One of India’s Most Admired Companies This document analyzes the market for Classmate school supplies in Madurai City, India. It finds that brand awareness is high in schools and colleges, but other stationary products need more promotion. Market research with 66 outlets shows Classmate is the top brand, especially in areas like Bypass beat. The report provides recommendations to increase sales and market share further through strategies like loyalty programs, new product designs, and targeted advertising.

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