A STUDY ON SALES TELEMARKETING

Internship at

OUTLOOK INDIA LTD

Summer Internship Report submitted in partial fulfilment of the awardof degree of Masters in
Business Administration
By

MANVITH.A

USN: 20MBAR0541

Under the guidance

DR. VIJAYALAKSHMI P

Associate Professor, CMS Business School

No.17, Seshadri Rd, Gandhi Nagar, Bengaluru, Karnataka 560009

Phone: 080 4684 0400

2020-2022

1
 SUMMER INTERNSHIP REPORT(SIP)

SALES TELE MARKETING AT OUTLOOK INDIA LTD

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 Certificate of Completion

This is to certify that Mr. Manvith. a student Jain University of has successfully completed
summer internship with us for the period 23 June 2021 to 23August 2021.

He has shown eagerness to learn, understand and cope up with work. He haslearnt much
to keep her in good stead for the future assignments in life.

We wish him all the best.

Yours Sincerely,

Ashish Gupta
Outlook Group

New Delhi
August 31, 2021

Outlook Publishing India Pvt Ltd, AB -10, Safdurjung Enclave, New Delhi - 110029

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 CERTIFICATE

This is to certify that this Summer Internship Project submitted to CMS BUSINESS SCHOOL
, Jain (Deemed-to-be University),Bangalore, By MANVITH.A 20MBAR0541was undertaken
at OUTLOOK INDIA LTD is a record of internship done on the topic TELE
MARKETING SALES AT OUTLOOK INDIA .LTD This work was done by him during
the academic year 2021, under my guidance and supervision in partial fulfillment of the
requirements for the award of Master in Business Administration (MBA).

This project report has not been submitted for the award of any Degree, Diploma, Associateship
or Fellowship or any other title in this University or anyother University.

Place: Bangalore

Date: Professor

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Table of Contents

Executive summary Pg no.

Chapter 1 INTRODUCTION AND INDUSTRY OVERVIEW 8

1.1 Industry overview 9-13

1.2 Global scenario 13-14

1.3 Indian scenario 14-15

1.4 Industry structure 15-16

1.5 Industry outlook 17-18

CHAPTER 2 COMPANY OVERVIEW 19

2.1 Company overview 20-23

2.1.1 company vision and mission 23

2.1.2 Awards and Accolades 24

2.1.3 values 24

2.1.4 Important stake holders 25

2.2 Financial performance of the company 26

2.3 Product description 27-22

2.3.1 Product portfolio 32
2.3.2 7 p’s of marketing related to outlook 33-35
2.3.3 Differentiation Strategy by outlook 35
2.4 swot analysis 35-36
2.4.1 Determination of competition 37
2.4.2 Segmentation 38
2.4.3 Targeting 38
2.4.4 Positioning 39
2.4.5 Organization structure 39
2.5 Overview of departments 40
2.5.1 Marketing department 40
2.5.2 Supply chain department 40

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 2.5.3 HR department 40
2.5.4 Digital Marketing department 41
2.5.5 Operations department 41

2.5.6 finance department 41

2.6 future outlook 41-42
CHAPTER 3 SIP PROJECT PROFILE 43
CHAPTER 3
TELE MARKETING 44-48
TELE MARKETING ADVANTAGES AND DISADVANTAGES 48-51
3.1 Purpose of the study 52
3.2 Statement of the problem 52
3.3 Objectives and scope 52
3.4 Work done in the company 53-57
3.5 Methodology, Data collection, Interpretation 58
CHAPTER 4 KEY LEARNINGS AND RECOMMENDATIONS 59
4.1 Observations 60
4.2 Achievements and Expectations 60
4.3 Learning outcomes 60-61
4.4 Recommendations 61
4.5 Findings and conclusion 62
ANNEXURE 63-66
BIBILOGRAPHY 67

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 Executive Summary

The Internship at Outlook Magazine Provided an opportunity to understand the

challenges faced by traditional Print Media from newer forms of News Communication
such as Social Media and e-updates. The Phenomenal advancement in Information
Technology and its subsequent impact on Media and News Industry has closed the
business of many well-known Media groups who even after Producing the Good content
were not able to survive as they lost the customer value proposition to digital and social
media.

Outlook group is facing similar problem of high customer churn-out because they are
not renewing their subscription and hence revenue generation has become quite
challenging, though Outlook has started their digital version as well as App, however
these two things are not sufficient to meet the challenges, hence Outlook is focusing on
printing those magazines whose content is and will remain relevant in the near future like
Investment, Travel, Business etc.

During my internship I learned how outlook sales is facing cumbersome task of

achieving the targets, on the other hand in Business to business (B-2-B) they are looking
for Advertisement, hence it given an opportunity to learn how revenue is being
generated through Magazine sales and Advertisement.

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 CHAPTER 1

INDUSTRY OVERVIEW (PRINT MEDIA)

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INTRODUCTION AND INDUSTRY OVERVIEW

1.1 INDUSTRY OVERVIEW:

Print media is one of the oldest and basic forms of mass communication. It includes newspapers,
weeklies, magazines, monthlies and other forms of printed journals. A basic understanding of
the print media is essential in the study of mass communication. The contribution of print media
in providing information and transfer of knowledge is remarkable. Even after the advent of
electronic media, the print media has not lost its charm or relevance. Print media has the
advantage of making a longer impact on the minds of the reader, with more in-depth reporting
and analysis. Print media generally refers to newspapers. Print Media, as anyone can understand
is one of the most important factors coming through in the way a nation works. Newspapers,
magazines, books etc. are ready by a lot of people and are certainly one of the most trusted
mediums of National and International News.

India has a vast array of Print Media with Thousands of Magazines (49,000) and Newspapers
in circulation. Top Notch Journalism, great reporting, press unity and a very strong network is
what makes Print Media so much of a success even today in the age of Television and the
Internet. It is also said that Print Media also helped literacy and undoubtedly the General
Knowledge of the average person in India.

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

India has a lot of regional newspapers and magazines as well in a lot of languages. Therefore
there is something out there for everyone to read

Print Media: Industry Profile

There are the two main sources of obtaining data to determine readership of any publication:
National Readership Survey – NRS

Indian Readership Survey - IRS

National Readership Survey is a survey on all media, but especially the print medium,
conducted by the National Readership Studies Council (NRSC) - supported by Audit Bureau of
Circulation (ABC), Advertising Agencies association of India (AAAI) & Indian Newspapers
Society.

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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,’ over 55,000 households in these towns are surveyed, the number of
households in each town proportionate to it population. All men and womenfolk above the age
15 are questioned for about half an hour on the basis of a structured questionnaire.

It claimed to be the most thorough readership survey in the country. It provides exhaustive data
(available to its clients on computer disks) readership, radio listenership profile’-the socio
economic characteristics of the readers of various publications, of cinema and TV viewers, and
of listeners to radio, as well as the degree of duplication among publications and between media.
Research agencies involved are: IMRB, TNS Sofres Mode, and AC Nielsen in collaboration
with ORG.

Indian Readership Survey is conducted by the Media Research Users Council (MRUC). IRS
2002 is the largest continuous media survey ever conducted (sample size of 229,000
individuals) providing a single-source database for demographics, media habits and product

/ brand usage across 986 towns and 2858 villages in India. The survey was conducted over two
rounds with the field work between November 2001 and November 2002.

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

Both NRS & IRS

Gives media consumption habits, product ownership & consumption, lifestyle indicators
information on macro demographic & geographic parameters.

Population coverage: 12 years & above Sample size: over 200, 000

Geographic coverage: All India (Urban + Rural)

Sample Frame: Electoral rolls based on 2001 c

Types of Newspapers: Newspapers are the most popular forms of print media. Newspapers
collect, edit and print news reports and articles

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Magazines: Magazines also offer advertisers an opportunity to incorporate various new
techniques and ideas Newsletters: Newsletters also form an important part of print media. These
target a specific group of audience and give information on the product

Brochures: Brochures give detailed information about the product. These are mainly
distributed at events or even at the main outlet when a consumer needs to read in detail about
the product. Posters: Posters are forms of outdoor advertising. The message in a poster has to
be brief and eye catching as it targets a person on move.

Newspapers collect, edit and print news reports and articles. newspapers play a very important
role in our daily life. Long back there are thalapatras and people use them to store the important
information for knowledge purpose. The Chinese were the first to invent the art of printing.
They made wooden blocks to print letters. This was started during the period of the Tang
Dynasty in 600 AD. It was a Britisher who started the first newspaper in our country. On
January 29, 1780 James Augustus Hickey launched the “Bengal Gazette”. It has another title
“Calcutta Advertiser”. It was popularly known as “Hickey’s Gazette”. The first issue of the
paper had two pages and later it was increased to four pages. Its size was 35 CMS x 24 CMS.
In 1789, the first newspaper from Bombay, the Bombay Herald appeared, followed by the
Bombay Courier next year (this newspaper was later amalgamated with the Times of India in
1861). The first newspaper in an Indian language was the Samachar Darpan in Bengali. The
first issue of this daily was published from the Seram pore Mission Press on May 23, 1818. In
the same year, Ganga Kishore Bhattacharya started publishing another newspaper in Bengali,
the Bengal Gazetti. On July 1, 1822 the first Gujarati newspaper the Bombay Samachar was
published from Bombay, which is still extant. The first Hindi newspaper, the Samachar Sudha
Varshan began in 1854. Since then, the prominent Indian languages in which papers have grown
over the years are Hindi, Marathi, Malayalam, Kannada, Tamil, Telugu, Urdu and Bengali. The
Indian language papers have taken over the English press as per the latest NRS survey of
newspapers. The main reason is the marketing strategy followed by the regional papers,
beginning with Eenadu, a Telugu daily started by Ramoji Rao. The second reason is the growing
literacy rate. Increase in the literacy rate has direct positive effect on the rise of circulation of
the regional papers. The people are first educated in their mother tongue as per their state in
which they live . Advertisers saw the huge potential of the regional paper market, partly due to
their own research and more due to the efforts of the regional papers to make the advertisers
aware of the huge market. The Indian Newspaper industry is one of the largest in the world. It
publishes the largest number of paid-for titles in the world. In 1997, the total number of

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newspapers and periodicals published was 41705, which include 4720 dailies and 14743
weeklies. The highest numbers of newspapers was published in Hindi, 16864. Newspapers in
India are measured on two parameters, circulation and readership. Circulation is certified by
the Audit Bureau of Circulations which is an industry body. It audits the paid-for circulation of
the member newspaper companies. Readership is estimated by two different surveys, The
Indian Readership Survey (IRS) and the National Readership Survey (NRS).

Presently in the 21st century, Indian print media is one of the largest print media in the world.
The Times of India being the 8th most circulated newspaper in the world. With a daily
circulation of 3.146 million, The Times of India tops the list of the best newspapers in India,
followed closely by local language papers. While Hindi dailies Dainik Bhaskar (2.547 million)
and While Hindi dailies Dainik Bhaskar (2.547 million) and Dainik Jagran (2.168 million)
compete for the second and third place respectively, the Malayala Manorama stands fourth with
a daily circulation of 1.514 million. Circulation of the newspapers is certified by the Audit
Bureau of Circulation (ABC).

The list of the Top 10 Newspapers in India:

1) The Times of India – English

2) Dainik Bhaskar – Hindi

3) Dainik Jagran – Hindi

4) Malayala Manorama – Malayalam

5) The Hindu – English

6) Eenadu – Telugu

7) Deccan Chronicle – English

8) Ananda Bazar Patrika – Bengali

9) Amar Ujala – Hindi

10) Hindustan Times – English

The Times of India (TOI) is a popular English-language broadsheet daily newspaper in India.
It has the widest circulation among all English-language daily newspapers in the world, across
all formats (broadsheet, compact, Berliner and online). It is owned and managed by Bennett,
Coleman & Co. Ltd. which is owned by the Sahu Jain family.
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 The Hindu has many firsts in India to its credit, which include the following:

 1940 - First to introduce colour

 1963 - First to own fleet of aircraft for distribution

 1969 - First to adopt facsimile system of page transmission

 1980 - First to use computer aided photo composing

 1986 - First to use satellite for facsimile transmission

 1994 - First to adopt wholly computerized integration of text and graphics in page
make- up and remote imaging

 1995 - First newspaper to go on Internet

 1999 - Becomes India national newspaper and Supplements

Eenadu, headquartered in Hyderabad, India, is the largest circulated Telugu news daily in the
state of Andhra Pradesh. According to NRS (National Readership Studies) 2005 it has got a
readership of 1,134,000 and is the third most circulated regional language daily and 10th most
circulated daily in India. Eenadu (meaning "Today" in Telugu) was founded by the Indian media
baron Ramoji Rao in 1974. It has played a role in either crowning or dethroning governments
in Andhra Pradesh. It has also successfully adapted the latest publishing and communication
technologies into the Telugu language.

1.2 GLOBAL SCENARIO:

Asia Pacific was the largest region in the global print media market, accounting for 37% of
the market in 2020. North America was the second largest region accounting for 32% of the
global print media market. Africa was the smallest region in the global print media market.

The rise in social media and the increasing volume of consumer data is driving growth in the
newspapers and magazines industry. Newspapers and magazines publishers can have broad
and deeper visibility on their consumers, distributors and other stake holders. Publishers with
digital first model are investing significantly in building in-house data and analytics team.

The outbreak is expected to continue to have a negative impact on businesses throughout 2020
and into 2021. However, many media markets have been unaffected or benefited from this as
they transmit their content remotely through digital channels. It is expected that the print media
13
market will recover from the shock across the forecast period as it is a 'black swan' event and
not related to ongoing or fundamental weaknesses in the market or the global economy-book’s
sales is growing rapidly in established markets of the USA and Europe. eBooks generated a
higher share of revenues than the physical print in developed markets such as the US and UK.
According to PWC, total global book publisher's revenue will increase, growing at a CAGR
1.7%, during the forecast period. Although the physical book publisher's industry continues to
shrink (-2.8%), this decline is offset by growth in e-books which are predicted to grow at a
CAGR of 11.7% in the forecast period. Increasing consumer preference for the digital versions
is expected to significantly impact the growth of the market during this period.

1.3 INDIAN SCENARIO:

In 2006, newspaper circulation in India was about 39.1 million copies, yet until 2016, this
number has grown to 62.8 million – a 60 percent increase. Print medium was the first to be
used as mass media for communicating the information. Till today print media is one of the
powerful media among the rural people. Print media is the second largest contributor of revenue
(about 18 per cent) to the media and entertainment industry in the country. A major chunk of
revenue, about 70 per cent, comes from advertisement. India has a growing and constantly
changing newspaper market, with daily circulation up from 150 million in 2002 rising to 264
million in 2014; it is expected to continue to rise in the coming years. t is expected to reach 20.8
million tonnes in the fiscal year 2020-21. Printing and writing segment demand are expected to
grow at a CAGR of 4.5%. It is expected to reach 5.8 million tonnes in the fiscal year 2020-
21. The value of the print industry across India was estimated to be over 190 billion Indian
rupees in 2020. This was expected to go up to over 258 billion rupees by 2023. In the wake of
the Covid-19 pandemic, newsprint cost has shot up by 20% in the past three months and is
expected to shoot up further by at least another 10% this month. The Indian newspaper industry
faced an unprecedented crisis last year after the National Lockdown was declared at a very short
notice. Circulation fell drastically when many subscribers, particularly housing societies, shut
their doors for the newspaper delivery persons for the fear of the contagious virus being carried
by the newspapers or the delivery folk, leading to change is consumption pattern of newspapers.
Lack of local transport also prevented the distributors and hawkers from reporting for work.
This was followed by withdrawal of commercial advertising as advertisers were worried about
a fall in circulation and readership and were themselves affected by choking of distribution
pipelines and economic slowdown leading to loss in their sales. The FICCI EY Report on Indian
M&E industry 2021 showed that ad revenue of Print came down from INR 206 billion in 2019
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to INR 122 billion in 2020.After the National Lockdown was lifted in 2020, the newspaper
industry tried its best to recover their lost grounds. As per the same FICCI EY report, it will
take Print four to five years to regain the pre-Covid ad revenues level. However, the industry
seemed to be recovering well during the first quarter of 2021 as TAM AdEx data for Jan-Mar
21 showed that 1350 new brands advertised on print during that period. When compared with
Jan-Mar 20, the quarter also showed 9% increase in ad space mostly from Hindi and other
language newspapers. Similarly, April-May 2021 recorded better results compared to April-
May 2020.

1.4 INDUSTRY STRUCTURE:

The structure of the print media industry.

In the print media industry there are several structure "types" which are;

 Private ownership

 Public service media

 mergers and takeovers

 Cross media/Diversification

 Multi Nationals

 Conglomerates

Private ownership:

Private ownership is where an individual owner, will have whole possession of the company,
newspaper etc. for example, Malayalam Manorama, Eenadu etc.

Mergers and takeovers:

mergers/takeovers are where a print media outlet for a reason such as bankruptcy is taken over
or merged with another outlet to keep it going, this new outlet is either re branded or remains
the same brand, this is often used to keep audiences comfortable. For example the Disney and
Pixar merger held extreme success, and audiences still recognised them as separate companies.

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Public service media:

Public Service media is a media branch which aims to fit the same purposes as public service
broadcasts but instead, uses print and digital platforms to make it more accessible and appealing
to a usually younger audience. an example of a public service media print outlet is BBC news,
it provide non biased news in an easy legible format, which is easy to access at the click of a
button.

Cross media and diversification:

Cross media is when an outlet will diversify for example building a website to accommodate
younger audiences or starting a short online podcast. again, the BBC were a first to diversify
and build a website to deliver news, other than the broadcast news on TV

Multi-National media:

Multinational media outlets are those that sell to and reach an audience across the globe and
often have sub outlets such ass BBC America, BBC India

Conglomerates:

Conglomerate print media outlets are those that are owned by multiple owners/companies

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1.5 INDUSTRY OUTLOOK:

The growth of this sector attributes to the two main reasons, First is the spread of education-
according to the 2001 census report literacy growth in India touched nearly 66 per cent. This
amazing growth in literacy together with rising educational levels and rapidly progressing trade
and industry in India make the current situation a happy note. Literacy rate is growing; increase
in the literacy rate has direct positive effect on the rise of the circulation of the regional papers.
The people are first educated in their mother tongue as per their state in which they live e.g.
students in Maharashtra are compulsory taught Marathi language and hence they are educated
in their state language and the first thing a literate person does is read papers and gain
knowledge and hence higher the literacy rate in a state the sales of the dominating regional
paper in the state rises. There's little doubt about India's market potential in print media.
According to a national survey, 248 million literate adults still don't read any publication. But
readership of newspapers and magazines is up by 15% since 1998 to 180 million. It's a reflection
of a younger, more educated population, especially in small-town India, feel experts. India has
49,000 publications, but annual revenues total just $1.1 billion. While they can be vibrant and
gutsy, most are starved for technology, marketing, and capital to expand. So a handful of
publications dominate. With the growth in literacy, the Indian print media industry is expected
to grow at CAGR of 5.7% for the period 2009-13 to reach Rs. 213.6 billion from Rs. 161.8
billion in 2008.Newspaper publishing, which constitutes around 87% for the segment in 2008,
is expected to grow to Rs. 184.8 billion in 2013. Magazine publishing is expected to grow to
Rs. 28.8 billion in 2013 from Rs. 21.0 billion in 2008 at a CAGR of 6.5%.Print advertising is
expected to have a CAGR of 8.0% and grow from Rs. 103.5 billion in 2008 to Rs. 152.0 billion
in 2013. Print industry circulation CAGR is expected to grow at a minimal rate of 1.1% to reach
Rs. 61.6 billion in 2013 from Rs. 58.3 billion in 2008.

The Indian Print Industry has undergone a revolutionary change in the last 15 years. In 1990,
India initiated a process of reforms aimed at shedding protectionism and embracing
liberalisation of the economy. Privatisation was initiated with the aim of integrating the [[Indian
economy]] with the world economy. This change opened the doors for the Indian Print Industry
to modernise, by investing in the latest of technology and machinery. The average compound
annual growth rate has been higher than 12% over the last 15 years. Our packaging industry is
currently growing at a rate of more than 16% a year. Prior to 1990, most printers found it easy
to invest in East German and Czechoslovakian machines. Post 1990, the trend has been to
acquire the latest and the best equipment & machines. The progressive printers of today are
17
equipped with the latest computer-controlled printing machines and flow lines for binding,
while state of the art digital technologies are being used in pre-press. Leading print companies
have optimised the use of information technology in each and every area of their business.
These printers are today equipped at par with the best print production facilities in the world.
Today, India is fast becoming one of the major print producer & manufacture of printed paper
products for the world markets. The quality standards have improved dramatically and immense
production capacities have been created. Some printers have won recognition by winning prizes
at international competition for excellence in printing. The current annual turnover of all the
components in the Indian printing industry are more than Rs.50,000 crores. That is in the region
of US$11 Billion.

Indian books, journals and printing jobs, etc. are being exported to over 120 countries of the
world both developed and developing. Indian exports of books, printed pamphlets,
newspapers& periodicals, job printing and printed materials during 2004-05 was estimated to
the tune of US$550 million. The Indian Printing Industry, growing at a rate of 12% per annum,
comprises more than 250,000 printing companies. The current annual turnover of is more than
INR 50,000 crores (US$11 Billion). India is the country with largest number of printing presses
in the world

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 CHAPTER 2

COMPANY OVERVIEW

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Company overview

2.1 company overview:

Outlook India is a weekly English news magazine published in India. It provides the latest news.
Outlook Group introduced to students an opportunity to get conversant with new age business
which will grow to become the biggest marketing & sales channel across industries. It is one of
the companies under Rajan Raheja Group Started in 1995 by Mumbai Based Raheja Group with
Mr. Vinod Mehta as Editor-in-chief at a time when print media was losing its sheen due to
advancement of Satellite Television, however within four years of its inception, Outlook
English (Weekly) become the fourth most read news Magazine in terms of Readership and
expanded its footstep in Money, Travel and Business Domains.

As per the Indian Readership survey 2014, Outlook English stands Sixth in Top Indian English
Magazines with a 425,000 Readership, Overall, the Outlook Group has 1.5 million Readership
1and in terms of subscription it stands second after India Today Group.

Outlook India head office is in New Delhi and it features contents from Politics, Sports, Cinema
and stories of broad interests.

RAJAN RAHEJA GROUP

The Rajan Raheja Group is led by Mr. Rajan Raheja, a renowned businessman involved in the
Real Estate Development business for over 3 decades. The company diversified into
manufacturing and financial services over the last two decades. The emphasis is on setting up
focused companies, which aim to be profitable leaders in their respective fields with a long term
outlook. All Group Companies are professionally managed by independent CEOs.

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Most of the Group Companies has a leading position in Market share, Technology, Brand,
Distribution or Profitability It's an entrepreneurial journey that has spanned both 'old' and 'new'
economies -- building successful brick-and-mortar businesses to exploring the frontier world of
convergence technologies. The Rajan Raheja Group made its beginning in the construction
business. After building a huge presence in the reality market, the Group diversified laterally
into manufacturing, financial services and media -- each venture initiated, and executed, to
fulfill the objective of assuming leadership in core areas.

The list of the Group's successes is long and eclectic.

● H&R Johnson (India) Limited is the top name in ceramic tiles in India.

● Exide is the strongest brand of batteries in the automotive and industrial field.

● Co-promoters of Supreme Petrochem Ltd. along with Supreme Industries Ltd, largest
processor of plastic materials in India.

● The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Rivilas, which Conde Nast Traveler ranked as one of the 25 best villa hideaways
in the world.

● Prism Cement Ltd. has a production capacity of 2.5 million tones.

● The Group is a Co-promoter of Sonata Software Ltd, one of the leading software
companies in India.

● As owners and operators of a fiber optic cable network in Kerala through Asia net
Satellite Communications, the group is also a significant stakeholder in the growing
convergence business in India.

● Co-promoters of RMC Ready-mix (India) Pvt. Ltd. along wit

● Hathway Cable & Dotcom Pvt. Ltd has extensive cable network in 6 major cities and 7
large towns across India.

● Globus Stores Pvt Ltd. is India’s one of the largest apparel brand chain.

● A 50% JV with the ING group of Netherlands in ING Life Insurance. The venture is
already the 5th largest insurer in India.

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The Outlook group publishes several magazines like Outlook Weekly, Outlook Business,
Outlook Money, Outlook Traveler and Outlook Hindi. Outlook has been published in New
Delhi continuously since October 1995 by the Outlook Group, whose founding editor-in-chief
is Vinod Mehta.

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

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 Following is the List of Outlook Group Magazines.
Name Status
Outllook Weekly English Continue
Outlook Weekly Hindi Continue
Outlook GEO Discontinued
Outlook Profit Discontinued
Outlook Marie Claire Discontinued
Outlook People Discontinued
Outlook Newsweek Sold
Outlook Business Continue
Outlook Money Continue
Outlook Traveller Continue
Outlook Careeers 360 Sold

Most of the Products which have been discontinued by outlook group were Market
leaders in their respective segments, however the revenue generated from those
products was not sufficient to run the business and the story is more or less similar for
Print media in India or Abroad.
2.1.1 Company Mission and Vision

MISSION:

 To deliver superior value to our customer, shareholder, employees, and society at large.
 Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
 Develop mutually beneficial relationship with our business partner.
 Employee cost effective processes and thereby creates a strong organization.

VISION:

 To be premium global conglomerate with clear focus on the business

 To be the largest and the most profitable Magazine publisher in India
 To meet the demands of public by bringing them close to the reality.

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2.1.2 AWARDS & ACCOLADES:

• Department of Tourism, Government of India Award, National Tourism Award 2001-

2002 awarded to OUTLOOK Traveller for Excellence in Publication.

• OUTLOOK Traveller " 100 Holidays in the Hills" won the 2004, PATA Gold Award

• In 2002-2003 the Government of India recognized "OUTLOOK Traveller Getaways" as

the “Best Travel Publication".

• Weekend breaks from Delhi was in the BESTSELLERS top three, non- fiction category
for 14 consecutive weeks in North India

• Weekend breaks from Mumbai was in the BESTSELLERS list top three for 8 consecutive
weeks in West India.

2.1.3 VALUES

 Integrity
 Teamwork
 High Achievement

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2.1.4 OUTLOOK IMPORTANT STAKEHOLDERS
Editor in chief Ruben Banerjee
President & publisher MaheshwerPeri
Executive editor BishwadeepMoitra
Features editor Nandini Mehta
Foreign editor Ajaz Ashraf
Business editor SunitArora
Senior editors Ajith Pillai, 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 HimanshuKakkar

PRESIDENT Indranil Roy

VICE PRESIDENT VidyaMemon
GENERAL MANAGERS KabirKhattar
DEPUTY GENERAL MANAGER Shipra Mohan Sinha
NATIONAL HEAD Vipul Jain
REGIONAL MANAGERS AnandShirali, Arokia Raj
SENIOR MANAGERS B.S Johar, KabirKhattar
ASSOCIATE MANAGERS Bobby Mathews

25
2.2 FINANCIAL PERFORMANCE OF THE COMPANY:

Outlook Publishing (India) Private Limited is a Private incorporated on 23 April 1992. It is

classified as non-govt company and is registered at Registrar of Companies, Mumbai. Its
authorized share capital is Rs. 1,324,999,940 and its paid-up capital is Rs. 1,011,343,300. It is
involved in Activities auxiliary to financial intermediation, except insurance and pension
funding.[This Group includes activities involved in or closely related to financial inter-
mediation other than insurance and pension funding but not themselves involving financial
inter-mediation].

Outlook Publishing (India) Private Limited's Annual General Meeting (AGM) was last held
on 30 December 2020 and as per records from Ministry of Corporate Affairs (MCA)

Outlook Publishing (India) Private Limited's Corporate Identification Number is (CIN)

U67120MH1992PTC066495 and its registration number is 66495.Its Email address is
corporate@rraheja.com and its registered address is Windsor, 7th Floor, Off C. S. T. Road,
Near Bandra Kurla Complex, Santacruz - East Mumbai MH 400098 IN

January-march-29% July-september-35%

April – June-22% October- December- 14%

26
2.3 PRODUCT DESCRIPTION :
Magazines which are published by Outlook in India:

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

27
b) Outlook Money : In July 1998, the Group launched "Intelligent Investor" re-christened as
"OUTLOOK MONEY" as of 30-Nov-2002, India's first personal finance magazine, which
offers sound strategies for the lay investor, especially the growing segment of salaried middle
and upper middle-class and self employed professionals. Its message is clear and simple: 'Invest
well, borrow wisely, and spend smartly'. Evidently, that message has gone down well: the
magazine sold upwards of 1, 00,000 copies a fortnight within a year.

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b) 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 places. Whether
people are planning a holiday, or simply dreaming of one, Outlook Traveler continues to take
them closer.

C) Outlook Business

Another magazine by Outlook which covers the business news, interviews of business tycoons,
the new jobs in offerings. This magazine is most preferred by Business Schools, business
professionals, businessman etc. This is fortnightly magazine by Outlook.

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d) Outlook Fort night

It is 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 fort night retains the core strengths of
Outlook with objective, fiercely impartial and bold journalism, while brandishing its own
identity through a strong parallel editorial. The magazine is empathetic to its target audience &
is not a translation of its English counterpart

Magazines which are discontinued by Outlook in India:

A)Outlook Geo: This international magazine by Outlook group covers all the news about
wildlife, Geography etc. It is also one of the best selling magazines in this segment. Outlook
has priced this magazine at seventy five rupees and it comes on a monthly basis.This is a
German based magazine. GEO is a family of educational monthly magazines similar to the
National Geographic magazine. It is known for its profound reports, which are accompanied by
opulent pictures.

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B) Outlook people: The celebrity-based magazine of Outlook group. This is a fortnightly
magazine by Outlook and is most preferred by the fashion-oriented people like youth, beauty
salons etc. This and Marie Claire of Outlook are one of the best magazines in the entertainment
segment as it also covers the fashion statements, interviews of celebrities, Bollywood

c)Outlook Profit:The premium fortnightly that packs market intelligence & incisive analysis
of the stock market, while capturing emerging trends & tracking market experts & their moves.
This magazine tells you which stock you should buy or avoid, also contains comparative figures
of domestic and international market, and if you want to update your knowledge related to
automobiles and movie reviews then this is one of the best magazines for our readers

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D) Marie clarie: 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’.

2.3.1 PRODUCT PORTFOLIO

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2.3.2 7 P’S OF MARKETING RELATING TO OUTLOOK MAGAZINES :

 PRODUCT::
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).

 PRICE: Penetration Pricing Method is used because there is No/limited differentiation

Price-sensitive customers
 Many competitors So, the pricing is decided on analysing 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.
 PLACE:
 Place is selected according to the product keeping in mind its target market and the age
group.
 Magazine that has 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

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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.

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.

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

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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.

2.3.3 DIFFERENTIATION STRATEGY BY OUTLOOK

Features: Superior Quality paper and Packaging

Performance: Outlook known for its statistical analytic view and unbiased opinion.

Conformance: Outlook never compromises its competencies under any situation.

Durability: Outlook Magazines are more durable than its immediate competitors because of
the high quality paper used.

Reliability: Outlook news are highly reliable and can be trusted.

Reparability: In case of physical damage of the product , the magazine is replaced from the
nearest retail outlet.

Style: Outlook Magazine specially Outlook business has a style of international magazine.

2.4 SWOT Analysis:

Strengths:

 Five different magazines which cover each and every segment of the market and fulfill
the needs of different age group belonging to different sectors.
 Exclusive photography and articles, Outlook does not copy the content from internet
and paste in its magazines.
 Outlook has well organized and experienced man power, which approach directly and
indirectly as well, to the readers.
 Outlook has set up its own strong distribution channel, which circulate 1.5 million
copies in India.
 Outlook is known for its range of magazines, subscription offers (also available with
internet edition) and on the spot delivery of the gifts which one cannot ignore.
35
Weakness:

 It takes four weeks it delivering first copy of the subscriber and two weeks in case of
address change.
 If gifts are not delivered by the executive, then Outlook takes two months of time in
delivering the gift.

 Outlook can increase it product line by launching three new magazines, related to auto
industry, magazine for beauty parlor exclusively and Outlook technology these can
increase the market share of Outlook.
 Outlook has opportunity to promote its magazine at international level with international
edition.

Opportunities:

 It has many products capturing all sectors information so it has an opportunity to

become a market leader.
 Outlook Weekly is very good and effective magazine. This is the public –interest
magazine.
 Outlook has an opportunity to promote its magazine at international level with
international edition.
 OUTLOOK can increase its product line by launching three new magazines, related to
auto industry, magazine for beauty parlours exclusively and OUTLOOK technology
these three can increase the market share of outlookMagazine
 Targeting Youth for Competitive exams.
 E-Magazines to reduce delivery time, Cost and Printing Overhead

Threats:

 Strong competition – number of international brands are coming to India and competing
for the market share by increasing the product line.
 Perception of reader, Outlook favours congress party and does not write anything
against the part

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2.4.1 DETERMINATION OF COMPETITION

The Known Competitors are those who are operating in the same market and offering same
product or services. It is basically the different print media houses with Outlook competes with
on a daily basis. The Future potential competitors are those who provide different services like
TOI, NDTV however they can replace the print media. People may no longer value the print
media rather they can go for watching the news video.

Known+ Potential competitors are those competitors who are operating in different region and
are providing the same product. Vogue is now in India but it can come in India and adapt to the
national culture and give tough competition to the Outlook Group. Unpredictable competitors
are those who come out of the blue and poses a great amount of threat to the operating firm.

37
2.4.2 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
Psychographic Segmentation outlook magazines target the middle class and
upper middle class. In India the percentage of these two classes 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 is those who prefer gifts and other services and they are not price sensitive
but they want product differentiations. 47.7% prefer gifts and other services
and offers.

2.4.3 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.

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2.4.4 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.

2.4.5 ORGANISATION STRUCTURE:

Outlook is a Product focussed organization. The Head of Outlook oversees the functioning of
all the various departments. And each functional department is further divided into sub
departments based on tasks.

If we consider the Marketing department, it has sub departments like Sales and Distribution,
marketing strategies Product Management and Promotion. The Product Management team is
has two managers who oversees the print product and the digital product.

Being a transactional organization, Outlook is product focussed rather than market focused.
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2.5 OVERVIEW OF DIFFERENT DEPARTMENTS:

2.5.1 MARKETING DEPARTMENT:

Customer Relationship Management using Knowledge Jockey

 Amalgamation of telemarketing and digital aspects of the business.

 how business can be augmented on the web/internet. The marketing department helps
to understand about the consumer behaviour

 The real time data helps to gain more knowledge about the consumer behaviour and
helps to analyse the strategies to improve the business.

 Cold calling and emails are the important strategies to attract the customers

2.5.2 SUPPLY CHAIN DEPARTMENT:

One of the mail propositions which Outlook boasts is its efficient and responsive supply chain.
The Weekly magazine gets printed on Fridays and are transported to the Tier 1 and Tier 2 cities
overnight through air so that the magazines are available to the prospects on Saturday. This is
one of the main USP and a point on which Outlook competes with other brands. Outlook has
hub in the top ten metros of India like: - Kolkata, Chennai, Bangalore, Hyderabad, Delhi, NCR,
Lucknow, Chandigarh, Ahmedabad, Pune, Mumbai. Outlook is even available to the far off
villages. It is delivered to the prospect through courier services. Also now they provide contract
to the courier companies for doing the job worth Outlook alone. This helps Outlook to cover
the distribution in whole of India effectively and responsively and ensures on time delivery

2.5.3 HUMAN RESOURCES DEPARTMENT:

 This department is all about recruitment, selection process and how it is done. It helps
in effective and efficient management of people in a company. Recruiting right persons
helps in efficient work management. It also helps outlook to gain a competitive
advantage. The HR department in outlook ensures that it is able to achieve the goals
through the people.

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2.5.4 DIGITAL MARKETING DEPARTMENT:

 The digital marketing departments helps in understanding the aspects of SEO and SEM,
advertising, increasing organic outreach.

2.5.5 OPERATIONS DEPARTMENT:

 This department is mainly concerned with Amalgamation of Operation with Marketing

and Sales. operation plays a central role in boosting the marketing and sales in an
organization. Operations play a central role in deciding marketing strategies. Implement
Service Process Matrix for the given task and environmental strategies aligned with the
Operation Decision. Understand the customer contact model.

2.5.6 FINANCE DEPARTMENT:

 This department deals with the financial operations of the company. It mainly focuses
on the revenue generation through subscription, advertisement etc. it also deals with
cash in flow and outflow of the company. this department also helps to implement the
cost cutting strategies.

2.6 FUTURE OUTLOOK:

Outlook is a renowned magazine. Today’s world is a digital era but most of the people relies
on print media even today their subscribers are not only from the rural areas but also from urban
centres and the most of the copies are sold in regional languages and English. They have also
been in to the digital magazines and many of the people read the digital magazines by
subscribing them. They have a 3d printing technology. They gain more profit even in the future
they have a 3d printing technology. The growth of outlook magazine that that the respondents
focused on what they are good at- selling to their current market. The company knows how to
make it right. It extends the product line to a new complementary product that existing clients
would please new offer. By broadening the client segments grabbed more clients that worked
under same roof. These prospects already had the confidence of the clients which helps in
making growth., New channel of distribution which increase sales and growth of the company
and also provide new offers and services to the customer so they became more enamored and
attract easily so that helps in profit of the company and growth.

41
INDUSTRY/MARKET ATTRACTIVENESS

Category Size: Category size is large as readership in India is highly prevalent

Category Growth: It`s stunted as the market has reached saturation

Stages in PLC: Decline.

Sales Cyclicity: Hugely dependent on Business Cycle. Impacted by Covid.

Seasonality: Not affected by season.

Profits: Squeezed Margin

SELLING OF OUTLOOK MAGAZINES

The sales of Outlook magazine takes place through 3 ways:-

 Retail which contributes to 20% of the revenue.

 Subscription which contributes to 40% if the revenue .

 Institutional Buyers who contributes to 40% of the revenue through sales.

In case of subscription the magazines are delivered to the prospects doorstep, through blue dart
services. Subscription is granted for a minimum period of one year.

And in case of retail, the prospect interested goes to the retail store and purchases it.

42
 CHAPTER 3

SIP PROJECT PROFILE

43
TELEMARKETING:

Telemarketing is one of the ways of direct marketing which involves the use of the telephone
for the marketing purpose. The salesperson involved uses the telephone to directly convince the
customer over the buying of some kind of product or service with the complete information and
detailing session. There is also an alternative of using the method of automatically generated
recording over the phone via the use of automatic dialing.

The telemarketing is basically categorized into two different types which are the Business-to-
consumer telemarketing and the business-to-business telemarketing. However it also involves
a few subcategories which are taken into consideration like, The sales which are known to
involve the convincing and persuasion so as to sell a particular product or service to the
customer. The Lead generation is another sub category which includes the gathering of the
information. The most importantly used subcategories of telemarketing today are the Outbound
and the inbound telemarketing.

Outbound is the proactive marketing in which the customers either who exist already or the
prospective ones are all contacted directly for the purpose of the marketing.

The Inbound telemarketing includes the reaction and reception of the orders and also the
information coming in so as to explain the customer about the product and give detailed
information on which they are interested.

Telemarketing is now so widely used that it is now a part of the company offices, the separate
call center built for this purpose or even from the home itself. Telemarketing can be performed
using operators or even sometimes through automatically generated recorded messages.

The system of telemarketing involves a series of a minimum of two calls starting from the first
call which involves the determination of the customer’s need and then the second call which
motivates and encourages the customer to move ahead with the deal.

The different types of Telemarketing

Many names are used in reference to telephone marketing by business. Below is a list of some
of the sales methods I used during this internship.

44
Tele sales

Is where we will exclusively talk to our customer and complete the sale over the phone. This is
normally used with lower cost products/ services. The reason for this is that it is more
comfortable for a client to make a buying decision over the phone if they feel that it is not a
huge financial commitment they are making. Over the phone people don’t have the opportunity
to talk it over with their partner and often they don’t get to see and feel the product prior to
purchase. For some industries though, this is perfect

An example might be charitable organizations. They are not usually asking for a huge
commitment, just a donation of some type, to sell raffle tickets or to ask people to join their
organization. Tele-sales is perfect for this.

Appointment setting

Appointment setting is selling a fixed day and time for either yourself (as the salesperson) or
for one of the company’s Sales Team, to meet with the client and discuss what you offer. It is
about selling an appointment, not making an appointment because in most cases we need to
build an interest in what we do to be able to get the client to commit to giving us a period of
their valuable time.

Telemarketing

It is a broad term and can certainly include every heading here. But if we were to be specific,
telemarketing is defined as the use of the telephone in assisting with the sales process. This does
not always mean that we are trying to directly sell something in each call. Sometimes a
Telemarketer is doing market research, sometimes they are setting appointments, they may be
organizing to send more information out to a client, or they may be directly finding out how
their service can help this particular client. It seems that they are rarely closing a sale – It should
be considered that to fall under the banner of tele sales, although many use the two terms
interchangeably.

Prospecting

Prospecting is searching for potential clients. For instance; The Sales person offering
communication solutions to small businesses who calls business after business asking about
their current position and building interest in his company’s offerings is prospecting. This may
sound a little like an appointment setting and it is similar. But with appointment setting you

45
would normally be calling someone who has either had some level of contact with the company
before or who is at least a qualified customer

Cold Calling

It means to make a first point of contact with a client (not an existing client). This is usually
done from a list of names and phone numbers. The purpose of a cold call can be varied and it
can be used to make a sale, however at least 3 calls need to be made to a client before it is
expected a sale (each call has a specific purpose, which we will talk about a little later).

Warm Calling

A warm call is a telemarketing call to anyone who has shown interest in your product/ service
or is expecting your call. A Lukewarm call is when we call someone who has had a prior contact
with us, but is not expecting a telemarketing call and has not necessarily shown a real interest
in our product. An example of this is when customers enter competitions run at shopping
centers, or at take away stores (via a standalone competition entry box). Often the company
running the competition will then call that customer and offer them a free gift in return for an
opportunity to show the client their product.

Follow up calls

A follow up call is just that. A telemarketing call made to a customer to follow up on a previous
face to face or telephone conversation. The Telemarketing Process Successful businesses are
based on successful processes. Telemarketing has invested in the development of successful
telemarketing processes. Each project is developed bespoke to your business needs and
requirements.

Telemarketing project process:

● Appoint single contact project manager

● Telemarketing project briefing

● Identify project objectives and goals,

● Research your business to familiarize us with your products, services and clients

● Contract agreement

46
● Client Account set-Up

● Develop a suitable telemarketing strategy and documentation

● Database acquisition - we can use your database or arrange a list for you

● Database cleansing – (If required)

● Telemarketing project manager and operators are assigned

● Operator training

● Sample Testing

● Review of testing

● Full project scheduling with timelines

● Schedules are agreed

● Full project start

● Ongoing reporting as scheduled

● Project end

● Project debriefing and review

Implementation Process:

● Identify the specific expectations and objectives of a client.

● Develop a database - target the specific business types, number of employees, annualized
revenue ranges and geography of companies that are of most importance to each client.

● Develop scripting and call strategy documents - containing the necessary content for a staff
member to advance through a call and address commonly asked questions.

● Program the computer telephony applications, import the database and define follow up
procedures for each call record.

● Assign a project manager to the campaign , this person will be responsible for day-to-day
activities of our staff and will communicate results to the client.

● Train and prepare staff on the details of every campaign, with assistance from each client
(we ask for client involvement during this phase).

47
● Implementation of the calls.

● Ask our clients to monitor our phone calls and coach our staff, especially in the early stages
of a new campaign - 4 to 5 sessions of monitoring is significant in

● fine tuning the message over the first 2 weeks

● Ongoing communication with clients throughout the life of the campaign.

Advantages of Telemarketing

Telemarketing provides immediate feedback and valuable information that can be quickly
analyzed. It is the only form of advertising that requires an immediate response. You can also
advertise special offers and discounts to the customers. It also provides you with a captive
audience. Customer Retention can also be well entertained by providing them solutions.
Satisfaction of customer queries can lead to the growth in business. Telemarketing provides
you with endless opportunities to increase your business horizons. Whether it is Business to
Consumer(B2C) or Business to Business(B2B) , there are several following categories of
advantages of Outbound Telemarketing:

Customer Acquisition: Telemarketing can provide sales and results on every telemarketing
call. It provides effective outbound telemarketing leads and sales at an affordable price.

Lead Qualification: Lead generation solutions increase sales and revenues. Telemarketing
professionals provide higher value deals and maintain long term relationships with top most
buyers and brands. Customer Care: Outbound telemarketing is a powerful customer care tool.
Telemarketing process deeply concerned for customers and provides full assistance for their
feedback, queries, questions and suggestions. Through Telemarketing it is possible to have
continuous contact with clients to entertain their interest. Timeshare: Day tour Lead generation
is part of our core competency for any prestigious timeshare clients. They can have a track
record of one of the top show rates, and net shows as per the client requirement.

Sales lead Generation: Targeted and specialized calling into a segmented market will increase
the leads and productivity to provide better sales. It will be more effective if it is possible to
create parameters and then produce targeted results. The sales lead generation has following
advantages:

● Customize databases to support client needs.

● Represent Product to the prospect.

48
● Conversation through questioning.

● Collect key data to move the sales process forward.

● Increase profits and sales.

● Assist clients with obtaining targeted databases.

Fraud Detection: With new threats and fraud evolving across the globe, the process of fraud
detection has become very challenging. With the destructive nature and complexity of fraud,
organizations have started investing a huge amount across the globe. The difficulty in
managing the data and information protection from fraud has become a challenging job.

Record Verification: Through the telemarketing process it is possible to record all audible
data for further verification. All incoming and outgoing calls are recorded for quality purposes
Agent Quality Standard (AQS) measurement process can submit feedback about agents. This
will help to improve quality standards and services.

Disadvantages of Telemarketing :

Telemarketing has been negatively associated with various scams and frauds , such as pyramid
schemes , and with deceptively overpriced products and services. Fraudulent telemarketing
companies are frequently referred to as the telemarketing boiler rooms or simply boiler rooms
Telemarketing is often criticized as an unethical business practice due to the perception of high-
pressure sales techniques during unsolicited calls. Telemarketers marketing telephone
companies may participate in telephone slamming, the practice of switching a customer’s
telephone service without their knowledge or authorization. Telemarketing calls are often
considered as annoyances, especially when they occur during an unexpected time or if there is
a repetition of the same calls to the same client. Some companies have capitalized on these
negative emotions. Since 2007 several forums have sprouted and act as complaint boards where
consumers can voice their concerns and criticism. In response some telemarketing companies
have filed lawsuits against these portals.

A recent trend in telemarketing is to use rob calls: automated telephone calls that use both
computerized auto dialers and computer-delivered pre-recorded messages in a sales pitch.
These often include intentionally deceptive tactics, with computer recorded messages saying
things like “don’t panic but this is your final notice. We have already attempted to contact you
through the mail” These messages are often outright lies, intended to incite concern or fear in
the potential customer.
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Social media marketing Social media marketing, or SMM, is a form of internet marketing that
involves creating and sharing content on social media networks in order to achieve your
marketing and branding goals. Social media marketing includes activities like posting text and
image updates, videos, and other content that drives audience engagement, as well as paid social
media advertising. Before you begin creating social media marketing campaigns, consider your
business’s goals. Starting a social media marketing campaign without a social strategy in mind
is like wandering around a forest without a map—you might have fun, but you'll probably get
lost. Here are some questions to ask when defining your social media marketing goals:

● What are you hoping to achieve through social media marketing?

● Who is your target audience?

● Where would your target audience hang out and how would they use social media?

● What message do you want to send to your audience with social media marketing?

Social media marketing can help with a number of goals, such as:

● Increasing website traffic

● Building conversions

● Raising brand awareness

● Creating a brand identity and positive brand association

Improving communication and interaction with key audiences The bigger and more engaged
your audience is on social media networks, the easier it will be for you to achieve every other
marketing goal Here are a few social media marketing tips to kick off your social media
campaigns. Social Media Content Planning — As discussed previously, building a social media
marketing plan is essential. Consider keyword research and competitive research to help
brainstorm content ideas that will interest your target audience. What are other businesses in
your industry doing to drive engagement on social media? Great Social Content — Consistent
with other areas of online marketing, content reigns supreme when it comes to social media
marketing. Make sure you post regularly and offer truly valuable information that your ideal
customers will find helpful and interesting. The content that you share on your social networks
can include social media images, videos, infographics, how-to guides and more. A Consistent

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Brand Image — Using social media for marketing enables your business to project your brand
image across a variety of different social media platforms. While each platform has its own
unique environment and voice, your business’s core identity, whether it's friendly, fun, or
trustworthy, should stay consistent. Social Media for Content Promotion — Social media
marketing is a perfect channel for sharing your best site and blog content with readers. Once
you build a loyal following on social media, you'll be able to post all your new content and
make sure your readers can find new stuff right away. Plus, great blog content will help you
build more followers. It's a surprising way that content marketing and social media marketing
benefit each other. Sharing Curated Links — While using social media for marketing is a great
way to leverage your own unique, original content to gain followers, fans, and devotees, it’s
also an opportunity to link to outside articles as well. If other sources provide great valuable
information you think your target audience will enjoy, don’t be shy about linking to them.
Curating and linking to outside sources improves trust and reliability, and you may even get
some links in return. Tracking Competitors It’s always important to keep an eye on
competitors—they can provide valuable data for keyword research and other social media
marketing insight. If your competitors are using a certain social media marketing channel or
technique that seems to be working for them, consider doing the same thing, but do it better.
Measuring Success with Analytics You can’t determine the success of your social media
marketing strategies without tracking data. Google Analytics can be used as a great social media
marketing tool that will help you measure your most triumphant social media marketing
techniques, as well as determine which strategies are better off abandoned. Attach tracking tags
to your social media marketing campaigns so that you can properly monitor them.

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3.1 PURPOSE OF THE STUDY:

 How Tele marketing strategies are implemented

 How sales strategies are made and implemented?
 How work is done in teams?
 How performance is evaluated?
 Why targets are important to achieve?

3.2 STATEMENT OF THE PROBLEM:

Statement of the problems shows the difference between what we expected from the study and
what was the ground reality. This also highlights the problems faced by the company that can
be amended with ease.

● The biggest obvious problem faced by many and me is the limit to virtual internship which
prevented us from actually observing the work dynamic and the proper organization work
culture.

● The next problem that was noticed by me was that due to the lockdown varying in different
cities, the level of response also differed when it came to telemarketing sales. This led to me
not being able to meet the target sales goals set by the company.

● Due to it being a virtual interaction we didn’t have proper communication with the company
mentor everyday which affect the rapport

3.3 OBJECTIVES AND SCOPE:

 large number of new players have entered the market and are trying to gain market share
in this rapidly improving market.
 The study deals with Outlook in focus and the various segments that it caters to. The
study then goes on to evaluate and analyse the findings so as to present a clear picture
of trends in the magazine sector.
 This project will help the company to know its market reputation and know about their
different buyer in the market.
 By using this project the company may find some remedy in its marketing research and
can also find the behaviours of customers on their different types of magazines.

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3.4 WORK DONE IN THE COMPANY:

I, Manvith. A intern at outlook group India. The internship was based on human resources and
sales department. The role to perform was a recruiter intern. The tasks were releated to
recruitment and selection process. They taught some basics about recruitment and selection
process but most of the work performed is based on sales mostly. Outlook Group gave an
opportunity to get conversant with new age business which we believe will grow to become the
biggest marketing & sales channel across industries. They provide the data of the customer and
have to convince them about the subscription. We have to tell them about the new offers new
gift so that they will subscribe as soon as earlier telling them that subscribe magazines as soon
as possible because there is high chances of increasing the price. In the very first week my task
is to do personal selling around 15000(max) and 5000 rs (min). Personal selling is that the
selling which should be done by yourself. In my whole internship period, I done around 15000/-
Rs sale and I also completed all the task which was given to me and also, I attended meeting
with my sales department which helps me to know more about sales strategy and marketing
tactics also. We all interns are divided into different teams and every team has its team leader
so that they can guide them easily and motivate them proper and in team we have to do
individual sale. All the interns have their own KJ which is also known as KNOWLEDGE
JOCKEY in where all the sales which is converted by us has shown there the amount of
commission is also show on KJ.

3.4.1 TASK RELEATED TO SALES:

TASK 1: B2C SALES

A sales target of Rs 15,000 was given to be achieved in 7 days.

Major Learnings:-

• No matter what the situation is, making a sale depends totally on the convincing power
of the salesperson.

• Going after any leads given doesn`t necessarily gets converted into a sale.

• Apart from purchasing power and interest of the customer, the prevailing economic
times also plays a vital role in determining a purchase.

• It is very important to convey to the customer how the purchase will create value for
him and the benefits he will earn if he makes the purchase at the earliest.

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• The positioning of the company in the mind of the customer plays a role in determining
sale.

• Not all we approach for making a sale will talk decently, but we should be polite and
handle them calmly.

• Achieving the first sale may be a time-consuming matter and may require change in
strategy.

They have also given some HR releated tasks:

 TASK 1(Appraisal strategy):

 Take 2 companies one which uses the appraisal system and one which doesn’t use the
appraisal system
 Compare and contrast how the appraisal decision is important for any company
 How does the organization which does not use the appraisal system actually benefit?
 Prepare in detail appraisal strategy for the outlook group which can benefit the
employees?
 TASK 2(RECRUITMENT AND SELECTION):
 What should be the key components of staffing that a print media can implement to be
profitable?
 Why is staffing important for any company?
 Formulate a work force planning process for outlook India?
 Model a effective employee Recruitment process for outlook
 TASK 3:
 Conduct a comprehensive study and findout employees from which of these
organisations has best work life balance:
 FMCG
 FMCD
 BFSI
 MEDIA
 IT
 TASK 4:
 Overcoming of pressurizing with related to sales target

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3.4.2 SALES PROCESS:

Generating sales in any company is the most interesting and most difficult part. It requires a lot
of market research to analyze the consumer behavior so that we can make our product and
services according to their needs. We have to design our sales promotion strategies in such a
way the maximum people are attracted by it. In our two months we have done many things
which include most of the above said techniques and strategies which have made our product
(OUTLOOK MAGAZINES) a market leader. We have products which cater to each and every
segment of market e.g. Outlook English, Outlook Money, Outlook Business, Outlook Traveller,
Outlook Hindi. Outlook Luxe. Outlook group was started in 1995 since then it has established
itself in the market of print media. They have been also successful with different products they
have launched in addition to their basic magazine outlook English. Outlook also has a very
dedicated site which gives a very good insight into the outlook group.

 PROSPECTING:

Prepared a comprehensive list of prospective clients in each segment. After the segments were
identified, a list of prospective clients was made in segment with the help of Internet and
telephone Directory services. The list consisted of all details of the clients including name,
address, and telephone number etc.

 GATHERING INFORMATION ABOUT A CLIENT AND THE KEY DECISION

MAKER:

This step consisted of gathering information about the clients as to whether they are currently
taking any magazines and at what prices. Also the key decision maker in the company was
determined and his/her details were found out.

 PRE-APPROACHING:

The next step involved calling up the decision maker in the client organization and making him
interested in the product and taking an appointment with him/her.

 APPROACHING THE INTERESTEDSUSPECTS:

Once an appointment was taken, the next step was to meet the client on the appointed time.

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 PRESENTATION:

The appointment began with asking the client to explain their business in detail. The client was
asked if he is buying any other magazines and if yes, at what price. Information regarding
magazines being already a part of his business was extracted from the client. Then detailed
information regarding features of the product and its edge over the competitors was explained
to the client. The various options like Trolley bag or 4 in 1 Bag set were offered to him. Sample
copies were shown to display the various options. All the efforts were made to convince the
clients to buy the magazine by offering him various schemes, gifts and range of subscriptions.

 PROPOSAL:

If the client showed interest in proposition offered to him, the next step was to offer a proposal.
The proposal consists of various details like price, option being offered and other details about
the delivery, payment in advance etc.

 FOLLOW UP:

Once the proposal was offered, follow up is required until the decision maker in the
organization takes a decision regarding ordering and the number of copies to be ordered.

 OBJECTIONHANDLING:

Various issues were settled. Many of the clients demanded reduction in the amount by not
accepting the Trolley bag or 4 in 1 bag set. Various queries regarding proper and timely delivery
were solved

.  SETTLED TERMSAND CONDITIONS:

Once the client showed his readiness to order, the terms and conditions were settled him with
regard to type of subscription , delivery – whether it is single point or multipoint, payment in
advance , time period of subscription. A customized sample copy and the assured gift was also
shown to the client and his approval was seeked.

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 CONTRACT:

Once all the terms and conditions were settled, the agreement was made. The agreement
consisted of all the terms and conditions agreeable to both the parties and was duly signed by
both the parties i.e. the client and Outlook

.  DELIVERY:

The clients gave all the details of delivery to Outlook as to whether the magazines were to be
delivered to the client or at his place. All the address details of the client was taken. After the
magazines were delivered, the Proof of Delivery (POD) was shown in the office. If any copies
were undelivered due to any reason, the client was informed about it.

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3.5 METHODOLOGY:

Data collection: The study was conducted using both primary data and secondary data Primary
data Primary data for the study was conducted through questionnaires, surveys and telephonic
interviews By interacting and learning from the front office and company HR.

Secondary data The secondary data was collected through literature reviews which establish the
existing materials published in journals and online databases, blogs and articles online. News
articles were also used to establish the current situation of hiring in India.

Interpretation and analysis The data collected from both primary source and secondary source
was compiled together and the findings were interpreted for future use. The interpretation and
analysis of data is important for the study as it establishes a clear understanding of the problem
and it takes into consideration the different variable.

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 CHAPTER 4
FINDINGS AND RECOMENDATIONS

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4.1 Observation:

 OUTLOOK has its good Brand Image in the market. People are familiar with the
Group
 Print media is growing by 12% compound annual growth rate.
 Magazine readership has been reduced by 25% because of web media.
 OUTLOOK is no .1 in circulation because of aggressive marketing.
 The increase in Foreign Direct Investment in India in print media industry is also a bold
step as part of government decision. Now it has been increased from 26% to 76%.
 Some clients do not have a good perception about Outlook and hence they think that
the new magazine from the Outlook Group would also be not good
 In comparison to India Today, Outlook lags in its distribution channel because India
Today delivers its magazines within 2 weeks from the date of subscription whereas
Outlook takes 4-6 weeks.

4.2 Expectations and Achievements:

 There are lot of scope of improvement for the organization as mentioned in the
recommendation.
 Undertaking those will help to enhance the customer satisfaction and will also help to
reduce the major problem that is the churning rate.
 Interaction with the customers should be increased so as to enhance the customer
relationship management.
 International tie-ups will help the Group in increasing its market share and outlook is
increasing its market share step by step.
 Good product line will attract more customers and increase readership and the company
is concentrating on more product lines for the customer viewership

4.3 learning outcomes:

 This training proved to be highly beneficial for me as it trained me for future.
 It increased my practical knowledge and well equipped me with all the methods and
knowledge.
 I learned to deal with people and control my patience level which is a very important
ingredient in the dish of life.
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  I faced all kinds of people and learned to adopt myself in different situation.
 The training was very useful in studying the services, client’s satisfaction, consumer
behaviour, company culture which is vital for us as we are the future managers who
will lead the world.
 It made me polish my internal qualities such as competitiveness, team spirit,
leadership, confidence etc. I adopted good convincing skills and characteristics to work
in different environment

4.4 Recommendations:

 International tie-ups will help the Group in increasing its market share.
 Better Training for Salesperson
 Use of Analytics for Focussed Customer Target
 Provide E-subscription free of cost
 Implementation of Referral Programs
 Increased focus on Advertisement
 Content Modification to become a holistic Magazine
 Company should be emphasis on more effective advertisement.
 The most important task is that company should give its priority to coverage. If the
company could cover home towns, cities and villages then it will create their more
magazines readers
 The company should enhance its awareness among many people by mobile road
shows: outdoor advertising in local and national newspapers as well as more type of
ads on prime time on television channels for different uses segments. So that many
people may come to know about the services of the magazines and can become a
subscriber of the company.
 The policy or company should be simple And bring more transparency.
 Company should appoint some executives to make strong relationships with
customer. Follow up is necessary

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4.5 FINDINGS AND CONCLUSION:

 OUTLOOK has its good Brand Image in the market. People are familiar with the
Group.
 Group has its tie-ups with big brands like – United Colors of Benetton, Adidas, Liberty,
Hidesign, Numero Uno, etc. and simultaneously promotes their products with the
magazine subscription,
 During research session I got to know the needs and preferences of readers.
 The different buying behaviors of respondents have given the insight regarding their
different areas of interest.
 Print media is growing by 12% compound annual growth rate.
 Magazine readership has been reduced by 25% because of web media.
 OUTLOOK is no .1 in circulation because of aggressive marketing.
 The increase in Foreign Direct Investment in India in print media industry is also a bold
step as part of government decision. Now it has been increased from 26% to 76%.
 Pricing should be ably done as the customer base is price sensit

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Annexure
Cover-on-cover Proposal.

Outlook group has launched a revolutionary Promotion program on the 20th year of its
inception known as “Cover-on-cover”. In this scheme your brand advertisement will
be placed in Front and back side of the Magazine which will lead to substantial increase
in customer visibility at numerous customers touch points , under this scheme specific
no. of magazine copies having your advertisement in front of the of the Outlook
Magazine and will be delivered to the best Target customer extracted from Outlook
database having more than 30 lakhs subscribers keeping your business interest as the top
priority , this scheme will cause substantial increase in your business visibility and will
act as a differentiator from other competitors.

Rates.
Magazine Cost Per
copy(INR)
Outlook(weekly) 40*
Outlook Hindi(Weekly) 25*
Outlook Traveler(Monthly) 100*
Outlook 50*
Business(Fortnightly)
Outlook Money(Monthly) 50*
*it includes creative content for your business and Postal charges as well

Terms and Conditions

 Minimum 1000 copies needs to be purchased (Non-Negotiable).

 Your Advt. will come on only ordered copies (As ordered by the customer)
 Customer can order 100 copies per month, there is no requirement to order all
copies at one time.

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Previous Customers:

Sample cover:

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65
ANNEXURE OUTLOOK SUBSCRIPTION PROPOSAL
Dear Sir/Ma’am Greetings from OUTLOOK GROUP. We are promoters of OUTLOOK
Magazine in New Delhi and we have tried to cover each and every segment of the market with
the help of our product (Magazines). We are promoting our magazines in corporate offices,
Educational Institutes and places where we find human-beings who are interested in enhancing
their knowledge. Our product line consists:
 OUTLOOK – Current Affairs
 MONEY – Finance & Stock Market
 HINDI – Current Affairs & Knowledge
 TRAVELLER – Sight-seeing
 BUSINESS – Corporate World
 TRAVELLER LUXE- Luxury Travel These are our Primary Benefits to our readers,
complimentary gifts and savings are Secondary Benefits. We intend to avail an opportunity to
meet and share more about our Company and Product. Please call to set an appointment at your
convenience. We’ll make efficient use of your time. I appreciate for your taking the time to
review our Proposal. Thanking you in anticipation.

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REFERENCES:

https://www.outlookindia.com/
https://en.wikipedia.org/wiki/Outlook_(Indian_magazine)
INDIAN READERSHIP SURVEY
https://www.mruc.net/
OUTLOOK CRM DATA BASE

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