Regd. Office: K-3/O-2, GULMOHAR COLONY, N-5 SECTOR, CIDCO, AURANGABAD – 431003 Ph:-9325205557

HINDUSTAN PENCIL SCHOOL CONTACT PROGRAME HINDUSTAN PENCIL SCHOOL CONTACT PROGRAME COMPLETED PRESENTATION FOR REVIEWCOMPLETED PRESENTATION FOR REVIEW

It was a challenge in itself for the objective to achieve was the It was a challenge in itself for the objective to achieve was the total annihilation of the competition from the minds of the total annihilation of the competition from the minds of the

consumer and achieves the following objectives;consumer and achieves the following objectives;  

1.1.      Prove to the consumer the superiority of the brand.      Prove to the consumer the superiority of the brand.

2.      Brand Hammering.2.      Brand Hammering.

3.      Reach out to the upcountry students in addition to the urban.3.      Reach out to the upcountry students in addition to the urban.

4.      Reach across to all demographic & economic segments of the given cities.4.      Reach across to all demographic & economic segments of the given cities.

5.      Improve the confidence level of the student in relation to brand Natraj & 5.      Improve the confidence level of the student in relation to brand Natraj & Apsara.Apsara.

6.      Reinforce the student’s view that their choice is the correct one.6.      Reinforce the student’s view that their choice is the correct one.

7.      Create sales after activity.7.      Create sales after activity.

MethodologyMethodology  The “Hindustan Pencils School The “Hindustan Pencils School

Activity” was carried out in following Activity” was carried out in following cities.cities.

1.      Aurangabad1.      Aurangabad2.      Jalna2.      Jalna3.      Beed3.      Beed4.      Ahemed Nagar4.      Ahemed Nagar5.      Barshi5.      Barshi6.      Lathur6.      Lathur7.      Parbhani7.      Parbhani8.      Nanded 8.      Nanded   The activity was centrally The activity was centrally

governed from Aurangabad.governed from Aurangabad.  Two trained volunteers manned Two trained volunteers manned

every School in each city. The sufficient every School in each city. The sufficient amount of stocks of Permission amount of stocks of Permission material, Stationery, POS materials, material, Stationery, POS materials, and prizes were provided before the and prizes were provided before the event started everyday.event started everyday.

Team Coordinator (Leader) Team Coordinator (Leader)

Was capable of taking instant decision if any Was capable of taking instant decision if any problem or unwanted circumstances arises.problem or unwanted circumstances arises.

Permission Coordinator Permission Coordinator Was responsible for Permission process.Was responsible for Permission process.1.The approved list of school is followed1.The approved list of school is followed2.Meet the head of the school2.Meet the head of the school3.Briefed him about the activity3.Briefed him about the activity4.Once permitted got a confirmation sheet 4.Once permitted got a confirmation sheet signed by the principal. signed by the principal. 5. Fills up the PERMISSION STATUS sheet so 5. Fills up the PERMISSION STATUS sheet so that the tem leader can follow up the school that the tem leader can follow up the school for completion (ANNEX II).for completion (ANNEX II).

Promoter coordinator Promoter coordinator 1.      The promoter would reach the school 1.      The promoter would reach the school on the given time.on the given time.2.      Meet the assigned teacher.2.      Meet the assigned teacher.3.      Conduct the activity as specified.3.      Conduct the activity as specified.4.      Involve the student & teacher in the 4.      Involve the student & teacher in the activity.activity.5.      Explain the students about the scheme.5.      Explain the students about the scheme.6.      Give away the prizes.6.      Give away the prizes.7.      Collect the stamp on the completion 7.      Collect the stamp on the completion letter.letter.8.      Move to next school as assigned.8.      Move to next school as assigned.  

After ActivityAfter Activity

1.1. The sheets were countedThe sheets were counted2.2. Properly packedProperly packed3.3. Sent to head quarters Sent to head quarters

AurangabadAurangabadAt AurangabadAt Aurangabad

• The schools details were The schools details were checkedchecked

• Any uncompleted details were Any uncompleted details were sent back for completionsent back for completion

• All the sheets were checkedAll the sheets were checked• Any unsatisfactory sheets were Any unsatisfactory sheets were

taken as School rejectedtaken as School rejected• Updating on soft format was Updating on soft format was

done. done. • After through check dispatched After through check dispatched

for billing to Bhivandifor billing to Bhivandi

Training SessionsTraining Sessions

  In-depth Training session was carried out at In-depth Training session was carried out at Aurangabad for the project promoters, Aurangabad for the project promoters, supervisors; wherein they were trained to supervisors; wherein they were trained to carry out the activity of the feedback forms carry out the activity of the feedback forms and objection handling. Live demonstration and objection handling. Live demonstration was carried out at two venues before the start was carried out at two venues before the start of the event.of the event.

Mission CompleteMission Complete

1. The “Hindustan Pencils School Activity” 1. The “Hindustan Pencils School Activity” ended on a high note with the Team ended on a high note with the Team Miracleventz making it possible for 64,001 Miracleventz making it possible for 64,001 students to take up the activity. students to take up the activity.

2. The overwhelming response, maddening 2. The overwhelming response, maddening students, enthusiasm and the heat all and all students, enthusiasm and the heat all and all became a part of the activity.became a part of the activity.

3. The team managed to cover 475 schools.3. The team managed to cover 475 schools.

4. The campaign used the services of 12 4. The campaign used the services of 12 supervisors and 20 promoters who worked supervisors and 20 promoters who worked hard whole-heartedly to make this campaign a hard whole-heartedly to make this campaign a big success.big success.

ObservationsObservations• The students of this region expressed their preference for brand Hindustan Pencils.The students of this region expressed their preference for brand Hindustan Pencils.• There was considerable amount of hype and a lot of awareness all thanks to the There was considerable amount of hype and a lot of awareness all thanks to the

schemes that made the market go crazy with the gifts being exhausted in an early schemes that made the market go crazy with the gifts being exhausted in an early time.time.

• 65% of the retailers took an active part in the promotion and very co-operative and 65% of the retailers took an active part in the promotion and very co-operative and helpful.helpful.

• As it was professionally handled; it was done with utmost sincerity and discipline.As it was professionally handled; it was done with utmost sincerity and discipline.• The campaign reached out to all the sections of schools because of a careful mix and The campaign reached out to all the sections of schools because of a careful mix and

proper selection of schools, which were well spread to cover all segments.proper selection of schools, which were well spread to cover all segments.• There was new awareness created about the brand in the Upcountry markets.There was new awareness created about the brand in the Upcountry markets.• Being rewarded for winning was a major ego boost for most of the students and it has Being rewarded for winning was a major ego boost for most of the students and it has

helped build confidence in the brand.helped build confidence in the brand.• Retailers were satisfied with the promotion as it helped them sell the brand more Retailers were satisfied with the promotion as it helped them sell the brand more

effectively. effectively.

Suggestions:Suggestions:  1.1. Use of Brand T-shirt, Caps, Carry Bags, would have enhanced the quality of promotion.Use of Brand T-shirt, Caps, Carry Bags, would have enhanced the quality of promotion.2.2. The time frame for the promotion should have been at least of 1 year for better and in The time frame for the promotion should have been at least of 1 year for better and in

depth coverage of upcountry markets.depth coverage of upcountry markets.3.3. As all schools were having their Diwali vacation, School exams and gathering the on As all schools were having their Diwali vacation, School exams and gathering the on

campus promotion was delayed.campus promotion was delayed.4.4. The network for redemption center was not properly setup and monitored.The network for redemption center was not properly setup and monitored.5.5. The after activity walk-in would have increased if their would have been a Lucy draw The after activity walk-in would have increased if their would have been a Lucy draw

contest on the deposited coupons contest on the deposited coupons   

137

338475

0

100

200

300

400

500

P.H.C conducted N.H.C conducted N.C.C conducted

3-D Column 1

No.Of School Participation of schools In P.H.C/N.H.C/N.C.C of 475 school

P.H.C conducted N.H.C conducted N.C.C conducted

957

3784

4918

4901458

2392

221569865

73212121843

4722081

2573

7662664

3346

1272071

2457 5629

8234

13952

0

5000

10000

15000

20000

25000

30000

Value Of

Diffrent Catogery

Nanded Jalna Barshi Beed Lathur Parbhani Nagar Aurangabad

Cities

No.Of Students Participation In P.H.C/N.H.C/N.C.C In Each City

P.H.C Participation N.H.C Participation N.C.C Participation

9659

43401658

3787512667344655

27815

63952

12609

63242094

6543800373505202

35643

83768

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

Total Student Participated Total Student strength according to school

Nanded Jalna Barshi Beed Lathur Parbhani Nagar Aurangabad Totoal

Total No. Of Schools Participated in P.H.C/N.H.C/N.C.C in different city

70

3921

40 40 40 41

184

1910 6

138 12

2

67

51

29

1527

32 2839

117

70

39

21

40 40 40 41

184

0

20

40

60

80

100

120

140

160

180

200

Nanded Jalna Barshi Beed Lathur Parbhani Nagar Aurangabad

Cities

Val

ue

No . Schools P.H.C conducted N.H.C conducted N.C.C conducted

137

9394

338

22073

475

32346

0 5000 10000 15000 20000 25000 30000 35000

Participation

P.H.C conducted

N.H.C conducted

N.C.C conducted

Co

mp

eta

tio

nTotal No.Of.Competation in Schools Vs. No. Of Students Participation

Schools Participation Students Participation

Students Participation 9394 22073 32346

Schools Participation 137 338 475

P.H.C conducted N.H.C conducted N.C.C conducted

Schools Tapped in Different Catogery

50

348

2

95

270

108

97

0 50 100 150 200 250 300 350 400

English Medium

Marathi Medium

Hindi Medium

Urdu Medium

Private Grant

Sem-Govt Grant

Govt.Grant

Ca

tog

ery

Value

Value

Cost Per Student

9659

4340

16583787

51266734

4655

27815

6.97.8

10

8.37.7

6.4

7.66.9

0

5000

10000

15000

20000

25000

30000

No.Of Students

Va

lue

0

2

4

6

8

10

12

Cost per student In Rs.

valu

e i

n R

s.

No.Of Students Expenditure Per Student In Rs.

Cost Per School Per City

70

39

21

40 40 40 41

184

957872

795 792

919

1083

870

1043

0

20

40

60

80

100

120

140

160

180

200

City

Va

lue

0

200

400

600

800

1000

1200

Per School cost in Rs.

Va

lue

In

Rs.

No . Schools Expenditure Per School In Rs.