THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS...

LUXOR WRITING INSTRUMENTS PVT. LTD.

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INTERNATIONAL INSTITUTE OF PLANNING &

MANAGEMENT LUXOR WRITING INSTRUMENTS PVT. LTD. REPORT ON

THE STUDY OF MARKET POTENTIAL OF HI-TECH &

ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS Pvt. Ltd

Submitted To: Mr. Sandeep Dawar Regional Business Manager (North)

Submitted By:-

Vaibhav Singhal

(PGP/FW/2008-10) IIPM, New Delhi


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ACKNOWLEDGEMENT

No task however small can be completed

without proper encouragement. In this I am greatly indebted

to Mr. Sandeep Dawar for being of immense help to us and

guiding me in the right track and giving constructive

suggestions during the entire internship. Mere words will

never be able to express the gratitude towards him, who not

only stimulated the idea of undertaking the project, but also

interacted with me frequently giving valuable advice during

critical stages of work.

My heartiest thanks goes to all people whom I

have contacted, for their cooperation and responsiveness;

namely Mr. Gora, Mr. Jha and many more people. I would

also like to take this opportunity for thanking Mr. Naveen

for his attention and guidance.

Finally I would like to be grateful to all those

who directly or indirectly have been of great help and obliged

me with their support and have helped me in converting my

collection of data and information into a finely polished

project.


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PREFACE This Report will help us to study the market potential of Hi-

Tech and Roller Pens with reference to Luxor Writing

Instruments. In this report we will study the marketing

strategies of Hi-Tech & Roller pens of various companies

will help to extract information regarding consumer tastes

and preferences and thereby the availability and the current

position of Luxor Hi-Tech & Roller Pens in the market .This

would eventually help the company to improve on existing

marketing strategies and develop such pens that have a

positive correlation with existing customer tastes and

preferences.

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

writing instruments, the marketing mix of the company in

relation to other existing competitors like Reynolds, Uni-Ball

Pens. This report shall be further followed by carrying out

quantitative research between the customers and the retailers

that would determine the tastes and preferences of people

with regards to Hi-Tech and Roller Pens.


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TABLE OF CONTENTS Topic Page no.

CHAPTER 1 6 - 23

Introduction

Marketing Strategy- It’s relevance to pen industry

Identification of problem

The Main Objective of Study are-

CHAPTER 2:- 24 - 30

Choices of Various competitors

CHAPTER 3:- 31 - 38

Research Methodology

Scope

Research Process

Limitations

CHAPTER 4:- 39 - 73 Growth of pen industry in India (Introduction)

History of writing instruments

Importance of Pens

Types of Pens


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Origin of Pen industry in India

Production

Size of the Industry

Findings from questionnaire

The Inferences of the report

Conclusion

CHAPTER 5:- 74 - 86

Annexure

• Sample Questionnaire

• List of Retailers visited


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CHAPTER -1


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INTRODUCTION

The economics of the world are undergoing a rapid, with

often wrenching transformation. The two major forces

underlying this change are Globalization with Technological

changes. The explosive increase in global trade and

international competition has led to Globalization. Also

technological changes have taken place with the passage of

time. This decade has witnessed remarkable advances in the

availability of information and spread of communication. The

markets of today are changing at an incredible pace.

Along with technological changes and Globalization, we are

also witnessing a power shift from manufacturing to retailing,

new retail forms, growing consumer price and value

sensitivity, diminishing role of man marketing. To protect

their profits, companies have primarily responded by cutting

their costs, re-engineering their processes and downsizing

their work forces. Yet even if companies succeed in cutting

their costs, they may fail to increase their revenue if they may

fail to increase their revenue if they lack marketing vision

with marketing know-how.


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It is therefore necessary for companies to formulate broad

strategy and define a specific marketing mix and action plan

to optimize their long run profitability. The company can

build in a set of controls so that it can evaluate results and

operate as learning organization constantly improving its

marketing know-how. If we meet today's tougher Indian

consumers they are more demanding, inquisitive,

discriminating. They are no longer content with planned

obsolescence they are no longer willing to tolerate products

that break down, they insists on high quality goods they have

time, energy and calories; preserve the environment' come

from a manufacturer they think is socially responsible.

This means that companies have to work harder to gain and

keep the confidence of Indian consumers, especially those

who have been switching brands. For firms that have

responded well to this challenge, an important milestone has

been reached; they are truly consumer-oriented companies

practicing the marketing concept. What does this mean:

These firms talk to consumers to discover their needs and

work hard to satisfy them; and they do this in a systematic,

goal oriented manner.


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Firms operating internationally need to be aware that

consumer’s desires and expectations can differ by country.

Many times, these expectations are quite dissimilar from

Indian Consumers. For e.g. German's are the world's toughest

customers for athletic footwear. They routinely review

product specifications and expect retail sales persons to show

them that footwear will perform as advertised Italians

Spaniards value high efficiency laundry detergents and are

able to discuss minor performance destinations among

brands. In contrast American's are more interested in the

fashionableness of athletic footwear, and are less fastidious

about laundry.

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

years due to the existence of protective controls and the

prevalence of a seller's market in most products. However,

the recent recessionary trends in our economy as well as the

increase in educational levels and sophistication of

customers has resulted in many of our businessmen finding

themselves in a buyer's market unprepared and indulging in

heavy and often ineffective advertising. This is an acceptance

of the marketing importance is clearly emerging on the

Indian horizon at present.


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Marketing is not a fixed system of concepts. Rather

marketing is one of the most dynamic fields within the

management arena. The market place continuously throws

out fresh challenges and companies must respond. Therefore,

it is not surprising that new marketing ideas keep surfacing to

meet the new market place challenges.

In the highly competitive world, only those organizations will

survive, who respond positively to the fast changing

environment. This is more important for Public sector

undertaking which until now were working under the

protective cover of the state. The survival of such

undertakings including the cooperative sector is at state.

Unless these improve productivity, efficiency and introduce

professionalism in every aspect of business, the long term

survival is not possible.

Thus, the importance of marketing strategies cannot be

ignored strategies are the means of achieving the ends.


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Based on objectives and when applied to business, they

govern the firm’s behavior in respect of acquisition,

allocation and effective utilization of resources necessary to

achieve the predetermined objectives within the given

environmental constraints. In fact, they provide an overall

direction for the functioning of an enterprise as well as the

accomplishment of the enterprise goals strategy can be

devised for a nation, Industry or for a firm. It may be

formulated in different areas of business activities such as

marketing, finance, personnel, public relations & production.

However, the formulation of strategy for marketing is one of

the most complex, dynamic and challenging functions in any

business enterprise. Marketing strategy is complex and

dynamic both in terms of inputs and outputs. It is vital from

the point of view of setting budgets, projecting cash flows

and even deciding what products to make or when to buy.

Marketing strategy plays a crucial role by enabling the

company to meet its general objectives that is, to ensure

survival at a 'Profit' and success in relation to its competitors,

market share, market growth etc.


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To accomplish these objectives, a sound marketing strategy

usually outlines a number of tactics. These may include the

lowest cost, control over distribution, product differentiation,

effective promotion strategy etc.

Thus marketing strategy provides the direction not only for

marketing departments but for the overall growth of the firm.

Marketing strategy in contrast to marketing planning is

concerned with long term development, implementation of

policy, long range plans for achieving the organizational

goals, efforts to meet these challenges and threats and also

for securing business survival and success.

It implies that marketing strategy is concerned more with the

improvement of existing products, development of new

products, new methods of production, exploration of new

markets etc. than with the cut and thrust of day to day

operations, which is the current production and sales.


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MARKETING STRATEGY - ITS

RELEVANCE TO THE PEN INDUSTRY Marketing strategy is the prime mechanism to achieve

sustained growth and prosperity of the nation. It is the power

house for industrial growth. Like other industries, marketing

strategy has been found to be an important tool for expanding

sales of the pen Industry as well. Although with the increased

competition in the market and development of a variety of

pens, the pen manufacturers have started placing greater

reliance on marketing strategy to create a distinct and unique

position of their product and their corporate positioning in the

market.

Tremendous progress has taken place in the pen industry in

India since Independence. A number of large, medium, small

as well as cottage units scattered all over the country have

started manufacturing a wide range of pens Major changes

have also taken place in the structure and demand pattern of

markets. The pen industry has been facing growing

competition in the international market as well which is

becoming increasing important, such developments have

inevitably increased the complexities in marketing of pen in

India.


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Therefore, it has become imperative to involve effective

marketing strategies to cope up with the increasing

competition in the market to gain a larger market share

through the delivery of more satisfaction to consumers.

The pen industry is labor intensive and offers ample

employment opportunities to millions of people in the

peripheral sectors such as distribution, field services, etc. The

present production of pen in India has created job

opportunities.

INDENTIFICATION OF PROBLEM

Presently every country - developed or undeveloped or even

developing is moving ahead to achieve economic prosperity

as well as a higher standard of living of the proper dwelling

in it. Economic prosperity and higher living standard can

only be achieved through a rapid increase in production of

both goods and services produced within the country. India

too has made a considerable amount of economic progress

during the last three decades.


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Now it’s been more than 5 decades after we have achieved

our much longer after independence, and not only has the

volume of production increased manifold in various sectors

like pharmaceuticals, automobiles, FMCG and

telecommunication etc. but also new products which were

formerly imported are also being manufactured within our

very own country India.

However, a country's economic prosperity depends not only

on the volume of production, but also on the systematic,

efficient and equitable distribution of all that has been

produced in the country. Thus, equal distribution of the

production is also very important from the point of view of

economic prosperity.

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

large canvas of more than 1100 million people, about

6,38,691 Villages, 561 Towns, around 593 Districts and 28

States, 7 Union Territories, with a varied geography of

deserts, plains, hills, mountains, plantations etc. having a

multiplicity of languages and varied business practices too.


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So scientifically, the system of equitable distribution of

commodities would rather be impossible for any enterprise. It

would be very difficult for the enterprise to cater to the needs

of their very varied clientele. And due to all the above

situations, the enterprises are likely to restrict their operations

and confirm it to limited geographic territories unless there

are excellent and cheap facilities for transportation facilities

are feasible and adequate, then a wide range of intermediaries

especially retail institutions like fair price shop, super

bazaars, departmental stores, etc. can be brought into the

picture to reach the final products into the customers hands.

Due to all this only the distribution system is becoming more

and more importance. Now the essentiality of the physical

distribution system cannot be ignored.

Thus, this distribution system needs special attention under

economic planning. In knowledge acquired by us under the

present distributive mechanism, the composition of the

system, its structure and the way the various links in the

system are related is at present are inadequate. Due to these

particular reasons, it is difficult to visualize clearly the

various administrative problems that are involved in the

physical distribution system present in India.


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A census of this physical distribution system, designed to

throw light on these crucial aspects. Now the marketing

process is application to more than just goods and services.

Anything can be marketed including idea, events,

organizations, places and personalities. It is also important

now that marketing does not start with a product or offering,

but with a search for opportunities in the market place.

The study could not be treated with more statistical analysis

and our inability to do so has been due to two main hurdles.

First, we had to face a great apathy and reluctance on the part

of manufactures and traders in the disclosing of information.

They did not give us proper and relevant details of marketing

costs, trade margins as well as volume of sales.

Second, the blue print of the Govt. proved helpless in giving

any factual information on the composition and structure of

marketing organizations in this context. So, we can see that

although the Govt. gave the blue prints, yet they were not

proper enough to know the marketing organizations structure

without any proper and relevant information the results of the

study just fell through.


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The main objective of this study: To Identity the distributive functionaries that operate

between producers & consumers.

♦ At that time there were very many intermediaries

between the producers of the goods and the ultimate

consumers. These intermediaries or middlemen

received up to 60% of the price paid to the producers.

All these mal-practices had to be curbed. Thus it was

necessary to identify the distributive functionaries

between producers and consumers.

To Estimate the Marketing Cost spread.

♦ Marketing costs includes all types of costs like

advertising, selling and distribution, packaging,

transportation, warehousing, storage etc. All these

components form an essential feature of the cost of

marketing. The detailed study of all these costs had to

be known to come to a certain concrete conclusion.

Thus, this second study's main objective was to

determine and estimate each of the marketing costs

involved and the degree of each of their contributions.


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To suggest a least cost distributive system without

imparting the efficiency of distribution

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

made in any activity. Thus, the lowest cost structure of

all these marketing costs had to be evaluated and

suggested. But, it also had to be kept in mind that

quality did not have to be compromised with. And the

efficiency of the system had to be perfect, so the

suggestions of a least cost distributive system was

another important objective of this study.

To recommend a fair margin to the trade after

examining the present margin and operation expense

♦ One of the essential objectives of the study was the

recommendation of a just and fair rate of profit. All the

expenses on the operational activities like factory

expenses, wages, distributive expenses, advertising etc.

had to be studied and tried to be curtailed. The present

profit rate had to be studied and reasons for the same

had to be understood. Only then could proper measures

be taken to increase profits and control operational

expenses.


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In this study a questionnaire was prepared and circulated to

100 retailers and wholesalers in Delhi to obtain information

on the distributive system followed by them. The bad part

was that wholesalers and even retailers did not take much

interest. They responded very poorly. It is also observed that

the feedback mechanisms are also relatively poor. Since a

majority of retailers were found to have a very little idea

about the change in consumer tastes and preferences. They

were all living in the last century. The study further stated

that in the present system, a majority of retailers had little or

no control over the products they sold.

As regards to the margins of intermediaries, the margins of

wholesalers differed from variety to variety and the gross

margins were generally high in metropolitan markets. It was

also observed that the net profits as a percentage of capital

employed in case of wholesalers was 15% to 20% in case of

retailers was 3% to 4%.

Further the distribution of products through co-operative

stores such as super-bazaars, big -bazaars, etc. was found to

be of a very little significance.


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It was stated in the study that if the cooperative institutions

were to become effective instruments of distribution and a

vehicle of price stabilization, their activities should be

strengthened and extended with additional credit and

managerial resources granted to them.

Objectives of our study :

Our study of the market potential of Hi-Tech and Roller Pens

with reference to Luxor Writing Instruments is intended to do

a detailed analysis of various pen making companies, pen

production as well as pen distribution that presently exists in

some larger sized as well as small sized organizations. The

study makes an attempt to bring out the answer of various

questions relating to the strategies adopted by various pen

making players indicating the market share they occupy and

also the consumer Behavior regarding pens.

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

India market is only Rs 1500 crores and growing at the rate

of 9 per cent The pen Industry plays an important role in the

economy of India.


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Keeping in view the importance and relevance of this pen

industry, the research has been under taken to understand this

fast developing industry.

The objectives of this particular study are:

To determine consumer preferences in respect of pen

brands.

To know the various reasons for which customers

purchase pen.

To know the market share of various pen producing

companies.

To understand the buying behavior of the consumers.

Examine the existing organizational arrangement for the

distribution of products. Most importantly to throw light

on the hierarchical relationship that would be reflecting

the importance of this function in the overall marketing

organization.


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To analyze the effect of display on customer purchasing.

To understand relatives influence on customers in the

purchasing process.

To analyze the margin of profits in various pens.

To determine Brand Loyalty and gainer / loser brands

associated with Brand switching.

To check proper rotation of stock.

To determine the main reason for 'Preferred' Brand.

To determine comparative consumer brand preference

rating among 2 different types of pens.

To determine comparative consumer perception with

regards to Hi-tech and Roller pens.


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CHAPTER 2


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Choice of various competitors:

Some of the major competitors in the Writing Instrument

Industry are as follows:

Luxor Writing Instruments Pvt Ltd (LWIL)

In late 2000, The Gillette Company signed an agreement to

sell its stationery products business to Newell Rubbermaid,

including Gillette's 50 per cent stake in the 50:50 Luxor-

Gillette joint venture in India. The Gillette stationery

products business comprised the PaperMate, Parker and

Waterman writing instruments brands and the Liquid Paper

correction products franchise, as well as related assets.

Subsequently, the D.K. Jainpromoted Luxor group bought

out the foreign partner, the $9-billion Newell Rubbermaid,

from its 50:50 joint venture, LWIL. With this acquisition, the

Jain family is now the 100 per cent owner of LWIL. Luxor

continues to hold rights to manufacture, market and sell all


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SANFORD`s globally best-selling brands such as Parker,

Waterman and PaperMate.

A division of Newell Rubbermaid (a fortune 500 company)

— Sanford –is a $350-million leader in the writing

instruments market, with one pen in five sold in Europe. It

has a history of brand acquisitions and has a multiple brand

portfolio. Some of the other brands in its portfolio include

Parker, Waterman, Reynolds, Paper Mate, Rotring, Sharpie

and Sensa.

While the cash cow for LWIL remains the Luxor brand

umbrella, accounting for 60 per cent of the company's

turnover with the rest coming from Parker. Parker already

accounts for 40 per cent share of LWIL's turnover. While

Brand Luxor will remain the mainstay for LWIL to mop up

volumes at the mass end, an ambitious strategy for Parker is

being thrashed out. The objectives for next fiscal: to sell 10

million units of Parker, and turn it into an Rs 100-crore brand

against the current Rs 50-crore sales.

LWIL's B2B division, which customizes pens for corporate,

contributes about 15 percent to the company's turnover the


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division has currently been working primarily towards

promoting Parker as a corporate gift. Luxor has a database of

over 5,000 companies and plans to build on that network to

promote Waterman. Luxor, which has a 15 per cent market

share and expects turnover to grow by 12 per cent to 15 per

cent by this fiscal year. Sales will be backed by heavy

advertising and Luxor plans to have an outlay of between 15

per cent to 20 per cent of sales. With expectedly low volumes

for its high-end brands, the pens will be imported from the

US till volumes ‘justify’ it. As of now Luxor will only

market them. The import duty on pens is almost 60 per cent.

Writing Instruments Industry in India

The pen-maker also has plans to treble its existing network of

Parker Shop N Shops in the next 14 months. They are in the

process of tying up with major departmental stores and high-

traffic life-style establishments. Driving its targeted growth

will be the Parker brand, which already accounts for around

half of Luxor Writing’s turnover.

Luxor Writing’s focus on Parker is expected to lead to a

larger utilization of the brand’s installed capacity of 15

million a year. Also, a shift in favour of Parker away from


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low-priced brands like Luxor, Pilot and Papermate, would

mean better realization for the company. For Parker, LWIL

has achieved manufacturing indigenization to the tune of 80

per cent, with products falling in the range of Rs 65-500

being produced locally. The remaining 20 per cent, which

falls in the premium segment, will continue to be imported.

Import duties of writing instruments priced under Rs 100

average 40 per cent, while duties to the tune of 60 per cent

have to be coughed up for importing models priced above Rs

100.


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

Reynolds, France, in India and the SAARC countries.

Headquartered in Chennai, G.M.Pens has pioneered the

writing instruments revolution in the Indian market.

Commencing operations in 1986, G.M.Pens introduced to

India, international quality writing instruments, and marketed

them under the brand name Reynolds. It was also the first

company to build a brand in a category that behaved more

like a commodity till then.

In Reynolds we have to study about Reynolds Trimax.


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To working professionals who expect their writing

instrument to deliver unparalleled writing performance and a

confident impression, uni-ball pens, are high quality writing

instruments that set themselves apart by delivering superior

performance, excellent design, and continual product

innovation because they are engineered using high quality

materials and are designed with a distinctive, yet modern

style.

Sanford L.P. is the exclusive distributor of uni-ball gel and

roller pens in U.S. and Canada. uni-ball pens are

manufactured by Mitsubishi Pencil Co., Ltd. of Tokyo,

Japan.


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CHAPTER 3 .


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RESEARCH METHODOLOGY

Research Methodology is to teach and to save knowledge

from fossilization, such a step helps not only in the growth of

the subject but also in facilitating solutions of burning

problems. As an independent discipline, it helps solution of

immediate problems of business also. It is however,

necessary to evolve and shape methodical tools, designs and

techniques to improve quality.

If marketing strategies are good and effective; it will help to

sell the product in an effective manner to reach every part of

the country, specifically in rural and hilly areas, where

distribution is always a problem.

To form and test alternative and null hypothesis, we have

studied market research and its effect on marketing strategy,

long term and short term. Traditionally, hypothesis does not

hold well in present economic drive.


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

selected from both Primary and Secondary sources.

(1) Primary Data

Personal Interview

Questionnaire.

(2) Secondary Data

As a primary data basis I have collected information upon

sample basis, interview and personal survey by visiting

various offices. For collection of these data I have prepared a

questionnaire which is up to date in my knowledge.

The questionnaires have been filled up by various customers,

dealers and also retailers. The study was carried out at

various retail outlets and consumers. The survey includes

both observational study and direct semi-structure interviews.


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SCOPE

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

identifying the specific problems of marketing in the pen

industry. A multidimensional approach is proposed to put

into application to analyze the respective problems. The

study aims at making an effort to evolve a suggestive model

with all the facts and marketing strategies.

RESEARCH PROCESS

The present research study is descriptive cum analytical type

of study. The major purpose of this research is to find

description of the state of affairs as it exists at present in the

content of pen marketing in India. The facts and

information’s already available have also been used.

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

is as follows:


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(1) Research Problem

The present research problem in the context of the

marketing strategies of the pen industry was

formulated. An understanding about the problem could

be developed with the discussion held with experts of

the subject, colleagues, and officials associated with the

pen industry. I was acquainted with the problem

through the review of conceptual and empirical

literature available on the subject.

(2) Hypothesis

Proper marketing strategies of the pen Industry will

help all the pen companies. If this pen industry

flourishes, it will help generate employment

opportunities in our country. It is one of the fast

developing industries and also the indicator of the

standard of living of a nation. Good marketing

strategies would help develop the pen Industry and the

Indian Economy as a whole.


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(3) Research Design

After formulating the research problem and hypothesis.

The research design was involved. This design had to

suit the requirements of the present study, had to

explore and also describe and diagnose the problems of

the study.

(4) Research Instrument

For the collection of information a questionnaire was

designed which was structured and non-disguised type

and was administered as per schedule. It included many

close ended as well as few open ended questions.

(5) Sample Design

The study was carried out in DELHI. It covered about

100 retailers, wholesalers and consumers each .Out of

this central Delhi was studied more closely.

• Sampling Procedure

The sampling procedure used was random sampling,

keeping in mind proper representations in all areas.


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(6) Collection of Data For the study, both primary as well as secondary data

was collected. Primary data was collected by the

Questionnaire and personal Interview method.

Secondary data was collected through published

materials, Newspapers, Journals, Proceeding, Books,

and Websites etc.

(6) Analysis of Data

The data collected have been codified and tabulated.

Relevant statistical relationships have been established

and analyzed. The analysis of data helped in

understanding the marketing strategies.

Besides this, various problems, which came in the way

of marketing, have been identified. The analysis of data

has been presented in the respective chapters of this

thesis. The data has been interpreted to arrive at some

concrete conclusions.


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The problems identified in regard to marketing

strategies and suggestions to overcome the problems,

have also been evolved on the basis of interpretation of

data, various statistical methods, formulations and

techniques have been applied for interpretation of data.

Finally an attempt was made to give a shape to the

study in the form of a report.

LIMITATIONS

The analytical study emphasizes the marketing aspect of

pens. Data released by the pen industry on production and

consumption etc. of pens is not very reliable because of

characteristics of maintaining secrecy by the industry so that

they may not be exposed to the Government and General

Public. Applications of sophisticated methods are not

possible because of the lack of resources and the limitations

of time. Since, the conclusions drawn are based on limited

data; they remain subject to modifications and corrections.


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CHAPTER - 4


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GROWTH OF PEN INDUSTRY IN INDIA

INTRODUCTION

Ball pens forms the biggest chunk of the pen market in India

and accounts for 72percent of the total pen market followed

by gel pen at 28 percent. The brand leader in this market is

Cello.

Luxor Writing Instruments Pvt Ltd has introduced

Watermann Exception Solid Gold Pen worth Rs 10 lakh at

the inaugural ceremony of the company’s exclusive retail

showroom Luxor Signature .Comment from ACNielsen

(world's leading marketing information provider)

“Pen market previously suffered from lack of organized

information on the market size or market shares of various

players, since most players are not listed companies and

distribution was mostly limited to stationery stores,”


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Pens market in India recorded a value growth of 82%

Survey done by the India’s leading market information

providing company ‘AC Nielson’ on pen market in year

2006. They come to know that ballpoint pen is still a market

leader by acquiring a large portion of the market.

There is a ratio of 72% to 28 % for ballpoint to gel

respectively. In urban areas about 10.9 Lakh of stores are

selling pen, in the selling year of 2005-06 itself recorded a

growth of 23%.

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

India market is only Rs 1500 crores and growing at the rate

of 9 per cent. 60% sales come through organized sector and

balance from unorganized. And the luxury segment 95%

sales come through grey market. Most of the luxury writing

instruments are picked by on travel abroad. Off this nearly

99% is sale through stationery and kirana stores.

The entire market is disorganized. And the grey market plays

a very crucial role in supplying hi-end, premium writing

instruments.


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The industry is just evolving and consolidating to supply

genuine and quality pens to Indian customer’s .In terms of

quality of pens, India ranks amongst the best in the world,

well ahead of even China. But, its export market is abysmally

low at Rs 200 crore, while China exports Rs 5,000 crore

worth pens every year. Indian manufacturers are only now

beginning to focus on global markets. The luxury and hi end

pen market is only 1 per cent of the total market size of India

i.e. 15 crore. The gold and the sterling silver range branded

Waterman 100 retail between Rs 2, 00, 00 to Rs 4, 00,000.

Expected Expansion of the Indian Pen Market

Indian pen manufacturers see this segment as a potential one

in the coming years. Many have set up a separate division to

handle this market segment, as the `free gift-on-every-

purchase' campaign uncorked by FMCG companies is

acquiring a shrill note.


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Mr. Ronnie Netto (Director of Today's Writing Products

Ltd (TWPL) said –

"We noticed this trend about two years ago and it has

picked up since then. Last fiscal, our revenue from this

segment was over Rs 10 crore of our total turnover of Rs 80

crore. And this fiscal ,we expect it to almost touch the Rs

20-crore mark .We have set up an exclusive division to

handle such orders, as they require personalized service.

We estimate this market segment to grow to Rs 500 crore in

the coming years, now; Indian manufacturers are

beginning to reach out to the overseas market. After UK's

Pound land tied up with TWPL to have Today's brand of

pens in its chain of stores, we expect to export pens worth

$1 million to UK in the current fiscal,"

Another area that is opening up for Indian pen manufacturers

is the trend among overseas stationary companies to

outsource their pen requirements from India. In 2006, about

10.9 Lakh stores across urban India take the product in stock

at present which represents a distribution growth of 23

percent within a year (April06 over July’05).


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The increased distribution has brought about a phenomenal

growth for the pen market of 82 percent in sales.

The sales peaked in the months of February and March

owing to exam season and touched maximum in the last

eleven months .There is a consistent month-on-month growth

in the writing instruments industry fuelled by competitive

pricing and product innovation. Today, one can buy a Gel

pen for rupees two and can choose from a wide variety of

pens - with easy grip to water-proof ink .Although the writing

instrument market is led by well known names like Cello

,GM (Reynolds), Jineshwar (Montex) etc.

Smaller players such as Lexi, Agni and Elkos for examples

have also been able to maintain their share on a regional or

select pocket level.


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HOW THE PEN MARKET CHANGED

Fountain Pen:

Lewis Waterman patented the first practical fountain pen in

1884. Writing instruments designed to carry their own supply

of ink had existed in principle for over one hundred years

before Waterman's patent. For example, the oldest known

fountain pen that has survived today was designed by a

Frenchmen named M.Bion and dated 1702. However, early

fountain pen models were plagued by ink spills and other

failures that left them impractical and hard to sell.


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The fountain pen's design came after a thousand years of

using quill-pens. Early inventors observed the apparent

natural ink reserve found in the hollow channel of a bird's

feather and tried to produce a similar effect, with a man-made

pen that would hold more ink and not require constant

dipping into the ink well. However, a feather is not a pen,

only a natural object modified to suit man's needs. Lewis

Waterman's idea was to add an air hole in the nib and three

grooves inside the feed mechanism.

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

which has the contact with the paper, the feed or black part

under the nib controls the ink flow from the reservoir to the

nib. The round barrel that holds the nib and feed on the

writing end protects the ink reservoir internally (this is the

part that you grip while writing).All pens contain an internal

reservoir for ink. The different ways that reservoirs filled

proved to be one of the most competitive areas in the pen

industry in early19th century .There are nine standard nib-

sizes, with three different nib-tip cuts: straight, oblique and

italic.


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Ballpoint Pen:

A Hungarian journalist named Laszlo Biro invented the first

ballpoint pen in 1938.Biro had noticed that the type of ink

used in newspaper printing dried quickly, leaving the paper

dry and smudge-free. He decided to create a pen using the

same type of ink. The thicker ink would not flow from a

regular pen nib and Biro had to devise a new type of point.

He did so by fitting his pen with a tiny ball bearing in its tip.

As the pen moved along the paper, the ball rotated picking up

ink from the ink cartridge and leaving it on the paper.


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The British Royal Air Force needed a new type of pen, one

that would not leak at higher altitudes in fighter planes as the

fountain pen did. Their successful performance for the Air

Force brought the Biro pens into the limelight.

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

BIC Crystal, has a daily worldwide sales figure of

14,000,000 pieces. Biro is still the generic name used for the

ballpoint pen in most of the world. The Biro pens used by the

British Air Force in W.W.II worked. Parker black ballpoint

pens will produce more than 28,000 linear feet of writing --

more than five miles, before running out of ink.

This is the change in the use of the Fountain pen to

Ballpoint pen further we got introduced with Gel pens but

still the market of the ballpoint pens hold good.

Gel Pen:

Gel Pens were invented by the Sakura Color Products

Corp. (Osaka, Japan), who makes Gel Roll pens and was

the company that invented gel ink in 1984.


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LUXOR 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 India’s No. 1 manufacturer and

exporter of writing instruments – operating 10 state-of-the-art

facilities in NCR-Delhi and Mumbai and producing more

than one million pens a day.


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Today, Luxor products enjoy unrivalled patronage not only in

India but in more than 75 countries across the world. In a

survey conducted in 2004, Luxor has been declared an Indian

Super brand, the only company in the writing instrument

industry to be bestowed this honor.

In the five decades since its inception, the Luxor Group has

been continuously raising the bar in technological

competence and gaining recognition as a leader and

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

started producing home-grown Indian pens using backward

integration and leveraging the most advanced technologies.

The Group currently manufactures a wide array of writing

instruments, stationery and accessories – catering to an

extensive range of consumers with diverse preferences. The

Luxor brand is a registered trademark in more than 120

countries and belongs to an exclusive club of top 101 brands

hailing from various industry segments in India.

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

India way back in 1975 – creative innovations which

instantly caught users’ fancy for their superior performance,

great convenience and distinct style.


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In 1982, the company joined hands with Pilot Corporation of

Japan and brought the Pilot ‘hi-tech’ needle point pens to

India. Another major breakthrough came in 1986 as Luxor

introduced permanent markers, dry safe ink markers and

fluorescent highlighters to address the diverse requirements

of its global clientele. The company offers a dazzling array of

products to meet the sketching, drawing and coloring needs

of junior citizens.

Bringing in the Brand Edge

The 90s were significant in more ways than one as the Luxor

Group continued to thrive even in the face of fierce

competition from large multinationals and leading

international brands. In a bid to ensure incremental growth,

the Group chooses to re-invent itself and opted for a three-

pronged strategy including modernization, exports expansion

and tie-ups with coveted international brands. In 1980, an

exclusive international business division (Luxor

International) was set up to promote and sell the Luxor Brand

far beyond Indian boundaries while the Group decided to

bring under its umbrella some of the most famous foreign

makes to serve a vast and quality-conscious Indian consumer

base.


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Keeping in mind the resounding success of the Luxor-Pilot

tie-up, the Group decided to follow the same strategic

approach with Brand Parker in 1996. Papermate (1999) and

Waterman (2003) followed suit and the Luxor Group now

acts as their preferred business partner in India, holding the

manufacturing and marketing franchise.

Positioned as premium lifestyle accessories instead of

everyday utility item, the Parker and Waterman from the

House of Luxor remain the preferred choice of the upwardly

mobile. Celebrity endorsements were also sought to promote

these high-end writing jewels, and legendary movie star,

Amitabh Bachchan, was signed up as the Parker brand

ambassador. Never an organization to rest on its laurels, the

organization has further conceptualized the Louis Charron

range in 2006 – an exclusive collection of designer pens

coveted by the discerning. Luxor also plans to unleash a

range of accessories, such as key chains Diversification

Drive.

Taking forward its unbeatable saga of excellence and total

customer commitment, the Luxor Group today is diversifying

into various fields.


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From Hospitality and Real Estate to Retail, the ventures are

many and the new initiatives are working out well to propel

the Group to greater heights.

.

What Sets Luxor Apart

Over the years, the Luxor Group has been bestowed

numerous Awards and Certifications for Quality,

innovation and product design. The Group lays great

emphasis on Research & Development to bring the best

writing solutions to its vast customer base while leveraging

cutting-edge technologies and best industry practices to

enhance product quality and performance.

Luxor’s unfailing commitment to Quality has been further

endorsed by a series of ISO certifications which ensure

flawless compliance with international standards.


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The company also takes greatest possible care to ensure the

safety, health and welfare of its staff and the communities

living around its facilities. Luxor’s fundamental purpose is to

cherish the vision of growth in established and new domains,

and foster sustainable & integrated growth.

With an impressive past and a powerful present to guide it

forward, the Luxor Group is all set to build upon its

achievements in the years ahead.

FUTURE SCENARIO

• Outsourcing -A striking feature of the writing instruments

segment, which is now becoming the order of the day is

outsourcing. For instance Linc, outsources to the extent of

30-40 per cent of its requirements. Consequently, a great deal

of attention has to be devoted to vendor development, as

quality is of paramount importance in the pen segment.

• Consolidation -Mergers and acquisitions would come into

play in this business in a big way as competition would have

become quite fierce.


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• Government Policies

• Small-scale industry classification- The Writing

Instruments Manufacturers, Organisation, reserved for the

small-scale industry (SSI), has appealed to the Government

to increase the SSI limit for the writing instruments sector

from Rs 3 crore to Rs 5 crore. If this does happen, it would

lead to more investments being infused in plant and

machinery and pave the way for further consolidation of the

industry.

• Custom and Excise Duties – Considering the competition

in the industry and race towards free trade world, customs

duties may reduced in future. This will make it difficult for

the players to survive if excise duties are not reduced

accordingly.


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Questionnaire for Retailers

Qs1-Who are the frequent buyers of pen? (Rate accordingly) � Students � Servicemen � Businessmen � Other Professionals


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Qs2-Maximun sales under the Hi-Tech & Roller point is for which brand of pens? (Rank in order of sales) � Luxor � Reynolds �� Uni-Ball


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Qs3-Maximum schemes are being offered by which brand of pens? � Luxor � Reynolds � Uni-Ball


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Qs4-When people buy pens what among the following options do they prefer? (Rank as per the priority) � Price � Quality � Refillable � Schemes � Looks


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Qs5-Sales of pens having Hi-Tech & Roller points is high during which period of time? � During exams � Stable throughout the year � when new schemes are introduced.


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Qs6-Your best business deal is with which company of pens? � Luxor � Reynolds �� Uni-Ball


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Qs7- Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens?

� Yes � No


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Questionnaire for Consumers

Qs1- How frequently you purchase a pen? � once a week � once in 15 days � bulk purchase � beg/borrow/steal


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Qs2- Which pen strikes first in your mind when it comes to Hi-tech and Roller Pens? (Check �only one): �� Luxor (Pilot) � Reynolds � Uni-Ball


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Qs3-What motivates you to buy this pen? (Rank according to

preference)

� Price � Quality � Refillable � Availability � Looks of the pen

� Brand Loyalty


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Qs4- Do you think that Brand endorsement by celebrities is really helpful to attract you for buying a pen?

� Yes � No


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Qs5- What is the price range in which you generally used to buy a pen?

� Below Rs 10 � Between Rs 10-Rs 25 � Between Rs 25-Rs 50

� Between Rs 50-Rs 100 � more than 100 � Price is not an issue


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THE INFERENCES OF THE REPORT

General analysis

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

Fountain Pen. However, owing to its small scale of

operations during that time, pens were made available in just

Delhi and the surrounding areas. Although, the range of pens

under Luxor, in the Hi-Tech and roller pens price category is

competitive enough as compared to the major competitors in

the market. Uni-ball has captured a major chunk of the

current market. Reynolds has also affected the sale by

introducing TRIMAX in the market.

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

1982, LWIPL launched Pilot 05 micro tip pens with needle

point technology priced at Rs.10. This was the first model of

pilot pens officially launched in India.

The maximum sale of Hi-Tech point pens was made by the

retailers by selling a huge 60% of the total to mere students

only. The second largest sales were made to the servicemen

with 25% and then the businessmen with 10% respectively.


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

pens under the Hi-Tech & Roller point pens was still

acquired by Luxor i.e. 40% followed by Uni-Ball i.e. 35%

and Reynolds with 25%. But if we talk about maximum

schemes offered to the retailers, according to the survey done

Uni-Ball is the pioneer in that followed by Reynolds and

Luxur stands at last in providing schemes which can be

harmful for Luxor to push sales without motivating retailers.

According to the survey done with the retailers, they believed

that a majority of customers look for the quality of pen and

then the price. Then after that, they see the looks of the pen in

this segment. The pen being refillable or not in this price

range are usually least preferred.

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

year with 85% and the best deal of the pens that the retailers

felt was with Uni-Ball with 50%, Reynolds 20% and Luxor at

30%.

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

retailers; 80% of them said that the celebrity adds do not help

in increasing the sales volumes and mostly people buy Luxor

(pilot) pens because of the faith they are having in the

product.


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

they too gave preference to Luxor with 55% followed by

Uni-ball at 30% and the least Reynolds was only 15%. 50%

of the customers bought these pens once in 15 days whereas

25% once in a week. 15% begged borrowed or stole and the

remaining 15% went for a bulk purchase. The questions

whether the advertisement helps in enhancing the sale of

these pens proved to be helpful by customers point of view

and 70% people said that they came to know about the pens

from the advertisement and rest 30% came to know from the

retailers and friends.

Promotion and Positioning

LWIPL promoted its products primarily through ad

advertising in the print and television media. The company

hired several advertising agencies in the past two decades. The

first advertising agency hired by LWIPL in the 1980s was

'Creative Works', to promote its Pilot pens.

In the early 1990s, the company shifted to another agency, RK

Swamy/BBDO. In 1996, the advertising account of Parker was

awarded to McCann-Erickson, while the Luxor and Pilot

brands remained with RK Swamy/BBDO.


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Suggestions/Findings

Most of the retailers were unsatisfied with the pending

schemes that Luxor has been providing to them. They

suggested that no schemes should be left pending. Another

aspect which they highlighted was that the company did not

work at all towards the promotion. Neither did they provided

banners or stands for that matter for display on the shops due

to which the attention and focus of the customers could not

be tapped. Moreover what I feel by discussing with sales

representatives that they are also unsatisfied and demotivated

due to which they are not able to achieve the desired targets.

So the company should apply various practices to motivate

their sales representatives and company should also focus

upon the schemes offered to the retailers and to check

whether the schemes are delivered on time or not.


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CONCLUSION

The production of pens in India has been steadily growing

since the beginning of the twentieth century. It is still

expected to register a sharper rise in the next decade. The

Industry is widely dispersed comprising of large size units

and small sized units. The pen industry is basically a labor

intensive having vast employment potential.

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

system to help the industry to grow and meet the needs of

millions and millions of Indians who are striving to achieve a

higher standard of living.


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BIBLIOGRAPHY

1. www.google.com

2. www.worldofluxor.com

3. www.luxor.com

4. Brand Equity

5. Fundamentals of Marketing By Philip Kotlar


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CHAPTER 5


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ANNEXURE

Questionnaire for Consumers

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

Address: ……………………………………………………………………………….

…………………………………………………………………………………………

City: …………………………………… State: ………………………

Zip:

School / Institute (In case of students): …………………………………………….

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

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

Please circle the highest year of school completed: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23+ (Primary) (School) (College/university) (Graduate school) Occupation (Tick): � Student � Businessman � Service


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Please Tick the preferred option: Qs1- How frequently you purchase a pen? � once a week � once in 15 days � bulk purchase � beg/borrow/steal Qs2- Which pen strikes first in your mind when it comes to Hi-tech and Roller Pens? (Check �only one): � Luxor (Pilot) � Reynolds � Uni-Ball � other Qs3- List the brands in ascending order of pens according to your preference? 1…………………….. 2…………………….. 3…………………….. 4…………………….. 5……………………..

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

� Price � Quality � Refillable � Availability � Looks of the pen

� Brand Loyalty

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

� Yes � No


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

purpose?

For signing purpose …………………………………

For writing purpose …………………………………..

Qs7- Do you think that Brand endorsement by celebrities is really helpful to attract you for

Buying a pen?

� Yes � No

Qs8- Which pen do you use while writing an Exam? And why?

………………………………………………………………………………………

………………………………………………………………………………………

Qs9- Are you conscious of status while purchasing a pen?

� Yes � No

Qs10- If Yes, Which pen describes your status well and why?

………………………………………………………………………………………

………………………………………………………………………………………


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Qs11- What is the price range in which you generally used to buy a pen?

� Below Rs 10 � Between Rs 10-Rs 25 � Between Rs 25-Rs 50

� Between Rs 50-Rs 100 � more than 100 � Price is not an issue

Qs12-What is your take on Luxor Pens?

………………………………………………………………………………………

………………………………………………………………………………………

Qs 13-Should we consider the change in looks for Luxor pens?

� Yes � No

Qs14- If the PEN were to change, what adjectives do you think should

describe the new look? E.g. more: open (i.e. less text per page) / scholarly /

dynamic / trustworthy / artistic. Use as many adjectives as you like.

………………………………………………………………………………………

………………………………………………………………………………………

Qs15- Your suggestions as to how Luxor can attract more consumers. We

will be glad to have your suggestions?

....................................................................................................................................

………………………………………………………………………………………

Thank you for your help!


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Questionnaire for Retailers

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

Address(Outlet):

…………………………………………………………………………………......

……………………………………………………………………………………

City:…………………………………… State: ………………………

Zip:

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

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

Please circle the highest year of school completed: 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23+ (Primary) (School) (College/university) (Graduate school)


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Qs1-Who are the frequent buyers of? (Rate accordingly) � Students � Servicemen � Businessmen � Other Professionals Qs2-Maximun sales under the Hi-Tech & Roller point is for which brand of pens?(Rank in order of sales) � Luxor � Reynolds � Uni-Ball Qs3-Maximum schemes are being offered by which brand of pens? � Luxor � Reynolds � Uni-Ball Qs4-When people buy pens what among the following options do they prefer? (Rank as per the priority) � Price � Quality � Refillable � Schemes � Looks of the pen Qs5-Sales of pens having Hi-Tech & Roller points is high during which period of time? � during exams � Stable throughout the year � when new schemes are introduced. Qs6-Your best business deal is with which company of pens? � Luxor � Reynolds � Uni-Ball Qs7- Retailers margin in %age provided by given brands? Luxor………… Reynolds…………….Uni-Ball……………..Others (please Specify)…………

Qs8- Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens?

� Yes � No


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Qs9- If the PEN were to change, what adjectives do you think should

describe the new look? E.g. more: open (i.e. less text per page) / scholarly /

dynamic / trustworthy / artistic. Use as many adjectives as you like.

………………………………………………………………………………………

………………………………………………………………………………………

Qs10- Your suggestions as to how Luxor can attract more consumers. We

will be glad to have your suggestions?

....................................................................................................................................

………………………………………………………………………………………

Thank you for your help!


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List of retailers

1) Garg book depot, Dwarka 9891814430

2) Nagpal Stationers, Shiv Nagar 011 5512394

3) First Choice, Jnakpuri 41576780

4) Tirupati Stationers, Rohini 9810715480

5) Harsh Stationers, Shalimar Bagh 9871656953

6) Enkay Enterprises, Jhandewalan Extn 9811577424

7) A.S Sales, Dwarka 9811526456,9210312436

8) Bajaj Stationers, Nai Sarak 011-23275164

9) N.R Stationers, Moti Nagar 9811430662,9818595857

10) A-One Stationers, Moti Nagar 93122-36732

11) Himgiri Enterprises, Nai Sarak 9810074967

12) Suri Stationery Mart, Chawri Bazar 23262904

13) Navneet Book Depot, South Moti Bagh 9891812464

14) Budaniya Book Shop Punjabi Bagh West 32991066

15) Ashoka Stationers, Moti Nagar 9811013523

16) Pankaj Books and Stationers, Rohini 011-27050474

17) Sumukh Stationery, Kamla Nagar 9968383049

18) Bhatia Store, Kamla Nagar 30722801

19) Triveni Book Centre , Ranibagh 9899266757


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20) Mool Chand Hoshiar Singh, Chawri Bazaar9868189564

21) Vijay Stationery Mart, Jhandewalan Extn 9212048456

22) Satija Book Sellers,Pitam Pura 9899359966

23) Suri Book seller and Stationer, lajpat nagar-4 20600810

24) Balaji Books and Stationers, Dwarka 011-28052655

25) Kohli Stationers , Jhandewala 23620900

26) Bon Bon Mart,Paschim Vihar 9899862877

27) Khanna Stationers, Netaji Subhash Marg 9811304543

28) Arushi Stationers & General Store, Mukherjee Nagar

9810211021

29) J.K Stationers, Nai Sarak 9811046093

30) Jai Photocopier& Stationery, South Moti Bagh

31) Guruji Copy House, Uttam Nagar 9968112662

32) Sri Krishna Statiners, Janakpuri 9871457923

33) Saket Book Depot, Saket 011-46067331

34) Punjab Paper & Stationery Mart Moti Nagar 25432373

35) Naveen Stationers, Saraswati Vihar 9818231329

36) Muskaan Stationers & Photostat, Netaji Subhash Place

9899007288

37) Grover Sons, Moti Nagar 011-25939571

38) S.G Stationers , Dwarka 9811526456,9210312436

39) Neeraj Stationers,Uttam Nagar 9818470915

40) Garg Enterprises,Rohini 9350210606


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41) Raj Book Distributors, Janakpuri 9213931177

42) Rajesh Stationers, Paschim Vihar 011-25259098

43) Pankaj Stationery,Samay Pur 011-7881479

44) Aggarwal Stationers, Suroop Nagar 9213852404

45) Anita Sales Corpn, Rajendra Place 011-25811022

46) Reliable Paper Products,Pahar Ganj 011-3354018

47) R.K Stationers, Satya Niketan 011-26118882,39580852

48) Bansal Stationers, Satya Niketan 011-26114616

49) Garg Book Depot,Moti Bagh 2 9910980108

50) Satija Book Sellers , Pitampura 9899359966

51) Avon Book Centre, Pitampura 9891171338

52) Stanza, B block market,Prashant Vihar 9899989977

53) Kailash Stationery Store, Kamla Nagar 011-23846915

54) Gulati Book Depot,Prashant Vihar 9911352938

55) Rastogi Book Depot,Delhi Cantt 011-25690880

56) Total Stationery, Vikaspuri 9310075424

57) Tyagi Book Depot & Stationers ,Vikaspuri 45566838

58) Pen Palace,Ramesh Nagar 9899458174

59) Tyagi Book Depot,Vikaspuri 011-65866353

60) Garg Book Depot, Dwarka 9891814430

61) Himgiri Enterprises,Nai Sarak 9810074967

62) Dass Stationers,west Punjabi Bagh 65745351

63) National Stationers,Karampura Complex 41427279


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64) Laboratory Engineers,Rajendra Palace 9212067645

65) Anil Pustak Bhandar,Janakpuri 011-25504519

66) Arora Stationers,Vivek Vihar 9212376948

67) Jain Stationers,Uttam Nagar 55722145

68) Garg Stationers,Narela Mandi 9210198694

69) Jagdamba Satationery, Rohini 011-27894252

70) Star Enterprises,Kamla nagar

71) Maharaja Stationery Mart, Naraina 41412318

72) Garg Enterprises, Karol Bagh 09312990596

73) J.K Stationers, Nai Sarak 9811046093,011-23271932

74) Cyber Den, Dwarka 42760247,42760249

75) Garg Stationers, shakur pur 9210190803

76) Guru Nanak Book Depot,Vikas Puri 011-28541783

77) Mahajan General Store, Naraina 41410691

78) Aswal Book Depot, Moti Bagh1 9971031048

79) Sanjay Book Depot, Moti Nagar 011-65753934

80) Metro Stationers, Janakpuri 9871341110

81) Swastik Book & Stationers, Janakpuri 9811373601

82) P.K Book Depot, Hiranki road 9212262560

83) Vijay Book Depot, Paschim Vihar 9811929129

84) Manoj Book Depot, Narela 9811573751,9312896703

85) Pashupati Stationers , Uttam Nagar 9212189082

86) Guru Tegh Bahadur Stationers, Vikas puri 25594839


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87) Shiv Shakti Stationers,Rohini 9313603651

88) Khandelwal Stationers,Uttam Nagar 9213421006

89) P.K Book Depot 92133-22560

90) Sethi Pustak Bhandar,Mukherjee Nagar 9313760672

91) Janta Book Depot,Dwarka 011-65664485,28081720

92) Pankaj Satationers, Janakpuri ,community centre 011-

25528325

93) Hello Book Depot, Vikaspuri 011-55344947,5045041

94) A.P Supplier ,Janak puri 9810534683

95) Vijay Store, Janak puri 011-25558000

96) Nayyar Book Depot, South Moti Bagh 9891343210

97) Swastik, Cawri Bazaar 9810657324

98) Joginder Agencies, Jhandewalan extn 98118488426

99) Ashoka Stationers, Moti Nagar 9811013523

100) Read and write Stationery, Ambika Vihar

THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS...

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Transcript of THE STUDY OF MARKET POTENTIAL OF HI-TECH & ROLLER PENS WITH REFERENCE TO LUXOR WRITING INSTUMENTS...