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Project Report On

Submitted to:

University of Pune, Pune
In partial fulfillment of the requirement for the award of Post Graduate Degree in Master of Marketing Management Submitted by: ANKIT SAHARIA

Under the guidance of: Prof. A.RAMKUMAR

Submitted Through:Sinhgad Technical Education Society¶s Sinhgad Institute of Management Vadgaon (BK), Pune 2009-2011


Dedicated to

My Beloved Family and Friends

Who has been the foundation of inspiration to me.


I, the undersigned, hereby declare that the project report entitled ³USAGE OF JK EXCEL BOND IN THE SCREEN PRINTERS SEGMENT´ written and submitted by me to the University of Pune, in partial fulfillment of the requirement for the award of degree of master of marketing management under the guidance of Prof. Ramakumar, is my original work and the conclusions drawn therein are based on the material collected by myself.

The source of material and data used in this study have been acknowledged.

I further declare that the information presented in this project is true and original to the best of my knowledge.

Place: Pune Date:

Ankit Saharia

Course MMM





Executive Summary






Company Profile



Research Methodology



Data Analysis And Interpretation



Findings And Suggestions






Annexure 4


I take this oppurtunity to express my deep sense of gratitude to Prof. M.N.Navale founder president, Dr. (Mrs.) S.M.Navale, secretary, the Sinhgad Technical Education Society, Pune, Dr. Daniel Penkar, Director and Dr. Shivaji V. Gawade, Head Research, The Sinhgad Institute of Management, Pune. For their continuous encouragement, invaluable guidance and help for completing the present project work. They have been a source of inspiration to me and I m indebted to them for initiating me in the field of marketing.

I am completely indebted to Prof. RAMKUMAR, my research guide, the Sinhgad Institute of Management, Pune without her help completion of the project was highly impossible.

I take this Opportunity as privilege to articulate my deep sense of gratefulness to Mr.Suman Saha, DGM (Sales-NZ) of JK Paper limited,New Delhi for his help and positive encouragement.

I wish to express a special thanks to all teaching and non-teaching staff members, the Sinhgad Institute of Management, Pune for their forever support, encouragement, valuable guidance are gratefully acknowledged. I would like to acknowledge my Family members and friends for their support, love, help and encouragement.

Place: Pune Date:

Ankit Saharia


JK Paper Ltd. is one of the ten independent companies in JK Organization, a leading Indian conglomerate with diversified business interests. JK Paper Ltd. was among the first in India to setup an integrated manufacturing facilities of international standards and a turnover of around Rs. 1000 Crores in 2008. It has one of the strongest distribution channels in the Paper Industry and has a great national reach. My training period was of two months which started on with my orientation and induction program with my mentor Mr. Suman Saha, and other staff members of the department, followed by allotment of my topic for SIP (Summer Internship Program) project which is ³Usage of JK Excel Bond in the screen printers segment.´ As a part of my training my first task in the organization was to study about the different product of JK papers and to prepare the questionnaire for bond variety. Followed by this my next task was to visit the screen printers and collect the information regarding the usage of bond papers. This activity was done to identify the factors which impact the purchase of JK Excel Bond in the screen printers segment and the action required to be taken to increase the sales.


It gives me immense pleasure to present this entire project. The project emphasis on ³Usage of JK Excel Bond in the screen printers segment.´ The study is undertaken at JK Paper Ltd., New Delhi. The project commences with the brief introduction of Paper Industry in India. Paper Industry in India is the 15th largest Paper Industry in the world. It provides employment to nearly 1.5 million people and contributes Rs. 25 billion to government¶s kitty. The government regards the Paper Industry as one of the 35 high priority industries of the country. The major players in the Indian Paper Industry are: The Andhra Pradesh Paper Mill Ltd., Ballarpur Industries Ltd. (BILT), ITC Ltd., JK Paper Ltd., Pudumjee Pulp and Paper Mills Ltd., Seshasayee Paper and Boards Ltd. (SPB), Tamil Nadu Newsprint and Papers Ltd. (TNPL), The West Coast Paper Mills Ltd. The project talks about JK Organization, its subsidiaries, an overview, their achievements, their core values followed by a brief introduction about JK Paper Ltd. The project further relates to the Usage of JK Excel Bond in the screen printers segment in JK Paper Ltd. The main aim is to visit the screen printers and understanding their needs and requirements of purchase of Bond papers. The project also gives a promotion of JK Excel Bond in the screen printers segment and to identify the factors which impact the purchase of this paper in screen printers segment and the action required to be taken to increase the sales.



y To identify the factors which impact the purchase of JK Excel Bond in the screen printers segment and the action required to be taken to increase the sales. y To find out that which bond paper is mostly used by the screen printers. y To suggest the improvements in the Excel Bond of JK paper Ltd. by doing market analysis. y To study what all things will be done to increase the sales of JK Excel bond Paper. y To find out the customer (screen printers) viewpoints regarding the usage of JK Excel Bond paper.


The scope of the study is to know the strategies adopted by JK in the past years and what will be their future strategies.The project will also help to find out the branding techniques and promotional activities adopted by JK for Excel bond paper.The scope is to find out which bond paper is mostly used by the screen printers segment.This research will also serve as a reference material for those researchers who are going to conduct studies in the related field.

The scope of study is limited due to the following reasons: 1) Time constraint - since the time span for the thesis is only two months an in depth study and analysis will become a little difficult.

2) Sample size - the sample size of the study is only 50 which would not give a Comprehensive result. Many important samples may not be considered at all. The conclusion of the study may not result to an accurate outcome due to the sample size Being small.

3) The Project is done only in Delhi and NCR region so it is valid for this region only. 4) Inadequacy of sampling frame hence 100% probability sampling could not be followed. 5) Probes were involved in collecting data from respondents. Hence there may be some reliability issues






Paper industry in India is the 15th largest paper industry in the world. It provides employment to nearly 1.5 million people and contributes Rs 25 billion to the government's kitty. The government regards the paper industry as one of the 35 high priority industries of the country. Paper industry is primarily dependent upon forest-based raw materials. The first paper mill in India was set up at Sreerampur, West Bengal, in the year 1812. It was based on grasses and jute as raw material. Large scale mechanized technology of papermaking was introduced in India in early 1905. Since then the raw material for the paper industry underwent a number of changes and over a period of time, besides wood and bamboo, other non-conventional raw materials have been developed for use in the papermaking. The Indian pulp and paper industry at present is very well developed and established. Now, the paper industry is categorized as forest-based, agro-based and others (waste paper, secondary fibre, bast fibers and market pulp). In 1951, there were 17 paper mills, and today there are about 515 units engaged in the manufacture of paper and paperboards and newsprint in India. The pulp & paper industries in India have been categorized into large-scale and small-scale. Those paper industries, which have capacity above 24,000 tonnes per annum, are designated as large-scale paper industries. India is self-sufficient in manufacture of most varieties of paper and paperboards. Import is confined only to certain specialty papers. To meet part of its raw material needs the industry has to rely on imported wood pulp and waste paper. Indian paper industry has been de-licensed under the Industries (Development & Regulation) Act, 1951 with effect from 17th July, 1997. The interested entrepreneurs are now required to file an Industrial Entrepreneurs' Memorandum (IEM) with the Secretariat for Industrial Assistance (SIA) for setting up a new paper unit or substantial expansion of the existing unit in permissible locations. Foreign Direct Investment (FDI) up to 100% is allowed on automatic route on all activities except those requiring industrial licenses where prior governmental approval is required. Growth of paper industry in India has been constrained due to high cost of production caused by inadequate availability and high cost of raw materials, power cost and concentration of mills in one particular area. Government has taken several policy measures to remove the bottlenecks of availability of raw materials and infrastructure development. For example, to overcome short supply of raw materials, duty on pulp and waste paper and wood logs/chips has been reduced.


Following measures need to be taken to make Indian paper industry more competitive:
y y

y y

Improvements of key ports, roads and railways and communication facilities. Revision of forest policy is required for wood based paper industry so that plantation can be raised by industry, cooperatives of farmers, and state government. Degraded forest land should be made available to the industry for raising plantations. Import duty on waste paper should be reduced. Duty free imports of new & second hand machinery/equipment should be allowed for technology up gradation.

Outlook Outlook for paper industry in India looks extremely positive as the demand for upstream market of paper products, like, tissue paper, tea bags, filter paper, light weight online coated paper, medical grade coated paper, etc., is growing up.


Market Metrics

India is the second most populous country in the world however; the per capita paper consumption is among the lowest at 4.5 kg, while South Asian and global averages are 24 pounds and 117 pounds respectively. But the demand for paper is increasing given the rising disposable incomes particularly of the expanding middle income group. The literacy level in India which is on the increase is further set to improve the demand for paper in the future. The Government of India¶s increased budget allocation for education sector is expected to further improve the literacy rates in both urban and rural areas, resulting in increased demand for writing paper. Given the billion plus Indian population, per capita increase in consumption will significantly increase the demand by one million tons per year. Indian Paper manufacturing Industry, which is highly power and capital intensive, is broadly divided into paper, paperboards, and newsprint. With Indian economy in one of its best ever growth mode, the Indian paper industry continues to be a major beneficiary. In India, the paper manufacturing ventures are highly fragmented. Over 1000 firms with installed capacities ranging from 1000 metric tons (MT) per annum to 300,000 MT per annum capacities operate in the country, making India the 15thlargest paper producing country in the world. The Indian paper and paperboards industry is on the growth path. The Indian paper and paperboards industry grew by nearly 7 percent during the year 2004-2005. This is substantially higher than the world average of 2 percent. India¶s paper manufacturing capacity is expected to grow at a Compounded Annual Growth Rate (CAGR) of 3.7 percent from 7.30 million MT per annum to 8.75 million MT per annum between 2005-6 and 2008-9. The demand for paper is also set to increase during the same period. The domestic demand for paper and paperboard is expected to rise at a compounded annual growth rate of 6.1 percent by 2008-9. The capacity addition has been constrained by the factors like high capital costs and the scarce availability of raw material at globally competitive prices. The healthy growth in the paper industry was driven by a strong growth in the economy, increasing sophistication of the Indian consumer, and the emergence of packaging as a key driver of product differentiation. Amongst the various sub segments value added paperboards segment catering primarily to the packaging needs of the pharmaceuticals, personal products and foods sectors, continued to grow at a substantially faster pace of 20 percent. The domestic newsprint market is likely to be bullish throughout 2006 in anticipation of strong buying support from the newsprint consuming sectors. Both English and vernacular newspapers are expanding the circulation leading to an increased demand for paper. Industry analysts anticipate that the demand for newsprint will touch the level of about 1,650,000 by 2009 against last year¶s demand of approximately 150,000 tons. Indian manufacturers are upgrading their manufacturing technologies to remain competitive and to retain their market share in the country. Many Indian firms have started exporting their products to other countries as well. This export-led growth and exposure to international products have forced the Indian firms to change product packaging.

Major Players

JK Paper Ltd. ( - JK Paper Ltd., India¶s largest producer of branded papers is a leading player in the Printing and Writing segment. The company operates two plants in India, one in the East ± JK Paper Mills (JKPM) in Rayagada, Orissa with a capacity of 125,000 tons per year, and the other in the West ± Central Pulp Mills (CPM), located in Songadh, Gujarat with a production capacity of 55,000 tons per year. Both plants are ISO 9001 ± 2000 and ISO 14001 certified and operate at around 120% capacity utilization. The aggregate annual output is over 180,000 tons per year of Paper and Pulp, using contemporary technology. The company has commissioned a 46,000 TPA stateof-the-art Coating Plant at its JKPM unit in July 2005. This facility employs superior blade coating technology to produce international quality coated art paper and boards, being marketed in the brand name of JK Cote. The Andhra Pradesh Paper Mill Ltd ( ± Incorporated in 1964, the company has two manufacturing units and an off-site conversion center with a total capacity of 153, 500 TPA. There are five paper machines installed in the mill, which produces paper of different M.F & M.G varieties in the range of 21 to 250 GSM. The mill is manufacturing largest range of papers and boards. Annual sales volume is around USD 82 million. Ballarpur Industries Ltd ± BILT ( - BILT is India's largest paper company and the only Indian company to rank amongst top 100 paper companies in the world. BILT is India's largest manufacturer and exporter of paper, with a strong presence in all segments of the usage spectrum that includes Writing & Printing Paper, Industrial Paper and Specialty Paper. ITC Limited ( - ITC is one of the world's most modern and contemporary manufacturers of packaging and graphic series of boards. ITC's Paperboards business has a manufacturing capacity of over 360,000 tons per year and is India's market leader across all cartonconsuming segments including cigarettes, foods, beverages, pharma, personal care & toiletries, durables and match shells.

Pudumjee Pulp & Paper Mills Limited (PUDUMJEE) (, a Pune (Maharashtra, India) based Company engaged in the manufacture and sale of Specialty Papers is a flagship Company of the M.P.Jatia Group of Companies. Beginning with manufacture of India¶s first indigenous Greaseproof and Glassine papers for packaging for the first time in India, PUDUMJEE went on to extend range of papers to include Security Papers such as MICR Paper, Sensitized Paper, Postal Stamp, Impressed Stamp, Passport and Excise Banderols, Laminating Base, Silicone base paper, Wax Match paper, Packaging Papers of various kinds and types, Tissue Papers, catering to wide range of industrial applications specially manufactured to meet customers` specific requirements. Starting with a capacity of 6,000 MT of paper per annum in 1968, PUDUMJEE has now reached a capacity of 38,500 MT per annum of Specialty Papers.

Seshasayee Paper and Boards Limited (SPB) ( ± Incorporated in 1960, the company was promoted by Seshasayee Brothers Pvt. Ltd., in collaboration with Parsons and Whittemore, USA. SPB commenced production in 1962, on commissioning a 20,000 tpa integrated facility comprising a pulp mill and two paper machines capable of producing, writing, printing, kraft and poster varieties of paper. The plant capacity was expanded to 35,000 tpa in 1967-68, and in 1976 to 55,000 tpa. SPB undertook various equipment balancing and modernization programs improving its operating efficiency, captive power generation capacity. The current installed capacity of the company stands at 1, 15,000 tons per year. Tamil Nadu Newsprint and Papers Ltd.(TNPL) (± Promoted by the Government of Tamil Nadu in 1979, and with an installed capacity of 2,30,000 tpa, TNPL is the largest producer of bagasse based paper. The West Coast Paper Mills Ltd. (± Promoted by Shree Digvijay Cement Company Limited, Sikka, Gujarat in 1955 and located at Dandeli in Karnataka, the mill manufactures writing, printing and wrapping papers. The Mill is based on conventional Kraft process using wood as main raw material. Annual Production capacity is 157,750 TPA. In 1964 the company promoted The Andhra Pradesh Paper Mill Ltd., to take over Andhra Paper Mills owned by the Government of Andhra Pradesh.




JK Organization was founded over 100 years ago and ranks, among the largest private sector groups in India in terms of assets and sales. JK owes its name, to the two great visionaries ± Late Lala Juggilal Singhania and his son Late Lala Kamlapat Singhania as they conceived the industrial entity. Between 1921 and 1937, a series of industries with diversified interest were set up by Lala Kamlapat Singhania ± Kamla Ice Factory, JK Jute Mills Co. Ltd., JK Cotton Manufacturers, JK Iron & Steel Co. Ltd. against the tough opposition of British Industrialization and an Alien Government. JK Organization has been a fore runner in the economic and social advancement of India. It has always aimed at creating job opportunities for a multitude of country men and to provide high quality products. It has strived to make India self-reliant by pioneering the production of a number of industrial and consumer products, by adopting the latest technology its own know-how. JK Organization is an association of industrial and commercial companies, employing nearly 50,000 people engaged in the manufacture of a variety of products and in diverse field of commerce. JK Organization comprising more than 50 in number, the group¶s companies are mostly public limited, where it has controlling interest ranging 35% to 80% and the public share holders aggregate over 7, 00,000. JK Organization is headed by Shri Hari Shankar Singhania, and eminent industrialist who enjoy reputation of a high order in the country as well as abroad. He was the president of the International Chamber of Commerce, Paris for 1993-1994. Apart from heading apex bodies of Commerce and Industry, he is holding top contribution to the society, government of India has bestowed the prestigious National ³PADMA BHUSHAN´ award to Shri Hari Shankar Singhania on 26-01-2003. He has been honored with the nations 3rd highest civilian award for distinguished service of high order in the trade and industry. JK Organization has made many forays into several fields such as : Paper and Boards, Cements, Automotive Tyres and Tubes, Pharmaceuticals, Agrochemical, Hybrid seeds, Cosmetics, Audio Magnetic Tapes, V. Belts, Conveyer Belting, Automotive Belts, Material Handling Systems, Sugar, Dairy and food products.


JK ORGANIZATION has achieved a number of important technological breakthroughs and has an impressive record of FIRSTS in INDIA, prominent among them being:

1949 - First in India to manufacture Steel Engineering Files. 1962 - First Indian Paper Mill to receive ISO-9001 certification. 1969 - First in India to set up continuous Rayon Plant. 1977 - First in India to produce Steel Belted Radical Tyres for passenger cars, trucks and buses. 1980 - First in the World to make Steel Radical Tyres for Three Wheelers. 1984 - First to produce White Cement in India using dry process technology. 1989 - First in India to produce magnetic tapes with cobalt technology. 1994 - First in India to produce Aluminium Virgin Metal from Indian Bauxite. (The company was nationalized in 1973


JK Organization Emblem ± An Icon of Value-Based Growth

The Hand and Hammer of JK Organization came into use in the beginning of 1943. This symbol was chosen by Late Lala Lakshmipat Singhania, third son of Late Lala Kamlapat Singhania, the founder of JK Organization. The circle denotes industry. 24 teeth in the circle symbolize round-the-clock activity. The hand and hammer signify labour and tool. The hard grip of the hand stands for the strength and workmanship. This emblem signifies the strong belief of the organization in the capability of its employees.


JK Organization- Core Values and what JKO stands for

CORE VALUES OF JK ORGANIZATION 1. Caring for people. 2. Integrity including intellectual honesty, openness, fairness and interest. 3. Commitment to excellence.

WHAT JK ORGANISATION STANDS FOR 1. Dynamic and successful Business Organization. 2. A socially valued enterprise. 3. Business Integrity.


JK PAPER LIMITED JK Paper Ltd. was formed in 2001 by amalgamating JK Paper Mills at Rayagada and Central Pulp Mills at Songadh, Gujarat, with a turnover of around Rs. 1000, Crores. It is leader in writing, printing as well as coated varieties of paper.

JK LAKSHMI CEMENT JK Lakshmi Cement manufactures high quality Portland Cement at its plant at Jaykaypuram (Sirohi), Rajasthan with a capacity of 3.65 MT per annum, using raw materials from captive limestone quarries. The company has been awarded ISO-14001:1996 and OHSAS-18001:1999 by KPMG Quality Registrars. The company has embarked on an ambitious project to improve on its efficiency parameters, including capacity enhancement up to 4.75 MT by the end of 2008 with reduction in power and fuel consumption.

JK TYRE & INDUSTRIES LIMITED JK Industries Limited is another flagship company of our group. In the last 10 years the turnover of the company has increased four-folds. In 1977 JK Industries set up a modern Automotive Tyre & Tubes Plant at Jaykaygram near Udaipur in Rajasthan in collaboration with General Tire Co., USA and another plant in 1991 at Banmore in Madhya Pradesh. In 2003 JK Tyre and Vikrant Tyre were merged to create a titan in the Indian Tyre Industry. JK Tyre & Industries Ltd. continues to be a leading player in the passenger car radial tyre segment.

JK AGRI GENETICS LIMITED JK Agri - Genetics manufactures hybrid and high yielding seeds at Hyderabad. It has tie up with the leading companies of the world to produce genetically superior seeds for the growth of Indian agriculture. In order to meet out the challenges posed by increasing domestic and international competition, the company has stepped up investments in all the areas of seed research. It has a robust pipeline of products in several crops viz. cotton, jowar, maize, rice, tomato and bhendi.

JK SUGAR LIMITED A 3500 TPD Cane Crushing capacity Sugar Mill at Meerganj, Uttar Pradesh, was commissioned in 1996. The plant has adopted the most modern design and installed a baggage based cogeneration plant of 9 MW, of which 4 MW is fed into the upseb Grid. Plans are being formulated for expansion of the Mill. The company is also implementing an extensive cane development programme to increase the supply of cane and also its sugar content in the coming years. Continued emphasis is on co-generation power.

FENNER (INDIA) LIMITED Fenner India Limited started its operation in 1929. The company is engaged in a host of quality of products ranging from Power Transmission and Engineering Products, Automotive Products, Conveyor Belting, and Industrial Electronics to Material Handling Systems. With Modern units located at Madurai, Hyderabad and Chennai the company is on the threshold of major growth. Fenner¶s acquisition of spinning units in Karur and Salem marks its diversification into the field of Cotton Textiles and installed few Wind Mills.

UMANG DAIRIES LIMITED Umang Dairies Limited is located in the middle of the milk rich area of Gajraula, about 110 kms. East of Delhi, the plant has latest equipment from leading suppliers all over the world. Keeping in view the necessity to have high standards of hygiene, the civil work is also of high quality. The dedicated team of professionals and experts has helped make Umang Dairies Ltd. one of the first dairy processing companies in India to get coveted ISO 9002 accreditation and the products synonymous with quality. Its products include dairy powder, dairy creamer, butter (ghee), and skimmed milk powder.

CLINI RX CliniRx Research Pvt. Ltd is a full service Contract Research Organization. It has been set up with a vision of adding value to high quality clinical trials. It undertakes Phase-II to Phase-IV clinical trials of medicines and devices developed by global pharmaceutical and biotech companies. CliniRx serves as an interface between quality conscious international companies and highly professional, experienced clinical trial sites in India.




JK Paper Ltd. is an independent company of JK Organization, a leading Indian conglomerate with diversified business interest. JK Paper was among the first in India to set up an integrated manufacturing facilities of international standards and a turnover around Rs 1,000 Crores in 2008. The companies¶ world-class pulp mill occupies a place of pride in the Indian Pulp and Paper Industry. The company¶s¶ commitment to continuously raise quality benchmarks resulted in JK Paper Mills becoming the first integrated Pulp and Paper Plant in India to receive the ISO-9001 certification and also awarded TPM excellence ± First Category in 2007. JKPL has one of the strongest distribution networks in the paper industry and has a national reach through four regional offices, 08 warehouses, 115 wholesalers and over 1600 dealers. The company exports paper to several countries including Sri Lanka, Bangladesh and several West Asian nations.


JK Paper Mill ± as a division of JK corp. ltd. was commissioned on 18th October 1962 with one paper machine having installed capacity of 18000 tones of writing and printing papers. JK corp. ltd. (formerly Straw Products Ltd.) belongs to the eastern zone and is of the member companies of JK organization. JK Corp. Ltd. along with JK Raymond¶s, Bombay is regarded as the flagship company of JK Organization. It is a Multi-Product and Multi-Unit company. Incorporated in the year 1938, JK Corp. Ltd., started its operation with a board mill at Bhopal for manufacture of Straw Board. Since then the activities of the company have been diversified from time to time. In the year 1962, JK Corp. Ltd. set up this integrated Pulp and Paper Mill in the backward district of Rayagada in Orissa. In 1982, the activities of JK Corp. Ltd. were further diversified when it set up a most modern cement plant by the name Lakshmi Cement. In 2001 JK Paper Ltd. was formed by amalgamating the JK Paper Mills at Rayagada and central Pulp Mills at Songadh, Gujarat, to become India¶s second largest producer of quality papers with a turnover exceeding Rs 650 crore. It is the first Indian Paper Mill to receive the ³Sword of Honour´ from the British Safety Council and ISO-9001 certification by DNV ± Norwegian agency and also awarded TPM Excellence ± First Category in 2007. The company is conscious of the need to constantly update technology of existing Plants and Machines and in this direction there are regular schemes of Modernization and renovation from time to time. Company has installed packaging Board Plant at Central Pulp mill in 2007 with installed capacity of 60,000 TPA. The Boards are being used for packaging many premium brand products. Paper Cups are manufactured from Boards. Company has diversified into stationary business in 2007. The company strategy continues to be to offer more and more value added products, continuously modernized and upgrade its plants for achieving better efficiencies, improved quality of products and internationally recognized environmental standards. Towards this end, the company has implemented and Offline Coated Paper Project with a capacity of 46,000 TPA at JKPM unit. This plant is utilizing contemporary blade coating technology and coupled with the company¶s high quality base paper, and able to offer the product in the upper segment of the market. The company has also commissioned a modern Recovery Boiler at its CPM Unit, which has resulted in higher chemical recovery and increased Pulp Production.


JK Paper Mills Jaykaypur ± 765 017 Rayagada ± Orissa Jaykaypur is located on the slopes of Eastern Ghats Plateau in the Southern part of Orissa bordering the state of Andhra Pradesh. Its geographical position is 83-25¶ east longitude and 19-10¶ north latitude. Its average height above the mean sea level is 758 feet. It has an average rainfall of 54 inches (1370mm) and the average air temperature varies from 8 degree Celsius to 44 degree Celsius. The main source of water supply is from river Nagawali, a perennial river. The total land area is 635 acres, out of which the factory occupies 393.98 acres and the colony occupies 242 acres. There is a Singapore road railway station (SPRD) on the Raipur-Waltair Section of South-eastern railway station and is at a distance of 2kms from the Mills and all passenger and express trains halt here.

Central Pulp Mills P.O. Central Pulp Mills Fort Songadh ± 394 660 District : Tapi (Gujarat) Central Pulp Mills (CPM) is situated in village Gunsada, 4.4kms away from Songadh, which is located at 85km stone on Surat ± Dhulia highway. The population of Songadh, as per 1991 census is 1, 72,959. The total land area of Songadh taluka is 853.3 square km and average rainfall is 2243mm. Two kms from the mill is the Gujarat Electricity Board¶s thermal power station having generation capacity of 600 MWS per hour. Further 2kms is 4927m long Ukai Dam built on river Tapi. The capacity of dam reservoir is 7.1 hectare meter when it is full. The total land area irrigated through the dam is 938,250 acres of arable land. At the dam site is hydro plant of GEB with a capacity of 300 MW.




CENTRAL PULP MILLS 55,000 tons per annum

JK PAPER MILLS 1,25,000 tons per annum


52,000 DD MT per annum

1,10,000 BD MT per annum

Packaging Board

60,000 tons per annum


The various competitive advantages achieved against competitors at National and International level J.K. Paper Mills: y Only integrated mill in India to achieve less than 100- meter cube of water consumption per ton of paper. y Highest chemical recovery (more than 95%) y Excellent fiber recovery system (more than 95%) y Absorbable Organic Halide (AOX) level 0.5 to 1 kg per ton of paper, so far the best in the country and comparable with international levels. y Highly efficient Electro Static Precipitators (ESP) in all the boilers. y Pioneer in Social and Farm Forestry. Supplied in excess of 90 million saplings and covered over 27,000 hectares under plantation.


The Pulp and Paper Research Institute (PAPRI) The group constantly strives to achieve excellence in its products and process, and is conscious of the imperative need to maintain the competitive edge in business. This awareness has found experience in committed Research & Development and establishments of several institutes like: The Pulp and Paper Research Institute established in 1971 is manned by highly qualified and experienced scientists and technologists. The institute is well equipped with modern and sophisticated machines to carry out research in the field of cellulose chemistry, Paper technology forestry and other related areas located at Jaykaypur, Rayagada (Orissa). The institute has successfully designed and commissioned water breclamation and effluent treatment plants in addition to obtaining a patent for lacquered fired boiler.

Concern for Community Development JK Paper is making major contribution in the diverse areas of health, medical and family welfare activities which are not just limited to the employees and their families but also extends to the various establishments and the metro cities of the country. A few such activities are given:

In the Field of Education JK Paper is dedicated and devoted to the cause of human development. It has developed a number of schools and institution for education. y Lakshmipat Singhania School, Jaykaypur, Rayagada, Orissa with strength of more than 2200 students. y Lakshmipat Singhania Public School, Jaykaypur with strength of 400 students. y Rayagada College, Rayagada. y Women¶s College, Rayagada. y Sri Aurobindo Educational Centre at Rayagada. y Thakar Bapa Ashram, Rayagada. y Saraswati Vidya Mandir at Madhaparwadi & Vajeparwadi Dist. Rajkot in earthquake affected areas of Kutch & Saurashtra regions of Gujarat.

PRODUCTS SUBSTANCE RANGE (IN GSM) USES Diary, Balance sheet, Brochure, Book printing, Inhouse journals, POP Materials, Blade Wrappers, Base Paper for coating, Calendar printing, Letter head printing. For jobbers copier Diary, Balance sheet, Brochure, Book printing, Inhouse journals, Insert and Leaflets, Computer Stationary, Base Paper for coating, Calendar printing, Letter head printing and envelops. Ideal copier for economy grade. High speed precision photocopying. Compatible product for inkjet and laser printers. Ideal product for desktop printing. For letter head, computer stationary, Project reports, Thesis paper, High value documentation, Envelops, High value diary, Presentation copies. For letter head, computer stationary, Project reports, Thesis paper High value diary, Presentation copies. Diary, Letter head, Calendar, High quality, High Value printing. Mainly for account books and ledgers, normal and cloth bound envelops, Postal envelops of Govt. of India. Paper with BIS and IBA Certification, Paper meets the required guideline of RBI for MICR cheque Paper. For permanent documents like mark sheet, Share Certificates, Financial and Legal instruments, Envelops, Magazine inserts. Specialty paper for use in Diary, Letter head, Calendar. Copier Paper Printing & Packaging Packaging premium branded products




















80 and above




105 75 125-300 190-450


The company has been consistently striving for the highest standard of productivity, quality, energy conservation, pollution control and environmental protection and safety. Assiduous efforts in these directions have yielded better results and these efforts of the company have recognition in the form of following Awards from various National and International Organizations: ISO-9000 QUALITY SYSTEM First Paper Industry in the country to be awarded ISO-9001 Quality System Certification from D.N.V Certification BV Netherlands. ISO-14000 QUALITY SYSTEM First Paper Industry in the country to be certified ISO-14001 EMS Certification from D.N.V Certification BV Netherlands. AWARD FOR TPM EXCELLENCE ± FIRST CATEGORY The Japan Institute of Plant Maintenance (JIPM), a public corporation under the administration of Ministry of Economy, Trade and Industry in Japan, has honored both paper mills of JK Paper Limited, 1) JK Paper Mills (JKPM) at Rayagada and 2) Central Pulp Mills (CPM) at Songadh with ³Award for TPM excellence ± First Category´ in 2007. SAFETY AWARDS 1) Winner Trophy from Government of India for ³10´ consecutive years of longest accident free period and Lowest Frequency Rate. 2) Safety Performance Citation at µGold Grade¶ by British Safety Council (1990). 3) µSword of Honour¶ (1992) by British Safety Council for one of the safest companies of the world. 4) Award of Merit (1995) by National Safety Council, USA 5) Award of Honour (1996) by National Safety Council, USA 6) Certificate of Appreciation for commendable efforts made in the field of Safety Management in the year 1997-98 by Confederation of Indian Industries (CII-ER) 7) Award of Honour (1997) by National Safety Council, USA ENVIRONMENTAL AWARDS 1. Certificate of Merit (1989) by National Productivity Council 2. Certificate of Appreciation (1997) by Central Pollution Control Board.

3. First to receive ISO-14001 Environment Management Certification in 1998. 4. µGreenest Paper Mill¶ Award of CSE in 1999.

ENERGY CONSERVATON 1. Energy Conservation Award (for excellent performance) from Indian Paper Makers Association (IPMA) and National Productivity Council (NPC) in 1998-89, 1991-92, 199293, and 1993-94. 2. Trophy (second position) Awarded by Ministry of Power, Government of India in 1996. PRODUCTIVITY AWARDS 1. Award for Best Productivity and Capacity Utilization for many years. 2. Paper Mill of the Year Award (1993-94) by IPMA. 3. Productivity Award for significant level of Productivity in 1996-97 by Confederation of Indian Industries. 4. Best Capacity Utilization Award from IPMA in 2002.


JK PAPER LIMITED Vision, Mission, Strategic Objectives & Quality Policy
VISION To be a dynamic benchmark and leader in the Indian Paper Industry MISSION To be a world class Company by achieving growth and leadership through JK Brand Equity Customer Obsession Technological Innovation Cost Competitiveness Environment and Social Care

STRATEGIC OBJECTIVES     Sustained growth-optimizing production potential in least possible time. Leadership in niche market and customer oriented marketing. Internationalization of business. Cost competitiveness with international bench-marking.

QUALITY POLICY To provide µCustomer delight¶± Both Internal and External through our products and services at lowest cost by continuous improvement in processes, productivity, quality and management system.


JK Strategies


PRODUCT PLANNING Product planning includes all the discussions and action by the top management and the departmental heads of the company that direct as to what kind of product is to be produced so that the customer needs can be satisfied more efficiently in such a manner that it provide the maximum revenue and the profit to the organization. JK Papers has been successful to understand the needs of the customers more closely and due to this only it had been able to provide the desired products to the customers. In addition to this the Research & Development Department of JK has been able to develop new technologies because of which more and more people are attracted towards its different types of papers. THE 5S STRATEGY Services A range of value added services in different type of operations and management. Support Technically sound workforce of certified professionals. Standards World Class Quality standards maintained for PPP (People, Processes & Performance). It has Alliances with global technology leaders. Savings It helps us find new ways to reduce costs & "do more with less" by maximizing the value of the technology and personal resources, thereby reducing your total cost of ownership.

Satisfaction Complete Satisfaction for the customers through the 5S offering that enables one to maximize system uptime through rapid response and resolution services, thereby optimizing your investments. PRICING POLICIES Pricing policies refers to the policies that help an organization to fix the prices (monetary value) of its products and services in such a manner that it suits the

market conditions, competition prevailing in the market, consumer satisfaction and various other aspects. As in the case of JK the pricing policy is dealt by the sales department & management and all the decisions regarding prices are taken by the sales department only. Determining a price is a very crucial and typical task under which the decision makers have to look from every point of view that the decision which they are taking is in favor of the organization. At JK, in case of paper the prices are kept a bit lower then that of competitors in order to attract more and more customers and get some advantage over the competitors. If one compare the prices of papers of same quality of BILT, ITC etc. one can easily state that the prices of JK are comparatively lesser then the others.

SALES PROMOTION Under this the company performs various activities in which the main target is to increase the sales of the products and services so that the revenue of the company can increase and ultimately the profit of the company also increases providing offer for the future growth. JK pays a good amount of attention and money on these activities and because of this only it had been able to sustain a good market share in the market of bearing products. PROMOTIONAL ACTIVITIES Different ways in which NEI promote their products are: Advertisements Seminars Sponsorships Advertisements Now a days advertisement is the best way to increase the revenue of the company and create more and more brand awareness. Advertisement helps to make customer aware about the products and its specifications and then tells the customer as to why should he prefer that product only. JK also makes a proper use of different types of advertisements to establish itself as a well known brand. Seminars JK designs a special seminar for the employees of an organization operating in the corporate sector this helps in generating the sales and this also helps in creating the

brand name. In this the company¶s sales representatives get a chance to interact one to one with the employees of various organizations who are the prospects of the company so this helps in presenting the companies products in the most efficient manner. It is very important that the one who is the company representative or sales executive who is handling this activity must be so capable that it can prove the JK papers and other products to be the best in the market. Sponsorship Sponsorship is an attractive way to sell products. JK also do sponsorship in different mega events by providing financial & manpower support. In addition to this sponsorship JK also goes for various others shows through a diverse range of media. MARKET SEGMENTATION JK market segmentation is done on the various attributes such as:Corporates Screen Printers Xerox Shops



A Research Methodology defines the purpose of the research, how it proceeds, how to measure progress and what constitute success with respect to the objectives determined for carrying out the research study. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods these methods or techniques, are relevant and which are not, and what would they mean and indicate and why.


Formulation of objectives of the study. 

Designing methods for the data collection 

Select the sample size 

Collecting the data 

Processing and analysis of data 

Reporting the finding.


The research methodology used in this project is described below in detail: Research Plan: The research plan used is descriptive research plan. Designing a research plan calls for decisions on the following: y Data Collection y Research instruments y Sampling plan y Contact methods Data Collection: A study is based on the information that is embedded in it. The data for this study is obtained from both primary data and secondary data. Primary Data: Primary data is collected for the research needs at hand and a formal and structures questionnaire has been prepared and is presented and filled from the concerned respondents. Secondary Data: It has been gathered from the internet, books, company literature and company¶s past records etc. which has been tabulated and presented in the report. Research Instrument: The main research instrument used in collecting the primary data is the Questionnaire, a copy of which is attached in the annexure. Sampling Design: Random Sampling is used as the sampling plan. Sampling Frame: As my study is based on the Performance Management System of JK Paper Ltd., my target population for sampling is employees of JK Paper Ltd., New Delhi. Sampling Technique: I have used both Probability and Non Probability Techniques. Sampling Method: Simple Random Sampling, Systematic Sampling, Convenience Sampling and Judgment Sampling are used as the main sampling methods. Sample Size: 50 respondents.



Data interpretation can be defined as applying statistical procedures to analyze specific facts from a study or body of research. Data interpretation questions are a part of many standardized tests. Data interpretation is sometimes also called data analysis.


1. Are you in paper selling business?


INTERPRETATION: It is a matter of great concern that almost 60% screen printers are in paper business from more than 30 years.


2. Which brand you are using in bond? No. of consumers JEB 70 GSM JEB 80 GSM JEB 90 GSM REB 85 GSM REB 100 GSM OTHERS 4 7 18 12 6 3

20 18 16 14 12 10 8 6 4 2 0

No. of consumers (%)

INTERPRETATION: Although all the brands are use by the customers but the most prefable brand use by the customers is JK Excel Bond-90 Gsm of JK paper ltd and the second prefable brand is Royal Executive Bond-85 Gsm of bilt paper ltd.

3. Why are you buying Excel Bond/ Royal Executive Bond? Any specific reason.

availability quality cost relationship brand awareness among customers margin packaging others

JEB (%) REB (%) 5 5 10 9 7 8 6 6 12 5 5 10 8 4

12 10 8 6 4 2 0 JEB (%) REB (%)

INTERPRETATION: Almost 60% customer are using JK Excel bond 90 gsm because of brand awareness among people and packaging is also good and almost 30% are using Royal Executive Bond 85 as per customer demand and remaining 10% are using according to customer demand

4. Have you ever promoted JK Excel bond/ Royal Executive Bond paper? No. of customers (%) 10 40


No. of customers (%)


INTERPRETATION: Almost no printers is promoted any of the paper because they are using the paper according to the customer demand.


5. Who is your target customers?

target customers(%) doctors corporate customers shopkeepers any others 8 25 12 5

30 25 20 15 10 5 0 target customers(%)

INTERPRETATION: Although in the screen printers segment their target customers is mostly many types of small and large firms,corporates,doctors and many more. Sometimes they do job work also.


6. How much qty. in months you sell?


CATOONS (%) 30 20

35 30 25 20 15 10 5 0 JEB 80 GSM REB 85 GSM CATOONS (%)

INTERPRETATION: Majority of employees want the PMS to be conducted very often i.e. quarterly.


7. From where you buy the bond paper? a) Name:«««««««««««««««. b) Address:««««««««««««««. c) Mobile no:«««««««««««««..


40 10


INTERPRETATION: Majority of the screen printers purchase paper from the local market. Every company have their stockiest in local market.


8. Is customer recommended to buy specific brand or you suggest?


INTERPRETATION: Mostly customer only recommended to buy specific brand of paper.


9. What are the benefits you are looking for when you are promoting JK Excel bond Paper?

14 12 10 8 6 4 2 0


INTERPRETATION: All the screen printers feels that JK is popular among customers. Brand awareness among customer and cost is also low and packaging is also good.


In JK PAPER LTD. following are some of the points which I experienced during my summer training period. I took a great opportunity to spendone of the best period of my life and confident that it will surely help me in coming years. The recommendations are as follows: 1. The after sales service of the company is not good, which is not possible for the company to increase the sales, so JK paper should more concentrate on the service. 2. Distribution of paper from company to channel partner is not being done on time. So, channel partner is not being able to make the delivery on time. Hence, the time taken for the delivery should be minimized to a larger extent in order to make the faster deliveries.

3. A large market share is still untapped so strategies should be implemented in efficient manner by which JK can capture maximum market . 4. Some of the new foreign brands like bilt,centuary are creating barrier for JK Paper so company should keep eye watch on these brands. 5. In my point of view company has to do advertising so that it greatly effect the purchase of bond paper. 6. There should be a policy of ³suitable persons on suitable job´ on the basis of expertise, professional knowledge and potential. 7. Feedback clarity is still a problem in the organization, hence a careful analysis towards the same is required. 8. Campany has to provide free samples of bond papers to the screen printers so that they provide samples to their customers. 9. They have to take the feedback from their customers time to time so that they came to know about the drawback of bond paper. 10. Customer complaints should be resolved on time


€ As per the study conducted most of the screen printers using bond paper according to the customer demand. € Customers is satisfied with the quality of JK Excel bond paper because of its thickness and whiteness. € The sale of JK Excel bond is mostly affected because of lack advertising and promotional activities. € To find out which bond paper is mostly used by the screen printers.
€ To find out the customer (screen printers) viewpoints regarding the usage of JK Excel Bond paper.


Promotional activities should be done at higher scale so that people came to know about the Excel bond of JK paper ltd. 

Screen printers mostly demanded free samples so to increase the sale of JK excel bond, company should distribute the free samples to the screen printers. 

Proper stock should be maintained to their local stockiest.  Quality should also be improved for future growth and sales.



This analysis is done to understand the strength, weaknesses, opportunities and threat of JK Paper ltd.. This analysis gives an opportunity to the company to understand there market rating and adopt strategies accordingly. It also involves identifying the internal and external factors that are favorable and unfavorable to achieve the desired objectives.

Strengths: Attributes of the person or company those are helpful to achieving the objectives.

Weaknesses: Attributes of the person or company those are harmful in achieving the objectives.

Opportunities: External conditions those are helpful to achieving the objectives.

Threats: External conditions which could do damage to the objectives.

Identification of SWOT is essential because subsequent steps in the planning for achievement of the selected objectives may be derived from the SWOTs.



This project is basically done for the promotion of JK Excel bond paper in the screen printers segment. It is a ongoing process which includes identifying the factors which impact the purchase of the JK Excel bond in the screen printers segment and the action to be taken to increase the sales. The main purpose is : y y y y y y y To identify the screen printers and make them aware of the JK Excel bond paper. To promote the JK excel bond paper. To increse the sale of the JK Excel Bond paper in the screen printers segment. To provide the samples of the JK Excel Bond paper. To find out the brand awareness of the JK Excel bond in the market. To take decisions regarding promotion. To make them aware of the usage of the Bond paper in the screen printers segment. According to the survey conducted by me, many screen printers came to know about the JK Excel Bond paper,its usage,its cost and its quality.This activity is useful for the company as well as for the screen printers also.As its impact is mainly on the screen printers as they came to know about the JK excel bond paper. This activity is done to identify the factors which impact the purchase of JK Excel bond paper in the screen printers segment and the action required to increase the sale of the bond paper.



The following sources help me in completing this project: y Books ± Marketing Management, by Philip kotler y Websites ± ,, y Company¶s Literature and Past Records


Dear Respondent, I am a student of Sinhgad Institute of Management, Pune. As a part of my Summer Internship Programme (SIP), I have framed this questionnaire with respect to Usage of JK Excel Bond in the screen printers segment. I request you to kindly fill it up and return back to me. I assure you that the information provided by you should be kept strictly confidential and will be used for only my academic purpose.


Firm Name: _______________________________________________________ Person Name: _________________________________________________________ Address: __________________________________________________ Contact no.: __________________________________________________ Email id.(if any):

Experience with JK Paper Ltd.: ____years ____months


1. Are you in paper selling business? «««««««««««««««««« 2. Which brand you are using in bond? CTN o o o o o o JK Excel Bond-70 Gsm JK Excel Bond-80 Gsm JK Excel Bond-90 Gsm Royal Executive Bond-85 Gsm Royal Executive Bond-100 Gsm If other please specify««««« Sheet Volume

3. Why are you buying Excel Bond/ Royal Executive Bond? Any specific reason. o Availability o Quality o Cost o Relationship o Brand awareness among customers o Margin o Packaging o If other please specify««« 4. Have you ever promoted JK Excel Bond/Royal Executive Bond paper? o Yes o No 5. Who is your target cutomer? o Doctors o Corporate Customers o Shopkeepers o Any other««««« 6. How much qty. in months you sell? o No. of boxes«««««««««««(which Gsm and brand) o No. of sheets«««««««««««.(which Gsm and brand)

7. From where you buy the bond paper? o Name:««««««««««««««« o Address:««««««««««««««. o Mobile no:«««««««««««««. 8. Is customer recommend to buy specific brand or you suggest? ««««««««««««««««««««««« 9. What are the benefits you are looking for when you are promoting JK Excel bond? o Availability o Quality o Cost o Relationship o Brand awareness among customers o Margin o Packaging o If other please specify«««««. 10. Please give your valuable suggestions on how can this brand be improved in terms of sales? ___________________________________________________________