Professional Documents
Culture Documents
A PROJECT REPORT
ON
E-COMMERCE AND ITS BENEFITS IN
PRINT MEDIA
towards Partial Fulfillment Of
Faculty Guide:
PROF. Vijendra Dhyani
Submitted By:
Anish D Pillai
Roll No-: BM014031
DECLARATION
I hereby declare that the following project report titled E-COMMERCE
ANT ITS BENEFITS TO PRINT MEDIA at green park , New Delhi. The
survey is an authentic work done by me. It is to the best of my knowledge
and belief. This is to declare that all my work indulged in the completion of
this Project Report such as survey and sales promotion is a profound and
honest work of mine.
Anish D Pillai
ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for OUTLOOK
INDIA. It has been an enriching experience for me to undergo my summer training at
OUTLOOK INDIA, which would not have possible without the goodwill and support of
the people around. As a student of INSTITUTE OF MANAGEMENT STUDIES,
Ghaziabad I would like to express my sincere thanks to all those who helped me during
my practical training program.
Words are insufficient to express my gratitude toward Mr. under his guidance. I would
like to give my heartily
TABLE OF CONTENTS
Chapters
1. Introduction
2. Company Profile
3. Industry Profile
3. Research Methodology
4. Limitations of the Study
5. Literature Review
6. Analysis and Findings
7. Conclusion
8. Recommendation
9. References
Page No.
6-8
9-19
20-27
28-35
36
37-38
39-44
45
46-48
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EXECUTIVE SUMMARY
In todays competitive world Management Interns have to put rigorous hard work to
survive in the business world. They should be well groomed and well acquainted with
functioning of the corporate world. The 1.5 months Industrial Training is an integral part
of Management Program, aims to provide the management students with an adequate
exposure of the various operation that are taking place in an Industry. I, as a Management
intern was engaged with OUTLOOK Group, New Delhi. I worked in a Subscription
Division for 2 months. It was a very educative and professional experience and thereby
gaining a practical overview of the corporate work culture.
INTRODUCTION
E-COMMERCE AND PRINT MEDIA
E-commerce, short for electronic commerce, is trading in products or services using
computer networks, such as the Internet. Electronic commerce draws on
technologies such as mobile commerce, electronic funds transfer, supply
chain management, Internet marketing, online transaction
processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic
commerce typically uses the World Wide Web for at least one part of the
transaction's life cycle, although it may also use other technologies such
as e-mail.
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e-Commerce businesses may employ some or all of the following:
Gathering and using demographic data through web contacts and social media
Print publication advertising revenues in India generated 128 billion rupees ($2.4
billion) in 2009-10, or 48 percent of all of the country's media advertising
revenues, PriceWaterhouseCoopers (PWC), while TV ads generated 41 percent.
With the economy having grown at an average rate of 8.75 percent in the last four
years, middle class incomes have risen, boosting demand for niche magazines on
health, leisure and finances.
COMPANY PROFILE
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, and Tehelka. 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 2008, Mehta appointed Krishna Prasad as Outlook's editor, and in
February 2012, upon retirement, as Outlook's editor-in-chief. Mehta would continue to
serve as an advisor to the magazine. Krishna Prasad also publishes the popular
blog Churumuri. Sandipan Deb and TarunTejpal were past editors of the magazine.
Outlook made news for its investigative reports of the "Kargil bungle" and
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the cricket "match-fixing controversy." Outlook has time and again carried many pro left
stories exposing it to the allegations of being a "left-leaning" publication.
Writers for Outlook included Bhaichand Patel, Uri Avnery, George Monbiot, Daniel Lak,
Ashok
K.
Mehta, B.
Raman, Anil
Dharker, SaeedNaqvi,
RamachandraGuha,
PrabhuGhate and Andrew Whitehead. Currently, the Outlook Group publishes several
magazines like Outlook Business, Outlook Profit, Outlook Money, GEO, Marie Claire,
People, Outlook Traveller, Career 360 and News Weekly. The Outlook Group also
publishes the Hindi Outlook Saptahik. Launched by Hathway Investments Private
Limited, the Outlook Group is owned by the Rajan Raheja Group. It's an entrepreneurial
journey that has spanned both 'old' and 'new' economies -- building successful brick-andmortar businesses to exploring the frontier world of convergence technologies. About a
quarter-century before the onset of the ICE age, the Rajan Raheja Group made its
beginning in the construction business. After building a huge presence in the realty
market, the Group diversified laterally into manufacturing, financial services and media
-- each venture initiated, and executed, to fulfil the objective of assuming leadership in
core areas.
The list of the Group's successes is long and eclectic. Today, 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. Supreme Petrochemicals is the largest processor of
plastic materials in India.
The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Raj Vilas, which Conde Nast Traveller ranked as one of the 25 best villa
hideaways in the world.
Other triumphs include Templeton Asset Management (India) Ltd, a venture with the
Templeton Group which manages funds worth $220 billion; Prism Cement Ltd, with a
production capacity of 2.1 million tonnes; and Sonata Software, a leading name in this
cutting-edge field. As owners and operators of a fibre optic cable network in Kerala
through Asia net Satellite Communications, the group is also a significant stakeholder in
the growing convergence business in India.
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Administrative Department
Marketing Department
Accounts Department
ADMINISTRATIVE DEPARTMENT
H.R Department
ADMINISTRATIVE DEPARTMENT
OUTLOOK STAFF:
Publisher:MaheshwerPeri
Editor: Krishna Prasad
Executive Editor:BishwadeepMoitra
Managing Editor:Nandini Mehta
Foreign Editor:Ajaz Ashraf
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Business Editor:SunitArora
Senior Editors:AjithPillai, Sunil Menon, Anjali Puri
Political Editor:Smita Gupta
Bureau Chiefs:SabaNaqviBhaumik (Delhi) SmrutiKoppikar (Mumbai)
Books Editor:Sheela Reddy
Photo Editor: T. Narayan
Sr Assistant Editor: S.B. Easwaran
Associate Foreign Editor:Pranay Sharma
Assistant Editors:Namrata Joshi, ManishaSaroop, Arindam Mukherjee, Lola
Nayar, Anuradha Raman
www.outlookindia.com
Editor: SundeepDougal
IT-Manager: Raman Awasthi
Software Engineers: Anwar Ahmad Khan, Manav Mishra
Web Designer: Praveen Uprety
Copy Desk:
Sasi Nair (Deputy Copy Editor), ParomitaMukhopadhyay, SaikatNiyogi
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Photographers:
NarendraBisht (Deputy Photo Editor)
Jitender Gupta (Chief Photographer)
TribhuvanTiwari, Dinesh Parab, ApoorvaGuptay, SandipanChatterjee,
ApoorvaSalkade, S. Rakshit (Senior Coordinator), J.S. Adhikari (Photoresearcher)
Design:
Deepak Sharma (Art Director), Bonita Vaz-Shimray, AshishBagchi,
TanmoyChakraborty (Graphics Editor), Devi Prasad, Padam Gupta
Promotions:AshishRozario
Illustrator:SandeepAdhwaryu, Sorit
Editorial Manager:SasidharanKollery
Library:Alka Gupta
BUSINESS OFFICE:
President: Suresh Selvaraj
Vice President (features):AlokMathur
Vice President (Circulation):NirajRawlley
General Managers: AnandDutt (Advertising)
Asst General Managers : KabirKhattar (Corp), RajeshwariChowdhury (West),
SwaroopRao (Bangalore), Moushumi Banerjee Ghosh (East), Uma Srinivasan
(Chennai), Rakesh Mishra (Production)
National Heads:
HimanshuPandey (Business Development), Alex Joseph (Retail)
Regional Managers:
Arokia Raj
Senior Managers: B.S. Johar, Darryl Arahna, KartikiJha, Keshav Sharma,
PankajSahni, RajendraKurup
Manager (Brands) :ShrutikaDewan
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HEAD OFFICE
AB-10, S.J. Enclave, New Delhi - 110 029
Tel: 26191421; Fax: 26191420
E-mail: outlook@outlookindia.com
BANGALORE OFFICE
407, Regency Enclave, 4,
Magrath Road, Bangalore 560025
Tel: 2558 2806/07; Fax: 25582810
OTHER OFFICES
Mumbai
Kolkata
Chennai
Hyderabad
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CHAIRMAN
PRESIDENT
(PERSONAL BUSINESS)
PRESIDENT
(HOME BUSINESS)
SENIOR VP
VP
GM
DGM
AGM
SENIOR
MANAGER
MANAGER
ASST. MANAGER
MGMT. TRAINEE
PRESIDENT
(ENTERPRISE BUSINESS)
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Magazine
Magazine
division
division
Outlook
Outlook
English
English
Outlook
OutlookHindi
Hindi
Outlook
OutlookMoney
Money
Outlook
Outlook
Traveler
Traveler
Internet
Internet
division
division
outlookindia.com
outlookindia.com
outlookmoney.com
outlookmoney.com
outlooktraveller.co
outlooktraveller.co
mm
Events
Events
division
division
Outlook
OutlookMoney
Money
Personal
Personal
fin.show
fin.show
OLM
OLMawards
awards
Books
Books
division
division
OLT
OLT
Getaways
Getaways
OLM
OLMGuides
Guides
Outlook
Outlook
Classis
Classis
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WEB MEDIA
www.outlookindia.com: In 1998, Outlook went online as outlookindia.com, drawing
into its fold the vast, nascent readership of expatriate Indians. outlookindia.com is both
Outlook magazine's home on the Internet and an online publication. Apart from Outlook's
print edition in its entirety - supplemented with links to related articles on its own site and
elsewhere on the Web - outlookindia.com also offers an array of original Web-only
columns and and news updates every day with a very lively interactive section.
www.outlooktraveller.com: Inaugurated as a web resource in 2000, this travel Website
has since come a long way. Outlook Traveller began by opening up new vistas in webdriven vacation planning, with its highly focused editorial features on an array of
destinations. Still a highlight of the website, these are supported by tools and resources
that make putting together your holiday a breeze ? from selecting your destination, to
choosing your mode of transport, finding your way around the map, selecting a place to
stay to catching the local festivities, plus ferreting out the nearest ATM, fuel stop or
cybercafe. Here there is something for everyone; themed vacation ideas from 'A for
adventure' to 'W for wildlife', honeymooners dream destinations, foodies delights, firstperson travelogues, a message room where you can exchange notes or ask us for more
info that you want? And don't forget to book your copies of our international awardwinning bestsellers from Outlook Traveller Getaways, available at a special price when
you order on the website. If you want a sneak preview, there're excerpts from the guide
books by renowned authors, including the likes of PrabhuGhate, Ruskin Bond and Jug
Suraiya.
www.outlookmoney.com: outlookmoney.com takes forward the philosophy and beliefs
ushered in by Intelligent Investor (the personal finance magazine that was launched in
mid-1998, now known as Outlook Money). The site has six channels -- Stocks, Mutual
Funds, Loans, Retirement Planning, Taxation and Insurance -- that address broad areas of
the personal finance spectrum. Outlookmoney.com comes with many interactive tools.
The Loans channel alone sports calculators that do all the number crunching a visitor may
want on home, car, personal or equity loans. outlookmoney.com seeks to provide total
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solutions to personal finance issues -- from disseminating information to providing
avenues for e-commerce transactions.
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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.
People:This Magazine gives knowledge about the celebrities and new products which are
generally used by the celebrities and also tells about their dressing sense, because now a
days many people want to adopt the daily routine of the celebrities.
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INDUSTRY PROFILE
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The Indian entertainment and media (E&M) industry has out-performed the Indian
economy and is one of the fastest growing sectors in India.
The Indian economy has been growing at a fast clip over the last few years, and the
income levels too have been experiencing a high growth rate. Above that, consumer
spending is also on the rise, due to a sustained increase in disposable incomes, brought
about by reduction in personal income tax over the last decade. All these factors have
given an impetus to the E&M industry and are likely to contribute to the growth of this
industry in the future.
The television industry continues to dominate the E&M industry by garnering a share of
over 42 percent, which is expected to increase by a further 9 percent to reach about 51
percent. Print media, on the second spot, stands at over 31 percent, is projected to 23
percent in 2010.
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PRINT MEDIA
The structure of the Indian print media industry is highly fragmented with importance to
regional dominance. The Indian print media segment primarily comprises newspaper and
magazine publishing. Book Publishing also forms part of the print media though
currently the share is not substantial.
The print media industry has potential to grow still larger as 369 million literate people in
India are still not tapped by any publication.
Currents estimates reveal that the reach of print media in India has increased to 222
million people. Print media is also the favourite segment for global investors with
maximum foreign investment in this segment.
3.2: KEYDRIVERS
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Achievements
The Government of India has also recognized Outlook Traveler Getaways as the
Best Travel Publication in the year 2002-2003.
Outlook " 75 Holidays in the Hills" won the 2010, PATA Gold Award
Weekend breaks from Delhi was in the Bestsellers top three, nonfiction category
for 14 consecutive weeks in North India
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Weekend breaks from Mumbai was in the Bestsellers list top three for 8
consecutive weeks in West India.
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RESEARCH METHODOLOGY:
METHODOLGY Used:Research methodology is a way to systematically solve the research problem. it is also
known as a science of studying how research is done systematically. The methodology of
the study is usually related to the subject or the issue that is being investigated.
In this, we study the various steps that are generally adopted by a researcher in studying
research problems. Define the problem.
Specify what information is needed.
Identify the sources of information.
Decide the techniques for acquiring the information.
Gather and process the information.
Analysis and interpret the information.
Present the findings.
RESEARCH DESIGN
Research design is a controlling plan for a marketing researchstudy in which the
methods and procedures for collecting and analysing the information to be collected is
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specified. The research undertaken was exploratory in nature as it was a first step in a
research process. It focused on the discovery of ideas and was generally based on
secondary data. This research was an attempt to create demand of the product and to
know the factors which highly influence the customers regarding outlook group.
2. SECONDARY DATA:
Secondary data is that type data which somebody else had collected and which had
already been passed through the statically process. This indirect information of the data
from sources containing past and present information is collected from newspapers,
journals, business manuals, pamphlets magazines etc. in my report I have also collected
information from pamphlets and news papers.
Research Instruments:
To collect the required information a questionnaire was used as a research vehicle
Structured non-disguised questionnaire was prepared as research instrument. Care was
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taken to put questions related to the subject. The questionnaire contain close ended
questions and multiple choice questions
Nature of Data
The data is primary in nature as it is collected with direct interface with the respondents.
Sources
The data was collected through a medium of questionnaire from subscribers of the
magazines.
Sample size
Some limited number of customer denotes the overall customer point of view.
The respondents were from the database provided by the Outlook, they are the
existing customers.
Sampling method
Judgemental sampling is done on the population by making a survey regarding their point
of view on Outlook services and subscription.
Statistical Technique/Tools
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The data has been analysed and depicted in pie charts
Knowledge Jockey:-
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No of
Sales
Made
Total Revenue
Generated
The Online application of Outlook by which sales executive generates the revenue. This
application holds the total sales of an individual i.e. Successful and unsuccessful sales.
The application tracks all the records of customers online and also the top seller of the
month. It has the records of each and every sales made by the executive. Each executive
has their own personal KJ account which has a unique Login and Password.
The KJ also includes the personal information like PAN Card Number, Contact No,
Address, Bank Account etc.
The sales executive receives 10% of the total sales as incentive.
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It also covered and published important meetings held like of Agra summit.
It offers very good subscription schemes with highly attractive gifts with them.
It has distinguished and specialized magazines like Outlook Traveller, Outlook
Money.
Outlook traveller has been awarded international awards for best selling magazine.
The survey has shown that 93% of readers retain all past issues of Outlook Money
and this is its distinguishing characteristic.
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WEAKNESSES:
Outlook has just been for thirteen years in publication.
It is on a back hand from India today Hindi in Market share of Hindi magazines.
From the survey it has come out that the Quality of content is not good.
Even magazines paper quality, print quality and coverage have not been considered
up to the mark.
Its sales are mainly based on advertising.
OPPORTUNITIES:
As Outlook has distinguished products like Outlook Traveller and Outlook Money, so
the company should focus more on it.
As its near competitor India today has major market share in Hindi magazine segment
so Outlook should focus on English magazine segment.
Should focus on quality of the content and this will eventually turn up the sales and
popularity of the magazine.
Keep offering good Promotional schemes to retain their customers and also to attract
new ones.
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THREATS:
India today is its near competitor which has a well known name and it has been in this
publication business for more than thirty years.
India today Hindi covers major market share leaving little future prospect for Outlook
Hindi.
Outlook does not pays much attention on customer retention.
Insecurity regarding the online transaction makes the customer unwilling towards the
subscription.
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LITERATURE REVIEW
E-Commerce Turning to Print Marketing to Boost Sales
By Perfect Image Team
While newspapers and magazines transition from print to digital, e-commerce is
expanding print marketing by sending customers catalogs with a multi-touch approach
towards reaching customers. Josic Media shares more details on the upswing in print
marketing through e-commerce.
Magazines and newspapers all over the country are turning away from print and moving
towards digital because they are realizing a huge loss in revenue. Major media companies
all over the country have been announcing layoffs and transitions towards more digital
content.
Ironically, e-commerce companies have started turning towards print media to boost their
revenue. While this may seem contrary to the major trends, it is actually growing. Online
retailers like Rent the Runway, JackThreads, and Birtchbox have started sending their
customers actual catalogs. Printed catalogs sent in the mail.
According to Ethan Trask, from One Kings Lane, Putting money behind print doesnt
necessarily seem like the first thing youd think of doing, but we all love products here,
we love magazines and books, so I think that bringing our brand into the physical space is
really important. He went on to say, It helps people become more active with our
brand.
Another way in which e-commerce stores are turning to print media is through the
production of ad-supported magazines. These are magazines that feature mostly items
available through the website. Net-a-Porter, a luxury e-commerce website, recently
launched Porter. Porter is their new bimonthly fashion magazine. Priced at $10 an issue,
it is filled with items that can be purchased through Net-a-Porter.
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According to Kate Davidson Hudson, co-founder of Editorialist, We were making an
effort to find out how we can be at all of our users touch points throughout their day
the big missing piece of that puzzle, ironically, was having a tangible medium to connect
with them on.
Despite these recent moves, many are wondering what the ROI is for these ventures. An
analyst from Forrester Research, stated, There is a case to be made that print marketing
still has a placeas a lot of other marketers cut back on print marketing, theres an
opportunity to stand out more. Its not perceived as clutter p nobody has a bad impression
of magazines and it can be a very useful way to drive traffic to your core property.
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DATA ANALYSIS
QUESTION.1 WHAT MODE OF SUBSCRIPTION DO YOU PREFER?
39
40
41
Have you faced any problem with regarding the delivery of magazines?
42
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FINDINGS:
People are adaptable to this new process of subscription and respectfully follows it as
86% of customer prefer Online Process of subscription
People are more preferably like to buy the subscription for 2 years than any other
duration of the time.
It depends on offer that influence customer to buy online
Contingency in Online Subscription is comparatively less than offline subscription
Extra preveledge discounts available on Online subscription
Outlook is most famous and sold magazine of Outlook Group
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People prefer to read physical format over digitalize format.
Highly satisfied with the content of the magazine
Many of the customer do suffer delivery problem of the magazine
Problem related to the subscription has been resolved at a higher rate
Customer are highly satisfied with the customer care of Outlook
Customer feels bad when the subscription cost raises
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CONCLUSION
Online subscription has made a milestone achievement in the history of Outlook
magazine. As the launch of KJ made a revolution and competition between the sale
executive that made an aggressive sales over PAN India, headed by the head office New
Delhi, Sufdurjung Enclave. This online application determines the sale of individual
through which they makes their monthly target and makes strategies to complete their
target within the given time. As this process is fast, easy and can be access at any time of
the moment. It reduces man power as a single executive make multiple calls. The process
is based on tele-calling. But as exception are every where many customer feels insecure
due to cyber threating or being cheated by the hacker. They feel insecure over the online
transaction.
CRM in Outlook is doing their level best to complete the customer satisfaction. They do
perform when the query generates and try to solve it as soon as possible.but the CRM do
has some problem as they did not get to know whether the subscription is reaching to
customer or not until and unless the customer himself complain regarding that. And some
time when the customer do so, he still not got its desired edition or gift.
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Recommendations
Based on the findings from different analysis, market survey and some amount of
subjective analysis new promotional strategies can be identified which can improve the
subscription sales of outlook magazines and thus increase greater awareness for Outlook.
1. Effective promotional scheme a strategy for consumer motivation
It is important to motivate the consumer to subscribe for the magazine for boosting the
sales and its obvious that most of the consumers will not get motivated unless and until
they get what they want. From the market survey it was able to identify that the
motivating factors are the gifts provided along with the subscriptions and according to
most of the consumers a good gifts are one which have good brand value associated with
it and those which offer better utility.
2. Offline referral marketing a strategy for customer or subscriber motivation
Referral marketing can be effectively used to improve the subscription sales. The existing
customer can be motivated to refer to their friends, relatives etc. to subscribe for the
magazine by means of exciting and attractive gifts as incentives. The magazine should
provide Business reply cards exclusive for existing subscriber along with subscribers
copies during the magazine delivery so that they can refer their friends and relatives for
magazine subscription. The business reply card should offer the facility to be filled with
at least ten references. Subscribers should be able to send them free of cost. Now these
subscribers can be provided with attractive gifts.
3. Customer retention
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It is a normal saying that customer acquisition is good, retention is better. This is because
a customer retained is equal to five new customers as the money spent for acquiring a
customer is calculated to be five times the money spent to retain a customer. From the
information obtained from Outlook, if was identified that Outlook does nothing for
customer retention. Outlook needs to formulate and implement customer retention and
loyalty programs to retain the customers.
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satisfaction. If the product is able to satisfy customers in its core product attributes, then
the customer will be tend to be loyal as their expectations are fulfilled.
So to improve customer loyalty and thereby increase voluntary sales outlook magazine
has to work on its weaknesses as expected by the customers of the magazine.
Since the quality of content and coverage are subjective in nature, Outlook needs to
identify what are weaknesses of the current contents and coverage of the magazine as
well as the customers expectations about them. For this Outlook should go for detailed
survey and customers feedback so that it can understand the customers expectations as
far as content and coverage of the magazine are concerned. Once the customer
expectation is identified Outlook need to restructure the magazine by implementing the
customer requirements and demands in order to improve their satisfaction level which
will in turn boost the magazine as well as subscription sales
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REFERENCES:-
WEBSITES
www.mapofindia.com
www.outlookindia.com
www.wikipedia.com
Kj.outlookindia.com
subscription.outlookindia.com
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APPENDICES
Questionnaire:
Questionnaire For Online Subscription:Name:
Age:Salary:1. What mode of subscription process you prefer?
a) Online
b) Offline
Why?
Ans:2. For how many years are you the subscriber of magazine?
a)1
b) 2 c) 3 d) more than 4
3. If you dont subscribe online from where did you get the edition.
a)News stalls b) Book Shop c) Buy second hand edition
4. Are you satisfied with your current offer and subscription?
a)yes b) no
5. Did you find online subscription an easy way to subscribe.
a) Yes b) No
6. Where do you access internet.
A)Home
b)office c) home/office d) other
8.) How many magazine of Outlook group you read.
A) 1-2 b) 3-4 c) 5 d) more than 5
9) Have ever faced problem during the transaction for subscritption?
a) yes
b) No
If yes then,
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10) Has your problem related to online transaction shorted out?
a) yes
b) No
Questionnaire for CRM:Name:
Age:
Salary:
1. How often do you read Outlook Group Magazines?
a) Yes b) No
Why?
Ans:2. What convince you to buy a Outlook Group Magazine?
a) Knowledge b)Content c)Time-Pass
3. How often you prefer an Outlook Group Magazine to buy?
a) Weekly b) fortnight c) Monthly
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