ITC

Classmate
 Introduction:
• Launched in 2003
• Product portfolio includes
– Notebooks
– Math instruments
– Art stationeries
• 23% market share
 Customer preference in choosing
stationery products
OBJECTIVES :
• To find the trend in stationery products.

• To study the brand awareness of ITC classmate.

• To know which price ranges in stationery does customer choose.

• To analyze the customer loyalty towards stationery products

• RESEARCH METHODOLOGIES:
Survey method
 Competitors :
• Navneet

• Camlin

• Repro

• JK Paper
 What is the reason for surge of
Classmate?
• Decoy method

• Augmented reality

• CSR activities, Spellbee

 QUESTIONNAIRE
1. Which brand you prefer for stationeries?
CLASSMATE NAVNEET CAMLIN JK PAPERS OTHERS
2. Which product you use the most?
NOTEBOOK PENCIL PEN ERASER OTHERS
3. What is the price range in which you generally used to buy a pen?
BELOW- 5 BETWEEN- 5-10 BETWEEN- 10-20 ABOVE- 20
4.What is the price range in which you generally buy a notebook?
BETWEEN- 20-30 BETWEEN- 30-40 BETWEEN- 50-60 ABOVE
5. If the quality of product is good but the price is high will you buy the
product?
YES NO
 Conclusion:
• People prefer innovative products

• Notebook market is expected to grow by 11% in

the next financial year

• People tend to make repeated purchase in

stationery products