Академический Документы
Профессиональный Документы
Культура Документы
magazines .
[An S.I.P project by mba (sf4) batch 2nd semester]
Rajendra Shahi
Dibakar Sengupta
Abhishek Jena
Rajdeep Boruah
Manas Singh
Tanmay Mondal
Somnath Halder
Subadhip Bera
Kaushik Kar
Sovik dey
ACKNOWLEDGEMENT
It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception.
On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavor.
Without their active guidance, help, cooperation & encouragement, I would not
have made headway in the project.
I am ineffably indebted to Mr.Sugata Mukherjee, the head of Kolkata branch of Outlook
Publishing (India) Pvt Ltd for conscientious guidance and encouragement to
accomplish this assignment.
I extend my gratitude to college Eiilm and Vidyasagar University for giving me this
opportunity.
At last but not least gratitude goes to all of my friends who directly or indirectly
helped me to complete this project report.
Any omission in this brief acknowledgement does not mean lack of gratitude.
TABLE OF CONTENTS
1.Executive summary
2.Introduction
3.Methodology
4.Data Analysis and Interpretation
5.Outlook Money
6.Outlook News
7.Outlook Traveller
8.Outlook Business
9.Conclusion
EXECUTIVE SUMMARY
INTRODUCTION
Mr. Rajan Biharilal Raheja was born in (1954) . He was identified as 30 th
richest person in India by Forbes magazine. Outlook Publishing India Pvt. Ltd
is owned by Raheja group. It was started in India in 1995 with Vinod Mehta
as the editor in chief.It has a readership of about 1.5 million and over 11.3
million copies are sold each year throughout India. It features contents from
politics, sports, cinema, and stories of broad interests.
It has its headquarters in New Delhi and branch offices in Mumbai, Chennai,
Kolkata and Bangalore.
Product details:
There are 6 brands of magazine available within outlook group, namely:
Outlook News, Outlook Money, Outlook Business, Outlook Traveller, Outlook
Hindi and Outlook Traveller Luxe, each catering to a different category of
people with their varied choices and unique mindsets.
OutlookNews the weekly news magazine consisting of news related to
political, social, movies, sports and other current affairs of the country
OutlookMoney termed as the personal finance magazine, this magazine
consists of topics on how to effectively increase income or invest safely and
ensures that any financial decision made by an individual in their life, is the
correct one.
OutlookTraveller caters to those people, who love to travel a lot and see
exotic places. Its contents range from a list of must see places in the world
to accurate travel planning tips and contacts of all related services.
OutlookBusiness consist of news related to various business houses and
inside stories on top business owners and their tips and strategies for
success.
METHODOLOGY
Some key points:
A general mindset of the customer about the magazine can also be obtained
from whether they would recommend the magazine to any friends or
relatives of theirs.
1. Age
18-25 y
26-35 y
36-45 y
46 and above
2. Gender :
Male
Female
3. Qualification :
Under graduate
graduate
Post graduate
4. Occupation :
Student
service
business
Self-employed
Retired
Rs.3,00,000 5,00,000
Rs.5,00,000 7,00,000
Business
Traveller
Money
2 years
3 years
5 years
8. What is your opinion regarding the contents available within the magazine?
Excellent
Good
Average
Bad
very poor
Above
Excellent
Good
Average
Bad
very poor
10. What is your opinion regarding the subscription schemes available within the OUTLOOK brand?
Excellent
Good
Average
Bad
very poor
Traveller
Money
Business
12. Since how long are you associated with OUTLOOK group as a reader?
Less than 1 year
1-3 years
3-5 years
Above 5 years
The data obtained from the survey was firstly analyzed separately for all the
4 magazines and then compared together to find out the common
shortcomings that needs to be addressed.
Given below are some of the key points of analysis obtained from the
common survey of all the magazines:
Four different magazines which cover each and every segment of the market and fulfill the needs
gift
Perception of readers, OUTLOOK favours Congress party and does not write anything against
the party.
OUTLOOK MONEY
2. Most of the subscribers have reported that the content is excellent. Very few
people suggested that content is bad.
3.
4. The
6. Forty
5 years.
7. Sixty
seven percent people said that they will sometimes suggest this magazine to
others.
8. Most
9. It
was found that people of age 36-45 years like reading this magazine the
most.The youngergenerationfind it difficult to spend Rs.50 on magazines
every month
.
10. High number of male reader and very less female readers .
11.
12.
Most subscribers were found to be service men. Twenty five percent subscrib
were
businessmen and only eight percent subscribers were students
13. People
Findings
Recommendations
The readership base amongst youngsters and females should be built
up. This can be done implementing Below the Line activities.
To make the subscription schemes more attractive, different
combinations of offers should be given and gift items should be
changed time to time.
Customer base has to be increased by creating more awareness about
the product.
The termination of subscription and lack of longer association are
issues which need to be addressed with attention on customer
satisfaction.
Recommendations and better loyalty of customers can gathered by
implementing better customer handling procedures like documenting
the problems.
OUTLOOK NEWS
Outlook News is a weekly English news magazine published in India. It
provides latest news on politics,sports,cinema and stories of broad interest.
It is also available in Hindi.
1. The people can subscribe for 1yr, 2yrs, 3yrs, and 5yr. Here we can see
that maximum duration of the subscription customers prefer is 3yrs
3. The magazine is delivered through the courier; here we can see that 49%
of the people say that delivery is good.
5. Through the customer feedback, we came know that the duration of 3yr
subscription of outlook magazineis higher as compare to the other duration
period.Here also we can see the readers associated with outlook for 1-3yrs
are more that is 48%.
6.80% of the customers say that they will sometimes recommend the
outlook magazines to others.
10. Graduates subscribe the most to this magazine, the least being under
graduates
Findings
Customers subscribing to Outlook news are quite loyal and prefer an
average subscription of 3 years
Content of this magazine is good and the customers are satisfied with
it
Delivery mode of the magazine is average and needs improvement.
Customers are dis satisfied with the magazines delayed delivery.
Subscription schemes offered to the customers are also average.
Customers are bored as they are being offered the same schemes and
they want something different.
No readers in the age bracket of 18-25 years
Recommendation
OUTLOOK TRAVELLER
A monthly travel magazine focusing on sharing information about exotic
places to see, planning tours around the world and making it easy and fun
for the people to plan and enjoy their vacations.
1)
Duration of subscription:
The people can subscribe for 1 year, 2 years, 3 years & 5 years. Here we can
see that the people want to subscribe for 5 years more .
2)
Regarding the content of Outlook Traveller, people are saying that it is good.
4)
5)
Preferred brand:
85% of the customers preferred the Outlook Traveller & 15% of the customers
preferred
Outlook News. So the people preferring the Outlook Traveller brand more
than the others.
6)
As we have already seen that the Duration of Traveller magazine readers are
higher for the 5 years subscription, so here we can also say that the
association with Outlook above 5years is higher. As 41% of the customers
areassociated above 5 years.
7)
Recommendation to others:
8)
Suggestions:
32% of them are saying that the delivery need to be improve more, 19% of
them are saying that the gift related problem need to be checked,12% are
saying about the improvement of content, 5% are saying regarding the
better offers.
9)
Age
The magazine can be subscribed by all the age groups.The most of the people
in the surveyed population group belonged to the age group of 46 and above .
10)
Gender
The magazine is not gender biased. Both male and female can subscribe for
the magazines. 78% of the people surveyed were found to be male.
11)
Qualification
Most of the people subscribing for the magazines were found to possess a
qualification degree of graduate. 54% of the people were graduates .
12)
Occupation
64% of the people are into service. Even the students, the business persons
can subscribe the magazines
13)
Income level
The people subscribing for the magazines fall within the income range of Rs. 3,
00,000 to Rs. 5, 00,000.
Findings:
It was found that there were gift oriented problems faced by the
subscribers. The subscribers do not receive the gifts on time. Even
there are complains the gifts they receive are at times in damaged
condition.
It was also found that the delivery of the magazines is often delayed.
Since the magazines are delayed by courier mode so there occurs a
problem in delivery.
Recommendations:
The gift items should be changed from time to time. As the same gifts
are given the people often refuse to subscribe because they do not
want to get the same gifts.
Since the delivery of the magazines are a major problem so special
emphasis should be given by outlook group on this problem.
OUTLOOK BUSINESS
Business magazine is one of the magazines which are offered by the outlook
publishing group which is based on leadership, grounded views, rare
insights and fresh perspectives, coupled with an approach that is holistic
and global.
This magazine is helpful for businessmen and young entrepreneurs for
guidance and decision making.
1) Duration of subscription
Most of the readers subscribe for 3-5 years with few for 1-2 years.
5) Preferred brand
All the readers preferred business magazine over other magazines
7) Recommendation
Most of the readers suggested the magazine to others at some point of time.
8) Suggestion
Most of the readers said delivery is an issue followed by stereotyped gifts and offers and
content.
9) Qualification
It is found that 59% of the readers hold post graduate degree and 41% of them holds graduate
degree
10) Occupation
Most of the readers are in service job (53%) followed by 23% self-employed and 12% for
students & 12% retired
12) Age
It is found that most of the readers are in the age group of 26-45 years and there are no readers
in the age group of 8-25 years.
13) Gender
Majority of the subscribers are found to be males (82%) and few female subscribers (18%).
Findings
No readers in the age bracket of 18-25 years.
Most of the readers are in the income bracket of Rs 3-5 Lakhs/annum and no readers found in
the income bracket of above Rs 7 lakhs.
Poor delivery of the magazines and stereotyped gifts are issues for readers.
Most of the readers do not find the subscription schemes to be attractive
Recommendation
CONCLUSION
This project brought to light the various aspects of consumer buying behaviors in terms of
buying different types of magazines issued by Outlook Publishing India Pvt Ltd.The various
findings reflected both the pros and cons in the way of functioning of the company and its way
of dealing with customers.
The cons if handled well can lead to a huge decrease in the number of customers changing to a
competitor brand and will increase customer loyalty by a huge percentage. Even if the
complaint handling section is focused upon it will lead to a huge number of satisfied customers
who would want to do business again with Outlook.
Customer perception and preference is an integral part of any business. It is based on it that the
future of the business is decided. Hence a company should spend adequate amounts of time
surveying and researching these aspects for better functioning of business.
Last but not the least, this project has taught us many key elements about how a business
functions .Sales presentations, closing sales, time management are only a few of the many
skills that we have learnt through this project. We hope that we get several further opportunities
like these to be inducted in a corporate environment and in turn learn to be professionals.