EXECUTIVE SUMMARY

ON

Creating a Market for a Newly Launched ITC Classmate Product and

Increasing Sales of Existing Products of ‘Classmate’

AT

ITC LIMITED, KOLKATA

By: MALKA NASIM

Roll No: JN180079

Company Supervisor: Mr. Nikhil Agarwal and Mr. Sahil Kasturia

Faculty Guide: Prof. Sudhansu Pathak

JAIPURIA INSTITUTE OF MANAGEMENT, NOIDA

2018 - 20
 EXECUTIVE SUMMARY
This report is based on Summer Internship project (SIP) done in ITC limited company. ITC limited
is the company which is a business conglomerate of many different businesses in mainly FMCG
Sector. ITC is the sixth largest company of FMCG in the world. My project was “Creating a
Market for a Newly Launched ITC Classmate product and Increasing Sales of Existing
Products of stationary in that category”. It was realized during my initial market visit that the
organization is having potential to increase the visibility of existing products and also having scope
to launch a new product.

LAUNCHING A NEW PRODUCT

The new product launched was the puzzle for the range of children with age between 2-3 years. I
was involved in designing and launching an entire campaign for introducing this puzzle in the
market for an MNC at grassroots level. I chose this project as I believed it would help me to gain
knowledge about product launching, brand building, study of consumer insights, sales promotion
etc. The main idea for ITC for launching a range of educative puzzles for children aged 3 years and
above is to ensure that since the moment the child starts using puzzles, toys or stationary for that
matter, he/she grows up knowing and using classmate products so that the brand name sticks to the
minds of the children and they become loyal to the brand.

INCREASING SALES FOR AN EXISTING PRODUCT

ITC Classmate’s certain products like their range of pens (apart from OCTANE), Oil Pastels,
Plastic and Wax Crayons, Sketch Pens and Colour Fun Combo Kit isn’t doing so well in the
market currently.
During my initial number of visit to the market regularly with the daily salesperson of different
regions in Calcutta to know why these products weren’t selling and what the product visibility
status was. I also had to find the major competitors strategy and their sales techniques. The
markets I visited were small local markets who stock the stationary and notebooks. I also visited
various Art Schools and Tutorial Centers on an appointment basis with the product samples and
research results conducted in their institutes to push the sales of the products which catered to
their needs. Even though some of them were using competitor’s products ITC gave their own
products on a sample basis to create awareness

I came up with the idea to set up small shops at canteens of various colleges as most colleges did
not have an in-house stationery store. As per my research, the students did use Classmate
notebooks and would find it convenient if their own college had places which would sell the
same. ITC Classmate would provide the canteens with stands of the brand and keep a minimum
stock for 30 days at a margin of 25%. If it sells the canteen would benefit and if it didn’t the
company was willing to take back the stock

FINDINGS AND LEARNING THROUGH THIS PROJECT

 The process of brand building and new product launching (While conducting events in
school.)
 Study of consumer insights (interacting with the parents and their parent during the part
of launching puzzle)
 Sales promotion of existing products etc.
 Study of buying behaviour of customer