Abstract

This caselet gives an overview of product differentiation and product innovation strategies used by Outlook Publishing India Ltd (OPIL) to gain a foothold in the magazine market. It discusses OPIL’s effort at reaching out to different segments of society. Finally, it examines the promotional tactics used by OPIL to gain customers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of design and formatting in magazines
• Opportunities for diversification in magazines
• Role of culture in improving readership
• and Effect of promotion on sales of magazines.

Keywords

Outlook, Magazine, Readers, Travel, Investment, Segment, Strategy