OUTLOOK PUBLISHING INDIA PVT LTD

SUMMER INTERNSHIP REPORT

Submitted by

ASHIK H

Under the guidance of

Mr. Sijin T.C

Asst. Professor

LEAD College of Management

Dhoni, Palakkad

LEAD COLLEGE OF MANAGEMENT

Dhoni, Palakkad

May -2021
 DECLARATION

I affirm that the Internship Training report undertaken in “Company name OUTLOOK
PUBLISHING INDIA PVT LTD.” being submitted is the original work carried out by me
under the guidance of Mr. Sijin T.C. It has not formed the part of any other project work /
Internship report submitted for award of any Degree or Diploma, either in this or any other
University.

Place :

Date : Student’s Signature

 ACKNOWLEDGEMENT

The success and final outcome of this project required a lot of guidance and assistance from
many people and I am extremely fortunate to have got this all along the completion of my
project work. Whatever I have done is only due such guidance and assistance and I would not
forget to thank them.

I would like to thank OUTLOOK PUBLISHING INDIA PVT LTD to complete my internship
in this organization and supporting me in all the ways to complete my summer internship
training.

I would like to express my deepest sense of gratitude to Ms.Sadhana Tiwari, Asst. Manager
Outlook India group ,Training and development department for giving me this opportunity to
undergo Summer Training at Outlook India Ltd. I would also like to extend my heartfelt
gratitude to him for his constant encouragement and valuable insight, guidance and facilities at
all phases of the project.

I would like to express my gratitude and indebtedness to the management and staff of LEAD
College of Management, Dhoni for providing me this wonderful opportunity to gain practical
industrial exposure in the field of marketing and sales by including this summer internship as
part of my curriculum.

Lastly, I thank almighty, my parents, brother, sisters and friends for their constant
encouragement without which this assignment would not be possible.
 CONTENT

CHAPTER TITLE PAGE No

NO
1 OVERVIEW OF THE COMPANY 1

1.1 MISSION, VISION AND VALUES 2

1.2 DEPARTMENTS AND ITS FUNCTIONS 3

1.3 PRODUCTS OF THE COMPANY 5

1.4 CUSTOMER ANALYSIS 8

1.5 COMPETITOR ANALYSIS 9

2 INDUSTRY ANALYSIS 10

2.1 EMERGING POLICIES (INTERNAL & EXTERNAL) 11

2.2 SWOT ANALYSIS 12

2.3 PESTLE ANALYSIS 15

DETAILS VARIOUS DUTIES AND RESPONSIBILITES 18

3 ASSIGNED TO THE INTERN
3.1 OBJECTIVE OF THE INTERNSHIP 19
3.2 DEPARTMENT ALLOTED AND REPORTING 20
AUTHORITY
3.3 DUTIES AND RESPONSIBILITIES ASSIGNED TO THE
INTERN 21

3.4 INITIATIVES AND RESPONSIBILITIES TAKEN BY THE

INTERN
4 DETAILS ABOUT INTERNSHIP 22

4.1 CONTRIBUTION TO THE ORGANIZATION & 23

ANALYSIS OF ACHIEVEMENT Vs OBJECTIVES
4.2 LEARNINGSFROM THE INTERNSHIP 24

4.3 WEEKLY ACTIVTY /PROGRESS REPORT 25

4.4 SUGGESTIONS & CONCLUSION 26

 CHAPTER 1
OVERVIEW OF THE INDUSTRY

1
1.1 MISSION, VISION AND VALUES

Mission

• To deliver superior value to our customers, Shareholders, employees, and society at

large.
• Build a dynamic team of committed and passionate employees through sustained
learning and grooming.
• Develop mutually beneficial relationships with our business partners.
• Employ cost-effective processes and thereby create a strong organization.

Vision

To be a premium global conglomerate with a clear focus on the business.

Values

• Integrity

• Teamwork

• High Achievement

• Service Excellence

• Building Shareholder Wealth

2
1.2 Department and Its Functions

Departments Marketing

Finance

HR

Operations

Analytics

Marketing
• The department focus and formulates the plan how to generate more sales in the
company.
• The promotional activities which are to be initiated as whole for the attracting more and
loyal customers.
• Formulation of customer retention and additional benefits are given keen focus.
• Research and conduct surveys to know more about customers and their behavior
towards the company
• Social media advertising is also given more importance.

Finance

• Build financial position and stability in the company

• Keen interest in creation of wealth in the company
• Formulating the budget and comparing with actual.
• Formulation of financial models.

3
HR

• Recruitment of employees right person for the right job.

• Building safe working environment in the organisation
• Importance to interpersonal relationships between employer amd employee.
• Training and development for the employees
• Performance appraisal compensations and other perks

Operations

• Keeping the business running efficiently and product design

• Ensuring Overall Quality
• Timeliness in delivery and delivery management

Analytics

• Developing large data collecting and analytics skills to gain insights into customers,
products, and operations
• On a one-time or periodic basis, analysing data sources and suggesting solutions to
strategic planning concerns
• Providing data-driven decision-making assistance
• Creating analytics models and insights for customer- or employee-facing applications
in order to increase efficiency and income.

4
1.3 Products of Outlook Group
Outlook Traveller
Outlook Traveller 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 travellers to take a fresh look at familiar places. Whether people are planning a
holiday, or simply dreaming of one, Outlook Traveller continues to take them closer.

Outlook Money
In July 1998, the Group launched "Intelligent Investor" re-christened as "OUTLOOK
MONEY" as of 30-Nov-2002, India's first personal finance magazine, which offers sound
strategies for the lay investor, especially the growing segment of salaried middle and upper
middle-class and self-employed professionals. Its message is clear and simple: 'Invest well,
borrow wisely, spend smartly'. Evidently, that message has gone down well: the magazine sold
upwards of 1,00,000 copies a fortnight within a year. One of its distinguishing characteristics
is that about 93 per cent of readers retain all past issues of Outlook Money

5
Outlook Hindi
Read by the modern and progressive Hindi reader, Outlook Hindi is a complete current affairs
and general interest fortnightly for the well informed and concerned citizens, cultured people,
conscious consumers, sensitive human beings and sensible families. It tracks a wide range of
issues from politics and policy, economy and society to international affairs, literature and
culture, personal finance and films, travel and spiritualism, and family and relationships.
Instead of routine coverage, it provides deep analysis, thorough investigation, exclusive
insights and an original angle. All packed with an aesthetic design and layout. In short, Outlook
Hindi is a magazine with a firm outlook and attitude that provides a whole worldview in its
interesting coverage and pleasant features.

Outlook
Outlook has rewritten the way news and general interest magazines are presented in India. It is
comprehensive yet concise and crisp, investigative and bold in its approach. Outlook covers an
array of topics ranging from current affairs, socio-economic issues, politics, lifestyle,
entertainment, sports, international features, etc. Outlook also triggers young minds through an
all India School debate called ‘Speak Out Debate” by reaching out to over 300 schools in 18
cities in India.

6
Outlook Business
The Business Magazine for Decision Makers. Think Beyond and Stay Ahead with Outlook
Business. The product focuses on important business issues and developments with a view to
providing clear takeaways – impact and implications for decision-making. A holistic approach
ensures all influences on business: economic, political, regulatory and market driven are
examined. Views from the best in industry supplement strong analytical in-house features to
ensure a fine balance of perspectives, insights and information. In keeping with the rapid
unification of markets, Outlook Business incorporates a global perspective, which it sees as a
vital input, in all its content. Due recognition is also given to venture capital, hedge funds and
private equity. This is only fair, since capital, a key driver of business, is footloose and fancy-
free in this brave new global economic order.

7
1.4 Consumer Analysis

Outlook consumers are mainly females.

The students are majority of their subscribers.

The mostly preferred magazine is Outlook Money

8
1.5 Competitor Analysis
The two magazines have a combined readership of 16.43 million in India for outlook and 14.96
million for The Week. India Today, with 57.61 lacs, is unquestionably the market leader in this
segment. Though there isn't much of a difference in terms of actual numbers, Outlook leads
The Week by roughly 10% when compared to India Today's readership.

The six metros (Delhi, Mumbai, Cal, Chennai, Hyderabad, and Bangalore) account for about
half of Outlook's entire readership. In the case of Week, these metros only account for 32% of
the entire readership. Outlook outnumbers The Week in Delhi by 1.81 lacs, with a readership
of close to 2.57 lacs compared to Week's 76 K. Mumbai follows a similar pattern, with Outlook
leading by about 1 lac. In Calcutta and Hyderabad, the battle is tighter, with Outlook narrowly
ahead of Week. When it comes to Bangalore, though, the tables are turned in The Week's
favour. The fact that there was a lead encouraged The Week to cite and over quote this city in
the fliers given to media buyers, despite the reality that it wasn't a significant lead. Here the
Week has an 18-kilo readership advantage over Outlook, with 1.92 lacs compared to 1.74 lacs
for Outlook.

According to the data revealed by Indian Readership Survey 2019 in the Q4 report, India Today
Magazine, the flagship publication of the India Today Group, remains the undisputed Number
1 news magazine, outperforming its competitors by a wide margin. Not only that, but the
Group's other publications, India Today Hindi, Business Today, and Readers Digest, are also
leaders in their respective areas.

According to IRS data, India Today English magazine has a total audience of more than 9.5
million people. The Week and Outlook English combined have 2.8 times the number of readers
as India Today.

9
 CHAPTER 2
INDUSTRY ANALYSIS

10
2.1 EMERGING POLICIES
External
• Procedure for empanelment of publications.

There shall be a Panel Advisory Committee (PAC) for considering applications of publications for
empanelment for receiving Government advertisements.

• Advertisement rates

The rate structure for advertisements against advertisements released by BOC will be worked out as per
recommendations of the Rate Structure Committee. The rates will be related to certified circulation of
a publication.

• Regularity norms for empanelled publications

All publications empanelled with BOC will have to ensure regular publication.

• Verification of circulation by BOC

Pr. DG/DG, BOC reserves the right to have figures of circulation checked through Registrar of
newspapers for India (RNI).

• Release of advertisement

Advertisements to publications will be released by BOC through a Release Order (RO).

Internal

• The company has outsourced the delivery to BLUE DART EXPRESS for the magazine
delivery during the pandemic.
• They have been certified the magazine is non carrier of COVID 19

11
2.2 SWOT Analysis

Outlook India Brand Analysis

Parent Company The Outlook Group

Category Magazines

Sector Media & Entertainment

Tagline/ Slogan Think Beyond, Stay Ahead

USP It is one of the largest selling English weekly magazines in

India

Outlook India
Middle class and upper middle class
Segmentation

Outlook India
Corporates and students
Target Market

Outlook India It positions itself as a news magazine that gives more than just
Positioning news

Strength

• With a circulation of over 1.5 million copies, it is one of India's most popular
magazines.
• Outlook Business, People, Outlook Traveller, Career 360, News Weekly, and other
successful magazines are published by the parent corporation.
• The parent company's brand is well-known in India's media industry.
• Outlook has a powerful distribution channel of its own.

12
 • OUTLOOK allows you to change your address several times without having to pay for
it.
• OUTLOOK is known for its wide choice of periodicals, subscription offers (which are
also available via the internet edition), and attractive customer gifts.
• Six separate publications that cover important segments of the market and meet the
demands of different age groups belonging to different sectors.
• Exclusive pictures and writing; OUTLOOK does not copy and paste information from
the internet into its publications.

Weakness

• Some periodicals have a high price tag.

• Customer perception that a political party benefits from the outlook.
• It takes four weeks to deliver the subscriber's first copy, and two weeks if the address
changes.
• The present is delivered via OUTLOOK after a two-month wait.
• Despite being one of India's most popular magazines, it is not well-known overseas.
• Brand loyalty has been eroded due to competition from other free online media.

Opportunities

• The magazine can boom its flow through imparting unique subscription gives to
faculties and offices.
• By making appropriate use of the digital and social media space, the magazine can
boom its popularity.
• It can leverage upon the giant media revel in of its parent company.
• They have many products that can collect information from all industries, giving you
the opportunity to become a market leader.
• OUTLOOK can expand its product range by publishing new magazines, thereby
increasing OUTLOOK's market share.
• OUTLOOK has the opportunity to advertise for its magazines internationally. There is
an international version.

13
Threat
• Several international brands came to India and formed fierce competition.
• With the advent of the Internet, the coverage of print media is shrinking.
• Many publishers in India produce weekly magazines that readers can steal.
• The number of competitors in the market.
• India has already occupied a large market share.

• Readers believe that OUTLOOK supports the National Congress party and did not write
anything about opposition parties.

14
2.3 PESTLE Analysis
PESTLE is a mnemonic which in its expanded form denotes P for Political, E for Economic,
S for Social, T for Technological, L for Legal, and E for Environmental. It gives a bird’s eye
view of the whole environment from many different angles that one wants to check and keep a
track of while contemplating a certain idea/plan.

Political factors

To understand the media, we need to understand the political environment in which it operates.
The media industry may not want the government to supervise certain issues, but in this case,
it definitely needs government intervention. Continuous work in the media industry. Without
government enforcement, the commercial media industry cannot survive. This makes the
relationship between the state and the media much more complicated than the simple slogan
"freedom of the press" implies. To understand this, we need to understand the constitutional
term "press freedom" in the historical context.

At least three-fourth of the board of a print media company with FDI must be Indians. All key
editorial posts must also lie with resident Indians. Any print media company wishing to change
its share-holding pattern must get prior government approval. Only 26% FDI is allowed: the
government allow 26% F.D.I limit for the investment in print media in that 100% F.D.I is
allowed in non-news segment which includes magazines like scientific magazines but in news
segment only 26% F.D.I is allowed due that foreign players are restricted.

Economic factors

For most of the 20th century, newspapers were the main source of information for people. Or
politics, newspaper rule. Just as importantly, their ads are the easiest way to find a job or find
out the prices of groceries in a supermarket in your city. Most families feel that they need a
newspaper every day, but for obvious reasons, most families refuse to pay. Advertisers prefer
the newspaper with the highest circulation, while readers usually want the newspaper with the
most advertisements and news sites. So if there are two or more newspapers in a big city (almost
ubiquitous a century ago), after the competition disappears, the price of the newspaper will be
released in both advertising and circulation. Generally, for advertisers and readers, costs will
increase every year and profits will also increase. This is a budget paradise for owners.

15
Inflation rate has positive relation with the growth of print media advertising because when
inflation rate increases the purchase of an individual also get increases and that lead corporate
to advertise more. Thus, this increased advertisement of corporate lead the print media to grow
more. On the other hand, when inflation rate decreases purchase of an individual also get
decreases and at that time generally corporate do not prefer to increase the frequency of the
advertisement.

Social factors

Social factors affect people's decisions, including social beliefs, values, and attitudes.
Therefore, it is important to understand the changes in this field. These changes will affect
buying behavior. Consumer attitudes are a very important social factor. The social factors has
made a major change in the company, they started to target all sections of the readers. Outlook
has Outlook LBTQ for the certain readers in the market.

Technological factors

Technology increasingly competes with print media and opens up access to endless news
sources. It now appears that the demand for readers to buy newspapers to read news and the
demand for advertisers to advertise in newspapers are gradually decreasing. Therefore,
newspapers need to consider new opportunities and reconsider their traditional sources of
income. Shift from print media to online platform for reading has increased. The readers are
now recently shift to smartphones for reading the magazine rather than print media.

Legal factors

As a political liberalization measure, the Indian government allowed the publication of foreign
news magazines to increase the number of readers at an affordable price. In addition, the
government recently announced the provision of faxed international newspapers to India. It
also supported small and medium-sized newspapers. As part of this policy, the promotion
amount for small newspapers was increased from 10% to 15%, and the amount for medium-
sized newspapers was increased from 30% to 35%. Regional language newspapers are from 36
months to 6 months.

16
Environmental factors

Newspapers are facing major challenges due to the economic downturn and the resulting
slowdown in advertising growth. Revenue, especially in the last quarter of 2008. The print
media industry must adapt to the ever-changing environment, and players must seize new
opportunities to survive in this environment.

17
 CHAPTER 3
DETAILS VARIOUS DUTIES AND
RESPONSIBILITES ASSIGNED TO THE INTERN

18
3.1 Objectives of the Internship

• Customer Relationship Management using Knowledge Jockey

1. The CRM managing using knowledge Jockey and to Learn & understand how
business can be augmented on the web / internet.
2. Get to understand consumer behavior towards the Outlook products.
• Marketing and Sales
1. Develop sales strategies for the company.
2. Customer interactions, Telemarketing & sales with email marketing.
3. Sales generation
• Tasks for Marketing Domain
1. CRM and NPS of Outlook and competitors

Tasks is to know the customer relation and how much is the score of NPS for the Outlook and
its competitors.

2. Digital Marketing

Comparison of one of the companies of Raja Raheja Group and its competitors digital
marketing, SEO analysis etc

3. Product and Brand Management

4. Advertisement

Detail Report of the advertisement plan and creation of posters any media if needed.

19
3.2 Department allotted and reporting authority

The department allotted was marketing, keen focus was on the product task where sales of the
magazines are to be done. The internship given importance to the sales part of the magazines
and a deadline was also set to complete the task. After the deadline, the tasks were assigned to
the intern.

The task focuses on the customer relationship management CRM, strategies, and customer
loyalty programs. Survey to calculate NPS score. Digital marketing analysis one of the
companies of Raja Raheja Group the parent company of Outlook with its competitors. Product
and brand management was another task assigned. The last task to prepare the detailed report
of the advertisement plan for the product ‘Outlook Spurge’.

The reporting authority was the mentor of the SIP of Outlook. The sales were done online and
the mentor used to update each sale done by the intern in the WhatsApp group to motivate
others to generate more sales. Then tasks were assigned the mentor only provided with the
guidelines for the completion of the task. The tasks are to be sent through the google form
provided by the mentor of the Summer Internship Program.

20
 3.3 Duties and responsibilities assigned
• Customer Relationship Management using Knowledge Jockey.
Using CRM to stay connect with the customers and study their behavior.
• Marketing and Sales Project
Marketing and sales of the Outlook Magazine use different marketing techniques to
generate sales and assistance to the existing customers
• Digital Marketing
The Digital marketing analysis of the company and their competitor and suggest a way
to improve them.
• Project Work
The project reported was on the advertisement plan of the Outlook Spurge.

3.4 Initiatives and Responsibilities Taken

• Study on the customers' behavior and that help to reach the real targeted customers of
the Outlook Magazine.
• Generate maximum sales to the company and loyal customers to the Outlook magazine.
• The SEO analysis of the company and the site in Wikipedia is not available but the site
is available on the Instagram description.
• The animation video was made as an advertisement for the project work.

21
 CHAPTER 4
DETAILS ABOUT INTERNSHIP

22
 4.1 Contribution to The Organization & Analysis Of Achievement Vs
Objectives

• Sales generation
The Outlook magazine sales generation is the main contribution to the organization.
• NPS Report
The detailed report regarding the company and its competitor NPS score gives in sight
the consumer attitude and behaviour towards the company.
• Digital Marketing Report
The report deals with the scope of improvements of social media usage for the
betterment of the business and to expand the business.
• Advertisement Project
This report states the advertisement plan for the company along with an animation
video and a cover page design.

Achievement v/s Objective

• The sales generation was above the minimum sales target fixed by the company.
• The other objectives results are to be assessed by the company.

23
 4.2 Learnings from The Internship

• Conversion of lead into a customer of the company

Initially communicating the product to whole customer and when the customer has similar
interest towards the product. The customer is targeted and the products are detailed explained
and the interest also matches so the conversion is easy.

• Customer Profiling

Organizing customers into specific groups possessing similar goals or characteristics so

conversion is higher

• NPS score and its importance

NPS score is the score in which we get the total net promoters in the market and that’s how we
can value a brand or a company. NPS of the competitors has also benefited the company to
take necessary actions

• SEO Analysis

The keywords how they increase the sales rather than using paid keywords. The competitive
advantage of having organic keywords

• Advertising in social media and online platforms promotion activities.

24
 4.3 Weekly Activity /Progress Report

Work Hours Report & Productivity Tracker

Worked Learnings
(in a week) Calls Customer No of
Made Handled Sales

1 56 Hours CRM using 80 65 2

Knowledge Jockey

2 48 Hours Customer Profiling 65 45 2

3 50 Hours Telemarketing 50 35 3

4 52 Hours NPS Score 40 30 1

5 45 Hours Digital Marketing 30 25 0

6 58 Hours Advertisement 25 10 0

25
4.4 Suggestions & Conclusion
Suggestions

• Ensure the delivery of the magazine on time to the customers

• To capture the online readers, start an application and ensure all the existing subscribers
is benefitted from this app.
• Customers relationship can be improved by taking quarterly feedback.
• To have a great customer retention plans, so the customers will be a promoter rather
than detractors.
• Effective promotional schemes give additional gift vouchers of Amazon or Flipkart.

Conclusions

Outlook Group is a highly reputed company in the magazine industry, ranking among the top
in the Indian printing industry. Readers in the country are growing, but be careful with your
competitors. India is the biggest competitor in the market. The marketing of the outlook is to
be updated rather than sticking into old ones. Even though newsstands and sales executives are
still the number one source of sales just because they don't advertise a lot or little.

26