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Sales Promotion-A Case Study On Itc Stationeries: Name: Samrat Mukherjee

This document is a case study report by Samrat Mukherjee on his internship promoting ITC Classmate stationery products. The internship objectives were to study brand awareness, pricing, spending habits, and promotion techniques. Research methods included surveys of customers and retailers. Findings showed Classmate is very popular due to promotions and designs, though schools found prices high. Suggestions included launching cheaper notebooks and more advertising. The report acknowledges guidance from professors and ITC mentor.

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Samrat Mukherjee
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68 views12 pages

Sales Promotion-A Case Study On Itc Stationeries: Name: Samrat Mukherjee

This document is a case study report by Samrat Mukherjee on his internship promoting ITC Classmate stationery products. The internship objectives were to study brand awareness, pricing, spending habits, and promotion techniques. Research methods included surveys of customers and retailers. Findings showed Classmate is very popular due to promotions and designs, though schools found prices high. Suggestions included launching cheaper notebooks and more advertising. The report acknowledges guidance from professors and ITC mentor.

Uploaded by

Samrat Mukherjee
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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NAME: SAMRAT MUKHERJEE

SALES PROMOTION-
ROLL NO: 730
A CASE STUDY ON ITC
ROOM NO: 24 STATIONERIES
AREA OF WORK- SALES
PROMOTION

NAME OF THE INTERNAL


GUIDE: PROF. SHIVAJI BANNERJEE

MARKETING SPECIALISATION
B.COM(M)
CONTENTS
 INTRODUCTION TO THE AREA OF
INTERNSHIP
 OBJECTIVES
 COMPANY PROFILE
 RESEARCH METHODOLOGY
 DATA COLLECTION
 FINDINGS
 SUGGESTIONS
 ACKNOWLEDGEMENT
INTRODUCTION TO THE AREA OF
INTERNSHIP

 Institutions visited for the promotion of


ITC Classmate copies and Classmate
Ideas for India, an ITC Centenary
Initiative. A lucrative offer was put
forward to the schools for customization
of the copies, at a subsidized rate.
Surveys were also conducted in schools
and trade, regarding the popularity and
further improvement of the ITC
Classmate copies.
OBJECTIVES OF INTERNSHIP

 Identifying the awareness of the Classmate


brand of copies among the students.
 Identifying the pricing flexibility of the Classmate
Products.
 To find out how much an individual can spend to
buy Classmate products.
 Identifying the sales promotion techniques used
by the Company in promoting the particular
variety.
 To understand the actual need of the students.
 To find out customers’ buying behavior in respect
to stationary products.
COMPANY PROFILE
 ITC was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership
progressively Indianised, the name of the Company was changed
from Imperial Tobacco Company of India Limited to India
Tobacco Company Limited in 1970 and then to I.T.C. Limited in
1974.

 In recognition of the Company's multi-business portfolio


encompassing a wide range of businesses - Cigarettes & Tobacco,
Hotels, Information Technology, Packaging, Paperboards &
Specialty Papers, Agri-business, Foods, Lifestyle Retailing,
Education & Stationery and Personal Care - the full stops in the
Company's name were removed effective September 18, 2001.
The Company now stands rechristened 'ITC Limited'. The
Company’s beginnings were humble. A leased office on Radha
Bazar Lane, Kolkata, was the centre of the Company's existence.
The Company celebrated its 16th birthday on August 24, 1926, by
purchasing the plot of land situated at 37, Chowringhee, (now
renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000.
This decision of the Company was historic in more ways than one.

 The Company's headquarter building, 'Virginia House', which


came up on that plot of land two years later, would go on to
become one of Kolkata's most venerated landmarks.
 ITC is one of India's foremost private sector companies with a
market capitalisation of over US $ 30 billion and a turnover of US
$ 6 billion.* ITC is rated among the World's Best Big Companies,
Asia's 'Fab 50' and the World's Most Reputable Companies by
Forbes magazine, among India's Most Respected Companies by
Business World and among India's Most Valuable Companies by
Business Today. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.

 ITC has a diversified presence in Cigarettes, Hotels, Paperboards


& Specialty Papers, Packaging, Agri-Business, Packaged Foods
& Confectionery, Information Technology, Branded Apparel,
Personal Care, Stationery, Safety Matches and other FMCG
products.

 ITC's wholly owned Information Technology subsidiary, ITC


Infotech India Ltd, provides IT services and solutions to leading
global customers.
RESEARCH METHODOLOGY

Research carried out with the help of the following:

1. Responses to questionnaires provided to customers


and trade. ( Primary Data)

2. Research carried out through interviews.

3. With the help of internet. (Secondary Data)

4. Price Deal Sales Promotion Technique,( a temporary


reduction in price) used with the Company’s consent to
study the behavior of the customers.
DATA COLLECTION
 Classmate is India's No. 1 Notebook brand. Its range of more than 300 variants is
custom made to take care of varying needs in notebooks, long books, practical
books, drawing books & reminder pads segments. These notebooks reach more than
65,000 outlets across the country. Except for notebook the brand has Classmate
Pens, Pencils, Mechanical pencils, Math Instruments, Sharpeners and Erasers.

 On the basis of responses to the questions asked, it could be found out that the
Classmate variety of copies are the most popular among the students, owing to the
attractive sales promotion techniques used by the company, followed by some local
competitors like Mikado, Lokenath, Pioneers etc.

Sample Size: 100


Carried on: ITC Notebooks
Answered by: Primarily students, Stationery shop owners.
 The data is graphically represented:

40
35
30
25 ITC
Mikado
20
Lokenath
15 Pioneers
10
5
0

Mikado and Lokenath are very close competitors in the


market.
FINDINGS
 The survey conducted in schools, came out with flying colors.
Classmate copies are extremely popular among the students. The
students are so fond of the classmate copies mainly due to the
following features:

 1. Quizzes, Jokes, Crosswords, nuggets etc. provided in the copies.

 2. Innovative get up of the copies promoting nature, locations,


animals and thus the freshness of the copies, providing a marketing
edge to the products.

 3. Student friendly characteristics of the copies.

A lot of schools, who provide copies to the students, are uninterested in


the discount offer mainly because of the following reasons:

 1. High price of the copies even after the discount provided.

 2. They are already providing copies from their own publisher.


SUGGESTIONS TO THE COMPANY
 According to my findings, the high price of the Classmate
Copies has been a major issue, when convincing the school
principals about the offer.
 In addition to that a good number of schools were looking
for longer and thicker varieties of copies, though at the end
they ended up rejecting the offer because of the price
issue.
 In my opinion, ITC can go for a launch of a cheaper variety
of copies, which are to be provided to the schools for
customization, with a flexible discount rate initially. Later
on the prices may be changed i.e. increased or reduced.
 Besides the company can resort to high promotional
activities.
 Advertising through the Television media along with others
like newspapers, journals etc may also prove to be
effective.
 Besides promoting the offer regarding customization of
copies in schools, it can be performed in form of banners
and hoardings.
ACKNOWLEDGEMENT
 I, Samrat Mukherjee want to express gratitude to my
Head Of the Department, Mr. Tridib Sengupta and
Mr. Shivaji Banerjee, my guide professor, for his
constant support, guidance and hard work. This
project has been a fruitful and enriching experience,
which is extremely important for the students in
order to get practical exposure and gain knowledge
in the process. I also want to thank my mentor sir,
Mr. Subhasis Dutta, for his guidance and for
providing me this opportunity to work under the
esteemed banner of ITC.

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