Understanding the culture, social environment and individual customer

requirements.

35 To cater all varied needs of customers. They understand customers needs and wants and serve according to their

requirements. They pride themselves on a friendly and open approach. Team of experienced people who understand the Indian risk drives them.

2.8

SWOT ANALYSIS: Strengths

Good quality of magazines Customer satisfaction with contents of its magazines Outlook is the preferred magazine of 1.5 million readers in India Outlook sells more than 11.2 million copies over the year Good brand name and reputation in the market Attractive offers, discounts and gifts on the subscription of the magazine

Weaknesses Higher cost of the magazines Delivery of magazines Distribution channel

Opportunities The Print Media sector is one of the fastest growing sectors in India It is the seven or eight English mainline dailies that are driving the growth They have over 300 certified publication coming out Expanding business across global as coming out with the Newsweek

magazine, a US based magazine.

36 Threats India Today is capturing the major share of the market The Week is also a close competitor of Outlook As the increase in other mode of information like TV, Radio, Mobile and

Internet, etc. Reading habit in youths is lessening

CHAPTER 3 DISCUSSIONS ON TRAINING

37

3.1 STUDENTS WORK PROFILE (ROLE AND

RESPONSIBILITIES)
As a sales marketing executive, I had to meet clients and had to understand their requirements and then market my product as per the situation and criteria and methodologies used in descriptive ways; Converting the leads given to me by the Tele-callers; Meeting with the clients explaining them about Outlook product; Answering the customer queries. Marketing of various Outlook magazines, Report on customer requirement on daily basis. Preparation of customers feedback report about the services provided by OUTLOOK PUBLISHING (INDIA) PVT. LTD Description of Live Experiences: This training has been a good learning experience, where I could understand the realities of the corporate world. Real exposure to the corporate world, which helped me a lot in understanding the mind set of executives to a certain extent. Learned about customer requirements, customer mind set how to convince others. It helped me in improving my communication skills, presentation skills and how to behave in front of executives. I used to come across different types of customers, which increased my confidence level

3.2 CONSUMER SATISFACTION

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."] In a survey of nearly 200 senior marketing managers, 71 percent responded that they found the "customer satisfaction" metric very useful.

38 It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in absolute terms. The importance of customer power. For satisfaction diminishes when a firm has such

increased bargaining

example, cell

phone plan

providers,

as AT&T and Verizon, participate in an industry that is anoligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. CONSUMER SATISFACTION

39

Chart -3

Source- wikipedia

3.3 7 STEPS FOR CUSTOMER SATISFACTION

Its a well known fact that no business can exist without customers. In the business of Website design, its important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because its critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. 1. ENCOURAGE FACE-TO-FACE DEALINGS This is the most daunting and downright scary part of interacting with a customer. If youre not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. Its important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone theyve actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a

40 potential client spends over half the meeting doing the talking, youre well on your way to a sale. 2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR CLIENTS INFORMED This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers queries within the space of a few hours, but at least email or call them back and let them know youve received their message and youll contact them about it as soon as possible. Even if youre not able to solve a problem right away, let the customer know youre working on it. A good example of this is my Web host. Theyve had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologised repeatedly, which was nice. Now if they server had just gone down with no explanation I think Id have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didnt seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. 3. BE FRIENDLY AND APPROACHABLE A fellow SitePointer once told me that you can hear a smile through the phone. This is very true. Its very important to be friendly, courteous and to make your clients feel like youre their friend and youre there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object it happens to all of us. Its vital that you keep a clear head, respond to your clients wishes as best you can, and at all times remain polite and courteous. 4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE POLICY This may not be too important when youre just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesnt work, then

41 what? Should they contact different people for billing and technical enquiries? If theyre not satisfied with any aspect of your customer service, who should they tell? Theres nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site and anywhere else it may be useful. 5. ATTENTION TO DETAIL (ALSO KNOWN AS THE LITTLE NICETIES) Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalised sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and arent always cost effective, but remember to do them. Even if its as small as sending a Happy Holidays email to all your customers, its something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. ANTICIPATE YOUR CLIENTS NEEDS & GO OUT OF YOUR WAY TO HELP THEM OUT Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: youre working on the front-end for your clients exciting new ecommerce endeavour. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images youve used on the site. A note accompanies it which reads: "Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics Ive used on the site. Hopefully youll be able to make use of some in your brochure."

42

Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way. 7. HONOUR YOUR PROMISES Its possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients dont like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors dont always deliver on time. In this case a quick apology and assurance itll be ready ASAP wouldnt go amiss. CONCLUSION Customer service, like any aspect of business, is a practiced art that takes time and effort to master. All you need to do to achieve this is to stop and switch roles with the customer. What would you want from your business if you were the client? How would you want to be treated? Treat your customers like your friends and theyll always come back.

3.4 HOW CAN WE MEASURE CONSUMER SATISFACTION ? Consumer satisfaction can be assessed by various measures. Typically, satisfaction surveys or questionnaires are designed to assess the client's perception in several areas and across various parameters, including facilities, timeliness, interactions with clinical and support staff, service delivery, and patient outcomes. With the consumer satisfaction measure a basic component of a QI program, practitioners can obtain valuable feedback that can be incorporated into a performance evaluation system.

43 Online consumer satisfaction surveys measure and monitor the opinions and behaviors of your clients and customers. The customer is always right that is why it makes smart business sense to regularly get feedback from your current clients and customers. Online consumer satisfaction surveys can accomplish this task easily and affordably. Consumer satisfaction surveys cover the core issues important to your organization. They identify areas that necessitate improvement and can enhance the effectiveness of your marketing strategies. At the same time, consumer satisfaction surveys can increase customer loyalty by showing your customers that you care about meeting their needs. The usual measures of customer satisfaction involve a survey[6] with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale. SCALE FOR MEASURING CONSUMER SATISFACTION

Table- 4

Source- wikipedia

Benefits of Consumer Satisfaction Surveys The benefits of conducting consumer satisfaction surveys are significant and their impact can last long after the results are analyzed. Consumer satisfaction surveys can be used to: Improve brand perception Increase loyalty and retention Identify areas that need improvement Identify upgrade opportunities Test new products, services, offers and pricing

44

Showing the percentage of readers of different magazines

Graph 2

source- outlook.com

CHAPTER 4 RESEARCH METHODOLOGY

45

RESEARCH METHDOLOGY

4.1 STATEMENT OF RESEARCH PROBLEM

In overall research scenario of Outlook magazine company, the problems were: Customers are not satisfied regarding the advertisements given in the magazine. Business Today is capturing the major share followed by the Outlook Business, Business and Economy, and the local magazines tap the remaining part. Distributions of Outlook magazines are not in time. Customers accept additional copies and more pages in Outlook Business magazines.

4.2 STATEMENT OF RESEARCH OBJECTIVES The research objectives of the selected research problem are as follows: To study customer satisfaction by finding various coverage area. To find out market share of Outlook magazine To find out the competitors of Outlook To analyze the customers needs regarding the product and policies formulated by the company To find out the brand image of outlook magazine To offer suggestions based findings.

4.3 RESEARCH DESIGN AND METHODOLOGY

46 The study is based on survey technique .The study consists of analysis about customers awareness and satisfaction. For the purpose of the study 50 customers are selected and their views solicited on different parameters. The methodology adopted includes

Questionnaire Convenience sample survey of customers. Discussions with the concerned persons Personal interviews and informal discussions were held with customers to

ascertain the awareness and satisfaction level. Further applying simple statistical technique the data collected was processed.

SOURCES OF DATA: Primary Data: Questionnaire Convenience sample survey of customers. Discussions with the concerned persons

Secondary Data: , are published materials such as periodicals, journals, news papers and website

SAMPLING PLAN: A sample of fifty customers was chosen for the purpose of the study. Sample

considers of small investors, large investors and traders. Sampling Methods: Probability sampling requires complete knowledge about

all sampling units in the universe. Since due to time constraint convenience sampling was chosen for the study. Sampling Procedure: From large number of customers of Outlook Publishing

Pvt. Ltd some were randomly selected.

47 Field Study: The respondents were directly approached.

Collection of Data through Questionnaires: The data collected for the study purpose is through questionnaires. Fifty randomly selected customers of data (information revealed from the customers) were analyzed.

Convenience Sample Survey of Customers: Customers of our product were selected randomly which is very reliable to know mind set of the customers regarding the product and services and also this method of data collection is very helpful in time and money saving. So respondent are selected through random selection method due to time and money saving purpose.

Discussions with Concerned Persons: For data collection purpose I asked an open-ended question regarding services of Info magic and took the feedback from them better improvement of product and services.

4.4 ANALYSIS OF DATA Analysis of data plays a vital role in any research or project. The analysis gives a clear cut idea of the total research. Analysis of data is therefore done by the use of statically distribution, construction of diagram and calculating sample measures like percentage and ranking, which lead to finding and suggestions. In this the data are analyzed using tools like bar charts, pie charts and tables. The data and charts shown below are on the basis of the survey done of the 50 people. All the people included in the survey are the professionals and above 20 years of age.

48

CHAPTER 5 SUMMARY AND CONCLUSION

49

5.1 SUMMARY OF LEARNING EXPERIENCE: When I joined OUTLOOK PUBLISHING (INDIA) PVT. LTD as a Management trainee, that time I really didnt have the idea regarding market. I learned here how to convince client, how to talk to client and all marketing tricks and tips that are given by MD (Managing Director) though I came to know what really marketing is? While the job is very difficult for me because for the first time I was doing that type of work but some time I got habituated with that kind of environment. I got so much of confidence and experience by working (in marketing field) and other activities I have learnt. 1. I learned how to present oneself in front of the customers. 2. I am able to relate what I have studied in college with practical experience. 3. It helped me in improving my communication skills. 4. I am able to understand consumer buying behaviour and their way of thinking, choice and preferences. 5. I am able to understand about products, services and the relevant field very well. 6. I have learned how to motivate Dealers and Customers for the profit maximization of the Organization.

5.2 CONCLUSION AND RECOMMENDATIONS: Conclusion The project assigned to me was to market of various Outlook magazines and I have put my whole hearted efforts to complete it in best efficient and effective way. I have done survey of 50 people from different prospects and on basis of that data gathered from that survey I got to know that OUTLOOK has a good brand image in customers mind and the customer has a quality image of OUTLOOK in their minds.

50

Recommendations On the basis of extensive study and research, here are some recommendation and suggestion, which may help the company to market the product and service more profitability and increase its share in the market. They should adopt proper positioning strategy and should arrange extensive

promotional activities. They should adopt proper pricing strategy so that they can compete in the

market successfully. They should improve their distribution network so that they can distribute the

magazine on time. They should give reasonable discounts and attractive gifts on the subscription

of the magazine to increase the sales.

ANNEXURE

QUESTIONNAIRE: Name.. Address . Contact number ..

1)

Which one of the following Magazines you read? [ ] [ ] [ ]

(a) Outlook Business (b) Business Today (C) Business and Economy

51 (d) Others [ ]

2)

Which factors influence you to buy the Magazines? [ ] [ ] [ ] [ ]

(a) Cover Story (b) Brand (c) Price (d) Contents

3)

What exactly you expect from the Magazine? [ ] [ ] [ ] [ ]

(a) Current event (b) Entertainment (c) Business News (d) Exciting News

(e) Cover Stories (f) Carrier related issues

[ ] [ ]

4) (a) Yes (b) No

Are you satisfied with the service of OUTLOOK? [ ] [ ]

5)

What do you think about the advertisement given in the magazine are?

52 (a) More (b) Medium (c) Average (d) Less [ ] [ ] [ ] [ ]

6)

What influenced you to go for the subscription of Outlook Magazine? [ ] [ ] [ ] [ ]

(a) Quality (b) Availability (c) Gifts (d) Discounts

7)

If your subscription period is exhausted then would you want to continue your

subscription period? (a) Yes (b) No [ ] [ ]

8)

Which factors influence for the renewal of your subscription [ ] [ ] [ ] [ ]

(a) Quality (b) Service (c) Brand Loyalty (d) For availing new gifts

53

BIBLIOGRAPHY

BOOKS AND REFERENCE Marketing Management Philip Kotler Marketing: An introduction Philip Kotler and Armstrong Gary Marketing in India: Neelamegham S Marketing Research

NEWSPAPERS The Times Of India The Economic Times Business Standard

WEBSITES www.outlookindia.com www.google.com www.projects.com

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