Itc Black Book PDF
Itc Black Book PDF
Itc Black Book PDF
The following Summer Project Report titled "Understanding the strategy & requirements for ITC
Stationery Supplies, for penetrating ITC offers into Institutions is hereby approved as a certified
study in management carried out and presented in a manner satisfactory to warrant it’s acceptance as a
prerequisite for the award of Post-Graduate Diploma in Management for which it has been submitted.
It is understood that by this approval the undersigned do not necessarily endorse or approve any
statement made, opinion expressed or conclusion drawn therein but approve the Summer Project
Limited for providing me the opportunity to perform my Summer Internship Program in the
Company.
I would like to give special thanks and gratitude to Mr. Sujoy Banerjee, Mr. Gautam Salu, Mr. Asim
Chanda for mentoring and providing the necessary data and information as and when required
throughout the project. Their support and encouragement has been a source of inspiration for me and
I would also offer my thanks to my Dean Mr. Srinivasan Govindrajan, Praxis Business School
Kolkata
My thanks also go to Mr. Charanpreet Singh, Associate Dean, Praxis Business School
I would also like to thank my classmates and seniors for extending me their help and cooperation
revolved is really a very complex industry. The project titled "Understanding the strategy &
requirements for ITC Stationery Supplies, for penetrating ITC offers into Institutions" was basically a
research based project. The main motive behind doing this project is to
My project was totally based on primary data. The project started with a visit to various institutions in
order to gain information about the stationery they use. This was done thoroughly in order to
understand about scope of ITC Classmate to generate leads in those Institutions, before this I was
My next step was to visit Stationery retail stores and gather information about stocks and problems
faced by stores. My basic objective was to find out if the supply chain could be made better. In this
survey Thad to visit stationery shops with the ITC classmate TSI (Territory Sales in charge).
My findings through this project were that there is a huge market and there is can be scope of
improvement Institutions have the capacity to give good business to the ITC Classmate and more
sales could be achieved if the services given by the TSIs are improved.
INTRODUCTION
"We don't want satisfied customers. We want delighted customers. It is the new marketing mantra
today. The same applies to stationery industry as well. Stationery Industry is a very heterogeneous
group of business usually associated with the Schools Colleges, and Office and plays a very crucial
role in working of any organization across the globe. It includes Paper stationery which comprises of
a vast collection of products like exercise books, notebooks, stitch. glued & tape pads, refill pads,
Map over pads, subject books, plastic cover books etc. The huge greeting card market, autograph
Paper and paper related products are tremendously gaining demand in the market. Out of which paper
stationery market over the years has gained immense popularity in the school and office segment
thoughout the world. Revolution for these products has come to birth from the past few year's
majorly in developing nations and it's having immense value in terms of export and import. It is
expected that Stationery industry has a flourishing future in its coming years in India and over a
period is estimated to grow at 10 to 15% p.a. To achieve this objective, one can actually see that how
acceptance of Internet technology has opened plethora of opportunities of sourcing the desired
supplier in any part of the world. The manufacturers of various countries including India, China,
Indonesia ete have started building new product strategies, which helps in reducing their overall cost
without compromising on quality thus producing a good quality product at competitive price.
Falling under the category of Small and Medium Enterprises (SMEs) in majorly most of the countries,
this sector has lotto offer in terms of employment, tax revenues, it can be an important source of new
inovative products, extensive local knowledge of resources, and can be a major service provider to
the larger organizations. However, this sector like other sectors have certain bottlenecks which hinder
the growth of this sector like Burdensome regulatory frameworks, Lack of tax incentives and
excellent quality, the Indian products are very much in demand. The Indian SME's associated with
stationery market has witnessed tremendous dynamic changes. In the last decade the Indian market
has increased varieties to be exported in markets and has produced big market percentage. Indian
Paper Stationery Industry, which is a part of the huge and scattered Indian stationery Industry, has
been going through tremendous alteration in recent years. Despite fierce competition from
neighbouring markets, its scattered nature and the constantly changing trends, the paper stationery
industry makers continue to make every effort, due to which the fruitful results are coming slowly and
steadily, Indian companies have learnt that innovation, performance and versatili
be focused upon. Taking the points under consideration, the businessmen are now researching and
developing new products, as the market is now more of consumer oriented which is always looking
for cost effective prices. This is because of the attitude of buyer which is now ready to spend more if
Australia, Canada, major African countries and Middle East are the ones which accept Indian designs
and style comfortably. With extreme precautions, and the good quality products offered and new
marketing strategies are followed, the government has also come out with various incentives for
SME's. Particularly for stationary industry if we quote would be the education enhancement schemes
which are giving growth to this sector. The Indian stationery market is also influenced by
macroeconomic development, national income and last but not the least the ever-growing Indian
population. The Indian stationery Industry is highly unorganized and the organized players are
than the unorganized sector players due to which unorganized stationery players
are expanded throughout the industry and controls major market share.
However, Indian stationary industry is facing major competition from the Importer especially Chinese
manufacturers are the most competitive among all the otherworld market players as they have an
advantage of mass production capacity, aggressive favourable government export policy, simplified
2003 with the notebooks category. Subsequently, Classmate added new products to its portfolio which
now consists of pens, pencils, mechanical pencils and geometry boxes, erasers and sharpeners.
Classmate aspires to partner young minds in discovering, nurturing & believing in ideas that reside
inside each one of us. Have fun exploring, creating & believing in your ideas, in classrooms &
bevond, Ideas that defy & change beliefs: ideas that allow you to lead rather be led: ideas that are
inside each one of us but only await self recognition & belief. Your belief makes your ideas work for
you & become big: allowing you to be all that you can.
Objective of the Study:
My project entitled "Understanding the strategy & requirements for ITC Stationery supplies, for
penetrating ITC offers into Institutions" aims at studying the scope of ITC Classmate.
growth. Due to the increase in organized retailing and trends towards creating stronger visibility,
Indian stationery market is poised for further growth. India is an emerging economy with a huge
population base. Rising income levels coupled with the Government's impetus on educating the
masses will lead to the development of the stationery market. Rising literacy rate is a chief pointer
towards growth in the education sector. Hence, it is essential to evaluate different factors impacting
about the stationery business in India, and to understand the scope that ITC Classmate has in this
business, I have extended my project to do a detailed study of stationery market of the competitors of
ITC Classmate. Through a comparative study between the competitors and ITC Classmate, I could
Limitations:
To make mistake is human nature and I'm no exception. I have tried to make this project
approachable and helpful for the company, but at the same time I accept the occurrence of intermittent
ITC Limited or ITC is an Indian public conglomerate company headquartered in Kolkata, West
Bengal, India. Its diversified business includes four segments: Fast Moving Consumer Goods
(FMCG), Hotels, Paperboards, Paper & Packaging and Agri Business. ITC's annual turnover stood at
$7 billion and market capitalization of over $33 billion. The company has its registered office in
Kolkata. It started off as the Imperial Tobacco Company, and shares ancestry with Imperial
Tobacco of the United Kingdom, but it is now fully independent, and was rechristened to India
The company is currently headed by Yogesh Chander De veshwar. It employs over 26,000 people at
more than 60 locations across India and is listed on Forbes 2000. ITC Limited completed 100 years on
24 August 2010
ITC has a diversified presence in FMCG (Fast Moving Consumer Goods), Hotels, Paperboards &
outstanding market leader in its traditional businesses of Hotels, Paperboards, Packaging, Agri-
Exports and Cigarettes, it is rapidly gaining market share even in its nascent businesses of Packaged
ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
Later 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. ITC contains a wide
range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards
& Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal
Care. Finally the company changed its name to 'ITC Limited on September 2001.
The earlier decades of the Company's existence were mainly depending on growth and consolidation
of the Cigarettes and Leaf Tobacco businesses. In the Seventies it started to transform into a
corporate. 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. In 1979, ITC entered the
Paperboard business by promoting ITC Bhadrachalam Paperboards Limited, which today has become
inception, its shares have been held by ITC, British American Tobacco and various independent
shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its
name was changed to Surya Nepal Private Limited (Surya Nepal). 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
In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of
Expressions range of greeting cards. A line of premium range of notebooks under brand "Paperkraft
was 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 India's 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 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 paper under 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 the launch of Textliners, Permanent Ink Markers
ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality
relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later
expanded its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear
(2003).
In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC
Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC
Infotech is one of India's fastest growing global IT and IT-enabled services companies and has
established itself as a key player in offshore outsourcing, providing outsourced IT solutions and
services to leading global customers across key focus verticals - Manufacturing, BFSI (Banking,
Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel,
ITC's foray into the Foods business is an outstanding example of successfully blending multiple
internal competencies to create a new driver of business growth. It began in August 2001 with the
introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the
confectionery and staples segments with the launch of the brands mint-o and Candy man confectionery
and Aashirvaad alta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company
entered the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in
2007. In just over a decade, the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly
found yet another expression in the Safety Matches initiative. ITC now markets popular safety
matches brands like iKno, Mangaldeep. Aim, Aim Mega and Aim Metro. ITC's foray into the
marketing of Agarbattis incense sticks) in 2003 marked the manifestation of its partnership with the
cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep across a range of
fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Continuing with its tradition of bringing world class
products to Indian consumers the Company launched 'Fiama Di Wills', a premium range of
Shampoos, Shower Gels and Soaps in September, October and December 2007 respectively. The
Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at
select markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel
• Cigarettes:
• Insignia,
• India Kings,
• Classic
• Verve.
• Menthol,
• Menthol Rush,
• Regular, Citric Twist,
• Mild & Ultra Mild,
▪ 555.
▪ Benson & Hedges,
▪ Silk Cut,
▪ Scissors,
▪ Capstan,
▪ Berkeley,
▪ Bristol,
▪ Lucky Strike,
▪ Players and
▪ Flake.
Foods:
• Kitchens of India;
• Aashirvaad,
▪ Minto,
▪ Sunfeast.
▪ Candyman,
▪ Bingo,
▪ Yippee
• Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits, Confectionery, Noodles and
Snack Foods.
• . Apparel:
• Apparel
▪ Wills Lifestyle and
▪ John Players;
• Personal care:
▪ Fiama di Wills:
▪ Vivel;
▪ Essenza di Wills;
▪ Superia;
▪ Vivel di Wills brands of products in perfumes, hair care and skincare
• Stationery:
▪ Classmate and
▪ PaperKraft brands
• Safety Matches and Agarbattis:
▪ iKno;
▪ Mangaldeep;
▪ Aim brands
• Other businesses include:
• Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into being
India's second largest hotel chain with over 80 hotels throughout the country. ITC is also
the exclusive franchise in India of two brands owned by Sheraton International Inc.- The
Luxury Collection and Sheraton which ITC uses in association with its own brands in the
luxury 5 star segment. BrandsBrands in the hospitality sector owned and operated by it
subsidiaries include Fortune and Welcome Heritage brands.
• Infotech (through its fully owned subsidiary ITC Infotech India Limited which is a SEI
CMM Level 5 company)
RURAL INITIATIVES TAKEN BY THE COMPANY
The company places computers with Internet access in rural farming villages; the
E-Choupals serve as
both a social gathering place for exchange of information (Choupal means
gathering place in Hindi)
and an e-commerce hub. What began as an effort to re-engineer the
procurement process for soy,
tobacco, wheat, shrimp, and other cropping systems in rural India has also
created a highly profitable
distribution and product design channel for the company—an e-commerce
platform that is also a low-
cost fulfilment system focused on the needs of rural India. The E-Choupal system
has also catalyzed
rural transformation that is helping to alleviate rural isolation, create more
transparency for farmers,
and improve their productivity and incomes.
CORPORATE PHILANTHROPY
As of July 2010, services through 6500 E-Choupal across 10 states, reach more
than 4 million farmers
in about 40,000 villages. Free access to Internet is also opening windows of rural
India to the world at
large.
Classmate, has launched a programme called Classmate Ideas for India challenge.
The programme
would be a part of the company's centenary initiative. The nation-wide
programme would invite ideas
of the youth, who have the potential to transform India. Classmate Ideas for India
challenge plans to
reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges across
the country.
COMPETITORS OF ITC LTD.
Research Type
My research is based on the primary data. Primary data has been used to
understand the scope of stationery business in India and then to make
suggestions useful for the company under study i.e. ITC Classmate.
Data Type
Primary data has been used for the purpose of study of Understanding the
strategy & requirements for ITC Stationery supplies, for penetrating ITC offers into
Institutions'.
Sample Selection
In order to collect the primary data, the method used was personal interview of
the person in-charge of the stationery of schools. A questionnaire was prepared in
order to collect the data a sample of which is attached in the report.
Here, I visited various institutions which include schools and colleges in order to
gain information about the stationery they use. Identifying the scope of Classmate
during Summer Camps in Schools, I visited the school regarding that also. This was
done thoroughly in order to understand about scope of ITC Classmate to generate
leads in those Institutions, before this I was given a thorough overview of
different products of ITC Classmate.
SCHOOLS
33
60
No. of Schools having Tuck Shop = 9 No. of Schools which have any Tuck Shop = 5 Did not disclose any
information=1
REMARKS
1. The database of schools is old; they should be maintained as many new schools
are comingup and they might need stationery.
2. Most schools told to contact in the month of August and September when they
decide theplace of buying stationery.
SUMMER CAMPS
SCHOOLS VISITED
NORTH:
• Heritage School
• The Good Shepard School
• South City International
• Lakshmipat Singhania Academy
• Gokhale Memorial Girls Higher Secondary School
• MP Birla High School
Total number of schools visited:- 18
On visit to these schools I found out that different activities happen during
summer camp. Some of
them are:
o Excursion camps
o Drawing competition
o Dance competition
o Essay writing
o Different games like Cricket, Football
o Crafting
OTHER INFORMATION:
o I found out that in most of the schools summer camps take place after 10 of
May. The peak period being from 14 may to 21" may
o The Products used in these activities are Pen, Pencils, Rubber, Eraser,
Drawing Books, Scrap Books, Colors.
o On asking whether ITC can put a stall only one school out of 7 agreed and
others did not want to disclose unless they get a hard copy of proposal
from ITC.
REMARKS
o I noticed that most of the schools do organize summer camps but this time
they are not doing so due to hot weather.
o ITC should target schools for summer camp in the month of April because
most of the schools decide their summer camps' period, sponsors during
that period.
o The ones which have a tuck shop, already ITC Classmate products were
there along with other brands like Pioneer, Shiea, Lokenath.
o Most of the institute who get their office stationery from local vendor
showed their interest and took price list from us.
o There was some institute which already placed their orders so asked us to
contact coming year in the month of March or April.
o There were some institutes which were kind enough to give us their
suppliers name and same was been intimated to our mentor.
PHASE 2: Working with the TSI
In this phase, I visited Stationery Retail stores and gather information about
stocks and problems faced by stores. My basic objective was to find out if the
distribution can be made better. In this survey I had to visit stationery shops with
the ITC classmate TSI (Territory Sales In charge).
I worked with the following TSI (Territory Sales In-charge):
• Mahadev Naskar,
• Raja Mondal, and
• Dilip Kundu