ANALYSIS OF MARKETING MIX INVOLVED

IN E-MARKETING OF OUTLOOK
MAGAZINES

GUIDED BY PRESENTED BY

PROF. S. SENAPATI MONIMITA GANGULY

PRIMARY OBJECTIVES
 To understand the Marketing Mix of E-Marketing involved at
Outlook Group.
 To know how the Digital Platform is helping The Outlook
Group in making sales and profits.
 To know how much the Digital Platform is helping Outlook
Group in making it more and more popular among public.
 To generate sales lead for Outlook Magazines subscription.
SECONDARY OBJECTIVE

 To collect the feedback and analyze the response affecting the

sales of the Outlook Magazines.
 To work on improving convincing skills through Digital
Platform.
OVERVIEW OF THE INDUSTRY
 India has been one of the fastest growing world economies
since the past three years. Robust consumption and rising
income levels have helped the growth of print media.
 The print media industry has potential to grow larger as 369
million literate people in India are still not tapped by any
publication.
 Print media is also the favourite segment for global investors
with maximum foreign investment in this segment. The digital
subscriptions is also dominant in the print media.
 In the year 2014-15, the number of print media publications had
increased 5.8% to 105,443.
READERSHIP SURVEY
To evaluate the Industry profile, there are two
government agencies
 National Readership Survey – NRS

 Indian Readership Survey - IRS

INTRODUCTION
OUTLOOK is a Print Media Publishing House
 Outlook Publishing Pvt. Ltd one of the part of “ RAJAN
RAHEJA GROUP” holds its 6th position in the top 10
Magazines rating done by IRS.
 Outlook magazines were first introduced in October 1995
by MR. Vinod Mehta.
 Mr. Rajesh Ramachandran is the current working editor in
chief of Outlook Magazines.
 The hard copy of this magazine is circulated among
425000 people in India and in total there are 4 million
readers of outlook magazines (print digital).
OUTLOOK MAGAZINE'S MARKET SHARE
30% 30%
30 29%
India Today
General Knowledge Today
25
Pratiyogita Darpan
Outlook
20

15 13%
13%
11%
10% 10%
10 8%
8%
7%
6%
5

0
2017 2014 2013

*Data from Indian Readership Survey 2017, Outlook's Market Share compared with Leading 3 Players (Data is non-exhaustive)
BRAND NAME DEVELOPMENT
Functional or Descriptive Names
 Derived from basic benefit derived from product

 Outlook= point of view

 Brand equity
 Brand assets Performance that adds value to the brand
 Brand Awareness
 Emotional connections
 Brand loyalty
 Product line extension
 Price Premium
 Brand Liabilities:
Customer Dissatisfaction

 Product or Service Failures

 Questionable Business Practices

 Poor record on social issues
 Negative associations
 Have to find brand equity

 BRAND ASSTES-BRAND LIABILTY

 Market Share = Product Position X
Marketing Efforts
 Break-Even Volume = (Fixed Expenses)/(Margin
per Unit)
 Break-Even Market Share = (Break-Even
Volume)/(Market Demand)
OUTLOOK MAGAZINE'S BREAK EVEN VOLUME
5,78,000 Units per Annum1

Outlook Magazine's Break Even Market Share

2% revenue of the Industry2

1. Based on assumptions and average market sizing data (IRS Survey 2017)
2. Data is based on external sources with the figure being a rough approximation
Outlook Magazine's Break Even Volume
5,78,000 Units per Annum1

Outlook Magazine's Break Even Market Share

2% revenue of the Industry2

1. Based on assumptions and average market sizing data (IRS Survey 2017)
2. Data is based on external sources with the figure being a rough approximation
7 P’S OF MARKETING
RELATING TO OUTLOOK MAGAZINES

 Products

 The company defines each product according to various segments and is

trying to cover each segment. Magazine like outlook money and outlook
business aims at corporate world and working class. Outlook saptahik is
mainly for people with limited access to English. Every product aims at a
particular target market and age group.
 There are 5 different magazines in different categories (OUTLOOK
WEEKLY,
OUTLOOK MONEY, OUTLOOK HINDI, OUTLOOK BUSINESS,
OUTLOOK TRAVELLER).
 Not only the magazines there are guide books also as a product.

 There are mainly 7 guide books.

 Product Differentiation
 For some subscriber market is not price sensitive and they retain more
according to the content. And how Outlook is different as a brand and what
other features it is provided. And how it is different from its competitor.
 Points of Differentiations
 Late established and more circulated as compared to India Today.
 Easy to read
 India today get printed in Thrusday and published on Friday.
 Outlook get printed in Friday and published at Saturday.
 Because Movie get released, Share Markets fluctuations, Off Corporate.
 Quality of page is good.
 Focus on print.
 Subscription Price is less than India Today
PRICE
 Penetration Pricing Method is used because there is No/limited
differentiation
 Price-sensitive customers

 Many competitors

 So, the pricing is decided on analyzing the competitors pricing

strategy. Even a slight decrease in price account for high profit.
 Online Subscription offer have to be a mode to save the value for
money as it’s cheaper than individual magazine with a marked
difference.
 Pricing of outlook magazines are very reasonable as compared to
other magazines.
 As the target market is middle class and upper middle class, so the
pricing is done on the basis of that aspect.
PLACES

 Place is selected according to the product keeping in mind its

target market and the age group.
 Magazine that have high probability to be sold among the elite
class are some of the places are business centres, Hotels,
Resorts, Shopping Malls, Health care centres, Airports,
Corporate etc.
 Outlook group has variety of magazines and that’s the reason
there are many places where they can do business.
 Online subscriptions which were provided by Outlook group
gives huge discounts to final customers as well as retail shops.
 There is another website which deals with wholesalers and
distributors also outlook group sold their magazines at bulk
and gave them
PROMOTION
 Advertising Carryover Effects is use to promote Outlook Magazines because
advertising effort made in a given period will produce some additional sales
response in subsequent sales periods.

 PUSH COMMUNICATION STRATEGY is use to promote the Magazines

because under Push Strategy, you are pushing your product and services onto
the customers, you are try to convince them that this is something they need or
want.

 When you convince a customer this often leads to battle to price and can result
in offering pricing discounts and promotions etc.

 Outlook magazines offers many promotional and discounted Schemes to attract

their customers.

 Like the recent offer of outlook magazines is that they are providing cash
discount, other discounts and gifts (strolly bag, 4 in 1 bag set, tool kit, parker
pen).

 All the promotional offers are circulated through emails and telecom.
OUTLOOK MAGAZINES USED MANY PROMOTIONAL
STRATEGIES TO PROMOTE THEIR MAGAZINES.
FOR EX- HOLI OFFERS
NAVRATRI BONUS OFFERS
PEOPLE
 Employees play a crucial part in the marketing of Outlook
magazine with a good number of people engaged
exclusively to bring regular business (including 700
interns)
 The culture of company which can be said is trustworthy,
loyal to its subscribers. The magazine is pro-congress in
its views and opinions.
 It’s important to maintain high level of professionalism to
ensure quality service and Outlook is given specific
customer service training to interact with the customers.
 Designators: VICE-PRESIDENTS: Abraham Uthup, Meenakshi Akash

 NATIONAL HEAD (Special Projects): Archana Browne

 SR GENERAL MANAGERS: Kabir Khattar (Corp), V. Sridhar (South)

 GENERAL MANAGERS: Sasidharan Kollery, Shashank Dixit, Siddhartha Chatterjee

 NATIONAL HEAD (Circulation): Anindya Banerjee

 HEAD BRAND & MARKETING: Shrutika Dewan

 DEPUTY GENERAL MANAGERS: Anuj Gopal Mathur, Manpreet Singh Sethi

 ASSISTANT GENERAL MANAGERS: G. Ramesh (South), Vinod Kumar (North), Diwan Singh Bisht 23

 REGIONAL MANAGER: Sonali Panda

 CHIEF MANAGERS: Ashish Narang, Gunjan Gulati, Manju Pravin, Neetu Kanjolia, Shekhar Kumar
Pandey

 SENIOR MANAGERS: Debabani Tagore, Saurabh Sobti, Vikash Keshri

 MANAGERS: Amita Diwan Bhatia, Shekhar Suvarana, Sudha Sharma, Vinod Joshi

 ZONAL SALES MANAGER: Arun Kumar Jha (East)


INFLUENCING FACTOR
 Most of the Serious and Loyal subscribers are from the
Eastern and Southern Part of Country for Outlook Money,
Business and Traveller Magazines ,for them the quality of
Content was most important influencing factor, For this
PRODUCT DIFFERENTIATION has been made rather than PRICE
LEADERSHIP.
 However in Northern India some Co-Promotion is required as
Customers from North Part looks for better customer
attention, hence Outlook Launched many Gift offers on
Subscription of Outlook Magazine such as 4 in 1 trolley bag
from liberty.
 Overall readership of Outlook Money is at top, followed by
Outlook Weekly and outlook Traveller. Readership of Outlook
Hindi is very low as compared to other Outlook Magazines.
PROCESS

 To lives up to the expectations of customers and is

divided into interlinked teams and hierarchy system.
There are 2 types of processes followed by Outlook Group
 Organisational Process

 Process of Sales
PHYSICAL EVIDENCE
 Although outlook magazine doesn't work on owned
company operated stores but still the brick and mortar
stores associated with the company try to communicate
to customers by signboards, designer shelves and
leaflets/brochures to have a physical presence of the
brand.

 Even if a customer is purchasing a digital/e-copy, he/she

will get pdf in email & respective invoice which makes up
for physical copy that we buy from stores.
ANALYSIS OF
DISTRIBUTION CHANNEL OF OUTLOOK

 The distribution of magazines occurs through two

modes–
 i) Subscription (contributes 60% of the revenue)

 ii) Retail network (contributes 40% of the revenue).

 In case of subscription, magazines are delivered at

doorstep of subscribers through courier services across
India.
 In case of retail network, copies of magazines are
available at retail point from where customers can
directly purchase as per their wish.
PRODUCT RETAIL PRICE ONLINE PRICE
OUTLOOK WEEKLY 60 40
TRAVELER 100 87
MONTHLY
MONEY MONTHLY 50 44
BUSINESS 50 44
FORTNIGHTLY
HINDI BIWEEKLY 25 25
STRENGTH

 Published on Fridays so it covers all special news and events which take place especially on
Friday. News of stock market as it closes on Friday, courts close on Fridays and also new
movies are released on Friday. Hence it is the biggest strength for outlook

 The brand loyalty of outlook magazines is very high.

 Not only the brand value but circulation of outlook magazine is approx. 4.5 million
subscribers.

 Large no. of customers and then company has already established the name in the market.

 Because of the variation in magazines, the reach of the company is very high. Outlook
magazines publishes 5 different categories of magazines (OUTLOOK WEEKLY, OUTLOOK
TRAVELER, OUTLOOK MONEY, OUTLOOK HINDI, OUTLOOK BUSINESS).

 Reasonable prices, discounted offers and free gifts helps the company to attract the
customers.

 As outlook magazine is the part of well-known organisation (Raheja group), so the customer
belief is also there.
WEAKNESS

 Outlook magazines is sometimes criticised for giving biased

reports.
 The main weakness of outlook magazine is there delivery
system, many subscribers have complained regarding it.
 It takes more than a month to process the order.
 Not only the magazines but the promised gifts are also not
delivered to the subscribers.
 News channels, news papers and other competitors made it
difficult to maintain its no. of clienteles.
 Many subscriber’s complaints regarding the continuous
disturbance from the company like large no of phone calls,
emails etc.
OPPORTUNITY

 More distribution centres should be made to tackle the

delivery issue.
 To increase the circulation, outlook magazines should do
the promotional events and launch some new offers.
 New magazines should be launched to get more
variations (e.g.- outlook sports, outlook entertainment).
 The Raheja group has a good name in the market, so
outlook magazines can target there customer’s also.
THREAT

 India today is its biggest competitor which has a well-

known name and it has been in this publication business
for more than thirty years.
 India today Hindi covers major market share leaving little
future prospect for Outlook Hindi.
 Outlook does not pays much attention on customer
retention.
ADVANTAGES OF ONLINE SALES
 Excellent for conveying information
and detail.
 Cost-effective.
 Rational and not effective in
stimulating emotions.
 Effective in precipitating action.
 Reaches to interested audience in a
short span of time.
SEGMENTATION
 Under Geographical Segmentation Outlook Group basically target Southern and
Eastern region. As customer over there are really interested to read magazine and to
keep themselves updated.

 Under Demographical Segmentation we segmented our market on the basis of age

group between 51-60 because many of my follow-ups are lies between these age
group.

 As there are many competitors in the media market, Under Psychographical

Segmentation outlook magazines target the middle class and upper middle class. In
India the percentage of these two class are very high and because of that there is
large no. of subscribers.

 Under Behavioural Segmentation Outlook Group segmented its market on 2 types

 1st are those customers who lies under the category of price leadership and are price
sensitive customers. They prefer discounts over gifts. Even little increase in price
would let them go for substitute.52.3% prefers discount from the survey which is
conduct through questionnaire.

 2nd are those who prefer gifts and other services and they are not price sensitive but
they wants product differentiations. 47.7% prefer gifts and other services and offers.
TARGETING

 Outlook magazines mainly target corporate and students

because the content of outlook magazines is very suitable
for these kinds of people.
 Such kind of people wants daily update of news.

 Some magazines like money and business helps the

customers to know about shares, investments etc.
 Same as outlook targets hotels, resorts and travel
agencies for their traveller magazines.
POSITIONING

 Outlook magazines position itself as a news magazine.

 It positioned it product in the market by increasing sales

directly by publicity through media.
 And positioned its market in the mind of the customers
as a price leader because it provides discounts and offers
to the existing as well as new customers.
 And it also publishes its magazine on Saturday which
carries news till Friday.
CONVERSION OF LEADS INTO
SALES

PROCESS OF CONVERSION OF LEAD THROUGH E-

MARKETING

 This is done by the help of Funnel Approach

 This approach is used in order to explain the conversion

ratio at each level of follow-up. It is an approach used in
e-commerce to describe the journey a potential customer
takes through internet and finally converting it to sales.
This approach was applied only to the target subscribers
and old subscribers.
 It’s the process of converting a
visitor or browser into a paying
customer.
 a lot of interested people go into
it, but a much smaller number of
people come out the other end
 A marketing funnel is a way of
breaking down the customer
journey all the way from the
“awareness” stage (when they
first learn about your business) to
the “purchase” stage (when
they’re ready to buy your product
or service).
 Getting Secondary data

 Communicating to the clients

 Making follow ups

 Asking for the suitable time to come online

 Assist the client

 Payment
PROMOTING OUTLOOK AT DIGITAL
PLATFORM
 Outlook magazine use its official website for the internet
marketing. In digital world outlook provides its digital
subscription, so that a subscriber can browse on internet
for the content of the magazines.
 Customers can subscribe through their website
www.outlookindia.com for both print and digital
TOOLS AND TECHNIQUES USED TO
GENERATE SALES

 I was working on the collection of data (the lead which is

provided) in which i have to gather information about a client,
 After that i have to approach the interesting customers

 Frequent Follow ups

 Objection Handling

 Settled terms and conditions

 Sales converted

 Survey Sent
METHODOLOGY
Sample Size of 130 respondent

The type of research used in the project is descriptive

The data that had been collected are in the format of both Nominal Scale and Ordinal Scale.

 Nominal Scale: The ostensible size of measure just satisfies the character property of
estimation. Qualities doled out to factors which speak to an expressive kind of class. This
scale has no number an incentive concerning the size of significant worth. Case: Religion,
Gender and so forth.

 Ordinal Scale: The ordinal scale has the attributes of both identity and magnitude. Each
incentive on the ordinal scale has a one of a kind profitable importance. The scale is
essential for naming. This has a requested relationship to each other incentive on the scale.

 Sampling technique – The sampling technique used for this project is convenience
sampling. Response was collected through online and telephonic interviews.


CONTD….

 Data collection approach:

 Primary data:
Questionnaire
Observations and personal interaction with subscribers
 Secondary data:
Leads given by the team leader
 The data was collected using the Google doc form and the data
was input in excel sheet from I was able to make the graph and
on the basis I was able to make Findings and Suggestions,
 In case the client denied on the initial process to take
subscription then I would go for telephonic interview with him
where I was able to collect the feedback from, since those
subscriber were disappointed by the service so they would
refuse to give their feedback too.
 In case where the subscriber sales were left in middle then I
would sent him an email for the survey and take follow up for
filling the survey.
 In case where the sales was converted, then it was much easy
for us to get the feedback as at that it was easy to approach the
subscriber and even the customer would feel easy to fill the
form.
Consumer Response Index

• Exposure: 75.4 %
• Awareness: 84.6 %
• Comprehension: 52.3 %
• Intension: 24.6 %
1
CRI = 0.754 * 0.846 * 0.523 * 0.246
= 8.2 %

1. Metrics for CRI evaluation have been taken from

external survey conduct with the target market.
ANALYSIS OF CUSTOMER FEEDBACKS
THROUGH PRIMARY SURVEY
TARGET MARKET
FINDINGS
 a) The demographic analysis shows that “Outlook Group” has focused on
the diversification through its product line as in AGE and Occupation
analysis we can see that Outlook holds a great command in each sector.
 b) The subscribers are willing to read on the other topics also which help
the Outlook to increase its product line, a major proportionate of subscriber
are willing to read the magazines related to Sports and Fashion.
 c) The subscriber with low budget belong to Student category whereas the
top edge budget is a mix of Businessman, CA’s and Doctors so we can have
new segmentation which will help us to form strategy for the subscribers.
 d) The subscribers are purchasing the magazines because of “Brand and
Content” of the magazines and people are disappointed with the quality of
Gifts being delivered to them.
 g) The Subscriber are also disappointed with the after sale
service provided by the company, delay in the fixing the
queries of the subscriber.
 h) “Outlook Money” is the product which is more liked by the
subscriber followed by Outlook Weekly then Outlook Traveller
the Outlook Business and least liked is Outlook Hindi.
 i) The subscriber are also disappointed with excess number of
calls given them for the renewal of the subscription.
 j) There is also shift of subscriber reading habit from printed to
digital, so that can be a potential future opportunity for the
Outlook.
RECOMMENDATIONS FOR
ORGANIZATION
 Outlook is huge brand and Outlook needs to control the excess of cold
calling which has raised the question on the working culture of
Organization.
 Outlook needs to give proper training to sales person which will not help
the organization to increase sale but also increase the trust of the
subscriber over the organization as sales person is the key person to
connect organization with subscriber.
 Outlook needs to develop mechanism where they can manage the
subscriber’s feedback and analyze the feedback for future prospective.
 Outlook needs to improve on the mobile application developed by them
as the upcoming trend shows that subscriber will shift Digital Magazines.
 Outlook strictly needs to improve on the delivery as e-marketing business
depends upon the footsteps delivery that too on time.
LIMITATIONS
 a) Data collection was complex as during research some
respondents were not willing to fill the questionnaire.
 b) Subscribe do not co-operate with marketing executives and they
don’t have free minutes to attend them.
 c) The no. of respondent is 130 which is very less for this study still I
have tried to work on the analysis.
 d) Few Subscriber directly refused to co- operate and gave negative
feedback as they were too much disappointed from Outlook.
 e) Time, Money and other Resources were limited which happened
to be limitations of the study.
 f) Subscriber were disappointed with after sale service so they
refused to fill questionnaire as they don’t wanted to waste their
time.
REFRENCES
 https://economictimes.indiatimes.com

 https://arcgate.com/blog/indian-magazine-market-
overview
 https://www.singlegrain.com/blog-posts/content-
marketing/how-to-create-marketing-funnel/