Classmate Brand Management

Brand equity In marketing, is the worth of a brand in and of itself — i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known. Classmate became the largest Notebook brand in the country. Together, Classmate and Paperkraft offer a range of products in the Education & Stationery space to the discerning consumer, providing unrivalled value in terms of product & price. Classmate and Paper kraft have become a natural extension of the consumer. Meticulous understanding of consumer needs helped creating a relevant and comprehensive portfolio satisfying the needs of different sets of consumers.  At present, the stationery business in India is worth over Rs 15,500 crore, with notebook as the largest segment estimated to be worth over Rs 7,500 crore.  In the past few years, the industry has seen a growth of 4

Brand Launch: Classmate is an Indian brand of student stationery products. ITC Limited (formerly Indian Tobacco Company) launched its Classmate brand in 2003 with the notebooks category. Subsequently, Classmate added pens, pencils, mechanical pencils and geometry boxes to its portfolio. ITC made its entry to the education and stationery business with its Paperkraft brand in the premium segment in 2002; and later expanded into the popular segment with its Classmate brand in 2003. By 2007, Classmate became the largest Notebook brand in the country. Together, Classmate and Paperkraft offer a range of products in the Education & Stationery space to the discerning consumer, providing unrivalled value in terms of product & price. Classmate and Paperkraft have become a natural extension of the consumer. Meticulous understanding of consumer needs helped creating a relevant and comprehensive portfolio satisfying the needs of different sets of consumers.   ITC is the manufacturer of Indi

 CLASSMATE BRAND PERSONALITY Brand personality  is a set of human characteristics that are attributed to a  brand  name. A  brand personality  is something to which the consumer can relate; an effective  brand  increases its  brand  equity by having a consistent set of traits that a specific consumer segment enjoys Evaluating Classmate's Brand Personality following relate to the brand - Sincerity-  Classmate has sincerity as their primary attribute as its products are genuine, cheerful, wholesome, and down-to-earth . With its products it provides a sense of generosity as   for every four Classmate notebooks purchased, ITC contributes  ₹ 1 to its social development initiative that supports primary education. Exciting: It considers brands  that often  appeal to a younger demographic and classmate products are made especially for the young generation. Competence - Classmate is the qualified leader in its segment as it provides a sense of intelligence and successfulness.  CELEBRITY END

Brand Identity Brand identity  is the collection of all elements that a company creates to portray the right image to its consumer. Following aspects that are used to cultivate a consumers mind towards the brand are -   Name of the Brand   Designs of the  logo Uses colors, shapes, and other visual elements in its products and promotions Crafts the language in its advertisements Towards creating a brand identity which would be impactful Classmate tried to create its notebooks made of recycled paper, becoming more environmentally aware of the impact of its business and a campaign that seeks to dial down the stress and peer pressure among students are some of the steps being taken by ITC to keep its Classmate brand of stationery relevant among a young set of consumers. Faced with an environmentally and socially engaged group of young students and parents who are vocal advocates of their beliefs on social media, the company wants to build an identity that addresses the concerns of the targ

Classmate BRAND ASSOCIATION: A customer does not simply buy a branded product.  They try to recall the brand  or product in their mind with something else. That association of the brand with the customer which forms a mental image of the product in his mind is called brand association. It is often agreed that brand associations are mostly caused by visual impressions.  Realizing the huge consumer base for their products, the brand penetrated through the Indian classroom. ITC Classmate has established itself as one of the most trusted Indian stationary brands. The experiential way  has changed the way the Indian consumer interacts with the brands and associates himself with them. Brands today need to give customers a little more than just the product – with so many options in the market, how does one differentiate himself from the others. Types of Brand Association 1) Association based on attributes- Continuous Innovation and deeper consumer insights are the two key cornerst

                                                      Brand Strategy: Classmate as a brand promises to deliver notebooks of high quality and Eco-friendly paper. It is the pioneer of organization of the notebook industry. With its product features and customer value have ensured that the customers always prefer classmate over its competitors.  Also the number one status of the classmate notebook has been the status symbol for the customers. Classmate has devised such a strategy that has always catered to the requirements of the target group by introducing variants. This helped classmate to strengthen the loyalty factor and this helped in establishing the emotional connect with the brand. Low single digit market for spiral notebooks: Focusing on school kids and youth, the ITC Classmate Pulse range of spiral notebooks add to the convenience apart from being durable. As against a high double digit market for spiral notebooks in developed markets, it is a low single digit in India. However