CHAPTER-1 1.

1 INTRODUCTION AND DESIGN OF THE STUDY

Customers are the focus of marketing effort. The modern marketing concept spells out the real significance of brand choice. All elements of the marketing mix are highly integrated with one another. They are seen through the eyes of the customer and are co-coordinated, so as to produce the best benefits and optimum satisfaction for the customer. As on today companies are facing tough competition, the customers have a wide choice of brands to select from. In order to survive the competition, the companies have to do a better job of meeting and satisfying customers needs than their companies. The pen manufacturers and marketers are also no exception from the scenario. 1.2 FMCG (Fast Moving Consumer Goods) The fast moving consumer goods (FMCG) sector is the fourth largest sector in the economy with a total market size in excess of Rs. 60,000 Crores. This industry essentially comprises Consumer Non Durable (CND) products and caters to the everyday needs of the population.

1.3 INTRODUCTION OF PEN MARKET

Demand for pen among the employed people is relatively stagnant while among the students, it is experiencing healthy growth. Moreover, the students seemed to be more brand conscious as compared to the employed persons. Also because of wide perception of pen being as a gift item, a new segment of expensive pens has been created whose pen is regarded as an item of prestige or status symbol more as compared to its utility value. A pen is a pen. Marketers can put flowers on it, change the cap styling, design, grip, variety, and in the name of differentiation. There have been several non-cosmetic ideas too, many of them clever enough not to be called gimmicks.

1.4 COIMBATORE PEN MARKET & MAJOR PLAYERS:

It is true that Reynolds and Cello is current hot seller but more and more brands are coming with pens that suit the pocket better, both in terms of size and cap mechanism than the regular Reynolds type pens. There is a minor problem regarding pen industry in Coimbatore. Major market for pen in Coimbatore continues to display a woeful lack of involvement with the product. Collegians and School guys may have responded to all those power of words at boy showing a greater degree of brand sensitivity, but others couldn't be bothered about what they pick. Also retail presence and shopkeepers push are critical success factors for any pen brand. Classmate mouth of brand is very less in pens. 1.5 HIGHLY SATISFIED CUSTOMERS Stays loyal longer, Buys more as the company introduces new product and upgrades existing Products. Talks favorably about the company and its product. Pay less attention to competing brands and advertising and is less sensitive to price. Offer product / service ideas to the company. Cost less to serve than new customers because. Customers from their expectations on the basis of messages received from servers, friends and other information sources, if the server exaggerates the benefits customers will experience disconfirmed expectation, which heal to dissatisfaction. The larger the gap between expectation and performance the greater the customers dissatisfaction some customers magnify the gap when the product is not perfect and they are highly dissatisfied. Other customers minimize the gap and are less satisfied. 2

1.6 COIMBATORE MARKET POTENTIAL FOR PEN INDUSTRY

Coimbatore Market - With growing disposable incomes, consumers are upgrading their purchases and luxury items are gradually finding their way into the shopping baskets of even upwardly mobile middle class consumers NATURE OF PEN INDUSTRY IN COIMBATORE Alliances - Most of the domestic players have strategic alliances with global players. The alliances can be for strategic reasons like Marketing arrangements ( cello, Reynolds, classmate, flair, lexi, Montex, etc..,) and tapping import markets. Seasonal demand drivers - Schools and examinations, Gifting Occasions (Corporate) Pricing and Margins Traditionally, pen industry experts say that mass-based pens have a profit margin between10 per cent to 20 per cent. 1.7 DISTRIBUTION CHANNELS Mass products under the Rs. 10 /- price are sold through the distributors route. These distributors can cater to the requirement of the outlets. Premium products - sold in multi brand low-end lifestyle outlets and also exclusive shops. These outlets also stock watches, fancy and accessories and multi-branded outlets typically have a separate cornered. 1.8 PRODUCT INNOVATION Gel pens market- The market is estimated at lakhs, and the main players are cello, Add Gel, Montex and Flair brands. Demand Drivers for this segment has been college going Students. 1.9 PROMOTION The pen market is marked by a fierce bout of competition among brands like Jetter, Reynolds, Cello, Todays, Add Gel, lexi, Flair, Stic pens and hundreds of small-scale players. As such, expenditure on media, promotions and celebrity endorsements pen brands are endorsed by the likes of Amitabh Bachan (Parker) Javed Akhtar, SalmanKhan, and Hrithik Roshan (ADD Pens) is among the highest in the ad industry. And Yuvaraj for classmate.

SHOPPERS VOICE Probably an advertisement for pens is not reach in this area. Only pen quality, price and design are motivated to buy pens. And catchy attractions, unique in style, smooth ink flow, Comfort in handling etc, 1.10 MAJOR PEN BRANDS IN COIMBATORE GM Pens India (Reynolds-India) Luxor along with brands like Parker, Papermate. ADD Pens Cello pens Classmate Flair Lexi Linc etc..,

1.11 OBJECTIVES OF STUDY:

The primary objectives of the study are as follows. Understand the size of the Pen industries both national & regional players in market that involves stationary products.

Secondary objectives of the study are as follows. To know about the pen industry contribution in market. To know about the sources of information from shopkeepers and the consumers. To know the major factors, what influences the buying decisions of consumers. To know the pricing points and margin of all pen brands. To find strategies adopted by all major pen brand distributors. To know about the market segments and trade promotions. To know the brand choice of the consumers.

1.12 SCOPE OF THE STUDY

This study is useful for me as well as for the Company for identifying the Customer expectations & Brand Recognition. For company to identify the overall pen industry and Consumer attitude towards classmate pens & also this study helps me to create & maintain a good relationship between the consumer & management. Because of this study, the company may know what the customer is looking for and also how to satisfy him regarding the Classmate pens.

1.13 IMPORTANCE OF THE STUDY

To find out consumers expectations of classmate pens. To stimulate better relationship between the company and consumer. 5

 To diagnose potential problems classmate pen market. Here the study covers the brand recognition of classmate pens towards ITC limited To know competition level faced between major players.

1.14 STATEMENT OF PROBLEM

The study has been conducted to find the brand recognition of classmate pens towards ITC limited, Coimbatore, Tamilnadu. The usage of the product may not be known in the other area and the study was prepared only for the particular area and the time limit. What are the expectations in Coimbatore City. What are the levels of satisfaction towards Classmate pens. What are the problems faced by the respondents. Strategies adopted by other branded and unbranded pen industry. What are the factors influencing the choice of customer of pens.

1.15 RESEARCH METHODOLOGY

Research is a careful enquiry or examination to discover new information or relationship to expand and to verify existing knowledge. Research methodology is a way to solve systematically the research problem. It explains the various steps generally adopted in studying research to know not only the research methods or techniques but also the methodology. Research methodology gives the specific method used in studying the details of the sample size and sample selection population sampling techniques and areas of study data collection and tools and analysis. POPULATION Consumers & shopkeepers are considered as the population for the study. SAMPLE SIZE From the above population researcher has considered a sample size of 100 members. 6

RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data. In a manner that aims to combine relevance to the research purpose with economy in procedure.

The researcher has undertaken a description type of research. It describes the characteristics of population or presentation of answer for the question like whom, what, when and how relating to a field or matter. This type of study mainly helps to know the past and predict the future. SAMPLING A sample design is a definite plan for obtaining a sample from given population. It refers to the techniques or the procedure the research would adopt in selecting items for the sample. SAMPLING TECHNIQUE On the basis of pilot study and information obtained from dealers of Coimbatore city, convenient sample was used to select the respondents of 100. PILOT STUDY The researcher has administrated a pilot study with 15 respondents. Based on the outcome of pilot study suitable modification were made in the questionnaire. AREA OF STUDY Area of study is limited to the consumers and shopkeepers in Coimbatore city. PRIMARY DATA METHODS OF DATA COLLECTION In this study, primary data was collected through structured questionnaire. The questionnaire was prepared by including price points, designs, market contribution, etc. The questionnaire is prepared in such a way that is covers the entire objectives of the study. 7

SECONDARY DATA Secondary data are those which are available in the magazines, booklets, web-sites etc.

TOOLS FOR ANALYSIS Simple percentage method was used. Percentage method is calculating the total number of outlets into percentage.

1.16 LIMITATIONS OF THE STUDY

The study is certified to the Coimbatore. Therefore findings are not related to other areas. Since the project duration was limited to three months an elaborate study was not possible. Study was limited in trip. The research is directly concerned with the study of human preference and behavior and achieving absolute mathematical accuracy toward this was not possible.

1.17 CHAPTER SCHEME

CHAPTER-1 INTRODUCTION OF THE STUDY CHAPTER-2 REVIEW OF LITERATURE CHAPTER-3 OVERVIEW OF THE INDUSTRY, COMPANY AND THE PRODUCT CHAPTER-4 ANALYSIS AND INTERPRETATION CHAPTER-5 FINDINGS, SUGGESSIONS, CONCLUSION, BIBLIOGRAPHY AND APPENDIX

CHAPTER-2 REVIEW OF LITERATURE

2.1 BRAND MEANING: Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand is often the most valuable asset of a Corporation. Brand owners manage their brands carefully to create shareholder value, and brand valuation is an important management technique that ascribes a money value to a brand, and allows marketing investment to be managed (e.g.: prioritized across a portfolio of brands) to maximize shareholder value. Although only acquired brands appear on a company's balance sheet, the notion of putting a value on a brand forces marketing leaders to be focused on long term stewardship of the brand and managing for value. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the companies providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. The brand orientation is developed in responsiveness to market intelligence.

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A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors.

2.2 BRAND AWARENESS

Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it.

2.3 BRAND ELEMENTS

Brands typically are made up of various elements, such as:

Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car doors. 11

Customer relationship management

2.4 BRAND TRUST Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of Brand trust impacts the behavior and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, perception of premium, and acceptance of temporary quality deficiencies. The Brand Trust Report is a syndicated primary research that has elaborated on this metric of brand trust. It is a result of action, behavior, communication and attitude of an entity, with the most Trust results emerging from its action component. Action of the entity is most important in creating trust in all those audiences who directly engage with the brand, the primary experience carrying primary audiences. However, the tools of communications play a vital role in the transferring the trust experience to audiences which have never experienced the brand, the all important secondary audience. 1. The American Marketing Association defines a brand as A name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name. 2. Brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non tangible consumer concerns. To brand something is when a company or person makes descriptive and evocative communications, subtle and overt statements that describe what the company stands for. For example, is the brand the most economical, does it stands for superior service, is it an environmental responsible provider of x,y,z service or product. Each communication is deliberate in evoking emotion in the receiver 12

to leave him/her with an essence of what the company or person stands for. Donna Antonucci 3. Branding is the art of aligning what you want people to think about your company with what people actually do think about your company. And vice-versa. Jay Baer - Convince & Convert. Author with Amber Naslund of The Now Revolution 4. A brand is the essence of ones own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique you. Otherwise, your brand will just be a facade. The power of a strong logo in brand identity is that a simple visual can instantaneously communicate a brand and what it is about. Some large brands are able to do this by symbol only, without words, that is the Holy Grail that brands dream about. This seems to represent the very essence of communication at its most primitive roots. Few can pull it off. Logos are vitally important, but are just one component of what creates a strong brand. Logos should support the broader brand strategy that supports an even bigger brand story. Paul Biedermann re:DESIGN 5. A brand is a reason to choose. Cheryl Burgess Blue Focus Marketing 6. A brand symbol as anything that leaves a mental picture of the brands identity. Leo Burnett 7. Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow old like people. Some brands are timeless and never die, are born again or reinvented, while some brands live a short but powerful life and have an iconic legacy. Lisa Buyer The Buyer Group 8. Branding is the encapsulation of a companys mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic. Margie Clayman 9. Brands are shorthand marketing messages that create emotional bonds with consumers. Brands are composed of intangible elements related to its specific promise, personality, and positioning and tangible components having identifiable representation including logos, graphics, colors and sounds. A brand creates perceived value for consumers 13

through its personality in a way that makes it stand out from other similar products. Its story is intricately intertwined with the publics perception and consistently provides consumers with a secure sense that they know what theyre paying for. In a world where every individual is also a media entity, your consumers own your brand (as it always was). Heidi Cohen Riverside Marketing Strategies 10. Branding, to me, is the identity of a product or service. Its the name, the logo, the design, or a combination of those that people use to identify, and differentiate, what theyre about to buy. A good brand should deliver a clear message, provide credibility, connect with customers emotionally, motivate the buyer, and create user loyalty. Gini Dietrich Spin Sucks 11. Branding is the sub-total of all the experiences your customers have with your business. For successful branding you need to understand the principles of Ivan Pavlov as my brother Jeffrey and I discussed in our Waiting For Your Cat to Bark. For branding to work you must have:
o

Consistency. Pavlov never offered food without ringing the bell and never rang the bell without offering food. Frequency. The bell rang several times a day, day after day. Anchoring. Pavlov tied the experiment to something about which the dog was emotional. Frequency and consistency create branding only when the message is associated with an emotional anchor. This is the most difficult and essential element to get correct.

o o

However, keep in mind Pavlov had an easier time because he chose dogs which are much better at following a leader, todays customers are more cat like and not as easily persuaded or motivated. Bryan Eisenberg Author of Waiting for Your Cat to Bark 12. In todays social, customer-controlled world, marketers may be spending their money to build a brand. But they dont own it. In their influential book, Groundswell, Charlene Li and Josh Bernoff state your brand is whatever your customers say it is As a marketer, this means that, while a brand is the emotional relationship between the consumer and the product, you must engage with consumers and build positive brand

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associations. The deeper the relationship, the more brand equity exists. Neil Feinstein True North 13. Branding can be divided into old and new.
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Old Branding. Advertisers shouting carefully pedicured messages at consumers who dont want to hear it. New Branding. Advertisers [1] humbly listening to what consumers tell others the brand is and back up with real action (like repeat purchases) and [2] incorporating appropriate innovations so their products continue to earn consumers loyalty and word of mouth.

Dr. Augustine Fou Marketing Science Consulting Group, Inc. 14. Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein - Econsultancy 15. Branding is an ongoing process of looking at your companys past and presentand then creating a cohesive personality for the company and its products going forward. We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers. We review the key factors that spurred growth, pricing, corporate culture, key players, and we figure out who you are, by key players, the president, customer service. Then we create the brand voice first. Its a wonderful process. Lois Geller Lois Geller Marketing Group 16. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumers decision to choose one product or service over another. If the consumer (whether its a business, a buyer, a voter or a donor) doesnt pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin Author of Linchpin 17. Brand is the image people have of your company or product. Its who people think you are. Or quoting Ze Frank, its the emotional aftertaste that comes after an experience (even a second-hand one) with a product, service or company. (Also, its the mark left after a red-hot iron is applied to a steers hindquarters.) Ann Handley MarketingProfs, Author with C.C. Chapman of Content Rules 15

18. Attention is a scarce resource. Branding is the experience marketers create to win that attention. Jeffrey Harmon Orabrush 19. Branding is the representation of your organization as a personality. Branding is who you are that differentiates you. Dave Kerpen Likeable Media, Author of Likeable Social Media 20. A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor. Phillip Kotler Author of Marketing Management 21. That old a brand is a promise saw holds true, but only partially true. Rebecca Lieb, author of The Truth About Search Engine Optimization 22. Don Zahorsky is an old cattle breeder in my neighborhood. Hes been in the business of registered Angus cattle for decades, even back when my dad was a kid. Ride around in the pasture with Don, and he can tell you the parentage of every animal. Whats that tag number? 0282? Thats another Dominator son. His mother is a real good cow. Her father was the grand champion He has invested his life in breeding the best registered Angus cattle he possibly can. Hes bought bulls back from people, because he didnt like the way they performed. Hes never thought once about business brands, about emotional experiences, about logos. But he does care a lot about his reputation and the service he provides his buyers. He brands his bulls with a DZ on the right hip. Everyone around here knows that brand. They know Don. They know that brand means a good bull. Heres the lesson: Its not the brand that makes the bull valuable. Its Dons reputation that makes the bull valuable. The brand is just a way of showing it. Becky McCray Small Business Survival 23. A brand is the meaningful perception of a product, a service or even yourself either good, bad or indifferent that marketers want people to believe based on what they think they hear, see, smell, taste and generally sense from others around them. Josh Moritz 24. A brand is The intangible sum of a products attributes: its name, packaging, and price, its history, its reputation, and the way its advertised. David Ogilvy, Author of On Advertising

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25. Branding is the defined personality of a product, service, company, organization or individual. Many folks confuse having a logo for an ongoing branding process, but in fact a good logo is an extension of a defined identity for a venture in the same way that a flag or national anthem may represent a country. A well designed brand personality can be seen in everything from customer service to the actual products a company may offer. Another misconception about brands is that they should reflect a quality; and that may be true in a brand thats about quality (think of a Chanel logo which communicates the idea of luxury) but on the other hand if a local dollar store even has a designed logo that may in fact work against the goals of their brand as they may seem overpriced. Like an artist finding his or her voice the goal of a branding process should be to always frame in a concise way what makes your endeavor unique; and then apply that message to each medium. Michael Pinto - Very Memorable Design (Disclaimer: I use Michael for my branding.) 26. A brand is a singular idea or concept that you own inside the mind of a prospect. Al Ries Author of Positioning: the Battle for Your Mind 27. Branding is what lazy and ineffective marketing people do to occupy their time and look busy. David Meerman Scott Bestselling author of Real-Time Marketing and PR 28. Successful branding is what you do, not what you say or show. Successful branding requires your delivering consistently positive experiences for your constituents. It comes from keeping your promises to them, from earning their trust that your brand will do its best at every point of contact to deliver on what they want and expect from you. This trust leads to their choosing your brand again. Successful brands never take their constituents for granted. They never forget that most important to constituents are whats in it for them, that constituents are distracted, and you must earn their attention. (Constituents include, depending on your product or service: customers, consumers, suppliers, employees, partners, allies, investors, funders, donors, analysts, critics, unions, regulators, the media, voters, etc.) The logo and theme line are not the brand. The logo symbolizes the brand. The theme line, if its any good, uniquely and memorably expresses the brand promise. (Most theme lines fail to do that.) Jim Siegel HealthCare Chaplaincy

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29. General advertising is Cyrano. He comes under your window and sings; people get used to it and ignore it. But if Roxane responds, theres a relationship. We move the brand relationship up a notch. Advertising becomes a dialogue that becomes an invitation to a relationship. Lester Wunderman, Author of Being Direct 30. A brand is essentially a container for a customers complete experience with the product or company. Sergio Zyman, Author of The End of Advertising As We Know It 2.5 DEFINITION OF 'BRAND RECOGNITION' The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors. 2.6 BRAND RECOGNITION To measure brand recognition and the effectiveness of promotional campaigns, many companies will perform experiments on study groups. Both aided and unaided recall tests may be used. With similar products, brand recognition will result in higher sales, even if both brands are of equal quality.

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CHAPTER-3 ABOUT THE INDUSTRY

3.1 ABOUT ITC ITC is one of India's foremost private sector companies with a market capitalization of over US $ 33 billion and a turnover of US $ 7 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 ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. 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. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery. As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. 19

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Ltd, provides IT services and solutions to leading global customers. ITC InfoTech has carved a niche for itself by addressing customer challenges through innovative IT solutions. ITC's production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment management systems. ITC was the first company in India to voluntarily seek a corporate governance rating. ITC employs over 26,000 people at more than 60 locations across India. The Company continuously endeavors to enhance its wealth generating capabilities in a globalising environment to consistently reward more than 4, 07,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement: "Enduring Value. For the Nation. For the Shareholder."

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3.2 CLASSMATE Classmate is the lead provider of all student stationery needs. ITC launched its Classmate brand in 2003 with the notebooks category. Subsequently, Classmate added new products to its portfolio which now consists of pens, pencils, mechanical pencils and geometry boxes, erasers and sharpeners. Classmate aspires to partner young minds in discovering, nurturing & believing in ideas that reside inside each one of us. Have fun exploring, creating & believing in your ideas, in classrooms & beyond. Ideas that defy & change beliefs; ideas that allow you to lead rather be led; ideas that are inside each one of us but only await self recognition & belief. Your belief makes your ideas work for you & become big; allowing you to be all that you can. Classmate is For the BIG ideas in you.

Classmate Notebooks
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.

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The Classmate Notebook range builds in regional preferences and caters to the requirements of All India & State Education Boards. Every Classmate notebook carries ITC's Corporate Social Responsibility message on its back. For every four Classmate Notebooks purchased, ITC contributes Re. 1 to its social development initiative that supports, among other projects, primary education. Classmate recently launched the Classmate Composition notebooks which are 60GSM notebooks with magenta ruling and with increased spacing for superior writing experience.

Classmate Pens
ITC forayed into the pen industry with the launch of Classmate pens across markets offering the consumer stylish and attractive designs. Classmate pens deliver unmatched comfort & neat writing experience. Classmate pens are attractive in design and superior in quality. The pens offer ergonomical grip, precision engineered tips & controlled ink flow mechanisms to keep the writing smudge free and the writing experience a pleasure! Exciting range of pens from Classmate include B Qwick, B Neat, B Fine, B Positive, Volt, UVO, Radeon and Genghis under the Ball point pens and Gelofun, Octane, Octoflow, Crypton, Attila and Trojan under the Gel pens.

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Classmate Pencils
Classmate pencils are designed to write dark and smooth, and provide the user a pleasing and effortless writing experience. Classmate pencils have the strong advantage of lesser lead wear out, hence these pencils "Stay Sharp Longer". There is minimal need for sharpening thus, giving fine writing for longer. Classmate Carbon black is a 'Super Dark' pencil offering the dual benefit of lesser lead wear out and darker writing. Classmate has recently launched the Classmate 2B Trilobe pencils that are specially designed with a "tri-grip" for a comfortable and firm hold.

Classmate Mechanical Pencils

Classmate Mechanical Pencils are high quality pencils intended for sharp, precise writing and drawing. They are smart and offer a steady and comfortable writing and drawing experience. These are especially used by those who need to make precise drawings in subjects like math's, engineering etc. Classmate Da Vinci mechanical pencils are well designed pencils with a 0.7mm tip. It has a high gloss translucent body fitted with a firm rubber grip for steady comfortable writing. The 0.7mm HB lead is designed so as to have increased strength and lower breakage. An eraser with cap is integrated for added convenience. These pencils are available in 2 colours - blue and green. Classmate Fine Script Pencils are designed with a 0.7 mm tip and a self gripper which enables comfortable writing experience. Available in 5 attractive colours of Blue, Green, Red, Orange and Purple, these pencils also come with an integrated eraser.

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Precision instruments
Classmate Invento & Classmate Victor are part of the range of Geometry Boxes. Both products offer unmatched precision through their die-cast metallic instruments hence ensuring great accuracy. While "Invento" is a more premium product carrying interesting trivia and other useful information about the subject, "Victor" provides tinted plastic instruments that make it easier for beginners. Classmate math instrument portfolio also offers Invento compass and the Invento Exam Kit which includes all essential high precision instruments.

Erasers & Sharpeners

Classmate offers a range of erasers and sharpeners in its portfolio. Classmate sharpeners come in various attractive designs namely, Whistle, Aeroplane, Shuttle and Snail shapes. The Whistle sharpener has an attractive design with an inbuilt eraser while the Aeroplane sharpener has an adjustable switch to vary the pointedness of the pencil lead. It also has the regular and long-point sharpeners which provide a comfortable grip and have long lasting nickel-plated blades. Erasers from Classmate are non-toxic and phthalate-free making it completely safe for use by children.

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CHAPTER-4 ANALYSIS AND INTERPRETATION OF DATA The data collected from the respondents are classified and presented as tables under various heading in the following pages. They are also arranged in such a way that a detailed analysis can be made so as to present suitable interpretation for the same. According to this chapter it is divided into two parts. Part-1 It deals with the analysis and interpretation of data relating to the respondent. Part-2 It deals with the application of statistical tools such as Percentage analysis Percentage Analysis Ratios are very often expressed on percentage. In calculation of percentage only one figure is taken as base and it is represented by hundred, the order figure is expressed as a ratio of this base. Simple percentage analysis = Number of respondents X 100 Sample size

TABLES
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PERCENTAGE ANALYSIS TABLE: 4.1 MOST SELLING PEN BRANDS OF THE RESPONDENTS S.NO 1 2 3 4 5 6 PEN BRANDS Cello Reynolds Montex Flair Classmate Others TOTAL INTERPRETATION The table shows that 43% of the respondents use the Cello branded pens, and 22% Reynolds, 10% Montex are the second and third major branded pens used by customers. And flair 8% and classmate has only 7% of users in market. It can be concluded that majority 51% of the respondents were using Cello pens only. RESPONDENTS 43 22 10 8 7 10 100 PERCENTAGE 43% 22% 10% 8% 7% 10% 100

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CHART: 4. 1 MOST SELLING PEN BRANDS OF THE RESPONDENTS

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TABLE: 4.2 MOST SELLING PRICE RANGE PENS IN CLASSMATE OF THE RESPONDENTS S.NO 1 2 3 4 5 MOST SELLING PRICE RANGE PENS Below Rs 5 Rs 6-10 Rs 11-15 Rs 16-20 Above Rs 20 TOTAL INTERPRETATION The table showing the most pens sold at price range Rs 5 only (i.e., Most of those were Ballpoint pens). It shows the economic stability and purchasing power of customer in the market. And price range of 6-10(both ball pens and gel pens) has moderate 21% range of purchasing. And 11-15 price range pens 16% (Mostly gel pens). And price range of 16-20 has 7% of price range. And above 20 Rs only 3% of pens were sold in market. It concluded that majority pen were sold Rs 5 and those were ballpoint pens. RESPONDENTS PERCENTAGE 53 21 16 7 3 100 53% 21% 16% 7% 3% 100

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CHART: 4. 2 MOST SELLING PRICE RANGE PENS OF RESPONDENTS

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TABLE: 4.3 PEN CUSTOMERS ARE VISITING YOUR SHOP DAILY OF THE RESPONDENTS S.NO 1 2 3 4 5 PEN CUSTOMERS ARE VISITING 10-20 21-40 41-60 61-80 Above 80 TOTAL INTERPRETATION Table shows at least 21-40 majorities of customers visiting for shops to buy pens in a single day in shop retail layout. And second majority of customers belong to 41-60 of 17% because near to that shops have schools and colleges. And third majoritys customers 41-80 of were 16% in table. And we have some shops like more than 80 customers were also visiting that shops have good reputations and belief, customers satisfaction and they locate middle area of schools and colleges So I concluded at least 20 to 30 customers were visiting for shops in a single day. RESPONDENTS PERCENTAGE 17 36 22 16 9 100 17% 36% 22% 16% 9% 100

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CHART: 4.3 PEN CUSTOMERS ARE VISITING YOUR SHOP DAILY OF THE RESPONDENTS

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TABLE: 4.4 WHICH AGE GROUP CUSTOMERS ARE VISITING MORE TO BUY PENS OF THE RESPONDENTS

S.NO 1 2 3 4 5

AGE GROUP CUSTOMERS ARE VISITING 5-10 years 11-18 19-25 26-40 Above 40 TOTAL

RESPONDENTS PERCENTAGE 12 17 37 23 11 100 12% 17% 37% 23% 11% 100

INTERPRETATION The table shows age group of 19-25 were majority of pens users belong to college students and second majority 26-40 belongs to corporate people staffs and employees people and third majority group were age 11-18 they belong to schools and colleges and 12% of group students belong to 5-10 because school students mostly use ink pens and 11% of customers were above 40. So I would like to conclude majority customer age groups were 19-25 college students.

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CHART: 4.4 WHICH AGE GROUP CUSTOMERS ARE VISITING MORE TO BUY PENS OF THE RESPONDENTS

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TABLE: 4.5 SHOP NEAR TO EDUCATIONAL INTUITIONS AND COMPANIES OF THE RESPONDENTS S. NO 1 2 3 4 EDUCATIONAL INTUITIONS AND COMPANIES Below 5 5-10 10-15 Above 15 TOTAL INTERPRETATION In major areas majority at least 10 educational intuitions and companies shops were surrounded by shops 34%. And up to 15 we have 26% of respondents. And only 9% coverage shops were surrounded by these intuitions. I would conclude at least 15 educational intuitions and companies were in near to shops. RESPONDENTS PERCENTAGE 31 34 26 9 100 31% 34% 26% 9% 100

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CHART: 4.5 SHOP NEAR TO EDUCATIONAL INTUITIONS AND COMPANIES OF THE RESPONDENTS

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TABLE: 4.6 IN WHAT RATIO BRAND AND UNBRANDED PENS ARE SOLD OUT OF 10 APPROXIMATELY IN A DAY? S.NO 1 2 3 4 5 6 7 8 BRAND AND UNBRANDED PENS SOLD RATIO 5:5 2:8 3:7 4:6 8:2 7:3 6:4 Others TOTAL INTERPRETATION In these ratios the table shows at most all the selling ratios were near to each other but 5:5 ratios is the most 18% of selling range of brand and unbranded pens. RESPONDENTS PERCENTAGE 18 12 15 11 16 10 12 6 100 18% 12% 15% 11% 16% 10% 12% 6% 100

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CHART: 4.6 IN WHAT RATIO BRAND AND UNBRANDED PENS ARE SOLD OUT OF 10 APPROXIMATELY IN A DAY?

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TABLE: 4.7 HOW MANY CLASSMATE PENS ARE SOLD OUT 10 APPROXIMATELY IN A DAY? S.NO 1 2 3 4 5 CLASSMATE PENS ARE SOLD OUT 10 1-2 3-4 5-6 7-8 Others Total INTERPRETATION The table shows majority 1or 2 classmate pens only sold out of 10. And 3or 4 pens were less majority of pens were sold. And more than 5 we could find only finger counted shops were listed in table respectively 5%, 3%, 2%. RESPONDENTS PERCENTAGE 51 39 5 3 2 100 51% 39% 5% 3% 2% 100

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CHART: 4.7 HOW MANY CLASSMATE PENS ARE SOLD OUT 10 APPROXIMATELY IN A DAY?

TABLE: 4.8 40

WHOM DO YOU THINK CLASSMATE COMPETITORS? S.NO 1 2 3 4 5 INTERPRETATION The table shows cello is the 54% tuff competitors of classmate pens. And Reynolds and Montex were second and third competitors respectively. And lexi, flair, rotomac, linc were some of almost equal competitors for classmate pens CLASSMATE COMPETITORS Cello Reynolds Montex Others TOTAL RESPONDENTS PERCENTAGE 54 26 12 8 100 54% 26% 12% 8% 100

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CHART: 4.8 WHOM DO YOU THINK CLASSMATE COMPETITORS?

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TABLE: 4.9 DO YOU DISPLAY CLASSMATE PENS IN YOUR SHOPS? S.NO 1 2 3 INTERPRETATION 61% of shopkeepers says no I will not display classmate pens more in shops because of brand name and sales margin etc.., and 39% respondents says yes I will display because of good brand name and customer retention etc.., DISPLAY OF CLASSMATE PENS Yes No Total RESPONDENTS PERCENTAGE 61 39 100 61% 39% 100

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CHART: 4.9 DO YOU DISPLAY CLASSMATE PENS IN YOUR SHOPS?

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TABLE: 4.10 WHICH CLASSMATE PEN SELLING MORE OUT OF 10 RATIOS? S.NO 1 2 3 4 5 MOST SELLING CLASSMATE PENS B-SPEED OCTANE OCTOFLOW CRYPTON OTHERS TOTAL INTERPRETATION Octane pens sell 4 out of 10 and B-speed and Octoflow sells 1 pen out of 10 respectively and Crypton pens sells 2 out of 10 and other pens sells overall 2 out of 10 RESPONDENTS 1 4 1 2 2 10

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CHART: 4.10 WHICH CLASSMATE PEN SELLING MORE OUT OF 10

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TABLE: 4.11 GRADE WITH FIVE STARS FOR CLASSMATE PENS ? S.NO 1 2 3 4 5 GRADE WITH FIVE STARS 1 Star 2 Star 3 Star 4 Star 5 Star TOTAL RESPONDENTS PERCENTAGE 58 18 11 9 4 100 58% 18% 11% 9% 4% 100

INTERPRETATION For classmate pens most of the respondents grade 1 star only (i.e., 58%). And 18% respondents grade 2star. And 3&4 were 11&9% respectively. Only 4% of respondents grade 5star for classmate pens.

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CHART: 4.11 GRADE WITH FIVE STARS FOR CLASSMATE PENS ?

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FINDINGS AND CONCLUSION Cello Brand enjoys market leadership position and it is also prefer by the majority of the consumer for writing among different brands of Pen available in the market. In different types of Pen, Ballpen is preferred by most of consumers and they have ranked Ball-Pen as No 1 among different Types of pen Blue Colour is preferred by the consumer among different Colours Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and Fluent hand writing as this point size gives the desired writing to consumers Most of the consumers buying brand is not only influenced by any specific single characteristics but it is influenced by either the combination of more than 1. Thus majority buying decision is influenced by Performance of Pen in Total, Of course in different consumer segments there are different characteristics impacting buying Decision. Occupation Wise Classification o For Business Person: The most influencing characteristic impacting buying decision is Price. o For Service Person: Price & Performance have impact influence on buying decision. It signifies that Service Person purchase pen not only considering price but along with it some different features such as Grip, Long Life, etc are also impacting the Decision. But still Price & Performance are dominating features for this Consumer Segments. o For Students: - In this consumer segment it cannot be predicted or analyzed that any 1 characteristic is impacting their decision. But student wants everything in the Pen

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Affordable Price, proper Grip, Long Life and even the performance of the pen. Thus student buying decision regarding pen is influenced equally by almost all variables In the Pen Market the consumers are not loyal to a particular Brand, majority of them do not stick or purchase the same brand. Repeat Purchase is very less. The major reason for this is Pen is Low Involvement Product, as well as low price but in huge product varieties and Price range. Consumers do not purchase the same brand mainly due to Products in the Market by different players and in different Price range ultimately changing the consumer brand. In the Present market condition where Pen is available even in the Price Range of Rs 1 3, consumers do not go for refilling the Pen. They do not refill pen as the Believe that New Pen Cost is Negligible as compared to purchasing a refill. Even the refilling does not give the same writing performance as of the original refill. So consumer refrains from refilling the Pen. TV Advertisement is having a significant impact on majority of the Consumer, Influence of different Advertising Media is not differing by Profession. Thus almost all media is having the impact on buying decision of different consumer Segments.

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RECOMMENDATION (SUGGESTION)

Cello Company is regarded as No 1 market leader due to its product varities mainly in the Price range ranging from Rs 5 20 this is Low Price Segment where majority of consumers prefer to buy their pen. And in the Point Size of 0.5 & 0.6 cello has huge product range. At the same price range Classmate have very less products which can satisfy consumer need not much and even in the Point Size it has more Pen in 0.6 & 0.8 mm and do not have large varities in that Point Size which is impacting the sales in different consumers segments.

So hereby I suggests that Company (Classmate) should Come up with the product in Effective Price range Of Rs 5 20, with Point Size of 0.5 & 0.6, targeted to different consumer segments.

Classmate Company is spending huge sum of money on Advertisement, with Logo (because you are one kind) but like other Companies it is not targeting specific segments. From the survey it is clear that different variable/features influence buying decision of consumer in different segments. Thus Company should not have a common Positioning for all Target Markets. The companies should try to focus on a target group by focusing on various characteristics that affect their buying decision.

E.g.: Business Person Producing the Pen in the Price range of Rs 11 -20, that gives good writing performance and on the basis of that positioning the product in the same way emphasizing the two variables for Specifically Business Person. Other variables does not impact their decision as the above mentioned

Eg: Service Person :- PRICE RANGE Rs 11 -20 Characteristics to Emphasize Price.

For Student:- PRICE RANGE Rs 1 -10 Characteristics to Emphasize Complete Performance 51

Thus if the Company uses all the above mentioned features for specific target market and makes the product, fixes the Price and positioned properly and effectively than it can definitely outperform it competitors in Different Segments. GENERAL SUGGESTION

In this world of Competition there is competition not only from organized players but
unorganized players also. Classmate is also getting tough competition by unorganized players. I hereby suggest that Classmate with its own R & D facilities can outperform this unorganized players by producing the Pen In the price range of Rs 1 -3 (i.e.) Use & Throw which are favorite among students now a Days.

There is huge Opportunity for the Company to have such type of pens and even take First
Move Advantage in this type of pen as still no organized player is producing Pen in Price Rs 1 3. o Finally classmate has to increase brand name for pens. Classmate notebooks has good brand name but not for pens.

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BIBLIOGRAPHY
Books: Modern Marketing Modern Marketing and Principles - Mr.Kathiresan Radha. - Mr. Philip Kotler,Rajan saxena - Mr. R.S.N.Pillai Bagavathi, - Sulthan Chand and sons, - Dr.N.Rajan Nair and - Sajitha R.Nair. Research Methodology Statistical method Research and Business Statistical method - Mr. C.R.Kothari - Mr.S.P.Guptha - Mr.C.William Memory. Marketing Management

Journal: Advertising & Marketing Journal Journal of Branding Journal of Marketing Research Journal of Brand image Research Web sites: www.google.com www. ITC Portal.com www.Classmate pen.com www.Brand Marketing.com

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APPENDIX
QUESTIONNAIRE FOR SHOPKEEPERS Iam, SANTHOSH.P, MBA student of Karunya School of Business, Leadership and Management, Karunya University, Coimbatore is conducting a survey based on A Study on Brand Recognition of Classmate Pens towards ITC Limited, Coimbatore, Tamil Nadu Therefore I kindly request you to spare your precious time to answer the following questions, for which I would be grateful. Note: Information for academic purpose only. Please tick the option 1. Which brand pens sold more in your shop and specify it? a)Cello b)Reynolds c)Montex d)Flair e)Classmate F)Others

2. Which price range pens sold more in your shop and specify brand & product name? a)Below 5 b)6-10 c)11-15 d)16-20 e)Above 20

3. How many pen customers are visiting your shop daily? a)10-20 b)21-40 c)41-60 d)61-80 e)Above 80

4. Which age group customers are visiting more to buy pens? a)5- 10 years b)10-18 c)19-25 d)26-40 e)above 40

5. By near to your shop how many Educational Intuitions and Companies were located? a) Below 5 b)5-10 c)10-15 d)Above 15

6. In what ratio brand and unbranded pens are sold out of 10 approximately in a day? a)5:5 b)2:8 c)3:7 d)4:6 e)8:2 f)7:3 7. g)6:4 h)others..

How many classmate pens are sold out of 10 approximately in a day? a)2 b)4 c)6 d)8 e) others.

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8. Whom do you think classmate competitors? If not why? a)Cello 9. b)Reynolds c)Montex d)Others

Do you display classmate pens in your shops? a)Yes b)No

10. Which classmate pen selling more out of 10 pens ratio? a)B-speed b) Octane c) Octoflow d) Crypton e) Others

11. Grade with five stars for classmate pens? 1 2 3 4 5

Any other suggestion about classmate pens? Please state them in your language? . . .. THANK YOU FOR YOUR VALUABLE TIME

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