BMT6119
Summer Internship
A Project Report
submitted in partial fulfillment of the requirements for
the award of the degree of Master of Business Administration
by
LOGESHWARI GR
(22MBA1067)
Under the Guidance of
Dr. Vadivelu S M
Assistant Professor
JUNE 2023
CERTIFICATE
This is to certify that this Internship Report is submitted by Ms. Logeshwari
G R , Reg. No. 22MBA1067 to VIT Business School, Vellore Institute of Technology
(VIT), Chennai in partial fulfilment of the requirements for the degree of Master of
Business Administration is a bonafide record of work carried out by him / her under
my supervision. The contents of this report, in full or in parts have not been submitted
in any form to any other institute or university for the award of any degree or diploma
Faculty Guide
Programme Coordinator
Internship Co-ordinator
Internal Examiner
External Examiner
Declaration
I, Logeshwari G R (22MBA1067 ), a Bonafide student of the VIT Business School, Vellore
Institute of Technology (VIT), Chennai, hereby declare that the Project Report submitted in
partial fulfillment of the requirements of the Degree of Master of Business Administration
of the VIT University, is my original work.
Date:
Place: Chennai
LOGESHWARI G R
ABSTRACT / SUMMARY :
An Overview of the Industry :
The company ‘Outlook Magazines’ comes under the PRINT MEDIA INDUSTRY. The
sector concerned with the creation, dissemination, and consumption of printed goods, such
as books, brochures, pamphlets, newspapers, magazines, and other physical publications,
is known as the print media industry. It includes a number of industry subsectors, including
as publishers, printers, distributors, and advertisers.
In the past, print media dominated the way that news, information, and entertainment were
disseminated. However, the sector has gone through substantial changes and difficulties
as a result of the growth of digital media. Print media, however, is still around and has
some distinct advantages in some fields.
Print Media Industry is never out of trend. Tangible printed advertising materials are
frequently disregarded in the modern digital age. The proportion of business owners who
judge print media as unimportant and "out of style" is alarming. Print media, however,
might prove to be the most effective branding medium that businesses are overlooking!
Books, business cards, brochures, discounts, advertisements in periodicals or newspapers,
billboard advertisements, postcards, and even product packaging are some examples of
print media. Brands must utilize at least some of these channels to improve the perception
of their company.
MICHAEL PORTER’S FIVE FORCES ANALYSIS – PRINT MEDIA INDUSTRY
1) THREAT OF NEW ENTRANTS : Entry requirements for the media and
publishing sectors are extremely low, especially in the age of digitization. It is now
much easier for individuals and organizations to produce and disseminate content
owing to new digital spaces, blogs, and social media outlets. As a result of this,
there exists a significant risk of fresh rivals entering the market. However,
advantages like brand recognition, access to distribution channels, and economies
of scale for established media organizations might function as entry obstacles.
2) BARGAINING POWER OF SUPPLIERS : In the print media industry, content
creators, journalists, writers, photographers, and other individuals or groups who
create unique material are examples of suppliers. Depending on how unique and
accessible they are, the ability of suppliers for negotiation can alter. If there is a
lack of content of excellent quality, or if the suppliers have established brands or
copyrights, they may have greater bargaining power. On the other hand, the rise in
suppliers brought about by the digital environment could potentially have a
detrimental effect on each supplier's capacity for negotiation.
3) BARGAINING POWER OF BUYERS : The customers in the media and
publication industry are made up of advertisers, consumers, and other
organizations that purchase media space or content. Buyer concentration, the
availability of alternative platforms, and the vitality of the content or media
industry all have an impact on the bargaining power of buyers. For instance, if
there are numerous advertising possibilities or if advertisers can easily switch to
alternative media channels, they may be in a strong negotiating position.
4) THREAT OF SUBSTITUTES : The threat of replacements in the media and
publication sector has risen substantially with the proliferation of digital platforms.
As alternatives to traditional print media like newspapers and magazines, online
news portals, blogs, and social media are in competition. Diverse forms of
entertainment, like streaming services, online games, and video-sharing websites,
are also battling for consumers' attention. How desirable a sector is as a whole may
depend on how accessible and useful alternatives are. So obviously, the print media
industry is a desirable sector.
5) COMPETITIVE RIVALRY : The media and publishing industry is
distinguished by intense competition. There are tonnes of rivals vying for audience
attention, advertising dollars, and market share. Traditional media businesses,
digital media start-ups, social media platforms, and IT behemoths all vie for
supremacy in various sectors of the industry. Competitive rivalry can lead to price
wars, aggressive marketing strategies, and constant innovation to differentiate
goods. So the competition in the print media industry is pretty high.
An Overview of the Company :
Outlook Publishing (India) Pvt. Ltd. started operations in 1995 as a division of Hathway
Investments Private Limited, with the launch of ‘Outlook’, a current affairs news
magazine. In 2003, the division was demerged into a separate entity Outlook Publishing
(India) Pvt. Ltd. The Company is a part of the Rajan Raheja group which has interests in
diverse sectors including real estate and construction, automotive batteries, cement,
ceramic tiles, mutual funds, hospitality, media and entertainment. The group is valued at
3.5 billion INR. The company's corporate office is situated in South Delhi.
Illustration 1 : Outlook’s Corporate House – Rajan Raheja group
Source : NDTV (https://www.ndtv.com/photos/business/the-indian-billionaire-class-of-2009-1038)
Magazines from the Outlook Group :

Outlook English

Outlook Money

Outlook Business

Outlook Traveller

Outlook Hindi
ABOUT OUTLOOK (SOURCE : Outlook website - https://www.outlookindia.com/about-us) :
Outlook is India’s most credible current affairs and news magazine launched in 1995. Known
for its bold and aggressive reporting it continuously raises questions many had in their minds
but never dared to ask. Outlook has rewritten and reinvented 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 reaches out to over 1.78 million discerning readers, across the country. Outlook
has won a myriad of awards including the prestigious "International Press Institute" Award
for Excellence in Journalism.
Outlook’s Transformation Outlook has been on the forefront of investigative reporting,
political analysis, trends in the society, giving voice to the powerless, breaking stories in
sports and going behind the scenes in entertainment for over 25 years.
The magazine and website are now prepared to start a new phase in which they aim to
revolutionize the way news is reported and presented in India. The readers are not being
inundated with information. Their goal is to adopt a comprehensive approach to news
creation and add a unique perspective to the noise in other newspapers and portals. The
company's goal is to examine news from a variety of angles, not to pursue the latest breaking
news. In the new Outlook, social topics like caste politics, education policy, protest history,
the threat of terrorism, military operations in Kashmir and the North East, inflation and
employment, and the business of fashion are discussed in relation to politics, culture, and
society. The Outlook ( flagship product ) portrays an artistic representation carefully curated
by well known artists and illustrators.
The company sells 5 types of magazines in the below mentioned format :
Illustration 2 : Pricing of each magazine
PRODUCT POSITIONING IN THE MARKET :
1) OUTLOOK BUSINESS : The offering focuses on significant business trends and
concerns in order to offer clear takeaways that will have an influence on and
ramifications for decision-making. A comprehensive strategy makes sure that all
factors, including political, market-driven, and economic influences on business, are
taken into account. Strong analytical internal characteristics are supplemented with
opinions from the best in the field to achieve a delicate balance of viewpoints,
insights, and data.
2) OUTLOOK MONEY : The No. 1 personal finance publication in India, Outlook
Money, offers comprehensive coverage and intelligent counsel on every aspect of
wise borrowing, wise spending, and wise investing.
3) OUTLOOK TRAVELLER : Outlook Traveller keeps bringing people together,
regardless matter whether they are actually booking a trip or are just daydreaming
about one. The only prominent magazine geared towards travellers is Outlook
Traveller, a monthly edition by Outlook Publishing India Pvt. Limited.
4) OUTLOOK HINDI : Readers who identify as modern and progressive frequently read
the interesting magazine Outlook Hindi. Outlook Hindi is a comprehensive fortnightly
covering current events and topics of general interest for informed and concerned
citizens, cultured individuals, conscientious consumers, sensitive people, and sensible
families.
5)OUTLOOK INDIA : The way news and general interest magazines are presented in
India has been completely rewritten and recreated by the company's main product,
Outlook India. It is in-depth yet succinct and clear, investigative and audacious in its
approach. The themes covered by Outlook include current events, socioeconomic
concerns, politics, lifestyle, entertainment, sports, and international features, among
others.
SWOT ANALYSIS – OUTLOOK MAGAZINES
SWOT is crucial for every business since it facilitates the following tasks, all of which are
crucial for strategic planning and gaining an advantage over competitors.
 Assess and take advantage of opportunities
 Evaluate and address weaknesses
 Identify and capitalize on strengths
 Mitigate dangers.
Table 1 : SWOT Analysis – Outlook magazines
PESTEL ANALYSIS :
CONTENT
EXTERNAL FACTORS THAT CAN
AFFECT MY INDUSTRY AND MY
ORGANIZATION
POLITICAL FACTORS
 Government regulations and policies
regarding the media and publishing industry.
 Tax policies and incentives for the
publishing sector.
 Intellectual property laws and copyright
regulations.
 Political stability and potential changes
in the government may affect the media industry.
ECONOMIC FACTORS
 Economic growth rate and overall stability
of the Indian economy.
 Consumer disposable income and
purchasing power.
 Advertising spending trends and market
demand for magazines.
 Currency exchange rates and inflation
that could impact production costs.
SOCIO-CULTURAL
FACTORS
 Language preferences and cultural diversity
in India.
 Literacy rates and education levels, as they
influence readership.
 Changing consumer preferences and media
consumption habits.
 Demographic trends, such as age distribution
and urbanization.
TECHNOLOGICAL
FACTORS
 Digital advancements and the rise of
online media platforms.
 Adoption of e-readers, tablets, and smartphones
affecting print circulation.
 Opportunities for digital content delivery
and monetization.
 Technological infrastructure and internet
penetration in the target market.
ENVIRONMENTAL
FACTORS
 Environmental consciousness and
sustainability concerns.
 Paper sourcing and printing practices with
regards to environmental impact.
 Regulations related to waste management
and recycling.
 Consumer attitudes towards environmentally
friendly products.
LEGAL FACTORS
 Copyright and intellectual property
laws, including digital piracy.
 Media ownership regulations and
restrictions.
 Employment laws and regulations
or journalists and editorial staff.
 Advertising regulations and
standards for the media industry.
OBJECTIVE :
This report's major goal is to go into detail about the tasks I received while working as an
intern at Outlook magazines and what I learned from each one. The main focus of the
research is to offer suggestions on how businesses or start-ups can utilise the expertise of
their interns to raise brand recognition.
TASKS ASSIGNED :
TASK 1 : REVENUE GENERATION
DEADLINE – 31st MAY 2023
SALES TO BE GENERATED = Rs.7,000
REVENUE GENERATED = Rs.7,400
Customer acquisition
Lead generation
1) SEGMENTATION
PRODUCT
Outlook India
SEGMENT
Everyone
MBA students, Working
Outlook Business
professionals, School students
Stock market and mutual fund
Outlook Money
investors, MBA graduates,
Academicians
Outlook Traveller
Wanderlust' kind of people
Outlook Hindi
Native North-Indians
MY FOCUS

NO HARD SELLING !

Increasing the brand image of Outlook
To understand the needs of my prospects and pitch the product that will satisfy their need.
DAY 1 - PROGRESS
FOCUSED ON

open network – friends and family

salons

medium – phone call
MATERIALS
cover pages of the latest editions of each magazine
sample articles
revenue generated = rs.2000/DAY 2 – PROGRESS
Re-segmentation :
•
hotels
•
cafes
•
clinics
•
schools
•
saloons
•
libraries
retrieved contact numbers from just dial
medium – phone call and email
sales pitch done = 4
But no progress.
Revenue Generated as of now = Rs.4000
KEY TAKEAWAYS :
ONE:
MARKETING IS NOT
EASY
TWO:
SEGMENTATION AND
TARGETING SHOULD BE
CLEAR
THREE:
NO USE OF SELLING TO
FRIENDS/FAMILY
FOUR:
THE ART OF SELLING IS
DEVELOPED AFTER
EVERY SALES PITCH
FIVE:
NEVER BE FRUSTRATED
ABOUT TARGETS AND
DEADLINES
SIX:
BRAND REPUTATION IS
MORE IMPORTANT
THAN THE REVENUE
GENERATED
TASK 2 : PRODUCT AND BRAND MANAGEMENT
DAY 1: Building brand equity models for two sectors – General and Business
DAY 2: Building brand equity models for the remaining three sectors – Money, Travel and
Hindi
Example of one of the brand equity models designed for one of Outlook’s products
1) OUTLOOK INDIA
BRAND ELEMENTS :
LOGO :
COLOUR : BOLD RED - hot
INTERPRETATION : Known for its bold and aggressive reporting meaning that the
magazine continuously raises questions many had in their minds but never dared to ask.
SLOGAN : Thoughtful. Thought-provoking. Irreverent
INTERPRETATION : Portrays the feeling that comes while reading the content of the
magazine.
PRODUCT DESIGN :
INTERPRETATION : Not clumsy and has bold headlines.
BRAND COMMUNICATION :
Instagram followers : 84,400
You tube followers : 2,51,000
The view that got the highest views :
“9,20,000” views
INTERPRETATION : The reason for the massive views is that the timing was right and the
content was bold. At that point of time, everyone was curious to know about the lives of sex
workers and Outlook’s timely content delivery was on-point!
But regular videos uploaded by Outlook are not much acknowledged by the audience because
there is no ‘wow factor’ or ‘curiosity factor’ or at least ‘humour factor’.
BRAND EQUITY MODEL – OUTLOOK INDIA :
BRAND SALIENCE : IDENTITY – Who are you?
Outlook is India’s most credible current affairs and news magazine launched in 1995.
BRAND PERFORMANCE : The brand offers this magazine to satisfy the ‘knowledge
craving’ needs of its customers. The brand has to work on the ‘product reliability’ part –
delivery of magazines.
BRAND PERSONALITY : According to the 5 Brand Personality Dimensions, Outlook can
come under the personality type ‘excitement’.
This type of brand personality shows the following characteristics.





Daring
Spirited
Imaginative
Up-to-date
BRAND EQUITY MODEL – OUTLOOK INDIA
METHODOLY :
DATA ANALYSIS :
TASK 3 : NET PROMOTER SCORE CALCULATION (Competitor analysis)
Prepared a google form – sample question :
“ On a scale of 0 to 10, how likely are you to recommend ‘FORBES INDIA MAGAZINE’ to
a friend or colleague ? ”
Promoters = 35.2
Detractors = 39
No. of promoters – No of detractors = 3.8
No. of respondents = 54
NPS of Forbes India = 3.8 – Considerably good NPS
The brand with the best NPS :
NATIONAL GEOGRAPHIC TRAVELER
o Promoters = 55.5
o Detractors = 15
o No. of promoters – No of detractors = (40.5)
o No. of respondents = 54
NPS of Forbes India = (40.5) – MOST SUCCESSFUL BRAND ! EXTREMELY
GOOD NPS !
BRAND 1 – OUTLOOK INDIA
NPS = -26
BRAND 2 – FORBES INDIA
NPS = 3.8
BRAND 3 – INDIA TODAY
NPS = 11
BRAND 4 – OUTLOOK BUSINESS
NPS = -18.7
BRAND 5 – BUSINESS TODAY
NPS = -16.9
BRAND 6 – LIVE MINT
NPS = -27.9
BRAND 7 – OUTLOOK MONEY
NPS = -27.9
BRAND 8 - THE ECONOMIST
NPS = -1.9
BRAND 9 – THE ECONOMIC TIMES
WEALTH
NPS = -2.1
BRAND 10 – OUTLOOK
TRAVELLER
BRAND 11 – NATIONAL
GEOGRAPHIC TRAVELER
NPS = 1.4
BRAND 12 – DISCOVER INDIA
NPS = 5.4
BRAND 13 – OUTLOOK HINDI
NPS = -46.5
BRAND 14 – INDIA TODAY HINDI
NPS = -40.8
BRAND 15 - GRIHSHOBHA
NPS = -35.2
NPS = 40.5