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.
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.
8. Acquiring new clients is more expensive than keeping the ones you already have.
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2.0 INTRODUCTION TO COMPANY
ITC IMPERIAL TOBACCO COMPANY OF INDIA LIMITED
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.
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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
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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.
STRENGTH
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
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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
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6.0OBJECTIVES
2.To find out how the product can be improved in their opinion
7.0RESEARCH METHODOLOGY
7.0 QUESTIONNAIRE
Name
Address
Telephone
Website
a.Yesb.No
a.TVadvertismentsb.Banners& hoardings
a.Priceb.Quality
Q4-Which of the following stationery products of Classmate are you familiar & also deal in ?
c.Averaged.Low
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a.Excellentb.Good
c.Satisfactoryd.Low
a.Navneetb.Bilt
c.Others
c.Unsatisfied
c.Badadvertismentsd.Others
Q10-Based on your experience with Classmate ,how likely are you to buy Classmate again ?
a.Yesb.No
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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.
Total
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
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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
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
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 .
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.
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
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
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.
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
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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
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12.0 Conclusion
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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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