Business Studies Project

Made by: Rahil Jain

Marketing
Product: Pen

Index.
1. Introduction
2. Reasons For Selecting The Product.
3. Brands That Exist In Market.
4. Permissions And Licenses Required.
5. Competitors' USP.
6. Range.
7. Name, Label, Logo, Tag Line.
8. Features of my product.
9. Selling Price Of Competitors.
10.Packaging.
11.Channels Of Distribution.
12.Warehousing.
13.My Price List.
14.Promotions Programs.
15.Schemes For The Wholesaler And Customer.
16.USP of my Product.
17.Transportation.
18.Social message for the Label.
19.Marketing Mix.
20.Questionnaire.
21.Conclusion.

Introduction

Pen has been used as an writing

instruments since ages. The history of
pen can be crated back to 1380s when
the first patent on the ball pen was issued
to Petrache Poenaru. Our company has
taken inspiration from the feathers that
were used by Rajas and Rishis. The flow
that it gave to them in writing different
manuscripts is found in our products. Our
pen target different groups, including
grown-ups, kids, and the honchos of the
corporate world. The Pen will surely stand

Reasons For Selecting The Product.

As Student, Following are the reasons:1. It is a unique topic and none of my friends have
chosen it.
2. As a Student, I am more connected with it. Therefore
it gives me better understanding of this product.
. As a Company, following are the reasons for
selecting the product:1. Due to the cut throat competition in education, we
feel it our duty to provide the students with the best
of writing tool.
2. We find a great scope to grow in this field.
3. It is a commonly found tool with person of any field.
So we intend to give all the writers the best way of
writing experience.

Brands That Exist In Market.

Market Share
Reynolds
25%
Classmate
18%
Uni-Ball 13%
Cello 29%
Flair 15%

sales

Reynolds
Classmate
Uni-Ball
Cello
Flair

Permissions And Licenses Required.

Patent Registrations: Patent rights are given
by govt to the employees for having
innovative products. No companies can copy
design, technology, etc. if the product is
secured through patents. The company has to
pay fees to the registrar on the timely basis till
the company wants the patent rights.
Trade Mark: A part of brand which is given
legal protection is called trade mark. Applying
for the trademark is an easy procedure. The
company has to give the list of brand names
for which it needs trademark. Only one of the
name is selected out of the list.

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Competitors' USP.

Classmate pens: ITC forayed into the pen industry with the launch of classmate pens across market
offering the consumer stylish and attractive designs. Classmate pens delivers unmatched comfort
and neat writing experience. Classmate pens are attractive in design and superior in quality. The pens
offer ergonomical grip; precision engineered tips and controlled ink flow. Mechanism to keep the
writing smudge free and writing experience a pleasure. This first took off in the year 2009. ITC
Classmate becomes the first Indian company to join the Global Forest and Trade Network (GFTN).
Uni-ball pens: The mitsubishi uni pens were able to capture large share in the market through the
following value added features in their pen:- the smooth writing experience, the ability to write super
fast, superior resistance, never fades, vivid long staying colours, low viscosity, low smudging and
smooth intense flow. The company use PRODUCT CONCEPT and concentrates on more quality building.
Cello: Lauded as one of the world's best and India's largest pen manufacturer's and well known for its
dynamism and spirit of innovation. Cello ceaselessly endeavors to bring in the newest and the best of
technology to set new benchmarks in quality and innovates constantly to blaze new trails in the market
place. At Cello, innovation is not just a guiding philosophy, it is a key business process, dynamism and a
defining attitude. Today Cello offers one of the largest range of pens offered by any manufacturer in
the world.
Flair: It attributesinnovation & commitment to qualityas it core competence. It is exporting to more
than 75 countries across the globe. Flairhas expertise for OEM business as well, and its clientele
includes most of the major brands from the field of writing instruments. It has tie ups with some of
the pioneers of writing instruments industry. It has a wide range of product in its competence. 3 of its
own brandsFLAIR, LANDMARK, and RUDI KELLNER are conquering the whole world.
Reynolds: A continuous focus on constant quality and constant endeavor to provide quality products at
affordable prices have ensured it to be in the indian writing instruments market. The company
substantially invest on reaching more customers through T.V., press, radio and other mass media
communications. Market revolutionist has always being tagged to key notes which through continuous
efforts has transformed the writing instruments category from a commodity to a brand dominated
segment.

Range
Verities/Types of the product

Puzzle Easy Flow

Point Size: .7mm
Tip: Jumbo bulky
Ink: DSW
Features: Waterproof ink,
Crystal Clear Body, Instaflow Ink
Technology for smooth writing,
ergonomically designed barrel for
smooth and sharp writing,
sweat absorbing.

Puzzle Executive
Point Size: .0.5mm
Tip: Techno Radius
Ink: DSW
Features: Waterproof ink,
Crystal Clear Body,
Instaflow Ink Technology
for smooth writing,
Ergonomically designed
barrel for smooth and sharp
writing, sweat absorbing.

Puzzle Pens (name)

(logo)
(label)
Your success is our goal.
(tag line)

Features of my product
This pen combines the ball point design with the
use of liquid ink and flow systems of fountain pens.
Its tip is small sphere of 0.5mm in diameter to
give you best writing experience.
Puzzle Pens needs less pressure to be applied and
writes smoothly.
It is smudge free.
Puzzle pen has the best grip with sweat absorption.
The puzzle pen with light weighted body gives you
the Luxury of fountain pens and affordability of ball
point pens.
Water proof ink on most of the surfaces.

Selling Price Of Competitors.

Comp
etitor
s
Brand

Price
too

Wholesalers

Retailers

Customers

Reynolds

20/-

23/-

26/-

Classmate

19/-

21/-

25/-

Uni-ball

25/-

27/-

32/-

Cello

11/-

13/-

15/-

Flair

15/-

17/-

21/-

Packaging
Secondary Packaging: Pen will be packed in
cylindrical plastic box (recyclable) with a sponge
protection from both the ends. It will protect the
tip of the pen and would also provide it with
support.
Tertiary Packaging: The pens will be transported in
a hard cardbox carton in following way.
a. Firstly 100 pens will be wrapped in a thin plastic
cover. This packing will be called nod.
b. Then, these 100 nods will be packed in the hard
carton for final transportation.
c. In this way, it will provide 3-way shield protection
and will protect the pen from all kind of damages.
d. A single hard carton will contain 10 pens.

Channels Of Distribution.
Our company is selecting indirect channel in that two
level channels for following reasons:i. This is most commonly used distribution path where
two intermediaries are adopted by firms to sell the
product.
ii. The manufacturer sells the goods in bulk to wholesaler
who sells in small lot to retailers who supply it to
ultimate customers
iii. For less costly products, longer channels are preferred.
iv. Our product is not complex, for simple products longer
channels can be used.
v. Our product is non-perishable so it can be distributed
with long channel.
vi. This Company is new, therefore, long channels are
advisable.

Warehousing
The company has appointed C&F
( Cleaning and Forwarding ) agents in
various states like Rajasthan,
Maharashtra, M.P., Karnataka, Goa, and
Tamil Nadu. The goods will be dispatched
to wholesalers and retailers through the
distributors. Therefore, the stock will be
placed in the ware house of various state
under their corresponding C&F agent.

My price list
Name
of the
produ
ct

Price
too

Wholesalers

Retailers

Customers

Puzzle Smooth
Flow

10 /-

15/-

20/=

Puzzle
Executive

40/-

45/-

50/-

Promotions Programs.

Advertising: It is an important promotional tool

which reaches mass and is economical too.
We will be giving advertisement on T.V. having a
celebrity with an encouraging personality.
We Will be giving adds in big posters across public
places, in magazines and in newspaper.
Personal Selling: The company has tie ups with
major institutions. The representative will distribute
the free sample to the students in different school.
Sales Promotion: The company is using product
combination as a means of sales promotion. On
purchase of minimum 15 units of pens, the
buyer/consumer will get an Eco-Friendly notebook
for FREE.

Schemes
Schemes For The Wholesaler And
Customer.
Wholesaler: The company is providing a
special scheme for its new release
puzzles. For All the wholesalers who will
buy more than 1000 units of pens will get
100 unit of pen FREE.
Customer: The Customer will get an
notebook free of 150 pages, if he/she
buys more than 10units of pen or buys a
whole packet of 20units as a half price.

USP of my Product
WE ARE NOT JUST THE BEST PEN
MANUFACTURERS BUT WE ARE THE ONLY
THAT
Has received the ECO HUBBY CERTIFICATE for
the quality of raw materials used.
We assure the writers, 16.5 km non stop
writing experience.
Provides a sweat absorption grip first time
with any of the pen.
Provides 24*7 customer support service.
Firm Grip for Stress-Free writing.
Smudge-free Writing with Water Proof Ink.

Transportation.
We will use mainly road transport for
transporting our products to various
states c&f agents. The vehicle will be
able to transport 1,00,000 cartoons
approximately 100 crores pen.
We have many branches in various states
managed by colleagues. By road, railway
transportation, we will transport our
products, to different cities that will grow
our goodwill in the market.

Social message for the

Label
We aspire to be a major brand in writing
instruments WORLDWIDE by producing
High quality pens for the masses.

Marketing Mix.
Product: My Product is a pen with a techno (sweat absorption) grip. It is a
ball point pen with 0.5 mm stainless steel tip to give the users best flow
and grip will writing. There is collaboration with German technology. The
company has invested more which leads to more innovations.
Place: The product will be available at all those places which are convenient
for the customers, like any stationery shops, or a supermarket where the
customer can easily reach. We will give free samples to students outside
their school, so that if they like our products then they can purchase it from
their nearby places.
Price: Price of our pen will be equal to the market price of our competitors.
Three basic pricing strategies are:market skimmingpricing, market
penetration pricingand neutral pricing. The 'reference value' (where the
consumer refers to the prices of competing products) and the 'differential
value' (the consumer's view of this product's attributes versus the
attributes of other products) must be taken into account.
Promotion: We will be giving out the catalogues of our product outside the
schools, giving the advertisement on newspaper or magazines. There is no
season for the promotion of the product because pen is that kind of product
which is used day and night by the customer. Public relation and effective
communication that may use to provide information to different parties
about the product.

Questionnaire.
1. Do you use pens?
Yes
No

2. Which brand you would prefer?

Reynolds
Uni-ball
Classmate
Flair
Cello

3. What quality do you see in a good pen?

Smooth flow
Good grip
Stylish
Long writing

4. What type of pen you prefer?

Ball pen
Gel pen
Ink Pen
Roller pen

5. What are you cost preference?

Rs5 to 10
Rs10 to 20
Rs20 to 50
Above 50

Conclusion.

I found my marketing project very interesting during

my survey, I found the market share of cello is very
high. On enquiring, I found cello has diverse product
line. It has the divisional structure. It is not maintaining
standardisation which is leading to deterioting quality.
On the other hand, CLASSMATE which follows product
concept has a very good quality control. It focuses only
on quality. This has build up a goodwill of CLASSMATE.
Majority of companies have taken to advertisement for
promotion.
Suggestion I suggest to comply with quality with
affordability to acquire market share and build up
goodwill.
After doing the project, I understood the importance of
marketing as an important element of management.

Appendix.