1
A PROJECT PROJECT REPORT REPORT ON “E-COMMERCE AND ITS BENEFITS IN PRINT MEDIA” towards Partial Fulfillment Of
Post Graduate Diploma in Management
A!!ro"ed #$ AICTE% &o"t' of India( A)ademi) Session *+1,-*+1
Facult Guide! PROF' .i/endra .i/endra D0$ani
"u#mitted $! Anis0 D Pillai Roll No- BM+1,+21
*
DEC%ARAT&ON I 0ere#$ de)lare t0at t0e followin3 !ro/e)t re!ort titled 4E-COMMERCE ANT ITS BENEFITS TO PRINT MEDIA 5 at 3reen !ar6 % New Del0i' T0e sur"e$ is an aut0enti) wor6 done #$ me' It is to t0e #est of m$ 6nowled3e and #elief' T0is is to de)lare t0at all m$ wor6 indul3ed in t0e )om!letion of t0is Pro/e)t Re!ort su)0 as sur"e$ and sales !romotion is a !rofound and 0onest wor6 of mine'
Date 1+ 7ul$ *+18 Pla)e &0a9ia#ad
Anis' D Pillai
2
AC(NO)%EDGEMENT :it0 immense immense !leasure% I would li6e to !resent t0is !ro/e)t re!ort for O*T%OO( O*T%OO( unde r3o m$ summer trainin3 at &ND&A' It 0as #een an enri)0in3 e;!erien)e for me to under3o O INDIA% w0i)0 would not 0a"e !ossi#le ! ossi#le wit0out t0e 3oodwill and su!!ort of t0e !eo!le around' As a student of &N"T&T*TE OF MANAGEMENT "T*D&E"+ G'a,ia#ad I would li6e to e;!ress m$ sin)ere t0an6s to all t0ose w0o 0el!ed me durin3
m$ !ra)ti)al trainin3 !ro3ram'
:ords :ords are insuffi)i insuffi)ient ent to e;!ress e;!ress m$ 3ratitude 3ratitude toward Mr- under 0is 3uidan)e' I would li6e li6e to 3i"e m$ 0ear 0earti til$ l$
3rat 3ratit itud udee to t0e or3a or3ani ni9at 9atio ion n for for
0a"i 0a"in3 n3 3i"en 3i"en me t0e
o!!ortunit$ to do m$ !ro/e)t wor6 in t0e or3ani9ation and li30ted m$ wa$ of !ro3ress wit0 0is 3uidan)e '
My sincere and deepest thanks to:
for 0a"in 0a"in3 3 s!ar s!ared ed 0is 0is &N"T&T* &N"T&T*TE TE OF MANAGE MANAGEMEN MENT T+ "T*D&E "T*D&E"+ "+ G'a,ia G'a,ia#ad #ad for "alua#le time wit0 me and for all t0e 3uidan)e 3i"en in e;e)utin3 t0e !ro/e)t as !er re?uirements' =ast #ut not least% I would li6e to re)ord m$ dee!est sense of 3ratitude to m$ friends for t0eir su!!ort and )onstant en)oura3ement @owe"er% I a))e!t t0e sole res!onsi#ilit$ for an$ !ossi#le error of omission and would #e e;tremel$ 3rateful to t0e readers of t0is !ro/e)t re!ort if t0e$ #rin3 su)0 mista6es to m$ noti)e'
,
TABLE OFCONTENTS Chapt er s
1.I nt r oduct i on 2.CompanyPr ofil e 3.I ndus t r yPr ofil e 3.Resear c hMe t hodol ogy 4.Li mi t at i onsoft heSt udy 5.Li t er at ur eRevi ew 6.Anal ysi sandFi ndi ngs 7.Concl usi on 8.Recommendat i on 9.Ref er ences
PageNo.
68 919 2027 2835 36 3738 3944 45 4648 49
EEC &rou!% New Del0i' I wor6ed in a Su#s)ri!tion Di"ision for * mont0s' It was a "er$ edu)ati"e and !rofessional e;!erien)e and t0ere#$ 3ainin3 a !ra)ti)al o"er"iew of t0e )or!orate wor6 )ulture'
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&NTROD*CT&ON E.COMMERCE AND PR&NT MED&A
E-)ommer)e% s0ort for ele)troni) )ommer)e% is tradin3 in !rodu)ts or ser"i)es usin3 )om!uter networ6s% su)0 as t0e Internet' Ele)troni) )ommer)e draws on te)0nolo3ies su)0 as mo#ile )ommer)e% ele)troni) funds transfer % su!!l$ )0ain mana3ement% mana3ement% Internet mar6etin3% mar6etin3% online transa)tion !ro)essin3% !ro)essin3% ele)troni) data inter)0an3e EDI(% inter)0an3e EDI(% in"entor$ mana3ement s$stems% and s$stems% and automated data automated data )olle)tion s$stems' )olle)tion s$stems' Modern ele)troni) )ommer)e t$!i)all$ uses t0e :orld t0e :orld :ide :e# for :e# for at least one !art of t0e transa)tions life )$)le% alt0ou30 it ma$ also use ot0er te)0nolo3ies su)0 as e-mail'
e-Commer)e #usinesses ma$ em!lo$ some or all of t0e followin3 •
Online s0o!!in3 we# s0o!!in3 we# sites for retail sales dire)t to )onsumers
•
Pro"idin3 or !arti)i!atin3 in online mar6et!la)es% mar6et!la)es% w0i)0 !ro)ess t0ird-!art$ #usiness-to-)onsumer or )onsumer-to-)onsumer )onsumer-to-)onsumer sales
•
Business-to-#usiness #u$in3 Business-to-#usiness #u$in3 and sellin3
•
&at0erin3 and usin3 demo3ra!0i) data t0rou30 we# )onta)ts and so)ial media
•
Business-to-#usiness ele)troni) data inter)0an3e
•
Mar6etin3 to !ros!e)ti"e and esta#lis0ed )ustomers #$ e-mail or fa; for e;am!le% wit0 newsletters(
•
En3a3in3 in !retail in !retail for for laun)0in3 new !rodu)ts and ser"i)es
PR&NT MED&A &ND*"TR/ &N &ND&A •
From s!e)ialist ma3a9ines on w0is6$% 3olf and !arentin3% to re3ional-lan3ua3e news!a!ers and finan)ial dailies% new titles are )omin3 t0i)6 and fast in one of t0e few mar6ets in t0e world w0ere ad"ertisin3 and readers0i! for !rint media are e;!andin3' Its a fast 3rowin3 e)onom$ and wit0 )onsum!tion so ro#ust and wit0 in)omes risin3% its a fertile 3round for t0e !rint media' T0ere is also #uo$an)$ in !rint ad"ertisin3 t0at is en)oura3in3 new laun)0es and ni)0e !u#li)ations in !arti)ular'
•
Print !u#li)ation ad"ertisin3 re"enues in India 3enerated 1* #illion ru!ees G*', #illion( in *++H-1+% or , !er)ent of all of t0e )ountr$s media ad"ertisin3 re"enues% Pri)e:ater0ouseCoo!ers P:C(% w0ile T. ads 3enerated ,1 !er)ent' :it0 t0e e)onom$ 0a"in3 3rown at an a"era3e rate of '8 !er)ent in t0e last four $ears% middle )lass in)omes 0a"e risen% #oostin3 demand for ni)0e ma3a9ines on 0ealt0% leisure and finan)es'
•
&rowin3 !ros!erit$ in rural areas is also en)oura3in3 demand for !u#li)ations in Indias more t0an *+ offi)ial re3ional lan3ua3es' Re"enue for news!a!ers and ma3a9ines in India% w0ere readin3 at least one news!a!er in t0e mornin3 is sa)rosan)t% 3rew at an a"era3e rate of 18 !er)ent in t0e last four $ears% 0i30er t0an an$w0ere in t0e world% P:C said' T0e 3rowt0 is 0el!ed #$ a $oun3 demo3ra!0i)% more more wor6in wor6in3 3 women% women% ra!id ra!id ur#ani ur#ani9at 9ation ion and sm small aller er 0ou 0ouse0 se0old olds' s' T0e !rint !rint !u#li)ation #oom in India )ontrasts s0ar!l$ wit0 more mature mar6ets in t0e :est :est w0ere )ir)ulation fi3ures and ad"ertisin3 re"enues are down as readers mo"e to t0e Internet'
•
India in *+11 allowed 1++ !er)ent !er)ent forei3n forei3n in"estment in"estment in non-news non-news !u#li)atio !u#li)ations% ns% 6ee!in3 t0e )a! for news at * !er)ent' Earl$ in"estments in)luded Inde!endent News and Medias * !er)ent sta6e in news!a!er !u#lis0er Daini6 7a3ran% Pearson Pl)s 1, !er)ent in Business Standard news!a!er% @enderson .entures in"estment in"estment in @T Media and BBC :orldwi :orldwides des ma3a9ine "enture "enture wit0 Bennett% Co
COMPAN/ COMPAN/ PROF&%E PROF &%E Indias four to!-selli to!-sellin3 n3 En3lis En3lis0 0 wee6l$ newsma3a9ine newsma3a9ines' s' =i6e man$ Outloo0 is one of Indias ot0er Indian ma3a9ines% it is relu)tant to re"eal its )ir)ulation% #ut t0e *++ National Readers Readers0i! 0i! Sur"e$ Sur"e$ su3 su33es 3ested ted 1'8 millio million n )o!ies' )o!ies' Outloo Outloo6s 6s )om!et )om!etito itors rs are India India Toda$% T0e :ee6% and Te0el6a' Outloo6 0as #een !u#lis0ed in New Del0i )ontinuousl$ sin)e sin)e O)to#e O)to#err 1HH8 #$ t0e Outloo Outloo6 6 &rou!% &rou!% w0ose w0ose foundi foundin3 n3 editor editor-i -in-) n-)0ie 0ieff is .inod .inod Me0ta' In O)to#er *++% Me0ta a!!ointed >ris0na Prasad as Outloo6s editor% and in Fe#ruar$ *+1*% u!on retirement% as Outloo6s editor-in-)0ief' Me0ta would )ontinue to ser" ser"ee as an ad"i ad"iso sorr to t0e t0e ma3a ma3a9i 9ine ne'' >ris >ris0na 0na Pras Prasad ad also also !u#l !u#lis is0e 0ess t0e t0e !o! !o!ul ular ar #lo3 C0urumuri' Sandi!an De# and TarunTe/!al TarunTe/!al were !ast editors of t0e ma3a9ine' Outl Outloo oo6 6 made made news news for for its its in"e in"est sti3 i3at ati" i"ee re!o re!ort rtss of t0e t0e >ar >ar3i 3ill #un3 #un3le le and and
H t0e )ri)6et mat)0-fi;in3 )ontro"ers$' Outloo6 0as time and a3ain )arried man$ !ro left stories e;!osin3 it to t0e alle3ations of #ein3 a left-leanin3 !u#li)ation' :riters for Outloo6 in)luded B0ai)0and Patel%
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Me0t Me0ta% a% B'
Rama Raman% n% Anil Anil
D0ar D0ar6e 6err% Saee SaeedN dNa? a?"i "i%%
Rama Rama)0 )0an andr dra& a&u0 u0a% a%
Pra#0u&0ate and Andrew :0ite0ead' Currentl$% t0e Outloo6 &rou! !u#lis0es se"eral ma3a9ines li6e Outloo6 Business% Outloo6 Profit% Outloo6 Mone$% &EO% Marie Claire% Peo!le% Peo!le% Outloo Outloo6 6 Tra"el Tra"eller ler%% Career Career 2+ and News News :ee6l$' e6l$' T0e Outloo Outloo6 6 &rou! &rou! also also !u#lis0es t0e @indi Outloo6 Sa!ta0i6' =aun)0ed #$ @at0wa$ In"estments Pri"ate =imited% t0e Outloo6 &rou! is owned #$ t0e Ra/an Ra0e/a &rou!' Its an entre!reneurial /ourne$ t0at 0as s!anned #ot0 old and new e)onomies -- #uildin3 # uildin3 su))essful #ri)6-andmortar mortar #usinesses #usinesses to e;!lorin3 e;!lorin3 t0e frontier frontier world of )on"er3en)e te)0nolo3ies' te)0nolo3ies' A#out a ?uarter-)entur$ #efore t0e onset of t0e ICE a3e% t0e Ra/an Ra0e/a &rou! made its #e3innin3 in t0e )onstru)tion #usiness' After #uildin3 a 0u3e !resen)e in t0e realt$ mar6et% t0e &rou! di"ersified laterall$ into manufa)turin3% finan)ial ser"i)es and media -- ea)0 "enture initiated% and e;e)uted% to fulfil t0e o#/e)ti"e of assumin3 leaders0i! in )ore areas' T0e list of t0e &rou!s su))esses is lon3 and e)le)ti)' Toda$% @JR 7o0nson India( =imited is t0e to! name in )erami) tiles in India' E;ide is t0e stron3est #rand of #atteries in t0e automoti"e and industrial field' Su!reme Petro)0emi)als is t0e lar3est !ro)essor of !lasti) materials in India' T0e &rou! also /oined 0ands wit0 O#eroi @otels as )o-!romoters of Trident @otels and lu;ur$ resort Ra/ .ilas% w0i)0 Conde Nast Tra"eller ran6ed as one of t0e *8 #est "illa 0ideawa$s in t0e world' Ot0er trium!0s in)lude Tem!leton Asset Mana3ement India( =td% a "enture wit0 t0e Tem!leton &rou! w0i)0 mana3es funds wort0 G**+ #illionK Prism Cement =td% wit0 a !rodu)tion )a!a)it$ of *'1 million tonnesK and Sonata Software% a leadin3 name in t0is )uttin3-ed3e field' As owners and o!erators of a fi#re o!ti) )a#le networ6 in >erala t0rou30 Asia net Satellite Communi)ations% t0e 3rou! is also a si3nifi)ant sta6e0older in t0e 3rowin3 )on"er3en)e #usiness in India'
Functional Departments o1 t'e Organi,ation!
1+
Administrati"e Administrati"e De!artment
Marketing Department
Accounts Department ADMINISTRA ADMINISTRATIV TIVE E DEPAR DEPARTMENT TMENT
H.R Department ADMINISTRA ADMINISTRATIV TIVE E DEPAR DEPARTMENT TMENT
Product Designing Department ADMINISTRA ADMINISTRATIV TIVE E DEPAR DEPARTMENT TMENT
O*T%OO( "TAFF!
Publisher:MaheshwerPeri Editor: Krishna Prasad Executive Editor:BishwadeepMoitra Managing Editor: Nandini Mehta Ajaz Ashraf Ashraf Foreign Editor: Ajaz
11 Business Editor: SunitArora AjithPillai Sunil Menon Anjali Anjali Puri Senior Editors: AjithPillai Political Editor: S!ita "upta Bureau Chiefs: Sa#aNa$%iBhau!i& 'Delhi( S!rutiKoppi&ar 'Mu!#ai( Books Editor:Sheela Redd) Photo Editor: T* Nara)an Sr Assistant Editor: S*B* Easwaran Associate Foreign Editor:Prana) Shar!a Assistant Editors: Na!rata +oshi ManishaSaroop Arinda! Mu&herjee ,ola Na)ar Anuradha Ra!an
www.outlookindia.co Editor: SundeepDou-al !"#Manager: Ra!an Awasthi Ah!ad Khan Mana% Mishra Mishra Software Engineers: Anwar Ah!ad $eb %esigner: Pra%een .pret)
Senior S&ecial Corres&ondents: Sai&atDatta Arti Shar!a S&ecial Corres&ondents: RohitMahajan Pra-)a Sin-h /handrani Banerjee A!#aBatraBa&shi Corres&ondent: ShrutiRa%indran De#arshiDas-upta 0!air Ah!ad
Mu!#ai1 Pa)alKapadia Kol&ata1DolaMitra Ban-alore1Su-ataSrini%asaraju 'Asso2iate Editor South( /hennai1PushpaI)en-ar 'Bureau /hief( /handi-arh1/handerSutaDo-ra 'Bureau /hief North( Bhopal1 K*S* Shaini
Co&' %esk: Sasi Nair 'Deput) /op) Editor( Paro!itaMu&hopadh)a) Sai&atNi)o-i
1* Photogra&hers: NarendraBisht 'Deput) Photo Editor( +itender "upta '/hief Photo-rapher( Tri#hu%anTiwari Dinesh Para# Apoor%a"upta) Sandipan/hatterjee Apoor%aSal&ade Apoor%aSal&ade S* Ra&shit Ra&shit 'Senior 'Senior /oordinator( /oordinator( +*S* +*S* Adhi&ari Adhi&ari 'Photo3 'Photo3 resear2her( %esign: Deepa& Shar!a 'Art Dire2tor( Bonita Vaz3Shi!ra) AshishBa-2hi Tan!o)/ha&ra#ort) '"raphi2s Editor( De%i Prasad Pada! "upta
AshishRozario Prootions: AshishRozario !llustrator:SandeepAdhwar)u Sorit Editorial Manager:SasidharanKoller)
Al&a "upta "upta (ibrar': Al&a B)S!*ESS +FF!CE: President: Suresh Sel%araj
Alo&Mathur ,ice President -features: Alo&Mathur ,ice President -Circulation: NirajRawlle) /eneral Managers: AnandDutt 'Ad%ertisin-( Asst /eneral Managers : Ka#irKhattar '/orp( Rajeshwari/howdhur) '4est( SwaroopRao 'Ban-alore( Moushu!i Banerjee "hosh 'East( .!a Srini%asan '/hennai( Ra&esh Mishra 'Produ2tion( *ational 0eads: 5i!anshuPande) 'Business De%elop!ent( Ale6 +oseph 'Retail( 1egional Managers: Aro&ia Raj Raj Senior Managers: B*S* +ohar Darr)l Arahna Karti&i+ha Kesha% Shar!a Pan&ajSahni RajendraKurup Manager -Brands : Shruti&aDewan
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0EA% +FF!CE
AB378 S*+* S*+* En2la%e En2la%e New Delhi 3 778 778 89: Tel1 9;7:7<97= >a61 9;7:7<98 E3!ail1 outloo&?outloo&india*2o! BA*/A(+1E +FF!CE
<8@ Re-en2) En2la%e < Ma-rath Road Ban-alore ;889 Tel1 9C 9C8;8@= >a61 9C9C78 +"0E1 +FF!CES
Mu!#ai Kol&ata /hennai 5)dera#ad
Organi,ation "tructure and Organi,ation c'art !
1,
C2A&RMAN
PRE"&DENT
PRE"&DENT
PRE"&DENT
PERSONA= B
@OME B
ENTERPRISE B
"EN&OR 3P
3P
GM
DGM
AGM "EN&OR MANAGER MANAGER
A""T- MANAGER
MGMT- TRA&NEE
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Maga,ine Maga,ine di7ision di7ision Outloo0 Outloo0 Englis' Englis' Outloo0 2indi Outloo0 2indi Outloo0 Mone Outloo0 Mone Outloo0 Outloo0 Tra7eler Tra7eler
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1 )E$ MED&A ======-outloo0india-com ! In 1HH% Outloo6 went online as outloo6india')om% drawin3
into its fold t0e "ast% nas)ent readers0i! readers0i! of e;!atriate e;!atriate Indians' Indians' outloo6india')om outloo6india')om is #ot0 Outloo6 ma3a9ines 0ome on t0e Internet and an online !u#li)ation' A!art from Outloo6s !rint edition in its entiret$ - su!!lemented wit0 lin6s to related arti)les on its own site and elsew0ere on t0e :e# - outloo6india')om also offers an arra$ of ori3inal :e#-onl$ )olumns and and news u!dates e"er$ da$ wit0 a "er$ li"el$ intera)ti"e se)tion' ======-outloo0tra7eller-com! outloo0tra7eller-com! Inau3urated as a we# resour)e in *+++% t0is tra"el :e#site
0as sin)e )ome a lon3 wa$' Outloo6 Tra"eller #e3an #$ o!enin3 u! new "istas in we#dri"en dri"en "a)atio "a)ation n !lanni !lannin3% n3% wit0 wit0 its its 0i30l$ 0i30l$ fo)use fo)used d editor editorial ial featur features es on an arra$ arra$ of destinations' Still a 0i30li30t of t0e we#site% t0ese are su!!orted #$ tools and resour)es t0at ma6e !uttin3 to3et0er $our 0olida$ a #ree9e L from sele)tin3 $our destination% to )0oosin3 )0oosin3 $our mode of trans!ort% trans!ort% findin3 findin3 $our wa$ around t0e ma!% sele)tin3 sele)tin3 a !la)e to sta$ to )at)0in3 t0e lo)al festi"ities% !lus ferretin3 out t0e nearest ATM% fuel sto! or )$#er)afe' @ere t0ere is somet0in3 for e"er$oneK t0emed "a)ation ideas from A for ad"enture to : for wildlife% 0one$mooners dream destinations% foodies deli30ts% first !erson tra"elo3ues% a messa3e room w0ere $ou )an e;)0an3e notes or as6 us for more info t0at $ou wantL And dont for3et to #oo6 $our )o!ies of our international awardwinnin3 #estsellers from Outloo6 Tra"eller &etawa$s% a"aila#le at a s!e)ial !ri)e w0en $ou order on t0e we#site' If $ou want a snea6 !re"iew% t0erere e;)er!ts from t0e 3uide #oo6s #$ renowned aut0ors% in)ludin3 t0e li6es of Pra#0u&0ate% Rus6in Bond and 7u3 Surai$a' ======-outloo0mone-com! outloo0mone-com! outloo6mone$')om ta6es forward t0e !0iloso!0$ and #eliefs
us0ered in #$ Intelli3ent In"estor t0e !ersonal finan)e ma3a9ine t0at was laun)0ed in mid-1HH% now 6nown as Outloo6 Mone$(' T0e site 0as si; )0annels -- Sto)6s% Mutual Funds% =oans% Retirement Plannin3% Ta;ation and Insuran)e -- t0at address #road areas of t0e !ersonal finan)e s!e)trum' Outloo6mone$')om )omes wit0 man$ intera)ti"e tools' T0e =oans )0annel alone s!orts )al)ulators t0at do all t0e num#er )run)0in3 a "isitor ma$ want on 0ome% )ar% !ersonal or e?uit$ loans' outloo6mone$')om see6s to !ro"ide total
1 soluti solutions ons to !erson !ersonal al finan) finan)ee issue issuess -- from from dissem dissemina inatin tin3 3 inform informati ation on to !ro"id !ro"idin3 in3 a"enues for e-)ommer)e transa)tions'
6-6!A$O*T T2E PROD*CT" Outloo0 $usiness
Outloo6 Business% t0e new fortni30tl$ #usiness ma3a9ine t0at !a)6s in )redi#le% detailed information and anal$sis for de)ision ma6ers to ena#le t0em ta6e !rofita#le #usiness de)isions' de)isions' A )om!osite !a)6a3e )o"erin3 )o"erin3 all fa)tors fa)tors t0at influen)e #usiness mo"ements mo"ements wit0 an Indian and a 3lo#al !ers!e)ti"e' :it0 e;!ert "iews w0i)0 not onl$ 3i"es $ou an insi30t of t0e )urrent #usiness d$nami)s #ut also anal$ses t0e im!a)t J im!li)ations t0at it would 0a"e on $our #usiness' Outloo0 Mone! In 7ul$ 1HH% t0e &rou! laun)0ed Intelli3ent In"estor re-)0ristened as
O > MONE MONE as of 2+-No" 2+-No"-*+ -*++*% +*% India Indiass first first !ersona !ersonall finan) finan)ee ma3a9i ma3a9ine% ne% w0i)0 offers sound strate3ies for t0e la$ in"estor% es!e)iall$ t0e 3rowin3 se3ment of salaried salaried middle middle and u!!er middle-)lass middle-)lass and self-em!l self-em!lo$ed o$ed !rofession !rofessionals' als' Its messa3e messa3e is )lear and sim!le In"est well% #orrow wisel$% s!end smartl$' E"identl$% t0at messa3e 0as 3one down well t0e ma3a9ine sold u!wards of 1%++%+++ )o!ies a fortni30t wit0in a $ear' One of its distin3uis0in3 )0ara)teristi)s is t0at a#out H2 !er )ent of readers retain all !ast issues of Outloo6 Mone$' Outloo0 Tra7eller! Outloo6 Tra"eller is a mont0l$ ma3a9ine from t0e sta#le of Outloo6
Pu#lis0in3 India P"t' =imited and t0e onl$ si3nifi)ant ma3a9ine aimed at t0e tra"el reader' E"er$ mont0 sin)e 7une *++1 OT 0as introdu)ed readers to t0e wonders of un6nown destinations w0ile also en)oura3in3 tra"ellers to ta6e a fres0 loo6 at familiar !la)es' :0et0er !eo!le are !lannin3 a 0olida$% or sim!l$ dreamin3 of one% Outloo6 Tra"eller )ontinues to ta6e t0em )loser' Outloo0! Outloo6 is a wee6l$ Newsma3a9ine% was laun)0ed in O)to#er *++* to esta#lis0
si3nifi)ant !resen)e amon3st t0e "ast @indi readin3 audien)e' T0e !rodu)t tar3ets t0e e"ol"ed @indi reader 6ee!in3 t0eir interests% realities J as!irations in mind' Outloo6 Sa!ta0i6 retains t0e )ore stren3t0s of Outloo6 wit0 o#/e)ti"e% fier)el$ im!artial and #old
1 /ournalism% w0ile #randis0in3 its own identit$ t0rou30 a stron3 !arallel editorial' T0e ma3a9i ma3a9ine ne is em!at0 em!at0eti eti)) to its tar3et tar3et audien) audien)ee J is not a transl translati ation on of its En3lis0 En3lis0 )ounter!art' People! T0is Ma3a9ine 3i"es 6nowled3e a#out t0e )ele#rities and new !rodu)ts w0i)0 are
3enerall$ used #$ t0e )ele#rities and also tells a#out t0eir dressin3 sense% #e)ause now a da$s man$ !eo!le want to ado!t t0e dail$ routine of t0e )ele#rities'
1H
&ND*"TR/ PROF&%E
*+ T0e Indian Indian entert entertain ainment ment and media media EJM( EJM( indust industr$ r$ 0as out-!e out-!erfo rforme rmed d t0e Indian Indian e)onom$ and is one of t0e fastest 3rowin3 se)tors in India' T0e Indian e)onom$ 0as #een 3rowin3 at a fast )li! o"er t0e last few $ears% and t0e in)ome le"els too 0a"e #een e;!erien)in3 a 0i30 3rowt0 rate' A#o"e t0at% )onsumer s!endin3 is also on t0e rise% due to a sustained in)rease in dis!osa#le in)omes% #rou30t a#out #$ redu)tion in !ersonal in)ome ta; o"er t0e last de)ade' All t0ese fa)tors 0a"e 3i"en an im!etus to t0e EJM industr$ and are li6el$ to )ontri#ute to t0e 3rowt0 of t0is industr$ in t0e future'
T0e tele"ision industr$ )ontinues to dominate t0e EJM industr$ #$ 3arnerin3 a s0are of o"er ,* !er)ent% w0i)0 is e;!e)ted to in)rease #$ a furt0er H !er)ent to rea)0 a#out 81 !er)ent' Print media% on t0e se)ond s!ot% stands at o"er 21 !er)ent% is !ro/e)ted to *2 !er)ent in *+1+'
*1
PR&NT MED&A T0e stru)ture of t0e Indian !rint media industr$ is 0i30l$ fra3mented wit0 im!ortan)e to re3ional dominan)e' T0e Indian !rint media se3ment !rimaril$ )om!rises news!a!er and ma3a9i ma3a9ine ne !u# !u#lis lis0in 0in3' 3' Boo6 Boo6 Pu#lis0 Pu#lis0in3 in3 also also forms forms !art !art of t0e !rint !rint media media t0ou30 t0ou30 )urrentl$ t0e s0are is not su#stantial' T0e !rint media industr$ 0as !otential to 3row still lar3er as 2H million literate !eo!le in India are still not ta!!ed #$ an$ !u#li)ation' Currents estimates re"eal t0at t0e rea)0 of !rint media in India 0as in)reased to *** milli million on !eo!le' !eo!le' Print Print media media is also also t0e fa"our fa"ourite ite se3men se3mentt for 3lo#al 3lo#al in"est in"estors ors wit0 wit0 ma;imum forei3n in"estment in t0is se3ment'
8-6! (E/DR&3ER"
** •
2ig'er literac le7els! In *++% t0e litera)$ le"els in)reased to 1'1 as
)om!ared to H'H in *++8' :0ile rural litera)$ is at ,'% ur#an litera)$ tou)0ed 8'2' Currentl$ Indian !rint media is estimated to rea)0 o"er **+ m !eo!le% and 0as immense 3rowt0 !otential sin)e )lose to 2+ m literate Indians are #elie"ed to not #e ser"ed #$ an$ !u#li)ation' Also% t0e rea)0 of •
news!a!ers is onl$ *% as )om!ared to t0e 3lo#al a"era3e of 8+' Earlier% due to stron3 stron3 0old o"er a re3ion% re3ion% t0e news!a!er %o=er co7er prices! Earlier% 0ad 0i30er )o"er )0ar3es' @owe"er% wit0 in)reasin3 )om!etition and "enture into newer re3ions t0e )om!anies 0a"e redu)ed t0e )o"er !ri)es to au3ment more sales' Man$ En3lis0 dailies are sold for as low as 1 or *' T0e initial su#s)ri!tion offers of DNA and @industan Times @T( in Mum#ai% durin3 t0eir laun)0 !eriod% furt0er redu)ed t0e )ost of t0e news!a!er to around 8+
•
!aisa for an a"era3e issue 2ig'er ad spends Print media a))ounts for , of t0e total 12'8 #n ad"ertisin3 s!end in t0e )ountr$' @owe"er% t0e ad s!end in India is /ust +', of &DP as a3ainst +'8 in C0ina% 1'2 in t0e
*2
O*T%OO( > &ts Competitors 65
O*T%OO( 7s- &ND&A TODA/!
O "s' INDIA TODA INDIA TODA is )onsidered as ma/or )om!etitor of O% t0irt$ fi"e $ears old #rand% w0i)0 0as 0a s tou)0ed all t0e se3ments of t0e mar6et and s0own a ra$ of o f li30t to Print Media'
*,
A)ARD" A)ARD" > ACCO%ADE" !
A:ARDS J ACCO=ADES De!artment of Tourism% &o"ernment of India Award% National Tourism Tourism Award Award *++1-*++* awarded to O Tra"eller Tra"eller for E;)ellen)e in Pu#li)ation' O Tra"eller 1++ @olida$s in t0e @ills won t0e *++,% PAT PATA &old Award Award In *++*-*++2 t0e &o"ernment of India re)o3ni9ed O Tra"eller &etawa$s as t0e 4Best Tra"el Pu#li)ation ' :ee6end :ee6end #rea6s from Del0i was in t0e BESTSE==ERS to! t0ree% non-fi)tion )ate3or$ for 1, 1 , )onse)uti"e wee6s in Nort0 India' :ee6end :ee6end #rea6s from Mum#ai was in t0e BESTSE==ERS list to! t0ree for )onse)uti"e wee6s in :est India O :EBSITES outloo6india')om outloo6mone$')om outloo6mone$')om outloo6tra"eller')om'
Ac'ie7ements •
T0e )om!an$ is a !roud re)i!ient of National To Tourism urism Award Award in *++1-*++*% 3i"en #$ t0e De!artment of Tourism% Tourism% &o"ernment of India'
•
T0e &o"ernment of India 0as also re)o3ni9 re)o3ni9ed ed Outloo6 Outloo6 Tra"eler Tra"eler &etawa$s &etawa$s as t0e Best Tra"el Pu#li)ation in t0e $ear *++*-*++2'
•
De!artment of Tourism% &o"ernment of India Award% National Tourism Award *++H-*+1+ awarded to Outloo6 Tra"eller for E;)ellen)e in Pu#li)ation'
•
Outloo6 8 @olida$s in t0e @ills won t0e *+1+% PATA &old Award
•
In *+1 *+1++-*+ *+11 11 t0e t0e &o"e &o"ern rnme ment nt of Indi Indiaa re)o re)o3n 3ni9 i9ed ed Out Outlo loo6 o6 as t0e t0e 4Bes 4Bestt Pu#li)ation'
•
:ee6end #rea6s from Del0i was in t0e Bestsellers to! t0ree% nonfi)tion )ate3or$ for 1, )onse)uti"e wee6s in Nort0 India
*8
•
:ee6en e6end d #rea #rea6s 6s from from Mu Mum# m#ai ai was was in t0e t0e Best Bestse sell ller erss list list to! to! t0re t0reee for for )onse)uti"e wee6s in :est :est India'
O$JECT&3E" OF T2E PROJECT !
1' To sale sale t0e t0e Ma3a9i Ma3a9ines nes of of Outlo Outloo6' o6' *' To Promote Promote t0e Ma3a9ines Ma3a9ines of Outloo Outloo6 6 t0rou30 t0rou30 email %so)ial %so)ial networ6i networ6in3 n3 sites and )old )allin3' 2' To )on"i )on"in) n)ee t0e t0e !eo! !eo!le le'' ,' To aware t0e t0e !eo!le a#out t0e t0e su#s)ri!ti su#s)ri!tion on !ri)es% dis)ount dis)ountss and 3ifts offere offered d wit0 e"er$ ma3a9ine' 8' To find find t0e fre?uen)$ fre?uen)$ of ma3a9ines ma3a9ines !ur)0ased !ur)0ased or su#s)ri#ed su#s)ri#ed - wee6l$% wee6l$% fortni30tl fortni30tl$% $% mont0l$ ' ' To 6now t0e readin3 readin3 !er)e!t !er)e!tion ion of )ustomers )ustomers li6e li6e w0at t0e t0e !eo!le t0in6s t0in6s a#out a#out t0e )ontent% arti)les and ad"ertisements of t0e ma3a9ine ' ' To 6now Custome Customerr !referen)e !referen)e toward towardss t0e Outloo6 Outloo6 ma3a9ine ma3a9ine o"er o"er ot0er ot0er ma3a9ines li6e India Toda$ and so on' ' To 3enerate 3enerate sales sales for Outloo6 Outloo6 ma3a9ine ma3a9ine 3rou! 3rou! #$ in)reasin3 in)reasin3 )ir)ula )ir)ulation tion in t0ese t0ese se3ments' H' To 6now t0e !refere !referen)e n)e of ma3a9ine ma3a9ine o"er t0e t0e internet% internet% news!a!er news!a!er and ot0er ot0er informati"e sour)es
*
RE"EARC2 MET2ODO%OG/! MET2ODO%G/ *sed!.
Resear)0 met0odolo3$ is a wa$ to s$stemati)all$ sol"e t0e resear)0 !ro#lem' it is also 6nown as a s)ien)e of stud$in3 0ow resear)0 is done s$stemati)all$' T0e met0odolo3$ of t0e stud$ is usuall$ related to t0e su#/e)t or t0e issue t0at is #ein3 in"esti3ated' In t0is% we stud$ t0e "arious ste!s t0at are 3enerall$ ado!ted #$ a resear)0er in stud$in3 resear)0 !ro#lems'⇒
Define t0e !ro#lem'
⇒
S!e)if$ w0at information is needed'
⇒
Identif$ t0e sour)es of information'
⇒
De)ide t0e te)0ni?ues for a)?uirin3 t0e information'
⇒
&at0er and !ro)ess t0e information'
⇒
Anal$sis and inter!ret t0e information'
⇒
Present t0e findin3s'
⇒
⇒
RE"EARC2 DE"&GN
Rese Resear ar)0 )0 desi desi3n 3n is a )ont )ontro roll llin in3 3 !lan !lan for for a mar6etin mar6etin3 3 resear) resear)0 0stud$ in w0i)0 w0i)0 t0e met0ods and !ro)edures for )olle)tin3 and anal$sin3 t0e information to #e )olle)ted is
* s!e)ified' s!e)ified' T0e resear)0 underta6en underta6en was e;!lorator$ e;!lorator$ in nature as it was a first first ste! in a resear)0 !ro)ess' It fo)used on t0e dis)o"er$ of ideas and was 3enerall$ #ased on se)ondar$ data' T0is resear)0 was an attem!t to )reate demand of t0e !rodu)t and to 6now t0e fa)tors w0i)0 0i30l$ influen)e t0e )ustomers re3ardin3 outloo6 3rou!'
Met'ods o1 Data Collection 5- PR&MAR/ DATA!
Primar$ data is defined as t0e first time data )olle)ted' It is new in nature' T0is t$!e of data is )olle)ted dire)tl$ from t0e sour)e of information' T0e te)0ni?ues% w0i)0 are in"ol"ed in )olle)tin3 t0e !rimar$ data% are !ersonal inter"iew% sur"e$s% ?uestionnaire et)' in m$ re!ort I 0a"e )olle)ted )o lle)ted data #$ !ersonal inter"iew and ?uestionnaire'
6- "ECONDAR/ DATA!
Se)ondar$ data is t0at t$!e data w0i)0 some#od$ else 0ad )olle)ted and w0i)0 0ad alread$ #een !assed t0rou30 t0e stati)all$ !ro)ess' T0is indire)t information of t0e data from sour)es )ontainin3 )ontainin3 !ast and !resent !resent informatio information n is )olle)ted from news!a!ers% news!a!ers% /ournals% #usiness manuals% !am!0lets ! am!0lets ma3a9ines et)' in m$ re!ort I 0a"e also )olle)ted information from !am!0lets and news !a!ers'
Researc' &nstruments
To )olle)t )olle)t t0e re?uir re?uired ed inform informati ation on a ?uestio ?uestionnai nnaire re was used used as a resear resear)0 )0 "e0i)l "e0i)lee Stru)tured non-dis3uised ?uestionnaire was !re!ared as resear)0 instrument' Care was
* ta6en to !ut ?uestions related to t0e su#/e)t' T0e ?uestionnaire )ontain )lose ended ?uestions and multi!le )0oi)e ?uestions
Nature o1 Data
T0e data is !rimar$ in nature as it is )olle)ted wit0 dire)t interfa)e wit0 t0e res!ondents'
"ources
T0e data data was )olle) )olle)ted ted t0rou30 t0rou30 a medium medium of ?uesti ?uestionn onnair airee from from su# su#s)r s)ri#e i#ers rs of t0e ma3a9ines'
Tpe o1 t'e researc'
T0e resear)0 is des)ri!ti"e in nature and aims at findin3 t0e last alternati"e amon3st t0e 3i"en set of o!tions'
"ample si,e
Some limited num#er of )ustomer denotes t0e o"erall )ustomer !oint of "iew'
T'e respondents =ere 1rom t'e data#ase pro7ided # t'e Outloo0+ t'e are t'e e
"ampling met'od
7ud3emental sam!lin3 is done on t0e !o!ulation #$ ma6in3 a sur"e$ re3ardin3 t0eir !oint of "iew on Outloo6 ser"i)es and su#s)ri!tion' "tatistical Te Tec'ni?ue@To c'ni?ue@Tools ols
*H T0e data 0as #een anal$sed and de!i)ted in !ie )0arts
MAR(ET&NG "TRATEG&E" "TRATEG&E" ADOPTED!
1' Mass im!ersonal sellin3 met0ods Ad"ertisin3(' Pull Blend' *' Fa)e to fa)e !ersonal sellin3 Salesman s0i!(' Pus0 Blend' Bot0 of t0ese are a re )losel$ related to t0e C0annel of Distri#ution '
I 0a"e tar3eted onl$ t0ose !eo!le w0o are a#o"e *+ $ears of a3e and 3ot ma;imum res!onse from res!ondents w0o fall under a3e 3rou! 2+ ,+ and minimum w0o fall under a3e 3rou! *+ 2+' T0is s0ows !eo!le #elon3 to a3e 3rou! 2+ - ,+ are re3ular readers of ma3a9ines'
(no=ledge Joc0e!.
2+
No of Sales Made
Total Re"enue Total &enerated
T0e Online a!!li)ation of Outloo6 #$ w0i)0 sales e;e)uti"e 3enerates t0e re"enue' T0is a!!li)ation 0olds t0e total sales of an indi"idual i'e' Su))essful and unsu))essful sales' T0e a!!li)ation tra)6s all t0e re)ords of )ustomers online and also t0e to! seller of t0e mont0' It 0as t0e re)ords of ea)0 and e"er$ sales made #$ t0e e;e)uti"e' Ea)0 e;e)uti"e 0as t0eir own !ersonal >7 a))ount w0i)0 0as a uni?ue =o3in and Password' T0e >7 also in)ludes t0e !ersonal information li6e PAN Card Num#er% Conta)t No% Address% Ban6 A))ount et)' T0e sales e;e)uti"e re)ei"es 1+ of t0e total sales as in)enti"e'
21
"-)-O-T ANA%/"&" OF O*T%OO( GRO*P "TRENGT2"!
Pu#lis0ed on Frida$s so it )o"ers all s!e)ial news and e"ents w0i)0 ta6e !la)e es!e)iall$ on Frida$' News of sto)6 mar6et as it )loses on Frida$% )ourts )lose on Frida$s and also new mo"ies are released on Frida$' @en)e it is t0e #i33est stren3t0 for Outloo6' Outloo6 ma3a9ines also )o"er international finan)ial mar6et'
It 0as #een famous for sensational stories li6e t0e 4>ar3il Bun3le5 and t0e 4mat)0 fi;in3 )ontro"ers$5'
2* It also )o"ered and !u#lis0ed im!ortant meetin3s 0eld li6e of A3ra summit'
It offers "er$ 3ood su#s)ri!tion s)0emes wit0 0i30l$ attra)ti"e 3ifts wit0 t0em'
It 0as disti distin3ui n3uis0e s0ed d and s!e)ia s!e)iali9 li9ed ed ma3a9i ma3a9ines nes li6e li6e Outloo Outloo6 6 Tra"e Tra"elle ller% r% Outloo Outloo6 6 Mone$' Outloo6 tra"eller 0as #een awarded international awards aw ards for #est sellin3 ma3a9ine'
T0e sur"e$ 0as s0own t0at H2 of readers retain all !ast issues of Outloo6 Mone$ and t0is is its distin3uis0in3 )0ara)teristi)' )0 ara)teristi)'
22 )EA(NE""E"!
Outloo6 0as /ust #een for t0irteen $ears in !u#li)ation' ! u#li)ation'
It is on a #a)6 0and 0an d from India toda$ @indi in Mar6et s0are of o f @indi ma3a9ines'
From t0e sur"e$ it 0as )ome out t0at t0e Qualit$ of )ontent is not 3ood'
E"en ma3a9ines !a!er ?ualit$% !rint ?ualit$ and )o"era3e 0a"e not #een )onsidered u! to t0e mar6' Its sales are mainl$ #ased on ad"ertisin3'
OPPORT*N&T&E"!
As Outloo6 0as distin3uis0ed !rodu)ts li6e Outloo6 Tra"eller and Outloo6 Mone$% so t0e )om!an$ s0ould fo)us more on it' As its near )om!etitor India toda$ 0as 0 as ma/or mar6et s0are in @indi ma3a9ine se3ment so Outloo6 s0ould fo)us on En3lis0 ma3a9ine se3ment' S0ould fo)us on ?ualit$ of t0e )ontent and t0is will e"entuall$ turn u! t0e sales and !o!ularit$ of t0e ma3a9ine' >ee! offerin3 3ood Promotional s)0emes to retain t0eir )ustomers and also to attra)t new ones'
2, T2REAT"!
India toda$ is its near )om!etitor w0i)0 0as a well 6nown name and it 0as #een in t0is !u#li)ation #usiness for more t0an t0irt$ $ears' India toda$ @indi )o"ers ma/or mar6et s0are lea"in3 little future !ros!e)t for Outloo6 @indi' Outloo6 does not !a$s mu)0 attention on )ustomer retention'
Inse)urit$ re3ardin3 t0e online transa)tion ma6es t0e )ustomer unwillin3 towards t0e su#s)ri!tion'
28
%&M&TAT&ON" %&M&TAT&ON" OF T2E "T*D/ "T *D/ T0e main t0ree limitations limitations of t0is resear)0 resear)0 are time% finan)e and a))ess' a))ess' T0e resear)0 resear)0 is time )ru)ial due to t0e deadline !la)ed on t0e su#mission of t0e final resear)0 findin3s' T0erefore startin3 from sam!lin3 till data )olle)tion e"er$t0in3 needs to #e done as ?ui)6l ?ui)6l$ $ as !os !ossi# si#le le t0us t0us lea"es lea"es resear resear)0e )0err wit0 wit0 limite limited d amount amount of time' time' A))es A))esss to Com!an Com!anie iess data data ma$ ma$ #e an issu issuee #e)au #e)ause se t0e t0e rese resear ar)0 )0er er will will not not #e a#le a#le to rea) rea)0 0 )ustomers due to limited time' E"er$ !erson tries to do t0e wor6 in t0e #est !ossi#le wa$% #ut $et 0es0e fa)es )ertain diffi)ulties' diffi)ulties' But still !ro!er )are was ta6en to !resent t0e re!ort in 0e #est !ossi#le wa$% #ut still t0e diffi)ulties w0i)0 were fa)ed are as under ⇒
As t0ere was o!inion #ased sur"e$% so su#/e)ti"it$ would #e t0ere'
⇒
Time Time and ot0er fa)tors% fa)tors% w0i)0 are #e$ond t0e 0uman limitati limitations% ons% 0a"e also #earin3s on t0e stud$'
⇒
Sam!le si9e ta6en for t0e sur"e$ is "er$ small t0ereforeK it does not re!resent t0e w0ole !o!ulation'
2
%&TERAT*RE RE3&E) E-Commer)e Turnin3 to Print Mar6etin3 to Boost Sales B$ Perfe)t Ima3e Team :0ile news!a!ers and ma3a9ines transition from !rint to di3ital% e-)ommer)e is e;!andin3 !rint mar6etin3 #$ sendin3 )ustomers )atalo3s wit0 a multi-tou)0 a!!roa)0 towards rea)0in3 )ustomers' 7osi 7osi)) Med Media ia s0ares more details on t0e u!swin3 in !rint mar6etin3 t0rou30 e-)ommer)e' Ma3a9ines and news!a!ers all o"er t0e )ountr$ are turnin3 awa$ from !rint and mo"in3 towards di3ital #e)ause t0e$ are reali9in3 a 0u3e loss in re"enue' Ma/or media )om!anies all o"er t0e )ountr$ 0a"e #een announ)in3 la$offs and transitions towards more di3ital )ontent' Ironi)all$% Ironi)all$% e-)ommer)e )om!anies 0a"e started turnin3 towards !rint media to #oost t0eir re"enue' :0ile t0is ma$ seem )ontrar$ to t0e ma/or trends% it is a)tuall$ 3rowin3' Online retailers li6e Rent t0e Runwa$% 7a)6T0reads% and Birt)0#o; 0a"e started sendin3 t0eir )ustomers a)tual )atalo3s' Printed )atalo3s sent in t0e mail' A))ordin3 to Et0an Tras6% from One >in3s =ane% 4Puttin3 mone$ #e0ind !rint doesnt ne)essaril$ seem li6e t0e first t0in3 $oud t0in6 of doin3% #ut we all lo"e !rodu)ts 0ere% we lo"e ma3a9ines and #oo6s% so I t0in6 t0at #rin3in3 our #rand into t0e !0$si)al s!a)e is reall$ im!ortant'5 @e went on to sa$% 4It 4It 0el!s !eo!le #e)ome more a)ti"e wit0 our #rand'5 Anot0er wa$ in w0i)0 e-)ommer)e stores are turnin3 to !rint media is t0rou30 t0e !rodu)tion of ad-su!!orted ma3a9ines' T0ese are ma3a9ines t0at feature mostl$ items a"aila#le t0rou30 t0e we#site' Net-a-Porter% a lu;ur$ e-)ommer)e we#site% re)entl$ laun)0ed Porter' Porter is t0eir new #imont0l$ fas0ion ma3a9ine' Pri)ed at G1+ an issue% it is filled wit0 items t0at )an #e !ur)0ased t0rou30 Net-a-Porter'
2 A))ordin3 to >ate Da"idson @udson% )o-founder of Editorialist% 4:e were ma6in3 an effort to find out 0ow we )an #e # e at all of our users tou)0 !oints t0rou30out t0eir da$ t0e #i3 missin3 !ie)e of t0at !u99le% !u 99le% ironi)all$% was 0a"in3 a tan3i#le medium to )onne)t wit0 t0em on'5 Des!ite t0ese re)ent mo"es% man$ are wonderin3 w0at t0e ROI is for t0ese "entures' An anal$st from Forrester Resear)0% stated% 4T0ere is a )ase to #e made t0at !rint mar6etin3 still 0as a !la)eas a lot of ot0er mar6eters )ut #a)6 on !rint mar6etin3% t0eres an o!!ortunit$ to stand out more' Its not !er)ei"ed as )lutter ! no#od$ 0as a #ad im!ression of ma3a9ines and it )an #e a "er$ useful wa$ to dri"e traffi) to $our )ore !ro!ert$'5
2
DATA ANA%/"&" Q
2H
2a7e ou e7er 1aced pro#lem in online su#scription
,+
)'ic' outloo0 maga,ines do ou read
,1
)'at tpes o1 su#scription do ou pre1er
2a7e ou 1aced an pro#lem =it' regarding t'e deli7er o1 maga,ines
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Does our pro#lem get sorted out
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F&ND&NG"!
Peo!le are ada!ta#le to t0is new !ro)ess of su#s)ri!tion and res!e)tfull$ follows it as
of )ustomer !refer Online Pro)ess of su#s)ri!tion
Peo!le are more !refera#l$ li6e to #u$ t0e su#s)ri!tion for * $ears t0an an$ ot0er
duration of t0e time'
It de!ends on offer t0at influen)e )ustomer to #u$ online
Contin3en)$ in Online Su#s)ri!tion is )om!arati"el$ less t0an o ffline su#s)ri!tion su#s)ri!tion
E;tra !re"eled3e dis)ounts a"aila#le on Online su#s)ri!tion
Outloo6 is most famous and sold ma3a9ine of Outloo6 &rou!
,,
Peo!le !refer to read !0$si)al format o"er di3itali9e format'
@i30l$ satisfied wit0 t0e )ontent of t0e ma3a9ine
Man$ of t0e )ustomer do suffer deli"er$ !ro#lem of t0e ma3a9ine
Pro#lem related to t0e su#s)ri!tion 0as #een resol"ed at a 0i30er rate
Customer are 0i30l$ satisfied wit0 t0e )ustomer )are of Outloo6
Customer feels #ad w0en t0e t0e su#s)ri!tion )ost raises
,8
CONC%*"&ON Onlin Onlinee su#s su#s)r )ri! i!ti tion on 0as 0as made made a mile milest stone one a)0i a)0ie" e"em ement ent in t0e t0e 0ist 0istor or$ $ of Outl Outloo oo6 6 ma3a9ine' As t0e laun)0 of >7 made a re"olution and )om!etition #etween t0e sale e;e)uti"e t0at made an a33ressi"e sales o"er PAN India% 0eaded #$ t0e 0ead offi)e New Del0i% Sufdur/un3 En)la"e' T0is online a!!li)ation determines t0e sale of indi"idual t0rou30 w0i)0 t0e$ ma6es t0eir mont0l$ tar3et and ma6es strate3ies to )om!lete t0eir tar3et wit0in t0e 3i"en time' As t0is !ro)ess is fast% eas$ and )an #e a))ess at an$ time of t0e moment' It redu)es man !ower as a sin3le e;e)uti"e ma6e multi!le )alls' T0e !ro)ess is #ased on tele-)allin3' But as e;)e!tion are e"er$ w0ere man$ )ustomer feels inse)ure due to )$#er t0reatin3 or #ein3 )0eated #$ t0e 0a)6er' T0e$ feel inse)ure o"er t0e online transa)tion' CRM in Outloo6 is doin3 t0eir le"el #est to )om!lete t0e )ustomer satisfa)tion' T0e$ do !erform w0en t0e ?uer$ 3enerates and tr$ to sol"e it as soon as !ossi#le'#ut t0e CRM do 0as some !ro#lem as t0e$ did not 3et to 6now w0et0er t0e su#s)ri!tion is rea)0in3 to )ustomer or not until and unless t0e )ustomer 0imself )om!lain re3ardin3 t0at' And some time w0en t0e )ustomer do so% 0e still not 3ot its desired edition or 3ift'
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Recommendations Based Based on t0e findin findin3s 3s from from differ different ent anal$ anal$sis sis%% mar6et mar6et sur"e$ sur"e$ and som somee amount amount of su#/e)ti"e su#/e)ti"e anal$sis new !romotional !romotional strate3ies strate3ies )an #e identifie identified d w0i)0 )an im!ro"e im!ro"e t0e su#s)ri!tion sales of outloo6 ma3a9ines and t0us in)rease 3reater awareness for Outloo6' 5- E11ecti7e promotional sc'eme B a strateg 1or consumer moti7ation
It is im!ortant to moti"ate t0e )onsumer to su#s)ri#e for t0e ma3a9ine for #oostin3 t0e sales and its o#"ious t0at most of t0e )onsumers will not 3et moti"ated unless and until t0e$ 3et w0at t0e$ want' From t0e mar6et sur"e$ it was a#le to identif$ t0at t0e moti"atin3 fa)tors are t0e 3ifts !ro"ided alon3 wit0 t0e su#s)ri!tions and a))ordin3 to most of t0e )onsumers a 3ood 3ifts are one w0i)0 0a"e 3ood #rand "alue asso)iated wit0 it and t0ose w0i)0 offer #etter utilit$' 6- O11line re1erral mar0eting B a strateg 1or customer or su#scri#er moti7ation
Referral mar6etin3 )an #e effe)ti"el$ used to im!ro"e t0e su#s)ri!tion sales' T0e e;istin3 )ustomer )an #e moti"ated to refer to t0eir friends% relati"es et)' to su#s)ri#e for t0e ma3a9ine #$ means of e;)itin3 and attra)ti"e 3ifts as in)enti"es' T0e ma3a9ine s0ould !ro"ide Business re!l$ )ards e;)lusi"e for e;istin3 su#s)ri#er alon3 wit0 su#s)ri#ers )o!ies durin3 t0e ma3a9ine deli"er$ so t0at t0e$ )an refer t0eir friends and relati"es for ma3a9ine su#s)ri!tion' T0e #usiness re!l$ )ard s0ould offer t0e fa)ilit$ to #e filled wit0 at least ten referen)es' Su#s)ri#ers s0ould #e a#le to send t0em free of )ost' Now t0ese su#s)ri#ers )an #e !ro"ided wit0 attra)ti"e 3ifts' 8- Customer retention
, It is a normal sa$in3 t0at )ustomer a)?uisition is 3ood% retention is #etter' T0is is #e)ause a )ustomer retained is e?ual to fi"e new )ustomers as t0e mone$ s!ent for a)?uirin3 a )ustomer is )al)ulated to #e fi"e times t0e mone$ s!ent to retain a )ustomer' From t0e information o#tained from Outloo6% if was identified t0at Outloo6 does not0in3 for )ustomer retention' Outloo6 needs to formulate and im!lement )ustomer retention and lo$alt$ !ro3rams to retain t0e )ustomers' •
&reet t0e )ustomers wit0 e;)itin3 3ifts durin3 s!e)ial o))asions
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Sell t0e su#s)ri!tion renewal at dis)ount
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Auto renewal of su#s)ri!tion
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Allow 3ra)e !eriod for su#s)ri!tion e;!ir$
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Send lo$alt$ 3ifts
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Or3ani9e entertainment e"ents for su#s)ri#ers
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Or3ani9e 3et to3et0er
9- &mpro7ed maga,ine B 1or customer satis1action
From t0e mar6et sur"e$ it was re"ealed t0at t0e stren3t0s of Outloo6 Ma3a9ine are Promotional Promotional S)0emes S)0emes and un#iased un#iased re!ortin3' re!ortin3' Its wea6nesses wea6nesses are its Content ?ualit$% ?ualit$% Pa!er Pa!er ?ualit ?ualit$ $ and Print Print ?ualit ?ualit$ $ so it s0o s0ould uld wor6 on it to in)rea in)rease se t0e )ustomer )ustomerss
, satisfa)tion' If t0e !rodu)t is a#le to satisf$ )ustomers in its )ore !rodu)t attri#utes% t0en t0e )ustomer will #e tend to #e # e lo$al as t0eir e;!e)tations are fulfilled' So to im!ro"e )ustomer lo$alt$ and t0ere#$ in)rease "oluntar$ sales outloo6 ma3a9ine 0as to wor6 on its wea6nesses as e;!e)ted e ;!e)ted #$ t0e )ustomers of t0e ma3a9ine' Sin)e t0e ?ualit$ of )ontent and )o"era3e are su#/e)ti"e in nature% Outloo6 needs to identif$ w0at are wea6nesses of t0e )urrent )ontents and )o"era3e of t0e ma3a9ine as well as t0e )ustomers )ustomers e;!e)tation e;!e)tationss a#out t0em' For t0is Outloo6 s0ould 3o for detailed sur"e$ and )ustomers )ustomers feed#a)6 so t0at it )an understand t0e )ustomers )ustomers e;!e)tations e;!e)tations as far far as )ont )onten entt and and )o"er )o"era3 a3ee of t0e t0e ma3a ma3a9i 9ine ne are are )on)e )on)ern rned' ed' On)e On)e t0e t0e )usto )ustome mer r e;!e)tation e;!e)tation is identified identified Outloo6 need to restru)ture restru)ture t0e ma3a9ine #$ im!lementi im!lementin3 n3 t0e )ustomer re?uirements and demands in order to im!ro"e t0eir satisfa)tion le"el w0i)0 will in turn #oost t0e ma3a9ine as well as su#s)ri!tion sales
,H
REFERENCESWEBSITES
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www'ma!ofindia')om
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www'outloo6india')om
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www'wi6i!edia')om
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>/'outloo6india')om
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su#s)ri!tion'outloo6india')om
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APPEND&CE"
uestionnaire!
Questionnaire For Online Su#s)ri!tion Name A3eSalar$1' :0at :0at mode of su#s su#s)ri )ri!ti !tion on !ro)es !ro)esss $ou !refe !referL rL a( Onli Online ne #( Offl Offlin inee :0$L Ans*' For 0ow 0ow man$ man$ $ears $ears are are $ou $ou t0e su#s)ri#er su#s)ri#er of ma3a9ine ma3a9ineLL a(1 #( * )( 2 d( more t0an ,
2' If $ou $ou dont su#s)ri#e su#s)ri#e online online from from w0ere w0ere did $ou $ou 3et t0e edition' edition' a(News stalls #( Boo6 S0o! )( Bu$ se)ond 0and edition ,' Are $ou $ou satisfied satisfied wit0 wit0 $our $our )urrent )urrent offer offer and and su#s)ri!t su#s)ri!tionL ionL a($es #( no
8' Did $ou $ou find online online su#s)ri!t su#s)ri!tion ion an eas$ wa$ wa$ to su#s)r su#s)ri#e' i#e' a( es #( No ' :0er :0eree do $ou $ou a))es a))esss inte intern rnet et'' A(@ome #(offi)e )( 0omeoffi)e d( ot0er '( @ow man$ ma3a9ine of Outloo6 3rou! $ou read' A( 1-* #( 2-, )( 8 d( more t0an 8 H( @a"e e"er fa)ed !ro#lem durin3 t0e transa)tion for su#s)rit!tionL a( $es #( No If $es t0en%
81 1+( @as $our !ro#lem related to online transa)tion s0orted outL a( $es #( No
Questionnaire for CRM Name A3e Salar$ 1' @ow often often do $ou read Outloo6 &rou! Ma3a9inesL a( es es #( No :0$L Ans*' :0at )on"in)e $ou to #u$ a Outloo6 &rou! Ma3a9ineL a( >nowled3e #(Content )(Time-Pass )(Time-Pass 2' @ow often $ou !refer an Outloo6 &rou! Ma3a9ine to #u$L a( :ee6l$ #( fortni30t )( Mont0l$
,' :0i)0 format of Outloo6 &rou! Ma3a9ine $ou !referL a( Di3ital Form #( P0$si)al Form 8' For last 0ow man$ $ears $ou are t0e su#s)ri#er of )urrent Outloo6 &rou! Ma3a9ineL a( 1 $ear #(*-2 $ear )(2-, $ear d( more t0an 8 $ear ' @a"e $ou e"er fa)ed an$ !ro#lem re3ardin3 t0e a"aila#ilit$ of Outloo6 &rou! Ma3a9ineL a( es es #( No ' :0at t$!e of su#s)ri!tion $ou !referL a( Mont0l$ #( semi-annuall$ )( annuall$ ' Are $ou satisf$ wit0 t0e )urrent Outloo6 &rou! Ma3a9ine $ou readL a( es es #( No H' If No% :0$L Ans1+' @a"e $ou e"er )om!lained in t0e )ustomer )are of Outloo6L A( $es #( no
8*
