interns review presentation

1. One of India’s Most Admired Companies
ESTABLISHING BRAND AWARENESS OF
CLASSMATE PRODUCTS IN
INSTITUTIONS/GENERAL TRADE AND ANALYZING
THE MARKET TREND IN MADURAI CITY
PRIYATHARESINI R
Thiagarajar School of Management

2. OBJECTIVE
Phase I
• Creating brand awareness about Classmate
products in institutions such as schools and
colleges in Madurai city
Phase II
• Analysing the performance of Classmate products
in Madurai market
• Taking orders and creating new beats for further
sales coverage

3. PROFILE
• Incorporated on August 24, 1910 as Imperial
Tobacco Company of India Limited
• Rechristened as „ITC Limited‟ September 18,
2001
• Premium range of notebooks under the
brand “Paperkraft” was launched in 2002
• In 2003 popular range of notebooks under the
brand “Classmate” was launched
• In 2008, ITC repositioned the business as the
Education and Stationary Products Business

4. ITC Business Portfolio
FMCG
Cigarettes Foods Personal Care Lifestyle Retailing
,
Education & Stationery Matches Incense Sticks
Paper & Agri Business Information
Hotels Packaging Technology

5. CLASSMATE PRODUCTS
• Drawing book- • Scrap book
(Drawing book • Color crew-(wax
sketching) crayons, colour
• Graph book pencils)
• Long book • Eraser
• Maths lab book • Pencil-
• Notebook (HB,2B,mechanical
• Practical book- pencil)
(biology, chemistry, • Geobox
computer, physics) • Sharpener
• Project paper
• Reminder pad

6. PRODUCT PROFILE

7. INTERNSHIP LEARNING
Phase I Phase II
• Involves, visiting the • Service quality check
institutions in beats
• Introducing and • Creation of new beats
promoting the product • Performance of
portfolios of classmate classmate products
• Creating contacts of through market
institutions and research
institution heads

8. INSTITUTION MARKET
• Requires extensive campaign
• Institutions at the outskirts of city are least
bothered about quality while that of those in the
city show positive attitude towards Classmate
• Classmate Notebooks are popular among school
and college going students
• Institutions have to be approached during the
month of January till March when it comes for
schools while for colleges it shall begin from May

9. GENERAL MARKET
• Retail market is different from that of wholesale
• Margins play major role in case of Madurai market
• Other stationary products of Classmate require
promotions
• The front cover of Classmate Notebooks require
still more number of varieties
• Stockist had been changed several times, this has
created a bad impression about Classmate
among outlets
• Preconception that Madurai market is cost
conscious isn‟t true

10. MARKET RESEARCH
Statement of problem: Performance check
Sample size:66 (30% of population)
Sample area:
– Anna Nagar – 15.5%
– Avanyapuram – 6.06%
– By pass – 18.18%
– Iyer bunglow – 9.09%
– Kpudhur – 4.55%
– Kamarajar salai – 4.55%
– PTR road – 13.64%
– Town hall road – 15.15%
– Wholesale – 13.64%

11. Cont.,
Sampling method: Convenience sampling
Data collection:
Primary data: Questionnaire
Secondary data: Outlet list from company database
Tools of analysis:
Statistical Package for Social Sciences (SPSS)
Outlet type:
– Department store = 9 (13.64% of the sample size)
– Retail =9 (13.64% of the sample size)
– Fancy = 19 (28.78% of the sample size)
– Stationary = 28 (42.42% of the sample)
– Electronic shop = 1 (1.52% of the sample)

12. CORRELATION OF BEAT AND
PURCHASE PATTERN
Correlation gives
100% significance
More monthly
purchase pattern
followed by
biweekly and
demand
dependent

13. CORRELATION OF BEAT AND
BRAND MOVING FASTER

14. Cont.,
• The significance is 93.3%
• Out off 66 outlets surveyed (that which is currently
serviced), 26 shows Classmate as a leading
brand
• Local notebooks stands next with 17 outlets,
followed by Chima in 13 and TNPL in 5 of the
outlets
• Classmate and Chima together exists as leading
brand in 3
• Classmate is No.1 in Bypass beat followed by
Anna Nagar

15. CORRELATION OF BEAT AND
MARKET PICK-OFF

16. Cont.,
• This shows 100% significance
• Classmate has good market movement in relation
to the locality of the outlets
• Market pick off is high in case of Bypass beat
(>40%)
• Anna Nagar beat(35-40%)
• Followed by wholesale and PTR road beats

17. CORRELATION OF MARKET PICK-
OFF AND PRODUCT RANGES
The correlation
has 94.6%
significance
Classmate
products are
made available in
the outlets, market
pick off will have
direct influence
leading to its
increase

18. CORRELATION OF MARKET PICK-
OFF AND PURCHASE PATTERN
Significance is
99.4%

19. CORRELATION OF MARKET PICK-
OFF AND MARKET PERFORMANCE
Significance
is 96.1%
In 15 of 26
highly
satisfied,
market pick-
off >40%

20. CORRELATION OF MARKET PICK-
OFF AND BRAND MOVING FASTER
The
significance
is 100%

21. CORRELATION OF OUTLET TYPE
AND PURCHASE PATTERN

22. Cont.,
• Significance is 93.2%
• Frequency of purchase pattern increases with
outlet type
• More of stationary shops, fancy shops purchase
Classmate products

23. CONTENT ANALYSIS
• 66 questionnaires filled, only 41 where able to
give inputs
• In this 41, 34.15% showed sensitivity towards
display stands for Classmate products
• 21.95% had sensitivity to carry different front
cover in the same package and remodelling few
pen varieties to improve market pick off
• 17.07% were sensitive to increase the promotion
of Classmate products in institutions
• 14.634% were sensitive to the product pricing

24. CONCLUSION
• Organization now have the database of
institutions
• The market performance of the Classmate
division and criteria for brand image is known to
the organization

25. RECOMMENDATIONS
• Advertisement banners shall be changed to
season
• Brighter front cover
• Increasing advertisement for other stationary
categories
• Loyalty based margin slab or discounts shall be
given
• Redesigning pen models especially those of
Gelofun and Safari
• Remodelling of board cover of octane