SUMMER INTERNSHIP REPORT
THE STUDY OF CUSTOMER PREFERENCE FOR CHOOSING A PARTICULAR MAGAZINE OF OUTLOOK
Submitted by Sudhanshu Shekher Raju! (BBA) 03824401712
""A C#ass $% &'() Under the Supervision of
Mrs* Ass+s!an! Pr$%ess$r Dear!,en! $% Marke!+n- . Sa#es
In !rti!" #u"fi""ment of the $e%uirements for the &e'ree of B!h"ors of Business Administr!tion
De/#ara!+$n
I hereby de"!re th!t the r!inin' $eport onduted !t BY-Sudhanshu Rajput
OUTLOOK INDIA PRI0ATE LIMITED1 NE2 DELHI
Under the 'uid!ne of *r+ S!ndeep ,um!r Son!
Submitted in !rti!" fu"fi""ment of the re%uirements for the &e'ree of BA-./A$S /# BUSISS A&*IIS$AI/ TO AMITY "USINESS SCHOOL AMITY UNI0ERSITY UTTAR PRADESH SECTOR (&31 NOIDA
Is my ori'in!" or !nd the s!me h!s not been submitted for the !!rd of !ny other de'ree5dip"om!5fe""oship or other simi"!r tit"es or pri6es+
P#a/e4 NE2 DELHI
Sudhanshu Shekher Raju!
Da!e4 ()565()
Enr$##,en! Enr$##,en! N$*4 '78&))'(6(&
Le!!er $% Au!h$r+9a!+$n his is to ertify th!t Mr* Tushar Nan-+a 9 nro"ment number A010221300: student of Amity Business Shoo"9 Amity University i"" be doin' his Summer Internship ro'r!m BY-Sudhanshu Rajput
ro;et ith OUTLOOK PU"LISHING :Ind+a; P0T* LT LTD D+ from
he pro;et or entit"ed The S!ud< $% Cus!$,er Pre%eren/e %$r /h$$s+n- a ar!+/u#ar ,a-a9+ne $% Ou!#$$k= embodies the ori'in!" or done by ush!r !n'i! durin' the !bove fu"" tr!inin' period+
Sandee Ku,ar S$na :Indus!r< Gu+de;
Ar$>a#
his is to !pprove th!t Tu Tushar shar Nan-+a1 Na n-+a1 student of *!sters of Business Administr!tion > *?S !t Amity Business Shoo"9 Amity University Utt!r r!desh is pursuin' the Summer Internship on he Study of -ustomer referene for hoosin' ! p!rtiu"!r m!'!6ine of
BY-Sudhanshu Rajput
/ut"oo9 in !rti!" #u"fi"ment of the $e%uirements for the &e'ree of *!ster of Business Administr!tion > *!retin' ? S!"es under my 'uid!ne+ he dr!ft report h!s been !pproved+
*rs+ Assist!nt rofessor
A/kn$?#ed-e,en!
he suess !nd fin!" outome of this pro;et re%uired ! "ot of 'uid!ne !nd !ssist!ne from m!ny peop"e !nd I !m e@treme"y fortun!te to h!ve 'ot this !"" !"on' the omp"etion of my pro;et or+ h!tever I h!ve done do ne is on"y due suh 'uid!ne 'u id!ne !nd !ssist!ne !nd I ou"d not for'et to th!n them+
I ou"d "ie "i e to th!n th !n /U//, UBIS.I I&IA C & & to omp"ete my internship in this or'!ni6!tion !nd supportin' me in !"" the !ys to omp"ete my summer internship tr!inin'+
BY-Sudhanshu Rajput
I !"so t!e this opportunity to e@press ! deep sense of 'r!titude to Mr* Sandee Ku,ar S$na :&eputy *!n!'er9 /U//, UBIS.I I&IA riv!te imited ; his ordi!" support9 v!"u!b"e inform!tion !nd 'uid!ne9 hih he"ped me in omp"etin' this t!s throu'h v!rious st!'es.
I t!e this opportunity to e@press my profound 'r!titude !nd deep re'!rds to my f!u"ty 'uide Mrs* S?a!+ "ha!na-ar for her e@emp"!ry 'uid!ne9 monitorin' !nd onst!nt enour!'ement throu'hout the ourse of this pro;et+ he b"essin'9 he"p !nd 'uid!ne 'iven by her time to time sh!"" !rry me ! "on' !y in the ;ourney of "ife on hih I !m !bout to emb!r+
I ou"d "ie to e@press my 'r!titude !nd indebtedness to the m!n!'ement !nd st!ff of A,+!< "us+ness S/h$$# for providin' me this onderfu" opportunity to '!in pr!ti!" industri!" e@posure in the fie"d of m!retin' !nd s!"es by in"udin' this summer internship !s p!rt of my urriu"um+
!st"y9 I th!n !"mi'hty9 my p!rents9 brother9 sisters !nd friends for their onst!nt enour!'ement ithout hih this !ssi'nment ou"d not be possib"e+
TA"LE OF CONTENTS
Declaration………………………………………………….2 Letter of Authorization……………………… Authorization……………………………………..3 ……………..3 Faculty Guide approval…………………………………….4 Acknowledgeent…………………………………………..! "#ecutive $uary………………………………………...% &ntroduction…………………………………………………' A(out the copany…………………………… copany………………………………………) …………) BY-Sudhanshu Rajput
*i++ion of the copany………………………… copany………………………………….) ……….) ,i+ion of the copany……………………………… copany…………………………………...) …...) -eview of Literature……………………………………….2 -e+earch *ethodology…………………………………….2!
Da!a Ana#
Ee/u!+>e su,,ar< he /U//, roup is one of the best m!'!6ine pub"ishin' 'roups in Indi!+ It is ! e""D non br!nd !nd !pprei!ted !"" over the or"d+ *r+ $!;!n $!he;! is the oner of he /U//, roup+ . /U//, h!s been pub"ished in e &e"hi ontinuous"y sine /t+1EE< by he /U//, roup9 hose foundin' editorDin >hief is *r+ ,rishn! r!s!d+ /U//, is one of Indi!Fs four topD se""in' n'"ish ee"y nes m!'!6ine+ Its br!nhes !re est!b"ished in e &e"hi9 ,o"!t!9 B!n'!"ore9 *umb!i9 -henn!i !nd .yder!b!d+ he he!d offie of the out"oo 'roup is situ!ted in e &e"hi+ od!y /ut"oo is the preferred m!'!6ine of !bout 2 mi""ion re!ders in Indi!9 !nd se""s more th!n 12 mi""ion opies over the ye!r+ here !re : m!'!6ines of out"oo 'roup+ /ne of those m!'!6ines (/U//,) is in .indi !nd other five !re !v!i"!b"e in n'"ish+ BY-Sudhanshu Rajput
he ro;et SU&G /# -US/*$ $#$- #/$ -.//SI A A$I-UA$ *AAHI /# /U//, is !n !ttempt to find out the beh!vior of the onsumers !nd their buyin' tehni%ues !nd to underst!nd h!t !ttr!ts them the more+ #or ev!"u!tin' !nd underst!ndin' the onsumer preferenes9 in /ut"oo Indi! 'roup e !re tryin' to find their business pr!ties !nd ho the m!'!6ine pub"ishin' is m!n!'ed+ e tried to m!e ne str!te'ies to !ttr!t the ustomers !nd !t the s!me time s!tisfyin' their needs !nd re%uirements+ It is observed th!t ustomers !re dis!ppointed due to severe de"ivery prob"em of out"oo+ -omp!ny shou"d fous on ustomer retention by improvin' upon the de"ivery system9 sendin' "oy!"ty 'ifts9 !uto rene!" of subsriptions9 spei!" disounts+ Improve in ontent !nd nes in m!'!6ine for ustomer s!tisf!tion+ -ustomers !"so "oo for different se'ments hih shou"d be offered by out"oo to inre!se the number of subsribers "ie m!'!6ines on f!shion9 I9 infr!struture9 e"ebrities9 !nd 'eo'r!phy+
In!r$du/!+$n In Indi! the rint medi! is more th!n !n e@eption!""y o"d !nd sett"ed industry+ he print business invo"ves d!i"y p!per !nd m!'!6ine pub"ishin'+ Boo pub"ishin' pub "ishin' is more sm!""er yet riti!" !s f!r !s inome+ &espite the f!t th!t it is ! fu"" 'ron industry9 ne m!'!6ines !re ontinuous"y disp!thed onsistent"y+ Indi! h!s been one of the %uiest deve"opin' or"d eonomies sine the previous three ye!rs+ So"id uti"i6!tion !nd risin' inome "eve"s h!ve he"ped the deve"opment of print medi!+ e tit"es th!t onentr!te on nihe topis ontinue to "!unh in the m!ret+ he soures of revenue for ! m!'!6ine !re membership9 sin'"e dup"i!te de!"s !nd ommeri!"s+ ive or t!e 73 of inome ori'in!tes from promotin' !nd 27 from iru"!tion+ he m!'!6ine business is e@perienin' !n e@treme st!'e in Indi! muh the s!me !s in different n!tions+ &!i"y p!pers h!ve !dded supp"ements to their prinip"e issue !nd enro!hed on the subst!ne seured by m!'!6ines prior+ C st!tions h!ve !ddition!""y been disp!thed in diverse "!ssifi!tions th!t didnJt e@ist ! oup"e of ye!rs b!+ #urthermore ith BY-Sudhanshu Rajput
the inre!sed us!'e of the Internet in the n!tion9 more individu!"s !re urrent"y onsumin' nes !nd stories on distintive points on the eb !nd e""phones+ here is sti"" !n interest for top %u!"ity print ontent !nd m!'!6ines i"" need to onvey on th!t need to m!int!in ! str!te'i dist!ne from "ose piee of the pie to different mediums+ A"so9 they "ieise need to investi'!te !nd distribute their ontent on the eb !nd e""phone industries to offer deision to their subsribers to onsume ontent from !nyp"!e !nd henever+ Indi! h!s 4E9000 distributions9 yet ye!r"y inome is simp"y K1+1 bi""ion+ he m!;ority of them need in innov!tion9 sho!sin'9 !nd money to deve"op hih h!s brou'ht !bout fe distributions omm!ndin' the business ith the imes of Indi! roup bein' the business setor pioneer+ -iru"!tion is riti!" for ! m!'!6ine sine it must be re!di"y !v!i"!b"e !nd !dvertised to ustomers+ Bi' pub"i!tions h!ve ! stron' distribution netor+
$et!i"L m!'!6ines !re !essib"e in ret!i" out"ets for s!"e+ he ret!i"er 'ets ! ommission on the s!"e+ *embershipL pub"isher si'ns up subsribers diret"y or throu'h p!rtners !nd de"ivers the issues in m!i"+ Se"etive &istributionL Spei!" sponsored opies !re distributed in p"!nes !nd inns+
he print business in Indi! is e@eption!""y divided be!use of e@p!nsive number of "o!" "!n'u!'es+ erritori!" pub"i!tion distributions "!im 4: of the piee of the pie9 .indi "!n'u!'e pub"i!tions b"!net 44 !nd the rem!inin' 10 is served by n'"ish produtions+ he essenti!" uti"i6!tion of n'"ish m!'!6ines !t present is in metros !nd urb!n entres yet the deve"opment is idenin' to modest urb!n ommunities !s the edu!tion !nd inome "eve"s bui"d !mon' the hite o""!r "!ss+ ith the openin' up of #orei'n &iret Investment (#&I) po"iy9 sever!" intern!tion!" pub"ishers !re !''ressive"y !'' ressive"y enterin' the th e m!ret !nd this trend is e@peted e @peted to ontinue+
Rajan Raheja Gr$u
BY-Sudhanshu Rajput
BY-Sudhanshu Rajput
AB$u! !he C$,an<4 Ou!#$$k PuB#+sh+n- Ind+a P>!* L!d* Mr* Rajan Raheja is the /ner of . /U//, $/U
he /U//, roup is one of the bi''est m!'!6ine pub"ishin' 'roups in Indi!+ It is ! e""Dnon br!nd !nd !pprei!ted !"" over the or"d+ I !s est!b"ished in /tober 1EE<+Its br!nhes !re est!b"ished in e &e"hi9 ,o"!t!9 B!n'!"ore9 U$A/9 -henn!i !nd .yder!b!d+ he he!d offie of the out"oo 'roup is situ!ted in e &e"hi+ Mr* 0+n$d Meh!a !s the editorDin hief hen the first issue of the m!'!6ine !s pub"ished+ In /tober 1EE<9 'roup omp!ny .!th!!y Investments priv!te imited entered the print medi!+ /ut"oo ! ee"y es m!'!6ine '!"v!ni6ed ! s"u''ish m!ret ree"in' under the imp!t of s!te""ite C+ /ut"oo %ui"y p"!ed itse"f !s ! need for re!ders ho v!"ue it in depth+ od!y /ut"oo is the preferred m!'!6ine of !bout 2 mi""ion re!ders in Indi!9 !nd se""s more th!n 12 mi""ion opies over the ye!r+ here !re : m!'!6ines of out"oo 'roup+ /ne of those m!'!6ines (/U//,) is in .indi !nd other five !re !v!i"!b"e in n'"ish+
0ISION OF THE COMPANY e!dership throu'h empoerin' individu!" thou'ht+
MISSION OF THE COMPANY o be the "!r'est !nd the most profit!b"e *!'!6ine ub"isher in Indi! he *!'!6ines under the /ut"oo 'roup omprises of : !tion!" issuesL • • • • • •
/ut"oo n'"ish /ut"oo tr!ve"er /ut"oo money /ut"oo business /ut"oo tr!ve"er "u@e /ut"oo hindi
BY-Sudhanshu Rajput
n'"ish es OUTLOOK 2EEKLY I! is !n independent ee"y 'ener!" interest n'"ish es m!'!6ine pub"ished m!'!6ine pub"ished in Indi!+ Indi!+ It fe!tures ontents from po"itis9 sports9 inem!9 !nd stories of bro!d interests+
#i' 1+3L /ut"oo business OUTLOOK "USINESS It overs !"" !bout the omp!ny !nd industry9 provident fund9 !dvertisin'9 enterprise9 tehno"o'y et+ his m!'!6ine is one of the most se""in' m!'!6ines in Indi!+ *ost business "!ss peop"e prefer to 'et this m!'!6ine+ his m!'!6ine is pub"ished fortni'ht"y i+e+ 1 issue in every 1< d!ys+ Its over prie is 40 rupees per opy+
OUTLOOK MONEY It overs b!n setor9 b!nin'9 insur!ne 'ener!"9
insur!ne deoder9 mutu!" funds+ .o to invest money in the m!ret ? mist!es hen BY-Sudhanshu Rajput
investin'M .o to investM B!si!""y itFs ! person!" fin!nin' m!'!6ine !nd preferred by youn'sters+ It is !"so ! fortni'ht"y *!'!6ine+ Its over prie is $s+ 305D per opy+
OUTLOOK TRA0ELER TRA0ELER
It in"udes !"" the det!i"s "ie !ddress of the tourism spot in
hi""s9 i"d"ife9 !dventure9 be!h9 resorts9 herit!'e9 !nd eeend+ his m!'!6ine is preferred he peop"e ho "ove to tr!ve" tr!v e" to ne destin!tions+ It is ! month"y month" y m!'!6ine+ Its over prie p rie is 100 rupees per opy+
OUTLOOK HINDI
It is for the .indi re!din' !udiene+ .indi re!der eepin' their interests9
re!"ities ? !spir!tions in mind9 it is not ! tr!ns"!tion of out"oo n'"ish+ As As per the m!n!'ement deisions9 it is on"y so"d !t the st!""s or booDstores+ Subsribin' this m!'!6ine on"ine is not yet possib"e+ It is ! ee"y nes m!'!6ine !nd its over prie is $s+ 3<+ BY-Sudhanshu Rajput
Ou!#$$k Tra>e##er Lue provides privi"e'ed !ess to ! or"d of "u@ury tr!ve" for e""D hee"ed tr!ve""ers ho "ie to s!vour the finest '"obeDtrottin' e@perienes+ it is the u"tim!te "u@ury omp!nion youF"" need to m!e your ho"id!ys e@eption!""y e@tr!v!'!nt > hether youFre "ooin' for sp! 'et!!ys9 e@oti be!hes9 i"d"ife s!ntu!ries9 desert s!f!ris or mount!in hide!ys
Mana-e,en! Tea, NAME
DESIGNATION
Suresh Se"v!r!;
Cie Cie resident
Indr!ni" $oy
Cie Cie resident
A"o *!thur
Assist!nt Cie Cie resident
Anup &ivedi
ener!" *!n!'er9 rodution ? Systems
Cidy! Cidy! *enon
ener!" *!n!'er9 Advertisin' BY-Sudhanshu Rajput
!ur!v C!shisht
&eputy ener!" *!n!'er
.im!nshu !ndey
!tion!" .e!d9 Business &eve"opment
A"e@ =oseph
!tion!" .e!d9 $et!i"
it!n;!"i Sin'h
!tion!" .e!d9 *!retin'
A?ards . A/h+e>e,en!s
&ep!rtment of ourism9 overnment of Indi! Ind i! A!rd9 A!rd9 !tion!" o ourism urism A!rd A!rd 2001D 200 1D 2002 !!rded to /U//, r!ve""er for @e""ene in ub"i!tion+
/U//, r!ve""er N 100 .o"id!ys in the .i""sN on the 20049 AA o"d A!rd
In 2002D2003 the overnment of Indi! reo'ni6ed N/U//, r!ve""er et!!ysN !s the Best r!ve" ub"i!tionN+
eeend bre!s from &e"hi !s in the BSS$S top three9 nonDfition !te'ory for 14 onseutive ees in orth Indi!
eeend bre!s from *umb!i !s in the BSS$S "ist top three for 8 onseutive ees in est Indi!
/ut"ooFs eb *edi! Ou!#$$k+nd+a*/$,4 Before 1EE89 /ut"oo !s not !v!i"!b"e on"ine+ But !fter 1EE89
/ut"oo ent on"ine !s out"ooindi!+om+ /ut"ooindi!+om is both out"oos *!'!6ineFs home on the internet !nd !n on"ine pub"i!tion+ oin' on"ine !s ! v!"u!b"e de!" for out"oo 'roup be!use peop"e ho ere tehno"o'y oriented !me "oser to the out"oo 'roupFs m!'!6ines+ Ap!rt from /ut"ooFs printed edition in itFs entire"y supp"emented ith "ins to re"!ted !rti"es on its on site !nd e"sehere on BY-Sudhanshu Rajput
the eb+ /ut"ooindi!+om !"so offers !n !rr!y of /ri'in!" o"umns th!t is on"y me!nt for eb !nd nes upd!tes every d!y ith ! very "ive"y inter!tion ith the re!ders+ Ou!#$$k!ra>e##er*/$,4 In!u'ur!ted !s ! eb resoure in 20009 this tr!ve" ebsite
h!s sine ome ! "on' !y+ /ut"oo tr!ve"er be'!n by openin' up ne vist!s in ebD driven v!!tion p"!nnin'9 ith its hi'h"y foused editori!" fe!tures on !n !rr!y of destin!tions+ Sti"" ! hi'h"i'ht of the ebsite9 these !re supported by too"s !nd resoures th!t m!e puttin' to'ether your ho"id!y ! bree6e O from se"etin' your destin!tion9 to hoosin' your mode of tr!nsport9 findin' your !y !round the m!p9 se"etin' ! p"!e to st!y to !thin' the "o!" festivities9 p"us ferretin' out the ne!rest A*9 fue" stop or yber!fP+ .ere there is somethin' for everyoneQ themed v!!tion ide!s from JA for !dventureJ to J for i"d"ifeJ9 honeymooners dre!m destin!tions9 foodies de"i'hts9 firstDperson tr!ve"o'ues9 ! mess!'e room here you !n e@h!n'e notes or !s us for more info th!t you !ntR And donJt for'et to boo your opies of our intern!tion!" !!rdDinnin' bestse""ers from /ut"oo r!ve"er et!!ys9 !v!i"!b"e !t ! spei!" prie hen you order on the ebsite+ If you !nt ! sne! previe9 thereJre e@erpts from the 'uide boos boo s by renoned !uthors9 !uthors 9 in"udin' the "ies of r!bhu h!te9 $usin Bond !nd =u' Sur!iy!+
Ou!#$$k,$ne<*/$,4 out"oomoney+om t!es for!rd the phi"osophy !nd be"iefs
ushered in by Inte""i'ent Investor (the person!" fin!ne m!'!6ine th!t !s "!unhed in midD1EE89 no non !s /ut"oo *oney)+ he site h!s si@ h!nne"s DD Stos9 *utu!" #unds9 o!ns9 $etirement "!nnin'9 !@!tion !nd Insur!ne DD th!t !ddress bro!d !re!s of the person!" pe rson!" fin!ne spetrum+ spetru m+ /ut"oomoney+om omes ith m!ny inter!tive too"s+ he o!ns h!nne" !"one sports !"u"!tors th!t do !"" the number runhin' ! visitor m!y !nt on home9 !r9 person!" or e%uity "o!ns+ /ut"oomoney+om sees to provide tot!" so"utions to person!" fin!ne issues DD from dissemin!tin' inform!tion to providin' !venues for eDommere tr!ns!tions+ 5-&61 *"D&A
/U//,L In /tober 1EE<9'roup omp!ny h!th !y investment priv!te "imited entered in the print medi!+ /ut"oo9 ! ee"y nesm!'!6ine he!ded by Cinod *eht!9 '!"v!nised ! BY-Sudhanshu Rajput
s"u''ish m!ret ree"in' under the imp!t of s!te""ite C+ /ut"oo %ui"y !rved ! si'nifi!nt nihe for itse"f !mon' disernin' re!ders ho v!"ue its inDdepth9 investi'!tive reportin' !s e"" !s its sty"ish visu!" form!t+ ,non to be fiere"y independent9 /ut"oo h!s sh!en the est!b"ishment on events r!n'in' from ,!r'i" to ,!shmir to riet9 sensitised the re!din' pub"i to import!nt issues iss ues "ie bi' d!ms9 edu!tion !nd 'ender9 !nd provided !n unremittin' un remittin' fous on South Asi!n 'eopo"itis+ od!y9 /ut"oo is the preferred m!'!6ine of 1+< mi""ion re!ders in Indi!9 !nd se""s more th!n 11+2 mi""ion opies over the ye!r+
/U//, */GL In =u"y 1EE89 the roup "!unhed NInte""i'ent InvestorN reDhristened !s N/U//, */GN !s of 30DovD20029 Indi!Js first person!" fin!ne m!'!6ine9 hih offers sound str!te'ies for the "!y investor9 espei!""y the 'roin' se'ment of s!"!ried midd"e !nd upper midd"eD"!ss !nd se"fDemp"oyed profession!"s+ Its mess!'e is "e!r !nd simp"eL JInvest e""9 borro ise"y9 ise"y9 spend sm!rt"yJ+ vident"y9 vident"y9 th!t mess!'e h!s 'one don e""L the m!'!6ine so"d up!rds of 19009000 opies ! fortni'ht ithin ! ye!r+ /ne of its distin'uishin' h!r!teristis is th!t !bout E3 per ent of re!ders ret!in !"" p!st issues of /ut"oo *oney+
/U//, $AC$L $AC$L /ut"oo r!ve"er is ! month"y m!'!6ine from the st!b"e of /ut"oo ub"ishin' Indi! vt+ imited !nd the on"y si'nifi!nt m!'!6ine !imed !t the tr!ve" re!der+ very month sine =une 2001 / h!s introdued re!ders to the onders of unnon destin!tions hi"e !"so enour!'in' tr!ve"ers to t!e ! fresh "oo !t f!mi"i!r p"!es+ hether peop"e !re p"!nnin' ! ho"id!y9 or simp"y dre!min' of one9 /ut"oo r!ve"er ontinues to t!e them "oser
Gu+des $% Ou!#$$k Gr$u Ap!rt from pub"ishin' m!'!6ines9 there !re some 'uides !"so hih is pub"ished by /ut"oo 'roup+ /U//, r!ve"er r!ve" uides pub"ished from out"oo 'roup is tod!y ! e""Dreo'ni6ed9 est!b"ished !nd !no"ed'ed premier tr!ve" referene 'uide boo in Indi!+ In ;ust ! sp!n of 1< ye!rs9 14 suessfu" tit"es h!ve been pub"ished+ BY-Sudhanshu Rajput
Some of them !reLD eeend Bre!s (from &e"hi5 U$A/5 B!n'!"ore5 -henn!i) St!te r!ve" uides ($!;!sth!n9 o!9 ,er!"!9 Utt!r!h!nd9 .im!h!") rein' .o"id!ys i"d"ife .o"id!ys 101 pi"'rim!'e &estin!tions .erit!'e .o"id!ys
OUTLOOK Tra>e#er Gu+des !re not on"y usefu" for re"i!b"e inform!tion !bout the
destin!tion to be visitedQ it is !"so usefu" for noin' the u"ture !nd orin's of th!t destin!tion+ hese 'uides !re 'ener!""y preferred by the peop"e ho "ie to tr!ve" ! "ot !nd ho !re een to no !bout ne destin!tions+
OUTLOOK . I!s C$,e!+!$rs
OUTLOOK GROUP
COMPETITORS
/U//,(IS.)
I&IA /&AG
/U//, */G
*/G /&AG
/U//, $AC$
$AC /&AG
/U//, BUSISS
BUSISS /&AG9 BUSISS -//*G
Ou!#$$ks sa#es and re>enue
BY-Sudhanshu Rajput
In the !bove fi'ure9 /U//, %u!rter"y s!"es dou'hnut is bein' desribed !nd it is observed th!t durin' 2nd %u!rter (=u" > Sep) !nd 4th %u!rter (=!n > *!r) m!@imum revenue is e!rned re!sons thereof !re !s fo""osL •
In the midd"e of 1st !nd 2nd %u!rter9 omp!ny !ppoints o""e'e interns9 ho !re re!""y enthusi!sti !nd foused to!rds their or+ Seond"y9 omp!ny "!unhes Bon!n6! offers durin' this period+
•
&urin' "!st %u!rter9 every emp"oyee 'ives his5her best perform!ne to !hieve the !nnu!" t!r'ets !nd omp!ny e!rns m!@imum profit throu'h its Subsription ? $et!i" divisionF+
STP $% !he Ou!#$$k Gr$u
SEGMENTATION4 /ut"oo fouses on se'mentin' midd"e "!ss !nd upper midd"e "!ss ithin !nd outside I&IA+
TARGETING4 It t!r'ets -orpor!tes9 Institutes9 .ote" industries9 Students !nd Individu!"s+
POSITIONING4 It positions itse"f !s nes m!'!6ine th!t 'ives more th!n ;ust nes+ It overs m!;ority of the se'ments of the m!rets to fu"fi"" every re%uirement of the individu!"+
MARKETING STRATEGIES ADOPTED4 BY-Sudhanshu Rajput
1+ *!ss imperson!" se""in' methods (Advertisin')+
u"" B"end+
2+ #!e to f!e person!" se""in' (S!"esm!n ship)+
ush B"end+
Both of these !re "ose"y re"!ted to the -h!nne" of &istribution+
1+ A u"" B"end is one in hih m!ss imperson!"9 s!"es efforts !re 'iven the 're!test emph!sis+ he purpose of pu"" b"ends to preDse"" to the fin!" onsumers so th!t they dem!nd the produt !t the ret!i" "eve" of distribution+ he firm !doptin' this str!te'y ou"d spend more on !dvertisin' !nd s!"es promotion r!ther th!n in person!" se""in'+
2+ A ush B"end emph!si6es person!" se""in'+ !tur!""y firms !doptin' this method deve"op ! stron' s!"es fore !t both the distributor !nd the de!"er "eve"Q this method ou"d tend to push the produt throu'h the h!nne" of distribution+
PROMOTIONAL STRATEGIES /##$S (1 S *AG 2014D 31S *AG 2014) #$/* /U//, *AAHI $/UL
BY-Sudhanshu Rajput
CURRENT OFFERS4
A SAMPLE OF THE KNO2LEDGE OCKEY4 he no"ed'e ;oey shoed th!t ho muh s!"es is bein' onverted durin' our tr!inin' period+ he fo""oin' is the s!mp"e of /ut"ooFs /u t"ooFs ,=L
BY-Sudhanshu Rajput
Re>+e? $% L+!era!ure Before st!rtin' !ny rese!rh it is very neess!ry to re!d !rti"es !nd other rese!rh p!pers th!t h!ve been ritten on the sub;et in the p!st+ hese "iter!tures he"p us in deve"opin' ! stron' b!se for our study !nd provide us ith inform!tion th!t !n be used durin' the rese!rh+ It !"so he"ps in deve"opin' the ob;etives of our study+ referene is ! personFs fee"in' of p"e!sure or dis!ppointment omin' from omp!rin' ! produtFs perform!ne in re"!tion to his or her e@pet!tions+ *!ny *!n y omp!nies !im for hi'h s!tisf!tion be!use onsumers ho !re on"y s!tisfied try to sith hen ! better offers omes to them+ he preferenes of onsumers !re the resu"t of ! "on' term re"!tionship beteen the br!nd !nd the th e onsumer !s the reent "e!rns on ho to !ssoi!te the br!nd ith !n im!'e !nd see it !s h!vin' ! hi'h %u!"ity+ he no"ed'e of preferenes is import!nt ith respet to different e@erises done !t ! hier!rhi!" "eve"9 neess!ry for the surviv!"+ S!ud<+n- !he C$nsu,er re%eren/es he theory of r!tion!" hoie onsists of !ttitude omponents hih in turn represents the
b!sis of formin' ! preferene+ prefer ene+ his theory 'ives us ! mode" hih h ih he"ps in underst!ndin' underst!n din' the BY-Sudhanshu Rajput
!y onsumer preferenes !re formed !nd 'ivin' us9 in ! ri'ht !y9 ith the essenti!" method for e@!minin' !nd preditin' the evo"ution of onsumer preferenes+ After !n!"y6in' the !y onsumer preferenes !re formed9 ith respet to the theory of r!tion!" hoie9 e !n s!y th!t9 in order to underst!nd the onsumer preferene9 it is import!nt to determine their !nts !nd dem!nds re'!rdin' the perform!ne invo"ved in the purh!se9 the emotion!" resu"ts !nd !"so the sub;etive su b;etive me!sures the onsumers o nsumers use to identify the tendeny for ! produt or servie !s !'!inst the others+
H$? /$nsu,er re%eren/es are %$r,ed
Be"ief th!t the hoie i"" "e!d to ert!in desired perform!ne+ v!"u!tion of $esu"ts+ Be"ief th!t the hoie i"" "e!d to ert!in desired emotions+ Intention
referene
Be"ief th!t the hoie is onsidered orret by others+ Sub;etive omp!rison orm *otiv!tion to !t in !ord!ne ith the opinion of others+ SoureL &eve"opin' ustomer insi'htL he &etermin!tion of -ustomer preferene9 Intern!tion!" ommuni!tion rese!rh9 +irsurvey +irsurvey+om5dos5-ustomer20referene +om5dos5-ustomer20referene20#orm!tionT120<+do 20#orm!tionT120<+do
Cus!$,er L$
BY-Sudhanshu Rajput
Subsribin' to ! m!'!6ine hih !tu!""y me!ns buyerFs f!ithfu"ness9 is !n import!nt f!tor th!t !n determine the m!'!6ineFs sho!sin' !ppro!h* Cunn+n-ha, :(3; defined br!nd "oy!"ty !s th!t p!rt of onsumption hih is e@"usive"y dedi!ted to one br!nd th!t the ustomer often buys+ Aordin' !$ Dru/ker:(3);1 the prinip"e purpose of !ny br!nd is to re!te s!tisfied ustomers+ Inre!sed "oy!"ty h!s been found to "e!d to inre!sed revenue (#orne""91EE29 Anderson !nd ehm!n 1EE4) !nd redution in the ost of future tr!ns!tion ($eihhe"d1EE:Q Bo"ton1EE8)+ ! r'ues es th!t th !t br!n br !nd d "oy!" "o y!"ty ty invo in vo"v "ves es mo more re th!n th!n the the ontin ontinuou uouss pur purh!s h!see of of the the s!me s!me br!n br!nd9 d9 Da< :(; !r'u it is ! h!bit+ B!sed on this !r'ument9 a/$B< :(6(; deve"oped ! fr!meor th!t puts to'ether ustomer beh!vior !nd ustomer h!bit+ he beh!vior !spet refers to the onst!nt repetition of buyin' ! produt over ov er ! period of ye!rs (subsription)+ (sub sription)+ .!bit de!"s ith the ustomerFs desire to buy ! produt !'!in+ -ustomer "oy!"ty invo"ves ! re!din' h!bit9 but !"so ! ye!r "on' re"!tionship beteen the m!'!6ine !nd the ustomer+ he re!din' h!bit9 hih "e!ds to ustomer "oy!"ty9 is ombined ith ! series of riteri!9 suh !s the !y of buyin' m!'!6ines9 re!din' time !nd person!" h!r!teristis !s e"" !s the p"!e+h!tFs hy ! subsriber9 for e@!mp"e9 m!y h!ve h!ve diffe different rent vies vies on the !y of of buyin' buyin' ! m!'!6i m!'!6ine ne th!n !n o o !s !sio ion! n!"" buye bu yer+ r+ herefore9 a//$rd+n- !$ D+/k and "asu (1EE4) !nd !"so O#+>er (1EEE)9 ustomer "oy!"ty st!rts ith ! h!bit th!t m!y sometimes form !n !ssoi!tion ith the br!nd+ The Pr+/+n- . ua#+!< $% C$n!en! he %u!"ity of ontent !s e"" !s the prie of m!'!6ines is !n import!nt v!ri!b"e th!t
inf"uenes re!ders either positive"y or ne'!tive"y+-ontent is !n import!nt f!tor so th!t the re!d re!der er !n !n 'et 'et !n ide! ide! !bou !boutt the the %u!" %u!"it ity y of of ! m!'!6ine m!'!6 ine !nd theref the refore ore h!s ! si'nif si' nifi! i!nt nt imp!t imp !t on ustomer beh!viour+ A//$rd+n- !$ "err< :(3;1 ert!in omponents !nd different e"ements !re vieed !s !spets of v!"ue9 so th!t ! ho"e !dministr!tion mi'ht be desribed !s ! %u!"ity !dministr!tion9 .ene !n or'!ni6!tion th!t is depend!b"e in terms of fin!ni!" resu"ts !nd perform!ne is ! 'ood si'n of ontent %u!"ity for m!'!6ine ustomers+ $hn O Shau-hness< :(86; m!retin' str!te'y is ! bro!d onept of ho resoures !re to be uti"ised to !hieve m!ret suess+ he ontent for ! m!retin' m!ret in' str!te'y shos ho ho the ey fe!tures of the offerin' (produt9 prie9 promotion !nd distribution) !re intended to !hieve firms ob;etives+ Re#a!+$nsh+ Be!?een Ma-a9+ne ua#+!< and SuBs/r+!+$n BY-Sudhanshu Rajput
he %u!"ity !spets th!t inf"uene the re"!tionship beteen ! m!'!6ine !nd its subsribers m!y in"ude either e@tern!" f!tors9 for e@!mp"e "o prie9 time"y de"ivery !nd the editorFs reput!tion+ It m!y !"so in"ude some intern!" f!tors suh !s the over desi'n9 p!per %u!"ity !nd the %u!"ity of !rti"es+ he r!n'e of d!t!9 m!'!6ineFs soures ? the over!'e of stories !"so h!s !n imp!t in the re!derFs s!tisf!tion !nd subsription :Gr$n#und1 &''&;* &ifferent studies infer th!t m!'!6ines !re more ! servie !nd not ;ust ! produt9 so it is neess!ry to 'ive !ttention to the ontinuous subsription servie+ -ontinuous servie me!ns the subsribers t!e ! m!'!6ine !nd 'et ! disount on the ost for ! "on' period9 norm!""y one or to ye!rs+
' ro from time to time+ Nars+,ha Ra$ P*0*L /$nsu,er sur>e< :&''3; press ontinues to 'ro ress !dds 3: mi""ion onsumers in the "!st to ye!rs over the "!st three ye!rs the number of onsumer of m!'!6ines put to'ether !mon' those !'ed 1< ye!rs !nd !bove is 'roin' 4 every ye!r+
SouresL httpsL55+!!demi!+edu523222<75-onsumerT*!'!6ineTSubsriptionTheT$o"esTofT-ustomerTS!tisf!tionT!ndT-ontent Tu!"ity httpL55+'"obeo+ro5pDontent5up"o!ds5vo"5sp"it5vo"T1TnoT15'eoT2013Tvo"1T!rtT01<+pdf
Resear/h Me!h$d$#$-< he methodo"o'y !dopted for the study is divided into 7 ph!sesL Phase (4 Pr$du/! Tra+n+n- and Kn$?#ed-e BY-Sudhanshu Rajput
his me!ns over vie of !"" the m!'!6ines of out"oo Indi! 'roup in det!i"+ o no ho one m!'!6ine distin'uishes from the other9 in terms of fe!tures9 t!r'et ustomers9 re!dership9 !nd iru"!tion+ Sine9 out"oo is ! print medi!Q e 'et to no the !ddDon thin' ho ! print medi! ors9 ho ostin' p"!ys !n effetive ro"e in s!"es !nd m!retin'+
Phase &4 Iden!+%+/a!+$n $% se-,en!s
he Indi!n m!ret is very hu'e9 thus9 !terin' the needs of diverse ustomers+ hus in the seond ph!se identifi!tion of ne se'ment is must+ Se'ments "ie re!" est!te9 ret!i"s9 "ubs9 hote"s et ere identified+
Phase 74 Te#eCa##+n-
roesses in hih e m!e !"" to the ustomer !nd !s them to subsribe on"ine+ In third proess !""in' is m!de to those ustomer ho ere !"re!dy !"re !dy the subsriber of the m!'!6ine !nd hose subsription is 'oin' to e@pire or !"re!dy e@pired+ It is done by usin' the d!t!b!se provided by the ustomer+ us tomer+
Phase )4 C$#d /a##+n-
ener!tion of d!t!b!se from ebsites "ie fundood!t!+om !nd others9 for omp!nies in different se'ments9 present in &e"hi5-$ to no ho they promote their br!nd !nd to m!e them !!re !bout the ne m!retin' too"s !nd str!te'ies thus !dopted by s!"es ? promotion te!m of the out"oo 'roup+ he termino"o'y used for ustomersL • • •
he "ist of ustomers present in the d!t!b!se th!t !re to be ont!ted+ he "ist of ustomers ho !re interested in the promotion+ he ustomers ho fin!""y "ose the de!" on ! positive note+
Phase 34 C$r$ra!e e$sure
BY-Sudhanshu Rajput
A meetin' is fi@ed ith the onerned person (.e!d Business &eve"opment9 *!retin' .e!d et+) of the omp!ny to no ho the promotion too"s !nd str!te'ies bein' fo""oed+ As per the re%uirements of the m!retin'5promotion dep!rtment9 ! business propos!" is m!i"ed !"on' ith the !ppropri!te ostin' for their referenes9 fo""oed by onst!nt fo""o ups+
Phase 4 Genera!+$n $% sa#es
Assistin' the s!"es !nd promotion te!m in promotin' s!"es by onvertin' present ustomers in d!t!b!se ho !re to be ont!ted to ustomers ho fin!""y "ose the de!" on ! positive note+ -onse%uent"y9 s!"es !re 'ener!ted !s per the t!r'ets+
Phase 64 ues!+$nna+re sur>e<
he survey is !rried out to no the urrent m!ret trends in e!h se'ment !nd to !n!"y6e ompetitorFs produts in th!t p!rtiu"!r se'ment+ S$ur/es $% Da!a C$##e/!+$n
he rese!rh is b!sed on both Pr+,ar< da!a
#or o""etin' the prim!ry d!t! the survey !s done throu'h question ques tionnaire naire 9 hih !s person!""y 'iven to different peop"e !nd !s fi""ed throu'h inter!tin' ith different !'e 'roups9 se@9 !nd oup!tion+ + Se/$ndar< da!a
#or theoreti!" overvie9 seond!ry d!t! !s o""eted from different ebsites !nd rese!rh p!pers+ he soure of d!t! o""etion for the observ!tion is rim!ry d!t! hih is o""eted from the uestionn!ire+ + rim!ry d!t! !re ori'in!ted by ! rese!rher for the speifi purpose of !ddressin' the prob"em !t h!nd+
Resear/h Des+-n4 he methodo"o'y to be used ou"d be ! &esriptive $ese!rh &esi'n+ BY-Sudhanshu Rajput
Sa,#+n- Me!h$dsL here !re to methods of se"etin' s!mp"es from the popu"!tionL on rob!bi"ity s!mp"in' rob!bi"ity S!mp"in' • •
In this rese!rh9 I h!ve used the first method i+e+ the on rob!bi"ity S!mp"in'9 be!use of the time onstr!ints !nd !"so to '!ther !s muh inform!tion !s possib"e+ •
Sa,#+n- !e/hn+ueL
Initi!""y9 ! rou'h dr!ft !s prep!red eepin' in mind the ob;etive of the rese!rh+ A study !s done in order to no the !ur!y of the uestionn!ire+ he fin!" uestionn!ire !rrived on"y !fter ert!in import!nt h!n'es ere done+ hus my s!mp"in' !me out to be onvenient hih is ! type of on prob!bi"ity s!mp"in'+ Sa,#+n- Un+!L he respondents ho ere !sed to fi"" out %uestionn!ires !re the s!mp"in' units+ hese •
omprise of peop"e from different oup!tions in Indi!+ Sa,#e S+9e4 he s!mp"e si6e !s restrited to on"y 10<9 hih omprised of m!in"y peop"es from •
different re'ions of Indi!+ ues!+$nna+re4 A strutured %uestionn!ire ou"d be desi'ned !nd the ustomer preferenes ou"d be
determined usin' the survey !nd observ!tion method+
BY-Sudhanshu Rajput
Da!a Ana#
GENDER MALE Male male female FEMALE male m Female Male Female female
he pie represents the perent!'e of m!"e ? fem!"e subsribers* he m!"e subsribers !re 3(J here!s the fem!"e !ount to )J+
OCCUPATION
Student
! 50%
BY-Sudhanshu Rajput
Self Employed
2 23% 3
Professiona l
2 27% '
he pie shos th!t m!@imum subsribers !re students fo""oed by se"f emp"oyed peop"e !nd fin!""y the profession!"s+ Student subsribers !re 3'J9 se"f emp"oyed !re &7J9 !nd rofession!"s !re &6J+
Do you read magazines?
Ye Ye s "o
) !% % #%
he pie shos the perent!'e of peop"e ho re!d5do not re!d m!'!6ines+ herefore )J of them !re found to re!d m!'!6ines hi"e the rest J do not re!d !ny m!'!6ine*
Which is your faouri!e magazine?
BY-Sudhanshu Rajput
/ut"oo
(
1:
/ut"oo business
(&
12
/ut"oo tr!ve""er
(3
he pie represents the different m!'!6ines9 !s e !n see the number of Indi! tod!y subsribers !re the m!@imum fo""oed by /ut"oo !nd so on+ *oney tod!y !nd /ut"oo money h!s the "e!st number of subsribers9 hih shos th!t peop"e !re "e!st interested to!rds the fin!ne m!'!6ines+
BY-Sudhanshu Rajput
Which of !he fo""o#ing do you $refer?
Print Edition
% 7#% %
$iital Edition
2 2!% 4
he pie shos the print edition is more popu"!r !mon' the m!'!6ine subsribers !s omp!red to di'it!" edition+ rint edition !ounts to 6J here!s di'it!" edition !ounts to on"y &)J+
Ou!"oo% &agazines carry re"ean! informa!ion'
Stronly $isaree
4
!%
$isaree
&%
'n(ertain
) 7
)ree
%3 7
BY-Sudhanshu Rajput
Stronly )ree
7
his pie shos the m!@imum peop"e !'ree to the f!t th!t m!'!6ines of /ut"oo !rry re"ev!nt inform!tion hi"e some peop"e !re sti"" unert!in !bout the f!t+ 6(J peop"e be"ieve th!t out"oo m!'!6ines do !rry re"ev!nt inform!tion hi"e (8J !re unert!in+ A sm!"" perent!'e of peop"e !'ree !s e"" !s dis!'ree to the !bove st!tement+
Which $aymen! offer do you $refer for su(scri(ing magazines?
*ash
!4 7
+nline Payment
4 7
*he,ue
7
he pie h!rt represents the different p!yment methods preferred by the ustomers+ 3&J peop"e p!y by !sh9 78J m!e on"ine p!yment !nd ('J do the p!yment throu'h he%ue+
Do you fee" Ou!"oo%)s gif!s * magazines are meaningfu"?
BY-Sudhanshu Rajput
Ye Ye s
% 7#% '
"o
2 2!% 4
he pie h!rt shos th!t 6J ustomers be"ieve th!t /ut"oo h!s 'ot 'ifts !nd m!'!6ines hih !re me!nin'fu" hi"e &)J dis!'ree to the s!me+
Wha! are !he difficu"!ies you face #hi"e receiing !he magazine?
$eliery time
! 5&%
*ustomer seri(e
2 2#% !
+ld (ontent."e/s
&5% !
+ther
' %
he pie shos th!t the m!;ority of ustomers !re unh!ppy ith the de"ivery :3(J; here!s some be"ieve th!t ustomer servie :&J; is !"so not 'ood+ A sm!"" perent!'e h!s prob"ems re'!rdin' the o"d ontent5 nes :(3J; in the m!'!6ines+ 8J ustomers f!es other diffiu"ties+
BY-Sudhanshu Rajput
Price +P"ease ran% !he fo""o#ing cri!eria according !o your $reference a! !he !ime of choosing !he magazine,
&
) %
2
4 !!%
3
4 !3% !
!
4 !%
hen hoosin' ! m!'!6ine9 m!;ority of the subsribers :))J; be"ieve th!t prie shou"d be the seond preferene9 here!s )7J be"ieve th!t prie shou"d be 'iven the third preferene+ A sm!"" of peop"e thin th!t prie !s !n import!nt f!tor shou"d be 'iven the 1st !nd 4th preferene for hoosin' ho osin' ! m!'!6ine+
-rand +P"ease ran% !he fo""o#ing cri!eria according !o your $reference a! !he !ime of choosing !he magazine,
&
4 3%
BY-Sudhanshu Rajput
2
3 37% '
3
2 20%
!
4 !%
here is ! ut thro!t ompetition hen it omes to the f!tor of br!nd+ 7J subsribers s!y th!t br!nd shou"d be the first preferene here!s 76J s!y th!t it shou"d be 'iven the seond preferene hi"e hoosin' hoo sin' ! m!'!6ine+ &'J be"ieve th!t br!nd is not th!t import!nt so it !n be preferred in the third thir d position+
Con!en! +P"ease ran% !he fo""o#ing cri!eria according !o your $reference a! !he !ime of choosing !he magazine,
&
% 72% !
2
2 20%
3
! 5%
!
3 3%
he f!tor of -ontent is 'iven by ! m!;ority of the subsribers9 !s omp!red to the prie !nd br!nd+ 6&J be"ieve th!t ontent is the th e most import!nt p!rt of ! m!'!6ine m!'!6 ine so it shou"d be preferred first+ BY-Sudhanshu Rajput
Coer Design +P"ease ran% !he fo""o#ing cri!eria according !o your $reference a! !he !ime of choosing !he magazine,
&
&% )
2
3 3#% %
3
2 2% )
!
&% )
.ereby it is on"uded th!t the m!@imum subsribers5peop"e thin th!t C$n!en! shou"d be 'iven the first preferene9 fo""oed by the Brand9 !nd then the /$>er des+-n !nd "!st"y the r+/e hi"e hoosin' ! m!'!6ine+
Any sugges!ions./eed(ac% Outlook should start start fashion magazine as well. Always put authentic content content :) he ser!ice is remarka"le and.he #Outlook# magazine pro!ides a good insight into the current political$ economic and social issues. A perfect weekly magazine% he "usiness edition must touch upon the digital marketing aspects in depth& considering it is one of the most popular marketing techni'ues for "usinesses today.all the "est (o (o feed"ack.... indly pro!ide a committed time of deli!ery no suggestions from my side... *ood +ontent. (ope co!er can "e more attracti!e. , he magazines should "e deli!ered on time and not - days late Magazines should "e deli!ered in time. oor ser!ice$ fake commitments. /mpro!e deli!ery
Num(er of dai"y res$onses BY-Sudhanshu Rajput
S2OT Ana#
Innov!tive !nd ustomer oriented produts+ Si@ different m!'!6ines hih over m!;or se'ment of the m!ret !nd fu"fi"" the
needs of different !'e 'roup be"on'in' to different setors+ @"usive photo'r!phy !nd !rti"es9 /U//, does not opy the ontent from
internet !nd p!ste in its m!'!6ines+ /U//, h!s e"" or'!ni6ed !nd e@periened m!n poer9 hih !ppro!h diret"y
!nd indiret"y !s e""9 to the re!ders+ /U//, h!s set up its on stron' distribution h!nne"9 hih iru"!te 1+< mi""ion
opies in I&IA+ /U//, 'ives you mu"tip"e times !ddress h!n'e f"e@ibi"ity !nd h!r'e nothin'
for the servie+ /U//, is non for its r!n'e of m!'!6ines9 subsription offers (!"so !v!i"!b"e
ith internet edition) !nd provide ith e@itin' 'ifts to the ustomers+
2eakness4
rie of some m!'!6ines is hi'h -ustomer pereption th!t out"oo serves to ! po"iti!" p!rty+ It t!es four ees in de"iverin' first opy of the subsriber !nd to ees in !se of
!ddress h!n'e+ /U//, t!es to months of time in de"iverin' the 'ift+
BY-Sudhanshu Rajput
O$r!un+!+es4
It h!s m!ny produts !pturin' !"" setors inform!tion so it h!s !n opportunity to
beome ! m!ret "e!der+ /U//, !n inre!se its produt "ine by "!unhin' ne m!'!6ines9 hih !n
inre!se the m!ret sh!re of /U//,+ /U//, h!s !n opportunity to promote its m!'!6ines !t intern!tion!" "eve" ith intern!tion!" edition+
Threa!s4
umber of ompetitors in the m!ret+ Indi! tod!y h!s !"re!dy !ptured the bi' m!ret sh!re ereption of re!dersF9 /U//, f!vours -on'ress p!rty !nd does not rite !nythin' !'!inst the p!rty+
Resu#!s Resu#! s and a nd D+s/uss+$ns D+s/uss +$ns L • • •
It is observed th!t m!@imum numbers of subsribers !re m!"es+ *!;ority of the subsribers !re students fo""oed by se"f emp"oyed peop"e+ Indi! od!y ! diret ompetitor of the /ut"oo roup h!s been found to be f!vorite
•
!mon' the m!'!6ine subsribers+ Anytime the rint edition is preferred over the &i'it!" dition+ *!;ority of the subsribers be"ieve th!t the inform!tion of /ut"oo m!'!6ines is of
•
re"ev!ne+ *ost"y peop"e !re i""in' to m!e the p!yment by !sh fo""oed by on"ine !nd "!st"y
•
•
• •
throu'h he%ue++ e!r"y 47 of the /ut"oo subsribers sub sribers f!e prob"ems prob"e ms of de"ivery here!s 2< be"ieve th!t the ustomer usto mer servie is not up to the m!r+ ifts !re ! m!;or !ttr!tion for the ustomers+ he m!@imum subsribers5peop"e thin th!t C$n!en! shou"d be 'iven the first preferene9 fo""oed by b y the Brand9 !nd then the /$>er des+-n !nd "!st"y the r+/e hi"e hoosin' ! m!'!6ine+
-onsiderin' the 'ifts hih !re ! m!;or !ttr!tion to subsribe for m!'!6ines shou"d not be the hoie of the ustomers ustomers !s peop"e shou"d sho u"d fous on re!din' !nd ! nd not ;ust subsribin' the m!'!6ines for 'ifts+ /ut"oo shou"d !"so improve on the ustomer servie !s e"" !s the de"ivery time so !s more number 'ets !ttr!ted to!rds their m!'!6ines r!ther th!n BY-Sudhanshu Rajput
Indi! od!y+ Better ustomer servie i"" "e!d to retention !nd inre!se in s!"es for the pub"ishin' house+ hou se+
Re/$,,enda!+$ns4 (* E%%e/!+>e r$,$!+$na# s/he,e a s!ra!e-< %$r /$nsu,er ,$!+>a!+$n4 It is import!nt to motiv!te the onsumer to subsribe for the m!'!6ine for boostin' the s!"es
!nd itFs obvious th!t most of the onsumers i"" not 'et motiv!ted un"ess !nd unti" they 'et h!t they !nt+ #rom the m!ret survey it !s !b"e to identify th!t the motiv!tin' f!tors !re the 'ifts provided !"on' ith the subsriptions !nd !ordin' to most of the onsumers ! 'ood 'ifts !re one hih h!ve 'ood br!nd v!"ue !ssoi!ted ith it !nd those hih offer better uti"ity+ &* Cus!$,er re!en!+$n
It is ! norm!" s!yin' th!t ustomer !%uisition is 'ood9 retention is better+ his is be!use ! ustomer ret!ined is e%u!" to five ne ustomers !s the money spent for !%uirin' ! ustomer is !"u"!ted to be five times the money spent to ret!in ! ustomer+ #rom the inform!tion obt!ined from /ut"oo9 if !s identified th!t /ut"oo does nothin' for ustomer retention+ /ut"oo needs to formu"!te !nd imp"ement ustomer retention !nd "oy!"ty pro'r!ms to ret!in the ustomers+ • • • • • • •
reet the ustomers ith e@itin' 'ifts durin' spei!" o!sions Se"" the subsription rene!" !t disount Auto rene!" of subsription A""o 'r!e period for subsription e@piry Send "oy!"ty 'ifts /r'!ni6e entert!inment events for subsribers /r'!ni6e 'et > to'ether
7+ I,r$>ed ,a-a9+ne %$r /us!$,er #$
o improve ustomer "oy!"ty !nd thereby inre!se vo"unt!ry s!"es out"oo m!'!6ine h!s to or on its e!nesses !s e@peted by the ustomers of the m!'!6ine Sine the %u!"ity of ontent !nd over!'e !re sub;etive in n!ture9 /ut"oo needs to identify h!t !re e!nesses of the urrent ontents !nd over!'e of the m!'!6ine !s e"" !s the ustomersF e@pet!tions !bout them+ #or this /ut"oo shou"d 'o for det!i"ed survey !nd ustomers feedb! so th!t it !n underst!nd the ustomersF e@pet!tions !s f!r !s ontent !nd over!'e of the m!'!6ine !re onerned+ /ne the ustomer e@pet!tion is identified /ut"oo need to restruture the BY-Sudhanshu Rajput
m!'!6ine by imp"ementin' the ustomer re%uirements !nd dem!nds in order to improve their s!tisf!tion "eve" hih i"" in turn boost the m!'!6ine !s e"" !s subsription s!"es+
C$n/#us+$n4 he out"oo 'roup is ! 'ood n!me in the m!'!6ine industry !nd one of the top four in the print industry of Indi!+ Ind i!+ Its !ver!'e re!dership re!ders hip in the ountry is inre!sin' inr e!sin' but it needs to be !refu" of its ompetitors+ Its bi''est ompetitor in the m!ret is Indi! od!y+ he m!in prob"em ith out"ooJs out"ooJ s promotion str!te'y is th!t th! t it re"ies too muh on s!"es s!"e s fore for inre!sin' iru"!tion of its m!'!6ines+ /ut"oo shou"d devise ! m!retin' p"!n to do this9 e@ept for the promotion!" disounts+ hese disounts !re re!""y p!yin' them off ith some 'ood inre!se in s!"es+ he nesst!nds !nd s!"es e@eutives rem!in to be the most prev!"ent soure of s!"es be!use of the on"y re!son th!t they donJt !dvertise muh or it is ne'"i'ib"e+
Re%eren/es4 BY-Sudhanshu Rajput
ebsites httpL55+out"ooindi!+om5!boutus+!sp@9 "!st brosed on 2:th =une9 2014 httpL55+out"ooindi!+om5!boutus+!sp@9 httpL55+out"ootr!ve""er+om599 "!st brosed on 2:th =une9 2014 httpL55+out"ootr!ve""er+om5 httpL55+out"oobusiness+om599 "!st brosed on 2:th =une9 2014 httpL55+out"oobusiness+om5 httpL55+out"oomoney+om599 "!st brosed on 2:th =une9 2014 httpL55+out"oomoney+om5 httpL55+dosto+om5dos5:<0E17745$ese!rhDAn!"ysisDonD-onsumerDBuyin'D Beh!viour 9 "!st brosed on 1st =u"y9 2014 httpL55+'"obeo+ro5pD ontent5up"o!ds5vo"5sp"it5vo"T1TnoT15'eoT2013Tvo"1T!rtT01<+pdf 9 "!st brosed on 1st =u"y9 2014 httpsL55+!!demi!+edu523222<75-onsumerT*!'!6ineTSubsriptionTheT$o"esTofT-ust omerTS!tisf!tionT!ndT-ontentTu!"ity9 "!st brosed on
Boos B"!e""9 $+9 *ini!rd9 + !nd n'e"9 =+ (200:) -onsumer beh!vior9 *!sonL hompson ,ot"er9 + !nd ,e""er9 ,+ (2011) *!retin' *!n!'ement(14th edition)9 ondonL e!rson du!tion !bbott9 *+ !nd .o''9 + (1EE8)+ -onsumers !nd servies9 -hihesterL =ohn i"ey i"ey ? Sons+
Aend+4
uestionn!ire The s!udy of consumer $reference in choosing a $ar!icu"ar magazine of !he Ou!"oo% Grou$ NA&E
AGE
BY-Sudhanshu Rajput
GENDER
OCCUPATION o
0tudent
o
0elf Employed
o
rofessional Do you read magazines?
o
1es 1e s
o
(o Which is your faouri!e magazine?
o
Outlook
o
Outlook "usiness
o
Outlook tra!eller
o
Outlook money
o
/ndia today
o
2usiness today
o
ra!el today
o
Money today Which of !he fo""o#ing do you $refer?
o
rint Edition
o
3igital Edition
P"ease ran% !he fo""o#ing cri!eria according !o your $reference a! !he !ime of choosing !he magazine
4ank 5
4ank 6
4ank 7
rice
BY-Sudhanshu Rajput
4ank 5
4ank 6
4ank 7
2rand +ontent +o!er 3esign Ou!"oo% &agazines carry re"ean! informa!ion' o
0trongly 3isagree
o
3isagree
o
8ncertain
o
Agree
o
0trongly Agree Which $aymen! offer do you $refer for su(scri(ing magazines?
o
+ash
o
Online ayment
o
+he'ue Do you fee" Ou!"oo%)s gif!s * magazines are meaningfu"?
o
1es 1e s
o
(o Wha! are !he difficu"!ies you face #hi"e receiing !he magazine?
o
3eli!ery time
o
+ustomer ser!ice
o
Old content9(ews
o
Other:
BY-Sudhanshu Rajput
BY-Sudhanshu Rajput
