Hello, Im EleFun

Developing A Winning
Scholastic
Colors Strategy

Name: Ishtmeet Singh Arora

College: NMIMS Mumbai
Guide: Apurva Ghare
Mentor : Kanupriya D
 Need to complete the basket of offerings to strengthen the play in the
scholastic segment. Imperative to build a portfolio of color format

Objectives Methodology

Identification of products and

competition
Meeting retailers and understanding competition
Understanding needs and wants
of influencers
Demand sizing of the category
Meeting Influencers ( Art Teachers )
Developing an affordable
differentiated proposition

Consumer Immersions

Product Recommendations

Project Objectives And Work Flow

 Executive Summary

Existing Market Overview

Market Snapshot
Competitor Overview

Needs and Wants of The Consumers

Key Insights
Key Drivers

Product Attributes and Recommendations

Product Attributes
Product Positioning and brand names

Promotional Strategies
On Ground Promotions
Digital Promotions

Demand Sizing of the category

Size of Prize

Agenda
Executive Summary
 Mumbai 65

Retailers Aurangabad 10

Nashik 4
Market
Covered

Mumbai 48
(1 ACW + 18 Schools)
Influencers
Aurangabad 5
(Teachers)

Nashik 6

Consumer Consumer Interacted

Immersions with
5 14

Market Snapshot
Camlin is a strong market leader Crayons and oil pastels are 75% of
with 85% share colours sold

Market Share Range Scholastic Colors Basket

Crayons Oil Pastels Other Colours Poster Colors
Camlin Faber Castell Doms Other Players

3%
4%
18%
8%

38%

11%

85%
33%

Existing Market Overview

 What do customers look for?

1. Role of Influencers: Consumers purchase what is prescribed by school/teacher; as a result most purchases
happen during start of school session or exam time

2. Breakage: Consumers are critical about having products that are strong

3. Packaging: Need to have boxes that ensure ease of carrying, space for individual colors and caps that ensure
no spillage- considered convenient

4. Color Tip and Brightness: Non-cylindrical tip that gives a good grip and results in good color laydown and
brightness

5. Non-Sticky: Parents and teachers want products that dont stick to hands as this is considered safe

6. Improvisation of Rangeelas Brand Equity: Customers have heard but dont use Rangeela due to multitude
of reasons; need for a new brand!

7. Digital Inclination: With children spending more time online, one needs to engage children by bringing art
onto digital media

8. Others: Right color shade preferences, association with cartoon characters, scent etc.

Key Insights- Consumer Immersions

 90% of purchase made basis
teacher/principal recommendation

Teachers wish to see new textures,

INFLUENCERS mediums, gradients in the work

Alternative use of crayons- gifts and return

gifts as kits along with a pencil and an eraser
TEACHERS &
PRINCIPALS Need packaging to keep colours intact

Worry about the cleanliness of their children

PARENTS Value safety

Unique and stylish with their colours

Leaving an impression behind the drawing

STUDENTS sheet renders the next page non-usable

Value the product over the brand

Need a wider choice of shades

Key Drivers of Purchasing Products

 Brightness
Scent

Built in
Sharpener Strength

Wax
Guidance Crayons
Manual

Plastic Box
Packaging
Triangular
Pointed
Grip
Tip

Product Attributes & Recommendations

 Scent
Brightness

Non
Sticky Strength

Oil Pastel
Guidance
Oil Content
Manual

Plastic Box
Triangular
Pointed Packaging
Grip
Tip

Product Attributes & Recommendations

 Drying
Ability
Brightness

Brush
Holder

Poster Colors
Guidance
Manual
Quantity

Size 2 and 4 Brushes

Glass Plastic Box

Bottles Packaging

Product Attributes & Recommendations

 Product Attributes Customer Needs
Stronger than the Strength for non
regular products breakage
Scented products Style that sets
Triangular Grip & them different
Tip Shine & intensity
Hassle free

Smart Colors,
Smarter You
The tagline resonates with the need of sense of achievement of the target group, with features or
attributes that they desire
Strength that avoids breakage, Strong grip (prefer triangular grip), Hassle-Free, Shine &
Intensity after repetitive usage, Scent, and other Smart Features such as designated spots for
each color.

These attributes make the brand stand out as SMART over competitors, enabling users to stand out
& appear smart among the peer groups

Working Brand Name - Colore (Color in Italian )

Product Positioning & Brand Names

Product Positioning & Brand Names
 Three-Pronged Approach

Teachers
& Parents Children
Principals

Workshops/Meets Digital/Schools Activities/Digital

Driving product Assuring fulfillment Continuous
beliefs and of the engagements to build
recommendations recommendations loyalty and adherence
to recommendations

Target Audience
 Fun under The Sun
Involving teachers to use the
product by having competitions
using our products
Can take place in the ACW: it is a
skill upgrading workshop and can
be used for instilling product belief
in the teachers
Art Exhibitions
Giving children a theme involving
our products
Choosing the best entries from
each school and holding an art
exhibition of various schools in
that area
Rewarding the schools with
maximum entries and the children
with the best entries selected by
an esteemed panel of judges
Teachers and Principals
On-Ground Promotions
Parents
Be A Child
Use Hobby Ideas store or malls to
organize competition series using
our products where the mothers
are made to do fun art activities
by children
International Family Day
Activity can be in tie up with
different vacation activities
(dance, music, etc.) and engage
mother, father & child in an art
activity to make the use the
different range of colors
Doodle Campaign
Currently Doodle 4 Google
organizes the campaign by asking
children to submit their entries
Try partnering with Google and
help them improve their outreach
through our network
This can also be done with
organizations such as Flipkart,
Amazon, PayTM
Partnering with Schools for
Special Kids
Create sensitivity in each child can
by donating a pack of crayons to the
underprivileged/having art activities
involving them
Partner with schools for special
kids and spread knowledge about
life of a special kid and how they go
about the tasks that a normal child
does in a different way
Children
Youtube Channel would have exclusive content
for kids that includes various forms of art and
craft done in the school using our range of
products.
The target audience is to be engaged with
content which is easier to create and brings a
fresh perspective in the audiences mind.
Example : Creating and Colouring Chota Bheem
in 60 Seconds.
The show would be in the form of web-series
that continuously engages children.
Special campaigns can be run on following
occasions
Exam Time and how to draw various
diagrams easily using products.
Diwali, Dusshera, Ganesh Chathurthi, Fathers
day, Mothers day and occasions celebrated in
schools
Digital Promotions
Live streaming of all our school activities
can be done on Facebook.
Maintaining hygiene content to ensure
effective communication
Creating a community of product loyalists
through regular competitions online
The twitter handle can talk about the various
activities being held at schools all over India.
The brand response to the community
(Parents and Teachers ) can be used as a
means to listen and resolve problems for the
consumers
 Assessment of potential Pidilite business in Crayons

Methodology Business Per Child Estimation- Crayons

Target Audience (Class1-4) 20,550,000 Private School Students

Target Students Estimated Number of Packets Purchased in 1 year

Total Crayon Volume
2
41,100,000

Category Wise Share Split Volume Split Average MRP Estimated Value Sales
Wax 87% 24 868,895,100.00

Pidilite Volume Share (%) Plastic

Others (Gel)
11%
2%
20
212
92,228,400.00
174,264,000.00
Total 1,135,387,500

Category Wise SKU Split for Average MRP Methodology

Estimated/businesses/child/year Wax
12 packet
Volume
42%
MRP
10
24 packet 28% 20
Extra Long 10% 25
Jumbo 20% 60
Average MRP 24

Pidilite Pricing Premium

Business Per Child (INR) 55

Pidlite Sales Crayons can generate INR 55 business/child/yr

MARKET ASSESSMENT METHODOLOGY

 Pidilite can build a ~60-80Cr business across 3 product
categories

Total Pidlite Sales (INR Cr)

Target # of Students Purchase/ Pidlite Business/
Product Market
Audience (Cr) year Share Child/Year 20% 30% 40% 50%
(Cr)
Premium Premium Premium Premium

Crayons Primary 2.1 3 7% 55 114 10 10 11 12

Oil Upper
1.1 2 10% 96 104 12 13 15 16
Pastels Primary

Poster
Secondary 1.0 1.5 10% 132 130 16 17 18 20
Colors

Total 348 38 41 44 47

Overall Market Opportunity