Today Classmate is one of the biggest stationery company in the South
Asian sub-continent. Let's see how it became so .
Introduction of classmate
Classmate
is an Indian brand of student stationery products. ITC Limited launched its
Classmate brand in 2003 with the notebooks category. Subsequently, Classmate
added new products to its portfolio:
pens, pencils, mechanical pencils and geometry boxes. Classmate has 900
distributors who make the products available in over 70,000 outlets in
India. Classmate brought in earnings of 400 million in 2005-06.
When ITC entered the market, Navneet was the market leader with 65% market
share. Brands like Camlin and Sundaram were fierce competitors, mainly attracting
customers with competitively priced products. ITC realised that to establish itself as
a leading brand it would take a lot more than providing its stationary range at an
affordable [Link] being ITC, the company had a meticulous review of the demand
gap, intake, utilisation, and customer behaviour. Deep market research helped
determine whether the customers were being let down by the market’s offerings.
While these steps helped, a potent content marketing strategy was ultimately the
game-changer for ITC and helped the company penetrate the market.
HISTORY:
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam
Paperboards. ITC's Paperboards business has a manufacturing capacity of over
360,000 tones per year and is a market leader across all carton-consuming segments
in India. Greetings, Gifting & Stationery ITC's stationery brands "Paper Kraft" & and
"Classmate" are widely distributed brands across India. The Papercraft Designer
stationery range consists of notepads & and multi notebooks in hard, soft covers &
and multiple binding formats including spirals, wires etc. Greeting and gifting
products include Expressions range of greeting cards and gifting products.
PRODUCTS:
Classmate manufactures notebooks, pens, pencils, mechanical pencils and geometry boxes.
Notebooks
Classmate Notebook brand has a product range of more than 300 variants and is custom-
made to take care of varying needs in notebooks, long books, practical books, drawing books
and reminder pad segments. ITC focused on the design elements of notebooks: each
Classmate notebook has a theme on the cover and related information inside.
Pens
ITC forayed into the pen industry with the launch of Classmate pens across markets
offering the consumer stylish and attractive designs.
Pencils
Classmate HB Jet Black Pencils mark the entry of Classmate into the pencils category.
Mechanical Pencils
Classmate mechanical pencils are intended for sharp, precise writing and drawing, especially
used for precise drawings in subjects like math and engineering.
Math Instruments
Classmate Invento and Classmate Victor are part of the range of geometry boxes. T
is positioned as a more premium product carrying interesting trivia and other useful
information about the subject, while providing tinted plastic instruments that make
it easier for beginners
How Did Classmate Survive?
Classmate penetrated deeply into the ideologies of its young consumer base by
creating branding content and putting it on the last pages of its notebooks.
The flashy design made the notebooks stand out in every stationery store. To the
average student, it was as if notebooks by other brands didn’t exist.
Customer Needs Definition
A customer need is a state of felt deprivation, meaning lacking or seeking a desired
outcome or feeling. Various customer needs exist, from physical needs of food,
shelter, and safety. Social needs such as affection, attention, self-expression,
knowledge, and admiration are all powerful motivators of human behaviour. The
market is not the origin of needs but a social solution to satisfy as many needs as
possible.
Physical needs: are biological necessities for our livelihood, including food,
clothing, warmth, and safety. Products that satisfy physical needs have consistent
demand, regardless of price.
Social needs: are feelings of belonging and affection from people around us. A
scenario that fits this need directly is charitable contributions, allowing the donor to
impact others positively.
Emotional needs are when goods and services make us experience a wide range of
feelings. Humans love to feel these feelings, from happiness to sadness, excitement,
and fear.
MARKETING MIX
The marketing mix refers to the set of actions, or tactics, that a company
uses to promote its brand or product in the market.
The 4Ps make up a typical marketing mix –
✦ Price
✦ Product
✦ Promotion
✦ Place
Classmate, a brand of stationery products, utilizes a marketing mix
that encompasses various elements to effectively promote and sell its
products. The marketing mix, often referred to as the “4Ps,” includes
the following components:
[Link]
Classmate offers a range of stationery products, including notebooks, pens, pencils,
erasers, sharpeners, and more. They focus on providing high- quality, durable
products suitable for students and professionals. The Product mix includes:
Notebooks and Paper Products: Classmate is known for its high-quality notebooks
available in various sizes, ruling patterns, and cover designs. They offer options for
school and office use.
Pens and Writing Instruments: The brand provides a range of
writing instruments such as
ballpoint pens, gel
pens, mechanical
pencils, and markers.
These come in
different colors and
tip sizes.
Art Supplies: For
artists and creative
Individuals,
Classmate offers a
variety of art supplies, including sketchbooks, drawing pencils, watercolor sets, and
more.
School Supplies: Classmate offers school-related products like geometry boxes,
erasers, sharpeners, and other accessories that cater to the needs of students.
Customization: Some Classmate products allow for personalization, where customers
can add their names, photos, or custom designs to notebooks and other items.
2. Price
Classmate offers a variety of products at different price points to cater to a wide
range of customers. They have budget-friendly options as well as premium
products. Pricing strategies may include competitive pricing, bundle pricing, and
discounts during back-to- school seasons. They use pricing differentiation for
different product categories.
• Value for Money: Classmate notebooks and writing instruments are often seen as
value for money products, appealing to cost-conscious customers.
• Variety in Pricing: Classmate products come in a range of price points, from
economical options for students to premium products for professionals and
artists.
• Seasonal Discounts: The brand often offers discounts during back-to-school
seasons, making it an attractive choice for parents and students.
3. Place
Classmate products are distributed through various channels, including physical
retail stores, stationery shops, online e-commerce platforms, and their official
website. Their distribution strategy ensures accessibility to a wide customer base.
• Retail Outlets: Classmate products are available in a wide range of retail outlets,
from small stationery shops to large retail chains. This ensures easy access for
customers.
• E-commerce: Classmate has a strong online presence through its official website
and e-commerce platforms. Customers can conveniently order products
online and have them delivered to their doorstep.
• School and Institutional Sales:
The brand also targets bulk
sales to educational
institutions, further
expanding its reach.
4. Promotion
Classmate employs various promotional strategies, including advertising in print
and digital media, sponsoring educational events , and collaborating with schools
and educational institutions. They focus on building brand awareness and
connecting with their target audience.
Advertising: Classmate invests in advertising through various media channels,
including TV, radio, print, and digital platforms. These advertisements focus on the
quality and reliability of their products.
Social Media: The brand
maintains an Active
presence on social media
platforms, engaging with
customers and running
campaigns to encourage
user- generated content.
Sponsorships and Events:
Classmate sponsors
educational and cultural
events, such as spelling
competitions and art
exhibitions, to connect
with its target audience.
Influencer Marketing:
Collaborating with influencers, particularly in the education and art sectors, helps
Classmate reach a broader audience and gain credibility.
Customer Engagement: The brand promotes customer engagement through
Contests, giveaways, and loyalty programs to retain and reward their customer base.
SWOT ANALYSIS
Strengths
Established Brand: Classmate is a well-known and trusted brand in the stationery
industry.
Diverse Product Range: Classmate offers a wide range of products, including
notebooks, pens, pencils, and more.
Quality and Durability: Classmate products are known for their quality and
durability, making them popular among students and professionals.
Innovation: The brand continuously innovates and introduces new designs and
features in its products.
Weaknesses
Price: Some Classmate products may be relatively more expensive compared to
generic alternatives.
Competition: The stationery market is highly competitive with many other
established and emerging brands.
Limited Digital Presence: In the digital age, Classmate may need to enhance its
online presence and e-commerce offerings.
Opportunities
Educational Market: The growing education sector offers opportunities for Classmate
to expand its product range and reach.
E-commerce Growth: Classmate can leverage the growth of e-commerce for online
sales and marketing.
Eco-Friendly Products: There is a rising demand for eco-friendly and sustainable
stationery, presenting an opportunity for Classmate to introduce such products.
Threats
Economic Conditions: Economic downturns can affect consumer spending on
stationery products.
Counterfeits: The brand may face the challenge of counterfeit products in the market.
Shifting Consumer Preferences: Changes in consumer preferences and digital note-
taking can impact the demand for traditional stationery.