1

A
Research Report
ON

A Study on Brand Image of Kokuyo Camlins Scholastic Products in New
Delhi- In Reference To Coloristic

SUBMMITED FOR
FOR THE PARTI AL FULFI LLMENT OF THE REQUI REMENT
FOR THE AWARD OF
MASTER OF BUSI NESS ADMI NI STRATI ON

UNDER THE GUIDANCE OF: SUBMITTED BY
Dr.Mahima Kaushik Gauri Shankar Rai
MBA-4
th
sem
Enroll No.: 1203102094


SCHOOL OF BUSINESS
GALGOTIAS UNIVERSITY
Batch-2012-2014
GREATER NOIDA


2

Certificate From Faculty Guide

This is to certify that the project report.has been prepared by
Mr./Ms..under my guidance. The project report is submitted towards the
partial fulfillment of 2 year,full tme Master of Business Administration.


Name:
Sign of Faculty:
Date:











3


DECLARATION

I hereby declare that the report A Study on Brand Image of Kokuyo Camlins Scholastic
Products in New Delhi- In Reference to Coloristic. is a bonafied record of the work done
by me at Kokuyo Camlin Ltd. at New Delhi new towards the practical fulfillment of
requirement for degree in post graduate programme in management Master of Business
Administration under the supervision and guidance of Dr.Mahima Kaushik and this project
report have not been submitted anywhere else previously for award of any degree.


Place:
Date:
GAURI SHANKAR RAI







4



ACKNOWLEDGEMENT
Research report programme is an aim to give practical orientation to the student, to provide
an opportunity and to try and relate the theoretical aspect to the actual challenges in the
industry. However, it goes with saying that proper guidance from experts will broaden the
horizon of knowledge.
Thus, success of any work would be incomplete unless the researcher mention of the people,
who made it possible by spending their valuable time and knowledge with me. Researcher
considers it as a privilege to express through a paper of this report a few words of gratitude
and respect that inspired me in my training.
Researcher express his deep sense of gratitude to Dr.Mahima Kaushik for him guidance and
kind support without which the study would not have been possible.
lastly Researcher would like to thank all my friends for extending their cooperation to me in
presenting this report.

GAURI SHANKAR RAI







5



PREFACE
Someone has rightly said that practical experience is far better and closer to the real world
than mere theoretical exposure. The practical experience helps the student to view the real
business world closely, which in turn widely influences his/her perceptions and
understanding of the real situation. Research work constitutes the backbone of any
management education program. A management student has to do research work quite
frequently during his entire life span.
The research work entitled A Comprehensive Study on Brand Image of Kokuyo
Camlins Scholastic Products in New Delhi- In Reference to Coloristic aims to know
Wholesalers & retailers awareness regarding Kokuyo Camlin and the products offered by it.
The present report is a part of the project that contains the work done by me during the
training period at Kokuyo Camlin Ltd., New Delhi.
True to the core, a properly and executed industrial training helps a lot in providing linkage
between the student and the industry. It develops the awareness of industrial approach to
problem solving based on a board understanding of the mode of operation of industrial
organization.
This project has offered me an opportunity to put all my efforts and the theoretical knowledge
to practice and enhance my knowledge, and at the same time, given me practical experience
in the field of marketing. It is surely going to help me in my future projects too.
In the preparation of this report, I have made every effort to ensure that all steps involved in
development of this project are adequately covered and the report be completed in it.

6

I sincerely hope that this project will prove pure knowledge imparting, through provoking
and thus stimulating future research work on these guideline.
TABLE OF CONTENTS

EXECUTIVE SUMMARY.....8
COMPANY HISTORY..........10
COMPANY PROFILE......26
COMPANY BACKGROUND..37
PRODUCT PORTFOLIO.....41
OBJECTIVES OF THE STUDY......69
LITETURE REVIEW....71
SCOPE OF THE STUDY......73
RESEARCH METHODOLOGY..........75
Research Design
Collection of the Data
Sample Design
Sample Size
Sample Unit
Sample Techniques
SOWT ANALYSIS.78
ANALYSIS OF DATA...81
FINDINGS......93
RECOMMANDATION & SUGGESTION ...95
CONCLUSION...96
LIMITATION OF THE STUDY..98

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BIBLOGRAPHY....99
OUETIONNAIRE.101























8



EXECUTIVE SUMMARY
This study was conducted with a view to figure out Kokuyo Camlins standing among
Wholesalers & Retailers in New Delhi and also to find out the customers preferences
with respect to coloristic products. The various parts of the report have been categorized
under various heads including: Executive Summary, Research Methodology, Literature
Review, Findings and Analysis followed by Recommendations made on the basis of the
findings of the study. These sections are followed by a Case study analyzing the present
situation of Kokuyo Camlin in New Delhi.
Agrawal Enterprise was the clear cut winner in the dealership rating exercise. The
mapping exercise showed the presence of three main pockets of dealerships in New
Delhi. The customer satisfaction study pointed out that Kokuyo Camlin should try to
enhance its brand visibility to attract prospective customers and focus on power and style
in its ad campaigns to attract its target customers.
It is also seen that Kokuyo Camlin is focusing on the Premium segment of school
range Colour Products which are slated to welcome new players. Kokuyo Camlin would
have to constantly innovate and come up with new products to maintain its dominance in
the segment.







9


























10

Painting the future
KOKUYO KAMLIN LIMITED























11






















Company History - Kokuyo Camlin
YEAR EVENTS

12

1946






The Company was incorporated on 24th December, as a
private limited company with the main object of taking over
the running business of M/s. Dandekar & Co., which was
founded by late G.P. Dandekar and D.P. Dandekar in 1931
at Girgaum, Mumbai.

The Company manufactures stationary products, art
materials and Pharmaceuticals. The Company was
converted into a public limited company on 24th March,
1988 and the name was changed to Camlin Ltd.

The initial product range of M/s. Dandekar & Co.,
comprised Of ink tablets, fountain pen ink, office adhesives,
sealing wax, School chalks, brilliantine, pain balm, etc.
which took part in business activities in 1939 and was
shifted to Mahim, Mumbai.
1964

The Company embarked on the first diversification of
products by producing for the first time in India, the
complete range of artist colors and materials such as water
colors, poster colors, oil colors, fabric colors, geometry
boxes, drawing inks, painting brushes and canvases. Many
products were also added subsequently.
1974


The production of wood cased pencils was taken up in the
fully integrated plant in the industrially backward area of
Tarapur, Maharashtra.
1978


In December 1947, 600 shares issued without payment in
cash to vendors as part consideration for taking over their
business. Till date, 32,250 shares were issued as bonus
shares by capitalization of reserves (2,250 shares in Dec.
1966 in prop.1:2; 10,000 shares in March 1975 in prop. 1:1
and 20,000sharesin April in prop. 1:1.
1981

As on 31st December, the company was holding 6, 00,000
fully paid up equity shares of M. $ 1 each.
1982

A joint venture company Camlin N.S. Sdn. Bhd set up in
Malaysia was closed down with effect from 28th February,
following a directive from the Malaysian Government in
line with its decision to order closure of operations of all the
joint venture companies which were incurring losses over
the past many years.

After obtaining necessary approvals from the Ministry of
Commerce Government of India, the Company divested
its entire shareholding amounting to M $ 6, 80,000.


13

1984

The Company took a major step forward by diversifying its
manufacturing and marketing activity into the field of
pharmaceuticals, i.e., bulk drugs and formulations at
Tarapur.

The Company acquired a license to manufacture 42.100
tonnes per annum of bulk drugs such as Diloxanide Fuorate,
Mebendzole, Diazepam and Ibuprofen. A plant at Tarapur
was set up with an installed capacity of 15,400 tonnes per
annum.
1986

Workers of the pencil factory at Tarapur went on
strike with effect from 10th March. The
operations were restarted only on 19th October
after signing an agreement with the Labor Union
valid up to 31
st
March, 1989.
1987

The Company decided to set up a plant at Tarapur for the
manufacture of Hi-Polymer Lead. A technical know-how
agreement valid for a period of 5 years was concluded in
November/December with Pilot Pen Co. Ltd., of Japan. In
April, 3,200 No. of equity shares of Rs.100 each issued at
par Equity shares then subdivided. 4, 32,000 bonus equity
shares of Rs.10 each issued in prop. 1:1 in October 1987.
1988

The Company's products are marketed under the brand
names of Camel and Camlin. Its analytical Laboratory at
Andheri is recognized as a public testing house by State
Food & Drug Administration of Maharashtra and the R & D
laboratory is approved by the Department Scientific and
Industrial Research Government of India.

During June, some of the then existing shareholders of the
company offered for sale 3, 00,000 equity shares of Rs.10
each at a premium of Rs.20 per share to enable the
Company to list its shares on the recognized Stock
Exchanges. Out of the total shares offered for sale, 15,000
shares were reserved and allotted on a preferential basis to
the employees (including Indian working directors) of the
Company. The balance 2, 85,000 shares were offered for
sale to the public (all were taken up).

During June, the company offered 1, 00,000-14% secured
redeemable convertible debentures of Rs.240 each for cash
at par. Out of which, 5,000 debentures were reserved for
preferential allotment to employees/Indian working
directors/workers of the Company(only 2,050 debentures
taken up) and 11,000 debentures were reserved for allotment
of UTI on firm basis. The remaining 84,000 debentures,

14

along with the unsubscribed 2,950debenturesof employees
quota were offered for public subscription. All the
debentures were taken up. 150 debentures were
forfeitedduring1989-90.

Each debenture consists of a convertible portion of Rs.140
and a non-convertible portion of Rs.100. At the end of six
months from the date of allotment of debentures, Rs.140 of
each debenture was automatically and compulsorily
converted into 5 equity shares of Rs.10 each at a premium of
Rs.18 per share. The non-convertible portion of Rs.100 of
each debenture shall be redeemed at par in three equal
installments at the end of 7th, 8th and 9thyear from the date
of their allotment by drawing three equal lots.

96,000 shares issued at par in March 1988. 4, 80,000 bonus
Shares issued in June 1988 in prop.1:2 to shareholders prior
to the offer for sale to the public. 4, 97,550 shares allotted
(prem.Rs.18 per share) in conversion of debentures.
1989

1,700 shares were allotted (prem. Rs.18 per share) in
conversion of debs.
1990

750 shares issued in conversion of debs. (prem. Rs.18 per
share).
1991

As at 31st March, 1991, the Company revalued its land and
buildings and the net surplus of Rs.330.26 lakhs arising out
of it was credited to the revaluation reserve.
1994

The Company entered into a marketing alliance with Color
Fine Art & Graphics Ltd. U.K.

The Company embarked upon a project for expanding
manufacturing capacities of existing bulk drugs/chemical
plant at Tarapur.

The Company undertook to set up a facility for
manufacture of industrial grade synthetic adhesives at
Taloja near Mumbai.

The Company issued Warrants to promoter group on
preferential allotment basis, Of the 4, 60,000 warrants, 3,
32,000 warrants was converted into equity shares.

3, 32,100 equity shares allotted in conversion of
warrants.

15

1995

A major fire broke at Tarapur factory due to suspected
electrical short circuit which led to destruction of godown,
raw materials etc.

The Company initiated measures such as introduction of
new products, change in product- mix, reduction in
overheads and thrust on higher value addition.

71,900 No. of Equity shares allotted in conversion of
warrants.
1996 56,000 No. of Equity shares allotted in conversion of
warrants.
1997 The Joint Venture Agreement with M/s. A. W. Faber-Castell
Gmbh & Co. Germany was terminated by both parties with
effect from30
th
November.

The company redeemed the last installment of 33,340-14%
secured redeemable non-convertible debentures of Rs.100/-
each issued in the year 1988.
2002
Camlin Ltd has informed that Mr. S. D. Dandekar,
Executive Chairman of the Company, will be retiring from
the Chairmanship of the Company. Mr. D. Dandekar,
Managing Director of the Company will be re-designated as
Chairman and Managing Director w. e. f. June 01, 2002.
2004



Camlin Pharma, a division of Camlin Ltd, launched its
mosquito repellent body spray, Repelmos, in the southern
states.

Delist from The Delhi Stock Exchange Association Ltd
(DSE) with effect from December 11, 2004.
2005

Camlin - JV with Color Art, Fine Art & Graphics, U.K
2008 The Company has splits its face value from Rs10/- to Rs1/-.
2011

The Company have appointed M/s. Big share Services
Private limited having office at E/2,, Ansa Industrial Estate,
Saki-Vihar road, Sakinaka, Andheri (E), Mumbai - 400072
as Company's registrar and Transfer Agents for the
Company.
2012 Company has changed its name from Camlin Ltd. to
Kokuyo Camlin Ltd.



16



INDUSTRY OVERVIEW

The information presented in this chapter has been obtained from publicly available
documents from various sources, including officially prepared materials from the
Government of India and its various ministries, industry websites/publications and company
estimates. Industry websites/publications generally state that the information contained
therein has been obtained from sources believed to be reliable but their accuracy and
completeness are not guaranteed and their reliability cannot be assured. Although we believe
industry, market and government data used in this Letter of Offer is reliable, it has not been
independently verified. Similarly, our internal estimates, while believed by us to be reliable,
have not been verified by any independent agencies.

The publication 'Higher Education in India: Twelfth Five Year Plan (2012-2017) and beyond'
contains information in summary form and is therefore intended for general guidance only. It
is not intended to be a substitute for detailed research or the exercise of professional
judgment. Neither Ernst & Young Private Limited, nor any other member of the global Ernst
& Young organization can accept any responsibility for loss occasioned to any person acting
or refraining from action as a result of any material in this publication. On any specific
matter, reference should be made to the appropriate advisor.

Overview of the Indian economy
India is the worlds largest democracy by population with an estimated population size of 1.2
billion and a gross domestic product (GDP) in purchasing power parity terms of

17

approximately US$4.73 trillion. This has made India the fourth largest economy in the world
after the European Union, the United States and China. (Source: Central Intelligence Agency
(CIA) World Fact book). The economy has grown by 5.4% (est.) for the fiscal year2012 in
real terms (adjusted for inflation) (Source: GDP real growth rate, CIA World Fact book).
The outlook for Indias medium-term growth is positive due to a young population and
corresponding low dependency ratio, healthy savings and investment rates, and increasing
integration into the global economy.(Source: CIA World Fact book)

Indian stationery market
The following factors may be said to be key growth drivers for the stationery industry:
Growing literacy
A key factor affecting the stationery industry is literacy rates. Literates in 2011 constituted
74% of the population aged seven and above as compared to 65% in 2001.
(Source: http://www.censusindia.gov.in/2011provresults/data_files/india/Final_PPT_2011_chapter6.pdf)

Success of Government Initiatives in Education
According to the approach paper of the 12th five year plan, there has been notable success in
expanding capacity, and improvement in the extension of primary education, both in regard
to enrolment and in reduction of dropout rates during the 11th Five Year Plan. A major
achievement is the increase in the number of school going children. The Assessment Survey
Evaluation Research (ASER) 2010 shows that for the age group 6-14 years in all of rural
India, the percentage of children who are not enrolled in school has dropped from 6.6 per cent
in 2005 to 3.5% in 2010. The proportion of girls in the age group 1114years who were out

18

of school has also declined from 11.2 per cent in 2005 to 5.9% in 2010. (Source:Faster
Sustainable, More Inclusive Growth An Approach to the Twelfth Five Year Plan (2012-
17)Government of India, Planning Commission, October 2011).

Increase in population:
Indias population rose to 1.2 billion over the past decade. In absolute terms, the population
of India has increased by more than 181 million during the decade 200-2011.
(Source:http://www.censusindia.gov.in/2011provresults/data_files/india/Final_PPT_2011_ch
apter3.pdf).

Further, the provisional data of the Census of India, 2011 estimates the total number of
children aged 0-6years in India to be 158.1 million.(Source:
http://www.censusindia.gov.in/2011-
provresults/data_files/india/Final_PPT_2011_chapter4.pdf)

Increasing income:
The initial phase of high growth enabled India to raise its per-capita gross national income
(GNI) to cross the threshold of US$ 1025 for the first time in 2008 and be classified by the
World Bank as a lower-middle-income country. Subsequently, the per capita income rose at a
slower pace to US $ 1,410 by 2011 during the post-crisis period. While at the current level,
Indias per capita income is the lowest amongst the BRICS nations, it is noteworthy that
successively India has taken less and less number of years to double its real per-capita
income: 40 years since 1950-51; 15 years since 1991-92 and going by the current trend, it
may take about 10 years to double the real per-capita income by 2017-18.
(Source:http://www.rbi.org.in/scripts/BS_SpeechesView.aspx?id=721)

19


Literacy in India:
Literates in 2011 constitute 74% of the population aged seven and above as compared to 65%
in 2001. The Planning Commission of India set a target in the 11th Five Year Plan to increase
the literacy rate of persons 7years and above to 85% or more and reduce the gender gap in
literacy to 10% by 2011-2012. As per the provisions data of the 2011 Census of India, the
number of illiterates has come down from 304,146,862 in 2011to 272,950,015, i.e. a decline
of 31,196,847 persons in the said decade. For the decade of 2001-2011, the literacy rate
improved considerably among females as compared with males. While the effective male
literacy rate rose from 75.26% to 82.14%, it increased from 53.67% to 65.46% for females.
(Source:
http://www.censusindia.gov.in/2011-prov-
results/data_files/india/Final_PPT_2011_chapter6.pdf)

Union budget:
In terms of non-planned expenditure for the year 2013-2014, the Government of India has
estimated an expenditure of 11,274.87 crore for education. This includes provisions of
2,249.24 crore for Kendriya Vidyalayas 498.29 crore for Navodaya Vidyalaya Samiti,
5,066.74 crore for University Grants Commission and 2,872.21 crore for technical education.
(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014
http://indiabudget.nic.in/ub2013-14/eb/npe.pdf)

In keeping with priority of the Government for social sector programmes, an allocation of
49,659.00 crore has been provided for Department of School Education & Literacy and
16,210 crore for Department of Higher Education including 12.00 crore works outlay has

20

been made for the year 2013-2014. An estimated receipt of 24,429.00 crore by way of
proceeds from education cess will be credited to Prarambhik Shiksha Kosh. The funds under
the Prarambhik Shiksha Kosh will be utilized mainly for Sarva Shiksha Abhiyan (SSA) and
Midday Meal Scheme (MDM).
(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -
http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

Secondary education:
The Government of India has made an allocation of 7,710.00 crore for secondary education in
the union budget for the year 2013-2014. SSA has been launched for universalizing
elementary education, being implemented in partnership between the Central and State
Governments/Union Territories. The programmer seeks to provide access, equity, retention
and quality in the area of elementary education. Two additional components focusing on girl
children in educationally backward blocks to promote gender parity are: National
Programmed for Education of Girls at Elementary Education level and Kasturba Gandhi
Balika Vidyalaya. An outlay of 27,258.00 crore has been provided for SSA.
(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -
http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

Higher education:
The Department of Higher Education has been provided an allocation of ` 16,210.00 crore for
the year 2013-2014. This amount includes provision for various higher and technical
institutions.
(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014
http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

21

Under the Union Budget for the year 2012-2012, the University Grants Commission has been
provided an allocation of 5,769.00 crore, which is inclusive of allocation for Central
Universities and Deemed Universities.
(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -
http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

India has one of the largest higher education systems in the world and has been witnessing
healthy growth in its number of institutions and enrolment in the last few decades as
indicated by the following graphical representation:































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23




Technical education:
Under the Union Budget for the year 2013-2014, there is a provision of 7,299.00 crore for
technical education that includes provision towards assistance to Indian Institute of
Technology (IITs), National Institute of Technology (NITs), Indian Institute of
Management (IIMs), etc. Out of this, a provision of 2,400 crore has been made for IITs,
including new ones. A provision of 1,300.00 crore has been made for NITs including new
ones. Indian Institutes of Science Education and Research has been provided 859.50 crore.
Apart from the provisions for various ongoing schemes in the technical education sector, a
provision of 700.00 crore has been provided for Polytechnics in the States. It further includes
a provision of 350.00 crore for IIMs including new ones.
(Source: Union Budget, Expenditure Budget, Vol. 1, 2012-2013
http://indiabudget.nic.in/ub2012-13/eb/po.pdf)

Outlook:
The Government has set a target of enrolment of 35.9 million students by the end of its
current five year plan period.












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MANAGERIAL ORGANI



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MANAGERIAL ORGANISATIONAL STRUCTURE



































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37



Company Background

Registered Office 48/2, Hilton House,
Central Road, MIDC, Andheri (East),
Mumbai 400093. India

Telephone 91-22-66557000

Fax 91-22-2836 65 79

Factories Tarapur :
M.I.D.C Boisar
Tarapur
Dist. Thane - 401 506
Taloja :
M.I.D.C Taloja
Navi Mumbai 410 208
Jammu :
101, Gangyal Industrial Area
Phase II
Jammu 180 004
Industrial Growth Centre
Samba Phase I, Jammu
J&K State


38

Vasai :
RajprabhaUdyog Nagar
Building No. 4, Golani Naka,
Walive, Vasai (East)
Dist.-Thane 401 30

Branch Office Delhi , Kolkata, Pune, Chennai

Industry Art Materials, Stationery Products

Incorporation Year Company was incorporated as a Private Company in 24
th December, 1946

Change of Status Company was converted into Public Limited in the year
1988

Chairman Emeritus Mr. Subhash D. Dandekar

Chairman & Executive
Director
Mr. Dilip D. Dandekar

Vice Chairman & Executive
Director
Mr. Shriram S. Dandekar

Senior Vice Chairman Mr. Takuya Morikawa
Executive Directors Mr. NobuchikaDoi
Mr. Takeo Iguchi


Non-Executive Directors Mr. Shishir B. Desai
Mr. Ravindra C. Bhargava
Mr. R. Sriram
MrHisamaroGarugu
Mr. Devendra Kumar Arora
Noriyuki Watanabe
Mr. Hirofumi Iwatsu

Company Secretary Mr. Ravindra V. Damle

Chief Executive Officer Mr. A. Srikanth

Chief Financial Officer Mr. Chetan R. Badal

Auditors M/s. B. K. Khare& Co.

Face Value Rs. 1/-

Shares 689.22 Lacs

Listing BSE Limited
National Stock Exchange of India Limited


39

Registrar & Transfer Agent




M/s. Sharepro Services (I) Pvt. Ltd.
13 AB Samhita Warehousing Complex,
2nd Floor, Near Sakinaka Telephone Exchange,
AndheriKurla Road,
Sakinaka, Andheri (East)
Mumbai 400 072
Email: sharepro@shareproservices.com





















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41



























42

School Range Colors:




Wax Crayons Artica Plastic
Crayons





Oil Pastels Poster Colors (for
students)





Water Color Tubes (for students) Water Color Cakes (for
students)






Color Pencils Redimix Students' Colors


43








Sketch Pens Decorative Craft
Colors





Art Powder Colors Drawing Material






Brushes








44

SCHOOL RANGE COLOUR

Wax Crayons:













Feature:-
The first coloring crayons for the tender hands of the child.
They are easy to hold and non-toxic.
Each crayon has the shade name mentioned on it to help the child learn about colors.
They are available in 12 shades,16 shades,24shades and 36 shades.













Products Name
4521546 Wax Crayons 12 shades
4522547 Wax Crayons (XL) 12 shades + 1 Glitter Crayon Free
4522549 Wax Crayons (XL) 16 shades
4522552
Wax Crayons (XL) 24 shades + 2 Glitter Crayons
Free
4522520 Wax Crayons (XL) 36 shades
4523555
Jumbo Wax Crayons 12 Shades + 1 Glitter Crayon
Free
4523520
Jumbo Wax Crayons 24 shades + 2 Glitter Crayons
Free

45


Artica Plastic Crayons:














Feature:-
Camel Artica Plastic Crayons are non-toxic.
The child can sharpen the crayon and also erase the impressions.
They are tough and do not break in normal use. Highly recommended for young
children.
They are available in various pack sizes and shade assortments upto 24 shades
including Gold and Silver.

PRODUCTS NAME
4435512
PLASTIC CRAYONS 12 Shades (Hexagonal)+ Eraser + Sharpener
112 mm
4433541 PLASTIC CRAYONS 12 Shades (Hexagonal) in Tin Box 97 mm
4432539
PLASTIC CRAYONS 15 Shades (Round) + Eraser + Sharpener 72
mm
4433539
PLASTIC CRAYONS 16 Shades (Hexagonal) + Eraser + Sharpener
112 mm
4433543
PLASTIC CRAYONS 24 Shades (Hexagonal) + Eraser + Sharpener
112 mm
4433685 PLASTIC CRAYONS 24 Shades(Hexagonal) in Tin Box 97 mm

46

Oil Pastels:
Ideal for painting or drawing quick sketches in color. They are also for
superimposing as they spread evenly on paper without smudging or smearing.
Painting done with Camel Oil Pastels can be protected by Camel Pas-O-Fix, a
special fixer for Oil Pastels. They are available in various pack sizes and
shades assortments upto 50 shades.
























Poster Colors (for students):
Product Name
4329538 Camel Oil Pastels - 12 Shades
4329541 Camel Oil Pastels - 15 Shades + 1 Drawing Pencil Free
4329535 Camel Oil Pastels - 25 Shades
4329536 Camel Oil Pastels - 50 Shades
4329537 Camel Oil Pastels - 50 Shades & Secret of Colors CD (Combo Pack)
4329525 Camel Oil Pastels - 25 Shades in Plastic Box
4329540 Camel Oil Pastels - 50 Shades in Plastic Box

47














Feature:-
Camel Poster Colors are bold, bright and opaque.
They are easy to mix, flow easily and dry quickly, making painting a delightful
experience.
They are available in various pack sizes and shade assortments up to 12 shades.
Shade Poster White is also available separately
Available in 6 Shades, 12 Shades and 15 Shade pack















Water Color Tubes (for students):
Product Name
3806517 Camel Students' Poster Colors - 6 Shades (10 ml)
3806518 Camel Students' Poster Colors - 12 Shades (10 ml)
3806519 Camel Students' Poster Colors - 14 Shades (10 ml)
3809520 Camel Students' Poster Colors - 12 Shades (15 ml)
3809348 Camel Student Poster Color 15 ml Bottle - Poster White
3823348 Camel Student Poster Color 100 ml Bottle - Poster White

48
















Feature:-
Camel Water Color in tubes is a selected range of transparent, free-flowing,
intermixing and non-toxic water colors.
Available in 6/12/14 and 18 shades.














Water Color Cakes (for students):
Products Name
3604502
Camel Students' Water Color Tubes - Set of 12
Shades
3604503
Camel Students' Water Color Tubes - Set of 14
Shades
3604500
Camel Students' Water Color Tubes - Set of 15
Shades
3604504
Camel Students' Water Color Tubes - Set of 6
Shades

49













Feature:-
A range of good quality, non-toxic water colors in cake form with excellent coloring
strength developed specially for students.
They are available in 12shades,15 shades and 24 shades.




Color Pencils:

Products Name
3739510
STUDENTS' WATER COLOUR CAKE 12 Shades - (Round Junior) in Blue
Plastic Box
3739508
STUDENTS' WATER COLOUR CAKE 15 Shades - (Round Junior) in Blue
Plastic Box
3737507
STUDENTS' WATER COLOUR CAKE 12 Shades - (Rectangular) in
Orange Plastic Box
3739511
STUDENTS' WATER COLOUR CAKE 12 Shades - (Round Junior) in
Palette
3738522
STUDENTS' WATER COLOUR CAKE 12 Shades- (Round) in Plastic Lens
Box
3739515 STUDENTS' WATER COLOUR CAKE 24 Shades-(Round) in Plastic Box
3739509 STUDENTS' WATER COLOUR CAKE 18 Shades (Round) in Tin Box

50










Feature:-
Color Pencils are made from high quality color core bonded and embedded in soft
wood.
Pre-sharpened, the cores have a soft composition giving.
A better transfer of colors. The drawings made with these pencils are not only colorful
but have lot of depth and feel.


Camel Redimix Students' Colors:
Product Name
4193564 COLOUR PENCILS 10 Shades Half Size (Hexagonal )
4193588 COLOUR PENCILS 12 Shades - Half Size (Hexagonal ) + 1 Sharpener
4192566 COLOUR PENCILS 12 Shades Full Size (Round)
4192567 COLOUR PENCIL 24 Shades Full Size(Round)
4196590 BICOLOUR PENCILS 12 Shades (Hexagonal )
4196591 BICOLOUR PENCIL 24 Shades (Hexagonal )
4194512 PREMIUM COLOUR PENCILS 12 Shades - Full Size (Hexagonal)
4194585
PREMIUM COLOUR PENCILS 12 Shades -Full Size (Hexagonal) in Tin
Box
4194524 PREMIUM COLOUR PENCIL 24 Shades Full Size (Hexagonal)

51

Camel Redimix are ready-to-use, washable fun colors packed in unbreakable plastic
bottles. Being Non-toxic, they are absolutely safe for young painters.


































Camlin Sketch Pens:
Products
Name
3904521 Set of 12 Assorted Colors in 5ml Plastic Tub
3904519 Set of 6 Assorted Colors in 5 ml Tub Resalable Pouch

52

An all-time favorite with children, Camlin Sketch Pens are excellent for introducing
children to the world of liquid colors in pen form. They also make an ideal gift. They
are available in set of 12 delightful shades.


















Camlin Sketch Pens:

No. Shade Name No. Shade Name
016 Black 236 Lemon Yellow
028 Brown 240 Light Green
071 Cerulean Blue Hue 251 Magenta
107 Dark Blue 283 Orange
108 Dark Green 393 Scarlet
130 Fluorescent Yellow 451 Violet







Camel Decorative Craft Colors:
Products Name
4044555
12 Assorted Colors in Resalable Pouches
(424-A)

53

Camel Sparkle Colors are decorative craft colors which can be easily washed off with
water. They are ideal for use on thermo Cole, plastic, glass, pottery etc. These colors
are non-toxic and safe for children.


























Camel Art Powder Colors:
Product Name
3306636
5 Assorted Glitter Colors in 10ml Tubes in Card Box available in
shades marked *
3304637 5 Assorted Glitter Colors in 5ml Tubes in Card Box
3309*** Sparkle Glitter Color 15ml Tube

54

Camlin art powder color is economical and ideal for posters, signboards, and children.





































Drawing Material:
No. Shade Name No. Shade Name
016 Black (351) 283 Orange (377)
022 Brilliant Green (394) 345 Poster Green (391)
031 Burnt Sienna (352) 351 Prussian blue (381)
032 Burnt Umber (356) 366 Raw Sienna (353)
048 Cadmium Yellow Deep Hue (363) 367 Raw Umber (355)
053 Carmine (373) 393 Scarlet (371)
056 Cobalt Blue Hue (382) 436 Ultramarine Blue (383)
062 Crimson (374) 446 Vandyke brown (357)
071 Cerulean Blue Hue (384) 449 Vermilion (372)
117 Emerald Green (393) 451 Violet (385)
153 Gamboge Hue (362) 453 Viridian Hue (392)
201 Indian red (376) 478 White (351)
236 Lemon Yellow (361) 492 Yellow Ochre (364)
241 Light Red (375)
Products Name
1543*** Powder Color - 14 Letter.
1528*** Powder Color - 275ml in Pet Bottle

55


There are many items include in drawing material. They are given below:

Camel Blending Stomps
Charcoal Pencils
Charcoal Sticks
Drawing Pencils
Fine Charcoals
Fixative
Soft Pastels
Supra-Fine Oil pastels
Camel Blending Stomps:











Charcoal Pencils

Camlin Charcoal Pencils are Artists

Product Name
7000954
Pack of Three assorted Charcoal Pencils (One each of Soft, Medium &
Hard Grade)
7080081 Charcoal Pencils Soft
7079081 Charcoal Pencils Medium

Charcoal Sticks:

Product Name
0515247 Blending stomps

56





Camel Compressed Charcoal is a new age affordable solution for the sketching needs of an
artist. Suitable to be used on canvas as well as paper, the compressed charcoal is made out of
synthetic charcoal. Fashioned like a 90 mm long chalk with a 12mm diameter, it comes with
individual shrink-wrapping for convenience and protection.

Product Name
0500917 20 Charcoal Sticks (Compressed)



Drawing Pencils:





Camlin Drawing Pencils are the most ideal drawing pencils for architects, engineers, artists,
draftsman and students. The leads are tough and do not wear out fast, they are well
compressed and made of high quality graphite content.

Product Name
7000953 6 Assorted grade pencils B, 2B, 3B, 4B, 6B, 8B
7085009 SUPREME WRITING & DRAWING PENCILS
708**** PENCILS (6B, 8B,9B,10B GRADES)
708**** PENCILS (REMAINING GRADES)




Fine Charcoals:

57


Camel Fine Charcoal are prepared for artists

Product Name
0500916 20 Charcoal Sticks (Natural)



Fixative:





Camel Fixative Spray is a much needed protection solution for all the dry drawing mediums.
Suitable for a variety of mediums like soft/dry pastels, Conte, art chalk, charcoal, oil pastels,
pencils, crayons etc. The Camel Fixative will form a transparent non-removable protective
film on the surface after drying.

Product Name
530931 200ml Aerosol Tin Container
530933 200ml Aerosol Tin Container (New)






Soft Pastels:

58


A brand new offering from Camlin for the artists, who wants to experiment with this new age
medium, a set of 20 brilliant shades are giving delicate soft effects. The squire shape is very
convenient to hold and easy to use. Can compete most of the international brands, this soft
pastel is suitable for drawing as well as painting type rendering.

Product Name
0337707 20 Assorted Colors



Supra-Fine Oil pastels:





Product Name
4330540 Camel Supra-fine Oil Pastels
4330541 Camel Supra-fine Oil Pastels





Brushes:


59

There are many items include in drawing material. They are given below:
Pony Hair Brushes (Series 52)
Pony Hair- Flat Brushes (Short Handle Series 60)
Synthetic Hair Brushes (Series 66)
Synthetic Hair Brushes (Series 67)
White Bristle- Wash Brushes (Series 58)
White Bristles Brushes (Series 56)

Pony Hair Brushes (Series 52):






Camlin Pony Hair Brushes are made from imported hair and are economical range highly
suited for students.


Product Name
2052504 Assorted Set of 7 Pony Hair Round Brushes Short Handle (Nos.: 0, 2, 4, 6, 8, 10, 12)
2052788 Assorted Set of 4 Pony Hair Round Brushes (Nos 0, 2, 4, 6)
2052768 SR Brush 52 -000 Round Pony Hair
2052769 SR Brush 52 -00 Round Pony Hair
2052770 SR Brush 52 -0 Round Pony Hair
2052771 SR Brush 52 -1 Round Pony Hair
2052772 SR Brush 52 -2 Round Pony Hair
2052773 SR Brush 52 -3 Round Pony Hair
2052774 SR Brush 52 -4 Round Pony Hair
2052775 SR Brush 52 -5 Round Pony Hair
2052776 SR Brush 52 -6 Round Pony Hair
2052777 SR Brush 52 -7 Round Pony Hair
2052778 SR Brush 52 -8 Round Pony Hair
2052779 SR Brush 52 -9 Round Pony Hair
2052780 SR Brush 52 -10 Round Pony Hair
2052781 SR Brush 52 -11 Round Pony Hair
2052782 SR Brush 52 -12 Round Pony Hair

60

Pony Hair- Flat Brushes (Short Handle Series 60):






Camlin Pony Hair Brushes are made from imported hair and are economical range highly
suited for students.

Product Name
2060505 Assorted Set of 7 Pony Hair Flat Brushes Short Handle (Nos.: 1, 2, 4, 6, 8, 10, 12)
2060790 Assorted Set of 4 Pony Hair Flat Brushes (Nos.: 1, 2, 4, 6)
2060771 SR Brush 60-1 Flat Pony Hair
2060772 SR Brush 60-2 Flat Pony Hair
2060773 SR Brush 60-3 Flat Pony Hair
2060774 SR Brush 60-4 Flat Pony Hair
2060775 SR Brush 60-5 Flat Pony Hair
2060776 SR Brush 60-6 Flat Pony Hair
2060777 SR Brush 60-7 Flat Pony Hair
2060778 SR Brush 60-8 Flat Pony Hair
2060779 SR Brush 60-9 Flat Pony Hair
2060780 SR Brush 60-10 Flat Pony Hair
2060781 SR Brush 60-11 Flat Pony Hair
2060782 SR Brush 60-12 Flat Pony Hair

Synthetic Hair Brushes (Series 66):



Synthetic Hair Brushes from Camlin are of international quality with seamless nickel plated
ferrules and perfectly balanced wooden handles. It is suitable for use with Camlin water
colors and Camlin acrylic colors and hobby colors.

Product Name

61



Synthetic Hair Brushes (Series 67):





Synthetic Hair Brushes from Camlin are of international quality with seamless nickel plated
ferrules and perfectly balanced wooden handles. It is suitable for use with Camlin water
colors and Camlin acrylic colors and hobby colors.

Product Name
2067763
Pack of 7 assorted Synthetic hair flat
brushes (Nos.: 1, 2, 4, 6, 8, 10 & 12)
2067764
Pack of 4 assorted Synthetic hair flat
brushes(Nos.: 1, 2, 4, 6)
2067771 SR Brush 67-1 Flat Syn Gold
2067772 SR Brush 67-2 Flat Syn Gold
2067773 SR Brush 67-3 Flat Syn Gold
2066761 Pack of 7assorted short handle Synthetic hair round brushes(Nos. 0, 2, 4, 6, 8, 10 & 12)
2066762 Pack of 4 assorted short handle Synthetic hair round brushes(Nos. 0, 2, 4, 6)
2066768 SR Brush 66 -000 Round Syn Gold
2066769 SR Brush 66 -00 Round Syn Gold
2066770 SR Brush 66 -0 Round Syn Gold
2066771 SR Brush 66 -1 Round Syn Gold
2066772 SR Brush 66 -2 Round Syn Gold
2066773 SR Brush 66 -3 Round Syn Gold
2066774 SR Brush 66 -4 Round Syn Gold
2066775 SR Brush 66 -5 Round Syn Gold
2066776 SR Brush 66 -6 Round Syn Gold
2066777 SR Brush 66 -7 Round Syn Gold
2066778 SR Brush 66 -8 Round Syn Gold
2066779 SR Brush 66 -9 Round Syn Gold
2066780 SR Brush 66 -10 Round Syn Gold
2066781 SR Brush 66 -11 Round Syn Gold
2066782 SR Brush 66 -12 Round Syn Gold

62


Product Name
2067774 SR Brush 67-4 Flat Syn Gold
2067775 SR Brush 67-5 Flat Syn Gold
2067776 SR Brush 67-6 Flat Syn Gold
2067777 SR Brush 67-7 Flat Syn Gold
2067778 SR Brush 67-8 Flat Syn Gold
2067779 SR Brush 67-9 Flat Syn Gold
2067780 SR Brush 67-10 Flat Syn Gold
2067781 SR Brush 67-11 Flat Syn Gold
2067782 SR Brush 67-12 Flat Syn Gold

White Bristle- Wash Brushes (Series 58):






Camel White Bristle Wash Brushes are made out of high quality Natural Bristle and provide
optimum power to draw and spread colors. Sporting polished wooden handle and rust-proof
strong ferrule, these brushes allow the artists to cover large areas with thick colors
effortlessly. In order to avoid the loosening of bristles, epoxy resin has been used as a binder.
Available in a wide range of wash Brushes sizes between 1/2 to 3.

Product Name
2058798 7.5 cms (3.0 inch)
2058797 6.25 cms (2.5 inch)
2058796 5.0 cms (2.0 inch)
2058795 3.75 cms (1.5 inch)
2058794 2.5 cms (1.0 inch)
2058793 1.87 cms (0.75 inch)
2058792 1.25 cms (.05 inch)



White Bristles Brushes (Series 56):

63





Traditionally termed as hog hair, these brushes are made from imported white bristles and are
most suited for oil painting. The long and short handles facilitate various usages in
landscapes, portraits, and painting for softening effects.








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

Product Name
2056501 Assorted Set of 7 White Bristles Flat Brushes Long Handle (Nos.: 1, 2, 4, 6, 8, 10, 12)
2056787 Assorted Set of 4 White Bristles Flat Brushes (Nos.: 1, 2, 4, 6)
2056771 SR Brush 56-1 White Bristle-Flat (L)
2056772 SR Brush 56-2 White Bristle-Flat (L)
2056773 SR Brush 56-3 White Bristle-Flat (L)
2056774 SR Brush 56-4 White Bristle-Flat (L)
2056775 SR Brush 56-5 White Bristle-Flat (L)
2056776 SR Brush 56-6 White Bristle-Flat (L)
2056777 SR Brush 56-7 White Bristle-Flat (L)
2056778 SR Brush 56-8 White Bristle-Flat (L)
2056779 SR Brush 56-9 White Bristle-Flat (L)
2056780 SR Brush 56-10 White Bristle-Flat (L)
2056781 SR Brush 56-11 White Bristle-Flat (L)
2056782 SR Brush 56-12 White Bristle-Flat (L)

64


Roller Pens

Fountain Pens



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



Fabrica Acrylic Colors Fabrica Glue





Fabrica Coneliners Fabrica 3D Glitter






65



Mediums Sparkle Paper
Glitter







Hobby Brushes Glass Colors and
Liners

Office Range
It is a great job, immaculate presentations and all the right stationery to back you up. We
have an entire range of office products that enhance your work, presentations and meetings
and help you get organized.






Markers Cover-It Correction
Pen



66





Carbon Papers Adhesives





Stamp Pads















67


























68
























OBJECTIVES OF THE STUDY

69


To study about the awareness level of Wholesalers & Retailers towards Camlin
products.

To know the perception of Wholesalers& Retailers towards the Camlin products.

To explore the Wholesalers & Retailers behavior towards purchasing Camlin
products.

To know the factors of Camlin products that affects Wholesalers & Retailers
purchase decision.













70

















LITERATURE REVIEW


71

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort of
quantitative measurement. These ten domains of satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front
line Service Behaviors, Commitment to the Customer and Innovation. These factors are
emphasized for continuous improvement and organizational change measurement and are
most often utilized to develop the architecture for satisfaction measurement as an integrated
model. The basis for the measurement of customer satisfaction is by using the gap between
the customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative in
nature customer satisfaction equals perception of performance divided by expectation of
performance.
Marketers in recent times have realized the importance of marketing orientation, and this is
being reflected in the application of marketing mix elements. Consumers needs are
fundamental to the formulation of any marketing strategy, from developing a communication
plan.




72






















SCOPE OF THE STUDY

73

The research was carried out to find factors which influence customer satisfaction level to
maximum level. The study projects that wholesalers & retailers loyalty level change with
change in various factors like during sales evaluation, during delivery of the product and
after sales evaluation. This research is an attempt to provide feedback to Color
manufacturer Kokuyo Camlin Ltd. so that they can bring about changes in various
departments of their organization which will help them in becoming Number 1 Color
brand in India.
For instance during research factors such as technology, maintenance, looks, style, brand
image, behavior of wholesalers & retailers, timely delivery of coloristic products and
proper information about the product were considered.
This research would give necessary details to Kokuyo Camlin Colors so that it could
know the various factors that affect customer satisfaction level and then initiate
appropriate changes to make it Number 1 brand in India.












74






















RESEARCH METHODOLOGY
WHAT IS RESEARCH?

75

Research is a systematic and continues method of defining a problem, collecting the facts
and analyzing them, reaching conclusion forming generalizations.
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the problem. It may be understood
has a science of studying how research is done scientifically. In it we study the various steps
that all generally adopted by a researcher in studying his research problem along with the
logic behind them.
RESEARCH DESIGN:
In this project report, I have used Descriptive Research Design.

DATA COLLECTION:
There are two types of data used in this report i.e.
Primary Data
Secondary Data

Primary Data
The Primary Data are those, which are collected afresh and for the first time, and thus
happened to be original in character. In primary data I have used:
Questionnaires.

Secondary Data
The Secondary Data are those which have already been collected by someone else and
which have already been passed through the statistical tool. In secondary data I have used:
Internet
In this project report I used both the methods of data collection.

SAMPLE DESIGN:


76

Population:
In this project report there are 30 wholesalers and 50 retailers of Kokuyo Camlin ltd. In
New Delhi are considering as the population.

Sample size:
In this project sample size is 80 (30 wholesalers and 50 retailers) in New Delhi.

Sampling Unit:
In this project sampling unit are wholesalers and retailers in New Delhi.

Sampling Technique used in survey:
The sampling techniques used in survey i.e. Nonprobability Sampling Techniques.



















77




































78

SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis
for the development of marketing plans. It accomplishes this by assessing an organizations
strengths (what an organization can do) and weaknesses (what an organization cannot do) in
addition to opportunities (potential favorable conditions for an organization) and threats
(potential unfavorable conditions for an organization). The role of SWOT analysis is to take
the information from the environmental analysis and separate it into internal issues (strengths
and weaknesses) and external issues (opportunities and threats). Once this is completed,
SWOT analysis determines if the information indicates something that will assist the firm in
accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that
must be overcome or minimized to achieve desired results (weakness or threat).











79

SWOT

STRENGTHS

Global Presence.
Strong Brand Name.
Modified & Attractive Packing.
Quality & Product Design.
Strong Research and
Development.
Different Color Segment.
WEAKNESSES

Low awareness for high end
colors.
High Pricing in some
Segments.
Poor Operating Margin.
Less Advertisement.
Tight Cash Policy.
OPPORTUNITIES

Growth in Rural Segment.
Increase government
spending on education.
Growing youth population.
Changing lifestyle and
income.
THREATS

Intense Competition.
Cheap import from China and
South East Asia.
Increased prices of raw
material and packing
material.





80














































81

1. Are you aware of Kokuyo Camlin?

Particulars No. of respondent
Yes 80
No 0










Analysis- According to this chart all the Retailers & Wholesalers are aware of Kokuyo
Camlin Ltd.













100%
0%
Yes
No

82

2. Where did you hear about Kokuyo Camlin?

Particulars No. of Respondent
Internet 15
Magazine or Newspaper 12
Advertisement on TV 08
Stationary shop 20
From relatives or friends 25
























Analysis-31.25%respondents think that Relatives & Friends are most influential source for
information. 25% respondents are influence from Stationary Shops. 18.75% respondents are
influence from Internet & rest influenced by advertisement on TV & Magazines.







0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
From relatives or friends
Stationary shops
Advertisement on Tv
Magazine or Newspaper
Internet

83

3. In your opinion the brand image of Kokuyo Camlin is

Particulars No. of respondent
Very Good 51.25
Good 30
Average 11.25
Bad 7.50
Very Bad 0



















Analysis- From the above table we conclude that 51.25% of the customers are rating very
well and 30% are rating good so that Kokuyo Camlin Ltd. have good brand image in the
market.







0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Very Good Good Average Bad Very Bad
51.25%
30%
11.25%
7.50%
0%
Very Good Good Average Bad Very Bad

84

4. What are your main preferences while buying Kokuyo Camlin products?


























Analysis- From the above table we conclude that 60% respondent prefer Camlin color for its brand
image, 19% are for its promotional schemes, 14% are for its Dealers advice & rest are for its price .













Particulars No. of Respondent
Brand 60
Price 7
Dealers Advice 14
Promotional Schemes 19
60%
7%
14%
19%
Brand
Price
Dealer's Advice
Promotional Schemes

85

5. Does offer free gift with products affect your buying decision?
























Analysis- From the above chart we conclude that 66% respondents are not affected by
any offer free gifts & rest were affected by the offer free gifts.







6. Are you satisfied with the product quality?





Particulars No. of respondent
Yes 66
No 34
Particulars No. of respondent
Yes 76
No 4
34%
66%
Yes
No

86





Analysis- According to Bar chart76 respondent is satisfied with the product quality & 4
respondents were not satisfied with the product quality.

















7. With the increase in the price of Camlins products (For meeting increased cost
of production) your purchase behavior will.





0
10
20
30
40
50
60
70
80
Yes No
No
Yes
Particulars No. of respondent
Never Change 9.75
Change to some extent 60
Totally Change 15
Cant Say 16.25

87









Analysis-From the above table we conclude that 60% of the respondents change their
decision due to change in the price up to some extent so consumer behavior is highly
influenced by change in price.









8. How does the price of Kokuyo Camlin products compare with other
competitors?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Never change Change to some
extent
Totally Change Can't Say
8.75%
60%
15%
16.25%
Never change Change to some extent Totally Change Can't Say

88



























Analysis- From the above doughnut we conclude that 55% respondents are compare with
similar premium price, 36% respondents are compare with higher premium price & rest are
compare with lower premium price with other competitors.














9. Why do you think Camlins products are more popular than competitors?
Particulars No. of respondent
Higher premium price 36
Similar premium price 55
Lower premium price 9
36%
55%
9%
Higher Premium price
Similar premium price
Lower premium price

89
















Analysis- From the above chart we conclude 52.50% respondents are thinks that
Camlins color products are more popular because of quality & design of the product,
33.75% respondents thinks because of corporate reputation & rest are thinks because
of marketing and sales activities.








10. Have you faced any problem regarding the quality of the products?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Marketing and sales Quality and design of
product
Corporate reputation
13.75%
52.50%
33.75%
Marketing and sales Quality and design of product Corporate reputation
Particulars No. of respondent
Marketing and sales 13.75
Quality and design of product 52.50
Corporate reputation 33.75

90























Analysis- According to above table we conclude that 78.75% respondents are not faced any
problem regarding the quality of the products but 21.25% respondents are faced this problem.


















11. Will you purchase product from Kokuyo Camlin in the future?

Particulars No. of Respondent
Yes 21.25
No 78.75
0.00%
20.00%
40.00%
60.00%
80.00%
Yes No
21.25%
78.75%
No Yes

91

















Analysis- According to Pie chart we conclude that 86% respondents will purchase Camlins
color in future also, 14% respondents are confused they may be purchase in future & no one
refuse to purchase in future.







Particulars No. of Respondent
Yes 86
No 0
Maybe 14
86%
0% 14%
Yes
No
Maybe

92
















93

FINDINGS
Wholesalers & Retailers are more aware for their brand in comparison to other brands
competitors.
Effect of Advertisement on wholesalers & retailers sales Medium impact.
Most of the respondents are branding conscious.
Due to quality and brand image, wholesalers & retailers are increasing towards
Branded products.
Most-selling Kokuyo Camlin Products are:
Wax Crayons
Camel Artica Plastic Crayons
Color Pencils
Water Color Tubes (for students)
Poster Colors (for students)
Mostly Wholesalers & Retailers concentrate on the quality of branded products.
Wholesalers & Retailers are highly satisfied with their respective brands.
Generally all wholesalers & retailers of stationary shops are sales Kokuyo Camlin
products whether at least one or more product.
In the market there is only a retailer on which the sale of the different product of
different company depends.
After conducting the market survey of wholesaler & retailers, I found that Kokuyo
Camlin is dominating over Faber-Castell in the sale of Color.
Generally, wholesalers & retailers are highly Brand loyal.



94

RECOMMENDATIONS & SUGGESTIONS


There is too much competition in the market in color segments.
The company should launch some innovation schemes to enhance the sales of its
products in rural & urban areas.
Company should improve the advertising policies.
Company should do its own SWOT analysis and try to remove its weaknesses.
The Company should provide regular schemes and discount for dealers.
The company should maintain proper distribution channels.
Job descriptions, responsibilities should be as clear as possible. Everyone should be
informed of companys goals and expectation including what is expected from each
individual.
Suggestion boxes can be installed. This brings the problem or conflict of interest to
light.










95
























96

CONCLUSION

On the basis of analysis, it is clear that the Wholesalers & Retailers preference is
increasing towards the Kokuyo Camlin branded products.
Due to sincerity & responsiveness, people have to become aware for quality.
If the best quality is provided by the companies then price is not important for
Wholesaler & Retailer as well as customers. Thus the quality has to become superior
to the price.
Today, Nation is passing through a phase of rapid transformation. Two forces are
mostly responsible for these types of drastic changes; they are explosive growth of
trade & international competition & other force like technological change.
This new era has witnessed remarkable advancement in the availability of information
& a number of large companies operations in such market where the principal of
natural selection lead to the Survival of the Fittest.









97

LIMITATIONS OF THE STUDY

The authenticity of the findings entirely depends upon the willingness and
cooperation of the respondents.
Due to time constraints data was collected from a small sample. Hence result may
contain some bias at collection / analysis stage.
In some cases potential respondents refused to take the time to be interviewed or
refused to answer some specified questions.
Some respondents did not give the response due to wrong understanding.
Detail of the sale given by the retailer may be different with the actual condition as
the retailers have given me the details only by their guess.
Retailer & Wholesaler might have given me wrong details thinking that I am from
Kokuyo Camlin Ltd. too show their loyalty towards company.









98
























99

REFERENCE & BIBLIOGRAPHY

BOOKS:
Kothari C.R., Research Methodology, Second Edition, Page No. 2, 32, 55-58, 122-
128.
Kotler Philip, Marketing Management, 13
th
Edition, Page No. 142-146,172-177, 430-
432, 484-488.

SITES:
www.kokuyocamlin.com
en.wikipedia.org/wiki/Kokuyo_Camlin
www.camlin.com/event/all-india-camlin-contest
http://www.moneycontrol.com/india/stockpricequote/diversified/kokuyocamlin/C02
www.camlin.com/products/products_range.asp










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101

OUTLET SURVEY FORM
1. Date: //.
2. Outlet & Owner Name:
3. Full Address:
4. Market Name:

QUESTIONNAIRE
1. Are you aware of Kokuyo Camlin?
(a) Yes (b) No
2. Where did you hear about Kokuyo Camlin?
(a) Internet
(b) Magazine or Newspaper
(c) Advertisement on TV
(d) Stationary shop
(e) From relatives or friends


3. In your opinion the brand image of Kokuyo Camlin is
(a) Very Good
(b) Good
(c) Average
(d) Bad
(e) Very Bad


4. What are your main preferences while buying Kokuyo Camlin products?
(a) Brand
(b) Price
(c) Dealers Advice
(d) Promotional Schemes

5. Does offer free gift with products affect your buying decision?
(a) Yes (b) No


102

6. Are you satisfied with Kokuyo Camlin & its services?
(a) Yes (b) No

7. If No, then what are the reasons of dissatisfaction?

8. With the increase in the price of Camlins products (For meeting increased cost
of production) your purchase behavior will.
(a) Never Change
(b) Change to some extent
(c) Totally Change
(d) Cant Say


9. How does the price of Kokuyo Camlin products compare with other
competitors?
(a) Higher premium price
(b) Similar premium price
(c) Lower premium price


10. Why do you think Camlins products are more popular than competitors?
(a) Marketing and sales
(b) Brand image
(c) Quality and design of product
(d) Corporate reputation


11. Have you faced any problem regarding the quality of the products?
(a) Yes (b) No

12. Will you purchase product from Kokuyo Camlin in the future?
(a) Yes
(b) No
(c) May be


13. Your suggestion for Kokuyo Camlin Limited :

.