PROJECT REPORT

ON

MARKET SURVEY, SEGMENTATION

AND

PROSPECTING OF CORPORATE ADVERTISERS FOR OUTLOOK

BY (LALIT SINGHAL) (Enrollment ID: 11BSP0486)

PROJECT REPORT
ON

MARKET SURVEY, SEGMENTATION

AND

PROSPECTING OF CORPORATE ADVERTISERS FOR OUTLOOK

BY (LALIT SINGHAL) (Enrollment ID: 11BSP0486)

( ICFAI BUSINESS SCHOOL, Gurgaon )

( Date of submission: 8th june, 2012 )

TABLE OF CONTENT

A) Abstract B) Objective C) Introduction

1. About the company 1.1 Reflection of the past 1.2 Magazines National and International 1.3 Promotional tool : Cover on Cover concept 1.4 About the Product 1.5 Readership survey 1.6 Marketing for B2B vs B2C

2. Print media An Overview 2.1 Growth Drivers 2.2 Going Forward

D) Segmentation identification 3.1 Parameters involved for segment identified 3.2 List of segment identified E) Procedure adopted F) Data collection G) Data processing and analysis H) Analysis of Market survey through Questionnaire I) Findings and conclusions
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J) Recommendations K) Annexure 1: Database L) Annexure 2 Annexure 2(i) Annexure 2(ii) M) References

ABSTRACT:

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) TIME Time is the worlds leading international newsmagazine published by media conglomerate AOLTIME-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 coowns 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,
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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.

OBJECTIVES:

1. Market survey of advertising by outlook magazines in its new avatar 2. To improve the circulations of the magazines
3. Identifications of new segments and list out potential clients in each segments

INTRODUCTION
ABOUT THE COMPANY REFLECTIONS OF THE PAST PROFILE:
In October 1995, group company Hathway Investments Private Limited entered the print media. Outlook, a weekly news magazine headed by Vinod Mehta, galvanished a sluggish market reeling under the impact of satellite TV. Outlook quickly carved a significant niche for itself among disceming readers who value its in-depth, investigative reporting as well as its stylish visual format. Today. Outlook is the preferred magazine of 1.5 million readers in India, and sells more than 11.2 million copies over the year. Areas of business: The outlook group comprises of 4 divisions Magazine division, Internet division, Events division & Books division

Magazine division

Internet division

Events division

Books division

Outlook English

Outlookindia.com

Outlook Money

Carrier 360

Outlook Hindi

Outlookmoney.com

Personal finance show

2.2 MAGAZINES: National & International

The magazines under the outlook group comprises of both national and international issues.

OUTLOOK MAGAZINES

NATIONAL 1. 2. 3. 4. 5. 6. OUTLOOK BUSINESS NEWSWEEK OUTLOOK MONEY OUTLOOK TRAVELER OUTLOOK HINDI CAREER 360

INTERNATIONAL 1. 2. 3. 4. PEOPLE GEO OUTLOOK MARIE CLAIRE

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PURPOSE OF PROJECT:

The purpose of the project is to identify the segments for the newly launched products ( in this case, magazines ) in business-to-business markets and promote these new products by creating awareness among the potential business clients in generating sales for the outlook group. 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 gives 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 developing the marketing strategies for business development in sales promotion for the organization

METHODOLOGY:
The methodology adopted for the study is divided into 6 phases -:

Phase 1: Product Training and Knowledge This means over view of all the magazines of outlook India group in detail. To know how one magazine distinguish from the other, in terms of features, target customers, readership, circulation. Since, outlook is a print media, we get to know the add-on thing how a print media works, how costing plays an effective role in sales and marketing.

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Phase 2: Identification of segments The Indian market is very huge, thus, catering the needs of diverse customers. Thus in the second phase identification of new segment is must. Segments like real estate, retails, clubs, hotels etc were identified.

Phase 3: Cold calling Generation of database from websites like fundoodata.com and others, for companies in different segments, present in Delhi/NCR to know how they promote their brand and to make them aware about the new marketing tools and strategies thus adopted by sales & promotion team of the outlook group. The terminology used for customers: The list of customers present in the database who are to be contacted. The list of customers who are interested in the promotion. The customers who finally close the deal on a positive note.

Phase 4: Questionnaire survey The survey is carried out to know the current market trends in each segment and to analyze competitors products in that particular segment.

Phase 5: Corporate exposure A meeting is fixed with the concerned person (Head Business Development, Marketing Head etc.) of the company to know how the promotion tools and strategies being followed. As per the requirements of the marketing/promotion department, a business proposal is mailed along with the appropriate costing for their references, followed by constant follow ups.

Phase 6: Generation of sales Assisting the sales and promotion team in promoting sales by converting present customers in database who are to be contacted to customers who finally close the deal on a positive note. Consequently, sales are generated as per the targets.

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PROMOTIONAL TOOL: Cover-On-Cover

The promotional concept being offered to the identified segment is the COVER-ON-COVER concept as per their business requirements.

Cover-on-cover The cover-on-cover option includes a cover page to be added on the top and the back of the magazine and any information or advertisement that the client wants is printed on this cover. This information or advertisement can be changed by the client with every issue. 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

Newsstand price (in Rs)

Cover-on-cove

1. OUTLOOK BUSINESS 2. OUTLOOK MONEY 3. OUTLOOK TRAVELER 4. OUTLOOK HINDI 5. CAREER 360 6. PEOPLE 7. GEO 8. NEWSWEEK 9. MARIE CLAIRE 10. OUTLOOK

30 30 100 25 40 50 100 120 100 30

18+ 20+ 35+ 15+ NA 25+ 50+ 40+ NA 15+

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ABOUT THE PRODUCTS:

OUTLOOK IS PROVIDING TEN MAGAZINES

OUTLOOK BUSINESS ( Business ) NEWSWEEK ( International weekly magazine ) OUTLOOK MONEY ( Finance & Banking ) OUTLOOK TRAVELER ( Best of travel ) OUTLOOK HINDI ( Hindi based ) PEOPLE ( Celebrity ) GEO ( Knowledge based ) OUTLOOK ( News weekly magazine ) MARIE CLAIRE ( Fashions ) CARRIER 360 ( Career based )

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Outlook Business
It covers all about the company and industry, provident fund, advertising, enterprise, technology etc.

Outlook Newsweek
It covers the weekly news of all kind including national, international, sports, business, politics in small paragraph.

Outlook Money
It covers bank sector, banking, insurance general, insurance decoder, mutual funds. How to invest money in the market & mistakes when investing? How to invest?

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Outlook Traveller
It includes all the details like address of the tourism spot in hills, wildlife, adventure, beach, resorts, heritage, weekend.

Outlook Hindi
It is for the Hindi reading audience Hindi reader keeping their interests, realities & aspirations in mind, it is not a translation of outlook English.

Outlook People
It covers all the celebrities, their lifestyles, likes, dislikes etc.

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Outlook geo
It is a knowledge based magazine covering things related to wildlife, nature, geographic etc.

Outlook marie claire

It includes all the dress styles, costumes and new dresses in the market, latest fashion news, styles, beauty trends etc in the market.

Outlook Careers 360

It covers all the information related with careers, test preparations, sample question papers etc.

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Readership survey:
There are two main sources of obtaining data to determine readership of any publications: 1. National Readership Survey NRS 2. Indian Readership Survey IRS 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, biweeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of the country. The towns, selected, however are publication centre of dailies. By process of systematic sampling over 55000 households in these towns are surveyed, the number of households in each town proportionate to its population. All men and women folk above the age 15 are questioned for about half an hour on basis of a structured questionnaire. It claimed to be the most through readership survey in the company. 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 is conducted by the Media Research Users Council (MRUC). IRS is the largest continuous media survey ever conducted (sample size of 229000 individuals) providing a single source database for demographics, media habits and product / brand usage across 986 towns and 2858 villages in India. This all India survey conducted jointly with the Media Research Users Council 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 and consumption, lifestyle indicators information on macro demographics & geographic parameters. Population coverage: 12 years and above Sample size: over 200,000
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Geographic coverage: All India (Urban + Rural) Sample frame: electoral rolls based on 2001 census definition of urban agglomeration

According to NRS 2008, Press adds 34 million readers in the last 2 years. Press continues to grow, adding 21 million readers between 2008 and 2011 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 if 4% every year. 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 mm of these literates 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 Round 1 has pricked the bubble. There are few newspapers or magazines that have seen any growth, most have seen has erosion in readership. Dainik Jagran retains it number 1 position among newspapers with 19.07 million readers, Dainik 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. Malayala Manorama (9.35 million) and Hindustan (9.85 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, 7.49 million, 7.65 million, and 7.08 million readers respectively. Tol 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 10 list has experienced a marginal decline in readership. For an IRS 2008 RI an annual sample size of 2.4 lakh was covered spread equally over two rounds. A total of 1178 towns and 2894 villages were surveyed. The data represents fieldwork during the full year Jan-Dec 2011. The mid point of the survey is June 2011. Being a continuous survey, the reporting takes place every six months based on a moving annual total.

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Among magazines, Saras Salil (Hindi) leads a pack with a readership of 7.38 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 3.16 million. Grehshobha (Hindi) has moved up a notch to number five, and is followed by Tamil weekly Anand Vikatan, and Hindi monthly Meri Sahali. Kungumam, Anand Vikatan and Meri Sahali 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 2008 R2 TO 17,435.000 in IRS 2008 R1. Both the top two companies, 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 27.98 lakh. Deccan chronicles too has grown from 10.14 lakh to its current 11.32 lakh. The telegraph

(10.82lakh), Mid Day (7.38 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% from 38.99 lakh to 39.09 lakh. Sister concern Readers Digest too has seen a 12% fall and is at 23.06 lakh from 26.37 lakh. Filmfare has seen one the steepest falls its readership fell 21% to 16.71 lakh. Outlook has dropped by 11% 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, Cosmopoltian, New Women, Elle and savvy to special interest titles like The Sportstar, Auto India, Overdrive, Outlook Traveller, Capital market, Living digital, all have done a dip in relationship, with some titles like PC Quest and Junior Science Refresher dropping by almost 23%. According to the survey, the number of households has grown by 1.4% over 2008 to reach 210 million, individual growth rate has been slightly lower than household growth rate at 0.85 taking the total 12 years + 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 29-29 age has declined from 25% to 23.6%. The data shows that the reach of mass media has stagnated in the last three years. Press reach has been hovering around at 24%, TV at 55%, Radio at 20% and Internet at 1.5% at all India level. In urban India, press and tv has declined. The press reach has declined from 42.9% in 2006 to 41.7% in 2008. Though TV declined from 80.2% to 78.9% in the last three years, C&S has shown some growth, from 53.5% in 2006 to 54.4% in 2008. The main source of revenue for any publishing house is advertising. An advertiser would like to know the facts and figures before investing his money in advertising. And before
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investing the money, the advertiser ought to know how many people buy which publication in which area. The ABC gives all these facts every six months. The ABC figures are not the outcome of opinions, claims or guesswork, but they are the results of rigid, in depth and impartial audits of paid circulations of member publications independent and leading firms of Charted Accountants working in accordance with the rules/procedures set by the bureau.

Hence, the two main objectives of any publishing group are: To increase geographic dispersion / circulation To improve readership profile

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Marketing for B2B vs B2C similar but different:

A person buying a product for themselves versus buying for their company is a very different, emotional experience. In fact, there are very profound differences that must be remembered when developing the marketing activities. B2B depends on relationship building marketing efforts. Using consumer focused strategies to market your B2B business will, at best, just cost you money. And, in some cases, it may cost you customers.

What is B2B and B2C Marketing? These terms were coined to differentiate Internet Commerce business that sold to primarily to consumers versus those whose market are other businesses. These terms have expanded their definitions to refer to any business who sells primarily to the end customers or to other businesses, both online and offline. Although the marketing programs are the same for each type of business (events, direct marketing, internet marketing, advertising, public relations, word of mouth and alliances), how they are executed, what they say, and the outcome of the marketing activities differ. The first step in developing your marketing strategy for B2B is similar to the first step in a B2C strategy: identify who the customer is and why they need to hear your message. From there, the marketing activities diverge. The marketing plan needs to take into account the differences and ensure you are developing the right type of activities for your particular market.

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Businesses that sell to consumers B2C Product diversion Maximize the value of the transaction Large target market Single step buying process, shorter sales cycle Brand identity created through repetition and imagery Merchandising and point of purchase activities Emotional buying decision based on status, desire, or price

The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible.

Businesses that sell to businesses B2B Relationship driven Maximize the value of relationship Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business value

Although the goal B2B marketing is to convert prospects into customers, the process is longer and more involved.

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LIMITATIONS OF THE PROJECT:

Since there were more than one decision makers in some client organizations, the decision making process was very long and sometimes stretched to as long as 15-20 days because approval had to be taken from all the decision makers. Some clients have a off-season are not active with their construction. Hence, they do not want to incur this extra cost during the off-season. A client is already having a contract with some other magazines and its budget does not permit to take an additional magazine. Clients were very apprehensive as there are some new magazines, clients were apprehensive as to whether its customers would like the magazines as far as content is. Clients perception about outlook magazine and brand loyalty. Some clients do not have a good perception about outlook and hence they think that the new magazine from the outlook group would also be not good.

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2. PRINT MEDIA AN OVERVIEW:

The structure of the Indian print media industry is highly fragmented with importance to regional dominance. The Indian print media segment primarily comprises newspapers and magazines publications. Book publishing also forms part of the print media though currently the share is not substantial.

300 250 200 150 100 50 0 FY09 FY10 FY11 FY12 Magazines Newspapers

Current size: Rs 10,900 crore Projected size by 2012: Rs 19,500 crore CAGR: 12%

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GROWTH DRIVERS:

Higher literacy level: In 2009, the literacy level increased to 71.1% as compared to 69.6% in 2008. 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 to 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 the 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 Rs 10 or Rs 15. HIGHER AD SPENDS: Print media accounts for 48% of the total Rs 137.5 billion advertising spend in the country. However, the add 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 rising interest from domestic and global brands in Indian market, the growth in ad segment is expected to be more.

GOING FORWARD:
The bright future and the immense scope of the Indian print media have also aroused the interest of foreign investors and recently the government has also opened up the sector t foreign investment. Foreign media has also shown interest in investing in Indian publications. The revenues for Indias newspapers market are generated from advertising and circulation. Indias growth rate in this segment is poised to be higher than the average rate of growth in the Asia-Pacific region over the next four years. Digital printing, new ways of promotion and distribution are the latest trends and content being the focus of the print media industry. A few leaders in India in this segment are: Times of India Group, Dainik Jagran, Lok satta, The Hindustan Times and The Hindu.

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3.1 PARAMETERS FOR SEGMENT IDENTIFICATION:

PRICE OF THE PRODUCT

PRODUCT PROFILE

BENEFIT TO THE CLIENT

REQUIREMENTS OF THE CLIENTS

PRICE OF THE PRODUCT: The price of the product determines in which segment that product will be sold successfully. Therefore, it is the most important parameter. Newsweek, a premium product, being priced at Rs 120/- will cater the premium segments like hotels, credit card companies for their gold or platinum customers.

PRODUCT PROFILE: The product profile determines the profile of its readers. Therefore for every magazine, segments are identified based on its content as to whether the contents as to whether the readers will be businessmen, corporate people, students or housewives. Newsweek being an international magazine and outlook being a business magazine, both of them targeted towards businessmen and people working in the corporate world.

BENEFIT TO THE CLIENT: The segment should also be identified based on the benefit that they will bring to the client. The clients here are not individuals but organizations. Magazines help the client to strengthen their relationship with their customers. Hence, the segments that should be targeted should be those organizations that are in a competitive field and look forward for new and unique ways in which to communicate with their customers.

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REQUIREMENT OF THE CLIENTS Outlook has certain company policies and the requirements of the client should be in sync with those company policies. Eg. Outlook does not take a bulk order for the number of copies less than 50. Another is that the cover-on-cover option is not offered if the number of copies is less than 1000.

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SEGMENTS IDENTIFIED

Real Estate

Golf Courses

Premium Clubs

Retail Outlets

Hotels

Airlines & Aviation

Pharmaceuticals

Automobiles

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Procedure adopted:

Data collection Data processing Data analysis Conclusion Recommendation

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Data collection:

a) Prepare a comprehensive list of prospective clients b) After the segments have been identified, a list of prospective clients is made in each segment with the help of Internet and Telephone Directory Services. The list would consist of all details of the clients including name, address, telephone number etc. c) Gather information about a client and the key decision maker d) 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. e) Take appointment f) The next step involves calling up the decision maker in the client organization and make him interested in the product and taking an appointment with him/her.

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Data Processing And Analysis:

The following sectors were covered on cover on cover concept and the following results were found: Retail sector In total around 22 companies were targeted on cover on cover concept, after going through the various processes only two deals were converted. While rest twenty companies did not go for promotions. {Annexure 1(a)} Hotels Around twenty hotels were targeted out of which two deals for cover on cover were converted while some showed interest near the commonwealth games rest did not show interest. The option offered to the hotel was cover on cover wherein they could advertise about the hotel on the cover at the back and front of the magazine. {Annexure 1(b)}

Real state Twenty five companies were targeted in real estate out of which again two companies went for cover on cover promotions. {Annexure 1(e)}

Golf courses Private golf courses have a budget for advertising and promotion which they do to strengthen their relationship with their existing members and to communicate about themselves to potential prospective members. Around four golf courses were targeted out of which one went for promotion through cover on cover concept. {Annexure 1(d)}

Clubs The clubs were interested in the value package offered by the outlook in which the monthly bill will be sent along the branded copy as it was not adding to the cost but was adding value to the service being provided by the club. Around ten clubs were approached but only one deal could be converted. {Annexure 1(c)}

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Aviation and pharmaceutical companies One company each were targeted from both the sectors but none of them could be converted. {Annexure 1(f)}

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Analysis Of The Market Survey Through Questionnaire:

Awareness of the outlook group magazines in the various segments targeted was found to be 75% while rest 25% business clients did not have any idea about the outlook group. {Annexure 2(ii)(c)} Most of the cover on cover magazines were sold to hospitality sector while the retail sector showed the least interest as they have budget constraints and most of retail corporate offices were outside NCR.

Sale of the outlook general magazine (outlook English) was found to be 4% on the PAN India basis while India Today was leading by occupying around 14% sale of the magazine. {Annexure 2(ii)(a)} Most of the cover on cover magazines were delivered to the people belonging to upper middle income group (52%). While 27% of the magazines were delivered to the upper class income group people. {Annexure 2(ii)(b)} Marketing budget of the business clients, 79% of the business clients who went for promotion through cover on cover concept had the marketing budget between 1 to 5 lacs. {Annexure 2(ii)(d)} 64% of the business clients went for multiple promotional tools at a time.(Hoardings, Emails, Print media, etc.) while only 4% went for hoarding, 10% went for only emailers and rest 22% used only the print media. {Annexure 2(ii)(e)} Around 68% of the business clients either had an inbuilt ad agency in their company or they hired from the outside while 32% did not hire any ad agency. {Annexure 2(ii)(f)}

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Findings and Conclusion:

The USP of outlook magazines is its various types of magazines it sell and the different prices level at which magazines are sold. This is so because clients and customers have various types of magazines to choose from and get them according to their budget. Magazines are not a critical product for any organization. Hence, magazines have to be pushed for sales. This is because a client will usually use a magazine for communicating with its clients and advertising. However, there are numerous other channels available for this purpose. Therefore, selling magazines can only be successful only if organization is proactive. The client will only be interested in placing an order for the magazine if it adds value to the service being provided by it to its customers without adding to its cost. The options offered by outlook i.e. cover on cover, flap and strip were very useful as they enhanced the service being provided by the clients to its customers. The segments covered in the project are:

Golf Courses Premium Clubs Hotels Retail Sector Real Estate Aviation Pharmaceuticals

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Recommendation:

There should be a system of Daily Sales Report (DSR) to improve efficiency of the sales executive. Since a sales executive goes on an average on 4-5 calls, there should be a system wherein he is supposed to come back and record each and every detail related to the call in a DSR. Follow up is very crucial for any call and hence should be done very thoroughly by the sales executive. As magazines are not a critical product for any organization and have to be pushed for sale, hence if regular and thorough follow up is not done, the client may soon lose 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. A personalized sample copy taken on the first appointment would appeal more to the client and also save time. If a sales executive takes a customized sample copy on the first appointment, it would definitely create a greater impact on the client as he would be able to visualize better the effect that the product is going to have on its customers. Other segments that could be opened are: Investment Firms Credit Cards Companies Hospitals / Nursing Homes MBA Institutes

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ANNEXURE 1:

DATABASE:

COMPANY NAME Reussite Interior Store Take Me Home Interior Store World Bazaar Furniture and Artifacts Wicker World Furniture Store Crocs India Pvt Ltd Sports Lifestyle Pvt Ltd Titan Industries Ltd Global Healthline New Decore Interior Store i- decore Interior Store Artdinox Creations Pvt Ltd Holyland Marketing Pvt Ltd Aza Fashion Pvt Ltd

CONTACT PERSON Mr. Rajeev Rajput Ms. Simar Kaur Mr. Karan Sharma Mr. Amit Sawhey Ms. Isha Madaan Mr. Aniket Narula Ms. Geetu Mr. Sachin Mirza Mr. Parvinder Singh Ms. Taruna Ms. Sonali Tandon Mr. Harith Budhraja Mr. Feroze

Email Id ressuite_6@yahoo.com info@takemehomeindia.in worldbazaarindia@gmail.com contact@wickerworld.in irastogi@crocs.com aniket.narula@sportslifestyle.in geetu.titan@gmail.com smirza@globalhealthline.com nwdecore@gmail.com idecorefurniture@yahoo.com sonali.tandon@jindalsteel.com Harith@holylandgroup.com www.azafashions.com

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ESS AAY Fashion Bgs Designer Jewellery and Clothing Deutsche Motoren Turquoise Cottage The Golden Dragon Restaurant Bar Affinity Salon Looks Salon Hilton Garden Chi kitchen and Bar

Mr. Kapil Chawla Ms. Aditi Gupta Mr. Naveen Kumar Mr. Tarun Singh Mr. Sandeep Ahlawat MR. Ravi Mr. DP Sehgal Mr. Sanjeev Sharma Mr. Prashant Gupta

Kapilchawla79@gamil.com adi81181@gmail.com Naveen.kumar@bmwdeutschemotoren.com Tarunsingh5672@gmail.com neareastrestautrant@gmail.com Ravisaxena0955@gamil.com dpslooks@gmai.com Sanjeev.sharma@hilton.com prashant@soulfeedhospitality.com

HOTELS:

HOTEL NAME Courtyard Marroit, Gurgaon The Grand, New Delhi Intercontinental Eros, Nehru Place Jaypee Vasant Continental Parkland Hotel Iris Park Hotel African Avenue

CONTACT PERSON Pooja Singh Sony Chaudhary Shikha Bhaduria Lavina Vidyarthi Mahendra Singh Raj Narang Divya Sharma

Email Id p.singh@courtyard.com sony.chaudhary@thegrandnewdelhi.com motels.arcomm@intercontinentaleros.co.in lavina@jaypeehotels.com mahendrag@hotelparkland.in raj@irisparkhotels.com hotelafricanavenue@gmail.com

38

The Star Grand Villa Clarks Inn Welcome Heritage Hotel le Carde Shreyas Inn

Sunita Thukral Sanjay Jain Saibali Batsyas Vinit Puri Harsh Gupta

stargrandvilla@gmail.com sanjayjain@clarksinn.in saibali@welcomeheritagehotels.com sales@hotellecarde.in harshgupta@shreyasinn.com boutique@conclavehotel.com mayank@mosaichotels.co.in info@shantipalace.com rsaranghs@rediff.com Suresh.sharma@clarionnewdelhi.com Ruchika.mehta@shangrilla.com

Hotel Conclave Boutique Gautam Mehra Mosaic Hotels Hotel Shanti Palace Taurus Hotels and Convention Clarion Collection Shangrilla Hotel Mayank Goel Uday Kewat R.R Singh Suresh Sharma Ruchika Mehta

CLUB DATBASE:

CLUB NAME Neeti Bagh Club New friends club Delhi Gymkhana Club Ltd Shalimar Bagh Club Defence Colony Welfare Association Roshnara Club Chemsford Club

CONTACT PERSON Gurdeep Kaur Ajay Babbar Hans Raj Prihar V.K Bhatia Romela Dhawan Deputy Chatwani Col B.M Kapoor

Email Id Gurdeep124@yahoo.com Nfclub94@yahoo.co.in hrparihar@gmail.com shalimarbaghclub@yahoo.com dcwasey@gmail.com

39

Safdarjang Club Saket Cultural Club Maharani Bagh Community Centre

Ajay Avinash Ved Kumar R.P Singh

GOLF COURSES DATABASE:

GOLF COURSE NAME Qutab Golf Course Dlf Golf Resort ltd. Golden Green Golf & Resort ltd. Noida Golf Club

CONTACT PERSON Brig. Virendra kumar Manil Chaudhary Saurabh Chopra Col. Pravin Uberoi

Email Id brigkumar@hotmail.com Chaudhary-manil@dlf.in schopra@goldengreensindia.com pravinuberoi@gmail.com

40

ANNEXURE 2: a)
Converted 2 Not converted 22

Retail Sector
25 20 15 Series1 10 5 0 1 Series2

b) Converted 2 Not converted 20

Hotels
25 20 15 10 5 0 1 Converted Not converted

41

c) Converted 2 Not converted 25

Real Estate
30 25 20 15 10 5 0 1 Converted Not converted

d) Converted 1 Not converted 4

Golf Course
4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 1

Converted Not converted

42

e) Converted 1 Not converted 10

Clubs
12 10 8 6 4 2 0 1 Converted Not converted

f) Column1 0 Column2 2

Aviation & Pharmaceutical co.

2.5 2 1.5 Column1 1 0.5 0 1 Column2

43

ANNEXURE-2(i) B-2-B QUESTIONAIRE

1) Are you aware about Outlook Group? Yes No 2) How many magazines, in particular, you know under the Outlook Group umbrella? 0-3 3-6 69 9-12 Others (please specify)__________ 3) Please tick the magazines you know? Outlook business Newsweek Outlook Money Outlook Traveler Outlook Hindi People Geo Outlook Marie Claire Carrier 360 4) Specify the segment your business is associated with? Real Estate Retails Hotels Automobiles Other (please specify)__________ 5) Which class of people you want to target for promoting your brand? Upper class Middle class Upper-middle class

44

All the above

6) Specify the location for targeting your clients? Delhi / NCR Region wise PAN India Other (please specify)_________ 7) Do you go for promotions? Yes No 8) What is the approximate marketing budget involved in promoting your brand? 1-5 lakhs 5-20 lakhs 20-50 lakhs 50-1 crore 9) What type of promotional tools are used? Hoardings E-mailers Print media All the above 10) How frequently you promote your brand? More than once a week Once a week Once a fortnight Once a month 11) Do you hire any ad agency for that? Yes No 12) Any idea about the concept of Cover on Cover via print media? Yes No 13) If yes, do you think it act as an effective promotional tool?

45

14) If no, are you interested in knowing the concept?

15) Do you want to use cover on cover as your promotional tool? Yes No 16) If yes, what is the minimum number of copies you want to order? 1000-1500 1500-5000 5000-10000 10000-15000 Above 15000 17) Do you want to use your database to give ad on value to your clients? Yes No 18) If no, do you want to use our database to enhance your target base? Yes No 19) Do you think our magazine provide ad on service to your clients? Yes No 20) What would be your preference for promotion using cover on cover? Location Costing Designing Delivery Branding

46

ANNEXURE 2(II) a)
outlook English India Today Fortune Week Others 4% 15% 1.40% 2.48% 77.12%

4% 15% 1.40% 2.48% outlook English India Today Fortune Week 77.12% Others

b)
Upper class Upper middle class Middle class 27% 52% 21%

21%

27% Upper class Upper middle class Middle class

52%

47

c)

Aware Not Aware

75% 25%

25%

Aware Not Aware

75%

d)
1 to 5 lacs 5 to 20 lacs 20 to 50 lacs 50 lacs & above 79% 14% 5.80% 1.20%

1.20% 5.80% 14% 1 to 5 lacs 5 to 20 lacs 20 to 50 lacs 50 lacs & above 79%

48

e)
Hordings E mailers Print Media All the above tools 4% 10% 22% 64%

4%

10% Hordings 22% E mailers Print Media All the above tools

64%

f)
Hire Did not hire 68% 32%

32% Hire Did not hire 68%

49

REFERENCES:

a. Head Business Development, Sales & Promotions : Mr. Himanshu Pandey b. Deputy Manager, Business Development, Sales & Promotions : Mr. Sumit Bhardwaj c. www.outlookindia.com d. www.google.com e. www.wikipedia.com f. Marketing Management, Kotler & keller

50