Classmate stationary

Introduction

Classmate is an Indian brand of student stationery products. It is headquartered in Kolkata, India

and served to all Indian. ITC Limited (formerly Indian Tobacco Company) launched its
Classmate brand in 2003 with the notebooks category. Subsequently, Classmate added pens,
pencils, mechanical pencils and geometry boxes to its portfolio. Classmate products include
notebooks, pens, pencils, mechanical pencils, diaries, mathematical drawing instruments,
scholastics, erasers, sharpeners and scales and art stationery products.

Products

 Notebooks: Classmate notebooks consist of many variants including notebooks, practical

books, drawing books and reminder pads, with a theme on the related information inside.
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 Mathematical instruments: Classmate has several types of drawing instruments

available like compass, different sizes of scale and many more.
 Pens: classmate’s range of pes includes ball, gel and roller pens. Classmates pens deliver
unmatched comfort and a neat writing experience. The textured rubber grips and low
viscosity inks ensure that writing is comfortable and extremely smooth
 Art stationary: it comes in a range of rich and vibrant colors, has been designed to cater
to a child’s learning needs-from developing motor skills, hand-eye coordination, to color
recognition and much more

Strategies used by ITC for attracting Rural and Urban consumers

Rural

 Distribution strategy: The company operates with its own distribution channel, goods are
made vailable to wholesale distributors through carried & forward agents which are than
transmitted directly or through small, wholesale, dealers to retailers in to meet the
customers in the most remote areas of the nation.
4Ps of ITC Classmate in in Rural marketing strategies

 Product
o Products quality are relatively high
 Price
 Place
o Availability of all products under one roof
o Selling, purchasing and storage at the same place
 Promotion

Urban

Here are some of the marketing strategies used by ITC

 Cost control strategy: offering products at a price which is either equal or less than what
the competitors are offering. It also provides a high-quality, cost-effective, and innovative
packaging and printing.

4Ps of ITC in Urban marketing strategies

 Price: With the involvement in several business interests, ITC faces a lot more
competition in the market. To boost its market segments, the company has adopted
premium pricing policies for luxurious products and reasonable pricing for the middle-
class segment which will eventually help in generating sales and better revenue. They
follow different pricing strategies for different products.
 Place: The wide distribution channel of ITCs product delivers the product quickly as
possible. The company has four manufacturing units and more than 60 dealer in India.
 Promotion: The promotional strategy of the company has something unique keeping in
mind its brand proposition and its target audience. It promotes its product on various
social media platforms also through print, television, and radio. They also have different
brand ambassadors for different brands which has taken advantage of any promotional
medium available to sell its products.