Table of Contents

Research Objectives
Target Group
Game Concept
Why this Concept
Plot
Characters
The Game
Scene1
Scene 2
Scene3
Exhibit

The Aim of research is to understand the psyche of children (especially school going) and their
parents regarding their preferences for stationery . We would try to achieve the following
objectives with this research.
1.Impact of product presentation on minds of consumers.
2. Role of influencerswhich are parents in this case
3.Understanding perception about BILT products and its comparison with other premium and
sub-premium brands.
4.Side by side research on BILT office stationeries and how users perceive them.

Target Group
There are two target groups in this case.
First students of age 6-22 years as they are the potential users of stationery.
Children who tries to show-off premium products and who actually like them.
Second:- Parents of all age groups
Socio-Economic Class A,B,C.

Concept
As our goal is to understand the school going children and role of their parents in buying
decisions of stationery, We will use the characters of Movie Taare Zameen Par.
Here Ishaan (the child actor of movie) missed his bus to school so his mother went to drop him
to school. On the way Ishaan told that He needs a copy/register as his teacher told him to bring a
new one in next class. So they stopped on a shop on the way and begins responders role to come
into limelight and help us in their purchase decision.
We will ask respondents that if you were in place of Ishaan or His mother then what would you
buy and why?

Why only this concept?

Because Ishaan is a very stubborn type child and at the same time his mother is slightly linient
but his father is very strict. That would give us a perfect match of all respondents having typical
roles of people having complimentary traits which make our sample size unbiased towards any
particular type of people. And this movie is very well attached with students and their parents so
they can easily empathize in place of Ishaan and his parents.

Plot
The whole plot is divided into 3 scenes.

Scene 1- Ishaan and his mother go to market to buy copy/register. From there we would get
respondents awareness towards other brands of stationery and help us in making a decision.
Here Respondents en

Scene 2- They returned home and Ishaan father shouts at him for buying Premium register
instead of normal one. Here we would get response from respondents that if they are aware of
BILT Products and their great quality.

Scene 3- Ishaan take it to school where he shows his register/copy to his friends . Here we ask
questions about brand BILT and analyse whether it would go in sub-premium segments.

Characters
Ishaan Nand Kishore Awasthi
A school going boy
Creative
Loves to remain in his imagination
Maya Awasthi Mother
Caring and has a soft corner with Ishaan
Nand Kishore Awasthi- Father
Consider Ishaan Dumb
Very Strict
Yohaan Ishaans Brother
He is very intelligent.
He knows about brands and quality
Other Characters
School Friends and Teacher of Ishaan

Game
Scene 1-

Respondents enter and at same time Ishaan says..mamma main math ski notebook lana bhool
gaya. Agar aj bhi nahi laya to teacher phir punish karenge.
Mother(maya) Ishu tum kab cheejo ka dhyaan rakhna seekhoge. Tumhe to punishment milna h
chahiye.
Ishaan Nahi mamma please please..kuch karo
Mother- Dont worry agey shop se le lenge.
Both goes to shop
Mother engages on important phone call
Ishaan gets amazed by different types of notebooks/register of different brands havind bright and
colourful cover pages, printed characters like Barbie, Hannah Montana, spiderman etc
Mother- Ishu jldi karo..late ho rahe h school k liye.
Ishaan- (got confused by so much variety)- He asks respondents konsi wali lu. Also to
respondents of age group 25+ he asks uncle/aunty aap batoa na kaunsi notebook lu..yahan to
bahut kuch hai

Objective met in Scene 1

To familiarize the respondents with plot and retaining their interests.
Here we get answers like
Q.1Age
Q.2. Gender
Q.3.School of children
Scene 2
Mother turned to respondent after the call says..thank you bhaisahab,behenji, beta apne mere
bte ki help kiwo koi b decision nahi le pata
Mother asks respondent
Ye bachee bhi na padne se jyada cartoons characters pe dhyan dete hai even on notebooks
Aapki kya rai hai

Q.4. To childrenbeta ap kya dekhte ho notebook purchase karte samay?

Q.5.To adults..aap ki kya rai hai bhaisahab/behenji ?
Here we met certain objective like
Awareness and recall of BILT products. and
Relative preference of school going children towards BILT products
Role of influencers like parents on purchase decision.
Ishaan reached school and show off his new notebook to his friend
Q.6. Here Ishaan asks question like mere paas to Hotwheels/spiderman wali notebook hai,
tumhare paas kaunsi hai
Q.6. kya tumne BILT notebooks use kari hain?
Q.7.Tum kaunsi company ki notebook use karte ho?

Scene 3
Ishaan reaches home from school
Ishaans father shouts at ishaans mother for purchasing premium quality notebook for Ishaan.
Now Yohaan(brother) comes to the rescue.
He says to father that BILT copies are very good
Father says to yohaan ab tu samjhayega mujhe!!!! Kya badiya h isme.
Now yohaan turns to audience and asks
Q.8. ap hi samjhoa papa ko ki isme kya kya fayda ya nuksaan hai?
Here respondents answer about benefits of established brands and also awreness about that
brand.
Here we get answers whether customers perceive it value for money or not
Whether BILT should enter sub-premium category or not.

Response Sheet to be filled by observerName :Age:Sex:School Going or not- Y/N

If Yes
ThenWhat does student notice in selecting notebooks?
Price
Brand
Quality of paper
Exteriors like cover page
Cartoon characters on cover page
Presence of Some stories or jingles at the end of notebook
Presence of some logos of companies
Design

What does adults check in selecting notebooks for their children?

Brand
Price
Quality of paper
Value for money
Presence of some logo
Design

Which brands of competitors are known to respondents.?

Whether respondents heard of BILT Expressions or not?

If yes, then how they perceive it as- premium/sub-premium/cheap?

Would You like to buy BILT notebooks if they launch it in sub premium category?
This Q will give us the answer that whether people are buying BILT Ten on Ten notebooks
because of only brand value or something else and would it lead to cannibalization of brand if
they enter into sub-premium category?