onkarsharma outlook india project

SUMMER TRAINING REPORT

ON

OUTLOOK INDIA PRIVATE LIMITED

PROJECT TITLE: Market potential assessment of print media in India

Submitted in partial fulfillment of the requirements of Post Graduate Program BY:Onkar sharma Batch: 2008-10 PG20082401

IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

Acknowledgement

I owe a debt of gratitude to outlook India Pvt. Ltd. limited for giving an opportunity to practical exposure of corporate to me. I am thankful to Mr. Himanshu pandey national sales and promotion manager for his incredible help and support. I am grateful to Mr. Sumit bhardwaj who not only helped me in the project but also taught me about the various traits of print media industry. I am also thankful to Tapan sir for sharing sales tips and regulations. I am also thankful to all sales officers, every employee of outlook India office in delhi for sharing their valuable information with me.

[Onkar sharma]


Let’s understand what is the relevance of SIP (Summers training)

SIP a bridge between a rookie and a corporate….” “ SIP

The term training refers to the acquisition of knowledge, skills, and competencies as a result of the teaching of vocational or practical skills and knowledge that relate to specific useful competencies. It forms the core of apprenticeships and provides the backbone of content at institutes of technology (also known as technical colleges or polytechnics). In addition to the basic training required for a trade, occupation or profession, observers of the labor-market[who?] recognize today the need to continue training beyond initial qualifications: to maintain, upgrade and update skills throughout working life. People within many professions and occupations may refer to this sort of training as professional development. Some commentators use a similar term for workplace learning to improve performance: training and development. One can generally categorize such training as on-the-job or off-the-job: On-the-job training takes place in a normal working situation, using the actual tools, equipment, documents or materials that trainees will use when fully trained. On-the-job training has a general reputation as most effective for vocational work.


Off-the-job training takes place away from normal work situations — implying that the employee does not count as a directly productive worker while such training

takes place. Off-the-job training has the advantage that it allows people to get away from work and concentrate more thoroughly on the training itself. This type

of training has proven more effective[citation needed] in inculcating concepts and ideas. Training differs from exercise in that people may dabble in exercise as an occasional activity for fun. Training has specific goals of improving one's capability, capacity, and performance.

The Engineering and Professional graduate programs in India include Summer Training with the following objectives * Correlate courses of study with the way industry or potential workplace operates its business or work using technology. * Work on implementing what has been learned in school, especially true for Computer Science under-graduates. The engineering and professional courses including MBA, PGDBM, B.E., BCA amongst others during 2004-5 had an estimated half a million under-graduates needing internship in fields of Computer Compute r Science, Electrical and Electronics, Mechanical, Civil, Bio-Informatics disciplines every year. The students for professional programs are required as a part of the courses to undergo a 8 week or 6 month training. For a long time after independence(India) the lack of industrialization meant that many of these young professionals had to go without proper training during internship period earmarked in the under-graduate programs. The world moves from industrial age to IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

intellectual property based wealth generation structures i.e. factories replaced by callcenters and technology companies viz. chip design, software and bio-informatics. Tools for generating this wealth in the form of software, [patents] and documented processes

is available easily in the hands of people hitherto on the wrong side of longitudes and time-zones or urban-rural divides. In today's world the interns or trainees, the future professionals need to re-orient the traditional approach to searching for a training or internship.

The traditional approach being defined as :1. Look for name brands and try and get a Training Certificate.

2. Put your dad-mom 's, uncle's and aunt's social network to work and land an internship. This normally gets you a certificate and usually not much as else as someone is merely obliging your relatives.

3. Your seniors sometimes can help place interns in the companies they work for, this generally works if you happen to belong to elite institutes like IITs, IIITs and N ITs.

4. Your institutes placement cell:- Unless you need a 6-month training placement, the companies normally don't bother offering training through placement cell. Again works better if yours is an elite institute.

5. Paid training to learn a new technology or a knowledge upgrade at an educational institution of repute like NITs which organize training programs for their students and accept outside students to work at their labs. This type of a training is a useful upgrade to theoretical knowledge but actually counts as "back to classroom" rather than an IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

internship.

6. Training under a Full Professor/Researcher: a rarity in the stream of Computer Science, most of them went to the industry to earn their megabucks or went to US to pursue further research. The best that this approach gets you is:After starting to look for summer training 2-3 months before you need to start it and finally reach a good enough company or workplace just in time or delayed by a week or

two. Having reached a name brand or the coveted big corp, most interns end up doing menial chores no one else wants to do. The interns are either ignored or given totally useless jobs like inventorying the IT equipment, making a survey of problems faced by home-owners in a factory owned residential area for its workers, making spreadsheets etc under the ruse that they are not qualified to handle a real job of programming or its equivalent in other areas of work. The brave new world demands a radical new approach ap proach to summer training or internship.US of A is still the leader of Information Technology and contrary to popular belief it is not about to surrender its technology leadership to India or China anytime soon. Slashdot a popular site for technologists with a primarily US based audience lists some of the things which interns did this summer . Some of these things apply not only to the interns in US but are globally applicable. In the indian context, this might be a good strategy with variations suiting individual tastes, essentially it boils down to 1. Learn Open Source technology as a user of technology.

2. Apply that technology to improve the college infrastructure, remember those creaky Novell file servers or virus ridden windows backend boxes can be replaced by good IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

Open Source alternatives.

3. Look out for bounty programs from Open Software sites and add new features to open source softwares and earn money in the process of learning something.

4. Or scratch your favorite itch to create something new which reaches thousands of downloads as soon as the beta is out.

5. Watch out for influential Open Source organizations like your local Linux User Groups or Development oriented groups and convince the managements of such organizations to offer you certificates of training for releasing Open Source projects (new or patches) under their patronage. This is a win-win for Linux User Groups as well as interns. Typically a few vastly superior geek minds can be found at the Linux User Group mailing lists and can be convinced into mentoring you during the summer training period and possibly beyond it.

6. Setup a development environment using free software, not only because it is a richer environment for developers and there is a lot more to learn on a free development platform but also because many of your future employers consider con sider these as essential skills. At the minimum try and use a version control system like RCS(if not CVS). A hotshot IDE like Eclipse, and webserver like Apache or Tomcat. Typical unix like environments such as Linux are extremely rich in available documentation and sophisticated tools. It is a reasonable assumption that a potential developer needs to learn to use unix for any serious shot at the programming career.

7. Get well worded endorsements from your mentor and other developers of Open Source projects to which you contributed to, and snapshots of CVSWeb GUI's showing IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

your source commits accepted for opensource projects to include into your project reports for that extra effect at the training/internship viva back at your institutes.


Contents Unit-1:

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Executive Summary: a. Introduction b. About print media industries industries in India (Background, key issues, Review of performance) c. Growth of print media industries Outlook’s Brief profile (Company) a. About Outlook b. Mission & Vision c. Marketing strategy d. S W O T analysis e. Porter‘s five forces analysis f. Organizational structure Objectives of the study

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Need for the study

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Limitation of the study

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Research Methodology of the study

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Data analysis & Interpretation

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Findings Suggestions

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Unit I

Executive summary IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

History of print media industry

Print Media, as anyone can understand is one of the most important factors coming through in the way a nation works. Newspapers, magazines, books etc. are ready by a lot of people and are certainly one of the most trusted mediums of National and International News. India has a vast array of Print Media with Thousands of Magazines and Newspapers in circulation. Top Notch Journalism, great reporting, press unity and a very strong network is what makes Print Media so much of a success even today in the age of Television and the Internet. It is also said that Print Media also helped literacy and undoubtedly the General Knowledge of the average person in India. The good thing about Indian Print media is that any Bias of any sort is quickly subsided, therefore impartial reporting is a major feature of the Indian Print Media. The news n ews you get through these outlets cannot be any truer.

The newspaper with the largest Circulation in India is Dainik Jagran, having near about Two million readers. Next comes Times of India, an English newspaper, followed by Dainik Bhaskar, another Hindi Newspaper.

India has a lot of regional newspapers and magazines as well in a lot of languages. Therefore there is something out there for everyone to read! This section is de dicated to the Indian Print media with articles on Newspapers, Magazines, Controversies and IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

opinions related to them etc. We hope you have a good time browsing through. Please let us know of any suggestions you may have through our contact page. The Media in India enjoys a great amount of freedom and is therefore flourishing. Whole new segments are opening up for this Rs 10,000 crore industry. Perhaps the most significant possibility is in India emerging as a back-end destination for digitising television and film content as well as managing video servers for global companies in the pay-per-view TV market. The previous year has been a landmark year for television broadcasting. Many new news channels like the two from NDTV and one each from TV Today and Star were launched. Television viewers were to enjoy much more freedom in metros with the rollout of Conditional Access System, which was quietly introduced in Chennai, but trouble was just round the corner. In Chennai there are very few customers for channels in languages other than Tamil and all Tamil Channels are free to air. As a result there was no objection, only people did not go for the top box. Delhi however has been a different story what with CAS being first put off, then implemented and then the total confusion on its status. The launch of a choice private FM radio stations has got the metro residents hooked on to the otherwise almost obsolete radio service. Lots of multiplexes opened across the country and many more are on the pipeline. Overseas studios were bullish on producing. Piracy however, continued to bother the Indian film and music industry. The Internet continues to grow. EARLY YEARS OF THE PRINTING MEDIA:Acta Diuna (Journal of the day) was the earliest known journal. It is a handwritten news bulletin distributed in the Forum Romanum. This was in the 1st century B.C during the time of Julius Caesar.

The first printed newspaper appeared in Peiking (Beijing) in the 8th century A.D. The Chinese did the printing using separate wooden block for type, which could be used over &over again. The Koreans also followed the Chinese. Printing ink & paper were developed in china & Egypt . But the whole process of printing had a stunted growth in Asia Europeans, on the other hand, used the new process on large scale. They benefited from the popularization of printing, which led to the advent of affordable books & popular newspaper. This also led to the democratization of communication. Printing led to the third major revolution in communication , the first having been the development of human speech some 35,000 years ago & second the art of representing sound in written form using an alphabet. With the spread of IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

printing, libraries & schools sprang up. Books, libraries & higher education-all these led to major political, socioeconomic & cultural changes in Europe. The new modes of agricultural & mechanical production, migration of people from rural areas to industrial towns, rapid changes in social & cultural life and scientific and technological led to new methods of communication among people. Democratization of communication meant strengthening of democratic idea. Political democracy led to economic democracy & social reorganization. In all this, the newsletter produced in various sizes & at different frequencies played an influential role in Germany, Holland, France & England during 16th, 17th & 18th centuries. By the early 18th century, political leaders realized how powerful an instrument the periodicals were for spreading ideas . Many of them began to produce their own papers to propagate their ideas & influence people such as the Whigs & Tories in England. A new force was detected in society, namely, the force of public opinion. Consequently, the journalism of the period was largely political in nature & thus the impression, justifiable to a great extent, was created that journalism was an adjunct of politics. Avisa Relation Oder zeitung was the first regular printed newspaper of Europe which commenced publication in 1615. Weekly News was the first newspaper of England that lasted from 1622 to 1641. The next paper there was a fortnight, the Daily Courant that started publication in 1702. The first printing press in the Americas was established in South America by Juan Pablos, a Spanish printer, in 1539 .

Boston, capital of the Massachusetts colony became an active centre of printing in the 17th century. The Puritans imported the first printing press to New England in 1638 to supply printed materials to Harvard College. The very first newspaper in the US was Public Occurrences-Foreign & Domestic, published by Benjamin Harris, a bookseller in Boston, in 1690 . Harris could not continue publication as he was imprisoned by the British authorities for printing without ‗prior consent‘. Then came another news paper, the Boston Newsletter in 1704. James Franklin, brother of Benjamin Franklin, published the New England Courant in 1721.

Famous English essayists such as Joseph Addison, Richard Steele, Dr Samuel Johnson & others either contributed essays to their own publications or to periodicals published by other. They wrote contemporary issues besides literary topics. Across the Atlantic, Benjamin Franklin, Thomas Pain, Thomas Jefferson, Alexander Hamilton & other had contributed. The Glorious Revolution in England (1688), The American Revolution (1775-76) & The French Revolution (1789) owe much to the radical & rational thoughts of IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

people such as theme, Locke the Pitts, Robespierre, Hugo, Voltaire, Rousseau, Jefferson, Franklin, Paine and Hamilton etc. WHAT WAS HAPPENING IN INDIA DURING THE EARLY CENTURIES? Emperor Asoka’s pillar inscriptions & rock edicts in different parts of the Mauryan Empire during 3rd century B.C are considered examples of imperial political communication to the informed & literate section of the population . Ashoka used the Prakrit language in his communication on ethics & morals as evidence by his inscriptions.

The learning languages were confined to high casts, the aristocracy, priests, army personnel & landowners. Another feature of communication in ancient India was the emphasis placed on oral & aural systems. Writing was done on palm leaves using a style, but the written documents were considered too scared to be touched or used by the lower classes. The ruling class used certain methods for coding, transmitting & decoding messages secretly through the network of spies to information about neighboring enemies. According to historians of journalism, news was collected in a well-organized manner under Akbar the Great. In 1574, Akbar established a recording office that helped later medieval historians to gather materials for chronicles. FIRST PRINTING PRESS IN INDIA:The first printing press arrived in India on 6th September 1556 & was installed at the college of St.Paul in Goa. THE FIRST INDIAN NEWSPAPER:First printed newspaper of India was in English edited & published by James Augustus Hicky, an employee of East India Company. It was named Bengal Gazette which came out on 29th January 1780. Soon many other weeklies & monthlies such as Indian Gazette, Calcutta Journal, Bengal Harakaru, John Bull in the East came out during the 17th & 18th century. THE MAJOR INDIAN LANGUAGE NEWSPAPER:Digdarshan was the first Indian language newspaper . It started in April 1818 by the Serampur missionaries William Carcy, Joshua Marshman & William Ward. They soon started another journal in June of the same year & named it Samachar Darpan. The famous Raja Ram Mohan Roy also brought out periodicals in English, Bengali & Pe rsian. Some of Roy’s papers were Sambad Kaumadi, Brahmical Magazine, Mirat-ul-Akhbar, and Bangadoota & Bengal Herald .

ASSAMESE:-


Amnodaya, a distinguished journal in the Assamese language was started in 1846 under the editorship of the Reverend Oliver.T.Cutter. GUJARATI:The newspaper with the greatest longevity in India, Mumbai Samachar was also the first Gujarati Newspaper. It was established in 1822 by Farduvji Marzaban as a weekly & then became a daily in 1832. HINDI:The first Hindi daily was samachar Sudhavarshan (Calcutta, 1854). Later Samayadant Martand, Banaras Akhbar, Shimila Akbar & Malwa Akhbar came out. Calcutta was the birth place not only of English, Bengali & Hindi journalism. The first Urdu newspaper was published by Urdu Akhbar in the second decade of the 19th century. KANNADA:Kannada Samachar was the earliest Kannada journal, according to many scholars. But others think that the first Kannada journal was Mangaloora Samachar. Later Subudhi Prakasha, Kannada Vaatika, Amnodaya, Mahilaasakhi & Sarvamitra came out during the 18th century. MALAYALAM:Mathrubhumi, Malayala Manorama, Kerala Kanmudi are the main newspapers of Kerala. The other daily newspapers are Desabhimani, Mangalam, Madhyamam, Chandrika, Deepika etc. MARATHI:Darpan was the first Marathi newspaper started on 6 January 1832. Kesari & Sudarak were other papers of the 18th century. Induprakash was an AngloMarathi daily established in 1862. ORIYA:The first Oriya magazine Junaruna was published by the Orissa Mission Press in 1849 under the editorship of Charles Lacey. Then came another publication from the same press ‗Prabhatchandrika‘, under the editorship of William Lacey. Utkal Sahitya, Bodhadayini, Baleshwar Sambad Balika etc… started in the 18th century. PUNJABI:Although Maharaja Ranjit Singh encouraged the development of Punjabi journalism. The earliest Punjabi newspaper was a missionary newspaper. The first printing press in Punjab was established in Ludhiana in 1809. TAMIL:IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

The first periodical ‗Tamil Patrika‘ a monthly mon thly was brought out in 1831 by the Religious Tract Society in Madras; it lasted till 1833. The next periodical weekly was the Dina Vartamani published in Madras from 1856 by the Dravidian press & edited by the Reverend P.Percival. Later Swadeshamitran, Deshabaktan Deshabaktan etc… were other papers. TELUGU:Kandukuri Veeresaliongam Pantulu, known as the Father of the renaissance movement in Andhra & the founder of modern Telugu, sparked a social reform movement through his weekly Vivekavardhini. He also founded separate journals for women; Satihitabodhini. URDU:Sir Sayyid Ahmed Khan, a great educationist, judge & social reformer did much for the development of Urdu journalism. THE INDIAN PRESS AT INDEPENDENCE AND TODAY:-

In 1947, the major English newspaper in India were the Times of India (Bombay), Statesman (Calcutta), Hindu (Madras), Hindustan Times (New Delhi), Pion eer (Lucknow), Indian Express (Bombay & Madras) Amrita Bazaar Patrika (Calcutta), National Herald (Lucknow), Mail (Madras) & Hitavada (Nagpur). Of these, the Times of India, Statesman & Pioneer were under British ownership till 1964, when it came under a group of Indian business. During the long struggle for India‘s Independence, the major English newspaper that served the national cause were the Hindu (1878), (1878 ), Amrita Bazaar Patrika (1868), Bombay Chronicle (1913), Free Press Journal (1930, it became Indian Express) & Hindustan Times (1924). Among the Indian language newspapers, the prominent ones were Aaj (1920), Ananda bazaar Patrika (1922), Sakal (1931), Swadeshamitran (1882), Mumbai Smachar (1822), Malayala Manorama (1890) & Mathrubhumi (1930). Generally speaking, journalism is flourishing in India today. The Indian language newspapers have overtaken the English newspapers in number & circulation. The highest circulation till the 1990‘s was enjoyed by the English newspapers despite the fact that less than 5 percent of the population of India claim English as their mother tongue. English is still the medium of instruction in colleges & many prominent schools. It is also the language of administration, although state governments have introduced legislation in favor of local government. Hindi newspapers have the largest total circulation in India. Hindi is the main language of 10 Indian states- Bihar, Chattisgarh, Delhi, Haryana, Himachal Pradesh, Jharkhand, Madhya Pradesh, Rajasthan, Uttranchal and Uttar Pradesh.


Certain trends in communication & journalism throughout the modern world prompted several sociologists & media experts to discuss the desirability of reexamining the trends in the light of basic issues. In other words, ‗back to the basics‘ say the experts. This is where Gandhi becomes relevant. High technology is good, but if it does not enable us to solve basic problems confronting the succeed in catering to the greed of a few to the exclusion of the need of the manyas it has done through the recent decades and in all countries that experienced colonial subjugation in the past.

INDUSTRY PROFILE

There are the two main sources of obtaining data to determine readership of any publication: 1. National Readership Survey – 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 centers of dailies. By process of ‗systematic sampling,‘ over 55,000 households in these towns are surveyed, IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

the number of households in each town proportionate to it population. All men and womenfolk above the age 15 are questioned for about half an hour on the basis of a structured questionnaire. It claimed to be the most thorough readership survey in the country. It provides exhaustive data (available to its clients on computer disks) readership, radio listenership profile‘-the 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, and AC Nielsen in collaboration with ORG. Indian Readership Survey is conducted by the Media Research Users Council

(MRUC). IRS 2002 is the largest continuous media survey ever conducted (sample size of 229,000 individuals) providing a single-source database for demographics, media habits and product / brand usage across 986 towns and 2858 villages in India. The survey was conducted over two rounds with the field work between November 2001 and November 2002.

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


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Gives media consumption habits, product ownership & consumption, lifestyle indicators information on macro demographic & geographic parameters. Population coverage: 12 years & above Sample size: over 200, 000 Geographic coverage: All India (Urban + Rural) Sample Frame: Electoral rolls based on 2001 Census definition of Urban Agglomeration

According to NRS 2005, 

Press adds 34 million readers in the last 2 years.

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Press continues to grow, adding 21 million readers between 2002 and 2005.

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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 mn to 200 mn - a growth of 4% every year. (Note: Recently the scope of NRS has been expanded to include those aged 12 years and above but the 15 years age cut-off has been applied for the sake of comparison with NRS 2002.)

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There is still significant scope for growth, as 314 million people who can read and understand any language do not read any an y publication. It is not just affordability that is a constraint, since 21 million of these literate non-readers belong to the upscale SEC A and B segments.

According to IRS 2006,


Just when it seemed the print media was booming once again, the Indian Readership Survey 2006 Round 1 has pricked the bubble. There are few newspapers or magazines that have seen any growth? Most have seen an erosion in readership. Dainik Jagran retains its No 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 (9.72 million) have interchanged positions at number five and six. Lokmat, Eenadu, Mathrubhumi and Times of India take the seventh, eighth, ninth and tenth spots with 8.10 million, 7.94 million, 7.65 million, and 7.08 million readers, respectively. ToI is the only English daily to find a place in the top 10. Except for Amar Ujala and Hindustan, every other publication in the top ten list has experienced a marginal decline in readership. For the IRS 2006 R1 an annual sample size of 2.4 lakh was covered spread equally over two rounds. A total of 1,178 towns and 2,894 villages were surveyed. The data represents fieldwork during the full year Jan-Dec 2005. The mid-point of the survey is June 1, 2005. Being a continuous survey, the reporting takes place every six months based on a Moving Annual Total. Among magazines, Saras Salil (Hindi) leads the pack with a readership of 7.36 million. A distant second is Kungumam (Tamil) with 3.76 million, followed by Vanitha with 3.52 million readers. India Today English is fourth with a readership of 3.51 million. Grihashobha (Hindi) has moved up a notch to number five, and is followed by Tamil weekly Kumudam, India Today Hindi, Malayala Manorama, Tamil weekly Anand Vikatan, and Hindi monthly Meri Saheli. Kungumam, Anand Vikatan, and Meri Saheli and newcomers in the top ten list. Most English dailies have seen a fall in readership, though on the whole any English daily readership has shown an increase from the 17,396,000 in IRS 2005 R2 to 17,435,000 in IRS


2006 R1. Both the top two ? the Times of India and Hindustan Times ? have seen a decline with the former dropping from 72.87 lak to 70.84 lakh and the latter from 35.21 lakh to 35.08 lakh. Third-placed Hindu has increased its readership marginally from 27.87 lakh to 27.97 Lakh. Deccan Chronicle‘s too has has grown? From 10.14 lakh to its current 11.32 lakh. The Telegraph (10.82 lakh), Mid Day (7.37 lakh), Deccan Herald (6.04 lakh), the Indian Express (5.65 lakh), the Tribune (4.83 lakh), the Statesman (4.22 lakh), the Assam Tribune (3.45 lakh)? all have seen fall in readership. Among English magazines, number one India Today has dropped by 10 per cent from 38.99 lakh to 35.09 lakh. Sister concern? Reader‘s Digest? Too has seen a 12 per cent fall and is at 23.06 lakh from 26.37 lakh. Filmfare has seen one the steepest falls? Its readership fell 21 per cent to 16.71 lakh. Outlook has dropped by 11 per cent and is at 11.44 lakh. Stardust, too, has dropped and is currently at 10.95 lakh in comparison to the 13.11 lakh in the previous round. From women‘s magazines, Femina, Women‘s Era, Cosmopolitan, New Woman, Elle and Savvy to special interest titles titles like The Sportstar, Auto India, Overdrive, Overdrive, Outlook Traveller, Capital Market, Living Digital, all have seen a dip in readership, with some titles like PC Quest and Junior Science Refresher dropping by almost 23 per cent. According to the survey, the number of households has grown by 1.4 per cent over 2005 to reach 210 million. Individual growth rate has been slightly lower than household growth rate at 0.85 taking the total 12 yrs + population to 784 million. With single age breaks now available from the Census, the age group data has been realigned. The proportion of the total share of 20-29 age group has declined from 25 per cent to 23.6 per cent. The data shows that the reach of mass media has stagnated in the last three years. Press reach has been hovering around at 24 per cent, TV at 55 per cent, radio at 21 per cent, and Internet at 1.5 per cent at the all India level. In urban India, press and TV have IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

declined. The press reach declined from 42.9 per cent in 2004 to 41.7 per cent in 2006. Though TV declined from 80.2 per cent to 78.9 per cent in the last three years, C&S has shown some growth, from 53.5 per cent in 2004 to 54.4 per cent in 2006. The main source of revenue for any publishing group is advertising. An advertiser would like to know the facts and figures before investing his money in advertising. And before investing

the money, the advertiser ought to know how many people buy which publication in which area. The ABC gives all these vital facts every six months. The ABC figures are not the outcome of opinions, claims or guesswork, but they are the result of rigid, indepth and impartial audits of paid circulations of member publications by independent and leading firms of Chartered Accountants working in accordance with the rules/procedures set by the Bureau. Hence, the two main objectives of any publishing group are: 

To increase Geographic Dispersion / Circulation

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To Improve Readership profile

Industry future


Indian print media industry future… FICCI – PricewaterhouseCoopers forecast Indian Entertainment and Media industry to grow 19% CAGR through 2010 New Delhi, 11 March, 2006 – The Indian Entertainment and Media (E&M) industry is

poised to grow at 19% compound annual growth rate (CAGR) to reach Rs 83,740 crore by 2010 from its present size of Rs 35,300 crore, according to 2005 annual edition of the FICCI - PricewaterhouseCoopers report Indian Entertainment and Media Industry -Unravelling the potential. Economic growth, rising income levels, consumerism, coupled with technological advancements and policy initiatives taken by the Indian government that are encouraging the inflow of investment, will prove to be the key drivers for the entertainment and media industry. The industry has been forecast to outperform the economic growth in each year, till 2010. ―Two factors that will contribute to the growth of the industry are low media penetration in lower socio-economic socio-economic classes and low ad spends‖ said Deepak Kapoor, Executive Director and Leader for PricewaterhouseCoopers‘ Entertainment & Media Practice in India. ―Today media penetration is poor in lower socio -economic classes, but efforts to increase it even slightly are likely to deliver much higher results, simply due to the absolute numbers being large,‖ he added. Strong economic growth, rising consumer spending and regulatory corrections are drawing foreign investments in most segments of the E&M industry, especially the print media. ―The sector needs a consistent and uniform media policy for increase in investments. Also, the on-going threat of piracy, which continues to hinder investments in all sectors, needs efforts not just by the industry bodies, but by government, with Mitra - Secretary General, empowered officers enforcing anti-piracy anti-piracy laws,‖ said Dr. Amit MitraFICCI. Advertising Spends:

Indian advertising spends as a percentage of GDP -- at 0.34 percent -- is abysmally low, as opposed to other developed and developing countries, where the average is around 0.98 percent. Advertising revenues are vital for the growth of this industry. ―While today the low ad spends may seem like a challenge before the E&M industry, it also throws open immense potential for growth,‖ points out the report. This potential can be estimated by the fact that ―even if India was to reach the global average, the advertising revenues revenues would at least double from the current level of around INR 132 billion,‖ as per the report. New Players: IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

The year 2005 was marked by the entry of new players across all segments of the industry. The most prominent entry was that of the Reliance Group in both the filmed entertainment and radio segment. In the radio segment, companies have bid for FM licenses in 338 small towns and cities spread across the country in the second phase of liberalisation, and an overwhelming majority of these companies did not even have a presence in the entertainment and media space, let alone the radio sector, earlier.

Key Findings by Segment: Television:   

Current size: Rs 14,800 crore Projected size by 2010: Rs 42,700 crore CAGR: 24%

Subscription revenues are projected to be the key growth driver for the Indian television industry over the next five years. Subscription revenues will increase both from the number of pay TV homes as well as increased subscription rates. The buoyancy of the Indian economy will drive the homes, both in rural and urban (second TV set homes) areas to buy televisions and subscribe for the pay services. New distribution platforms like DTH and IPTV will only increase the subscriber base and push up the subscription revenues. Filmed entertainment:   

Current size: Rs 6,800 crore Projected size by 2010: Rs 15,300 crore CAGR: 18%

Advancements in technology are helping the Indian film industry in all the spheres – spheres – film production, film exhibition and marketing. The industry is increasingly getting more corporatised. Several film production, distribution and exhibition companies are coming out with public issues. More theatres across the country are getting upgraded to multiplexes. And initiatives to set up more digital cinema halls in the country are already underway. This will not only improve the quality of prints and thereby make film viewing a more pleasurable experience, but also reduce piracy of prints. Print media:   

Current size: Rs 10,900 crore Projected size by 2010: Rs 19,500 crore CAGR: 12% IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

A booming Indian economy, growing need for content and government initiatives that have opened up the sector to foreign investment are driving growth in the print media. With the literate population on the rise, more people in rural and urban areas are reading newspapers and magazines today. Also, there is more interest in India amongst the global investor community. This leads to demand for more content from India. Foreign media too is evincing interest in investing in Indian publications. And the internet today offers a new avenue to generate more advertising revenue. Radio:   

Current size: Rs 300 crore Projected size by 2010: Rs 1,200 crore CAGR: 32%

The cheapest and oldest form of entertainment in the country, which was hitherto dominated by the AIR, is going to witness a sea-change very shortly. In 2005, the government announced three key policy initiatives which will drive growth in this sector migration to a revenue share regime, allowing foreign investment into the segment and opening of licenses to private players. As many as 338 licenses are being given out by the Indian government for FM radio channels in 91 big and small towns and cities. This deluge of radio stations will result in rising need for content and professionals. New concepts like satellite, internet and community radio have also begun to hit the market. Increasingly, radio is making a comeback in the lifestyles of Indians. Music:   

Current size: Rs 700 crore Projected size by 2010: Rs 740 crore CAGR: 1%

The industry has been plagued by piracy and had been showing very sluggish growth in the physical format over the last few years, both in India and globally. However, ‗mobile music‘ and ‗licensed digital distribution‘ services are projected to fuel the recovery of the music industry the world-over. The pace of growth in mobile music reflects the fact that consumers increasingly view their wireless device as an entertainment medium, using those devices to play games and listen to music, while carriers are actively promoting ancillary services such as ringtones to boost average revenue per user. Ringtones currently constitute the dominant component of the mobile music market. Licensed digital distribution services are also contributing significantly to growth in all regions. Live entertainment:   

Current size: Rs 800 crore Projected size by 2010: Rs 1800 crore CAGR: 18% IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

This segment of the entertainment industry, also known as event management, is growing at a fast and steady rate. While this industry is still evolving, Indian event managers have clearly demonstrated their capabilities in successfully managing several mega national and international events over the past few years. In fact, event managers are also developing properties around events. The growing number of corporate awards, television and sports events is helping this sector. With rising incomes, people are also spending more on wedding, parties and other personal functions. However, issues like high entertainment taxes in certain states, lack of world-class infrastructure and the unorganised nature of most event management companies continue to hinder growth of this industry. Out-of-home advertising:   

Current size: 900 crore Projected size by 2010: 1750 crore CAGR: 14%

Outdoor media sites in India are predominantly owned or operated by small, local players and are typically, directly marketed by them to advertisers and advertising agencies. However, this segment too is witnessing a sea-change with technological innovations. Growing billboard advertising is fuelled by technologies such as lightemitting diode (LED) video billboard. This is a segment that is seeing interesting technological innovations across the world and is likely to evolve in India too in the short-term. Internet advertising:   

Current size: Rs 100 crore Projected size by 2010: Rs 750 crore CAGR: 50%

An estimated 28 million Indians are currently hooked on to the internet. And this rising number is leading to the growth of internet advertising, which today stands at approximately Rs 100 crore. The internet is being used for a variety of reasons, besides work, such as chatting, leisure, doing transactions, writing blogs etc. This offers a huge opportunity to marketers to sell their products. And with broadband becoming increasingly popular, this segment is expected to grow by leaps and bounds. Commenting on the future of the industry, Deepak Kapoor said, ―Convergence will play a crucial role in the development of the Indian entertainment and media industry where consumers will increasingly be calling the shots in a converged media world. Broadband access and Internet Protocol (IP) will be the technology enablers that will evolve this new breed of consumers, as opportunities for them to access and manipulate content and services will be overflowing, while their time and attention will be limited. Established approaches of pushing exclusive content through non-linear-channels or networks to mass or segmented audiences will no longer guarantee competitive IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

advantage.‖

About the Indian Entertainment and Media Industry – Unravelling the potential – PricewaterhouseCoopers‘ Indian Entertainment and Media This edition of the FICCI – Industry – Unraveling the potential has in-depth forecasts and analysis of six major industry segments. These include – include – television, filmed entertainment, print media, radio and music. Sectors like animation, gaming, internet advertising, out-of-home advertising and live entertainment have been clubbed together in the chapter on ―emerging opportunities‖. A new addition in the report this year is ‗print media‘.

The report has been prepared on the basis of information obtained from key industry players, trade associations, government agencies, trade publications, and other industry sources. The performance trends in different segments of the industry were ana lysed and an attempt was made to identify the underlying factors. Models were developed to quantify the impact of each of these factors, to create a forecast scenario. PwC‘s professional expertise, institutional knowledge and global resources of knowledge and excellence were applied to review and adjust those values wherever required. The entire process was then examined for internal consistency and transparency vis-à-vis prevailing industry wisdom. Feedback from key industry players was subjected to a rigorous validation process to ensure that it was consistent and conformed to the industry feel.


Pick from business standard news….

When Conde Nast launched its premium lifestyle magazine Vogue in India last year, it carried a whopping 168 pages of advertisements of a total 400 pages. Now, the publisher is preparing to launch its luxury men's magazine GQ and expects a similar rush of advertisers in Asia's third-largest economy, where rising incomes and growing literacy are boosting readership and revenues of magazines and newspapers. From specialist magazines on whiskey, golf and parenting, to regional-language newspapers and financial dailies, new titles are coming thick and fast in one of the few markets in the world where advertising and readership for print media are expanding. "It's a fast growing economy and with consumption so robust and with incomes rising, it's a fertile ground for the print media," says Vivek Couto, executive director of Hong Kong-based research firm Media Partners Asia. "There is also a buoyancy in print advertising that is encouraging new launches and niche publications in particular." Print publication advertising revenues in India generated Rs 9,400 crore ($2.4 billion) in 2007, or 48 per cent of all of the country's media advertising revenues, PriceWaterhouseCoopers (PWC) said in a recent report. TV ads generated 41 per cent. With the economy having grown at an average rate of 8.75 per cent in the last four years, middle class incomes have risen, boosting demand for niche magazines on health, leisure and finances. Growing prosperity in rural areas is also encouraging demand for publications in India's IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

more than 20 official regional languages. Revenue for newspapers and magazines in India, where reading at least one newspaper in the morning is sacrosanct, grew at an average rate of 15 percent in the last four years, higher than anywhere in the world, PWC said. The growth is helped by a young demographic, more working women, rapid urbanisation and smaller h ouseholds, the report added. The print publication boom in India contrasts sharply with more mature markets in the West where circulation figures and advertising revenues are down as readers move to the Internet.

Boom India in 2005 allowed 100 per cent foreign investment in non-news publications, keeping the cap for news at 26 per cent.

Early investments included Independent News and Media's 26 per cent stake in newspaper publisher Dainik Jagran, Pearson Plc's 14 per cent in Business Standard newspaper, Henderson Ventures' investment in HT Media and BBC Worldwide's magazine venture with Bennett, Coleman & Co. More recently, private equity firm Blackstone Group put $150 million in regional publisher Ushodaya Enterprises, Warburg Pincus moved $33 million into the Dainik Group and DE Shaw invested $39 million in Amar Ujala Publications, according to research firm Venture Intelligence. News Corp, which has a content alliance for The Wall Street Journal with HT Media's business daily, is keen on more launches. Pearson, which has sold its Business Standard stake, is reported to be in talks for a new venture. "There's huge investor interest in the growth potential, because the segment is still quite under-penetrated," said Atul Phadnis, chief executive of consultancy Media e2e. Local firms are also seizing the opportunity: Business Standard and Bennett, Coleman's Economic Times have launched Hindi and Gujarati-language editions of their financial dailies. Deccan Chronicle Holdings has launched a business daily to compete with five others, and new regional-language and city papers are hitting the stands nearly every day. IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

The boom in advertising revenue is not limited just to print. As new media grows and controls are eased in television, these will attract greater investments and advertising revenues. Specialist publications have a better chance of scoring with advertisers and readers in the increasing clutter, says Phadnis. "Niche publications are almost immediately profitable: Advertising more than makes up for lower subscriptions, and there are easy synergies with other verticals, like radio or internet." Glut But it's not all good news. The large number of players jostling in the market place could lead to a drop off in advertising revenues in the coming years, analysts say. "One of the worries is that publishers are taking ad revenues for granted," points out Phadnis. "Everyone thinks it will keep rising, but as early as 2009 we are going to see a glut in inventory in TV, print and the internet because of so many players. We will see intense price competition, and smaller firms may be forced out," he says. Investors are also chasing only a handful of large media firms, he adds, nudging up already high valuations: Deccan Chronicle shares trade at 10.3 times forecast earnings, while Jagran Prakashan trades at 19.3 times and Mid-Day Multimedia quotes at 19.7 times forecast earnings. Rising newsprint prices are also bumping up production costs. Still, Conde Nast expects Vogue will break even in its first or second year of operation compared to an average break-even period of five or six years in more mature markets, says Alex Kuruvilla, managing director in India, referring to Europe and the US. "We are optimistic and bullish," he says of the potential. "But also cautious: In this market, you have to be smart." Attracting the attention of vendors who hawk magazines at traffic lights and getting space on shelves in overcrowded news stands across Mumbai is not easy for new entrants. "I am already running out of space," says K.B. Singh, pointing to a low wooden bench on a busy sidewalk piled high with dozens of glossy magazines and newspapers. "Where will I put the new ones?"

Foreign Investment in Print Media The process of economic liberalization in India, which began more than a decade ago, has taken another significant step, namely opening up a very sensitive IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

sector . the print media. Government of India in June 2002 had decided to allow 26 per cent foreign direct investment (FDI) in news and current affairs print media. Technical and medical publications have been allowed a higher FDI of 74 per cent. The decision, taken by the Union Cabinet, reverses the 1955 Cabinet resolution prohibiting any foreign investment in print media. A detailed policy statement on FDI in print would be issued shortly. Foreign investments in news agencies, however, remain barred. The government has attempted to address the concerns of political parties that fear FDI in print might lead to foreigners controlling the Indian media. The pre-conditions to FDI in print media would be: • At least three-fourth three -fourth of the board of a print media company with FDI must be Indians. • All key editorial posts must also lie with resident Indians. • Any print media company wishing to change its share-holding sha re-holding pattern must get prior government approval. The Opportunity The desire for foreign help is palpable. India has 49,000 publications, but annual revenues total just $1.1 billion. While they can be vibrant and gutsy, most are starved for technology, marketing, and capital to expand. So, a handful of publications dominate. Chief among them is the Times of India Group, which long used its political clout to block foreign entrants by claiming news media are a "strategic" industry.

Its seven newspapers (total circulation: 2.2 million) use strong marketing and distribution to overpower rivals. The group earned $40million in 2001, more than the rest of India‘s print media combined. One affiliate, The Economic Times , has 467,000 subscribers. There‘s little doubt about India‘s market potential. According to a national survey,248 million literate adults still don‘t read any publication. But readership of newspapers and magazines is up 15% since 1998, to 180 million. It‘s a reflection of a younger, more educated population, especially in small-town India, feel experts.

The Initial Euphoria Now that the doors to foreign investors in print media have been thrown open, one can expect some action in the sector. Already, some publications have taken the leap. Among the first to do so was Business Standard.

Companies such as Pearson, Haymarket, Time India, News Corp., and Dow IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

Jones have eyed India‘s big, English-reading English -reading market. So the day the new policy was announced, stocks of five newspaper companies shot up 10%. Bankers in Bombay began asking other media concerns if they want to go public. ICICI Ventures, which holds stakes in three media companies, is quite bullish about the industry.s prospects. Trade books offer the best openings, since as much as 74% FDI has been permitted in them. Britain‘s Haymarket Publishing Group already has ties to Autocar India , with 80,000 subscribers. Haymarket doesn‘t own a stake, but helps with research and management. Now, it can invest, provide funds to print more copies, market more strongly and use Autocar as a platform to bring its other brands. Bombay‘s Tata Infomedia, a $30 million publisher of yellow pages and trade magazines, also has already started to solicit business with foreigners, sources say. The Tata Group is selling the Indian edition of Reader's Digest magazine, making it the first publishing property offered for sale since the government last month scrapped the ban on foreign investment in the print media. A reason to invest now is to snag the best partners. Indian media moguls will push for more liberalization. And the experience of TV broadcasting, where foreigners can buy 49% stakes, suggests takeover fears are overblown. Rupert Murdoch‘s Star TV has the top entertainment channel, but its news station tra ils all-Hindi channel Aaj Tak. Three similar channels are on the way. In print media as well, India ids likely to find that opening up the sector to foreigners will strengthen local players as it breeds healthy competition. The Flip Side As expected, there have been various anti-FDI lobbies, which are strongly voicing protests regarding foreign investment in Indian Print Media. Their major contention is that foreign forces might begin dominating the content of Indian publications, which is detrimental to national interests. An extreme view given by a former Indian PM is that powered by their immense finances and goaded by an ambition to control the emerging Indian In dian market, the foreign monopolies will impose their own agenda of ultimately controlling Indian politics.

But there is more than meets the eye. The English-language media, fearing competition from players with deeper pockets, has been resisting this move by the Government. A survey commissioned by a group of large New Delhi newspapers, showed that 34 out of 50 newspapers across the country were opposed to foreign investment. Only 16 newspapers with a circulation share of 23.7 per cent favored the IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

proposal. In India while there is wide readership of daily newspapers in Indian languages, the English press is taken more seriously by the government. And from a marketing point of view, the English press reaches the most lucrative segment of society - the 300-million-strong middle class. Foreign players are seen as a threat to market share. One of the few local media houses in favour of foreign investment has been the India Today Group, publishers of India‘s largest circulating news magazine.

Outlook group It's an entrepreneurial journey that has spanned both 'old' and 'new' eco nomies -building successful brick-and-mortar businesses to exploring the frontier world of IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

convergence technologies. About a quarter-century before the onset of the ICE age, the Rajan Raheja Group made its beginning in the construction business. After building a huge presence in the realty market, the Group diversified laterally into manufacturing, financial services and media -- each venture initiated, and executed, to fulfil the objective of assuming leadership in core areas. The list of the Group's successes is long and eclectic. Today, H&R Johnson ( India ) Limited is the top name in ceramic tiles in India . Exide is the strongest brand of batteries in the automotive and industrial field. Co-promoters of Supreme Petrochem Ltd. along with Supreme Industries Ltd, largest processor of plastic materials in India.

The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and luxury resort Rajvilas, which Conde Nast Traveller ranked as one of the 25 be st villa hideaways in the world. Prism Cement Ltd, has a production capacity of 2.5 million tonnes; The Group is a Copromoter of Sonata Software Ltd , one of the leading software companies in India . As owners and operators of a fibre optic cable network in Kerala through Asianet Satellite Communications , the group is also a significant stakeholder in the growing convergence business in India . Co-promoters of RMC Readymix (India) Pvt. Ltd. along with RMC Group plc, U.K, the world‘s largest manufacturer of Ready -mixed concrete. Hathway Cable & Datacom Pvt. Ltd has extensive cable network in 6 major cities and 7 large towns across India . Globus Stores Pvt Ltd. is India ‘s one of the largest apparel brand chain. A 50% JV with the ING group of Netherlands in ING Life Insurance . The venture is already the 5th largest insurer in India .

PRINT MEDIA Outlook: In October 1995, group company Hathway Investments Private Limited entered the print media. Outlook, a weekly newsmagazine headed by Vinod Mehta, galvanised 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, sensitised 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 se lls more IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

than 11.2 million copies over the year. Subscribe Now Outlook Money: In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound strategies for the lay investor, especially the growing segment of salaried middle and upper middle-class and self-employed professionals. Its message is clear and simple: 'Invest well, borrow wisely, spend smartly'. Evidently, that message has gone down well: the magazine sold upwards of 1,00,000 copies a fortnight within a year. One of its distinguishing characteristics is that about 93 per cent of readers retain all past issues of Outlook Money. Outlook Traveller: Outlook Traveller 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 travellers to take a fresh look at familiar places. Whether people are planning a holiday, or simply dreaming of one, Outlook Traveller continues to take them closer. Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched in October 2002 to establish significant presence amongst the vast Hindi reading audience. The product targets the evolved Hindi reader keeping their interests, realities & aspirations in mind. Outlook Saptahik retains the core strengths of Outlook with objective, fiercely impartial and bold journalism, jou rnalism, while brandishing its own identity through a strong parallel editorial. The magazine is empathetic to its target audience & is not a translation of its English counterpart.

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 news updates every day with with a very lively interactive section.


outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlook traveller 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 cybercafe. Here there is something for everyone; themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, first-person travelogues, a message room where you can exchange notes or ask us for more info that you want… And don't forget to book your copies of our in ternational award-winning bestsellers from Outlook Traveller 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 ha s 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.

EVENTS DIVISION 

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Department of Tourism, Government of India Award, National Nationa l Tourism Award 2001-2002 awarded to OUTLOOK Traveller for Excellence in Publication. OUTLOOK Traveller " 75 Holidays in the Hills" won the 2004, PATA Gold Award

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







In 2002-2003 the Government of India recognized "Outlook Traveller Getaways" as the ―Best Travel Publication". Weekend breaks from Delhi was in the BESTSELLERS top three, nonfiction category for 14 consecutive weeks in North India Weekend breaks from Mumbai was in the BESTSELLERS list top three for 8 consecutive weeks in West India

Outlook Money Awards:

The awards started in 2002, and are presented to the best in the following key personal areas: 

Value-Creating Companies



Wealth Creators(Mutual Funds)

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Banks

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Online Brokers

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Home Financiers

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Hall of Fame

The ceremony for 2003 was held in Mumbai and was presided over by The Hon'ble Finance Minister; Mr. Jaswant Singh.

COMPETITORS


HOME MAGAZINE

COMPETITORS

OUTLOOK MONEY

MONEY TODAY

OUTLOOK BUSINESS

BUSINESS ECONOMY,BUSINESS EC ONOMY,BUSINESS TODAY TODAY

OUTLOOK TRAVELLER TRAVEL TODAY

OUTLOOK HINDI

SAPTAHIK

OUTLOOK PROFIT

NO COMPETITORS COMPETITORS

MARIE CLAIRE

COSMO,FEMINA,NEW COSMO,FEMINA,NEW WOMAN,VOGUE

NEWS WEEK

TIMES (World‘s leading inter national national news magazine)

OUTLOOK (ENGLISH)

INDIA TODAY


SWOT analysis

STRENGTHS: 

Well organized and experienced staff.



Innovative and customer oriented products.



Direct approach to the customer.



Customer satisfaction.



Strong distribution network.



Efficient and fast delivery system.

WEEKNESS: 

Price of some magazines is high.



Customer perception that outlook serves to a political party.

OPPORTUNITIES: 

It has many products capturing all sectors information so it has an opportunity to become a market leader.

THREATS: 

Number of competitors in the market.



India today has already captured the big market share.


THE OUTLOOK UMBRELLA

Magazine division

Internet division

Outlook English

outlookindia.com

Outlook Hindi

outlookmoney.com

Events division

Outlook Money

Personal fin. show

Books division

OLT Getaways

OLM Guides


MANAGEMENT AND STAFF EDITOR IN CHIEF PRESIDENT& PUBLISHER EXECUTIVE EDITOR FEATURES EDITOR FOREIGN EDITOR BUSINESS EDITOR SENIOR EDITORS Anjali Puri POLITICAL EDITOR BUREAU CHIEF Smruti Koppikar (Mumbai) BOOKS EDITOR DEPUTY FOREIGN EDITOR ASSISTANT EDITORS Saroop, Arindam Mukherjee, Lola Nayar

Vinod Mehta Maheshwer Peri Bishwadeep Moitra Nandini Mehta Ajaz Ashraf Sunit Arora Ajith Pillai, Sunil Menon, Smita Gupta Saba Naqvi Bhaumik (Delhi) Sheela Reddy Seema Sirohi Namrata Joshi, Manisha

SENIOR SPECIAL CORRESPONDENT Anuradha Raman SPECIAL CORRESPONDENT Saikat Datta, Nivedita Mukherjee, Rohit Mahajan CORRESPONDENTS Shruti Ravindaran, Debarshi Dasgupta, MUMBAI BANGLORE CHENNAI CHANDIGARH BHOPAL HYDERABAD CLACUTTA

: : : : : : :

Payal Kapadia, Shuchi Srivastava, Meenaksh Reddy Sugata Srinivasaraju Pushpa Iyengar Chandar Suta Dogra K.S. Shaini Madhvi Tata Jaideep Mazumdar


COPY DESK

Sasi Nair, T.K Sreevalsan, Promita P romita Mukhopadhyay, Saikat Niyogi PHOTOGRAPHERS T. Narayan (photo editor), Jitender Gupta (Chief photographer), Narender Bisht, Tribhuvan Tiwari, Srikant Kolari, Sawapan Nayak, Dinesh Parab, Rahul Surve

S.Rakshit (Senior Coordinator) J.S Adhikari (Photo-researcher) DESIGN

Deepak Sharma (Art Director), Ashish Bagchi, Tanmoy Chakraborty, (Infographist), Bonita Vaz, Devi Prasad, Padam Gupta, Promotions: Ashish Rozario : Sandeep Adhwaryu, Sorit ILLUSTRATORS EDOTORIAL MANAGER: Sasidharam Kollery LIBRARY : Alka Gupta BUSINESS OFFICE VICE PRESIDENTS: Suresh Selvaraj, Indarani Roy Alok Mathur ASST VICE PRESIDENT: GENERAL MANAGERS: Anup Dwivedi (Production & Systems), Vidhya Menon (Advertising) DY GENERAL MANAGER: Gaurav Kr. Vashisht


NATIONAL HEADS

Himanshu Pandey (Business Development), Alex Joseph (Retail) REGIONAL MANAGERS: Anand Shirali, Arokia Raj, Arun Singh, Swaroop Rao, Moushumi Baneerjee Rakesh Mishra, Uma Srinivasan, Yogesh Mohan SENIOR MANAGERS: B.S Johar, Kabir Khattar, MANAGERS:

Anita Sutrave, Anjeet Trivedi, Basab Ghosh, Chetan Bhudhiraja, D.R. Wadhwa, Darryl Arahna, Gaurav Luthra, Kuldeep Kothari, Mukesh Lakhanpal,

Pankaj Sahni, Vinod Joshi ASSOSIATE MANAGERS: Bobby Mathews, Chetana Shetty, K.Srikkanth, Sanjay Narang, Shashank Dixit, Shekhar Pandey HEAD OFFICE

AB-10 S.J. Enclave, New Delhi – Delhi – 110 029 Tel: 26191421; Fax: 26191420

OTHER OFFICES

Mumbai Tel: 022-30612222 Fax: 022-22830664 Calcutta Tel: 033- 22809139 Chennai - 044-24661134 / 24662316 Telefax: 24662873 Bangalore – Bangalore – 080- 25582806 / 07 Fax: 080- 25582810 Hyderabad- 040-55669981-87 Fax: 040-55669988


ORGANIZATION HIERARCHY

VICE PRESIDENT ASST VICE PRESIDENT GENERAL MANAGERS DY GENERAL MANAGERS NATIONAL HEADS REGIONAL MANAGERS SENIOR MANAGERS ASSOSIATE MANAGERS


DISTRIBUTION CHANNEL

SUBSCRIPTION

RETAIL

Subscriptions are basically delivered through courier or hand delivery is done to the top 10 towns of the country like Delhi, Bombay, Chandigarh, Ahmadabad, Chennai, Kolkata, Lucknow, Bangalore, Hyderabad, and Pune. Whereas for the other towns the delivery is done through speed post or post. In case of retailing the magazines are printed in NOIDA and the number of copies or the print order depends upon the requirements of various retail points.

PRODUCT Outlook: IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

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

Outlook Money:

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

Outlook Traveller 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 Traveller continues to take them closer. Outlook Business:

IT‘S a fortnight magazine launched on 20 th April 2006. Outlook Business, the new fortnightly magazine that packs incredible, detailed information and analysis for decision makers to enable them take profitable business decisions. A composite package covering all factors those influence business movements with an Indian and a global perspective.

Marie Claire:


Marie Claire is a monthly woman‘s magazine conceived in France but also distributed in other countries with editions specific to them and in their languages. While each country shares its own special voice with its audience, the United States edition focuses on women around the world and several worldwide issues. The magazine also provides the reader with health, beauty, and fashion information in each issue. Women can subscribe to it through the mail and online. Outlook Profit:

Outlook Profit, a fortnightly magazine for serious s erious investors, is the newest offering from f rom the Outlook Group Outlook Saptahik: Outlook Saptahik, a weekly newsmagazine, was launched in October 2002 to establish significant presence amongst the vast Hindi reading audience. The product targets the evolved Hindi reader keeping their interests, realities & aspirations in mind. Outlook Saptahik retains the core strengths of Outlook with objective, fiercely impartial and bold journalism, jou rnalism, while brandishing its own identity through a strong parallel editorial. The magazine is empathetic to its target audience & is not a translation of its English counterpart.

NEWS WEEK IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

It‘s a weekly magazine. It covers international affairs this magazine was honored by best magazine award at international level in 05. News week offers comprehensive coverage of world events with a global network of correspondents, reporters and editors covering national and international affairs, business, science and technology, society and arts and entertainment. It is truly a magazine, which fuels the global perspective.


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

outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlooktraveller began by opening up new vistas in web-driven vacation planning, with its highly focused editorial features on an array of destinations. Still a highlight of the website, these are supported by tools and resources that make putting together your holiday a breeze? from selecting your destination, to choosing your mode of transport, finding your way around the map, selecting a place to stay to catching the local festivities, plus ferreting out the nearest ATM, fuel stop or cybercafé. Here there is something for everyone; themed vacation ideas from 'A for adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, first-person travelogues, a message room where you can exchange notes or ask us for more info that you want? And don't forget to book your copies of our international award-winning bestsellers from Outlook Traveller 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.


PRICE

PRODUCTS

PRICE (Rs)



OUTLOOK WEEKLY.

25



OUTLOOK MONEY.

25



PEOPLE

25



OUTLOOK TRAVELLER.

50



OUTLOOK PROFIT.

50



MARIE CLAIRE

100


Marketing mix:

A Marketing mix is the division of groups to make a particular product, by pricing, product, branding, place, and quality. Although some marketers[who? ] have added other P's, such as personnel and packaging, the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to: 1. Product 2. Price 3. Promotion 4. Place


Product

A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the tyre. A less obvious but ubiquitous mass produced service is a computer operating system.


Price

The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. Place

Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Promotion

Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from television and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations. IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer. The term "Marketing Mix" however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default


Objectives of the study 

Need for the study



Limitation of the study





Objectives of the study



To find out market share of outlook magazine.



To evaluate the competitors of outlook.



To analyze the customer‘s needs regarding the product and policies formulated by the company.



To find out the brand image of outlook magazine.


Need for the study

Management is like a coin having two sides. One is the theoretical part and second is the practical part. In the theoretical part of management we learn in our classroom from the lectures, seminars, group discussions that are arranged from time to time.

To know the practical aspect of management a practical training is provided to the students. The main idea behind practical training is to bring the management students face to face with the actual environment of practical management so that he/ she will be able to apply theory to practical situation before finally moving into the professional world to show the efficiency and capability.

The project project study focused on ―industry market assessment‖ and the subject is to understand the mind set of different customers about the product. Being a student of marketing management, the inquisitiveness to peep on practical side of consumer perception promoted in study.

In this study efforts have been made to prepare the report as realistic as possible.


Limitations of the study

The project suffers from the following limitations due to the inherent and restrictive

nature of the study undertaken:



Due to constraints of time, money and other resources applicable to this study.



This study is confined to only a few specified areas of and is not comprehensive study of the customers of Outlook magazine all over NCR.



This study is restricted only to sample space chosen for the study.



The areas covered under the surveys are: CP, south Ex, mayur vihar, lajpat nagar.


SAMPLE SIZE: 256 respondents


\METHOD OF COLLECTION: MARKET SURVEY

DATA TYPE:

For the above study both type of data were used such as primary data and secondary data. For primary data different areas of delhi were being visited and for the secondary data internet & reference books have been used. 

Collecting data from market and the organization.



Working on the data.



Graphical representation of results.



Analyzing the graph and driving further enquiries.


Data analysis & Interpretation

Profession of the respondents

business(31%) student(27%)

govt. employee12%

private employee(30%)

analysis

In our survey we have got filled our questionnaire by different kind professions people. It was important from the point of view of assessing the market potential of industry.


From which source you prefer to get news? MOBILE ALERTS(8%)

T V(46%)

NEWS PAPER(28%)

INTERNET(18%)

This was another very important aspect to analyze the market ma rket potential. The major percentage of respondents prefer T V to get news.


what is your area of interest in reading a magazine ? finance(21%) business (41%)

poliitics(20%)

fashion(18%)

analysis Our main area of research was the corporate houses, coaching institutes, government offices, hotels and saloons. The major part of our respondents preferred the business related readings. For like finance. Politics Politics and fashion they have the equal ratio.


what is your budget for your monthly favorite magazine ? 120(15%)

40(30%)

90(26%) 60(29%)

analysis For a marketer it is very important to know the buying behavior of his customer. So in our research we got a blend of different spending behavior because for our student respondents the budget was a major issue and same was for some private employees and the government as well.


which kind of publishing pu blishing pattern magazine you would like to read? fort nightly(10%)

monthly(29%)

weekly(61%)

analysis

The publishing pattern is also very important from a customer point of view because the believe regular change gives them more up to date news. So 61% of our respondents preferred to get the weekly addition.


Q.7 which magazine you are currently reading?

Analysis

From our research we found india today is the market leader. Outlook has its strong presence in the market with 40 percent of market share. Other international magazines are also having a niche market covered.


how you get your issue of magazine?

subscription (31%) retailer(69%)

Analysis

This is another major aspect of assessing customer behavior. This is directly related to sales department of an organization and tells about the relationship of the organization with the customer.


Findings Suggestions Conclusion

Findings and suggestions

Findings

From our research we have found the market potential of print media industry in Indian market. The different buying behaviors of respondents has given the insight regarding their different areas of interest. The great example of growth of Indian print media industry is the recent launch of FORTUNE magazine in Indian market. The expansion of market is on its swing as the statements by FICCI and other research firms worldwide. The different behaviors of the customers could be used to give them their most sought after product.


suggestions 1. The best thing about outlook is it has its good brand awareness as we went to market for selling we realized that outlook has its good brand name. I realized that outlook is lacking somewhere at its positioning part. 2. They should use its ―outlook‖ brand name in a more aggressive manner. Like promotional strategies on affiliation of outlook word with the people and giving them more. 3. Price skimming of the company should improve so that it can compete in the market. Instead of high tail company should follow a mix strategy of high and long tail so that its market share in terms of volume and sales will increase.


Conclusion:

Personal experience The summer internship for me was a great learning experience with that I got to learn a lot of things. first of all I got to see the difference of the reel and real corporate world. The ground realities are truly different from what a student thinks of. The other thing I got to learn was the organizational behavior that initially how warmly the people over there treated with us and than how they expected targets from us and encourages us. The other important thing I got to learn was how to interact with different kind of customers and how to talk confidently. It has really aroused a sense of more confidence in me than ever before.


Project related The project assigned to me was to assess the market potential for the print media industry and I have put my whole hearted efforts to complete it in best efficient and effective way. I have done survey of 256 people from different prospects and on basis of that data gathered from that survey I got to know that OUTLOOK has a good brand image in customers mind and the customer has a quality image of OUTLOOK in their minds. The finding of survey and the other secondary data based information provided me with facts that Indian print media industry has a great future. The most importantly the government is taking initiatives to make the industry go to swing in. The forays of international magazines, news channels and news papers into the 2

nd

highest growing country like India are really fascinating. The increase in Foreign Direct Investment in India in print media industry is also a bold step as part of government decision. Now its increased from 26% to 76%.


Questionnaire

Q1.what is your profession? Ans. A. businessman b. student c. govt. employee d. private employee

Q2.what is your area of interest in reading a magazine? Ans. a. Business b. Fashion c. Finance d. Politics

Q3.what is your budget for your monthly favorite magazine purchase? Ans. a. 40 IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

b. 60 c. 90 d. 120

Q.4 which kind of publishing pattern magazine you would like to read? Ans. a. Weekly b. Fort nightly c. Monthly

Q.5 what other sources you prefer to get news? Ans. a. T.V b. Internet c. News papers d. Mobile alerts

Q.6 what you mainly look for in a magazine? Ans.__________________________________________________________________ _______________


Q.7 which magazine you are currently reading? Ans. a. India today b. Outlook c. Fortune d. The economist Any other__________

Q.8 The most unique thing about that magazine? Ans. __________________________________________ ______________________________________________

Q.9 How you get your issue of magazine? Ans. a. From retailer b. Through subscription IILM INSTITUTE FOR HIGHER EDUCATION- GURGAON

Bibliography:

www.outlookindia.com www.businessstandard.com

www.financiaexpress.com 

Secondary data available in the organization.



Marketing strategy By- O.C.Ferrell Michael D.Hartline



Market research By-Naresh K Malhotra



Marketing management By- Philip kotler


onkarsharma outlook india project

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