itc classmate-market research in madurai
TRANSCRIPT
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ESTABLISHING BRAND AWARENESS OF
CLASSMATE PRODUCTS ININSTITUTIONS/GENERAL TRADE AND ANALYZING
THE MARKET TREND IN MADURAI CITY
PRIYATHARESINIRThia ara arSchoolofMana ement
One of India’s Most Admired Companies
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OBJECTIVE
Phase I
• CreatingbrandawarenessaboutClassmate
productsininstitutionssuchasschoolsand
collegesinMaduraicity
Phase II
• AnalysingtheperformanceofClassmateproductsinMaduraimarket
• Takingordersandcreatingnewbeatsforfurther
salescoverage
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PROFILE
• IncorporatedonAugust24,1910asImperial
TobaccoCompanyofIndiaLimited
• Rechristenedas„ITCLimited‟September18,
2001• Premiumrangeofnotebooksunderthe
brand“Paperkraft” waslaunchedin2002
• In2003popularrangeofnotebooksunderthe
brand“Classmate” waslaunched• In2008,ITCrepositionedthebusinessasthe
EducationandStationaryProductsBusiness
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ITC Business Portfolio
FMCG
,
Paper &
PackagingotelsAgri Business Information
Technology
Cigarettes Personal CareFoods Lifestyle Retailing
Education & StationeryMatches Incense Sticks
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CLASSMATEPRODUCTS
• Drawingbook-
(Drawingbook
sketching)
• Graphbook
• Longbook
• Mathslabbook
• Notebook
• Practicalbook-(biology,chemistry,
computer,physics)
• Projectpaper
• Reminderpad
• Scrapbook
• Colorcrew-(wax
crayons,colour
pencils)
• Eraser
• Pencil-
(HB,2B,mechanical
pencil)
• Geobox
• Sharpener
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PRODUCTPROFILE
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INTERNSHIPLEARNING
PhaseI
• Involves,visitingthe
institutions
• Introducingandpromotingtheproduct
portfoliosofclassmate
• Creatingcontactsof
institutionsandinstitutionheads
PhaseII
• Servicequalitycheck
inbeats
• Creationofnewbeats• Performanceof
classmateproducts
throughmarket
research
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INSTITUTIONMARKET
• Requiresextensivecampaign
• Institutionsattheoutskirtsofcityareleast
botheredaboutqualitywhilethatofthoseinthe
cityshowpositiveattitudetowardsClassmate• ClassmateNotebooksarepopularamongschool
andcollegegoingstudents
• Institutionshavetobeapproachedduringthe
monthofJanuarytillMarchwhenitcomesforschoolswhileforcollegesitshallbeginfromMay
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GENERALMARKET
• Retailmarketisdifferentfromthatofwholesale
• MarginsplaymajorroleincaseofMaduraimarket
• OtherstationaryproductsofClassmaterequire
promotions• ThefrontcoverofClassmateNotebooksrequire
stillmorenumberofvarieties
• Stockisthadbeenchangedseveraltimes,thishas
createdabadimpressionaboutClassmateamongoutlets
• PreconceptionthatMaduraimarketiscost
consciousisn‟ttrue
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MARKETRESEARCH
Statementofproblem:Performancecheck
Samplesize:66(30%ofpopulation)
Samplearea: – AnnaNagar – 15.5%
– Avanyapuram – 6.06%
– Bypass – 18.18%
– Iyerbunglow – 9.09%
– Kpudhur – 4.55%
– Kamarajarsalai – 4.55%
– PTRroad – 13.64%
– Townhallroad – 15.15%
– Wholesale – 13.64%
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Cont.,
Samplingmethod:Conveniencesampling
Datacollection:
Primarydata:Questionnaire
Secondarydata:Outletlistfromcompanydatabase
Toolsofanalysis:
StatisticalPackageforSocialSciences(SPSS)
Outlettype: – Departmentstore=9(13.64%ofthesamplesize)
– Retail=9(13.64%ofthesamplesize)
– Fancy=19(28.78%ofthesamplesize)
– Stationary=28(42.42%ofthesample)
– Electronicshop=1(1.52%ofthesample)
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CORRELATION OF BEAT AND
PURCHASE PATTERN
Correlationgives
100%significance
Moremonthlypurchasepattern
followedby
biweeklyand
demand
dependent
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CORRELATION OF BEAT AND
BRAND MOVING FASTER
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Cont.,
• Thesignificanceis93.3%
• Outoff66outletssurveyed(thatwhichiscurrently
serviced),26showsClassmateasaleading
brand
• Localnotebooksstandsnextwith17outlets,
followedbyChimain13andTNPLin5ofthe
outlets
• ClassmateandChimatogetherexistsasleadingbrandin3
• ClassmateisNo.1inBypassbeatfollowedby
AnnaNagar
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CORRELATION OF BEAT AND
MARKET PICK-OFF
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Cont.,
• Thisshows100%significance
• Classmatehasgoodmarketmovementinrelation
tothelocalityoftheoutlets
• MarketpickoffishighincaseofBypassbeat(>40%)
• AnnaNagarbeat(35-40%)
• FollowedbywholesaleandPTRroadbeats
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CORRELATION OF MARKET PICK-
OFF AND PRODUCT RANGES
Thecorrelation
has94.6%
significance
Classmateproductsare
madeavailablein
theoutlets,market
pickoffwillhave
directinfluence
leadingtoitsincrease
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CORRELATION OF MARKET PICK-
OFF AND PURCHASE PATTERN
Significanceis
99.4%
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CORRELATION OF MARKET PICK-
OFF AND MARKET PERFORMANCE
Significance
is96.1%
In15of26highly
satisfied,
marketpick-
off>40%
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CORRELATION OF MARKET PICK-
OFF AND BRAND MOVING FASTER
The
significanceis100%
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CORRELATION OF OUTLET TYPE
AND PURCHASE PATTERN
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Cont.,
• Significanceis93.2%
• Frequencyofpurchasepatternincreaseswith
outlettype
• Moreofstationaryshops,fancyshopspurchaseClassmateproducts
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CONTENTANALYSIS
• 66questionnairesfilled,only41whereableto
giveinputs
• Inthis41,34.15%showedsensitivitytowards
displaystandsforClassmateproducts
• 21.95%hadsensitivitytocarrydifferentfront
coverinthesamepackageandremodellingfew
penvarietiestoimprovemarketpickoff
• 17.07%weresensitivetoincreasethepromotionofClassmateproductsininstitutions
• 14.634%weresensitivetotheproductpricing
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CONCLUSION
• Organizationnowhavethedatabaseof
institutions
• ThemarketperformanceoftheClassmate
divisionandcriteriaforbrandimageisknowntotheorganization
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RECOMMENDATIONS
• Advertisementbannersshallbechangedto
season
• Brighterfrontcover
• Increasingadvertisementforotherstationary
categories
• Loyaltybasedmarginslabordiscountsshallbe
given
• Redesigningpenmodelsespeciallythoseof
GelofunandSafari
• Remodellingofboardcoverofoctane
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