MARKETING OF VARIOUS OUTLOOK MAGAZINES

A CASE STUDY OF ANNANYA BOOK LOKA, SHIVAMOGGA

CONTENTS

Chapter 1: Introduction
 Introduction
 Scope of Study
 Statement of Problem
 Objectives
 Methodology
 Limitations

Chapter 2: INDUSTRY PROFILE

 General Introduction about the sector
 Profile of the industry
 Origin and development of the industry
 Growth and present status of the industry
 Future of the industry

Chapter 3: PROFILE OF THE ORGANIZATION

 Origin of the Organization
 Growth and development of the Organization
 Present status of the Organization
 Functional Department of the Organization
 Organization structure and Organization chart
 Product & services profile of the Organization
 Market profile of the Organization
 SWOT analysis

Chapter 4: Analysis of data and Interpretation

Chapter 5: Suggestions and Conclusion

ANNEXURE
 Questionnaire
 Bibliography

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 Chapter 1

INTRODUCTION

 Introduction
 Scope of Study
 Statement of Problem
 Objectives
 Methodology
 Limitations

GFGC, Shivamogga 2
Introduction

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

andNewspapers 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.

Outlook is one of India's four top-selling English weekly newsmagazines.

Like many other Indian magazines, it is reluctant to reveal its circulation,

but the 2007 National Readership Survey suggested 1.5 million

copies. Outlook's competitors are India Today, The Week, and Tehelka.

Outlook has been published in New Delhi continuously since

October 1995 by the Outlook Group, whose founding editor-in-chief

is Vinod Mehta. In October 2008, Mehta appointed Krishna Prasad as

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Outlook's editor, and in February 2012, upon retirement, as Outlook's

editor-in-chief. Mehta would continue to serve as an advisor to the

magazine. Krishna Prasad also publishes the popular blog Churumuri.

Sandipan Deb and Tarun Tejpal were past editors of the magazine.

Outlook made news for its investigative reports of the "Kargil

bungle" and the cricket "match-fixing controversy." Outlook has time and

again carried many pro left stories exposing it to the allegations of being a

"left-leaning" publication.

Writers for Outlook included Bhaichand Patel, Uri Avnery, George

Monbiot, Daniel Lak, Ashok K. Mehta, B. Raman, Anil Dharker, Saeed

Naqvi, Ramachandra Guha, Prabhu Ghate andAndrew Whitehead.

Currently, the Outlook Group publishes several magazines

like Outlook Business, Outlook Profit, Outlook Money, GEO, Marie

Claire, People, Outlook Traveller, Career 360 and News Weekly. The

Outlook Group also publishes the Hindi Outlook Saptahik. Launched by

Hathway Investments Private Limited, the Outlook Group is owned by the

Rajan Raheja Group.

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Scope of Study

This Project Report is associated with the study of effectiveness of

production and circulation efforts made by the firm “OUTLOOK

MAGAZINES” Shimoga is discussed and analyzed. For this purpose the

various aspects of which would have bearing upon general circulation and

reader’s preference price, distribution have been studied. These are

selected for the survey of marketing conditions in Shimoga city only. The

growth and present conditions of the firm are carefully analyzed all

internal and external factors were considered while survey has been

prepared with recommendation.

The main idea of the Project is to be bringing to light the existence

of the paper industry. While is still faced the cut throat competition from

various other media like television to the latest being the internet when

the competition becomes rough. Marketing becomes a challenge

marketing does not aim at mere survival but at reaching at its best.

To prepare this project work a field survey method is used. Here

both primary and secondary data have been collected to propose this

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report. Marketing data has been collected by marketing research using

survey Method.

A special type of questionnaire is prepared for the purpose of this

survey. The data through this questionnaire was collected and also from

the general market. The answers are directly noted in questionnaire and

all the respondents were met personally by me. Thus, the primary data is

giving a real and fair picture of the newspaper market in Shimoga city.

While preparing questionnaire a special and psychological attention

has been given so that the data collected by this, should represent the true

attitude towards this paper.

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Statement of Problem

In overall research scenario of Outlook magazine company, the

problems were:

 Customers are not satisfied regarding the advertisements given in the

magazine.

 Business Today is capturing the major share followed by the Outlook

Business, Business and Economy, and the local magazines tap the

remaining part.

 Distributions of Outlook magazines are not in time.

 Customers accept additional copies and more pages in Outlook

Business magazines.

Objectives

The research objectives of the selected research problem are as follows:

 To study customer satisfaction by finding various coverage area.

 To find out market share of Outlook magazine

 To find out the competitors of Outlook

 To analyze the customer‘s needs regarding the product and policies

formulated by the company

 To find out the brand image of outlook magazine

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 To offer suggestions based findings.

 To study the application of the marketing techniques practically in the

Marketing environment.

 To know what the readers want, in magazine.

 To minimize the problems, which are involved in the marketing of

Outlook magazine.

Research Design and Methodology

The study is based on survey technique .The study consists of analysis

about customer’s awareness and satisfaction. For the purpose of the study

50 customers are selected and their views solicited on different

parameters. The methodology adopted includes

Questionnaire

 Convenience sample survey of customers.

 Discussions with the concerned persons

 Personal interviews and informal discussions were held with

customers to ascertain the awareness and satisfaction level. Further

applying simple statistical technique the data collected was

processed.

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 Sources of data:

Primary Data:

 Questionnaire

 Convenience sample survey of customers.

 Discussions with the concerned persons

Secondary Data: are published materials such as periodicals, journals,

news papers and website

Sampling Plan:

 A sample of fifty customers was chosen for the purpose of the study.

Sample considers of small investors, large investors and traders.

 Sampling Methods: Probability sampling requires complete knowledge

about all sampling units in the universe. Since due to time constraint

convenience sampling was chosen for the study.

 Sampling Procedure: From large number of customers of Outlook

Publishing Pvt. Ltd some were randomly selected.

 Field Study: The respondents were directly approached.

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Collection of Data through Questionnaires:

The data collected for the study purpose is through questionnaires. Fifty

randomly selected customers of data (information revealed from the

customers) were analyzed.

Convenience Sample Survey of Customers:

Customers of our product were selected randomly which is very reliable

to know mind set of the customers regarding the product and services and

also this method of data collection is very helpful in time and money

saving. So respondent are selected through random selection method due

to time and money saving purpose.

Discussions with Concerned Persons:

For data collection purpose I asked an open-ended question regarding

services of Info magic and took the feedback from them better

improvement of product and services.

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Limitations

There some limitations for the preparations of this project work.

The following are the important limitations in some areas of this project

work. They are: -

 In this, the survey is conducted within Shimoga city only

 For the survey only one product of PUBLICATIONS is selected. The

other products of company are not analyzed.

 The time given for completing the Project is very short.
 As it is a part of the study of BBM course, the full investigation is not

possible.

 It contains the brief explanation of the project work so done. It

contains important matter in brief.

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 Chapter 2

INDUSTRY PROFILE

 General Introduction about Print Media Industry

 Industry Profile

 The First Indian Newspaper

 The Major Indian Language Newspaper

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General Introduction about Print Media Industry

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.

Industry Profile:

a) Origin and development of the industry:

The first printed newspaper appeared in Peiking (Beijing) in the 8th

century A.D. The Chinese did the printing using separate wooden block

for type, which could be used over &over again. The Koreans also

followed the Chinese. Printing ink & paper were developed in china &

Egypt. But the whole process of printing had a stunted growth in Asia

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Europeans, on the other hand, used the new process on large scale. They

benefited from the popularization of printing, which led to the advent of

affordable books & popular newspaper. This also led to the

democratization of communication.

The very first newspaper in the US was Public Occurrences-Foreign

& Domestic, published by Benjamin Harris, a bookseller in Boston, in

1690. Harris could not continue publication as he was imprisoned by the

British authorities for printing without ‗prior consent‘. Then came another

news paper, the Boston Newsletter in 1704. James Franklin, brother of

Benjamin Franklin, published the New England Courant in 1721.

FIRST PRINTING PRESS IN INDIA:

The first printing press arrived in India on 6th September 1556 & was

installed at the college of St.Paul in Goa.

The First Indian Newspaper:

First printed newspaper of India was in English edited & published by

James Augustus Hicky, an employee of East India Company. It was

named Bengal Gazette which came out on 29th January 1780. Soon many

other weeklies & monthlies such as Indian Gazette, Calcutta Journal,

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Bengal Harakaru, John Bull in the East came out during the 17th & 18th

century.

The Major Indian Language Newspaper:

Digdarshan was the first Indian language newspaper. It started in

April 1818 by the Serampur missionaries William Carcy, Joshua

Marshman & William Ward. They soon started another journal in June of

the same year & named it Samachar Darpan. The famous Raja Ram

Mohan Roy also brought out periodicals in English, Bengali & Persian.

Some of Roy’s papers were Sambad Kaumadi, Brahmical Magazine,

Mirat-ul-Akhbar, and Bangadoota & Bengal Herald .

ASSAMESE: Amnodaya, a distinguished journal in the Assamese

language was started in 1846 under the editorship of the Reverend

Oliver.T.Cutter.

GUJARATI: The newspaper with the greatest longevity in India,

Mumbai Samachar was also the first Gujarati Newspaper. It was

established in 1822 by Farduvji Marzaban as a weekly & then became a

daily in 1832.

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HINDI: The first Hindi daily was samachar Sudhavarshan (Calcutta,

1854). Later Samayadant Martand, Banaras Akhbar, Shimila Akbar &

Malwa Akhbar came out.

Calcutta was the birth place not only of English, Bengali & Hindi

journalism. The first Urdu newspaper was published by Urdu Akhbar in

the second decade of the 19th century.

KANNADA: Kannada Samachar was the earliest Kannada journal,

according to many scholars. But others think that the first Kannada

journal was Mangaloora Samachar. Later Subudhi Prakasha, Kannada

Vaatika, Amnodaya, Mahilaasakhi & Sarvamitra came out during the 18th

century.

MALAYALAM: Mathrubhumi, Malayala Manorama, Kerala Kanmudi

are the main newspapers of Kerala. The other daily newspapers are

Desabhimani, Mangalam, Madhyamam, Chandrika, Deepika etc.

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MARATHI: Darpan was the first Marathi newspaper started on 6 January

1832. Kesari & Sudarak were other papers of the 18th century.

Induprakash was an Anglo- Marathi daily established in 1862.

ORIYA: The first Oriya magazine Junaruna was published by the Orissa

Mission Press in 1849 under the editorship of Charles Lacey. Then came

another publication from the same press ‗Prabhatchandrika‘, under the

editorship of William Lacey. Utkal Sahitya, Bodhadayini, Baleshwar

Sambad Balika etc… started in the 18th century.

PUNJABI: Although Maharaja Ranjit Singh encouraged the development

of Punjabi journalism. The earliest Punjabi newspaper was a missionary

newspaper. The first printing press in Punjab was established in Ludhiana

in 1809.

TAMIL: The first periodical Tamil Patrika a monthly was brought out in

1831 by the Religious Tract Society in Madras; it lasted till 1833. The

next periodical weekly was the Dina Vartamani published in Madras from

1856 by the Dravidian press & edited by the Reverend P.Percival. Later

Swadeshamitran, Deshabaktan etc… were other papers.

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TELUGU: Kandukuri Veeresaliongam Pantulu, known as the Father of

the renaissance movement in Andhra & the founder of modern Telugu,

sparked a social reform movement through his weekly Vivekavardhini. He

also founded separate journals for women; Satihitabodhini.

URDU: Sir Sayyid Ahmed Khan, a great educationist, judge & social

reformer did much for the development of Urdu journalism.

b) Growth and present status of the industry:

Generally speaking, journalism is flourishing in India today. The Indian

language newspapers have overtaken the English newspapers in number

& circulation. The highest circulation till the 1990‘s was enjoyed by the

English newspapers despite the fact that less than 5 percent of the

population of India claim English as their mother tongue. English is still

the medium of instruction in colleges & many prominent schools. It is

also the language of administration, although state governments have

introduced legislation in favor of local government.

Hindi newspapers have the largest total circulation in India. Hindi is the

main language of 10 Indian states- Bihar, Chattisgarh, Delhi, Haryana,

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Himachal Pradesh, Jharkhand, Madhya Pradesh, Rajasthan, Uttranchal

and Uttar Pradesh. Certain trends in communication & journalism

throughout the modern world prompted several sociologists & media

experts to discuss the desirability of re-examining the trends in the light of

basic issues. In other words, back to the basics‘ say the experts. This is

where Gandhi becomes relevant. High technology is good, but if it does

not enable us to solve basic problems confronting the succeed in catering

to the greed of a few to the exclusion of the need of the many-as it has

done through the recent decades and in all countries that experienced

colonial subjugation in the past.

c) Future of the industry:

The Print media sector is one of the fastest growing sectors in India. The

publishing and media sector is significant for India in terms of the value

of the market and also in terms of employment. For the Indian Union, the

sector is particularly important because of its contribution to and

relationship with European culture –the publishing and media sector is

central to creating and strengthening India’s identity. The fortunes of

publishing and media are closely linked to the strength of the underlying

economy because of revenues resulting from advertising and end-user

spending. Consequently, the sector saw boom times in the 1990s but was

GFGC, Shivamogga 19
adversely affected at the turn of the millennium by the bursting of the

dot.com bubble, the restructuring in the telecommunications sector and

the general downturn in the global economy.

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 CHAPTER 3

PROFILE OF THE ORGANIZATION

 Origin of the Organization

 Growth and Development of the Organization

 Present Status of the Organization

 Functional Departments of the Organization

 Organization Structure and Organization chart

 Products and Services of the Organization

GFGC, Shivamogga 21
Origin of the Organization

In October 1995, group company Hathway Investments Private Limited

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

Vinod Mehta, galvanised 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.

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 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,

GFGC, Shivamogga 22
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 Coned Nast Traveler

ranked as one of the 25 best villa hideaways in the world.

Prism Cement Ltd has a production capacity of 2.5 million tones; 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 Asian Satellite Communications, the

group is also a significant stakeholder in the growing convergence

business in India. Co-promoters of RMC Ready mix (India) Pvt. Ltd.

along with RMC Group plc, U.K, the world’s largest manufacturer of

GFGC, Shivamogga 23
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.

Growth and Development of the Organization

India offers a promising market for the print media industry. The expected

CAGR of 12 per cent up to 2011 is a result of the increasing rate of

literacy and thus the increase in the number of people reading newspapers

and magazines. Also, the demand for the latest events in the country and

the world is driving the newspaper industry growth. In 2011, the print

media is expected to reach Rs. 19,500 cr from its present value of Rs.

10,900 cr.

The bright future and the immense scope of the Indian print media have

also aroused the interest of foreign investors and recently the government

has opened up the sector to foreign investment. Foreign media has also

shown interest in investing in Indian publications. The revenues for

India's newspaper market are generated from advertising and circulation.

GFGC, Shivamogga 24
India's growth rate in this segment is poised to be higher than the average

rate of growth in the Asia-Pacific region over the next four years. Digital

printing, new ways of promotion and distribution are the latest trends and

content being the focus of the print media industry.

GFGC, Shivamogga 25
Analysis of market share of Outlook from past 5 years:

Year Percentage
2007 13.5%
2008 16.5%
2009 19%
2010 21.5%
2011 25%

The company has grown marginally lower rate of 15% from past 5 years.

In the present market situation INDIA TODAY is capturing the major

share of 32%, which is followed by THE WEEK & OUTLOOK. Majority

of the respondent are influenced to buy the for the purpose of cover story

and the contents in the magazines.

GFGC, Shivamogga 26
Growth chart of the Organization from the year 2007-2011:

The company has grown marginally at the lower rate of 15% from past 5

years. In the present market situation INDIA TODAY is capturing the

major share of 32%, which is followed by THE WEEK & OUTLOOK.

Majority of the respondent are influenced to buy the for the purpose of

cover story and the contents in the magazines.

GFGC, Shivamogga 27
Present Status of the Organization:

Magazine Market Share

Outlook 25%

India Today 32%

Business Today 12%

Others 31%

Market Share of the Organization:

GFGC, Shivamogga 28
Functional Departments of the Organization:

Administrative Department

Marketing Department

Accounts Department

H.R Department

Product Designing Department

GFGC, Shivamogga 29
OUTLOOK STAFF:

EDITOR-IN-CHIEF

Vinod Mehta

Publisher: Maheshwer Peri

Editor: Krishna Prasad

Executive Editor: Bishwadeep Moitra

Managing Editor: Nandini Mehta

Foreign Editor: Ajaz Ashraf

Business Editor: Sunit Arora

Senior Editors: Ajith Pillai, Sunil Menon, Anjali Puri

Political Editor: Smita Gupta

Bureau Chiefs: Saba Naqvi Bhaumik (Delhi) Smruti Koppikar (Mumbai)

Books Editor: Sheela Reddy

Photo Editor: T. Narayan

Sr Assistant Editor: S.B. Easwaran

Associate Foreign Editor: Pranay Sharma

Assistant Editors: Namrata Joshi, Manisha Saroop, Arindam Mukherjee,

Lola Nayar, Anuradha Raman

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www.outlookindia.com

Editor: Sundeep Dougal

IT-Manager: Raman Awasthi

Software Engineers: Anwar Ahmad Khan, Manav Mishra

Web Designer: Praveen Uprety

Senior Special Correspondents:

Saikat Datta, Arti Sharma

Special Correspondents:

Rohit Mahajan, Pragya Singh, Chandrani Banerjee, Amba Batra Bakshi

Correspondent:

Shruti Ravindran, Debarshi Dasgupta, Omair Ahmad

Mumbai: Payal Kapadia

Kolkata: Dola Mitra

Bangalore: Sugata Srinivasaraju (Associate Editor, South)

Chennai: Pushpa Iyengar (Bureau Chief)

Chandigarh: Chander Suta Dogra (Bureau Chief, North)

Bhopal: K.S. Shaini

Copy Desk:

Sasi Nair (Deputy Copy Editor), Paromita Mukhopadhyay, Saikat Niyogi

GFGC, Shivamogga 31
Photographers:

Narendra Bisht (Deputy Photo Editor)

Jitender Gupta (Chief Photographer)

Tribhuvan Tiwari, Dinesh Parab, Apoorva Guptay, Sandipan Chatterjee,

Apoorva Salkade, S. Rakshit (Senior Coordinator), J.S. Adhikari (Photo-

researcher)

Design:

Deepak Sharma (Art Director), Bonita Vaz-Shimray, Ashish Bagchi,

Tanmoy Chakraborty (Graphics Editor), Devi Prasad, Padam Gupta

Promotions: Ashish Rozario

Illustrator: Sandeep Adhwaryu, Sorit

Editorial Manager: Sasidharan Kollery

Library: Alka Gupta

BUSINESS OFFICE:

President: Suresh Selvaraj

Vice President (features): Alok Mathur

Vice President (Circulation): Niraj Rawlley

General Managers: Anand Dutt (Advertising)

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Asst General Managers : Kabir Khattar (Corp), Rajeshwari Chowdhury

(West), Swaroop Rao (Bangalore), Moushumi Banerjee Ghosh (East),

Uma Srinivasan (Chennai), Rakesh Mishra (Production)

National Heads:

Himanshu Pandey (Business Development), Alex Joseph (Retail)

Regional Managers:

Arokia Raj

Senior Managers: B.S. Johar, Darryl Arahna, Kartiki Jha, Keshav

Sharma, Pankaj Sahni, Rajendra Kurup

Manager (Brands) : Shrutika Dewan

Managers: Ashish Arora,Anindya Banerjee, Anjeet Trivedi, Chetan

Budhiraja, Chetana Shetty, Deshraj Jaswal, D.R. Wadhwa, Gopal K. Iyer,

Indranil Ganguly, Kuldeep Kothari, Mukesh Lakhanpal, Ramesh, Sanjay

Narang, Shashank Dixit, Shekhar Pandey, Vinod Joshi

GFGC, Shivamogga 33
HEAD OFFICE

AB-10, S.J. Enclave, New Delhi - 110 029

Tel: 26191421; Fax: 26191420

E-mail: outlook@outlookindia.com

BANGALORE OFFICE

407, Regency Enclave, 4,

Magrath Road, Bangalore – 560025

Tel: 2558 2806/07; Fax: 25582810

OTHER OFFICES

Mumbai

Kolkata

Chennai

Hyderabad

Mission and Vision of the Outlook Group

MISSION

To deliver superior value to our customers, Shareholders, employees, and

society at large

VISION

To be a premium global conglomerate with a clear focus on the business

GFGC, Shivamogga 34
 Organization Structure and Organization chart

GFGC, Shivamogga 35
 CHAIRMAN

PRESIDENT PRESIDENT PRESIDENT

(PERSONAL BUSINESS) (HOME BUSINESS) (ENTERPRISE BUSINESS)
GFGC, Shivamogga 36
 VP

Products and Services of the Organization:

GM
Outlook has different kinds of magazines:

1. Outlook: General Magazine(also in Hindi)

DGM

AGM

SENIOR MANAGER

MANAGER

ASST. MANAGER

MGMT. TRAINEE

2. Money: Financial Magazine

GFGC, Shivamogga 37
3. Business: Business Magazine

4. Profit: Share Market Magazine

GFGC, Shivamogga 38
5. Traveller: Travelling Guide Magazine

6. Geo: Geographical Magazine

GFGC, Shivamogga 39
7. People: Celebrities Lifestyle Magazine

8. Marie Claire: Fashion Magazine

GFGC, Shivamogga 40
9. Careers360: Student’s Career Solution Magazine

GFGC, Shivamogga 41
Competitors:

There are mainly four competitors of the company in the market, as

mention below:

1. INDIA TODAY (competing with Outlook English magazine)

2. BUSINESS TODAY (competing with Outlook Business)

3. THE WEEK (competing with Outlook English magazine)

4. BUSINESS WORLD (competing with Outlook Business)

1. INDIA TODAY

It was launched in 1975 and in just a few years, it became the leading

news magazine in the country. Now, with editions in five languages, it has

become the most widely read publication in India-a position it has held

for over a decade –with a circulation of 1.1 million every week and a

readership of more than 15 million.

The magazine’s leadership is unquestioned; so much so that INDIA

TODAY is what Indian journalism is judged by, for integrity and ability to

bring unbiased and incisive perspective to arguably the most dynamic, yet

perplexing reason in the world. Breaking news and shaping opinion, it is

now a household name and the flagship brand of India’s leading multi

GFGC, Shivamogga 42
dimensional media group. INDIA TODAY asks the most difficult

questions and provides the clearest answers.

The success of INDIA TODAY in English led to an idea; good journalism

should not be restricted by language. In a country with 12 major

languages,

the non-English readership of hundreds of millions of millions could not

and should not be ignored; it was decide to publish.

INDIA TODAY, in the major Indian languages, effectively melding

national news with local needs. At present, INDIA TODAY is published in

four major Indian languages; Hindi, Tamil, Telugu, and Malayalam.

GFGC, Shivamogga 43
2. BUSINESS TODAY

It is largest-circulated business fortnightly in India. It’s the best report of

the business topography of the newly liberalized 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 first to do serious reporting on management

theories. And then again it’s the first to bring whole new genre of business

journalism-more up close and more incisive. Today, BUSINESS TODAY

commands the highest circulation and readership among all business

magazines in India.

GFGC, Shivamogga 44
3. BUSINESS WORLD

It is part of the ABP Group, one of India’s largest media groups and the

brand leader in eastern India. ABP also publishes Ananda Bazaar Patrika,

a widely

popular Bengali daily, and the Telegraph, the largest and English daily in

the eastern region. It also co-owns star News television channel along

with Rupert Murdoch’s star group. Business world 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. It is an emerging sector,

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.

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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

behaviour and business world mega B-School guide. The business world

Roundtables and great place to work seminars, which attract the best

minds from the corporate and economic world, have becoming important

forums to set agendas and address crucial issues. The magazine most

respected companies Awards and the BW-NID Design award are

considered as benchmarks of corporate excellence by Indian corporate.

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4. THE WEEK

Popular weekly magazine published by Malayalaya Manorama Group of

Kerala.

Market Profile of the Organization:

Outlook is the preferred magazine of 1.5 million readers in India, and sells

more than 11.2 million copies over the year. The customers of Outlook

fall under various categories like:

a. Universities

b. Libraries

c. Corporate

d. Household

e. Retail Customers

At OUTLOOK, guiding principles are:

 Customer service and customer satisfaction.

 Understanding the culture, social environment and individual

customer requirements.

 To cater all varied needs of customers.

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  They understand customer’s needs and wants and serve according

to their requirements.

 They pride themselves on a friendly and open approach.

 Team of experienced people who understand the Indian risk drives

them.

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 SWOT Analysis:

Strengths

 Good quality of magazines

 Customer satisfaction with contents of its magazines

 Outlook is the preferred magazine of 1.5 million readers in India

 Outlook sells more than 11.2 million copies over the year

 Good brand name and reputation in the market

 Attractive offers, discounts and gifts on the subscription of the magazine

Weaknesses

 Higher cost of the magazines

 Delivery of magazines

 Distribution channel

Opportunities

 The Print Media sector is one of the fastest growing sectors in India

 It is the seven or eight English mainline dailies that are driving the growth

 They have over 300 certified publication coming out

 Expanding business across global as coming out with the “Newsweek”

magazine, a US based magazine.

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 Threats

 India Today is capturing the major share of the market

 The Week is also a close competitor of Outlook

 As the increase in other mode of information like TV, Radio, Mobile and

Internet, etc. Reading habit in youths is lessening

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 Chapter 4

Data Analysis and Interpretation

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Analysis of Data

Analysis of data plays a vital role in any research or project. The analysis

gives a clear –cut idea of the total research. Analysis of data is therefore

done by the use of statically distribution, construction of diagram and

calculating sample measures like percentage and ranking, which lead to

finding and suggestions. In this the data are analyzed using tools like bar

charts, pie charts and tables.

The data and charts shown below are on the basis of the survey done of

the 50 people. All the people included in the survey are the professionals

and above 20 years of age.

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Table 1: Showing the percentage of readers of different magazines

Magazines Percentage of readers

India today 28
Outlook 25
Ch art 1:
The week 22
Business world 16
Others 9
Total 100
Showing the percentage of readers of different magazines

INTERPRETATION

From the above table we can interpret that India Today is capturing the
major share followed by the Week. Outlook, Business World and the
remaining part is tapped by local magazines.

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Table 2: Showing the factors that influence to buy magazines

FACTORS PERCENTAGE OF READERS

Cover Story 37
Contents 35
Brand 21
Price 7
Total 100

Chart 2: Showing the factors that influence to buy magazines

Interpretation:

From the above table and graph we can interpret that majority of the

respondent are influence to buy the magazines for the purpose of cover

story and contents of the magazine.

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Table 3: Showing the customers preferences to read the magazines:

PREFERANCE PERCENTAGE OF READERS

Cover Stories 33
Current Event 32
Business News 15
Carrier Relate Issues 13
Interviews 5
Entertainment 2
Total 100

Chart 3: Showing the customers preferences to read the magazines

Interpretation

From the above table we can interpret that majority of the respondents are

buying magazine because of they prefer cover story and contents.

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Table 4: Showing the customer’s satisfaction level with the contents of

Outlook magazine

Satisfied with the contents Percentage of customers

Satisfied 63
Un-Satisfied 37
Total 100

Chart 4: Showing the customer’s satisfaction level with the contents

of Outlook magazine

Interpretation:

From the above study we come to know that 63% of the respondents are

satisfied with the contents of Outlook magazine.

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Table 5: Shows the customer reaction about the advertisements given

in the magazine

ADVERTISEMENTS GIVEN PERCENTAGE OF

IN A MAGAZINES RESPONDENTS
More 41
Medium 29
Average 26
Less 4
Total 100

Chart 5: Shows the customer reaction about the advertisements given

in the magazine

Interpretation:

It is clear from the above table that customers are not satisfied regarding

the advertisements given in the Outlook magazine.

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Table 6: Shows the satisfaction with subscriptions of Outlook

magazine

SUBSCRIPTIONS OF PERCENTAGE OF
OUTLOOK RESPONDENTS

Satisfied 42
Un-Satisfied 58

Total 100

Chart 6: Shows the satisfaction with subscriptions of Outlook

magazine

Interpretation:

It is clear from the above table that most of the customers are not satisfied

with the subscription of the Outlook magazine.

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Table 7: Shows the factors influence to go for the subscription of
outlook magazine.

PERCENTAGE OF
INFLUENCES
CUSTOMERS
Discounts 31
Quality 29
Availability 21
Gifts 19
Total 100

Chart 7: Shows the factors influence to go for the subscription of

outlook magazine

Interpretation:

From the above chart it is clear that the customers are going for the

subscription of the magazine because of the discounts.

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Table 8: Shows the customer’s interest in renewing their magazine

subscription:

PERCENTAGE OF
CUSTOMERS
RESPONDENTS
Yes 81
No 19
Total 100

Chart 8: Shows the customer’s interest in renewing their magazine

subscription

Interpretation:

When asked the customer about their interest in the renewal of their

subscription, 81% of the respondents showed a positive response.

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Table 9: Shows the factors influence to go for the renewal of
subscription period.

INFLUENCES NO. OF RESPONDENTS

Quality 41
Service 29
Brand loyalty 18
For availing new gifts 12
Total 100

Chart 9: Shows the factors influence to go for the renewal of

subscription period.

Interpretation:

This chart shows customers are influenced by the quality and service of

the magazine.

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Summary of findings

From the above tables and charts I found that

India Today is capturing the major share followed by the Week, Outlook,

and Business World.

Most of the customers buy the magazines for the purpose of cover story

and contents of the magazine.

Most of the customers are not satisfied regarding the advertisements given

in the magazine.

Most of the customers buy the subscription of the magazine because of

the discounts.

The customers are satisfied with the contents and quality of the Outlook

magazine.

Analyzing the market research we can say that there are some problems

and these problems need well improved solutions and further more proper

approach is required and there should be well sources of knowledge in the

area, the involvement should be in full proportion and regular courses of

study of market research and the strategies adopted should be appropriate

and in well direction as per needed.

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 CHAPTER 5

SUGGESTIONS AND CONCLUSION

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 SUGGESTIONS AND CONCLUSION

Suggestions

On the basis of extensive study and research, here are some

recommendation and suggestion, which may help the company to market

the product and service more profitability and increase its share in the

market.

 They should adopt proper positioning strategy and should arrange

extensive promotional activities.

 They should adopt proper pricing strategy so that they can compete in the

market successfully.

 They should improve their distribution network so that they can distribute

the magazine on time.

 They should give reasonable discounts and attractive gifts on the

subscription of the magazine to increase the sales.

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Conclusion

The project assigned to me was to market of various Outlook magazines

and I have put my whole hearted efforts to complete it in best efficient

and effective way. I have done survey of 50 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.

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ANNEXURE

 Questionnaire

 Bibliography

GFGC, Shivamogga 66
 QUESTIONNAIRE

Dear Respondents,

I the student of Govt. First Grade college, Shimoga, doing a project on

“MARKETING OF VARIOUS OUTLOOK MAGAZINES, AT OUTLOOK
PUBLISHING (INDIA) PVT. LTD.,”. Hence I would be grateful if you would
spare your valuable time and co-operate by answering few questions to
the best of your knowledge. I assure you that the information collected
will be used for academic purpose only and this will help your banker to
provide better services to you.

Yours

Amith Kumar .S

1. Name…………………………………..
2. Address:

3. Gender
a) Male [ ] b) Female [ ]
4. Occupation
a) Business [ ]
b) Government Service [ ]
c) Professional [ ]
d) Student [ ]
If any other, Please Specify__________________________
5. Age
a) Less than 20 years [ ]
b) 20 – 40 years [ ]
c) 40 – 60 years [ ]

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 d) More than 60 years [ ]
6. Income
a) Less than Rs. 15,000 [ ]
b) Rs. ,15000 – Rs. 25,000 [ ]
c) Rs. 25,000 – Rs. 35,000 [ ]
d) more then Rs-35,000 [ ]
7. Which one of the following Magazines you read?
(a) Outlook Business [ ]
(b) Business Today [ ]
(C) Business and Economy [ ]
(d) Others [ ]
8. Which factors influence you to buy the Magazines?
(a) Cover Story [ ]
(b) Brand [ ]
(c) Price [ ]
(d) Contents [ ]

9. What exactly you expect from the Magazine?

(a) Current event [ ]
(b) Entertainment [ ]
(c) Business News [ ]
(d) Exciting News [ ]
(e) Cover Stories [ ]
(f) Carrier related issues [ ]
10.Are you satisfied with the service of OUTLOOK?
(a) Yes [ ]
(b) No [ ]
11.What do you think about the advertisement given in the magazine are?
(a) More [ ]
(b) Medium [ ]
(c) Average [ ]
(d) Less [ ]
12.What influenced you to go for the subscription of Outlook Magazine?
(a) Quality [ ]
(b) Availability [ ]
(c) Gifts [ ]
(d) Discounts [ ]
13.If your subscription period is exhausted then would you want to

continue your subscription period?

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 (a) Yes [ ]
(b) No [ ]
14.Which factors influence for the renewal of your subscription
(a) Quality [ ]
(b) Service [ ]
(c) Brand Loyalty [ ]
(d) For availing new gifts [ ]
15. If any suggestion ____________________________

Date: Signature

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 BIBLIOGRAPHY

BOOKS AND REFERENCE

Marketing Management –Philip Kotler
Marketing: An introduction –Philip Kotler and Armstrong Gary
Marketing in India: Neelamegham S
Marketing Research

NEWSPAPERS
The Times Of India
The Economic Times
Business Standard

WEBSITES
www.outlookindia.com
www.google.com

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