1.

0 CONSUMER SATISFACTION
Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customers expectation.

Customer satisfaction is important because it provides marketers and business owners with a
metric that they can use to manage and improve the quality.

1. Customer satisfaction is a gateway to earning loyalty.

2. You must keep customers satisfied to maintain their loyalty.

3. Its a key metric for project management success.

4. Measuring satisfaction lets you know if a client will buy from you again.

5. Clients leave because of poor quality service more than price considerations.

6. It keeps you ahead of your competitors.

7. It promotes customer retention.

8. Acquiring new clients is more expensive than keeping the ones you already have.

9. Disgruntled customers will spread the word about your business.

10. It improves customer lifetime value.

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2.0 INTRODUCTION TO COMPANY
ITC IMPERIAL TOBACCO COMPANY OF INDIA LIMITED

2.1 PRODUCTS - Consumer goods

Tobacco
Hotels
Agribusiness
Paperboards
Packaging
IT
Headquarters Kolkata
Foods -Aashirwaad ,Mint o-gum, B-Natured, Sunfeast ,Candygum , Yipiee
Lifestyle apparel Wills lifestyle ,John players
Personal care -Fiama-Diwills ,Vivel, Superia ,Engage
Stationery - Classmate ,Paperkraft&colour crew
Hotels - Welcom hotel

2.2 HISTORY AND EVOLUTION

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 - Fast Moving Consumer Goods comprising
Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery
Products, rIncense Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business and Information Technology - the full stops in the Company's name
were removed effective September 18, 2001. The Company now stands rechristened 'ITC
Limited,'where ITC is today no longer an acronym or an initialised form.

CEO: YogeshChanderDeveshwar
Headquarters: Kolkata
Customer service: 033 2288 9371
Revenue: 537.5 billion INR (2016, US$8

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2.3 CLASSMATE

Classmate is an Indian brand of student stationery products. ITC Limited launched its Classmate
brand in 2003 with the notebooks category. Subsequently, the Company added new products to
its portfolio, including pens, pencils, mechanical pencils and geometry boxes. Classmate has 900
distributors who make the products available in over 70,000 outlets in India.Classmate brought
in earnings of 40crore in 2005-06. In 2007, it grew to become India's No 1 Notebook brand .The
company revenue increased to more than Rs. 650 crore.

Classmate stands for identifying and celebrating the uniqueness of every child. The brand
encourages each user to nurture the skills and interests that make them special, with confidence,
to make their dreams, reality.

The Classmate philosophy is simple: Everyone is born unique. Classmate stands for the
celebration of this uniqueness within every individual to ensure that the seed of originality does
not get lost. Classmate encourages its users to nurture their true talent, follow their true calling
and become whatever they truly want to be.

Classmate aids in this by offering high quality products that are affordable. After all, in the right
hands, a pen can be much more than a pen, and a notebook can be a window to the world. As a
partner and friend to children during their most important years, Classmate attempts to create an
environment for them to learn and grow in, as they write their own futures, encouraging them
to, LikhoApnaKal.

2.4 MARKET ANALYSIS OF CLASSMATE

"Classmate as a brand recognises that an individual is born unique. Therefore, we must

recognise, nurture and celebrate this uniqueness. We came up with a similar campaign last year
and have decided to extend it this year but with specific focus on the pens this time," says Karan
Kumar, marketing manager, education and stationery business.
ITC will bank on cross-promotions with its notebooks, as range enjoys a 18-20 per cent market
share of the Rs 3,000-3,500-crore market. But in writing instruments, it has has only two per cent
owing to its late entry. At the moment, its focus is on brand creation and communication. This
reflects on its budget allocation too. Of the Rs 35-50 crore advertising budget, a lion's chunk is
being spent on consumer connect.

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According to Kumar, the age when children first start using pens is significant for them. The
permission to use pens in schools, as against the pencils they had used so far, is a sort of a rite-
of-passage for the child, a sign of empowerment. Which is why they try to imitate the first
grown-up habit they can imagine - carve out a unique signature for themselves..
ITC plans to extend the campaign to different media. It will be using the social medium
extensively to increase the outreach, according to Kumar. There will also be school contact
engagement programmesand on-ground contact. It also plans to release these creatives on the
back-covers of its notebook range, by way of cross-promotion.
An expanding portfolio has helped the brand grow over the years, claims Kumar. The company
launched its art material range, Classmate Color Crew, in 2012. It is planning more launches,
including new models of writing instruments, variants of geometry boxes, sub-categories in the
art stationery range and a premium range of notebooks.

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3.0 PRESENT STATE OF AFFAIRS

CURRENT POSITION HOLDERs

1 NakulAnand Executive Director

2 SuryakantBalkrishnaMainak Non Executive Director

3 ZafirAlam Additional Director

4 Shilabhadra Banerjee Non Executive Independent Director

5 ArunDuggal Non Executive Independent Director

6 Sunil BehariMathur Non Executive Independent Director

7 PillappakkamBahukutumbiRamanujam Non Executive Independent Director

8 Sahibzada Syed Habib-Ur-Rehman Non Executive Independent Director

9 Meera Shankar Non Executive Independent Director

10 SanjivPuri Whole Time Director

11 Rajiv Tandon Whole Time Director

12 NirupamaRao Additional Independent Director

4.0 PLANS AND POLICIES

ITC is trying to increase focus on Classmate

The Classmate is now preparing to launch school bags in nearly years.

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Notebooks are about to get interactive .The paperones, that is ITC ,which makes the Classmate
brand of notebooks is developing an argumental reality technique by which scanning the cover
image through a third party app will convert it into a puzzle or game to play.

ITC is talking to companies with its promise of green technology backing its paper.

At a corporate level, ITC has announced close to Rs.5,ooocrore investment in classmate.

5.0 ITC SWOT

STRENGTH

1) ITC has a strong and experienced management

2) Strong brand presence, excellent products advertising.

3) Diversified product and services portfolio which includes FMCG, Hotel chains.
4)Over 6500 E-Choupal CSR activities and sustainability initiatives enhance ITCs brandimage
5) ITC limited employees over 25,000 people
6)Excellent research and development facilities

WEAKNESS

1)ITC is still dependant on its tobacco revenues and people have cheaper substitutes and other
brands
2).Hotel industry has not been able to create a huge market share.

OPPORTUNITIES

1). Tap rural markets and increase penetration in urban areas

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2).Mergers and acquisitions to strengthen the brand
3).Increasing purchasing power of people thereby increasing demand
4). More publicity of hotel chains to increase market share in rural markets.

THREATS

1). Strict govt. regulations and policies regarding cigarettes

2).Intense and increasing competition amongst other FMCG companies and hotel chains
3).FDI in retail thereby allowing international brands

4 ) Competitors like Marico ,Loreal ,HUL, Colgate .

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6.0OBJECTIVES

1.To ascertain the customers satisfaction level.

2.To find out how the product can be improved in their opinion

7.0RESEARCH METHODOLOGY

Research type- Descriptive

The research was on descriptive basis .It was the research that had studied the
characteristics of respondents that why consumer were buying products of
classmate.
Sample region Bareilly
The sample region choosen for research was bareilly .
Sample size-80
A total of 80 questionnaires were filled & sample size was also 80.
Type of data- primary data and secondary data.
Primary datainclude questionnaire , interpretation where direct effort were made
by researcher & secondary data include information regarding company .
Method of data collection- questionnaire
The researcher took help of questionnaires to complete research for evaluating
consumer satisfaction towards classmate stationery.
Sampling technique-convenience sampling technique
The research took help of convenience sampling to collect data .The respondents
who were willing to participate were approached first.
Types of questionnaire- close ended
This research is based on close ended questionnaire in which respondent was
bound to give answers from the options /choices.

7.0 QUESTIONNAIRE

A study on the level of consumer satisfaction of ITC FMCG

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Classmate stationery

Name of the student Surabhi

Name of the guide - MsNidaQasmi
Research area - Bareilly
(Please provide the following information before filing the further details )

Name
Address
Telephone
Website

Q1- Have you ever used branded stationery ?

a.Yesb.No

Q2-From where have you heard about Classmate brand ?

a.TVadvertismentsb.Banners& hoardings

c.Newspapers& Magazines d.Internet

Q3-Which factor of classmate ITC influence your buying decision ?

a.Priceb.Quality

c.Easy availability d.Brand name

Q4-Which of the following stationery products of Classmate are you familiar & also deal in ?

a.Classmate notebooks b.Classmate math instruments

c.Classmate writing instruments d.Classmate Scholastic products

Q5-The price of the ITC stationery with respect to its competitor is

aVery high b.High

c.Averaged.Low

Q6-The quality of the classmate products with respect to its competitor is

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a.Excellentb.Good

c.Satisfactoryd.Low

Q7-Which other company do you think is a good competitor of Classmate

a.Navneetb.Bilt

c.Others

Q8-What do you think the degree of satisfaction level of classmate ?

a.Very satisfied b.Satisfied

c.Unsatisfied

Q9-What are the defects of classmate in your opinion ?

a.High price b.Poor quality

c.Badadvertismentsd.Others

Q10-Based on your experience with Classmate ,how likely are you to buy Classmate again ?

a.Definitely will b.Probably will

c.Might or might not d.Probably will not

Q11-Would you like to recommend anyone about Classmate product ?

a.Yesb.No

9.0 ANALYSIS& INTERPRETATION OF COLLECTIVE DATA

Q1-Have you ever used branded stationery ?

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 YES

Total; 100%

INTERPRETATION

Researcher depicted in above pie chart, total 100% (n=80) responses a majority of the 100%
(n=80) respondents have used branded stationery.

Q2-From where have you heard about classmate brand ?

Total

NEWSPAPER & MAGAZINES; 28% TV ADVERTISMENTS; 48%

INTERNET; 10%
BANNERS & HOARDINGS; 15%

INTERPRETATION

Researcher depicted in above pie chart,total 100 % (n= 80) responses a majority of the 48%
(n=38 ) respondentshave heard classmate brand from TV advertisements ,27% (n=22)
from.newspapers& magazines , 15% (n = 12 ) from banners &hoardings , 10% (n=8) from
internet

Q3-Which factor of the classmate ITC influence your buying decision ?

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 Total

QUALITY; 63%

PRICE; 8%
EASY AVAILABILITY; 13%
BRAND NAME; 18%

INTERPRETATION

Researcher depicted in above pie chart,total 100% (n=90 ) responses a majority of the 63%
(n=50 ) respondents buy classmate for its quality ,17% (n=14) buy for brand ,12% (n=10) for
easy availability and 8% (n=6) for price.

Q4-Which of the following stationery products of classmate are you familiar & also deal in?

Total

CLASSMATE NOTEBOOKS; 56%

CLASSMATE MATH INSTRUMENTS;
CLASSMATE
13%SCHOLASTIC PRODUCTS; 9%
CLASSMATE WRITING INSTRUMENTS; 23%

INTERPRETATION

Researcher depicted in above pie chart that total 100% (n=80) responses a majority of 56%
(n=45) respondent buy classmate notebooks ,23%(n=18)buy classmate writing instrument ,12%
(n=10) buy classmate math instrument and 9%(n=7) scholastic products.

Q5-The price of the classmate stationery products with respect to its competitor is?

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 Total

VERY HIGH; 23%

AVERAGE; 36%

HIGH; 41%

INTERPRETATION

Researcher depicted in above pie chart, total 100% (n=80) ,responses a majority 41%(n=33)
respondant that price of classmate stationery with respect to its competitor is high ,36% (n= 29 )
average ,23%(n= 18 )very high .

Q6-The quality of the classmate products with respect to its competitor is ?

Total

GOOD; 35%

EXCELLENT; 46%
SATISFACTORY; 19%

INTERPRETATION

Researcher depicted in above pie chart, total 100% (n=80) responses a majority 46% (n=37)
respondent say that quality of classmate products is excellent ,35%(n= 28 )good &19% (n=
15)satisfactory.

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Q7-Which other company do you think is a good competitor of classmate?

Total

OTHERS; 50%

BILT; 14%

NAVNEET; 36%

INTERPRETATION

Researcher depicted in above pie chart total100% (n=80) responses a majority 50% (n=40)
respondent say that others is good competitor of classmate ,36% say navneet is a good
competitor &11% say that bilt is a good competitor.

Q8- What do you think the degree of satisfaction level of classmate ?

Total

SATISFIED; 63%
VERY SATISFIED; 36%

UNSATISFIED; 1%

INTERPRETATION

Researcher depicted in above piechart that total 100% (n=80) responses a majority 63% (n=50)
respondentwere satisfied by the classmate ,36%(n=29) were highly satisfied & 1%(n=1) were
unsatisfied by the classmate.

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Q9-What are the defects of Classmate in your opinion?

Total

HIGH PRICE; 55%

BAD ADVERTISMENTS; 16% OTHERS; 25%

POOR QUALITY; 4%

INTERPRETATION

Researcher depicted in above piechart total 100% (n=80) responses a majority 55%(n=44)
respondent agree high price is the defect in classmate ,25%(n=25) agree others , 16%(n=13)
agree bad advertisement &4%(n=3) agree poor quality is the defect in classmate.

Q10-Based on your experience with Classmate how likely are you to buy classmate again ?

Total

PROBABLY WILL; 46%

MIGHT OR MIGHT NOT; 13%

PROBABLY WILL NOT; 4%

DEFINITELY WILL; 38%

INTERPRETATION

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Reseacher depicted in above piechart, total 100%(n=80) responses a majority 46% (n=37)
respondant will probably buy classmate ,37% will definitely buy classmate , 13% (n=10) will
might or might not , 4% (n=4)will probably not buy classmate again.

Q11-Would you like to recommend anyone about Classmate product ?

Total

YES; 86%

NO; 14%

INTERPRETATION

Researcher depicted in above piechart that total 100%(n=80) responses a majority 86% (n=69)
would recommend about classmate product &14 % (n=11) would not recommend about
classmate product.

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10.0 FINDINGS

Researcher had found that 100%respondents(n=80) used branded

stationery.Hence it was observed that majority of respondents used branded
stationery.
Researcher had found that 48% respondents (n=38) heard classmate brand
from TV advertisments ,27% respondents (n=22) from newspaper &
magazines ,15% respondents (n=12) from banners & hoardings ,10%
respondents (n=8) from internet.Hence it was observed that majority of
respondents heard about classmate brand from TV advertisments .
Researcher had found that 63% respondents (n=50) buy classmate
stationery for its quality ,17% respondents (n=14) buy for its brand ,12%
respondents (n=10) for easy availability & remaining 8% respondents (n=6)
for its price.Hence it was observed that majority of respondents bought
classmate stationery for its quality.
Researcher had found that 56% respondents (n=45) buy classmate notebooks
, 23 % respondents (n=18) classmate writing instrument ,12% respondents
(n=10) classmate math instrument & 9% respondents (n=7) classmate
scholastic products. Hence it was observed that majority of respondents
bought classmate notebooks.
Researcher had found that 41% respondents (n=33) think that price of
classmate stationery is high as compared to others ,36%(n=29) respondents
think that price of classmate stationery is average ,23% respondents (n=18)
think price is very high .Hence it was observed that majority of respondents
think price of classmate stationery is high .
Researcher had found that 46 % respondents (n=37) believed quality of
classmate stationery is excellent ,35% respondents (n=28) believed quality
of classmate stationery is good & remaining 19% respondents (n=15)
believed quality of classmate stationery is satisfactory .Hence it was

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 observed that majority of respondents believed that quality of classmate
stationery is excellent.

Researcher had found that 50% respondents (n=40) think that others brand is
the good competitor of classmate ,36% respondents (n=29) think navneet &
rest 11 % think bilt is the good competitor of classmate .Hence it can be
concluded that majority of respondents think other brands is good
competitor of classmate stationery.
Researcher had found that 63%(n=50)respondents were satisfied by
classmate ,36% respondents (n=29) were highly satisfied and 1%
respondents (n=1) were unsatisfied by classmate stationery.Hence it can be
concluded that majority of respondents were satisfied by classmate
stationery.
Researcher had found that 55%(n=44)respondents think that high price is
the defect in classmate stationery , 25% (n=25) respondents think other is
the defect in classmate ,16% respondents (n=13) think bad advertisments is
the defect in classmate stationery & rest 4% respondents (n=3) think poor
quality is the defect in classmate .Hence it can be concluded that majority of
respondents think high price is the defect in clasmate stationery.
Researcher had found that 46% respondents(n=37) will probably buy
classmate again 37%respondents (n=30) will definitely buy classmate ,13%
respondents (n=10) might or might not & remaining 4% respondents (n=3)
will not buy classmate stationery again. Hence it can be concluded that
majority of respondents will probably buy classmate stationery again.
Researcher had found that 86%respondents (n=69) will recommend others
about classmate product & reamining 14% respondents (n=11) will not
recommend others about classmate.Hence it can be concluded that majority
of respondents will recommend others about classmate brand.

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11.0 LIMITATIONS OF THE STUDY

1. The sample area was confined for research.

2.The duration of study was less.

3.The study was limited to the sample size of 80 respondents.

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12.0 Conclusion

Consumer satisfaction is worthless & consumer loyalty is priceless. A satisfied

consumer is the best business strategy.Consumer satisfaction is important because
it will create a strong bond in the minds of consumer & will discourage them from
switching to another brand .Consumer now a days are more quality conscious
,they want more and more satisfaction . Just like consumers buy classmate
stationery and its products for its qualityinspite of having high prices as compared
to others. Consumer satisfaction characterizes itself by a high degree of word- of-
mouth .Unlike not having much adverstisments of Classmate & its products in
market then also consumers buy it and even recommend for it to others.

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13.0 BIBLIOGRAPHY / REFERENCES
Researcher has used the following for finding the data

1. Introduction to topic .

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/

https://en.m.wikipedia.org/wiki/Customer_satisfaction

2. Introduction to company
https://en.wikipedia.org/wiki/ITC_(company)

http://info.shttp://www.business-standard.com/article/management/itc-increases-focus-on-
classmate-113070700635_1.htmlhine.com/company/itc-limited/1528.html

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