1
INTERNATIONAL INSTITUTE OF PLANNING & MANAGEMENT
Luxor Writing Instruments Pvt. Ltd. REPORT ON THE STUDY OF MARKET STRATEGIES OF BALL PENS/GEL PENS BETWEEN THE RANGE OF Rs.3-Rs.15 WITH REFERENCE TO LUXOR WRITING INSTRUMENTS.
Submitted To: Mr. Sandeep Dawar Regional Business Manager (North)
Submitted By:Saumya Shankhdhar (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 lower priced ball and gel pens between the range of Rs.3Rs.15 with reference to Luxor Writing Instruments. In this report we will study the marketing strategies of these pens of various companies that will help to extract information regarding consumer tastes and preferences and thereby the availability and the current position of Luxor pens in this range 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, Cello 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 these 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 CHAPTER 2:-
24 - 40
Choices of Various competitors CHAPTER 3:-
41 - 47
Research Methodology Scope Research Process Limitations CHAPTER 4:-
Growth of pen industry in India (Introduction) History of writing instruments IIPM
48 - 79
5
Importance of Pens Types of Pens Origin of Pen industry in India Production Size of the Industry Findings from questionnaire The Inferences of the report Conclusion Bibliography CHAPTER 5:-
Annexure • Sample Questionnaire • List of Retailers visited
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6
CHAPTER -1
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INTRODUCTION The economies of the world are undergoing a rapid change, 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. It is therefore necessary for companies to formulate broad strategy and define a specific marketing mix and action plan IIPM
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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
thereby
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 insist on high quality goods they have, time, energy and calories, preserve the environment that come from a manufacturer. 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 .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. 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 example German's are the world's
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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 way an acceptance of the marketing importance is clearly emerging on the Indian horizon at present. Marketing is not a fixed system of concepts. Rather marketing is one of the most dynamic fields within the management arena.
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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 would 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. 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 IIPM
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formulated in different areas of business activities such as marketing,
finance,
personnel,
public
relations
and
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. 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. IIPM
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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 that is the current production and sales.
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 Writing instrument Industry as well. Though 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.
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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 urban as well as rural 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 pens in India. 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 offers ample employment opportunities to millions of people in the peripheral sectors such as distribution, field services, etc. The present production of pens in India has created job opportunities for more than one lakh people in the service sector of which most of these people are self employed.
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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. Now it’s been more than 5 decades after we have achieved our much longed independence, and not only has the volume of production increased
tremendously
in
various
sectors
like
pharmaceuticals, automobiles, FMCG, 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.
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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. 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 that 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 customer’s hands. Due to all this, only the distribution system is becoming more and more important. 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 IIPM
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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. 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 2 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. IIPM
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The main objective of the study was:
To Identify the distributive functionaries that operate between producers and 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. IIPM
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Only then could proper measures could be taken to increase profits and control operational expenses.
In this study a questionnaire was prepared and circulated to 150 retailers in Delhi to obtain information on the distributive system followed by them. We have high hopes of a large number of people participating, but only 120 retailers responded. 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 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% .Whereas in the case of retailers, it was 3% to 4%.
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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. 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.
OBJECTIVE OF COMPARATIVE STUDY BETWEEN VARIOUS BRANDS WITH RESPECT TO LUXOR WRITING INSTRUMENTS • The study shall enhance the 7 P’s of Marketing mix i.e. Product, Price, Place, Promotion, People, packaging, Perception adopted by all these brands of pens along with the Luxor writing instruments and where does Luxur as a brand of pens stand in the current market scenario .This would enable a marketer to craft a marketing plan and adjust it in such a way that it would lead to in identifying the problems pertaining in the market with regards to Luxor pens and how can the
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company can pose competition in the lower range category as well. • The study shall indeed be helpful for the company to identify the potential of Industrial or B2B marketing that account for the long term contractual agreements that are typical in supply chain transactions. Analyzing the Market segmentation that involves dividing up the potential market for the pens between Rs 3- Rs 15 into groups of people who have similar needs, and then addressing these needs in a focused way. This would help company to craft a marketing plan and modify it in such a way that it would help in1. Defining the Problem. 2. Identifying the market. 3. Market Share. Thus 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.
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• 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. • 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.
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• 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 of consumer for pens between Rs.3-Rs15 with reference to Luxor writing instruments • To know the schemes available and what improvements should be done regarding the availability of these schemes.
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CHAPTER 2
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CHOICE OF FIRMS Some of the major competitors in the Writing Instrument Industry are as follows: 1) Linc Pen
Linc is one of India’s leading manufacturers and exporters of ball pens, gel pens and all other Stationery Suppliers. It’s a leading Exporter, Manufacturer of Ball Pen and other writing instruments in India.
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Linc pen is India's Prime Manufacturer and Exporter of Ball Pens, Roller Ball Pens and Gel Pens too. To endorse the commitment, Linc has already taken up some programmes with leading educational institutions and is closely related to these programmes by financial support and writing instrument.
Linc Pens believe that writing instruments form an integral part of education and being responsible corporate citizens, they make humble contribution to the society where literacy seems to be a major issue. This prompted Linc to go for the corporate slogan of Encouraging Literacy, a very apt platform for a company dealing in Writing Instrument. Linc has also put forward a commitment of contributing 1% of its profits for promoting literacy drives.
Their Mission is to deliver innovative, user friendly and better-quality products at best value to the customers, keeping in mind the prosperity of the company and its stakeholders. Their Vision is to establish Linc as a global brand, known for its values, assertiveness and the acumen to adapt to the ever-changing environment.
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2) Rotomac Pens
Rotomac Pens Pvt. Limited, belonging to a multi –million dollar turnover VIKRAM KOTHARI ENTERPRISES, was incorporated in the year 1992. The promoters and the manufacturers had conceived this project with an objective to provide a good quality and economically priced ball pens in the market. Rotomac today is a leading manufacturer of writing instrument in lower price range and has now increased the product portfolio under its umbrella. Rotomac is committed to manufacture and supply products of consistently high and reliable quality to meet and / or exceed the customer’s expectation and special needs – which confirm to accepted international standard of Quality, Safety and Reliability.
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Rotomac’s Quality Objective are-
-
Top
Management’s
commitment
improvement for Total Customer
for
continuous
Satisfaction.
- Adoption of Quality Management System in all spheres of activities of the Company. - Building up a long-term relationship with the trade, customers and suppliers.
Rotomac’s quality control measures are very stringent and demanding. Each and every plastic component that is manufactured, is quality checked for defects and flaws at the shop-floor level. That is once again done at different stages of assembly. All the refills are checked manually as well as batch-wise on write test machine. After this, there is random checking of material that is packed and ready for dispatch.
Zero-Defect Manufacturing
All Rotomac plants are automatic for high precision work. The state-of-the-art production has been sourced from Germany. Many critical components are imported from Germany, Japan, Korea and Taiwan .The result is a finely
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tuned instrument that delivers ‘super smooth and super fast’ writing instruments. The company is in the process of establishing a Total Quality Management System and is a candidate for ISO-14000. It is now a matter of great pleasure for the employees at Rotomac Pens Limited to do everything possible to adopt TQM system with an objective to deliver greater customer satisfaction. Efforts are on to ensure that the complete packaging process is untouched by hand with a portfolio that encompasses over 70 products, at any given point of time.
Recycling of Waste Material
Having a dedicated towards eco-friendly measures, Rotomac maximizes the recycling of runner-weight plastic wastage without compromising on sheen, gloss or strength of the plastic molded parts.
3) Montex pens
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The goal to see the world proudly writing with the perfect writing instrument led to the formation of Montex Group in the seventies, headed by Mr. Raman Jain .Starting off as the world’s largest manufacturer of nibs, the company carved its niche in offering a host of quality writing instruments. Montex became the only Indian company to have everything – from manufacturing accessories to assembling under one roof. Under the camaraderie of Mr. Raman Jain, Montex today is a force to reckon, with a product profile as versatile and innovative. Montex has been the first in India to introduce Transparent Ball Pens, Trendy Fountain Pens, Precision Tips, Gel Ink Pens, Roller Ink Pens, Tank Pens, Rubber Grip Pens and Co-molded Pens. Montex is recognized as a pioneer in the Indian pen industry with innovations to its credit.
In its endeavor to offer the best, the company has combined the advantages of its infrastructure with the uniqueness of its raw material Supplying associates, who are world-renowned names in their respective fields. The machineries used for production are some of the biggest brands from Switzerland and Germany. One up than all these is the thrust on regular updates in the field, and also consistent research and
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development.
The
company
has
3
state-of-the-art
manufacturing units, located in the commercial capital of India – Mumbai, along with other prominent locations.
Montex is not only the most popular brand in India, but also recognized world over. Its products reach out to over 35 countries in the world, covering almost all the continents. Fountain pens, ball pens, gel pens and free ink system pens are the broad categories, under which one could have several models ranging in colors, design and packaging. All categories have a choice of blue, black, red and green ink colors. While price too plays an important role in defining the range, of most importance is the distinctiveness of each product.
As per the current market trends, the company foresees a growth of 8-10% on annual basis in the next 5 years, coupled with introduction of new models, upgraded technology, competitive framework, planned distribution and promotions.
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4) Cello
Various pens under cello between Rs3-Rs15 are: Techno tip (Rs.8) Max riter (Rs.9) Cello spirit gel 0.5 (Rs.5) Retractable power (Rs.15) Jolly (Rs.3) Flo gel (Rs.10) Cello Pointec gel (Rs.15) Cello Mac gel (Rs.10)
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Cello is a leading exporter, supplier and manufacturer of Ball pens, Gel pens and refills. The company took its first step 35 years ago as a low profile enterprise that slowly and steadily grew to be the indisputable leader in the plastic industry of India .In mid 1995-96, Cello came into its own by entering a diversified
and
highly
competitive
field
of
writing
instruments. 'Cello Writing Instruments and Containers Limited (CWICL) was born and a notable growth rate was achieved immediately. From a turnover of Rs. 2.7 crore in 1995-96 to a turnover of Rs. 240 crores in 2001-02, CWICL has remained committed towards providing a wide range of versatile, top notch quality, state-of-the-art components and foreign technology .From a modest production of 20 lac pens per month, CWICL today produces 500 lac pens per month.
The Cello factory has a total area of 1, 00,000 sq. feet and has strength of 3000 workers. With a marketing network of 40 Super Stockiest, 1900 distributors and a professionally trained sales team of over 300, Cello manages to satisfy millions of consumers in every corner of India .Today, Cello is acknowledged as a quality brand in the urban and rural markets of India. In addition, it has been well accepted by a
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wide range of corporate customers. Cello pens are favourite in the Gulf, Middle East and Far East countries as well. The makers of India’s favorite Cello pens, are a part of Rs.800 crore (us$ 182mn.) Cello Group. 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.
5) Reynolds
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Various pens under Reynolds between Rs3-Rs.15 are:
Racergel (Rs.10) Liquiflo (Rs.10) 045 Fine Carbure (Rs.6) Bold Tip 040 (Rs.5) Reynolds Jetter (Rs.15)
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 .Over the last 20 years, G.M. Pens has invested substantially in building a large manufacturing
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base with facilities in Chennai and Pondicherry. A state of the art R&D facility, one of the most sophisticated in the Reynolds family worldwide, has ensured that the latest in writing technology is available to the Indian consumers.
G.M. Pens offers the widest range of writing instruments and accessories in the Indian market. A variety of writing instruments including ball pens, gel pens, fountain pens, mechanical pencils, markers, are marketed under the brand name Reynolds. A continuous focus on consistent quality and a constant endeavor to provide quality products at affordable prices have ensured that Reynolds has been the numero uno in the Indian writing instruments market. A substantial investment has also been made in establishing the Reynolds brand name through the mass media, especially through television and press ads, in an effort to convert the category from a commodity to a brand dominated one. The company's products are available in three hundred thousand retail outlets across India covered through a network consisting of 1800 redistribution stockists and 27 main stockists. This is facilitated by a sales and marketing team of over 300 professionals.
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6) Calcutta based Schefields
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Schefield’s various products in this range are:
1.BALLPOINTPENS:Polo/Stickball Rubber ball Transparent Stick Pens Frosty Prism EasyBall Easy Grip Elan Golf Direct Fill Pens
2.Retractable Ball Point Pens:Elite Icon-Metal Version Retro
3.GelPens:Gel1000 Speed Gel
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Gel500 Glitter Gel 1000S Gel 2 Their mission is to be “The Write Choice, The World Over”. Incorporated in 1994, Schefields Exports is today one India's leading manufacturers and exporters of gel pens and ballpoint pens. Schefields has grown from a modest turnover of USD 250,000 in 1994 to USD 3 Million in 2002. This growth has been possible through an almost fanatical focus on quality and customer service, which has won us customers around the world in the global writing instruments market. Their products have been widely accepted because of the excellence in quality and our current exports cover a number of countries around the globe, with our major markets being in the USA, UK and Africa. Our specialty lies in OEM manufacturing for the world’s top brands. Schefields manufacture a complete range of pens for the mass market, from the economical direct fill throw away ball point pens to the top of the line smooth flowing gel pens. Their products are carefully designed to suit requirements of customers, from value added features such as rubberized comfort grips for Western customers to economical designs
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for the African market. Products are also custom designed for markets where specific modifications are needed to adhere to laws such as the need for ventilated caps and absence of back plugs in the United Kingdom. They also provide services for development of custom packing and printing for their products depending on the needs of the customer. Their manufacturing processes are instilled with a quality focus to ensure that the end product is perfect in all aspects. Each pen undergoes rigorous quality control and is inspected at various stages in the manufacturing process, from inspection of the components to writing tests and individual inspection of the final product, to ensure that we deliver a quality product. Many of their gel pens use tips imported from Switzerland and inks imported from Germany / Japan to give you smooth flowing and trouble free writing. All the products are certified to conform to the major European norms for product safety and performance.
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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. In order to test the hypothesis, the relevant data I have selected from both Primary and Secondary sources. (1)
Primary Data ¾ Personal Interview ¾ Questionnaire.
(2) IIPM
Secondary Data
43
For primary data basis, I have collected information upon sample basis, interview and personal survey by visiting various shops. For collection of these data I have prepared a questionnaire which is up to date in my knowledge. The questionnaire has 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.
SCOPE There is a wide scope of this study. This study will help in identifying the specific problems of marketing in the writing instrument 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.
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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: (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. In this pen industry flourishes,
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will
help
generate
employment
45
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. (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 none 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 has covered about 100 retailers and wholesalers and consumers each .Out of these Central Delhi was studied more closely.
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(6)
Sampling Procedure The sampling procedure used was random, keeping in mind proper representations in all areas.
(7)
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. (8)
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. The problems identified in regard to marketing strategies and suggestions to overcome the problems, have also been evolved on the basis of
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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 inhabitant 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 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. 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. IIPM
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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. The British Royal Air Force needed a new type of pen, one that would not leak at higher altitudes in fighter planes as the
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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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INDIAN MARKET OF PENS 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 leaders in this market are 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,”
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
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urban areas about 10.9 lac. 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. The industry is just evolving and consolidating to supply genuine and quality pens to Indian customers. 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.
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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-everypurchase' campaign uncorked by FMCG companies is acquiring a shrill note. 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,"
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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 lac 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). 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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LUXOR WRITING INSTRUMENTS 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 longterm goal of building a globally acclaimed, well-diversified conglomerate is turning into a reality.
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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. 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 IIPM
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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. In 1982, the company joined hands with Pilot Corporation of Japan and brought the Pilot ‘hi-tec’ needle point pens to India. Another major breakthrough came in 1986 as Luxor introduced permanent markers, dry safe ink markers and fluorescent highlighters to address the diverse requirements of its global clientele. The company offers a dazzling array of products to meet the sketching, drawing and 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
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from
large
multinationals
and
leading
60
international brands. In a bid to ensure incremental growth, the Group chose to re-invent itself and opted for a threepronged 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. Keeping in mind the resounding success of the LuxorPilot tie-up, the Group decided to follow the same strategic approach with Brand Parker in 1996. Paper Mate (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 – IIPM
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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. 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 and Development to bring the best writing solutions to its vast customer base while leveraging cutting-edge technologies and best industry practices to enhance product IIPM
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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. 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 and 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.
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Questionnaire for Retailers Qs1-Who are the frequent buyers of pens in the price range between Rs3-Rs.15? (Opt for 1 or more than 1) Students Professionals
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Servicemen
Businessmen
Other
64
Qs2-Maximun sales under the price range between Rs3Rs.15 are for which brand of pens? (Rank in order of sales)
Luxor………Reynolds……….Cello………Rotomac……… Linc……….Others………
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Qs3-Maximum schemes are being offered by which brand of pens? Luxor………Reynolds……….Cello………Rotomac……… Linc……….Others………
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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 of the pen………
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Qs5-Sales of pens between the ranges of Rs3-Rs.15 are high during which period of time?
High 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?
Reynolds
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Cello
Luxor
Linc
Rotomac
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Qs7- Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens? Yes
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NO
70
Questionnaire for customers
Qs1- How frequently you purchase a pen?
Once a week beg/borrow/steal
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once in 15 days
bulk purchase
71
Qs2- Which pen strikes first in your mind when the range is between Rs.3-Rs.15? (Check only one):
Luxor Linc
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Reynolds Any other
Cello
Rotomac
72
Qs3-Are you conscious of status while purchasing a pen? Yes
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No
73
Qs4-From where did you come to know about the pen you use? Advertisement Retailers
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Colleagues
Friends
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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 lower price category is way too less still as compared to the competitors that have captured a major chunk of the current market .Cello occupies the topmost position followed by Linc pens in this lower price pen category. 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 lower priced 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 us, the maximum sales of pens under the price range of Rs3-Rs.15 was acquired by Cello i.e.60% followed by Linc, Reynolds with 5%
and
Luxor pens only 2%under the lower price category. Also maximum schemes to the retailers were given by the pioneer again being Cello. 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 whether it is refillable or not. The looks of the pens in this price range are usually least preferred. The sale of these pens was found to be stable throughout the year with 90% and the best deal of the pens that the retailers felt was with Cello again with 45%, Linc 25%, Reynolds 15%, Rotomac 10% and the least being Luxor 5%. 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 as there are hardly any advertisements of Luxor pens under lower price category.
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On the other hand, if we consider the consumer view point, they too gave preference to Cello with 39%, Linc 26%, Rotomac 10%, Reynolds 7% and the least Luxor that was only 2%. 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. A majority of 70% of the customers were not conscious of their status while buying the pens ranged between Rs.3-Rs.15.The questions whether the advertisement helps in enhancing the sale of these pens proved to be almost futile as there are hardly any advertisements and only 15% people said that they came to know about the pens from the advertisement. Rest 39% came to know from the retailers and 275 from 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
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Parker was awarded to McCann-Erickson, while the Luxor and Pilot brands remained with RK Swamy/BBDO. Suggestions 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. Most of them suggested that there should be introduction of new product lines under this range with sufficient availability at the same time so that Luxor can get into the rat race under the given price category.
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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 Kotler
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CHAPTER 5
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ANNEXURE Questionnaire for customers
Name:……………………………………. Today's date: ……………………... Address ...……………………………………………………………………......... ……………………………………………………………………………………… City:………………………………
State: ………………………………
Zip:
Telephone:……………………………...
Mobile: ……………………………
Date of birth: ………………………………
Sex:
Female
Male
Occupation(Tick) : student/businessman/service
Please circle 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 the range is between Rs.3Rs.15(check only one): Luxor Any other
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Reynolds
Cello
Rotomac
Linc
82
Qs3-Rank the remaining above brands 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………
Qs5-Do you use separate pens for signing and writing purpose? Yes
No
Qs6- If Yes then which pen do you use for signing purpose and for writing purpose? For signing purpose ………………………………… For writing purpose ………………………………….
Qs7-Are you conscious of status while purchasing a pen? Yes
No
Qs8-From where did you come to know about the pen you use? Advertisement
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Colleagues
Friends
Retailers
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Qs9-What is your take on Luxor Pens? ………………………………………………………………………………………
Qs 10-Should we consider the change in looks for Luxor pens? Yes
No
Qs11- 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. ………………………………………………………………………………………
Qs12-Your suggestions as to how Luxor can expand the market in lower price range..We will be glad to have your suggestions? ………………………………………………………………………………………
Thank you for your help!
Questionnaire for Retailers
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Name: …………………………………….
Today's date: ……………………….
Address(Outlet):………………………………………………………………………
…………………………………………………………………………………………
City:……………………………………
State: ……………………………
Zip:
Telephone: ………………………………
Mobile: ……………………………..
Date of birth: ………………………………
Sex:
Female
Male
Qs1-Who are the frequent buyers of pens in the price range between Rs3Rs.15?(Opt for 1 or more than 1) Students
Servicemen
Businessmen
Other Professionals
Qs2-Maximun sales under the price range between Rs3-Rs.15 is for which brand of pens?(Rank in order of sales) Luxor……… Reynolds………. Cello……… Rotomac………Linc………. Others(please specify)………
Qs3-Maximum schemes are being offered by which brand of pens? ………………………………………………………………………………………
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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 pen………
of
the
Qs5-Sales of pens between the range of Rs3-Rs.15 is high during which period of time? High during exams are introduced.
Stable throughout the year
when new schemes
Qs6-Your best business deal is with which company of pens? Reynolds
Cello
Luxor
Linc
Rotomac
Qs7- Do you think that Brand endorsement by celebrities is really helpful in boosting sales of pens? Yes
No
Qs8- Highest Retailers margin in %age provided by given brands? Luxor Reynolds Specify)…………………
Cello
Others (please
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. ………………………………………………………………………………………
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Qs10-Your valuable suggestion for Luxor to capture market share in lower price range? ………………………………………………………………………………………
Thank you for your help!
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List of retailers o Garg book depot, Dwarka 9891814430 o Nagpal Stationers, Shiv Nagar 011 5512394 o First Choice, Jnakpuri 41576780 o Tirupati Stationers, Rohini 9810715480 o Harsh Stationers, Shalimar Bagh 9871656953 o Enkay Enterprises, Jhandewalan Extn9811577424 o A.S Sales, Dwarka 9811526456,9210312436 o Bajaj Stationers, Nai Sarak 011-23275164 o N.R Stationers, Moti Nagar 9818595857 o A-One Stationers, Moti Nagar 93122-36732 o Himgiri Enterprises, Nai Sarak 9810074967 o Suri Stationery Mart, Chawri Bazar 23262904 o Navneet Book Depot, Moti Bagh 9891812464 o Budaniya Book Shop Punjabi Bagh 32991066 o Ashoka Stationers, Moti Nagar 9811013523 o Pankaj Books and Stationers, Rohini 27050474 o Sumukh Stationery, Kamla Nagar 9968383049 o Bhatia Store, Kamla Nagar 30722801 o Triveni Book Centre , Ranibagh 9899266757
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o Mool Chand Hoshiar Singh, Chawri Bazaar 9868189564 o Vijay Stationery Mart, Jhandewalan Extn 9212048456 o Satija Book Sellers,Pitam Pura 9899359966 o Suri Book seller and Stationer, lajpat nagar-4 20600810 o Balaji Books and Stationers, Dwarka 28052655 o Kohli Stationers , Jhandewala 23620900 o Bon Bon Mart,Paschim Vihar 9899862877 o Khanna Stationers, Netaji Subhash Marg 9811304543 o Arushi Stationers & General Store, Mukherjee Nagar 9810211021 o J.K Stationers, Nai Sarak 9811046093 o Jai Photocopier& Stationery, South Moti Bagh o Guruji Copy House, Uttam Nagar 9968112662 o Sri Krishna Statiners, Janakpuri 9871457923 o Saket Book Depot, Saket 011-46067331 o Punjab Paper & Stationery Mart Moti Nagar 25432373 o Naveen Stationers, Saraswati Vihar 9818231329
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o Muskaan Stationers & Photostat, Netaji Subhash Place 9899007288 o Grover Sons, Moti Nagar 011-25939571 o S.G Stationers , Dwarka 9811526456,9210312436 o Neeraj Stationers,Uttam Nagar 9818470915 o Garg Enterprises,Rohini 9350210606 o Raj Book Distributors, Janakpuri 9213931177 o Rajesh Stationers, Paschim Vihar 011-25259098 o Pankaj Stationery,Samay Pur 011-7881479 o Aggarwal Stationers, Suroop Nagar 9213852404 o Anita Sales Corpn, Rajendra Place 011-25811022 o Reliable Paper Products,Pahar Ganj 011-3354018 o R.K Stationers, Satya Niketan 011-26118882 o Bansal Stationers, Satya Niketan 011-26114616 o Garg Book Depot,Moti Bagh 2 9910980108 o Satija Book Sellers , Pitampura 9899359966 o Avon Book Centre, Pitampura 9891171338 o Stanza, B block market,Prashant Vihar 9899989977 o Kailash Stationery Store, Kamla Nagar 23846915 o Gulati Book Depot,Prashant Vihar 9911352938 o Rastogi Book Depot,Delhi Cantt 011-25690880 o Total Stationery, Vikaspuri 9310075424
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o Tyagi Book Depot & Stationers ,Vikaspuri 45566838 o Pen Palace,Ramesh Nagar 9899458174 o Tyagi Book Depot,Vikaspuri 011-65866353 o Garg Book Depot, Dwarka 9891814430 o Himgiri Enterprises,Nai Sarak 9810074967 o Dass Stationers,west Punjabi Bagh 65745351 o National Stationers,Karampura Complex 41427279 o Laboratory Engineers,Rajendra Palace 9212067645 o Anil Pustak Bhandar,Janakpuri 011-25504519 o Arora Stationers,Vivek Vihar 9212376948 o Jain Stationers,Uttam Nagar 55722145 o Garg Stationers,Narela Mandi 9210198694 o Jagdamba Satationery, Rohini 011-27894252 o Star Enterprises,Kamla nagar o Maharaja Stationery Mart, Naraina 41412318 o Garg Enterprises, Karol Bagh 09312990596 o J.K Stationers, Nai Sarak 9811046093, 23271932 o Cyber Den, Dwarka 42760247,42760249 o Garg Stationers, shakur pur 9210190803 o Guru Nanak Book Depot,Vikas Puri 28541783
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o Mahajan General Store, Naraina 41410691 o Aswal Book Depot, Moti Bagh1 9971031048 o Sanjay Book Depot, Moti Nagar 011-65753934 o Metro Stationers, Janakpuri 9871341110 o Swastik Book & Stationers, Janakpuri 9811373601 o P.K Book Depot, Hiranki road 9212262560 o Vijay Book Depot, Paschim Vihar 9811929129 o Manoj Book Depot, Narela 9811573751 o Pashupati Stationers , Uttam Nagar 9212189082 o Guru Tegh Bahadur Stationers, Vikas puri 25594839 o Shiv Shakti Stationers,Rohini 9313603651 o Khandelwal Stationers,Uttam Nagar 9213421006 o P.K Book Depot 92133-22560 o Sethi Pustak Bhandar,Mukherjee Nagar 9313760672 o Janta Book Depot,Dwarka 65664485,28081720 o Pankaj Satationers, Janakpuri ,community centre 25528325 o Hello Book Depot, Vikaspuri 55344947,5045041 o A.P Supplier ,Janak puri 9810534683 o Vijay Store, Janak puri
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o Nayyar Book Depot, South Moti Bagh 9891343210 o Swastik, Cawri Bazaar 9810657324 o Joginder Agencies, Jhandewalan extn 98118488426 o Ashoka Stationers, Moti Nagar 9811013523 o Read and write Stationery, Ambika Vihar
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