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A PROJECT REPORT ON
Understanding the strategy & requirements for ITC Stationery
Supplies, for penetrating ITC offers into Institutions



SUBMITTED BY
Shubhankar Sengupta

Organization Guide Institution Guide
Mr. Sanjay Banerjee Prof. Charanpreet Singh
Area Manager Associate Dean
ITC Limited, Kolkata Praxis Business School, Kolkata



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Praxis Business School




A PROJECT REPORT ON
Understanding the strategy & requirements for ITC Stationery
Supplies, for penetrating ITC offers into Institutions
Submitted to
Mr. Sanjay Banerjee
Area Manager
ITC Limited, Kolkata



In partial fulfilment of the requirements of the course
of the
Summer Internship Program
(2011-2013)
By
Shubhankar Sengupta


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CERTIFICATE OF APPROVAL



The following Summer Project Report titled Understanding the strategy & requirements for ITC
Stationery Supplies, for penetrating ITC offers into Institutions" is hereby approved as a certified
study in management carried out and presented in a manner satisfactory to warrant its acceptance as a
prerequisite for the award of Post-Graduate Diploma in Management for which it has been submitted.

It is understood that by this approval the undersigned do not necessarily endorse or approve any
statement made, opinion expressed or conclusion drawn therein but approve the Summer Project
Report only for the purpose it is submitted.





Signature


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ACKNOWLEDGEMENT

I would, at the very onset, like to thank Mr. Sanjay Banerjee, Area Manager, ITC Classmate, ITC
Limited for providing me the opportunity to perform my Summer Internship Program in the
Company.

I, would like to, give special thanks and gratitude to Mr. Sujoy Banerjee, Mr. Gautam Saha, Mr. Asim
Chanda for mentoring and providing the necessary data and information as and when required
throughout the project. Their support and encouragement has been a source of inspiration for me and
made my journey in ITC Classmate a delight.

I would also offer my thanks to my Dean Mr. Srinivasan Govindrajan, Praxis Business School,
Kolkata.

My thanks also go to Mr. Charanpreet Singh, Associate Dean, Praxis Business School.
I would also like to thank my classmates and seniors for extending me their help and cooperation
whenever I approached them.


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EXECUTIVE SUMMARY

Stationery Industry which is basically my concern industry around which my project has to be
revolved is really a very complex industry. The project titled Understanding the strategy &
requirements for ITC Stationery Supplies, for penetrating ITC offers into Institutions was basically a
research based project. The main motive behind doing this project is to

know the industry,
have an overview of how ITC Classmate could penetrate the various Institutions,
know the working of distributors and TSIs (Territory Sales In charge) in ITC Classmate.

My project was totally based on primary data. The project started with a visit to various institutions in
order to gain information about the stationery they use. This was done thoroughly in order to
understand about scope of ITC Classmate to generate leads in those Institutions, before this I was
given a thorough overview of different products of ITC Classmate.

My next step was to visit Stationery retail stores and gather information about stocks and problems
faced by stores. My basic objective was to find out if the supply chain could be made better. In this
survey I had to visit stationery shops with the ITC classmate TSIs (Territory Sales In charge).

My findings through this project were that there is a huge market and there is can be scope of
improvement. Institutions have the capacity to give good business to the ITC Classmate and more
sales could be achieved if the services given by the TSIs are improved.


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Table of contents

Sl. No. Particulars Page No.
1 Certificate of Approval 3
2 Acknowledgement 4
3 Executive Summary 5
4 Introduction 7
5 Indian Stationery Industry 8-9
6 A Brief Overview of ITC Classmate 10
7 Objective of the Study 11
8 Relevance 11
9 Scope of the Study 12
10 Limitations 12
11 ITC Profile 13
12 History of the Company 14-16
13 List of Products & Brands 17-18
14 Board of Directors 19
15 Rural Initiatives taken by the Company 20
16 Corporate Philanthropy 21
17 Competitors of ITC Ltd 22
18 Research Methodology 23-24
19 The Study
Phase 1
Phase 2
25-37
25-33
34-37
20 Findings 38
21 Conclusions and Suggestions 39
22 Bibliography and Reference 40
23 Annexure 41


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INTRODUCTION

We dont want satisfied customersWe want delighted customers. It is the new marketing mantra
today. The same applies to stationery industry as well. Stationery Industry is a very heterogeneous
group of business usually associated with the Schools, Colleges, and Office and plays a very crucial
role in working of any organization across the globe. It includes Paper stationery which comprises of
a vast collection of products like exercise books, note books, stitch, glued & tape pads, refill pads,
flap over pads, subject books, plastic cover books etc. The huge greeting card market, autograph
books, party invites etc, is also a part of this segment.

Paper and paper related products are tremendously gaining demand in the market. Out of which paper
stationery market over the years has gained immense popularity in the school and office segment
throughout the world. Revolution for these products has come to birth from the past few years
majorly in developing nations and it's having immense value in terms of export and import. It is
expected that Stationery industry has a flourishing future in its coming years in India and over a
period is estimated to grow at 10 to 15% p.a. To achieve this objective, one can actually see that how
acceptance of Internet technology has opened plethora of opportunities of sourcing the desired
supplier in any part of the world. The manufacturers of various countries including India, China,
Indonesia etc have started building new product strategies, which helps in reducing their overall cost
without compromising on quality thus producing a good quality product at competitive price.

Falling under the category of Small and Medium Enterprises (SMEs) in majorly most of the countries,
this sector has lot to offer in terms of employment, tax revenues, it can be an important source of new
innovative products, extensive local knowledge of resources, and can be a major service provider to
the larger organizations. However, this sector like other sectors have certain bottlenecks which hinder
the growth of this sector like Burdensome regulatory frameworks, Lack of tax incentives and
subsidies, Absence of investor-friendly environment, Lack of access to finance, Lack of capacity-
building programs and inadequate provision of vocational training etc.


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Indian Stationery Industry: Opportunities and Challenges

In the international arena India is providing more scope for development and trends; however, with
excellent quality, the Indian products are very much in demand. The Indian SMEs associated with
stationery market has witnessed tremendous dynamic changes. In the last decade the Indian market
has increased varieties to be exported in markets and has produced big market percentage. Indian
Paper Stationery Industry, which is a part of the huge and scattered Indian stationery Industry, has
been going through tremendous alteration in recent years. Despite fierce competition from
neighbouring markets, its scattered nature and the constantly changing trends, the paper stationery
industry makers continue to make every effort, due to which the fruitful results are coming slowly and
steadily. Indian companies have learnt that innovation, performance and versatility are the key area to
be focused upon. Taking the points under consideration, the businessmen are now researching and
developing new products, as the market is now more of consumer oriented which is always looking
for cost effective prices. This is because of the attitude of buyer which is now ready to spend more if
are liable product is offered to him.

With seasonal export market which stays from April-June major importing countries like U.S.A.,
Australia, Canada, major African countries and Middle East are the ones which accept Indian designs
and style comfortably. With extreme precautions, and the good quality products offered and new
marketing strategies are followed, the government has also come out with various incentives for
SMEs. Particularly for stationary industry if we quote would be the education enhancement schemes
which are giving growth to this sector. The Indian stationery market is also influenced by
macroeconomic development, national income and lasts but not the least the ever-growing Indian
population. The Indian stationery Industry is highly unorganized and the organized players are
estimated to be less than the unorganized sector players due to which unorganized stationery players
are expanded throughout the industry and controls major market share.

However, Indian stationary industry is facing major competition from the Importer especially Chinese
manufacturers are the most competitive among all the otherworld market players as they have an
advantage of mass production capacity, aggressive favourable government export policy, simplified
low taxation and well developed infrastructure.


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Stationery Industry: Introspection Time

Indian businessmen involved in the business of stationary items needs to work on proper research and
development of the sector. Design, Colours, Quality, Themes, reaching the right partners and to find
out new markets for their products should be on their agenda. Government at their level is taking
initiatives; however, to bring in a spurt in the trade there is a need to focus on providing assistance to
businessmen for buying good machinery, necessary infrastructure should be provided, to enhance
export activities, workshops, conferences and training programs should be conducted at state and
national level. Logistics is also a key concern that goods should reach on time which helps in
maintaining a relationship with various customers across the globe.


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A BRIEF OVERVIEW OF ITC CLASSMATE:

Classmate is the lead provider of all student stationery needs. ITC launched its Classmate brand in
2003 with the notebooks category. Subsequently, Classmate added new products to its portfolio which
now consists of pens, pencils, mechanical pencils and geometry boxes, erasers and sharpeners.
Classmate aspires to partner young minds in discovering, nurturing & believing in ideas that reside
inside each one of us. Have fun exploring, creating & believing in your ideas, in classrooms &
beyond. Ideas that defy & change beliefs; ideas that allow you to lead rather be led; ideas that are
inside each one of us but only await self recognition & belief. Your belief makes your ideas work for
you & become big; allowing you to be all that you can.


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Objective of the Study:

My project entitled Understanding the strategy & requirements for ITC Stationery supplies, for
penetrating ITC offers into Institutions aims at studying the scope of ITC Classmate.

The objective of doing this project is defined as under.
1) To study the know the industry,
2) To study working of distributors and TSIs in ITC Classmate, and
3) To study how ITC Classmate could penetrate the various Institutions.

Relevance of the Study:

The stationery market in India is driven by not only growth in the education sector but also industrial
growth. Due to the increase in organized retailing and trends towards creating stronger visibility,
Indian stationery market is poised for further growth. India is an emerging economy with a huge
population base. Rising income levels coupled with the Governments impetus on educating the
masses will lead to the development of the stationery market. Rising literacy rate is a chief pointer
towards growth in the education sector. Hence, it is essential to evaluate different factors impacting
the stationery business of India.


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SCOPE OF THE STUDY:

To achieve the above objective I have not restricted my study to just ITC Classmate. In order to study
about the stationery business in India, and to understand the scope that ITC Classmate has in this
business, I have extended my project to do a detailed study of stationery market of the competitors of
ITC Classmate. Through a comparative study between the competitors and ITC Classmate, I could
arrive to a conclusion of the scope of ITC Classmate in India in Institutions.

Limitations:

To make mistake is human nature and Im no exception. I have tried to make this project
approachable and helpful for the company, but at the same time I accept the occurrence of intermittent
mistakes and do accept them sincerely.


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ITC PROFILE

ITC Limited or ITC is an Indian public conglomerate company headquartered in Kolkata, West
Bengal, India. Its diversified business includes four segments: Fast Moving Consumer Goods
(FMCG), Hotels, Paperboards, Paper & Packaging and Agri Business. ITC's annual turnover stood at
$7 billion and market capitalization of over $33 billion. The company has its registered office in
Kolkata. It started off as the Imperial Tobacco Company, and shares ancestry with Imperial
Tobacco of the United Kingdom, but it is now fully independent, and was rechristened to India
Tobacco Company in 1970 and then to I.T.C. Limited in 1974.

The company is currently headed by Yogesh Chander Deveshwar. It employs over 26,000 people at
more than 60 locations across India and is listed on Forbes 2000. ITC Limited completed 100 years on
24 August 2010.

ITC has a diversified presence in FMCG (Fast Moving Consumer Goods), Hotels, Paperboards &
Specialty Papers, Packaging, Agri-Business and Information Technology. While ITC is an
outstanding market leader in its traditional businesses of Hotels, Paperboards, Packaging, Agri-
Exports and Cigarettes, it is rapidly gaining market share even in its nascent businesses of Packaged
Foods & Confectionery, Branded Apparel, Personal Care and Stationery.


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HISTORY OF THE COMPANY

ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
Later the name of the Company was changed from Imperial Tobacco Company of India Limited to
India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. ITC contains a wide
range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards
& Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal
Care. Finally the company changed its name to 'ITC Limited on September 2001.

The earlier decades of the Company's existence were mainly depending on growth and consolidation
of the Cigarettes and Leaf Tobacco businesses, In the Seventies it started to transform into a
corporate. In 1975 the Company launched its Hotels business with the acquisition of a hotel in
Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into
the hotels business was rooted in the concept of creating value for the nation. In 1979, ITC entered the
Paperboard business by promoting ITC Bhadrachalam Paperboards Limited, which today has become
the market leader in India.

In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since
inception, its shares have been held by ITC, British American Tobacco and various independent
shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its
name was changed to Surya Nepal Private Limited (Surya Nepal). Also in 1990, leveraging its agri-
sourcing competency, ITC set up the Agri Business Division for export of agri-commodities. The
Division is today one of India's largest exporters. ITC's unique and now widely acknowledged e-
Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends to 10 states
covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar' was inaugurated in
August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in the 3
states of Madhya Pradesh, Maharashtra and Uttar Pradesh.

In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of
Expressions range of greeting cards. A line of premium range of notebooks under brand Paperkraft
was launched in 2002. To augment its offering and to reach a wider student population, the popular
range of notebooks was launched under brand Classmate in 2003. Classmate over the years has
grown to become Indias largest notebook brand and has also increased its portfolio to occupy a
greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books,
Geometry Boxes, Pens and Pencils under the Classmate brand. In 2008, ITC repositioned the
business as the Education and Stationery Products Business and launched India's first environment

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friendly premium business paper under the Paperkraft Brand. Paperkraft offers a diverse portfolio
in the premium executive stationery and office consumables segment. Paperkraft entered new
categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers
and White Board Markers in 2009.

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality
relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later
expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear
(2003).

In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC
Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC
Infotech is one of Indias fastest growing global IT and IT-enabled services companies and has
established itself as a key player in offshore outsourcing, providing outsourced IT solutions and
services to leading global customers across key focus verticals - Manufacturing, BFSI (Banking,
Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel,
Hospitality and Transportation) and Media & Entertainment.

ITC's foray into the Foods business is an outstanding example of successfully blending multiple
internal competencies to create a new driver of business growth. It began in August 2001 with the
introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the
confectionery and staples segments with the launch of the brands mint-o and Candyman confectionery
and Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company
entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in
2007. In just over a decade, the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly
growing market share and a solid market standing.

In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain
found yet another expression in the Safety Matches initiative. ITC now markets popular safety
matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro. ITC's foray into the
marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its partnership with the
cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of
fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Continuing with its tradition of bringing world class
products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of

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Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The
Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at
select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel
range of shampoos in June 2008.



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LIST OF PRODUCTS & BRANDS

In FMCG, ITC has a strong presence in:
Cigarettes:
W. D. & H. O. Wills,
Gold Flake Kings,
Gold Flake Premium,
Navy Cut,
Insignia,
India Kings,
Classic
Verve,
Menthol,
Menthol Rush,
Regular,Citric Twist,
Mild & Ultra Mild,
555,
Benson & Hedges,
Silk Cut,
Scissors,
Capstan,
Berkeley,
Bristol,
Lucky Strike,
Players and
Flake.
Foods:
Kitchens of India;
Aashirvaad,
Minto,
Sunfeast,
Candyman,
Bingo,
Yippee,
Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits, Confectionery, Noodles and
Snack Foods

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Apparel:
Wills Lifestyle and
John Players ;
Personal care:
Fiama di Wills;
Vivel;
Essenza di Wills;
Superia;
Vivel di Wills brands of products in perfumes, hair care and skincare
Stationery:
Classmate and
PaperKraft brands
Safety Matches and Agarbattis:
iKno;
Mangaldeep;
Aim brands


Other businesses include:

Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into being India's
second largest hotel chain with over 80 hotels throughout the country. ITC is also the exclusive
franchise in India of two brands owned by Sheraton International Inc.- The Luxury Collection
and Sheraton which ITC uses in association with its own brands in the luxury 5 star segment.
Brands in the hospitality sector owned and operated by its subsidiaries include Fortune

and Welcome Heritage brands.

Paperboard, Specialty Paper, Graphic and other Paper;

Packaging and Printing for diverse international and Indian clientele.

Infotech (through its fully owned subsidiary ITC Infotech India Limited which is a SEI CMM
Level 5 company)


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BOARD OF DIRECTORS


C H A I R M A N
Y C Deveshwar



E X E C U T I V E D I R E C T O R S
Nakul Anand P V Dhobale K N Grant



N O N - E X E C U T I V E D I R E C T O R S
A Baijal S Banerjee AV Girija Kumar

S H Khan S B Mathur D K Mehrotra

H G Powell P B Ramanujam Anthony Ruys

Basudeb Sen K Vaidyanath B Vijayaraghavan





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RURAL INITIATIVES TAKEN BY THE COMPANY

ITC's Agri-Business is India's second largest exporter of agricultural products. ITC is one of the
India's biggest foreign exchange earners (US $ 2 billion in the last decade). The Company's 'E-
Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by
empowering Indian farmers through the power of the Internet. This transformational strategy, which
has already become the subject matter of a case study at Harvard Business School, is expected to
progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the
Company's marketing reach.

The company places computers with Internet access in rural farming villages; the E-Choupals serve as
both a social gathering place for exchange of information (Choupal means gathering place in Hindi)
and an e-commerce hub. What began as an effort to re-engineer the procurement process for soy,
tobacco, wheat, shrimp, and other cropping systems in rural India has also created a highly profitable
distribution and product design channel for the companyan e-commerce platform that is also a low-
cost fulfilment system focused on the needs of rural India. The E-Choupal system has also catalyzed
rural transformation that is helping to alleviate rural isolation, create more transparency for farmers,
and improve their productivity and incomes.


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CORPORATE PHILANTHROPY

ITC E-Choupal creatively leverages information technology to set up a meta-market in favour of
India's small and poor farmers, who would otherwise continue to operate and transact in 'un-evolved'
markets.

As of July 2010, services through 6500 E-Choupal across 10 states, reach more than 4 million farmers
in about 40,000 villages. Free access to Internet is also opening windows of rural India to the world at
large.

ITC E-Choupal is now being regarded as a reliable delivery mechanism for resource development
initiatives. Its potential is being tested through pilot projects in healthcare, educational services, water
management and cattle health management with the help of several service providers including non-
governmental organizations.

Classmate notebooks were launched with the initiative of contributing 1 rupee towards the education
of poor children, from every four notebooks it sold.

Classmate, has launched a programme called Classmate Ideas for India challenge. The programme
would be a part of the company's centenary initiative. The nation-wide programme would invite ideas
of the youth, who have the potential to transform India. Classmate Ideas for India challenge plans to
reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges across the country.


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COMPETITORS OF ITC LTD.

Industries Where ITC Limited Competes
Tobacco Product Manufacturing
Crop Production
I nformation Technology Services
Consumer Products Manufacturing
Apparel Manufacturing

Main Competitors of ITC ltd.:
Hindustan Unilever
Golden Tobacco Ltd.
Godfrey Philips I ndia Ltd.
RTCL Ltd.
VST I ndustries Ltd.
Marico Ltd.


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RESEARCH METHODOLOGY

Research Type

My research is based on the primary data. Primary data has been used to understand the scope of
stationery business in India and then to make suggestions useful for the company under study i.e. ITC
Classmate.

Data Type

Primary data has been used for the purpose of study of ' Understanding the strategy & requirements
for ITC Stationery supplies, for penetrating ITC offers into Institutions '.

Sample Selection

To collect primary data regarding the scope of stationery business of ITC Classmate, I had to visit
educational institutes over a period of one month. The list of the institutes was given by my mentor. I
had a few questions for the institutions I visited. At the same time, I also enquired about stationery
they are currently using and if they were interested in taking stationery from ITC Classmate.
In the next phase, I visited Stationery Retail stores to observe the supply chain maintained by the
company. I had a set of Questionnaire for the shops. I even asked the shopkeepers about the supply
chain maintained by the competitors of ITC Classmate. I visited the shops with the TSIs (Territory
Sales In-Charge) of the company.

Data Collection Method

In order to collect the primary data, the method used was personal interview of the person in-charge
of the stationery of schools. A questionnaire was prepared in order to collect the data a sample of
which is attached in the report.

Apart from talking to the person in-charge of the stationery of schools, an interaction with the staff
members and the shopkeepers at the Stationery Retail Store gave an overview of the performance of
the company on the individual level. This helped to look at the retail business from different
perspectives and better suggestion could be given to the company under study to improve upon the
same.

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Tools Used for Data Analysis

As no study could be successfully completed without proper tools and techniques, same was with my
project. For the better presentation and right explanation I used tools of statistics and computer very
frequently. And I am very thankful to all those tools for helping me a lot. Basic tools which I used for
project from statistics are-

Bar Charts
Pie-Chart
Tables

Bar charts and Pie-Charts proved really useful tools to show the result in a well clear, ease and simple
way. Because I used bar charts in project for showing data in a systematic way, so it need not
necessary for any observer to read all the theoretical detail, simple on seeing the charts anybody could
know that what is being said.


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THE STUDY

PHASE 1: The following study is based on our finding through various
institutions I visited.

Here, I visited various institutions which include schools and colleges in order to gain information
about the stationery they use. Identifying the scope of Classmate during Summer Camps in Schools, I
visited the school regarding that also. This was done thoroughly in order to understand about scope of
ITC Classmate to generate leads in those Institutions, before this I was given a thorough overview of
different products of ITC Classmate.

SCHOOLS

GENERAL INFORMATION ABOUT SCHOOLS
Total No. of Schools visited: 15
No. of students in those schools ranges from 600 to 3600.
Academic Session of schools starts from : April
Tuck Shop:


No. of Schools having
Tuck Shop = 9
60%
No. of Schools which
have any Tuck Shop =
5
33%
Did not disclose any
information = 1
7%

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School use customized stationery:



11
3
1
Yes No Didnt Disclose
No. of Schools

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REMARKS

1. The database of schools is old; they should be maintained as many new schools are coming
up and they might need stationery.

2. Most schools told to contact in the month of August and September, when they decide the
place of buying stationery.



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SUMMER CAMPS

SCHOOLS VISITED



33%
67%
Total number of schools visited :- 18
Total school from
South = 6

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SUMMER CAMPS IN SCHOOL


ACTIVITIES DURING SUMMER CAMP

On visit to these schools I found out that different activities happen during summer camp. Some of
them are:-
Excursion camps
Drawing competition
Dance competition
Essay writing
Different games like Cricket, Football
Crafting

OTHER INFORMATION:

I found out that in most of the schools summer camps take place after 10
th
of May. The peak
period being from 14
th
may to 21
st
may.

The Products used in these activities are Pen, Pencils, Rubber, Eraser, Drawing Books, Scrap
Books, Colours.

On asking whether ITC can put a stall only one school out of 7 agreed and others did not want
to disclose unless they get a hard copy of proposal from ITC.


39%
61%
YES = 7
NO = 11

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REMARKS

I noticed that most of the schools do organize summer camps but this time they are not doing
so due to hot weather.

ITC should target schools for summer camp in the month of April because most of the
schools decide their summer camps period, sponsors during that period.

Most of the Schools organize summer camps on a very low scale.


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BUSI NESS SCHOOLS AND ENGI NEERI NG COLLEGES

BUSINESS SCHOOLS AND ENGINEERING COLLEGES I COVERED:

Pioneer college of Management
Meredian school of Hotel Management
School of Management and Information Technology
Alchemy Leadership School
Indian Institute of Software Technology
Razabazar Science College
Bhartiya Vidya Bhavan of Management science
Indian Institute of Technology
Asia Pacific School of Hotel Management
Army Institute of Management

No. Of Colleges: 10

TUCK SHOP IN COLLEGE


10%
80%
10%
Colleges
Yes = 1
No = 8
School closed permanently = 1

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STRENGTH



100 100
0
40
0 0 0
150
0
1000
Strength
Strength

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REMARKS AND FINDINGS

I found out that most of the institute dont have tuck shop.

Institute generally provided only text books. Notebooks and other stationery products are on
students own choice.

The ones which have a tuck shop, already ITC Classmate products were there along with
other brands like Pioneer, Shiea, Lokenath.

Most of the institute who get their office stationery from local vendor showed their interest
and took price list from us.

There was some institute which already placed their orders so asked us to contact coming year
in the month of March or April.

There were some institutes which were kind enough to give us their suppliers name and same
was been intimated to our mentor.


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PHASE 2: Working with the TSI

In this phase, I visited Stationery Retail stores and gather information about stocks and problems
faced by stores. My basic objective was to find out if the distribution can be made better. In this
survey I had to visit stationery shops with the ITC classmate TSIs (Territory Sales In charge).

I worked with the following TSIs (Territory Sales In-charge):
Mahadev Naskar,
Raja Mondal, and
Dilip Kundu

o No. of TSIs I worked with: 3

o I worked over a span of 20 days.

o Covered shops in places like:
Ballygaunge, Gariahat, Jadavpur, Tollygaunge, Beliaghata, Phoolbagan, Park Circus,
Beckbagan.

o Total No. of Shops Covered: 62


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Report of Individual TSI: Mahadev Naskar

No. of Shops covered with him: 41

Service given by him according to shops:


Shops getting stocks in:


39
1 1
Good Shop Closed OK
Service
44%
38%
10%
5% 3%
No. of Shops
Approx. 2 days
Approx. 3 days
Approx. 4 days
5 days or more
Shop Closed

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Report of Individual TSI: Dilip Kundu

No. of Shops covered with him: 26

Service given by him according to shops:


Shops getting stocks in:


15
11
Good OK
Service
50% 50%
No. of Shops
Approx. 2 days
Approx. 3 days

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Report of Individual TSI: Raja Mandol

No. of Shops covered with him: 5

Service given by him according to shops:


Shops getting stocks in:


5
Good
Service
17%
83%
No. of Shops
Approx. 2 days
Approx. 3 days

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FINDINGS

Regarding Schools:

The database of schools is old; they should be maintained as many new schools are coming
up and they might need stationery.

Most schools told to contact in the month of August and September, when they decide the
place of buying stationery.

Regarding Summer Camps:

I noticed that most of the schools do organize summer camps but this time they are not doing
so due to hot weather.

ITC should target schools for summer camp in the month of April because most of the
schools decide their summer camps period, sponsors during that period.

Most of the Schools organize summer camps on a very low scale.

Regarding Business Schools and Engineering Colleges

I found out that most of the institute dont have tuck shop.
Institute generally provided only text books. Notebooks and other stationery products are on
students own choice.
The ones which have a tuck shop, already ITC Classmate products were there along with
other brands like Pioneer, Shiea, Lokenath.
Most of the institute who get their office stationery from local vendor showed their interest
and took price list from us.
There were some institute which already placed their orders so asked us to contact coming
year in the month of March or April.
There were some institutes which were kind enough to give us their suppliers name and same
was been intimated to our mentor.


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CONCLUSIONS AND SUGGESTIONS

Classmate is an Indian brand of student stationery products. ITC Limited launched its Classmate
brand in 2003 with the notebooks category. Subsequently, Classmate added new products to its
portfolio which consists of pens, pencils, mechanical pencils and geometry boxes. Classmate has 900
distributors who make the products available in over 70,000 outlets in India. But still there is a scope
for improvement. All the suggestions are mentioned subsequently.

Suggestions:

Bringing in new covers for the note-book, like cartoons etc., like Ben 10 is done by Navneet.

Organizing and sponsoring activities in schools and colleges in which their stationery would
be used for events like various Summer Camps, Fests, and Competitions etc.

Targeting not only the big institutes but also small ones which has a base of about 500
students or even the institutes which has recently opened.

Introducing a dedicated Stationery shop may also help ITC Classmate, similar to what
Reynolds have started.


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Bibliography and References

Websites:
www.google.com
www.scribd.com
http://www.itcportal.com
http://en.wikipedia.org/wiki/Classmate_Stationery




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ANNEXURE-1

Questionnaire 1: To the Institutes
1. What is the name of the Institutes?
2. What is the total number of Students?
3. Does the Institute have a tuck shop?
4. Does the Institute use customized stationery; does any company provide the notebooks
etc.?
5. What brand does the Institute prefer?
6. What is the official address of the Institute?
7. Which board is the Institute affiliated to?
8. Who is the person responsible for the Institutes administration?
9. What is his/her designation?
10. What is the contact number of the Institute?
11. When does the academic session start?
12. When is the expected time for order?
13. What is the estimated order value?

Questionnaire 2: To the Retail Stores
1. What is the name of the shop?
2. What is the name of the shopkeeper/ owner?
3. What is the address of the Shop?
4. Which TSI provides the stocks?
5. How is the service of TSI?
6. In how many days do you receive the stock after ordering?
7. What products of ITC Classmate do you keep?
8. What are the products of competitors you keep?