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Name: Debojyoti GhoshRoom No: 24, Roll No: 654Project Guide: Professor Shivaji BanerjeeArea: Marketing Research

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Contents

Particulars Slide Number

1. Introduction 3

2. Objectives 4

3. Company Profile 5

4. Research Methodology 7

5. Data Collection & Analysis 10-11

6. Findings 12

7. Recommendation 13

8. Conclusion 14

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Introduction

The research study was conducted in order to understand the consumer perception on ITC’s stationery brand Classmate and relevant marketing strategies adopted by Classmate. Through this research study the effectiveness of the various promotional tools and techniques adopted by ITC have been adjudged and the competition faced by the company from the other players in the market has also been observed. This research would help the company get a true picture of its market spread and take measures accordingly.

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Objectives

OBJECTIVES OF STUDY:

Every company has a particular goal. A study without objectives cannot be successful. My project was hereby directed towards particular targets and the objectives of the study have been as follows:

PRIMARY OBJECTIVE 

To promote ITC Classmate stationery products in the schools of Kolkata.To study the competition in stationery market in Kolkata.To understand the consumer psychology which guides them in choosing stationery brands.  

SECONDARY OBJECTIVE 

Promote “IDEAS FOR INDIA” campaign in the schools of Kolkata.To make necessary suggestions to the company.

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Company Profile

Founded: 24 August 1910 Radha Bazar Lane, Kolkata, India.

Headquarters: Kolkata, India. Key people: Yogesh Chander Deveshwar,

Chairman K. Vaidyanath, Director, Partho Chatterjee, CFO.

Industry: Tobacco, foods, hotels, stationery, greeting cards.

Products: Cigarettes, packaged food, hotels, apparel, stationery.

Employees: over 25,000 (2009) Website: www.itcportal.com

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Core services

ITC strives to be recognized as a center of excellence in those priority areas of trade promotion and export development where its comparative advantages allow it to be most effective. ITC's six core services are: product and market development; development of trade support services; trade information; human resource development; international purchasing and supply management; and needs assessment and programme design.

Values

ITC is a demand-driven organization responsive to national development objectives and programs. It endeavors to deliver relevant and cost-effective services for sustainable development ends. Its staff is committed to providing information and advice according to criteria implicit in the United Nations Charter: the highest standards of efficiency, competence, integrity and neutrality.

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Research MethodologyThe study is based on survey technique. It consists of analyzing the preferences and perceptions of not only the customers of ITC Classmate but also customers of rival companies. For the purpose of the study 100 customers are hand picked and their views are solicited on different parameters defining customer satisfaction.

Retrospective method has been used which includes• Random sample survey of customers • Discussions with the concerned dealers and retailers of stationery products in general.

SOURCES OF DATA:PRIMARY DATA Customers of ITC Classmate , Navneet, Merit ,Lokenath and Mikado . Dealers of and retailers of ITC, Navneet, Mikado, Merit and Lokenath. Principals and administrators of the schools visited by me.

SECONDARY DATA Magazines ,articles and newspapers

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Sampling plan

• Sampling :was done on the various customers of ITC Classmate and of its competitors. As 100% coverage was difficult within the limited period of time. Hence sampling survey method was adopted for the purpose of the study.• Population: (universe) customers of ITC Classmate and its competitors in Kolkata.• Sampling size: A sample of hundred customers, fifty stationery outlets and thirty schools was chosen for the purpose of the study.• Sampling Methods: Random sampling was used.• Sampling procedure: From large number of customers of ITC, Navneet, Merit , Mikado and Lokenath they were randomly picked up• Field Study: directly approached respondents.

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TIME SPAN OF STUDY

The research was carried out during the time period from 1st October 2010 till 15th October 2010.

LIMITATION OF STUDY

• Since sample size is only 100, it is not a true representative of the population as a whole.• Level of accuracy of the results of research is restricted to the accuracy level with which the customers and respondents have given their answers and the accuracy level of the answers cannot be predicted.• Non Response Errors• Analytical & Reporting Errors

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Data Collection

I visited certain schools in Kolkata after fixing an appointment with the principal or the administration officer with a questionnaire which consisted of about 10 questions.

I also showed them samples of the notebooks, pens and pencils and asked for their valuable suggestions on the products.

I also visited around 50 stationery outlets and enquired about the availability of Classmate products, the demand for the Classmate products , the timely delivery of the products by the dealers and it’s sales with respect to competing brands in the market like Lokenath, Merit, Mikado and others.

I have personally interviewed 100 consumers and taken their feedback on classmate products.

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Analysis

On analyzing the data it was found that most schools did not use Classmate notebooks and purchased it from the local market at much cheaper rates. These notebooks were of an inferior quality as compared to Classmate.

PURCHASE PRICE:Rs 6-Rs12 SALE PRICE:Rs17-Rs 28 40% of consumers use Classmate notebooks for personal

use at home. Only 10% of the schools in Kolkata had a tie up with

Classmate and suggested and provided Classmate notebooks.

Navneet was the market leader in stationery market in Kolkata with almost 75% schools recommending it to its students.

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Findings Classmate products being priced at a premium captured

mostly the upper segment of the market while the middle and the lower middle class was not targeted properly.

Consumers want more modifications in the notebooks , like more pages, better graphics and graph books.

Consumers are satisfied with the quality of products of Classmate.

According to the retailers, sale of Classmate products were average and the market leader in stationery products was Navneet because of its lower price as compared to Classmate and maintenance of proper quality.

Only 2 out of the 20 schools visited by me used Classmate notebooks while the others used local brands.

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Recommendations ITC should penetrate deeper into the school

market by building long term relations with the schools through heavy promotion in the form of organizing various student events and competitions, sponsoring fests and giving free sample to students.

For retailers the company should provide a higher rate of commission and the distribution system needs to be improved.

Classmate products are higher priced compared to its competitors like Navneet and Mikado,so the price sensitive consumers will not be attracted to these products. In order to attract these customers the company should come out with products which are of a lower quality and thereby keeping the price low.

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Conclusion

The survey on Classmate notebooks and promoting ‘Ideas For India’ for a span of two months has been very interesting.

I have personally learnt a lot from this internship like how to deal with clients, how to convince customers, how to promote a product and brand.

I owe my deepest gratitude to my College Guide, Professor Shivaji Banerjee, and my company guide Mr.Subhasis Dutta whose constant guidance, support, supervision and encouragement from the preliminary to the final stages of this dissertation enabled me to develop the project into subsequent stages. Without their guidance and support, it would not have been possible for me to complete this project.

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