4. “Direct Marketing : Hard Way To Reach The Target Segment”
When an organization has the resources and
the capacity to tailor its marketing to
different segments of the target audience.
Even if your project involves delivering the
same brochure in different languages, it
may still require additional costs.
The Week is an Indian news
magazine published by The Malayala
Manorama Co. Ltd. The magazine is
published from Kochi and is currently
printedin Delhi, Mumbai, Bangalore and K
ottayam. According to the Audit Bureau of
Circulations, it is the largest circulated
English newsmagazine in India.
Editor Philip Mathew
Categories News magazines
Frequency Weekly
Circulation 204,429
Publisher Jacob Mathew
Year founded 1982
First issue 26 Dec 1982
Company Malayala Manorama
Country India
Based in Kochi
Language English
Website www.theweek.in
5. COLUMNISTS
The Week has these regular guest columns:-
DeTour by Shobhaa De
Forthwrite by Meenakshi Lekhi
Last word by Shashi Tharoor, Saurav Ganguly, Sanjaya Baru, Binayak Sen
YEAR AWARDEE AWARD AGENCY STORY
2007
2010
2010
2011
The Week
The Week
The Week
The Week
Media Excellence award
Gold (Magazine Cover
Design)
Gold ( Special issue)
IPI India award for
excellence in journalism
Amity ( India)
WAN-IFRA (
Malasiya)
WAN-IFRA(
Malasia)
International
press Institute
(India)
Business
reporting
Cover for
Health
On 25 year
after Indra
Gandhi
Fake medical
and dental
colleges
7. COMPANY PROFILE
Malayala Manorama is a daily morning newspaper, in Malayalam language,
published from Kottayam in the state of Kerala, India by Malayala Manorama
Company Limited. It was first published as a weekly on 22 March 1890, and currently
has a readership of over 20 million.
According to World Association of Newspapers, as of 2011, it holds a position as the
fifth most circulating newspaper in the world. According to the Audit Bureau of
Circulations (ABC) 2013 figures, it is the third largest circulating newspapers in India
(behind The Times of India and Dainik Jagran) and largest circulating newspaper
in Kerala.
Chief Editors
Kandathil Varghese Mappillai (1890 - 1904)
K. C. Mammen Mappillai (1904 - 1938, 1947 - 1954)
K. M. Cherian (1954 - 1973)
K. M. Mathew (1973 - 2010)
Mammen Mathew (2010–present)
8. COMPANY PROFILE
Printing Centers
Malayala Manorama new office and Press in Kollam city.
Kottayam, Kozhikode, Thiruvananthapuram, Kochi, Thrissur, Kannur, Kollam, Palakkad, Malapp
uram, Pathanamthitta, Alappuzha, Mangalore, Bangalore, Chennai, Mumbai, Delhi, Dubai, Mana
ma and Doha
NAME FREQUENCY LANGUAGE TYPE
Arogyam Monthly Malayalam Health
Balarama Weekly Malayalam Comics magazine
Fast Track Monthly Malayalam Automobile
Magic Pot Weekly English Children
The Man Monthly English Men’s Life Style
Manorama Weekly weekly Malayalam General interest
Tell me Why Monthly English Children
Traveller Monthly Malayalam Travel
Vanita Fortnightly Hindi Women
The Week Weekly English News & General Interest
10. 11 different magazines which cover each
and every segment of the market
and fulfil the needs of different age
group belonging to different sectors.
▪ Exclusive photography and articles,
THE WEEK does not copy the
content from internet and paste in its
magazine
▪Slow Processing
▪If gift is not delivered by the
executive then THE WEEK takes
two months of time in delivering the
gift.
▪THE WEEK can increase its
product line by launching three new
magazines, related to auto industry,
magazine for beauty parlours
exclusively.
▪Opportunity to promote its
magazines at international level
▪Strong competition
▪Perception of Readers
SWOT
ANALYSIS
11. OBJECTIVES OF THE STUDY
• To increase sales directly by publicity through media which are
complementary to press and poster advertising.
• To disseminate information through sales man dealers etc. So as to
insure the product getting in to satisfactory use by the ultimate
consumer.
• To attract new consumer.
• To face the competition effectively.
• To help salesman in selling more to the retailers and consumers.
• To check seasonal decline in sales. Generally speaking sales
promotion involves rendering the following services:-
▪Services to dealers.
▪Services to own salesman.
▪Special publicity.
14. PROBLEM AND LIMITATIONS OF THE STUDY
• Shortage of time factor was one of the biggest constraints.
• Most stress was given on the primary data as it was
difficult to collect secondary data from the organization
and distribution since it is difficult to ascertain the
authenticity of their statements.
• All the observation and recommendation will be made on
the feedback.
16. RESPONDENT :- READERS
1. Which magazine do you read?
Interpretation:
When respondent were asked about
the magazines 43% were like to
selected other magazines while 25 %
of them read “ The Week ” while
the 22% respondent of India Today
magazine & 10 % respondent of The
Outlook. The reasons of The Week
are less in no. Readers have to be
aware about the The Week
Magazine.
The Week
25%
The Outlook
10%
India Today
22%
Other
43%
Magazines Readers
The Week 25
The Outlook 10
India Today 22
Others 43
17. 2.Why do you like this magazine?
Interpretation:
The 35% respondents were said that they
like the content, because its content is
better in the compare to others, 28%
respondent were like to All the features
of the magazines, 22% respondent said
that they like the language because it is
in easy way easily to under stable &
15% respondent they like the Current
Affairs parts because this helps to the
competitive students.
Content
35%
Current Affairs
15%
Language
22%
All the Above
28%
Magazines
Content 35
Current Affairs 15
Language 22
All the above 28
18. 3. Do you think that price of this magazine is fair?
Interpretation:
65 % of respondents are fully
satisfied with the price of the
magazine and some 35 % of
respondent were Unsatisfied
with the fair of the magazine,
they said that the magazine
costly to buy them regularly. 0
20
40
60
80
Price of Magazine
65
35
Satisfied Unsatisfied
Satisfied 65
Unsatisfied 35
19. 4. Are you a regular customer of this magazine?
Interpretation:
65 % of the respondents were irregular
reader of this magazine, regular readers
are found only 35 % respondent. Reason
for that is the lack of awareness of the
magazine in the Uttar Pradesh region &
the bad service facility.
Regular Customer 65
Irregular Customer 35
0
10
20
30
40
50
60
70
Customer
35
65
Regular Irregular
21. RESPONDENT :- SHOPKEEPER
1. Which is the most selling magazine among them?
Interpretation
When respondent were asked about the
most selling magazines of the The
Malayala Manorama the responses were
surprising 55% selling of Vanita
magazine, 15% of The Week, 6% Magic
Pot, 6% Watch Time India, 5 %
Manorama Weekly, 4% The Man, 4 %
Smart Life, 3% Tell me Why?, 2% Fast
Track. Majority of the Vanita magazines
selling is why because this is in the Hindi
and it prefers to women & then comes to
The Week because it have good content
and in easy languages.
6% 4%4% 3%
55%
6%
15%
5% 2%
Most selling magazine
Magic pot
The Man
Smart Life
Tell me
Why?
Vanita
Watch time
India
The Week
22. 2. According to you why does it sells most?
Interpretation:
According to seller, The Week magazine
sold 30% of Quality which likes to
readers, 30% of Price which is not costly
which easily effort by the readers, 30%
of content which attract to the redder to
buy it and only 10% of reader buy the
magazine for the freebies.
Quality 30
Content 30
Price 30
Freebies 10
0
5
10
15
20
25
30
Reason for sell
30 30 30
10
Quality Content Price Freebies
23. 3. According to you what can be the reason
of decrease in sales of magazines
Interpretation:
Majority 50% of shopkeepers explained
that Internet era/Social Media/Internet is
a big reason for the decrease in sales of
magazine, 20% of them blamed
entertainment channel while rest of
them 30% gave many other reasons for
the decrease in sales.
Internet era/ Social Media/Internet 50
Entertainment 20
Migration of Youth -
Other reasons 30
Decrease in sale of magazine
50
20
0
30
Chart Title
Internet Entertainment
Migraton of Youth other reason
25. FINDINGS
• 60% of people know about THE WEEK magazine & 40 % people don’t
know about this.
• Malayala Manorama does not advertise about their magazine they need to
more promotional activity.
• Customer facing the product delivery problem.
• Magazines are badly affected by Internet and Entertainment channels.
• THE WEEK is its Promotional activity is not good.
CONCLUSION
• How to make a presentation in front of customer.
• How to create need for customer for different types of product.
• How to handle different customers at different situations.
• Know about Customer Behaviour.
• Know that in sales we should never give up.
27. LIMTATIONS
• Area of Selling was limited
• Time and other factors
• Organizations do not take interest in meeting with us.
• Chartered accountant and advocates don’t give permissions to enter in their
cabin.
• Wear formal clothes during work.
SUGGESTIONS
• Should provide good services for its product at proper time
• Incentive schemes and more margin of profit
• Work on its Cover page.
• Focus on Social Media Marketing like Facebook, Orkut etc.
• The news from the entertainment industry
29. • Marketing Management – An Indian Perspective By Prof. Vijay Prakash Anand
• Advertising and Promotion By George E Belch and Michael A Belch
• http://week.manoramaonline.com/cgi-bin/MMOnline.dll/portal/ep/home.do?tabId=13
• http://en.wikipedia.org/wiki/The_Week_(Indian_magazine)
• https://www.google.co.in/search?aq=f&sugexp=chrome,mod%3D15&q=the%20week&um=1&ie=UTF-
8&hl=en&tbm=isch&source=og&sa=N&tab=wi&ei=ebUBULCxLIXzrQe12MmLBg&biw=1024&bih=49
9&sei=sbUBULb9IoTyrQfb3OSgBg
• http://www.manoramaonline.com/cgi-bin/MMOnline.dll/portal/ep/home.do?tabId=0
• http://en.wikipedia.org/wiki/Malayala_Manorama
• http://www.spiderkerala.com/kerala/Malayalam-News-Papers/www.MalayalaManorama.com.aspx
• http://www.indianetzone.com/24/malayala_manorama_malayalam_newspaper.htm
• http://www.legionmagazine.com/en/index.php/twimh/
• https://www.facebook.com/theweek
