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TRAINING REPORT
ON
CONSUMER BASED AND FUTURE ASPECTS OF
MAGAZINE
Submitted to
GUAHATI UNIVERSITY, GUWAHATI
Submitted in partial fulfillment of the requirements for the
award of the degree of
MASTER OF BUSINESS ADMINISRATION
(INDUSTRY INTEGRATED)
(II Semester)
Submitted by
Anuj Chhanra
Regn. No.
Roll No.
NEW ERA INSTITUTE OF PROFFESIONAL STUDIES
(ELC CODE )
Dwarka Phase-2, New Delhi
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CERTIFICATE
This is to certify that ANKUSH TRIPATHI a student of the INSTITUTE OFINNOVATION IN TECHNOLOGY AND MANAGEMENT has prepared his
Training Report entitled CONSUMER BASED at VALUE MAX SYSTEM Pvt.
Ltd., New Delhi, under my guidance. He has fulfilled all requirements leading to
award of the degree of B.B.A . This report is the record of bonafide training
undertaken by him and no part of it has been submitted to any other University or
Educational Institution for award of any other degree/diploma/fellowship or similar
title or prizes.
I wish him all success in life.
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STUDENTS DECLARATION
I hereby declare that the Training Report conducted at
VALUE MAX SYSTEMPRIVATE LIMITED, NEW DELHI
Under the guidance of
Ankur Chawla
Submitted in Partial fulfillment of the requirements for the Degree
of
BACHELOR OF BUSINESS ADMINISTRATION
TO
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,
DELHI
Is my original work and the same has not been submitted for the
award of any other degree/diploma/fellowship or other similar titles
or prizes.
Place: NEW DELHI Ankush Tripathi
Date: Regn. No.:
Roll no.
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Acknowledgement
At first, I wish all the best to GURU GOBIND SINGH INDRAPRASTHA
UNIVERSITY, DELHI for the project work activities in the curriculum in Bachelor level. I
have got great chance to have practical knowledge in the field of management. This activity
proves student to enrich aim writing and knowledge in the practical field.I would like to express my deepest sense of gratitude to Mr. Ankur Chawla, Manager for
giving me this opportunity to undergo Summer Training at VALUE MAX SYSTEM Pvt.
Ltd. I would also like to extend my heartfelt gratitude to him for his constant
encouragement and valuable insight, guidance and facilities at all phases of the project.
I would also like to acknowledge the support and guidance of Mr. Ankur Chawla, TEAM
LEADER, VALUE MAX SYSTEM Pvt. Ltd. Without his help and encouragement it
would have been practically impossible to complete this project.
Im deeply in debated to my respected Director N.K. OBEROI for his unflagging
support, guidance and advice through the entire process of preparing this report.
Ankush Tripathi
BBA V Semester
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ON TRANNING (Pg.) Key learning.
Chapter 4 STUDY OF
SELECTED RESEARCH
PROBLEM (Pg.)
Statement of research
problem
Statement of research
objectives
Research design and
methodology
Chapter 5 ANALYSIS (Pg. ) Analysis of data and
findings
Chapter 6 SUMMARY &
CONCLUSIONS(Pg.)
Summary of Learning
Experience.
Conclusions and
Recommendations.
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APPENDICES (Pg. ) Customer satisfaction
questionnaire.
Copy of questionnaires
BIBLIOGRAPHY (Pg.)
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CHAPTER 1
INTRODUCTION
GENERAL INTRODUCTION ABOUT THE SECTOR
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Marketing is very necessary for every organization. It helps organizations in determining
what product and services may interest customers and also strategies for use in product
development, sales and promotions.
The Project STUDY OF OUTLOOK SUBSCRIBERS SATISFACTION is an attempt
to find out the factors and causes which affect the degree of satisfaction among the
customers of Outlook Magazines.In this tough time of competition magazines industry is
going a long way in developing, formulating and implementing promotional strategies to
cope up with this tough competition. Though there are many aspects which can be
improvised in the services of Outlook magazine.Strategies are formulated not only keep up
with cut throat competition but also to meet the highly volatile consumer preferences.
There are several factors which influences the purchase. These factors may be internal and
external as well. Internal factors include perception towards the thing, knowledge about
product, purchasers attitude, lifestyle, motivational status etc. Motivation is the driving
force which comes into play when customer has better experience with the product.This
leads to the repurchase decision of the customer.Whereas external factors include culture,
group or peer influence, the situation in which purchase is made etc.
Questionnaires were prepared and market survey was conducted and then evaluation of
primary data is done.
The analysis revealed that there are some factors e.g. the customer perceived value and
value preposition when meets leads to customer satisfaction .If that is consistent then leads
to customer loyality .That is the key factor of customer retention etc. which affect the
purchase of magazines of Outlook group.
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It also revealed the fact that there is a small opportunity of improvement in the area of
quality of content and promotional schemes. The customers agreed upon the fact that gifts
are good in quality but they added that these promotional schemes can be more attractive.
INDUSTRY PROFILE
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There are the two main sources of obtaining data to determine readership of any
publication:
National Readership Survey NRS
Indian Readership Survey IRS
Here we have some surveys on the basis of market segmentation on all media include news
papers buyers .
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, bi-
weeklies and monthlies-in over 475 towns of 57 regions across the length and breadth of
the country. The towns, selected, however are publication centres of dailies. By process of
systematic sampling.
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 listener ship 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 Software Mode, AC
Nielsen in collaboration with ORG.
Indian Readership Survey is conducted by the Media Research Users Council
(MRUC). IRS 2007 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
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India. The survey was conducted over two rounds with the field work between
November 2007 and November 2008.
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
Gives media consumption habits, product ownership & consumption, lifestyle indicators
information on Psychographic , macro demographic & geographic parameters.
Population coverage: 12 years & above
Sample size: over 500
Geographic coverage: Delhi region
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CHAPTER 2
PROFILE OF THE ORGANISATION
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ORIGIN OF THE ORGANISATION
A Rajan Raheja Group
Mr Rajan Raheja is the owner of OUTLOOK group
Date of Establishment: October 1995
Headquarter Address: AB-10, S.J. Enclave, New Delhi - 110029, India
Branches : Mumbai, Kolkata, Chennai, Bangalore and Hyderabad
MANAGEMENT TEAM
NAME DESIGNATION
Suresh Selvaraj Vice President
Indranil Roy Vice President
Alok Mathur Assistant Vice President
Anup Dwivedi General Manager, Production & Systems
Vidya Menon General Manager, Advertising
Gaurav Vashisht Deputy General Manager
Himanshu Pandey National Head, Business Development
Alex Joseph National Head, Retail
Gitanjali Singh National Head, Marketing
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GROWTH OF THE ORGANISATION
Outlook is an Indian weekly and monthly newsmagazine in publication since
October1995. MrVinod Mehta has been the founding editor-in-chief. Since its inception,
investigative reporting has been the forte of the magazine. Outlook has also spawned the
specialized magazines Outlook Traveler, Outlook Money, Mand the Hindi Outlook .
Outlook has been famous for many of it's sensational stories like the "Kargil Bungle" and
the "Match Fixing controversy" but many view its editorial tilt as being against the right
like the RSS , often highlighting opposing sections in negative light.
Achievements
The company is a proud recipient of National Tourism Award in 2001-2002, given
by the Department of Tourism, Government of India.
The Government of India has also recognized Outlook Traveler Getaways as the
Best Travel Publication in the year 2002-2003.
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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Newsmagazinehttp://en.wikipedia.org/wiki/1995http://en.wikipedia.org/wiki/Vinod_Mehtahttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Hindihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Newsmagazinehttp://en.wikipedia.org/wiki/1995http://en.wikipedia.org/wiki/Vinod_Mehtahttp://en.wikipedia.org/wiki/Editinghttp://en.wikipedia.org/wiki/Hindi7/31/2019 Anuj Projct Report
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Present status the organization
Our company is one of the leading company in the magazine
industry. We have wide range of magazine products which have
strong position in the market. So the present status of the
Organisation is very strong in the Market .
We are the pioneers of magazine Industry, we produce the best of
the selling magazine not only in India but all over the world.
Outlook group is known as the best renowned group among the
other publishing companies. It have the widest range in magazines
for better choice of consumer, according to their taste.
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FUNCTIONAL DEPARTMENTS OF THE
ORGANISATIONAL
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PRODUCT AND SERVICES OF THE
ORGANISATION
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MEDIA SERVICES
Print Media
Web Media
Outlook is part of the Rajan Raheja Group which made its beginning in the construction
business and after building a huge presence in the realty market, the Group diversified
laterally into manufacturing, financial services and media. The magazine division of
Outlook consists of Outlook, Outlook Money, Outlook Traveler, Outlook Sapthahik,
Outlook Business and Delhi City Limits. It has recently taken over the Sales & marketing
of Newsweek, an international newsmagazine and Marie Claire, an international womens
magazine.
Outlook, a weekly newsmagazine has been instrumental in providing wide range of news
and information. It also has magazines including Outlook Money, Outlook Traveller and
Outlook Saptahik under its umbrella. As a part of web media, it has launched websites like
outlookindia.com, outlooktraveller.com and outlookmoney.com. It caters to a base of 1.5
million readers in India and sells more than 11.2 million copies annually.
The observations of the Markets studied for the sale of Newsweek was that Time and
Newsweek have a similar sales pattern and the POP display was maximum from the
Outlook Group.
The major segments identified for the market segmentation of Outlook buyers
Hotels
Coaching institutes
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Corporate offices
PVR Cinemas
Premium Clubs
For the coaching Institutions which prepare students for MBA, the idea proposed by
Outlook was that the copies of Outlook English ,and Outlook Bussines as their Interest
happens only with these two magazines, with the advertisement of the institution with the
cover-on-cover option would be distributed to prospective students who are aspiring to
clear CAT and other MBA entrances in various DU and Engineering colleges in Delhi and
NCRs. This idea appealed as in this way the institution would be able to communicate
with its prospective students.
For the premium clubs, the proposed selling strategy was similar to that adopted for golf
courses with the monthly bill being sent with the magazine by Outlook .
The idea proposed to corporate offices that their Interest only towards Outlook Money ,
Outlook Profit because it resembles with their Business.
Hotels keep magazines in the following places : Rooms, Business Centers Lounges,
Public Places and cars. Their more focus towards Outlook Traveler Magazines, and
Fashion magazine like Marie Claire ,this type of Interest bys hotels shows their
psychographic segmentation.
The concept given was that initially Outlook was as follows: Outlook would distribute free
copies of the magazine on a weekend when the business is high. And take the details of the
customers. In the next step, the PVR Cinemas to these cinemagoers who had come to
watch a movie on weekend would send the magazine with a flap containing the discount
coupon for a weekday. Hence, on receiving a discount coupon, there is a high probability
that the cinema-goers will come to watch the movie.
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THE OUTLOOK UMBERELLA
PRINT MEDIA
OUTLOOK: In October 1995,group company hath way investment private limited entered
in 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 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, 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 TRAVELER:Outlook Traveler 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
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places. Whether people are planning a holiday, or simply dreaming of one, Outlook
Traveler 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, while brandishing its own identity through a strong paral .
WEB MEDIA
OUTLOOKINDIA.COM:In 1998, Outlook went online asoutlookindia.com, drawing
into its fold the vast, nascent readership of expatriate Indians. outlookindia.comis
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.comalso offers an array of original Web-
only columns and 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 cyber cafe.
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
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Outlook Traveler 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.comtakes 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.comseeks to provide total solutions to
personal finance issues -- from disseminating information to providing avenues for e-
commerce transactions.
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COMPETITORS
HOME MAGAZINE COMPETITORS
OUTLOOK MONEY MONEY TODAY
OUTLOOK BUSINESS BUSINESS ECONOMY,BUSINESS
TODAY
OUTLOOK TRAVELLER TRAVEL TODAY
OUTLOOK HINDI SAPTAHIK
OUTLOOK PROFIT NO COMPETITORS
MARIE CLAIRE COSMO,FEMINA,NEW WOMAN,VOGUE
NEWS WEEK TIMES (Worlds leading international
news magazine)
OUTLOOK (ENGLISH) INDIA TODAY
MARKET PROFILE OF THE ORGANISATION
UMBRELLA PRODUCTS OF OUTLOOK
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25
Outlook
English
Outlook Hindi
Outlook
Money
Outlook
Business
Outlook Profit
Marie Claire
People
GEO
Outlook
Traveler
Outlook
English
Outlook Hindi
OutlookMoney
Outlook
Business
Outlook Profit
Marie Claire
People
GEO
Outlook
Traveler
Magazine
division
Magazine
division Internet divisionInternet division Events
division
Eventsdivision
Books
division
Booksdivision
outlookindia.comoutlookmoney.com
outlooktraveller.com
outlookindia.comoutlookmoney.com
outlooktraveller.com
Outlook Money
Personal fin.
show
OLM awards
Outlook Money
Personal fin.
show
OLM awards
OLT
Getaways
OLM Guides
Outlook
Classis
OLT
Getaways
OLM Guides
Outlook
Classis
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CHAPTER 3
DISCUSSION ON TRAINING
WORK PROFILE
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As a management trainee I joined OUTLOOK MAGZINESNew Delhi and I was given
the profile of a RELATIONSHIP EXECUTIVE.
I worked in the company as a RELATIONSHIP EXECUTIVE and my primary work in the
company was to face individual to facilitate and participate in the planning and execution
of field of marketing activites. I worked with my team,i met many customers and received
their feedback and I was involved in business development activity.
My profile was to do cold calling and to promote tha magzines so that the numbers of
readership will increase.
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KEY LEARNING
1. I got to know about the atmosphere of the organization.2. The working condition of the company.
3. Code of conduct in a company and its rules and regulations.
4. Process and procedure of working.5. Learned to take orders by superiors.
6. Way of communicating right thing at right time to subordinates and to
superiors.
7. coordination at work.8. Creating strategy on daily basis to achieve my daily target and make the job
easier
9. Coordinate with everyone to achieve the target.10. Creating hygienic atmosphere to work.
11. Learned how to work in stress.
CHAPTER 4
STUDY OF SELECTED RESEARCH PROBLEM
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STATEMENT OF RESEARCH PROBLEM
1. Gender preferences for English magazines:
From the analysis of 138 respondents it can be determined that out of total
readers of English magazines there are 47% females and 63% males.
2. Type of magazine according to preferences by respondents:
From the survey of 138 respondents 85% preferred to read business
magazines, 46% preferred political magazines, 60% preferred fashionmagazine, 72% tech savvy magazines, 48% preferred movies magazines,
39% preferred womens magazines and 20%preferred other sort of
magazines.
3. Analysis of the reading habit of the respondents:
From the survey, analysis of the reading habit of the respondents showed
that 8% regularly readers, 45% whenever getting bored, 12% while
waiting, 30% to get information, 5% read other magazines.
4. Places from where magazines are purchased :
From the results of 138 respondents 46% had subscription for the
magazine, 23% from the news stand, 8% from book stall, 7% second hand
purchase and 14% from other ways.
5. Magazines subscribed by the respondents:
From the 138 respondents estimate has been made that 53% prefer to read
India Today, 26% prefer to read Outlook magazines and 21% prefer othermagazines.
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6. Motivation for magazine subscription:
From the survey of 138 respondents the factors that motivated
subscribers to subscribe for any magazine were that 43% got motivated
due to gifts with them, 26% got motivated due to discounts they were
getting, 14% due to ease of purchase, 7% were motivated by their friends,
and 10% due to other factors.
7. Evaluation of magazines on the basis of various attributes:
From the survey the analysis to attributes shows that 72%
give weight age to quality of content, 45% to coverage, 36% to print
quality, 38% to paper quality, 62% go for value of money, 52% to
schemes, 67% to unbiased reporting, 48% to Overall presentation.
8. Analysis of Outlook magazines on the basis of attributes:
From the analysis 75% liked schemes of the Outlook magazine offered,
66% went for the value of money, 65% for unbiased reporting, 56% for
overall presentation, 42% for coverage, 38% went for paper quality, only
35% liked the quality of content and 33% for coverage.
9. Perception of customers about Outlook magazine:
From the survey of 138 respondents6% regarded it as a very good
magazine, 62% regarded it as a good magazine, 28% as fair magazine
to read, 4% did not like the magazine.
10.Areas over which Outlook needs improvement:
From 138 respondents 68% wanted improvement in quality of content,
21% in print quality and 11% in coverage.
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STATEMENT OF OBJECTIVES
To identify new segments and listing out potential customers.
Make strategy to approach them and create awareness.
Generate sales for outlook group magazines by increasing circulation
in these segments.
To check the process of delivering the magazine to the subscriber
within 25 days of subscription.
To improve readership profile.
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RESEARCH METHEODLOGY
Problem Definition
To determine the degree of satisfaction among the Outlook subscribers in
aspects of Quality content and price of the Outlook magazines..
To determine the consumer repurchasing or renewing the Outlook
subscription frequency.
To determine the degree of relativeness between customer satisfaction and
brand loyality for Outlook magazines.
To determine the efficiency of Outlooks product delivery system.
Management Decision Problem
Should Outlook increase its magazines subscription rates in comparision to its
competitors?
Should Outlook increase the efforts for making the present customer care services
more effective?
What efforts could be taken to promote the brand loyalty among the present
customers?
Do Outlook processes need more automation?
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CHAPTER 5
ANALYSIS
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DATA ANALYSIS AND FINDINGS
Question 1# Have you ever renewed the subscription of Outlook magazine?
Ans.
Yes - 27%
No - 73% FINDING ;
Only 27% subscribers renewed their subscription ,rest 73% has never renewed their
subscription.Which means that somewhere there is less motivation for the rebuying
behaviour.
Question 2# Have you ever used the customer care service of Outlook ?
Ans.
YES 81 %
NO - 19%
FINDING;
81 % Consumers or subscribers have used the customer care service.It means that huge
number of customers have some or the other Query. That gives an insight that the
service delivery is at question and certainly needs some improvement.
Question 3# How would you rate the experience of Query solution of customer care
service of Outlook?
Ans.
Excellent - 43%
Good - 21%
Satisfactory-21%
Poor -10%
Very poor -5%
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FINDING;
The customer care service is excellent for only 43% subscribers. Almost 20 % said good
and satifactory.This gives an insight that upto some extent services are good, but when
carefully observed it came out that few queries solution needs sometime to get solved
which also become a reason for dissatisfaction among the customers who find this service
poor or very poor.
Question 4# How would you rate the delivery service of Outlook magazines at your
place?
Ans.
Excellent - 20%
Good - 25%
Satisfactory-20%
Poor -19%
Very poor -16%
FINDING;
Product delivery service has got mixed response.Those customers who got their
magazines and gifts items at time are satisfied or given the rating good or excellent.But
the customers who got the magazines or gift item one day late also has given the rating
as Poor and very poor for those who didnt get any magazine or sometimes encountered
no gifts. .
Question 5# How would you rate the Quality content of the Outlook magazine?
Ans.
Excellent - 41%
Good - 35%
Satisfactory - 22%
Poor - 2%
Very poor - nil
FINDING;
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Outlook is a very big brand in itself.Any brand becomes popular for its Quality and
fulfillment of the perceived value of the brand.As there are so many competitors in the
media sector,this response for Outlook is really appreciative. 41% of respondents
responded as the Quality of Outlook is excellent.It means still Outlook is giving great
competition to its competitors.
Question 6# How would you rate the competitiveness of our Outlook magazines with
other magazines,in the sense do they represent the best value for the total cost of your
subscription ownership?
ANS.
Excellent - 35%
Good - 39%
Satisfactory 15%
Poor - 10%
Very poor 1%
FINDING;
When surveyed most of the magazine readers suggested that the Performance of Outlook is
excellent or good or satisfactory because the problems like Query Solution or delayed
product delivery is the issue with all the known and reknowned magazines or newspapers.It
means with all the above covered issues , Outlook has maintained its position because it
give and satisfies the content need of the readers.
Question 7# How would you rate Outlooks total Quality and service management to
ensure complete customer satisfaction?
ANS. Excellent - 16%
Good -39%
Satisfactory- 31%
Poor - 10 %
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Very poor - 4%
Findings
This data provides the conclusion that still there is a lot of scope to improvise for Outlook
though it is performing well in the market and penetrating very rapidly.It could be a market
leader if it concentrates few aspects of customer satifaction .Still 39% of respondents
responding it as good is not bad at all.
S.W.O.T ANALYSIS OF THE ORGANIZATIONSTRENGTHS:
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.
WEAKNESS
Price of some magazines is high.
Customer perception that outlook serves to a political party.
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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
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CHAPTER 6
SUMMARY AND CONCLUSIONS
SUMMARY OF LEARNING EXPERIENCE
1. I got to know about the atmosphere of the organization.2. The working condition of the company.
3. Code of conduct in a company and its rules and regulations.
4. Process and procedure of working.5. Learned to take orders by superiors.
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6. Way of communicating right thing at right time to subordinates and to
superiors.
7. coordination at work.8. Creating strategy on daily basis to achieve my daily target and make the job
easier
9. Coordinate with everyone to achieve the target.10. Creating hygienic atmosphere to work.
11. Learned how to work in stress.
12. Flexible towards changing working environment.
13. Ability to keep time/cost factor under control
RECOMMENDATIONS
1. Effective promotional scheme a strategy for consumer motivation
It is important to motivate the consumer to subscribe for the magazine for boosting
the sales and its obvious that most of the consumers will not get motivated unless and
until they get what they want. From the market survey it was able to identify that the
motivating factors are the gifts provided along with the subscriptions and according
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to most of the consumers a good gifts are one which have good brand value
associated with it and those which offer better utility.
2. Offline referral marketing a strategy for customer or subscriber motivation
Referral marketing can be effectively used to improve the subscription sales. The
existing customer can be motivated to refer to their friends, relatives etc. to subscribe
for the magazine by means of exciting and attractive gifts as incentives. The
magazine should provide Business reply cards exclusive for existing subscriber along
with subscribers copies during the magazine delivery so that they can refer their
friends and relatives for magazine subscription. The business reply card should offer
the facility to be filled with at least ten references. Subscribers should be able to send
them free of cost. Now these subscribers can be provided with attractive gifts.
3. Customer retention
It is a normal saying that customer acquisition is good, retention is better. This is
because a customer retained is equal to five new customers as the money spent for
acquiring a customer is calculated to be five times the money spent to retain a
customer. From the information obtained from Outlook, if was identified that
Outlook does nothing for customer retention. Outlook needs to formulate and
implement customer retention and loyalty programs to retain the customers.
Greet the customers with exciting gifts during special occasions
Sell the subscription renewal at discount
Auto renewal of subscription
Allow grace period for subscription expiry
Send loyalty gifts
Organize entertainment events for subscribers
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Organize get togethers
Offer free Medical claim/Insurance Policy
4. Improved magazine for customer satisfaction
From the market survey it was revealed that the strengths of Outlook Magazine are
Promotional Schemes and unbiased reporting. Its weaknesses are its Content quality, Paper
quality and Print quality so it should work on it to increase the customers satisfaction. If
the product is able to satisfy customers in its core product attributes, then the customer will
be tend to be loyal as their expectations are fulfilled.
So to improve customer loyalty and thereby increase voluntary sales outlook
magazine has to work on its weaknesses as expected by the customers of the
magazine Since the quality of content and coverage are subjective in nature, Outlook
needs to identify what are weaknesses of the current contents and coverage of the
magazine as well as the customers expectations about them. For this Outlook should
go for detailed survey and customers feedback so that it can understand the
customers expectations as far as content and coverage of the magazine are
concerned. Once the customer expectation is identified Outlook need to restructure
the magazine by implementing the customer requirements and demands in order to
improve their satisfaction level which will in turn boost the magazine as well as
subscription sales
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CONCLUSION
1. Encourage Face-to-Face Dealings
2. Respond to Messages Promptly & Keep Your Clients Informed
3. Be Friendly and Approachable
4. Have a Clearly-Defined Customer Service PolicY
5. Attention to Detail
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6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
7. Honour Your Promises
APPENDICES
CUSTOMER SATISFACTION QUESTIONNAIRE
MAGAZINES
Customer Name: .. Date:..
Sex: . Customer contact:
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Age: ..
Profession: .
Qualification:..
We would be grateful if you could spare a few minutes to complete this Customer
Satisfaction Questionnaire to help us ensure that our standard of customer care
exceeds expectations wherever possible.
NOTE: This test is taken for the purpose of research and the information given by
you will be kept confidential. Hence give your answer without hesitation
Questionnaire :
1. Which of the following magazines have you read?
ANS. .......... Outlook Money . Profit
... Business .... Out look Hindi . People
... Traveller . Career 360 Lounge
... Geo . Marie Claire ... News Week
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... Business Week
2. . Which magazine are you currently reading of Outlook?
ANS. . .......... Outlook Money . Profit
... Business .... Out look Hindi . People
... Traveller . Career 360 Lounge
... Geo . Marie Claire ... News Week
... Business Week
3. Which other magazine do you read?
ANS. ..
.
.
4. Which is your most favorite magazine of Outlook?
ANS.
5.Which is your most favorite magazine of all the magazines you know or you have
read yet? Why?(Describe briefly)
ANS.
6. What is the means of purchase for the magazine of your interest?
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ANS... News paper vendor Book shop .
Subscription
7.Does News paper vendor give you any consession on buying magazines from him?
ANS. Yes ..No
8.If your answer of Question No.7 is Yes , then is that consession is more than or equal
to or less than the subscription charges of the magazines?
ANS ..More ..Equal .Less
9.Have you ever subscribed any of the Outlook Magazine?
ANS. .yes no
10. If your answer of Question No.9 is Yes , then how many times you have renewed
the subscription?
ANS. ..Never
..Specify the counts of renewal
Please tick the appropriate box to indicate your degree of satisfaction.
Where
1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
11. You subscribed any of the outlook magazine through
Ans. 1 ..Online
2 ..Relationship executive of outlook
3Directly filling up the form given in one of the outlook magazine.
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12.If the answer of Question No.11 is option no.3 then,
When our Relationship executives went to you,How would you rate their dealing with
you?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
13.Have you ever used the customer care service of Outlook magazines?
ANS. ..Yes No
14. If the answer of question no.13 is YES ,then how would you rate your experience
of query solution of customer care service of Outlook Magazine?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
15. How would you rate the efficiency of your Query solution related to Outlook
magazine?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
16.How would you rate the delivery of the Outlook magazine to your address which
you have ever subscribed?
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ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
17.How would you rate the Quality of content of any of the Outlook magazine which
you have ever subscribed?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
18.How would you rate the competitiveness of our Outlook magazines with other
magazines,in the sense do they represent the best value for the total cost of your
subscription ownership?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
19.How would you rate Outlooks total Quality and service management to ensure
complete customer satisfaction?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
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4.Poor.
5.Very poor
20.How would you rate overall Outlook magazines?
ANS. 1.Excellent
2.Good..
3.Satisfactory..
4.Poor.
5.Very poor
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BIBLIOGRAPHY
Referred Books:
1.Solomon, Michael R., Consumer Behavior-Buying,Having and Being, 2009 Pearson
Education Inc.,
2.Malhotra,Naresh K., Dash, Satyabhusan., Marketing Reseach,An applied
orientation,2010,Pearson Education Inc.,
3.Cooper & Schindler, Business Research
4.Belch George, Belch Michael , Avertising and promotion
5.Kotler Phillip, Marketing Management
Web Site:
www.outlookgroup.com
www.outlookindia.com
www.outlookmagazines.com
www.Delhioutlookmagazines.com
www.outlooktraveler.com
www.outlookbussiness.com
www.outlookmoney.com
http://www.outlookgroup.com/http://www.outlookindia.com/http://www.outlook/http://www.delhioutlook/http://www.outlooktraveler.com/http://www.outlookbussiness.com/http://www.outlookmoney.com/http://www.outlookgroup.com/http://www.outlookindia.com/http://www.outlook/http://www.delhioutlook/http://www.outlooktraveler.com/http://www.outlookbussiness.com/http://www.outlookmoney.com/Recommended