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THE STUDY OF MARKET POTENTIAL OF HI TECH ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS PVT LTD PDF
THE STUDY OF MARKET POTENTIAL OF HI TECH ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS PVT LTD PDF
REPORT ON
Submitted By:-
Vaibhav Singhal
(PGP/FW/2008-10)
IIPM, New Delhi
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LUXOR WRITING INSTRUMENTS PVT. LTD.
ACKNOWLEDGEMENT
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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.
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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
CHAPTER 3:- 31 - 38
Research Methodology
Scope
Research Process
Limitations
CHAPTER 4:- 39 - 73
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CHAPTER 5:- 74 - 86
Annexure
• Sample Questionnaire
• List of Retailers visited
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CHAPTER -1
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INTRODUCTION
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INDENTIFICATION OF PROBLEM
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brands.
purchase pen.
companies.
organization.
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purchasing process.
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CHAPTER 2
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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.
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CHAPTER 3
.
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RESEARCH METHODOLOGY
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SCOPE
RESEARCH PROCESS
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(2) Hypothesis
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• Sampling Procedure
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LIMITATIONS
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CHAPTER - 4
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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.
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"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,"
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Fountain Pen:
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Ballpoint Pen:
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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.
Gel Pen:
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LUXOR HISTORY:
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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.
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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.
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FUTURE SCENARIO
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• Government Policies
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Qs2-Maximun sales under the Hi-Tech & Roller point is for which
brand of pens? (Rank in order of sales)
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Qs4-When people buy pens what among the following options do they
prefer? (Rank as per the priority)
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Qs5-Sales of pens having Hi-Tech & Roller points is high during which
period of time?
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Yes No
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Qs2- Which pen strikes first in your mind when it comes to Hi-tech and
Roller Pens? (Check only one):
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Yes No
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Qs5- What is the price range in which you generally used to buy a pen?
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Suggestions/Findings
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CONCLUSION
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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
Address: ……………………………………………………………………………….
…………………………………………………………………………………………
Zip:
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
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Qs2- Which pen strikes first in your mind when it comes to Hi-tech and
Roller Pens? (Check only one):
1……………………..
2……………………..
3……………………..
4……………………..
5……………………..
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?
Buying a pen?
Yes No
Qs8- Which pen do you use while writing an Exam? And why?
………………………………………………………………………………………
………………………………………………………………………………………
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?
………………………………………………………………………………………
………………………………………………………………………………………
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.
………………………………………………………………………………………
………………………………………………………………………………………
....................................................................................................................................
………………………………………………………………………………………
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Address(Outlet):
…………………………………………………………………………………......
……………………………………………………………………………………
Zip:
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)
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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
Qs4-When people buy pens what among the following options do they
prefer? (Rank as per the priority)
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.
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.
………………………………………………………………………………………
………………………………………………………………………………………
....................................................................................................................................
………………………………………………………………………………………
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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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