Classmate Brand Management

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