SUMMER TRAINING PROJECT REPORT. ON CUSTOMER SATISFACTION OF EXISTING SUBSCRIBER.

Submitted in partial fulfillment of the requirement of PGDM Program of AIT-School of Management, Greater Noida. Training Supervisor: MR. Himanshu Pandey Submitted By: Santosh Kumar Session- 2009-11 Roll No- M200977. Apeejay Institute of Technology School of Management 1, InstitutionalArea, KnowledgePark-I Greater NOIDA, U.P. 201308. 2011

DECLARATION
I hereby declare that this project report titled Customer-Satisfaction of existing subscriber with a focus on market segmentation of outlook in Delhi NCR submitted to AIT-School of Management, Greater Noida is a bonafide work carried out by me. This project is an original piece of work and not submitted to any other university or institute for the award of any degree diploma certificate.

Also the strategies adopted for these segments were based on first hand experience by giving them the initial offer of our products. The study is conducted within best interest of Outlook India Ltd. It was a pleasure working with Outlook India Ltd. I had a great learning experience during the duration of this project.

(Signature) Student Name: Santosh Kumar. Roll No.-M200977

SUPERVISORS CERTIFICATE.

It is hereby certify that SANTOSH KUMAR, PGDM 3rd trimester student of Apeejay Institute of Technology, school of management, Greater Noida has undergone summer training at OUTLOOK INDIA LTD for a period of 2 months from 29th April 2010 to29th June 2010. During the training period, the student worked on the summer project entitled CUSTOMER SATISFACTION OF EXISTING UBSCRIBER OF OUTLOOK MAGAZINEwhich was suggested and awarded by the OUTLOOK INDIA Ltd. New Delhi under the guidance of MR. HIMANSHU PANDEY (B.D.M) in the subject area of MARKETING.

INTERNAL SUPERVISOR:

Ms. ShilpaWadhwa.

DIRECTORS CERTIFICATE.
This is to certify that research project title Customer Satisfaction of Existing Subscriber in OUTLOOK is carried by Mr. Santosh Kumar student of PGDM III at AIT, School of Management, GreaterNoida under the supervision of Ms.Shilpa Wadhwa. This is an original work carried out by the said student to the best of my knowledge and I recommended for the submission of this research project.

Executive Director: Prof. R.K Verma

ACKNOWLEDGEMENT
Behind every achievement lies an unfathomable sea of gratitude to those who have extended their support and without whom it would never have come into existence. To them we say our words of gratitude. I would like to express my deepest sense of gratitude to Mr. Himanshu Pandey, National Sales Manager for giving me this opportunity to undergo Summer Training at Outlook India Ltd. I would also like to extend my heartfelt gratitude to him for his constant encouragement and valuable insight, guidance and facilities at all phases of the project. I would also like to acknowledge the support and guidance of Mr. Sumit Bhardwaj, Deputy Manager, Business Development, Sales & Promotions, Outlook India Ltd. Without his help and encouragement it would have been practically impossible to complete this project, I would like to thanks to my faculty guide Ms Shilpa Wadhawa for guide and support me on this project. Last but not least I am also thankful to the Placement advisor, and the entire Summer Placement Team who helped me in getting my summer training in such a good company.

PREFACE:
Post Graduate Diploma in Management Program is one of the most reputed professional courses in the field of management. This course includes both theory and its Applications as per contents of its curriculum. Industrial Training is an integral part of Post Graduate Diploma in Management Program, New Delhi. It gives exposure to our practical knowledge and also to get interact with the various aspects of present market conditions. Each student is required to undergo practical training in an industrial organization after the completion of third term examination. The summer training programmers are designed to give the managers the future of the corporate happenings and work culture. The real life situation is really different from the stimulated exercise enacted in an artificial environment inside. The summer training programmers are designed, so that the managers or tomorrow do not feel when the time comes to take responsibilities. I have joined OUTLOOK GROUP; New Delhi for summer

training .Outlook magazines is a member of Outlook Group, India's largest magazines group and amongst the top 10 magazines group in the India. The experience that I have got during this period has given me with an orientation which I believe will help me to shoulder any task successfully in near future. I have tried my best to arrange my work in a systematic and chronological way.

Executive summary:
Two main objectives of any publishing group are: To increase Geographic Dispersion / Circulation To Improve Readership profile This is because the main source of revenue for any publishing group is advertising and an advertiser would like to know the facts and figures before investing his money in advertising. Outlook is part of the Rajan Raheja Group which made its beginning in the construction business and after building a huge presence in the realty market, the Group diversified laterally into manufacturing, financial services and media. The magazine division of Outlook consists of Outlook, Outlook Money, Outlook Traveller, Outlook Hindi, and Outlook Profit & Outlook Business. Moreover, it has taken over the sales & marketing of Newsweek, an international news magazine and Marie Claire, an international womens magazine. The purpose of the project is to identify the segments for the newly launched magazine in business-to-business

markets and promoting these magazines by creating awareness among the potential business clients in generating sales for Outlook India Ltd. Now-a-days, a new marketing concept of SPACE SELLING has arisen in the print media; say it, newspapers or magazines. These new promotional tools comprises of Strip, Flap, Cover-on Cover in order to give customized solution to the business clients.

TABLE OF CONTENTS: DECLARATION SUMMER TRAINING CERTIFICATE ACKNOWLEDGEMENT PREFACE EXECUTIVE SUMMARY CONTENTS CHAPTER 1. INTRODUCTION 1.1 Scope of the study. 1.2 Objectives 1.3 Methodology. 1.4 Limitation Of the Study CHAPTER 2.COMPANY PROFILE: 2.1. Overview of the industry as a whole 2.2 Profile of the organization 2.3 Problems of the organization. 2.4 Competition information. PAGE NO.

CHAPTER 3. CONCEPTUAL DISCUSSION (Theoretical backdrop and literature review) 3.1 Review of literature 3.2 Problem of the study 3.3 Suggestion through segmentation CHAPTER 4. DATA ANALYSIS 4.1 Data analysis technique 4.2 Analysis and Interpretation CHAPTER 5. FINDINGS AND RECOMMENDATIONS 5.1 Findings 5.2 Suggestionss for Improvement BIBLIOGRAPHY : REFERENCES: ANNEXURES: Questionnaire

CHAPTER 1 INTRODUCTION:

1.1:SCOPE OF THE STUDY: A big boom has been witnessed in Outlook in recent times. A large number of new players have entered the market and revying to gain market share in this rapidly improving market.

The study deals with Outlook in focus and the various segments that it caters to. The study then goes on to evaluate and analyze the findings so as to present a clear picture of trends in the magazine sector. As Outlook group is not a new player in print media sector but it is facing several challenges from its competitors since the time it in corporate. More over the basic aspect, i.e. the connectivity was not up to the mark. This project will help the company to know its market reputation and know about their different buyer in the market. By using this project the company may find some remedy in its marketing research and can also find the behaviors of customers on their different types of magazines. As the project mainly deals with the readers psychographic profile about Outlook magazines and its competitors, the organization may utilize this work to focus its readers with greater perfection.

1.2:OBJECTIVES i. Identification of new segments and list out potential clients in each segment. ii. iii. Conducting Marketing Research in Delhi. To determine reasons behind opting for Outlook magazine and to know the most preferred magazine. iv. To determine customers perception towards magazine companies and their expectation from them. v. vi. To study the types of benefits provided by Outlook magazine. To understand the various principles of marketing prevailing in each segment.

1.3 METHODOLOGY:
The methodology adopted for the study: Prepare a comprehensive list of prospective clients in each segment After the segments have been identified, a list of prospective clients is made in each segment with the help of Internet. The list would consist of all details of the clients including Name, Address, and Telephone Number etc. Gather information about a client and the key decision maker This step consists of gathering information about the client as to whether it is currently taking any magazines and at what prices. Also the key decision maker in the company is determined and his/her details are found out. Take appointment The next step involves calling up the decision maker in the client organization and making him interested in the product and taking an appointment with him/her. Meet the client

Once an appointment has been taken, the next step is to meet the client on the appointed time. The appointment should begin with asking the client to explain their business in detail. The Client should be asked if he is buying any other magazines and if yes, at what price. The client should also be asked if magazines are already a part of his business. Then the client should be explained in detail the various features of the product and in what ways it is better than the competitors. Send Proposal If the client shows interest in the proposition offered to him, the next step is to send a proposal. The proposal consists of various details like price, option being offered and other details about the delivery, payment in advance etc. The proposal is send through e- mail.(Annexure-I) Follow Up Once the proposal is sent, follow up is required until the decision maker in the organization takes a decision regarding ordering and the number of copies to be ordered. Settle Terms and Conditions Once the client shows his readiness to order, the terms and conditions are settled with him with regard to number of copies, delivery whether it is single point or multipoint, payment in advance, time period of subscription.

Also, price, if negotiated by the client, is settled. A customized sample copy is also shown to the client and his approval is seeked.(Annexure-III) Contract Once all the terms and conditions are settled, the agreement is made. The agreement consists of all the terms and conditions agreeable to both the parties and is duly signed by both the parties i.e. the client and Outlook. (Annexure-II) Delivery and POD The client gives all the details of delivery to Outlook as to whether the magazines are to be delivered to the client itself or directly to the customers. If the magazines are to be delivered directly to the customers, then all the address details of the clients customers are taken. After the magazines are delivered, the Proof of Delivery (POD) is shown to the client for verification. If any copies are undelivered due to any reason, the client is informed about it. o Sampling Area : The area of the research was DELHI-NCR. An exploratory research , Delhi survey report found that 40 percent persons enjoyed outlook traveler ,an equal percentage about outlook English (weekly

magazine),and and 25 percentage of outlook business and profit .and rest outlook fashion magazine and people hold 35 percentage. RESEARCH DESIGN :

Exploratory Research:
Exploratory research is conducted into an issue or problem where there are few or no earlier studies to refer to. The focus is on gaining insights and familiarity for later investigation. Secondly, descriptive research describes phenomena as they exist. Here data is often quantitative and statistics applied. It is used to identify and obtain information on a particular problem or issue. The research is primarily both exploratory in nature . The sources of information are both primary & secondary. A well-structured questionnaire was prepared and personal interviews were conducted to collect the customers perception and buying behavior, through this questionnaire.

Sampling Technique:
Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study was done in order to know the accuracy of the Questionnaire. The final Questionnaire was arrived only after certain important changes were done. Thus my sampling came out to be judgmental and convenient.

Sampling Unit:

The respondents who were asked to fill out questionnaires are the sampling units. These comprise of employees of MNCs, Govt. Employees, Self Employed etc. 1.4: LIMITATION OF THE STUDY: More than one decision makers: Since there were more than one decision makers in some client

organizations, the decision making process was very long n sometimes stretched to as long as 15-20 days because approval had to be taken from all the decision makers. For example, clubs have board and any such decision has to be first approved by each and every member of the board. Off season for some of the clients: Some client like hotels has a off-season where they do no have much guest. Hence, they do not want to incur this extra cost during the offseason. Clients bound by budget or contract with some other magazine. A client is already having a contract with some other magazine and its budget does not permit to take an additional magazine.

CHAPTER 2: COMPANY PROFILE

2.1: ABOUT THE COMPANY RAJAN RAHEJA GROUP:

Mr Rajan Raheja is the owner of OUTLOOK group. Date of Establishment: October 1995 Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India. Branches: Mumbai, Kolkata, Chennai, Bangalore and Hyderabad.

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, 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. Supreme Petrochemicals is the 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. Other triumphs include Templeton Asset Management (India) Ltd, a venture with the Templeton Group which manages funds worth $220 billion; Prism Cement Ltd, with a production capacity of 2.1 million tonnes; and Sonata Software, a leading name in this cutting-edge field. 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.

OVERVIEW OF INDUSTRY AS A WHOLE : There are the two main sources of obtaining data to determine readership of any publication:

National Readership Survey NRS

Indian Readership Survey IRS

Here we have some surveys on the basis of market segmentation on all media include news papers buyers. National Readership Survey is a survey on all media, but especially the print medium, conducted by the National Readership Studies Council (NRSC) supported by Audit Bureau of Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers Society. It investigates the readership of about 80 major Indian publications-dailies, weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The towns, selected, however are publication centres of dailies. By process of systematic sampling. It claimed to be the most thorough readership survey in the country. It provides

exhaustive data (available to its clients on computer disks) readership, radio listener ship profile-the socio economic characteristics of the readers of various publications, of cinema and TV viewers, and of listeners to radio, as well as the degree of duplication among publications and between media. Research agencies involved are: IMRB, TNS Software Mode, AC Nielsen in collaboration with ORG.

Indian Readership Survey is conducted by the Media Research UsersCouncil (MRUC). IRS 2007 is the largest continuous media survey ever conducted (sample size of 229,000 individuals) providing a single-source database for demographics, media habits and product / brand usage across 986 towns and 2858 villages in India. The survey was conducted over two rounds with the field work between November 2007 and November 2008.

This all-India survey conducted jointly with the Media Research Users' Council (MRUC) also provides product / brand penetration information for over 50 different products allowing one to link media habits and product usage data for adults and children from the age of 12 years.

Both NRS & IRS Gives media consumption habits, product ownership & consumption, lifestyle indicators information on Psychographic, macro demographic & geographic parameters.

Population coverage: 12 years & above Sample size: over 500 Geographic coverage: Delhi region. According to NRS 2008, Press adds 34 million readers in the last 2 years, Press continues to grow, adding 21 million readers between 2005 and 2008, 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 mm to 200 mm - 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 cutoff 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.

According to IRS 2008, Just when it seemed the print media was booming once again, the Indian Readership Survey 2008 Round 1 has pricked the bubble. There are few newsmagazines that have seen any growth most see erosion in readership

Retains its No 1 position among newspapers with 19.07 million readers it separates Danik Jagran from others just because of its different market

segmentation among customers, Danik 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. Malayalam 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 2006 R1. Both the top two? The Times of India and Hindustan Times have seen a decline with the former dropping from 72.87 lakh to 70.84 lakh and the latter from 35.21 lakh to 35.08 lakh. Third-placed Hindu has increased its readership marginally from 27.87 lakh to 27.97 lakh. Deccan Chronicles too has growth 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 Readers 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 womens magazines, Femina, Womens Era, Cosmopolitan, New Woman, Elle and Savvy to special interest titles like The Sport star , Auto India, Overdrive, Outlook Traveler, 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 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 impartial audits of paid circulations of member publications by independent and leading firms of Chartered Accountants working in accordance with the

rules/procedures set by the Bureau. With more than 30 years of experience, Outlook Group provides a range of packaging products and direct marketing solutions for commercial and industrial clients. Its products include stickers, postcards, coupons, game pieces, puzzles, labels, cartons, blisters and mailers. The company's products are used for packing DVDs, CDs, electronic appliances, and coffee and food items. It offers foil stamping, embossing, die cutting, folding, gluing, shrink wrapping, hand assembling, contract manufacturing, pouch making, digital printing and sampling services. The company additionally provides design consultation, engineering, project management, product fulfillment, Web portal design, warehousing, distribution and transportation services. It offers packaging solutions under the MicroLiner brand. The company serves the foodservice, entertainment, health care and beverage industries. Outlook Group is a member of the Contract Packaging Association and the Wisconsin Manufacturer Association. In a recent survey conducted by the outlook Company the Delhis leading provider of marketing information and audience measurement Living Digital is perceived to be a very interesting magazine providing the latest news and reviews. Content wise, the magazine is seen to have excellent product reviews.

INTERESTING 96% LATEST INFORMATION 96% GOOD PRODUCT REVIEWS 98%

RELEVANT INFORMATION 88% COMPREHENSIVE CONTENT 91%

2.2 PROFILE OF THE ORGANISATION: INTRODUCTION:

Suresh Selvaraj Indranil Roy Alok Mathur Anup Dwivedi

Vice President Vice President Assistant Vice President General Manager, Production &Systems

Vidya Menon Gaurav Vashisht Himanshu Pandey

General Manager, Advertising Deputy General Manager National Head, Business

Development Alex Joseph Gitanjali Singh National Head, Retail National Head, Marketing

HISTORY: Outlook is an Indian weekly and monthly newsmagazine in publication since October 1995. Mr Vinod Mehta has been the founding editor-in-chief. Since its inception, investigative reporting has been the forte of the magazine. Outlook has also spawned the specialized magazines Outlook Traveler, Outlook Money, Mand the Hindi Outlook. Outlook has been famous for many of it's sensational stories like the "Kargil Bungle" and the "Match Fixing controversy" but many view its editorial tilt as being against the right like the RSS, often highlighting opposing sections in negative light. Achievements :

The company is a proud recipient of National Tourism Award in 20012002, given by the Department of Tourism, Government of India.

The Government of India has also recognized Outlook Traveler Getaways as the Best Travel Publication in the year 2002-2003.

MEDIA SERVICES

Print Media Web Media.

The major segments identified for the market segmentation of Outlook :

Hotels Coaching institutes

Corporate offices PVR Cinemas Premium Clubs

For the coaching Institutions which prepare students for MBA, the idea proposed by Outlook was that the copies of Outlook English, and Outlook Business as their Interest happens only with these two magazines, with the advertisement of the institution with the cover-on-cover option would be distributed to prospective students who are aspiring to clear CAT and other MBA entrances in various DU and Engineering colleges in Delhi and NCRs. This idea appealed as in this way the institution would be able to communicate with its prospective students. For the premium clubs, the proposed selling strategy was similar to that adopted for golf courses with the monthly bill being sent with the magazine by Outlook. The idea proposed to corporate offices that their Interest only towards Outlook Money, Outlook Profit because it resembles with their Business. Hotels keep magazines in the following places: Rooms, Business Centers Lounges, Public Places and cars. Their more focus towards Outlook Traveler Magazines, and Fashion magazine like Marie Claire, this type of Interest bys hotels shows their psychographic segmentation.

THE OUTLOOK UMBERELLA: PRINT MEDIA:

OUTLOOK: In October 1995, group company hath way investment private limited entered in the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanized a sluggish market reeling under the impact of satellite TV. Outlook quickly carved a significant niche for itself among discerning readers who value its in-depth, investigative reporting as well as its stylish visual format. Known to be fiercely independent, Outlook has shaken the establishment on events ranging from Kargil to Kashmir to cricket, sensitized the reading public to important issues like big dams, education and gender, and provided an unremitting focus on South Asian geopolitics. Today, Outlook is the preferred magazine of 1.5 million readers in India, and sells more than 11.2 million copies over the year.

OUTLOOK MONEY:

In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound strategies for the lay investor, especially the growing segment of salaried middle and upper middle-class and self-employed professionals. Its message is clear and simple: 'Invest well, borrow wisely,

spend smartly'. Evidently, that message has gone down well: the magazine sold upwards of 1,00,000 copies a fortnight within a year. One of its distinguishing characteristics is that about 93 per cent of readers retain all past issues of Outlook Money.

OUTLOOK TRAVELER:

Outlook Traveler is a monthly magazine from the stable of Outlook Publishing India Pvt. Limited and the only significant magazine aimed at the travel reader. Every month since June 2001 OT has introduced readers to the wonders of unknown destinations while also encouraging travelers to take a fresh look at familiar places. Whether people are planning a holiday, or simply dreaming of one, Outlook Traveler continues to take them closer.

OUTLOOK SAPTAHIK :

Outlook Saptahik, a weekly newsmagazine, was launched in October 2002 to establish significant presence amongst the vast Hindi reading audience. The product targets the evolved Hindi reader keeping their interests, realities & aspirations in mind. Outlook Saptahik retains the core strengths of Outlook with objective, fiercely impartial and bold journalism, while brandishing its own identity through a strong pearl. MARIE CLAIRE: A French magazine which includes all dress style and costumes and new dresses in the market, latest fashion News, styles, beauty trends etc in the market.

PEOPLE: It covers national and international celebrities, their lifestyle, likes, dislikes etc

NEWSWEEK:

It offers comprehensive coverage of world events with a global network of correspondents, reporters and editors covering national and international affairs, business, science and technology, society and entertainment.

BUSINESSWEEK: It is an international magazine covers all the business news around the world.

GEO is a German originated; knowledge based magazine covering things related to wildlife, nature, life sciences, literacy etc.

CAREER 360 It covers information related to innumerous career options in different fields, success mantras, sample question papers for exams around the corner etc.

WEB MEDIA:

OUTLOOKINDIA.COM: In 1998, Outlook went online as outlookindia.com, drawing into its fold the vast, nascent readership of expatriate

Indians. Outlookindia.com is both Outlook magazines home on the Internet and

an online publication. Apart from Outlook's print edition in its entirety supplemented with links to related articles on its own site and elsewhere on the Web - outlookindia.com also offers an array of original Web-only columns and news updates every day with a very lively interactive section. OUTLOOKTRAVELLER.COM: Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlooktraveller began by opening up new vistas in web-driven vacation planning, with its highly focused editorial features on an array of destinations. Still a highlight of the website, these are supported by tools and resources that make putting together your holiday a breeze? From selecting your destination, to choosing your mode of transport, finding your way around the map, selecting a place to stay to catching the local festivities, plus ferreting out the nearest ATM, fuel stop or cyber cafe. Here there is something for everyone; themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, first-person travelogues, a message room where you can exchange notes or ask us for more info that you want? And don't forget to book your copies of our international award-winning bestsellers from Outlook Traveler Getaways, available at a special price when you order on the website. If you

want a sneak preview, there're excerpts from the guide books by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and Jug Suraiya.

Outlookmoney.Com: It takes forward the philosophy and beliefs ushered in by Intelligent Investor (the personal finance magazine that was launched in mid1998, now known as Outlook Money). The site has six channels -- Stocks, Mutual Funds, Loans, Retirement Planning, Taxation and Insurance -- that address broad areas of the personal finance spectrum. Outlookmoney.com comes with many interactive tools. The Loans channel alone sports calculators that do all the number crunching a visitor may want on home, car, personal or equity loans. outlookmoney.com seeks to provide total solutions to personal finance issues -- from disseminating information to providing avenues for ecommerce transactions.

PRODUCT DESCRIPTION :
The Outlook Group has a collection of fabulous magazines, all catering to different needs of the customers. Below mentioned are the names of the products under the Outlook Group:

Outlook English (News weekly magazine) Outlook Business (Business)

 Outlook Money ( Finance & Banking) Outlook Profit ( Stock exchange) Outlook Traveller ( Best of travel) Outlook Marie Claire( French originated fashion magazine) People ( Celebrity ) Newsweek ( International news weekly magazine) Business week ( International business magazine) Geo ( German originated Knowledge based magazine) Career 360 ( Career oriented) Outlook Hindi ( Hindi based) PRODUCT PORTFOLIO Following are the products of the outlook group along with newsstand price and special discount on cover-on-cover national or international magazine edition:

Outlook magazines 1. OUTLOOK ENGLISH 2. OUTLOOK BUSINESS 3. OUTLOOK PROFIT 4. OUTLOOK MONEY 5. OUTLOOK TRAVELLER 6. PEOPLE 7. MARIE CLAIRE 8. GEO 9. NEWSWEEK 10. BUSINESS WEEK 11. CAREER 360 12. OUTLOOK HINDI

Newsstand price(in Rs) 25 25 50 30 75 40 75 100 75 175 40 25

Cover-on-cover price( in Rs) 18 16 25 18 48 20 NA 60 35 NA 25 NA

Please note the above mentioned cover on cover prices can be negotiated as per the order size required by the clients.

BOOKS

DIVISION

: Outlook

Traveler

Getaway

Series

After successful detour (diversion) into travel with our travel monthly magazine "OUTLOOK TRAVELLER", the concept of a series "OUTLOOK traveler Getaways" was conceived to provide authentic, well researched information compiled into "topical" reference books.

Getaways have produced a range of travel guides for the Indian traveler, beginning with the prize-winning best-seller Weekend Breaks from Delhi.

52 Weekend breaks from Delhi : June 2002 the first title proved to be a landmark in travel books publishing. It was the first travel guide in India that highlighted the concept of a weekend break, addressing the significant changes in urban work styles and in the tourism industry over the 15 years. By encouraging a new concept in travel - that of a weekend holiday - this book has made a path-breaking contribution to the growth and expansion of the Indian tourism industry in general. Weekend Breaks from Delhi went through four additional reprints before its second edition was launched early in 2004. Weekend breaks from Delhi 2nd edition: January 2008. Weekend breaks from Mumbai: April 2007. Weekend breaks from Bangalore: September 2008

 Holidays in the Hills: June 2008. Heritage Holidays in North & Central India: February 2008

We can take an example of this all traveler guides like 52 getaways from Delhi, weekend breaks from Mumbai, weekends breaks from Banglore, or holidays in hills, after this we have their different customers in Delhi region because they have different Interest to go. From survey it has been proved that someone wants to go from Delhi, some one wants to go from Mumbai as depends on their opinions which shows their psychographic variables in between them. In these traveler guides of weekend breaks, here we have their different percentage of customers of the total population. Mainly more than

50 percentage of total population loves to read weekends from Delhi .After this less than 30 percentage loves to read weekends holidays in the hills more than 20 percentages loves to read weekends from Mumbai and Banglore editorial. The magazine is empathetic to its target audience & is not a translation of its English counterpart.

2.3 PROBLEMS OF THE ORGANISATION Customer satisfaction with focus on market segmentation in companies has traditionally been a local affair. Subsidiary managers, primarily brand managers, have enjoyed great latitude in the formulation and

implementation of consumer behavior close to their markets. Although global marketing is influencing traditional decision making in areas such as product line, branding, pricing, and advertising, it has had little influence on consumer behavior. But for some companies that may be about to change.

Outlook experiences with laissez-faire in market segmentation are typical of the problems faced by many. In the early 1980s, management delegated to the local organizations many decisions that had traditionally been made or strongly influenced by the headquarters. Of all marketing decisions, only branding and packaging were kept at the centre. The rest, including consumer and trade promotions, became the domain of the company's country operations around the world.

Although decentralization has helped enhance Outlooks performance internationally, it has been less than satisfactory in consumer. The problem has to do with two developments over time: a worldwide shift in emphasis and budget allocation in favor of consumer behavior and away from media advertising, and increasing reliance on price promotion to boost short-term local sales results, particularly in countries with a powerful trade and/or limited electronic media advertising. The outcome: reduced brand profitability, contradictory

brand communication, and a serious potential for dilution of brand franchises with consumers.

Today Outlook is trying to put some central direction back into its whole country communication practices, including sales promotion.

Management is painfully aware of the damage "brand management by calculators" and "commodity promotion" can do to its international brands and their long-term profitability. Laissez-faire in sales promotion is no longer considered a virtue at Outlook. For some global brands, the importance of consumer behavior in the marketing mix varies dramatically from one country to another. Illustrates the divergent marketing strategies applied to one consumer packaged goods brand in five countries during 1987.

2.4 COMPETITION INFORMATION:

FOR NEWSWEEK

TIME Time is the worlds leading international newsmagazine published by media conglomerate AOL-TIME-Warner is exclusively marketed and distributed in India by the India Today Group. TIME demands the best, and we are able to provide the best through an unmatched marketing and distribution network that seamlessly operates in line with international best practices, which includes

comprehensive handling of advertising sales, subscription activities and customer fulfillment.

FOR OUTLOOK BUSINESS

BUSINESS TODAY: Business Today is the largest-circulated business fortnightly in India. Its 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 the first to do serious reporting on management theories. And then again, its the first to bring a whole new genre of business journalismmore upclose and more incisive. Today, BUSINESS TODAY commands the Bus. BUSINESS WORLD: Business world is part of the ABP Group, one of India's largest media groups and the brand leader in eastern India. ABP also publishes Ananda Bazar Patrika , a widely popular Bengali daily, and The Telegraph, the largest read English daily in the eastern region. It also co-owns Star News television channel along with Rupert Murdoch's Star Group. 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 -- its emerging sectors, emerging leaders and emerging concerns. Its team of journalists and domain experts cover extensively trends and movements in markets such as telecom, IT, biotech, media and pharma and provide exclusive analysis on infrastructure, economy and the stock markets. Leveraging on its brand leadership, Business world has now moved into other media platforms like publishing and events. Its recent publications include Doing Business in Asia, The Marketing White book, Understanding Behavior, and Business world Mega B-School Guide. The Business world Roundtables and Great Place to Work seminars, which attract the best minds from the corporate and economic world, have become important forums to set agendas and address crucial issues. Indian corporate considers the magazines Most Respected Companies Awards and the BW-NID Design Award as benchmarks of corporate excellence. BUSINESS WEEK INDIA: Business Week is the largest business magazine published in the world and has licensed Cyber Media for publishing Business Week India (permission from Ministry of I&B awaited). The content of this magazine will be focused on money, technology and people, and will provide relevant blend of global and

Indian content. It will be the only international business magazine to give readers a global perspective for India. 2.5 S.W.O.T ANALYSIS OF THE ORGANIZATION Strengths: Respond very quickly as we have no red tape, no need for higher management approval, etc.Really good customer care, and Strong reputation within the market. Change direction quickly if we find that our marketing is not working Can offer good value to customers. Weaknesses: Company has low market presence or reputations compare to other magazine like India today. Opportunities: Print media sector is expanding, with many future opportunities for success Competitors may be slow to adopt new technologies in terms of printing technology and picture clarity. Threats: Will developments in technology change this market beyond our ability to adapt? Small change in focus of a large competitor might wipe out any market position that achieved by outlook. MANAGERIAL USEFULNESS OF THE STUDY: Markets consist of buyers, and it is common sense that those buyers differ in one or more respects. They may differ in how they want a product delivered,

where they want to buy it, their available resources, their buying needs, or their location. Any of these variables can be used to segment a market. Psychographic variables have been a popular segmentation variable, particularly in consumer marketing of fast moving goods. In psychographic segmentation, buyers are grouped according to variables such as Social Class, Lifestyle, or Personality. Marketers infer or research differences in the approaches of buyers to their products based some elements of these factors.

Chapter 3 Conceptual Discussion.

3.1 REVIEW OF LITERATURE: Customer Satisfaction: Customer satisfaction is the dynamic interaction of affect and cognition, events by which human beings conduct the exchange aspects of their lives. Companies are interested in Customer satisfaction because they can develop marketing strategies to influence consumers to purchase their products based on consumer analysis.

The two main objectives of any publishing group are: To increase Geographic Dispersion / Circulation To Improve Readership profile This is because the main source of revenue for any publishing group is advertising and an advertiser would like to know the facts and figures before investing his money in advertising. MARKET SEGMENTATION: To divide a market by a strategy directed at gaining a major portion of sales to a subgroup in a category, rather than a more limited share of purchases by all category users. Market segmentation is concerned with individual or group differences in response to specific market variables (e.g. preferences, lifestyles, media habits, etc.). The strategic presumption is that if these response differences exist, can be identified, and are reasonably stable over time, and if the segments can be efficiently reached, the company may increase its market share beyond that obtained by assuming market homogeneity. Bases for Segmentation in Consumer Markets: Consumer markets can be segmented on the following customer

characteristics. Geographic Demographic

 Psychographics Behavioralistic Geographic Segmentation The following are some examples of geographic variables often used in segmentation. Region: by continent, country, state, or even neighborhood Size of metropolitan area: segmented according to size of population Population density: often classified as urban, suburban, or rural Climate: according to weather patterns common to certain geographic regions. Demographic Segmentation Some demographic segmentation variables include: Age Gender Family size Family lifecycle Generation: baby-boomers, Generation X, etc. Income Occupation Education Ethnicity

 Nationality Religion Social class

Many of these variables have standard categories for their values. For example, family lifecycle often is expressed as bachelor, married with no children (DINKS: Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these categories have several stages, for example, full-nest I, II, or III depending on the age of the children. Psycho graphic Segmentation: Psychographics segmentation groups customers according to their lifestyle. Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some psychographic variables include: Lifestyle Activities Interests Opinions Attitudes Values Behavioralistic Segmentation:

Behavioral segmentation is based on actual customer behavior toward products. Some behavioralistic variables include: Benefits sought Usage rate Brand loyalty User status: potential, first-time, regular, etc. Readiness to buy Occasions: holidays and events that stimulate purchases. Behavioral segmentation has the advantage of using variables that are closely related to the product itself. It is a fairly direct starting point for market segmentation.

OUTLOOK has seven magazines ,these seven magazines has their different novels ,different style ,different knowledge ,different matter to each other. These seven magazines hold their separate time to publish, means OULOOK ENGLISH is a weekly magazine so those consumers who loves to read magazines within a week ,they can go with this it depends on their choice only,another example like OUTLOOK TRAVELER is a monthly magazine ,it contains sufficient matter for month ,so those who loves to read a magazine for a month, then they can easily go with this on their choice totally depends on them, some magazines of OUTLOOK has Fornightly magazine like OULOOK

MONEY,PROFIT,PEPOLE etc. Only those customers can go with those loves to read magazines for half of month it depends totally on their choice and interest. So this all results has been shown in the case of magazines that magazines readers has also their separate consumer to read and shows it MARKET SEGMENTATION (psychographics segmentation ) of magazines in between consumer. I had surveyed in Delhi with sell of subscription of magazines ,I have seen that its matter of opinion not in some limited but it varies in case of magazines also, I have seen that everybody had their different interest in magazines ,someone wants to read Marie Claire then someone wants to read people etc, this is just depends on their opinion ,what they want to read some one reads weekly magazines ,some one reads monthly and for nightly magazines depends on their choice ,I have seen that mostly women loves to read fashion magazine as comparison to men. When I surveyed there then I had seen that market segmentation in between brands like, someone loves to OUTLOOK, and someone loves to read INDIA TODAY. Why it is happens, it happens only because of their different Opinion and Interest on the magazines.

Those consumers who reads OUTLOOK may be they think that the paper quality of OUTLOOK MAGAZINE is good rather than INDIA TODAY ,they thinks that matter in outlook or Article in OUTLOOK is more good to read ,it

shows their PSYCHOGRAPHIC PROFILE in between OUTLOOK and INDIA TODAY.

3.2 STATEMENT OF THE PROBLEM: o The first problem is in getting the co-operation of the customers. Many of the respondents approached does not agree to the need and utility of surveys and hence does not agree to provide the information.

The research is confined to a certain parts DELHI and does not necessarily shows a pattern applicable to all of Country. o It is time consuming, because of the small sample size; the survey may get biased, as its not representing the whole population.

3.3

SUCCESS THROUGH SEGMENTATION:

These roadblocks can be removed by applying psycho graphic segmentation. When attitudes, motivations, personality characteristics and belief systems are analyzed mathematically or statistically to determine groups with substantially different attitudes, the result is a psychographic segmentation. When psychographics are segmented, the need to either oversimplify or use averages evaporates, and communicators can select the most effective message for each segment. For one segment a message may confirm an established viewpoint, and for another, a targeted message will change a mindset. Segments that

consider an issue or subject to be far more important than does the mythical average could be made up of opinion leaders who influence others' viewpoints. When these weighty segments are measured in a statistically accurate way, a communicator can compare before and after measures--by segment--to determine the true impact of a program. Examining a psychographics segments demographics can further enhance return on investment. For example, a segment may be receptive to a particular product, but lack the financial resources to actually purchase it. Or, although receptive, those in a particular segment may avoid mass media to such an extent that few messages, no matter how relevant, will reach them. The behaviors of a particular psychographic segment can confirm for the communicator whether a segment that evinces a particular attitude actually follows through with a tangible behavior. Looking at all the facets of a psychographic segment establishes whether or not it is a worthwhile target, allowing efforts to be focused on the most profitable segments, as well as those with the highest potential.

LIMITATION:

 More than one decision makers: Since there were more than one decision makers in some client

organizations, the decision making process was very long n sometimes stretched to as long as 15-20 days because approval had to be taken from all the decision makers. For example, clubs have board and any such decision has to be first approved by each and every member of the board. Off season for some of the clients: Some client like hotels has a off-season where they do no have much guest. Hence, they do not want to incur this extra cost during the offseason. Clients bound by budget or contract with some other magazine: A client is already having a contract with some other magazine and its budget does not permit to take an additional magazine.

CHAPTER-4 Data Analysis

4.1 DATA ANALVSIS TECHNIQUE: The data analysis technique was purely Quantitative in nature, taking the held or various kinds of diagrammatic presentation, which were: TABLE ANALYSIS:
Company name DATAFLEX INDIA PVT.LTD. ZAIREEN TRAVEL SERVICE Contact person Mr Contact no. Email Id [email protected]

AKHIL 9910336255

KUMAR GARG SAAD AKHTAR SIDDIQUI 011-23323504 [email protected]

LAKME STUDIO ESSAGE TRADES

Miss KANIKA BHALLA SURESH GULATI

9958005051

NA

9899795035

[email protected]

MAXIM PRO CAPITAL SOLUTION NIRMAL BANG LOREAL BEAUTY SALON

Mr.VINEET GUPTA

9311155377

NA

ANNIDYA ROY Mr.JAWED JAVED HABIB

9650060949 9999333366

[email protected] [email protected]

AMBER TOURS KEWEL PVT.LTD. SBI DFHI LTD. STATE BANK OF HYDERABAD SABHARWAL KUNAL NARANG Mrs.RUCHIRA.K

9810104170

[email protected]

9654442494 9871144082

[email protected] NA

LOTTE ENGINERING PVT

LIC

Mr. YONG CHANG

9650533611

NA

Mr AJAY AAGGRAWAL

9810163009

[email protected]

NCMSL

Mr. Yuvraj Manish

9350091576

[email protected]

ADVOCATE of DELHI HIGH COURT

Mr. ASHUTOSH Kumar

9811531549

NA

DCM SHRIRAM SUGAR DIVISION

Mr. R.K.JHA

9313099965

NA

a)

Sampling Technique:

The Technique of sampling adopted was Area Sampling in which we first divide the total area into a numbers of smaller geographical clusters then a number of these smaller areas arc randomly selected and all units in these smaller areas are randomly selected and all units in these small areas are included in the samples. b) Sampling size Sample size was 100 customers in consideration.

INDIA ENTERTAINMENT & MEDIA INDUSTRY:

The Indian entertainment and media (E&M) industry has out-performed the Indian economy and is one of the fastest growing sectors in India. The Indian economy has been growing at a fast clip over the last few years, and the income levels too have been experiencing a high growth rate. Above that, consumer spending is also on the rise, due to a sustained increase in disposable incomes, brought about by reduction in personal income tax over the last decade. All these factors have given an impetus to the E&M industry and are likely to contribute to the growth of this industry in the future.

The television industry continues to dominate the E&M industry by garnering a share of over 42 percent, which is expected to increase by a further 9 percent to reach about 51 percent. Print media, on the second spot, stands at over 31 percent, is projected to 23 percent in 2010.

PRINT MEDIA:
The structure of the Indian print media industry is highly fragmented with importance to regional dominance. The Indian print media segment primarily comprises newspaper and magazine publishing. Book Publishing also forms part of the print media though currently the share is not substantial.

The print media industry has potential to grow still larger as 369 million literate people in India are still not tapped by any publication.Currents estimates reveal that the reach of print media in India has increased to 222 million people. Print media is also the favourite segment for global investors with maximum foreign investment in this segment. KEY DRIVERS:

Higher literacy levels: In 2006, the literacy levels increased to 71.1% as compared to 69.9% in 2005. While rural literacy is at 64.8%, urban literacy touched 85.3%. Currently Indian print media is estimated to reach over 220 m people, and has immense growth potential since close to 370 m literate Indians are believed to not be served by any publication. Also, the reach of newspapers is only 27%, as compared to the global average of 50%.

Lower cover prices: Earlier, due to strong hold over a region, the newspaper had higher cover charges. However, with increasing competition and venture into newer regions the companies have reduced the cover prices to augment more sales. Many English dailies are sold for as low as Re 1 or Rs 2. The initial subscription offers of DNA and Hindustan Times (HT) in Mumbai, during their launch period, further reduced the cost of the newspaper to around 50 paise for an average issue.

Higher ad spends: Print media accounts for 48% of the total Rs 137.5 bn advertising spend in the country. However, the ad spend in India is just 0.4% of GDP as against 0.5% in China, 1.3% in the US and a world average of nearly 1.0%. With rising consumerism and growing interest from domestic and global brands in Indian market, the growth in ad segment is expected to be strong.

READERSHIP SURVEYS: There are the two main sources of obtaining data to determine readership of any publication: 1. National Readership Survey NRS

2. Indian Readership Survey - IRS

National Readership Survey : It is a survey on all media, but especially the print medium, conducted by the National Readership Studies Council (NRSC) - supported by Audit Bureau of Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers Society. It investigates the readership of about 80 major Indian publications-dailies, weeklies, bi-weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The towns, selected, however are publication centers of dailies. By process of systematic sampling, over 55,000 households in these towns are surveyed, the number of households in each town proportionate to it population. All men and womenfolk above the age 15 are questioned for about half an hour on the basis of a structured questionnaire. It claimed to be the most thorough readership survey in the country. It provides exhaustive data (available to its clients on computer disks) readership, radio listenership profile-the socio economic characteristics of the readers of various publications, of cinema and TV viewers, and of listeners to radio, as well as the degree of duplication among publications and between media. Research

agencies involved are: IMRB, TNS Sofres Mode, AC Nielsen in collaboration with ORG.

Indian Readership Survey: It is conducted by the Media Research Users Council (MRUC). IRS 2002 is the largest continuous media survey ever conducted (sample size of 229,000 individuals) providing a single-source database for demographics, media habits and product / brand usage across 986 towns and 2858 villages in India. The survey was conducted over two rounds with the field work between November 2001 and November 2002. This all-India survey conducted jointly with the Media Research Users' Council (MRUC) also provides product / brand penetration information for over 50 different products allowing one to link media habits and product usage data for adults and children from the age of 12 years. Both NRS & IRS Gives media consumption lifestyle habits, product ownership on &

consumption,

indicators

information

macro

demographic & geographic parameters. Population coverage: 12 years & above

Sample size: over 200, 000 Geographic coverage: All India (Urban +Rural) Sample Frame: Electoral rolls based on 2001 Census definition of Urban Agglomeration According to NRS 2006;

ASSOCIATION OF INDIAN MAGAZINES (AIM)

The Association of Indian Magazines (AIM) is the first industry representation for magazines in India. The Association of Indian Magazines has been launched to support and defend the freedom of the press and promote the cause of magazines. The effort is to consolidate the industry as a group. AIM will represent the magazine publishers' interests in the country and will help revitalize the magazine industry editorially and economically. The association aims to establish better understanding, cooperation and unity among all magazine publishers and with all key constituents such as

consumers, advertisers, print and production agencies, advertising agencies, market research companies and the Government. Presently, it has 45 member base which include big media giants like: India Today Outlook India Pvt Ltd. Competition review Pvt Ltd.

STUDY: Indian Print Media Staying Strong!!

While the rest of the world is combating challenges to grab maximum reach through online media and social networking tools, India, with a population of more than one billion but less than 80 million Internet users, has seen a continued growth in traditional print and electronic media over the decade. Indian print media continues to grow, and foreign publishers are also cashing in on the opportunity, launching Indian editions of titles such as Forbes, Harper's Bazaar, and Technology Review, Entrepreneur, and even celebrity gossip magazines like People and Hello! According to the country's first-ever youth readership survey undertaken by the National Book Trust-National Council of Applied Economic Research, more than two-thirds of the 333 million or so literate youth in the country prefer

newspapers to any other media when it comes to news and current affairs, The Financial Express reported. With television news broadcasters completely focused on chasing television ratings in the 24-hour news cycle, the medium is largely perceived as a source of entertainment, and in general lacks the seriousness to establish credibility With its audiences according to the INDIAN EXPRESS.

The Internet, meanwhile, is just gaining a foothold, and radio continues to be the major source of information in urban India, as in comparison to magazines, while only one in four read books in leisure time, Indian Express reported. The survey, conducted in November and December 2009, found that television is the largest media with more than 77 percent of the 333 million literate people exposed to it. Newspapers maintain their dominance at 53 percent in terms of the preferred source for news and current affairs, with around two-thirds (63.4 percent) choosing them for credible information over television, which had just 22.2 percent. Although digital media around the world is being said to replace print, in India, no Web site can measure the readership of a printed newspaper, with a print classifieds market reaching about US$300 million. Exemplifying this fact, a company launched by former Microsoft employee and Wharton

School graduate Sharad Lunia is innovating print in India. ReleaseMyAd, allows customers to print classifieds by offering an easy, seamless and transparent approach with no extra charges!

4.2 ANALYSES AND INTERPREATATION: QUESTION 1: In your opinion, is OUTLOOK a good magazine? YES: 60 NO: 40

no 40 yes 60

yes no

Interpretation: Since there is minnimam difference between that wheher outlook magazine is good or bad Concluding that there is no significance differences between that the outlook is a good magazine. QUESTION 2: Which of the following imprints of Outlook you have subscribed? Outlook weekly Outlook Money Outlook Hindi Outlook Traveler Outlook weekends Any other (Please specify) Magazine Subscriber Outlook Weekly Outlook Money Outlook Hindi Outlook Traveller 32 28 14 12

Outlook Weekends Others Table 7.1 various outlook segments QUESTION 3: How did you come to know about Outlook? Friends/relatives Newspapers/magazines stalls Internet Advertisement Hoardings Consumer Awareness Friends/relative Newspaper/Magazine Stalls Internet Advertisement Hoardings Table 7.2 consumer awareness

7 7

35 45 9 30 4

As per our study suggested that the consumer awareness of the outlook increasing due to of the advertisement Through digital media as well as one aspect of the consumer awareness of the outlook also increases due to of its promotion though Newspaper and Magazine stalls. Increasing level of consumer awareness is also helping any organization to retain more and more consumer base.

QUESTION 4: Do you think that OUTLOOK ENGLISH a weekly news magazine is matches with all respects of Current Affairs? Agree Strongly Agree Disagree 55 16 15

Strongly Disagree 14 QUESTION 5: DO YOU THINK THAT OUTLOOK MONEY IS SUPERIOR THAN OUTLOOK PROFIT? Agree Strongly Agree Dis Agree 15 8 12

Strongly Disagree 5 Interpretation: Hence there is significant preference towards that OUTLOOK MONEY is superior than OUTLOOK PROFIT.

QUESTION 6: DO YOU THINK THAT OUTLOOK BUSINESS CONTAINS ALL TYPES OF STUFF, WHICH A BUSINESS MAGAZINE SHOULD CONTAIN? Yes: 28 No: 12

Interpretation : There are 70% people who think that OUTLOOK BUSINESS contains all types of stuff, which a business magazine should contain and there are 30% people who dont think that OUTLOOK BUSINESS contains all types of stuff, which a business magazine should contain.
QUESTION 7: Do you think that each consumer of magazines has its own

PSYCHOGRAPHICAL PROFILE OR VARIABLE in reading those magazines?

YES: 80

NO: 20

Interpretation: There are 80% of people believes that each consumer of magazines has its own PSYCHOGRAPHICAL PROFILE OR VARIABLE in reading those

magazines ,while 20% people believes that they dont depends on psychographic profile.

QUESTION 8. WHY DO YOU PREFER THIS BRAND?

Price Quality Easily available Packaging Price Brand Name Quality Sales promotion Easily Available Scheme / Offers Packaging Others Table 7.3 preferences of outlook Brand name Sales promotion Schemes/offers Others Preference of Outlook 12 11 20 22 9 13 7 6

As per our study suggested that people prefer outlook because Sales promotion of the outlook is always has a top preference of the people which has very positive impact on the sales of outlook. As we seen from the tabular graph and

the data chart which is shown above of this interpretation, As one of the objective of our study also to justify this term with the sales promotion. 22% of the people purchasing outlook because they like the promotional strategy of the company while 20% of the people prefer outlook because of the content quality of the magazine. Since brand name of the outlook also making positive impact towards the sales promotion, as per out study suggested that 11% of the people like the brand of outlook so in this area Outlook need to improve.

QUESTION 9: WHAT IS THE CONSUMPTION RATE FOR THESE PRODUCTS (MONTHLY)? Less than 2 Less than 3 Less than 4 More than 5

Consumption Rate of Outlook Less than 2 Less than 4 Less than 3 More than 5 46 15 27 12

As per out study suggested that consumption pattern of the subscriber is not cyclical which is good sign of the company, as per our graph suggested that 46% of the peole prefer to purchase outlook magazine every month twice so it is good for the company that out of 100 people 46% of the customer are retained to the next purchase. 12% of the people prefer to purchase more than 5 magazine per month which is good sign for the company. While 27% of the people

purchasing less than 3 magazine per month this result is supporting our assumption that outlook business is not cyclical.
QUESTION 10: WOULD YOU RECOMMEND COMPANYS PRODUCTS TO OTHERS?

Yes

. No Table 7.5 recommendation Recommendation Yes No 63 37

CHAPTER 5:
Finding and recommendations

5.1 FINDINGS At the end, one thing is quite clear that everybody has their different opinion, tastes in reading different magazines of OUTLOOK in Delhi NCR .After surveyed in this region

Conclusion is based on different Psychographic variables of different customers of outlook magazines, some are of different age customers, some are of different activities after this all have different reading style and purpose. After analysis the condition we can determine and find their ratings and ranking on the scale.

We can easily categorized of outlook customers after knowing their AOI.

Mostly customers prefers outlook English.

Mostly customers prefers subscription rather then purchase of magazines.

Services are found good.

Fashion magazines mostly prefers by women.

Finding groups of customers to take your survey can sometimes present a challenge

To find prospects, visit Web sites, newsgroups, forums and listservs, or contact non-competing companies that share your prospective target market. For example, if you own a health food store, you may contact a local health club to ask them if you could conduct surveys of their clients on their premises. In exchange for them allowing you to take advantage of their space and goodwill, you could offer their

clients some sort of cross-promotional item.

Demand of outlook traveler is more then other traveler magazines in Delhi.

5.2 RECOMMENDATIONS: Company should be emphasis on more effective advertisement. The most important task is that company should give its priority to coverage. If the company could cover home towns, cities and villages then it will create their more magazines readers.

The company should enhance its awareness among many people by mobile road shows: outdoor advertising in local and national newspapers as well as more type of ads on prime time on television channels for different uses segments. So that many people

may come to know about the services of the magazines and can become a subscriber of t company.

The policy or company should be simple. And bring more transparency.

The company should up date marketing department in town offices for the benefit of t subscribers as well for the company. Company should appoint some executives to make strong relationship with customer.

Follow Up is very crucial for any call and hence should be done very thoroughly by the

sales executive. As magazines are not critical products for any organization and have to pushed for sales, hence if regular and thorough follow-up is not done, the client may soon loose interest in the product and forget it. Hence, the sales executive should try and maintain a relationship with the client and pursue him with great interest.

REFERENCES:
Marketing Managementt , Kotler & Keller Business Research Methods ,Cooper & Schindler Advertising and Promotion : An Integrated Marketing Communication , George Belch & Michael Belch Head Business Development, Sales & Promotions : Mr. Himanshu Pandey

Deputy Manager, Business development ,Sales & Promotions : Mr. Sumit Bhardwaj Team leaders: Mr. Harsh Vardhan, Mr. Kapil , Mr. Amit, Mr. Muazam www.wikipedia.com

www.outlookindia.com

www.google.com www.justdial.com www.fundodata.com