corporate gifting and promotions with respect to wriitng instruments

PROJECT REPORT

On

“Corporate Promotions and Gifting with respect to writing instruments”

FOR

THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF

“MASTER OF BUSINESS ADMINSTRATION”

FROM GGS IP UNIVERSITY

DELHI

BATCH: 2011-13

SUBMITTED BY:

SUBMITTED TO:

Swati Sharma

GGSIPU

ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY, ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,

GREATER NOIDA (UP) – 201306 GREATER NOIDA (UP) – 201306

Executive Summary

In the present era of businesses constantly competing with one another there has to be some way

the corporate have to stand out of the crowed from others so in this scenario corporate gifting

and promotions is one of the way out. These gifting and promotions play a crucial role in

reminding consumers of their presence and also help in the brand recall which is an important

aspect for any corporate to exist. Corporate gifting and promotions has become quite popular in popular in

the recent times since companies always look for ways to oblige their consumers. These play a the recent times since companies always look for ways to oblige their consumers. These play a

crucial role in bridging boundaries and enable brands to communicate what they want to, to one crucial role in bridging boundaries and enable brands to communicate what they want to, to one

another. another.

The present report throws some light on what are the current trends in the gifting segments and The present report throws some light on what are the current trends in the gifting segments and

also on the corporate promotions. It also mentions the methodology adopted in order to conduct also on the corporate promotions. It also mentions the methodology adopted in order to conduct

this research. In the beginning it talks about the various options available in the gifting segment. this research. In the beginning it talks about the various options available in the gifting segment.

It then throws some light on the evolution of writing instruments. Also it describes the fountain It then throws some light on the evolution of writing instruments. Also it describes the fountain

pens and ball pens available now. Then it also talks about the competitors in terms of writing pens and ball pens available now. Then it also talks about the competitors in terms of writing

instruments available in the market. It also talks about the trends in the corporate promotions andinstruments available in the market. It also talks about the trends in the corporate promotions and

the major seasons when these promotions take place along with some sales figures analysis. It the major seasons when these promotions take place along with some sales figures analysis. It

looks into the various options which are available in the gifting segment i.e. Luxor Expressions looks into the various options which are available in the gifting segment i.e. Luxor Expressions

and Parker Celebrantions, also it shows off of the boxes and various combinations of gifting and Parker Celebrantions, also it shows off of the boxes and various combinations of gifting

solutions available by Luxor and Parker group. The report shows the various creative’s which solutions available by Luxor and Parker group. The report shows the various creative’s which

have been either approved or suggested to various brand which are the clients of Luxor writing have been either approved or suggested to various brand which are the clients of Luxor writing

instruments. instruments.

There is analysis done at the end of the project with some bar graphs and some sales figures. There is analysis done at the end of the project with some bar graphs and some sales figures.

The issues that came along while conducting this report have also been discussed. The various The issues that came along while conducting this report have also been discussed. The various

issues for the brand has also been discussed. The last part deals with suggestions and issues for the brand has also been discussed. The last part deals with suggestions and

recommendations that I could come up with during the term of my report. recommendations that I could come up with during the term of my report.

Table of Content

TOPIC Page No.CHAPTER – 1

Objective Limitations

CHAPTER – 2 Research Methodology

2.1 Research Process2.2 Scope

CHAPTER – 3 Introduction

3.1 Product line for Gifting3.2 Evolution of Writing Instruments 3.3 Brief History Of LUXOR

Chapter – 44.1 Competitors Of Luxor4.2 Gifting Segments of Luxor1.Luxor Expressions4.3 Parker Celebrations4.4 Corporate Promotions by Clients

Chapter – 5 Findings And Analysis

5.1 Sales Analysis5.2 Conclusion and recommendation5.3 Bibilography

Sample- Certificate of Training

(on the letter head of the company duly signed by the authorities)

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Ms. Swati Sharma of MBA 08 batch from Army Institute of Management

& Technology, Greater Noida has undergone Summer Internship Project in our organization. Her

project title was ‘Corporate Gifting and Promotions with respect to wrting instruments’,

supervised under Mr. Vikas Maan (Industry Mentor/ Guide) from 4th June 2012 to 18th July 2012.

His/ her conduct and effort during the Internship is highly appreciable.

Name- Mr. Vikas Maan

Signature

Designation

Supervisor Certificate

This is to certify that Swati Shama student of Master of Business Administration, Batch –

MBA08, Army Institute Management & Technology, Greater Noida, has successfully

completed his project under my supervision.

During this period, he worked on the project titled “Corporate Gifting and Promotions

with respect to writing instruments” in partial fulfillment for the award of the degree of

Master of Business Administration of GGSIP University, Delhi.

To the best of my knowledge the project work done by the candidate has not been

submitted to any university for award of any degree. His performance and conduct has

been good.

(Signature)

Prof Anand Rai

AIMT-Gr. Noida

Date: 20th July 2012

Certificate of Originality

I, Ms. Swati Sharma, Roll No.______________ of MBA 08 batch of Army Institute of

Management & Technology has undergone a Summer Internship in Luxor Pvt. Ltd. for a

duration of Six weeks on a project title “Corporate Gifting and Promotions with Respect to

writing instruments”, hereby declare that this project is my original piece of work.

Signature of the student:

Student Name: Swati Sharma

Date:20th July 2012

ACKNOWLEDGEMENT

No task however small can be completed can be completed without proper encouragement. In this I am greatly indebted to Mr.Ankur Sharma and Prof. Anand Rai for being of immense help to me and guiding me on the right track and giving constructive suggestions during my entire internship. Mere words will not be sufficient to thank them who not only stimulated the idea of undertaking this project, but also interacted with me frequently giving me valuable advice at various stages of work.

My heartiest thanks goes out to all the people whom I contacted, for their cooperation and responsiveness; namely Mr. Krishna Baral, Mr. Umesh Kumar and many other people. I would also like to take this opportunity for thanking Mr.Vikas Maan for giving me this opportunity to be associated with Luxor writing instruments.

Finally I would like to be grateful to all those who directly or indirectly have been of great help and obliged me with their support and have helped me in converting this well thought out plan into a finely polished Project.

PREFACE

This Report will help to study the corporate gifting market as well as promotions with respect to writing instruments with respect to LUXOR writing instruments. In this report we will study about the various corporate gifting options which are available in the market and also have an in-depth analysis of their demand over the past four to five years. This would eventually help the company to work more closely on their gifting segments and get a closer view on how their products are doing for the promotional purposes in the market.

This report includes history, options, combinations of gifting items for their two gifting segments of Luxor Expressions and Parker Celebration. The report also gives an analysis along with graphs for the two gifting segments of Luxor and Parker and also for the promotions the analysis has been given out elaboratively. The report also gives out pictures of the various creative work presented by Luxor to many of its clients for their Promotions and also the option for Luxor expressions and Parker celebration.

CHAPTER – 1

Objective

The study will throw light on how people are moving from the traditional forms of gifting to a more

modern outlook and also how companies take into promotional gifting in order to increase their sale.

It also talks about the positioning of Luxor writing instruments where Luxor as a brand stands in the

current market scenario, the current trends in the gifting industry and the way ahead. The objectives

include:

To determine consumer preference with respect to pen brands. To understand buying behavior of consumer. To determine the main reason for people preferring the brand

Literature Review

Corporate gifting and promotions are an important tool in marketing communication. In the corporate world, gift giving can be a double-edge sword (Pachter, 1995). If used properly, they provide company with valuable means of strengthening the relationships with its key customers and employees, creating goodwill, fostering new relationships and promoting the company’s business. A properly timed and appropriate gifts is one of the best ways of conveying the important messages that relationship matters (Davis, 1996). Gift giving is a complicated business and can itself be a form of art as shown by numerous rules, tips, and guidelines offered in the literature (for Example, Pachter; 1995, Davis, 1996; Campbell, 1997; Feder , 1998; Gines, 1998; Speer, 2000; Taylor 2003). Although gifts and incentives are generally perceived as Sales promotion and Consumer Promotion tools they should be used as an integral part of marketing communication mix to synergise and support promotional activities. Verbal communication is forgotten but Gifts with company’s logo on them form a reminder of your company, which may tip business decisions in your favour (Axtell, 1990). As companies become increasingly aware of the importance of developing and maintaining long term relationship with their customers, corporate gifts can help motivate those who sell and build relationships with important customers. The corporate gift can be anything ranging from stationary to an all inclusive holiday for two. The type of gifts used is limited only by imagination. A gift given as a corporate gesture in recognition of business conducted or as a part of business to business promotions while incentives are products or schemes perceived to be relatively high value and typically used to reward staff or long standing business customers.

1.1 LIMITATIONS

The analytical study emphasizes on the promotion and gifting industry of the corporate with respect to writing instruments. Data released by the pen industry on production and consumption etc. of pens is not very reliable because of the inhabitant characteristics of maintaining secrecy by the industry so that they may not be exposed to the Government and General Public. Also, since Luxor was the company that I was interning in the major part of the report is based on the information gathered from Luxor. Application of sophisticated methods is not possible because of the lack of resources and limitation of time. Since, the conclusion drawn are based on limited data, they remain subject to modifications and corrections.

CHAPTER- 2

Research Methodology

Research methodology is to teach and save knowledge from fossilization; such a step helps not only in growth but also facilitating solutions to the burning issues. As an independent discipline, it helps provide solutions to the existing problems. It is however necessary to evolve and shape methodical tools, designs and techniques to improve quality. If the marketing strategies are good and effective it will help to sell the product in an effective manner to reach each and every part of the country, especially penetrating into areas where it is a problem reaching out to.

In order to carry out the research I have studied primary data and used some secondary sources as well:

1. Primary Data

Personal Interview

2. Secondary Data

Internet Office presentations Magazines Brouchers and Catalogues

2.1 Research Process

The present research study is descriptive cum analytical type of a study. The major purpose of this research is to find description of the state of affairs as it exists at present in the context gifting and promotions with respect to writing instruments in India. The facts and information’s already available has also been used.

A brief overview on the research process of the present study is as follows:

1) Research Problem- The present research is about the corporate gifting and promotions industry with respect to writing instruments. An understanding about the topic could be developed while researching on the topic. Also, along the numerous discussions held with

colleagues, officials and industry experts. I was acquainted with the problem through the review of conceptual and empirical literature available at the company.

2) Hypothesis – N/A3) Research Design – The present study concentrates on the gifting and promotions with

respect to writing instruments so in order to study that the design that suits the requirement of the present study. The design consisted of the various writing instruments luxury corporate gifting items.

4) Research Instrument – For the collection of information I studied various articles online about the gifting market in India. Also, I spoke to few of the industry experts, employees and colleagues who made me understand about the subject and about the importance of subject in the corporate industry.

5) Sample Design – The study was carried out in Delhi. It has covered several brands in order to understand their gifting segments. The main emphasis being laid on Luxor writing instruments situated in South Delhi since this was the company that I interned in.

6) Sampling Procedure – The sampling procedure used is random, keeping in mind that all brands in consideration are given due importance.

7) Collection of Data – For the study both Primary as well as Secondary data was collected. Primary data was collected through Interviewing. Secondary Data was collected through online portals, online forums, magazine and websites, etc.

8) Analysis of Data – The data collected has been codified and tabulated. Relevant relationship has been established and analyzed. The analysis of data helped in studying the trends in the markets. Besides that various problems which came in way of marketing were identified. The data had been interpreted to arrive to certain conclusions. The problems identified and the suggested solutions have also been evolved on the basis of data, various statistical methods and techniques applied for interpretation of the data. Finally an attempt was made to give a shape to the study in the form of report.

2.2 Scope

The study will help to identify the large unexplored Gifting market in the pen industry. It will help to give an insight about the kinds of products available in the market for the gifting solutions. It will also put light on the marketing of this industry as in the past this industry has not been paid so much stress to in terms of the marketing. A multidimensional approach is proposed to put in application to analyze the respective area. The study aims at making efforts to suggest the upcoming options in

terms of the gifting category of writing instruments. It also provide insights into the specific time of the year when gifting is popular and the seasons when people prefer buying the gifting items.

CHAPTER - 3

INTRODUCTION

Today's corporate world strives on relationships and networking. In order to stand out and make your presence felt, gifts are among the easiest and most accessible options. Most corporate gifts are embellished with the name, tagline and logo of their company, helping them increase their

brand value. The gifting industry in India is of about 12000 crores and it is growing at a 20-25 percent annually. According to market experts now people are keeping the profile of the recipient in mind while choosing from the variety of options. The gifts given should have a ‘wow’ factor attached so that it could be discussed at home or office of the recipient.

Only then will it stand out of the clutter and will there be a Brand recall. Financial sector and Pharma companies lead when it comes to gifting. Financial firms and Pharma companies are very generous when it comes to gifting budgets. Also, multinationals fast moving consumer goods (FMCG) companies are very generous with their gifting budgets.

Gone are the days when formal gifts were limited to flower bouquets. Every year, the size of India's corporate gift market grows. Companies are going out of the way to lure both, their employees and business associates. To capitalize on this lucrative business opportunity, gift manufacturers introduce innovative gifts in the market. With increasing demand, comes the need for innovative designs. Whilst designing gifts, the Indian culture must be kept in mind."

"Apart from building the corporate identity of a company, corporate gifting is a great way to express appreciation and gratitude." Corporate gifting helps enhance goodwill. However, we don't measure the level of our relation with the client after corporate gifting. It is an expression of our appreciation for the work done. And after all, who doesn't enjoy receiving gifts! One has to make sure that the gifts are chosen carefully. Typically, small silver Ganesha idols or similar auspicious items". Much thought and time has to go into corporate gifting and all the companies seem to be hitting the search button to 'gift it right'.

My project covers the various forms of obliging the existing customers to a company or even the potential ones. Through this project I would like to throw some light on the trends in the corporate gifting markets as well as the buying pattern (particularly writing instruments) of various companies for promotional purposes. The idea is to show how companies go about registering themselves in the mind of consumers, how they are reaching out to their customers and striving to be different, how they are competing against each other and yet standing out in the crowed. It aims to show how big the industry is and in what all segments does it deal with respect to corporate gifting and promotion of writing instruments.

In India we believe in gifting on almost every occasion for the simple reason that we have a festival for almost every region and religion. The gifting industry takes sole advantage of this by creating specialized gift items for most of the occasions and hence, attracting the customers. According to reports there is an increase of about 30 to 40 percent in the spending for the gifting items during the Diwali season. Talking about the year 2011, this year India Inc. is very upbeat as far as gifting is concerned. Although the trend varies from one sector to another, on an average corporate have hiked their gifting budget by 30-40 per cent," said a senior marketing person from myntra.com , a corporate gifting site.

Promotions is another way of reaching out to the customers. Its is a marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. It is an element of marketing mix which is entirely responsible for communicating the marketing proposition. Like Mc Donald’s is about community, food and enjoyment. Audi is about the driver experience and technology. Promotions are generally carried out to boost the sales of product or service. Under this project I will be covering about Trade Promotion and Consumer Promotion which are used by companies to attract their customers.

Trade Promotion is a marketing technique aimed at increasing the demand for products in retail stores based on special pricing, display fixtures, demonstrations; value added bonuses, no obligation gifts and more. Companies utilize trade promotions to increase product visibility

3.1 Product line in gifting

Though the concept of corporate and promotional gifting is on an all-time high, the product line is constantly changing. "For decades now, the most common material used to make corporate gifts has been leather there have been a few changes in the recent times though. Folders, visiting

card holders, planners, diaries, bags, traditional gold and silver plated coins are generally in demand during diwali time, idols of god n goddesses are ranked amongst one of the most sold items. Innovative gifts with utility value are also in high demand. We see the trends of giving:

Personalized Photo Coffee Mugs- Print Photos, Pictures, Images, Graphics or any design on the coffee mugs. Magic Mugs, Night glow Mugs, Two tone mugs, Animal Handle mugs, etc.

T-shirts Embroidered or Printed- Polo’s, Collar, Round Neck, Sports, Fleece (Sweat Shirts)

Jackets Customized with Embroidery/Printing- Wind Cheaters, Formals, Reversible’s, Telson, and Microfiber.

Promotional Caps- Cotton, Denim, Corduroy, Baseball, Sports, Hats, Visors & Other Headwear.

Bags & Backpacks Embroidered/Printed with Logo- Laptop Bag, Computer Bag, Backpack, Strolley, Trolley, Gym Bags, Executive, and Travel.

Custom Pens- Branded Pens, Metal Pens, Wooden Pens, Plastic Pens, Eco- Friendly Pens.

Customized Watches- Branded Watches or Unbranded Watches at Low Cost. Tea/ Coffee Mugs Printed or Engraved- Ceramic, Bone China, Steel & Flasks. Imported Gifts- Decorative & Utility Momentos, Cups and Trophies- Wooden Plaques, Piano finish Rubber wood

mementos, Brass Trophies, Acrylic Trophies.

The current trend of gifting has also veered from the traditional gifts

Writing instruments custom gift hampers photo frames candle stands chocolates cakes table tops perfumes watches candle stands

High-end corporate firm’s gift:

mobile phones laptops I-pods

But what I came to know during the internship was that technology rather gets obsolete because of which people avoid giving gifts with high end technologies attached with it.

Process Of Marking these Gifts:

1. Printing2. Engraving/ Embossing 3. Embroidery

3.2 Evolution Of Writing Instruments

The history of writing instruments by which humans have recorded and conveyed thoughts, feelings and grocery lists, is the history of civilization itself. This is how we know the story of us, by the drawings, signs and words we have recorded.

The cave man's first inventions were the hunting club (not the auto security device) and the handy sharpened-stone, the all-purpose skinning and killing tool. The latter was adapted into the first writing instrument. The cave man scratched pictures with the sharpened-stone tool onto the walls of his cave dwelling. The cave drawings represented events in daily life such as the planting of crops or hunting victories.

With time, the record-keepers developed systematized symbols from their drawings. These symbols represented words and sentences, but were easier and faster to draw and universally recognized for meaning. The discovery of clay made portable records possible (you can't carry a cave wall around with you). Early merchants used clay tokens with pictographs to record the quantities of materials traded or shipped. These tokens date back to about 8,500 B.C. With the high volume of and the repetition inherent in record keeping, pictographs evolved and slowly lost their picture detail. They became abstract-figures representing sounds in spoken communication. The alphabet replaced pictographs between 1700 and 1500 B.C. in the Sinaitic world. The current Hebrew alphabet and writing became popular around 600 B.C. About 400 B.C. the Greek alphabet was developed. Greek was the first script written from left to right. From Greek followed the Byzantine and the Roman (later Latin) writings. In the beginning, all writing systems had only uppercase letters, when the writing instruments were refined enough for detailed faces, lowercase was used as well (around 600 A.D.)

The earliest means of writing that approached pen and paper as we know them today was developed by the Greeks. They employed a writing stylus, made of metal, bone or ivory, to place marks upon wax-coated tablets. The tablets made in hinged pairs, closed to protect the scribe's notes. The first examples of handwriting (purely text messages made by hand) originated in Greece. The Grecian scholar, Cadmus invented the written letter - text messages on paper sent from one individual to another.

Writing was advancing beyond chiseling pictures into stone or wedging pictographs into wet clay. The Chinese invented and perfected 'Indian Ink'. Originally designed for blacking the surfaces of raised stone-carved hieroglyphics, the ink was a mixture of soot from pine smoke and lamp oil mixed with the gelatin of donkey skin and musk. The ink invented by the Chinese philosopher, Tien-Lcheu (2697 B.C.), became common by the year 1200 B.C. Other cultures developed inks using the natural dyes and colors derived from berries, plants and minerals. In early writings, different colored inks had ritual meaning attached to each color.

The invention of inks paralleled the introduction of paper. The early Egyptians, Romans, Greeks and Hebrews, used papyrus and parchment papers. One of the oldest pieces of writing on papyrus known to us today is the Egyptian "Prisse Papyrus" which dates back to 2000 B.C. The Romans created a reed-pen perfect for parchment and ink, from the hollow tubular-stems of marsh grasses, especially from the jointed bamboo plant. They converted bamboo stems into a primitive form of fountain pen. They cut one end into the form of a pen nib or point. A writing fluid or ink filled the stem, squeezing the reed forced fluid to the

nib. By 400 A.D. a stable form of ink developed, a composite of iron-salts, nutgalls and gum, the basic formula, which was to remain

in use for centuries. Its color when first applied to paper was a bluish-black, rapidly turning into a darker black and then over

the years fading to the familiar dull brown color commonly seen in old documents. Wood-fiber paper was invented in China in 105 A.D. but it only became known about (due to Chinese secrecy) in Japan around 700 A.D. and brought to Spain by the Arabs in 711 A.D. Paper was not widely used throughout Europe until paper mills were built in the late 14th century.The writing instrument that dominated for the longest period in history (over one-thousand years) was the quill pen. Introduced around 700 A.D., the quill is a pen made from a bird feather. The strongest quills were those taken from living birds in the spring from the five outer left wing feathers. The left wing was favored because the feathers curved outward and away when used by a right-handed writer. Goose feathers were most common; swan feathers were of a premium grade being scarcer and more expensive. For making fine lines, crow feathers were the best, and then came the feathers of the eagle, owl, hawk and turkey.Quill pens lasted for only a week before it was necessary to replace them. There were other disadvantages associated with their use, including a lengthy preparation time. The early European writing parchments made from animal skins, required much scraping and cleaning. A lead and a ruler made margins. To sharpen the quill, the writer needed a special knife (origins of the term "pen-knife".) Beneath the writer's high-top desk was a coal stove, used to dry the ink as fast as possible.

3.3Brief History of LUXOR

About Owner of Luxor:

Founded in 1963 by Mr. D.K Jain, the Luxor Group has emerged as an undisputed market leader in the writing instruments industry- both in India and abroad. During the journey spanning nearly decades, the group has relentlessly pursued an upward growth path and a long term goal of building globally acclaimed, well diversified conglomerate is turning into reality.

History of Luxor

What started as a small venture in the crowded lanes of old Delhi, has evolved into India’s No. 1 manufacturer and exporter of writing instruments- operating 10 state-of- the art facilities in NCR- Delhi and Mumbai and producing more than one million pens a day. Today, Luxor products enjoy unrivalled patronage not only in India but in more than 75 countries across the world. In a survey conducted in 2004, Luxor has been declared an Indian Super brand, the only company in the writing instruments industry to be bestowed this honor. In the five decades since its inception, the Luxor Group has been continuously raising the bar in technological competence and gaining recognition as a leader and innovator.

Under Mr. D.K Jain’s able guidance, the company started producing home-grown Indian pens using backward integration and leveraging the most advanced technologies. The Group currently manufactures the wide array of writing instruments, stationery and accessories- catering to an extensive range of customers with the diverse preferences. The Luxor brand is registered trademark in more than 120 countries and belongs to an exclusive club of top 101 brands hailing from various industry segments in India.

The Luxor Group pioneered fiber-tip and roller ball pens in India way back in 1975- creative innovations which instantly caught users fancy for their superior performance, great convenience and distinct style. In 1982, the company joined hands with Pilot Corporation of Japan and bought the Pilot ‘hi-tec’ needle point pens in India. Another major breakthrough came in 1986 as Luxor introduced permanent markers, dry safe ink markers and fluorescent highlighters to address the diverse requirements of it global clientele. The company offers a dazzling array of products to meet the sketching, drawing and coloring needs of Junior citizens.

Luxor Achievements

Over the years, the Luxor group has been bestowed numerous awards and certifications for Quality, innovation and product design. The group lays great Research and Development to bring the best writing solutions to its vast customer base while leveraging cutting-edge technologies and best industry practice to enhance product, quality and performance. Luxor unfailing commitment to quality has been further endorsed by a series of ISO certifications which ensure flawless compliance with international standards. The company also takes greatest possible care to ensure the safety, health and welfare of staff and the communities living around the facilities. Luxor’s fundamental purpose is to cherish the vision of growth in established and new domains and foster sustainable and integrated growth. With an impressive past and powerful present to guide forward, the Luxor Group is all set to build upon its achievements in the years ahead.

Brands under Luxor Umbrella

Luxor Parker Pilot Waterman Luxor Nano Dufold

4.1 Luxor Competitors

1. Reynolds

G.M pens International Pvt. Ltd. Is the exclusive licensee of Reynolds, France, in India and SAARC countries headquartered in Chennai . G.M. Pens has pioneered the writing instrument revolution in the Indian Market. Commencing operations in 1986, G.M. introduced in India international Quality writing instruments, and marketed them under the brand name of Reynolds. It is also the first company to build a brand in a category that behaved more like a commodity till then. Over the last 20 years G.M. Pens has invested substantially in building a large manufacturing base with facilities in Chennai and Pondicherry. A state of R&D facility, one of the most sophisticated in Reynolds family worldwide, has ensured that the latest in writing technology is available to the Indian consumers.

G.M. pens offer a wide range of writing instruments and accessories in Indian market. A variety of writing instruments including ball pens, gel pens, fountain pens, mechanical pencils, markers, are marketed under the brand name Reynolds. A substantial investment has been made in establishing the Reynolds brand name through the mass media, especially through television and press ads, in an effort to convert the category from a commodity to a brand dominated one.

It is one of the major competitors of Luxor when it come of customizing pens. Here their rotary pens which are commonly used for gifting purpose start from Rs 4250/- which is their expensive range of pens.

2. Schefields

Their mission is to be “The Write choice, the World over” Incorporated in 1994, Schefields Exports is today one India’s leading manufacturers and exporters of gel pens and ballpoint pens. Schefields has grown from a modest turnover of USD 250,000 in 1994 to USD 3 million in 2002. This growth has been possible through an almost fanatical focus on quality and customer service, which has won them customers around the world in global writing instruments markets. Their products have been widely accepted because of excellence in quality and current exports cover a number of countries around the globe, with major markets being in USA, UK and Africa. Their specialties lie in OEM which is Original Equipment Manufacturing for the world’s top brands.

Their products are carefully designed to suit the requirements of customers, from value added features such as rubberized comfort grips for western customer to economical designs for the African markets. Products are also custom designed for markets where specific modifications are needed to adhere to the laws such as the need for a ventilated caps and absence of back plugs in the United Kingdom.

3. Mont Blanc

Mont Blanc has several model of pens with Meisterstuck (fountain pens) representing the cornerstone model. Each model is slightly different, however models created after 1990 have a serial number located on the ring at the top of the clip. Under the clip is the usually the words “Made in Germany” and often “Pix”. Moreover, the barrel of the pen will reveal a reddish hue under strong lighting. If the pen in question does not have these attributes then it is quite possibly a fake.

In 2009 there was a controversy which surfaced on the launch of Mahatma Gandhi images by Swiss luxury giant Mont Blanc for a Rs 14lakn pen because the father of the nation was always known for his simplicity throughout his life. These pens are readily available online for sale and give a tough competition to Waterman which is one of the luxury pens under Luxor.

Mont Blanc International is a German manufacturer of writing instruments, watches and accessories, often identified by their white star logo. The company was acquired by Dunhill in 1977, following which lower price pens were dropped and brand was used on a wide range of luxury goods other then pens. Today Mont Blanc brand is on other goods besides pens including watches, fragrances, jewellery, leather goods and eyewear.

4. Cartier Pen

Cartier pens were launched in 2009 and they re an extended range of Pasha, Trinity and Roadster. The Maison Cartier has been creating precious objects for 150 years. Each object is designed respecting the three traditional values of the Maison: Creativity, authenticity and originality. From there to the present day, Cartier collections have crossed the centuries. Each of their creation is a bears the Hallmark of Cartier along with an individually engraved number to ensure the instruments origin and authenticity. Their writing instruments offers incredible diversity in style, substance, and form. These pens also compete in the luxury pens category of Parker and Waterman.

5. A.T. Cross Company

The A.T. Cross Company is a major international manufacturer of fine writing instruments, timepieces, and personal accessories. Cross products are sold to consumer gift market through fine stores worldwide. Writing instruments. Timepieces and personal accessories are sold to the business gift market via a network of companies specializing in recognition programs.

For more than 165 years, Cross has re- invented writing instruments, combining design ingenuity with jewellery quality writing instruments, and that means that they have been making pens people use, depend on and enjoy for a long time.

The company began with Richard Cross, who founded the company the same year both the Smithsonian and the sewing machine were born, just as Samuel Morse’s magnetic telegraph pushed Westward and American Braced for a war with Mexico.

Their pens range starts form approx. Rs 1500 and ranges upto several lakhs in India.

4. CELLO

Cello is a leading exporter, supplier and manufacturer of Ball pens, Gel pens and refills. The company took its first step 35 years ago as a low profile enterprise that slowly and steadily grew to be indisputable leader in plastic industry of India. IN 1995-96, Cello came into its own by entering a diversified and highly competitive field of writing instruments. Cello writing instruments and containers Limited (CWICL) was born and notable growth was achieved immediately. From a turnover of Rs 2.7 crores in 1995-96 to a turnover of Rs 240 crores in 2001-02, CWICL has remained committed towards providing a wide range of versatile, top notch quality, state of the art components and foreign technology. From modest production of 20 lac pens per month, CWICL today produces 500lac pens per month.

6. Rotomac pens

Rotomac Pvt. Limited, belonging to multi – million dollar turnover VIKRAM KOTHARI ENTERPRISES was incorporated in the year 1992. The promoter and manufacturers had conceived this project with an objective to provide good quality and economically priced ball pens in the market. Rotomac today is the leading manufacturer of writing instruments in lower price range and has now increased a product portfolio under its umbrella. Rotomac is committed to manufacture and supply products of consistently high and reliable quality to meet or exceed the customers’ expectations and special needs which confirm to accepted international standard of quality, safety and reliability.

Its products reach out to 35 countries in the world covering almost all the continents. Fountain pens, ball pens, ink pens, gel pens are the broad categories, under which one could have several models ranging in colors, designs and packaging. All categories have a choice of blue, black, red, green ink colors.

As per the current market trend the company foresees a growth of 8-10% on an annual basis in the next 5years, coupled with introduction of new models, upgraded technology, competitive framework, planned distribution and promotions.

7. Linc pens

Linc is one of India’s leading manufacturers and exporter of ball pens, gel pens, and all other stationery suppliers. Linc believes that writing instruments form an integral part of education and being responsible corporate citizens, they make humble contribution to the society where literacy seems to be a major issue. This prompted Linc to go for corporate slogan of encouraging literacy, a very apt platform for company dealing in writing instruments. Linc has also put forward commitments of contributing 1% of its profits for promoting literacy drives.

Their mission is to deliver innovative, user friendly and better quality products at best value to the customers, keeping in mind the prosperity of the company and its stakeholders. Their vision is to establish Linc as a global brand, known for its value, assertiveness, and acumen to adapt to the ever changing environment.

4.2 GIFTINGS SEGMENTS OF LUXOR GROUP

1. Luxor Expressions2. Parker Celebrations

4.2.1 Luxor Expressions

Options for Expressions Boxes

These are the Gift boxes which have been created for the packaging of the Diwali gifting line as well as for New Year’s or as we call the Festive season is business language by Luxor.

These are transparent boxes used for the packaging of the gifting options which are shortlisted by the marketing team of Luxor group under the close guidance of the Vice president Miss Pooja Jain.

There is an Exclusive Catalogue being prepared to market these gifting options which may be available at the B2B office of Luxor of at various other Exclusive outlets of Luxor.

These gifting options are few of the hot selling items from the Luxor Group. These boxes are not produced in India they are outsourced from outside India.

4.2.2 Luxor Expression boxes along with Gift Combination

Symphony BP CT: classy metal body pen with chrome trim. A pen which combines style and elegance in a futuristic design.

A stylized all metal multi utility Swiss Knife, for a perfect personal accessory. Packed in a unique metal gift box (glossy black) with a transparent moulded lid top printed in special gold color.

This is how the options look with the gifts in them. The gifts chosen are so that they have a mass appeal and have more of a corporate appeal to them as they are made keeping that in mind.

Mr. Vishal Sharma- General Manager Parker coated “not much of technology items are clubbed with the gifting options as technology becomes obsolete”.

4.2.3 Some of the options created with High end pens

Star line RB CT: Practically with a dash of attitude. Special checkered pattern black body, with a chrome finish embedded clip.

Some of the stylized gift options created by Luxor expression team with a unique silver finish and an elegant gift watch with a leather strap in a modern dial. Unique metal gift box (glossy black) with transparent moulded lid top printed in special gold Color.

4.2.4 Luxor pens with Gold Clip

As mentioned in the pen above Louis Charron is one of the exporter which supplies pens, watches and various other things to Luxor from China.

These options are then created and sold in the exclusive outlets of Luxor or also through the corporate pitch made through the Sales officers of Luxor.

The pens chosen for making these gifting categories are the ones which are fast moving and are highly demanded in the market.

Since the golden color finishing is the most preferable along Indians these are also few of the options created as well.

4.2.5 Gift combination Options for Luxor Expressions

Generally the above options are the ones that are used for making the Luxor Expression gift combination along with the Luxor Pens.

If we notice the above gifts are mainly the ones which are generally found on the office work desk. So it is closely studied which are the options used in an office and accordingly the gifts are shortlisted.

These are the gifts that make maximum sense when we think of making some corporate gift options.

Also if we notice there is a gold coin with Lord Lakshmi picture image engraved on it, these gifting combinations are majorly used during the Diwali or Pooja Season as they are considered to be auspicious in the Indian mentality.

There is also a calendar card which is displayed which is majorly used during the New Year as it makes maximum sense to gift the calendar during the start of the New Year.

Key chains is something which is an all time gift, these are either gold plated or silver coated which are ordered according to the customers need and requirement.

Parker

(information collected during an interview with Mr. Vishal Sharma, General Manager- Parker)

Parker was founded in 1888. Their positioning is to provide ownership & provide. Their target target group age is generally 20years to 40 years. Their Positioning statement is “what the world calls upon”. Their pens are divided into two big categories Parker Premium and Parker Functional.

Parker Premium- price range is between 750 and above.

Parker Functional – price range is between 100 to 800.

The parker pens have an identity which is “Aero clip” – clip on the cap of the pen. The parker pens have a strong gifting range segment. They have a consumer durable standard. The parker pens are more identified more by people who have a masculine attitude. Parker pens understated value is shown by their subtle colors and packaging.

4.3 Parker Celebration Options

Verve and Lifestyle

Verve & Lifestyle are standard Parker gift box in champagne gold colour lid and Black Chiselled Bottom with suede Finish Inside. Parker Vector Stainless steel Point Roller Ball Pen with Gold Trim. Versatile, Durable and Strong.

Leather wallet- a Genuine leather Wallet in fine Grain Black Finish. A perfect Men’s Accessory.

Price Parker Verve - 975/- Parker Dimonite Ball Pen- Fresh, Sophisticated look with a Subtle, Futuristic Design.

Makes a statement of Personal Style for young, Design-Conscious Consumer. Business Card Holder- A smart Card Holder made of Genuine Leather with Metal

Fittings. A must have business accessory. Price Parker Lifestyle- 1150/-

4.3.1 Parker Silverline and Elantra

Parker Siverline and Elantra are Standard Parker gift Boxes in Champagne Gold Colour Lid and Black Chiselled Bottom with suede Finish Inside.

Parker Ambient Roller Ball Pen with its smart choice of high quality finish, a design that’s focussed on comfort, high performance functionality exquisite metal body with Silver and Gold Finish.

Calculator, Note book holder & Mobile Holder an ideal companion of Modern Lifestyle. A practical combinations of Mobile Phone holder, Calculator and a notebook holder.

Price Parker Elantra- 1700/- Parker Frontier Spl. Edition Roller Ball Pen- Stands on the border between Functional

Utility and Creative Innovation. It is both conservative and forward thinking. With Stainless Steel Etched body and Ergonomic Front Section.

Wrist watch- Elegant steel finish dual time wrist watch with textured Leather strap. Price Parker Silverline- 1350/-

4.3.2 Parker Timeline and Mystic

Parker Timeline & Mystic are Special Parker gift boxes in Champagne Gold Colour to mark the spirit of festivity.

Parker Beta Roller Ball pen a special world time chronograph design, writing instrument. Elegant and classy.

Swiss Knife with key holder a multipurpose metallic swiss knife with key holder. A perfect travel accessory.

Price of Parker Timeline - 375/- Parker Vectoe metallix Ball pen a combination of moulded ABS barrel with contrasting

chrome plated clip section. A timeless writing instrument. Diamond shape key chain Elegant Chrome and Silver Finish key holder. Price Parker Mystic- 350/-

4.4 Corporate Promotions by clients

4.4.1

4.4.2

In the above figures 4.4 we can see the creative’s of some customized blister cards along with customized pens being made for 94.3 My FM and Seagrams

These options are created as per a specified brief given by the clients. And various options are suggested which are further sent for approval by the client. After the approval of samples, the order is received and further processed and sent to the client.

Over a period of time I noticed that there was a significant number of liquor brand that indulge into these promotions for their brands with their orders ranging upto several lakhs.

4.4.3

4.4.4

In the above figure 4.4.3 there is a black packaging known as an executive box which has been created for 100 pipers to match with the logo of the brand.

In order to go with the logo there is a golden Parker Beta pen being put which again matches the brands logo.

Such gimmicks are created only to give a boost to the brands sales. These activities are performed by brands time to time in order to increase the brand recall and also in case something new by the brand is launched into the market.

The packaging is mostly created as close to the logo of the brand as much it is possible.

4.4.5 Some Other Customized pens and Blisters Cards

A specialized blister card created along with the logo print on the barrel of the Parker Beta during the merger of Star news with ABP.

These creative’s were created at them Star news was going through a revamp to ABP. Such strategy could be adopted in order to make the brands existence clearer in the mind of the consumers

This was necessary for Star news because a lot of viewers could have stopped watching the channel at the time its renaming process thing that the channel no more existed but by carrying on such promotions the brands can reassure their viewers about their existence. It was indeed a strategically placed move by Star News now ABP news.

Some more customized pens and Blister cards

4.4.6

A special edition pens created for ACC cements designed like bricks laid out to go with a customized sleeve packing in the figure 4.4.6

If we notice there are bricks which are printed on on the pens barrel as well as the cap to signify that it’s a cement brand and would make strong walls, along with the clinets name printed on the pens barrel. Also the sleeve in which the pen would be kept has the logo of ACC cement printed on the top which would be called the branding of the brand on the sleeve.

The above sample is approved by the client for which order was received since the concept was liked by the client.

These are a part of trade and consumer promotions. The companies buy these customized pens from Luxor Parker group and provide them further to their traders, promoters and customers in order to accelerate their sales of goods.

Campus School Kit

4.4.7

The above figure 4.4.7 depicts the combination which was created for Campus as a part of a school activity in order to attract more children towards the brand. This is the reason a combination of pencil, scale, sharpener and eraser was created on a blister card along with the branding of Campus placed on the top.

A special children’s pack created for Campus shoes to cater to the school going children. If we see at the back of the blister it also mentions the content in the School pack.

.

.

4.4.8 A special edition blister created for IPL matches for Aircel to add on a spark of cricket and cater to the cricket crazy fans.

This was a part of the IPL matches which were played in 2012 as a part of consumer promotion Aircel was suggested a Parker Beta pen on a customized blister card. On this blister card the entire schedule of the match of mentioned at the back of the blister card. This was a part of the many other advertising strategies which were adopted by Aircel in

order to reach out to their desired customers and create a brand recall. As well as award their existing loyal customers.

4.4.9 Customized Executive Pack created for Aircel

This was a Executive Pack created for Aircel in their logo color in order to make it look more impactful. This was done during the ICC World Cup 2011. The pack consisted of a number of pens from Luxor. It was created to give away at some of their internal meet. There may be seasonal offers which certain companies place where in they distribute freebies along with

their main product. This is done as a part of a particular company’s trade and consumer promotion.

CHAPTER- 5

Findings & Analysis:

Data presentation:

1. Which type of promotional activity do you do?

Type of promotional activity No. of people

Trade Promotion 50

Consumer Promotion 40

Corporate Gifting 90

Events 10

Type of Activities0

10

20

30

40

50

60

70

80

90

100

Trade PromotionConsumer PromotionCorporate giftingEvents

No.

Of P

eopl

e

This Graph shows that Companies mainly use corporate gifting. Corporate gifting is a very effective marketing communication mix. This graph shows 45% or majority of the companies

use corporate gifting. 25% use trade promotion, 20% use consumer promotion and only 5% go for events & seminars.

2. What is the frequency of doing such activities?

Frequency Of Gifting No. of people

Quarterly 24

Half Yearly 36

Yearly 40

During festive seasons 100

Frequency Of Gifting0

20

40

60

80

100

120

QuarterlyHalf YearlyYearlyDuring Festive seasons only

No.

Of P

eopl

e

This Graph represents the frequency of gifting. In this graph we can see 50% of the companies use to gift in festive seasons. 12% use to gift quarterly, 18% use corporate gifting half yearly, and 20% do corporate gifting yearly. We can see that majority does corporate gifting in festive seasons. So during festive seasons LWIPL should be more active and try and contact companies.

3. What are the budgets taken into consideration while selecting a gift option?

Price Range No. of people

10-1000 50

1000-2500 80

2500-5000 50

5000 & above 20

Budget

01020304050607080

0-1000

1000-2500

2500-5000

5000&above

This graph shows the budgets company prefer.

0-10001000-25002500-50005000&above

No.

of P

eopl

e

This graph represents the price range of the gifts (per piece). In this graph we can see that majority i.e. 40% of the companies have their price range in 1000-2500. 25% each in the range of 0-1000 and 2500-5000, and 10% goes for the gifts costs 5000 and above. It means that majority of the consumers prefer to buy gifts between.

4. What is the reason for the purchase of Pens?

Reason for purchase No. of people

Personal Use 28

Gifting 172

Reason Of Purchase

0

20

40

60

80

100

120

140

Pesonal Use

Gifting

Pesonal UseGifting

No.

of P

eopl

e

This study observes that companies buy pens for the personal use as well as gifting. The majority of the people that is 86% buy pens for the purpose of gifting and 14% people buy premium pens for personal use i.e. to use in the office. So marketer should notice on the attractive packaging of pens that will helpful in to increase the sales for gifting purpose.

5. What are the factors that influence you in making the purchase?

Factors influence to buy pens No. of Respondents

Advertisements 28

Past Experiences 74

Discounts 46

others 52

Factors influence to buy premium pens0

10

20

30

40

50

60

70

80

AdvertisementPast experienceDiscountothers

No.

Of P

eopl

e

This graph represents the factors influence to buy premium pens. From this graph we can see that 37% of the companies are influenced by their past experience. Only 14% are influenced by the advertisements, 23% are influenced by discounts offered by the companies and 26% are influenced by other factors such as viral marketing. So a company should focus on the quality in the product as well as services.

6. What is more important to you at the time of making the purchase ?

Features of pens No. of Respondents

Quality 74

Visual Effects 126

Features of the pen.

QualityVisual Effects

This graph represents the effect of features of the pens on the clients. In this Pie chart we can see majority i.e. 63% of the companies is attracted by the visual effects and 37% are attracted by the quality. As the main purpose if the premium pens is gifting so it is necessary that the pen should look beautiful and attractive.

8. What is you perception towards Parker and Luxor pens?

Perception to possess premium pens No. of Respondents

Status 72

Aspiration 58

Personality 46

Advanced Quality 24

Perception to gifting premium pens0

10

20

30

40

50

60

70

80

Graph showing the perception of peolpe towards gifting Premium pens.

StatusAspirationPersonalityAdvanced Quality

No.

Of P

eopl

e

This graph shows the perception of the people towards gifting or buying the p arker and Luxor pens. 36% of the companies think that the Parker and Luxor pens symbolize the status. And 29% buy it because of aspiration, 23% think it enhances the personality and 12% are quality sensitive.

9. What type of Pens do you prefer?

Type of premium pens No. of Respondents

Ball Pens 53

Fountain Pens 69

Roller Ball 78

Types of Premium Pens

Ball PenFountain PenRoller Ball

The above chart shows that in the type of pens companies prefer to buy i.e. ball pens, fountain pens and roller pens. 26.5% of the companies go for ball pens, 34.5% go for fountain pens and 39% go for roller ball.

10. Which brand of pen do you prefer to buy for gifting?

Most preferred Brand No. of Respondents

Waterman 47

Parker 39

Cross 32

Schefields 30

Mont blanc 52

Most Preferred Brand0

10

20

30

40

50

60

Diagram showing which is the most preferred brand.

WatermanParker premiumCrossSheafferMont blanc

No.

of P

eopl

e

This study shows that in all the categories Mont blanc is most preferable brand for gifting and then Parker and Waterman followed by Cross and Schefields. In the gifting category 26% people like Mont Blanc and 40% people like Waterman and Parker premium that are marketed by Luxor Writing Instruments Pvt. Ltd. in India.

SALES ANALYSIS FOR PARKER CELEBRATIONS FOR PAST 4 YEARS

Parker Celebrations

Year/Months

Qty. of boxes Year/Month

Qty. of Boxes

2008-09   2009-10  April- June 8754 April- June 4156July- Sept. 5242 July- Sept. 1733Oct. - Dec 2971 Oct. - Dec 3556

Jan. - March 701Jan. - March 766

Grand Total 17668 Grand Total 10211

Year/Month

Qty. of Boxes

Year/Month

Qty. of Boxes

2010-11   2011-12  April- June 2295 April- June 7000July- Sept. 2098 July- Sept. 538Oct. - Dec 2603 Oct. - Dec 1166Jan. - March 1110

Jan. - March 0

Grand Total 8106

Grand Total 8704

In the above sales figures for Parker Celebrations it can be seen maximum sales took place in the year 2008-2009. While analyzing the data for the year 2008-2009 quarterly it can be seen that the first quarter which was from April 2009 to June 2010 maximum sales took place.

In the year 2009-2010 the maximum sales took place in April- June which is also the first Quarter and at the second place is the third quarter which is Oct. - Dec. this is the peak season for the sales of gift items because of the Pooja as well as Diwali.

In the year 2010-2011 the maximum sales again happened in the first quarter from April 2010 – June 2010 and the second highest being the third quarter from Oct. 2010 – Dec. 2010 again this being because of the Diwali season as well as the New Year’s.

In the third year the maximum sales again happened in the first quarter from April 2011 - June 2010 and the second highest being third quarter from Oct. 2011 – Dec. 2011 which is the festive season again.

SCATTER DIAGRAM FOR PARKER CELEBRATION SALES for year 2008-09 & 2009-10

2008-09

April- Ju

ne

July- Se

pt.

Oct. - D

ec

Jan. -

March

Grand To

tal0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Parker Celebrations Qty.

Parker Celebrations Qty.

2009-10 April- June July- Sept. Oct. - Dec Jan. - March

Grand Total0

2000

4000

6000

8000

10000

12000

Qty.

Qty.

Axis Title

SCATTER DIAGRAM FOR PARKER CELEBRATION SALES for year 2010-11 & 2011-12

2010-11 April- June July- Sept. Oct. - Dec Jan. - March Grand Total0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Qty.

Qty.

2011-12 April- June July- Sept. Oct.- Dec Jan.- March Grand Total0

2000

4000

6000

8000

10000

12000

14000 Qty.

Qty.

SALES ANALYSIS FOR LUXOR EXPRESSION FOR 4 YEARS

Luxor  

Expressions

Year/ MonthQty. of Boxes

Year/Month

Qty. of Boxes

2008-09   2009-10  April- June 0 April- June 2330July- Sept. 68 July- Sept. 3100Oct. - Dec 13046 Oct. - Dec 10982

Jan. - March 1610Jan. - March 1147

Grand Total 14724Grand Total 17559

Year/Month

Qty. of Boxes

Year/Month

Qty. of Boxes

2010-11   2011-12  April- June 1000 April- June 0July- Sept. 125 July- Sept. 515Oct.- Dec 2895 Oct.- Dec 9838Jan.- March 995

Jan.- March 2161

Grand Total 5015

Grand Total 12514

It can be seen for the year 2008-2009 the maximum sales took place in the third quarter from Oct. 2008 – Dec 2008 which is the festive season of the year because of Diwali and Pooja Season and the second highest sales took place in the fourth quarter from Jan 2009 – March 2009 which is after the new year.

In the year 2009 – 2010 which is year of maximum sales for Luxor Expression the maximum sales took place in the third quarter which is from October 2009 to December 2009 as discovered earlier this is the festive season which the reason why the sales accelerates during this season and the second highest sales took place in the first quarter which is from April 2009 – June 2009.

In the year 2010 – 2011 the maximum sales took place in the third quarter which is from Oct. 2010 – Dec. 2010 and the second highest sales took place in the first quarter which is from April 2009 – June 2009.

In the year 2011 – 2012 the maximum sales took place in third quarter again which is the Diwali and Pooja season which is from Oct. 2011 – Dec. 2011 and the second highest sales took place in the fourth quarter from Jan. 2012 to March 2012 which is slightly different from the previous years.

SCATTER DIAGRAM FOR LUXOR EXPRESSION SALES

For year 2008-09 & 2009-2010

2008-09

April- J

une

July-

Sept.

Oct. - D

ec

Jan. -

Mar

ch

Grand To

tal0

2000

4000

6000

8000

10000

12000

14000

16000

Luxor Expressions Qty.

Luxor Expressions Qty.

2009-10 April- June July- Sept. Oct. - Dec Jan. - March Grand Total0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Qty.

Qty.

SCATTER DIAGRAM FOR LUXOR EXPRESSION SALES

for year 2010-11 &2011-12

2010-11 April- June July- Sept. Oct.- Dec Jan.- March Grand Total0

1000

2000

3000

4000

5000

6000

Qty.

Qty.

2011-12 April- June July- Sept. Oct.- Dec Jan.- March Grand Total0

2000

4000

6000

8000

10000

12000

14000

Qty.

Qty.

ANALYSIS OF SALES FOR PROMOTIONAL ACTIVITIES BY LUXOR- last 5 years

Promotional Selling of pens by Luxor

Year/Months Qty. Year/Months Qty.

2007-08   2008-09  

Apr.- June. 2080773 Apr.- June. 1388406

July- Sept. 2780464 July- Sept. 2754745

Oct.-Dec 2164832 Oct.-Dec 1655770

Jan.-March 2519676 Jan.-March 778531

Grand Total 9545745 Grand Total 6577452

In the above sales figures it can be seen that in the year 2007-08 maximum sales occurred in the second quarter which is from July 2007 to Sept. 2007 and the second highest sales occurred in the fourth quarter which was from Jan. 2008 to March 2008.

In the second year in the above figures it can be seen that maximum sales again happened in the second quarter which was from July 2008 to Sept. 2008 and the second highest sales occurred in the third quarter which is also the festive quarter of the year from Oct. 2008 to Dec. 2008.

Year/Months Qty.

Year/Months Qty.

2009-10   2010-11  

Apr.- June.138840

6 Apr.- June. 3417791

July- Sept.275474

5 July- Sept. 1546674

Oct.-Dec165577

0 Oct.-Dec 4236929Jan.-March 778531 Jan.-March 4866794

Grand Total657745

2 Grand Total1406818

8

In the above tabulated data it can be seen that the maximum sales occurred in the second quarter again which is from July 2009 to Sept. 2009 and the second highest sales occurred in the third quarter which is again the festive season of the year from Oct. 2009 to Dec. 2009.

In the second table it can be seen that the maximum sales occurred in the fourth quarter which is from Jan. 2011 to March 2011 and the second highest sales happened in the third quarter from Oct. 2010 to Dec. 2010 which is also the festive season of the year.

In the last year of the analysis which is from 2011 to 2012 the maximum sales occurred in the first quarter from Apr. 2011 to June 2011 and the second highest sales occurred in the second quarter which is from July 2011 to Sept. 2011. It can be noticed that the sales in this period has been quite different from the previous years in comparison.

In totality it can be concluded that the maximum sales in the previous 5years occurred in the second quarter because this is the time for schools and college re-open and children and adults indulge into a lot of activities for writing and need for pens comes to a rising point.

Year/Months Qty.2011-12  Apr.- June. 3377002July- Sept. 1296497Oct.-Dec 353308Jan.-March 298423Grand Total 5325230

SCATTER DIAGRAM SHOWING SALES FOR CORPORATE PROMOTION for year 2007-08 & 2008-09

2007-08 Apr.- June.

July- Sept.

Oct.-Dec Jan.-March

Grand Total

0

2000000

4000000

6000000

8000000

10000000

12000000

Promotional Selling of pens by Luxor Qty.

Promotional Selling of pens by Luxor Qty.

2008-09 Apr.- June. July- Sept. Oct.-Dec Jan.-March Grand Total0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

Qty.

Qty.

SCATTER DIAGRAM SHOWING SALES FOR CORPORATE PROMOTION for year 2009-10 & 2010-11

2009-10 Apr.- June. July- Sept. Oct.-Dec Jan.-March Grand Total0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

Qty.

Qty.

2010-11 Apr.- June. July- Sept. Oct.-Dec Jan.-March Grand Total0

2000000

4000000

6000000

8000000

10000000

12000000

14000000

16000000

Qty.

Qty.

SCATTER DIAGRAM SHOWING SALES FOR CORPORATE PROMOTION

2011-12 Apr.- June. July- Sept. Oct.-Dec Jan.-March Grand Total0

1000000

2000000

3000000

4000000

5000000

6000000

Qty.

Qty.

Conclusion and Recommendation

LWIPL does have a market presence of being known as one of the best writing instruments provider though in terms of gifting it does lag a little behind from its fellow competitors which cater to the same market.

Luxor does specialize in terms of customization there is no player in the market that can leave Luxor behind continuing on these lines Luxor should try and make a stronger hold on the market by advertising and marketing more aggressively.

This can be done by rolling out special offers in the festive season for which Luxor Expressions and Parker celebrations is created. Even though these gifting options are available in the market, the general consumer does not know much about it. So in order for the sales to pick up there should be special provisions made to made these gifting options readily available in the market.

The awareness about LE and PC can be increased by online advertising as well as above the line advertising, also Out of Home ads in the leading malls which is been already followed by Luxor should be followed more aggressively. All this will lead to further generation of revenue and expansion of the business.

Also, just the way Luxor launches LE and PC every festive season there should be some promotional activity done during the summer times like some consumer

involvement activities during the summer vacation because this is the time children are at home and have a lot of time. This will help in brand recall of all the products which are available for kids.

Even in schools and college Luxor can have tie ups and sponsorships in order to have more brand visibility which in turn pays of later on.

BIBILOGRAPHY

1. www.google.com 2. www.luxorpen.com 3. www.Timesofindia.com 4. Luxor Expression and Parker Celebration Catalogues

Budgets

Every company perceives corporate gifting differently. With a variety of products available, the product rates scale a vast range. Corporate gifting largely depends on the company's budget. "Corporate gifts are usually customised according to the company's needs. Products can range from as low Rs 15 to Rs 1000, depending on the product. A few companies gift electronic items as well, for which the prices are obviously high. The demand for wooden products is also gaining demand," informs Sawardekar. Most corporate gift manufacturers opine that, larger the number of gifts ordered, the more a company can save up on. A number of corporate banks give out bulk orders which are customized as per their needs. "Most companies have vast budgets, especially when giving

New Year gifts. Assorted chocolate hampers and roasted almond chocolates top the chart. A half-kilo box of assorted chocolates costs approximately Rs 480," says Pereira.