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IMC PLAN of CLASSMATE by Devanshi Mehta
- 2. • CLASSMATE by ITC was launched in the year 2003. • It is an Indian student stationery products brand. • The products include- Notebooks, Diaries Pens, Pencils, Mechanical Pencils, erasers, Sharpeners, Scales Mathematical drawing instruments Scholastics Art Stationery • CLASSMATE has emerged as India’s largest Notebook brand in the country.
- 3. CLASSMATE focuses on Brand Management by incorporating all the components of the Marketing Mix to have a sustained Brand Image and Increased Sales. SEGMENTATION • Professional users (BUSINESS) –Medium and large offices • Small Offices and Homes – 1-10 people • Private Users --Children, teens and students TARGETING • Students (schools, graduation and Post Graduation) • Educational Institutes • Corporate Employees POSITIONING • Recognizing and celebrating the uniqueness of every child encouraging individuality. • "FOR THE BIG IDEAS IN YOU" - Initial tagline of Classmate • "BECAUSE YOU ARE ONE OF A KIND“ – recent tagline of Classmate
- 4. PRODUCT 1. Pencils – mechanical and wood 2. Pens – ball, gel, roller and fountain 3. Mathematical Instruments 4. Sharpeners and Erasers 5. Notebooks 6. Art Stationery (Sketch pens, color pencils, wax crayons, oil pastels) PRICE 1. Pricing Objective – maximizing the market share 2. Classmate prices its products at 5% higher than its competitors 3. Pencils- 3/- to 40/- per unit Pens- 5/- to 20/-per unit sharpeners- 4/- to 20/- per unit
- 5. PLACE The products are targeted across rural, semi-urban and urban areas across India. PROMOTION 1. CLASSMATE designs its promotion strategy keeping in mind its brand proposition and its target audience. 2. Advertising takes the form of- Ad Commercials hoardings posters banners Magazines & Newspapers Point of Purchase displays 3. Brand Endorsers include- Yuvraj Singh and Soha Ali Khan. 4. ‘Classmate Ideas for India’ Challenge ‘Classmate Young Authors’ Contest ‘Classmate Spell Bee’ ‘Classmate Art Academy’
- 6. CLASSMATE uses a variety of tools from the Promotional Mix for a sustained brand image and increased sales. The following are the ways in which CLASSMATE has successfully used the Promotional Mix: 1. ADVERTISING • Two important platforms for advertising- Print Media and Broadcast Media • Top ad campaigns of all time include: #BeBetterThanYourself #WelcomeToSchool #Whiter, Brighter and Smoother #Likho Apna Kal #Follow Your Heart Because You Are One of a Kind
- 7. 2. SALES PROMOTION • ‘CLASSMATE MAN OF THE MATCH’ CAMPAIGN • A 45-day on-ground and online campaign to engage with the students and the youth • Objective- create brand and product range awareness • Performed in collaboration with various consumer engagement platforms like roadshows and Café Coffee Day. • Participants earned ‘Runs’ or points on the purchase of classmate products. • Participants with the maximum runs got a chance to – 1) meet Classmate's brand ambassador Yuvraj Singh, and also 2) won the Pune Warriors India merchandise (the IPL team that Classmate partnered). 3) They also received unique codes that could be redeemed at CCD outlets. • ‘CLASSMATE PULSE’ • To promote the category of notebooks launched by classmate- PULSE, promotional activities were encouraged. • On the purchase of notebooks worth Rs. 150 and above, customers got assured prizes ranging across free movie tickets, pizza parties, coffee vouchers, bowling passes and go-karting experiences, redeemable across 500 venues.
- 9. 3. DIRECT MARKETING • Classmate has made use of Emails and Mobile SMS to promote its products. Text messages were sent across various cities to the audience in the age group of 15-25 years of age; with their database coming from schools, colleges, coaching institutes across the country. 4. PERSONAL SELLING • When ITC launched classmate since then jobbers were employed to market and sell Classmate products to various stationery vendors in different areas.
- 10. 5. INTERNET / INTERACTIVE MARKETING • For the different campaigns that were created by Classmate, Facebook & Google were leveraged to promote participation in these contests and activities by conducting them online. • A micro site has also been set up to register for the contest on their first purchase and thereby keeping a track by uploading all the subsequent purchases as a part of the campaign. 6. PUBLICITY • Publicity and Public Relations go hand in hand. • Classmate focusses on brand image building by publicising it’s a) Corporate Social Responsibility b)the Education Programmes that it conducts, and c) the ECF (elemental chlorine-free) environmental-friendly technology that it uses for the manufacture of its products .
- 11. CLASSMATE by ITC holds up its Corporate Social Responsibility and contributes to the societal goals . For every 4 Classmate notebooks purchased, ITC contributes ₹1 to its social development initiative that supports, primary education. Every CLASSMATE notebook carries this CSR message on the back cover.
- 12. This programme aims to create enabling conditions so that more underprivileged children stay in school and complete their schooling. It also tries to hone their skills and abilities. The Programme provides infrastructural support to government primary schools - desks and chairs, lights and fans, classrooms and other structural improvements, textbooks and notebooks, sports kits, etc. Sanitation infrastructure is a top priority. Programme partners with education providers to introduce modern teaching and assessment methods. The Read India Plus Programme, run in Partnership with Pratham, improves the quality of learning of around 36,000 children every year.
- 13. ITC Classmate was the first Indian company to join the Global Forest and Trade Network (GFTN). It contributes towards saving the environment: a) through ozone treatment and ECF technology to eliminate toxicity in the industrial effluents released by them into the ecosystem, and b) in a large scale through reforestation and water conservation by planting 8 trees for every tree used, which has greened over 1 lakh hectares since 2008.