BRAND AUDIT: ITC CLASSMATE

Presented By:

Group: 1, Section: A

Group Members:

Aratrika Dey (11202004)

Jagadish Badapanda (11202011)

Parthapratim Debnath (11202016)

Muklesh Kumar (11202025)

Prakash Kumar (11202052)

Kishen Kumar Singh (11202062)

ROAD MAPIntroductionBrand KnowledgeBrand AwarenessBrand RecognitionBrand ImageBrand EquityConclusionLimitationsRecommendations

INTRODUCTION

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited the name of the Company was changed to ITC in 1974

Its range of more than 300 variants is custom made to take care of varying needs in notebooks, long books, practical books, drawing books & reminder pads segments. These notebooks reach more than 65,000 outlets across the country.

The Classmate Notebook range builds in regional preferences and caters to the requirements of All India & State Education Boards.

BRAND KNOWLEDGEI. Attachment

Classmate Navneet Goodboy Other Brand

0

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Usage of Stationary Items

Fre

qu

en

cy o

f U

se

Frequency of buying classmate products:-This graph shows the attachment with classmate products.

Once in two weeks

Once in four weeks

Once in two months

Once in a year

Never0

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50

60

70

II. Rational Evaluation:

Design Price Quality Other0

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60

42

129

6

Distinguishing Factor

III. Functional Image and Benefits: Notebooks were perceived to be of high quality by 137 people who were surveyed and it is a strengthening factor.

IV. Brand Awareness Depth and Breadth: the majority of the people were able to instantly name classmate from the different stationary brand present in the market.

BRAND AWARENESS

I. Brand Recall:

Classmate

Natraj Navneet Pioneer Goodboy None0

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80

Recall of stationary brands

BRAND RECOGNITION

Natraj Navneet Faber Castell

Pioneer Classmate0

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Identification the colour combination (in %)

BRAND IMAGE Image with respect to feature

Stron

gly d

isag

ree

Disag

ree

Somew

hat d

isag

ree

Neu

tral

Somew

hat a

gree

Agree

Stron

gly a

gree

0102030405060708090

QualityStatusLookDurabilityAvailabilityCSR

Image with respect to product emotions

Stron

gly d

isag

ree

Disag

ree

Somew

hat d

isag

ree

Neu

tral

Somew

hat a

gree

Agree

Stron

gly a

gree

0

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colourfulattractiveknowledge sourcesence of pride

BRAND EQUITY Brand equity with respect to

quality

High Quality Low Quality0

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Brand Equity with respect to differentiation with the competitors

Design Price Quality Other0

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140

CONCLUSION

The Classmate range stands for quality and dependability

Learning devoted to trivia on various subjects adding fun

LIMITATIONS The period of project preparation was

around one month so a detailed study could not be done.

Many customers did not replied to all the questions.

The data collected here reflects the opinions of the respondents covered during the survey.

The project study has reference only with the information collected by the means of questionnaire survey in the city of Bhubaneswar so the area this is limited

RECOMENDATIONS

The quality of cover page of the notebook should be reduced to some extent so that the price should be reduced.

Classmate should cater to lower segment market by reducing its overall quality to some extent but the quality should be better than local brands.

THANK YOU