Analysis of Classmate Notebooks - Marketing

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Table of Contents

Brief Overview of ITC and Classmates Brand3

SWOT Analysis of Classmate Brand4

Market Segmentation5

Demographic segmentation5

Geographic Segmentation5

Psychographic Segmentation5

Market Targeting6

Market Positioning7

Positioning statement7

Current Perceptual Map7

Future Perpetual Map7

4p’s of Marketing Mix8

Product8

Recommendations 9

Price9

Recommendations9

Promotion9

Promotional Mix10

Recommendation11

Place11

Recommendation11

References12

Brief Overview of ITC and Classmates Brand

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SWOT Analysis of Classmate Brand

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ITC classmates have a marketing strategy based on the following factors

Market Segmentation: Differentiating the market into homogenous groups of customers who have the same characteristics. These characteristics or attributes may be based on various factors such as demographic, psychographic, geographic etc. ITC Classmates focuses on the following segments.

• Demographic segmentation: Here the market is divided on the basis of population characteristics such as age, sex, family income, family size, occupation, education, religion, race etc. ITC Classmate focuses further on the following demographic segments.

Age:  The consumer needs and wants change with their age. Here we can segment the market into two segments. First one should be the school/college going students whose age ranges from 6 to 23 years. The second segment is the parents having kids of age 6 to 15 years. They will fall within the age group segment (in a broad view) 27-40 years.

Income: Price the consumer that can afford to buy a product is closely related to the disposable income. Classmate notes books have a higher price compared to its competitors hence segmenting the market on the basis of income is necessary. They are mainlyfocused on the upper class but slowly expanding the low prized product line that attract the lower and the middle classes.

• Geographic Segmentation: The market can be broadly segmented in to two. Urban area and rural area. Since the average disposable income has a direct correlation with geographic segmentation, the company mainly focuses on urban area since the price is comparatively high.
• Psychographic Segmentation: The market is segmented into homogenous groups based on characteristics like lifestyle, personality, interests, social class etc. Classmate notebooks focus on the following characteristics.

Personality:  students who want to stand out from the crowd. Prefers notebooks that are unique and of higher quality.

Interests: Students will be interested to buy notebooks with illustrations of their favourite cartoon characters, super heroes, sport stars, animals etc.