A REPORT

ON

“SELLING AND MARKETING THROUGH ANALYSES OF CONSUMER

EXPERIENCE FOR CHOOSING A PARTICULAR MAGAZINE OF OUTLOOK”.

BY:
RISHBABH SINGH LODHI
18BSP1901

OUTLOOK GROUP
 REPORT
ON
“SELLING AND MARKETING THROUGH ANALYSES OF CONSUMER
EXPERIENCE FOR CHOOSING A PARTICULAR MAGAZINE OF OUTLOOK”.

BY
RISHBABH SINGH LODHI
18BSP1901

OUTLOOK GROUP

A report submitted in partial fulfilment of

the requirements of
PGPM Program of
IBS GURGAON

Date of submission: 15-04-19

 ABSTRACT
Print Media, as anyone can understand is one of the most important factors coming through in the way a
nation works. Newspapers, magazines, books etc. are ready by a lot of people and are certainly one of the
most trusted mediums of National and International News.
Outlook is part of the RAJAN RAHEJA GROUP which made its beginning in the construction business and after
building a huge presence in the realty market, the group diversified laterally into manufacturing, financial
services and media. The magazine division of Outlook consists of OUTLOOK WEEKLY, OUTLOOK MONEY,
OUTLOOK TRAVELLER, OUTLOOK HINDI, OUTLOOK BUSINESS.

Object of project includes:

PRIMARY: -

 Generation of sales for outlook’s magazines subscription.

 Analyse the client’s response affecting the level of sales and list out potential clients in each
segment.

SECONDARY: -

 To extract my potential to the fullest and use it for the benefit of the company and my own self
by achieving a remarkable sales target.
 To work on improving convincing skills.

Target given was 90000 by Team Leader for the period of 2 months but I achieved 42000 sales target till 14-
09-2019 and the process used for selling subscription includes Quarrying, gathering information about a
client and the key decision maker, Pre-approaching, Approaching the interested suspects, Presentation,
Proposal, follow up, Objection handling, Settled terms and conditions, Contract and delivery. Giving the
consumer what they want (and the research has the wish list of things that the consumer would like to see
in a magazine subscription) may not always be practical or economically viable for publishers. Yet to ignore
completely what they want, which same publishers seen inclined to do, is commercial suicide. So there is an
opportunity to turn subscription from a cold, business transaction into a real relationship from a “contract”
into a “services”. When that happens, then loyalty flows automatically. That is the real subscription
challenges for the industry.

The majority of non-subscriber has not actively rejected subscribing, but simply need more convincing.
In addition, gift subscription offers like Guide books, Tupperware gifts, watch, shoe etc. significant growth
opportunities, but consumer awareness of them appears to be relatively low and gifting process could be
made to be more of an “event” and to give the recipient choicer and freedom in their little selection.
Moreover, it was concluded that there are a lot of potential subscribers who need just a little extra
something to make them subscribe. Like extra free subscription, written email by official mailed about
Assurance of delivery through reputed courier not by post, Assurance of assured gifts, Assurance of
compensate the lost copies of magazines.
 INTRODUCTION

RAJAN RAHEJA GROUP:

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. (Hathway Cable & Datacom and Asia net Satellite
Communications), financial services (in life insurance and asset management through joint ventures with
ING), publishing (Outlook group), retail (Globus, H&R Johnson (India) TBK, Food world and Health &
Glow), real estate development, software, petrochemicals and hotels. The Rajan Raheja Group is an
industrial conglomerate. It operates in real estate development, ceramic tiles, automotive and industrial
batteries, cement, construction material, cable television, publishing, apparel retailing, food retailing,
health and beauty retailing, life insurance, mutual funds, software development, petrochemicals, and
hospitality businesses. The company is based in Mumbai, India. This group is deal with this type of things
given below:
{BUILDING MATERIALS, BATTERIES, FINANCIAL SERVICES, MEDIA, HOSPITALITY, RETAIL}

INTRODUCTION OF GROUP COMPANIES

RajanBiharilalRaheja (born 1954) is an Indian businessman who lives in Mumbai. Forbes magazine has
identified him as a billionaire with a net worth of $2.15 billion, making him the 30th richest person in India.
Rajan Raheja made his beginning in the construction business. After building a huge presence in the realty
market, his RajanRaheja Group diversified laterally into manufacturing, financial services and media—each
venture initiated, and executed, to fulfill the objective of assuming leadership in core areas.

The list of his 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. Co-
promoters of Supreme Petrochem Ltd. along with Supreme Industries Ltd, largest processor of plastic
materials in India. The Group also joined hands with Oberoi Hotels as co-promoters of Trident Hotels and
luxury resort Rajvilas, which Conde Nast Traveler ranked as one of the 25 best villa hideaways in the world.

Prism Cement Ltd has a production capacity of 2.5 million tons; The Group is a Co-promoter of Sonata
Software Ltd, one of the leading software companies in India. As owners and operators of a fiber optic cable
network in Kerala through Asia net Satellite Communications, Co-promoters of RMC Ready-mixed (India)
Pvt. Ltd. along with RMC Group plc, U.K, the world’s largest manufacturer of Ready-mixed concrete.

Hathway Cable &Datacom Pvt. Ltd has extensive cable network in 6 major cities and 7 large towns across
India. Globus Stores Pvt. Ltd. is India’s one of the largest apparel brand chain. A 50% JV with the ING Group
of Netherlands in ING Life Insurance. The venture is already the 5th largest insurer in India.
Websites of RAHAJA GROUP:

www.outlookindia.com,
www.tridenthotels.com,
www.sonata-software.com,
www.supremepetrochem.com,
www.healthandglow.in,
www.globus.in,
www.inglife.co.in,
www.hathway.com,
www.oberoirajvilas.com
www.prismcement.com,
www.ingim.co.in,
www.asianetindia.com,
www.foodworld.in,
www.exideindustries.com,
www.hrjohnsonindia.com,
 OUTLOOK GROUP OF MAGAZINE

History:
In October 1995, group company Hathway 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.
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. Its branches are established in New Delhi, Mumbai, Kolkata, Bangalore, Chennai and
Hyderabad. The outlook magazines published in New Delhi since 1995 by the outlook group. The head office
of the Outlook Group is situated in New Delhi. OUTLOOK's competitors are India Today &The Week.
Currently it has several magazines like OUTLOOK Business, OUTLOOK Money, OUTLOOK Traveller,
OUTLOOK Weekly, OUTLOOK Hindi to name a few. Some of the Magazines printing has been stopped
because lack of selling of those magazine like CAREER 360, GEO, PEOPLE, MARIE CLARIE. To be the largest
and most profitable magazine in India. Outlook Group published 5 types of national issues(Magazines) -
OULOOK WEEKLY, OOULOOK HINDI, OULOOOK TRAVLLER, OULOOK MONEY, OUTLOOK BUSINESS

 OUTLOOK WEEKLY - It is India’s most vibrant current affairs and news magazine. It is weekly news
and current affairs magazine. In this magazine included sports content, movie reviews.
 OUTLOOK BUSINESS - It is an insightful, thought provoking, compelling, in-depth business magazine
which delivers fresh perspective, coupled with a holistic approach. In this magazine have suggestion
of new start up Business, how to expand Business, guidance of implement the new idea in Business.
 OUTLOOK MONEY - India’s No.1 personal finance magazine, gives in-depth analysis and sound advice
on all facets of investing well, borrowing wisely and spending smartly.
 OUTLOOK TRAVELLER- It is a mine of information for the serious traveller, keeping you up-to-date
with the latest trends in travel and tourism. In this magazine have experiences of top traveller which
they travel, different and new places experiences which are unique or beautiful.
 OUTLOOK HINDI - It is the Hindi edition of Outlook weekly.
 OUTLOOK WEBSITES

1. outlookindia.com
2. outlookmoney.com
3. outlooktraveller.com

Outlookindia.com:
In 1998, OUTLOOK went online as OUTLOOKindia.com is both OUTLOOK magazines’ 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.OUTLOOKindia.com also offers an array of original Web-only columns and
news updates every day with a very lively interactive section.

Outlooktraveller.com:
Inaugurated as a web resource in 2000, this travel Website has since come a long way. Outlook Traveler
began by opening up new vistas in web-driven vacation planning, with its highly focused editorial features
on an array of destinations, 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 cybercafé. Here there is something for everyone; themed vacation ideas from 'A
for adventure' to 'W for wildlife', honeymooners dream destinations.

Outlookmoney.com:
OUTLOOKmoney.com takes forward the philosophy and beliefs usher 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.
 SALES PROCESS
 QUARRING
Prepared a comprehensive list of prospective clients in each segment. After the segments were identified,
a list of prospective clients was made in segment with the help of Internet and telephone Directory
services. The list consisted of all details of the clients including name, address, and telephone number etc.

 GATHERING INFORMATION ABOUT A CLIENT

This step consisted of gathering information about the clients as to whether they are currently taking any
magazines and at what prices. Also the key decision maker in the company was determined and his/her
details were found out.

 PRE-APPROACHING
The next step involved calling up the decision maker in the client organization and making him interested
in the product and taking an appointment with him/her.

 APPROACHING THE INTERESTED CLIENTS

Once an appointment was taken, the next step was to meet the client on the appointed time.

 PRESENTATION
The appointment began with asking the client to explain their business in detail. The client was asked if he
is buying any other magazines and if yes, at what price. Information regarding magazines being already a
part of his business was extracted from the client. Then detailed information regarding features of the
product and its edge over the competitors was explained to the client. The various options like
TUPPERWARE Gifts like Bowl set, Fridge smart mini, Beetle folded keeper were offered to them. Sample
copies were shown to display the various options. All the efforts were made to convince the clients to buy
the magazine by offering him various schemes, gifts and range of subscriptions.

 PROPOSAL
If the client showed interest in proposition offered to them, the next step was to offer a proposal. The
proposal consists of various details like price, option being offered and other details about the delivery,
payment in advance etc.

 FOLLOW UP
Once the proposal was offered, follow up is required until the decision maker in the organization takes a
decision regarding ordering and the number of copies to be ordered.

 OBJECTION HANDLING
Various issues were settled. Many of the clients demanded reduction in the amount by not accepting the
given gifts which has been promised by the company, not receiving some of copies during purchasing, issue
in delivery of time. Various queries regarding proper and timely delivery were solved.

 SETTLED TERMS AND CONDITIONS

Once the client showed his readiness to order, the terms and conditions were settled him with regard to
type of subscription, delivery – whether it is single point or multipoint, payment in advance, time period of
subscription. A customized sample copy and the assured gift was also shown to the client and his approval
was seemed.

 CONTRACT
Once all the terms and conditions were settled, the agreement was made. The agreement consisted of all
the terms and conditions agreeable to both the parties and was duly signed by both the parties i.e. the
client and Outlook.

 DELIVERY
The clients gave all the details of delivery to Outlook as to whether the magazines were to be delivered to
the client or at his place. All the address details of the client were taken. After the magazines were
delivered, the Proof of Delivery (POD) was shown in the office. If any copies were undelivered due to any
reason, the client was informed about it by mailing mail in this I’d yourhelpline@outlookindia.com
 MAIN TEXT

Earlier days on the Outlook company, I met Mr. Ajay who is the HOD of the office. They conducted meeting to tell
about the work, which we will do in during our internship. The work was sell magazine subscription. He spoke about
the company how old the old company is and different types of magazines i.e. outlook English, outlook traveller,
outlook money, outlook business, outlook Hindi. And spoke about the magazine single piece price and annual
subscription price, the subscription would get through online. He spoke that our work is sell subscription through
calling and convince the customer to purchase subscription. And after the end of this discussion about the work we
are divided into small groups and assigned each group TL (team leader) who guide us during the work. The group has
divided into 6-7 members.

After the divided group, firstly TL create id that part of our work where we can see how much sales done. He told us
how to convince the customer and talking way to the customer during sell subscription. He spoke time period of
magazine i.e.

Outlook English- Weekly

Outlook Hindi- Fortnightly

Outlook Business- Fortnightly

Outlook Money- Monthly

Outlook Traveller- Monthly

After this briefing we are given sales target per person 5000 to be achieved in first week by reaching personal
contacts.

I had generated 1 sale in my own contacts which cost was 2049 and its commission
was 10% which was 205.
After these work i.e. selling in own contacts. We are sitting in a different room with our team. And then Miss Anjali
conducted meeting to tell about the work in brief. She explains that they will provide us data, in that data have
Clients information who are interested in buy the magazines. We have to contact them by dialling their phone
numbers and tell them about offers of magazine subscription. The work was totally cold calling (It is the
solicitation of business from potential customers who have had no prior contact with the
salesperson conducting the call. It is an attempt to convince potential customers to
purchase either the salesperson's product or service). She spoke about how we should talk to them
(Good morning sir or mam. My name is Rishabh lodhi, I am calling from outlook group of magazine and tell them
about offers of subscription) handle them according the data (former customer, interested customer, renewable
customer). To tell about the gifts i.e. TUPPERWARE gifts like LUNCH BOX, BEETLE FOLDED KEEPER, FRIDGE SMART
MINI and after they provide us data through email. From that data we started calling and talk to the customer, we
handle them and sell subscription. we are given sales target per person 20000 to be achieved in a week by company
customer data. I achieved only 5000 and make some follow up who are interested to buy subscription on next week.
We still do same thing after week i.e. cold calling. If all the data was used then team leader gave us new data excel
sheet (in this data we have information about customer like their subscription till date, expired date) which helps us
to how we handle customer. If there are any former customer what was talking way to them i.e. Good morning sir, I
am Rishabh lodhi calling from OUTLOOK GROUP of MAGAZINE. Your subscription has been expired we are providing
some offers for you and tell them all the offers step by step. Some customer was interested but some not. We are
given sales target per person 40000 to be achieved in month of March. But I had done only 19500 sale and number
of customer was 10.

In this month I learn about the way of talking to customer, how to convince customer through providing some offers
and customer made it. Firstly, analysis the situation and hear the customer problems. and after discuss then what
we can do from our side to renewable the subscription. It was discount of subscription or tell them about gift which
are free from purchasing subscription. Some customer has facing problems like lost copies, delivery issue. We
assured them to write an email by official company email I’d which was given by Tam Leader “Assurance of delivery
issue or Assurance of lost copies which was compensate by our side”.

In Month of April we are given sales target separately like some have 70k, 60k my target is 50k. In first three days I
had achieved 8500 sales target and I was in the top 5 seller’s list in KJ (knowledge jockey).
From 1st april to 14th april I had achieved 19950 sales target.

S.W.O.T. Analysis

STRENGTHS:

 Well organized and experienced staff.

 Direct approach to the customer.
 Good subscription gifts.

WEAKNESS:
  Delivery issue magazines delayed in some places.
 No data filtration.

OPPORTUNITIES:
 It has many products capturing all sectors information so it has an opportunity
to become a market leader.

 Outlook money and business is a very good investment and startup magazine.
THREATS:

 Existing competitors in the market.

 India today has already captured the big market share.