Jul 9, 20201 min
The year was ๐ฎ๐ฌ๐ฌ๐ฏ, ITC Limited faced the ultimate marketing challenge - building a new BRAND.
After setting up its Paperboards unit for packaging of cigarettes, ITC launched Classmate & become India's largest.
How did Classmate achieve a 25% market share in a majorly unorganized 16000 Cr stationery segment?
๐ Customization:
โ Over 350 SKUs catering to the needs of students in various school boards like Pulse with 3D & changeable covers, selfie notebooks
โ An innovative strategy for each demographic & tie-ups with likes of Disney & IPL
โ Covers carrying trivia on popular themes helped in creating an association
๐ Differentiation:
โ High emphasis on the brand proposition by relevant marketing to children, empowering them with their opinion
โ โEach child wants to be treated as uniqueโ - the consumer insight that ITC turned into their brand philosophy, reinforced with โBe the first youโ & Spell Bee event.
โ Focus on relevant issues concerning students with โBe better than yourselfโ
๐ Responsibility:
โ Prominently displaying that they use ozone-treated paper which improves shelf life, & chlorine-free/recycled paper to engage the socially vocal GenZ