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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)

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

Frequency of buying classmate products:-This graph

shows the attachment with classmate products.

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

II. Rational Evaluation:


Distinguishing Factor 140 120 129

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

Image with respect to product emotions


70 60 50 40 30
colourful attractive knowledge source sence of pride

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

Brand Equity with respect to differentiation

with the competitors


140 120 100 80 60 40 20 0 Design Price Quality Other

CONCLUSION
The Classmate range stands for quality and

dependability Learning devoted to trivia on various subjects adding fun

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

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