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Summer Training Report
A STUDY
ON
CUSTOMER SATISFACTION OF OUTLOOK MAGAZINES
Submitted in partial fulfillment of the requirements
For the award of the degree of
BACHELOR OF BUSINESS ADMINISRATION (BBA)
To
Guru Gobind Singh Indraprastha University, Delhi
Guide: Submitted by:Dr. VANI VASAKARLA
ATIF SIDDIQUIRoll No.:13524401710Batch: 2010-13
Institute of Innovation In Technology & Management,
New Delhi – 110058
2010-13
1
Certificate
I, Mr. ATIF SIDDIQUI, Roll No.13524401710 certify that the Summer Training Report (Paper Code BBA-311 “A STUDY ON CUSTOMER SATISFACTION OF OUTLOOK MAGAZINES” is done by me and it is an authentic work carried out by me at Outlook Group Pvt Ltd.. The matter embodied in this has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.
Signature of the StudentDate:
Certified that the Summer Training Report (Paper Code BBA-311) entitled“ONCONSUMER BASED AND FUTURE ASPECTS OF MAGAZINE
done by Mr. AtifSiddiqui Roll No 13524401710, is completed under my guidance.
Signature of the GuideDate:
CountersignDirector/Project Coordinator
2
3
ACKNOWLEDGEMENTS
I take great pleasure to thank and acknowledgement the permission and allowance by Mr.
AnujChabbra, Team Leader, Outlook Group Magazines, Safdarjung Enclave, New Delhi and his
help and inspiration provided. Their guidance at every stage of the Project enabled me to
successfully complete this project which otherwise would not have been possible without their
constant encouragement and motivation, without the support it was not possible for me to
complete the report with fullest endeavor. I would also like to extend my thanks to my College
Faculty Member Dr. VANI and all my colleagues in the Company who supported me in carry
out my operation successfully and generously and provided me vital information/ training
regarding my project objective.
ATIF SIDDIQUI [13524401710]
4
Institute of Innovation in Technology & Management, New Delhi
Assignment No: BBA/311/
SUMMER TRAINING & REPORT WRITING: BBA SEMESTER IV
Background: University Scheme
As per the syllabi of BBA(G) (Paper No BBA-311 comprising of six credits) students of Semester IV are to carry out summer training in a firm or company for the duration of Eight Weeks and to submit a report within Two Weeks of the commencement of Fifth Semester.
Objectives
The academic objectives for summer training and report writing are:
(a) Work & gain knowledge of real business environment,
(b) Analyse how theoretical concepts taught are applied/not applied in real situations,
(c) Analyse best practices of a company/industry in different functional areas,
(d) Enhance analytical & application abilities of students, and
(e) Develop skills in technical report writing through data collection, data analysis, data presentation and draw lessons cogently vis-à-vis a given firm or company.
5
Scope of Summer Training & Report Writing
The Company/firm where you will be doing your summer training is “OUTLOOK GROUP”. The report of the summer training is to be compiled under the following chapters as per details given in Academic Circular 4/2008(Revised):
(a) Profile of the Firm/Company(b) SWOT Analysis of the Company(c) Functional Analysis of Key Functional Areas of the Company (d) Lessons Learnt
Each student is to collect material on the aspects as mentioned above and in Academic Circular 4/2008 (Revised) related to the Company, compile and arrange it in cogent manner. One copy of the report is to be submitted to the respective guide as per the schedule given in the following paragraph.
Schedule & Evaluation Scheme
To be Completed by Date
Activity Marks Allotted
Remarks
D+5 Days Submission of Firm/Company’s Name where the student intends doing summer training.
- -
D+6 Days Commencement of Summer Training -
Between D+36 to D+40 Days
Mid-term Review: Submission of work done in first four weeks-complete Chapter-1.
10 Ref Appendix of Academic Circular 4/2008 (Revised)
Between D+65 to D+70 Days
Submission of Draft Report to the respective guides.
10 -do-
Between D+75 to D+80 Days
Discussion with guides and return of corrected report.
-
D+85Days Submission of Final Report (One hard copy & CD) to the respective guides.
10
Between D+88 to D+92 Days
Viva & Presentation to the internal Committee. 20 A Power Point or OHP based presentation.
6
As notified by the University
External presentation & Viva before the external examiner.
50 -do-
Total Marks 100
D= Last Date of Term End Exams. Exact dates are to be notified by the Prog Director.
Format for Compilation
The report is to be compiled and submitted as per the format laid down in Academic Circular 4/2008 (Revised).All students are to strictly adhere to the format.
Submission
Final report completed in all respects is to be submitted to the guide as per the schedule given above.
CAUTION: This report is independent work to be conducted by each student individually. Any previous work or borrowed work will be summarily rejected and in all cases of rejection the work is to be repeated afresh.
Assignment Prepared by Senior Supervisor Dr. Vani Vasakarla (Associate Professor)
Countersigned
Director Note: This Assignment Directive shall form part of the dissertation.
7
CONTENTS
S No Topic Page No
1 Certificate (s) 2
2 Certificate (I) 3
3 Acknowledgements 4
4 Assignment 5
5 List of Abbreviations 17
6 Executive Summary 10
7 Chapter-1: Profile of the company 11
8 Chapter-2: SWOT Analysis of the Company 26
9 Chapter-3:Functional Analysis of the company 29
10 Chapter-4: Lessons Learnt 32
11 Conclusion 42
12 Bibliography 46
8
LIST OF FIGURES& TABLES
Figure No Title Page No
1 Product range of outlook magazines 16
2 Market share of the organization 23
3 Functional Departments of the company 30
4 Subscription 35
5 Service 36
6 Customer care service 37
7 Delivery service 38
8 Quality content 39
9 Competitiveness 40
10 Quality & service 41
9
EXECUTIVE SUMMARY
In today’s competitive world Management Interns have to put rigorous hard work to survive in
the business world. They should be well groomed and well acquainted with functioning of the
corporate world.
The two months Industrial Training is an integral part of business Program, aims to provide the
business students with an adequate exposure of the various operation that are taking place in an
Industry.
I, as a Management intern was engaged with OUTLOOK Group, New Delhi. I worked in a
Subscription Division for two months. It was a very educative and professional experience and
thereby gaining a practical overview of the corporate work culture.
10
CHAPTER 1
1.1 INTRODUCTION OF THE COMPANY
A RajanRaheja Group
MrRajanRaheja is the owner of OUTLOOK group
Date of Establishment: October 1995
Headquarter Address: AB-10, S.J. Enclave,
New Delhi - 110029, India
Ph no:-011-26191421
E-Mail Address:[email protected]
Website Name:-www.outlookindia.com
Branches : Mumbai, Kolkata, Chennai, Bangalore and Hyderabad
MANAGEMENT TEAM
NAME DESIGNATION
Suresh Selvaraj Vice President
Indranil Roy Vice President
AlokMathur Assistant Vice President
AnupDwivedi General Manager, Production & Systems
VidyaMenon General Manager, Advertising
GauravVashisht Deputy General Manager
HimanshuPandey National Head, Business Development
Alex Joseph National Head, Retail
Gitanjali Singh National Head, Marketing
11
1.2 Registered Offices Of The Company :-
NewDelhi AB-10 Safdarjung Enclave, Tel: 011-33505536 / 33505537 / 33505562 / 33505653
/ 33505667, Fax: 011-26177416;
Mumbai: Windsor, 7th Floor, CST Road, Kalina, Santacruz East, Mumbai-400098, Tel: 022-
67382222, Fax: 022-67382233;
Kolkata:67/B, Ballygunge Circular Road, Block-B, Flat-5B, 2nd Floor, Kolkata-700019, Tel:
033-33545400/5401, Fax: 033-22823593
Chennai: New# 28/1, Montieth Road, Egmore, Chennai- 600008, Tel: 044-33506300, Fax:
044-33506327;
Bangalore:308, Regency Enclave, 4, Magarath Road, Bangalore- 560025, Tel: 080-
33236118/03/12, Fax: 080-25582810;
Hyderabad: 3rd Floor, Mahaveer Road, AC Guards Masab Tank Hyderabad-500 004, Tel:
040-23371144 23375776, Fax: 040-23375676
12
1.2 Nature of the company
Outlook is an Indian weekly and monthly newsmagazine in publication since October 1995.
Mr Vinod 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.
Outlook is part of the RajanRaheja 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 women’s 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.
13
1.3Vision & mission
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.
14
1.4 PRODUCT RANGE OF COMPANY
Fig. 1
15
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
16
also encouraging travelers to take a fresh look at familiar places. Whether people are planning a
holiday, or simply dreaming of one, Outlook Traveler continues to take them closer.
OUTLOOK BUSINESS:-, in the true tradition of the OUTLOOK group, has as its aim no less
an objective than the complete rewrite of what has been tried by the way of business journalism
in the magazine space. Targeted at decision makers, the product focuses on important business
issues and developments with a view to providing clear takeaways – impact and implications for
decision-making. A holistic approach ensures all influences on business: economic, political, and
markets driven are examined.
OUTLOOK GEO:-
Its India debut with GEO, its premium science and geography magazine. The magazine was
launched under a licensing arrangement with the OUTLOOK Group in India and positioned as
family magazine. The OUTLOOK Group says that there is a big market for knowledge
magazines in India and GEO will help the Group in increasing its market share.
OUTLOOK CARRIER:-
It gives you an all around perspective on the latest career trends, fresh avenues, admission alerts,
careers, courses and updates your general knowledge with the literacy rate of different states and
courses offered by colleges in these states. This magazine contains well researched information
for the youth and young professionals, which may help them in taking decisions related to their
careers.
17
OUTLOOK PEOPLE:-
The OUTLOOK Group has reached an agreement with U.S. based publishing company Time
Inc. to bring ‘People’, one of its most successful and popular editorial products to India in 2008.
Time Inc. which is the largest publisher in the U.S. and U.K, redefined personality journalism in
1974 with ‘People’ magazine and its unique mix of news and lifestyle features.
Every week the ‘People’ brand reaches 43 million readers with latest news, exclusive interviews
and in-depth reporting on the most compelling people of our time..
MARIE CLAIRE:-
MC is French magazine and being promoted by different group in different countries and in
India it is being promoted by OUTLOOK Group with Indian edition, best magazine for those
who want to update themselves with latest fashion & trends. Mostly women and girls, who are
linked with fashion, subscribe this magazine. MC is considered as women brand with a punch
line, ‘let me be me’.
18
1.5 Size of Organization
Turnover of the company:-
Over Rs. 86 billion ($ 2.1 billion)
Total capital employed:-
Over Rs. 57 billion ($ 1.4 billion)
Total Employees:-
19,000
19
1.6 Organizational Structure of the Outlook Company
ORGANIZATION HIERARCHY
Mr. RAJAN RAHEJA Net Worth:$950 million
Mr. VINOD MEHTA – Editor-in-chief (OUTLOOK Magazines)
VICE PRESIDENT
ASST VICE PRESIDENT
GENERAL MANAGERS
DY GENERAL MANAGERS
NATIONAL HEADS
REGIONAL MANAGERS
20
SENIOR MANAGERS
MANAGEMENT AND STAFF
EDITOR IN CHIEF Vinod Mehta
PRESIDENT& PUBLISHER MaheshwerPeri
EXECUTIVE EDITOR BishwadeepMoitra
FEATURES EDITOR Nandini Mehta
FOREIGN EDITOR Ajaz Ashraf
BUSINESS EDITOR SunitArora
SENIOR EDITORS AjithPillai, Anjali Puri
POLITICAL EDITOR Smita Gupta
BUREAU CHIEF Saba NaqviBhaumik
BOOKS EDITOR Sheela Reddy
DEPUTY FOREIGN EDITOR SeemaSirohi
ASSISTANT EDITORS Namrata Joshi
SENIOR SPECIAL CORRESPONDENT Anuradha Raman
SPECIAL CORRESPONDENT SaikatDatta, Nivedita
CORRESPONDENTS ShrutiRavindaran
21
BUSINESS OFFICE
VICE PRESIDENTS Suresh Selvaraj
ASST VICE PRESIDENT AlokMathur
GENERAL MANAGERS AnupDwived
DY GENERAL MANAGER Gaurav Kr. Vashisht
NATIONAL HEAD HimanshuPandey
REGIONAL MANAGERS AnandShirali, Arokia Raj
SENIOR MANAGERS B.S Johar, KabirKhattar
ASSOSIATE MANAGERS Bobby Mathews,
ChetanaShetty
HEAD OFFICE
AB-10 S.J. Enclave, New Delhi – 110 029
Tel: 26191421; Fax: 26191420
22
1.7 Market Share of the Magazine
India Today – 15 %
Outlook English – 4%
Fortune – 1.40%
The Week – 2.48 %
15% India Today4% Outlook English1.4% Fortune2.5% The Week
Fig. 1
23
1.7.1 Position of the company
Our company is one of the leading companies in the magazine industry. We have wide range of
magazine products which have strong position in the market. So the present status of the
Organization 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
24
1.8 People with whom we interacted during the summer training
Marketing head – HimanshuPandey
Group leaders- Bhaskar Sharma , SandeepSona
People in Training Supervisor Team- Mona kumari , Murtaza , Ahmed
Team leader – AnujChhabra
25
1.9 Sources of Data Collection:-
There are 2 sources of data collection, i.e Primary Source and Secondary Source of
data.
1. Primary source:
Data was collected through questionnaire,. The questionnaires were carefully
designed by taking into account the parameters of the study..
2. Secondary source:
Secondary data source used for data collection were media. It is the data
which has been collected by individual or someone else for the purpose of
other than those of particular research study. or in other words we can say
that secondary data is the data used previously for the analysis and the results
are undertaken for the next process
26
CHAPTER -2
S.W.O.T ANALYSIS OF THE COMPANY
2.1 STRENGTHS:
Well organized and experienced staff
. Innovative and customer oriented products.
Direct approach to the customer
Customer satisfaction.
Strong distribution network
Efficient and fast delivery system.
2.1.1 WEAKNESS
Price of some magazines is high.
Customer perception that outlook serves to a political party.
2.1.2 OPPORTUNITIES:
It has many products capturing all sectors information so it has an opportunity
tobecome a market leader.
2.1.3 THREATS:
Number of competitors in the market.
India today has already captured the big market share
27
COMPETITORS:-
28
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 (World‘s leading international
news magazine)
OUTLOOK (ENGLISH) INDIA TODAY
2.4 WORK PROFILE
As a management trainee I joined “OUTLOOK MAGZINES“New 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 activities. I worked with my team met many customers and received their feedback
andI was involved in business development activity.
My profile was to do cold calling and to promote themagazines so that the numbers of readership
will increase.
CHAPTER-3
3.1Functional Analysis of the Company
29
OBJECTIVES:-
To study customer satisfaction level of outlook magazines.
To understand the concept of customer satisfaction.
To identify new segments and listing out potential customers.
To check the process of delivering the magazine to the subscriber
within 25 days of subscription.
To analyze & interpret the deal on bond
3.2FUNCTIONAL DEPARTMENTS OF THE COMPANY
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.
30
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,
purchaser’s 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
loyalty .That is the key factor of customer retention etc. which affect the purchase of magazines
of Outlook group.
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.
31
3.4 DATA ANALYSIS
Question 1# Have you ever renewed the subscription of Outlook magazine?
Ans.
32
27%
73%
Subscription
YesNo-
SUBSCRIPTION
INTERPRTATION;
Only 27% subscribers renewed their subscription, rest 73% has never renewed their subscription.
Which means that somewhere there is less motivation for the rebuying behavior.
Question 2# Have you ever used the customer care service of Outlook ?
Ans.
33
RESPONSE PERCENTAGE
YES 27%
NO 73%
TOTAL 100
81%
19%
Service
yesNo
SERVICE
INTERPRTATION:-
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.
34
RESPONSE PERCENTAGE
YES 81 %
NO 19%
TOTAL 100
43%
21%
21%
10%5%
customer care service
ExcellentGoodSatisfactoryPoorVery poor
CUSTOMER CARE SERVICE
INTERPTATION:-
The customer care service is excellent for only 43% subscribers. Almost 20 % said good and
satisfactory. This gives an insight that up to some extent services are good, but when carefully
observed it came out that few queries solution needs some time to get solved which also become
a reason for dissatisfaction among the customers who find this service poor or very poor
35
RESPONSE PERCENTAGE
Excellent 43%
Good 21%
Satisfactory 21%
Poor 10%
Very poor 5%
TOTAL 100%
Question 4# How would you rate the delivery service of Outlook magazines at your place?
Ans.
20%
25%20%
19%
16%
Delivery Service
ExcellentGoodSatisfactoryPoorVery poor
DELIVERY SERVICE
INTERPTATION:-
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
36
REPONCES PERCENTAGE
Excellent 20%
Good 25%
Satisfactory 20%
Poor 19%
Very poor 16%
TOTAL 100%
poor for those who didn’t get any magazine or sometimes encountered no gifts.
.
Question 5# How would you rate the Quality content of the Outlook magazine?
Ans.
41%
35%
22%2%
Quality content
ExcellentGoodSatisfactoryPoorVery poor
QUALITY
CONTENT
INTERPTATION:-
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
37
RESPONSE PERCENTAGE
Excellent 41%
Good 35%
Satisfactory 22%
Poor 2%
Very poor Nil
TOTAL 100%
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.
35%
39%
15%
10% 1%
CompetitivenessExcellentGoodSatisfactoryPoorVery poor
COMPETITIVENES
38
INTERPTATION:-
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 renowned 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
Outlook’s total Quality and service
management to ensure complete
customer satisfaction?
ANS.
QUALITY & SERVICE
39
RESPONSE PERCENTAGE
Excellent 35%
Good 39%
Satisfactory 15%
Poor 10%
Very poor 1%
TOTAL 100%
INTERPTATION:-
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
satisfaction .Still 39% of respondents responding it as good is not bad at all.
CHAPTER-4
4.1 LESSON LEARNT
SUMMARY OF LEARNING EXPERIENCE
40
RESPONSE PERCENTAGE
Excellent 16%
Good 39%
Satisfactory 31%
Poor 10%
Very poor 4%
TOTAL 100%
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.
12. Flexible towards changing working environment.
12. Ability to keep time/cost factor under control
13. It helped me in improving my communication skills
14. I learned how to present in front of the customers
4.2 RECOMMENDATIONS
41
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 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 subscriber’s 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
42
Auto renewal of subscription
Allow grace period for subscription expiry
Send loyalty gifts
Organize entertainment events for subscribers
Organize get – together
Offer free Medical claim/Insurance Policy
4. Improvement in magazines – As per 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 customer’s 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..
43
44
4.4 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
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
7. Honor Your Promises
ANNEXURE QUESTIONNAIRE
45
OF
OUTLOOK MAGAZINES
Customer Name: ………………………………………….. Date:…………………………..
Sex: ………………………………………. Customer contact:
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
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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
……... 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
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……... 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?
ANS.…….. News paper vendor ………… Book shop ……………. Subscription
7.Does News paper vendor give you any consession on buying magazines from him?
ANS. ………Yes ……..No
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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……………….
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BIBLIOGRAPHY
Referred Books:
1. Solomon, Michael R., “Consumer Behavior-Buying 11th edition, Having and Being 4th
edition”, 2009 Pearson Education Inc.,
2. Malhotra, Naresh K., Dash, Satyabhusan. 6thedition , “Marketing Reseach,An applied
orientation”,2010,Pearson Education Inc.,
3.Cooper & Schindler 8th edition, “Business Research”
4.Belch George 5th edition, Belch Michael 7th edition, “Advertising and promotion”
5. Kotler Phillip 3rd edition, “Marketing Management”
Web Site:
www.outlookgroup.com
www.outlookindia.com
www.outlook magazines.com
www.Delhioutlook magazines.com
www.outlooktraveler.com
www.outlookbussiness.com
www.outlookmoney.com
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