Priyanka Final Project

7/28/2019 Priyanka Final Project

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FINAL REPORT

ON

SELLING STRATEGIES THROUGH ONLINE MARKETING

AND

COMPARATIVE ANALYSIS OF OUTLOOK MAGAZINE WITH OTHER

COMPETING MEDIA

BY

(PRIYANKA RATHORE)

(Enrollment ID: 12BSP2199)


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FINAL REPORT

ON

SELLING STRATEGIES THROUGH ONLINE MARKETING

AND

COMPARATIVE ANALYSIS OF OUTLOOK MAGAZINE WITH OTHER

COMPETING MEDIA

BY(PRIYANKA RATHORE)

(Enrollment ID: 12BSP2199)

( ICFAI BUSINESS SCHOOL, Gurgaon


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Contents

TABLE OF CONTENTS

Chapter 1

INTRODUCTION Introduction of Company.

Industry Profile.

Chapter 2

PROFILE OF THE

ORGANIZATION

Origin of the organization

Management team.

.history of the organisation

.magazines names

Media services

Competitors

Chapter 3

DISCUSSION ON TRANNING

Work profile.

Key learning.

Chapter 4

STUDY OF SELECTED

RESEARCH PROBLEM

Research methodology

Approach to the problem

Research questions

and hypothesis

Chapter 5

ANALYSIS Analysis of data and findings


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Chapter 6

SUMMARY & CONCLUSIONS Summary of Learning Experience.

Conclusions and

Recommendations.

APPENDICES Copy of questionnaires.

Industry Outlook Survey Form.

BIBLIOGRAPHY


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EXECUTIVE SUMMURY

In this project my purpose of finding is comparative analysis of outlook magazine and India

today. In questionnaire interpretation i am finding that India today is highly demanded in print

media comparatively Outlook magazine. And outlook magazine demand increasing when they

applying online marketing or online subscription process. In questionnaire part discuss about

the comparative facts with India today.

The purpose of the project is to identify the segments for the outlook magazines and do the

market survey for the potential advertisers in B2B segment for outlook magazines.

Now a days, the magazine market has become increasing competitive. So, in order to tackle the

tough competition from its competitors, most of the magazines need to formulate effective

promotions so that they can have an edge over the others.In B2B market outlook is catering two types of clients, there are those who are the content

readers and those who go for advertisements and promotions in the magazines as per thererequirements. This project is regarding the creation of clients for outlook for promotions in the

magazines which are taking place under certain limitations.

Outlook is also following the industry practices in order to generate sales which in turn improvethe profitability and sustainability of its business. An analysis of its latest promotional scheme

in comparison with its leading competitors like India Today and Fortune.

Advertising is the most visible & best understood method of promotion, it is only one of several

approaches a marketer can choose to promote their products and services.Promotional activities are considered to be the most glamorous part of marketing. This may

have to do with the fact that promotion is often associated with creative activity undertaken tohelp distinguish a companys products from competitors offerings.Moreover these days a new marketing concept of SPACE SELLING has arisen in the print

media, say it, newspapers or magazines. These new promotional tools comprises of STRIP,

FLAP, COVER ON COVER in order to give customized solution to the business clients.

Consequently,

There is reduction in the cost

This give an add-on value to the clients, thus enhancing customer satisfaction.

After analyzing the business markets on the basis of significant parameters like promotional

requirements, order size, costing, database, location etc. thus the marketing strategies can bemade for business development, thus increasing the sales for outlook group.Outlook has various competition in the publishing market. Like

For Newsweek(An outlook product Digital virsion)

TIME


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Time is the worlds leading international newsmagazine published by media conglomerate

AOL-TIME-Warner is exclusively marketed and distributed in India by the India Today Group.

TIME demands the best, and we are able to provide the best through an unmatched marketingand distribution network that seamlessly operates in line with international best practices, which

includes comprehensive handling of advertising sales, subscription activities and customer

fulfillment.

For outlook businessBUSINESS TODAY

Business today is the largest circulated fortnightly in India. Its the best report of the businesstopography of the newly liberalised 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 the first to do serious reporting on management theories. And then again, its the first to

bring a whole new genre of business journalism more upclose and more incisive. Today,BUSINESS TODAY commands the bus.

BUSINESS WORLD

Business world is the part of the ABP Group which is one of the Indias largest media groupand the brand leader in eastern India. ABP also publishes Anand Bazar Patrika, a widely

popular Bengali daily and the telegraph, the largest read English daily in the eastern region. It

also co-owns star news television channel along with Rupert Murdoch,s Star Group, Businessworld 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 its emergingsectors, 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 Asia. The

marketing white book, understanding behavior,

and business world mega B-School guide. The business world round tables and great place to

work seminars, which attract the best minds from the corporate and economic world, have

become important forums to set agendas and address crucial issues. The magazines, mostrespected company awards and the BW-NID design award are considered as bench marks of

corporate excellence by Indian corporate.

BUSINESS WEEK INDIABusiness week is the largest business magazine published in the world and has licensed cyber

media for publishing Business Week India ( permission from ministry of I&B waited ) the

content of this magazine will be focused on money, technology and people, and will provide


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relevant blend of global and Indian content. It will be the only international business magazines

to give readers a global perspective for India.

There are several factors which influences the purchase. These factors may be internal and

external as well. Internal factors include perception towards the thing, knowledge about

product, purchasers attitude, lifestyle, motivational status etc. Motivation is the driving force

which comes into play when customer has better experience with the product.This leads to the

repurchase decision of the customer.Whereas external factors include culture, group or peer

influence, the situation in which purchase is made etc.

Questionnaires were prepared and market survey was conducted and then evaluation of primary

data is done.

The analysis revealed that there are some factors e.g. the customer perceived value and value

preposition when meets leads to customer satisfaction .If that is consistent then leads to

customer loyality .That is the key factor of customer retention etc. which affect the purchase of

magazines of Outlook group.

It also revealed the fact that there is a small opportunity of improvement in the area of quality of

content and promotional schemes. The customers agreed upon the fact that gifts are good in

quality but they added that these promotional schemes can be more attractive.


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KEY LEARNING DURING TRANING

1. I got to know about the atmosphere of the organization2. The working condition of the company.3. Code of conduct in a company and its rules and regulations.4. Process and procedure of working.5. Learned to take orders by superiors.6. Way of communicating right thing at right time to subordinates and to superiors.7. coordination at work.8. Creating strategy on daily basis to achieve my daily target and make the job easier9. Coordinate with everyone to achieve the target.10.Creating hygienic atmosphere to work.11.Learned how to work in stress.


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CHAPTER 1

INTRODUCTION OF COMPANY

Outlook is an Indian weekly and monthly newsmagazine in publication since October1995.

MrVinod Mehta has been the founding editor-in-chief. Since its inception, investigative

reporting has been the forte of the magazine. Outlook has also spawned the specialized

magazines Outlook Traveler, Outlook Money, Mand the Hindi Outlook .

Outlook has been famous for many of it's sensational stories like the "Kargil Bungle" and the

"Match Fixing controversy" but many view its editorial tilt as being against the right like the

RSS , often highlighting opposing sections in negative light.

Achievements

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.
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Newsmagazinehttp://en.wikipedia.org/wiki/1995http://en.wikipedia.org/wiki/Vinod_Mehtahttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Vinod_Mehtahttp://en.wikipedia.org/wiki/1995http://en.wikipedia.org/wiki/Newsmagazinehttp://en.wikipedia.org/wiki/India


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MAGAZINES NAMES


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CHAPTER 2

PROFILE OF THE ORGANISATION

INTRODUCTION

A Rajan Raheja Group

Mr Rajan Raheja is the owner of OUTLOOK group

Date of Establishment: October 1995

Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India

Branches : Mumbai, Kolkata, Chennai, Bangalore and Hyderabad


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MEDIA SERVICES

Print Media

Web Media

Outlook is part of the Rajan Raheja Group which made its beginning in the construction

business and after building a huge presence in the realty market, the Group diversified laterally

into manufacturing, financial services and media. The magazine division of Outlook consists of

Outlook, Outlook Money, Outlook Traveler, Outlook Sapthahik, Outlook Business and Delhi

City Limits. It has recently taken over the Sales & marketing of Newsweek, an international

newsmagazine and Marie Claire, an international womens magazine.

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 observations of the Markets studied for the sale of Newsweek was that Time and

Newsweek have a similar sales pattern and the POP display was maximum from the Outlook

Group.

The major segments identified for the market segmentation of Outlook buyers

Hotels

Coaching institutes

Corporate offices

PVR Cinemas

Premium Clubs


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For the coaching Institutions which prepare students for MBA, the idea proposed by Outlook

was that the copies of Outlook English ,and Outlook Bussines as their Interest happens only

with these two magazines, with the advertisement of the institution with the cover-on-cover

option would be distributed to prospective students who are aspiring to clear CAT and other

MBA entrances in various DU and Engineering colleges in Delhi and NCRs. This idea

appealed as in this way the institution would be able to communicate with its prospective

students.

For the premium clubs, the proposed selling strategy was similar to that adopted for golf courses

with the monthly bill being sent with the magazine by Outlook .

The idea proposed to corporate offices that their Interest only towards Outlook Money , Outlook

Profit because it resembles with their Business.

Hotels keep magazines in the following places : Rooms, Business Centers Lounges, Public

Places and cars. Their more focus towards Outlook Traveler Magazines, and Fashion magazine

like Marie Claire ,this type of Interest bys hotels shows their psychographic segmentation.

The concept given was that initially Outlook was as follows: Outlook would distribute free

copies of the magazine on a weekend when the business is high. And take the details of the

customers. In the next step, the PVR Cinemas to these cinemagoers who had come to watch a

movie on weekend would send the magazine with a flap containing the discount coupon for a

weekday. Hence, on receiving a discount coupon, there is a high probability that the cinema-

goers will come to watch the movie.


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THE OUTLOOK UMBERELLA

PRINT MEDIA

OUTLOOK:

In October 1995,group company hath way investment private limited

entered in the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta,

galvanized a sluggish market reeling under the impact of satellite TV. Outlook quickly carved a

significant niche for itself among discerning readers who value its in-depth, investigative

reporting as well as its stylish visual format. Known to be fiercely independent, Outlook has

shaken the establishment on events ranging from Kargil to Kashmir to cricket, sensitized the

reading public to important issues like big dams, education and gender, and provided an

unremitting focus on South Asian geopolitics. Today, Outlook is the preferred magazine of 1.5

million readers in India, and sells more than 11.2 million copies over the year.

OUTLOOK MONEY:

In July 1998, the Group launched "Intelligent Investor" re-christened as

"OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which

offers sound strategies for the lay investor, especially the growing segment of salaried middle

and upper middle-class and self-employed professionals. Its message is clear and simple: 'Invest


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well, borrow wisely, 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.

OUTLOOK TRAVELER:

Outlook Traveler 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 travelers to take a fresh look at familiar places. Whether people are planning a

holiday, or simply dreaming of one, Outlook Traveler continues to take them closer.

Marie Claire

- It covers the fashion style,new dresses, all the current fashion

statements from the world

.


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OUTLOOK BUSINESS

It covers the business news from all over the world, the joint

venture and dilutions of the companies. It also covers the news of new business ideas, and

their risk .

OUTLOOK PEOPLE

It covers the celebrities interviews about their likes and dislikes

,and fashion statements

CAREER 360

It covers all the information regarding the competitive exams and their

preparation materials and also covers some sample papers of few good exams.


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OUTLOOK GEO

It covers the knowledge base topics like wildlife, nature,

geographic locations .

OUTLOOK HINDI

It is for the audience who like to read in hindi. It covers all the current topics as well as thepolitical ,sports topic.

WEB MEDIA

OUTLOOKINDIA.COM:In 1998, Outlook went online as outlookindia.com, drawing into its

fold the vast, nascent readership of expatriate Indians. outlookindia.com is both Outlook

magazine's home on the Internet and an online publication. Apart from Outlook's print edition in

its entirety - supplemented with links to related articles on its own site and elsewhere on the

Web - outlookindia.com also offers an array of original Web-only columns and and news

updates every day with a very lively interactive section.

OUTLOOKTRAVELLER.COM:Inaugurated as a web resource in 2000, this travel Website

has since come a long way. Outlooktraveller began by opening up new vistas in web-driven

vacation planning, with its highly focused editorial features on an array of destinations. Still a

highlight of the website, these are supported by tools and resources that make putting together

your holiday a breeze ? from selecting your destination, to choosing your mode of transport,

finding your way around the map, selecting a place to stay to catching the local festivities, plus

ferreting out the nearest ATM, fuel stop or cyber cafe. Here there is something for everyone;
http://www.outlookindia.com/http://outlookindia.com/http://outlookindia.com/http://outlookindia.com/http://www.outlooktraveller.com/http://www.outlooktraveller.com/http://outlookindia.com/http://outlookindia.com/http://outlookindia.com/http://www.outlookindia.com/


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themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream

destinations, foodies delights, first-person travelogues, a message room where you can

exchange notes or ask us for more info that you want? And don't forget to book your copies of

our international award-winning bestsellers from Outlook Traveler Getaways, available at a

special price when you order on the website. If you want a sneak preview, there're excerpts from

the guide books by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and

Jug Suraiya.

Outlookmoney.Com: outlookmoney.com takes forward the philosophy and beliefs ushered in

by Intelligent Investor (the personal finance magazine that was launched in mid-1998, now

known as Outlook Money). The site has six channels -- Stocks, Mutual Funds, Loans,

Retirement Planning, Taxation and Insurance -- that address broad areas of the personal finance

spectrum. Outlookmoney.com comes with many interactive tools. The Loans channel alone

sports calculators that do all the number crunching a visitor may want on home, car, personal or

equity loans. outlookmoney.com seeks to provide total solutions to personal finance issues --

from disseminating information to providing avenues for e-commerce transactions.

COMPETITORSHOME MAGAZINE COMPETITORS

OUTLOOK MONEY MONEY TODAY

OUTLOOK BUSINESS BUSINESS ECONOMY,BUSINESS

TODAY

OUTLOOK TRAVELLER TRAVEL TODAY

OUTLOOK HINDI SAPTAHIK
http://www.outlookmoney.com/http://outlookmoney.com/http://outlookmoney.com/http://outlookmoney.com/http://outlookmoney.com/http://www.outlookmoney.com/


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OUTLOOK PROFI T NO COMPETITORS

MARIE CLAIRE COSMO,FEMINA,NEW

WOMAN,VOGUE

NEWS WEEK TIMES (Worlds leading international

news magazine)

OUTLOOK (ENGLISH) INDIA TODA


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indiatoday

outlook0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

19952000

20052010

indiatoday

outlook


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CHAPTER3

WORK PROFILE

As a management trainee I joined OUTLOOK MAGZINES New Delhi and I was given the

profile of a RELATIONSHIP EXECUTIVE.I worked in the company as a RELATIONSHIP EXECUTIVE and my primary work in the

company is to call individual to facilitate the subscription as much as possible. The subscription

has followed an online process under an offer called Triple Bonanza Offer. The offer had sat a

milestone in the history of Outlook group by making the total subscription cost worth more than

35 lakh in a month. The offer consist of the discount upto 52% on subscription plus upto Rs.

1000/- additional discount, then there were lucky draw like chance to win Beat, designer bag,

Branded wrist watch, tabs. Also there were some assured gifts also.

My profile was to do tele-calling and make subscription of the magazines so that the numbers of

readership will increase. For calling we are provided the database of about 50 to 60 in numbers.

These databases consist of subscription date and subscription end date along with the person

name, address, and contact number. My work is to ask and convince the customer to renewal

their subscription the customer and also to promote the magazine via asking for the references.


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Along with the subscription I have also given the responsibility of customer satisfaction i.e. if I

asked a customer for the renewal magazine and he refused then first I need to ask the reason for

not subscribing if the reason is due to any fault in the service of outlook then I need to sort it

and ensure the customer that the problem will not be faced any more in future.

During the calling we experience different processes like:-

Fresh Calling: When the data is given for the first time.

Follow ups: When customer is not ready at the same, it gives a particular time slot to

call.

UTGs: The unsuccessful transactions by the customer which was failed because of

certain problem.

In Outlook, I got to know how to resolve customer problem regarding the subscription or

product of an organization.

Like in Outlook the major problem which customer face are:-

1. Inadequate delivery system i.e. either they dont get the magazine or they got all the

magazine in the bulk.

2. Assured gift which they got or promised was not received or still in process.

3. Complain made by the customer was not fulfilled up to the customer expectation

Though the problem mentioned above are not so very big that cant be solved but need a

proper process and time to execute.

As a Relationship executive I have solved number of situation where the customer was

not ready to take the subscription because to previous in-connivance but after sorting out

their problem they got ready to make the subscription.

Hence using my skills and the guidance of my mentor and guide, I have tried to keep on

adding the value (customer) to the Organization.


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With help and support of my company guide and faculty gui de I was able to generate the 2nd

highest revenue for the company in the month of Apri l.

MAG_CODE SUBS_NO TITLE F_NAME M_INTL L_NAME ORG ADD1

PPL 2833 MR SUNIL JAIN 1/108 AHU

CHAMBERS

PPL 2844 MR PRASHANT GUPTA GUPTA

NURSING

HOME

AND

MATERNITY

CENTRE

PPL 2885 MR RAKESH MEHTA 104 HORIZ

VIEW

PPL 2961 MS SHASHI BHATNAGAR A

GULMOHAR

PARK

PPL 3209 MR B S THIPPESWAMY AVALOKAN

PPL 3274 MR RATI FORBES 30 KOREGA

PARK

PPL 3319 MRS GOPI PATEL 44A NUT

BHARAT

SOCIETY

PPL 3337 MS ZINIA FERNANDES H NO 242-A/1

PPL 3346 MR V

PADMANA

BHA

REDDY C/O V

JAYARAM

REDDY &

SONS

PARK STREE

PPL 3433 MR S RAMESH BABU H NO3-285/6

SHIVALAYA

PPL 3475 MR P A MATHEW PARAPPURA

PPL 3476 MR U PRIYADARSHINI 51-B-CAR

STREET

PPL 3480 MR VIJAY KRISHNA NO 702 7

CROSS


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PPL 3485 MR V C RANE ALOKIKA 27

PPL 3496 MR UDIT SIROHIA 2 CYLDE R

HASTING

PPL 3568 MMB

LEGAL

# 634 2

FLOOR

PPL 3577 MR DHANESH RELAN M-1 3

FLOOR

BLOCK

PPL 3670 MR DIPHAA NAIR NO 23 GE

GANGA

PPL 3712 MR T SUKUMAR 755 II

BLOCK

MAIN


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CHAPTER 4RESEARCH METHODOLOGY

Problem Definition

To determine the degree of satisfaction among the Outlook subscribers in aspects

of Quality content and price of the Outlook magazines..

To determine the consumer repurchasing or renewing the Outlook subscription

frequency.

To determine the degree of relativeness between customer satisfaction and brand

loyality for Outlook magazines.

To determine the efficiency of Outlooks product delivery system.

Management Decision Problem

Should Outlook increase its magazines subscription rates in comparision to its

competitors?

Should Outlook increase the efforts for making the present customer care services more

effective?


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What efforts could be taken to promote the brand loyalty among the present customers?

Do Outlook processes need more automation?

RESEARCH QUESTION and HYPOTHESIS:

Does the subscribers of the Outlook magazine are satisfied from product in regard

to the cost which they incur in subscribing it?

Hypothesis

Outlook subscribers are satisfied of the Outlook magazines in respect to subscription rates.

Does the content of the Outlook magazine is better than its biggest competitor

India Today?

Hypothesis

Content of the Outlook magazine is better than that of any of its competitors

Does the customer care service of Outlook is fully sufficient in solving all the

queries of the customers efficiently?


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Hypothesis

Customer care service of Outlook is excellent

Is the after sales service of Outlook is good enough?

Hypothesis

Outlooks after sales service delivery is satisfactory.

TYPE OF RESEARCH DESIGN

This research is an attempt to describe the satisfaction level of Outlook subscribers. So, here

I have adopted Descriptive Research Design in order to come to a conclusion, by survey

and observation with help of a structured Questionnaire.

In that case also , Cross sectional designs has been adopted for the collection of

information from any given sample of population elements only once.

Sourc es of Data col lect ion

The marketing research was a field survey personally done through questionnaire.

The research is based on both

Primary data

o For collecting the primary data the survey was done through questionnaire, which

was personally given to customers and was filled through interacting with different

age groups, sex, monthly income and occupation.

o Studying the degree of customer satisfaction on objective needed to be work on.


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o Finally analyzing the data of various areas and trying to study about various

influence factors.

Secondary data

For theoretical overview, secondary data was collected from magazines, newspaper and

different website.

The source of data collection for the observation is Primary data which is collected from the

Questionnaire .Primary data are originated by a researcher for the specific purpose of

addressing the problem at hand.

Samp l ing Techniques

There are two methods of selecting samples from the population:

1.Non random or judgemental sampling

2. Random sampling

In this research ,I have adopted the first method, i.e. Non random sampling ,because of the

time constraints and also to gather as much information as possible. or that matter I chosen

all those subscribers of Outlook magazines who subscribed the magazines in 2010 till the

month of May.

o Sampling Technique:

Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study

was done in order to know the accuracy of the Questionnaire. The final Questionnaire was

arrived only after certain important changes were done. Thus my sampling came out to be

judgmental and convenient.

o Sampling Uni t:

The respondents who were asked to fill out questionnaires are the sampling units. These

comprise of Magazine readers in Delhi /NCR region etc


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o Sample size:

The sample size was restricted to only 50, which comprised of mainly peoples from different

regions of Delhi due to time constraints.

o Sampling Area :

The area of the research was Delhi, Noida and Ghaziabad.


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Demographics of participants of the survey:

1. In Which Family Income Group Do You Fall?

2. How would you rate the break-up of the outlook magazine with

news week magazine? [5 being highly dissatisfied and 1 being

highly satisfied]

Peo le %

People %

People %


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3. Which of the following magazine of the outlook prefer the most?

4. Which factor will influence the most if you are going to purchase amagazine of outlook brand?

5. How would you rate the following factors in comparison of India

Today? [5 being highly dissatisfied and 1 being highly satisfied]

People %

Peo le %

People %


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5a. Price

5b. interest

5c. discount & offer

People %

People %

People %


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5d. brand name

5e. delivery

6. How would you rate the complaint recognition of Outlook magazines?

People %

Peo le %

People %


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7. What is your perception regarding the sales process of outlookmagazine?

8. Do the advertising and promotional activities of outlook magazineaffect your decision?

9. Should Outlook brand go for innovation in context to development oftheir magazine?

People %

People %

People %


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10.Any suggestions?

Findings

This data provides the conclusion that still there is a lot of scope to improvise for Outlook

though it is performing well in the market and penetrating very rapidly. It could be a

market leader if it concentrates on few aspects of customer satisfaction.

RECOMMENDATIONS

1. Effective promotional schemea strategy for consumer motivation

It is important to motivate the consumer to subscribe for the magazine for boosting the

sales and it is obvious that most of the consumers will not get motivated unless and until

they get what they want. From the market survey it was able to identify that the

motivating factors are the gifts provided along with the subscriptions and according to

most of the consumers a good gifts are one which have good brand value associated with

it and those which offer better utility.

2. Offline referral marketinga strategy for customer or subscriber motivation

Referral marketing can be effectively used to improve the subscription sales. The existing

customer can be motivated to refer to their friends, relatives etc. to subscribe for the

magazine by means of exciting and attractive gifts as incentives. The magazine should

provide Business reply cards exclusive for existing subscriber along with subscribers

copies during the magazine delivery so that they can refer their friends and relatives for

magazine subscription. The business reply card should offer the facility to be filled with at


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least ten references. Subscribers should be able to send them free of cost. Now these

subscribers can be provided with attractive gifts.

3. Customer retention

It is a normal saying that customer acquisition is good, retention is better. This is because

a customer retained is equal to five new customers as the money spent for acquiring a

customer is calculated to be five times the money spent to retain a customer. From the

information obtained from Outlook, if was identified that Outlook does nothing for

customer retention. Outlook needs to formulate and implement customer retention and

loyalty programs to retain the customers.

Greet the customers with exciting gifts during special occasions

Sell the subscription renewal at discount

Auto renewal of subscription

Allow grace period for subscription expiry

Send loyalty gifts

Organize entertainment events for subscribers

Organize gettogethers

Offer free Medical claim/Insurance Policy

4. Improved magazinefor customer satisfaction

From the market survey it was revealed that the strengths of Outlook Magazine are Promotional

Schemes and unbiased reporting. Its weaknesses are its Content quality, Paper quality and Print

quality so it should work on it to increase the customers satisfaction. If the product is able to

satisfy customers in its core product attributes, then the customer will be tend to be loyal as their

expectations are fulfilled.

So to improve customer loyalty and thereby increase voluntary sales outlook magazine

has to work on its weaknesses as expected by the customers of the magazine Since the

quality of content and coverage are subjective in nature, Outlook needs to identify what

are weaknesses of the current contents and coverage of the magazine as well as the


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customers expectations about them. For this Outlook should go for detailed survey and

customers feedback so that it can understand the customers expectations as far as content

and coverage of the magazine are concerned. Once the customer expectation is identified

Outlook need to restructure the magazine by implementing the customer requirements and

demands in order to improve their satisfaction level which will in turn boost the magazine

as well as subscription sales

CONCLUSION

1. Encourage Face-to-Face Dealings

2. Respond to Messages Promptly & Keep Your Clients Informed

3. Be Friendly and Approachable

4. Have a Clearly-Defined Customer Service Policy

5. Attention to Detail

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

7. Honour Your Promises

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 they'll always come back.


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BIBLIOGRAPHY

Referred Books:

1.Solomon, Michael R., Consumer Behavior-Buying,Having and Being, 2009 Pearson

Education Inc.,

2.Malhotra,Naresh K., Dash, Satyabhusan., Marketing Reseach,An applied

orientation,2010,Pearson Education Inc.,

3.Cooper & Schindler, Business Research

4.Belch George, Belch Michael , Avertising and promotion

5.Kotler Phillip, Marketing Management

Web Site:

www.outlookgroup.com

www.outlookindia.com

www.outlookmagazines.com

www.Delhioutlookmagazines.com

www.outlooktraveler.com

www.outlookbussiness.com

www.outlookmoney.com
http://www.outlookgroup.com/http://www.outlookindia.com/http://www.outlook/http://www.delhioutlook/http://www.outlooktraveler.com/http://www.outlookbussiness.com/http://www.outlookmoney.com/http://www.outlookmoney.com/http://www.outlookbussiness.com/http://www.outlooktraveler.com/http://www.delhioutlook/http://www.outlook/http://www.outlookindia.com/http://www.outlookgroup.com/

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