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ITC Classmate - IMC project


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Integrated marketing communication projects about the brand Classmate.

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ITC Classmate - IMC project

  1. 1. Group 4 Ajay.B.S |Anil Kumar| Tanvi raj | Y Gunasekar
  2. 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. 3. Profit projection 1000 800 600 400 200 0 2003 2005 2010 2015
  4. 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. 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. 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. 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.