outlook report-mba.doc

8/19/2019 outlook report-mba.doc

1/33

[An S.I.P project by mba (sf4) batch 2nd semester]

ACKN!"#$%#N'

“It is not possible to prepare a project report without the assistance &

encouragement of other people. This one is certainly no exception.”

A stdy of consmers feedbac* on +ar,os t-oo*

maa/,nes .

0ajendra Shah,

$,ba*ar Senpta

Abh,she* 1ena

0ajdeep orah

&anas S,nh

'anmay &onda-

Somnath 3a-der

Sbadh,p era

Kash,* Kar

So+,* dey


2/33

On the very outset of this report, I woul li!e to exten my sincere & heartfelt

obligation towars all the personages who have helpe me in this eneavor.

"ithout their active guiance, help, cooperation & encouragement, I woul not

have mae heaway in the project.

am ine#ably inebte to Mr.Sugata Mukherjee, the head of Kolkata branch of OutlookPublishing (India) Pvt Ltdfor conscientious guiance an encoraement to

accomplish this assignment.

am extremely than!ful an pay my gratitue to my faculty Mr.Tapas chakraborty

Ms.Poulami Senguptafor valuable guiance an support on completion of this pro

n its presently.

exten my gratitue to college $iilm an %iyasagar niversity for giving me

opportunity.

also ac!nowlege with a eep sense of reverence, my gratitue towars my

parents an member of my family, who has always supporte me morally as we

as economically.

't last but not least gratitue goes to all of my friens who irectly or inirectly

helpe me to complete this project report.

'ny omission in this brief ac!nowlegement oes not mean lac! of gratitue.


3/33

T'()$ O* +O '#N'S

1.Executive summary

2.Introduction

3.Methodology

4.Data Analysis and Interpretation

5.utloo! Money

".utloo! #e$s

%.utloo! &raveller

'.utloo! (usiness

).*onclusion

##C5'I6# S5&&A07

• 'odays compet,t,+e 8or-d &anaement Interns ha+e to pt r,oros

hard 8or* to sr+,+e ,n the bs,ness 8or-d. 'hey sho-d be 8e--

roomed and 8e-- ac9a,nted 8,th fnct,on,n of the corporate 8or-d.

• 'he 2 months Indstr,a- 'ra,n,n ,s an ,ntera- part of &anaement

Proram: a,ms to pro+,de the manaement stdents 8,th an ade9ate

e;posre of the +ar,os operat,on that are ta*,n p-ace ,n an Indstry.


4/33

• !e: as a &anaement ,ntern 8as enaed 8,th 5'"K %rop:

Ko-*ata. I 8or*ed ,n a Sbscr,pt,on $,+,s,on for 2 months. It 8as a +ery

edcat,+e and profess,ona- e;per,ence and thereby a,n,n a pract,ca-

o+er+,e8 of the corporate 8or* c-tre.

IN'0$5C'IN

&r. 0ajan ,har,-a- 0aheja 8as born ,n (4) . 3e 8as ,dent,?ed as @th

r,chest person ,n Ind,a by Borbes maa/,ne. t-oo* Pb-,sh,n Ind,a P+t. "td

,s o8ned by 0aheja rop. It 8as started ,n Ind,a ,n 8,th 6,nod &ehta

as the ed,tor ,n ch,ef.It has a readersh,p of abot m,--,on and o+er


5/33

OutlookHindi G the +ernac-ar +ers,on of the 8ee*-y ne8s maa/,ne of

ot-oo*

OutlookTravellerLuxe G

'h,s project dea-s 8,th 4 of the E maa/,nes e;c-d,n 'ra+e--er ";e and

t-oo* 3,nd, de to ,ts ,nsc,ent reader base ,n Ko-*ata.

bject,+es for th,s projectD

'he *ey object,+es for th,s project 8ere to ,dent,fy the readers percept,on

abot +ar,os branded maa/,nes a+a,-ab-e 8,th,n the t-oo* rop: and

to ,dent,fy the,r preferences ,n terms of choos,n maa/,ne brands a+a,-ab-e

8,th,n the rop.

A secondary object,+e 8as to determ,ne the t,me per,od of assoc,at,on of

readers 8,th t-oo* rop 8h,ch ,n trn measred the,r brand -oya-ty.

ased on these object,+es a deta,-ed ana-ys,s 8as done on the cstomers

by,n beha+,ors of the maa/,nes a+a,-ab-e nder ‘Outlook Publishing (India)

Pvt Ltd’

'3$"%7

Some *ey po,ntsD

• -ampleframe G 0efers to the cateory of peop-e 8,th,n the samp-e

chosen and the d,st,nct featre 8h,ch separates them from others. Bor

th,s project: ,t refers to the readers of t-oo* maa/,ne a+a,-ab-e

8,th,n Ko-*ata.

• -amplesie G 0efers to the tota- nmber of samp-es sed. A samp-e

s,/e of 2 8as sed for th,s project

• Con+en,ent samp-,n 8as done de to easy a+a,-ab,-,ty and 9,c*

access to the samp-es.

Bor th,s project: a samp-e s,/e of 2 peop-e 8as chosen from amon the

readers of ot-oo* maa/,nes 8,th,n the re,ons of Ko-*ata and 3o8rah. 'he


6/33

samp-e frame cons,sted of peop-e of +ar,ed ae rops: ,ncome -e+e-s:

9a-,?cat,on and profess,on to ensre homoene,ty of the data.

'he tota- s,/e of 2 peop-e 8as bro*en do8n ,nto sma--er rops of 2

peop-e per ,nd,+,da- sr+eyor. 'h,s -t,mate-y -ed to the fo--o8,n data

arranementD

4 samp-es Gt-oo* ne8s

4 samp-es G t-oo* 'ra+e--er

E samp-es G t-oo* s,ness

E samp-es G t-oo* &oney

A sr+ey 8as then condcted on these peop-e 8,th the ,ntent,on of

,dent,fy,n the,r m,ndsets and percept,ons abot the company. A

9est,onna,re 8as sed for th,s process and the 9est,ons 8ere as*ed e,ther

throh te-ephone or d,rect +,s,ts.

Sr+eys 8ere a-so condcted on the -eads enerated from #"! '3# "IN#

act,+,t,es name-y H'ra+e- Aents Assoc,at,on of ena- tor,sm fa,r hosted ,n

Khd,ram ansh,-an Kendra: 8h,ch a+e a more ,n depth ,ns,ht ,nto the

by,n patterns of cstomers.

ased on the ans8ers rece,+ed the data 8as arraned ,nto se+era-

cateor,es ran,n from the Hcstomer ,s h,h-y sat,s?ed to the Hcstomer ,s

h,h-y d,ssat,s?ed.

'hese cateor,es are then ana-y/ed thoroh-y to ?nd ot the major

shortcom,ns of the company as stated by the cstomers themse-+es.

ased on these shortcom,ns: certa,n measres are sested 8h,ch may

he-p to ,mpro+e the state of bs,ness and decrease cstomer d,ssat,sfact,on

,f present.

%,+en be-o8 ,s the 9est,onna,re sed for the sr+eyD

Cstomer percept,on ,s measred ,n terms of @ th,nsD

• 'he content of the maa/,ne

• 'he de-,+ery mode of the maa/,ne


7/33

• 'he sbscr,pt,on schemes and ,fts oFered to the cstomers by the

company

Bor a-- of these factors: a > po,nt sca-e ,s sed measr,n sat,sfact,on

ran,n from e;ce--ent to +ery poor.

rand -oya-ty ,s measred ,n terms of the drat,on of sbscr,pt,on of the,nd,+,da- and the t,me per,od of assoc,at,on 8,th t-oo* ,n tota-.

A enera- m,ndset of the cstomer abot the maa/,ne can a-so be obta,ned

from 8hether they 8o-d recommend the maa/,ne to any fr,ends or

re-at,+es of the,rs.

. Age 18-25 y 26-35 y 36-45 y 46 and aboe

2. !ender "

#ale $emale

3. %ualification "

&nder graduate graduate 'ost graduate

4. (ccupation "

)tudent serice business )elf-employed *etired

5. Income leel +yearly

*s.1,, 3,, *s.3,, 5,, *s.5,, /,, Aboe

6. 0ic magaine of (&(( group are you subscribed to

(utloo7 nes 9usiness raeller #oney

/. 0at is te duration of your subscription

1 year 2 years 3 years 5 years

8. 0at is your opinion regarding te contents aailable itin te magaine

:;cellent !ood Aerage 9ad ery poor


8/33


. 0at is your opinion regarding te subscription scemes aailable itin te (&(( brand


1. 0ic brand is of your preference itin te (&(( group

(utloo7 nes raeller #oney 9usiness

2. )ince o long are you associated it (&(( group as a reader

ess tan 1 year 1-3 years 3-5 years Aboe 5 years

3. 0ould you recommend tis magaine to oter contact of yours

*egularly )ometimes =eer 4. Any suggestions >>>>>>>>>>>>>>>>>>>.

?(=A? >>>>>>>>>.. :.#AI >>>>>>>>>>....................

$A'A ANA"7SIS AN$ IN'#0P0#'A'IN

'he data obta,ned from the sr+ey 8as ?rst-y ana-y/ed separate-y for a-- the

4 maa/,nes and then compared toether to ?nd ot the common

shortcom,ns that needs to be addressed.

%,+en be-o8 are some of the *ey po,nts of ana-ys,s obta,ned from thecommon sr+ey of a-- the maa/,nesD

• Four different magazines which cover each and every segment of the market and fulfill the needs

of different age group belonging to different sectors.

• Exclusive photography and articles, OUTLOOK does not copy the content from internet and paste

in its magazines

• 'he de-,+ery ser+,ces and sbscr,pt,on schemes needs ,mpro+ement• 6ery fe8 peop-e are d,ssat,s?ed 8,th the contents of the maa/,ne• 6ery fe8 yon readers sbscr,be to the maa/,nes• %enera- drat,on of sbscr,pt,on ,s on the h,her end of the mar,n

• Slow Processing it takes four weeks in delivering first copy of the subscriber and two weeks in

case of address change

• If gift is not delivered by the executive then OUTLOOK takes two months of time in delivering the

gift

• Perception of readers’, OUTLOOK favours Congress party and does not write anything against

the party.


9/33

A deta,-ed ana-ys,s of each of the maa/,ne ,s ,+en be-o8 ,n order ofD

• t-oo* &oney

• t-oo* Ne8s

• t-oo* 'ra+e--er

• t-oo* &oney

'he data ,s ana-y/ed ,n order of ,mportance. 'he most ,mportant 9est,ons

are ana-y/ed ?rst fo--o8ed by the demoraph,c and -ess ,mportant

9est,ons.

5'"K &N#7

t-oo* &oney ,s a persona- ?nance maa/,ne re-eased by t-oo*

pb-,sh,n (Ind,a) pr,+ate -td. Its a month-y maa/,ne cost,n 0s > per

,sse. It ,s c,rc-ated a-- o+er Ind,a ,t has a ood readersh,p base. 'he top,cs

co+ered ,n th,s maa/,ne ,s abot ho8 to manae sa+,ns: ho8 to et

opt,ma- retrns from ,n+estments: ,t ,s a,med to8ards the ne8 earners

most-y.

Brom the cstomer feedbac* sr+ey condcted 8e ha+e fond ot thefo--o8,nD


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2. &ost of the sbscr,bers ha+e reported that the content ,s e;ce--ent. 6ery fe8

peop-e sested that content ,s bad.

@. 'he de-,+ery of maa/,ne to the sbscr,ber ,s done by cor,er ser+,ce and ,t

has been fond that the de-,+ery reaches them proper-y ,n most cases. t

there 8ere some bad de-,+ery reports too.

4. 'he op,n,on reard,n the sbscr,pt,on schemes oFered by t-oo* 8as fon

apprec,atedby the pb-,c as ?fty e,ht percent peop-e sa,d that the scheme ,s ood.


11/33

>.'he sbscr,bers reported that amonst the a+a,-ab-e t-oo* maa/,ne

brands: they preferred t-oo* &oney the most.

E. Borty three percent sbscr,bers 8ere fond to be assoc,ated 8,th t-oo* ro

> years.


12/33

. S,;ty se+en percent peop-e sa,d that they 8,-- somet,mes sest th,s maa/

others.

M. &ost peop-e sa,d they ha+e no sest,ons for ,mpro+ement: bt some

peop-e reported bad ser+,ce.

=. It 8as fond that peop-e of ae @EL4> years -,*e read,n th,s maa/,ne the

most.'he yonerenerat,on?nd ,t d,c-t to spend 0s.> on maa/,nes

e+ery month


13/33

.


14/33


15/33

,ecommendations

• 'he readersh,p base amonst yonsters and fema-es sho-d be b,-t

p. 'h,s can be done ,mp-ement,n e-o8 the ",ne act,+,t,es.

•

'o ma*e the sbscr,pt,on schemes more attract,+e: d,Ferentcomb,nat,ons of oFers sho-d be ,+en and ,ft ,tems sho-d be

chaned t,me to t,me.

• Cstomer base has to be ,ncreased by creat,n more a8areness abot

the prodct.

• 'he term,nat,on of sbscr,pt,on and -ac* of -oner assoc,at,on are

,sses 8h,ch need to be addressed 8,th attent,on on cstomer

sat,sfact,on.

• 0ecommendat,ons and better -oya-ty of cstomers can athered by

,mp-ement,n better cstomer hand-,n procedres -,*e docment,n

the prob-ems.

5'"K N#!S

t-oo* Ne8s ,s a 8ee*-y #n-,sh ne8s maa/,ne pb-,shed ,n Ind,a. It

pro+,des -atest ne8s on po-,t,cs:sports:c,nema and stor,es of broad ,nterest.It ,s a-so a+a,-ab-e ,n 3,nd,.

1. 'he peop-e can sbscr,be for yr. 3ere 8e can seethat ma;,mm drat,on of the sbscr,pt,on cstomers prefer ,s @yrs


16/33

2. 0eard,n the content of ot-oo* maa/,ne:


17/33

5. 'hroh the cstomer feedbac*: 8e came *no8 that the drat,on of @yrsbscr,pt,on of ot-oo* maa/,ne,s h,her as compare to the other drat,on

per,od.3ere a-so 8e can see the readers assoc,ated 8,th ot-oo* for


18/33

%. 'he cstomers sest,on s ,s as fo--o8sD

2=J of the cstomers sested ,mpro+,n the de-,+ery mode

years ae brac*et fo--o8ed by 4E

and abo+e ae brac*et. No readers ,n years ae brac*et.


19/33

=. &a;,mm sbscr,bers are ma-e (MEJ) compared to that of fema-es (


20/33

-a*hs (ser+,cemen) sbscr,be th

most

+indings

• Cstomers sbscr,b,n to t-oo* ne8s are 9,te -oya- and prefer an

a+erae sbscr,pt,on of @ years

• Content of th,s maa/,ne ,s ood and the cstomers are sat,s?ed 8,th

,t

• $e-,+ery mode of the maa/,ne ,s a+erae and needs ,mpro+ement.Cstomers are d,s sat,s?ed 8,th the maa/,nes de-ayed de-,+ery.

• Sbscr,pt,on schemes oFered to the cstomers are a-so a+erae.

Cstomers are bored as they are be,n oFered the same schemes and

they 8ant someth,n d,Ferent.

• No readers ,n the ae brac*et of years

,ecommendation


21/33

• $e-,+ery mode of th,s maa/,ne needs to be ,mpro+ed. &ore cor,ers

sho-d be h,red to de-,+er the maa/,nes t,me-y. ac*p cor,ers

sho-d be *ept ,n case of emerenc,es

• Sbscr,pt,on schemes oFered to the cstomers sho-d be chaned p

from t,me to t,me. Ne8 oFers and ,fts sho-d be ,nc-ded ,n the

schemes rep-ac,n the o-d ones.

• Bocs sho-d be ,+en on the yon readers as to the content they

re9,re. $,,ta- ed,t,on of the maa/,ne can be ,ntrodced to ma*e ,t

more attract,+e to yoner enerat,ons

5'"K '0A6#""#0

A month-y tra+e- maa/,ne focs,n on shar,n ,nformat,on abot e;ot,c

p-aces to see: p-ann,n tors arond the 8or-d and ma*,n ,t easy and fn

for the peop-e to p-an and enjoy the,r +acat,ons.


22/33

@) p,n,on reard,n de-,+ery modeD

'he maa/,nes are de-,+ered throh cor,er ser+,ce. 'hoh some

cstomers are not rece,+,n the maa/,nes at proper t,me bt the,r op,n,on

,s ood abot the de-,+ery mode.

4) p,n,on reard,n sbscr,pt,on schemesD

'here are many sbscr,pt,on schemes throh 8h,ch the cstomers are

more attracted to8ards,t. 'here are many ,fts 8h,ch are ,+en to the

cstomers 8,th the sbscr,pt,on. As >EJ of the cstomers are say,n thatthe schemesare ood.


23/33

>) Preferred brandD

M>J of the cstomers preferred the t-oo* 'ra+e--er O J of the cstomers

preferred

t-oo* Ne8s. So the peop-e preferr,n the t-oo* 'ra+e--er brand more

n the others.

E) $rat,on of assoc,at,on 8,th t-oo*D

As 8e ha+e a-ready seen that the $rat,on of 'ra+e--er maa/,ne readers are

h,her for the > years sbscr,pt,on: so here 8e can a-so say that theassoc,at,on 8,th t-oo* abo+e >years ,s h,her. As 4 years.


24/33

) 0ecommendat,on to othersD

E@J of the cstomers 8,-- recommend to others for somet,mes.

M) Sest,onsD

@2J of them are say,n that the de-,+ery need to be ,mpro+e more:


25/33

) Ae'he maa/,ne can be sbscr,bed by a-- the ae rops.'he most of the peop-e

,n the sr+eyed pop-at,on rop be-oned to the ae rop of 4E and abo+e.

) %ender'he maa/,ne ,s not ender b,ased. oth ma-e and fema-e can sbscr,be for

the maa/,nes. MJ of the peop-e sr+eyed 8ere fond to be ma-e.

4J of the peop-e 8ere radates.

2) ccpat,on


26/33

E4J of the peop-e are ,nto ser+,ce. #+en the stdents: the bs,ness persons

can sbscr,be the maa/,nes

@) Income -e+e-'he peop-e sbscr,b,n for the maa/,nes fa-- 8,th,n the ,ncome rane of 0s. @

: to 0s. >: :.

+indings-

• It 8as fond that there 8ere ,ft or,ented prob-ems faced by the

sbscr,bers. 'he sbscr,bers do not rece,+e the ,fts on t,me. #+en

there are comp-a,ns the ,fts they rece,+e are at t,mes ,n damaed

cond,t,on.

• It 8as a-so fond that the de-,+ery of the maa/,nes ,s often de-ayed.

S,nce the maa/,nes are de-ayed by cor,er mode so there occrs a

prob-em ,n de-,+ery.


27/33

,ecommendations-

• 'he ,ft ,tems sho-d be chaned from t,me to t,me. As the same ,fts

are ,+en the peop-e often refse to sbscr,be becase they do not

8ant to et the same ,fts.• S,nce the de-,+ery of the maa/,nes are a major prob-em so spec,a-

emphas,s sho-d be ,+en by ot-oo* rop on th,s prob-em.

5'"K 5SIN#SS

s,ness maa/,ne ,s one of the maa/,nes 8h,ch are oFered by the ot-oo*

pb-,sh,n rop 8h,ch ,s based on -eadersh,p: ronded +,e8s: rare

,ns,hts and fresh perspect,+es: cop-ed 8,th an approach that ,s ho-,st,cand -oba-.

'h,s maa/,ne ,s he-pf- for bs,nessmen and yon entrepreners for

,dance and dec,s,on ma*,n.

) $rat,on of sbscr,pt,on

Most of the readers subscribe for 3- !ears "ith fe" for #-$ !ears.

2) p,n,on reard,n content

Most of the readers said that the content is good and hel%ful for the& "hile fe" said it to be

average.


28/33

@) p,n,on reard,n de-,+ery mode

'or &ost of the readers deliver! is a &aor issue "hich needs to be i&%roved.

4) p,n,on reard,n schemes and oFers

Most of the readers found the sche&es to be average and fe" found it to be good enough.


29/33

>) Preferred brand

*ll the readers %referred business &aga+ine over other &aga+ines

E) Assoc,at,on 8,th t-oo* rop

Most of the readers are associated "ith outlook for #- !ears (3,) and $, above !rs. and

, less than a !ear.

) 0ecommendat,on

Most of the readers suggested the &aga+ine to others at so&e %oint of ti&e.


30/33

/) 0uggestion

Most of the readers said deliver! is an issue follo"ed b! stereot!%ed gifts and offers and

content.

1) 2ualification

It is found that 1, of the readers hold %ost graduate degree and #, of the& holds graduate

degree

) Occu%ation

Most of the readers are in service ob (3,) follo"ed b! $3, self-e&%lo!ed and #$, for

students 4 #$, retired


31/33

#) Inco&e level

Most of the readers are in the inco&e bracket of 5s 3- lakhs follo"ed b! $3, 5s-6 lakhs and

#/, above 5s6 lakhs

$) *ge

It is found that &ost of the readers are in the age grou% of $- !ears and there are no readers

in the age grou% of /-$ !ears.

#3) 7ender

Maorit! of the subscribers are found to be &ales (/$,) and fe" fe&ale subscribers (#/,).


32/33

+indings

• 8o readers in the age bracket of #/-$ !ears.

• Most of the readers are in the inco&e bracket of 5s 3- Lakhs9annu& and no readers found in

the inco&e bracket of above 5s 6 lakhs.

• Poor deliver! of the &aga+ines and stereot!%ed gifts are issues for readers.

Most of the readers do not find the subscri%tion sche&es to be attractive

,ecommendation

• I&%rove&ent on deliver! of the &aga+ine ti&el! deliver!.

• :ariation on gifts other than stereot!%ed gifts "hich are currentl! offered.

• :ariations on offers and sche&es.

• ;usto&er service9;o&%lain register for better custo&er grievance addressing.

;O8;L


33/33

Last but not the least this %roect has taught us &an! ke! ele&ents about ho" a business

functions .0ales %resentations closing sales ti&e &anage&ent are onl! a fe" of the &an!

skills that "e have learnt through this %roect. Ae ho%e that "e get several further o%%ortunities

like these to be inducted in a cor%orate environ&ent and in turn learn to be %rofessionals.

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