Beruflich Dokumente
Kultur Dokumente
Group Members:
Aratrika Dey (11202004) Jagadish Badapanda (11202011) Parthapratim Debnath (11202016)
ROAD MAP
Introduction Brand Knowledge Brand Awareness Brand Recognition Brand Image Brand Equity Conclusion Limitations Recommendations
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.
BRAND KNOWLEDGE
I. Attachment
140 120 Frequency of Use 100 80 60 40 20 0 Classmate Navneet Goodboy Usage of Stationary Items Other Brand
70 60 50 40
30
20 10 0 Once in two weeks Once in four weeks Once in two months Once in a year Never
100
80 60 40 20 0 Design Price Quality 6 Other
60 42
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.
BRAND AWARENESS
I.
80 70 60 50
Brand Recall:
Recall of stationary brands
40
30 20 10 0 Classmate Natraj Navneet Pioneer Goodboy None
BRAND RECOGNITION
Identification the colour combination (in %) 60 50 40 30
20
10 0 Natraj Navneet Faber Castell Pioneer Classmate
BRAND IMAGE
Image with respect to feature
90 80 70 60 50 40 30 20 10 0
Strongly disagree Disagree Somewhat disagree Neutral Somewhat agree Agree Strongly agree
Quality Status Look Durability Availability CSR
20 10
0
Strongly Disagree Somewhat Neutral Somewhat disagree disagree agree Agree Strongly agree
BRAND EQUITY
Brand equity with respect to quality
200 180 160 140 120 100 80 60
40
20 0 High Quality Low Quality
CONCLUSION
The Classmate range stands for quality and
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
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.
THANK YOU