Documente Academic
Documente Profesional
Documente Cultură
ON
BY:-
Onkar sharma
Batch: 2008-10
PG20082401
I owe a debt of gratitude to outlook India Pvt. Ltd. limited for giving an
opportunity to practical exposure of corporate to me. I am thankful to Mr.
Himanshu pandey national sales and promotion manager for his incredible help
and support.
I am grateful to Mr. Sumit bhardwaj who not only helped me in the project but
also taught me about the various traits of print media industry. I am also thankful
to Tapan sir for sharing sales tips and regulations.
I am also thankful to all sales officers, every employee of outlook India office in
delhi for sharing their valuable information with me.
[Onkar sharma]
The term training refers to the acquisition of knowledge, skills, and competencies
as a result of the teaching of vocational or practical skills and knowledge that
relate to specific useful competencies. It forms the core of apprenticeships and
provides the backbone of content at institutes of technology (also known as
technical colleges or polytechnics). In addition to the basic training required for a
trade, occupation or profession, observers of the labor-market[who?] recognize
today the need to continue training beyond initial qualifications: to maintain,
upgrade and update skills throughout working life. People within many
professions and occupations may refer to this sort of training as professional
development.
On-the-job training takes place in a normal working situation, using the actual
tools, equipment, documents or materials that trainees will use when fully trained.
On-the-job training has a general reputation as most effective for vocational work.
takes place. Off-the-job training has the advantage that it allows people to get
away from work and concentrate more thoroughly on the training itself. This type
The Engineering and Professional graduate programs in India include Summer Training
with the following objectives
* Correlate courses of study with the way industry or potential workplace operates its
business or work using technology.
* Work on implementing what has been learned in school, especially true for Computer
Science under-graduates.
The engineering and professional courses including MBA, PGDBM, B.E., BCA amongst
others during 2004-5 had an estimated half a million under-graduates needing
internship in fields of Computer Science, Electrical and Electronics, Mechanical, Civil,
Bio-Informatics disciplines every year. The students for professional programs are
required as a part of the courses to undergo a 8 week or 6 month training.
For a long time after independence(India) the lack of industrialization meant that many
of these young professionals had to go without proper training during internship period
earmarked in the under-graduate programs. The world moves from industrial age to
is available easily in the hands of people hitherto on the wrong side of longitudes and
time-zones or urban-rural divides.
In today's world the interns or trainees, the future professionals need to re-orient the
traditional approach to searching for a training or internship.
1. Look for name brands and try and get a Training Certificate.
2. Put your dad-mom 's, uncle's and aunt's social network to work and land an
internship. This normally gets you a certificate and usually not much as else as
someone is merely obliging your relatives.
3. Your seniors sometimes can help place interns in the companies they work for, this
generally works if you happen to belong to elite institutes like IITs, IIITs and NITs.
4. Your institutes placement cell:- Unless you need a 6-month training placement, the
companies normally don't bother offering training through placement cell. Again works
better if yours is an elite institute.
After starting to look for summer training 2-3 months before you need to start it and
finally reach a good enough company or workplace just in time or delayed by a week or
two. Having reached a name brand or the coveted big corp, most interns end up doing
menial chores no one else wants to do.
The interns are either ignored or given totally useless jobs like inventorying the IT
equipment, making a survey of problems faced by home-owners in a factory owned
residential area for its workers, making spreadsheets etc under the ruse that they are
not qualified to handle a real job of programming or its equivalent in other areas of work.
The brave new world demands a radical new approach to summer training or
internship.US of A is still the leader of Information Technology and contrary to popular
belief it is not about to surrender its technology leadership to India or China anytime
soon. Slashdot a popular site for technologists with a primarily US based audience lists
some of the things which interns did this summer .
Some of these things apply not only to the interns in US but are globally applicable.
In the indian context, this might be a good strategy with variations suiting individual
tastes, essentially it boils down to
2. Apply that technology to improve the college infrastructure, remember those creaky
Novell file servers or virus ridden windows backend boxes can be replaced by good
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
Open Source alternatives.
3. Look out for bounty programs from Open Software sites and add new features to
open source softwares and earn money in the process of learning something.
4. Or scratch your favorite itch to create something new which reaches thousands of
downloads as soon as the beta is out.
5. Watch out for influential Open Source organizations like your local Linux User Groups
or Development oriented groups and convince the managements of such organizations
to offer you certificates of training for releasing Open Source projects (new or patches)
under their patronage. This is a win-win for Linux User Groups as well as interns.
Typically a few vastly superior geek minds can be found at the Linux User Group
mailing lists and can be convinced into mentoring you during the summer training period
and possibly beyond it.
6. Setup a development environment using free software, not only because it is a richer
environment for developers and there is a lot more to learn on a free development
platform but also because many of your future employers consider these as essential
skills. At the minimum try and use a version control system like RCS(if not CVS). A
hotshot IDE like Eclipse, and webserver like Apache or Tomcat. Typical unix like
environments such as Linux are extremely rich in available documentation and
sophisticated tools. It is a reasonable assumption that a potential developer needs to
learn to use unix for any serious shot at the programming career.
7. Get well worded endorsements from your mentor and other developers of Open
Source projects to which you contributed to, and snapshots of CVSWeb GUI's showing
Unit-1:
Executive Summary:
a. Introduction
b. About print media industries in India
(Background, key issues, Review of
performance)
c. Growth of print media industries
Outlook’s Brief profile (Company)
a. About Outlook
b. Mission & Vision
c. Marketing strategy
d. S W O T analysis
e. Porter‘s five forces analysis
f. Organizational structure
Objectives of the study
Need for the study
Limitation of the study
Research Methodology of the study
Findings
Suggestions
Unit I
Executive summary
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 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 good thing about Indian Print media is that any Bias of any sort is quickly subsided,
therefore impartial reporting is a major feature of the Indian Print Media. The news you
get through these outlets cannot be any truer.
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! This section is dedicated to
the Indian Print media with articles on Newspapers, Magazines, Controversies and
The Media in India enjoys a great amount of freedom and is therefore flourishing.
Whole new segments are opening up for this Rs 10,000 crore industry. Perhaps the
most significant possibility is in India emerging as a back-end destination for digitising
television and film content as well as managing video servers for global companies in
the pay-per-view TV market. The previous year has been a landmark year for television
broadcasting. Many new news channels like the two from NDTV and one each from TV
Today and Star were launched. Television viewers were to enjoy much more freedom in
metros with the rollout of Conditional Access System, which was quietly introduced in
Chennai, but trouble was just round the corner. In Chennai there are very few
customers for channels in languages other than Tamil and all Tamil Channels are free
to air. As a result there was no objection, only people did not go for the top box. Delhi
however has been a different story what with CAS being first put off, then implemented
and then the total confusion on its status. The launch of a choice private FM radio
stations has got the metro residents hooked on to the otherwise almost obsolete radio
service. Lots of multiplexes opened across the country and many more are on the
pipeline. Overseas studios were bullish on producing. Piracy however, continued to
bother the Indian film and music industry. The Internet continues to grow.
INDUSTRY PROFILE
There are the two main sources of obtaining data to determine readership of any
publication:
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.
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.
Press continues to grow, adding 21 million readers between 2002 and 2005.
Over the last 3 years the number of readers of dailies and magazines put
together among those aged 15 years and above has grown from 179 mn to 200
mn - a growth of 4% every year. (Note: Recently the scope of NRS has been
expanded to include those aged 12 years and above but the 15 years age cut-off
has been applied for the sake of comparison with NRS 2002.)
There is still significant scope for growth, as 314 million people who can read and
understand any language do not read any publication. It is not just affordability
that is a constraint, since 21 million of these literate non-readers belong to the
upscale SEC A and B segments.
Dainik Jagran retains its No 1 position among newspapers with 19.07 million readers,
Dainik Bhaskar follows second with 14.57 million, and Daily Thanthi is third with a
readership of 10.23 million. Amar Ujala is still at four with 9.89 million readers.
Malayala Manorama (9.35 million) and Hindustan (9.72 million) have interchanged
positions at number five and six. Lokmat, Eenadu, Mathrubhumi and Times of India take
the seventh, eighth, ninth and tenth spots with 8.10 million, 7.94 million, 7.65 million,
and 7.08 million readers, respectively. ToI is the only English daily to find a place in the
top 10. Except for Amar Ujala and Hindustan, every other publication in the top ten list
has experienced a marginal decline in readership.
For the IRS 2006 R1 an annual sample size of 2.4 lakh was covered spread equally
over two rounds. A total of 1,178 towns and 2,894 villages were surveyed. The data
represents fieldwork during the full year Jan-Dec 2005. The mid-point of the survey is
June 1, 2005. Being a continuous survey, the reporting takes place every six months
based on a Moving Annual Total.
Among magazines, Saras Salil (Hindi) leads the pack with a readership of 7.36 million.
A distant second is Kungumam (Tamil) with 3.76 million, followed by Vanitha with 3.52
million readers. India Today English is fourth with a readership of 3.51 million.
Grihashobha (Hindi) has moved up a notch to number five, and is followed by Tamil
weekly Kumudam, India Today Hindi, Malayala Manorama, Tamil weekly Anand Vikatan,
and Hindi monthly Meri Saheli. Kungumam, Anand Vikatan, and Meri Saheli and
newcomers in the top ten list.
Most English dailies have seen a fall in readership, though on the whole any English
daily readership has shown an increase from the 17,396,000 in IRS 2005 R2 to
17,435,000 in IRS
Lakh. Deccan Chronicle‘s too has grown? From 10.14 lakh to its current 11.32 lakh. The
Telegraph (10.82 lakh), Mid Day (7.37 lakh), Deccan Herald (6.04 lakh), the Indian
Express (5.65 lakh), the Tribune (4.83 lakh), the Statesman (4.22 lakh), the Assam
Tribune (3.45 lakh)? all have seen fall in readership.
Among English magazines, number one India Today has dropped by 10 per cent from
38.99 lakh to 35.09 lakh. Sister concern? Reader‘s Digest? Too has seen a 12 per cent
fall and is at
23.06 lakh from 26.37 lakh. Filmfare has seen one the steepest falls? Its readership fell
21 per cent to 16.71 lakh. Outlook has dropped by 11 per cent and is at 11.44 lakh.
Stardust, too, has dropped and is currently at 10.95 lakh in comparison to the 13.11
lakh in the previous round.
From women‘s magazines, Femina, Women‘s Era, Cosmopolitan, New Woman, Elle
and Savvy to special interest titles like The Sportstar, Auto India, Overdrive, Outlook
Traveller, Capital Market, Living Digital, all have seen a dip in readership, with some
titles like PC Quest and Junior Science Refresher dropping by almost 23 per cent.
According to the survey, the number of households has grown by 1.4 per cent over
2005 to reach 210 million. Individual growth rate has been slightly lower than household
growth rate at 0.85 taking the total 12 yrs + population to 784 million. With single age-
breaks now available from the Census, the age group data has been realigned. The
proportion of the total share of 20-29 age group has declined from 25 per cent to 23.6
per cent.
The data shows that the reach of mass media has stagnated in the last three years.
Press reach has been hovering around at 24 per cent, TV at 55 per cent, radio at 21 per
cent, and Internet at 1.5 per cent at the all India level. In urban India, press and TV have
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
declined. The press reach declined from 42.9 per cent in 2004 to 41.7 per cent in 2006.
Though TV declined from 80.2 per cent to 78.9 per cent in the last three years, C&S has
shown some growth, from 53.5 per cent in 2004 to 54.4 per cent in 2006.
The main source of revenue for any publishing group is advertising. An advertiser would
like to know the facts and figures before investing his money in advertising. And before
investing
the money, the advertiser ought to know how many people buy which publication in
which area. The ABC gives all these vital facts every six months. The ABC figures are
not the outcome of opinions, claims or guesswork, but they are the result of rigid, in-
depth and
Industry future
poised to grow at 19% compound annual growth rate (CAGR) to reach Rs 83,740 crore
by 2010 from its present size of Rs 35,300 crore, according to 2005 annual edition of
the FICCI - 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 PricewaterhouseCoopers‘ 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,‖ he added.
Strong economic growth, rising consumer spending and 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.
Advertising Spends:
New Players:
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The year 2005 was marked by the entry of new players across all segments of the
industry. The most prominent entry was that of the Reliance Group in both the filmed
entertainment and radio segment. In the radio segment, companies have bid for FM
licenses in 338 small towns and cities spread across the country in the second phase of
liberalisation, and an overwhelming majority of these companies did not even have a
presence in the entertainment and media space, let alone the radio sector, earlier.
Television:
Subscription revenues are projected to be the key growth driver for the Indian television
industry over the next five years. Subscription revenues will increase both from the
number of pay TV homes as well as increased subscription rates. The buoyancy of the
Indian economy will drive the homes, both in rural and urban (second TV set homes)
areas to buy televisions and subscribe for the pay services. New distribution platforms
like DTH and IPTV will only increase the subscriber base and push up the subscription
revenues.
Filmed entertainment:
Advancements in technology are helping the Indian film industry in all the spheres – film
production, film exhibition and marketing. The industry is increasingly getting more
corporatised. Several film production, distribution and exhibition companies are coming
out with public issues. More theatres across the country are getting upgraded to
multiplexes. And initiatives to set up more digital cinema halls in the country are already
underway. This will not only improve the quality of prints and thereby make film viewing
a more pleasurable experience, but also reduce piracy of prints.
Print media:
Radio:
The cheapest and oldest form of entertainment in the country, which was hitherto
dominated by the AIR, is going to witness a sea-change very shortly. In 2005, the
government announced three key policy initiatives which will drive growth in this sector -
migration to a revenue share regime, allowing foreign investment into the segment and
opening of licenses to private players. As many as 338 licenses are being given out by
the Indian government for FM radio channels in 91 big and small towns and cities. This
deluge of radio stations will result in rising need for content and professionals. New
concepts like satellite, internet and community radio have also begun to hit the market.
Increasingly, radio is making a comeback in the lifestyles of Indians.
Music:
The industry has been plagued by piracy and had been showing very sluggish growth in
the physical format over the last few years, both in India and globally. However, ‗mobile
music‘ and ‗licensed digital distribution‘ services are projected to fuel the recovery of the
music industry the world-over. The pace of growth in mobile music reflects the fact that
consumers increasingly view their wireless device as an entertainment medium, using
those devices to play games and listen to music, while carriers are actively promoting
ancillary services such as ringtones to boost average revenue per user. Ringtones
currently constitute the dominant component of the mobile music market. Licensed
digital distribution services are also contributing significantly to growth in all regions.
Live entertainment:
Out-of-home advertising:
Outdoor media sites in India are predominantly owned or operated by small, local
players and are typically, directly marketed by them to advertisers and advertising
agencies. However, this segment too is witnessing a sea-change with technological
innovations. Growing billboard advertising is fuelled by technologies such as light-
emitting diode (LED) video billboard. This is a segment that is seeing interesting
technological innovations across the world and is likely to evolve in India too in the
short-term.
Internet advertising:
An estimated 28 million Indians are currently hooked on to the internet. And this rising
number is leading to the growth of internet advertising, which today stands at
approximately Rs 100 crore. The internet is being used for a variety of reasons, besides
work, such as chatting, leisure, doing transactions, writing blogs etc. This offers a huge
opportunity to marketers to sell their products. And with broadband becoming
increasingly popular, this segment is expected to grow by leaps and bounds.
Commenting on the future of the industry, Deepak Kapoor said, ―Convergence will play
a crucial role in the development of the Indian entertainment and media industry where
consumers will increasingly be calling the shots in a converged media world. Broadband
access and Internet Protocol (IP) will be the technology enablers that will evolve this
new breed of consumers, as opportunities for them to access and manipulate content
and services will be overflowing, while their time and attention will be limited.
Established approaches of pushing exclusive content through non-linear-channels or
networks to mass or segmented audiences will no longer guarantee competitive
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
advantage.‖
The report has been prepared on the basis of information obtained from key industry
players, trade associations, government agencies, trade publications, and other industry
sources. The performance trends in different segments of the industry were analysed
and an attempt was made to identify the underlying factors. Models were developed to
quantify the impact of each of these factors, to create a forecast scenario. PwC‘s
professional expertise, institutional knowledge and global resources of knowledge and
excellence were applied to review and adjust those values wherever required. The
entire process was then examined for internal consistency and transparency vis-à-vis
prevailing industry wisdom. Feedback from key industry players was subjected to a
rigorous validation process to ensure that it was consistent and conformed to the
industry feel.
"It's a fast growing economy and with consumption so robust and with incomes rising,
it's a fertile ground for the print media," says Vivek Couto, executive director of Hong
Kong-based research firm Media Partners Asia. "There is also a buoyancy in print
advertising that is encouraging new launches and niche publications in particular."
Print publication advertising revenues in India generated Rs 9,400 crore ($2.4 billion) in
2007, or 48 per cent of all of the country's media advertising revenues,
PriceWaterhouseCoopers (PWC) said in a recent report. TV ads generated 41 per cent.
With the economy having grown at an average rate of 8.75 per cent in the last four
years, middle class incomes have risen, boosting demand for niche magazines on
health, leisure and finances.
Growing prosperity in rural areas is also encouraging demand for publications in India's
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
more than 20 official regional languages.
Revenue for newspapers and magazines in India, where reading at least one
newspaper in the morning is sacrosanct, grew at an average rate of 15 percent in the
last four years, higher than anywhere in the world, PWC said. The growth is helped by a
young demographic, more working women, rapid urbanisation and smaller households,
the report added.
The print publication boom in India contrasts sharply with more mature markets in the
West where circulation figures and advertising revenues are down as readers move to
the Internet.
Boom
India in 2005 allowed 100 per cent foreign investment in non-news publications, keeping
the cap for news at 26 per cent.
Early investments included Independent News and Media's 26 per cent stake in
newspaper publisher Dainik Jagran, Pearson Plc's 14 per cent in Business Standard
newspaper, Henderson Ventures' investment in HT Media and BBC Worldwide's
magazine venture with Bennett, Coleman & Co.
More recently, private equity firm Blackstone Group put $150 million in regional
publisher Ushodaya Enterprises, Warburg Pincus moved $33 million into the Dainik
Group and DE Shaw invested $39 million in Amar Ujala Publications, according to
research firm Venture Intelligence.
News Corp, which has a content alliance for The Wall Street Journal with HT Media's
business daily, is keen on more launches. Pearson, which has sold its Business
Standard stake, is reported to be in talks for a new venture.
"There's huge investor interest in the growth potential, because the segment is still quite
under-penetrated," said Atul Phadnis, chief executive of consultancy Media e2e.
Local firms are also seizing the opportunity: Business Standard and Bennett, Coleman's
Economic Times have launched Hindi and Gujarati-language editions of their financial
dailies. Deccan Chronicle Holdings has launched a business daily to compete with five
others, and new regional-language and city papers are hitting the stands nearly every
day.
Glut
But it's not all good news. The large number of players jostling in the market place could
lead to a drop off in advertising revenues in the coming years, analysts say. "One of the
worries is that publishers are taking ad revenues for granted," points out Phadnis.
"Everyone thinks it will keep rising, but as early as 2009 we are going to see a glut in
inventory in TV, print and the internet because of so many players. We will see intense
price competition, and smaller firms may be forced out," he says.
Investors are also chasing only a handful of large media firms, he adds, nudging up
already high valuations: Deccan Chronicle shares trade at 10.3 times forecast earnings,
while Jagran Prakashan trades at 19.3 times and Mid-Day Multimedia quotes at 19.7
times forecast earnings. Rising newsprint prices are also bumping up production costs.
Still, Conde Nast expects Vogue will break even in its first or second year of operation
compared to an average break-even period of five or six years in more mature markets,
says Alex Kuruvilla, managing director in India, referring to Europe and the US. "We are
optimistic and bullish," he says of the potential. "But also cautious: In this market, you
have to be smart."
Attracting the attention of vendors who hawk magazines at traffic lights and getting
space on shelves in overcrowded news stands across Mumbai is not easy for new
entrants.
"I am already running out of space," says K.B. Singh, pointing to a low wooden bench
on a busy sidewalk piled high with dozens of glossy magazines and newspapers.
"Where will I put the new ones?"
Government of India in June 2002 had decided to allow 26 per cent foreign
direct investment (FDI) in news and current affairs print media. Technical and
medical publications have been allowed a higher FDI of 74 per cent. The
decision, taken by the Union Cabinet, reverses the 1955 Cabinet resolution
prohibiting any foreign investment in print media.
attempted to address the concerns of political parties that fear FDI in print might
lead to foreigners controlling the Indian media.
The Opportunity
The desire for foreign help is palpable. India has 49,000 publications, but annual
revenues total just $1.1 billion. While they can be vibrant and gutsy, most are
starved for technology, marketing, and capital to expand. So, a handful of
publications dominate. Chief among them is the Times of India Group, which long
used its political clout to block foreign entrants by claiming news media are a
"strategic" industry.
Its seven newspapers (total circulation: 2.2 million) use strong marketing and
distribution to overpower rivals. The group earned $40million in 2001, more than the
rest of India‘s print media combined. One affiliate,
The Economic Times, has 467,000 subscribers. There‘s little doubt about India‘s market
potential. According to a national survey,248 million literate adults still don‘t read any
publication. But readership of newspapers and magazines is up 15% since 1998, to 180
million. It‘s a reflection of a younger, more educated population, especially in small-town
India, feel experts.
Companies such as Pearson, Haymarket, Time India, News Corp., and Dow
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Jones have eyed India‘s big, English-reading market. So the day the new policy
was announced, stocks of five newspaper companies shot up 10%. Bankers in
Bombay began asking other media concerns if they want to go public. ICICI
Ventures, which holds stakes in three media companies, is quite bullish about the
industry.s prospects.
Trade books offer the best openings, since as much as 74% FDI has been
permitted in them. Britain‘s Haymarket Publishing Group already has ties to
Autocar India, with 80,000 subscribers. Haymarket doesn‘t own a stake, but
helps with research and management. Now, it can invest, provide funds to print
more copies, market more strongly and use Autocar as a platform to bring its
other brands. Bombay‘s Tata Infomedia, a $30 million publisher of yellow pages
and trade magazines, also has already started to solicit business with foreigners,
sources say.
The Tata Group is selling the Indian edition of Reader's Digest magazine, making
it the first publishing property offered for sale since the government last month
scrapped the ban on foreign investment in the print media.
A reason to invest now is to snag the best partners. Indian media moguls will
push for more liberalization. And the experience of TV broadcasting, where
foreigners can buy 49% stakes, suggests takeover fears are overblown. Rupert
Murdoch‘s Star TV has the top entertainment channel, but its news station trails
all-Hindi channel Aaj Tak. Three similar channels are on the way. In print media
as well, India ids likely to find that opening up the sector to foreigners will
strengthen local players as it breeds healthy competition.
But there is more than meets the eye. The English-language media, fearing
competition from players with deeper pockets, has been resisting this move by
the Government.
And from a marketing point of view, the English press reaches the most lucrative
segment of society - the 300-million-strong middle class. Foreign players are
seen as a threat to market share. One of the few local media houses in favour of
foreign investment has been the India Today Group, publishers of India‘s largest
circulating news magazine.
Outlook group
It's an entrepreneurial journey that has spanned both 'old' and 'new' economies --
building successful brick-and-mortar businesses to exploring the frontier world of
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
convergence technologies. About a quarter-century before the onset of the ICE age, the
Rajan Raheja Group made its beginning in the construction business. After building a
huge presence in the realty market, the Group diversified laterally into manufacturing,
financial services and media -- each venture initiated, and executed, to fulfil the
objective of assuming leadership in core areas.
The list of the Group's successes is long and eclectic. Today, H&R Johnson ( India )
Limited is the top name in ceramic tiles in India . Exide is the strongest brand of
batteries in the automotive and industrial field. Co-promoters of Supreme Petrochem
Ltd. along with Supreme Industries Ltd, largest processor of plastic materials in India.
The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Rajvilas, which Conde Nast Traveller ranked as one of the 25 best villa
hideaways in the world.
Prism Cement Ltd, has a production capacity of 2.5 million tonnes; The Group is a Co-
promoter of Sonata Software Ltd, one of the leading software companies in India . As
owners and operators of a fibre optic cable network in Kerala through Asianet Satellite
Communications, the group is also a significant stakeholder in the growing
convergence business in India . Co-promoters of RMC Readymix (India) Pvt. Ltd.
along with RMC Group plc, U.K, the world‘s largest manufacturer of Ready-mixed
concrete.
Hathway Cable & Datacom Pvt. Ltd has extensive cable network in 6 major cities and
7 large towns across India . Globus Stores Pvt Ltd. is India ‘s one of the largest
apparel brand chain. A 50% JV with the ING group of Netherlands in ING Life
Insurance. The venture is already the 5th largest insurer in India .
PRINT MEDIA
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 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 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.
WEB MEDIA
EVENTS DIVISION
COMPETITORS
STRENGTHS:
WEEKNESS:
OPPORTUNITIES:
THREATS:
Outlook Traveler
PHOTOGRAPHERS
T. Narayan (photo editor), Jitender Gupta
(Chief photographer), Narender Bisht, Tribhuvan Tiwari,
Srikant Kolari, Sawapan Nayak, Dinesh Parab, Rahul Surve
DESIGN
BUSINESS OFFICE
HEAD OFFICE
OTHER OFFICES
VICE PRESIDENT
GENERAL MANAGERS
DY GENERAL MANAGERS
NATIONAL HEADS
REGIONAL MANAGERS
SENIOR MANAGERS
ASSOSIATE MANAGERS
SUBSCRIPTION RETAIL
Subscriptions are basically delivered through courier or hand delivery is done to the top
10 towns of the country like Delhi, Bombay, Chandigarh, Ahmadabad, Chennai,
Kolkata, Lucknow, Bangalore, Hyderabad, and Pune. Whereas for the other towns the
delivery is done through speed post or post.
In case of retailing the magazines are printed in NOIDA and the number of copies or the
print order depends upon the requirements of various retail points.
PRODUCT
Outlook:
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
In October 1995, group company Hathway Investments Private Limited
entered 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:
Outlook Traveller:
Outlook Business:
IT‘S a fortnight magazine launched on 20th April 2006. Outlook Business, the new
fortnightly magazine that packs incredible, detailed information and analysis for decision
makers to enable them take profitable business decisions. A composite package
covering all factors those influence business movements with an Indian and a global
perspective.
Marie Claire:
Outlook Profit:
Outlook Profit, a fortnightly magazine for serious investors, is the newest offering from
the Outlook Group
NEWS WEEK
OUTLOOK WEEKLY. 25
OUTLOOK MONEY. 25
PEOPLE 25
OUTLOOK TRAVELLER. 50
OUTLOOK PROFIT. 50
A Marketing mix is the division of groups to make a particular product, by pricing, product,
branding, place, and quality. Although some marketers[who?] have added other P's, such as
personnel and packaging, the fundamentals of marketing typically identifies the four P's of
the marketing mix as referring to:
1. Product
2. Price
3. Promotion
4. Place
The price is the amount a customer pays for the product. It is determined by a number
of factors including market share, competition, material costs, product identity and the
customer's perceived value of the product. The business may increase or decrease the
price of product if other stores have the same product.
Place
Place represents the location where a product can be purchased. It is often referred to
as the distribution channel. It can include any physical store as well as virtual stores on
the Internet.
Promotion
Promotion represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word of
mouth and point of sale. A certain amount of crossover occurs when promotion uses the
four principal elements together, which is common in film promotion. Advertising covers
any communication that is paid for, from television and cinema commercials, radio and
Internet adverts through print media and billboards. One of the most notable means of
promotion today is the Promotional Product, as in useful items distributed to targeted
audiences with no obligation attached. This category has grown each year for the past
decade while most other forms have suffered. It is the only form of advertising that
targets all five senses and has the recipient thanking the giver. Public relations are
where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word
of mouth is any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and Public
Relations.
The term "Marketing Mix" however, does not imply that the 4P elements
represent options. They are not trade-offs but are fundamental marketing issues that
always need to be addressed. They are the fundamental actions that marketing requires
whether determined explicitly or by default
Management is like a coin having two sides. One is the theoretical part and second is
the practical part. In the theoretical part of management we learn in our classroom from
the lectures, seminars, group discussions that are arranged from time to time.
The project study focused on ―industry market assessment‖ and the subject is to
understand the mind set of different customers about the product. Being a student of
marketing management, the inquisitiveness to peep on practical side of consumer
perception promoted in study.
In this study efforts have been made to prepare the report as realistic as possible.
The project suffers from the following limitations due to the inherent and restrictive
nature of the study undertaken:
DATA TYPE:
For the above study both type of data were used such as primary data and secondary
data. For primary data different areas of delhi were being visited and for the secondary
data internet & reference books have been used.
business(31%)
student(27%)
govt.
employee12%
private
employee(30%)
analysis
In our survey we have got filled our questionnaire by different kind professions people. It
was important from the point of view of assessing the market potential of industry.
MOBILE
ALERTS(8%)
T V(46%)
NEWS
PAPER(28%)
INTERNET(18%)
This was another very important aspect to analyze the market potential.
business (41%)
poliitics(20%)
fashion(18%)
analysis
Our main area of research was the corporate houses, coaching institutes, government
offices, hotels and saloons.
The major part of our respondents preferred the business related readings.
For like finance. Politics and fashion they have the equal ratio.
90(26%)
60(29%)
analysis
For a marketer it is very important to know the buying behavior of his customer.
So in our research we got a blend of different spending behavior because for our
student respondents the budget was a major issue and same was for some private
employees and the government as well.
monthly(29%)
weekly(61%)
analysis
The publishing pattern is also very important from a customer point of view because the
believe regular change gives them more up to date news.
outlook(
40%)
Analysis
Outlook has its strong presence in the market with 40 percent of market share.
subscription
(31%)
retailer(69%)
Analysis
This is directly related to sales department of an organization and tells about the
relationship of the organization with the customer.
Findings
From our research we have found the market potential of print media industry in Indian
market.
The different buying behaviors of respondents has given the insight regarding their
different areas of interest.
The great example of growth of Indian print media industry is the recent launch of
FORTUNE magazine in Indian market.
The expansion of market is on its swing as the statements by FICCI and other research
firms worldwide.
The different behaviors of the customers could be used to give them their most sought
after product.
2. They should use its ―outlook‖ brand name in a more aggressive manner. Like
promotional strategies on affiliation of outlook word with the people and giving them
more.
3. Price skimming of the company should improve so that it can compete in the market.
Instead of high tail company should follow a mix strategy of high and long tail so that its
market share in terms of volume and sales will increase.
Personal experience
The summer internship for me was a great learning experience with that I got to learn
a lot of things.
first of all I got to see the difference of the reel and real corporate world. The ground
realities are truly different from what a student thinks of.
The other thing I got to learn was the organizational behavior that initially how
warmly the people over there treated with us and than how they expected
targets from us and encourages us.
The other important thing I got to learn was how to interact with different kind of
customers and how to talk confidently. It has really aroused a sense of more
confidence in me than ever before.
The project assigned to me was to assess the market potential for the print media
industry and I have put my whole hearted efforts to complete it in best efficient
and effective way. I have done survey of 256 people from different prospects
and on basis of that data gathered from that survey I got to know that
OUTLOOK has a good brand image in customers mind and the customer has a
quality image of OUTLOOK in their minds.
The finding of survey and the other secondary data based information provided me
with facts that Indian print media industry has a great future.
The most importantly the government is taking initiatives to make the industry go to
swing in.
The forays of international magazines, news channels and news papers into the 2 nd
highest growing country like India are really fascinating.
The increase in Foreign Direct Investment in India in print media industry is also a
bold step as part of government decision. Now its increased from 26% to 76%.
Ans. A. businessman
b. student
c. govt. employee
d. private employee
Ans. a. Business
b. Fashion
c. Finance
d. Politics
Ans. a. 40
IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON
b. 60
c. 90
d. 120
Q.4 which kind of publishing pattern magazine you would like to read?
Ans. a. Weekly
b. Fort nightly
c. Monthly
Ans. a. T.V
b. Internet
c. News papers
d. Mobile alerts
Ans.__________________________________________________________________
_______________
b. Outlook
c. Fortune
d. The economist
Any other__________
Ans. __________________________________________
______________________________________________
b. Through subscription
www.outlookindia.com
www.businessstandard.com
www.financiaexpress.com