We spend 5% of our turnover on marketing: Shailendra Tyagi, ITC Classmate

The Chief Executive- Education and Stationary Products Business- ITC says he expects the brand to grow aggressively with a higher double-digit figures in the coming years

e4m by Dolly Mahayan
Updated: May 31, 2018 8:53 AM

ITC Classmate recently came up with a campaign ‘Be better than yourself’ to educate students on how to tackle exam pressure, with a core message that the goal is not to be better than anyone else but to improve one’s own past performance. The TVC shows how students are being trapped in the constant pressure of performing better than others.

According to Shailendra Tyagi, Chief Executive Officer (Education and Stationary Products Business), ITC, the campaign is designed to encourage children to chase their future selves.



“‘Be better than yourself’ campaign focuses on today’s school-going generation and aims to challenge the long-standing and widely held social assumptions on the nature of competition in academics. The campaign is designed to encourage children to chase their future selves. It inspires them to keep only their personal values and ambitions ahead of the competition; and to be judged only on their own metrics, not anyone else’s,” said Tyagi.

“The brand understands that a child’s potential is influenced and shaped by parents, teachers and the academic environment. Hence, the campaign reaches out to all stakeholders with a key message,” added Tyagi.

The brand enjoys a strong penetration in the stationery market. It claims to have a share of 22-24% in the notebook market.

“In terms of consumer spends, we are already a  Rs 1,000 crore brand and enjoy No.1 position in this segment. We command a market share of 20-something and a 5-15% price premium over the regional competitors,” said Tyagi.

Read on to know what Tyagi shared with exchange4media on the brand’s vision, overall marketing strategy and more.

Stationery Market
At present, the stationery business in India is worth over Rs 15,500 crore, with notebook as the largest segment estimated to be worth over Rs 7,500 crore. Other key sectors in the stationery market are writing instruments, art and scholastic products, which total up to another Rs 8,000 crore. In the past few years, the industry has seen a growth of 4.5- 5%.

Ad Spends
The company spends more than 5% of its turnover on marketing and brand building activities. We spend across mediums, depending on the need of the campaign. Our expenditure on digital marketing has substantially increased over the past few years, and we plan to continue practicing the same.

BTL or ATL Marketing
As a brand, we believe that both ATL and BTL are equally important and they complement each other. Depending on the product, target audience and the geographies, we evaluate the media mix and move with our marketing plans.

Social media, too, has definitely changed the fundamentals of marketing and information sharing throughout the globe. It gives liberty to a brand to reach out to the masses in real time via multiple channels. As for the recent campaign, we will use TV, cinema, outdoor as well digital platforms to communicate the message through a 360-degree approach.

2017-18 Revenue
We do not forecast revenue figures. We are already a brand worth more than Rs 1000 crore. We expect the brand to grow aggressively with a higher double-digit figures in the coming years.

Future Plans
Classmate has developed a portfolio of world-class products through sustained investments in brand building. Going forward, we will leverage our competencies, expertise, innovations and brand communication strategies to stay ahead in the market.

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