Summer Training Report

On MARKETING STRATEGIES of luxor

Submitted for partial fulfillment of the requirement for the award of MASTER OF BUSINESS ADMINISTRATION 2009-2010

SUBMITTED BY: NITIN SHARMA SS-(11-12)

SUBMITTED TO RAWAL INSTITUTE OF MANAGEMENT (AFFILIATED TO M.D.UNIVERSITY ROHTAK)

Acknowledgement
Any accomplishment requires the effort of many people and this work is no different. It has been my proud privileges to be attached to do research on such a topic which gave me the chance to get connected with some great people who are thoroughly professional i.e., staff of Luxor pvt. Ltd. all highly professional company with modern outlook. With due respect I express my indebt ness to the management of all these companies. For accommodating me to have a look into their systems and providing me with all information I needed to complete my research work. I would also like to thank Mrs my guide in college and all those who directly or indirectly helped in this project would have never been accomplished. I would also thankful to almighty god for his grace and mercy to successfully complete this project.

(NITIN SHARMA)

PREFACE
M.B.A is the stepping-stone to management career in order to achieve practical. Positive and concrete result. The classroom learning has to be effectively supplemented to relation of situation existing outside the classroom for developing healthy managerial And administrative skills in potential manager. It is necessary that the theoretical knowledge must be supplemented with exposes to the level environment. The report comprises all the important aspects of my training and all the aspect has been presented under different heading in the forthcoming pages, an attended has been made to present report covering different aspects of my training. I would like to express my sincere thanks all the staff members of LUXOR. Who helped in my endeavors during the training.

(NITIN SHARMA)

INTRODUCTION

MARKETING
Marketing involves understanding the consumers needs and then finding ways of fulfilling them. It is the ability to match needs with supply to the satisfaction of the consumers that makes marketing a fine art. Marketing is comprehensive term includes all resources and set of activities necessary to direct and facilitate the flow of goods and service from producer to consumers in the process of distribution. Marketing comprises all activities involved in the determination and satisfaction of consumer needs at a profit. By means of marketing functions, marketer can direct the firms response to an ever changing marketing environment and orient all parts of the business towards the creation of a satisfying customer. Marketing encompasses all activities of exchange conducted by producers and middle men in commerce for the purpose of satisfying consumers demand. The American marketing association defines marketing as, The performance of business activities that direct the flow of goods and services from producer to consumer or user. The essence of marketing is exchange of products and the transaction and to satisfy human needs and wants. All business activities helping and promoting the exchange functions are included in marketing. Marketing is concerned with people and their behavior, especially their behavior as consumers. Our understanding of consumer behavior rests on contribution from many fields. The behavioral achieve been the most helpful source of concepts relating to consumers behavior but other disciplines have made contributions. Growing competition is rapidly changing the balance of power in favor of consumer. Producers are at long last at their doors. As consumer becomes more disconcerting clever advertising was not enough

to sell a product. The survivors were those that change their approach to customers and focused on a improving quality. Hitherto production led companies began to pay more attention to strategic finesse marketing managers became the new prima donnas. They inter began to lean on the market researcher to help the marketer to get an insight into the consumers purchasing behavior. Consumer behavior is defined as the acts of individuals directly involved in obtaining and using consumer goods ands services including the decision process that proceed and determines these act. So it is a behavior that consumers display searching for purchasing, using, evaluating and disposing of products, services and ideas which they accept will satisfy their needs. Todays companies are facing confidence and to compete ever. To win the customers confidence and to compete the out performing competitors it is very necessary to satisfy the customers needs. Satisfaction is a feeling of pleasure or disappointment resulting from comparing a product perceived performance or outcome in relation to his or her expectation. if the performance falls short of the expectations, the customer is dissatisfied P >E Then the customer is dissatisfied.

if the performance matches the expectation then the customer is satisfied P = E

if the performance exceed the expectation then the customer is highly satisfied P < E

Recognizing that high satisfaction leads to high customer loyalty for customer centered companys customers satisfaction is both a goal and marketing tool. Many psychological and environmental factors are part of buying process and needed to be understood by the marketer to develop a good marketing strategy. Individual factors such as Motivation. Perception, Learning, Beliefs, Attitude and Personality are the important factor and the they always shape the nature of the decision and the behavior of the customer acts in the way than other.

ATTITUDE As consumers, each of us has a vast no of the attitude towards the products, towards the services, towards the retailers, towards the advts. Whenever we are asked whether we like or dislike a product, a services, a particular retailer ,a pacific direct marketer or an advt theme , we are being asked to express our attitude.

Awareness of consumers attitude is such a central concern of the both product and services marketer that it is very difficult to imagine any consumer research project that does not include the measurement of some aspect of the consumers attitude. Attitudes are an expression of inner feeling that reflect whether a person is favorable or unfavorable predisposed to some object. Because they are outcomes of psychological process, attitudes are not directly observable. But must be inferred from what people say or what they do. Consumer research assess attitude by asking question or making inference from behavior. For example, if a researcher determines from questioning a customer that the individual consistently buys Alls products and the recommends them to friends, the researcher is likely to infer that the consumer possesses a +ve attitude towards HLL products.

This illustration suggest that a whole universe of consumer behaviors consistency of the purchase, recommendation to others, top ranking, beliefs, what, then, are ATTITUDE. In a consumer behavior context, an attitude is an a learned predisposed to behave in a consistently favorable way with respect to a given object. An attitude is a person enduring favorable of unfavorable evaluation emotional feeling and the action tendencies towards some object and idea. People have an attitude towards almost every thing: religion , politics, clothes, music etc. Attitude leads people to behave in fairly consistent way towards similar way. People do not have to interpret and recto every object in fresh way. Attitude economist on energy and the thought. For this reasons attitude are very difficult to change. A persons attitude settle into a consistent pattern and to change a single attitude may require major adjustment in other attitudes. Thus a company would be well advised to fit its product into existing attitude rather then to try to change people attitude. It is the activities in which people undertake when obtaining consuming and disposing of the product and service. Consumer behavior has traditionally been thought of as the study of why people buy. There are several activities included in the definition of consumer behavior OBTANING : refers to the activities leading up to and including the purchase or receipt of the product. Some of these activities include searching for the information regarding product feature and choices, evaluating alternative products all brands, and purchase. Consumer behavior analyzed examine these types of behavior, including how consumer buy the products do they shop stores, shopping mall or the internet? other issues might include how consumer buy the product whether they buy the product as gift or fort themselves ways whether consumer transport product or have them delivered where they get information about product and stores alternatives and how brands influence their produce choices

CONSUMING: refers to how where when and under what circumstances consumer use product. E.g. issues related to consumption might include decision about whether consumer uses the product at home or at office. Do the used product acc to the instruction or not do they find their own way of using the product? Is the product pleasurable or purely functional? Do they use the entire product before disposing of it? DISPOSING: include how consumer gets rid from the product and packaging. In this instance consumer analyze might examine consumer behavior from and ecological stand point how do consumer dispose of product packaging or product remain. Consumer might also choose to reuse some product by handing them down to younger children. Or they may resale them in resale shop, swap them known the internet and classified at or sell them again at garage sale or flea markets. The process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organs objectives. From a consumer stand point the satisfaction with the exchange. Consumer will only will to pay for the product and services that satisfied their needs, but that is unlikely to occur unless the firm understands how consumer consumed or use a particular product.

CONSUMER BEHAVIOR HELPS FORMULATE PULIC POLICY

INDIVIDUAL and organs interested in public policy need to know the needs of public policy related to economics, social welfare, family planning , or most any other area of public policy, they are always need to know how predict their behavior when policy occur. When the Federal Reserve changes interest rate what will be the effect on demand for homes. Consumer behavior analyzed examine these types of behavior, including how consumer buy the products do they shop stores, shopping mall

METOHS OF STUDYING OF CB TO LUXORS PRODUCTS

The issue that even the best marketers are addressing is how to be reach consumer behavior most affectively, and they is no single solution. Consumers analyzed are turning to a variety of affective technique to get into minds of consumer. These methods might include conduct

1. Observations it consists to consumer research consist primarily of observing consumer behavior in different situation. IN HOME OBSERVATION: It gets marketer inside peoples homes to example exactly how products are consumed. SHADOWING Is a method in which a researchers shadow consumer through the shopping and consumption processes, asking questions about each step of process. 2 INTERVIEWS AND SURVEYS Surveys are an efficient way of gathering the information from a large sample of consumer by asking questions and recording responses. FOCUS GROUP: Are frequent used to delve into a variety of consumer and consumption rules? 3 EXPERIMENTATION As a research methodology attempts to understand cause and effect relationship by carefully manipulating independent variables to determine the effect of changes on dependent variable. 4 CONSUMPTION REASEARCH Builds on the three primary research methods to examine how people buy and use products.

PROCESS OF THE DECISION MAKING TOWARDS LUXORS PRODUCTS

There are various step in the decision making process. These are as follow Step -1. NEED RECOGNITION Step-2 SEARCH FOR THE INFORMATION Step -3 PRE PURCHASE EVALUATION OF THE INFORMATION Step -4 PURCHASES Step-5 CONSUMPTION Step-6 POST PURCHASE EVALUATION

NEED RECOGNITION:- the starting point of the purchase decision is the recognition of the need. It is concerned with whether the consumer has the need of the product or the not. It is the difference between the what he or the she perceive to be the ideal versus the actual state of the affairs. The marketer must know the consumer need i.e he must know the consumer has a what type of the need. There should be the effective communication between the consumer and the marketer. SEARCH FOR THE INFORMATION :There are two type of the search Internal search External

The internal search is concerned with the mind. It means that it is concerned with the retrieval of the information from the mind. It is concerned with the individual mind.

An external search is concerned with the collection of the information from the peer, family, and the market place. It is the crucial part of the process because it entirely depends whether the information collected is right or the wrong. Information processing:- as the consumer is exposed to information resulting from the external search, he or she being to process the stimuli. They include 1. EXPOSURE: once the exposure is occurred, one or two of the sense are activated and processing begins. 2. ATTENTION:- after the exposure the next step is to allocate the information processing capacity to the incoming information. 3. COMPREHENSION:- if the attention is attracted, the message is further analyzed categories of the meaning stored in the memory. 4. ACCEPTED: - AFTER the comprehension step, the step is to accept the product. It plays the vital role in the process of the decision making. PRE PURCHASE EVALUATION OF THER ATERNATIVES

The next step in the process of the decision making is to evaluate the alternatives. It is concerned
with which one alternative is best suited to the need of the consumer. It is the most important step of the decision making process because in this step the consumer evaluate the alternative that suits the best to the need of consumer. PURCHASE: THE NEXT step in the decision making is to purchase. In this step, the consumer purchase the product that satisfied the need of the consumer.. CONSUMPTION: after the purchase, the next step is to consume the product. Consumer must know the process of the consumption so that he or she can get the maximum benefit from the product.

METHODS OF GRABBING THE CONSUMER ATTENTION

The consumer attention is found to be very important in the process of the decision making. The consumer attention is the key factor that leads the consumer to buy the product and services. There are various methods and the approaches to grab the consumer attention. These are as follows: 1. CONNECT WITH CONSUMERS NEED: connecting to the consumers need may require reminding them to stimuli perceive as relevant to their need. Product and advertisement that do so will attract the consumer attention. 2. PAYING CONSUMER TO PAY ATTENTION: in this there is a term called as permission marketing which refers to persuading consumer to volunteer their attention in return for some tangible benefits. 3. LOOKS! IT MOVES: even the suggestion and the appearance of the movement can be able to attract the consumer attention. It is an important part of the process of getting the consumer attention. 4. SCENE CHANGE: another technique for capturing attention is the use od rapid fire scenes change which can cause an involuntary increase in brain activity.. in one advert campaign of Pontiac automobile, the commercial content some sense that last no longer. 5. Color Are Nice: the attention getting and holding power of a stimulus may be increased sharply through use of the color ads cost counterparts. more sates then did their black and white

THE UNDERLYING PRINCIPLES OF CONSUMER BEHAVIOUR

1 THE CONSUMER IS SOVEREIGN To create the consumer and marketing executives agree that it is much easier to create a consumer if you have what the consumer wants to buy. 2. CONSUMER IS GLOBAL The world is our marketplace might be declared as the new creed for consumer and organizations in the next century. 3 CONSUMERS ARE DIFFERENT Consumers are different in having their need and preferences. So there is need of segmentation to recognize the peoples preferences. 4. CONSUMER HAS RIGHTS Consumer has right to think in taking their decisions. What do they think do firm generally increase their profit by deceiving or cheating consumers?

CHAPTER 1st COMPANY PROFILE

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.

STEPPING STONES TO SUCCESS

What started as a small venture in the crowded lanes of Old Delhi, has evolved into Indias No. 1 manufacturer & exporter of writing instruments operating 10 state-of-the-art facilities in NCR-Delhi & 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 Superbrand, the only company in the writing instrument industry to be bestowed this honour. 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 DK Jains 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 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 fibre-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 colouring needs of junior citizens.

Luxor spreads itself world wide, Luxor has: 1) offices and representatives in Europe, America and Africa. 2) A special herbal health care and personal care range successfully selling in markets of the Middle East, far east, and several European countries. 3) In roads into European and American markets that have good potential due to resurgence of the back to nature movement. 4) Export of active pharmaceutical ingredients, manufactured under strict international quality benchmarks, to Europe, Latin America, Africa, and other, Asian countries. 5) Export of food and textile grade natural gums, extracted from traditional plant sources. Luxor has strategic partnerships with leading multinational food and health care companies to introduce innovations in products and services. Manufacturing facilities spread across 3 overseas locations to optimize production by utilizing local resources and the most modern technology available. Luxor was founded by DR. S.K. burman, he had a vision that saw beyond the profit motive. In his words, what is that life worth which cannot bring comfort to others.

Luxors major initiatives in the social sector include: Establishment of the sustainable development society, or SUNDESH,-in 1993 a non profit organization to promote research and welfare activities in rural areas. Promoting health and hygiene amongst the underprivileged Organizing the plant for life programmed for school children- to create environmental awareness amongst young minds.

Luxor has an illustrious board of directors who are committed to take the company on to newer levels of human endeavour in the service of mankind. The board comprises of: In Luxor India limited knowledge and technology are key resources which have helped the company achieved higher levels of excellence and efficiency. Towards this overall goal of technology driven performance, Luxor is utilizing information technology in a big way. This will help in integrating a vast distribution system spread all over India and across the world. Luxors major IT initiatives: 1) migration from baan and mfg ERP systems to centralized SAP from 1st april 2006 for all business units. 2) Implementation of a country wide new WAN infrastructure for running centralized ERP system. 3) Setting up of new data center at KCO head office. 4) Extension of reach system to distributors for capturing secondary sales data. 5) Roll out of IT services to new plants and CFAS

VISION

BOARD OF DIRECTORS

D.K. Jain Chairman & President, Luxor Group

As the Chairman and President of the Luxor Group, Mr. D.K. Jain has established a Super Brand and guided the company to great heights. Under his able leadership, a strong foundation has been laid for Brand Luxors exponential growth and the business house has emerged as Indias leading manufacturer and exporter of premium writing instruments. Luxor has maintained its position as Indias No.1 Exporter of writing instruments for the sixth consecutive year a rare feat as the brand has never failed to be recognised, purchased and valued across the globe. Motivated by his inspiring vision and exceptional capabilities, the Group has further diversified into core industry segments such as hospitality, real estate, retail -reaching new milestones and scripting new success stories. The patriarch of the Luxor group has several accolades to his credit including the Lifetime Achievement Award in 2004 and the Distinguished Entrepreneurship Award in 2005. The Samman Patra and the Sirmour Punjabi Award for outstanding contribution also came his way. Mr. Jain is the founder of the Writing Instrument Manufacturers Organisation (WIMO), an alliance of more than 900 SSI firms, which plays a crucial role in promoting the Indian writing instrument industry both at the domestic and the global markets. As a responsible corporate citizen, Mr. Jain is deeply involved in philanthropic activities and inspires people to follow similar values. The industry stalwart also acts as the Chairman of Luxor Foundation, a charitable trust engaged in educating the underprivileged.

Directors

Usha Jain Director & Chairperson Luxor International

Pankaj Jain Director Luxor Writing Instruments

V K Jain Director Luxor International

Pooja Jain Executive Director Luxor Writing Instruments

Priya Jain Director L.P. Pens Pvt. Ltd.

MANUFACTURING FACILITIES
The success story of Luxor is an example of unhindered self-confidence in oneself, and is a milestone in the saga of enterprise. It all started from a small manual assembly shop in the Sadar Bazaar area of old Delhi, in the year 1963. Armed with the power of hard work and ambition, it started a new era in the field of writing instruments. Today the company has the following legal entities situated, as its manufacturing units, in and around Delhi.

LUXOR INTERNATIONAL PVT. LTD.NOIDA

Luxor International Pvt. Ltd. C-42, Phase II, Noida Uttar Pradesh 201305

LUXOR WRITING INSTRUMENT PVT.LTD.

Luxor Writing Instruments Pvt. Ltd. #5, Okhla Industrial Estate, Phase III New Delhi - 110020

LUXOR WRITING INSTRUMENT PVT.LTD.

Luxor Writing Instruments Pvt. Ltd. #7, Okhla Industrial Estate, Phase III New Delhi 110020

UDYOG VIHAR LUXOR WRITING INSTRUMENT PVT.LTD.

Luxor Writing Instruments Pvt.Ltd. # 867, Udyog Vihar Gurgaon, Haryana

TECHNIC INDUSTRIES NOIDA

Techink Industries C-42, Phase II, Noida Uttar Pradesh 201305

WRITING INSTRUMENT
The Luxor Group, Indias only Superbrand in writing instruments manufacturing & exports, has scripted a saga of success over the past five decades and made its mark in both domestic and international markets. Exquisite, stylish and technologically advanced, each Luxor creation is a delight to experience and a pride to possess penning the word power with ease and grace. Be it young kids or go-getter university blues, busy executives or cream corporate the company has a writing charm to suit every style and flair. The World values the magic of Brand Luxor the ingenuity & innovation, care & efforts, which help craft every precision tool. And the Group has brought under its umbrella the Fabulous Foursome Pilot, Parker, Waterman and Paper Mate, to win the hearts of discerning Indians. Luxor holds the manufacturing and marketing franchise of these world-famous brands in India and brings to you the best-ever lifestyle writing tools which speak of class & elegance. Think Luxor when it comes to quality and style. Its a brand that inspires customer confidence and builds a lifelong bond.

Tech Ink

HOSPITALITY
Led by Mr. D.K. Jain, the Luxor Group diversified in the hospitality business with its first acquisition of Hotel Qutab in 2002. The Luxor Hotels and Resorts Pvt. Ltd., a 50:50 joint venture with the Hyatt Group, acquired the ITDC-promoted four-star property in an open bid. With this acquisition, the Luxor Group intends to set up a countrywide chain of hotels and resorts in a bid to ensure world-class facilities and best-possible services for visitors on board. Located only a short distance away from the Domestic & the International airport, The Qutab in Delhi has been a noted landmark for decades and remained a flag-bearer of traditional Indian hospitality. The star establishment was, therefore, a natural choice when the Group decided to make its entry to the hospitality industry in a big way. The Group has invested substantially to effect an exciting facelift a pleasing combination of beautiful interiors, gourmet cuisine, thrill-packed entertainment zones and impeccable services. The new-look Qutab is one of the best among contemporary business hotels boasting 175 luxurious rooms and 45 state-of-the-art apartments, as well as elegant banquet halls and distinguished multi-cuisine restaurants to make it the most desired home away from home for business and leisure travellers. Powered by the phenomenal growth in domestic and international tourism, the hospitality industry in India is delivering record-breaking results. During 2005-2006, occupancies were more than 70%, along with a staggering growth of 30% in average room rates putting Indias top hotels on par with their European counterparts in terms of growth and profitability. Luxors recent foray into the hospitality industry is, therefore, expected to pay rich dividends and ensure incremental growth thus enabling the Group to maintain its position as a forerunner.

REAL ESTATE
LUXOR RIDES REAL ESTATE BOOM
Over the years, the real estate boom in India has opened up new growth opportunities for blue-chip corporate houses ready to expand in terms of investments, operations and strategic partnerships. In tune with the current trend, the Luxor Group has diversified into real estate development in 2003 and tied up with the renowned Uppal Group, a corporate developer & builder with three decades of industry experience and more than 500 projects to its credit. Our strategic initiative to enter the capitalintensive commercial real estate development segment not only ensures rapid growth but also helps create value for shareholders as the new ventures will be a standing testimonial of the high-profile brand image enjoyed by the Luxor Group spelling impeccable quality and unfailing reliability. In a bid to promote the diversification move, the Luxor Group has made huge investments in commercial real estate development and acquired suitable land for such premium projects as cyber cities, luxury hotels, office complexes, commercial plazas and Special Economic Zones (SEZs). The Luxor-Uppal consortium has already started operations across Delhi and the National Capital Region (NCR) undertaking a state-of-the-art IT Park development in Gurgaon and building mega complexes in the heart of New Delhi to meet the growing demands for high-value office/commercial space. The Group is also developing an ultra-modern Special Economic Zone (SEZ) in the NCR to help serve diverse industry segments

PLAZA M6
The consortium is currently developing Plaza M6 a world-class destination for the new-millennium Indian corporate and business elite. Located at Jasola off Mathura Road, one of the fastest growing commercial areas within the Capital, Plaza M6 has revolutionized the traditional concept of office space and introduced contemporary, eco-friendly offices complete with all modern amenities. The project has a total built-up area of 1,65,000 sq ft. and also houses retail space on the ground floor and the first floor.

Mira
Located at Ishwar Nagar on Mathura Road, Mira is the Capitals latest business hub designed by architectural talents from India & Australia and built according to Vaastu. Spanning an area of 1,77,865 sq. ft., the elegant & eco-friendly business complex houses two landscaped courts, features world-class amenities and ensures the best-possible safety & security standards for a harmonious working environment. The structural design of the property conforms to Seismic Zone IV standards while a sophisticated facility management system will operate 24x7. As Delhi is one of the hotspots of world trade, a purpose-built location like Mira will always stand out as an iconic landmark serving the business community. As commercial real estate development gains momentum across the country, the Group has well laid out plans to work towards a pan-Indian profile on the real estate front and grow from strength to strength in near future.

RETAIL

LUXOR SIGNATURE OUTLETS: REDEFINING RETAIL

The Retail Revolution brewing quietly few years back, is now distinctly redefining retail space and ensures a never-before shopping experience for consumers in India. Tapping this large potential - the Luxor Group has floated a separate division, to foray into this fast-moving segment and strengthen its retail network across the country. The Group has recently introduced a chain of exclusive outlets under the new retail brand of Luxor Signature. The first Signature Store has come up at the Shipra Mall in Delhi/NCR, showcasing the entire product range from the Luxor stable. Focusing on significant market penetration, the Group targets to roll out a total of 100 Signature outlets across the country by the fall of 2008. An undisputed leader in writing instruments manufacturing & exports, the Luxor Group has brought under its fold such world-famous brands as Parker, Pilot, Papermate and Waterman, and ensured the best value offerings for the quality-conscious Indian consumers. Though Parker, Pilot, Papermate, Waterman and Luxor are known as individual brands in the domestic market today and caters to different segments, the idea behind the retail venture is to make consumers aware of Luxors integrated efforts and complete product lines. From classic to contemporary and stylish to innovative, the lifestyle accessories on offer at the Signature outlets are expected to grip the attention of the achievers and the go-getters, the cream corporate and the aspiring executives confident about their capabilities and conscious about the personal/fashion statements they make. Luxor targets the global Indians with a modern attitude and firm belief in work-smart solutions, people who never compromise when it comes to quality, value and variety. In tune with the Groups strategy of innovating product lines and gift offerings, the flagship stores remain a treasure trove offering a unique portfolio of world-class writing instruments, stationery and personal accessories such as digital business organizers, phones, leather goods and digital music products. In addition to the Luxor range available in the market, the Signature outlets also retail a number of exclusives such as the Parker Celebration range and the Pilot specialty products including calligraphy pens and retractable fountain pens. Each Luxor Signature outlets boasts a vibrant, plush ambience and features well-planned retail space for aesthetic product presentations so that visitors may explore at will and try out different products while the friendly and well-trained customer service executives help and guide to make it a truly memorable buying experience. All Signature Stores will operate on a value-pricing format accentuated with exquisite store design, strong logistics and impeccable customer service.

EXHIBITION
A leader in the writing instruments industry, Luxor is passionate about making its mark in major trade shows/exhibitions, launching new products or sponsoring events, especially those very special Luxor in School happenings. The Luxor Show Zone brings you late-breaking news of our latest activities so that you remain with us every time we are scripting a new success story.

KIDES CHENNAI DECEMBER 2007

Confederation of Indian Industry (CII), Indias Premier Industry Association organized KIDEX, a three-day - Business 2 Kids and Business 2 Family Event. Focus was to create learning environment for kids so that they can make informed choices.

STATIONERY FAIR, NEW DELHI, OCTOBER 2006 Luxor was a part of the Stationery fair held at Pragati Maidan, New Delhi. Mrs. Sheela Dixit, Chief Minister also visited the Luxor stall and enquired about Luxor range of writing

WIMO, Mumbai, September 2006

WIMO (Writing Instruments Manufacturers Organization) is a corporate exhibition held every year in Mumbai, Kolkata and Bangalore in which almost all the writing instrument companies

TIMES NIE TEACHERS MEET, DELHI, JULY 2006 Luxor sponsored the Times NIE Teachers Meet held at Ashok Hotel, New Delhi. The message conveyed through the meet was, Education is about learning life skills. Eminent panelists at the event included renowned IPS Officer Dr. Kiran Bedi .

FAQs
For the Writing Instruments

1. What is Parker Warranty and Waterman Warranty? 2. What are the different modes in writing instruments? 3. What is Navigator Technology? 4. What is the Twin feed system in a Fountain Pen? 5. What is the difference between a Roller ball (RB) refill and a Ball pen
(BP) refill?

6. How much is the shelf life of a pen? 7. How should a pen be placed while traveling in an aeroplane? 8. What does the V system refer to in a Pilot pen? 9. How do we differ between a Marker and a Hi-liter? 10. How safe are the inks of all range of LUXOR pens when used by children
or adults?

11. What do you mean by a 3Dimple-technology in a Pilot pen? 12. What is the specialty of OHP Markers? 13. What is the basic use of Fiber Roller refills in Waterman pens? 14. What are the different nibs in Waterman brand that affects the
handwriting style of the user?

1. What is Parker Warranty and Waterman Warranty?

Your Parker & Waterman Writing instruments is guaranteed against failures due to faulty materials or bad workmanship throughout the life of the original owner. Damage caused to product due to impact or abuse by the customer, loss of a component or wear and tear is not covered by this warranty. This warranty is non-transferable. Parker& Waterman reserve the right to define faulty product. All non-manufacturing defects in the product will be repaired or replaced free of cost once returned to any Parker / Waterman authorized Service Collection Center.
2. What are the different modes in writing instruments?

There are altogether four modes:

FP Fountain Pens RB Roller Ball Pens BP Ball Pens Pencils

3. What is Navigator Technology?

Parker RB refills are manufactured, using Navigator Technology wherein all the refills undergo air vacuum for instant writing. It contains low viscosity ink that gives pleasure of writing with a Fountain pens and convenience of a Ball pen.
4. What is the Twin feed system in a Fountain Pen?

Twin feed is a system in which air pockets and channels are created by special design that transfers ink from the reservoir to the nib.
5. What is the difference between a Roller ball (RB) refill and a Ball pen (BP) refill?

RB Refill contains low viscosity; water based ink and gives an effortless writing impression having higher ink lay down rate. BP Refill contains high viscosity; oil based ink, which is laid down more sparingly.

6. How much is the shelf life of a pen?

Except markers, which contain volatile solvents, all other products or refills manufactured in all ranges have a shelf life of 2years starting from the date of packaging of the product.
7. How should a pen be placed while traveling in an aeroplane?

The pen should be kept in horizontal position to avoid leakage of ink due to pressure difference at high altitudes during take off and landing of the aeroplane.
8. What does the V system refer to in a Pilot pen?

V system is a specialty of Pilot range, all Roller and Fountain pens where air tight and through mechanism system is used for instant writing every time. Also the transparency of the body provides view of remaining ink quantity in the product.

9. How do we differ between a Marker and a Hi-liter?

Markers are used for permanency on porous or non-porous surfaces except in case of white board markers, which can be erased by a tissue on any non-porous surface. Hi-liters are mainly fiber-tip based products being used for highlighting the written or printed matter because of its florescent quality of ink.
10. How safe are the inks of all range of LUXOR pens when used by children or adults?

All inks used in the refills of Waterman, Parker, Pilot, Luxor, Paper Mate, Louis Charron etc are environment friendly and non-toxic which do not contain heavy metals above the permissible limit as per EN71/3 European Standard.
11. What do you mean by a 3Dimple-technology in a Pilot pen?

3 Dimple technology is a patent of Pilot range in which the ball of the tip is being held with 3 dimples at 120 degrees on the round surface, which provides no rubbing of paper while writing, to avoid any scratchy feeling.
12. What is the specialty of OHP Markers?

OHP Markers are permanent on acetate or plastic surfaces and do not bleed under intense heat.
13. What is the basic use of Fiber Roller refills in Waterman pens?

Fiber roller refills are available for Waterman pens for giving a think writing to the user.
14. What are the different kinds of nibs in Waterman brand that reflect the handwriting style of the user?

Each nib in Waterman brand offers light or heavy handwriting that represents a persons style and character.

Extra Fine For light handwriting. Fine For Small, precise and light handwriting. Medium For a sliding and medium sized handwriting. Broad For more assertive, generous hand and for signatures. Stub A version of broad nib, with flat tip for thick vertical line. Fine Oblique Flat tip, beveled to the left for fine up & down strokes. Broad Oblique - Flat beveled tip for broad up & down strokes.

CAREER
Since its inception nearly five decades ago, the Luxor Group has been a pioneer in writing instruments solutions and growing from strength to strength both in domestic and international markets. Inspired by the phenomenal success, the Group has diversified across various industry segments such as Hospitality, Real Estate, Retail and Fibre Optic/Broadband Technology. The organisation looks for qualified and ambitious professionals with drive and vision, carving a niche as capable individuals and developing as dependable team players. We are an equal opportunity employer and offer challenging assignments which call for talent, commitment, continuous learning and self-improvement. At Luxor, we focus on integrating peoples' skills, expertise and experience with further training and development programmes. Quality, Innovation, Creativity and Customer Focus thus remain a constant endeavour which our people strive to achieve. If you have the desire to learn and the passion to excel, the Luxor Group will provide you with a variety of opportunities and set you on the fast-moving growth track. Be a part of the Luxor Family; Mail your rsum today to careers@luxoroffice.com or paste your resume below.

C A H PTER 2nd M R ETIN A K G STR TEG A IES

STRATEGIES INTRODUTION
The marketing strategy will seek to first create customer awareness concerning the offered products and services and develop the customer. Base. The message that Pegasus will seek to communication is that it Offers the best designed, most useful skating accessories. The message will be communicated through a variety of methods. The first will be Pegasus web site, which will provide a rich source of product information and offer consumer the opportunity to purchase .a lot of time and money, will be investment in the site to provide the customer with the perception of total professionalism and utility for Pegasus products and services. The second marketing method will be advertisements placed in numerous industry magazines. The skating industry is supported by several different glossy magazines designed to primate the industry as a whole. In addition number of smaller periodicals serve the smaller market segment within the skating industry. The last method of communication is the use of printed sales literature. The two previously mentioned marketing methods will create demand for the sales literature, which will be sent out to the. Customer .the cost of the sales literature will be fairly minimal, because it will use the already compiled information from the web site. Once a company identifies its primary competitors, it must ascertain their strategies, and weakness.

STRATEGIES;
A group of firms following the same strategy in a given target market is called a strategic group. To understand marketing management, we must understand strategic planning. Most large companies consist of four organization levels; the Corporate level, the business sun it level and the product level. Corporate headquarters Is responsible for designing a corporate strategic plan to guide the whole enterprise; it makes decisions on the amount of allocate to each division, as well as on which business to start or eliminate. Each division establishes a plan covering the allocation of funds to each business unit within the division. Each business unit develops a strategic plan to carry that business unit into a profitable future. Finally each product .level (product line, brand) within a business unit develops a marketing plan for achieving its objective in its product market. The marketing plan is the central instrument for directing and coordinating the marketing effort. The marketing plan operate at two levels; strategic and tactical. The tactical marketing plan specifies the marketing tactics, including product features, promotion, merchandising pricing, sales channels and service.

OBJECTIVE
Once a company has identified its main competitors and their strategies, it must ask; what is each competitor seeking in the market place? What drives each competitors behaviors? Many factors shape a competitors objectives, including size , history ,current management ,and financial situation .if the competitor is a division of a large company ,it is important to know whether the present company it for growth, Profiles or milking it. One useful initial assumption is that competitors strive to maximize profits. However companies differ in the emphasis they put on short term versus long term profits. Many U.S.firms have been eroticized for operating for operating on a short run model, largely because current performance is judged by stockholders who might lose confidence, sell their stock, and cause the companys cost of capital to rise. Japanese firms operate largely on a market share maximization model. They receive much of their funds from banks at a lower interest rate and in the past have readily accepted lower profit .an alternative assumption is that each competitor pursues some mix of objectives: current profitability, market share growth, cash flow, technological leadership, or service leadership.

OTHER COMPETITIVE STRATEGIES:

Firms that occupy, third, and lower ranks in an industry are often called runner up, or trailing firms. Some such as Colgate, ford, avis, and PepsiCo, are quite large in their own right. These firms can adopt one of two postures .they can attack the leader and other competitor in an aggressive bid for further market share, or they can play ball and not rock the boat.

MARKET CHALLENGER STRATEGIES

Many market challengers have gained ground or even overtaken the leader. Toyota today produces more cars. Than general motors and British airways files more international passengers than the formal leader, pan am did in its heyday. Airbus delivers more aircraft than Boeing.

DEFINING THE STRATEGIC OBJECTIVE AND COMPONENT

A market challenger must first define its strategic objective. Most aim to increase. Market share. The challengers must whom decide whom to attack. It can attack the market leader. It can attack firms of its own size that are not doing the job and are under financed. It can attack Smi iocai and regional firms.

CHOOSING A GENERAL ATTACK STRATEGY

Frontal attack
In a pure frontal attack, the attacker matches its opponents product, advertising, price, and distributor. The principal of force says that the greater manpower (resources) will win. Flank attack An enemys weak spots are natural targets .a flank Attack can be directed along two strategic dimensions geographic And segmental. In a geographic attack, the challenger spots areas where The opponent is under performing .for example, some of IBMs former Mainframe rivals, such as Honeywell, chose to set up strong sales branches In medium and smaller sized cities that were relatively neglected by IBM. The other flanking strategic to serve uncovered market needs ,as Japanese Automakers did when they developed more fuel efficient cars.

By pass attack:
The most indirect assault strategy is the bypass. it means by passing the enemy and attacking easier markets to broaden ones resource base. This strategy offers three lines of approach; diversifying into unrelated product, diversifying into new geographical markets and leapfrogging into new technologies to supplant existing product.

CHOOSING A SPECIFIC ATTACK STRATEGY:

The challenger must go beyond the five broad strategies and develop more specific strategies.

Price discount
The challenger can offer a comparable product at a lower price. This is the strategy of discount retailers. Three conditions must be fulfilled. First; the challenger must convince buyers that its product and service are comparable to the leaders .second buyers must be price sensitive. Third the market leader must refuse to cut its price in spite of the Competitor attack.

Value priced good and service:

In recent companies ranging from retailers such as target and airlines such as south west are combining low prices and high quality to sing market share from market leader. in the U.K. premium retailers like boots and TESCO.

Improved services:
The challengers can offers new or better service to customers. Avivs famous attack on hertz, were only second. We try harder was based on promising and delivering cleaner cars and faster service than hertz.

Manufacturing cost reduction:

The market might achieve lower manufacturing costs than its competitors through more efficient purchasing, lower lobar cot, and more modern production equipment.

Choosing a specific attack strategy:

The challenger must go beyond the five broad strategies and develop more specific strategies.

Price discount.
The challenger can offer comparable product at a lower price. This is the strategy of discount retailers. Three conditions must be fulfilled. First: the challenger must convince buyers that its product and service are comparable to the leaders. Second buyers must be price sensitive. Third the market leader must refuse to cut its price in spite of the Competitors attack.

Value priced goods and services:

In recent years companies ranging from retailers such as target and airlines such as south west are combining low prices and quality to snag market share from market leaders. In the U.K. premium retailers like boots and Sainsbury are now scrambling to meet intensifying price and quality competition from ASDA and Tesco.

Improved services:
The challenger can offer new or better service to customers. Avivs famous attack on hertz, were only second. We try harder was based on promising and delivering cleaner cars and faster service than hertz.

Manufacturing cost reduction:

The challenger might achieves lower manufacturing costs than its competitors through more efficient purchasing, lower cost more modern production equipment.

BUSINESS UNIT STRATEGIC PLANNING

The business unit strategic planning process consists of the following steps

The business missionEach business unit needs to define its specific mission within the broader company mission. Thus a television studio lighting Equipment Company might define its mission as, the company aims to target major television studios and become their vendor Of choice for lighting technologies that represent the most advanced and reliable studio lighting arrangements. Notice that this mission dose not attempt to win business from smaller television studios, win business by being lowest in price, or venture into nonlighting products.

SWOT analysis
The overall evaluation of a strengths, weakness, opportunities, and threats is called SWOT analysis.

Goal formation
Once the company has performed a SWOT analysis, it can proceed to develop specific goals for the planning period. This stage of the process is called goal formulation. Managers use the term goals to describe objectives that are specific with respect to magnitude and time. They must be arranged hierarchically, from the most to the least Most business units pursue a mix of including profitability, sales growth, and market share improvement, risk containment, innovation, and reputation. The business unit sets these objectives and than managers by objectives (MBO). For an MBO system to work, the units objectives must meet four criteria. 1. Important. 2. Objective should be started quantitatively whenever possible. 3. Goals should be realistic. 4. Objectives must be consistent.

Strategic formulation

Goals indicate what a business unit wants to achieve; strategy is a game plan for getting there. Every business must design. A strategy for achieving its goal. Consisting of a marketing strategy and a compatible technology strategy and sourcing strategy.

Porter generic strategies

Michael porter has proposed three generic strategies that provide a good starting point for strategic thinking: overall cost leadership differentiation and focus. Overall cost leadership Differentiation Focus

Program formulation and implementation

Once the business unit has developed its principal strategies, it must work out detailed support programs. A great marketing strategy can be sabotaged by poor implementations. if the unit has decided to attain technological leadership ,it must plan programs to strengthen its R&D department ,gather technological intelligence ,develop leading edge products ,train the technical sales force and develop ads to communicate its technological leadership . In implementing strategy, companies also must not lose sight of their multiple stakeholders and their needs. Traditionally most business focused on stockholders . According to Mckinsey & company, strategy is only one of seven elements.

In success business practice. The first three elements Strategy Structure and Systems

Are considered the hardware of success.the next four

Style Skills Staff and Shared values

Are the software. The first soft element, style, means that company employees share a common way of thinking and behaving. The second skill means that the employees have the skills needed to carry out the companys strategy. The third staffing means that the company has hired able people, trained them well , and assigned them to the right jobs . The fourth shared values, means that the employees share the same guiding values. When these elements are present companies are usually successful at strategy implementation.

In feedback and control

As it implements its strategy, a firms needs to track the result and monitor new developments. Some environments are fairly stable from year to year. Other environments evolve slowly in a fairly predictable way. Still other environments change rapidly in major and unpredictable ways. Nonetheless, A company can count on one thing: the marketplace will change; and when it dose , the company will need to review and revise its implementation , programs ,strategies , or even objectives A companys strategies fit with the environment will inevitably erode because the market environment changes faster than the companys 7 Ss. Thus, a company might remain efficient while it loses effectiveness. Peter Drucker pointed out that it is more important to do the right thing (effectiveness) than to do things right (efficiency). The most successful companies excel at both.

MARKETING DEPARTMENT

BUSINESS

MARKETING

NEW CUSTOMER
Meeting with customer Customer plants visit Product design Quality aspects Quotation Quotation approved Sample sent and approval PO received Supply starts

COLLECTION

SALES

CUSTOMER SATISFACTION

Decline stage
Sales decline for a number of reasons including technological advances shift in consumer tastes, and increased domestic foreign competition .all lead to overcapacity, increased price cutting, and profit crosion. The deeline might be slow, as in case of sewing machines, or repaid, as in case of the 5.25 floppy disks. Sales may plunge to zero or they may petrify at a low level. As sales and profits deeline, some firms withdraw from the market. Those as sales and reduce the number of products they may withdraw from smaller market segments and weaker trade channels, and they cut their Promotion budgets of company strategies in declining industries five strategies are available to the firm: Increasing the firms investment (to dominate the market or strengthen its competitive position). Marinating the firms investment level until the uncertainties about the industry are resolved. Decreasing the firms investment level selectively, by dropping unprofitable customer groups while simultaneously strengthening the Firms investment in lucrative niches. Harvesting (milking) the firms investment to recover cash quickly. Divesting the business quickly by disposing of its assets as advantageously as possible.

The appropriate strategy depends on the industrys relative attractiveness and the companys competitive strength in that industry .

Business development

New customer
First of all we invite a new in our organization and we commence a meeting with our customer in the organization. Then our organization . then our customer will visit in the organization . and we tell him about plans.

Quotation
After meeting and visiting of customer, we give our quotation to the customer. To seeing our quotation if customer is agree then he will send us purchase order. And we start producing as per purchase order.

Customer complains & problem solving

We dispatch the materiel to our customer according to customer planning . we dispatch materiel day to day , alternate, which has dispatched to the customer .there is some rejection in that materiel ,so if rejection is repairable then rejection and if the rejection is not repairable then we scrap the rejection . the customer send us debit note regarding reaction. And our responsibility to problem solving . the object of our organization is total satisfaction of the customer .

Total customer satisfaction

Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectation . in general satisfaction is appraisal persons of pleasure or disappointment resulting from comparing appraisal perceived performance ( or outcome) in relation to his or her expectations. If they performance falls short of expectations , the customer is dissatisfied . if the performance exceeds expectations, the customer is highly satisfied or delighted.

Measuring satisfaction
Many complains are systematically measuring customer satisfaction and the factors shaping it. For example escorts agri ltd tracks how satisfied customer are with each escorts agri ltd salesperson they encounter and this each salespersons compensation. A company would be wish to measure customer satisfaction regularly because one key to customer retention is customer satisfaction.

Product and service quality

Satisfaction will also depend on product and service quality . What exactly is quality ? various experts have defined it as fitness for use conformance to requirements freedom from variation and so on. We will use the American society for quality controls definition; Quality is the totality of features and chartecteristics of appraisal products or service that bear on its ability to satisfy started or implied needs. This is clearly a customer centered definition . appraisal company that satisfied most of its customers needs most of the time is called appraisal quality company , but it is important to distinguish between conformance and performance quality . Total quality is the key to value creation and customer satisfaction . total quality is everyones job just as marketing is everyones job .this idea was expressed well by Daniel beckham: Marketing managers have two responsibilities in a quality centered company. First they must participate in formulating strategies and policies to help the company win through total quality excellence . second ,they must deliver marketing quality alongside production quality.

CHAPTER 3rd RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

INTRODUCTION
Research in common parlance refers to a search for knowledge. Once can also define research as a scientific search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry especially through research for new facts in any branch of knowledge. Redman and Mory define research as a systematized effort to gain new knowledge. Some people consider research as a movement, a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confront us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the known. The inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as Research.

MEANING OF RESEARCH

Research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. Acc. to Clifford Woody

OBJECTIVE OF RESEARCH
1. 2. 3. 4. To gain familiarity with a phenomenon or to achieve new insight into it. To portray accurately the characteristics of a particular individual, situation or a group. To determine the frequency with which something occurs or with which it is associated with something else. To test a hypothesis of a casual relationship between variables.

TYPE OF RESEARCH
The basic types of research are as follows:

1. Descriptive Research
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening.

2. Analytical Research
In analytical research, the researcher has to use facts or information already available, and analyze these to make a critical evaluation of the material.

3. Applied Research
Applied research aims at finding a solution for an immediate problem facing a society or an industrial/business organization. Applied Research to identify social, economic or political trends that may affect a particular institution or the copy research or the marketing research or evaluation research.

4.Fundamental Research
Fundamental Research is mainly concerned with generalization and with the formulation of a theory. Research concerning some natural phenomenon or relating to pure mathematics.

5. Conceptual Research
Conceptual Research is that related to some abstract ideas or theory. It is generally used by philosophers and thinkers to develop new concepts or to reinterpret existing ones.

6. Empirical Research
Empirical Research relies on experience or observation alone, often without due regard for system and theory. It is data-based research, coming up with conclusions which are capable of being verified by observation or experiment.

MEANING OF RESEARCH DESIGN

The formidable problems that follows the task of defining the research problem project, popularly known as the Research Design. Research Design is the arrangement of conditions for collections

and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

MEANING OF SAMPLE DESIGN

Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedures the researcher would adopt in selecting items for the sample. Sample Design may as well lay down the number of items to be included in the sample i.e., the size of the sample. Sample design is determine before data are collected. There are many sample designs from which a researcher can choose. Some designs are relatively more precise and easier to apply than others.

MEANING OF PRIMARY DATA

Primary data are those which are collected afresh and for the first time, and thus happen to be original in character. We collect primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and perform surveys,

whether sample surveys or census surveys, then we can obtain primary data either through observations or through direct communication with respondents in one form or another or through personal interviews.

MEANING OF SECONDARY DATA

Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. The researcher would have to decide which sort of data he would be using for his study and accordingly he will have to select one or the other method of data collection. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data.

Objectives Of The Study

Limitation Of The Study

 Scope Of The Study

OBJECTIVES OF THE RESEARCH STUDY

To asses the consumer response towards luxer pens. To find out likely motivators for the purchase of the product. To find out peoples likes and dislikes about the product. To ascertain the market share of luxer pen. To make suggestions for the market share of luxer pen. To find out the competitors of luxer pen. To know about competitors activities as they are doing in competing with luxer pen.

LIMITATIONS OF THE STUDY

The preparation and interpretation of data may not be 100% free from errors and may be affected by the respondents based mindset to some extent.

Sampling size of targeted consumer is small, so the response may not give true reflections of the mental frame work of the population. Judgement /convenience sampling was used, so the data may not be of that quality level as obtained by complete enumeration survey which is not possible due to financial and time constraints

Scope of the study

The scope of the study is restricted to the marketing department of the Luxor Company. Most of the people are using the branded product. The scope of the study is very large and it is in the accessibility of the each and every person.

CHAPTER 4th DATA COLLECTION

DATA COLLECTION

INTRODUCTION
The task of data collection begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to de used for the study, the researcher should keep in mind two types of data viz., primary and secondary. The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. The secondary data, on the other hand, arte those which have already been collected by someone else and which have already been passed through the statistical process. The researcher would have to decide which sort of data he would be using for his study and accordingly he will have to select one or the other method of data collection. The methods of collecting primary and secondary data differ since primary data are to be originally collected, while in case of secondary data the nature of data collection work is merely that of compilation.

PRIMARY DATA COLLECTION

We collect primary data during the course of doing experiments in an experimental research but in case4 we do research of the descriptive type and perform surveys, whether sample surveys on census surveys, then we can obtain primary data either through observation or through direct communication with respondents in one form or another or through personal interviews. There are several methods of collecting primary data, particularly in surveys and descriptive researchers. Important ones are observation method, interview method, questionnaires method, schedules method and other method which include warranty cards; distributor audits; pantry audits; consumer

panels; using mechanical devices; through project live techniques; depth interview; and content analysis.

SECONDARY DATA COLLECTION

Secondary data means data are already available i.e., they refer to the data, which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. Secondary data may either be published data or unpublished data.

Usually Published data are available in:

1. Various publications of the central, state. And local government.

2. Various publications of foreign governments or of international bodies and their subsidiary organization. 3. Technical and trade journals. 4. Books, magazines, and newspapers. 5. Reports and publications of various associations connected with business and industry, banks, stock exchanges. 6. Research scholars, universities, economists, etc. in different field prepare report Unpublished are available in: 1. It may be found in diaries. 2. It may be found in letters. 3. It also available in unpublished biographies and autobiographies. Usually

4. It also may be available with scholars and research workers, trade associations, labors bureaus and other public/private individuals and organization.

Research objectives:
The main objective of this research was to meet the customers who own LUXER PEN, and find out buying behavior and the problems which they are facing so that the company can remove these problems in their forthcoming product and improve the quality of product if needed.

Research Design:
The research design used in this study is descriptive, which includes interviews, questionnaire and fact finding enquiries with the customers and retailers.

Sampling unit:
The sampling unit for this research was all four zones of Delhi, Faridabad and gurgaon.

Sampling frame:
Sampling frame for this survey was 50 customers and 50 retailers.

CHAPTER 5th DATA ANALYSIS INTERPRETATION

DATA ANALYSIS & INTERPRETATION

INTRODUCTION
This entire study is aimed to assessing the customer satisfaction and brand preference. The analysis of the data is one as per the survey findings. The views on the various aspects of survey were analyzed through questionnaire. Each question was weighed on certain aspect. The opinion of the respondents was totaled under their respective heads and this totaling was further used fort calculating the percentage of people expressing their views on various aspects. The % of people and their opinion were analyzed and expressed in the form of graphs and have been in the next pages. It includes the analysis and interpretation arrived from the primary data collected according to the research to facilitate the analysis. The data is being with the help of pie & Bar Graph. I made two questionnaire, one for buyer and second for retailers so I analyses and interpret both:

Analyses and interpret of buyer questionnaire:Q.1 SOURCE OF MARKETING AWARENESS T.V. ADV. 32 FRIENDS 48 NEWSPAPER 15 OTHERS 5

60 50 40 30 20 10 0
ND S V. R T. V. AD O TH ER AP E S

FR IE

Interpretation:-

Total People Surveyed were 100 out of which 32% peoples

award from t.v. adv.,48% peoples award from friends circle ,15%peoples award fromnewspapers,5%peoples award from other sources . This shows that most of the people award from friends .

NE W SP

2. OVERALL PERFORMANCE OF LUXER PEN.

EXCELLENT 32%

GOOD 38%

SATISFACTORY 25%

NONSATISFACTORY 5%

0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0 1

38% 32% 25%

EXCELLENT GOOD SATISFACTORY NON-SATISFACTORY

5%

Interpretation:-Total People Surveyed were 100 out of which 32% peoples said that luxor performance is excellent, 30% peoples said that luxor performance is good,25%peoples said that luxor performance is satisfactory,5%peoples said that luxor performance is non-satisfactory . This shows that most of the people said that Luxor performance is Excellent.

Q3. REASONS FOR BUYING THE BRAND.

BRAND IMAGE 50%

BRAND SATISFACTION 20%

LESS PRICE 30%

0.6 0.5 0.4 0.3 0.2 0.1 0 BRAND IMAGE BRAND SATISFACTION LESS PRICE 20% 30% Series1 Series2 Series3 50%

Interpretation:-

Total People Surveyed were 100 out of which 50% peoples

purchasing reason is brand image of luxor,20% peoples purchasing reason is brand satisfaction ,30%peoples purchasing reason is less price . This shows that brand image of LUXER PEN is super.

Q4 Are you satisfied with the performance of product you purchase?

YES 75
80 70 60 50 40 30 20 10 0 1 2

NO 25

YES NO

Interpretation:-

Total People Surveyed were 100 out of which 75%peoples are

satisfied to luxor,25%peoples are not satisfied to luxor. This shows that most of the peoples are satisfied .

Analyses and interpret of Retailer questionnaire :-

Q.1 What are the ways of obtaining products from Luxor

% of Respondent Cell them 80% Frequent visits 20%

Frequent Visits 20% cell them Frequent Visits cell them 80%

Interpretation: - Total people surveyed were 25 out of which 80% people used cell them for
obtaining the product and 20% people used Frequent visits.

Q.2. Duration of getting the products.

Duration of getting the products

same day 2-3 Days A Week More than a week

60% 25%

10%

5%

More than a week 5% A Week 10% 2-3 Days 25% same day 60% same A Week More than a week day

2-3 Days

Interpretation: - Total people surveyed were 25 out of which 60% people said same day obtaining
the product ,25% people said in 2&3 days obtaining the product ,15% people said in a week ,5% peoples said after a week obtaining the product .

Q3. Do the distributors provide you with any additional commission?

YES 80% 20%

NO

Interpretation: NO 27% YES NO YES 73%

Total people surveyed were 25 out of which 80% people said yes and 20% people said no.

SUGGESTIONS AND RECOMMENDATIONS

First of all company should make aware to people about their product. Company should modify its advertisement, as present advertisement shows that its a product for working paper work. pen

for writing, in Place Company should make an advertisement which shows that its a excellent

 Company should meet retailers and can have meetings with their dealers time to time. Company should make clear to people that this product is really different from other products exists in the market as its a writing pen. As most are satisfied with Luxor but some are not, so company should motivate its dealers, dealers should motivate retailers, this will help in increasing sales and market share Company should launch some schemes, should provide some sachem with another brand of Luxor, so that people become aware to this brand. Company should provide their product to stationeries and school at low cost, this is beneficial for company in increasing brand awareness. Interviews of satisfied customers should be taken and shall be published in magazines like Hindustan Time, which are mostly taken by people because in 80% families decides the brand of pen.

BIBLIOGRAPHY

Magazines: Business times

Website:

www.Luxor .com www.google.com

Books :
C.R. KOTHARI RESEARCH METHODOLOGY.

QUESTIONNAIRE DESIGN

The questionnaire for this survey includes the open ended form of questions.

QUESTIONS FOR THE CUSTOMERS Personal Details: Name: ______________________________________________________ Occupation: _________________________________ Address/Location: ________________________________________________________________________________ ________________________________________________________________________________ __________________________________________________________________________

1. Your Annual Income in Rupees? Less than 5000 5000 10000 10000- 15000 more than 15000Which brand (co.) of pen do you own?

2.

How did you come to know about product brand you own?

(a) T.V advertisement (c) Newspaper

(b) friends/relatives (d) others

3.

What is the overall performance of Luxor pen in your opinion?

(a) Excellent (c) Satisfactory

(b) good (d) Non-satisfactory

4. what the feature most preferred by you while selecting the brand?

(a)Brand image (c) less price

(b) Brand satisfaction

6. Are you satisfied with the performance of brand you own? Yes No

7. Given a chance would you like to switch the brand to Luxor? (a) Yes (b) No (c) cant say

8. What do you suggest to increase the market share of Luxor pen? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________

QUESTIONS FOR THE RETAILERS

Personal Details: Name of the shop/shop owner: ______________________________________ Location: ________________________________________________________

1.

What are the ways of obtaining products from Luxor?

a) Call Them

b) Frequent Visits by the distributors

2. Do you get the products as per the order placed? a) Always c) Sometimes b) d) Most of the Times Never

3. What is the duration of getting the products from the distributors? On the same day 2-3 Days A Week More than a week

4. Do the distributors provide you with any additional commission for arranging the display of the products in your shop ? a) Yes b) No

5. Are you informed about all the schemes /discounts /offers launched by from your distributors? a) Yes b) No

6. What is the credit period offered by the distributors? a) c) 7days 15 days b) 10 days d) any other

7. What is the percentage commission received through the distributors? Ans.______________________________________________________ ______________________________________________________ _______________________________________________________ _______________________________________________________

8. Is the distributor able to provide the newly launched product as shown in the advertisements? a) Always c) Sometimes 9. Do you get any extra benefits from the company while promoting the products? a) Yes b) No b) Most of the times

WHY QUESTIONNAIRE

Nowadays questionnaires are commonly used to collect data that is specific and crucial to the success of business venture. Without doubt questionnaire allow to gather information that cannot be found elsewhere from say secondary information such as books, newspapers, and internet resource, this is because information collected is fresh in unique.