FINAL REPORT

ON

SELLING STRATEGIES THROUGH ONLINE MARKETING

AND

COMPARATIVE ANALYSIS OF OUTLOOK MAGAZINE WITH OTHER COMPETING MEDIA BY (PRIYANKA RATHORE) (Enrollment ID: 12BSP2199)

FINAL REPORT
ON

SELLING STRATEGIES THROUGH ONLINE MARKETING

AND

COMPARATIVE ANALYSIS OF OUTLOOK MAGAZINE WITH OTHER COMPETING MEDIA

BY (PRIYANKA RATHORE) (Enrollment ID: 12BSP2199)

( ICFAI BUSINESS SCHOOL, Gurgaon

Contents
TABLE OF CONTENTS

Chapter 1 INTRODUCTION

Introduction of Company. Industry Profile.

Chapter 2 PROFILE OF THE ORGANIZATION

Origin of the organization Management team. .history of the organisation .magazines names Media services Competitors

Chapter 3 DISCUSSION ON TRANNING

Work profile. Key learning. Research methodology Approach to the problem Research questions and hypothesis

Chapter 4 STUDY OF SELECTED RESEARCH PROBLEM

Chapter 5 ANALYSIS

Analysis of data and findings

Chapter 6 SUMMARY & CONCLUSIONS

Summary of Learning Experience. Conclusions and Recommendations.

APPENDICES

Copy of questionnaires. Industry Outlook Survey Form.

BIBLIOGRAPHY

EXECUTIVE SUMMURY

In this project my purpose of finding is comparative analysis of outlook magazine and India today. In questionnaire interpretation i am finding that India today is highly demanded in print media comparatively Outlook magazine. And outlook magazine demand increasing when they applying online marketing or online subscription process. In questionnaire part discuss about the comparative facts with India today.

The purpose of the project is to identify the segments for the outlook magazines and do the market survey for the potential advertisers in B2B segment for outlook magazines. Now a days, the magazine market has become increasing competitive. So, in order to tackle the tough competition from its competitors, most of the magazines need to formulate effective promotions so that they can have an edge over the others. In B2B market outlook is catering two types of clients, there are those who are the content readers and those who go for advertisements and promotions in the magazines as per there requirements. This project is regarding the creation of clients for outlook for promotions in the magazines which are taking place under certain limitations. Outlook is also following the industry practices in order to generate sales which in turn improve the profitability and sustainability of its business. An analysis of its latest promotional scheme in comparison with its leading competitors like India Today and Fortune. Advertising is the most visible & best understood method of promotion, it is only one of several approaches a marketer can choose to promote their products and services. Promotional activities are considered to be the most glamorous part of marketing. This may have to do with the fact that promotion is often associated with creative activity undertaken to help distinguish a companys products from competitors offerings. Moreover these days a new marketing concept of SPACE SELLING has arisen in the print media, say it, newspapers or magazines. These new promotional tools comprises of STRIP, FLAP, COVER ON COVER in order to give customized solution to the business clients. Consequently, There is reduction in the cost This give an add-on value to the clients, thus enhancing customer satisfaction. After analyzing the business markets on the basis of significant parameters like promotional requirements, order size, costing, database, location etc. thus the marketing strategies can be made for business development, thus increasing the sales for outlook group. Outlook has various competition in the publishing market. Like

For Newsweek (An outlook product Digital virsion) TIME 5

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 fortnightly in India. Its the best report of the business topography of the newly liberalised India. As the wave of change sweeps business, economy and society like never before, BUSINESS TODAY has ensured that its readers have all the necessary upgrades to challenge tomorrow. It takes its readers deeper to give a complete understanding of the world of business. Ever since its inception in 1992, it has set one benchmark after another in business reporting. It was the first to do serious reporting on management theories. And then again, its the first to bring a whole new genre of business journalism more upclose and more incisive. Today, BUSINESS TODAY commands the bus. BUSINESS WORLD Business world is the part of the ABP Group which is one of the Indias largest media group and the brand leader in eastern India. ABP also publishes Anand Bazar Patrika, a widely popular Bengali daily and the telegraph, the largest read English daily in the eastern region. It also co-owns star news television channel along with Rupert Murdoch,s Star Group, 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 round tables and great place to work seminars, which attract the best minds from the corporate and economic world, have become important forums to set agendas and address crucial issues. The magazines, most respected company awards and the BW-NID design award are considered as bench marks of corporate excellence by Indian corporate. 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 waited ) 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 magazines to give readers a global perspective for India. There are several factors which influences the purchase. These factors may be internal and external as well. Internal factors include perception towards the thing, knowledge about product, purchasers attitude, lifestyle, motivational status etc. Motivation is the driving force which comes into play when customer has better experience with the product.This leads to the repurchase decision of the customer.Whereas external factors include culture, group or peer influence, the situation in which purchase is made etc. Questionnaires were prepared and market survey was conducted and then evaluation of primary data is done. The analysis revealed that there are some factors e.g. the customer perceived value and value preposition when meets leads to customer satisfaction .If that is consistent then leads to customer loyality .That is the key factor of customer retention etc. which affect the purchase of magazines of Outlook group. It also revealed the fact that there is a small opportunity of improvement in the area of quality of content and promotional schemes. The customers agreed upon the fact that gifts are good in quality but they added that these promotional schemes can be more attractive.

KEY LEARNING DURING TRANING

1. I got to know about the atmosphere of the organization 2. The working condition of the company. 3. Code of conduct in a company and its rules and regulations. 4. Process and procedure of working. 5. Learned to take orders by superiors. 6. Way of communicating right thing at right time to subordinates and to superiors. 7. coordination at work. 8. Creating strategy on daily basis to achieve my daily target and make the job easier 9. Coordinate with everyone to achieve the target. 10. Creating hygienic atmosphere to work. 11. Learned how to work in stress.

CHAPTER 1 INTRODUCTION OF COMPANY

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 2001-2002, given by the Department of Tourism, Government of India.

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

MAGAZINES NAMES

10

CHAPTER 2 PROFILE OF THE ORGANISATION

INTRODUCTION

A Rajan Raheja Group

Mr Rajan Raheja is the owner of OUTLOOK group

Date of Establishment: October 1995

Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India Branches : Mumbai, Kolkata, Chennai, Bangalore and Hyderabad

11

MEDIA SERVICES

Print Media Web Media

Outlook is part of the Rajan Raheja Group which made its beginning in the construction business and after building a huge presence in the realty market, the Group diversified laterally into manufacturing, financial services and media. The magazine division of Outlook consists of Outlook, Outlook Money, Outlook Traveler, Outlook Sapthahik, Outlook Business and Delhi City Limits. It has recently taken over the Sales & marketing of Newsweek, an international newsmagazine and Marie Claire, an international womens magazine.

Outlook, a weekly newsmagazine has been instrumental in providing wide range of news and information. It also has magazines including Outlook Money, Outlook Traveller and Outlook Saptahik under its umbrella. As a part of web media, it has launched websites like outlookindia.com, outlooktraveller.com and outlookmoney.com. It caters to a base of 1.5 million readers in India and sells more than 11.2 million copies annually.

The observations of the Markets studied for the sale of Newsweek was that Time and Newsweek have a similar sales pattern and the POP display was maximum from the Outlook Group.

The major segments identified for the market segmentation of Outlook buyers

Hotels Coaching institutes Corporate offices PVR Cinemas Premium Clubs

12

For the coaching Institutions which prepare students for MBA, the idea proposed by Outlook was that the copies of Outlook English ,and Outlook Bussines as their Interest happens only with these two magazines, with the advertisement of the institution with the cover-on-cover option would be distributed to prospective students who are aspiring to clear CAT and other MBA entrances in various DU and Engineering colleges in Delhi and NCRs. This idea appealed as in this way the institution would be able to communicate with its prospective students.

For the premium clubs, the proposed selling strategy was similar to that adopted for golf courses with the monthly bill being sent with the magazine by Outlook .

The idea proposed to corporate offices that their Interest only towards Outlook Money , Outlook Profit because it resembles with their Business.

Hotels keep magazines in the following places : Rooms, Business Centers Lounges, Public Places and cars. Their more focus towards Outlook Traveler Magazines, and Fashion magazine like Marie Claire ,this type of Interest bys hotels shows their psychographic segmentation.

The concept given was that initially Outlook was as follows: Outlook would distribute free copies of the magazine on a weekend when the business is high. And take the details of the customers. In the next step, the PVR Cinemas to these cinemagoers who had come to watch a movie on weekend would send the magazine with a flap containing the discount coupon for a weekday. Hence, on receiving a discount coupon, there is a high probability that the cinemagoers will come to watch the movie.

13

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 14

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

OUTLOOK TRAVELER:

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

Marie Claire

- It covers the fashion style,new dresses, all the current fashion statements from the world

. 15

OUTLOOK BUSINESS

It covers the business news from all over the world, the joint venture and dilutions of the companies. It also covers the news of new business ideas, and their risk .

OUTLOOK PEOPLE

It covers the celebrities interviews about their likes and dislikes ,and fashion statements

CAREER 360

It covers all the information regarding the competitive exams and their preparation materials and also covers some sample papers of few good exams. 16

OUTLOOK GEO

It covers the knowledge base topics like wildlife, nature, geographic locations .

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

WEB MEDIA

OUTLOOKINDIA.COM: In 1998, Outlook went online as outlookindia.com, drawing into its fold the vast, nascent readership of expatriate Indians. outlookindia.com is both Outlook magazine's home on the Internet and an online publication. Apart from Outlook's print edition in its entirety - supplemented with links to related articles on its own site and elsewhere on the Web - outlookindia.com also offers an array of original Web-only columns and and news updates every day with a very lively interactive section.

OUTLOOKTRAVELLER.COM: Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlooktraveller began by opening up new vistas in web-driven vacation planning, with its highly focused editorial features on an array of destinations. Still a highlight of the website, these are supported by tools and resources that make putting together your holiday a breeze ? from selecting your destination, to choosing your mode of transport, finding your way around the map, selecting a place to stay to catching the local festivities, plus ferreting out the nearest ATM, fuel stop or cyber cafe. Here there is something for everyone;

17

themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, first-person travelogues, a message room where you can exchange notes or ask us for more info that you want? And don't forget to book your copies of our international award-winning bestsellers from Outlook Traveler Getaways, available at a special price when you order on the website. If you want a sneak preview, there're excerpts from the guide books by renowned authors, including the likes of Prabhu Ghate, Ruskin Bond and Jug Suraiya.

Outlookmoney.Com: outlookmoney.com takes forward the philosophy and beliefs ushered in by Intelligent Investor (the personal finance magazine that was launched in mid-1998, now known as Outlook Money). The site has six channels -- Stocks, Mutual Funds, Loans, Retirement Planning, Taxation and Insurance -- that address broad areas of the personal finance spectrum. Outlookmoney.com comes with many interactive tools. The Loans channel alone sports calculators that do all the number crunching a visitor may want on home, car, personal or equity loans. outlookmoney.com seeks to provide total solutions to personal finance issues -from disseminating information to providing avenues for e-commerce transactions.

COMPETITORS
HOME MAGAZINE COMPETITORS

OUTLOOK MONEY

MONEY TODAY

OUTLOOK BUSINESS

BUSINESS ECONOMY,BUSINESS TODAY

OUTLOOK TRAVELLER

TRAVEL TODAY

OUTLOOK HINDI

SAPTAHIK

18

OUTLOOK PROFIT

NO COMPETITORS

MARIE CLAIRE

COSMO,FEMINA,NEW WOMAN,VOGUE TIMES (Worlds leading international news magazine)

NEWS WEEK

OUTLOOK (ENGLISH)

INDIA TODA

19

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 1995 2000 2005

indiatoday outlook

outlook indiatoday 2010

20

CHAPTER 3 WORK PROFILE

As a management trainee I joined OUTLOOK MAGZINES New Delhi and I was given the profile of a RELATIONSHIP EXECUTIVE. I worked in the company as a RELATIONSHIP EXECUTIVE and my primary work in the company is to call individual to facilitate the subscription as much as possible. The subscription has followed an online process under an offer called Triple Bonanza Offer. The offer had sat a milestone in the history of Outlook group by making the total subscription cost worth more than 35 lakh in a month. The offer consist of the discount upto 52% on subscription plus upto Rs. 1000/- additional discount, then there were lucky draw like chance to win Beat, designer bag, Branded wrist watch, tabs. Also there were some assured gifts also.

My profile was to do tele-calling and make subscription of the magazines so that the numbers of readership will increase. For calling we are provided the database of about 50 to 60 in numbers. These databases consist of subscription date and subscription end date along with the person name, address, and contact number. My work is to ask and convince the customer to renewal their subscription the customer and also to promote the magazine via asking for the references. 21

Along with the subscription I have also given the responsibility of customer satisfaction i.e. if I asked a customer for the renewal magazine and he refused then first I need to ask the reason for not subscribing if the reason is due to any fault in the service of outlook then I need to sort it and ensure the customer that the problem will not be faced any more in future. During the calling we experience different processes like: Fresh Calling: When the data is given for the first time. Follow ups: When customer is not ready at the same, it gives a particular time slot to call. UTGs: The unsuccessful transactions by the customer which was failed because of certain problem.

In Outlook, I got to know how to resolve customer problem regarding the subscription or product of an organization. Like in Outlook the major problem which customer face are:1. Inadequate delivery system i.e. either they dont get the magazine or they got all the magazine in the bulk. 2. Assured gift which they got or promised was not received or still in process. 3. Complain made by the customer was not fulfilled up to the customer expectation

Though the problem mentioned above are not so very big that cant be solved but need a proper process and time to execute. As a Relationship executive I have solved number of situation where the customer was not ready to take the subscription because to previous in-connivance but after sorting out their problem they got ready to make the subscription. Hence using my skills and the guidance of my mentor and guide, I have tried to keep on adding the value (customer) to the Organization. 22

With help and support of my company guide and faculty guide I was able to generate the 2nd highest revenue for the company in the month of April.
MAG_CODE SUBS_NO TITLE PPL 2833 MR F_NAME SUNIL M_INTL L_NAME JAIN ORG 1/108 ADD1 AHUJA

CHAMBERS PPL 2844 MR PRASHANT GUPTA GUPTA NURSING HOME AND PPL 2885 MR RAKESH MEHTA 104 VIEW PPL 2961 MS SHASHI BHATNAGAR A GULMOHAR PARK PPL PPL 3209 3274 MR MR B RATI S THIPPESWAMY FORBES AVALOKANA 30 KOREGAON PARK PPL 3319 MRS GOPI PATEL 44A NUTAN 48 HORIZON MATERNITY CENTRE

BHARAT SOCIETY PPL PPL 3337 3346 MS MR ZINIA V PADMANA BHA FERNANDES REDDY C/O H NO 242-A/1 V PARK STREET

JAYARAM REDDY & SONS

PPL

3433

MR

S RAMESH

BABU

H NO3-285/6 NR SHIVALAYAM

PPL PPL

3475 3476

MR MR

P U

MATHEW PRIYADARSHINI

PARAPPURATH 51-B-CAR STREET

PPL

3480

MR

VIJAY

KRISHNA

NO

702

7TH

CROSS

23

PPL PPL

3485 3496

MR MR

V UDIT

RANE SIROHIA

ALOKIKA 270/1 2 CYLDE ROW HASTING

PPL

3568

MMB LEGAL

634

2ND

FLOOR M-1 FLOOR BLOCK 3RD M

PPL

3577

MR

DHANESH

RELAN

PPL

3670

MR

DIPHAA

NAIR

NO

23

GEET

GANGA PPL 3712 MR T SUKUMAR 755 BLOCK MAIN IIND V

24

CHAPTER 4 RESEARCH METHODOLOGY

Problem Definition

To determine the degree of satisfaction among the Outlook subscribers in aspects of Quality content and price of the Outlook magazines.. To determine the consumer repurchasing or renewing the Outlook subscription frequency. To determine the degree of relativeness between customer satisfaction and brand loyality for Outlook magazines. To determine the efficiency of Outlooks product delivery system.

Management Decision Problem Should Outlook increase its magazines subscription rates in comparision to its competitors? Should Outlook increase the efforts for making the present customer care services more effective? 25

What efforts could be taken to promote the brand loyalty among the present customers? Do Outlook processes need more automation?

RESEARCH QUESTION and HYPOTHESIS:

Does the subscribers of the Outlook magazine are satisfied from product in regard to the cost which they incur in subscribing it?

Hypothesis

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

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

Hypothesis

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

Does the customer care service of Outlook is fully sufficient in solving all the queries of the customers efficiently?

26

Hypothesis

Customer care service of Outlook is excellent Hypothesis Outlooks after sales service delivery is satisfactory.

Is the after sales service of Outlook is good enough?

TYPE OF RESEARCH DESIGN

This research is an attempt to describe the satisfaction level of Outlook subscribers. So, here I have adopted Descriptive Research Design in order to come to a conclusion, by survey and observation with help of a structured Questionnaire. In that case also , Cross sectional designs has been adopted for the collection of information from any given sample of population elements only once.

Sources of Data collection

The marketing research was a field survey personally done through questionnaire. The research is based on both

Primary data o For collecting the primary data the survey was done through questionnaire, which was personally given to customers and was filled through interacting with different age groups, sex, monthly income and occupation. o Studying the degree of customer satisfaction on objective needed to be work on.

27

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

Secondary data For theoretical overview, secondary data was collected from magazines, newspaper and different website. The source of data collection for the observation is Primary data which is collected from the Questionnaire .Primary data are originated by a researcher for the specific purpose of addressing the problem at hand.

Sampling Techniques
There are two methods of selecting samples from the population:

1.Non random or judgemental sampling 2. Random sampling

In this research ,I have adopted the first method, i.e. Non random sampling ,because of the time constraints and also to gather as much information as possible. or that matter I chosen all those subscribers of Outlook magazines who subscribed the magazines in 2010 till the month of May. o Sampling Technique: Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study was done in order to know the accuracy of the Questionnaire. The final Questionnaire was arrived only after certain important changes were done. Thus my sampling came out to be judgmental and convenient. o Sampling Unit: The respondents who were asked to fill out questionnaires are the sampling units. These comprise of Magazine readers in Delhi /NCR region etc

28

o Sample size: The sample size was restricted to only 50, which comprised of mainly peoples from different regions of Delhi due to time constraints.

o Sampling Area : The area of the research was Delhi, Noida and Ghaziabad.

29

CHAPTER5 DATA ANALYSIS AND FINDINGS:

Survey form

30

31

32

Demographics of participants of the survey:

People %

People

1. In Which Family Income Group Do You Fall?

People %

2. How would you rate the break-up of the outlook magazine with news week magazine? [5 being highly dissatisfied and 1 being highly satisfied]

33

People %

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

People %

4. Which factor will influence the most if you are going to purchase a magazine of outlook brand?
People %

5. How would you rate the following factors in comparison of India Today? [5 being highly dissatisfied and 1 being highly satisfied]
34

5a. Price
People %

5b. interest
People %

5c. discount & offer

People %

35

5d. brand name

People %

5e. delivery

People %

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

People %

36

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

People %

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

People %

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

People %

37

10. Any suggestions?

Findings This data provides the conclusion that still there is a lot of scope to improvise for Outlook though it is performing well in the market and penetrating very rapidly. It could be a market leader if it concentrates on few aspects of customer satisfaction.

RECOMMENDATIONS
1. Effective promotional scheme a strategy for consumer motivation It is important to motivate the consumer to subscribe for the magazine for boosting the sales and it is obvious that most of the consumers will not get motivated unless and until they get what they want. From the market survey it was able to identify that the motivating factors are the gifts provided along with the subscriptions and according to most of the consumers a good gifts are one which have good brand value associated with it and those which offer better utility. 2. Offline referral marketing a strategy for customer or subscriber motivation Referral marketing can be effectively used to improve the subscription sales. The existing customer can be motivated to refer to their friends, relatives etc. to subscribe for the magazine by means of exciting and attractive gifts as incentives. The magazine should provide Business reply cards exclusive for existing subscriber along with subscribers copies during the magazine delivery so that they can refer their friends and relatives for magazine subscription. The business reply card should offer the facility to be filled with at

38

least ten references. Subscribers should be able to send them free of cost. Now these subscribers can be provided with attractive gifts. 3. Customer retention It is a normal saying that customer acquisition is good, retention is better. This is because a customer retained is equal to five new customers as the money spent for acquiring a customer is calculated to be five times the money spent to retain a customer. From the information obtained from Outlook, if was identified that Outlook does nothing for customer retention. Outlook needs to formulate and implement customer retention and loyalty programs to retain the customers. Greet the customers with exciting gifts during special occasions Sell the subscription renewal at discount Auto renewal of subscription Allow grace period for subscription expiry Send loyalty gifts Organize entertainment events for subscribers Organize get togethers Offer free Medical claim/Insurance Policy

4. Improved magazine for customer satisfaction From the market survey it was revealed that the strengths of Outlook Magazine are Promotional Schemes and unbiased reporting. Its weaknesses are its Content quality, Paper quality and Print quality so it should work on it to increase the customers satisfaction. If the product is able to satisfy customers in its core product attributes, then the customer will be tend to be loyal as their expectations are fulfilled. So to improve customer loyalty and thereby increase voluntary sales outlook magazine has to work on its weaknesses as expected by the customers of the magazine Since the quality of content and coverage are subjective in nature, Outlook needs to identify what are weaknesses of the current contents and coverage of the magazine as well as the 39

customers expectations about them. For this Outlook should go for detailed survey and customers feedback so that it can understand the customers expectations as far as content and coverage of the magazine are concerned. Once the customer expectation is identified Outlook need to restructure the magazine by implementing the customer requirements and demands in order to improve their satisfaction level which will in turn boost the magazine as well as subscription sales

CONCLUSION
1. Encourage Face-to-Face Dealings

2. Respond to Messages Promptly & Keep Your Clients Informed

3. Be Friendly and Approachable

4. Have a Clearly-Defined Customer Service Policy

5. Attention to Detail

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

7. Honour Your Promises Customer service, like any aspect of business, is a practiced art that takes time and effort to master. All you need to do to achieve this is to stop and switch roles with the customer. What would you want from your business if you were the client? How would you want to be treated? Treat your customers like your friends and they'll always come back. 40

41

BIBLIOGRAPHY
Referred Books: 1.Solomon, Michael R., Consumer Behavior-Buying,Having and Being, 2009 Pearson Education Inc., 2.Malhotra,Naresh K., Dash, Satyabhusan., Marketing Reseach,An applied orientation,2010,Pearson Education Inc., 3. Cooper & Schindler, Business Research 4. Belch George, Belch Michael , Avertising and promotion 5.Kotler Phillip, Marketing Management

Web Site: www.outlookgroup.com www.outlookindia.com www.outlook magazines.com www.Delhioutlook magazines.com www.outlooktraveler.com www.outlookbussiness.com www.outlookmoney.com

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