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    St.Xaviers College,

    Kolkata

    A PROJECT ON

    SALES PROMOTION OF ITC CLASSMATE

    STATIONERIES

    Submitted by: Mayukh

    Naskar

    Roll No: 721

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    Internal Guide Professor: Mr.

    Tridib Sengupta

    Project completed in: ITC Ltd, Kolkata

    CONTENTS

    ACKNOWLEDGEMENT

    INTRODUCTION

    HISTORY OF ITC

    COMPANY PROFILE

    PRODUCTS OF ITC

    EDUCATION AND STATIONERY

    WHAT CLASSMATE IS ALL ABOUT

    PRODUCTS RELATED TO MY PROJECT

    COMPETITORS IN THE MARKET

    IDEAS FOR INDIA CAMPAIGN

    RESEARCH METHODOLOGY

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    PURPOSE OR OBJECTIVES

    REACTIONS FROM THE RESPONDENTS

    FINDINGS

    SUGGESTIONS

    ANNEXURE

    ACKNOWLEDGEMENT

    I, Mayukh Naskar want to express gratitude to my

    Head Of the Department and my guide professor,

    Mr. Tridib Sengupta for his constant support,

    guidance and hard work. This project has been a

    fruitful and enriching experience, which is extremely

    important for the students in order to get practical

    exposure and gain knowledge in the process. I also

    want to thank my mentor sir, Mr. Subhasis Dutta,

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    for his guidance and for providing me this

    opportunity to work under the esteemed banner of

    ITC.

    INTRODUCTION

    Institutions visited for the promotion of ITC

    Classmate copies and Classmate Ideas for India,

    an ITC Centenary Initiative. A lucrative offer was

    put forward to the schools for customization of the

    copies, at a subsidized rate. Surveys were also

    conducted in schools and trade, regarding the

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    popularity and further improvement of the ITC

    Classmate copies.

    ITC is one of India's foremost private sector companieswith a market capitalisation of over US $ 30 billion and a

    turnover of US $ 6 billion.* ITC is rated among the

    World's Best Big Companies, Asia's Fab 50' and the

    World's Most Reputable Companies by Forbes

    magazine, among India's Most Respected Companies

    by BusinessWorld 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.

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    HISTORY OF ITC

    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 toI.T.C. Limited in

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    1974. In recognition of the Company's multi-business

    portfolio encompassing a wide range of businesses -

    Cigarettes & Tobacco, Hotels, Information Technology,

    Packaging, Paperboards & Specialty Papers, Agri-

    business, Foods, Lifestyle Retailing, Education &

    Stationery and Personal Care - the full stops in the

    Company's name were removed effective September 18,

    2001. The Company now stands rechristened 'ITC

    Limited'.

    The Companys beginnings were humble. A leased office

    on Radha Bazar Lane, Kolkata, was the centre of the

    Company's existence. The Company celebrated its 16th

    birthday on August 24, 1926, by purchasing the plot of

    land situated at 37, Chowringhee, (now renamed J.L.Nehru Road) Kolkata, for the sum of Rs 310,000. This

    decision of the Company was historic in more ways than

    one. It was to mark the beginning of a long and eventful

    journey into India's future. The Company's headquarter

    building, 'Virginia House', which came up on that plot of

    land two years later, would go on to become one of

    Kolkata's most venerated landmarks.

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    Though the first six decades of the Company's existence

    were primarily devoted to the growth and consolidation

    of the Cigarettes and Leaf Tobacco businesses, the

    Seventies witnessed the beginnings of a corporate

    transformation that would usher in momentous changes

    in the life of the Company.

    ITC's Packaging & Printing Business was set up in

    1925 as a strategic backward integration for ITC's

    Cigarettes business. It is today India's most

    sophisticated packaging house.

    In 1975 the Company launched its Hotels business with

    the acquisition of a hotel in Chennai which was

    rechristened 'ITC-Welcomgroup Hotel Chola'. The

    objective of ITC's entry into the hotels business was

    rooted in the concept of creating value for the nation. ITC

    chose the hotels business for its potential to earn high

    levels of foreign exchange, create tourism infrastructure

    and generate large scale direct and indirect employment.

    Since then ITC's Hotels business has grown to occupy aposition of leadership, with over 100 owned and

    managed properties spread across India.

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    In 1979, ITC entered the Paperboards business by

    promoting ITC Bhadrachalam Paperboards Limited,

    which today has become the market leader in India.

    Bhadrachalam Paperboards amalgamated with the

    Company effective March 13, 2002 and became a

    Division of the Company, Bhadrachalam Paperboards

    Division. In November 2002, this division merged with

    the Company's Tribeni Tissues Division to form the

    Paperboards & Specialty Papers Division. ITC'spaperboards' technology, productivity, quality and

    manufacturing processes are comparable to the best in

    the world. It has also made an immense contribution to

    the development of Sarapaka, an economically

    backward area in the state of Andhra Pradesh. It is

    directly involved in education, environmental protection

    and community development. In 2004, ITC acquired the

    paperboard manufacturing facility of BILT Industrial

    Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil

    Nadu. The Kovai Unit allows ITC to improve customer

    service with reduced lead time and a wider productrange.

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    Also in 1990, leveraging its agri-sourcing competency,

    ITC set up the Agri Business Division for export of

    agri-commodities. The Division is today one of India's

    largest exporters. ITC's unique and now widely

    acknowledged e-Choupal initiative began in 2000 with

    soya farmers in Madhya Pradesh. Now it extends to 10

    states covering over 4 million farmers. ITC's first rural

    mall, christened 'Choupal Saagar' was inaugurated in

    August 2004 at Sehore. On the rural retail front, 24'Choupal Saagars' are now operational in the 3 states of

    Madhya Pradesh, Maharashtra and Uttar Pradesh.

    In 2000, ITC forayed into the Greeting, Gifting and

    Stationery products business with the launch of

    Expressions range of greeting cards. A line of premiumrange of notebooks under brand Paperkraftwas

    launched in 2002. To augment its offering and to reach a

    wider student population, the popular range of notebooks

    was launched under brand Classmate in

    2003. Classmate over the years has grown to

    become Indias largest notebook brand and has also

    increased its portfolio to occupy a greater share of the

    school bag. Years 2007- 2009 saw the launch of

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    Children Books, Slam Books, Geometry Boxes, Pens

    and Pencils under the Classmate brand. In 2008, ITC

    repositioned the business as the Education and

    Stationery Products Business and launched India's first

    environment friendly premium business paperunder

    the Paperkraft Brand. Paperkraft offers a diverse

    portfolio in the premium executive stationery and office

    consumables segment. Paperkraft entered new

    categories in the office consumable segment with thelaunch of Textliners, Permanent Ink Markers and White

    Board Markers in 2009.

    In 2002, ITC's philosophy of

    contributing to enhancing the

    competitiveness of the entirevalue chain found yet another

    expression in the Safety Matches initiative. ITC now

    markets popularsafety matchesbrands like iKno,

    Mangaldeep, Aim, Aim Mega and Aim Metro.

    ITC's foray into the marketing ofAgarbattis (incensesticks) in 2003 marked the manifestation of its

    partnership with the cottage sector. ITC's popular

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    agarbattis brands

    include Spriha and Mangaldeepacross a range of

    fragrances like Rose, Jasmine, Bouquet, Sandalwood,

    Madhur, Sambrani and Nagchampa.

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    COMPANY PROFILE

    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

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    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-growthmarkets in India.

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    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 throughthe 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.

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    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 4,14,000 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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    PRODUCTS OF ITC

    Cigarettes

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    ITC is the market leader in cigarettes in India. With its

    wide range of invaluable brands, it has a leadership

    position in every segment of the market. It's highly

    popular portfolio of brands includes Insignia, India

    Kings, Classic, Gold Flake, Silk Cut, Navy Cut,

    Scissors, Capstan, Berkeley, Bristol and Flake.

    The Company has been able to

    build on its leadership position because of its single

    minded focus on value creation for the consumer

    through significant investments in product design,

    innovation, manufacturing technology, quality, marketing

    and distribution.

    All initiatives are therefore worked upon with the intent to

    fortify market standing in the long term. This in turns aids

    in designing products which are contemporary and

    relevant to the changing attitudes and evolving socio

    economic profile of the country. This strategic focus on

    the consumer has paid ITC handsome dividends.

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    ITC's pursuit of international competitiveness is reflected

    in its initiatives in the overseas markets. In the extremely

    competitive US market, ITC offers high-quality, value-

    priced cigarettes and Roll-your-own solutions. In West

    Asia, ITC has become a key player in the GCC markets

    through growing volumes of its brands.

    ITC's cigarettes are produced in its state-of-the-art

    factories at Bengaluru, Munger, Saharanpur and

    Kolkata. These factories are known for their high levels

    of quality, contemporary technology and work

    environment.

    Foods

    ITC made its entry into the branded & packaged Foods

    business in August 2001 with the launch of the Kitchens

    of India brand. A more broad-based entry has been

    made since June 2002 with brand launches in the

    Confectionery, Staples and Snack Foods segments.

    The packaged foods business is an ideal avenue to

    leverage ITC's proven strengths in the areas of

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    hospitality and branded cuisine, contemporary packaging

    and sourcing of agricultural commodities. ITC's world

    famous restaurants like the Bukhara and the Dum

    Pukht, nurtured by the Company's Hotels business,

    demonstrate that ITC has a deep understanding of the

    Indian palate and the expertise required to translate this

    knowledge into delightful dining experiences for the

    consumer. ITC has stood for quality products for over

    100 years to the Indian consumer and several of itsbrands are today internationally benchmarked for quality.

    The Foods business carries forward this proud tradition

    to deliver quality food products to the consumer. All

    products of ITC's Foods business available in the market

    today have been crafted based on consumer insightsdeveloped through extensive market research. Apart

    from the current portfolio of products, several new and

    innovative products are under development in ITC's

    state-of-the-art Product Development facility located at

    Bengaluru.

    Leadership in the Foods business requires a keen

    understanding of the supply chain for agricultural

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    produce. ITC has over the last 100 years established a

    very close business relationship with the farming

    community in India and is currently in the process of

    enhancing the Indian farmer's ability to link to global

    markets, through the e-Choupal initiative, and produce

    the quality demanded by its customers. This long-

    standing relationship is being leveraged in sourcing best

    quality agricultural produce for ITC's Foods business.

    The Foods business is today represented in 4 categories

    in the market. These are:

    Ready To Eat Foods

    Staples

    Confectionery

    Snack Foods

    In order to assure consumers of the highest standards of

    food safety and hygiene, ITC is engaged in assisting

    outsourced manufacturers in implementing world-class

    hygiene standards through HACCP certification. The

    unwavering commitment to internationally benchmarked

    quality standards enabled ITC to rapidly gain market

    standing in all its 6 brands:

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    LifestyleRetailing

    ITC's Lifestyle Retailing Business Division has

    established a nationwide retailing presence through its

    Wills Lifestyle chain of exclusive specialty stores. Wills

    Lifestyle, the fashion destination, offers a tempting

    choice ofWills Classic work wear, Wills Sport relaxed

    wear, Wills Clublife evening wear, fashion accessories

    and Essenza Di Wills - an exclusive range of finefragrances and bath & body care products and Fiama Di

    Wills - a range of premium shampoos and shower gels.

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    Wills Lifestyle has also introduced Wills Signature

    designer wear, designed by the leading designers of the

    country.

    With a distinctive presence across segments at the

    premium end, ITC has also established John Players as

    a brand that offers a complete fashion wardrobe to the

    male youth of today.

    al Care

    In line with

    ITC's

    aspiration tobe India's

    premier

    FMCG

    company,

    recognised

    for its world-

    class quality

    and enduring

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    consumer

    trust, ITC

    forayed into

    the Personal

    Care

    business in

    July 2005. In

    the short

    period sinceits entry, ITC

    has already

    launched an

    array of

    brands, each

    of which

    offers a

    unique and

    superior value

    proposition to

    discerningconsumers.

    Anchored on

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    extensive

    consumer

    research and

    product

    development,

    ITC's

    personal care

    portfolio

    brings world-class

    products with

    clearly

    differentiated

    benefits to

    quality-

    seeking

    consumers.

    ITC's

    Personal

    Care portfolio

    under the

    'Essenza Di

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    Wills', 'Fiama

    Di Wills',

    'Vivel DiWills' 'Vivel

    UltraPro',

    'Vivel' and

    'Superia'

    brands has

    received

    encouraging

    consumer

    response and

    is being

    progressivelyextended

    nationally.

    ITC's state-of-

    the-art

    manufacturing facility

    meets

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    stringent

    requirements

    of hygieneand

    benchmarked

    manufacturin

    g practices.

    Contemporar

    y technology

    and the latest

    manufacturin

    g processes

    have

    combined toproduce

    distinctly

    superior

    products

    which rank

    high on

    quality and

    consumer

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    appeal.

    Extensive

    insights

    gained by ITC

    through its

    numerous

    consumer

    engagementshave provided

    the platform

    for its R&D

    and Product

    Development

    teams to

    develop

    superior,

    differentiated

    products that

    meet theconsumer's

    stated and

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    innate needs.

    The product

    formulationsuse

    internationally

    recognised

    safe

    ingredients,

    subjected to

    the highest

    standards of

    safety and

    performance.

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    Links to Press Releases :- ITC's Fiama Di Wills unveils

    the new Anti Hair Fall ShampooSep 29, 2010 ITC Forays

    into the Fairness Creams SegmentJun 11, 2010 VivelLaunches Deo Spirit to turn the heat on!May 10, 2010

    Fiama Di Wills is Associate Sponsor of the Wills Lifestyle

    India Fashion WeekMar 17, 2010 Fiama Di Wills

    expands Range with Transparent Gel Bathing BarsOct

    09, 2009 Fiama Di Wills is Associate Sponsor of the

    Wills Lifestyle India Fashion WeekOct 09, 2009 ITC

    launches Vivel Ultra Pro anti-dandruff shampoo in

    KolkataApr 15, 2009 Fiama Di Wills is Associate

    Sponsor of the Wills Lifestyle India Fashion WeekMar

    21, 2009 ITC Personal Care launches the Di Wills Series

    Book- Essence of HairMar 21, 2009 ITC - Essenza DiWills launches Mikkel - A Men's Prestige FragranceMar

    19, 2009 Fiama Di Wills announces winner of the Fiama

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C%20-%20Essenzahttp://www.itcportal.com/about-itc/newsroom/press-releases/PressRelease.aspx?id=41&type=C&news=ITC%20-%20Essenzahttp://www.itcportal.com/about-itc/newsroom/press-releases/PressRelease.aspx?id=55&type=C&news=fiama-di-wills-beautiful-face-2008
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    Di Wills Beautiful Face 2008 HuntOct 16, 2008 Fiama Di

    Wills launches the Fiama Di Wills Beautiful Face Hunt

    '08Sep 12, 2008 ITC expands Personal Care portfolio

    with Vivel shampoosJun 25, 2008 Fiama Di Wills is the

    associate sponsor of the WLIFW Mar 03, 2008 ITC

    expands Personal Care product rangeFeb 14, 2008 ITC

    launches Fiama Di Wills Soaps Dec 20, 2007 ITC

    launches new range of Personal Care products Oct 15,

    2007 ITC launches Fiama Di Wills range of shampoosSep 15, 2007 ITC launches Essenza Di Wills line of

    prestige fragrances and personal care products

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    Aspart

    ofitss

    trategic

    initiativetocr

    ea

    ITCS CLASSMATE IDEAS FOR INDIA

    CHALLENGE

    THE TIMES OF INDIA, AUGUST 24, 2010

    Kolkata: As part of ITCs centenary initiative, its

    education & stationery products brand,

    Classmate, has launched a unique programme

    Classmate Ideas for India challenge. The

    nation-wide programme invites the ideas of the

    youth, which have the potential to transform

    their India of tomorrow. Classmate Ideas for

    India challenge will reach out to 25 lakh students

    across 30 cities, 500 schools & 200 colleges.

    With programme partners like the CII-ITC Centre

    of Excellence for Sustainable Development,

    WWF-India, Tony Blair Faith Foundation,

    Janaagraha, Akshaya Patra Foundation and

    many other organisations, the programme will

    encourage the finalists with an internship with

    relevant programme partners, besides cash

    prizes & other rewards. Additionally, the top 5

    winners will be sent to a 1-week international

    study tour.Classmate is a leading player in the

    6000 crore market for stationery products

    comprising notebooks, pens, pencils &

    32

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