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ESTABLISHING BRAND AWARENESS OF

CLASSMATE PRODUCTS ININSTITUTIONS/GENERAL TRADE AND ANALYZING

THE MARKET TREND IN MADURAI CITY

PRIYATHARESINIRThia ara arSchoolofMana ement

One of India’s Most Admired Companies

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OBJECTIVE

Phase I

• CreatingbrandawarenessaboutClassmate

productsininstitutionssuchasschoolsand

collegesinMaduraicity

 

Phase II

•  AnalysingtheperformanceofClassmateproductsinMaduraimarket

• Takingordersandcreatingnewbeatsforfurther

salescoverage

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PROFILE

• IncorporatedonAugust24,1910asImperial

TobaccoCompanyofIndiaLimited

• Rechristenedas„ITCLimited‟September18,

2001• Premiumrangeofnotebooksunderthe

brand“Paperkraft” waslaunchedin2002

• In2003popularrangeofnotebooksunderthe

brand“Classmate” waslaunched• In2008,ITCrepositionedthebusinessasthe

EducationandStationaryProductsBusiness

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ITC Business Portfolio

FMCG

,

Paper &

PackagingotelsAgri Business Information

Technology

Cigarettes Personal CareFoods Lifestyle Retailing

Education & StationeryMatches Incense Sticks

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CLASSMATEPRODUCTS

• Drawingbook-

(Drawingbook

sketching)

• Graphbook

• Longbook

• Mathslabbook

• Notebook

• Practicalbook-(biology,chemistry,

computer,physics)

• Projectpaper

• Reminderpad

• Scrapbook

• Colorcrew-(wax

crayons,colour

pencils)

• Eraser

• Pencil-

(HB,2B,mechanical

pencil)

• Geobox

• Sharpener

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PRODUCTPROFILE

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INTERNSHIPLEARNING

PhaseI

• Involves,visitingthe

institutions

• Introducingandpromotingtheproduct

portfoliosofclassmate

• Creatingcontactsof

institutionsandinstitutionheads

PhaseII

• Servicequalitycheck

inbeats

• Creationofnewbeats• Performanceof

classmateproducts

throughmarket

research

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INSTITUTIONMARKET

• Requiresextensivecampaign

• Institutionsattheoutskirtsofcityareleast

botheredaboutqualitywhilethatofthoseinthe

cityshowpositiveattitudetowardsClassmate• ClassmateNotebooksarepopularamongschool

andcollegegoingstudents

• Institutionshavetobeapproachedduringthe

monthofJanuarytillMarchwhenitcomesforschoolswhileforcollegesitshallbeginfromMay

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GENERALMARKET

• Retailmarketisdifferentfromthatofwholesale

• MarginsplaymajorroleincaseofMaduraimarket

• OtherstationaryproductsofClassmaterequire

promotions• ThefrontcoverofClassmateNotebooksrequire

stillmorenumberofvarieties

• Stockisthadbeenchangedseveraltimes,thishas

createdabadimpressionaboutClassmateamongoutlets

• PreconceptionthatMaduraimarketiscost

consciousisn‟ttrue

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MARKETRESEARCH

Statementofproblem:Performancecheck

Samplesize:66(30%ofpopulation)

Samplearea: –   AnnaNagar – 15.5%

 –   Avanyapuram – 6.06%

 –  Bypass – 18.18%

 –  Iyerbunglow – 9.09%

 –  Kpudhur – 4.55%

 –  Kamarajarsalai – 4.55%

 –  PTRroad – 13.64%

 –  Townhallroad – 15.15%

 –  Wholesale – 13.64%

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Cont.,

Samplingmethod:Conveniencesampling

Datacollection:

Primarydata:Questionnaire

Secondarydata:Outletlistfromcompanydatabase

Toolsofanalysis:

StatisticalPackageforSocialSciences(SPSS)

Outlettype: –  Departmentstore=9(13.64%ofthesamplesize)

 –  Retail=9(13.64%ofthesamplesize)

 –  Fancy=19(28.78%ofthesamplesize)

 –  Stationary=28(42.42%ofthesample)

 –  Electronicshop=1(1.52%ofthesample)

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CORRELATION OF BEAT AND

PURCHASE PATTERN

Correlationgives

100%significance

Moremonthlypurchasepattern

followedby

biweeklyand

demand

dependent

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CORRELATION OF BEAT AND

BRAND MOVING FASTER

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Cont.,

• Thesignificanceis93.3%

• Outoff66outletssurveyed(thatwhichiscurrently

serviced),26showsClassmateasaleading

brand

• Localnotebooksstandsnextwith17outlets,

followedbyChimain13andTNPLin5ofthe

outlets

• ClassmateandChimatogetherexistsasleadingbrandin3

• ClassmateisNo.1inBypassbeatfollowedby

 AnnaNagar

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CORRELATION OF BEAT AND

MARKET PICK-OFF

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Cont.,

• Thisshows100%significance

• Classmatehasgoodmarketmovementinrelation

tothelocalityoftheoutlets

• MarketpickoffishighincaseofBypassbeat(>40%)

•  AnnaNagarbeat(35-40%)

• FollowedbywholesaleandPTRroadbeats

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CORRELATION OF MARKET PICK-

OFF AND PRODUCT RANGES

Thecorrelation

has94.6%

significance

Classmateproductsare

madeavailablein

theoutlets,market

pickoffwillhave

directinfluence

leadingtoitsincrease

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CORRELATION OF MARKET PICK-

OFF AND PURCHASE PATTERN

Significanceis

99.4%

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CORRELATION OF MARKET PICK-

OFF AND MARKET PERFORMANCE

Significance

is96.1%

In15of26highly

satisfied,

marketpick-

off>40%

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CORRELATION OF MARKET PICK-

OFF AND BRAND MOVING FASTER

The

significanceis100%

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CORRELATION OF OUTLET TYPE

AND PURCHASE PATTERN

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Cont.,

• Significanceis93.2%

• Frequencyofpurchasepatternincreaseswith

outlettype

• Moreofstationaryshops,fancyshopspurchaseClassmateproducts

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CONTENTANALYSIS

• 66questionnairesfilled,only41whereableto

giveinputs

• Inthis41,34.15%showedsensitivitytowards

displaystandsforClassmateproducts

• 21.95%hadsensitivitytocarrydifferentfront

coverinthesamepackageandremodellingfew

penvarietiestoimprovemarketpickoff

• 17.07%weresensitivetoincreasethepromotionofClassmateproductsininstitutions

• 14.634%weresensitivetotheproductpricing

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CONCLUSION

• Organizationnowhavethedatabaseof

institutions

• ThemarketperformanceoftheClassmate

divisionandcriteriaforbrandimageisknowntotheorganization

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RECOMMENDATIONS

•  Advertisementbannersshallbechangedto

season

• Brighterfrontcover

• Increasingadvertisementforotherstationary

categories

• Loyaltybasedmarginslabordiscountsshallbe

given

• Redesigningpenmodelsespeciallythoseof

GelofunandSafari

• Remodellingofboardcoverofoctane

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