abhishreshthaa
Abhijeet S
Outlook
Editor: Mr. Vinod mehta.
Head office: A-B.10, S. J. Enclave,
New Delhi – 110029.
Other offices: Mumbai - 22830663
Kolkata – 2809139
Chennai – 4970773
Bangalore – 5582806
Hyderabad – 55669984
Printed and published by: maheshwar peri on behalf of hathway investments pvt. Ltd.
Printed at:
Tata infomedia ltd. 414,
Veer Savarkar marg.
Mumbai: 400025.
Sr. manager (sales): Mr. Anand Shirali.
Sales: -
Outlooks sales figures since 1995 are as follows: -
1995-1996 : Rs 70,000
1996-1998 : Rs 1,36,000
1998-2000 : Rs 1,90,000
2000-2002 : Rs 2,80,000
2002-2003 : Rs 2,67,000.
There was a decrease in sales in 2003 by 8 %. This decrease in sales is due to the increase in information boom i.e. there are approximately 25 news channels across the nation which provide the same news and within a few minutes.
For eg. When there were bomb blasts all the news channels provided the same news with video clippings in no time. And so there was no point in printing the same report after a week. People started losing interest in reading and hence the sales started declining.
To overcome this loss the price of the magazine was increased from rs.10 to rs.15. the logic behind increasing the price even when the sales were declining was that less copies sold at a higher price helped them to cope up with the losses.
Cost Copies Sale
10 100 1000
15 90 1350
the price was increased to Rs. 15 in the issue dated 15th april 2003.and from then the sales have stabalised.
according to Mr. Anand, as far as it does not hamper the image of the magazine’s image they don’t mind making changes in the price and quality.
Distribution: -
The main distributor of outlook is India Book House (IBH) through which 746 agents are directly trapped all over the country. Dadar is the main market in Mumbai, from where the magazines are distributed to other parts of Maharashtra. Apart from dadar the other markets in Mumbai are:
9.Andheri
10.Borivali
11.Navi Mumbai
12.C.S.T.
13.Churchgate
14.Thane
30% discount is given to the distributors and 20%discount to the newsstand sellers. If the distributors can sell the magazines with a little returnback they are given 5%return protection and if the magazines are not sold they are given 15% return protection. For e.g. If, out of 100 the newsstand sellers are able to sell 90 copies, they are given 5% return protection on the remaining 10 copies; and if 50 copies are still pending they are given 15% return protection.
The newsstand sales are profitable as money comes back to the company within 45 days.
Brand extensions
Under the mother brand of outlook, the company has come out with 6 brand extensions – 3 of them being magazines and the other 3 being books related to tourism.
The 3 magazines are as follows: -
15.Outlook Saptahik
16.Outlook Money
17.Outlook Travellers, and
The 3 books are as follows: -
18.Outlook weekend breaks from Mumbai
19.Outlook Weekend breaks from Delhi
20.Outlook 75 holidays in the hills.
Outlook saptahik :
Outlook saptahik is the Hindi edition of outlook English. The news in saptahik is the same as covered in outlook English.
Outlook saptahik is priced at Rs.10 and is available all over the country.
Outlook money:
Outlook money is a fortnight magazine.
Outlook money basically quotes ‘how to manage money?’ It includes reports on stock market, investments, financing, spending and earning, retirement schemes etc.
It makes regular surveys to find out the various best products in the market.
This magazine is priced at Rs.10 and is available all over the country.
Outlook traveller :
Outlook traveller is one of India’s best travel magazines. Is provides details about the various destinations and tourist points of the country. This magazine is a real treat for real adventurers. It also features on the various courses one can do while adventuring. It provides a good shopping guide and also provides information about the various hotels throughout the country.
This magazine is priced at Rs.50 and is available at all the leading in the country.
The 3 books under the brand Outlook traveller are:
Weekend Breaks from Mumbai: Outlook has come out with this book in association with the Maharashtra tourism. It gives detail information about the various tourists’ spots in Maharashtra.
This book is priced at Rs.225and is available at all leading bookstores.
Weekend breaks from Delhi: outlook has come out with this book in association with Delhi tourism. It provides details about all the tourist points in Delhi and its surroundings.
This book is priced at Rs.225 and is available at all the leading bookstores.
75 holidays in the hills: this book provides detail information about the various tourists’ spots in the northern region of India. This book is priced at Rs. 225 and is available at all the leading bookstores in the country.
Based on these brand extensions the company has segmented its market into 2 categories:
21.Developed, and
22.Under-developed. (on the basis of demography).
Outlook saptahik: As Outlook saptahik is the Hindi edition of outlook it is being read to a large extent in the Hindi speaking regions of the country. This magazine is mostly read in the northern and the northeastern regions like Delhi, U.P., and Bihar.
Comparatively more magazines are provided in these regions than the other parts of the country, as the people over there are not very much comfortable with English.
Outlook Money and Outlook Travellers are read in the metros Mumbai, Delhi, Bangalore, Kolkata, Chennai as these books are based on the rich lifestyle of the people. Hence these magazines are provided to a large extent in these regions.
Advertisements:
The magazines are divided on the basis of edad mix in which 80% of the magazine is covered with matter and 20 %is covered with advertisements.
For printing the advertisements, preference is given to advertisements regarding services like banks, financial institutions, educational institutions, insurance companies etc.
The advertising rates are as follows:
Inside pages Rates in INR
Full page 3,10,000
Double spread 6,20,000
Opening double double spread 8,10,000
Centrespread 7,75,000
First right hand page 3,60,000
Full page in first 20 pages 3,40,000
Cover
Inside cover 4,25,000
Outside back cover 6,20,000
innovations
3 page cover gatefold 13,50,000
2 page cover gatefold 9,50,00
2 page reverse gatefold on cover 12,50,000
Promotion:
Advertisements: outlook gives advertisements in newspapers like hitwar in Nagpur, Gujarat Samachar in Gujarat, Loksatta in Maharashtra.
They do not give advertisements on television as they are very expensive. India today (Outlook’s competitor) affords to give television advertisements because they have their own news channel Aaj tak.
Customer delight services: Outlook gives out free gifts on their magazines if they are purchased through subscription-they give Timex watches, Swiss knife sets, beetel cordless phones, along with the subscriptions.
Outlook has come out with schemes like ‘win-a-fortune’ in which 4 maruti alto spin Lxi’s are given along with 25 kenstar microwaves, 20 philips television sets, 25 kenstar ac’s, 25 nokia mobiles and 20 music systems.
In their scheme ‘Outlook mega offer subscribe and win’ they give you 5 chances to win 5 fiat palio elx and over 5000 other exciting prices.
Because of these customer delight services the resders are locked and they continue to read the magazine even when the subscription period is over as the magazines become a habit to the readers.
Hoardings : hoardings, posters and banners of the upcoming issue are always put at various places in the country. This helps in capturing new readers as the subject covered in the issue is displayed beforehand.
Outlook does not believe in giving out freebies on magazines as it is done for filmfare.