1

INTERNATIONAL INSTITUTE OF PLANNING &

MANAGEMENT

Luxor Writing Instruments Pvt. Ltd.

REPORT ON
THE STUDY OF MARKET STRATEGIES OF BALL PENS/GEL PENS
BETWEEN THE RANGE OF Rs.3-Rs.15 WITH REFERENCE TO LUXOR
WRITING INSTRUMENTS.

Submitted To: Mr. Sandeep Dawar

Regional Business Manager (North)

Submitted By:-
Saumya Shankhdhar
(PGP/FW/2008-10)
IIPM, New Delhi

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ACKNOWLEDGEMENT

No task however small can be completed

without proper encouragement. In this I am greatly indebted
to Mr. Sandeep Dawar for being of immense help to us and
guiding me in the right track and giving constructive
suggestions during the entire internship. Mere words will
never be able to express the gratitude towards him, who not
only stimulated the idea of undertaking the project, but also
interacted with me frequently giving valuable advice during
critical stages of work.

My heartiest thanks goes to all people whom I

have contacted, for their cooperation and responsiveness;
namely Mr. Gora, Mr. Jha and many more people. I would
also like to take this opportunity for thanking Mr. Naveen
for his attention and guidance.

Finally I would like to be grateful to all those

who directly or indirectly have been of great help and obliged
me with their support and have helped me in converting my
collection of data and information into a finely polished
project.

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PREFACE

This Report will help us to study the market potential of

lower priced ball and gel pens between the range of Rs.3-
Rs.15 with reference to Luxor Writing Instruments. In this
report we will study the marketing strategies of these pens of
various companies that will help to extract information
regarding consumer tastes and preferences and thereby the
availability and the current position of Luxor pens in this
range in the market .This would eventually help the company
to improve on existing marketing strategies and develop such
pens that have a positive correlation with existing customer
tastes and preferences.

This report shall include the history, vision, value of Luxor

writing instruments, the marketing mix of the company in
relation to other existing competitors like Reynolds, Cello
Pens. This report shall be further followed by carrying out
quantitative research between the customers and the retailers
that would determine the tastes and preferences of people
with regards to these pens.

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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

CHAPTER 2:- 24 - 40

Choices of Various competitors

CHAPTER 3:- 41 - 47

Research Methodology

Scope

Research Process

Limitations

CHAPTER 4:- 48 - 79

Growth of pen industry in India (Introduction)

History of writing instruments

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Importance of Pens

Types of Pens

Origin of Pen industry in India

Production

Size of the Industry

Findings from questionnaire

The Inferences of the report

Conclusion

Bibliography

CHAPTER 5:- 80 - 92

Annexure

• Sample Questionnaire
• List of Retailers visited

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CHAPTER -1

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INTRODUCTION

The economies of the world are undergoing a rapid change,

with often wrenching transformation. The two major forces
underlying this change are Globalization with Technological
changes. The explosive increase in global trade and
international competition has led to Globalization. Also
technological changes have taken place with the passage of
time. This decade has witnessed remarkable advances in the
availability of information and spread of communication. The
markets of today are changing at an incredible pace.

Along with technological changes and Globalization, we are

also witnessing a power shift from manufacturing to retailing,
new retail forms, growing consumer price and value
sensitivity, diminishing role of man marketing. To protect
their profits, companies have primarily responded by cutting
their costs, re-engineering their processes and downsizing
their work forces. Yet even if companies succeed in cutting
their costs, they may fail to increase their revenue if they may
fail to increase their revenue if they lack marketing vision
with marketing know-how.

It is therefore necessary for companies to formulate broad

strategy and define a specific marketing mix and action plan

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to optimize their long run profitability. The company can

build in a set of controls so that it can evaluate results and
operate as learning organization thereby constantly
improving its marketing know-how. If we meet today's
tougher Indian consumers they are more demanding,
inquisitive, discriminating. They are no longer content with
planned obsolescence .They are no longer willing to tolerate
products that break down. They insist on high quality goods
they have, time, energy and calories, preserve the
environment that come from a manufacturer.

This means that companies have to work harder to gain and

keep the confidence of Indian consumers, especially those
who have been switching brands. For firms that have
responded well to this challenge, an important milestone has
been reached, they are truly consumer -oriented companies
practicing the marketing concept .These firms talk to
consumers to discover their needs and work hard to satisfy
them; and they do this in a systematic, goal oriented manner.

Firms operating internationally need to be aware that

consumer’s desires and expectations can differ by country.

Many times, these expectations are quite dissimilar from

Indian Consumers. For example German's are the world's

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toughest customers for athletic footwear. They routinely

review product specifications and expect retail sales persons
to show them that footwear will perform as advertised.
Italians Spaniards value high efficiency laundry detergents
and are able to discuss minor performance destinations
among brands. In contrast American's are more interested in
the fashionableness of athletic footwear, and are less
fastidious about laundry.

Marketing has been a neglected area in India for a number of

years due to the existence of protective controls and the
prevalence of a seller's market in most products. However,
the recent recessionary trends in our economy as well as the
increase in educational levels and sophistication of customers
has resulted in many of our businessmen finding themselves
in a buyer's market unprepared and indulging in heavy and
often ineffective advertising. This way an acceptance of the
marketing importance is clearly emerging on the Indian
horizon at present.

Marketing is not a fixed system of concepts. Rather

marketing is one of the most dynamic fields within the
management arena.

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The market place continuously throws out fresh challenges

and companies must respond. Therefore, it is not surprising
that new marketing ideas keep surfacing to meet the new
market place challenges.

In the highly competitive world, only those organizations

would survive, who respond positively to the fast changing
environment. This is more important for Public sector
undertaking which until now were working under the
protective cover of the state. The survival of such
undertakings including the cooperative sector is at state.
Unless these improve productivity, efficiency and introduce
professionalism in every aspect of business, the long term
survival is not possible.

Thus, the importance of marketing strategies cannot be

ignored. Strategies are the means of achieving the ends.
Based on objectives and when applied to business, they
govern the firm’s behavior in respect of acquisition,
allocation and effective utilization of resources necessary to
achieve the predetermined objectives within the given
environmental constraints. In fact, they provide an overall
direction for the functioning of an enterprise as well as the
accomplishment of the enterprise goals strategy can be
devised for a nation, industry or for a firm. It may be

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formulated in different areas of business activities such as

marketing, finance, personnel, public relations and
production. However, the formulation of strategy for
marketing is one of the most complex, dynamic and
challenging functions in any business enterprise. Marketing
strategy is complex and dynamic both in terms of inputs and
outputs. It is vital from the point of view of setting budgets,
projecting cash flows and even deciding what products to
make or when to buy.

Marketing strategy plays a crucial role by enabling the

company to meet its general objectives that is, to ensure
survival at a 'Profit' and success in relation to its competitors,
market share, market growth etc. To accomplish these
objectives, a sound marketing strategy usually outlines a
number of tactics. These may include the lowest cost, control
over distribution, product differentiation, effective promotion
strategy etc. Thus marketing strategy provides the direction
not only for marketing departments but for the overall growth
of the firm. Marketing strategy in contrast to marketing
planning is concerned with long term development,
implementation of policy, long range plans for achieving the
organizational goals, efforts to meet these challenges and
threats and also for securing business survival and success.

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It implies that marketing strategy is concerned more with the

improvement of existing products, development of new
products, new methods of production, exploration of new
markets etc. than with the cut and thrust of day to day
operations that is the current production and sales.

MARKETING STRATEGY - ITS RELEVANCE

TO THE PEN INDUSTRY

Marketing strategy is the prime mechanism to achieve

sustained growth and prosperity of the nation. It is the power
house for industrial growth. Like other industries, marketing
strategy has been found to be an important tool for expanding
sales of the Writing instrument Industry as well. Though with
the increased competition in the market and development of a
variety of pens, the pen manufacturers have started placing
greater reliance on marketing strategy to create a distinct and
unique position of their product and their corporate
positioning in the market.

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Tremendous progress has taken place in the Pen industry in

India since Independence. A number of large, medium, small
as well as cottage units scattered all over the country have
started manufacturing a wide range of pens. Major changes
have also taken place in the structure and demand pattern of
urban as well as rural markets. The pen industry has been
facing growing competition in the international market as
well which is becoming increasing important. Such
developments have inevitably increased the complexities in
marketing of pens in India. Therefore, it has become
imperative to involve effective marketing strategies to cope
up with the increasing competition in the market to gain a
larger market share through the delivery of more satisfaction
to consumers.

The Pen Industry offers ample employment opportunities to

millions of people in the peripheral sectors such as
distribution, field services, etc. The present production of
pens in India has created job opportunities for more than one
lakh people in the service sector of which most of these
people are self employed.

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INDENTIFICATION OF PROBLEM

Presently every country - developed or undeveloped or even

developing is moving ahead to achieve economic prosperity
as well as a higher standard of living of the proper dwelling
in it. Economic prosperity and higher living standard can
only be achieved through a rapid increase in production of
both goods and services produced within the country. India
too has made a considerable amount of economic progress
during the last three decades. Now it’s been more than 5
decades after we have achieved our much longed
independence, and not only has the volume of production
increased tremendously in various sectors like
pharmaceuticals, automobiles, FMCG, Telecommunication
etc. but also new products which were formerly imported are
also being manufactured within our very own country India.

However, a country's economic prosperity depends not only

on the volume of production, but also on the systematic,
efficient and equitable distribution of all that has been
produced in the country. Thus, equal distribution of the
production is also very important from the point of view of
economic prosperity.

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The National Marketing in India is very vast with it covers a

large canvas of more than 1100 million people, about
6,38,691 Villages, 561 Towns, around 593 Districts and 28
States, 7 Union Territories, with a varied geography of
deserts, plains, hills, mountains, plantations etc. having a
multiplicity of languages and varied business practices too.

So scientifically, the system of equitable distribution of

commodities would rather be impossible for any enterprise. It
would be very difficult for the enterprise to cater to the needs
of their very varied clientele and due to all the above
situations .The enterprises are likely to restrict their
operations and confirm it to limited geographic territories
unless there are excellent and cheap facilities for
transportation that are feasible and adequate. Then a wide
range of intermediaries especially retail institutions like fair
price shop, super bazaars, departmental stores, etc. can be
brought into the picture to reach the final products into the
customer’s hands. Due to all this, only the distribution system
is becoming more and more important. Now the essentiality
of the physical distribution system cannot be ignored.

Thus, this distribution system needs special attention under

economic planning. In knowledge acquired by us under the
present distributive mechanism, the composition of the

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system, its structure and the way the various links in the
system are related is at present are inadequate. Due to these
particular reasons, it is difficult to visualize clearly the
various administrative problems that are involved in the
physical distribution system present in India.

Now the marketing process is application to more than just

goods and services. Anything can be marketed including
idea, events, organizations, places and personalities. It is also
important now that marketing does not start with a product or
offering, but with a search for opportunities in the market
place. The study could not be treated with more statistical
analysis and our inability to do so has been due to 2 main
hurdles. First, we had to face a great apathy and reluctance on
the part of manufactures and traders in the disclosing of
information. They did not give us proper and relevant details
of marketing costs, trade margins as well as volume of sales.
Second, the blue print of the Govt. proved helpless in giving
any factual information on the composition and structure of
marketing organizations in this context. So, we can see that
although the Govt. gave the blue prints, yet they were not
proper enough to know the marketing organizations structure
without any proper and relevant information the results of the
study just fell through.

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The main objective of the study was:

To Identify the distributive functionaries that

operate between producers and consumers.

At that time there were very many intermediaries between

the producers of the goods and the ultimate consumers. These
intermediaries or middlemen received up to 60% of the price
paid to the producers. All these mal-practices had to be
curbed. Thus it was necessary to identify the distributive
functionaries between producers and consumers.

To Estimate the Marketing Cost spread.

Marketing costs includes all types of costs like advertising,

selling and distribution, packaging, transportation,
warehousing, storage etc. All these components form an
essential feature of the cost of marketing. The detailed study
of all these costs had to be known to come to a certain
concrete conclusion. Thus, this second study's main objective
was to determine and estimate each of the marketing costs
involved and the degree of each of their contributions.

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To suggest a least cost distributive system without

imparting the efficiency of distribution

In order to make maximum profits, least cost has to be made

in any activity. Thus, the lowest cost structure of all these
marketing costs had to be evaluated and suggested. But, it
also had to be kept in mind that quality did not have to be
compromised with. And the efficiency of the
system had to be perfect, so the suggestions of a least cost
distributive system was another important objective of this
study.

To recommend a fair margin to the trade after

examining the present margin and operation
expense

One of the essential objectives of the study was the

recommendation of a just and fair rate of profit. All the
expenses on the operational activities like factory expenses,
wages, distributive expenses, advertising etc. had to be
studied and tried to be curtailed. The present profit rate had
to be studied and reasons for the same had to be understood.

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Only then could proper measures could be taken to increase

profits and control operational expenses.

In this study a questionnaire was prepared and circulated to

150 retailers in Delhi to obtain information on the distributive
system followed by them. We have high hopes of a large
number of people participating, but only 120 retailers
responded. The bad part was that wholesalers and even
retailers did not take much interest. They responded very
poorly.
It is also observed that the feedback mechanisms are also
relatively poor. Since a majority of retailers were found to
have a very little idea about the change in consumer tastes
and preferences, they were all living in the last century. The
study further stated that in the present system, a majority of
retailers had little or no control over the products they sold.
As regards the margins of intermediaries, the margins of
wholesalers differed from variety to variety and the gross
margins were generally high in metropolitan markets. It was
also observed that the net profits as a percentage of capital
employed in case of wholesalers was 15% to 20% .Whereas
in the case of retailers, it was 3% to 4%.

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Further, the distribution of products through co-operative

stores such as super-bazaars, big -bazaars, etc. was found to
be of a very little significance. It was stated in the study that
if the cooperative institutions were to become effective
instruments of distribution and a vehicle of price
stabilization, their activities should be strengthened and
extended with additional credit and managerial resources
granted to them.

OBJECTIVE OF COMPARATIVE STUDY

BETWEEN VARIOUS BRANDS WITH
RESPECT TO LUXOR WRITING
INSTRUMENTS

• The study shall enhance the 7 P’s of Marketing mix i.e.

Product, Price, Place, Promotion, People, packaging,
Perception adopted by all these brands of pens along
with the Luxor writing instruments and where does
Luxur as a brand of pens stand in the current market
scenario .This would enable a marketer to craft a
marketing plan and adjust it in such a way that it would
lead to in identifying the problems pertaining in the
market with regards to Luxor pens and how can the

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company can pose competition in the lower range

category as well.
• The study shall indeed be helpful for the company to
identify the potential of Industrial or B2B marketing
that account for the long term contractual agreements
that are typical in supply chain transactions. Analyzing
the Market segmentation that involves dividing up the
potential market for the pens between Rs 3- Rs 15 into
groups of people who have similar needs, and then
addressing these needs in a focused way. This would
help company to craft a marketing plan and modify it
in such a way that it would help in-

1. Defining the Problem.

2. Identifying the market.
3. Market Share.

Thus keeping in view the importance and relevance of this

Pen industry, the research has been under taken to understand
this fast developing industry. The objectives of this particular
study are-

• To determine consumer preferences in respect of pen

brands.

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• To know the various reasons for which customers

purchase pen.

• To know the market share of various pen producing

companies.

• To understand the buying behavior of the consumers.

• Examine the existing organizational arrangement for

the distribution of products. Most importantly to throw
light on the hierarchical relationship that would be
reflecting the importance of this function in the overall
marketing organization.

• To analyze the effect of display on customer

purchasing.

• To understand relatives influence on customers in the

purchasing process.

• To analyze the margin of profits in various pens.

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• To determine Brand Loyalty and gainer / loser brands

associated with Brand switching.

• To check proper rotation of stock.

• To determine the main reason for 'Preferred' Brand.

• To determine comparative consumer brand preference

rating among 2 different types of pens.

• To determine comparative consumer perception of

consumer for pens between Rs.3-Rs15 with reference to
Luxor writing instruments

• To know the schemes available and what improvements

should be done regarding the availability of these
schemes.

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CHAPTER 2

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CHOICE OF FIRMS

Some of the major competitors in the Writing Instrument

Industry are as follows:

1) Linc Pen

Linc is one of India’s leading manufacturers and exporters of

ball pens, gel pens and all other Stationery Suppliers. It’s a
leading Exporter, Manufacturer of Ball Pen and other writing
instruments in India.

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Linc pen is India's Prime Manufacturer and Exporter of Ball

Pens, Roller Ball Pens and Gel Pens too. To endorse the
commitment, Linc has already taken up some programmes
with leading educational institutions and is closely related to
these programmes by financial support and writing
instrument.

Linc Pens believe that writing instruments form an integral

part of education and being responsible corporate citizens,
they make humble contribution to the society where literacy
seems to be a major issue. This prompted Linc to go for the
corporate slogan of Encouraging Literacy, a very apt
platform for a company dealing in Writing Instrument. Linc
has also put forward a commitment of contributing 1% of its
profits for promoting literacy drives.

Their Mission is to deliver innovative, user friendly and

better-quality products at best value to the customers,
keeping in mind the prosperity of the company and its
stakeholders. Their Vision is to establish Linc as a global
brand, known for its values, assertiveness and the acumen to
adapt to the ever-changing environment.

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2) Rotomac Pens

Rotomac Pens Pvt. Limited, belonging to a multi –million

dollar turnover VIKRAM KOTHARI ENTERPRISES, was
incorporated in the year 1992. The promoters and the
manufacturers had conceived this project with an objective to
provide a good quality and economically priced ball pens in
the market. Rotomac today is a leading manufacturer of
writing instrument in lower price range and has now
increased the product portfolio under its umbrella. Rotomac
is committed to manufacture and supply products of
consistently high and reliable quality to meet and / or exceed
the customer’s expectation and special needs – which
confirm to accepted international standard of Quality, Safety
and Reliability.

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Rotomac’s Quality Objective are-

- Top Management’s commitment for continuous

improvement for Total Customer Satisfaction.
- Adoption of Quality Management System in all spheres of
activities of the Company.
- Building up a long-term relationship with the trade,
customers and suppliers.

Rotomac’s quality control measures are very stringent and

demanding. Each and every plastic component that is
manufactured, is quality checked for defects and flaws at the
shop-floor level. That is once again done at different stages
of assembly. All the refills are checked manually as well as
batch-wise on write test machine. After this, there is random
checking of material that is packed and ready for dispatch.

Zero-Defect Manufacturing

All Rotomac plants are automatic for high precision work.

The state-of-the-art production has been sourced from
Germany. Many critical components are imported from
Germany, Japan, Korea and Taiwan .The result is a finely

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tuned instrument that delivers ‘super smooth and super fast’

writing instruments. The company is in the process of
establishing a Total Quality Management System and is a
candidate for ISO-14000. It is now a matter of great pleasure
for the employees at Rotomac Pens Limited to do everything
possible to adopt TQM system with an objective to deliver
greater customer satisfaction. Efforts are on to ensure that
the complete packaging process is untouched by hand with a
portfolio that encompasses over 70 products, at any given
point of time.

Recycling of Waste Material

Having a dedicated towards eco-friendly measures, Rotomac

maximizes the recycling of runner-weight plastic wastage
without compromising on sheen, gloss or strength of the
plastic molded parts.

3) Montex pens

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The goal to see the world proudly writing with the perfect
writing instrument led to the formation of Montex Group in
the seventies, headed by Mr. Raman Jain .Starting off as the
world’s largest manufacturer of nibs, the company carved its
niche in offering a host of quality writing instruments.
Montex became the only Indian company to have everything
– from manufacturing accessories to assembling under one
roof. Under the camaraderie of Mr. Raman Jain, Montex
today is a force to reckon, with a product profile as versatile
and innovative. Montex has been the first in India to
introduce Transparent Ball Pens, Trendy Fountain Pens,
Precision Tips, Gel Ink Pens, Roller Ink Pens, Tank Pens,
Rubber Grip Pens and Co-molded Pens. Montex is
recognized as a pioneer in the Indian pen industry with
innovations to its credit.

In its endeavor to offer the best, the company has combined

the advantages of its infrastructure with the uniqueness of its
raw material Supplying associates, who are world-renowned
names in their respective fields. The machineries used for
production are some of the biggest brands from Switzerland
and Germany. One up than all these is the thrust on regular
updates in the field, and also consistent research and

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development. The company has 3 state-of-the-art

manufacturing units, located in the commercial capital of
India – Mumbai, along with other prominent locations.

Montex is not only the most popular brand in India, but also
recognized world over. Its products reach out to over 35
countries in the world, covering almost all the continents.
Fountain pens, ball pens, gel pens and free ink system pens
are the broad categories, under which one could have several
models ranging in colors, design and packaging. All
categories have a choice of blue, black, red and green ink
colors. While price too plays an important role in defining the
range, of most importance is the distinctiveness of each
product.

As per the current market trends, the company foresees a

growth of 8-10% on annual basis in the next 5 years, coupled
with introduction of new models, upgraded technology,
competitive framework, planned distribution and promotions.

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4) Cello

Various pens under cello between Rs3-Rs15 are:

Techno tip (Rs.8)

Max riter (Rs.9)
Cello spirit gel 0.5 (Rs.5)
Retractable power (Rs.15)
Jolly (Rs.3)
Flo gel (Rs.10)
Cello Pointec gel (Rs.15)
Cello Mac gel (Rs.10)

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Cello is a leading exporter, supplier and manufacturer of Ball

pens, Gel pens and refills. The company took its first step 35
years ago as a low profile enterprise that slowly and steadily
grew to be the indisputable leader in the plastic industry of
India .In mid 1995-96, Cello came into its own by entering a
diversified and highly competitive field of writing
instruments. 'Cello Writing Instruments and Containers
Limited (CWICL) was born and a notable growth rate was
achieved immediately. From a turnover of Rs. 2.7 crore in
1995-96 to a turnover of Rs. 240 crores in 2001-02, CWICL
has remained committed towards providing a wide range of
versatile, top notch quality, state-of-the-art components and
foreign technology .From a modest production of 20 lac pens
per month, CWICL today produces 500 lac pens per month.

The Cello factory has a total area of 1, 00,000 sq. feet and
has strength of 3000 workers. With a marketing network of
40 Super Stockiest, 1900 distributors and a professionally
trained sales team of over 300, Cello manages to satisfy
millions of consumers in every corner of India .Today, Cello
is acknowledged as a quality brand in the urban and rural
markets of India. In addition, it has been well accepted by a

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wide range of corporate customers. Cello pens are favourite

in the Gulf, Middle East and Far East countries as well.

The makers of India’s favorite Cello pens, are a part of

Rs.800 crore (us$ 182mn.) Cello Group. Lauded as one of the
world’s best and India’s largest pen manufacturer’s and well
known for its dynamism and spirit of innovation ,Cello
ceaselessly endeavors to bring in the newest and the best of
technology to set new benchmarks in quality and innovates
constantly to blaze new trails in the market place.

5) Reynolds

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Various pens under Reynolds between Rs3-Rs.15 are:

Racergel (Rs.10)
Liquiflo (Rs.10)
045 Fine Carbure (Rs.6)
Bold Tip 040 (Rs.5)
Reynolds Jetter (Rs.15)

G.M. Pens International Pvt. Ltd. is the exclusive licensee of

Reynolds, France, in India and the SAARC countries
Headquartered in Chennai .G.M. Pens has pioneered the
writing instruments revolution in the Indian market.
Commencing operations in 1986, G.M. Pens introduced to
India, international quality writing instruments, and marketed
them under the brand name Reynolds. It was also the first
company to build a brand in a category that behaved more
like a commodity till then .Over the last 20 years, G.M. Pens
has invested substantially in building a large manufacturing

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base with facilities in Chennai and Pondicherry. A state of

the art R&D facility, one of the most sophisticated in the
Reynolds family worldwide, has ensured that the latest in
writing technology is available to the Indian consumers.

G.M. Pens offers the widest range of writing instruments and

accessories in the Indian market. A variety of writing
instruments including ball pens, gel pens, fountain pens,
mechanical pencils, markers, are marketed under the brand
name Reynolds. A continuous focus on consistent quality and
a constant endeavor to provide quality products at affordable
prices have ensured that Reynolds has been the numero uno
in the Indian writing instruments market. A substantial
investment has also been made in establishing the Reynolds
brand name through the mass media, especially through
television and press ads, in an effort to convert the category
from a commodity to a brand dominated one. The company's
products are available in three hundred thousand retail outlets
across India covered through a network consisting of 1800
redistribution stockists and 27 main stockists. This is
facilitated by a sales and marketing team of over 300
professionals.

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6) Calcutta based Schefields

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Schefield’s various products in this range are:

1.BALLPOINTPENS:-
Polo/Stickball
Rubber ball
Transparent Stick Pens
Frosty
Prism
EasyBall
Easy Grip
Elan
Golf
Direct Fill Pens

2.Retractable Ball Point Pens:-

Elite
Icon-Metal Version
Retro

3.GelPens:-
Gel1000
Speed Gel

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Gel500
Glitter Gel 1000S
Gel 2

Their mission is to be “The Write Choice, The World Over”.

Incorporated in 1994, Schefields Exports is today one India's
leading manufacturers and exporters of gel pens and ballpoint
pens. Schefields has grown from a modest turnover of USD
250,000 in 1994 to USD 3 Million in 2002. This growth has
been possible through an almost fanatical focus on quality
and customer service, which has won us customers around
the world in the global writing instruments market. Their
products have been widely accepted because of the
excellence in quality and our current exports cover a number
of countries around the globe, with our major markets being
in the USA, UK and Africa. Our specialty lies in OEM
manufacturing for the world’s top brands.

Schefields manufacture a complete range of pens for the

mass market, from the economical direct fill throw away ball
point pens to the top of the line smooth flowing gel pens.
Their products are carefully designed to suit requirements of
customers, from value added features such as rubberized
comfort grips for Western customers to economical designs

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for the African market. Products are also custom designed for
markets where specific modifications are needed to adhere to
laws such as the need for ventilated caps and absence of back
plugs in the United Kingdom.

They also provide services for development of custom

packing and printing for their products depending on the
needs of the customer.

Their manufacturing processes are instilled with a quality

focus to ensure that the end product is perfect in all aspects.
Each pen undergoes rigorous quality control and is inspected
at various stages in the manufacturing process, from
inspection of the components to writing tests and individual
inspection of the final product, to ensure that we deliver a
quality product. Many of their gel pens use tips imported
from Switzerland and inks imported from Germany / Japan to
give you smooth flowing and trouble free writing. All the
products are certified to conform to the major European
norms for product safety and performance.

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CHAPTER 3

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RESEARCH METHODOLOGY

Research Methodology is to teach and to save knowledge

from fossilization, such a step helps not only in the growth
of the subject but also in facilitating solutions of burning
problems. As an independent discipline, it helps solution of
immediate problems of business also .It is however,
necessary to evolve and shape methodical tools, designs and
techniques to improve quality. If marketing strategies are
good and effective; it will help to sell the product in an
effective manner to reach every part of the country,
specifically in rural and hilly areas, where distribution is
always a problem.
To form and test alternative and null hypothesis, we have
studied market research and its effect on marketing strategy,
long term and short term. Traditionally, hypothesis does not
hold well in present economic drive.

In order to test the hypothesis, the relevant data I have

selected from both Primary and Secondary sources.

(1) Primary Data

¾ Personal Interview
¾ Questionnaire.
(2) Secondary Data

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For primary data basis, I have collected information upon

sample basis, interview and personal survey by visiting
various shops. For collection of these data I have prepared a
questionnaire which is up to date in my knowledge. The
questionnaire has been filled up by various customers,
dealers and also retailers. The study was carried out at
various retail outlets and consumers. The survey includes
both observational study and direct semi-structure interviews.

SCOPE

There is a wide scope of this study. This study will help in

identifying the specific problems of marketing in the writing
instrument industry. A multidimensional approach is
proposed to put into application to analyze the respective
problems. The study aims at making an effort to evolve a
suggestive model with all the facts and marketing strategies.

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RESEARCH PROCESS

The present research study is descriptive cum analytical type

of study. The major purpose of this research is to find
description of the state of affairs as it exists at present in the
content of pen marketing in India. The facts and
information’s already available have also been used.

A brief over view on the research process of the present study

is as follows:

(1) Research Problem

The present research problem in the context of the

marketing strategies of the pen industry was
formulated. An understanding about the problem could
be developed with the discussion held with experts of
the subject, colleagues, and officials associated with the
pen industry. I was acquainted with the problem
through the review of conceptual and empirical
literature available on the subject.

(2) Hypothesis

Proper marketing strategies of the pen Industry will

help all the pen companies. In this pen industry
flourishes, it will help generate employment

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opportunities in our country. It is one of the fast

developing industries and also the indicator of the
standard of living of a nation. Good marketing
strategies would help develop the pen Industry and the
Indian Economy as a whole.

(3) Research Design

After formulating the research problem and hypothesis,

the research design was involved. This design had to suit
the requirements of the present study, had to explore and
also describe and diagnose the problems of the study.

(4) Research Instrument

For the collection of information a questionnaire was

designed which was structured and none disguised type
and was administered as per schedule. It included many
close ended as well as few open ended questions.

(5) Sample Design

The study was carried out in DELHI. It has covered about

100 retailers and wholesalers and consumers each .Out of
these Central Delhi was studied more closely.

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(6) Sampling Procedure

The sampling procedure used was random, keeping in

mind proper representations in all areas.

(7) Collection of Data

For the study, both primary as well as secondary data

was collected. Primary data was collected by the
Questionnaire and personal Interview method.
Secondary data was collected through published
materials, Newspapers, Journals, Proceeding, Books,
and Websites etc.

(8) Analysis of Data

The data collected have been codified and tabulated.

Relevant statistical relationships have been established
and analyzed. The analysis of data helped in
understanding the marketing strategies. Besides this,
various problems, which came in the way of marketing,
have been identified. The analysis of data has been
presented in the respective chapters of this thesis. The
data has been interpreted to arrive at some concrete
conclusions. The problems identified in regard to
marketing strategies and suggestions to overcome the
problems, have also been evolved on the basis of

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interpretation of data, various statistical methods,

formulations and techniques have been applied for
interpretation of data.

Finally an attempt was made to give a shape to the study in

the form of a report.

LIMITATIONS

The analytical study emphasizes the marketing aspect of

pens. Data released by the pen industry on production and
consumption etc. of pens is not very reliable because of
inhabitant characteristics of maintaining secrecy by the
industry so that they may not be exposed to the Government
and General Public. Applications of sophisticated methods
are not possible because of the lack of resources and the
limitations of time. Since, the conclusions drawn are based
on limited data; they remain subject to modifications and
corrections.

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CHAPTER 4

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GROWTH OF PEN INDUSTRY IN INDIA

How the pen market changed

Fountain Pen:

Lewis Waterman patented the first practical fountain pen in

1884. Writing instruments designed to carry their own supply
of ink had existed in principle for over one hundred years
before Waterman's patent. For example, the oldest known
fountain pen that has survived today was designed by a
Frenchmen named M. Bion and dated 1702.

However, early fountain pen models were plagued by ink

spills and other failures that left them impractical and hard to
sell. The fountain pen's design came after a thousand years of
using quill-pens. Early inventors observed the apparent
natural ink reserve found in the hollow channel of a bird's
feather and tried to produce a similar effect, with a man-made
pen that would hold more ink and not require constant
dipping into the ink well. However, a feather is not a pen,
only a natural object modified to suit man's needs. Lewis
Waterman's idea was to add an air hole in the nib and three
grooves inside the feed mechanism.

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A mechanism is composed of three main parts. The nib,

which has the contact with the paper, the feed or black part
under the nib controls the ink flow from the reservoir to the
nib.

The round barrel that holds the nib and feed on the writing
end protects the ink reservoir internally (this is the part that
you grip while writing).All pens contain an internal reservoir
for ink. The different ways that reservoirs filled proved to be
one of the most competitive areas in the pen industry in
early19th century .There are nine standard nib-sizes, with
three different nib-tip cuts: straight, oblique and italic.

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Ballpoint Pen:

A Hungarian journalist named Laszlo Biro invented the first

ballpoint pen in 1938.Biro had noticed that the type of ink
used in newspaper printing dried quickly, leaving the paper
dry and smudge-free. He decided to create a pen using the
same type of ink. The thicker ink would not flow from a
regular pen nib and Biro had to devise a new type of point.
He did so by fitting his pen with a tiny ball bearing in its tip.

As the pen moved along the paper, the ball rotated picking
up ink from the ink cartridge and leaving it on the paper. The
British Royal Air Force needed a new type of pen, one that
would not leak at higher altitudes in fighter planes as the

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fountain pen did. Their successful performance for the Air

Force brought the Biro pens into the limelight.

The highly popular modern version of Laszlo Biro's pen, the

BIC Crystal, has a daily worldwide sales figure of
14,000,000 pieces. Biro is still the generic name used for the
ballpoint pen in most of the world. The Biro pens used by the
British Air Force in W.W.II worked. Parker black ballpoint
pens will produce more than 28,000 linear feet of writing --
more than five miles, before running out of ink. This is the
change in the use of the Fountain pen to Ballpoint pen further
we got introduced with Gel pens but still the market of the
ballpoint pens hold good.

Gel Pen:

Gel Pens were invented by the Sakura Color Products Corp.

(Osaka, Japan), who makes Gel Roll pens and was the
company that invented gel ink in 1984.

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INDIAN MARKET OF PENS

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 leaders in this market are
Cello. Luxor Writing Instruments Pvt Ltd has introduced
Watermann Exception Solid Gold Pen worth Rs 10 lakh at
the inaugural ceremony of the company’s exclusive retail
showroom Luxor Signature.
Comment from ACNielsen (world's leading marketing
information provider)
“Pen market previously suffered from lack of organized
information on the market size or market shares of various
players, since most players are not listed companies and
distribution was mostly limited to stationery stores,”

Pens market in India recorded a value growth of 82%

Survey done by the India’s leading market information
providing company ‘AC Nielson’ on pen market in year
2006. They come to know that ballpoint pen is still a market
leader by acquiring a large portion of the market. There is a
ratio of 72% to 28 % for ballpoint to gel respectively. In

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urban areas about 10.9 lac. of stores are selling pen, in the
selling year of 2005-06 itself recorded a growth of 23%.

The Pen market across the world is Rs 50,000 crore and in

India market is only Rs 1500 crores and growing at the rate
of 9 per cent. 60% sales come through organized sector and
balance from unorganized. And the luxury segment 95%
sales come through grey market. Most of the luxury writing
instruments are picked by on travel abroad. Off this nearly
99% is sale through stationery and kirana stores. The entire
market is disorganized. And the grey market plays a very
crucial role in supplying hi-end, premium writing
instruments. The industry is just evolving and consolidating
to supply genuine and quality pens to Indian customers. In
terms of quality of pens, India ranks amongst the best in the
world, well ahead of even China. But, its export market is
abysmally low at Rs 200 crore, while China exports Rs 5,000
crore worth pens every year .Indian manufacturers are only
now beginning to focus on global markets. The luxury and hi
end pen market is only 1 per cent of the total market size of
India i.e. 15 crore. The gold and the sterling silver range
branded Waterman 100 retail between Rs 2, 00, 00 to Rs
4, 00,000.

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EXPECTED EXPANSION OF THE INDIAN

PEN MARKET

Indian pen manufacturers see this segment as a potential one

in the coming years. Many have set up a separate division to
handle this market segment, as the `free gift-on-every-
purchase' campaign uncorked by FMCG companies is
acquiring a shrill note.
Mr. Ronnie Netto (Director of Today's Writing Products
Ltd (TWPL) said –
"We noticed this trend about two years ago and it has
picked up since then. Last fiscal, our revenue from this
segment was over Rs 10 crore of our total turnover of Rs 80
crore. And this fiscal ,we expect it to almost touch the Rs
20-crore mark .We have set up an exclusive division to
handle such orders, as they require personalized service.
We estimate this market segment to grow to Rs 500 crore in
the coming years, now; Indian manufacturers are
beginning to reach out to the overseas market. After UK's
Pound land tied up with TWPL to have Today's brand of
pens in its chain of stores, we expect to export pens worth
$1 million to UK in the current fiscal,"

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Another area that is opening up for Indian pen manufacturers

is the trend among overseas stationary companies to
outsource their pen requirements from India. In 2006, about
10.9 lac stores across urban India take the product in stock at
present which represents a distribution growth of 23 percent
within a year (April06 over July’05). The increased
distribution has brought about a phenomenal growth for the
pen market of 82 percent in sales.

The sales peaked in the months of February and March

owing to exam season and touched maximum in the last
eleven months .There is a consistent month-on-month growth
in the writing instruments industry fuelled by competitive
pricing and product innovation. Today, one can buy a Gel
pen for rupees two and can choose from a wide variety of
pens - with easy grip to water-proof ink .Although the writing
instrument market is led by well known names like Cello
,GM (Reynolds), Jineshwar (Montex) etc. Smaller players
such as Lexi, Agni and Elkos for examples have also been
able to maintain their share on a regional or select pocket
level.

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LUXOR WRITING INSTRUMENTS

HISTORY

Founded in 1963 by Mr. D.K. Jain , the Luxor Group has

emerged as the undisputed market leader in the writing
instruments industry – both in India and abroad. During the
journey spanning nearly five decades, the Group has
relentlessly pursued an upward growth path and our long-
term goal of building a globally acclaimed, well-diversified
conglomerate is turning into a reality.

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Stepping Stones to Success

What started as a small venture in the crowded lanes of Old

Delhi, has evolved into India’s No. 1 manufacturer and
exporter of writing instruments – operating 10 state-of-the-art
facilities in NCR-Delhi and Mumbai and producing more
than one million pens a day. Today, Luxor products enjoy
unrivalled patronage not only in India but in more than 75
countries across the world. In a survey conducted in 2004,
Luxor has been declared an Indian Super brand, the only
company in the writing instrument industry to be bestowed
this honor. In the five decades since its inception, the Luxor
Group has been continuously raising the bar in technological
competence and gaining recognition as a leader and
innovator.

Under Mr. D.K Jain’s able guidance, the company started

producing home-grown Indian pens using backward
integration and leveraging the most advanced technologies.
The Group currently manufactures a wide array of writing

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instruments, stationery and accessories – catering to an

extensive range of consumers with diverse preferences. The
Luxor brand is a registered trademark in more than 120
countries and belongs to an exclusive club of top 101 brands
hailing from various industry segments in India.

The Luxor Group pioneered fiber-tip and roller ball pens in

India way back in 1975 – creative innovations which
instantly caught users’ fancy for their superior performance,
great convenience and distinct style. In 1982, the company
joined hands with Pilot Corporation of Japan and brought the
Pilot ‘hi-tec’ needle point pens to India. Another major
breakthrough came in 1986 as Luxor introduced permanent
markers, dry safe ink markers and fluorescent highlighters to
address the diverse requirements of its global clientele. The
company offers a dazzling array of products to meet the
sketching, drawing and coloring needs of junior citizens.

Bringing in the Brand Edge

The 90s were significant in more ways than one as the Luxor
Group continued to thrive even in the face of fierce
competition from large multinationals and leading

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international brands. In a bid to ensure incremental growth,

the Group chose 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. Keeping in mind the resounding success of the Luxor-
Pilot tie-up, the Group decided to follow the same strategic
approach with Brand Parker in 1996. Paper Mate (1999) and
Waterman (2003) followed suit and the Luxor Group now
acts as their preferred business partner in India, holding the
manufacturing and marketing franchise. Positioned as
premium lifestyle accessories instead of everyday utility
item, the Parker and Waterman from the House of Luxor
remain the preferred choice of the upwardly mobile.

Celebrity endorsements were also sought to promote these

high-end writing jewels, and legendary movie star, Amitabh
Bachchan, was signed up as the Parker brand ambassador.
Never an organization to rest on its laurels, the organization
has further conceptualized the Louis Charron range in 2006 –

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an exclusive collection of designer pens coveted by the

discerning. Luxor also plans to unleash a range of
accessories, such as key chains Diversification Drive
taking forward its unbeatable saga of excellence and total
customer commitment, the Luxor Group today is diversifying
into various fields. From Hospitality and Real Estate to
Retail, the ventures are many and the new initiatives are
working out well to propel the Group to greater heights.

What Sets Luxor Apart

Over the years, the Luxor Group has been bestowed

numerous Awards and Certifications for Quality, innovation
and product design. The Group lays great emphasis on
Research and Development to bring the best writing solutions
to its vast customer base while leveraging cutting-edge
technologies and best industry practices to enhance product

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quality and performance. Luxor’s unfailing commitment to

Quality has been further endorsed by a series of ISO
certifications which ensure flawless compliance with
international standards. The company also takes greatest
possible care to ensure the safety, health and welfare of its
staff and the communities living around its facilities. Luxor’s
fundamental purpose is to cherish the vision of growth in
established and new domains, and foster sustainable and
integrated growth. With an impressive past and a powerful
present to guide it forward, the Luxor Group is all set to build
upon its achievements in the years ahead.

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Questionnaire for Retailers

Qs1-Who are the frequent buyers of pens in the price
range between Rs3-Rs.15? (Opt for 1 or more than 1)

Students Servicemen Businessmen Other

Professionals

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Qs2-Maximun sales under the price range between Rs3-

Rs.15 are for which brand of pens? (Rank in order of
sales)

Luxor………Reynolds……….Cello………Rotomac………
Linc……….Others………

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Qs3-Maximum schemes are being offered by which brand

of pens?
Luxor………Reynolds……….Cello………Rotomac………
Linc……….Others………

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Qs4-When people buy pens what among the following

options do they prefer? (Rank as per the priority)

Price.…….Quality………Refillable……….Schemes………
Looks of the pen………

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Qs5-Sales of pens between the ranges of Rs3-Rs.15 are

high during which period of time?

High during exams Stable throughout the year

when new schemes are introduced.

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Qs6-Your best business deal is with which company of

pens?

Reynolds Cello Luxor Linc Rotomac

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Qs7- Do you think that Brand endorsement by celebrities

is really helpful in boosting sales of pens?

Yes NO

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Questionnaire for customers

Qs1- How frequently you purchase a pen?

Once a week once in 15 days bulk purchase

beg/borrow/steal

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Qs2- Which pen strikes first in your mind when the

range is between Rs.3-Rs.15? (Check only one):

Luxor Reynolds Cello Rotomac

Linc Any other

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Qs3-Are you conscious of status while purchasing a pen?

Yes No

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Qs4-From where did you come to know about the pen you
use?

Advertisement Colleagues Friends

Retailers

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THE INFERENCES OF THE REPORT

General analysis

LWIPL launched its first brand of pens in 1963-The Artistic

Fountain Pen. However, owing to its small scale of
operations during that time, pens were made available in just
Delhi and the surrounding areas. Although, the range of pens
under Luxor, in the lower price category is way too less still
as compared to the competitors that have captured a major
chunk of the current market .Cello occupies the topmost
position followed by Linc pens in this lower price pen
category.

During late 1960’s, Artist brand was renamed as Luxor. In

1982, LWIPL launched Pilot 05 micro tip pens with needle
point technology priced at Rs.10. This was the first model of
pilot pens officially launched in India.

The maximum sale of lower priced pens was made by the

retailers by selling a huge 60% of the total to mere students
only. The second largest sales were made to the servicemen
with 25% and then the businessmen with 10% respectively.

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According to the research done by us, the maximum sales of

pens under the price range of Rs3-Rs.15 was acquired by
Cello i.e.60% followed by Linc, Reynolds with 5% and
Luxor pens only 2%under the lower price category. Also
maximum schemes to the retailers were given by the pioneer
again being Cello.

According to the survey done with the retailers, they believed

that a majority of customers look for the quality of pen and
then the price. Then after that, they see whether it is refillable
or not. The looks of the pens in this price range are usually
least preferred.

The sale of these pens was found to be stable throughout the

year with 90% and the best deal of the pens that the retailers
felt was with Cello again with 45%, Linc 25%, Reynolds
15%, Rotomac 10% and the least being Luxor 5%.

As far as the promotion is concerned, when asked by the

retailers; 80% of them said that the celebrity adds do not help
in increasing the sales volumes as there are hardly any
advertisements of Luxor pens under lower price category.

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On the other hand, if we consider the consumer view point,

they too gave preference to Cello with 39%, Linc 26%,
Rotomac 10%, Reynolds 7% and the least Luxor that was
only 2%. 50% of the customers bought these pens once in 15
days whereas 25% once in a week. 15% begged borrowed or
stole and the remaining 15% went for a bulk purchase. A
majority of 70% of the customers were not conscious of their
status while buying the pens ranged between Rs.3-Rs.15.The
questions whether the advertisement helps in enhancing the
sale of these pens proved to be almost futile as there are
hardly any advertisements and only 15% people said that
they came to know about the pens from the advertisement.
Rest 39% came to know from the retailers and 275 from
friends.

Promotion and Positioning

LWIPL promoted its products primarily through ad
advertising in the print and television media. The company
hired several advertising agencies in the past two decades.
The first advertising agency hired by LWIPL in the 1980s
was 'Creative Works', to promote its Pilot pens.
In the early 1990s, the company shifted to another agency,
RK Swamy/BBDO. In 1996, the advertising account of

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Parker was awarded to McCann-Erickson, while the Luxor

and Pilot brands remained with RK Swamy/BBDO.

Suggestions

Most of the retailers were unsatisfied with the pending

schemes that luxor has been providing to them. They
suggested that no schemes should be left pending. Another
aspect which they highlighted was that the company did not
work at all towards the promotion. Neither did they provided
banners or stands for that matter for display on the shops due
to which the attention and focus of the customers could not
be tapped. Most of them suggested that there should be
introduction of new product lines under this range with
sufficient availability at the same time so that Luxor can get
into the rat race under the given price category.

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CONCLUSION

The production of pens in India has been steadily growing

since the beginning of the twentieth century. It is still
expected to register a sharper rise in the next decade. The
Industry is widely dispersed comprising of large size units
and small sized units. The pen industry is basically a labor
intensive having vast employment potential.

Due to this there is a greater need for a well knit distribution

system to help the industry to grow and meet the needs of
millions and millions of Indians who are striving to achieve a
higher standard of living.

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BIBLIOGRAPHY

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

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CHAPTER 5

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ANNEXURE
Questionnaire for customers

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

Address ...…………………………………………………………………….........
………………………………………………………………………………………
City:……………………………… State: ………………………………

Zip:

Telephone:……………………………... Mobile: ……………………………

Date of birth: ……………………………… Sex: Female Male
Occupation(Tick) : student/businessman/service

Please circle the preferred option:

Qs1- How frequently you purchase a pen?

Once a week once in 15 days bulk purchase beg/borrow/steal

Qs2- Which pen strikes first in your mind when the range is between Rs.3-
Rs.15(check only one):

Luxor Reynolds Cello Rotomac Linc

Any other

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Qs3-Rank the remaining above brands of pens according to your preference?

1……………………..
2……………………..
3……………………..
4……………………..
5……………………..

Qs4-What motivates you to buy this pen?(Rank according to preference)

Price .…….Quality………Refillable……….Availability………Looks of the

pen………

Qs5-Do you use separate pens for signing and writing purpose?

Yes No

Qs6- If Yes then which pen do you use for signing purpose and for writing
purpose?

For signing purpose …………………………………

For writing purpose ………………………………….

Qs7-Are you conscious of status while purchasing a pen?

Yes No

Qs8-From where did you come to know about the pen you use?

Advertisement Colleagues Friends Retailers

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Qs9-What is your take on Luxor Pens?

………………………………………………………………………………………

Qs 10-Should we consider the change in looks for Luxor pens?

Yes No

Qs11- 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.

………………………………………………………………………………………

Qs12-Your suggestions as to how Luxor can expand the market in lower

price range..We will be glad to have your suggestions?

………………………………………………………………………………………

Thank you for your help!

Questionnaire for Retailers

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

Address(Outlet):………………………………………………………………………

…………………………………………………………………………………………

City:…………………………………… State: ……………………………

Zip:

Telephone: ……………………………… Mobile: ……………………………..

Date of birth: ……………………………… Sex: Female Male

Qs1-Who are the frequent buyers of pens in the price range between Rs3-
Rs.15?(Opt for 1 or more than 1)

Students Servicemen Businessmen Other Professionals

Qs2-Maximun sales under the price range between Rs3-Rs.15 is for which
brand of pens?(Rank in order of sales)

Luxor……… Reynolds………. Cello……… Rotomac………Linc……….

Others(please specify)………

Qs3-Maximum schemes are being offered by which brand of pens?

………………………………………………………………………………………

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

Price .…….Quality………Refillable……….Schemes………Looks of the

pen………

Qs5-Sales of pens between the range of Rs3-Rs.15 is high during which

period of time?

High during exams Stable throughout the year when new schemes
are introduced.

Qs6-Your best business deal is with which company of pens?

Reynolds Cello Luxor Linc Rotomac

Qs7- Do you think that Brand endorsement by celebrities is really helpful in

boosting sales of pens?

Yes No

Qs8- Highest Retailers margin in %age provided by given brands?

Luxor Reynolds Cello Others (please

Specify)…………………

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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Qs10-Your valuable suggestion for Luxor to capture market share in lower

price range?

………………………………………………………………………………………

Thank you for your help!

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List of retailers
o Garg book depot, Dwarka 9891814430
o Nagpal Stationers, Shiv Nagar 011 5512394
o First Choice, Jnakpuri 41576780
o Tirupati Stationers, Rohini 9810715480
o Harsh Stationers, Shalimar Bagh 9871656953
o Enkay Enterprises, Jhandewalan Extn9811577424
o A.S Sales, Dwarka 9811526456,9210312436
o Bajaj Stationers, Nai Sarak 011-23275164
o N.R Stationers, Moti Nagar 9818595857
o A-One Stationers, Moti Nagar 93122-36732
o Himgiri Enterprises, Nai Sarak 9810074967
o Suri Stationery Mart, Chawri Bazar 23262904
o Navneet Book Depot, Moti Bagh 9891812464
o Budaniya Book Shop Punjabi Bagh 32991066
o Ashoka Stationers, Moti Nagar 9811013523
o Pankaj Books and Stationers, Rohini 27050474
o Sumukh Stationery, Kamla Nagar 9968383049
o Bhatia Store, Kamla Nagar 30722801
o Triveni Book Centre , Ranibagh 9899266757

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o Mool Chand Hoshiar Singh, Chawri Bazaar

9868189564
o Vijay Stationery Mart, Jhandewalan Extn
9212048456
o Satija Book Sellers,Pitam Pura 9899359966
o Suri Book seller and Stationer, lajpat nagar-4
20600810
o Balaji Books and Stationers, Dwarka 28052655
o Kohli Stationers , Jhandewala 23620900
o Bon Bon Mart,Paschim Vihar 9899862877
o Khanna Stationers, Netaji Subhash Marg
9811304543
o Arushi Stationers & General Store, Mukherjee
Nagar 9810211021
o J.K Stationers, Nai Sarak 9811046093
o Jai Photocopier& Stationery, South Moti Bagh
o Guruji Copy House, Uttam Nagar 9968112662
o Sri Krishna Statiners, Janakpuri 9871457923
o Saket Book Depot, Saket 011-46067331
o Punjab Paper & Stationery Mart Moti Nagar
25432373
o Naveen Stationers, Saraswati Vihar 9818231329

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o Muskaan Stationers & Photostat, Netaji Subhash

Place 9899007288
o Grover Sons, Moti Nagar 011-25939571
o S.G Stationers , Dwarka 9811526456,9210312436
o Neeraj Stationers,Uttam Nagar 9818470915
o Garg Enterprises,Rohini 9350210606
o Raj Book Distributors, Janakpuri 9213931177
o Rajesh Stationers, Paschim Vihar 011-25259098
o Pankaj Stationery,Samay Pur 011-7881479
o Aggarwal Stationers, Suroop Nagar 9213852404
o Anita Sales Corpn, Rajendra Place 011-25811022
o Reliable Paper Products,Pahar Ganj 011-3354018
o R.K Stationers, Satya Niketan 011-26118882
o Bansal Stationers, Satya Niketan 011-26114616
o Garg Book Depot,Moti Bagh 2 9910980108
o Satija Book Sellers , Pitampura 9899359966
o Avon Book Centre, Pitampura 9891171338
o Stanza, B block market,Prashant Vihar
9899989977
o Kailash Stationery Store, Kamla Nagar 23846915
o Gulati Book Depot,Prashant Vihar 9911352938
o Rastogi Book Depot,Delhi Cantt 011-25690880
o Total Stationery, Vikaspuri 9310075424

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o Tyagi Book Depot & Stationers ,Vikaspuri

45566838
o Pen Palace,Ramesh Nagar 9899458174
o Tyagi Book Depot,Vikaspuri 011-65866353
o Garg Book Depot, Dwarka 9891814430
o Himgiri Enterprises,Nai Sarak 9810074967
o Dass Stationers,west Punjabi Bagh 65745351
o National Stationers,Karampura Complex
41427279
o Laboratory Engineers,Rajendra Palace
9212067645
o Anil Pustak Bhandar,Janakpuri 011-25504519
o Arora Stationers,Vivek Vihar 9212376948
o Jain Stationers,Uttam Nagar 55722145
o Garg Stationers,Narela Mandi 9210198694
o Jagdamba Satationery, Rohini 011-27894252
o Star Enterprises,Kamla nagar
o Maharaja Stationery Mart, Naraina 41412318
o Garg Enterprises, Karol Bagh 09312990596
o J.K Stationers, Nai Sarak 9811046093, 23271932
o Cyber Den, Dwarka 42760247,42760249
o Garg Stationers, shakur pur 9210190803
o Guru Nanak Book Depot,Vikas Puri 28541783

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o Mahajan General Store, Naraina 41410691

o Aswal Book Depot, Moti Bagh1 9971031048
o Sanjay Book Depot, Moti Nagar 011-65753934
o Metro Stationers, Janakpuri 9871341110
o Swastik Book & Stationers, Janakpuri
9811373601
o P.K Book Depot, Hiranki road 9212262560
o Vijay Book Depot, Paschim Vihar 9811929129
o Manoj Book Depot, Narela 9811573751
o Pashupati Stationers , Uttam Nagar 9212189082
o Guru Tegh Bahadur Stationers, Vikas puri
25594839
o Shiv Shakti Stationers,Rohini 9313603651
o Khandelwal Stationers,Uttam Nagar 9213421006
o P.K Book Depot 92133-22560
o Sethi Pustak Bhandar,Mukherjee Nagar
9313760672
o Janta Book Depot,Dwarka 65664485,28081720
o Pankaj Satationers, Janakpuri ,community centre
25528325
o Hello Book Depot, Vikaspuri 55344947,5045041
o A.P Supplier ,Janak puri 9810534683
o Vijay Store, Janak puri 011-25558000

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o Nayyar Book Depot, South Moti Bagh

9891343210
o Swastik, Cawri Bazaar 9810657324
o Joginder Agencies, Jhandewalan extn
98118488426
o Ashoka Stationers, Moti Nagar 9811013523
o Read and write Stationery, Ambika Vihar

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