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

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 & MANAGEMENT

LUXOR WRITING INSTRUMENTS PVT. LTD.
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 HiTech 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
CHAPTER 1 Introduction Marketing Strategy- It’s relevance to pen industry Identification of problem The Main Objective of Study areCHAPTER 2:Choices of Various competitors CHAPTER 3:Research Methodology Scope Research Process Limitations CHAPTER 4:Growth of pen industry in India (Introduction) History of writing instruments Importance of Pens Types of Pens
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6 - 23

24 - 30

31 - 38

39 - 73

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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:
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.

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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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.

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:

To determine consumer preferences in respect of pen brands. To know the various reasons for which customers purchase pen. To know the market share of various pen producing companies. To understand the buying behavior of the consumers. 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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To analyze the effect of display on customer purchasing. To understand relatives influence on customers in the purchasing process. To analyze the margin of profits in various pens. To determine Brand Loyalty and gainer / loser brands associated with Brand switching. To check proper rotation of stock. To determine the main reason for 'Preferred' Brand. To determine comparative consumer brand preference rating among 2 different types of pens. 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 LuxorGillette 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 hightraffic 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 Personal Interview 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-everypurchase' campaign uncorked by FMCG companies is acquiring a shrill note.

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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).

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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.

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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.
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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 nibsizes, with three different nib-tip cuts: straight, oblique and italic.

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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.

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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.

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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 longterm 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.

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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.

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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 threepronged 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.

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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.

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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.

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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.

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• 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.

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Questionnaire for Retailers

Qs1-Who are the frequent buyers of pen? (Rate accordingly)

Students

Servicemen

Businessmen

Other Professionals

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Qs2-Maximun sales under the Hi-Tech & Roller point is for which brand of pens? (Rank in order of sales) Luxor Reynolds Uni-Ball

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Qs3-Maximum schemes are being offered by which brand of pens? Luxor Reynolds Uni-Ball

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Qs4-When people buy pens what among the following options do they prefer? (Rank as per the priority) Price Quality Refillable Schemes Looks

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Qs5-Sales of pens having Hi-Tech & Roller points is high during which period of time? During exams Stable throughout the year schemes are introduced. when new

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Qs6-Your best business deal is with which company of pens? Luxor Reynolds Uni-Ball

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Qs7- Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens? Yes No

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Questionnaire for Consumers

Qs1- How frequently you purchase a pen? once a week once in 15 days bulk purchase beg/borrow/steal

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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

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Qs3-What motivates you to buy this pen? (Rank according to preference) Price Quality Refillable Availability Looks of the pen

Brand Loyalty

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Qs4- Do you think that Brand endorsement by celebrities is really helpful to attract you for buying a pen? Yes No

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Qs5- What is the price range in which you generally used to buy a pen? Below Rs 10 Between Rs 10-Rs 25 more than 100 Between Rs 25-Rs 50 Price is not an issue

Between Rs 50-Rs 100

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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.

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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.
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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.
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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.

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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.

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BIBLIOGRAPHY 1. www.google.com 2. www.worldofluxor.com 3. www.luxor.com 4. Brand Equity 5. Fundamentals of Marketing By Philip Kotlar

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CHAPTER 5

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ANNEXURE
Questionnaire for Consumers

Name: ……………………………… Today's date: ……………………………….

Address: ……………………………………………………………………………….

…………………………………………………………………………………………

City: ……………………………………

State: ………………………

Zip:

School / Institute (In case of students): …………………………………………….

Telephone: ………………………………...

Mobile:………………………

Date of birth: ……………………………… Please circle the highest year of school completed: 12345 23+
(Primary)

Sex:

Female

Male

6 7 8 9 10 11 12
(School)

13 14 15 16
(College/university)

17 18 19 20 21 22
(Graduate school)

Occupation (Tick): Student

Businessman

Service

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Please Tick the preferred option: Qs1- How frequently you purchase a pen? once a week beg/borrow/steal once in 15 days bulk purchase

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

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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?

………………………………………………………………………………………

………………………………………………………………………………………

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Qs11- What is the price range in which you generally used to buy a pen? Below Rs 10 Between Rs 10-Rs 25 more than 100 Between Rs 25-Rs 50 Price is not an issue

Between Rs 50-Rs 100

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!

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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 23+
(Primary)

6 7 8 9 10 11 12
(School)

13 14 15 16
(College/university)

17 18 19 20 21 22
(Graduate school)

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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) Luxor Reynolds Uni-Ball Qs3-Maximum schemes are being offered by which brand of pens? Luxor Reynolds Uni-Ball

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? Luxor Reynolds Uni-Ball

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

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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!

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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

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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

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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

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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

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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 01125528325 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

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