A PROJECT REPORT

ON
MARKET ANALYSIS AND SALES
DEVELOPMENT OF CAMLIN SCHOOL RANGE
PRODUCTS IN NAGPUR

INTRODUCTION

Incorporated to take over the business of Dandekar &Company, Camlin got its
present name in1988.Starting with stationery products, it has diversified into art
materials and pharmaceuticals. Its products are marketed under the popular Camel
and Camlin brands. Its stationery division has a wide range of products like
fountain pen inks, rubber stamp inks, duplicating inks, adhesives, writing
instruments and gift sets, fountain-pen nibs and ball-point pens, erasers, stamp
pads, scales, carbon paper, etc .
The art material division supplies water colours,
oil colours, poster colours, drawing inks, crayons, oil pastels, fabric colours,
paintingbrushes,canvas,woodenandmechanicalpencils,lead,markers;mathematical,e
ngineering and biological instruments,etc. Bulkdrugs like diloxanidefuorate,
mebendazole, diazepam, etc,as well as a wide range offormulations(used in
treating asthma, skin diseases, rheumatism, etc)are manufactured by the
pharmaceutical division. Camlin started commercial production of high polymer
lead in Mar.'90, in technical collaboration with Pilot Corporation, Japan, and has
become one of the few companies in the world manufacturing the product. The
company's products are exported to east and west
Asia,Europe,Africa,Australia,etc.Camlin has entered into a marketing alliance
with Colart Fine Art and Graphics. UK, to market its Winsor &New ton premium
range of colour products. Besides expanding its present manufacturing capacities,
the company has also set up a plant to manufacture industrial grade synthetic
adhesives, which commenced commercial production in Mar.'96.The plant for
manufacturing bulk drugs/chemicals, commenced commercial production in
1995-96.
CamlinInternational became a wholly-owned subsidiary of the company. During
1998-99, the company has raised a sum of Rs.750 lakhs from IDBI through Private
Placement of 16.5%Non Convertible SecuredRedeemable Debentures f or
financing capital expenditure &long term working capital. The Erstwhile
Stationery &Art Material Divisions have been merged into Consumer Products
Division w.e.f .1stApril1999. The company undertook major expansion in
production of anti-oxidant range of products.

OBJECTIVES

Objectives :

To encourage school-going children to draw and paint and to acquire a liking

for playing with colours.

To give an impetus to art for the all-round cultural development of children

and to help develop motor skills and hand-eye co-ordination.

To give art teachers the opportunity to exchange ideas with their

counterparts.

To educate parents about the importance of art in a child's life for a richer
personality.

To popularise child art.

INDUSTRY AND COMPANY

PROFILE

COMPANY PROFILE

KOKUYO CAMLIN Ltd.

Type- Public (BSE: 523207)

Industry

- Stationery

Founded

- 1931

Headquarters - Mumbai, India

Area served -

South Asia

Key people MR. Dilip D. Dandekar (Chairman & Managing Director)

Products - art materials, writing instruments, office products

IN BRIEF
YEAR EVENTS 1946 - The Comp. was incorporated on 24th December, as a
private limited Comp. with the main object of taking over the running business of
M/s. Dandekar and Co., which was founded by late G.P. Dandekar & D.P.
Dandekar in 1931 at Girgaum, Mumbai. The Comp. manufacture stationary
products, art materials and pharmaceuticals. The Comp. was converted into a
public limited Comp. on 24th March, 1988 & the name was changed to Camlin
Ltd.
- The initial product range of M/s. Dandekar and Co., comprised of ink tablets,
fountainpen ink, office adhesives, sealing wax, school chalks, brilliantine, pain
balm, etc. which took part in business activities in 1939 & was shifted to Mahim,
Mumbai.
1964 - The Comp. embarked on the first diversification of products by producing
for first time in India, the complete range of artist colours & materials such as
water colours, poster colours, oil colours, fabric colours, geometry boxes, drawing
inks, painting brushes & canvases. Many products were also added subsequently.
1974 - The production of wood cased pencils was taken up in the fully integrated
plant in the industrially backward area of Tarapur, Maharashtra.
1978 - In December 1947, 600 shares issued without payment in cash to vendores
as part consideration for taking over their business. Till date, 32,250 shares were
issued as bonus shares by capitalisation of reserves [2,250 shares in Dec. 1966 in
prop. 1:2; 10,000 shares in March 1975 in prop. 1:1 & 20,000 shares in April in
prop. 1:1.
1981 - As on 31st December, the Comp. was holding 6,00,000 fully paid up equity
shares of M.$ 1 each.
1982 - A joint venture Comp. 'Camlin N.S. Sdn. Bhd' set up in Malaysia was
closed down with effect from 28th February, following a directive from the
Malaysian Government in line with its decision to order closure of operations of all
the joint venture companies which were incurring losses over the past many years.
- After obtaining necessary approvals from the Ministry of Commerce Government
of India, the Comp. divested its entire shareholding amounting to M $ 6,80,000.

1984 - The Comp. took a major step forward by diversifying its manufacturing &
marketing activity into the field of pharmaceuticals, ie., bulk drugs & formulations
at Tarapur.
- The Comp. acquired a licence to manufacture 42.100 tonnes per annum of bulk
drugs such as Diloxanide Fuorate, Mebendzole, Diazepam & Ibuprofen. A plant at
Tarapur was set up with an installed capacity of 15,400 tonnes per annum.
1986 - Workers of pencil factory at Tarapur went on strike with effect from 10th
March. The operations were restarted only on 19th October after signing an
agreement with the Labour Union valid upto 31st March, 1989.
1987 - The Comp. decided to set up a plant at Tarapur for manufacture of HiPolymer Lead. A technical know-how agreement valid for a period of 5 years was
concluded in November/December with Pilot Pen Co. Ltd., of Japan.
- In April, 3,200 No. of equity shares of Rs.100 each issued at par Equity shares
then sub-divided. 4,32,000 bonus equity shares of Rs.10 each issued in prop. 1:1 in
October 1987.
1988 - The Company products are marketed under the brand names of 'Camel' &
'Camlin'. Its Analytical Laboratory at Andheri is recognised as a public testing
house by State Food and Drug Administration of Maharashtra & the R and D
laboratory is aproved by Department of Scientific & Industrial Research,
Government of India.
- During June, some of then existing shareholders of Comp. offered for sale
3,00,000 equity shares of Rs.10 each at a premium of Rs.20 per share to enable the
Comp. to list its shares on the recognised Stock Exchanges. Out of total shares
offered for sale, 15,000 shares were reserved & allotted on a preferential basis to
the employees [including Indian working directorss] of Company. The balance
2,85,000 shares were offered for sale to the public [all were taken ups].
- During June, the Comp. offered 1,00,000-14% secured redeemable convertible
debentures of Rs.240 each for cash at par. Out of which, 5,000 debentures were
reserved for preferential allotment to employees/Indian working directors/workers
of Company [only 2,050 debentures taken ups] & 11,000 debentures were reserved
for allotment of UTI on firm basis. The remaining 84,000 debentures, along with
the unsubscribed 2,950 debentures of employees quota were offered for public
subscription. All the debentures were taken up. 150 debentures were forfeited
during 1989-90.

- Each debenture consists of convertible portion of Rs.140 & a non-convertible

portion of Rs.100. At the end of six months from the date of allotment of
debentures, Rs.140 of each debenture was automatically & compulsorily converted
into 5 equity shares of Rs.10 each at a premium of Rs.18 per share. The nonconvertible portion of Rs.100 of each debenture shall be redeemed at par in three
equal instalments at the end of 7th, 8th & 9th year from the date of their allotment
by drawing three equal lots.
- 96,000 shares issued at par in March 1988. 4,80,000 bonus shares issued in June
1988 in prop. 1:2 to shareholders prior to the offer for sale to the public. 4,97,550
shares allotted [prem. Rs.18 per shares] in conversion of debentures. 1989 - 1,700
shares were allotted [prem. Rs.18 per shares] in conversion of debs.
1990 - 750 shares issued in conversion of debs. [prem. Rs.18 per shares].
1991 - As at 31st March, 1991, the Comp. revalued its land & buildings & the net
surplus of Rs.330.26 lakhs arising out of it was credited to the revaluation reserve.
1994 - The Comp. entered into a marketing alliance with Colart Fine Art and
Graphics limited U.K.
- The Comp. embarked upon a project for expanding manufacturing capacities of
existing bulk drugs/chemical plant at Tarapur.
- The Comp. undertook to set up a facility for manufacture of industrial grade
synthetic adhesives at Taloja near Mumbai.
- The Comp. issued Warrants to promoter group on preferential allotment basis. Of
the 4,60,000 warrants, 3,32,000 warrants were converted into equity shares.
- 3,32,100 equity shares allotted in conversion of warrants.
1995 - A major fire broke at Tarapur factory due to suspected electrical short circuit
which led to destruction of godown, raw materials etc.
- The Comp. initiated measures such as introduction of new products, change in
product-mix, reduction in overheads and thrust on higher value addition. - 71,900
No. of Equity shares allotted in conversion of warrants.
1996 - 56,000 No. of Equity shares allotted in conversion of warrants.

1997 - The Joint Venture Agreement with M/s. A. W. Faber-Castell Gmbh & Co.
Germany was terminated by both parties with effect from 30th November.
- The Comp. redeemed the last instalment of 33,340-14% Secured Redeemable
Non-Convertible Debentures of Rs 100/- each issued in the year 1988.
2002
-Camlin Ltd has informed that Mr S D Dandekar, Executive Chairman of
Company, will be retiring from the Chairmanship of Company. Mr D D Dandekar,
Managing Director of Comp. will be redesignated as 'Chairman & Managing
Director' w e f June 01, 2002.
2004
-Camlin Pharma, a division of Camlin Ltd, launched its mosquito repellent body
spray, Repelmos, in the southern states
-Delist from The Delhi Stock Exchange Association Ltd [DSEs] with effect from
December 11, 2004.
2005
-Camlin - JV with ColArt Fine Art and Graphics, U.K
2008
- The Comp. has splits its face value from Rs10/- to Rs1/-.

Camlin today
With

50,000

strong

retailer

network,

prestigious

foreign

collaborations, large consumer base, regular interaction with

consumers by the sales force and participation in international
trade fairs like Paperworld in Frankfurt, Camlin is now a trusted
household name all over India.
We were also the first company in India to adhere to Art &
Creative

Materials

Institutes

world

standards

in

toxicity

certifications. Our All India Camel Colour Contest too has been
well-received, holding the record of the highest entries ever and
has been registered in the Limca Book of World Records. We also
believe in encouraging and promoting fine art, which is why our
Camlin Art Foundation was set up.
With many firsts to our credit, we are the pioneers in almost
every product that we make and sell.
Camlin was first to launch the hobby range of colours in India.
Camlin introduced colour categories in India like fine art colours,
hobby colours and fashion colours
From a company manufacturing ink powders in 1931 to a
company manufacturing over 2000 products, operating in
diverse fields, Camlin has come a long way. And the Executive
Chairman, Mr. Dilip Dandekar is raring to take the company to
new heights in the 21st century.

Camlin started operations as "Dandekar & Co." with "Horse

Brand" Ink powders and tablets in 1931, and shortly started
producing "Camel ink" for fountain pens. It was incorporated as a
private company in 1946, and was converted into a public limited
company in 1988.

In May 2011[2], Japanese stationery major Kokuyo S&T, recently

acquired a 50.74 per cent stake in Camlin and the firm is now
known as Kokuyo Camlin Ltd

MANAGEMENT TEAM
Mr Subhash D. Dandekar - Chairman Emerutus
Mr Dilip D. Dandekar - Chairman & Managing Director
Dilip Dandekar is the CMD of Kokuyo Camlin, a name synonymous with
Art Colours and Stationery in India which was started in 1931 during the
Swadeshi Era and now has more than seven and half decades of technical
expertise and state-of-the-art manufacturing facilities spread across the country.
Camlin is one of few companies which has not only survived but grown in the
post Globalization Era, thereby contributing a substantial percentage to the
countries GDP
Mr Shriram S. Dandekar - Joint Managing Director
Mr. Shriram Dandekar finished his M.B.A., , after which he took a position of
Executive Director in Kokuyo Camlin Limited. He is also Chairman of Camlin
International Limited, as well as Director of other companies engaged in various
activities such as Real Estate Development. Mr. Dandekar has travelled to more
than 27 countries in the world for business development.
Apart from all his professional commitments, Mr. Dandekar is also one of the
founder trustees of Nanasaheb Dandekar Public Charitable Trust, which helps
the poor and needy for educational and medical purposes. His personal interests
include music, cricket and travelling.

Mr. Takuya Morikawa - Vice Chairman

Mr. Nobuchika Doi - Executive Director
Mr. Hirofumi Iwatsu - Executive Director
Mr. Takeo Iguchi - Executive Director

SCOPE

Scope of Project :
The study carried out in Nagpur so its scope is mainly limited to this region
only.
It gives information about the size of the retail network.
It gives information about the services given by distributor, retailers and
various school suppliers to schools
It gives information about the competitors products and competitors
strategies.
It will serve consumer in better manner.
It provides suggestions to the company to improve their products sales.
It gives information about the impact of sales promotion activities to
improve the sales of Camel school range products.

CAMLIN PRODUCTS

Camlin products are categorized in to following categories.

1. SCHOOL RANGE
Camlin is developing new skills and enhancing them is what school is all about.
Where students can run wild with their imagination and express themselves freely
through art and craft. Again, school range of products are divided in to two
categories coolers and stationary
COLOURS
Colours

Wax Crayons

Artica Plastic Crayons

Oil Pastels

Poster Colours (for

students)

Water Colour Tubes (for students)

Water Colour Cakes (for

students)

Colour Pencils

Redimix Students' Colours

Sketch Pens

Decorative Craft Colours

Art Powder Colours

Drawing Material

STATIONARY

Pencils

Pens & Refills

Pencil Pals

Adhesives & Scissors

Mathematical Drawing Instruments

Notebooks

Examination
Pads

2- Artist range
The wide range of products in our artists

Colours

Mediums

Tools

Surfaces

International Brands
Accessories

3- HOBBY RANGE
Be it telling a story on glass, creating magic on a piece of pottery, making fun tee
shirts for friends or painting a beautiful diya, our extensive hobby range covers
everything that can enable you to create some fantastic work as people can pursue
their passion.

Fabrica Acrylic Colours

Fabrica Glue

Fabrica Coneliners

Fabrica 3D Glitter

Mediums

Sparkle Paper Glitter

Glass Colours and Liners

Hobby Brushes

4-OFFICE RANGE

Home Catalogue

Great job. Immaculate presentations. And all the right stationery to back you up. We have an entire range of office products that
enhance your work, presentations and meetings and help you get organised.

Markers

Cover-It Correction Fluid & Pen

Carbon Papers

Adhesives

Rubber Stamp Pads

5- CORPORATE RANGE

Everyone loves a quality product they can use. Our products make
perfect corporate gifts. So the next time a festival comes around the
corner, make your work-associates smile with some attractive stationery
from Camlin.

Roller Pens

Fountain Pens

ALL INDIA Camlin COLOUR

CONTEST

(AICCC)

20 years ago, art was not thought to be an important subject for balanced
perception and aesthetic growth of a child in school curriculums. Art was taught

differently in every part of the country and not given enough importance as a
subject. Some platform was required to lay down some basics and explain the
importance of art as a learning tool.

RESEARCH
METHODOLOGY

Research Methodology
Research includes meeting with the distributers, school suppliers, wholesalers,
retailers and in schools Art teachers principles key purchasers and students. The
research included preparation of the questionnaire to be answered by people for
knowing the competitive position of Camlin in the school range products. The
views were recorded in the research .

Research Approach
The objective was to know the competitive position of camlin in the school range
products in the market and in order to successfully conduct the research the
unbiased opinion of the interviewers was desirable.

Types of Question

The second important aspect in the designing a question is to decide which types
of question are to be used. Question can be classified in various ways.
Questionnaire contains following type information1. Open-ended question
2. Multiple-choice Question
Both the questionnaire consists of both types of question. Mostly all questions are
multiple type questions.

Phrasing of Question
In questionnaire, we try to phrase the question in logical way. For example we
arrange question in sequence as personal information, awareness data, usage data,
and finally related to reason and satisfaction.

Sampling Planning:
Sample Size:
The sample size was as follows:
Schools - 1 (continue)
Distributers- 1 (continue)
Students- more than 50 (still continue)

Sampling Technique:
A stratified sampling technique was used. A different Stratum for different type of
respondent within every stratum the respondents was selected as per convenience
basis.

Method of Survey..
Personal Interview
It is direct form of investigation, involving face-to-face communication with free
feedback information. It offers a sense of participation. It is more flexible form of
data collection. Use of unstructured, open-end questions is possible. Rate of
refusal is low. Depth interview is possible.
Complex questions can be asked. The interview can have questions to secure
more information. Observation approach can be combined to verify paying
capability of schools, income, status, standard information. Visual aids in the form
of catalogues samples etc. can be used to get views, opinions, and attitudes of
responder.

DATA ANALYSIS

LIMITATIONS

LIMITATIONS

This report had to work under several constraints and limitations. Some of
the key limitations are.
1. The survey is limited only for the city of Nagpur .
2. Time period of the project was limited weeks, which may not be enough to
understand the whole market or to cover whole schools.
3. The sample size of the taken was small .
4. Respondents may not have been true in answering various questions and may
be biased to certain other questions.

SUGESSTIONS
AND
RECOMENDATIONS

Suggestions & Recommendation:-

1. Product:
Camlin is doing a good thing by venturing into stationery market, which is
Very profitable. but it has not launched a wide variety of products
in thatparticular segment to attract consumers.
Launching of new products into a particular segment will help them compete
with the current competitors in that segment in a better manner.
Some of the existing products are not selling well.The company should try to
discard these products and utilise the resources in developing new products,
which can cater to future demands.

2. Price:
Camlin products are sold at a premium. However, the different varieties
take care to cater to needs of different segments.The company should maintain this
status quo while launching products in different segment.
Trying to compete based on price would not be a good idea, as it would affect
the brand equity.
Pricing for new products should be based on the market leaders price. Its
Major focus should be trying to improve the quality of the product at the same cost
so that it can act as one of the entry barriers to the new companiescoming into the
colour segment-which is since a very long time dominated by Camlin.

3. Place:
Camlin has targeted schools of mostly tier 1, tier 2 cities of Mostly in the
entire country. Though it has presence in other regions of the country as well
its presence is not as much.
It should try to target other cities and other regions of the country as well. It
should use its strong Distribution network to cater to the needs of children
living in remote Areas
They should try to set up factories in every state of the Country so as to
minimise cost.
Moreover, Camlin transports majority of Their goods from their factory
situated in Mumbai to all over India. This increases their overall cost.
Instead if they have warehouse of their Own where they could keep their
goods it would be a better idea.

4. Promotion:
To prevent new entrants from capturing its market share Camlin can

adopt the following measures

1. Stock the retail outlet with Camlin product so that new entrants find
very little shelf space.
2. Instead of heavy promoting product through print media ads employ
More people to do on field marketing and try to search for new Unexplored
markets for its product (Television ads should be shown On cartoon channels which
would help to reach the target audience)
3. Organise contests other than the traditional all India camel Colour

competition

such as slogan competition etc to lure more consumers into purchasing their
products.
4. Create events for schoolchildren such as workshop where kids can
Come and enjoy actively participate. This would help them to develop a
good report with their major consumers.
5. They should sponsor various all India events which are viewed by
Kids.
6. This also includes sponsoring movies made for kids like my friend Ganesha,
Hanuman etc..

BIBLIOGRAPHY
AND
WEBLIOGRAPHY

BIBLIOGRAPHY AND WEBLIOGRAPHY

Books:

i.

Marketing Management (12th Edition) Philip Kotlar

Websites:
i. www.google.co.in
ii. www.wikipedia.com
iii. www.kokuyocamlin.com.

QUESTIONARE
( STUDENTS SURVEY )

QUESTIONNAIRE:(Students Survey)

1. Do You use any of the Camlin products?

a) Yes

b) No

2. (If no) Whats the reason for not using Camlin products.
a) You dont like it
b) Dont know about the company
c) Quality
d) Use other products

3. Have you participated in any of the contest held by camlin?

a) YES
b) NO

4. If (Yes) So in which contest you have participated?

a) Crafty glue contest

b) AICCC
c) Others

5. Have you ever received the prizes given by Camlin ?

a) YES
b) NO

6. (If Yes) Do you people like the prizes given by Camlin.

a) YES

b) NO

7. Have you ever participated in camlin summer camps held in city .

a) Yes
b) No
8. (IF yes) Did you enjoy the workshop done by Camlin?
a) No

b) Yes
9. Which art and craft brand do you prefer the most ?
A) Camlin
B) Natraj
C) Apsara
D) Others

10. You Prefer Camel colours than Other because of?

A) Brand.
B) Price.
C) Quality.
D) Creative Contests