The year was 𝟮𝟬𝟬𝟯, 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?
📚 Customization:
✅ Over 350 SKUs catering to the needs of students in various school boards like Pulse with 3D & changeable covers, selfie notebooks
✅ An innovative strategy for each demographic & tie-ups with likes of Disney & IPL
✅ Covers carrying trivia on popular themes helped in creating an association
📚 Differentiation:
✅ High emphasis on the brand proposition by relevant marketing to children, empowering them with their opinion
✅ “Each child wants to be treated as unique” - the consumer insight that ITC turned into their brand philosophy, reinforced with “Be the first you” & Spell Bee event.
✅ Focus on relevant issues concerning students with “Be better than yourself”
📚 Responsibility:
✅ Prominently displaying that they use ozone-treated paper which improves shelf life, & chlorine-free/recycled paper to engage the socially vocal GenZ
