Classmate

This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded pens in selected markets. One of the tools to promote the brand is ‘Classmate Young Author & Artist Contest’ which is successfully running for last five years. The tagline for the brand is: ‘Inspiring Young Minds’ aptly pointing out the target segment for the brand.

Paperkraft

This ITC brand also caters to stationery products. But while ‘Classmate’ caters to the target segment of ‘school goers’, ‘Paperkraft’ targets ‘college students and executives’. Consistent with the target segment above ad depicts a college-goer using ‘Paperkraft’ product. The tagline of the brand is: ‘The Power of You’.

Expressions

This is another ITC brand in the stationery segment but this caters to the greetings card category. The tagline for the brand is ‘If it’s in your heart, it’s on the cards.’ The website of this brand www.itcexpressions.in seems to have rather less content and not as good as other ITC sites mentioned earlier and seems not being updated with latest content. ITC also has a range of aromatic candles under ‘Expressions’ brand name.

AIM

It’s the ITC safety matches brand. The tagline for the brand is: ‘Ultra Slim Matchbox’ – so the focus is on the functional attributes of the product only. ITC sources the product from small-scale sector and uses its marketing and distribution strength to bring the product to the consumers. ITC has many other brands in the segment like: ‘i Kno’, ‘Aim Mega’ and ‘Aim Metro’. But still the product is quite undifferentiated and till date being considered as a commodity.

Mangaldeep

It is the agarbattis (incense sticks) brand from ITC stable. The business model for this is quite similar to AIM in the sense that these are also sourced from small scale sector and ITC markets and distributes the product. The tagline for the brand is: ‘Poori ho nirmal prarthna’ or ‘Ensuring Purity in Prayer’.

Cigarettes

ITC is the market leader in this segment with many top brands like: Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake. Advertising for cigarettes is prohibited in India as per the legal rules.

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