Classmate Classmate provide products ranging from Notebooks , Copier paper to Colour pencils and Crayons Main target

et includes young students Believe in volume than Margins Have created a brand to make everybody feel that Every Child is special High Brand Recall and High presence in market

Paperkraft Executive Stationery product products including Notepads , business papers and highlighters Main Target includes corporate executives including young adults Provides special Touch of elegance with its products Low brand recall and not good in distribution network

Team AAROH

To launch Aspirational Brand

ITC should launch a new brand under its stationery market profile . It

should target youth by having a brand under Classmate and should go for a new Brand for working executives
The main target segment of this Brand would be the youth (Students and working professionals ) and corporate level executives. Products under this brand should try to create brand value including elegance and professionalism . Every product should be make to seen as a masterpiece and made exclusively for the customer.

ITC needs to build a new brand for its aspiratonal products targeting the premium and super premium segment. ITC has build a good brand reputation in the Indian market. This would make it easy to build a loyal customer group for this new brand.

Team AAROH

Young Adults Classmate earlier Aspiratinal Brand Classmate Paperkraft Corporate Professionals Young Students Relative Market Share High Paperkraft Low

Classmate

Mothers of Young Children

Low

High

Relative Growth Rate

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Product Indian Consumers are still held strongly by the relations they carry with other people India has a large chunk of youth population which feels heavily for their dreams ,like to have elegance and coolness Product should have different themes according to target segment: Different for youth including themes like rebellion , festivals based and for working executives it should add products having elegance

Price Price between 300-1500 is well defined under the current Indian market where it is still a growing sector There should be different offerings on different range of products as consumers in India still need to understand clearly the price differentiation factor among products

Team AAROH

Place Product should get a good kick off because of good credibility of ITC and can get distribution network due to that They should focus on corporate gifting and also selling the product online It should be sold at high-end book stores and other high end outlets to maintain the differentiation factor for the product

Promotion Internet revolution has taken a big lead and there should be proper online promotion for these new products Brand Ambassador like successful young businessman or young actors like Farhan Akhtar should be used to crate a proper llink with the customers

Team AAROH

Strength
Classmate has a high brand Awareness among all age Groups Classmate also has good product distribution and is easily available in market Classmate has a high market share which shows it has good credibility

Weakness
Classmate deals in general stationery products and is not linked with the aspirational factor

Classmate has a big product range and it is difficult to focus on single product

SWOT For Launching Under Classmate

Classmates distribution network can be used to get higher visibility for the new product Classmate has loyal customers which can be easily attracted

It may not work with the high end product as classmates core values are different It may then lead to loss in sales of other classmates products also It is mainly focused on young students , so can cause problems in segmentation

Opportunity

Threat

Team AAROH

Strength

Weakness

Paperkraft is a premium product and goes better with the premium product It has limited offerings so its easy to show differentiation in products

Low market distribution Low brand awareness

SWOT For Launching Under PaperKraft

Growing Market and brand has a credibility to back its new offerings

Difficult to target young adults as it is mainly focused on executives

Opportunity

Threat

Team AAROH

TARGET SEGMENT ANALYSIS Identifying subdivisions in the target segment

Young Adults

Promotion Methodologies
Building themes and internet presence to gain popularity Building on themes like youth and internet presence and branding the coolness factor Using elegance and showing credibility to gain market in this sector Providing customized themes for special events and also promoting them on their own

Young students having high aspirational values

Young executives like youth engaged in IT Companies Experienced executives in firms working from a long time Big corporate house for gifting culture

Young Executives

Long time working executives

Corporate Organizations

Team AAROH

TARGET SEGMENT PROFILE > Young, educated, urban males >20 50 years old > Exposed to various mediums of communication

CRUSH MODEL FOR ENGAGING WITH THE YOUTH SEGMENT

Brand Conversation s Brand Leverage

C - COOL R - REAL U - UNIQUE S SELF IDENTITY H - HAPPINESS

Brand Image
TOGETHERNESS, INDULGENCE, EXCITEMENT, COMFORTING IN LINE WITH VALUES, ASPIRATIONAL, EXPRESS MYSELF Team AAROH

ART, DESIGN, QUALITY, HIDDEN, PEOPLES UNEXPECTED, EXPERIENCES, NEWNESS, LIMITED INNOVATIVE REAL EMOTION, CONSISTENT MESSAGE, DEMOCRATIC

CONSUMER BUYING BEHAVIOUR

THINK FEEL I N V O L V E M E N T

Stationery Product CONSUMER BEHAVIOUR

HABITUAL CONSUMPTION
ROUTINE CONSUMER BEHAVIOUR LEARNING THROUGH EXPLORATORY TRIAL PURCHASE BEHAVIOUR > COGNITION > AFFECT

LOW

HIGH

Aspirational Stationery Brand

Build Top-of-the-mind-recall

INFLUENCE CONSUMPTION THROUGH > INFORMATION > INVOLVEMENT

Re-enforce the brand proposition

Communicate product differentiation

Thank You

Team AAROH