Summer Internship Report (April 4, 2016 – May 28, 2016)
Topic: Sales Generation Strategies at the Outlook Group
Internship Organisation: - Outlook Publishing India Private Limited, Safdarjung Enclave New Delhi.
Institute: - SVKM’s Narsee Monjee Institute Institute of Management Studies, Bengaluru.
Submitted to, Organisation Mentor
Submitted to, Institute Mentor
Mr. Anuj Chhabra
Prof (Dr.) R Dorai
Submitted by, Pratiyush K Rai PGDM’06(2015-17) PGDM’06(2015-17) B037, 80011215119
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SVKM s NMIMS University ’
School of Business Management Certificate of Completion This is to certify that the project titled “Sales Lead Generation Strategies” presented by Pratiyush K Rai (B037) represents his original work and was carried out by him under my guidance and supervision during the period from April 4, 2016 to May 28, 2016 During our tenure with us we found him sincere & hardworking. We wish him the very best in his future endeavours.
Name of Company Guide: Mr. Anuj Chhabra (Assistant Sales Manager, Outlook India) Signature of Guide: _____________ Date: 28-05-16
Name of Faculty guide: Prof. (Dr) R Dorai Signature of guide: _____________ Date: _____________
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This Page has been Left Intentionally blank
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Acknowledgement I am thankful to My Organisation Mentor Mr. Anuj Chhabra who continuously reviewed my Work during Internship and provided me an opportunity to understand the various challenges that Indian Print Media is facing in Current time, it was a great opportunity to understand what it takes in background before country reads nations best News Magazine. I am Grateful to my Institute Mentor Prof. Dorai, Who understand both the Academic and Industry Expectations from an MBA intern very well and guided me at different stages of my internship.
[Pratiyush K Rai]
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Executive Summary The Internship at Outlook Magazine Provided an opportunity to understand the challenges faced by traditional Print Media from newer forms of News Communication such as Social Media and e-updates. The Phenomenal advancement in Information Technology and its subsequent impact on Media and News Industry has closed the business of many well-known Media groups who even after Producing the Good content were not able to survive as they lost the customer value proposition to digital and Social Media. Outlook group is facing similar problem of high customer churn-out because they are not renewing their subscription and hence revenue generation has become quite challenging, though Outlook has started their digital version as well as App, however these two things are not sufficient to meet the challenges, hence Outlook is focusing on printing those magazines whose content is and will remain relevant in the near future like Investment, Travel, Business etc. During my internship I learned how outlook sales is facing cumbersome task of achieving the targets, on the other hand in i n Business to business (B-2-B) they are looking for Advertisement, hence it given an opportunity to learn how revenue is being generated through Magazine sales and Advertisement.
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Table of Content
Contents 1. Print Media Industry Overview ........................................................................................................... ........................................................................................................... 8 Future of Indian Entertainment and Media (E&M) Industry .......................................................... 9 Print Media: Industry Profile ......................................................... ......................................................................................................... ................................................ 10 2. About Outlook India. ......................................................................................................................... ........................................................................................................................ 11 About Products of Outlook Group ................................................................................................ ................................................................................................ 12 3. Outlook India Business Model Canvass: ........................................................................................... ........................................................................................... 14 4. Marketing Strategy at Outlook India ................................................................................................ ................................................................................................ 15 Business To Customer(B-2-C)........................................................ ........................................................................................................ ................................................ 15 Business to Business (B-2-b) ......................................................... ......................................................................................................... ................................................ 16 Sample Cover-on-cover (CoC) Template .............................................................. ....................................................................................... ......................... 17 Lead Sourcing at Outlook Magazine through Zomato and Just Dial. ............................................ 18 5. Reason behind the High churning c hurning rate of Outlook Magazines. ........................................................ ........................................................ 19 6. Customer Retention Strategy at Outlook. ........................................................................................ 20 Digital Subscription (E-Magazine and App Based) ........................................................................ ........................................................................ 20 Gift Offer on o n Subscription. ............................................................................................................ ............................................................................................................ 20 7. Customer Relationship Managemnt(CRM) at Outlook Group: -Flowchart. ...................................... 21 Customer Response R esponse Log sheet. ................................................................. ..................................................................................................... .................................... 22 Sources of Revenue for Outlook India .......................................................................................... 23 India’s Top 6 English Magazines (Readership (R eadership Wise) Wise) ..................................................................... 23 8. Competitive Analysis (Outlook Group vs. India Today) .................................................................... 24 9. Customer Survey ........................................................................................... ............................................................................................................................... .................................... 25 Data analysis and Interpretation .............................................................. .................................................................................................. .................................... 25 10. SWOT Analysis........................................................... .............................................................................................................................. ...................................................................... ... 30 11. Recommendations .......................................................................................................................... .......................................................................................................................... 30 10. Annexure ..................................................................................................... ......................................................................................................................................... .................................... 31 ......................................................................................................... ................................................ 31 Cover-on-cover Proposal. ......................................................... 12. References ........................................................................................................................ ...................................................................................................................................... .............. 33
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1. Print Media Industry Overview Print Media, as anyone can understand is one of the most important factors coming through in the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people and are certainly one of the most trusted mediums of National and International News. India has a vast array of Print Media with Thousands of Magazines (49,000) and Newspapers in circulation. Top Notch Journalism, great reporting, press unity and a very strong network is what makes Print Media so much of a success even today in the age of Television and the Internet. It is also said that Print Media also helped literacy and undoubtedly the General Knowledge of the average person in India. The newspaper with the largest Circulation in India is Dainik Jagran, having near about Two million readers. Next comes Times of India, an English newspaper, followed by Dainik Bhaskar, another Hindi Newspaper. India has a lot of regional newspapers and magazines as well in a lot of languages. Therefore there is something out there for everyone to read! Print media:
Current size: Rs 22,900 Crore Projected size by 2020: Rs 34,500 Crore CAGR: 12% A Progressive Indian economy, growing need for content and government initiatives that have opened up the sector to foreign investment are driving growth in the print media. With the literate population on the rise, more people in rural and urban areas are reading newspapers and magazines today. Foreign media too is evincing interest in investing in Indian publications.
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Future of Indian Entertainment and Media (E&M) Industry Indu stry The Indian Entertainment and Media (E&M) industry is poised to grow at 19% compound annual growth rate (CAGR) to reach Rs 95,740 Crores by 2018 from its present size of Rs 35,300 Crore, according to 2005 annual edition of the FICCI - PricewaterhouseCoopers PricewaterhouseCoopers report Indian Entertainment and Media Industry - Unravelling the potential. Economic growth, rising income levels, consumerism, coupled with technological advancements and policy initiatives taken by the Indian government that are encouraging the inflow of investment, will prove to be the key drivers for the entertainment and media industry. The industry has been forecast to outperform the economic growth in each year, till 2010. ―Two factors that will contribute to the growth of the industry are low media penetration in lower socio-economic classes and low ad spends‖ said Deepak Kapoor, Executive Director and Leader for Price-water house-Coopers house-Coopers ‘Entertainment ‘Entertainment & Media Practice in India. ―Today media penetration is poor in lower socio-economic classes, but efforts to increase it even slightly are likely to deliver much higher results, simply due to the absolute numbers being large. Strong economic growth, rising consumer spending and a nd regulatory corrections are drawing foreign investments in most segments of the E&M industry, especially the print media. ―The sector needs a consistent and uniform media policy for increase in investments. Also, the on-going threat of piracy, which continues to hinder investments in all sectors, needs efforts not just by the industry bodies, but by government, with empowered officers enforcing anti-piracy laws, said Dr. Amit Mitra- Secretary General, FICCI.
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Print Media: Industry Profile There are the two main sources of obtaining data to determine readership of any publication: National Readership Survey – NRS Indian Readership Survey - IRS National Readership Survey is a survey on all media, but especially the print medium, conducted by the National Readership Studies Council (NRSC) - supported by Audit Bureau of Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers Society. It investigates the readership of about 80 major Indian publications-dailies, weeklies, biweeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The towns, selected, however are publication centres of dailies. By process of ‘systematic sampling,’ over 55,000 households in these towns are surveyed, the surveyed, the number of households in each town proportionate to it population. All men and womenfolk above the age 15 are questioned for about half an hour on the basis of a structured questionnaire. It claimed to be the most thorough readership survey in the country. It provides exhaustive data (available to its it s clients on computer disks) readership, radio listenership profile’-the profile’-the socio economic characteristics of the readers of various publications, of cinema and TV viewers, and of listeners to radio, as well as the degree of duplication among publications and between media. Research agencies involved are: IMRB, TNS Sofres Mode, and AC Nielsen in collaboration with ORG. Indian Readership Survey is conducted by the Media Research Users Council (MRUC). IRS 2002 is the largest continuous media survey ever conducted (sample size of 229,000 individuals) providing a single-source database for demographics, media habits and product / brand usage across 986 towns and 2858 villages in India. The survey was conducted over two rounds with the field work between bet ween November 2001 and November 2002. This all-India survey conducted jointly with the Media Research Users' Council (MRUC) also provides product / brand penetration information for over 50 different products allowing one to link media habits and product usage data for adults and children from the age of 12 years. Both NRS & IRS Gives media consumption habits, product ownership & consumption, lifestyle indicators information on macro demographic & geographic parameters. Population coverage: 12 years & above Sample size: over 200, 000 Geographic coverage: All India (Urban + Rural) Sample Frame: Electoral rolls based on 2001 Census definition of Urban Agglomeration
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2. About Outlook India. Started in 1995 by Mumbai Based Raheja Group with Mr. Vinod Mehta as Editor-in-chief at a time when print media was losing its sheen due to advancement of Satellite Television, however within four years of its inception , Outlook English(Weekly) become the fourth most read news Magazine in terms of Readership and expanded its footstep in Money, Travel and Business Domains. As per the Indian Readership survey 2014,Outlook English stands Sixth in Top Indian English Magazines with a 425,000 Readership, Overall the Outlook Group has 1.5 Million Readership 1and in terms of subscriptio it stands second after India Today Group. Outlook India head office is in New Delhi and it features contents from Politics, Sports, Cinema and stories of broad interests. Following is the List of Outlook Group Magazines. Name Outllook Weekly English Outlook Weekly Hindi Outlook GEO Outlook Profit Outlook Marie Claire Outlook People Outlook Newsweek Outlook Business Outlook Money Outlook Traveller Outlook Careeers 360
Status Continue Continue Discountinued Discountinued Discountinued Discountinued Sold Continue Continue Continue Sold
Most of the Products which have been discontinued by outlook group were Market leaders in their respective segments, however the revenue generated from those products was not sufficient to run the business and the story is more or less similar for Print media in India or Abroad.
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Indian Readership survey 2014.
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About Products of Outlook Group Outlook Profit
The premium fortnightly that packs market intelligence & incisive analysis of the stock market, while capturing emerging trends & tracking market experts & their moves. This magazine tells you which stock you should buy or avoid, also contains comparative figures of domestic and international market, and if you want to update your knowledge related to automobiles and movie reviews then this is one of the best magazines for our readers. Current Status: Discontinued
Outlook People
Outlook Business
Outlook Money
Newsweek
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The OUTLOOK Group has reached an agreement with U.S. based publishing company Time Inc. to bring ‘People’, one one of its most successful and popular editorial products to India in 2008. Time Inc. which is the largest publisher in the U.S. and U.K, redefined personality journalism in 1974 with ‘People’ magazine and its unique mix of news and lifestyle features. Every Every week the ‘People’ brand reaches 43 million readers with latest news, exclusive interviews and in-depth reporting on the most compelling people of our time. OUTLOOK Business ,
in the true tradition of the OUTLOOK group, has as its aim no less an objective than the complete rewrite of what has been tried by the way of business journalism in the magazine space. Targeted at decision makers, the product focuses on important business issues and developments with a view to providing clear takeaways – impact and implications for decision-making. A holistic approach ensures all influences on business: economic, political, and markets driven are examined.
In July 1998, the Group launched "Intelligent Investor" re-christened re -christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound strategies for the lay investor, especially the growing segment of salaried middle and upper middle-class and self-employed professionals. Its message is clear and simple: 'Invest well, borrow wisely, and spend smartly'. Evidently, that message has gone down well: the magazine sold upwards of 1, 00,000 copies a fortnight within a year. One of its distinguishing characteristics is that about 93 per cent of readers retain all past issues of OUTLOOK Money. It‘s a weekly magazine. It covers international affairs this magazine was honoured by best magazine award at international level in 05. News week offers comprehensive coverage of world events with a global network of correspondents, reporters and editors covering national and international affairs, business, science and technology, society and arts
and entertainment. It is truly a magazine, which fuels the global perspective.
Outlook Traveller
OUTLOOK Traveller is a monthly magazine from the stable of OUTLOOK Publishing India Pvt. Limited and the only significant magazine aimed at the travel reader. Every month since June 2001 OT has introduced readers to the wonders of unknown destinations while also encouraging travellers to take a fresh look at familiar places. Whether people are planning a holiday, or simply dreaming of one, OUTLOOK Traveller continues to take them closer.
GEO
The European print media company owned by the German media major Bertelsmann, is making its India debut with GEO, its premium science and geography magazine. The magazine was launched under a licensing arrangement with the OUTLOOK Group in India and positioned as a family magazine. The OUTLOOK Group says that there is a big market for knowledge magazines in India and GEO will help the Group in increasing its market share.
Marie Claire
MC is French magazine and being promoted by different group in different countries and in India it is being promoted by OUTLOOK Group with Indian edition, best magazine for those who want to update themselves with latest fashion & trends. Mostly women and girls, who are linked with fashion, subscribe this magazine. MC is considered as women brand with a punch line, ‘let me be me’.
Careers 360
It gives you an all-around perspective on the latest career trends, fresh avenues, admission alerts, careers, courses and updates your general knowledge with the literacy rate of different states and courses offered by colleges in these states. This magazine contains well researched information for the youth and young professionals, which may help them in taking decisions related to their careers
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3. Outlook India Business Model Canvass:
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4. Marketing Strategy at Outlook India Business To Customer(B-2-C) C ustomer(B-2-C)
Direct Marketing Database Marketing
Cold Calling
Email
Post
All the sales people were provided provided with database of those subscribers subscribers whose subscription was about to expire. These people will call the subscribers and and will inform them about the current status of their Subscription , in case if subscrition is about to expire they will request the subsciber to renew the Subscription through online payment or through sending Cheque to the Outlook Head office. However Outlook is facing a Customer churning churning rate of 15% and new customer subscription is around 12%, thus a net loss of 3%, another important observation is that those who have discountinued the Outlook suscription were long term readers of Outlook Magazine i.e Loyal Readers and the new subscribers are lacking loyalty and this patter was uniform in most of the Print media.
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Business to Business (B-2-b)
Cover on cover
Direct Promotion
Hotels
Tourist Resorts
Showrooms
Outlook launched a different version of Paid Advertisement Advertisement known as “Cover-on“Cover-on-cover”. cover”. Under this scheme the Restaurants, Pubs, Car Dealers, Hotels in Delhi/NCR region were given a full page advertisement about their Product or Service, the Advertisement covers the Both sides of the front and back Page , however the Major difference between the Advertisemnt and Cover on Cover advertisemnt is that an Advertisement is Published in all the Copies of Magazine, however the Cover on cover Ad was published in limited nos. of copies as ordered by the Client. Outlook uncer (Coc) was Accepting a minimum order of 1000 nos. of Copies , in these copies the Ad will be Published and will be send to best Target customer as per the Business of the Client, for Examply for a Pub XYZ located in Hauz Khas Village, Delhi they will send the Magazines to the Posh Societes like Green Park, Greater Kailash and Lutiyens Zone, where the no of citizens who visit pubs and bars is very high and they generally go for shopping at Places like Hauz khas Village The Lead Generation is done for Pubs and Retauranrs was donethrough online restaurant review websites like www.zomato.com www.zomato.com,, the restaurants restaurants with with poor poor customer customer review were targetted for business b usiness as there probability to change their image i mage through leveragring the Outlook Platform is very high. However the lead generation generation for Auto dealers, Event Management Management Companies Companies and local brands was done through through yellow pages , then having having a physical vist to the client place and handing over the outlook Proposal Catalog.
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Sample Cover-on-cover (CoC) Template
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Lead Sourcing at Outlook Magazine through Zomato and Just Dial. This technique was used for B-2-b business through Cover on cover advertisement, we used to browse through the Users Review of Different Restaurants and Event Companies, those who have a User rating below 3.9 were potential lead for us as they need need their promotion, so if they accept the Outlook Cover-on-cover Proposal then they were advertised on the Front and Back of the Magazine which will increase their visibility in nearby areas as these magazines were sent to subscribers in the 9 km radius from the location of concerned co ncerned Restaurant, Pub or Event Management company. The screenshot of Zomato Z omato has been attached below, if you look at the “Exper ts in Hauzkhas Hauzkhas Village” then most of the Top reviewers are women and hence the Magazines were sent to Maximum no. of Female Subscribers in the locality of the Restaurant. Similarly for hotels, One copy of Outlook with hotel ad will be placed in each room to enhance the brand image of that hotel and were also offered when the customer checked-out, however in order to check success of Cover-on-cover, Outlook has attached coupons in each such magazine which can be redeemed at that Particular restaurant. r estaurant.
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5. Reason behind the High churning rate of Outlook Magazines.
The Previous decade has observed observed a substantial changes changes in the reading pattern of Public at large, few years ago people used to read the Magazines to know the current events , however Generation “Y”{Born in 90’s) prefers digital medium, social media to remain updated about day to day happenings. As of now information information about any important incident related to Politics, share Market, Business, Sports , Page3, Movies, Food is instantly available on Smart Phones and desktop hence the Print form of Magazines has lost their Value Proposition to these new channels of Information Flow And this is why All the Major Magazine Publisher are facing high churning rate of customers be it The Economist in UK, Forbes and TIMES in US or India Today and Outook in India, Such is the impact o this Customer attrition that Outlook has to discontinue its Eight Premier Magazines out of Twelve. However with every Problem there comes an opportunity, Outlook Group and so does other Established Print Media Groups has realised that which content people at Present ti mes Like or Intrested in Reading and they are Information on Business Market, Savings and Travel and that is why most of the Media houses are launching or improving the Magazines which focuses on Money, Business and Travel, the Diagram shown in the above figure depicts the Customer Value for different categories of maghazines, Nearer to the Customer value more is the Value proposition of the Magazine for the customer. “In Product Cycle Terms we can say the Print Media in in the decline stage , whereas Digital and Online in the Growth stage”.
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6. Customer Retention Strategy at Outlook. Digital Subscription (E-Magazine and App Based) Realising the diminishing market for Traditional Print Magazine, Outlook Group lainched its App in 2015 with an overall rating rating of 4.1 as of May’16, Entire content of Magazines is available on its App but limited to Only in English and Hindi Languages. The App based Marketing is yielding yi elding positive results in terms of subscription , since three months subscription is free from the day of App installation. However, Other Major Competeitors are also doing aggressive App based Marketing and it is the better Comrehension of news Contents available on Apps which will make the whole difference. The Picture of Outlook App has been shown below.
Gift Offer on Subscription. After the Detailed Consumer buying behaviour Analysis from Outlook databse , it was concluded that Most of the Serious and Loyal subscribers are from the Eastern and Southers Part of Country for Outlook Money, Business and Traveller Magazines ,for them the quality of Content was most important influenecing factor, however in Northern India some Co-Promotion is required as Customers from North Part looks for better customer attention, hence Outlook Launched many Gift offers on Subscription of Outlook Magazine as shown in the figure below.
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7. Customer Relationship Managemnt(CRM) at Outlook Group:-Flowchart.
Generally for every 40 calls made to the customers only one sales takes place , however 5 to 6 years ago it was 25 :1, this has lead to increased focus on retaining existing customers. As shown in the customer log sheet(On the next Page), the conversion rate is very low, hence outlook CRM tries to directly approach the customer through telephonic c all instead of email or Post, the sales team makes atleast five calls to convience the less loyal customers to renew their subscription who constitute 60% of active Outlook Subscribers, However the efforts are not yielding the desired result and hence the focus has shifted to categorise the Subscribers based on their previous subscription record, those with 5 years or more subscription kept in category 1 and given maximum attention, those with 2 to 5 years in category 2, those with less than 2 years in c ategory 3 and others in category 4 respectively.
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Customer Response Log sheet.
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Sources of Revenue for Outlook India
Revenue Share(in %) 4 28 43
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Subscription
Advertisement
Retail
Event Sponsorship
India’s Top 6 English Magazines (Readership Wise)
Others
1320
Outlook English
425
Competetion Success Review
466
The Sportsstar
528
GK Today
621
Pratiyogita Darpan
689
India Today
1634 0
200
400
600
800
1000
Readership in 000's (2014)
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1200
1400
1600
1800
8. Competitive Analysis (Outlook Group vs. India Today)
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9. Customer Survey2 During research, non- probability sample method has been used; under it Convenience sampling & Judgmental sampling was chosen for conducting the research. I designed a questionnaire and get it filled by the respondents and at situations I have used primary method of data collection - By Observation & through Personal Interview. These respondents were magazine readers, prospects and suspects. For my research, I went to Govt. offices, corporate houses, saloons, tour operators, stock broking companies, coaching institutes and schools. Types of data collection 1. PRIMARY DATA - By Observation. - Through Personal Interview. 2. SECONDARY DATA - Internet
Data analysis and Interpretation Demographic Factors
AGE GROUP 20 - 30
30 - 40
18%
4 0 - 50
ABOVE 50
16%
24% 42%
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Disclaimer: This Survey is the work of Mr. Amit Arora from Chitkara University(2009-11)
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I have targeted only those people who are above 20 years of age and got maximum response from respondents who fall under age group 30 – 30 – 40 40 and minimum who fall under age group 20 – 20 – 30. 30. This shows people belong to age group 30 - 40 are regular readers of magazines.
OCCUPATION
18%
14%
CHARTERED ACCOUNTANT DOCTOR
20%
GOVT. EMPLOYEE 48%
BUSINESSMAN
In above figure I have shown my target audiences. During my research, I targeted these people and got healthy response from Doctors (48%) and minimum from Chartered Accountants (14%) and most of the doctors have subscribed knowledge and Traveller magazine. Govt. Employees have given us positive response (20%) and most of the businessmen (18%) were reluctant to purchase magazine because of insufficient time.
Q1. Do you read magazines?
Magazine Readership
NO 38% YES 62%
During survey, it was that magazine readership in Chandigarh is only 62% and when I asked why? The reply was that we subscribe two or more than two newspaper at home and we don’t have enough time to read these papers and now-a-days internet is a solution of every problem then why should we subscribe magazines?
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Q2. How often do you read magazines?
MAGAZINE FREQUENCY
32% 53%
WEEKLY FORTNIGHTLY
15%
MONTHLY
In case of OUTLOOK, it is found that 53% people of Chandigarh read weekly magazines and the figure which has surprised me was of monthly magazine (32%) more than the figure of fortnightly magazine. People read weekly magazine because these are news magazine. Respondents say they subscribe monthly magazine for GEO, Traveller and Marie Claire and OUTLOOK fortnightly magazine has got minimum response because these are finance magazine and they watch T.V. for finance news.
Q3. What kind of magazine, do you read?
MAGAZINE SEGMENTS 12% 8%
35%
17% 13%
15% 10%
NEWS
KNOWLEDGE
CAREER
TRAVEL & TOURISM
BUSINESS
FINANCIAL
ENTERTAINMENT
Above figure shows that 35% people read news magazine, followed by Travel & Tourism, knowledge and entertainment magazines. People are less inclined towards finance, career and business magazines.
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Q4. What attracts you to purchase magazine?
(Rank accordingly from 1 - least attractive to 10 - most attractive) BUYING BEHAVIOUR 10 8 6 4 2 0 BRAND IMAGE
CONTE NT
SPECIA SERVIC L E OFFERS
AVAILA BILITY
MOST ATTRACTIVE
8
6
7
8
8.5
LEAST ATTRACTIVE
2
4
3
2
1.5
After review this figure, we get to know that what parameters affect buying behavior of customers - Brand Image, after Sales Service, Special offers and Availability play important roles in this regard and Content plays an average role.
Q7. On what scale 1 – 10, where 1 is i s unacceptable and 10 is outstanding, do you rate the following magazine? MAGAZINE RATING 2 . 8
5 . 8 5 . 7
8 5 . 6
7 6
5 . 3 5 . 2
OUTLOOK RATING
8 .2
THE INDIA THE WEEK ECONOMI TODAY ST 8.5
6
7
GEO 7.5
TRAVELLE MONEY R 8
6. 5
PROFIT
FEMINA
3.5
2. 5
35 - Years old brand India Today is a market leader; people still prefer this magazine because of its good content and brand image, when we asked about OUTLOOK they said it is a prominent brand but content in the magazine are less and advertisements are more. Businessmen read The Economist, Money and The week. Doctors prefer Geo and Traveller and Saloons go with Femina.
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Q9. Which brand of OUTLOOK, would you like to subscribe? (If interested)
CUSTOMERS' PREFERENCE NEWSWEEK PEOPLE 5% OUTLOOK 10% 20% CAREERS 360 7% BUSINESS 7% MARIE CLAIRE MONEY 11% 6% PROFIT TRAVELLER 17%
GEO 13%
4%
OUTLOOK
BUSINESS
MONEY
PROFIT
GEO
TRAVELLER
MARIE CLAIRE
CAREERS 360
PEOPLE
NEWSWEEK
I asked this question from respondents who belong to different sectors and accordingly got the reply, which are as follows:
or
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Doctors: Govt. Employee : Finance Tutors : Saloon Owner :
Geo or Traveller or Marie Claire Outlook or Careers 360 or Money Money or Profit or Business Marie Claire or People or Traveller
10. SWOT Analysis
Strength
Well Experienced Journalist and Editors
Strong Distribution Network
Good Rating and Readership of Outlook Magazines.
Lack of data Mining tools to get better customer Insights
No Proper training for sales team
Excessive dependence on Cold Calling
Magazine being bilingual, Hindi and English Only
Weakness
Opportunity
Starting a News channel
Magazine Targeting Youth for Competitive exams.
E-Magazines to reduce delivery time, Cost and Printing Overhead.
Threat
Digital Media
Social Sites
24*7 News channels
11. Recommendations
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Better Training for Salesperson
Use of Analytics for Focussed Customer Target
Provide E-subscription free of cost
Implementation of Referral Programs
Increased focus on Advertisement
Content Modification to become a holistic Magazine
10. Annexure Cover-on-cover Proposal. Outlook group has launched a revolutionary Promotion program on the 20 th year of its inception known as “Cover-on“Cover-on-cover”. cover”. In this scheme your brand advertisement will be placed in Front and back side of the Magazine which will lead to substantial increase in customer visibility at numerous customers touch points , under this scheme specific no. of magazine copies having your advertisement in front of the of the Outlook Magazine and will be delivered to the best Target customer extracted from Outlook database database having more than 30 lakhs subscribers keeping your business interest as the top t op priority , this scheme will cause substantial increase in your business visibility and will act as a differentiator from other competitors. Rates. Magazine
Cost Per copy(INR) 40* Outlook(weekly) 25* Outlook Hindi(Weekly) 100* Outlook Traveler(Monthly) 50* Outlook Business(Fortnightly) Business(Fortnightly) 50* Outlook Money(Monthly) *itincludescreativecontentforyourbusinessandPostalchargesaswell
Minimum1000copiesneedstobepurchased(Non-Negotiable). YourAdvt.willcomeononlyorderedcopies(Asorderedbythecustomer) Customercanorder100copiespermonth,thereisnorequirementtoorderallcopiesatone time.
Previous Customers:
Sample Cover on Cover:
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12. References 1. Outlook India website 2. Amit Arora Internship Report 3. Indian Readership Survey 4. Outlook Wikipedia 5. Outlook India CRM and Database.
** Report Concludes**
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