Presented by :

Asish kumar swain

Rahul kumar singh
Arpit aggarwal
INTRODUCTION
• 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.
WHAT IS MARKETING?
• Marketing is a societal process by which
individuals and groups obtain what they need
and want through creating, offering, and freely
exchanging products and services of value with
others.
WHAT IS MARKETING?

Construct an
Understand the Design a customer
integrated marketing
market place and driven marketing
program that deliver
customer needs strategy
superior values

Capture value from

Build profitable
customers and create
relationship & create
profits & customer
customer design
equity
MARKETING MIX (4P’S) OF CLASSMATE
After analyzing needs of customers:
1. Product : creating the product.
2. Price : set the price which create value for
customer.
3. Place : delivers the product from producer to
customer
4. Promotion : promote the product through
advertising, personal selling, sales promotion
etc.
MARKETING ENVIRONMENT OF
CLASSMATE
 Micro environment:
The company, suppliers, market intermediaries,
competitors, public and customers are the most
important factors.
 Macro environment:
The large societal forces that affect the environment
is demographic, economic, natural,
technological, political and cultural forces.
5 STAGES OF CONSUMER DECISION
MAKING
Problem recognition:
As per our brand the problem here can be trigged by
internal stimuli i.e. when one person want to write
or draw etc. It is also can be trigged by external
stimuli i.e. by watching an advertising of
classmate product.
5 STAGES OF CONSUMER DECISION
MAKING
Information search :
In this stage buyer try to search and gather more
information about the product and look through
all the reviews, quality of the product of different
brands.
Alternative evaluation :
In this stage customer uses information to compare
different brands with each other.
5 STAGES OF CONSUMER DECISION
MAKING
Purchase decision :
In this stage customer decides from which brand he
wants to buy the product.
It depends on brand, quantity, vendor, time,
payment option etc.
Post purchase behavior :
In this stage customer compare his expectations
with actual performance and find out if he is
satisfied or dissatisfied.
SEGMENTATION
• It is the process of dividing the heterogeneous
market into smaller homogeneous group have of
customer that have similar needs and wants.
• The market can not satisfy all and this is the
main objective of any company today. The best
way satisfaction can be achieved is by putting
customers in groups that can be satisfied by the
same product offering.
BUYER’S PROFILE OF CLASSMATE
• DEMOGRAPHIC :
OCCUPATION STUDENTS,CORPORATE
EMPLOYEES
INCOME MORE THAN 4,00,000
FAMILY LIFE CYCLE FULL NEST 2, FULL NEST
3

• BEHAVIORAL :
BENEFITS HIGH QUALITY,LOOKS &
UNIQUE
USAGE RATE HEAVY
LOYALTY HARDCORE,SPLIT
USER STATUS REGULAR
BUYER’S PROFILE OF CLASSMATE
• PSYCHOGRAPHIC :

LIFESTYLE ACHIEVERS, THINKERS,

MAKERS

PERSONALITY EXPERIENTIAL,
PRACTICAL
TARGETING MARKET OF CLASSMATE
• TARGETING :
Targeting in marketing is a strategy that breaks
a large market into smaller segments to
concentrate on a specific group of customers
within that audience.
• So in classmate brand it uses strategy of market
specialization. It tries to meet many needs of a
student.
TARGETING MARKET OF CLASSMATE
P1 P2 P3
M1

M2

M3
POSITIONING OF CLASSMATE
• POSITIONING :
o Positioning can be understood with the help of a
perceptual map.
o Perceptual map is a 2D representation of what
consumers think about a particular brand.
PERCEPTUAL MAP FOR CASSMATE
NOTEBOOK
HIGH QUALITY CLASSMATE

NAVNEET

LOTUS
LOW PRICE HIGH PRICE

LOCAL

LOW QUALITY
BRAND ELEMENTS OF CLASSMATE
Brand name: CLASSMATE
• Classmate stands for identifying and celebrating
the uniqueness of every child.
• The brand encourages each user to nurture the
skills and interests that make them special, with
confidence, to make their dreams, reality
BRAND ELEMENTS OF CLASSMATE
• LOGO OF CLASSMATE :
BRAND ELEMENTS OF CLASSMATE
• COLOR : classmate brand color is black and
white.
White is associated with light, goodness,
innocence & purity. It is considered to be
the color of perfection. White means safety,
purity, and cleanliness. As opposed to
black, white usually has a positive
connotation. White can represent a successful
beginning.
BRAND ELEMENTS OF CLASSMATE
Slogan/tagline :

"For the Big Ideas in you" made the students feel that
they can do great things and hence they were associated
with the brand . They positioned themselves as brand
that is made for students with big ideas.
Recently Classmate changed its tagline to "Because you
are one of a kind". By changing tagline to this and
conducting an ad campaign, they tried to make every
child feel unique and special and also influence the
parents. This has been a hugely successful positioning
and campaign.
PRODUCT TYPES OF CLASSMATE
Tangibility : according to tangibility the
products of classmate are tangible.

Durability : according to durability it is a

durable product because it’s quality is high
which can be used for long term.
PRODUCT TYPES OF CLASSMATE
Consumer good :
 It comes under convenience goods.
 And under the convenience goods it falls in the
category of both staple and impulse goods.
Industrial good :
 Raw materials : paper, cardboard, covers and
miscellany.
PRODUCT MIX. OF CLASSMATE
Product mix width : 6
 Notebooks
 Pens
 Mechanical pencils
 Geometry boxes
 Scholastics – eraser, sharpener, scale
 Art stationary
Classmate notebooks consist of more than 300 variants
including notebooks, long books, practical books,
drawing books and reminder pads. ITC focused on the
design elements of notebooks: each Classmate notebook
has a theme on the cover and related information inside.
ITC Classmate notebooks use Ozone-treated, Elemental
Chlorine Free Paper which has lesser use of chemicals in
bleaching stage. Ozone treatment of paper before
bleaching process improves paper quality and shelf life.
Classmate's range of pens includes ball, gel & roller pens.
Classmate pens deliver unmatched comfort and a neat
writing experience. They are ergonomically designed and
engineered to ensure a controlled ink flow for a smudge free
writing experience. The textured rubber grips and low
viscosity inks ensure that writing is comfortable and
extremely smooth
Classmate offers mechanical pencils with various unique
features like a rubberised gripper in Da Vinci II & Ezy
Grip &
a comfortable triangular grip in Triklik. The different
variants available include: Fine Script, Tri Klik & Spear.
Classmate geometry boxes come with die-casted metal
instruments with a self-centering mechanism that gives you
maximum precision and accuracy while you draw. The
compasses in the geometry boxes have been designed with
equidistant tips for unsurpassed accuracy.
Classmate also offers products like Erasers, Sharpeners & Scales.
Classmate erasers are available in regular and jumbo sizes. The
erasers are known to be non-toxic, phthalate-free, dust-free.
Classmate sharpeners have a stainless steel blade with a sparkle-
textured body and are available in 5 vibrant colours. Classmate Scales
have clear, distinct and bold markings enabling precision,
Classmate Color Crew range of art materials, comes in a
range of rich and vibrant colors, has been designed to cater
to a child's learning needs-from developing motor skills,
hand-eye coordination, to color recognition and much more.
This portfolio ranges from Wax crayons, Plastic crayons, Oil
pastels and Sketch pens.
PRODUCT MIX LENGTH AND DEPTH
PRODUCT LIFE CYCLE
• Classmate as a brand is in it’s maturity stage.
• During the maturity stage, sales will peak as the
product reaches market saturation, and
competition will grow increasingly fierce.
• A situation in which a product has become
distributed within a market to the fullest
possible extent, leaving demand for the product
at a minimum. The actual level of saturation can
depend on consumer purchasing power,
competition, prices, and technology.
INTEGRATED MARKETING
COMMUNICATION
• Because the brand is in it’s maturity stage
personal selling and direct marketing is high.
• Sales promotion and public relation is average
in this stage.
• Advertising is low in maturity stage.
PRICING OF CLASSMATE
• Classmate company uses price skimming
strategy.
▫ Price is high.
▫ Products are unique.
▫ Quality is high.
▫ Specific market
▫ Price indicator of quality
PRICE OBJECTIVE
• The price objective of classmate is price quality
leadership.
• A company might aim to be the product quality
leader in the market, what classmate as a brand
wants.
• Classmate provides only high quality product
with little bit high price than the competitor.
PRICING METHOD
• Classmate uses value pricing method.
• It wins loyal customers by charging a fair price
for high quality product.
• Value pricing is a matter of reengineering the
company’s operations to become a low cost
producer without sacrificing quality.
PACKAGING OF CLASSMATE
• For classmate products it uses all three levels of
packaging.
• For all the products of classmate
▫ Primary – cover
▫ Secondary – polythene wrapper
▫ Tertiary – corrugated box
LEVELS OF DISTRIBUTION CHALLENGE :

• Classmate uses level 3 and level 4 distribution

channel.
• Level 3 –
company C&FA WHOLESALER RETAILER CUSTOMER

• Level 4 –

company C&FA WHOLESALER DISTRIBUTOR RETAILER CUSTOMER

TYPES OF DISTRIBUTION CHANNEL
• Classmate uses intensive distribution channel.

▫ A marketing strategy under which a company sells

through as many outlets as possible, so that the
consumers encounter the product virtually
everywhere they go
MARKETING SYSTEM OF CLASSMATE
• The marketing system of classmate is multichannel
marketing system(MMS).
• Multichannel marketing refers to the practice of
interacting with customers using a combination of
indirect and direct communication channels –
websites, retail stores, mail order catalogs, direct
mail, email, mobile, etc. – and enabling customers
to take action in response – preferably to buy your
product or service – using the channel of their
choice. In the most simplistic terms, multichannel
marketing is all about choice.