shahid shaikh

7/27/2019 Shahid Shaikh

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A

SUMMER INTERSHIP PROJECT REPORT

ON

CONSUMER BUYING BEHAVIOUR FOR PENS

AT

Submitted toGIDC RAJJU SHROFF ROFEL INSTITUTE OF MANAGEMENT

STUDIES, VAPI

ISUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS OF MBA PROGRAMME

InGujarat Technological University

UNDER THE GUIDANCE OF

Faculty Guide:

Prof:Maulesh Rathod

Submitted by:

Shaikh Shahid

En.No.: 127160592069

MBA (2ND

SEMESTER) Aug 2013,

Affiliated to Gujarat Technological University,Ahmedabad


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DECLARATIONI undersigned

Shaikh Shahid

The Students of

GIDC RajjuShroff ROFEL I nstitute of Management Studies

Hereby declare that all the details in the report on

TODAYS WRITING PRODUCT LTD.

Is purely my own work which was carried out during 10th June to 30th july2013and

is not be given to any other University or Institute for any other Examination for any

other purpose by any other person.

DATE:

PLACE: Silvassa

---------------------------

Signature of Student


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CERTIFICATE

This is to certify that Shaikh Shahid has satisfactory completed the project work entitled,

CONSUMER BUYING BEHAVIOUR FOR PENS Based on the declaration made by the

candidate and me association as a guide for carrying out this project work, I recommended

this project for evaluation as a part of the MBA programmed of Gujarat Technological

University

Place : VAPI

Date : Prof: Maulesh Rathod

Place : VAPI

Date : Dr Pankaj Patel

Director


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PREFACEOur M.B.A course is the course constituting study of administration management and

working activities of industries, for better function every industry needs talented and

qualified executives. To reach this need. Our university has established such a

disciplined course which includes the theoretical and practical aspect of various

industrial matters.The knowledge and guidance about theory subjects of industry is given by our

learned professor also for the practical study of the same I got permission to visit

TWPL.

The report thus contains all the information of the company from its

commencement till the last chain of production with detailed study of all the

department and specialization in marketing department.


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ACKNOWLEDGEMENT

A Project Report is never successfully completed without the guidance from

appropriate person. So now its the right time to express my sincere gratitude towards all

those, who have helped me to complete the project.

I am thankful to the DirectorDr.Pankaj Patel, distinguished professor of GRIMS for

giving me the opportunity to work on this project. It was a great learning experience for me

and I could actually put in practice, the learning acquired in the classroom.

Also, this project helped me in understanding the overall functioning of the industry. I

am also thankful to External Guide Mr.Sushil Sharma, Director Sales and Marketing of

Todays Writing Products Ltd. And also the Internal Guide maulesh rathod, for giving me

valuable suggestions throughout the course of the project.

I am also thankful to entire faculty of the institute and staff members of Todays

Writing Products Ltd. for the advice and suggestions, without which this project would not be

a successful one. Last but not the least I would like to appreciate my parents who have always

motivated me directly and indirectly to do my work with utmost dedication.


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EXECUTIVE SUMMARYToday the significance of project work has greater importance in business

world. Practical knowledge is as important as theory so that one thing is said,

Practice makes a men perfect In order to get acquainted with how theoretical

concepts are being followed at TWPL, I have tried to take an overview of all

departments of the company and its working mechanism. It has given me a chance

to learn a lot in the process.

My topic for the study is on Consumer Buying Behaviour about pens. Pen is a

product, which is used by each and every person. There are various brands of pen in

the market of different types Price, Colour, design, Grip etc .so the pen market is full

of competition where the consumer possesses vast variety of choice to select his

brand which depends on his buying Behaviour .Of course it is very difficult to

describe consumer buying Behaviour about pen; even though I have tried to find

how the consumer purchases a particular brand.

How much he searches for his brand? What factors influence he too buys the

preferred brand?

The technique of data collection is through questionnaire as it is less complex

and easy. Two methods i.e. Graphical method &Percentage method are used.


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TABLE OF CONTENT

Sr. No. Particulars Page No.

A Part I

1 Objective of the Project 10

2 Industrial Overview 11

3

Company Overview

Company Performa

About TWPL

Achievements & Awards

Vision & Mission of the Company

Corporate Philosophy & values

Manufacturing process

Corporate Structure

SWOT Analysis

Raw Material

Products

Manufacturing Facilities

14

15

16

18

23

25

26

28

29

30

32

39

B Part II (Consumer Buying Behaviour) 41

1 Objective of the study 43

2 Research Methodology 44

3 Literature review 45

4 Limitation 46

5 Questionnaire Analysis 47


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. From how many years have you been working with XYZ Company?

a. 0-3 Years

b. 3-5 Years

c. 5 to 7 Years

d. More than 7 Years

Q2. How is the working Environment?

a. Participative

b. Autonomy

c. Whimsical

d. Red Tapism

Q3. Your work is according to your qualification and skills.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree

e. Strongly Disagree

Q4. Employees are satisfied with the top Management.

a. Strongly Agree

b. Agree

c. Neutral

6 Findings 61

7 Recommendation 63

8 Conclusion 65

9 Bibliography 67

10 Annexure 69


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d. Disagree


Q5. Working hours at XYZ Company is satisfactory.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q6. Employees in theorganization have necessary authority to perform their duties effectively.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q7. Organization organizes counseling programs for the employees regularly.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q8. Employees in XYZ Company share experience to help each other.

a. Strongly Agree

b. Agree

c. Neutrald. Disagree


Q9. Employees get Appreciation and rewards if the desired work / targets are accomplished.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q10. Company has good career prospect for its employees.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q11. Physical working condition in the Company is satisfactory.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree



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Q12. Top management involves employees in the management decisions.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q13. Welfare facilities provided to the employees by the organization are satisfactory.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q14. Which of the following factors which motivates you most ?

a. Salary Increase

b. Promotionc. Leave

d. Motivational talks

e. Recognition

Q15. Your company recognize and acknowledge your work.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q16. Company provides satisfactory Salary according to the Work.

a. Strongly Agree

b. Agree

c. Neutral

d. Disagree


Q17. Rate your Overall Satisfaction with your Job ?

a. Highly Satisfied

b. Satisfied

c. Average

d. Dissatisfied

e. Highly Dissatisfied

Related posts:


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Part-1

Objective of the report

To understand the Business Operations.

To understand the role of each Subsystems (Department) and its relationship with

other Subsystems.

To know about consumer buying behaviourregardingpens.

To get the Practical Interface of Industry by applying Theoretical Concepts.

To run and manage a firm profitably in competitive business environment.


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IndustryOverview


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INDUSTRY OVERVIEWWriting instruments steadfastly remains a large part of societys communications, despite the

advancements and growth of popularity of the computers, internet and other such technology.

There has been a need to document through the use of writing instruments since the dawn of

mankind. Pens and pencils continue to be the staples of everyday life and indispensable items

for everyday use. Writing instruments continue to play an integral part in the life of

practically every business, school and household. The advent of computers and related

technologies has yet to make writing instruments obsolete. In fact the writing instrument

industry embraces the evolution of technology by incorporating it into new products and

using it to enhance business aspects and client services.

The size of the writing Instruments Industry in India is estimated at about Rs 1800

Rs2000 Crore of which organized players account for 70% of the market share and the

unorganized players for the rest. The industry Grew by about 13% in 2005-11 ,largely driven

by the growth of organized sector, indicating that consumer are responding favourably to

Quality and Branding. It is expected that promotion, easy availability, and affordability,

branded off make will accelerate and help the organized sector eat into unorganized Presence.


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The Indian writing instruments market today is still on the path of discovering new

niches with ergonomic designed products, promotional marketing items and luxury items but

in the coming years it is bound to grow tremendously not only domestically but also in its

exports emerging as world leaders in Writing Instruments.

The stationery sector is a cluster of many sectors out of which the most prominent and

important probably is the writing instruments Industry. The two most important tools of it are

pen and paper. Other materials like pencil, rulers, writing pads, erasers etc also play an active

role which is useful for commercial and office use.

The Industry is highly competitive due to low entry barriers. The Indian industryassures product life. This is where the Indian manufacturers and exporters will have an edge

over some Asian countries.

Over a period this industry has seen growth in the domestic market and is now all set

to become an export oriented market. For long period China has been ruling the export

market in Writing Instruments and their estimated exports is around Rs. 5000 -6000 crore.

India hitherto has been looking inward and was struggling to meet its local demand with the

capacity that has been established. Over the years however, India focused more on writing

quality due to its discerning customers and have developed top quality tips and inks which

are now exported to even countries like Japan. The Indian Export of writing instrument has

been languishing in the region of Rs. 250Crs. With the de reservation of the industry and a

large acquisition deal happening in the industry recently, suddenly there is a great interest in

the Indian Writing instrument industry. India slowly but surely is emerging as the

manufacturing hub for the writing industry. The export prospects from India have opened up

further with the strengthening of the Yuan and the consistent superior quality that India has

managed to deliver over the years.

Thus the low entry barrier though continue to remain, largely the market for the

product is catered to by organized players. These players have undertaken massive expansion

and thus the industry which was essentially small scale and cottage in nature is acquiring an

organized and large scale character with sophistication in the form of automation and

controlled processes.


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(The Information regarding the Writing Instruments Industry has been obtained from the

Public Sources like: some Companies Catalog, Annual Reports and Internet Support)

Companyoverview


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Company PerformaNAME OF THE UNIT TODAYS WRITING PRODUCTS LIMITED

YEAR OF

ESTABLISHMENT

April 29, 1992

ADDRESS

REGISTERED

OFFICE

Survey No. 251/2, ValsadFalia

Near Jain Temple,

Dadra.

Dadra & Nagar Haveli (UT)

396193.

Tel No. (0260) 2668574/2668538

ADDRESS

MUMBAI OFFICE

201, Hariom Chambers

B-16 New Link Road

Andheri (W)

Mumbai- 400053

Tel No. (022) 66954900

EMAIL ID [email protected]

WEBSITE www.todays-pens.com

FORM OF THE

ORGANIZATION

Public Limited Company
mailto:[email protected]:[email protected]://www.todays-pens.com/http://www.todays-pens.com/http://www.todays-pens.com/mailto:[email protected]


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BANKERS State Bank of India, Bank of India, HSBC Limited, ICICI Bank

Limited and Axis Bank Limited.

BOARD OF

DIRECTORS

AUDITORS M/s Ajay Shobha& Co.

Chartered Accountants

Registrar & Transfer

Agent

Satellite Corporate Services Pvt. Ltd.

(Sakinaka, Mumbai-400072)

About todAys Writing products LimitedToday's Writing Products Ltd - the makers of India's popular pen brand

"Today's Pens"; is a multi-faceted, million dollar company with interests in WritingInstruments, Office Supplies, Petrotech and Construction businesses.

TWPL was incorporated in the year 1992, and went public in the year 1996. Since then ourcompany has become popular throughout the country by its brand name: Todays. It is aninternationally acclaimed Manufacturer & Exporter of High Quality Plastic Ball Pens, PlasticGel Pens and Refills SINCE 1986.

Today's Pens is a fully integrated writing instruments company with In-House Designingcapability Mould making unit, Tips making unit, Refill making unit (Gel & Ball), InjectionMolding and Assembly.

At Today's, innovation is not just a guiding philosophy; it is a key business process focusedon consumer needs. Today's offers one of the largest ranges of pens offered by anymanufacturer in India, all conforming to the highest global standards. The result of a well-equipped assembly line with over 100 ultra-sophisticated injection molding machines and ahighly trained and dedicated work force of over 1000 people. It has a manufacturing capacityof over 3 Million Pens (3000000) per Day. Today's extensive global R & D, cutting-edgemanufacturing technology, production, processes, globally sourced material and exhaustivequality standards are among the best in the world. This makes Today's Pens a favored

business partner.

Mr. Rajesh Kumar Drolia (Chairman)

Mr. Ronald Netto (Managing Director)

Mr.PushpakChavan (Whole Time Director)

Mr. Sunil Agarwal (Whole Time Director)

Mr.Mukesh Gupta (Director)


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Today's Pens is also best known and appreciated worldwide for their Originality of Designs,Quality, Affordability and their Ease of Writing.

TWPLs R&D has mastered the art of making the dies and designs of the pen, which gives it

a significant advantage over its competitors, both in the organized and unorganized segment.

Expenditure on R&D of the company was accounted to Rs 1.52 Lacs (2010-11). TheCompany has a modern state of the art Research and Development Centre constantly strivingto develop new products, patterns, designs, shapes, colour and combination thereof to copewith ever changing taste of the consumer and demand of new and innovative designs instationery world, which improves and contributes to the technology absorption and up-gradation.

Today's has India's largest range of smart looking, high-performance gel ink and ballpoint

pens in different ink colors and at a variety of price points. Be it a school kid, a college

student, a young professional or a senior executive, there is a "Today's" for everyone.

Today's Pens is present in - India, Sri Lanka, Bangladesh, Pakistan, U.A.E, Turkey, U.K.,

U.S.A., Philippines, Italy, Malaysia, Japan, Syria, Africa, Poland, Thailand, Egypt, Iran,

Yemen and more. And are looking out to expand its Global Operations, and invite Distributor

Partners for every market. The Company has exported goods worth Rs. 313.67 Lacs (10-11)

(previous year Rs. 248.60 Lacs) of writing instruments and stationery

Global Network

Subsidiaries


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Todays Stationery Mart Ltd.: This Company has been set up with a view to tap thegrowing Stationery business in the Country. The estimated market size is in the regionof Rs.50, 000 Crores and this is growing at a healthy pace. The plan is to set up achain of Company owned stores and also warehouses initially and later on havefranchised stores across the country.

Todays Infrastructure and Construction Ltd.: This Company was set up with aview to tap the emerging opportunities in the Construction sector. The Company is inthe process of developing a team with specialization in the infrastructure andconstruction sector. In the meantime the company is looking at joint developmentopportunities to tap the potential of this sector.

Todays Fluid Technologies Ltd.: This subsidiary has not commenced any business.The company has shelved the water project initiative as it was unviable.

Delinkin Todays Petrotech Ltd: This Company was set up with a view to tap theemerging opportunities in the Oil and Gas Sector to leverage on the engineering skillsacquired over the last 20 years by the Company. An agreement has been entered in towith ITT Corporation of the US which is a $ 8 Billion multinational and is the worldleader in Hydrocarbon pumps.

While Mr. Rajesh Kumar Drolia and Mr. Ronnie Nettohas resigned from the board ofTodays PetrotechLtd, due to which it is no more a subsidiary


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Achievement &awards

The Achievements of the Company are as under:(From 1992 to 2010)(YEAR 1992)

Incorporated as Private Limited Company in the name and style of CreativeStationary Products Pvt Ltd

(YEAR 1995)

The Name of the Company changedTodays Writing Products Ltd

Various Products in Economy and Premium Range launched and well accepted in themarket.

In the very first year of operating Company made a Net Profit.

(YEAR 1996)


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Company went for IPO 25, 00,000 Equity shares. And is Listed on 6 StockExchanges.

The blockbuster Brand Khusboowala was Launched that improve the Brand Image(Domestically & Globally).

(YEAR 199697)

Turnover of the Company Crossed 2500 Lakhs (Rs 25 crore).

(YEAR 1998)

A Series of Marketing and Promotional events led to Increase in distribution Networkfrom 50000 Outlets to 3,00,000 outlets It include

A slogan Created to Encourage the Indian cricket team during the World Cup (JeetnaHal Todays).

Celebrity Endorsement for product and merchandising Various Times. Celebrity usedare Salman Khan, HrtihikRoshan, RaimaSen etc..

Sponsorship of Mumbai Cricket Team with Sachin Tendulkar, VinodKambliAgarkarand Others.

(YEAR 2000)

Turnover of the Company Crossed 5000 Lakhs

Ball Pen and Refill production crossed 10 lakhs Pieces Per day

Merger with Profit Making Todays Writing Instruments Ltd Successfully Completed.

(YEAR 2001)

Turnover of the company crossed Rs 7500 Lakhs

Retail Market Penetration reached to more than 4, 00,000 Outlets.s(YEAR 2002)

Signing of the MONAMI agreement (September 2002)

Launch a Gel Pen at Rs 5/- Price Point First time in India as Gel Pen were sold atMinimum of Rs10/-Per piece

(YEAR 2003)

Entered into an Agreement with Pounland with 150 Retail Outlet all Across UK.

(YEAR 2005)

Started Stationary Business by Outsourcing Pencils,Erasers,Scales,Notebooks sellingthrough existing Brand Name Today's

Entered into Agreement with JL MORRISON, for marketing their products under thecompanies sole Brand Name in Srilanka.

(YEAR 2006)


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Approved the follow on public issue of 50,00,000 equity shares of INR 10 each

Issue Foreign Currency convertible Bonds of up to USD20 million.

(YEAR 2007)

Entered into an Principle MOU with Holland Mineral Water Machinery BV (JV-recycling and water purification)

Formed a subsidiary - Todays Petrotech Ltd (The oil and gas sector)

Joint Venture with Welco Oil of Norway (facilitating enhanced oil recovery from oilwells)

(YEAR 2008)

Announced the first stationery retail store under the Brand name OFFIX (M/s.Todays Stationery Mart Ltd)

(YEAR 2010)

Appointment of M/s. Ajay Shobha& Co. Chartered Accountants as statutory auditorsof the Company

AWARDS


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Vision&


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mission

VISION OF THE COMPANY

"To be India's NO 1 Company in Writing Instruments and Office Stationary IndustryDedicated to Quality and Consistent Performance"

MISSION OF THE COMPANY Consistently make good Products at the friendliest Prices

Constantly Grow in Volume and Value through New Ideas

And by Imbibing the World's Best Technologies,

Continuing to remain relevant to our customers in India and the World as a Brand that

Stands for our Quality and More Value for Money than any others.


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CORPORATE PHILOSOPHY& values

Adding Value

In everything we do;

In the brands we build;

In the products we make;

In the innovations we foster;

To the lives of our customer;

To the business we conduct with our suppliers and associates;

To our every growing family of employee's and shareholders;

To the society we belong to; and ultimately

Corporate Values

Integrity above all else

Learn always

Innovate in everything

Excel in quality.


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MANUFACTURING PROCESS OF PEN

1. Injection Moulding ProcessThe different components of pen (i.e.) Body, Cap Nozzle Grip etc are processed and prepared

on the injection Moulding Machine. The different parts/components require different

chemical as well as moulds and Dyes The list is as Under: Body PST, Cap PP, Body &

Crystal Cap (SAN), Adapter (DELRIN), For Grip (HDPE & LDPE).

Injection Moulding Process

Refilling Process

Labeling Process

Assembling Process


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Here as mentioned above different types of Raw Material are used for different components

of Ball Pen Due to the different qualities and technical requirements of Products.

Plastic Granules are heated from 200 to 240 degree Celsius depending upon theproduct requirement. At this Heat level the mixture melts and get converted into

liquid form.

The liquid form is then moved to Moulds& Dyes in the Injection Moulding Machine.

Where it is cooled by the water which further gives it shapes and get Injects from the

Machine. If Different shades and coloured are required than the plastic Granules are

mixed with Colour Granules In the Specified Quantity which is also known as Master

Batching the Lot.

2. Refilling Process

This is the manufacturing process where already purchased or procured inks from outsidemarkets are filled into refills used for the Pen for writing Purposes. The most technical part ofthe manufacturing process. That is as follows:

Extruder Machines are used to extrude Refills Tubes. Refill for Ball pen and Gel pen

are manufactured on the extruder.

The tubes of Polypropylene are manufactured the extrusion Machines and than cut into

Standard or required size of the refills without Tapes or Edges.

Ink used is either Imported or procured from local suppliers from Gujarat or Bombay or

is imported in certain cases.

Tips (i.e.) Point required are Imported from Swiss or other overseas market and than

they are cleaned on ultrasonic Machines. Point of 0.5, 0.6, 0.7, 0.8 & 1mm are used to

fix on the refills nozzles.

The tubes are than mounted on the Ink refilling Machines of Korea and Indian made

and Ink is filled in the tube and Nozzles are filled on the Automatic Machines. Refills

are stacked in Boxes and kept in the high speed centrifuge machines to remove air gaps

The refills are than sorted cleaned and collected and packed for saleable quantity and

balance is sent to assembly division for assembling with the Pens.

2. Labelling Process (On Cap & Body Of Ball Pens)


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At this stage the already made pen and refills are to be Labelled (i.e. Printed with Company

Logo Todays writing Products Limited. and with the respective brand of the pen (i.e.) Starry,

Wonder Ball, Wonder Gel. Ink Monitor etc.Differnet Machines are used for the process as

mentioned below: Foiling Machines: It is used to print the label on Body Manufactured S WEL AS ON

THE Refill Manufactured. Here foiling is done at 1 Piece at a time

Plotting Machine: It is used to print the label of the company on Steel caps and other

plastic caps. Here the plating and printing is done on 5 pieces at one shot or at one time

3. Assembling ProcessOnce all the Ball pens and Refills of a particular Batch of Production is labelled this is the

final stage of Pen Manufacturing here all the labelled and inspects part and lots are

Assembled. Woman workers are use for the purpose who are responsible for assembling the

Caps,refills,Bodyetc parts of the pen and packet it in the batch of 50.Finally the Packaged pen

is Inspected and made ready for Dispatch to stores Department.

CORPORATE STRUCTURE (TWPL)


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COMAPANY SWOT ANALYSIS

GMProduction

GM TechDevelopment

GMR&D

Manager

Purchase

Manager

Stores

Manager

HRD

Manager

EDP

Director

Commercial

ManagerFinance

ManagerAccounts

ManagerDomestic

Sales

Manager.Institutional

Sales

ManagerIntl

Sales

CFO GM Sales Chief

Operating

Officer

CMD

Sr Manager

Legal &

Secretarial

VP

Administration

& Marketing

CEO.EOU GMProductionGM TechDevelopment GMR&D

Manager

Purchase

Manager

Stores

Manager

HRD

Manager

EDP

Director

Commercial

ManagerFinance

ManagerAccounts

ManagerDomestic

Sales

ManagerInstitutional

Sales

ManagerIntl

Sales

CFO GM Sales Chief

Operating

Officer

CMD

Sr Manager

Legal &

Secretarial

VP

Administration

& Marketing

CEO.EOU


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Strength

Innovation (R&D): The firm is constantly looking for innovation in product design,

production, promotion and advertisement. It is one of few companies in India with ability

to design their own pens with in-house R&D facilities and strong tool-room

infrastructure.

Volumes: It make products for the masses, therefore, volumes is a critical factor in the

strategy. With the current infrastructure it manufactures around 3 millions pens per day.

We enjoy economies of scales which gives us cost advantage thereby enabling us to

capture a greater market share in high volumelow value segment. It also enables us to

make our presence being felt in the export market.

High Quality: The technology absorption and up-gradation has facilitated the firm to

produce quality pens for its consumers.

Low Cost: Due to mass production company is able to produce pens at low cost adding to

the advantage of the firm.

Distribution Network: Company has about 4, 40,000 retail outlets across India which is

the companies main strength.

Weakness

High Competition: Firm is not able to compete with the growth of players in this

segment and mainly due to the unorganized players of the industry.

Depts.: The depts. of the firm are high, weakening the firm on financial grounds.

Opportunity

International Market: The firm can concentrate more on international market on the

bases of its quality products, low price, etc.

Partnering: The firm can form joint ventures with local players and international players

to increase its market share and to facilitate updated technologies leading to reduction in

cost and ultimately increase his profits.

Threats

Low entry Barrier: Due to low entry barriers there is threat from international players

and even industry with small scale and cottage would acquire an organized and large

scale character with theirexperiences.


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Raw material


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Plastic Granules

Inks: Company uses Water and Oil based Ink which are Imported from the Korea and other

Overseas Market and Procure Domestically.

Tips and Points: Tips are also imported and the size, shape of the tip determines the price of the

Tips.

Packing Materials: Company uses various Grades of Plastic, Craft Paper and Cardboards and

Corrugated Boxes purchased from local Markets Company also uses other packing materials like

Packaging Jars, Acetate Bottles, Blisters and Tumblers etc.


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Productsof

twpl


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DF Pens


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Gel Pens

International Range


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Stationery


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Refills


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Promotional Items


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ManufacturingFacilities


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Manufacturing FacilitiesToday's Pens is a fully integrated writing instruments company with In-House Designingcapability Mould making unit, , Tips making unit, Refill making unit (Gel & Ball), Injection

Moulding and Assembly.


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CONSUMER BUYINGBEHAVIOURregArding pens


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INTRODUCTION

Consumer buying behaviour is the study of when, why, how, and where people do or do

not buy a product, In simple words consumer buying behaviour means what the consumerperceive about a particular brand and their decision to buy it.

Before business can develop marketing strategies, they must understand what factors

influence buyers behavior and how they make purchase decisions to satisfy their needs and

wants. As the industry is full of competition the firm should identify the factors which

influence the buying behaviour of consumer to purchase a particular brand.

In order to acquire a large market share the company should indentify the following:

Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society

So the project is also done to know consumer buying behaviour regarding pens


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OBJECTIVE OF THE STUDY

RESEARCH OBJECTIVE:

"Identifying Consumer Buying Behavior regarding Pens"

The main objective behind the project is to identify consumer buying Behavior

regarding Pens, which will ultimately help the company management to study the

analysis and understand the behavior that will help the companies' marketer's to

effectively sell the product.

SUB OBJECTIVES:

To find out which are the factors that influence and motivate people to buy the

preferred brand of pen?

To get a better understanding of pen Market.

To find the most preferable brand among the various kinds of pen and to find which

brand enjoy the market leadership position

To help the Company Marketing Managers to Design an Effective Marketing Mix for

its target Customers.


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RESEARCH METHODOLGYMETHODS OF DATA COLLECTION:

The data has collected in two ways.

Primary Data: Primary data are those, which are collected for the first time, and they

are original in character. A suitable combination of Questionnaire techniques,&

discussion with the respondents was used to collect the required Primary data.

Primary data gives higher accuracy and facts, which is very helpful for any research

and its interpretations. I have collected primary data from questionnaire (i.e.)

PERSONAL INTERVIEW

Secondary data: - The secondary data are those, which are already collected by

someone for some purpose and are available for the present study. Secondary data

was collected from the annual report, websites and other such sources.

TOOLS AND TECHNIQUES OF DATA COLLECTION:

Questionnaire method: - Primary data is collected by surveying the respondentpersonally. I have used both the Close & Open Ended Question where the researcheris free to answer in their own words too.

RESEARCH DESIGN

1. Purpose of study: - Descriptive Study.

The objective of the study is to identify the Consumer Buying Behaviour on different

Variables like Price, Product Performance, and many other variables which play a key role in

impacting the Buying Decision. However, study May not focus why this variable affects the

decision.

2. Time Dimension: Cross Sectional (As the Study is done only once in the pre specified

period of 8 weeks, longitudinal study was not possible)

3. Method of Data Collection: Personal Interview

4. Research Instrument: Questionnaire.

5. Research Environment: Field Study

6. SamplingArea:Sarigam,Bhilad

7. Sample Size: 400 Consumers


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Literature review

Once the problem is formulated the researcher has to undertake an extensive

literature survey related to problem. The literature survey undertaken here

includes book and different websites from the internet.

The research project was to know the consumer buyingbehaviour

forpen in the market on the basis of point, grip, ink, long life, performance&

price etc.

According to schiffman.g.leon & kanuk lazare lesilie: study of the consumerbuying behaviour is the study of how individual make decisions to spend their

available resources on consumption related items. It includes the study what

they buy, when they buy it, where they buy it, how often they buy it and how

often they use it. The primary purpose for the study consumer behaviour as a

part of marketing curriculum is to understand how and how customers make

their purchase decisions.

According to:- gupta.c.b & Dr.nair.n.rajan:a business is based on

understanding the customer& providing the kind of product that the customer

wants.

According to :-mamoria c.b & mamoria satish :consumer behaviour is the

process whereby individual decide what, when, where, how and from whom to

purchase goods and services. Buying behaviour may be viewed as an orderlyprocess here by individual interacts with his environment for the purchase of

making market decision on the product and services.

According to:-nair sujar: The success of the firm will be determined by how

effective it has been in meeting the diverse customer needs and by treating each

customer as and unique and offering product and services to suit his/her needs.


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LIMITATION

Confidentiality: Many professional companies do not give the studyrelated information so all correct information cannot be collected .

Lack of interest: The respondent fell uncomfortable in filling up thequestionnaire.

Time constraint: The time period given for the project was short


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QUESTIONNAIREANALYSIS


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Q-1Which brand of Ball Pen do you prefer to Write?

Todays Parker Cello MontexAddGels Reynolds Other

45 25 196 46 28 20 40

Interpretation:

From the above chart it has been analyze that 55% of the consumers prefer cello

followed by todays, montex, parker, addgel, reynolds by 11%, 12%, 7%, 7% & 5%and rest

10% are using unbranded pen.

Tody's

45

11%parker

25

7%

cello

196

55%

montex

45

12%

addgels

28

7%

reynolds

20

5%

others

40

10%

Today's

parker

cell0

montex

addgels

reynolds

other


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286

74

2515

0

50

100

150

200

250

300

350

Ball pen Gel pen Ink pen pilot pen

Response

Response

Q-2Which type of Pen do you currently use?

Ball Pen Gel Pen Ink Pen Pilot Pen

286 74 25 15

Interpretation: From the above chart it is found that ball pen is the most used pen by theconsumers which accounts to 286 reposes followed by Gel pen(74) and ink pen(25)&pilot

pen (15).


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Q-3 Which colour of pen do you normally use?

Blue Red Black Multiple colour

235 57 77 31

Interpretation: From the above chart we come to know that majority of the consumers use

blue colour pen (235) followed by Black (77), red (57), &others (31).

0

50

100

150

200

250

blue red black multiple colour

235

5777

31

Responses


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Q-4.) Which Ball Pen Point Do You Normally Use?

Interpretations: From the above chart 230 respondent use .0.5 ball point and 105use 0.6, 44

use 0.8 & 21 use 0.45.

0.5 0.45 0.6 0.8

230

21

105

44

0

50

100

150

200

250

1 2 3 4

Ball point

0.5 0.45 0.6 0.8

230 21 105 44


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Q-5 Which Characteristics of Pen Influence Your Buying Decision?

Interpretation: From the above chart maximum of the consumer get influenced by the ball

point of pen (124) Followed by grip (66),price(98),performance(60),ink(61),&long life.(18).

Point

124

Grip

66

Price

98

Long life

18

Ink

61performance

60

0

20

40

60

80

100

120

140

1 2 3 4 5 6 7

Characteristics

Point Grip Price

Long

life Ink Performance124 66 98 18 61 60


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Q-6 Do You Choose Only One Brand?

If Yes, Than Frequency of Buying

If No, than why do you not purchase the same brand?

Interpretation: From the above table we come to know that 137 respondent use only one

brand and rest 263 uses different brand due to different reasons.

Yes-137

No-263

High - 76

Moderate-35

Low-26

Advertisement- 82

New Price Range-94

New Product Design-21

Performance-57

Due to fashion-9


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Q-7Do you refill Your Pen Regularly?

If No, than Why?

Yes No

109 291

Interpretations: The above table specifies that only 109 respondents refill regularly their pen

and the rest 291 do not refill it.

Yes-109

No-291

Pen cost is Negligible - 171

Replacement Results into poor performance - 73

Refill is unavailable - 47


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Q-8 Which Advertising Media Influence You the Most?

TV advertisement Banner & hoarding

Newspaper &

Magazines Internet182 108 87 23

Interpretation: The above chart indicates that 182respondents are influenced TV

advertisement, 23 by internet, 87 by Newspaper & Magazines and 108 by Banners &hoarding.

182

108

87

23

0

20

40

60

80

100

120

140

160

180

200

TV advertisement Banner & hoarding Newspaper &

Magazines

Inernet

Responses


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Q-9 Which Price Range Does your Pen belong to?

1 to 5 6 to 10 11 to 20 21 to 30 31 to 50 50 & above102 152 53 36 27 30

Interpretation: The above chart indicates that 38% respondent belong to 6-10 pen, 13%

respondent belong to 11-20, 9% respondent belong to 21-30, 25%respondent belong to 1-5,

8% respondent belong to 50- above and 7%respondent belong to 31-50.

1 to 5

102

25%

6 to 10

152

38%

11 to 20

53

13%

21 to 30

36

9%

31 to 50

27

7%

50 above

30

8%

1 to 5

6 to 10

11 to 20

21 to 30

31 to 50

50 & above


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Q10).Which Type of Scheme affectsyour buying Decision?

Extrarefill Discount on bulk purchase

Freepens Others

168 133 88 11

Interpretations: From the above chart consumer get influenced by extra refill scheme (168)

followed by Discount on bulk purchase (133), free Pens (88) & Others (11) i.e. lower the

price rather than any scheme.

extra refillDiscount on bulk

purchasefree pens others

Responses 168 133 88 11

0

20

40

60

80

100

120

140

160

180

AxisTitle

Responses


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Q-11) According To You Which Pen Brand Enjoys Market Leadership Position?

Todays Parker Cello Montex Add Gels Reynolds Others

39 28 224 37 26 25 18

Interpretation: As per the above chart Cello plays the market leadership position by 59%followed by Todays10 %, Parker7%, add Gels7%, Montex10%, Reynolds7%, Others5%.

today's

3910% parker

28

7%

cello

224

59%

Montex

37

10%

add gels

26

7%

Reynold

257%

other

185%

Today's

parker

cello

Montex

Add gels

Reynolds

other


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Q-12 Which Type of Writing Do you prefer?

Interpretation: From the above chart it is specified that fluent handwriting is most used by

44%,bold15%, crispy33%, emphatic8%.

Bold

58

15%

Crispy

133

33%Fluent

176

44%

Emphatic

33

8%

Bold

rispy

Fluent

Emphatic

Bold Crispy Fluent Emphatic

58 133 176 33


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Q-13 Rank the Following Types of Pen

Interpretation:From the above chartrespondentclearly shows that Ball Pen is No 1 with 73%

respondent followed by ink pen 5%,gel pen19% & pilot pen 3%

294

73%

74

19%

19

5%13

3%

0

50

100

150

200

250

300

350

Ball pen Gel pen Ink pen Pilot pen

1st renk

Types 1st Rank

Ball pen 294

Gel pen 74

Ink pen 19

Pilot pen 13


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FINDINGS


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From the above survey following are the findings:

Cello is the most used brand in the market in comparison to others.

The majority of consumers use ball pen.

Maximum of the respondent use blue colour pen.

0.5 Ball point is used maximum by consumers.

Maximum of the respondent get influenced by the ball point of pen.

The frequency of buying one brand of pen is less.

Consumers are highly influenced by TV. Advertisement.

Price range of 6-10 is maximum used by consumers

Extra refill scheme influence the buying decision of consumers.

Cello enjoys the market leadership position in the market.


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Recommendation


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RECOMMENDATION

The Suggestions given are based on the consumer survey, its analysis and as per my

knowledge regarding the concerned subject.

From the survey it is clear that different variable/features influence buying decision of

consumer. The companies should try to focus on a target market by focusing on various

characteristics that affect their buying decision.

Company should produce more pens in the price range of 2-10 as it is demanded more in the

market.

The company should come with good advertising campaign in order to make people aware

about its product and offers.

Also adopting new strategies like extra refill especially in ball pen segments as it is preferred the

most.


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Conclusion


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CONCLUSION

Most of the consumers Buying Decision is not only influenced by any specific single

characteristics but it is also influenced by combinations of characteristic.

In the Pen Market the consumers are not loyal to a particular Brand, majority of them do not

purchase the same brand. The major reason for this is different Price range, ultimately changing

the consumer buying decision by different players in the Market.

The market is mainly dominated by low range pens


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Bibliography


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BIBLIOGRAPHY

Reference Book:

MARKETING MANAGEMENT, Philip Kotler

COMPANY ANNUAL REPORT 2011

Websites:

WWW.TODAYS-PENS.COM


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ANNEXURE


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QUESTIONNAIRE ONCONSUMER BUYING BEHAVIOURName: _________________________ Age:_______

Occupation: _________________________

Q1) Which Brand Of Ball Pen do you prefer to write?

a) Today's b) Parker's c) Cello

d) Montax e) Add Gels f) Reynolds

Others ______________________________

Q2). Which type of Pen do you currently use?

a) Ball Pen b) Gel Pen

c) Ink Pen d) Pilot Pen

Q3). Which Colour of Ball Pen do you normally use?

a) Blue b) Red

c) Black d) Multiple Colors

Q4). Which Ball Pen Point do you normally use?

a) 0.5 b) 0.45

c) 0.6 d) 0.8

Q5). Which Characteristics of Pen Influence your Buying Decision?

a) Point b) Grip c) Price

d) Long-Life e) Ink f) Performance


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Q6). Do You Choose Only One Brand?

a) Yes b) No

If Yes, Than Frequency of Buying

(a) High (b)Moderate (c)Low

If No, Than why do you not purchase the same brand?

a) Advertiseme

nt

b) New Price Range c) New Products Design

d) Performance e) Due to Fashion f) Others_________________

__

O7). Do You Refill Your Pen regularly?

a) Yes b) No

If No, Why

a) Pen Cost IS Negligible b) Replacement

Results into Poor

Performance

c) Refill Is Unavailable d) Specify If

e)

Others,________

______

Q8) Which Advertising Media Influences You The Most?

a) TV Advertisements b) Banners &

hoardingc) Newspapers & Magazines d) Internet


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Q9). Which PriceRange Does your Pen Belong to?

a) 1- 5 b) 6-10 c) 11-20

d) 21-30 e) 31 -50 f) 50 & Above

Q10). Which Type of Schemes Affect your buying Decision?

a) Extra Refill b) Discount On Bulk

Purchase

c) Free pen d) Others _______________________________

Q11). According to you which Brand Enjoys the Leadership Position in the Market?

a) Today's b) Parker's c) Cello

d) Montax e) Add Gels f) Reynolds

g) Others ____________________

Q12). Which Type Of Writing Do you like?

a) Bold b) Crispy

c) Fluent d) Emphatic

Q13). Rate the Following types Of Pen Ranging From Rank (1- 4)?

a) Ball Pen b) Gel Pen

c) Ink Pen d) Pilot Pen


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Q14) Any suggestion, idea, or advice that you would like to give for companies further sales

development

If

any,____________________________________________________________________________

____________________________________________________________________

THANK YOU!

4th3rd2nd1stTypes

Ball Pen

Gel Pen

Ink Pen

Pilot Pen

shahid shaikh

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