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 customers purchase decision. To
understand the customers 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 fields 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 products 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 todays 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 dont 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 RESPONDENTS 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 - - - - - - - - - - Salesmans 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.