TASK 3

PRODUCT AND BRAND MANAGEMENT

SUBMITTED BY
SHIVANI K NAIR
2028149
TEAM 1
 Outlook magazine
The Outlook Group is one of India's leading publishing houses with 5 mainstay titles. Outlook, started in
1995, and is India's most lively current affairs and news magazine. The general-interest magazine
combines the quirky with the cutting edge in its coverage of Indian politics, business, international
relations and arts, culture, books, and trends. Published from New Delhi and printed in multiple locations,
with editorial bureau and contributors across India and the world, the general-interest magazine combines
the quirky with the cutting edge in its coverage of Indian politics, business, international relations and
arts, culture, books, and trends.
Outlook magazine's Facebook following had climbed to over 12 lakh by December 2018. (1.2 million). It
is well-known for its daring and forceful reporting, which frequently raises concerns that many people
have been thinking about but have never dared to ask. Outlook Business is a thought-provoking,
fascinating, in-depth business magazine that offers a fresh viewpoint and a holistic approach to business.
Outlook Money, India's No. 1 personal financial publication, provides in-depth analysis and sound advice
on all aspects of smart investing, borrowing, and spending.

Outlook Brand analysis

Parent Company The Outlook Group

Category Magazines

Sector Media & Entertainment

Tagline/ Slogan Think Beyond, Stay Ahead

USP It is one of the largest selling English weekly magazines in India

Logo
BRAND POSITIONING

It bills itself as a news publication that provides more than simply

news. In the views of the public, the ‘Outlook Magazine' is always
regarded as the best of Indian magazines. It is one of India's most
popular English weekly publications. Outlook Magazines covers a
Outlook India
wide range of issues and events that occur in and around the country,
Positioning
giving readers and subscribers a clear picture of what is going on.
Corporates and students are the primary target markets for Outlook
Magazines. In addition, their key target segments are the middle and
upper classes.

CAMPAIGNS

Responsible Travel Initiative

The Outlook Group has been running its Responsible Tourism Initiative for the past three years. Its most
visible component is an annual Responsible Tourism Summit in New Delhi, which serves as a neutral
forum for debate and discussion among industry experts, with the goal of building a broad network of
public and private stakeholders to promote information sharing and policymaking. The effort has been
mapping responsible businesses around the country for three years in order to produce an up-to-date
database. To close the loop, the organization undertakes a social media campaign to inform and educate
end users about sustainable travel options.

Responsible Tourism Workshops

Outlook assist business owners become more responsible by giving a strategy as well as the resources and
digital know-how they need to reach the right customers. This information is communicated through
grassroots workshops, our website, and published reports.

Reach Each Child: All About Nutrition in India, Malnutrition, Poshan Abhiyaan --
Outlook Poshan
 Integrated Child Development Services, Anganwadi Services, Poshan Abhiyaan, Scheme for Adolescent
Girls, and National Creche Scheme are all part of this program. Poshan 2.0, a new initiative run by the
Outlook Group in collaboration with the Indian government, with the tagline #ReachEachChild. The
government has announced Mission Poshan 2.0 to combat malnutrition by improving nutritional content,
delivery, outreach, and outcomes, with an emphasis on adopting practices that promote health, wellness,
and disease and malnutrition immunity.

The purchase of these journals is heavily influenced by reference groups. Corporates and students are the
primary users of Outlook magazines. The company can ensure that current subscribers are recommending
the magazines to their own network of friends and relatives.

INDIA TODAY MAGAZINE

Brand Positioning
INDIA TODAY BRAND ANALYSIS

Parent Company India Today Group

Category Magazines

Sector Media & Entertainment

Tagline/ Slogan Making Sense of India

USP It is one of the oldest weekly magazines in India

Logo
Brand positioning
Living Media India Limited publishes India Today, a weekly English-language news magazine
in India. With a readership of about 8 million, it is India's most widely circulated magazine. It
first opened its doors in 1975. India Today magazine promotes itself as a publication that
provides in-depth coverage of India. The magazine group primarily targets corporate clients and
students from the middle and upper middle classes as subscribers and readers. It positions itself
as a magazine that offers a thorough the insight of India
Mission Statement: The Company does not have its mission statement of its own but has of its
brands.
“Transforming the School Education Landscape of India.” - Mission Statement by Learn Today.
“Declare War On Terror.” - Mission Statement by India Today to fight against Terror.

Campaigns

Within hours of its premiere on social media, the India Today Group's #5Baje5Minute campaign,
which fueled Prime Minister Narendra Modi's call to celebrate Corona Warriors, had a
tremendous reaction with over one lakh videos.
Over one lakh films were sent to the campaign's WhatsApp numbers. Prime Minister Narendra
Modi had invited people to give a five-minute standing ovation to medical professionals,
sanitation workers, flight crews, delivery people, and media personnel, among others

BRAND PERSONALITY
India Today is a multiplatform media company that publishes in print, on television, and online.
With the IRS 2017 and BARC ratings, the India Today brand has set new highs.According to
BARC, India Today Television has surpassed Times Now to claim second place. ITTV is India's
No. 1 English news channel, according to IRS 2017 data.India Today has risen to the top of the
magazine market, both in English and Hindi
The purchase decision of these magazines is heavily influenced by reference groups. India today
magazines are mostly used by Corporates and students belonging to the middle class and upper middle
class

Which amongst these companies has been able to implement sound PBM
strategies and what has been the outcome?
India today magazine found to implement sound PBM strategies. Even during the closure, India
Today reaches out to 9.5 million readers. Despite a 10-week statewide lockdown in the aftermath
of the global Covid-19 outbreak, which caused enormous disruptions, India Today magazine
maintained its spotless 44-year publishing record without missing an issue. During this time, the
editorial team at India Today published the most in-depth coverage of Covid-19's impact on
India of any periodical. Apart from the unlock-down strategy, these centered on answering the
burning problems of how to survive the lockdown, rebuild the faltering economy, avoid a
breakdown, and solve the refugees' mess.

You are an entrepreneur. You are coming with a company in the same
segment as the above two companies. Make a detailed action plan pertaining
to PBM of your company.
I’ll be launching a magazine which will include four segments 1 st segment will includes current
affairs second will be Health, third will be a kind of travelling guide and the forth will be fashion
and lifestyle. This will be a fortnightly magazine. As I could target several markets like current
affairs for upcoming education aspirants, health could be for millennial, travel and lifestyle for
the gen z
Name of the magazine: “ASPIRE ZONE”
When it comes to releasing your product or organization into the market, positioning is critical.
In the minds of your target customers, positioning builds an image of your company's
goods.Customers form impressions about businesses and products. And each is always
positioned in the mind of the customer in respect to the competition or the client's other options
(which may include doing nothing).
Making it easy to buy a thing through effective postioning makes it easier to sell it.Positioning
strategy would be conducting advertisement, campaigns and will provide some NGO works t get
the brands into the peoples mind. Its a kind of all in one magazine
OUR SLOGAN: ASPIRE TO INSPIRE WITHOUT AGE LIMIT
CO BRANDING AND ASSOCIATIONS
Aspire zone will be collaborating with influencers to gain a brand image in people mind. Will co
brand with any reputed company to get positioned in the market
MARKETIG MIX
PRODUCT: ONE BRAND, ASPIRE ZONE (ALL IN ONE)
PRICE: As there is 26copies per year 390 INR Per year that is 15 INR per copy which is quite
affordable for all kind.
PROMOTION: Through online advertisement and selling in supermarkets and online stores
PLACE: The logistic department will be highly active as most of the company fail in this
department, will ensure that the magazine will reach on time, if there is any dispute occur proper
customer care service will be provided to track the order

Benefits: The advantage of buying aspire magazine would be you don’t need to but different
genre of magazine it’s an all in one product with high quality pictures. Aspire zone will only be
focusing on quality. Considering with the outgoing crises fully sanitized magazine with a thick
cover to ensure quality pages will be provided.
COMPANY VISION: CREATE, COLLECT, AND DISSEMINATE HIGH-QUALITY NEWS
AND INFORMATION TO BENEFIT SOCIETY.