THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS Pvt. LTD

LUXOR WRITING INSTRUMENTS PVT. LTD.
INTERNATIONAL INSTITUTE OF PLANNING

&
MANAGEMENT
REPORT ON
THE STUDY OF MARKET POTENTIAL OF HI-TECH &

ROLLER PENS WITH REFERENCE TO LUXOR WRITING
INSTUMENTS Pvt. Ltd
Submitted To: Mr. Sandeep Dawar

Regional Business Manager (North)
Submitted By:-
Vaibhav Singhal
(PGP/FW/2008-10)
IIPM, New Delhi
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ACKNOWLEDGEMENT
No task however small can be completed

without proper encouragement. In this I am greatly indebted
to Mr. Sandeep Dawar for being of immense help to us and
guiding me in the right track and giving constructive
suggestions during the entire internship. Mere words will
never be able to express the gratitude towards him, who not
only stimulated the idea of undertaking the project, but also
interacted with me frequently giving valuable advice during
critical stages of work.
My heartiest thanks goes to all people whom I
have contacted, for their cooperation and responsiveness;
namely Mr. Gora, Mr. Jha and many more people. I would
also like to take this opportunity for thanking Mr. Naveen
for his attention and guidance.
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 my
collection of data and information into a finely polished
project.
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PREFACE
This Report will help us to study the market potential of Hi-
Tech and Roller Pens with reference to Luxor Writing
Instruments. In this report we will study the marketing
strategies of Hi-Tech & Roller pens of various companies
will help to extract information regarding consumer tastes
and preferences and thereby the availability and the current
position of Luxor Hi-Tech & Roller Pens in the market .This
would eventually help the company to improve on existing
marketing strategies and develop such pens that have a
positive correlation with existing customer tastes and
preferences.
This report shall include the history, vision, value of Luxor

writing instruments, the marketing mix of the company in
relation to other existing competitors like Reynolds, Uni-Ball
Pens. This report shall be further followed by carrying out
quantitative research between the customers and the retailers
that would determine the tastes and preferences of people
with regards to Hi-Tech and Roller Pens.
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TABLE OF CONTENTS
Topic Page no.
CHAPTER 1 6 - 23
Introduction
Marketing Strategy- It’s relevance to pen industry
Identification of problem
The Main Objective of Study are-
CHAPTER 2:- 24 - 30
Choices of Various competitors
CHAPTER 3:- 31 - 38
Research Methodology
Scope
Research Process
Limitations
CHAPTER 4:- 39 - 73
Growth of pen industry in India (Introduction)

History of writing instruments
Importance of Pens
Types of Pens
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Origin of Pen industry in India

Production
Size of the Industry
Findings from questionnaire
The Inferences of the report
Conclusion
CHAPTER 5:- 74 - 86
Annexure
• Sample Questionnaire
• List of Retailers visited
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CHAPTER -1
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INTRODUCTION
The economics of the world are undergoing a rapid, with

often wrenching transformation. The two major forces
underlying this change are Globalization with Technological
changes. The explosive increase in global trade and
international competition has led to Globalization. Also
technological changes have taken place with the passage of
time. This decade has witnessed remarkable advances in the
availability of information and spread of communication. The
markets of today are changing at an incredible pace.
Along with technological changes and Globalization, we are

also witnessing a power shift from manufacturing to retailing,
new retail forms, growing consumer price and value
sensitivity, diminishing role of man marketing. To protect
their profits, companies have primarily responded by cutting
their costs, re-engineering their processes and downsizing
their work forces. Yet even if companies succeed in cutting
their costs, they may fail to increase their revenue if they may
fail to increase their revenue if they lack marketing vision
with marketing know-how.
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It is therefore necessary for companies to formulate broad

strategy and define a specific marketing mix and action plan
to optimize their long run profitability. The company can
build in a set of controls so that it can evaluate results and
operate as learning organization constantly improving its
marketing know-how. If we meet today's tougher Indian
consumers they are more demanding, inquisitive,
discriminating. They are no longer content with planned
obsolescence they are no longer willing to tolerate products
that break down, they insists on high quality goods they have
time, energy and calories; preserve the environment' come
from a manufacturer they think is socially responsible.
This means that companies have to work harder to gain and

keep the confidence of Indian consumers, especially those
who have been switching brands. For firms that have
responded well to this challenge, an important milestone has
been reached; they are truly consumer-oriented companies
practicing the marketing concept. What does this mean:
These firms talk to consumers to discover their needs and
work hard to satisfy them; and they do this in a systematic,
goal oriented manner.
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Firms operating internationally need to be aware that

consumer’s desires and expectations can differ by country.
Many times, these expectations are quite dissimilar from
Indian Consumers. For e.g. German's are the world's toughest
customers for athletic footwear. They routinely review
product specifications and expect retail sales persons to show
them that footwear will perform as advertised Italians
Spaniards value high efficiency laundry detergents and are
able to discuss minor performance destinations among
brands. In contrast American's are more interested in the
fashionableness of athletic footwear, and are less fastidious
about laundry.
Marketing has been a neglected area in India for a number of

years due to the existence of protective controls and the
prevalence of a seller's market in most products. However,
the recent recessionary trends in our economy as well as the
increase in educational levels and sophistication of
customers has resulted in many of our businessmen finding
themselves in a buyer's market unprepared and indulging in
heavy and often ineffective advertising. This is an acceptance
of the marketing importance is clearly emerging on the
Indian horizon at present.
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Marketing is not a fixed system of concepts. Rather

marketing is one of the most dynamic fields within the
management arena. The market place continuously throws
out fresh challenges and companies must respond. Therefore,
it is not surprising that new marketing ideas keep surfacing to
meet the new market place challenges.
In the highly competitive world, only those organizations will

survive, who respond positively to the fast changing
environment. This is more important for Public sector
undertaking which until now were working under the
protective cover of the state. The survival of such
undertakings including the cooperative sector is at state.
Unless these improve productivity, efficiency and introduce
professionalism in every aspect of business, the long term
survival is not possible.
Thus, the importance of marketing strategies cannot be

ignored strategies are the means of achieving the ends.
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Based on objectives and when applied to business, they

govern the firm’s behavior in respect of acquisition,
allocation and effective utilization of resources necessary to
achieve the predetermined objectives within the given
environmental constraints. In fact, they provide an overall
direction for the functioning of an enterprise as well as the
accomplishment of the enterprise goals strategy can be
devised for a nation, Industry or for a firm. It may be
formulated in different areas of business activities such as
marketing, finance, personnel, public relations & production.
However, the formulation of strategy for marketing is one of

the most complex, dynamic and challenging functions in any
business enterprise. Marketing strategy is complex and
dynamic both in terms of inputs and outputs. It is vital from
the point of view of setting budgets, projecting cash flows
and even deciding what products to make or when to buy.
Marketing strategy plays a crucial role by enabling the

company to meet its general objectives that is, to ensure
survival at a 'Profit' and success in relation to its competitors,
market share, market growth etc.
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To accomplish these objectives, a sound marketing strategy

usually outlines a number of tactics. These may include the
lowest cost, control over distribution, product differentiation,
effective promotion strategy etc.
Thus marketing strategy provides the direction not only for

marketing departments but for the overall growth of the firm.
Marketing strategy in contrast to marketing planning is

concerned with long term development, implementation of
policy, long range plans for achieving the organizational
goals, efforts to meet these challenges and threats and also
for securing business survival and success.
It implies that marketing strategy is concerned more with the

improvement of existing products, development of new
products, new methods of production, exploration of new
markets etc. than with the cut and thrust of day to day
operations, which is the current production and sales.
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MARKETING STRATEGY - ITS

RELEVANCE TO THE PEN INDUSTRY
Marketing strategy is the prime mechanism to achieve
sustained growth and prosperity of the nation. It is the power
house for industrial growth. Like other industries, marketing
strategy has been found to be an important tool for expanding
sales of the pen Industry as well. Although with the increased
competition in the market and development of a variety of
pens, the pen manufacturers have started placing greater
reliance on marketing strategy to create a distinct and unique
position of their product and their corporate positioning in the
market.
Tremendous progress has taken place in the pen industry in

India since Independence. A number of large, medium, small
as well as cottage units scattered all over the country have
started manufacturing a wide range of pens Major changes
have also taken place in the structure and demand pattern of
markets. The pen industry has been facing growing
competition in the international market as well which is
becoming increasing important, such developments have
inevitably increased the complexities in marketing of pen in
India.
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Therefore, it has become imperative to involve effective

marketing strategies to cope up with the increasing
competition in the market to gain a larger market share
through the delivery of more satisfaction to consumers.
The pen industry is labor intensive and offers ample

employment opportunities to millions of people in the
peripheral sectors such as distribution, field services, etc. The
present production of pen in India has created job
opportunities.
INDENTIFICATION OF PROBLEM
Presently every country - developed or undeveloped or even

developing is moving ahead to achieve economic prosperity
as well as a higher standard of living of the proper dwelling
in it. Economic prosperity and higher living standard can
only be achieved through a rapid increase in production of
both goods and services produced within the country. India
too has made a considerable amount of economic progress
during the last three decades.
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Now it’s been more than 5 decades after we have achieved

our much longer after independence, and not only has the
volume of production increased manifold in various sectors
like pharmaceuticals, automobiles, FMCG and
telecommunication etc. but also new products which were
formerly imported are also being manufactured within our
very own country India.
However, a country's economic prosperity depends not only

on the volume of production, but also on the systematic,
efficient and equitable distribution of all that has been
produced in the country. Thus, equal distribution of the
production is also very important from the point of view of
economic prosperity.
The National Marketing in India is very vast with it covers a

large canvas of more than 1100 million people, about
6,38,691 Villages, 561 Towns, around 593 Districts and 28
States, 7 Union Territories, with a varied geography of
deserts, plains, hills, mountains, plantations etc. having a
multiplicity of languages and varied business practices too.
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So scientifically, the system of equitable distribution of

commodities would rather be impossible for any enterprise. It
would be very difficult for the enterprise to cater to the needs
of their very varied clientele. And due to all the above
situations, the enterprises are likely to restrict their operations
and confirm it to limited geographic territories unless there
are excellent and cheap facilities for transportation facilities
are feasible and adequate, then a wide range of intermediaries
especially retail institutions like fair price shop, super
bazaars, departmental stores, etc. can be brought into the
picture to reach the final products into the customers hands.
Due to all this only the distribution system is becoming more
and more importance. Now the essentiality of the physical
distribution system cannot be ignored.
Thus, this distribution system needs special attention under

economic planning. In knowledge acquired by us under the
present distributive mechanism, the composition of the
system, its structure and the way the various links in the
system are related is at present are inadequate. Due to these
particular reasons, it is difficult to visualize clearly the
various administrative problems that are involved in the
physical distribution system present in India.
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A census of this physical distribution system, designed to

throw light on these crucial aspects. Now the marketing
process is application to more than just goods and services.
Anything can be marketed including idea, events,
organizations, places and personalities. It is also important
now that marketing does not start with a product or offering,
but with a search for opportunities in the market place.
The study could not be treated with more statistical analysis

and our inability to do so has been due to two main hurdles.
First, we had to face a great apathy and reluctance on the part
of manufactures and traders in the disclosing of information.
They did not give us proper and relevant details of marketing
costs, trade margins as well as volume of sales.
Second, the blue print of the Govt. proved helpless in giving

any factual information on the composition and structure of
marketing organizations in this context. So, we can see that
although the Govt. gave the blue prints, yet they were not
proper enough to know the marketing organizations structure
without any proper and relevant information the results of the
study just fell through.
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The main objective of this study:

¾ To Identity the distributive functionaries that operate
between producers & consumers.
♦ At that time there were very many intermediaries
between the producers of the goods and the ultimate
consumers. These intermediaries or middlemen
received up to 60% of the price paid to the producers.
All these mal-practices had to be curbed. Thus it was
necessary to identify the distributive functionaries
between producers and consumers.
¾ To Estimate the Marketing Cost spread.

♦ Marketing costs includes all types of costs like
advertising, selling and distribution, packaging,
transportation, warehousing, storage etc. All these
components form an essential feature of the cost of
marketing. The detailed study of all these costs had to
be known to come to a certain concrete conclusion.
Thus, this second study's main objective was to
determine and estimate each of the marketing costs
involved and the degree of each of their contributions.
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¾ To suggest a least cost distributive system without

imparting the efficiency of distribution
♦ In order to make maximum profits, least cost has to be
made in any activity. Thus, the lowest cost structure of
all these marketing costs had to be evaluated and
suggested. But, it also had to be kept in mind that
quality did not have to be compromised with. And the
efficiency of the system had to be perfect, so the
suggestions of a least cost distributive system was
another important objective of this study.
¾ To recommend a fair margin to the trade after

examining the present margin and operation expense
♦ One of the essential objectives of the study was the
recommendation of a just and fair rate of profit. All the
expenses on the operational activities like factory
expenses, wages, distributive expenses, advertising etc.
had to be studied and tried to be curtailed. The present
profit rate had to be studied and reasons for the same
had to be understood. Only then could proper measures
be taken to increase profits and control operational
expenses.
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In this study a questionnaire was prepared and circulated to

100 retailers and wholesalers in Delhi to obtain information
on the distributive system followed by them. The bad part
was that wholesalers and even retailers did not take much
interest. They responded very poorly. It is also observed that
the feedback mechanisms are also relatively poor. Since a
majority of retailers were found to have a very little idea
about the change in consumer tastes and preferences. They
were all living in the last century. The study further stated
that in the present system, a majority of retailers had little or
no control over the products they sold.
As regards to the margins of intermediaries, the margins of

wholesalers differed from variety to variety and the gross
margins were generally high in metropolitan markets. It was
also observed that the net profits as a percentage of capital
employed in case of wholesalers was 15% to 20% in case of
retailers was 3% to 4%.
Further the distribution of products through co-operative

stores such as super-bazaars, big -bazaars, etc. was found to
be of a very little significance.
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It was stated in the study that if the cooperative institutions

were to become effective instruments of distribution and a
vehicle of price stabilization, their activities should be
strengthened and extended with additional credit and
managerial resources granted to them.
Objectives of our study :
Our study of the market potential of Hi-Tech and Roller Pens

with reference to Luxor Writing Instruments is intended to do
a detailed analysis of various pen making companies, pen
production as well as pen distribution that presently exists in
some larger sized as well as small sized organizations. The
study makes an attempt to bring out the answer of various
questions relating to the strategies adopted by various pen
making players indicating the market share they occupy and
also the consumer Behavior regarding pens.
The Pen market across the world is Rs 50,000 crore and in

India market is only Rs 1500 crores and growing at the rate
of 9 per cent The pen Industry plays an important role in the
economy of India.
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Keeping in view the importance and relevance of this pen

industry, the research has been under taken to understand this
fast developing industry.
The objectives of this particular study are:
¾ To determine consumer preferences in respect of pen
brands.
¾ To know the various reasons for which customers
purchase pen.
¾ To know the market share of various pen producing
companies.
¾ To understand the buying behavior of the consumers.
¾ Examine the existing organizational arrangement for the
distribution of products. Most importantly to throw light
on the hierarchical relationship that would be reflecting
the importance of this function in the overall marketing
organization.
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¾ To analyze the effect of display on customer purchasing.
¾ To understand relatives influence on customers in the
purchasing process.
¾ To analyze the margin of profits in various pens.
¾ To determine Brand Loyalty and gainer / loser brands
associated with Brand switching.
¾ To check proper rotation of stock.
¾ To determine the main reason for 'Preferred' Brand.
¾ To determine comparative consumer brand preference
rating among 2 different types of pens.
¾ To determine comparative consumer perception with
regards to Hi-tech and Roller pens.
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CHAPTER 2
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Choice of various competitors:
Some of the major competitors in the Writing Instrument

Industry are as follows:
Luxor Writing Instruments Pvt Ltd (LWIL)

In late 2000, The Gillette Company signed an agreement to
sell its stationery products business to Newell Rubbermaid,
including Gillette's 50 per cent stake in the 50:50 Luxor-
Gillette joint venture in India. The Gillette stationery
products business comprised the PaperMate, Parker and
Waterman writing instruments brands and the Liquid Paper
correction products franchise, as well as related assets.
Subsequently, the D.K. Jainpromoted Luxor group bought
out the foreign partner, the $9-billion Newell Rubbermaid,
from its 50:50 joint venture, LWIL. With this acquisition, the
Jain family is now the 100 per cent owner of LWIL. Luxor
continues to hold rights to manufacture, market and sell all
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SANFORD`s globally best-selling brands such as Parker,

Waterman and PaperMate.
A division of Newell Rubbermaid (a fortune 500 company)

— Sanford –is a $350-million leader in the writing
instruments market, with one pen in five sold in Europe. It
has a history of brand acquisitions and has a multiple brand
portfolio. Some of the other brands in its portfolio include
Parker, Waterman, Reynolds, Paper Mate, Rotring, Sharpie
and Sensa.
While the cash cow for LWIL remains the Luxor brand
umbrella, accounting for 60 per cent of the company's
turnover with the rest coming from Parker. Parker already
accounts for 40 per cent share of LWIL's turnover. While
Brand Luxor will remain the mainstay for LWIL to mop up
volumes at the mass end, an ambitious strategy for Parker is
being thrashed out. The objectives for next fiscal: to sell 10
million units of Parker, and turn it into an Rs 100-crore brand
against the current Rs 50-crore sales.
LWIL's B2B division, which customizes pens for corporate,

contributes about 15 percent to the company's turnover the
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division has currently been working primarily towards

promoting Parker as a corporate gift. Luxor has a database of
over 5,000 companies and plans to build on that network to
promote Waterman. Luxor, which has a 15 per cent market
share and expects turnover to grow by 12 per cent to 15 per
cent by this fiscal year. Sales will be backed by heavy
advertising and Luxor plans to have an outlay of between 15
per cent to 20 per cent of sales. With expectedly low volumes
for its high-end brands, the pens will be imported from the
US till volumes ‘justify’ it. As of now Luxor will only
market them. The import duty on pens is almost 60 per cent.
Writing Instruments Industry in India

The pen-maker also has plans to treble its existing network of
Parker Shop N Shops in the next 14 months. They are in the
process of tying up with major departmental stores and high-
traffic life-style establishments. Driving its targeted growth
will be the Parker brand, which already accounts for around
half of Luxor Writing’s turnover.
Luxor Writing’s focus on Parker is expected to lead to a

larger utilization of the brand’s installed capacity of 15
million a year. Also, a shift in favour of Parker away from
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low-priced brands like Luxor, Pilot and Papermate, would

mean better realization for the company. For Parker, LWIL
has achieved manufacturing indigenization to the tune of 80
per cent, with products falling in the range of Rs 65-500
being produced locally. The remaining 20 per cent, which
falls in the premium segment, will continue to be imported.
Import duties of writing instruments priced under Rs 100
average 40 per cent, while duties to the tune of 60 per cent
have to be coughed up for importing models priced above Rs
100.
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G.M.Pens International Pvt. Ltd. is the exclusive licensee of

Reynolds, France, in India and the SAARC countries.
Headquartered in Chennai, G.M.Pens has pioneered the
writing instruments revolution in the Indian market.
Commencing operations in 1986, G.M.Pens introduced to
India, international quality writing instruments, and marketed
them under the brand name Reynolds. It was also the first
company to build a brand in a category that behaved more
like a commodity till then.
In Reynolds we have to study about Reynolds Trimax.
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To working professionals who expect their writing

instrument to deliver unparalleled writing performance and a
confident impression, uni-ball pens, are high quality writing
instruments that set themselves apart by delivering superior
performance, excellent design, and continual product
innovation because they are engineered using high quality
materials and are designed with a distinctive, yet modern
style.
Sanford L.P. is the exclusive distributor of uni-ball gel and

roller pens in U.S. and Canada. uni-ball pens are
manufactured by Mitsubishi Pencil Co., Ltd. of Tokyo,
Japan.
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CHAPTER 3
.
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RESEARCH METHODOLOGY
Research Methodology is to teach and to save knowledge

from fossilization, such a step helps not only in the growth of
the subject but also in facilitating solutions of burning
problems. As an independent discipline, it helps solution of
immediate problems of business also. It is however,
necessary to evolve and shape methodical tools, designs and
techniques to improve quality.
If marketing strategies are good and effective; it will help to

sell the product in an effective manner to reach every part of
the country, specifically in rural and hilly areas, where
distribution is always a problem.
To form and test alternative and null hypothesis, we have

studied market research and its effect on marketing strategy,
long term and short term. Traditionally, hypothesis does not
hold well in present economic drive.
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In order to test the hypothesis, the relevant data I have

selected from both Primary and Secondary sources.
(1) Primary Data

¾ Personal Interview
¾ Questionnaire.
(2) Secondary Data
As a primary data basis I have collected information upon

sample basis, interview and personal survey by visiting
various offices. For collection of these data I have prepared a
questionnaire which is up to date in my knowledge.
The questionnaires have been filled up by various customers,

dealers and also retailers. The study was carried out at
various retail outlets and consumers. The survey includes
both observational study and direct semi-structure interviews.
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SCOPE
There is a wide scope of this study. This study will help in

identifying the specific problems of marketing in the pen
industry. A multidimensional approach is proposed to put
into application to analyze the respective problems. The
study aims at making an effort to evolve a suggestive model
with all the facts and marketing strategies.
RESEARCH PROCESS
The present research study is descriptive cum analytical type

of study. The major purpose of this research is to find
description of the state of affairs as it exists at present in the
content of pen marketing in India. The facts and
information’s already available have also been used.
A brief over view on the research process of the present study

is as follows:
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(1) Research Problem
The present research problem in the context of the

marketing strategies of the pen industry was
formulated. An understanding about the problem could
be developed with the discussion held with experts of
the subject, colleagues, and officials associated with the
pen industry. I was acquainted with the problem
through the review of conceptual and empirical
literature available on the subject.
(2) Hypothesis
Proper marketing strategies of the pen Industry will

help all the pen companies. If this pen industry
flourishes, it will help generate employment
opportunities in our country. It is one of the fast
developing industries and also the indicator of the
standard of living of a nation. Good marketing
strategies would help develop the pen Industry and the
Indian Economy as a whole.
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(3) Research Design
After formulating the research problem and hypothesis.

The research design was involved. This design had to
suit the requirements of the present study, had to
explore and also describe and diagnose the problems of
the study.
(4) Research Instrument
For the collection of information a questionnaire was

designed which was structured and non-disguised type
and was administered as per schedule. It included many
close ended as well as few open ended questions.
(5) Sample Design
The study was carried out in DELHI. It covered about

100 retailers, wholesalers and consumers each .Out of
this central Delhi was studied more closely.
• Sampling Procedure
The sampling procedure used was random sampling,

keeping in mind proper representations in all areas.
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(6) Collection of Data

For the study, both primary as well as secondary data
was collected. Primary data was collected by the
Questionnaire and personal Interview method.
Secondary data was collected through published

materials, Newspapers, Journals, Proceeding, Books,
and Websites etc.
(6) Analysis of Data
The data collected have been codified and tabulated.

Relevant statistical relationships have been established
and analyzed. The analysis of data helped in
understanding the marketing strategies.
Besides this, various problems, which came in the way

of marketing, have been identified. The analysis of data
has been presented in the respective chapters of this
thesis. The data has been interpreted to arrive at some
concrete conclusions.
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The problems identified in regard to marketing

strategies and suggestions to overcome the problems,
have also been evolved on the basis of interpretation of
data, various statistical methods, formulations and
techniques have been applied for interpretation of data.
Finally an attempt was made to give a shape to the
study in the form of a report.
LIMITATIONS
The analytical study emphasizes the marketing aspect of

pens. Data released by the pen industry on production and
consumption etc. of pens is not very reliable because of
characteristics of maintaining secrecy by the industry so that
they may not be exposed to the Government and General
Public. Applications of sophisticated methods are not
possible because of the lack of resources and the limitations
of time. Since, the conclusions drawn are based on limited
data; they remain subject to modifications and corrections.
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CHAPTER - 4
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GROWTH OF PEN INDUSTRY IN INDIA
INTRODUCTION
Ball pens forms the biggest chunk of the pen market in India
and accounts for 72percent of the total pen market followed
by gel pen at 28 percent. The brand leader in this market is
Cello.
Luxor Writing Instruments Pvt Ltd has introduced

Watermann Exception Solid Gold Pen worth Rs 10 lakh at
the inaugural ceremony of the company’s exclusive retail
showroom Luxor Signature .Comment from ACNielsen
(world's leading marketing information provider)
“Pen market previously suffered from lack of organized

information on the market size or market shares of various
players, since most players are not listed companies and
distribution was mostly limited to stationery stores,”
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Pens market in India recorded a value growth of 82%
Survey done by the India’s leading market information

providing company ‘AC Nielson’ on pen market in year
2006. They come to know that ballpoint pen is still a market
leader by acquiring a large portion of the market.
There is a ratio of 72% to 28 % for ballpoint to gel

respectively. In urban areas about 10.9 Lakh of stores are
selling pen, in the selling year of 2005-06 itself recorded a
growth of 23%.
The Pen market across the world is Rs 50,000 crore and in

India market is only Rs 1500 crores and growing at the rate
of 9 per cent. 60% sales come through organized sector and
balance from unorganized. And the luxury segment 95%
sales come through grey market. Most of the luxury writing
instruments are picked by on travel abroad. Off this nearly
99% is sale through stationery and kirana stores.
The entire market is disorganized. And the grey market plays

a very crucial role in supplying hi-end, premium writing
instruments.
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The industry is just evolving and consolidating to supply

genuine and quality pens to Indian customer’s .In terms of
quality of pens, India ranks amongst the best in the world,
well ahead of even China. But, its export market is abysmally
low at Rs 200 crore, while China exports Rs 5,000 crore
worth pens every year. Indian manufacturers are only now
beginning to focus on global markets. The luxury and hi end
pen market is only 1 per cent of the total market size of India
i.e. 15 crore. The gold and the sterling silver range branded
Waterman 100 retail between Rs 2, 00, 00 to Rs 4, 00,000.
Expected Expansion of the Indian Pen Market
Indian pen manufacturers see this segment as a potential one

in the coming years. Many have set up a separate division to
handle this market segment, as the `free gift-on-every-
purchase' campaign uncorked by FMCG companies is
acquiring a shrill note.
IIPM Page 42
Mr. Ronnie Netto (Director of Today's Writing Products

Ltd (TWPL) said –
"We noticed this trend about two years ago and it has
picked up since then. Last fiscal, our revenue from this
segment was over Rs 10 crore of our total turnover of Rs 80
crore. And this fiscal ,we expect it to almost touch the Rs
20-crore mark .We have set up an exclusive division to
handle such orders, as they require personalized service.
We estimate this market segment to grow to Rs 500 crore in
the coming years, now; Indian manufacturers are
beginning to reach out to the overseas market. After UK's
Pound land tied up with TWPL to have Today's brand of
pens in its chain of stores, we expect to export pens worth
$1 million to UK in the current fiscal,"
Another area that is opening up for Indian pen manufacturers

is the trend among overseas stationary companies to
outsource their pen requirements from India. In 2006, about
10.9 Lakh stores across urban India take the product in stock
at present which represents a distribution growth of 23
percent within a year (April06 over July’05).
IIPM Page 43
The increased distribution has brought about a phenomenal

growth for the pen market of 82 percent in sales.
The sales peaked in the months of February and March

owing to exam season and touched maximum in the last
eleven months .There is a consistent month-on-month growth
in the writing instruments industry fuelled by competitive
pricing and product innovation. Today, one can buy a Gel
pen for rupees two and can choose from a wide variety of
pens - with easy grip to water-proof ink .Although the writing
instrument market is led by well known names like Cello
,GM (Reynolds), Jineshwar (Montex) etc.
Smaller players such as Lexi, Agni and Elkos for examples

have also been able to maintain their share on a regional or
select pocket level.
IIPM Page 44
HOW THE PEN MARKET CHANGED
Fountain Pen:
Lewis Waterman patented the first practical fountain pen in

1884. Writing instruments designed to carry their own supply
of ink had existed in principle for over one hundred years
before Waterman's patent. For example, the oldest known
fountain pen that has survived today was designed by a
Frenchmen named M.Bion and dated 1702. However, early
fountain pen models were plagued by ink spills and other
failures that left them impractical and hard to sell.
IIPM Page 45
The fountain pen's design came after a thousand years of

using quill-pens. Early inventors observed the apparent
natural ink reserve found in the hollow channel of a bird's
feather and tried to produce a similar effect, with a man-made
pen that would hold more ink and not require constant
dipping into the ink well. However, a feather is not a pen,
only a natural object modified to suit man's needs. Lewis
Waterman's idea was to add an air hole in the nib and three
grooves inside the feed mechanism.
A mechanism is composed of three main parts. The nib,

which has the contact with the paper, the feed or black part
under the nib controls the ink flow from the reservoir to the
nib. The round barrel that holds the nib and feed on the
writing end protects the ink reservoir internally (this is the
part that you grip while writing).All pens contain an internal
reservoir for ink. The different ways that reservoirs filled
proved to be one of the most competitive areas in the pen
industry in early19th century .There are nine standard nib-
sizes, with three different nib-tip cuts: straight, oblique and
italic.
IIPM Page 46
Ballpoint Pen:
A Hungarian journalist named Laszlo Biro invented the first

ballpoint pen in 1938.Biro had noticed that the type of ink
used in newspaper printing dried quickly, leaving the paper
dry and smudge-free. He decided to create a pen using the
same type of ink. The thicker ink would not flow from a
regular pen nib and Biro had to devise a new type of point.
He did so by fitting his pen with a tiny ball bearing in its tip.
As the pen moved along the paper, the ball rotated picking up
ink from the ink cartridge and leaving it on the paper.
IIPM Page 47
The British Royal Air Force needed a new type of pen, one
that would not leak at higher altitudes in fighter planes as the
fountain pen did. Their successful performance for the Air
Force brought the Biro pens into the limelight.
The highly popular modern version of Laszlo Biro's pen, the

BIC Crystal, has a daily worldwide sales figure of
14,000,000 pieces. Biro is still the generic name used for the
ballpoint pen in most of the world. The Biro pens used by the
British Air Force in W.W.II worked. Parker black ballpoint
pens will produce more than 28,000 linear feet of writing --
more than five miles, before running out of ink.
This is the change in the use of the Fountain pen to

Ballpoint pen further we got introduced with Gel pens but
still the market of the ballpoint pens hold good.
Gel Pen:
Gel Pens were invented by the Sakura Color Products

Corp. (Osaka, Japan), who makes Gel Roll pens and was
the company that invented gel ink in 1984.
IIPM Page 48
LUXOR HISTORY:
Founded in 1963 by Mr. D.K. Jain, the Luxor Group has

emerged as the undisputed market leader in the writing
instruments industry – both in India and abroad. During the
journey spanning nearly five decades, the Group has
relentlessly pursued an upward growth path and our long-
term goal of building a globally acclaimed, well-diversified
conglomerate is turning into a reality.
Stepping Stones to Success
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.
IIPM Page 49
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 instrument
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 a wide array of writing

instruments, stationery and accessories – catering to an
extensive range of consumers with diverse preferences. The
Luxor brand is a 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.
IIPM Page 50
In 1982, the company joined hands with Pilot Corporation of

Japan and brought the Pilot ‘hi-tech’ needle point pens to
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 its global clientele. The company offers a dazzling array of
products to meet the sketching, drawing and coloring needs
of junior citizens.
Bringing in the Brand Edge
The 90s were significant in more ways than one as the Luxor
Group continued to thrive even in the face of fierce
competition from large multinationals and leading
international brands. In a bid to ensure incremental growth,
the Group chooses to re-invent itself and opted for a three-
pronged strategy including modernization, exports expansion
and tie-ups with coveted international brands. In 1980, an
exclusive international business division (Luxor
International) was set up to promote and sell the Luxor Brand
far beyond Indian boundaries while the Group decided to
bring under its umbrella some of the most famous foreign
makes to serve a vast and quality-conscious Indian consumer
base.
IIPM Page 51
Keeping in mind the resounding success of the Luxor-Pilot

tie-up, the Group decided to follow the same strategic
approach with Brand Parker in 1996. Papermate (1999) and
Waterman (2003) followed suit and the Luxor Group now
acts as their preferred business partner in India, holding the
manufacturing and marketing franchise.
Positioned as premium lifestyle accessories instead of

everyday utility item, the Parker and Waterman from the
House of Luxor remain the preferred choice of the upwardly
mobile. Celebrity endorsements were also sought to promote
these high-end writing jewels, and legendary movie star,
Amitabh Bachchan, was signed up as the Parker brand
ambassador. Never an organization to rest on its laurels, the
organization has further conceptualized the Louis Charron
range in 2006 – an exclusive collection of designer pens
coveted by the discerning. Luxor also plans to unleash a
range of accessories, such as key chains Diversification
Drive.
Taking forward its unbeatable saga of excellence and total

customer commitment, the Luxor Group today is diversifying
into various fields.
IIPM Page 52
From Hospitality and Real Estate to Retail, the ventures are

many and the new initiatives are working out well to propel
the Group to greater heights.
What Sets Luxor Apart
Over the years, the Luxor Group has been bestowed

numerous Awards and Certifications for Quality,
innovation and product design. The Group lays great
emphasis on Research & Development to bring the best
writing solutions to its vast customer base while leveraging
cutting-edge technologies and best industry practices to
enhance product quality and performance.
Luxor’s unfailing commitment to Quality has been further

endorsed by a series of ISO certifications which ensure
flawless compliance with international standards.
IIPM Page 53
The company also takes greatest possible care to ensure the

safety, health and welfare of its staff and the communities
living around its facilities. Luxor’s fundamental purpose is to
cherish the vision of growth in established and new domains,
and foster sustainable & integrated growth.
With an impressive past and a powerful present to guide it

forward, the Luxor Group is all set to build upon its
achievements in the years ahead.
FUTURE SCENARIO
• Outsourcing -A striking feature of the writing instruments

segment, which is now becoming the order of the day is
outsourcing. For instance Linc, outsources to the extent of
30-40 per cent of its requirements. Consequently, a great deal
of attention has to be devoted to vendor development, as
quality is of paramount importance in the pen segment.
• Consolidation -Mergers and acquisitions would come into

play in this business in a big way as competition would have
become quite fierce.
IIPM Page 54
• Government Policies
• Small-scale industry classification- The Writing

Instruments Manufacturers, Organisation, reserved for the
small-scale industry (SSI), has appealed to the Government
to increase the SSI limit for the writing instruments sector
from Rs 3 crore to Rs 5 crore. If this does happen, it would
lead to more investments being infused in plant and
machinery and pave the way for further consolidation of the
industry.
• Custom and Excise Duties – Considering the competition

in the industry and race towards free trade world, customs
duties may reduced in future. This will make it difficult for
the players to survive if excise duties are not reduced
accordingly.
IIPM Page 55
Questionnaire for Retailers
Qs1-Who are the frequent buyers of pen? (Rate accordingly)
Students Servicemen Businessmen Other Professionals
IIPM Page 56
Qs2-Maximun sales under the Hi-Tech & Roller point is for which
brand of pens? (Rank in order of sales)
Luxor Reynolds Uni-Ball
IIPM Page 57
Qs3-Maximum schemes are being offered by which brand of pens?
IIPM Page 58
Qs4-When people buy pens what among the following options do they
prefer? (Rank as per the priority)
Price Quality Refillable Schemes Looks
IIPM Page 59
Qs5-Sales of pens having Hi-Tech & Roller points is high during which
period of time?
During exams Stable throughout the year when new

schemes are introduced.
IIPM Page 60
Qs6-Your best business deal is with which company of pens?
IIPM Page 61
Qs7- Do you think that Brand endorsement by celebrities is really

helpful in boosting sales of pens?
Yes No
IIPM Page 62
Questionnaire for Consumers
Qs1- How frequently you purchase a pen?
once a week once in 15 days bulk purchase beg/borrow/steal
IIPM Page 63
Qs2- Which pen strikes first in your mind when it comes to Hi-tech and
Roller Pens? (Check only one):
Luxor (Pilot) Reynolds Uni-Ball
IIPM Page 64
Qs3-What motivates you to buy this pen? (Rank according to

preference)
Price Quality Refillable Availability Looks of the pen

Brand Loyalty
IIPM Page 65
Qs4- Do you think that Brand endorsement by celebrities is really

helpful to attract you for buying a pen?
Yes No
IIPM Page 66
Qs5- What is the price range in which you generally used to buy a pen?
Below Rs 10 Between Rs 10-Rs 25 Between Rs 25-Rs 50
Between Rs 50-Rs 100 more than 100 Price is not an issue
IIPM Page 67
THE INFERENCES OF THE REPORT

General analysis
LWIPL launched its first brand of pens in 1963-The Artistic

Fountain Pen. However, owing to its small scale of
operations during that time, pens were made available in just
Delhi and the surrounding areas. Although, the range of pens
under Luxor, in the Hi-Tech and roller pens price category is
competitive enough as compared to the major competitors in
the market. Uni-ball has captured a major chunk of the
current market. Reynolds has also affected the sale by
introducing TRIMAX in the market.
During late 1960’s, Artist brand was renamed as Luxor. In

1982, LWIPL launched Pilot 05 micro tip pens with needle
point technology priced at Rs.10. This was the first model of
pilot pens officially launched in India.
The maximum sale of Hi-Tech point pens was made by the

retailers by selling a huge 60% of the total to mere students
only. The second largest sales were made to the servicemen
with 25% and then the businessmen with 10% respectively.
IIPM Page 68
According to the research done by me, the maximum sales of

pens under the Hi-Tech & Roller point pens was still
acquired by Luxor i.e. 40% followed by Uni-Ball i.e. 35%
and Reynolds with 25%. But if we talk about maximum
schemes offered to the retailers, according to the survey done
Uni-Ball is the pioneer in that followed by Reynolds and
Luxur stands at last in providing schemes which can be
harmful for Luxor to push sales without motivating retailers.
According to the survey done with the retailers, they believed

that a majority of customers look for the quality of pen and
then the price. Then after that, they see the looks of the pen in
this segment. The pen being refillable or not in this price
range are usually least preferred.
The sale of these pens was found to be stable throughout the

year with 85% and the best deal of the pens that the retailers
felt was with Uni-Ball with 50%, Reynolds 20% and Luxor at
30%.
As far as the promotion is concerned, when asked by the

retailers; 80% of them said that the celebrity adds do not help
in increasing the sales volumes and mostly people buy Luxor
(pilot) pens because of the faith they are having in the
product.
IIPM Page 69
On the other hand, if we consider the consumer view point,

they too gave preference to Luxor with 55% followed by
Uni-ball at 30% and the least Reynolds was only 15%. 50%
of the customers bought these pens once in 15 days whereas
25% once in a week. 15% begged borrowed or stole and the
remaining 15% went for a bulk purchase. The questions
whether the advertisement helps in enhancing the sale of
these pens proved to be helpful by customers point of view
and 70% people said that they came to know about the pens
from the advertisement and rest 30% came to know from the
retailers and friends.
Promotion and Positioning

LWIPL promoted its products primarily through ad
advertising in the print and television media. The company
hired several advertising agencies in the past two decades. The
first advertising agency hired by LWIPL in the 1980s was
'Creative Works', to promote its Pilot pens.
In the early 1990s, the company shifted to another agency, RK
Swamy/BBDO. In 1996, the advertising account of Parker was
awarded to McCann-Erickson, while the Luxor and Pilot
brands remained with RK Swamy/BBDO.
IIPM Page 70
Suggestions/Findings
Most of the retailers were unsatisfied with the pending

schemes that Luxor has been providing to them. They
suggested that no schemes should be left pending. Another
aspect which they highlighted was that the company did not
work at all towards the promotion. Neither did they provided
banners or stands for that matter for display on the shops due
to which the attention and focus of the customers could not
be tapped. Moreover what I feel by discussing with sales
representatives that they are also unsatisfied and demotivated
due to which they are not able to achieve the desired targets.
So the company should apply various practices to motivate
their sales representatives and company should also focus
upon the schemes offered to the retailers and to check
whether the schemes are delivered on time or not.
IIPM Page 71
CONCLUSION
The production of pens in India has been steadily growing

since the beginning of the twentieth century. It is still
expected to register a sharper rise in the next decade. The
Industry is widely dispersed comprising of large size units
and small sized units. The pen industry is basically a labor
intensive having vast employment potential.
Due to this there is a greater need for a well knit distribution

system to help the industry to grow and meet the needs of
millions and millions of Indians who are striving to achieve a
higher standard of living.
IIPM Page 72
BIBLIOGRAPHY
1. www.google.com
2. www.worldofluxor.com
3. www.luxor.com
4. Brand Equity
5. Fundamentals of Marketing By Philip Kotlar
IIPM Page 73
CHAPTER 5
IIPM Page 74
ANNEXURE
Questionnaire for Consumers
Name: ……………………………… Today's date: ……………………………….
Address: ……………………………………………………………………………….
…………………………………………………………………………………………
City: …………………………………… State: ………………………
Zip:
School / Institute (In case of students): …………………………………………….
Telephone: ………………………………... Mobile:………………………
Date of birth: ……………………………… Sex: Female Male
Please circle the highest year of school completed:
12345 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
23+
(Primary) (School) (College/university) (Graduate school)
Occupation (Tick):
Student Businessman Service
IIPM Page 75
Please Tick the preferred option:
Qs1- How frequently you purchase a pen?
once a week once in 15 days bulk purchase

beg/borrow/steal
Qs2- Which pen strikes first in your mind when it comes to Hi-tech and
Roller Pens? (Check only one):
Luxor (Pilot) Reynolds Uni-Ball other
Qs3- List the brands in ascending order of pens according to your

preference?
1……………………..
2……………………..
3……………………..
4……………………..
5……………………..
Qs4-What motivates you to buy this pen? (Rank according to preference)
Price Quality Refillable Availability Looks of the pen
Brand Loyalty
Qs5-Do you use separate pens for signing and writing purpose?
Yes No
IIPM Page 76
Qs6- If Yes then which pen do you use for signing purpose and for writing
purpose?
For signing purpose …………………………………
For writing purpose …………………………………..
Qs7- Do you think that Brand endorsement by celebrities is really helpful to

attract you for
Buying a pen?
Yes No
Qs8- Which pen do you use while writing an Exam? And why?
………………………………………………………………………………………
………………………………………………………………………………………
Qs9- Are you conscious of status while purchasing a pen?
Yes No
Qs10- If Yes, Which pen describes your status well and why?
………………………………………………………………………………………
………………………………………………………………………………………
IIPM Page 77
Qs11- What is the price range in which you generally used to buy a pen?
Below Rs 10 Between Rs 10-Rs 25 Between Rs 25-Rs 50
Between Rs 50-Rs 100 more than 100 Price is not an issue
Qs12-What is your take on Luxor Pens?
………………………………………………………………………………………
………………………………………………………………………………………
Qs 13-Should we consider the change in looks for Luxor pens?
Yes No
Qs14- If the PEN were to change, what adjectives do you think should
describe the new look? E.g. more: open (i.e. less text per page) / scholarly /
dynamic / trustworthy / artistic. Use as many adjectives as you like.
………………………………………………………………………………………
………………………………………………………………………………………
Qs15- Your suggestions as to how Luxor can attract more consumers. We

will be glad to have your suggestions?
....................................................................................................................................
………………………………………………………………………………………
Thank you for your help!
IIPM Page 78
Questionnaire for Retailers
Name: ………………………. Today's date: ……………………………….
Address(Outlet):
…………………………………………………………………………………......
……………………………………………………………………………………
City:…………………………………… State: ………………………
Zip:
Telephone: ………………………………... Mobile: ……………………
Date of birth: ……………………………… Sex: Female Male
Please circle the highest year of school completed:
12345 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
23+
(Primary) (School) (College/university) (Graduate school)
IIPM Page 79
Qs1-Who are the frequent buyers of? (Rate accordingly)

Students Servicemen Businessmen Other Professionals
Qs2-Maximun sales under the Hi-Tech & Roller point is for which brand of
pens?(Rank in order of sales)
Qs3-Maximum schemes are being offered by which brand of pens?
Qs4-When people buy pens what among the following options do they
prefer? (Rank as per the priority)
Price Quality Refillable Schemes Looks of the pen
Qs5-Sales of pens having Hi-Tech & Roller points is high during which
period of time?
during exams Stable throughout the year when new schemes are
introduced.
Qs6-Your best business deal is with which company of pens?
Qs7- Retailers margin in %age provided by given brands?
Luxor………… Reynolds…………….Uni-Ball……………..Others (please

Specify)…………
Qs8- Do you think that Brand endorsement by celebrities is really helpful in

boosting sales of pens?
Yes No
IIPM Page 80
Qs9- If the PEN were to change, what adjectives do you think should
describe the new look? E.g. more: open (i.e. less text per page) / scholarly /
dynamic / trustworthy / artistic. Use as many adjectives as you like.
………………………………………………………………………………………
………………………………………………………………………………………
Qs10- Your suggestions as to how Luxor can attract more consumers. We

will be glad to have your suggestions?
....................................................................................................................................
………………………………………………………………………………………
Thank you for your help!
IIPM Page 81
List of retailers
1) Garg book depot, Dwarka 9891814430
2) Nagpal Stationers, Shiv Nagar 011 5512394
3) First Choice, Jnakpuri 41576780
4) Tirupati Stationers, Rohini 9810715480
5) Harsh Stationers, Shalimar Bagh 9871656953
6) Enkay Enterprises, Jhandewalan Extn 9811577424
7) A.S Sales, Dwarka 9811526456,9210312436
8) Bajaj Stationers, Nai Sarak 011-23275164
9) N.R Stationers, Moti Nagar 9811430662,9818595857
10) A-One Stationers, Moti Nagar 93122-36732
11) Himgiri Enterprises, Nai Sarak 9810074967
12) Suri Stationery Mart, Chawri Bazar 23262904
13) Navneet Book Depot, South Moti Bagh 9891812464
14) Budaniya Book Shop Punjabi Bagh West 32991066
15) Ashoka Stationers, Moti Nagar 9811013523
16) Pankaj Books and Stationers, Rohini 011-27050474
17) Sumukh Stationery, Kamla Nagar 9968383049
18) Bhatia Store, Kamla Nagar 30722801
19) Triveni Book Centre , Ranibagh 9899266757
IIPM Page 82
20) Mool Chand Hoshiar Singh, Chawri Bazaar9868189564

21) Vijay Stationery Mart, Jhandewalan Extn 9212048456
22) Satija Book Sellers,Pitam Pura 9899359966
23) Suri Book seller and Stationer, lajpat nagar-4 20600810
24) Balaji Books and Stationers, Dwarka 011-28052655
25) Kohli Stationers , Jhandewala 23620900
26) Bon Bon Mart,Paschim Vihar 9899862877
27) Khanna Stationers, Netaji Subhash Marg 9811304543
28) Arushi Stationers & General Store, Mukherjee Nagar
9810211021
29) J.K Stationers, Nai Sarak 9811046093
30) Jai Photocopier& Stationery, South Moti Bagh
31) Guruji Copy House, Uttam Nagar 9968112662
32) Sri Krishna Statiners, Janakpuri 9871457923
33) Saket Book Depot, Saket 011-46067331
34) Punjab Paper & Stationery Mart Moti Nagar 25432373
35) Naveen Stationers, Saraswati Vihar 9818231329
36) Muskaan Stationers & Photostat, Netaji Subhash Place
9899007288
37) Grover Sons, Moti Nagar 011-25939571
38) S.G Stationers , Dwarka 9811526456,9210312436
39) Neeraj Stationers,Uttam Nagar 9818470915
40) Garg Enterprises,Rohini 9350210606
IIPM Page 83
41) Raj Book Distributors, Janakpuri 9213931177

42) Rajesh Stationers, Paschim Vihar 011-25259098
43) Pankaj Stationery,Samay Pur 011-7881479
44) Aggarwal Stationers, Suroop Nagar 9213852404
45) Anita Sales Corpn, Rajendra Place 011-25811022
46) Reliable Paper Products,Pahar Ganj 011-3354018
47) R.K Stationers, Satya Niketan 011-26118882,39580852
48) Bansal Stationers, Satya Niketan 011-26114616
49) Garg Book Depot,Moti Bagh 2 9910980108
50) Satija Book Sellers , Pitampura 9899359966
51) Avon Book Centre, Pitampura 9891171338
52) Stanza, B block market,Prashant Vihar 9899989977
53) Kailash Stationery Store, Kamla Nagar 011-23846915
54) Gulati Book Depot,Prashant Vihar 9911352938
55) Rastogi Book Depot,Delhi Cantt 011-25690880
56) Total Stationery, Vikaspuri 9310075424
57) Tyagi Book Depot & Stationers ,Vikaspuri 45566838
58) Pen Palace,Ramesh Nagar 9899458174
59) Tyagi Book Depot,Vikaspuri 011-65866353
60) Garg Book Depot, Dwarka 9891814430
61) Himgiri Enterprises,Nai Sarak 9810074967
62) Dass Stationers,west Punjabi Bagh 65745351
63) National Stationers,Karampura Complex 41427279
IIPM Page 84
64) Laboratory Engineers,Rajendra Palace 9212067645

65) Anil Pustak Bhandar,Janakpuri 011-25504519
66) Arora Stationers,Vivek Vihar 9212376948
67) Jain Stationers,Uttam Nagar 55722145
68) Garg Stationers,Narela Mandi 9210198694
69) Jagdamba Satationery, Rohini 011-27894252
70) Star Enterprises,Kamla nagar
71) Maharaja Stationery Mart, Naraina 41412318
72) Garg Enterprises, Karol Bagh 09312990596
73) J.K Stationers, Nai Sarak 9811046093,011-23271932
74) Cyber Den, Dwarka 42760247,42760249
75) Garg Stationers, shakur pur 9210190803
76) Guru Nanak Book Depot,Vikas Puri 011-28541783
77) Mahajan General Store, Naraina 41410691
78) Aswal Book Depot, Moti Bagh1 9971031048
79) Sanjay Book Depot, Moti Nagar 011-65753934
80) Metro Stationers, Janakpuri 9871341110
81) Swastik Book & Stationers, Janakpuri 9811373601
82) P.K Book Depot, Hiranki road 9212262560
83) Vijay Book Depot, Paschim Vihar 9811929129
84) Manoj Book Depot, Narela 9811573751,9312896703
85) Pashupati Stationers , Uttam Nagar 9212189082
86) Guru Tegh Bahadur Stationers, Vikas puri 25594839
IIPM Page 85
87) Shiv Shakti Stationers,Rohini 9313603651

88) Khandelwal Stationers,Uttam Nagar 9213421006
89) P.K Book Depot 92133-22560
90) Sethi Pustak Bhandar,Mukherjee Nagar 9313760672
91) Janta Book Depot,Dwarka 011-65664485,28081720
92) Pankaj Satationers, Janakpuri ,community centre 011-
25528325
93) Hello Book Depot, Vikaspuri 011-55344947,5045041
94) A.P Supplier ,Janak puri 9810534683
95) Vijay Store, Janak puri 011-25558000
96) Nayyar Book Depot, South Moti Bagh 9891343210
97) Swastik, Cawri Bazaar 9810657324
98) Joginder Agencies, Jhandewalan extn 98118488426
99) Ashoka Stationers, Moti Nagar 9811013523
100) Read and write Stationery, Ambika Vihar
IIPM Page 86

THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS Pvt. LTD

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THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS Pvt. LTD

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LUXOR WRITING INSTRUMENTS PVT. LTD.

INTERNATIONAL INSTITUTE OF PLANNING

LUXOR WRITING INSTRUMENTS PVT. LTD.

THE STUDY OF MARKET POTENTIAL OF HI-TECH &

Submitted To: Mr. Sandeep Dawar

No task however small can be completed

This report shall include the history, vision, value of Luxor

Choices of Various competitors

Growth of pen industry in India (Introduction)

Origin of Pen industry in India

The economics of the world are undergoing a rapid, with

Along with technological changes and Globalization, we are

It is therefore necessary for companies to formulate broad

This means that companies have to work harder to gain and

Firms operating internationally need to be aware that

Marketing has been a neglected area in India for a number of

Marketing is not a fixed system of concepts. Rather

In the highly competitive world, only those organizations will

Thus, the importance of marketing strategies cannot be

Based on objectives and when applied to business, they

However, the formulation of strategy for marketing is one of

Marketing strategy plays a crucial role by enabling the

To accomplish these objectives, a sound marketing strategy

Thus marketing strategy provides the direction not only for

Marketing strategy in contrast to marketing planning is

It implies that marketing strategy is concerned more with the

MARKETING STRATEGY - ITS

Tremendous progress has taken place in the pen industry in

Therefore, it has become imperative to involve effective

The pen industry is labor intensive and offers ample

Presently every country - developed or undeveloped or even

Now it’s been more than 5 decades after we have achieved

However, a country's economic prosperity depends not only

The National Marketing in India is very vast with it covers a

So scientifically, the system of equitable distribution of

Thus, this distribution system needs special attention under

A census of this physical distribution system, designed to

The study could not be treated with more statistical analysis

Second, the blue print of the Govt. proved helpless in giving

The main objective of this study:

¾ To Estimate the Marketing Cost spread.

¾ To suggest a least cost distributive system without

¾ To recommend a fair margin to the trade after

In this study a questionnaire was prepared and circulated to

As regards to the margins of intermediaries, the margins of

Further the distribution of products through co-operative

It was stated in the study that if the cooperative institutions

Objectives of our study :

Our study of the market potential of Hi-Tech and Roller Pens

The Pen market across the world is Rs 50,000 crore and in

Keeping in view the importance and relevance of this pen

The objectives of this particular study are:

¾ To determine consumer preferences in respect of pen

¾ To know the various reasons for which customers

¾ To know the market share of various pen producing

¾ To understand the buying behavior of the consumers.

¾ Examine the existing organizational arrangement for the

distribution of products. Most importantly to throw light

on the hierarchical relationship that would be reflecting

the importance of this function in the overall marketing

¾ To analyze the effect of display on customer purchasing.

¾ To understand relatives influence on customers in the

¾ To analyze the margin of profits in various pens.