Identification Of

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Identification of segments & generation of sales strategies for OUTLOOK magazine Presented byGaurav Tyagi A0101909419

About Outlook It is a part of Rajan Raheja’s group. 

Outlook is basically one among the renowned

publishing houses which is into a great business.



The main two objectives of any publishing group areTo increase Geographical dispersion/circulation.  To improve readership profile. 

Industry Profile There are two main sources of obtaining data

to determine readership of any publication

National Readership Survey(NRS) 

Indian Readership Survey(IRS)

NRS This is basically a survey on media but

especially on PRINT MEDIA conducted byNational Readership Studies Council(NRSC) Audit Bureau of Circulation(ABC) Advertising Agencies Association Of India(AAAI) Indian Newspaper Society.

IRS Indian Readership surveys are conducted by

Media Research Users Council(MRUC) And was the largest continued media survey with Sample of 29,000 readers. Providing a single source database for demographics. Media habits &products/brand usage. And it was conducted over two rounds. 

Both NRS &IRS Gives media consumption habits, product

ownership & consumption, lifestyle indicator on macro and geographical parameter.  Acc. To NRS 2005

press adds 38 million readers in the last two years.

 



Press continues to grow, adding 31 million readers between 2005 to 2008.

Literature reviewMarketing is the key factor in the marketing

   

mix & has got a key role in the market success. Likeadvertising motion public relations direct marketing sponsorship &sales promotion

Sales promotion are marketing and

communication activities which change the price/value of the product or service perceived by the target , thereby, Generating immediate sales Altering long-term value of the brand. 

In order to develop a successful promotion

strategy, the target market must be clearly defined. To understand the customer’s mental process, the customer leaning curve is quite useful. Need Awareness Access Motivation Purchase Know-how Experience value Retention 

Company profile Company started its beginning about a quarter

century before the onset of the ICE age, with its Construction business. After a huge presence in real market, it got diversified into -Manufacturing -Financial services -Media

Today’s scenario The list of Group’s Successes is long and

eclectic  H&R Johnson(India)ltd is the top name in

ceremic tiles.   Exide is one among the strongest brand of

batteries in automative and industrial field. 

Latest deals done withOberoi hotels. Trident hotels. Luxury resort Rajvilas.  

& other triumphs includes-

   



Templeton asset management. Prism cement limited. Sonata software.

OUTLOOK UMBRELLA Print Media      

Outlook Outlook Money Outlook Traveler Outlook profit Outlook business GEO Marie claire



Web Media Outlook India.com  Outlook Traveller .com  Outlook Money.com 



ObjectivesFind out sales of magazine at various shops in-

Green Park.  Vasant Vihar  IIT Identify new segments and list out potential clients. Genereration of sales in each of the segments. 

Promotional options offeredCover on cover.

Offered to the clients, depending upon the number of the subscriptions they contract for. Strip. 

 Flap. Gifts – With every type of subscription, the company

uses push strategy for different magazines.

CompetitionFor NEWSWEEK – For OUTLOOK BUSINESS 

TIME BUSINESS TODAY BUSINESS

WORLD For OUTLOOK TRAVELLER- NO ONE For OUTLOOK EGO NO ONE For OUTLOOK PROFIT FROM NEWSPAPERS For MARIE CLAIRE VERVE 

Findings of market studyMarkets studied are    

GREEN PARK MARKET BASANT LOK MARKET BER SARAI IIT MARKET

 

All the markets sold the no. of copies they ordered for.

Observations from the market studyPOP displays are maximum from outlook group. No. of copies for outlook sold by any retailer

are almost similar. More or less, Time &Newsweek magazines are displayed together on the stalls. Time banners/posters were not displayed at any of the shops. Newsweek circulation was not bound to be satisfied by few of the retailers in GREEN PARK.

Parameters for segment IdentificationPrice of the product. Product profile. Benefit to the client. Requirements of the client.

Segments identifiedGolf courses. Premium clubs. Coaching institutions. Hotels.

-Rooms  -Public Areas  -Business Lounges  -Fleet of cars. Car rentals. PVR /Cinemas. 

Procedure adoptedPrepare a comprehensive list of prospective clients

in each segment. Gather information about a client &the key decision maker. Take appointment. Meet the client. Send proposal. Follow-up Settle terms &conditions. Contract. Delivery &POD. 

ImplementationGolf CoursesNon profit golf courses

Noida Golf Course.  Army Golf Course. Premium clubs The resort country club.  Delhi Flying club.  Aero club of India.  Delhi race club. 

ContinuedHotels     



The claridges. Shangri-la The park Hyatt The oberoi

Parameters For Market Survey AnalysisGender Performance for english magazines. Type of magazines acc. to prefrences by

respondents. Analysis of reading hobbits of the respondent. Place from where magazines are purchased. Magazines subsribed by respondents. Motivation for magazine subsription. Gift evaluation parameters.

ContinuedEvaluation of magazines on the basis of

various attributes. Analysis of OUTLOOK magazines on the basis of attributes. Perception of customers about OUTLOOK magazine. Areas over which OUTLOOK needs improvement. 

RESULTS

FindingsCustomers have inclination towards the gifts &

so has been used by the OUTLOOK group.  Salesmen selling magazines can only be

successful if they are proactive.  Clients will only buy the product if they get

some value out of that.

SuggestionsFollow-up is very crucial for any call & hence

should be done very thoroughly by sales executive.  DSR(Daily Sales Report)should come under the

system to improve efficiency.

 Customized sample copy on the first meeting

would impact more.

LimitationsMore than one decision maker. Clients were very apprehensive since one of

the magazine was new. Off- season for some of the clients. Client’s perception about magazine &brand loyality. Client bound by budget or contract with some other magazine.

ConclusionSegment covered in the project are golf courses,

premium clubs ,hotels & car rentals.



Segments have large potential and are not tapped







Investment Firms Pharmacy Companies Builders Credit Card Companies Hospitals / Nursing Homes MBA Institutes Builders

ReferencesOutlookindia.com National Readership Survey Indian Readership Survey Internal database www.google.com 

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