Classmate Essay

346 Words2 Pages
Does classmate has a necessary mileage? It doesn’t have because its product image is not compatible for a premium brand and the name itself segments itself towards the students. Can it be repositioned? It shouldn’t be repositioned because creating a aspirational brand out of Classmate would result in losing the identity of Classmate itself. Does paperkraft has a necessary mileage? No. Because for creating an aspirational brand price range is a big factor(45-285) and it currently doesn’t have the aspirational audience. Also, the name doesn’t go with an aspirational brand. Reposition? NO. It cannot be repositioned as an aspirational brand because the name is such that it does not associate with a premium brand and it is already there in the market. 2.In case reposition it and start charging premium price it will appear to be just a price hike withAout any increase in the brand value. Also, if it is repositioned in such a way that paperkraft serves only the price range between 300-1500 then ITC would lose the market leadership in the price range of 45-245. 3. ITC follows individual product branding and and not umbrella branding, thereofore, it is advisable for itc to have a different brand under different segments and price range. 4. The current product portfolio of Paperkraft includes notebooks, pens and highlighters. Incase of an aspirational brand, it is very important the product category be limited and very well redefined. Which of the following options should ITC take? We would suggest that ITC creates a new brand separate from Classmate and Paperkraft. The name of the brand we suggest is “Ardor”. The word Ardor means ambition. Target Group The target group that can be targeted for the aspirational brand are HNIs and high income level corporate professionals . Considering that Classmate targets Students in the age group of 8-16 and

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