“MARKET ANALYSIS AND SALES DEVELOPMENT OF CAMEL

SCHOOL RANGE PRODUCTS IN U.P (Uttar Pradesh)URBAN

AREAS”

PROJECT REPORT

COVERING THE SUMER PROJECT UNDERTAKEN WITH

KOKUYO CAMLIN LTD

By

ABHISHEK TIWARI

PGD-MM-10-028

PROJECT REPORT

Submitted to

BHARATI VIDYAPEETH UNIVERSITY

In partial fulfillment of the requirements

for the award of the POST GRADUATE DIPLOMA

in

MARKETING MANAGEMENT

Bharati Vidyapeeth University - Amplify DITM,

[2010 – 2012]1

A PROJECT REPORT

ON

CAMEL SCHOOL RANGE PRODUCTS

MARKET ANALYSIS AND SALES

DEVELOPMENT OF CAMMEL SCHOOL RANGE

PRODUCTS IN U.P URBAN AREAS

2

3

ACKNOWLEDGEMENT

I express my sincere gratitude to all who have helped me directly or indirectly

for the completion of this humble effort.

At the most I would like to thank God almighty for the blessing provided. I

would like to extend sincere gratitude to the company guide Mr S N jutshi

( SAT Manager ) who gave me opportunity and guidance to learn the

practical aspects of Camlin ltd.

I am grateful to our honourable Chairman Mr. Vijay Koshik And C.E.O Mr.

Joy Basu for providing me the opportunity to undergo my post graduation in

this prestigious institution

I express my sincere gratitude to faculty guide H.O.D. Prof. Rakesh

Tandon And my Coordinator Prof. Anil Varma for valuable guidance,

assistance and advice in completion of this project I am beholden to my

Parents and other family members for their blessing and encouragement

in completing this task.

Abhishek Tiwari

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DECLARATION

I declare that the ―Summer Project undergone by me at

Camlin ltd Pune, is carried out by me under the guidance of SN

jutshi (SAT Manager) Camlin ltd , Amplify Mindware,

D.I.T.M( Bhararti Vidyapeeth University) Pune and is an

independent work. The matter in this report is based on the

information collected by me at Pune Region.

The report is towards the fulfillment of the requirement of the

Master of Business Administration course of Marketing.

Date Abhishek Tiwari

Place-Pune MM/10/028

5

DECLARATION

This is to certify that the project titled “MARKET ANALYSIS AND

SALES DEVELOPMENT OF CAMMEL SCHOOL RANGE RODUCTS

IN U.P URBAN AREAS ” is a piece of research work that has been done

by Abhishek Tiwari under my guidance and supervision towards partial

fulfilment of Degree of Post Graduate Diploma In Marketing

Management). I recommend that the project to be submitted to Bharti

Vidyapeeth University, Pune.

Prof Anil Varma Prof. Rakesh Tandan

Project Guide HOD Marketing

6

ABSTRACT

The PGDMM program is a well structured and integrated course of

business studies. The main objective of the practical training at PGDMM

level is to develop skills in students by supplementing the theoretical study

of business management. Industrial training helps to gain real life

knowledge about the industrial environment and business practices. The

PGDBM program provides student with fundamental knowledge of

business and organizational functions and activities, as well as an exposure

to strategic thinking of management. In every professional course,

training is an important factor. Professors give us theoretical knowledge

of various subjects in the college but we are exposed to such subjects when

we get the training in the organization. It is only the training through

which we come to know that what an industry is and how it works. We

learn about various departmental operations being performed in the

industry, which would, in return, help us in the future when we enter the

corporate world. Training is an integral part of PGDBM and each and

every student has to undergo the training for 2 months in a company and

then prepare a project report on the same after completion of training.

During this whole training I got a lot of experience and came to know

about the management practices and how it differs from that of the

theoretical knowledge. In todays globalized world, where cutthroat

competition is prevailing in the market, theoretical knowledge is not

sufficient. Beside this one needs to have practical knowledge, which would

help an individual in his/her carrier activities and it is true that

“Experience is the best teacher”.

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-:CONTENTS:-

Sr. No. Subject Page

No.

1 COMPANY PROFILE 9-25

2 OBJECTIVE & SCOPE OF STUDY 26-28

3 RESEARCH METHODOLOGY 29-32

4 DATA PROCESSING & ANALYSIS 33-44

5 OBSERVATION & FINDINGS 33-44

6 LIMITATIONS 45-48

7 SUGGESTION & RECOMMENDATION 49-50

8 CONCLUSION 51-52

9 BIBLIOGRAPHY & WEBLIOGRAPHY 53-54

10 ANNEXURE 55-59

8

INDUSTRY AND COMPANY

PROFILE

9

COMPANY PROFILE

KOKUYO CAMLIN Ltd.

Type- Public (BSE: 523207)

Industry - Stationery

Founded - 1931 [1]

Headquarters - Mumbai, India

Area served - South Asia

Key people Dilip D. Dandekar (Chairman & Managing Director)

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Products - art materials, writing instruments, office products

IN BRIEF

YEAR EVENTS 1946 - The Comp. was incorporated on 24th December, as a private limited Comp. with the main object of taking over the running business of M/s. Dandekar and Co., which was founded by late G.P. Dandekar & D.P. Dandekar in 1931 at Girgaum, Mumbai. The Comp. manufacture stationary products, art materials and pharmaceuticals. The Comp. was converted into a public limited Comp. on 24th March, 1988 & the name was changed to Camlin Ltd.

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

1964 - The Comp. embarked on the first diversification of products by producing for first time in India, the complete range of artist colours & materials such as water colours, poster colours, oil colours, fabric colours, geometry boxes, drawing inks, painting brushes & 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 vendores as part consideration for taking over their business. Till date, 32,250 shares were issued as bonus shares by capitalisation of reserves [2,250 shares in Dec. 1966 in prop. 1:2; 10,000 shares in March 1975 in prop. 1:1 & 20,000 shares in April in prop. 1:1.

1981 - As on 31st December, the Comp. was holding 6,00,000 fully paid up equity shares of M.$ 1 each.

1982 - A joint venture Comp. '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

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Government of India, the Comp. divested its entire shareholding amounting to M $ 6,80,000.

1984 - The Comp. took a major step forward by diversifying its manufacturing & marketing activity into the field of pharmaceuticals, ie., bulk drugs & formulations at Tarapur.

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

1986 - Workers of 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 Labour Union valid upto 31st March, 1989.

1987 - The Comp. decided to set up a plant at Tarapur for 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 sub-divided. 4,32,000 bonus equity shares of Rs.10 each issued in prop. 1:1 in October 1987.

1988 - The Company products are marketed under the brand names of 'Camel' & 'Camlin'. Its Analytical Laboratory at Andheri is recognised as a public testing house by State Food and Drug Administration of Maharashtra & the R and D laboratory is aproved by Department of Scientific & Industrial Research, Government of India.

- During June, some of then existing shareholders of Comp. offered for sale 3,00,000 equity shares of Rs.10 each at a premium of Rs.20 per share to enable the Comp. to list its shares on the recognised Stock Exchanges. Out of total shares offered for sale, 15,000 shares were reserved & allotted on a preferential basis to the employees [including Indian working directorss] of Company. The balance 2,85,000 shares were offered for sale to the public [all were taken ups].

- During June, the Comp. 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 Company [only 2,050 debentures taken ups] & 11,000 debentures were reserved for allotment of UTI on firm basis. The remaining 84,000 debentures, along with the unsubscribed 2,950 debentures of employees

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quota were offered for public subscription. All the debentures were taken up. 150 debentures were forfeited during 1989-90.

- Each debenture consists of convertible portion of Rs.140 & 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 & 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 instalments at the end of 7th, 8th & 9th year 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 shares] in conversion of debentures. 1989 - 1,700 shares were allotted [prem. Rs.18 per shares] in conversion of debs.

1990 - 750 shares issued in conversion of debs. [prem. Rs.18 per shares].

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

1994 - The Comp. entered into a marketing alliance with Colart Fine Art and Graphics limited U.K.

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

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

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

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

1995 - A major fire broke at Tarapur factory due to suspected electrical short circuit which led to destruction of godown, raw materials etc.

- The Comp. 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.

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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 from 30th November.

- The Comp. redeemed the last instalment 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 Company, will be retiring from the Chairmanship of Company. Mr D D Dandekar, Managing Director of Comp. will be redesignated as 'Chairman & 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 [DSEs] with effect from December 11, 2004.

2005

-Camlin - JV with ColArt Fine Art and Graphics, U.K

2008

- The Comp. has splits its face value from Rs10/- to Rs1/-.

Camlin today

With 50,000 strong retailer network, prestigious foreign collaborations,

large consumer base, regular interaction with consumers by the sales force

and participation in international trade fairs like Paperworld in

Frankfurt, Camlin is now a trusted household name all over India.

We were also the first company in India to adhere to Art & Creative

Materials Institute’s world standards in toxicity certifications. Our All

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India Camel Colour Contest too has been well-received, holding the

record of the highest entries ever and has been registered in the Limca

Book of World Records. We also believe in encouraging and promoting

fine art, which is why our Camlin Art Foundation was set up.

With many firsts to our credit, we are the pioneers in almost every

product that we make and sell.

Camlin was first to launch the hobby range of colours in India.

Camlin introduced colour categories in India like fine art colours, hobby

colours and fashion colours

From a company manufacturing ink powders in 1931 to a company

manufacturing over 2000 products, operating in diverse fields, Camlin has

come a long way. And the Executive Chairman, Mr. Dilip Dandekar is

raring to take the company to new heights in the 21st century.

Camlin started operations as "Dandekar & Co." with "Horse Brand" Ink

powders and tablets in 1931, and shortly started producing "Camel ink"

for fountain pens. It was incorporated as a private company in 1946, and

was converted into a public limited company in 1988.

In May 2011[2], Japanese stationery major Kokuyo S&T,

recently acquired a 50.74 per cent stake in Camlin and the firm

is now known as Kokuyo Camlin Ltd

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MANAGEMENT TEAM

Mr Subhash D. Dandekar - Chairman Emerutus

Mr Dilip D. Dandekar - Chairman & Managing Director

Dilip Dandekar is the CMD of Kokuyo Camlin, a name synonymous with

Art Colours and Stationery in India which was started in 1931 during the

Swadeshi Era and now has more than seven and half decades of technical

expertise and state-of-the-art manufacturing facilities spread across the

country. Camlin is one of few companies which has not only survived but

grown in the post Globalization Era, thereby contributing a substantial

percentage to the countries GDP

Mr Shriram S. Dandekar - Joint Managing Director

Mr. Shriram Dandekar finished his M.B.A., , after which he took a position of

Executive Director in Kokuyo Camlin Limited. He is also Chairman of Camlin

International Limited, as well as Director of other companies engaged in

various activities such as Real Estate Development. Mr. Dandekar has travelled

to more than 27 countries in the world for business development.

Apart from all his professional commitments, Mr. Dandekar is also one of the

founder trustees of ‘Nanasaheb Dandekar Public Charitable Trust’, which helps

the poor and needy for educational and medical purposes. His personal

interests include music, cricket and travelling.

Mr. Takuya Morikawa - Vice Chairman

Mr. Nobuchika Doi - Executive Director

Mr. Hirofumi Iwatsu - Executive Director

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Mr. Takeo Iguchi - Executive Director

CAMLIN PRODUCTS

17

Camlin products are categorized in to following categories.

SCHOOL RANGE

Camlin is developing new skills and enhancing them is what school is all

about. Where students can run wild with their imagination and express

themselves freely through art and craft. Again, school range of products

are divided in to two categories coolers and stationary

COLOURS

Colours

Wax Crayons Artica Plastic Crayons

Oil Pastels Poster Colours (for

students)

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Water Colour Tubes (for students) Water Colour Cakes (for

students)

Colour Pencils Redimix Students' Colours

Sketch Pens Decorative Craft Colours

Art Powder Colours Drawing Material

STATIONARY

Pencils

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Pens & Refills

Pencil Pals

Adhesives & Scissors

Mathematical Drawing Instruments

Notebooks

Bags

Examination Pads

2- Artist range

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The wide range of products in our artists

Colours Mediums

Tools Surfaces

Accessories

International Brands

3- 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 people can pursue their passion.

Fabrica Acrylic Colours Fabrica Glue

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Fabrica Coneliners Fabrica 3D Glitter

Mediums Sparkle Paper Glitter

Glass Colours and Liners Hobby Brushes

3-OFFICE RANGE

Home » Catalogue

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 organised.

Markers Cover-It Correction Fluid & Pen

Carbon Papers Adhesives

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Rubber Stamp Pads

4- CORPORATE RANGE

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.

Roller Pens Fountain Pens

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ALL INDIA Camlin COLOUR

CONTEST (AICCC)

20 years ago, art was not thought to be an important subject for balanced perception and aesthetic growth of a child in school curriculums. Art was taught differently in every part of the country and not given enough importance as a subject. Some platform was required to lay down some basics and explain the importance of art as a learning tool.

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Social Objectives :

To encourage school-going children to draw and paint and to acquire a liking for playing with colours.

To give an impetus to art for the all-round cultural development of children and to help develop motor skills and hand-eye co-ordination.

To give art teachers the opportunity to exchange ideas with their counterparts.

To educate parents about the importance of art in a child's life for a richer personality.

To popularise child art.

Today AICCC has become household name among children and parents. Which is why Camlin featured in the Limca Book of World Records (1999) for the maximum number of entries in a drawing contest and in 2011 to 2012 Camlin AICCC contest was world biggest contest and recorded in Guinness world record?

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OBJECTIVE &SCOPE

OF

THE STUDY

26

Objective

Market analysis and sales development of Camel school range products in

U.P urban areas.

Scope

1. As schools and institutes are, the target customers as well as the end users of

the school range products thus my area of research is schools and institutes

only.

2. All in average one school give more than five to six lakhes of business to the

company thus my area of concentration is..

3. To find out the problems faced by schools by retailers, Distributors and

school suppliers

4. To collect information about competitors

5. To organize sales promotional activities such as various sorts of art and craft

contests to improve selling and to know about the product usage.

6. To generate and secure consumer awareness

7. To improve the relationship with the key persons of the school such as

Principle, Art teacher and key purchaser of the school

8. My survey was conducted in the four major cities of the Uttar Pradesh

1- Lucknow

2- Allahabad

3- Varanasi

4- Kanpur

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Scope of Project

The study carried out in Lucknow, Kanpur, Allahabad, Varanasi

cities so its scope is mainly limited to these regions only.

It gives information about the size of the retail network.

It gives information about the services given by distributor, retailers

and various school suppliers to schools

It gives information about the competitor’s products and

competitors strategies.

It will serve consumer in better manner.

It provides suggestions to the company to improve their products

sales.

It gives information about the impact of sales promotion activities to

improve the sales of Camel school range products.

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RESEARCH

METHODOLOGY

29

Research Methodology

Research includes meeting with the distributers, school suppliers, wholesalers,

retailers and in schools Art teacher’s principles key purchasers and students.

The research included preparation of the questionnaire to be answered by

people for knowing the competitive position of Camlin in the school range

products. The views were recorded in the research as per the questionnaire set

by me.

Research Approach

The objective was to know the competitive position of camlin in the school

range products in the market and in order to successfully conduct the research

the unbiased opinion of the interviewers was desirable. Thus we conducted the

research as the School Activation Team representative of the Camlin.

Research Instrument

The research instrument was a structured questionnaire formulated for the

respondents. The questionnaire was different for the schools and distributers,

suppliers there was a different set of questionnaire. There were also the area

maps.

Types of Question

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The second important aspect in the designing a question is to decide which

types of question

are to be used. Question can be classified in various ways.

Questionnaire contains following type information-

1. Open-ended question

2. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all

questions are multiple type questions.

Phrasing of Question

In questionnaire, I try to phrase the question in logical way. For example I

arrange question in sequence as personal information, awareness data, usage

data, and finally related to reason and satisfaction.

Sampling Planning:

Sample Size:

The sample size was as follows:

Schools - 300 (continue)

Distributers- 14 in all four cities (continue)

Students- more than 100000 (still continue)

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Sampling Technique:

A stratified sampling technique was used. A different Stratum for different

type of respondent within every stratum the respondents was selected as per

convenience basis.

Method of Survey…..

Personal Interview

It is direct form of investigation, involving face-to-face communication with

free feedback information. It offers a sense of participation. It is more flexible

form of data collection. Use of unstructured, open-end questions is possible.

Rate of refusal is low. Depth interview is possible.

Complex questions can be asked. The interview can have questions to secure

more information. Observation approach can be combined to verify paying

capability of schools, income, status, standard information. Visual aids in the

form of catalogues samples etc. can be used to get views, opinions, and

attitudes of responder.

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DATA PROCESSINNG, ANALYSIS

& FINDINGS

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Data Analysis for Schools…

Q.1 DO STUDENTS USE CAMEL COLOURS? (IN SCHOOLS)

YES

NO

Sr. NO. Particulars No. of

Respondent

Percentage

1 YES 270 90%

2 NO 30 10%

Yes No0

10

20

30

40

50

60

70

80

90

100

Chart Title

Use Camel Colors

INTERPRETATION:

The Above PIE chart shows:-

That out of 300 Respondent 90% Respondent uses Camel colors & rest of 10%

Respondent do not use. Because of the various problem.

Q.2. If (NO) Then Why?

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A) Students do not like.

B) Distribution Channel.

C) Quality of colours.

D) Competitors products

Sr. No Particulars No.of

Respondent

1 Students do not like. 5%

2 Distribution Channel 30%

3 Quality of colours 30%

4 Competitors products 35%

Students do not like.

Distribution Channel Quality of colours Competitors products0

5

10

15

20

25

30

35

40

Reason

Reason

INTERPRETATION:

The Above BAR chart shows:-

Out of 30 Respondents.

5% of students in school do not like Camel colours.

30% of schools do not use due to distribution channel.

10% of Schools do not use due to quality of colours.

55% of schools use competitors products

3- Which Of The Following Brands Do use in Schools?

35

1-Camlin

2-Faber castell

3-Pidilite

4-rainbow

5-Others

Camlin Faber Castell Pidilite Rainbow Other0

50

100

150

200

250

Use of brand

Use of brand

INTERPRETATION:

36

Sr. No Particulars No.of Respondent

1 Camlin 210

2 Faber Castell 40

3 Pidilite 30

4 Rainbow 10

5 Other 10

210 Respondents use only Camlin colours.

40 Respondent use Fabercastell in school.

30 Respondents use the Pidilite Colours.

10 Respondent use the Rainbow colours

10 respondents use others.

4. Has ever Camlin Conducted any contests in your school.

A- Yes.

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B- No.

Sr. No Particulars No. Of

Respondent

Percentage

1 YES 210 70%

2 NO 90 30%

Yes No0

10

20

30

40

50

60

70

80

Camlin contest

Camlin contest

Interpretation:

Camlin has covered lots of school as this graph shows out of 300 respondents

70% said yes and only 30% said no.

5- (If yes) So which Contest do you like most among all.

a) Crafty glue contest

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b) AICCC

c) Hand writing contest

d) Sparkle contest

Sr. No Particulars No.of

Respondent

1 AICCC 172

2 HAND WRITING CONTEST 10

3 SPARKEL CONTEST 4

4 CRAFTY GLUE CONTEST 114

AICCC

HAND W

RITIN...

SPARKEL

CONTEST

CRAFTY G

LUE C

ON...0

20

40

60

80

100

120

140

160

180

200which contest

Like

Interpretation:

AICC is one of the most popular contest among all and next popular was crafty

glue contest .

6- So why do you like this particular contest.

a) Creative Ideas of workshops

b) Prizes

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c) Quality Products

Sr. No Particulars No.of

Respondent

1 Creative Ideas of workshops 190

2 Prizes 41

4 Quality Products 69

Creative Ideas of workshop Prizes Quality products0

20

40

60

80

100

120

140

160

180

200

Like

Like

Interpretation:

People like new creative ideas and camlin has done it by graph one can easily

make out that out of 300 respondents 190 said they like contests because of

creative ideas which shows camlin innovate contests.

7. According To you availability of Camlin products is?

A) Strongly Satisfied.

40

B) Satisfied.

C) Neutral.

D) Dissatisfied.

Sr. No Particulars No.of

Respondent

1 Strongly Satisfied 50

2 Satisfied 45

3 Neutral. 90

4 Dissatisfied. 115

Strongly satis-fied

Satisfied Neutral Dissatisfied0

20

40

60

80

100

120

140

Availability of Products

Availability of Products

Interpretation-

41

Though camlin has strong position in market but the there are 38% respondents

who are unhappy with availability of camlin products which is not a good sign.

Q.10. You Prefer Camel colors than Other because of?

42

A) Brand.

B) Price.

C) Quality

D) Contests

Sr. No Particulars No.of

Respondent

1 BRAND 120

2 PRIZE 50

3 QUALITY. 90

4 CONTESTS. 40

43

Brand Prize Quality Contests0

20

40

60

80

100

120

140

Preference because

Preference because

Interpretation:

Out of 300 respondents 40% respondents prefer Camlin because of brand name

which shows positive brand equity. 30% prefer due to quality this means

respondents feel that quality is better comparing to other brands.

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SUGGESTIONS

&

45

RECOMMENDATION

Suggestions & Recommendation:-

1. Product:

Camlin is doing a good thing by venturing into stationery market, which

is Very profitable. but it has not launched a wide variety of products

in that particular segment to attract consumers.

Launching of new products into a particular segment will help them

compete with the current competitors in that segment in a better manner.

Some of the existing products are not selling well.The company should try

to discard these products and utilise the resources in developing new products,

which can cater to future demands.

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2. Price:

Camlin products are sold at a premium. However, the different varieties

take care to cater to needs of different segments.The company should

maintain this status quo while launching products in different segment.

Trying to compete based on price would not be a good idea, as it would affect

the brand equity.

Pricing for new products should be based on the market leader’s price. Its

Major focus should be trying to improve the quality of the product at the

same cost so that it can act as one of the entry barriers to the

new companies coming into the colour segment-which is since a

very long time dominated by Camlin.

3. Place:

Camlin has targeted schools of mostly tier 1, tier 2 cities of Mostly in U.P

region. Though it has presence in other regions of the country as well its

presence is not as much.

It should try to target tier 3cities and other regions of the country as well.

It should use its strong Distribution network to cater to the needs of

children living in remote Areas

They should set up factories in eastern and southern parts of the Country

so as to minimise cost.

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Moreover, Camlin transports majority of Their goods from their factory

situated in Mumbai to all over India. This increases their overall cost.

Instead if they have warehouse of their Own where they could keep their

goods it would be a better idea.

If they build a warehouse and manufacturing house in Delhi it would

prove very beneficial for the them as Delhi is centre of north and goods can

be transported from here to all Parts easily.

4. Promotion:

To prevent new entrants from capturing its market share Camlin can

adopt the following measures

1. Stock the retail outlet with Camlin product so that new entrants find

very little shelf space.

2. Instead of heavy promoting product through print media ads employ

More people to do on field marketing and try to search for new Unexplored

markets for its product (Television ads should be shown On cartoon

channels which would help to reach the target audience)

3. Organise contests other than the traditional all India camel Colour

competition such as slogan competition etc to lure more consumers into

purchasing their products.

 

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4. Create events for schoolchildren such as workshop where kids can 

Come and enjoy actively participate. This would help them to develop a

good report with their major consumers.

5. They should sponsor various all India events which are viewed by

 Kids.

6. This also includes sponsoring movies made for kids like my friend Ganesha,

Hanuman etc. .

LIMITATIONS….49

LIMITATIONSThis report had to work under several constraints and limitations. Some

of the key limitations are.

1. The survey is limited only for four cities Kanpur Allahabad Varanasi and

Lucknow only.

2. Time period of the project was limited weeks, which may not be enough to

understand the whole market or to cover whole schools.

3. Convenient sampling was used as the mode of conducting the research.

4. The sample size of the taken was small, therefore it can be said that the

chosen sample is not the representative of the whole population and this

hindered quantitative research.

5. The psychology and temperament of a respondent play a significant role.

Some

respondents are more sensitive as against others who are more tolerant. A

change in the composition of the respondents can affect the answers adversely

or favorably.

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6. Respondents may not have been true in answering various questions and

may be biased to certain other questions.

7. Out of the whole research and analysis, only three major brands could be

highlighted, leaving aside the other non-popular brand

8. The questionnaire mostly contained multiple choice questions, therefore

many

Respondents did not give a proper thought before answering the questions, and

some even ticked things, which were not applicable. Therefore, all this

increased the bias.

CONCLUSION…

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CONCLUSION

As we know, that Camlin is very big organization and market leader in dairy

products. It has maximum market share in scholastic range and artist range

colour products, which are its main/core products.

But in case of semi urban areas its performance is not fine like availability of

products promotion and that’s how the competitors are taking the advantage of

that. With the help of research, company can find out its week points and can

increase its market share through rectify mistakes. People have believed in

Camlin’s product and they will accept it also if effective actions were taken.

The survey resulted into following conclusions:

Camlin must come up with new promotional activities such that people

become aware about its wide range of products like which are in range of

listed more than two thousand.

Quality is the dominating aspect, which influences consumer to purchase

Camlin products, but prompt availability of other colour brands and

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aggressive promotional activities by others influences the consumer

towards them and also leads to increase sales.

In comparison to Camlin colours, the other players such as Pidilite,

Fabercastel, provide a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Camel colours, but

for the existence in the local market Camlin must use aggressive selling

techniques

BIBLIOGRAPHY

AND

WEBLIOGRAPHY53

BIBLIOGRAPHY AND WEBLIOGRAPHY

Books:

i. Marketing Management (12th Edition) – Philip Kotlar

ii. Research Methodology – C. R. Kothari

Websites:

i. www.google.co.in

ii. www.wikipedia.com

iii. www.kokuyocamlin.com.

iv. www.marketresearch.com

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ANNEXURE

55

QUESTIONNAIRE:-

(Students Survey)

1. Do You use any of the Camlin products?

a) Yes

b) No

2. (If no) What’s the reason for not using Camlin products.

a) Students do not like.

b) Distribution Channel.

c) Quality of colours.

d) Competitors products

3. Have you participated in any of the contest held by camlin?

a) YES

b) NO

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4. If (Yes) So in which contest you have participated?

e) Crafty glue contest

f) AICCC

g) Hand writing contest

h) Sparkle contest

5. Have you ever received the prizes given by Camlin ?

a) YES

b) NO

6. (If Yes) Do you people like the prizes given by Camlin.

a) YES

b) NO

7. (If no) Then why and what is your suggestion in one line?

a) _______________

8. Have you ever participated in summer camps held by Camlin.

a) Yes

b) No

9. (IF yes) Did you enjoy the workshop done by Camlin?

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a) No

b) Yes

10. (If no) then what’s the reasons of not liking it ?

a) Ideas of workshops

b) Prizes

c) Products

11. You Prefer Camel colours than Other because of?

A) Brand.

B) Price.

C) Quality.

D) Creative Contests

12. According To You availability of Camlin products is?

A) Strongly Satisfied.

B) Satisfied.

C) Neutral.

D) Dissatisfied.

E) Strongly Dissatisfied.

13.Your Suggestions For Kokuyo Camlin Ltd?

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_______________________________________________________________

_______________________________________________________________

_____________________________

_______________________________________________________________

_______________________________________________________________

______________________________

NAME OF THE STUDENT:__________________________________

CLASS :________________

NAME OF THE SCHOOL:_______________________________

CONTACT NUMBER:________________ ART TEACHERS

NAME:________________________________________________________

__________

___________

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