A STUDY ON

MARKET
SEGMENT OF
“AIMER”PEN
AND
PLASTICS.

SHANTI BUSINESS
SCHOOL

Aimer
UNDER
AKASH RANJAN
GUIDANCE
B-01 OF:SANDEEP
SECTION :B
MAKWANA
A STUDY ON
MARKET
SEGMENT OF
“AIMER”PEN
AND
PLASTICS.
Contents
Introduction .....................................................4
1. What is it...................................................5
2. five products lvl. are ..................................6
3. product differentiation ...............................9

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INTRODUCTION

AIMER Pen & Plastics Limited is an Indian stationery manufacturing company

based in BIHAR, India. AIMER Pen manufactures and markets various writing
products.
Linc Pen & Plastics Limited has an exclusive license to distribute and
market uni-ball products in India. It also sold Lamy & Cruiser pens in India.
Aimer Pen Manufactures & markets Gel Pen, Ball Pen, Fountain pen,
Stationery, Notebook & Files, Folders. Office Linc[1] & Just Linc are the Direct
retail front superstore for Aimer Pen office stationery. Aimer Pen popular brands
are Aimer Pens, Uniball, Markline, Klipper, Lemon, Cruiser ,gennex and hero.

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1. WHAT IS IT

No matter how well costs are driven or held down, no product can be profitable
unless it sells. Therefore all products must satisfy customer needs and wants. As
all customers are different and seek different benefits from products, businesses
would ideally tailor their products to satisfy each customer's wants and needs.
However, for many businesses this is not achievable, so they need a way of
classifying products in a structure aligned to customer segments, as defined by
their needs and wants. The more flexibility a business has to configure products
to different customer segments at minimal cost, the more segments they can
target with the core product. Which is why it is vital to develop new products with
flexibility as a key feature. Philip Kotler, an economist, devised a model that
recognises customers have five levels of need, ranging from functional or core
needs to emotional needs. The model also recognises that products are merely a
means to satisfy customers' varying needs or wants. He distinguished three
drivers of how customers attach value to a product:

 Need: a lack of a basic requirement.

 Want: a specific requirement of products to satisfy a need.
 Demand: a set of wants plus the desire and ability to pay for the product.
Customers will choose a product based on their perceived value of it. Satisfaction
is the degree to which the actual use of a product matches the perceived value
at the time of the purchase. A customer is satisfied only if the actual value is the
same or exceeds the perceived value. Kotler attributed five levels to products:

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2. FIVE PRODUCTS LVL. ARE

1. Core-benefit:
The fundamental need or want that consumers satisfy by consuming the product or
service. For example, the need to process digital images.

Benefits of my ball point, fountain, and soft-tip pens. Like ball point pens, roller ball pens
have a tiny ball that turns in a socket at their tip. But unlike ballpoints, roller ball pens use
highly fluid inks, which allow them to write as smoothly as soft-tip and fountain pens. Roller
ball pens may have either a capillary reservoir similar to that used in soft-tip pens or a
reservoir like that of ballpoints.

* The marking and fast drying capacity which has give more preferences to write
them .
* A college student or a lecturer can take for regular writing and easily write before
they need it (before a lecture), conveniently without any issues, when they don’t have access
to right fast from any other pens
* Ball turns as it rolls across the paper.

2. BASIC-Product:
A version of the product containing only those attributes or characteristics absolutely
necessary for it to function. For example, the need to process digital images could be
satisfied by a generic, low-end, personal computer using free image processing software
or a processing laboratory.

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THE Aimer pen has many benefits for writeing .when users use this pen for writeing
purposes , the ink is getting dried fastly . this make their handwriting good and there is not a
chance of grayling , is notes have going to be safe from the identification and mistake issues
. AS you see in the picture there is not a small chance of grayling :-

3. Expected-product:
The set of attributes or characteristics that buyers normally expect and agree to when
they purchase a product. For example, the computer is specified to deliver fast image
processing and has a high-resolution, accurate colour screen.

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 When we already know that good pens are in the way of better writing ,
moisturize written things quickly , smooth writing etc. it will gives us more effective
writing .

4. Augmented-product:
The inclusion of additional features, benefits, attributes or related services that serve to
differentiate the product from its competitors. For example, the computer comes pre-
loaded with a high-end image processing software for no extra cost or at a deeply
discounted, incremental cost.

*the pens are suitable to write any where (Polythene, Board )

*The pens are suitable for all type and all classes.

*it provide a suitable hand writing.

5. Potential-product:
This includes all the augmentations and transformations a product might undergo in the
future. To ensure future customer loyalty, a business must aim to surprise and delight
customers in the future by continuing to augment products. For example, the customer
receives ongoing image processing software upgrades with new and useful features.

*we provide a large scale of pen types.

* When you have to write on a board then you for you there are another
type of pens are available in the market.

*when you have to use in office there is a another category of pens are
available that are known for their smoothness and slimness .

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3. PRODUCT DIFFERENTIATION

FEATURES:- Ball point Have tiny ball made of brass, steel, or tungsten carbide as their
writing tip. A compartment called the ink reservoir holds the ink, and a narrow tube links the
reservoir to the ball. The ball, which is fitted into a socket, turns as it rolls across the paper,
carrying ink from inside the pen onto the paper. Many ballpoint pens have a plastic cap that
helps prevent ink from drying out on the ball. On others, a push-button mechanism draws the
pen point into the body of the pen. Most ballpoint pens depend on gravity to pull the ink to
the ball. For this reason, ballpoint pens generally do not write well when held sideways.
However, some ballpoints are designed so that slight pressure is always applied behind the
ink column. This design enables the ink to move constantly forward and the pen to write even
when its point is higher than its back end. Ballpoint pens use a thick, sticky ink because a
thinner ink would leak out around the ball. But the use of such ink makes ballpoint pens write
less smoothly than most Aimer pens.
* Pens have a somewhat triangular writing point, called a nib, which is made of
gold or stainless steel. A system of narrow tubes known as the feed carries the ink from
the pen’s reservoir to the nib. Fountain pens use a highly fluid ink. They rely on a property
called capillarity to draw the ink into and through the feed. Capillarity causes the inner
surface of the tubes to attract molecules of ink. These ink molecules, in turn, attract other
ink molecules, and the feed fills with ink from the pen’s reservoir. The feed in a fountain
pen also includes a number of air passages that lead to the reservoir. These passages
allow air to fill the top of the reservoir as ink is drawn from the bottom. Thus the air pressure
inside the pet remains equal to the air pressure outside the pen, and the ink flows easily.

DURABILITY:- As you everyone know that my pens are made up of high quality plastics .
That shoud made it more durable .after use of the one refill . you can be able to change
that and that’s refill .you can use it as per ur want . After the finishing of the refills if you
wish to change refill and you can be easily handle that . As compare to the other company
it is easy to change the refill .

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DESIGN:-

1)Ballpoint pens(wonder, colite, gloss, pacific):- Ball point Have tiny ball made of brass,
steel, or tungsten carbide as their writing tip. A compartment called the ink reservoir holds
the ink, and a narrow tube links the reservoir to the ball.

(2)Fountain pens(signature,true ,apex): fountain pens have a somewhat triangular writing

point, called a nib, which is made of gold or stainless steel. A system of narrow tubes
known as the feed carries the ink from the pen’s reservoir to the nib. Fountain pens use a
highly fluid ink. They rely on a property called capillarity to draw the ink into and through
the feed. Capillarity causes the inner surface of the tubes to attract molecules of ink. These
ink molecules, in turn, attract other ink molecules, and the feed fills with ink from the pen’s
reservoir.

(3) Soft-tip pens(foton,herbs,royal):- It is also called porous-pointed pens, have a relatively

soft writing tip. Some soft-tip pens, called felt-tip pens, have a felt-like writing tip. The tip
of 13 others is made of absorbent plastic. Soft-tip pens use fluid, brilliantly colored inks.
The reservoir in a soft-tip pen consists of a special synthetic material made up of many
fibers.

(4) Specialty pens:-Are designed for specific purposes for example, artists and
mechanical drafters use a pen called a technical pen. This pen comes with a set of
interchangeable pen points of varying widths. Another special pen, called a lettering pen,
is used to create an elegant style of handwriting called calligraphy.

(5) Roller ball Pens(steam , supreme):- It combine certain features of ball point, fountain,
and soft-tip pens. Like ballpoint pens, roller ball pens have a tiny ball that turns in a socket
at their tip. But unlike ballpoints, roller ball pens use highly fluid inks, which allow them to
write as smoothly as soft-tip and fountain pens. Roller ball pens may have either a capillary
reservoir similar to that used in soft-tip pens or a reservoir like that of ballpoints.

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