This document presents a brand audit of ITC Classmate notebooks. It analyzes various aspects of the Classmate brand such as brand knowledge, awareness, recognition, image, and equity. Customer surveys found high brand recall and attachment to Classmate notebooks. Respondents saw Classmate as a high quality brand distinguished by its design, price, and quality compared to competitors. However, the brand audit had some limitations due to its short time frame and limited survey scope. Recommendations included reducing cover page quality to lower prices and expanding into lower market segments.

1. BRAND AUDIT: ITC CLASSMATE
Presented By:
Group: 1, Section: A
Group Members:
Aratrika Dey (11202004)
Jagadish Badapanda (11202011)
Parthapratim Debnath (11202016)
Muklesh Kumar (11202025)
Prakash Kumar (11202052)
Kishen Kumar Singh (11202062)

2. ROAD MAP
Introduction
Brand Knowledge
Brand Awareness
Brand Recognition
Brand Image
Brand Equity
Conclusion
Limitations
Recommendations

3. INTRODUCTION
 ITC was incorporated on August 24, 1910 under the
name Imperial Tobacco Company of India Limited the
name of the Company was changed to ITC in 1974
 Its range of more than 300 variants is custom made to take
care of varying needs in notebooks, long books, practical
books, drawing books & reminder pads segments. These
notebooks reach more than 65,000 outlets across the
country.
 The Classmate Notebook range builds in regional
preferences and caters to the requirements of All India &
State Education Boards.

4. BRAND KNOWLEDGE
I. Attachment
140
120
Frequency of Use
100
80
60
40
20
0
Classmate Navneet Goodboy Other Brand
Usage of Stationary Items

5.  Frequency of buying classmate products:-This graph
shows the attachment with classmate products.
70
60
50
40
30
20
10
0
Once in two Once in four Once in two Once in a year Never
weeks weeks months

6. II. Rational Evaluation:
Distinguishing Factor
140
120 129
100
80
60
60
40
42
20
6
0
Design Price Quality Other

7. III. Functional Image and Benefits: Notebooks
were perceived to be of high quality by 137
people who were surveyed and it is a
strengthening factor.
IV. Brand Awareness Depth and Breadth: the
majority of the people were able to instantly name
classmate from the different stationary brand
present in the market.

8. BRAND AWARENESS
I. Brand Recall:
Recall of stationary brands
80
70
60
50
40
30
20
10
0
Classmate Natraj Navneet Pioneer Goodboy None

9. BRAND RECOGNITION
Identification the colour combination (in %)
60
50
40
30
20
10
0
Natraj Navneet Faber Castell Pioneer Classmate

10. BRAND IMAGE
 Image with respect to feature
90
80
70
60
Quality
50 Status
40 Look
Durability
30 Availability
20 CSR
10
0
Strongly Disagree Somewhat Neutral Somewhat Agree Strongly
disagree disagree agree agree

11.  Image with respect to product emotions
70
60
50
40
30 colourful
attractive
20 knowledge source
sence of pride
10
0

12. BRAND EQUITY
 Brand equity with respect to quality
200
180
160
140
120
100
80
60
40
20
0
High Quality Low Quality

13.  Brand Equity with respect to differentiation
with the competitors
140
120
100
80
60
40
20
0
Design Price Quality Other

14. CONCLUSION
 The Classmate range stands for quality and
dependability
 Learning devoted to trivia on various subjects
adding fun

15. LIMITATIONS
 The period of project preparation was around one
month so a detailed study could not be done.
 Many customers did not replied to all the questions.
 The data collected here reflects the opinions of the
respondents covered during the survey.
 The project study has reference only with the
information collected by the means of questionnaire
survey in the city of Bhubaneswar so the area this is
limited

16. RECOMENDATIONS
 The quality of cover page of the notebook should
be reduced to some extent so that the price should
be reduced.
 Classmate should cater to lower segment market
by reducing its overall quality to some extent but
the quality should be better than local brands.

17. THANK YOU