SUMMER INTERNSHIP PROGRAM 2022

“Consumer Behaviour and Perception towards Outlook Magazines”

Submitted by: Unnati Tayal (21BSPDD01C223) – IBS Dehradun

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 Outlook Publishing India PVT Ltd.
• Outlook Publishing India Pvt Ltd is one of the biggest magazine publishers in India,
who release magazines in two languages: English and Hindi.
• Founded in 1995, regional offices at Mumbai, Kolkata, Hyderabad, Chennai, and
Bangalore.
• Vision: Leadership through empowering individual thoughts. Revenue generation
• Mission: To be the largest and the most profitable magazine publisher in India 5%
• Products offered: Outlook magazines in digital and printed edition
• Outlook has 2.43 Lakh readers than the Week. 30% 45%
• Outlook circulations are dominating in every other categories (2022).
• Competitors: India Today, The week, Todays Traveller 20%

Advertisement Subscription Division

Retail Division Event Sponsorship

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 SWOT ANALYSIS

STRENGTHS WEAKNESSES
• Product Line • More processing time and
delivery time
• Attractive Offers

• Customer oriented information

• Re-subscribers
• High Competition in Print &
• Post Covid Scenarios
Media Sector
• Implementation of new • Free Content Source
product • Vanishing of Reading habit
OPPORTUNITIES THREATS

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 About Internship
• Duration : 15th February - 28th May 2022
• Role: Marketing & Sales Intern
• Requirement: use of convincing skills, analytical skills and innovative thinking
• Work from home

Objectives
• Marketing & Sales for Outlook magazines
• To formulating a market strategy for product brand extension
• To execute a market research on Outlook magazines to study Consumer Behaviour
• To execute a Pan India market research on Outlook magazines to study Consumer
Perception

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 Objectives of the internship

• Communication skills
• Fear of failure
• Patience
• Networking skills both from company and the
outside world
• Work under pressure
• Organisational behaviour

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 Marketing & Sales for Outlook magazines
Pamphlet for Customers
a) Self-Lead Generation
Sales Funnel Strategy
Generating Leads

Mode of Contact
Product
Learning Prospecting &
Qualify Knowledge Jockey
Outlook Products
Subscription costs Conversion
USP of each Outlook magazine

In 1 weeks, Sales were generated from

Rs. 22,937
12 customers out of 18 leads

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Marketing & Sales for Outlook magazines
b) Subscription Agency Touchpoint Collection Subscription agency state wise distribution
• Group task S.No State No of Subscription Agencies
• Finding Subscription agency details Karnataka 544
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• Touchpoints: Information from unit population
• 700 Touchpoints were collected in 1 week 2 Orissa 62

3 Rajasthan 12
c) Corporate Email Id Collection
4 Telangana 82
• Email Ids from Corporate world
• Syntax used for searching email ids Syntax for Searching
• Used Email hunter, a Google chrome extension
Sales manager Delhi contact 'gmail' site:linkedin.com
• Collected 11,834 email ids in 1 week

Collecting Email Ids

from browser page
Email Hunter

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 Formulating Marketing Strategy for Product Brand Extension

Reason for Product Brand

extension and Implementation

STP
• Increasing the range of product
Segmentation: 14 to 25 years, Middle class
category
or higher class, Price sensitive
• Creating new sales opportunities New Product suggested
Targeting: Students from Schools, Colleges
for different target markets
Positioning: All time guide, Covering 360
degree holistic view

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 Formulating Marketing Strategy for Product Brand Extension

Points of Parity (POP): Shared experience,

Promoting educational platforms

Points of Differentiation (POD): Promoting

Student activities, Facts & Figures

SWOT Analysis
Pricing of Outlook Student magazine

Advertising Strategies: Promotion on

Outlook magazines and social media
platforms
Penetrative
Pricing
Promotional Strategies: Free sample,
Affiliated marketing, Launch offers

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 Pan India Market Research on Outlook magazines
• Aim: To study the Consumer Perception towards Outlook magazines

• Survey was circulated by Outlook Publishing India PVT Ltd to 200 respondents using simple random sampling through google forms.

• Target Respondents: Existing & Potential Customers ; Who read magazines.

When you think Would you buy

about Outlook, Outlook
what is the first magazine
thing that comes again ?
to your mind ?

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Pan India Market Research on Outlook magazines

Findings & Results

Perception about Outlook company Perception about Outlook magazines Awareness about Outlook magazines
• 33.7 % of respondents perceive as • 25.7 % of respondents consider Outlook • 20.28 % of respondents are well aware
new magazine company magazines as “Value for Money” about Traveller monthly then other
Outlook magazines
• 33.4% of respondents perceive as • 26.5% of respondents consider Price of
fastest growing new magazine Outlook magazines as the most liked feature • 20.64% of respondents are well aware
company about Outlook magazines through Social
• 66.7% of respondents consider to re-subscribe
Media
Outlook magazines
• 25.3% of respondents are attracted to Outlook
magazines due to its Product line

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 Market Research on Outlook magazines
• Aim: To study the Consumer Behaviour towards Outlook magazines

• Questionnaire was designed and was circulated to 130 respondents using convenience sampling through google forms

• Target Respondents: Existing & Potential Customers

• It was initiated to learn how to market research for a product, designing questionnaire, taking responses from customers and
analyzing the responses to give insights to the Outlook company.

Findings & Results

• 79.2% of respondents preferred monthly deliverable magazine

• 32.3% of respondents preferred The Week magazine over Outlook magazine.
• 86.8% of respondents consider delivery time as a most important
• 70% of respondents prefer to pay Less than Rs. 100 for a magazine every
attribute in a product.
month.

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Feedback

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THANK
YOU

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