Task 1

Outlook (steps of customer life cycle)

Customer acquisition- duffle trollies and travelling bags
Customer retention- extended subscription
Customer development- customer can subscribe to magazines at discounted
prices after their subscription ends.

The Week- strategies

1. They are keeping gifts like amazon E-gift card, wallet and card holder,
travel bag, wildcraft bag pack, etc. on all of their subscriptions which are
starting from Rs. 3120-9360. Including this they are also giving high cash
discounts.
2. They are providing 6 issues for free on their subscriptions which are
available in both print or digital form.
3. If any person wants to cancel his/her subscription they will receive full
refund on any unmailed issues.

India Today
1. During the covid period they introduced innovative methods to ensure
delivery. They added over a thousand outlets where the magazine was
available in sanitized format, along with tie-ups with FMCG distributors
in 6 cities.
2. They are having high discounts on the subscriptions of magazines i.e., up
to 60% discounts Off the cover price of their English edition and up to
25% off on the Hindi editions.
3. They made the digital editions of magazines free for readers to
download on their devices and also maintained connections through
different social media platforms, which resulted in 1.5 million downloads
and gaining more subscriptions.

2. Dividend
Top companies in India operating in media segment and find the ranking of
companies and the market share- promotional offers or strategy which has
resulted an increase in the market share or the share that they are having.

a. Jagran Prakashan ltd.

- Ranking- Highest ranking among all the newspapers.
 - Market share- 16.83 million

They created a game campaign “Casino Grande” to sell advertising

packages during the Diwali festival. Instead of negotiating deals,
Media Buyers played a game to get the best deal. The game had 3
levels of deals – Casino Entry, Casino Central and Casino Exit, each
level with multiple ad sales packages. Instant prices were given away
to the winners.

- Results were-

- 129 deals were signed up through the game generating a revenue of

INR 366 million , with a revenue growth of 47%.

- Amongst all advertisers who participated in Casino Grande 2017,

Dainik Jagran had a majority Market Share of 50%

- It was a clutter breaking scheme through which their advertising

revenue and market share increased and gained brand loyalty.

b. HT media Ltd.

- Ranking- 2nd most widely read English newspaper in India.

- Market share- 1.543 million

They give 15 days free trail to customers on their subscription and the
customers will get full refund if they wish to cancel the same anytime within
those 15 days . Also there are various discounts on different subscription plans.
There subscription offers also includes various discounts on Myntra, wonder
chef, The man company, Udemy, zoom car and also a chance to win free
2N/3D holiday with Club Mahindra. Also there are various coupons if the
payment is done by Paytm, sbi card and axis bank card which helps to increase
their market share .

c. Sandesh
Ranking- 19th in the list of most read newspaper and 2nd most read
Gujrati newspaper.
Market share- 2.884 million
 The subscription price for this newspaper is itself verry low with a cash
for scarp up to Rs. 50 i.e. up to 58%.Also they provide exciting coupons
from big brand at the end of each month

d. The Times group

Ranking- 7th among its competitors

Market share- 5.560 million.

The company evaluated a number of CRM solutions, and Salesforce emerged

as the top choice. BCCL has deployed Salesforce Community Cloud to extend
CRM functionalities to its newspaper distribution network. Lakhs of agents
who deliver newspapers, and sell subscriptions now use Salesforce to
accelerate their sales and distribution lifecycle.
The company plans to expand its use of Einstein Sentiment Analysis for
customer sentiment monitoring for improved social media analysis.

a. Nps - find how to calculate-

Collect 100-150 responses, prepare a questionnaire covering questions for the
3 magazines. Descriptive view behind the nps score. It’s a function of Customer
satisfaction which is a function of offers which the co. is priding.

NPS
Readership index
Outlook 1.76 million readers
Week has 1.83 million readers
India today has 9.5 million readers (most read news magazine) has 2.8 times
more readers than that of the week and outlook English combined. India today
Hindi has been ranked the most read Hindi magazine with a readership of 6.6
million.

Outlook NPS= 49
India Today NPS= 3
The week nps = -68

 From the NPS score (i.e., 49) of Outlook Magazine, it is seen that large
number of consumers find that Outlook magazine has good and
unbiased content and it covers vast topics and its articulation is also
good. They feel that Outlook is best in its simplicity and is easy
compared to India Today and The week. They feel outlook is more
 informative and has the value for money. It is attractive and is an all in
one magazine.

 People believe that India Today is both entertaining and educative and
is a trusted magazine. It gives leading news of today times. It gives news
rural India, cities and international news. It also shows real faces of
corrupt people, and quiz of news which is held between different talent
school children. it also does debate between different politicians and
take interviews of famous personalities. It is easy to understand as well.
Its NPS score is 3.

 The week- The Week has better content and visibility. But from the NPS
score (i.e., -68) it is seen that this magazine is preferred by very few
people and few people are not even aware about this magazine.

Recommendations for the India today to increase its NPS score:

 Effective promotional schemes- they should motivate the consumers by
providing gifts along with the subscriptions which will attract more
customers.

Recommendations for The Week for better NPS score:

 Offline referral marketing. - Referral marketing can be effectively used

to improve the subscription sales. The existing customer can be
motivated to refer to their friends, relatives etc. to subscribe for the
magazine. The magazine should provide Business reply cards for existing
subscriber along with subscriber’s copies during the magazine delivery
so that they can refer their friends and relatives for magazine
subscription.
 Customer retention- It should be maintained by getting the subscribers
gifts on special occasions, offering free medical claim/ insurance policy,
selling the subscription at discounted prices, allowing grace period for
subscription expiry.
 Improved magazine for customer satisfaction- The content quality,
paper quality and print quality should be improved to improve customer
loyalty.
 b. International magazine – assume the international nps score are high
compare top the Indian magazine brands.
And visit international MAGAZINE subscription pages e.g., vogue, Forbes,
etc. and find the Promotional offers they are providing which result in
higher nps. on this recommend outlook what promotional offers it needs
to come up with or what strategies should be implemented to increase
nps.

1. Forbes
High discounts on magazines. 76% off on both print + digital editions of
the magazines. Also, high discounts on print as well as digital magazines
and keep their prices which will attract or customers. Forbes offers a
discounted rate to students so that current students can have unlimited
access to the resources, information and news that will help shape their
future.

2. Vogue
On their print edition vogue is giving a free gift to their customers and on
the digital edition they are providing free PDF download along with daily
newsletters and access to archives with high discounts. Also, on the digital
magazine there is 30 days free membership. Their main aim is to understand
give the customer what they want.

3. The wall street journal- they have introductory offer in which customers
get the magazines for only $1 i.e., Rs.72 for 2 months. And then if they
like they can subscribe the magazine if they want for $4.99 per month. It
is a digital package which includes the WSJ tablet app. The smartphone
app + membership.

4. The harper’s Bazaar- Harper’s bazaar gives 1 month free digital

subscription go their digital issue and a special limited edition cover
created for subscribers. their magazines are fully recyclable and arrive in
sustainably sourced paper wrapping as part of our commitment to the
environment which attracts customers. They do campaign every 6
months. Also, they are having their own e-commerce website
ShopBazaar.com in which the readers can find and shop the products
easily which they saw in the magazine.
 Task 3
Raheja grp company and analyze the aspect of brand positioning and
repositioning, logo, jingles, communication strategies, campaigns-branding
and associations, brand personality, role of reference group …. Also, another
brand element. compare the same brand element with the competitor co.
operating in same segment…which of these companies have been able to
implement sound people based marketing strategy and the outcome.
Prepare a detailed action plan pertaining to the pbm of your co.--

GLOBUS- FASHION FOR A CHANGING WORLD

 Launched in January 1998, Globus is a part of Rajan Raheja group.
 The Globus logo has Globus written in a simple way yet shows a stylish
font and defines being trendy. It also has a background color which is
green and defines a new color every time.
 Currently Globus has 40+ stores and has announced a 150-store
expansion plan.
 The demographic market share age group is 18-25 years and also 25-35
years of age groups (both male and female).
 It achieved customer delight by offering quality products and services
through a process of continuous innovation and adaptation.
 The brand has wide range of casual, occasional traditional and premium
clothing for men and women along with jewelry and fashion accessories
as a part of its marketing mix product strategy.
 Global merchandise is also available on websites like tatacliq.com,
jabong.com, snapdeal.com, etc.
 Changed its positioning from a family oriented store to a fashion store. It
is a youth fashion brand which strives to provide trends from across the
world which matches the lifestyle and global inspiration of the youth at
affordable prices.
 They are also planning to enter smaller cities for improvement in bottom
line as youngsters in these cities have also become fashion conscious
and profitability will be more in these tiers II and III cities.
 Globus also has other private labels such as the unisex, youth-directed
F21, Essentials, and Poetry.
 Though Globus had a first mover advantage in the market, they started
to stiff competition from brands like Shoppers Stop and Pantaloons as
well as the growing popularity of online shopping. To keep up with the
changing retail habits of their customers, Globus now sells through
online portals such as Flipkart, Myntra, Jabong, Snapdeal and Tatacliq. It
is upgrading its own e-tailer site as well.
  Globus has had actresses Kareena Kapoor Khan and Soha Ali Khan as
brand ambassadors.
 On December 21, 2007, Globus, in Mumbai, made a stocking that was
111 feet tall and 30 feet wide and was marked as a new world record for
the world’s largest Christmas stocking, to be entered in the Limca Book
of Records 2009. The stocking was filled with donated gifts to be given to
children of different NGOs.
Campaigns- In order to enable curious souls, find out what’s the latest in-wear
and the next big trend in the fashion world, Globus has come up with an
interactive fashion portal – GIX or Global Inter Exchange in 2019.
This interactive website was been developed with an aim to building a
platform for the youth to discover the A-Z happenings of the world of fashion,
and simultaneously putting together an interactive global society on the web.
The site is full of fashion updates from the world of food, sports, travel and
other fields that the youth are keen to know about.

 Pantaloons- In love with life, in love with fashion.

 Logo- fresh fashion.
 It has 100+ stores across 40 cities in India. India’s largest chain of fashion
stores
 Pantaloons Positioning- Pantaloons is a highly fashionable brand with
affordable prices. It is positioning itself as a store which gives value- as
they are selling at economic prices and high discounts.
 Aditya Birla Fashion and Retail (ABFRL) repositioned Pantaloons,
acquired from Kishore Biyani as a fast fashion chain who repositioned
pantaloons from a family to a lifestyle store as the market involved.
 First pantaloon was positioned as a family store (0-80 age group)
targeting the middle and upper class customers.
 In 2003 they focused more on youth segment and tried to establish high
on style graph and partnered with Gibam, an Italian firm known for its
stylish stores to create an unique image for its stores.
 In April 2004, pantaloons in partnership with Mattel India ltd. opened a
‘Barbie concept Store’ named as a magical world of barbie which
targeted young girls of age group 3-10.
 Distribution- Pantaloon entered into a strategic alliance with Inox leisure
to take up spaces in multiplexes.
  Choice- They have variety of products which gives right of choice to
customers.
 Quality and latest trends- They are providing quality and trendy products
at right time as per current demand.
 Sales promotion- Pantaloons give some special discount offers in festive
seasons as well as they have winter offers for 10, 15, 20 days .
 To gain customer loyalty pantaloons launched following loyalty
programmes such as green card, kids bank, gift vouchers, weekend
adventure programmes.
 Public relation through various events and shows they are maintaining
relationship with consumers. They organizes games in events and
provide gifts to winners.
 Target market- All customers of middle and upper middle class.Men,
women and children’s winter thermal wear.Men and women having
requirement of good quality nightwear at an affordable price.

It has 100+ stores across 40 cities in India.

India’s largest chain of fashion stores

Campaigns –
 In 2019, Pantaloons launched, ‘Holiday in Style’ campaign for the
summer. For the holiday season, Pantaloons launched a new campaign
‘Holiday in Style’ to enable its consumers to travel in style. The campaign
resonates with the consumers’ need for stylish clothes which helps them
always be social media ready.
 Also, they launched ‘Hello Pujo Rockstars’ campaign on the festival of
Durga puja which shows pantaloons as a progressive brand that walks
hand in hand with the go-getter spirit of today’s youth. It is a 360°
campaign with presence on TV, print, outdoor, digital, radio and in-store
activation. Additionally, all of the Pantaloons stores have come alive
with Pujo themed windows which helped them to engage a lot of
consumers.
 In 2019, Pantaloons celebrated the festival of lights with a heart-
warming campaign. This thematic campaign is based on the premise that
Diwali is always celebrated with loved ones and Pantaloons brings this
custom to life by celebrating Diwali with friends who are like family.
Diwali is the perfect occasion to engage with the consumers and become
 more relevant in their lives as this campaign celebrates Diwali with
them.

Pantaloons is having more visibility as compared to Globus. Pantaloons

launches many ad campaigns per year during different festivals which attracts
more people towards the brand. It creates a sense of belongingness towards
the customer.

Compare1 co. from the Raheja grp and another competitor of it

Find which co has more visibility and why ….

Task 4
1. Adv-premium fashion magazine- outlook spurge
Bringing on the buzz-

 Identify the scope of the project- How long it will take? what resources
will it require? Your target market, the type of content you are putting.
 Finding interested people before your launch- To make your product
successful, you need to get a core set of promoters onboard as early
as possible.
 Turning the product launch into an event so that more people are
attracted.
 By running ads on Facebook or LinkedIn so that current Outlook
magazine readers or even other people come to know about the new
fashion magazine at its earliest.
 Teaming up with influencers- Now a days you can pay to promote
through major influencers online and offline. Teaming up with them can
easily bring new customers.
 By putting more focus on the people and not the product
 Creating branded hashtags to use them on twitter or Instagram to
launch the magazine. This is the way to get people involved with and
sharing the product you’re creating.

pr management-
 Organizing giveaways and contests- The simplest way to get attention
for your launch is to hold a contest. give away something basic, perhaps
 even the product (Outlook spurge). People will want to share this to
earn whatever you have to offer.
 Creating informational and creative videos.
 A strong media relations plan can generate editorial coverage about
your new product that increases awareness and builds credibility.
 press releases- It is a PR content tool that is used to share the
information about the product launch with media having the critical
details about our product.
 Pitches: In addition to press releases, the public relations team will write
email pitches for media that provide the details about the product
launch. Pitches may include a product image and an offer to receive a
product for review.
 PR mailers: One of the best ways to get media to cover our product is to
send a sample so they can touch, taste or try it out for themselves. This
public relations tactic helps to grab the attention of editors, bloggers or
producers and can often result in stronger media coverage influencer
marketing management. Implementing an influencer marketing can be
big with the scope influencers you have the ability to target. Influencers
provide their authentic feedback about your product or business to their
social media followers, while also staying true to your brand’s message.
An experienced PR team will be able to create a list of appropriate
influencers for your brand, taking into consideration you’re messaging
and what kind of content you want to be aligned with.

Corporate advertising.
2. Implement consumer market sales promo. Technique
3. Promote the product using integrated brand promotion tools in digital
and interactive media
4. Prepare in detailed dm plan to achieve above objective

1. Know the target audience. i.e. who does the ad need to reach?
2. Define the goals to the target audience.
3. Making the marketing budget.
4. Defining the frequency and reach of the message.
5. On which platforms do we want to give the advertisement i.e. Facebook,
radio, television, billboards, etc.
6. And analyzing the engagement such as click through rates and if the ad
is reaching to the right people.