Integrated marketing communication projects about the brand Classmate.

1. Group 4
Ajay.B.S |Anil Kumar| Tanvi raj | Y Gunasekar

2. Classmate and Stationery
market in India
• The stationery market in India is worth 10,000 crores
which includes 4000 crores notebook market
• Just 25% of this market is under organized, branded
players
• Classmate was born in the year 2003 under ITC
• The FMCG major had a four-fold increase in
revenue from its Classmate and Paperkraft brands
in 3-5 years.
• 75,000 direct stationery outlets in the country by
leveraging the mainstream channel network of ITC

3. Profit projection
1000
800
600
400
200
0
2003
2005
2010
2015

4. Cognitive process behind the
decision
• The projected growth in 2015 is 1000 crores
in the domestic market
• The current position in the market is with 12%
market share (Source: ITC portal)
• Leveraging the supply chain of the home
brand helped classmate to grow to this
position.
• Improving in the consumer market demands
huge investments in mass media, retail stores
and supply chain.

5. Cognitive process behind the decision
• So the better was to choose the business to
business segment.
• Targeting businesses was already a strategy
used by classmate (TCS, WIPRO and HDFC)
• In order to achieve the proposed target with
the least spending's possible.

6. Objective and reason
• To improve the market share by 15%.
• Total market 10,000, current market share is
12%.
• 12+15 = 27%, It will be 2,700 crore revenue.
• Success of this campaign will give out
almost 450 crore profit by itself.
• Though the upcoming campaign is only for
Bangalore, Mumbai and Chennai. The
overall plan is to implement the same in a
nation scale.

7. Target market
• General Market for Classmate: Students and
Corporate employees
• Market for the current campaign: Schools in
Bangalore, Mumbai and Chennai.
• They are the most receptive market for the brand
since its inception, with the highest market share of
23% on an average.
• According to the VALS:
Thinkers, Achievers, Experiencers and Believers.