Summer Internship Programme 2017 Weekly Progress report

1. Name :- Ashfaque ul haque

2. Organization :- Outlook Group

3. Project Topic :- Sales Generation and Promotion Strategy at the Outlook Group

4. (1) Week 1 Progress Report :- Monday (Day1) - (i) Introduction session - Briefed about Outlook Group, its
product and it's owner Rajan Raheja Group. (ii) Developing an insight of the umbrella name of Outlook
magazines. Tuesday (Day2) - (i) Briefed about printing, costing and pricing of each magazine. (ii)
Understand the competitive advantage of day of publishing (friday) of magazine over it's competitors
such as it covers movie review and stock market update for the whole week. Wednesday (Day3) - (i)
Came to know about the distribution channel of magazine, how it works and the various platform
through which it is done (retailing , offline and online annual subscription i.e digital mode). (ii) The mode
through which services are rendered to customers. Thursday (Day4) - Training session on how to
communicate with customers through tele-calling, mailing, texting. Friday & Saturday (Day5,6) -
Continued with the training session, received the lead /database of customers, interacted with them
through mails and calls. Overall I sold magazine worth Rs 16,000 through online and offline exceeded the
target of 10,000 given to me.

5. (02) Week 2 Progress Report :- Same sales process done through mails, text and calls. I even visited
schools, colleges, restaurant, hotels to make them aware about the subscription prices, discounts and
gifts offered with every magazines.
I understand the challenges faced by traditional Print Media from newer forms of News Communication
such as Social Media and e-updates
I came to know about the Print Media: Industry Profile.
In the 2nd Week we have been given the target of Rs 30,000. And I sold magazine worth of Rs 43,500
and exceeded the target of the month and grabbed 1st position among 40 plus interns(including many
other colleges of XISS,IIT Dhanbad etc). Next week Im planning to visit Railway station and Airport also
for subscription purpose.

6. Week 3 Progress Report :- Same sales process done through mails, text and calls. This time got the
better overview of the Marketing Strategy at Outlook India.
Business To Customer (B-2-C)
 Direct
Marketing

Database
Marketing

Cold
Email Post
Calling
This time I have been provided with database of those subscribers whose subscription was
about to expire
I called the subscribers and informed them about the current status of their Subscription , in case if
subscription is about to expire I requested the subscriber to renew the Subscription through online
payment or through sending Cheque to the Outlook Head office.

However I noticed that Outlook is facing a Customer churning rate of 15% and new customer
subscription is around 12%, thus a net loss of 3%, another important observation is that those who
have discontinued the Outlook subscription were long term readers of Outlook Magazine i.e Loyal
Readers and the new subscribers are lacking loyalty and this patter was uniform in most of the Print
media.

After the Detailed Consumer buying behaviour Analysis from Outlook database , I concluded
that Most of the Serious and Loyal subscribers are from the Eastern and Southern Part of
Country for Outlook Money, Business and Traveller Magazines ,for them the quality of
Content was most important influencing factor, however in Northern India some Co-
Promotion is required as Customers from North Part looks for better customer attention.

This time again I managed to over achieved the target of Rs.50,000. I sold the magazine
worth Rs. 60,000(online & offline) and again got the 1st position among more than 40
interns(including other colleges). I again visited many schools, colleges, hotels, books stalls
for the Offline sale purpose.

7. Week 4 Progress Report :- This week also sales process done with the database of
those subscribers whose subscription was about to expire. Well this time got a better
overview of B to B ( Business to Business), under marketing strategy of Outlook

Cover On Cover

Direct Promotion Hotels Tourist Resorts Showrooms

Outlook launched a different version of Paid Advertisement known as Cover-on-

cover(COC).
Under this scheme the Restaurants, Pubs, Car Dealers, Hotels in Delhi/NCR region were
given a full page advertisement about their Product or Service, the Advertisement covers
the Both sides of the front and back Page.
Outlook under (Coc) is Accepting a minimum order of 1000 nos. of Copies , in these copies
the Ad will be Published and will be send to best Target customer as per the Business of the
Client.

Example for a Pub XYZ located in Hauz khas village,Delhi we send the Magazines to the Posh
Societies like Green Park, Greater Kailash etc where the no. of citizens who visit pubs and
bars is very high and they generally go for shopping at Places like Hauz khas Village.

In the 4th Week we have been given the target of Rs 65,000. And I sold magazine worth of Rs
80,200 and exceeded the target of the month and again grabbed 1st position among 40 plus
interns.

8. Week 5 Progress Report :- This week also sales process done with the database of
those subscribers whose subscription was about to expire.
Well along with sales work I also got to learn how lead generation is done for Pubs,
Restaurants, Auto dealers, Event Management Companies and local brands.

The Lead Generation is done for Pubs and Restaurants was done through online
restaurant review websites like www.zomato.com, the restaurants with poor
customer review were targeted for business as there probability to change their
image through leveraging the Outlook Platform is very high.

However the lead generation for Auto dealers, Event Management Companies and
local brands was done through yellow pages , then having a physical visit to the
client place and handing over the outlook Proposal Catalogue.

In the 4th Week we have been given the target of Rs 80,000. And I sold magazine
worth of Rs 95,400 and exceeded the target of the month and again got 1st position
among 40 plus interns.

Week 6 Progress Report :- In the 6th week along with sales &subscription process I get to
learn how Lead Sourcing at Outlook Magazine is done through Zomato and Just Dial.
This technique was used for B-2-b business through Cover on cover advertisement, we use to
browse through the Users Review of Different Restaurants and Event Companies, those who
have a User rating below 3.9 were potential lead for us as they need their promotion, so if they
accept the Outlook Cover-on-cover Proposal then they were advertised on the Front and Back of
the Magazine which will increase their visibility in nearby areas as these magazines were sent to
subscribers in the 9 km radius from the location of concerned Restaurant, Pub or Event
Management company.

Similarly for hotels, One copy of Outlook with hotel ad will be placed in each room to enhance
the brand image of that hotel and were also offered when the customer checked-out, however
in order to check success of Cover-on-cover, Outlook has attached coupons in each such
magazine which can be redeemed at that Particular restaurant.

1. Week 7 Progress Report :- a. Along with same sales & revenue generation process
came to know about the exact reason behind the high churning rate of Outlook
Magazines, which I will be mentioning in SIP Project
b. Customer retention strategy at Outlook
c. Prepared Questionnaire for Customer Survey for my SIP project.