One of Indias 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

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

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

ITC Business Portfolio

FMCG
Cigarettes Foods Personal Care Lifestyle Retailing

Education & Stationery

Matches

Incense Sticks

Hotels

Paper & Packaging

Agri Business

Information Technology

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

PRODUCT PROFILE

INTERNSHIP LEARNING
Phase I
Involves, visiting the institutions Introducing and promoting the product portfolios of classmate Creating contacts of institutions and institution heads

Phase II
Service quality check in beats Creation of new beats Performance of classmate products through market research

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

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 isnt true

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%

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)

CORRELATION OF BEAT AND PURCHASE PATTERN

Correlation gives 100% significance More monthly purchase pattern followed by biweekly and demand dependent

CORRELATION OF BEAT AND BRAND MOVING FASTER

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

CORRELATION OF BEAT AND MARKET PICK-OFF

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

CORRELATION OF MARKET PICKOFF 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

CORRELATION OF MARKET PICKOFF AND PURCHASE PATTERN

Significance is 99.4%

CORRELATION OF MARKET PICKOFF AND MARKET PERFORMANCE

Significance is 96.1% In 15 of 26 highly satisfied, market pickoff >40%

CORRELATION OF MARKET PICKOFF AND BRAND MOVING FASTER

The significance is 100%

CORRELATION OF OUTLET TYPE AND PURCHASE PATTERN

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

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

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

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