Synopsis on Outlook for Marketing

1. SYNOPSIS
ON
“MARKETING STRATEGY FOR INCREASE CIRCULATION”
Supervisor
Submitted By
Honey Dhussa
Head of Department
(Marketing)
Jeetendra Pathak
Enr. No. : 11061248040
Marketing Management
Remarks of Evaluator
Approved/ Disapproved
(I Evaluation)
Approved/ Disapproved
(II Evaluation)
Session:-2011-2013
FORMAT FOR RESUME OF SUPERVISOR AND GUIDE

2. 1. NAME
:
Honey Dhussa
2. DESIGNATION
:
Head of Department
3. QUALIFICATION
:
MBA
4. AREA OF SPECIALIZATION
: Marketing
5. EXPERIENCE
:
6. OFFICIAL ADDRESS
: NBA Group of Institutions
Scindia Villa, Sarojini Nagar
Delhi
7. TELEPHONE No.
7 Year
: 0120-4136697
8. MOBILE
: 9810616966
9. E-MAIL
: honeydhussa@gmail.com
I am willing to supervise: - Jeetendra Pathak
Enrolment No. 11061248040
On the Topic: “MARKETING STRATEGY FOR INCREASE
CIRCULATION”
(Signature with Seal)
Countersigned by the Director of study center SEAL
CERTIFICATE

3. This is to certify that Jeetendra Pathak, Enrolment No. 11061248040 has
completed under my supervision his/her Research Project Report on
“MARKETING
STRATEGY
FOR
INCREASE
CIRCULATION ”
in
the
specialization area Marketing.
The work embodied in this report is original and is of the standard expected of
an MBA student and has not been submitted in part or full to this or any other
university for the award of any degree or diploma. He has completed all
requirements of guidelines for the Research Project Report and the work is fit
for evaluation.
Signature of Supervisor/Guide (with SEAL)
NAME: Honey Dhussa
DESIGNATION: Head Of department (Marketing)
ORGANIATION: NBA School of Business
Forwarded by Head/Director of Study Centre
(With signature, Name & SEAL)
DECLARATION

4. This is to certify that the project Report entitled “MARKETING
STRATEGY FOR INCREASE CIRCULATION” is my original work
and this has not been submitted in part or full to this or any other
university/institution for award of any degree or diploma.
Signature of candidate:
NAME: Jeetendra Pathak
Enrolment No.: 11061248040
Specialization: MARKETING
Session: 2011-2013
ACKNOWLEDGEMENT

5. Project work is never the accomplishment of an individual rather it is an
amalgamation of the efforts, ideas and co-operation of a number of individuals.
I am highly indebted to my project guide Mr. Honey Dhussa of NBA Business
School for his invaluable support and guidance during the preparation of this
project.
It gives me immense pleasure to take this opportunity to thank all those who
helped in the successful completion this project.
Jeetendra Pathak
Statement of Problem

6. • To know the best suitable product offers by the Outlook Group.
• To study which factor influencing the Marketing of the Outlook
Group.
• To know about the perception in buying from Consumer.
• To compare the various competitors prices
• To know about brand loyalty.
• To know about consumer satisfaction.
• To know about the services.
• To know about the product price.
• To compare the various competitors offers.
• To know about the consumer behavior.
LITERATURE REVIEW
Introduction:
RAJAN RAHEJA GROUP

7. The Rajan Raheja Group is a diversified conglomerate which has interests in
sectors such as building materials (through Prism Cement, H&R Johnson
(India) and RMC Ready-mix (India)), automotive and industrial batteries (Exide
Industries), cable T.V. (Hath way Cable & Datacom and Asia net Satellite
Communications), financial services (in life insurance and asset management
through joint ventures with ING), retail (Globus, H&R Johnson (India) TBK,
Food world and Health & Glow), real estate development, software,
petrochemicals and hotels. Outlook is a part of the Rajan Raheja Group which
made its beginning in the construction business and after building a single
presence in the realty market the group diversified laterally into manufacturing,
financial services and media.
OUTLOOK: In October 1995, group company Hath way Investments Private
Limited entered the print media. OUTLOOK, a weekly newsmagazine headed
by Vinod Mehta, galvanized a sluggish market reeling under the impact of
satellite TV.

8. 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.
OUTLOOK is one of India's four top-selling English weekly newsmagazines.
Like many other Indian magazines it is reluctant to reveal its circulation, but
the 2007 National Readership Survey suggested 1.5 million copies.
OUTLOOK's competitors are India Today & The Week. Currently it has
several magazines like OUTLOOK Business, OUTLOOK , OUTLOOK
Money, GEO, Marie Claire, People, Traveller, Career 360, News Week to
name a few.
Vision
'The most successful and admired life insurance company, which means that we
are the most trusted company, the easiest to deal with, offer the best value for
money, and set the standards in the industry
OBJECTIVE
• To identify the factors have a bearing on customer’s purchase
decision.
• To understand the customer’s views towards various offers.

9. • To understand the consumer behavior towards the Outlook Group.
• To know about the consumer response for services.
• To know about the magazine content.
• To develop marketing strategies to attract new customers.
• Analyzing marketing problems from a current consumer and
finding ways to retain them.
• To find ways with which customer reach could be increased.
• To provide some simple techniques that can be used for expanding
the market.
• To compare with online or offline payment system.
• To know about the E-Magazine service.
RESEARCH DESIGN & METHODOLOGY
MARKETING RESEARCH
Marketing is the process of discovering and translating consumer needs and
wants into products and service specification, creating demand for these
products and services. It is the function which links the consumer, customer and
public to the marketer.
RESEARCH DESIGN

10. Despite the difficulty of establishing an entirely satisfactory classification
system, it is helpful to classify marketing research projects on the basis of
fundamental objectives of the research, consideration of the different types,
their applicability, their strength and weakness.
The two general type of research based on the basis of the fundamental
objective of the research are:1. Exploratory Research Design
2. Conclusive Research Design
Exploratory Research
Exploratory research design seeks to discover new relationships between
several facts. In well established field’s of study, hypothesis usually is drawn
from ideas developed in previous research studies or is derived from theory.
Research could be then used to determine if the hypothesis was correct. Too
little is known, however about consumer reaction to marketing stimulate to
permit the formulation of sound hypothesis in many specific situations. As a
result, much marketing research is of exploratory in nature; emphasis is placed
on finding hypothesis relative to new product’s or marketing practices that can
be changed profitably.
Conclusive Research:Conclusive Research provides information that helps the executives make a
rational decision. The marketing executive has to arrive at a suitable decision
from the various alternative decisions. In some instances particularly if an
experiment is running, the research in many cases come close to specifying the
precise alternative to choose; in other cases, especially with descriptive studies,
the research will only partially clarify the situation, and much will be left to the
executives judgment.
Conclusive Research studies can be classified as either descriptive or
experimental.

11. RESEARCH INSTRUMENT
• Structured and Disguised Questionnaire
The questionnaire is a standardized form for recording answers on the
basis of set questions. The questions provided limited answers.
• Sample size
The sample size chosen should be 150.
• Sampling Method
Sampling Method is the process in which only a few units of population
under study are considered for analysis. The sampling method was
random sampling in which the respondents were given the questionnaire.
The Questionnaire was framed in such a way to get continue response.
And to achieve flexibility by asking certain open ended questions. The
time constraints and various other factors were also kept in mind while
framing the marketing research methodology.
COMPARTIVE ANALYSIS
DATA COLLECTION METHOD:
Surveys have become so common in today’s world that the average person
seldom questions the idea about the useful information that can be obtained in a
particular manner. Various findings of one type or another are developed and
are usually seen possible after the acceptance.
QUESTIONNAIRE:

12. Questionnaire and observation are two basic methods of collecting data in
marketing research. In questionnaire method a formal list of question is
prepared in a sequence which is provided in printed forms to the respondents,
for them to answer.
ADVANTAGES OF QUESTIONNAIRE METHOD:
• Versatility:- Probably the greatest advantage of the questionnaire
method is its versatility. Almost every problem of marketing research
can be approached from the questionnaire point. It is helpful for
getting any desired data.
• Speed and Cost:- Questionnaire is usually faster and cheaper than
observing interviewee. It has moreover better gathering activities. As
a result, less time is required in a questionnaire study.
• Accuracy:- The data or information obtained by questionnaire
method is accurate.
TYPES OF QUESTIONNAIRE:
a)
b)
c)
d)
Structured Disguised
Structured Non-Disguised
Non-Structured Disguised
Non-Structured Non-Disguised
SCOPE OF STUDY
1) Customer expectations are always ever increasing and the competition
among various magazine companies.
2) Brands with good offers and reasonable price will service well in the
market.

13. 3) The likes and dislikes of people are different, the companies should
have different magazine to suit different needs and wants.
4) Prices and offers play an important role in the success of a product.
5) Majority of the people prefer effective offer of magazine.
6) Different offers made by “The Outlook Group” to attract the target
audience.
7) Consumers become more aware of print media sector.
LIMITATION
1. The Research study is confined to only limited area of Delhi
2. Data collection was not easy; during research we have seen grey faces
and some respondents were not willing to fill the questionnaire.

14. 3. People do not co-operate with marketing executives and they don’t have
free minutes to attend them.
4. Some people directly refused to co- operate and some gave biased and
dishonest replies.
5. Time, Money and other Resources also acted as a barrier.
6. Questionnaire should be of single page only.
7. People were reluctant to give away personal details.
BIBILIOGRAPHY
•
www.google.com
• www.outlook.com

15. • www.info.com
•
www.economictimes.com
• www.wikipedia.org
.
Questionnaire
RESPONDENT’S PERSONAL INFORMATION
Name :…………………………………………………………………
Age: - ………………
E-mail:- …………………………………………………..

16. Phone No: .………………………………………………....
Q1. Do you read magazines?
Yes
No
Sometimes
Q2. Have you ever subscribed for outlook magazine?
yes
no
If Yes please refer to question no. Q3 to Q8.
If no please refer to question no. Q9 to Q14
Q3. Which brand of OUTLOOK, did you subscribe? You may tick more than
one.
OUTLOOK
GEO
TRAVELLER
MONEY
NEWSWEEK
MARIE CLAIRE
PEOPLE
BUSINESS

17. Q4. Please tick the following. (Rank accordingly)
(1 – Very bad , 2- bad, 3- satisfactory, 4- good , 5- very good )
Very bad
very good
1
2
3
4
5
Brand Image
-
-
-
-
-
Content
-
-
-
-
-
Special Offers
-
-
-
-
-
Service
-
-
-
-
-
-
-
-
-
-
Salesman’s
behavior
Price
Overall
experience
Q5. Why did you subscribe for outlook magazine? You may tick more than one
Product
Price
Exclusive Offers
References
Q6. Will you renew your subscription of the magazine?
Yes
No
Maybe

18. Q7. With reference to question 6th. If NO then please state the reason for your
decision.
________________________________________________________________
________________________________________________________________
______________________________________________.
Q8. Any suggestion for OUTLOOK GROUP.
________________________________________________________________
________________________________________________________________
______________________________________________.
Q9. What kind of magazine, do you read?
News
Entertainment
Knowledge
Finance
Travel & Tourism
Business
Career
Fashion
Q10. Which magazine are you aware of? You may tick more than one.
Outlook
India today
Lonely Planet
Tehelka

19. The week
Forbes
The Economist
Femina
Q11. How do you know about outlook magazine?
________________________________________________________________
________________________________________________________________
______________________________________________.
Q12. Please tick the following. (Rank accordingly)
(1 – Very bad , 2- bad, 3- satisfactory, 4- good , 5- very good )
Very bad
very good
1
2
3
4
5
Brand awareness
-
-
-
-
-
Content
-
-
-
-
-
Special Offers
-
-
-
-
-
Price
-
-
-
-
-
Q13Would you like to subscribe for outlook magazine?
Yes
No
Maybe
Q14. With reference to question 13th. If NO then please state the reason for
your decision.

20. ________________________________________________________________
________________________________________________________________
______________________________