todays company of ball pens

AASUMMER TRAINING REPORT SUMMER TRAINING REPORT

ONON

""CONSUMER BUYING BEHAVIOUR FOR BALL PENS"CONSUMER BUYING BEHAVIOUR FOR BALL PENS"ANDAND

COMPANY OVERVIEWCOMPANY OVERVIEWAT AT

"TODAYS WRITING PRODUCTS LIMITED""TODAYS WRITING PRODUCTS LIMITED"DADRA SILVASSADADRA SILVASSA

SUBMITTED IN PARTIAL FULLFILLMENT OF THE REQUIREMENT OF MBASUBMITTED IN PARTIAL FULLFILLMENT OF THE REQUIREMENT OF MBAPROGRAMMEPROGRAMME

SUBMITTED BY:SUBMITTED BY: UNDER THE GUIDANCE OF:SHAH.VIRAG.A INTERNAL GUIDE AT GRIMS

MBA (3RD SEMESTER) PROF: JAYSHREE TAILOR EXTERNAL GUIDE AT COMPANY

MR. SUSHIL SHARMA (GM, Sales & Marketing)

POST – GRADUATE CENTRE

GIDC RAJJU SHROFF ROFEL INSTITUTE OF MANAGEMENT STUDIES,, VAPI VAPIAFFILIATED TOAFFILIATED TO

VEER NARMAD SOUTH GUJARAT UNIVERSITY, SURATVEER NARMAD SOUTH GUJARAT UNIVERSITY, SURAT

PROJECT PREPARED AT :PROJECT PREPARED AT :

““TODAYS WRITING PRODUCTS LIMITED"TODAYS WRITING PRODUCTS LIMITED"DADRA SILVASSA.DADRA SILVASSA.

OBJECTIVES OF REPORTOBJECTIVES OF REPORT

► To understand the Business Mechanism To understand the Business Mechanism and to run it profitably in Competitive and to run it profitably in Competitive Business Environment.Business Environment.

► To Understand the role of each subsystem To Understand the role of each subsystem (Dept) and its relationship with other (Dept) and its relationship with other Subsystems for the Business as a SystemSubsystems for the Business as a System

► To get the Practical Interface of Industry To get the Practical Interface of Industry by applying Theoretical Concepts.by applying Theoretical Concepts.

► To know about consumer buying Behaviour To know about consumer buying Behaviour regarding pens.regarding pens.

INDUSTRY OVERVIEWINDUSTRY OVERVIEW

► The size of the writing Instruments Industry in India is estimated at about The size of the writing Instruments Industry in India is estimated at about

Rs 1800 Crores of which organized players account for 70% of the market Rs 1800 Crores of which organized players account for 70% of the market

share and the unorganized players for the rest. share and the unorganized players for the rest.

► Industry Grew by Industry Grew by 15%15% and and 13.5%13.5% in 2004-05 & 05 -06 respectively. in 2004-05 & 05 -06 respectively.

► Growth is mainly due to Consumer demand which rose due to easy Growth is mainly due to Consumer demand which rose due to easy

availability, affordability, quality & Brand Name. Other factors crucial to availability, affordability, quality & Brand Name. Other factors crucial to

Growth of Industry are as under:Growth of Industry are as under:

• Increase In Literacy over the YearsIncrease In Literacy over the Years

• 55% of Population below 25 years of age.55% of Population below 25 years of age.

• Affrodability.(Huge Product Varities, Types & Price Range).Affrodability.(Huge Product Varities, Types & Price Range).

• Increased Promotion efforts & Different Product Designs.Increased Promotion efforts & Different Product Designs.

ContCont…….Other Key Information.Other Key Information

Changing Consumer BehaviourChanging Consumer Behaviour:: Previously consumer use to Previously consumer use to

purchase a single pen for all purpose, but now its change there purchase a single pen for all purpose, but now its change there

are different pen for different purposes and even different types are different pen for different purposes and even different types

of pen for varied consumer taste, preferences, mood, needs & of pen for varied consumer taste, preferences, mood, needs &

occupationoccupation..

Global Writing Instrument IndustryGlobal Writing Instrument Industry : : The global Writing The global Writing

Instrument Industry is estimated at Rs 50000Instrument Industry is estimated at Rs 50000 (p.a).Growth of (p.a).Growth of

Different Country Market are as Under:Different Country Market are as Under:

USAUSA : : 5% 2005 5% 2005 –– 06 06

CHINACHINA : 10% 2005 -06. : 10% 2005 -06.

INDIAINDIA : 10 : 10 –– 15% 2005 -06, Expected Growth over 3 Years Is 15% 2005 -06, Expected Growth over 3 Years Is

the 10 the 10 –– 12% (AC.Nielson Retail Audit). 12% (AC.Nielson Retail Audit).

MARKET INFORMATIONMARKET INFORMATION► The worldwide Market's Size for Writing Industry is The worldwide Market's Size for Writing Industry is Rs Rs

5000050000 crores (p.a)crores (p.a) USA market alone is $2.2 Billion USA market alone is $2.2 Billion Dollars (App 10000 Crores Rs).Dollars (App 10000 Crores Rs).

► Chinas exports of Pens are over Chinas exports of Pens are over Rs 5000 Crores (p.aRs 5000 Crores (p.a).).► India's Pens Exports are merely India's Pens Exports are merely Rs 200 Crores (p.aRs 200 Crores (p.a).).► The Annual Turnover of the Industry in India is now The Annual Turnover of the Industry in India is now

estimated at estimated at Rs 1800 Crores (p.a)Rs 1800 Crores (p.a) and is expected to and is expected to Increase annual growth rate by 15-20% (p.a).Increase annual growth rate by 15-20% (p.a).

► India is Viewed as Quality Supplier, where as China as India is Viewed as Quality Supplier, where as China as Cheaper and Lower quality Products.Cheaper and Lower quality Products.

► Germany, Japan, Taiwan & Korea were hubs for the Germany, Japan, Taiwan & Korea were hubs for the Writing Instrument Industry, But due to cast factor Writing Instrument Industry, But due to cast factor manufactured have started shifting to China and India.manufactured have started shifting to China and India.

► Previously Switzerland was the manufacturing centre for Previously Switzerland was the manufacturing centre for Ball point Tips, but now Ball point Tips, but now IndiaIndia is emerging as a major Tip is emerging as a major Tip Manufacturer satisfying not only Domestic demand but Manufacturer satisfying not only Domestic demand but Global Demand Also.Global Demand Also.

COMPANY OVERVIEWCOMPANY OVERVIEW

Todays Writing Products Limited (TWPL), Incorporated in April Todays Writing Products Limited (TWPL), Incorporated in April

29,1992 as Creative Stationo Products Ltd By promoter 29,1992 as Creative Stationo Products Ltd By promoter

Rajesh.K.Drolia.Rajesh.K.Drolia.

It has 3 Plants at Dadra, Tighra & Damni in UT Silvassa.(TWPL, It has 3 Plants at Dadra, Tighra & Damni in UT Silvassa.(TWPL,

Millenium & Premium Writing Products).Millenium & Premium Writing Products).

Produces Ball, Gel, Ink, Markers Pens and out sources Stationary Produces Ball, Gel, Ink, Markers Pens and out sources Stationary

Items in Full Range from other local manufacturers but markets Items in Full Range from other local manufacturers but markets

through its own Brand Name “TODAYS” through its own Brand Name “TODAYS”

Daily Production Capacity of all 3 Plants is Approximately 14 lacs Daily Production Capacity of all 3 Plants is Approximately 14 lacs

Pen/Day.Pen/Day.

Brand Image : One of the leading company in Indian Writing Brand Image : One of the leading company in Indian Writing

Instrument Industry.Instrument Industry.

Advertisement Logo: Advertisement Logo: "EVERY"EVERY PEN SPEAKS” PEN SPEAKS”

ACHEIVEMENTS OF ACHEIVEMENTS OF COMAPNYCOMAPNY YEAR (1992)YEAR (1992)

► Incorporated as Private Limited Company in the name and style of Creative Incorporated as Private Limited Company in the name and style of Creative Stationo Products Pvt LtdStationo Products Pvt Ltd

(YEAR 1995)(YEAR 1995)► The Name of the Company changed The Name of the Company changed –– Todays Writing Products Ltd Todays Writing Products Ltd► Various Products in Economy and Premium Range launched and well accepted in Various Products in Economy and Premium Range launched and well accepted in

the market.the market.► In the very first year of operating Company made a Net Profit.In the very first year of operating Company made a Net Profit. (YEAR 1996)(YEAR 1996)► Company went for IPO 25,00,000 Equity shares. And is Listed on 6 Stock Company went for IPO 25,00,000 Equity shares. And is Listed on 6 Stock

Exchanges.Exchanges.► The blockbuster Brand Khusboowala was Launched that improve the Brand The blockbuster Brand Khusboowala was Launched that improve the Brand

Image (Domestically & Globally).Image (Domestically & Globally). (YEAR 1996 (YEAR 1996 –– 97) 97)► Turnover of the Company Crossed (Rs 25 crore).Turnover of the Company Crossed (Rs 25 crore). (YEAR 1998)(YEAR 1998)► A Series of Marketing and Promotional events led to Increase in distribution A Series of Marketing and Promotional events led to Increase in distribution

Network from 50000 Outlets to 3,00,000 outlets It includeNetwork from 50000 Outlets to 3,00,000 outlets It include► A slogan Created to Encourage the Indian cricket team during the World Cup A slogan Created to Encourage the Indian cricket team during the World Cup

(Jeetna Hal Todays).(Jeetna Hal Todays).► Celebrity Endorsement for product and merchandising Various Times. Celebrity Celebrity Endorsement for product and merchandising Various Times. Celebrity

used are Salman Khan, Hrtihik Roshan, Raima Sen etc..used are Salman Khan, Hrtihik Roshan, Raima Sen etc..► Sponsorship of Mumbai Cricket Team with Sachin Tendulkar, VInod Kambli Sponsorship of Mumbai Cricket Team with Sachin Tendulkar, VInod Kambli

Agarkar And Others.Agarkar And Others.

ContCont…………► (YEAR 2000)(YEAR 2000)► Turnover of the Company Crossed 50 Crores.Turnover of the Company Crossed 50 Crores.► Ball Pen and Refill production crossed 10 lakhs Pieces Per dayBall Pen and Refill production crossed 10 lakhs Pieces Per day► Merger with Profit Making Todays Writing Instruments Ltd Successfully Merger with Profit Making Todays Writing Instruments Ltd Successfully

Completed.Completed.► (YEAR 2001)(YEAR 2001)► Turnover of our companyTurnover of our company crossed.(75 Crores) crossed.(75 Crores)► Retail Market Penetration reached to more than 4,00,000 Outlets.Retail Market Penetration reached to more than 4,00,000 Outlets.► (YEAR 2002)(YEAR 2002)► Signing of the MONAMI agreement (September 2002)Signing of the MONAMI agreement (September 2002)► Launch a Gel Pen at Rs 5/- Price Point First time in India as Gel Pen were Launch a Gel Pen at Rs 5/- Price Point First time in India as Gel Pen were

sold at Minimum of Rs10/-Per piecesold at Minimum of Rs10/-Per piece► (YEAR 2003)(YEAR 2003)► Entered into an Agreement with Pounland with 150 Retail Outlet all Entered into an Agreement with Pounland with 150 Retail Outlet all

Across UK.Across UK.► ((YEAR 2005)YEAR 2005)► Started Stationary Business by Outsourcing Started Stationary Business by Outsourcing

Pencils,Erasers,Scales,Notebooks selling through existing Brand Name Pencils,Erasers,Scales,Notebooks selling through existing Brand Name Today'sToday's

► Entered into Agreement with JL MORRISON, for marketing their Entered into Agreement with JL MORRISON, for marketing their products under the companies sole Brand Name In Srilanka.products under the companies sole Brand Name In Srilanka.

MARKET PLAYERSMARKET PLAYERS► CompetitorCompetitor

s are as s are as under:under:

► Cello.Cello.► Addgel.Addgel.► Reynolds.Reynolds.► Parker.Parker.► Linc.Linc.► Montax.Montax.► Other Other

UnorganizeUnorganized Players.d Players.

► MARKET SHARE OF DIFFERENT MARKET SHARE OF DIFFERENT COMPANIES.COMPANIES.

TOD

AY

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AD

DG

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YN

OLD

S

OTH

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0

5

10

15

20

25

MA

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SH

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80%

COMPANIES

LOCATION ADVANTGAGELOCATION ADVANTGAGE

1.1. TAX FREE ZONE.TAX FREE ZONE.

2.2. CLOSENESS TO FINANCIAL HUB (MUMBAI).CLOSENESS TO FINANCIAL HUB (MUMBAI).

3.3. INFRASTRUCTURE FACILITIES.INFRASTRUCTURE FACILITIES.

4.4. AVAILABILITY OF POWER.AVAILABILITY OF POWER.

5.5. AVAILABILITY OF CHEAP LABOUR.AVAILABILITY OF CHEAP LABOUR.

6.6. AVAILABILTY OF WATER FACILITIES.AVAILABILTY OF WATER FACILITIES.

VISSION OF THE COMAPNYVISSION OF THE COMAPNY

►""To be India's NO 1 Company in Writing To be India's NO 1 Company in Writing Instruments and Office Stationary Instruments and Office Stationary Industry Dedicated to Quality and Industry Dedicated to Quality and Consistent PerformanceConsistent Performance””

MISSION OF THE COMAPANYMISSION OF THE COMAPANY.. ► Consistently make good Products at the friendliest Consistently make good Products at the friendliest

Prices..Prices..► Constantly Grow in Volume and Value through New Constantly Grow in Volume and Value through New

IdeasIdeas► And by Imbibing the World's Best Technologies, And by Imbibing the World's Best Technologies,

Continuing to remain relevant to our customers in Continuing to remain relevant to our customers in India and the World as a Brand that Stands for our India and the World as a Brand that Stands for our Quality and More Value for Money than any others..Quality and More Value for Money than any others..

COMPANY SWOT COMPANY SWOT ANALYSISANALYSIS

A.A. STRENGTHS.STRENGTHS. Brand Equity Brand Equity Designing and Designing and

Mould Making Mould Making Mass Manufacturing Mass Manufacturing High Quality & Low High Quality & Low

Cost: Cost: Distribution Network Distribution Network Institutional Sales Institutional Sales

B.B. WEAKNESSES.WEAKNESSES. Government Government

Restriction on Restriction on Investment.Investment.

Unability to Unability to Compete Compete Unorganized Unorganized Players.Players.

ContCont……....C.C. OPPURTUNITIES.OPPURTUNITIES. Growth In Gel Pen Growth In Gel Pen

Segment.Segment. New EOU,for Office New EOU,for Office

Stationary.Stationary. Rising Raw Rising Raw

Materials Materials Prices,pressurising Prices,pressurising unorganized unorganized players.players.

D.D. THREATS.THREATS. Increased Number Increased Number

Of Domestic Of Domestic Players.Players.

Increasing Influx of Increasing Influx of chinese products in chinese products in coming years.coming years.

Duplicity of Duplicity of Product & its Product & its design especially design especially by unorganized by unorganized players.players.

TYPES OF PRODUCTSTYPES OF PRODUCTS

The Company is engaged in The Company is engaged in manufacturing the following products manufacturing the following products at it different plants.at it different plants.

►Ball Pen.Ball Pen.►Gel Pen.Gel Pen.► Ink Pen.Ink Pen.► Roller Pen.Roller Pen.►Stationary Products (Outsourcing It).Stationary Products (Outsourcing It).

RAW MATERIAL USEDRAW MATERIAL USED

The following is the list of raw material The following is the list of raw material use to manufacture different parts of use to manufacture different parts of Pen.Pen.

►Plastic Granules.Plastic Granules.► Inks.Inks.►Tips & Points.Tips & Points.►Packaging Materials.Packaging Materials.

PRODUCTION PROCESSPRODUCTION PROCESS.. The production process involves converting the raw material The production process involves converting the raw material

into finished goods. The following are the steps involve in into finished goods. The following are the steps involve in making Penmaking Pen’’s.s.

INJECTION MOULDING PROCESS

REFILLING PROCESSS

LABELLING PROCESS (ON Cap & Body of Ball Pens)

ASSEMBLING PROCESS

Foiling Stage

Plotting Stage.

Packaging

QUALITY CONTROLQUALITY CONTROL

There are 4 stages that are There are 4 stages that are undertaken at TWPL.undertaken at TWPL.

I.I. Preliminary Inspection.Preliminary Inspection.

II.II. Daily Production Process Daily Production Process InspectionInspection

III.III. Post Production InspectionPost Production Inspection..

IV.IV. Final InspectionFinal Inspection..

MAINTENANCE ACTIVITYMAINTENANCE ACTIVITY..

At TWPL, maintenance activity is very necessary in At TWPL, maintenance activity is very necessary in order to ensure continuous production as it has order to ensure continuous production as it has around 14 lacs pieces per day. Thus maintenance is around 14 lacs pieces per day. Thus maintenance is required. The following types of maintenance is done:required. The following types of maintenance is done:

Routine MaintenanceRoutine Maintenance.. Running MaintenanceRunning Maintenance.. Shut down MaintenanceShut down Maintenance..

Maintenance Activities.Maintenance Activities.

COMPANIES FINANCIAL COMPANIES FINANCIAL PERFORMANCE AND ROBUST PERFORMANCE AND ROBUST

GROWTHGROWTH►Company Robust Growth Chart Is Company Robust Growth Chart Is

attached as a Hyperlink Document.attached as a Hyperlink Document.► COMPANIES

FINANCIAL PERFORMANCE AND ROBUST GROWTH.doc

Turnover & Profits.Turnover & Profits.

0

100

200

300

400

500

600

700

800

900

2005 Dec 2004-05 2003-04 2002-03 2001-02

YEARS

RUPE

SS (L

ACS)

TURNOVER (In Lakhs)PROFIT OF THE COMPANY

0100200300400500600700800900

2005Dec

2004-05 2003-04 2002-03 2001-02

Year

Rs (L

akhs

)

Profit Rs

DISTRIBUTION OF INCOMEDISTRIBUTION OF INCOME

ParticularsRate%

Retained Earnings6

Depreciation3

Interest Paid4

Dividend & Tax2

Corporate Tax3

Other Overheads2

Advertisement1

Selling & Dist Exp4

Manpower Cost2

Packing Material Cost3

Manufacturing Cost4

Material Cost66

EXPENSES %

6%3%4%2%3%1%4%2%3%

4%

66%

2%

Retained Earnings Depreciation Interest Paid

Dividend & Tax Corporate Tax Other Overheads

Advertisement Selling & Dist Exp Manpower Cost

Packing Material Cost Manufacturing Cost Material Cost

RATIO ANALYSISRATIO ANALYSIS

RATIO TYPERATIO TYPEFORMULAFORMULACALCULATIONCALCULATIONINTERPRETATIOINTERPRETATIONN

Net working Net working Capital Capital

Total Current Total Current Assets + Total Assets + Total Current LiabCurrent Liab

8282 , ,8282 , ,1059510595 + + 2424 , ,2727 , ,5855958559107107 , ,0909 , ,6915469154..

Current RatioCurrent Ratio Current Assets / Current Assets / Current LiabilitiesCurrent Liabilities

8282 , ,8282 , ,1059510595 / / 2424 , ,2727 , ,58559585593.413.41 : :11

Quick RatioQuick Ratio Current Assets - Current Assets - Inventory / Inventory / Current LiabilitiesCurrent Liabilities

8282 , ,8282 , ,1059510595 –– 2525 , ,2323 , ,0117201172 / /2424 , ,2727 , ,5855958559

2.37:12.37:1

Inventory turnover Inventory turnover RatioRatio

Sales or COGS/ Sales or COGS/ average Inventoryaverage Inventory

9494 , ,4545 , ,8847188471 / /2525 , ,2323 , ,01172/201172/2

7.57.5 timestimes

Debtors turnover Debtors turnover ratioratio

sales/ average sales/ average debtorsdebtors

9494 , ,4545 , ,88471/4588471/45 , ,0303 , ,76337/276337/24.194.19 timestimes

Collection periodCollection period 360360 / /debtors debtors turnoverturnover

360/4.19360/4.1985.9185.91 DaysDays

Working capital Working capital turnover ratioturnover ratio

= =sales / net sales / net current assetscurrent assets

9494 , ,4545 , ,8847188471 / / 5858 , ,5454 , ,5203652036 1.61:11.61:1

Debt Equity RatioDebt Equity Ratio Debt/Equity*100Debt/Equity*1002525 , ,6464 , ,18395/5718395/57 , ,8787 , ,4072940729**100100

0.440.44% %

ContCont……RATIO TYPERATIO TYPEFORMULAFORMULACALCULATIONCALCULATIONINTERPRETATIOINTERPRETATIO

N.sN.sGP ratio GP ratio G P / salesG P / sales9494 , ,4545 , ,8847188471 –– 6262 , ,8888 , ,

1547015470 - -1414 , ,9898 , ,3026530265 / /9494 , ,4545 , ,8847188471

17.81%17.81%

Net Profit RatioNet Profit RatioPAT / Net PAT / Net Sales*100Sales*100

77 , ,3737 , ,0270402704 / / 994994 , ,7373 , ,5298752987**100100

7.77%7.77%

Return on Equity Return on Equity PAT/Net PAT/Net Assets*100Assets*100

77 , ,3737 , ,02704/5802704/58 , ,54520365452036**100100

12.7412.74% %

Selling Selling Expenses/Total Expenses/Total Revenue%Revenue%

Selling Selling Expenses/Total Expenses/Total

RevenueRevenue%%

55 , ,2525 , ,13637/947313637/9473 , ,5298752987**100100

5.59%5.59%

HUMAN RESOURCE HUMAN RESOURCE PLANNINGPLANNING

Identification of deficiency of

manpower

Source of supply through

references

Recruiting the personnel at a particular post as per is qualification.

Matching the supply with the requirement

Giving them targets and furnishing timely reporting to measure the standards against the actual achievements..

Identification of deficiency of

manpower

Source of supply through

references

Recruiting the personnel at a particular post as per is qualification.

Matching the supply with the requirement

Giving them targets and furnishing timely reporting to measure the standards against the actual achievements..

RECRUITMENT & SELECTIONRECRUITMENT& SELECTIONPROCESS AT TWPL

Advertisement for filling the vacavcy

Employment Agencies

Newspapers Labour Market

Inviting Application from Candidates

For Worker Its Direct Selection after Approval Of

GM Production.

For Administrative Staff, 2 Phase

Interview Process

TOP LEVEL

only through

Promotion

IF YE

SSelection Of Candidate

for 6 Months

IF YES

Permanent Staff for TWPL IN INDIA

(Any Where)

Indent Of Vacoancy

OTHER ACTIVITIES OF OTHER ACTIVITIES OF PERSONNEL DEPARTMENTPERSONNEL DEPARTMENT

Other activities followed at TWPL, are as Other activities followed at TWPL, are as under:under:

I.I. TRAINING.TRAINING.

II.II. PEFORMANCE APPRAISALPEFORMANCE APPRAISAL..

III.III. ACTIVITIES OF PERSONNEL ACTIVITIES OF PERSONNEL DEPARTMENTDEPARTMENT..

Time KeepingTime Keeping.. Salary, Wages& CompensationSalary, Wages& Compensation..

Employee Welfare ActivitiesEmployee Welfare Activities..

MANPOWER REQUIREMENTMANPOWER REQUIREMENT The Company is going to set up a New Unit EOU at Silvassa,where the The Company is going to set up a New Unit EOU at Silvassa,where the

capacity of producing the pen would be as under:capacity of producing the pen would be as under:

1.1. Ball Pen 12 Lakhs Pieces Per Day...Ball Pen 12 Lakhs Pieces Per Day...

2.2. Gel Pen 7 Lakhs Pieces Per Day.Gel Pen 7 Lakhs Pieces Per Day.

3.3. Refills 20 Lakhs Pieces Per Day.Refills 20 Lakhs Pieces Per Day.

4.4. Highlighters 0.5 Lakhs Pieces Per Day.Highlighters 0.5 Lakhs Pieces Per Day.

5.5. Markers 0.5 Lakhs Pieces Per Day.Markers 0.5 Lakhs Pieces Per Day.

► For the proposed project it is sure that the company requires a high For the proposed project it is sure that the company requires a high

potential employee willing to work dedicatedly to achieve the target and potential employee willing to work dedicatedly to achieve the target and

perform. The following chart shows the additional Manpower Requirement perform. The following chart shows the additional Manpower Requirement

for the Project. Thus manpower requirement is as under :for the Project. Thus manpower requirement is as under :

MANPOWER PEQUIREMENT FOR NEW PLANT.doc

CORPORATE STRUCTURE

CEO.EOU

GM Production

GM Tech Development

GMR&D

Director Commercial

CMD

CFO GM Sales Chief Operating Officer

Manager Finance

Manager Accounts

Manager Domestic

Sales

Manager.Institutional

Sales

ManagerIntl

Sales

ManagerPurchase

ManagerStores

ManagerHRD

ManagerEDP

Sr Mger Legal &

Secretarial

VP Administration &

Marketing

CORE COMPETENCYCORE COMPETENCY

► The biggest strength of the company which its competitor are not The biggest strength of the company which its competitor are not

able to capitalize is Its Own able to capitalize is Its Own R&D,R&D, In-house Manufacturing of Mould In-house Manufacturing of Mould

& Dyes& Dyes this enables the company to launch Newer and Newer this enables the company to launch Newer and Newer

Design and varieties faster than its competitiors.It also reduces it Design and varieties faster than its competitiors.It also reduces it

production cost giving a competitive price advantage over its production cost giving a competitive price advantage over its

competitions in organized sector. Company has its separate competitions in organized sector. Company has its separate Brand Brand

Wonder GelWonder Gel in many varieties as a result of which company is in many varieties as a result of which company is

Leader in Gel Segment.Leader in Gel Segment.

► Other Things Contributing to Success Of the Company are as underOther Things Contributing to Success Of the Company are as under

► Extensive Distribution Network, reaching 4, 40,000 Retail outlets.Extensive Distribution Network, reaching 4, 40,000 Retail outlets.

► Huge Production Capacities 14 Lakhs Pieces Per day.Huge Production Capacities 14 Lakhs Pieces Per day.

► Large Varieties of Pen (Ball & Gel) in Different Price Range.Large Varieties of Pen (Ball & Gel) in Different Price Range.

► Stationary Items.Stationary Items.

MARKETING MIX OF THE MARKETING MIX OF THE COMPANYCOMPANY

Marketing mix is a set of controllable marketing variables that Marketing mix is a set of controllable marketing variables that the firm plans to produce the response it wants in the target the firm plans to produce the response it wants in the target market.market.””

It Comprises mainly of 4P,s, they are as under:It Comprises mainly of 4P,s, they are as under:

A.A. PRODUCT: PRODUCT: A Product is anything that can be offered to a market to A Product is anything that can be offered to a market to satisfy a want or need. A product mean the bundle, which satisfy human satisfy a want or need. A product mean the bundle, which satisfy human needs.TWPL is major manufacturer of following products:needs.TWPL is major manufacturer of following products:

Ball PenBall Pen

Gel PenGel Pen

RefillsRefills

Office Stationary.Office Stationary.

ContCont…… Pictures Of the Pictures Of the Product.Product.

ContCont……..

ContCont……

PRODUCT VARIETIESPRODUCT VARIETIES TWPL is having large varieties of Ball pen And Gel Pen which is contributing to success of the firm since TWPL is having large varieties of Ball pen And Gel Pen which is contributing to success of the firm since

years. On an Average the Company Launches 15 New Products & Design Every Year out of which years. On an Average the Company Launches 15 New Products & Design Every Year out of which majority of them are successful. The list of different Ball & Gel, in different Point size is as under.majority of them are successful. The list of different Ball & Gel, in different Point size is as under.

Name of the Product Ball Pen/ Gel Pen. Point/Tip Of the pen(mm)

Price Per Piece MRP.

1. Todays C5 Ball pen 0.5 5.00 2. Todays Cameos Ball Pen 0.6 5.00 3. Todays Floral Ball & Gel Pen 0.5 5.00 4. New Starry Ball Pen 0.6 6.00 5. Notty Boy Ball Pen 0.5 & 0.6 5.00 6. School Mate Ball Pen 0.5 5.00 7. Extra Mate Ball Pen 0.6 5.00 8. 24 Carat Export) Ball Pen 0.7 15.00 9. Colour Slim Ball & Gel 0.5 & 0.6 6.00 10. Todays Combo Ball pen 0.6 6.00 11. Extra Point Ball Pen 0.5 7.00 12. Todays Gel @ 5 Gel pen 0.6 5.00 13. Ink Advisor Ball Pen & Gel 0.5 5.00 14. Todays MIG 1 Ball Pen 0.5 & 0.6 7.00 &5.00 15. Pirate Ball Ball & Gel 0.5 10.00 16. Sonic Ball Ball Pen 0.5 & 0.6 10.00 17. Super Smooth Ball pen 0.5 12.00 18. Walker Ball Pen 0.5 10.00 19. Todays 18 Carat Ball Pen 0.6 12.00 20. ZEE 200 Ball Pen 0.5 2.00 21. TRIK Ball Pen 0.5& 0.6 3.00 22. Pocket Pen Ball pen 0.5 3.00 23. Todays Jockeys BallPen 0.5 2.50

Product Varities for Product Varities for International MarketInternational Market

Name of the ProductBall Pen/ Gel Pen.Point/Tip Of the

pen(mm)

1.      Arrow BallBall Pen0.5

2.      Cushion BallBall Pen0.5

3.      Sonic BallBall Pen0.5 & 0.6

4.      WriterBall Pen0.5 & 0.6

5.      Walker GelBall Pen & Gel

Pen0.5 & 0.6

6.      Carat 24Ball Pen0.6 & 0.7

7.      Zooter IndiaBall Pen0.6

contcont…… Product Varieties Product Varieties INTERNATIONAL & DOMESTIC PREMIUM BRAND WONDER GELINTERNATIONAL & DOMESTIC PREMIUM BRAND WONDER GEL

Name of the ProductBall Pen/ Gel Pen.Price Per Piece

MRP.India

1.      Wonder Gel JasmineGel Pen5

2.      Wonder Gel School SeriesGel Pen5

3.      Wonder Little HeartGel Pen5

4.      Wonder Perfume GelGel Pen5

5.      Wonder ChromaGel Pen5

6.      Wonder Apple GelGel Pen5

7.      Wonder Sparkle GelGel Pen5

Product Features.Product Features.

TWPL, has different Pens in different Price range and with TWPL, has different Pens in different Price range and with different characteristics, out of which features of some different characteristics, out of which features of some premium selling Pen of the company is as under :premium selling Pen of the company is as under :

Gel Pen @ 5 Todays its features are as under:Pocket Friendly ClipClear Crystal BodyHigh Technology Tip Permiting smooth Ink Flow1st Gel pen @ Rate of Rs 5 in India.

Ink AdviosrSmooth & Precise Writing Ink Level IndicatorEasy Snap Cap.

Todays walkerSmart Executive look.Metallic Clip.Inbuilt Grip for better HandlingSoft Grip Outer for long Writing

Carat 24 & 18 Innovative Design. & Executive LookSmooth Precise WritingEay Snap Cap.

Cont... Cont... Product PackagingProduct Packaging Packaging is the most important for any product from protecting it against any damage, At TWPL Packaging is the most important for any product from protecting it against any damage, At TWPL

packaging is done in different sizes using different material and in addition to it serves as a packaging is done in different sizes using different material and in addition to it serves as a promotional and tool for the company. The packaging of Pen is done as under:promotional and tool for the company. The packaging of Pen is done as under:

•Single Piece Packaging•Transparent Plastic Bags with Logo

•Double Piece Packaging•Transparent Plastic Bags with Logo

•Five Piece Packaging•Coloured Plastic Thick Bags with Logo

•Ten Piece Packaging•Hardbound Boxes with Logo

•Hanger Packaging ( IN 5,10&20)•Corrugated Boxes, with

Customer Logo on the Pen.

•For Corporate Customers

PRICINGPRICING It is the exchange value of product or services always expressed in monetary It is the exchange value of product or services always expressed in monetary

terms. Price is matter of Importance both for the buyer and seller. Price is terms. Price is matter of Importance both for the buyer and seller. Price is important factor in consumer purchase decision. At TWPL, the Product pricing important factor in consumer purchase decision. At TWPL, the Product pricing are reviewed at the end of each Quarter by M.D & V.P (Sales & Marketing) in are reviewed at the end of each Quarter by M.D & V.P (Sales & Marketing) in consultation with other senior Executives and Director of the Company. The consultation with other senior Executives and Director of the Company. The Price is decided considering the following types of cost and other variables:Price is decided considering the following types of cost and other variables:

FINAL PRICING

Raw Material Cost

Production Cost

Transportation Cost

Packaging & Labeling

State Wise Duties

External Factors.Consumer Regional Demand.Competitors Product. (Cello)

ContCont…… Price & Sales Break Up Price & Sales Break Up Source: Companies Annual Report.Source: Companies Annual Report.

PRICE RANGE

(RS)

% SALE

Rs 1 – 39

Rs 3-519

Rs 5 – 755

Rs 7 – 107

Rs 10 & Above

10

Rs 10 & Above10%

Rs 7 – 107%

Rs 1 – 39%

Rs 3-519%

Rs 5 – 755%

Rs 1 – 3

Rs 3-5

Rs 5 – 7

Rs 7 – 10

Rs 10 & Above

PLACE (DISTRIBUTION) Distribution is an important function of any organization. Making the product available at right place

and at right time with less cost is the key objective of any distribution management personnel.The Distribution channel of the company is as under:

MANUFACTURING FACILITIES

SUPER DISTRIBUTORS

ZONE WISE

WHOLESSELERS

RETAILERS

CONSUMERS

DISTRIBUOTRS STATE WISE

ContCont…… Distribution DistributionTWPL is having a extensive distribution network throughout India with more than200 Special Distributors across the Country, and 4,40,000 retail outlet. The distribution of Today is done across India by Zone Wise. The Zone Wise charts is attached here under as a Hyperlink.DISTRIBUTION ZONE WISE.doc

Region wise Sales Break UpRegion wise Sales Break Up

ZoneSales%

Eastern5

Western54

Northern10

Southern10

Export2

Others5

Sales%

Northern

SouthernExport Others Eastern

Western

Eastern Western Northern Southern Export Others

PROMOTION.PROMOTION.► Promotion plays a distinct role in marketing. It is a combined Promotion plays a distinct role in marketing. It is a combined

effort of salesman, advertisement and marketing channels. At effort of salesman, advertisement and marketing channels. At TWPL, promotion is done using the followingTWPL, promotion is done using the following waysways..

1)1) ADVERTISEMENTADVERTISEMENT:: The advertisement message of the company The advertisement message of the company is is ““Every Pen SpeaksEvery Pen Speaks””.. The company is engage in heavy advertisement The company is engage in heavy advertisement almost using all mediums. It is spending on an average almost using all mediums. It is spending on an average 6 crore rupees6 crore rupees on advertisement in different forms. It is also using Celebrities in on advertisement in different forms. It is also using Celebrities in advertisement to market it pen such as Hrtihik Roshan, Raima Sen. advertisement to market it pen such as Hrtihik Roshan, Raima Sen. Vinod Kambli.etc. It also uses different event as a marketing source, Vinod Kambli.etc. It also uses different event as a marketing source, the most successful was to be associated with World Cup India team the most successful was to be associated with World Cup India team (JEETNA HAI TODAYS(JEETNA HAI TODAYS).It mainly uses preference Advertisement mode ).It mainly uses preference Advertisement mode rather than Brand Awareness.rather than Brand Awareness.

2)2) SALES PROMOTIONSALES PROMOTION

3)3) CORPORATE SALES PROMOTIONCORPORATE SALES PROMOTION 4)4) INTERNATIONAL SALES PROMOTIONINTERNATIONAL SALES PROMOTION

OBJECTIVES OF STUDYOBJECTIVES OF STUDYMAIN OBJECTIVEMAIN OBJECTIVE

""Identifying Consumer Buying Behaviour regarding PensIdentifying Consumer Buying Behaviour regarding Pens““SUB OBJECTIVESSUB OBJECTIVES::

1.1. To identify the influence of different characteristics/features of Pen on To identify the influence of different characteristics/features of Pen on

Consumers in different segments.(i.e) Student, Business Person, Service Consumers in different segments.(i.e) Student, Business Person, Service

PersonPerson

2.2. To find out why consumer prefer particular brand of pen? Which are the To find out why consumer prefer particular brand of pen? Which are the

factors that influence and motivate him to buy the preferred brand of the factors that influence and motivate him to buy the preferred brand of the

pen?pen?

3.3. To get a better understanding of pen Market.To get a better understanding of pen Market.

4.4. To find the most preferable brand among the various kindTo find the most preferable brand among the various kind’’s of pen and to s of pen and to

find which brand enjoy the market leadership positionfind which brand enjoy the market leadership position

5.5. To study the impact advertisement on consumers in different Age Group, To study the impact advertisement on consumers in different Age Group,

Income Group & by professionIncome Group & by profession

6.6. To help the Company Marketing Managers to Design an Effective Marketing To help the Company Marketing Managers to Design an Effective Marketing

Mix for it target CustomersMix for it target Customers

RESEARCH RESEARCH METHODOLOGYMETHODOLOGY..

METHODS OF DATA COLLECTION METHODS OF DATA COLLECTION PRIMARY DATA & SECONDARY DATA .PRIMARY DATA & SECONDARY DATA .

RESEARCH INSTRUMENTRESEARCH INSTRUMENTQUESTIONNAIRE.QUESTIONNAIRE.

TYPES OF QUESTIONTYPES OF QUESTION’’SSOPEN & CLOSE ENDED. 13 OPEN & CLOSE ENDED. 13 QUESTIONS.QUESTIONS.

PURPOSE OF THE STUDYPURPOSE OF THE STUDYDESCRIPTIVE STUDY.DESCRIPTIVE STUDY.

DEGREE OF RESEARCH QUESTION DEGREE OF RESEARCH QUESTION CRYSTALLISATIONCRYSTALLISATION

EXPLORATORY STUDY.EXPLORATORY STUDY.

TIME DIMENSIONALTIME DIMENSIONALCROSS SECTIONAL (In Span of 8 CROSS SECTIONAL (In Span of 8 weeks).weeks).

METHOD OF DATA COLLECTIONMETHOD OF DATA COLLECTIONPERSONAL INTERVIEW.PERSONAL INTERVIEW.

RESEARCH ENVIRONMENTRESEARCH ENVIRONMENTFIELD STUDY.FIELD STUDY.

SAMPLING AREASAMPLING AREAVALSAD, VAPI, KILLA VALSAD, VAPI, KILLA –– PARDI. PARDI.

SAMPLED POPULATION SAMPLED POPULATION STUDENT,BUSINESS & SERVICE STUDENT,BUSINESS & SERVICE PERSON, HOUSEWIFES, PERSON, HOUSEWIFES, PROFESSIONALS ETC.PROFESSIONALS ETC.

SAMPLE SIZESAMPLE SIZE 100 CONSUMERS.100 CONSUMERS.

SAMPLING TECHNIQUESAMPLING TECHNIQUECONVIENENCE SAMPLING.CONVIENENCE SAMPLING.

ANALYSIS OF QUESTIONSANALYSIS OF QUESTIONS1.1. Which brand of Ball Pen do you prefer to Write ? Which brand of Ball Pen do you prefer to Write ?

BrandTodaysParkerCello’sMontaxAddgelReynoldsOther’s

Responses1119413989T

od

ays

Pa

rke

r

Ce

llo’s

Mo

nta

x

Ad

dg

el

Re

yn

old

s

Oth

er’

s

05

1015202530354045

Company

Cont.. Q1Cont.. Q1BrandTodaysParkerCello’sMontaxAddgelReynoldsOther’s

Business Person46121142

Service Person34151412

Student27101325

Others224--11-

Q2. Q2. Which type of Pen do you currently useWhich type of Pen do you currently use??

Ball PenGel PenInk PenPilot Pen

722224

0 20 40 60 80

Ball Pen

Gel Pen

Ink Pen

Pilot Pen

Ty

pe

Of

Pe

n

No Of Respondant

Q3. Q3. Which Colour Of Pen Do You Normally Which Colour Of Pen Do You Normally

UseUse?? BlueRedBlackMultiple

756154

0

10

20

30

40

50

60

70

80

Responses

Blue Red Black Multiple

Colour

Q4 Q4 Which BallPen Point Do You Normally UseWhich BallPen Point Do You Normally Use? ?

0.50.450.60.8

4064014

 Point of Pen

Occupation Group0.50.450.60.8

Business Person132105

Service Person141105

Student132114

Others--19--

Q4. ContQ4. Cont……

0.5

0.45

0.6

0.8

0 10 20 30 40 50

Responses

1

2

3

4B

all P

oin

t

Q5Q5. . Which Characteristics of Pen Influence Your Buying Which Characteristics of Pen Influence Your Buying

DecisionDecision ? ? FeaturesPointGripPriceLong -

LifeInkPerformance

Response1511266735

 Characteristics of Pen

Occupation Group

 PointGripPriceLong LifeInkPerformance

Business Person539328

Service Person43101210

Student5550312

Others102205

Q5.ContQ5.Cont……

Price

Grip

PointPerformance

Ink

Long-Life

Q5. Q5. ContCont…….. HYPOTHESIS TEST (USING CHI SQUARE). PRICE... HYPOTHESIS TEST (USING CHI SQUARE). PRICE.HHoo: : The null hypothesis is thatThe null hypothesis is that, , ““Price does not have influence on buying decision of Price does not have influence on buying decision of Business Person.Business Person.HH1: 1: Price influences on buying decision of Business PersonPrice influences on buying decision of Business Person..

IncomeOE(O – E)2(O – E)2/E

>500017.542.255.633

5001 – 10000107.56.250.8333

10001 – 20000147.542.255.633

20001 & Above

57.56.250.8333

 30 Calculated value 12.93

Table Value of X2 for 3 (dof) at 5% significance level is 7.85Calculated value of X2 is greater than table value so null hypothesis is RejectedConclusion:- ,As null hypo is rejected so alternate hypothesis hold true, that it can be concluded that business person buying decision is influenced by the price of the Pen.

Hypothesis Test (B) POINT.Hypothesis Test (B) POINT. HHoo: : he null hypothesis is thathe null hypothesis is that, , ““Student buying Decision are not influenced Student buying Decision are not influenced by the Point of Pen.by the Point of Pen.HH1: 1: Point influences on buying decision of Students.Point influences on buying decision of Students.

Age GroupOE)O – E(2)O – E(2/E

>500020.751.56252.0833

5001 – 1000010.750.06250.8333

10001 - 2000000.750.42180.5624

20001 & Above00.750.42180.5624

   Calculated Value 3.2914

Table Value of X2 for 3 (dof) at 5% significance level is 7.85Calculated value of X2 is less than table value so null hypothesis is AcceptedConclusion:- So alternate hypothesis holds true that, point of the pen does not influence the buying decision of students

C) C) PERFORMANCEPERFORMANCE ( (Combination of more than 1 variable)Combination of more than 1 variable) H Hoo: : The null hypothesis is thatThe null hypothesis is that, , ““Performance does not have influence on Performance does not have influence on buying decision of Service Person.buying decision of Service Person.HH1: 1: Performance influences on buying decision of Business Person.Performance influences on buying decision of Business Person.

Income GroupIncome GroupOOEE))O O –– E E((22))O O –– E E((22/E/E

1212 –– 2020332.52.50.250.250.10.1

2121 - -2525222.52.50.250.250.10.1

2626 - - 3030332.52.50.250.250.10.1

3131 - - 4040222.52.50.250.250.10.1

       Calculated Value 0.4Calculated Value 0.4

Table Value of X2 for 3 (dof) at 5% significance level is 7.85

Calculated value of X2 is less than table value so null hypothesis is AcceptedConclusion:- So alternate hypothesis holds true that, Performance of the pen is the most influencing characteristic impacting the buying decision of Service Person.

Q6. ). Do You Choose Only One Brand ?

Flow chart showing the responses on the

Because of Advertisement 8

Change In Price 15

Due to Fashion 7

New Product Design 22

Product Performance 12

NO 64

HIGH 9.

MODERATE 19

YES 36

LOW 8

Because of Advertisement 8

Change In Price 15

Due to Fashion 7

New Product Design 22

Product Performance 12

NO 64

HIGH 9.

MODERATE 19

YES 36

Q7. Do you refill Your Pen Regularly?

YES 25 NO 75

Replacement Results in Poor Performance 21

Pen Cost is Negligible Than Refill 40

Refill is unavailable 9

Others 5

Q8. Q8. Q8 Which Advertising Media Influence You the Most ?

TV AdvertisementsBanners & hoardingNewspapers & MagazinesInternet

4519279

TV Ad

Banners

Newspapers

Internet

0

5

10

15

20

25

30

35

40

45

50

Q8. Q8. Hypothesis Test Using Anova Analysis.Hypothesis Test Using Anova Analysis. Null Hypothesis :- Ho: Null Hypothesis :- Ho: The null hypothesis is thatThe null hypothesis is that, , ““Influence Of Advertising Media Does Not differ Influence Of Advertising Media Does Not differ By Profession"By Profession"

 Type Of MediaOccupation

GroupsTVBanner & Hoarding

NewspapersInternetTotal

Business Person10412430

Service Person1854330

Student1495230

Others316010

Total4519279100

 Type Of Media

Occupation

GroupsTVBanner & Hoarding

NewspapersInternetTotal

Business Person3-35-32

Service Person11-2-3-42

Student72-2-52

Others-4-6-2-7-18

Total17-9-1-7-12

ContCont……..Correction Factor = Correction Factor = T2/N T2/N = = (-12)2(-12)2= 9.= 9.

16 16 Sum of Squares Between Columms = 174Sum of Squares Between Columms = 174 Degree Of Freedom = v = (4 Degree Of Freedom = v = (4 –– 1) = 3 1) = 3Sum of Squares Between Rows = 75Sum of Squares Between Rows = 75Degree Of Freedom = v = (4 Degree Of Freedom = v = (4 –– 1) = 3 1) = 3Total Sum of Squares = 377Total Sum of Squares = 377Degree Of Freedom = (16 Degree Of Freedom = (16 –– 1) = 15. 1) = 15.

Source Of VariationSum Of Squares

DofMean Square

Between Colums (Advertisemnts)

174358

Between Rows (Profession)

75325

Residual3771525.13

Total   

Comparison of Advertisement variance estimate with residual variance estimateF = Greater Variance Smaller Variance = 58 25.133= 2.30

Table Calculation :- The table value of F for 3 and 15 DoF at 5% level of significance is 3.2874.Comparison of Profession variance estimate with residual variance estimateF = Greater Variance Smaller Variance = 25.133 25= 1.00532Table Calculation: - The table value of F for 3 and 15 DoF at 5% level of significance is 3.2874.Conclusion: - For both comparisons calculated value is less than Table value, so null hypothesis is REJECTED. Thus it signifies that the influence of advertisemnt media does not differ by sprofession or occuaptional GrouP.

Q9Q9 Which Price Range Does your Pen belong To? Which Price Range Does your Pen belong To? 1 – 56 --1011 – 2021 – 3031 - 5050-above

172440775

Occupation GroupsPrice Range

1 – 56 --- 1011 – 2021 – 3031 - 5050-above

Business Person191712--

Service Person4711431

Student985233

Others1--2221

1 – 5 6 -- 10 11 – 20 21 – 3031 - 50

50-above

17

24

40

7 75

Price Range

Q10.Q10. Which Type of Scheme Affects Your buying Which Type of Scheme Affects Your buying

Decision ?Decision ?

► Extra RefillDiscount On BulkFree PenOthers

17442811

05

1015202530354045

Responses

Extra Refill DiscountOn Bulk

Free Pen Others

Promotional Schemes

Q11. Q11. ) ) According To You Which Pen Brand Enjoys Market Leadership PositionAccording To You Which Pen Brand Enjoys Market Leadership Position??

► TodaysParkersCelloMontaxAddgelReynoldsOthers

51559669--

0

10

20

30

40

50

60

70

Todays Parkers Cello Montax Addgel Reynolds

Brand

Resp

on

ses

From the above chart it is clear that cello enjoys market leadership position I the market as almost 60% of responses have revealed that they recognized cello as the leader among all the companies.

At 2nd position it is Parkers. Reynolds is at 3rd position but for Todays it shows that it is recognized Market Leader by least number of responses in spite the Toughest competitor of Cello n organized Sector as compared to any other players.

Q 12 Q 12 Which Type Of Writing Do you Prefer ?Which Type Of Writing Do you Prefer ? BoldCrispyFluentEmphatic

24283513

0

5

10

15

20

25

30

35

Responses

Bold Crispy Fluent Emphatic

Type Of Wrting

As most of them like Fluent & Crispy writing the demand for the Pen in the Pont size of 0.5, 0.45, & 0.6 ould be highest and 0.8 & 1mm pen would be less demanded. Thus companies should concentrate on producing pen in the same Nib Size.

Q 13. Q 13. Rank The Following Types Of Pen Ranging From ( 1 to 4)?Rank The Following Types Of Pen Ranging From ( 1 to 4)? ►

Types1st2nd3rd4th

Ball Pen5818186

Gel Pen19442611

Ink Pen16272928

Pilot Pen7112755

0

10

20

30

40

50

60

70

1st 2nd 3rd 4th

Ranking

Resp

on

ses

Ball PenGelPenInk PenPilot Pen

CONCLUSION (FINDINGS).CONCLUSION (FINDINGS). CelloCello Brand enjoys market leadership position and it is also prefer by the majority of Brand enjoys market leadership position and it is also prefer by the majority of

the consumer for writing among different brands OF Pen available in the market.the consumer for writing among different brands OF Pen available in the market. In different types of Pen, BallPen is preferred by most of consumerIn different types of Pen, BallPen is preferred by most of consumer ’’s and they have s and they have

ranked Ball-Pen as No 1 among different Types of pen ranked Ball-Pen as No 1 among different Types of pen Blue Colour is preferred by the consumer among different ColourBlue Colour is preferred by the consumer among different Colour ’’s s Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and

Fluent hand writing as this point size gives the desired writing to consumersFluent hand writing as this point size gives the desired writing to consumers Most of the consumers Buying Decision is not only influenced by any specific single Most of the consumers Buying Decision is not only influenced by any specific single

characteristics but it is influenced by either the combination of more than 1.Thus characteristics but it is influenced by either the combination of more than 1.Thus majority buying decision is influenced by Performance of Pen in Total, Of course in majority buying decision is influenced by Performance of Pen in Total, Of course in different consumer segments there are different characteristics impacting buying different consumer segments there are different characteristics impacting buying Decision. Decision. OCCUPATION WISE ANALYSIS:-OCCUPATION WISE ANALYSIS:-

For Business PersonFor Business Person:: The most influencing characteristic impacting buying The most influencing characteristic impacting buying decision is Price.decision is Price.

For Service PersonFor Service Person:: Price & Performance have impact influence on Price & Performance have impact influence on buying decision. It signifies that Service Person purchase pen not buying decision. It signifies that Service Person purchase pen not only considering price but along with it some different features such only considering price but along with it some different features such as Grip, Long Life, etc are also impacting the Decision. But still Price as Grip, Long Life, etc are also impacting the Decision. But still Price & Performance are dominating features for this Consumer Segments.& Performance are dominating features for this Consumer Segments.

For StudentsFor Students:: - In this consumer segment it cannot be predicted or - In this consumer segment it cannot be predicted or analyzed that any 1 characteristic is impacting their decision. But analyzed that any 1 characteristic is impacting their decision. But student wants everything in the Pen Affordable Price, proper Grip, student wants everything in the Pen Affordable Price, proper Grip, Long Life and even the performance of the pen. Thus student buying Long Life and even the performance of the pen. Thus student buying decision regarding pen is influenced equally by almost all variablesdecision regarding pen is influenced equally by almost all variables

ContCont…… In In the Pen Market the consumers are not loyal to a particular Brand, the Pen Market the consumers are not loyal to a particular Brand,

majority of them do not stick or purchase the same brand. Repeat majority of them do not stick or purchase the same brand. Repeat Purchase is very less. Consumers do not purchase the same brand Purchase is very less. Consumers do not purchase the same brand mainly due to Influx of Newer and Newer Products in the Market by mainly due to Influx of Newer and Newer Products in the Market by different players and in different Price range ultimately changing the different players and in different Price range ultimately changing the consumer buying Decisionconsumer buying Decision

In the Present market condition where Pen is available even in the In the Present market condition where Pen is available even in the Price Range of Rs 1 Price Range of Rs 1 –– 3, consumers do not go for refilling the Pen. They 3, consumers do not go for refilling the Pen. They do not refill pen as the Believe that New Pen Cost is Negligible as do not refill pen as the Believe that New Pen Cost is Negligible as compared to purchasing a refill For E.g.. Todays Wonder Gel Rs 5 and compared to purchasing a refill For E.g.. Todays Wonder Gel Rs 5 and refill of the same is of Rs 4.Even the refilling does not give the same refill of the same is of Rs 4.Even the refilling does not give the same writing performance as of the original refill. So consumer refrains from writing performance as of the original refill. So consumer refrains from refilling the Pen.refilling the Pen.

TVs Advertisement is having a significant impact on majority of the TVs Advertisement is having a significant impact on majority of the

Consumer, but Influence of different Advertising Media is not differing Consumer, but Influence of different Advertising Media is not differing by Profession. Thus almost all media is having the impact on buying by Profession. Thus almost all media is having the impact on buying decision of different consumer Segments.decision of different consumer Segments.

RECOMMENDATIONRECOMMENDATION..

► Cello Company is regarded as No 1 market leader due to its product varities Cello Company is regarded as No 1 market leader due to its product varities mainly in the Price range ranging from Rs 5 – 20 this is Low Price Segment mainly in the Price range ranging from Rs 5 – 20 this is Low Price Segment where majority of consumers prefer to buy their pen. And in the Point Size of where majority of consumers prefer to buy their pen. And in the Point Size of 0.5 & 0.6 cello has huge product range. but At the same price range Todays 0.5 & 0.6 cello has huge product range. but At the same price range Todays have very less products which can satisfy consumer need and even in the have very less products which can satisfy consumer need and even in the Point Size it has more Pen in 0.6 & 0.8 mm and do not have large varities in Point Size it has more Pen in 0.6 & 0.8 mm and do not have large varities in that Point Size which is impacting the sales in different consumers segments. that Point Size which is impacting the sales in different consumers segments. So hereby I So hereby I suggestsuggest that Company (Todays) should come up with the product that Company (Todays) should come up with the product in Effective Price range Of Rs in Effective Price range Of Rs 5 – 205 – 20, with Point Size of , with Point Size of 0.5 & 0.6,0.5 & 0.6, targeted to targeted to different consumer segments. different consumer segments.

► Todays Company is spending huge sum of money on Advertisement, with Todays Company is spending huge sum of money on Advertisement, with Logo (Every Pen Speaks) but like other Companies it is not targeting specific Logo (Every Pen Speaks) but like other Companies it is not targeting specific segments. From the survey it is clear that different variable/features influence segments. From the survey it is clear that different variable/features influence buying decision of consumer in different segments. Thus Company should not buying decision of consumer in different segments. Thus Company should not have a common Positioning for all Target Markets. The companies should try have a common Positioning for all Target Markets. The companies should try to focus on a to focus on a target grouptarget group by focusing on various characteristics that affect by focusing on various characteristics that affect their buying decision. For Different Consumer Segments.their buying decision. For Different Consumer Segments.

ContCont……

► Company also does not have any specific product Company also does not have any specific product emphasizing specific characteristic like Point, Price, Grip emphasizing specific characteristic like Point, Price, Grip etc.Thus it should also have such product in order to fight the etc.Thus it should also have such product in order to fight the competition. For E.g. Cello has TECHNO TIP, emphasizing Tip competition. For E.g. Cello has TECHNO TIP, emphasizing Tip Point), Cello Gripper (For Grip), Cello Meterwala Pen (For Long Point), Cello Gripper (For Grip), Cello Meterwala Pen (For Long Life ).Life ).

Occupational GroupOccupational GroupWhat Targeted Price What Targeted Price Should BeShould Be

Characteristics/Characteristics/Features to Features to

Emphasized in Emphasized in ProductProduct

Business Business PersonPerson

Rs 11 - 20Rs 11 - 20PERFORMANCE & PRICEPERFORMANCE & PRICE

Service PersonService PersonRs 11 - 20Rs 11 - 20 PRICEPRICE..

StudentStudentRs 11 - 10Rs 11 - 10PERFORMANCEPERFORMANCE..

Cont.. Suggestion GeneralCont.. Suggestion General► In this world of Competition there is competition not only In this world of Competition there is competition not only

from organized players but unorganized players from organized players but unorganized players also.Todays is also getting tough competition from also.Todays is also getting tough competition from unorganized players,I hereby suggest that Todays with its unorganized players,I hereby suggest that Todays with its own R & D facilities can outperform this unorganized own R & D facilities can outperform this unorganized players by producing the Pen In the price range of Rs 1 -3 players by producing the Pen In the price range of Rs 1 -3 (i.e.) Use & Throw which are favorite among students now (i.e.) Use & Throw which are favorite among students now a Days. There is huge Opportunity for the Company to a Days. There is huge Opportunity for the Company to have such type of pens and even take First Move have such type of pens and even take First Move Advantage in this type of pen as still no organized player Advantage in this type of pen as still no organized player is producing Pen in Price Rs 1 is producing Pen in Price Rs 1 –– 3. 3.

► Company is almost leader in Gel Pen Segment, due to its Company is almost leader in Gel Pen Segment, due to its huge product varities and price range, but in ball pen its is huge product varities and price range, but in ball pen its is competitor due to many reasons. I hereby suggest the competitor due to many reasons. I hereby suggest the Company to Increase the Product Varieties substantially in Company to Increase the Product Varieties substantially in Ball Pen Segment as it as about 82% of the total Market.Ball Pen Segment as it as about 82% of the total Market.

► Marketing Management ---- Philip Kotler 12th EditionMarketing Management ---- Philip Kotler 12th Edition► Financial Management ------ Khan & Jain.Financial Management ------ Khan & Jain.► www.acnielson.comwww.acnielson.com► www.todays-pen.comwww.todays-pen.com► www.economictimes.comwww.economictimes.com► Company's Draft Prospectus.Company's Draft Prospectus.► Company's 13th Annual ReportCompany's 13th Annual Report► Business Research --- By Cooper. JC BARRY.Business Research --- By Cooper. JC BARRY.