A

PROJECT REPORT
ON

“AN ANALYTICAL STUDY OF MARKETING MIX STRATEGIES OF ITC

(INDIAN TOBACCO COMPANY) WITH SPECIAL REFERENCE TO
STATIONARY PRODUCTS”

SUBMITTED TO:

RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY

IN PARTIAL FULFILMENT OF THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SUBMITTED BY:

MR. PRABHAT KUMAR RANJAN

B.B.A- FINAL YEAR

UNDER THE GUIDENCE OF

Dr. ARCHANA DADHE
 CERTIFICATE

This is to certify that “PRABHAT KUMAR RANJAN” has submitted the project
report titled ““AN ANALYTICAL STUDY OF MARKETING MIX
STRATEGIES OF ITC (INDIAN TOBACCO COMPANY) WITH SPECIAL
REFERENCE TO STATIONARY PRODUCTS”, towards partial fulfilment of
BACHELOR OF BUSINESS ADMINISTRATION partial degree examination.
This has not been submitted for any other examination and does not form part of any
other course undergone by the candidate.
It is further certified that he/she has ingeniously completed his/her project as
prescribed by Rashtrasant Tukadoji Nagpur University, Nagpur.

Name of Project Guide Dr. Ashwini Purohit

Dr. Archana Dadhe (Co-ordinator)

Place

Date
 ACKNOWLEDGEMENT

It is my great pleasure to present the project titled “AN ANALYTICAL STUDY ON

MARKETING MIX STRATEIGES OF ITC WITH SPECIAL REFERENCE
TO STATIONARY PRODUCTS.”

At first I sincerely express my gratitude to Dr.Archana Dadhe for guiding me and

for his unending encouragement throughout the session.

I must reward my gratitude to BBA Department for their valuable guidance. I am very
thankful to our Principal for providing me the required facilities to develop this
project. I am also thankful to the other faculty members of my college for guiding me
and for helping in the completion of this project.

It is my pleasure to acknowledge the help I has received from my college. Last but not
the least, I am thankful to all the people who contributed directly or indirectly in the
completion of this project.

Student Name And Signature

PRABHAT KUMAR RANJAN

Place:

Date:
 INDEX

SR. CONTENT PAGE NO.

NO.
1 INTRODUCTION 1-6

1.1 INTRODUCTION OF MARKETING MIX

1.2. DEFINITION OF MARKETING MIX
1.3. MEANING AND OBJECTIVES
1.4. INTRODUCTION TO 4 P’s

2 INTRODUCTION OF COMPANY 7-18

2.1 INTRODUCTION OF ITC

2.2. AWARDS AND RECOGNITION

3 PRODUCT PROFILE 19-21

3.1. STATIONARY PRODUCTS

4 RESEARCH METHODOLOGY 22-25

4.1. INTRODUCTION
4.2. RESEARCH DESIGN
4.3. PROCESS OF RESEARCH METHODOLOGY
4.4. LIMITATIONS OF STUDY

5 REVIEW OF LITERATURE 26-29

5.1. CASE STUDY 1

5.2. CASE STUDY 2
5.3. CASE STUDY 3
5.4. CASE STUDY 4

6 DATA ANALYSIS AND INTERPRETATION 30-44

7 RESULT & FINDING 45-48

7.1. MAJOR FINDINGS

7.2.CONCLUSION
7.3. SUGGESTION
7.4. TESTING OF HYPOTHESIS

8 BIBLIOGRAPHY 49

9 ANNEXURE 50-53
 TABLE AND GRAPHS

SR.NO TOPIC PAGES

1. 30
PROMTIONAL PROGRAMMES PEOPLE GET ATTRACTED TO

2. 31
PRICING OF CLASSMATE PRODUCT IS ECONOMICAL

3. 32
LEVEL OF SATISFACTION

4. 33
PROMOTIONAL STRATEGY MOST PREFERRED

5. 34
MOST PREFERRED CLASSMATE PRODUCT

6. 35
AREA WHERE PRODUCTS ARE PROVIDED

7. 36
OPINION OF PRODUCT ABOUT THE BRAND

8. 37
REASON OF BRAND SUCCESS

9. 38
FACTORS WHICH INFLUENCES DEALERS

10. 39
GROWTH OF THE COMPANY

11. 40
DEMAND OF THE PRODUCT

12. 41
INCENTIVE SCHEME PROVIDED TO WHOLESALER
Introduction
Chapter No. 1
INRODUCTION

INTRODUCTION TO MARKETING MIX:-

In marketing planning we use marketing information to assess the situation. We have

to select specific marketing targets in the form of market segments. Modern
marketing activities are directed towards satisfying the needs and wants of customers.
The marketing mix is the combination of strategies and processes adopted for
consumer satisfaction. Marketing Mix is a policy adopted by the manufacturers to get
success in the fiend of marketing. Those days, when goods were matched with the
market have gone.The modern market concept emphasises the importance of the
consumer’s preference. Manufacturers take various policies to get success in the
market and the marketing mix is one of the important policies.

In marketing planning, we make use of marketing information to assess the

situations.Therefore, a manufacturer first analyses the nature of the consumer’s needs
and there plans his products to give satisfaction to the consumers. All the marketing
effort focuses attention around the consumer’s need. The management therefore is
concerned with the markets market behaviours to identify the target groups of
consumers through market information. There the management plans to meet the
consumer’s need and to face the competitors. All these programmes involve a number
of functions, which are to be planned carefully, and planning need analysis of the
market to take a decision - prediction and forecasting to the future needs of the public.
Marketing departments performs the operations and the market offering mix is the
result. Thus, the identification of demand and supply involves various functions of
marketing to attain success in the market and the combination of these functions is
known as “Marketing Mix.”

DEFINITION:-

The term marketing mix is been defined differently

1. According to Borden, “The marketing mix refers to the appointment of

efforts, the combination, the designing and the integration of the elements of
marketing into a programme or mix which, on the basis of an appraisal of the
marketing focus will best achieve an enterprise at a given time.”

2. According to Stanton, “Marketing Mix is the term used to describe the

combination of the four inputs which constitutes the core of a company’s
marketing system – the product, the price structure, the promotional activities
and the distribution system.”

3. According to Philip Kotler, “Marketing – Mix is the mixture of controllable

marketing variables that the firm uses to pursue the sought level of sales in the
target market.”
 FEATURES OF MARKETING MIX:-

 The four elements of marketing mix are co-equal, interdependent and

essential.
 Marketing mix is useful in achieving the marketing objectives, i.e., sales,
profits and customer satisfaction.
 Marketing mix is flexible and dynamic process.
 The component could be adjusted to meet the competition in a dynamic
marketing environment.
 Marketing manager acts as mixer of all marketing ingredients and he has to
use his knowledge, skills and experience in developing an optimum
marketing-mix.
 The concept of marketing mix is applicable to business and non-business
organisation.
 The thorough understanding of the customer is common to all the four
elements. The focus point of the marketing mix is the customer and the
marketing-mix is expected to provide maximum customer satisfaction.

FACTORS AFFECTING MARKETING MIX:-

The factors affecting marketing mix can be broadly divided into two types:-

Factors related to market factors related to product

Factors related to the market:-

a) Policies of the government: - The policies of the government with regard to

prices of oil, direct and indirect taxes, foreign exchange, etc. are to be
considered while finalising the marketing programme.

b) Consumer Behaviour: - It is affected by a number of factors such as

education, income, age, group, industrialisation, occupation, attitude, belief,
values, customs, etc. and these variables affect the demand of the product.

c) Competition: -It affects both the demand and prices of the products and the
marketing manager have to prepare a marketing mix to meet the competition.

d) Trade Factors: -Trade factors such as channel of distribution, trade practices,

the motives and assumptions of the distributors, services provided by the
intermediaries etc. require careful examination while developing the
marketing-mix.
 Factors related to products:-

a) Product planning: -The main objective of a firm is to provide a product

or service to the consumers and product planning include the type, quality
and design of the product, the target market, the sales volume.

b) Branding: -The Company has to take the decision with regard to brand
policies, brand promotion and trademark.

c) Packaging: -The management has to decide about type, quality, design of

packaging based on cost, sales and service consideration.

d) Distribution: -Channels of distribution, warehousing, physical movement

of stocks, financing are to be considered.

e) Personal selling: -Activity will have an impact on the formulation of

marketing-mix.

f) Advertising: -Advertising strategy, media, methods, cost etc. are some of

the important aspects of the variables.

g) Market research: -Involves systematic gathering, recording and analysis

of data about problem connected with product, pricing, promotion and
distribution. It deals with research on customer demand, i.e., behaviour of
customers, analysis of sales data, Market share, etc.
 INTRODUCTION OF FOUR P’s:-

The marketing mix indicates the appropriate combination of four P’s for achieving
marketing objectives. The components are also known as marketing-mix variables or
controlled variables as they can be used as per business requirements. In the simplest
manner, the basic marketing-mix is the blending of four inputs or sub-mixes which
form the core of the marketing system.
a) Product mix.
b) Price mix.
c) Place mix/ Distribution mix.
d) Promotion.

The marketing mix is the combination of the product, the distribution system, the
price structure and the promotional activities. The term marketing mix is used to
describe a combination of four elements- the product, price, physical distribution and
promotion. These are properly known as “Four P’s.” These four elements or sub-
mixes should be taken as instruments, by the management, when formulating
marketing plans. As such, marketing manager should have a thorough knowledge
about the four Ps. The marketing mix will have to be changed at the change of
marketing conditions like economic, political, social, etc. Marketing mix is developed
to satisfy the anticipated needs of the identified markets. A brief description of the
four elements of marketing mix (four P’s) is:-

a) Product:-The product itself is the first element. Product must satisfy

consumer needs. The management must, first decide the products to be
produced, by knowing the needs of the needs of the consumers. The product
mix combines the physical product, product services, brand and packages. The
marketing authority has to decide the quality, type of goods or services which
are offered for sale. A firm may offer a single product (manufacturer) or
several products (seller). The marketing authority has to take a number of
decisions as to product additions, product deletions, product modifications.

b) Price: -The second element to affect the volume of sales is the price. The
marked or announced amount of money asked from a buyer is known as basic
price-volume placed on a product. Basic price alterations may be made by the
manufacturer in order to attract the buyers.

c) Promotion: -The product may be made known to the customers. Firms may
undertake promotion work- advertising, publicity, personal selling, etc. which
are the major activities. And thus the public may be informed of the products
and be persuaded by the customers. Promotion is the persuasive
communication about the products, by the manufacturer to the public.

d) Distribution (place):- physical distribution is the delivery of the products at

the right time and the right place. The distribution mix is the combination of
decisions relating to marketing channels, storage facility, inventory control,
location, transportation, warehousing, etc.
 MARKETING MIX:-

PRODUCT PRICE PLACE PROMOTION

Features Credit Terms Channels Advertising

Design Payment Period Locations Sales Promotion
Brand Discount Stock Publicity
Package Commission Delivery Selling
Services Price Transport Communication
Warranty Differentials Wholesale selling
Quality Retailing
Style
 Introduction of
Company
 Chapter No.2
INTRODUCTION OF COMPANY

ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata,

West Bengal. Its diversified business includes five segments: Fast-Moving
Consumer Goods (FMCG), Hotels, Paperboards & Packaging, and Agri-
Business & Information Technology.

Established in 1910 as the Imperial Tobacco Company of India Limited,

the company was renamed as the Indian Tobacco Company Limited in 1970
and further to I.T.C. Limited in 1974. The periods in the name were removed
in September 2001 for the company to be renamed as ITC Ltd. The company
completed 100 years in 2010 and as of 2012-2013, had an annual turnover of
US$45 billion. It employs over 25000 people at more than 60 locations across
India and is part of Forbes 2000 list.

HISTORY

ITC was formed on 24 August 1910 under the name of Imperial Tobacco
Company of India Limited, and the company went public on 27 October 1954.
The earlier decades of the Company’s activities was centred mainly on
tobacco products. In the 1970s it is diversified into non-tobacco businesses.

In 1975, the company acquired a hotel in Chennai, which was renamed the
‘ITC- Welcome-group Hotel Chola’ (now renamed to MyFortune, Chennai)

In 1985, ITC setup Surya Tobacco Co. in Nepal as an Indo-Nepali and British
joint venture, with the shares divided between ITC, British American Tobacco
and various independent domestic shareholders in Nepal. In 2002, Surya
Tobacco a subsidiary of ITC and its name was changed to Surya Nepal Private
Limited.
In 2002, ITC launched the expressions range of greeting cards, the Wills Sport
range of casual wear, and a wholly owned information technology subsidiary,
ITC Infotech India Limited.

In 2001, ITC introduced the Kitchens of India brand ready-to-eat gourmet

Indian recipes, which are produced and sold internationally, at first in cans and
later in retort packages, and more recently on line and at festivals.

In 2002, ITC entered the confectionery and staples segments and acquired the
Bhadrachalam Paperboards Division and the safety matches company
WIMCO Limited.

ITC entered the incense sticks or agarbattis business in 2003, selling its
products under the Mangaldeep brand.

ITC diversified into body care products in 2005.

In 2010, ITC launched its hand rolled cigar – Armenteros – in the Indian
market.

The company began online sales in 2014.

ITC owned “Chambel Agritech LTD” an Australian “Technico PTY”

subsidiary in May, 2008, diversifying its business portal & to develop synergy
between Seed Potato Production and Chip stock supply, later the name
changed to “Technico Agri-Science Ltd” wholly owned subsidiary of ITC Ltd.

EMPLOYEES:-

As per the annual report of the company, it had 25,963 employees as on 31

March 2013, out of which 3,043 were women. It spent Rs.2, 145 crores on
employees’ benefits during the FY 2012-2013. During the same year, its
attrition rate was 12%.
Its Chairman Y C Deveshwar has won renowned awards and recognitions
including Padma Bhushan from Government of India and 7th best performing
CEO in the world by Harvard Business Review.
Meera Shankar. Indian ambassador to USA between 2009 and 2011 joined the
board of ITC Limited as the first woman director in its history. She is an
additional non-executive director of the company.

PRODUCTS:-

 Consumer Goods
 Tobacco Hotels
 Agribusiness
 Paperboards
 Speciality papers
 Packaging
 Information Technology
 Stationary products.
 CLASSMATE

INTRODUCTION:-

Classmate is an Indian brand of stationary products. ITC Limited (formerly

Indian Tobacco Company) launched its Classmate brand in 2003 with the
notebooks category. Subsequently, the company added new products to its
portfolio, including pens, pencils, mechanical pencil and geometry boxes.
Classmate has 900 distributors who make the products available in over
70,000 outlets in India. Classmate brought in earnings of 40 crore in 2005-06.
In 2007, it grew to become India’s No 1 Notebook brand. The company’s
revenue increased to more than Rs. 650 crore in 2011-2012.

INITIATIVES

Classmate ideas for India challenge: -Classmate has launched a program

called CLASSMATE IDEAS FOR INDIA CHALLENGE. The program was a
part of the company’s centenary initiatives. The nationwide the program
would invite ideas of the youth who have the potential to transform India.
Classmate ideas for India challenge plans to reach out to 2.5 million students
across 30 cities, 500 schools and 200 colleges across the country. The CII-ITC
centre of excellence for sustainable development, WWF India, the Tony Blair
Faith Foundation, Janaagraha and the Akshaya Patra Foundation among others
are the program partners for the event. The program would encourage the
finalists with an internship with relevant program partners, besides cash prizes
and other rewards. Additionally, the top five winners would be sent to a one-
week internationally study tour.

Discussions: -ITC classmate hosted a discussion on the subject titled

Principal, Parents and Children: Building a relationship of mutuality. The
panellist agreed on the need for greater student involvement, in the choice of
what they are taught, as well as the method of imparting education.

Corporate social responsibility: -Every classmate notebook carries ITC’s

corporate social responsibility message on its social development initiative
that supports, among other projects, primary education.

Classmate young authors contest:- The classmate young authors contest

2004( CYAC 2004) was initiated by ITC limited to provide a platform for
budding writers among students to showcase their talent and an opportunity to
develop it through interaction with some of the country’s leading literary
icons.

Classmate spell bee: -Classmate spellbee has completed seven seasons so far
and is considered India’s largest spelling competition. It aims to bring the best
spellers together from every part of the nation focusing on honing the spelling
skills of Indian students in a fun and educative way. The last season winner
received a cash prize of 2 lakh along with a sponsored trip to Washington DC,
USA to witness the Scripps National Spelling Bee 2015 with a parent.

Classmate Art Academy

WWF – India and ITC Ltd. promoting responsible forestry:-This first took
off in 2009. ITC Classmate was the first Indian company to join the Global
Forest and Trade Network (GFTN). Paper craft premium Business Paper is a
product of ITC Limited and is the country’s greenest paper mill. ITC
contributes towards environment: through ozone treatment & ECF technology
to eliminate toxicity in the industrial effluents released by them into the
ecosystem, and in large scale through afforestation and water conservation by
planting 8 trees for every tree used, which has greened over 1 lakh hectares
since 2008.

AWARDS AND RECOGNITION:-

 In 1994 and 1995, the ILTD Division in Chirala and Anaparti won the
“Best of all” Rajiv Gandhi National Quality Award.
 ITC features on the Forbes Global 2000 rankings for 2012 at position
841. In the same rankings, the company’s market value placed it as the
184th largest company in the world. Forbes has also included the
company in Asia’s Fab 50 list.
 In 2013, ITC was ranked the third most admired company in India by
Fortune.
 In 2011, all of ITC’s super premium luxury hotels were accorded
LEED Platinum certification, making ITC Hotels the ‘Greenest Luxury
Hotel Chain in the World.’
 In 2010, ITC was ranked 6th amongst global consumer goods
companies in sustainable value creation during 2005-2009, by Boston
Consulting Group.
 It received the National Award for excellence in Corporate
Governance from the Institute of Company Secretaries of India in
2007.
 In 2006, ITC’s e-Choupal programs won the Stockholm Challenge
Award 2006 in the Economic Development Category. This program
enables over 3.5 million farmers to access crop-specific and
customised information in their native village habitat and language.
 In 2014, The Brand Trust Report publishes by Trust Research
Advisory, a brand analytics company, ranked ITC in the 9th position
among India’s most trusted brands in the Diversified Sector.
Product Profile
 Chapter No. 3:-
PRODUCT PROFILE

ABOUT CLASSMATE:-

Launched in 2003, with an array of students notebooks, Classmate currently is

INDIA’s NO. 1 NOTEBOOK BRAND* and offering a comprehensive stationery
portfolio with writing instruments (ball, gel & roller pens and wood-cased
&mechanical pencils), mathematical instruments( geometry boxes and compass kits),
scholastic products (erasers, sharpeners and rulers) and art stationery products (wax
crayons, plastic crayons, sketch pens and oil pastels).

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

The classmate philosophy is simple: Everyone is born unique. Classmate stands for
the celebrating 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 becomes 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 a 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, “likho apna kal!”

PRODUCTS OF CLASSMATE:-

Classmate products range from notebook, pens, pencils, mechanical pencils,

diaries, mathematical drawing instruments, sholastics—erasers, sharpeners
and scales and art stationery products.

Notebooks:- Classmate notebooks consist of more than 300 variants including

notebook, long books, practical books, drawing books and reminder pads. ITC
focused on the design elements of notebooks: each classmate notebook has a
theme on the cover and related information inside.
ITC Classmate notebook are said to use Ozone-treated, Elemental Chlorine
Free Paper which has lesser use of chemicals in bleaching stage. Ozone treated
of paper before bleaching process improves paper quality and shelf life.

Pens: -The range of pens includes ball, gel & roller pens etc.

Pencils & mechanical pencils: -Classmate range of pencils includes both

wooden and mechanical pencils. The different variants of wooden pencils
include: HB bonded lead, HB jet black, carbon black, 2B trilobe and rubber
tipped.

These pencils come with different featured like rubberised gripper in Da Vinci
and Ezy grip and a comfortable triangular grip in Triklik. They even have
mechanisms like an innovative side click mechanism in Clutch, auto lead
dispensing in Locus & a comfortable triangular rubberised grip in trilobe. The
Different variants available include: Fine Script, Neat Script, and Tri Klil, Da
Vinci II, and Ezy grip, Clutch, Trilobe and Locus.

Art stationery products:- Classmate colour crew range of art material

include Wax crayons, plastic crayons, oil pastels and sketch pens.

Mathematical drawing instruments: -The variants of mathematical drawing

instruments available include: Classmate Asteroid, Classmate Invento &
Classmate Victor.
 Research
Methodology
 RESEARCH METHODOLOGY

INTRODUCTION TO RESEARCH METHODOLOGY:-

Research is an essential and powerful tool in leading man towards progress. Without
systematic research there would have been very little progress.

Research may be defined as, “ The manipulation of things, concepts or symbols for
the purpose of generating to extend, correct or verify knowledge whether that
knowledge aids in construction of theory or in practice of an art.”

Marketing research is used to know the wants of the customers and also to fulfil the
needs of customers. In short research methodology is the way how to conduct the
research.

RESEARCH DESIGN:-

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the research. In fact, it is the key
to the evaluation of successful marketing strategies and programmers. It is an
important tool to study buyer’s behaviour, consumption pattern, brand loyalty and
focus market changes. A research design specifies the method structure, and strategy
as to obtain answers to research question to control variance.

OBJECTIVES OF RESEARCH:-

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Thus each research study has its own
specific purpose, and research objectives can summarised in followed broad group.

The research provides base for investigation by which relationship between two
variables can be established. It is only in systematic research where induction and
deductions are possible.

Observation is main element in the research study by which decision making ability
can be increased. Collection of primary and secondary data is involved in the research
process and now with these requirements objectives of research can be further be
classified into following:
1. Decision Making Objectives.
2. Environment Objectives.
3. Market Objectives.
4. Customer Objectives.
5. Profit and Promotional Objectives.
1. Decision Making Objectives: - Decision making is now influenced by research.
The project identification and implementation is based on the research conducted.
There cannot be any business policy which is not affected by research findings.
Controlling, which is the main function in the management can effectively be
organised through research study.

2. Environment Objectives: - All the decision in the business is taken in relation to

the environment in which business operates. All the factors affecting business like
State, Investor, Worker, Customer and the completion requires systematic
investigation before any decision is to taken.

3. Market Objectives: - The market objectives to research are defined as market.

This includes the market share of products, profit margin of the organisation and the
total sales volume of the company. On the basis of careful investigation of the market
information relevant market strategies can be drawn regarding new product
development, product approach and modification.

4. Customer Objective: - The need of the customer is assessed. Well in advance even
before product is planned. The utilities of product are decided on the basis of quality
of product, in relation to the requirement of the customers. It is in this respect that the
inquiry is conducted to find out the level of satisfaction of customers.

5. Profit and Promotional Objectives: - In most companies the profit maximisation

is the main objectives to be attend by them. This requires investigations and
consultations to be conducted. Surveys are also conducted to work out the variables in
support of the promotional activities. The research provides strong base for these
activities.
 RESEARCH PROCESS

FORMULATION OF RESEARCH PROBLEM

REVIEW OF LITERATURE

OBJECTIVE OF RESEARCH AND HYPOTHESIS

PREPARATION OF RESEARCH DESIGN

DETERMINING SAMPLE DESIGN

DATA COLLLECTION

PROJECT EXECUTION

DATA ANALYSIS

TESTING OF HYPOTHESIS

DATA INTERPRETATION

REPORT WRITING

1. FORMULATION OF RESEARCH PROBLEM:-The research problem

relates to statement of problem and relationship between two variables under
study. Research has to identify the problem first and later on a required single
out the problem.
This will give scope to researcher to decide general area of interest or subject
matter of the research study; it means researchers will have to narrow down
scope of the study by formulating general topic of research study into specific
problem under study.
Therefore in relation to the formulation of research problem two steps are
involved basic understanding of the research problem and rephrasing the
research problem into meaningful terms.

2. REVIEW OF LITERATURE:- Research cannot be conducted without

reviewing of existing literature whichever is available. The existing literature may
be conceptual or empirical in nature. Conceptual literature is concerned with
concept or theories. Empirical literature is concerned with earlier studies of
similar nature already conducted. This review existing studies provides base to
understand how to plan for the study.
The review of the existing literature will help researcher to define his research
problem of general nature into analytical terms or onto operational term.
 If the problem is properly defined on the basis of the review of the literature, this
will help the researcher to discriminate the relevant data from collection of
irrelevant data and confusion at this level can be avoided.

3. OBJECTIVE OF RESEARCH AND HYPOTHESIS:- After the formation

of the research problem and reviewing of the available existing literature now
hypothesis is required to be explained by the researcher. The normal assumptions
which are the base of the study may be tentative are considered as hypothesis.
These assumptions are used to drawn to test this logical sequence.
The researcher should try to avoid vagueness in these assumptions. Therefore
hypothesis should be as clear as possible, it should be very specific. Hypothesis is
a guiding force for the researcher, it is helpful in sharpening his thinking process
and by this he will be in position to focus his attention on the important facts of
the research. It is an outcome of researchers’ deep thinking about the subject
matter of the researcher that he is able to settle on formation and development of
hypothesis.

AIMS AND OBJECTIVES:-

 To understand various marketing mix strategies activities used by ITC.

 To analyse the customer’s attitude towards the stationery manufactured by
ITC.
 The study the various methods of advertising media used for promoting the
product.
 To evaluate market position of ITC
 To know the satisfactory level of customer.

HYPOTHESIS:-

 The marketing mix strategies used by CLASSMATE is effective.

 The demand of stationery products produced by CLASSMATE is high in
market.
 The stationery produced by CLASSMATE is easily available across India.
 The advertising media for promoting the product is effective.

4. PREPARATION OF RESEARCH DESIGN: - The research is prepared by

the researcher after the formulation of research problem, reviewing of literature
and developing of hypothesis. It is an outline or a conceptual structure within its
limit research supposes to be carried on.
The research design is prepared with an object of collecting relevant data with the
minimum efforts and with minimum expenditure, just to control wasteful
expenditure. The research design requires certain facts to be considered like
ability of the researcher along with his staff to be employed for the research work.
Time and cost available for research work is another factor to be considered.

5. DETERMINING SAMPLE DESIGN: - The success of the research study is

largely based on proper identification of the sample to be selected for the study.
 The method for selecting is normally known as sample design. It is a sample plan
already decided before data is collected from given population.
The sample can be classified as probability or non-probability.

PROBABILITY SAMPLING NON-PROBABILITY SAMPLING

Simple random sampling Deliberate sampling

Stratified sampling Quota sampling
Cluster sampling Convenience sampling
Systematic sampling Judgement sampling
Multistage sampling. Statistical sampling

Sampling Method used by the Researcher:-

Random sampling method is a method of selecting the samples, random sampling

technique is made maximum use of, and it is considered the best method of the
sample selection. In this technique every item or unit of the domain has an equal
opportunity of selection and this selection is not influenced by personal likes and
predilection of the investigator and selection is done entirely on chance. This provides
every item fair and equal chance for selection; so it is not investigator’s whim but
nature which determines the selection.

SAMPLE SIZE:-

WHOLESALER 20
DEALER 20
CUSTOMER 200
TOTAL 240

6. DATA COLLECTION: - The data is collected as per the requirement of the

study. This may be primary or secondary in nature. It is explained as further:

PRIMARY DATA:-

Primary Data are the actual data information which is received by the researcher for
study from the actual field of research by questionnaires. Questionnaires are printed
list of question sent through mail to respondents to be returned by the respondents
after filing up the questionnaires.
These data collected by personal interview with wholesaler, retailer and customer.
For this purpose questionnaires were prepare in such that necessary data would be
collected.

SECONDARY DATA:-

Secondary Data are the information which is attained indirectly. These are attained
generally from Published and unpublished material. The researcher will collect
secondary data from internet, newspaper Pamphlets etc.
 Information regarding the project, secondary data was also required. These data were
collected from various Past studies and other sources of the company.

DATA COLLECTION METHODS:-

PRIMARY SECONDARY

Questionnaire Internet
Surveys Censuses
Interviews Government Departments
Observations Books
Examining Documents Organisational Records

7. PROJECT EXECUTION: - The project execution is very important stage in

research process. It should be executed in systematic manner. Therefore periodic and
occasional check is essential for verification of the data collected.
A careful watch should be kept on the authenticity of the collected data. It should also
be verified to find out whether respondent has given the proper response. The efforts
should be made to organise the proper response by the respondent.

8. DATA ANALYSIS AND INTERPRETATION: - In research process after the

data is collected it required to analyse for meaningful objective. The collected data is
process through various operations. So in order to make raw data meaningful these
operations will help us to draw proper conclusions. The raw data will be processed by
establishing categories, through coding and tabulations with the help and computer.
After the analysis of data, the interpretation of data is done.

9. TESTING OF HYPOTHESIS: - It is only after the analysis and interpretation of

data researcher can go further in testing of his hypothesis, in which he can ascertain
the facts to support or disagree with the hypothesis. There are various methods of
testing the hypothesis. Researcher can select any of them depending upon the subject
of his research study.

10. REPORT WRITING: - Report writing is final job to be done by the researcher.
Research work which is conducted by him is finally presented in the form of research
report. Report must be written in systematic manner, which normally should have
following parts.

a) Preliminary part: - It should include lists of charts, tables, charts, and graphs
along with the index.
b) Main test of the report: - This will contain the statement of the research
problem, scope of the problem. Research methodology used and limitation of
the study. It will also include logical sequence of the various chapters and its
breakdown in paragraphs.
c) Conclusion part: - It must consist of the observations made in the research
study, on the basis of these, conclusions are drawn are included in this part.
Finally the researcher sum up with the recommendations and suggestions of
the study.
 d) References: - The references are used in the research should also be listed out
properly. This references material used in the research study may be in form of
published or unpublished in nature. It may be in form of printed books,
Journals. Sometimes unpublished data is also used. All these material is used
in support of the certain claims made in the research study so the appendixes
and bibliography are given here to justify the claims made.

AREA AND LIMITATION OF STUDY:-

 Though the organisation ITC has many products still the researcher is limiting
its research to stationery products only.
 The area for research is Nagpur city only.
DATA ANALYSIS
&
INTERPRETATION
1). Promotional Programme People get attracted to:-

Table 1

MODES FREQUENCY PERCENTAGES

Advertisement 5 50%

Direct Marketing 3 30%

Publicity 2 20%

TOTAL 10 100%

MODES OF PROMOTION
6

3
Frequency
2

0
Advertisement Direct Marketing Publicity

Graph 1

INTERPREATION:-

The researcher after undergoing research has found that out of 10 consumers, 50% of
consumers are attracted by advertisement, 30% consumers are attracted by direct
marketing and 20% consumers are attracted by publicity.

HYPOTHESIS:-

The promotional strategy used by Classmate is effective.

2). PRICING OF CLASSMATE PRODUCTS IS ECONOMICAL:-

Table 2

ECONOMICAL FREQUENCY PERCENTAGES

Yes 4 40%

No 6 60%

TOTAL 10 100%

PRICING

Yes
40%

No
60%

Graph 2

INTERPRETATION:-

The researcher found that 40% people think that the prices of the classmate products
are economical while 60% people think that it is not economical and the prices must
be a little bit less than the current prices.
3). Level of Satisfaction:-

Table 3

LEVEL OF FREQUENCY PERCENTAGE

SATISFACTION
Satisfied 8 80%

Dissatisfied 1 10%

Neutral 1 10%

TOTAL 10 100%

LEVEL OF SATISFACTION

4
3.5
3
2.5
2
1.5
1
0.5
0
Brand Product Market Demand

Graph 3
INTERPRETATION:-

The researcher after going under research has found that 80% consumers are satisfied
by the products, 10% consumers are dissatisfied and 10% consumers are neutral. This
analysis showed that the maximum people out of total people who use the classmate
products are satisfied.
4). Promotional strategy most preferred:-

Table 4

STRATEGY FREQUENCY PERCENTAGE

Personal Selling 1 10%
Print Media 1 10%
Television Media 6 60%
Radio 2 20%
TOTAL 10 100%

PROMOTIONAL STRATEGY

3 Frequency
2

0
Personal Print Media Television Radio
Selling Media

Graph 4

INTERPRETATION:-

The research analysed that organisation use maximum of television media that is it
advertises it products maximum times through television which 60% and minimum by
the personal selling method and print media which is 10% for both.
5). Mostly Preferred Classmate Product:-

Table 5

PRODUCT FREQUENCY PERCENTAGE

Notebooks 4 40%
Pens 1 10%
Wooden/mechanical 1 10%
pencils
Art products 2 20%
Mathematical drawing 2 20%
instruments
TOTAL 10 100%

PRODUCTS PREFERRED

4
3.5
3
2.5
2
1.5
1
0.5
0
Notebooks Pens Wooden/mechanical Art products Mathematical
pencils drawing instruments

Graph 5

INTERPRETATION:-

The study shows that most of the consumers prefer the notebooks of the Classmate
Company. The other products lag behind mainly due to more promotions of
notebooks and less promotions of other products.
6). Area where Products are provided:-

Table 6

AREA FREQUENCY PERCENTAGE

Nagpur 4 40%
Outside Nagpur 2 20%
Both 4 40%
TOTAL 10 100%

AREA

40% 40%

Nagpur
Outside Nagpur
Both

20%

Graph 6
INTERPRETATION:-

The researcher undergoing research found that out of 10 dealers 40% dealers provide
the products in Nagpur City only while 20% dealer supply the products outside
Nagpur. And 40% of dealers provide in both inside the Nagpur City and outside
Nagpur also.
7). Opinion of People on Brand:-
Table 7

OPINION FREQUENCY PERCENTAGE

Successful brand 9 90%
Unsuccessful brand 1 10%
TOTAL 10 100%

OPINION OF CONSUMER

10%

Successful brand
Unsuccessful brand

90%

Graph 7

INTERPRETATION:-

According to the research, out of 10 consumers 90% consumers think that Classmate
is a successful brand and only 10% consumers think that it is not very successful
brand.
8). Reason of the Brand Success:-

Table 8

REASON FREQUENCY PERCENTAGE

Range of Product 3 30%
Promotional Strategy 6 60%
Range of Price 1 10%
TOTAL 10 100%

REASON OF BRAND SUCCESS

7

0
Range of Product Promotional Strategy Range of Price

Graph 8

INTERPRETATION:-

The researcher found that the success of Classmate is because of its different
promotional strategies. Out of 10 consumers 30% consumers think that the brand
success is due to range of products, 60% think that it is due to promotional activities
and only 10% think that it is due to range of price.
9). Factors influencing Dealers:-

Table 9

FACTOR FREQUENCY PERCENTAGE

Brand 3 30%
Product 3 30%
Market Demand 4 40%
TOTAL 10 100%

FACTORS INFLUENCING DEALERS

4
3.5
3
2.5
2
1.5
1
0.5
0
Brand Product Market Demand

Graph 9

INTERPRETATION:-

The researcher after undergoing research has found that, out of 10 dealers, 30%
dealers are by brand, 30% dealers are influenced by product and the rest 40% dealers
are influenced by market demand of the classmate products.
10). Growth of the Company:-

Table 10

GROWTH FREQUENCY PERCENTAGE

Good 7 70%
Fair 3 30%
TOTAL 10 100%

4 FREQUENCY

0
GOOD FAIR

Graph 10

INTERPRETATION:-

The researcher after undergoing the research has found that according to the 70%
dealers the company growth is good and according to 30% dealers the company is fair
in terms of growth.
11). Demand of Product:-

Table 11

DEMAND FREQUENCY PERCENTAGE

High 8 80%

Low 2 20%

TOTAL 10 100%

DEMAND OF PRODUCT

Low

High

Graph 11

INTERPRETATION:-

It is found that according to the 80% dealer the demand of the product is high and
20% dealer think that the demand is low comparatively.

HYPOTHESIS:-

The demand of products of Classmate is high in market.

12). Incentives Scheme provided to Wholesaler:-

Table 12

SCHEME FREQUENCY PERCENTAGE

Discount Offer 4 40%
Credit Facility 4 40%
Free Gifts 2 20%
TOTAL 10 100%

INCENTIVE SCHEME

0
Discount Offer Credit Facility Free Gifts

Graph 12

INTERPRETATION:-

The researcher found that the schemes provided to wholesaler are 40% on the
discount offer basis, 40% on the credit facility basis and 20% on free gifts basis.
Result &
Findings
 FINDINGS & CONCLUSIONS:-

 The most attracted promotional programme of Classmate is Advertisement.

 The pricing policy of Classmate is not economical according to the consumers.

 The consumers are satisfied by the product.

 The most preferred strategy by Classmate is Television Media.

 The sale of notebooks is maximum, in all the products of Classmate.

 Dealers of Nagpur provide the products in Nagpur also and near cities of
Nagpur also.

 The ITCs Classmate is a successful brand.

 The reason of brand success is its promotional strategy.

 Market demand is the most influenced factor for the dealers.

 The growth of the company is good as compared to the competitors.

 The demand of the product is high as students prefer the notebook due to the
brand image and the general knowledge provided on the cover of the
notebooks.

 There are two most provided incentive schemes to wholesaler that is discount
offer and credit facility.
 SUGGESTIONS

 Classmate Company should improve the work speed for achieving

target.

 Number of dealer is very limited in Nagpur therefore they should

increase dealers in Nagpur

 The Company must use other advertisement media to increase demand.

 The Company should range demand of product by various promotional

tools.

 Classmate Company must concentrate on the offers presented to

wholesalers.

 The complaints from wholesalers must be resolved as soon as possible.

 The company must try to increase its schemes and offers for customers
and dealers.

 The products are only affordable to higher middle class people and
upper class people therefore the Company must come up with some
products which are affordable for others also.
 HYPOTHESIS

 The researcher has found that, the marketing mix strategies of ITC’s
Classmate are effective. Therefore the considered hypothesis is proved
positive here.

 The demand of the Classmate product is neutral comparatively. The

researcher was not able to confirm whether the demand is high or low
as in comparison with the competitors.

 The market position of the ITC’s Classmate is stable.

 The advertising media is very effective of Classmate. Therefore here

also the hypothesis is proved positive.
Bibliography
BIBLIOGRAPHY:-

SERIAL BOOKS Author’s Name

NO.
1 Marketing and Sales Management D.C. Kapoor, S. Chand,
first edition 2004.
2 Marketing Management S.A. Sherleker, Himalaya
Publishing House, 13th
revised edition.
3 Research Methodology Dr. Kumar,
Laxmi Narayan Agarwal,
9th revised edition
2009-2010
4 Research Methodology P.V. Barwankar, 7th
publication, 1st edition
December 1995.

INTERNET:-

WWW.GOOGLE.COM
WWW.ITC.COM
WWW.CASESTUDY.COM
ANNEXURE
CONSUMER

Name:-
Age:-

1) Do you prefer classmate products?

a) Yes b) No

2) By which promotional programmes you get attracted?

a) Advertisement b) Direct Marketing c) Publicity.

3) Do you think, pricing of classmate products are economical that their

competitors?

a) Yes b) No

4) Indicate your level of satisfaction getting from Classmate?

a) Satisfied b) Dissatisfied c) Neutral

5) Which product of Classmate do you prefer?

a) Notebooks b)Pens c) Pencils d) Art products e) Mathematical Instruments

6) Are the products available in your area?

a) Yes b) No

7) Does the company provide quality goods?

a) Yes b) No

8) Any suggestions for the improvement of Classmate products?

_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
 DEALER

Name:-
Age:-
Area:-

1. Which factor influence you for the dealership?

a) Product b) Market demand c) Brand

2. What are the important parameters for more sales?

a) Price b) Quality c) Advertisement d) Schemes

3. Does Company give you any discount on purchasing of products?

a) Yes b) No

4. What is the demand of Classmate products in the market?

a) High b) Low c) Neutral

5. Which incentive scheme you provide to wholesaler?

a) Discount offer b) Credit c) Free sample

6. According to you, how much is the growth of the company?

a) Good b) Bad

7. Are wholesalers satisfied with the products?

a) Yes b) No

8. Do you think Classmate products are

a) Successful brand b) Unsuccessful brand

9. Are there any complaints from the wholesaler for the product?

a) Yes b) No

10. In which area you are providing the product?

a) Nagpur only b) Outside Nagpur c) Both

 WHOLESALER

Name:-
Age:-
Area:-

1. Which type of Classmate product is preferred most?

a) Notebooks b) Pens c) Pencils d) Art products e) Mathematical instruments

2. Are the prices of Classmate economical?

a) Yes b) No

3. Do you think that the Classmate products are successful?

a) Successful brand b) Unsuccessful brand

4. Why do you think Classmate is a successful brand?

a) Range of products b) Promotions c) Range of prices

5. In which area you provide the products?

a) Nagpur only b) Outside Nagpur c) Both

6. Which media is generally preferred for advertising?

a) Personal selling b) Print media c) Television media d) Radio

7. Which sales promoting measures are used by company?

a) Free gifts b) Coupons c) Discount

8. Do you think company quickly resolve problems related to marketing?

a) Yes b) No