1.1.

INTRODUCTION TO BALL PEN INDUSTRY

There has been a need to document through the use of writing instruments since the dawn of
makind.Pens and Pencils continue to be the staples of everyday life and indispensable items
for everyday use.Wriritng Instruments continue to play integral part in the life of particularly
every Business, School, and household. The advent of computers and related technologies
has yet to make writing industry and Instruments Slow Paced and Obsolete. In fact, the
writing Instruments 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 Crores of
which organized players account for 70% of the market share and the unorganized players for
the rest. The industry Grew by about 15% in 2004-05 and by 13.5% in 2005-06,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.

India's Writing Instruments Industry is reserved for the small sector with a statutory limit on
the maximum Investment in Plant and Machinery at Rs 50 Crores.As a result critical pen
component like refills are manufactured in house, while all non-critical components are
outsourced.

Most Indian companies cater to the "Value for Money"(i.e. High Volume Low Value
Strategy) While International Players cater to Premiums segment operating through exclusive
Distributors. Globally writing Instruments Industry is estimated at Rs 50000 Crores (p.a).
China controls approximately 10% of the global markets while the Indian share had so far
been Mini scale. But given the superior quality perception that "Made In India" pens have
over the Chinese, the buying preference of major retailers has been shifting to Indian
Products and Brands.

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 endeavours to bring in the
newest and the best of technology to set new benchmarks in quality and innovates constantly

1
to blaze new trails in the market place. At Cello, innovation is not just a guiding philosophy,
it is a key business process, dynamism and a defining attitude. Today Cello offers one of the
largest range of pens offered by any manufacturer in the world, all conforming to the highest
global standards.

India is an extremely competitive Rs 1200 crore market for plastic moulded writing
instruments and Cello is the undisputed leader, presently manufacturing 4.2 million pens per
day, with an installed capacity of 4.5 million pens per day. A colossus towering over the rest,
Cello has well over 33% share in the domestic market and Rs 400 Crore turnover. Cello has
been achieving unrivalled growth rates of 12% p.a. in the domestic market and exports
growing at 60% contribute 14% of the domestic turnover. Thanks to the cutting edge
technology,vast range of innovative pen across every price point, unparalleled consumer
reach and strong brand equity, it’s really no wonder Cello today sells nearly 4.2 million pens
a day, every day.

Not only is India a huge producer of writing instruments, but it is also a large exporter of
writing instruments. In fact, India exports pens worth Rs 200 crores. The Indian market
comprises 15 large-scale, 100 mid-size, and 900 small-scale manufacturing units.

And these units have a total production capacity of over 10 million units on a daily basis.
And these units are sold in local markets – in stationery shops, book shops, and supermarkets,
and distributed in offices.

Close to 80% of the revenues of the pen industry in India come from pens that are below Rs
15 per piece. There is a wide range for the pricing of pens – a pen can cost as low as below
Rs 15 per piece and as high as Rs 100,000.

In the high-value segment, where the price is between Rs 20 and Rs 400, the market players
are Uni-ball, Pilot and Parker, whereas in the premium segment, where the price is above Rs
400, the major market players are Mt Blanc, Parker, Cross, Lamy and Sheaffer. At present,
Linc, the leading brand in writing instruments in India, has close to 15% market share. Linc
has a Rs 500-crore market size in the Indian pencil industry.

2
The demand for writing instruments will continue to grow in India because India’s working
population is expected to grow by 20% by 2020, leading to a higher per capita income, which
in turn leads to greater literacy and a growing demand for stationery.

Writing instruments have also made their way into the corporate gifting segment. During
corporate events, writing instruments are given as gifts or mementoes. Many people have the
misconception that technological advancements will reduce our dependency on pens and
pencils.
This is not true. As long as companies continue to make pens and pencils of good quality that
are on par with technological advancements, we will witness the growth of this industry in
India.

The following Information regarding the Writing Instruments Industry Has been obtained
from the Public Sources like: Business Line, Economic Times, Financial Express, some
Companies Catalog are Used along with Internet Support.

 CHANGING CONSUMER BEHAVIOUR

The Purchase of a single Pen used to be a considered decision until not too long ago.
Today, most consumers buy multiple pens in a single Purchase. Because the consumer
would go out specifically to buy a pen earlier, today most buy along with a number of
other things as a part of their monthly provisions. Earlier there was one pen to write, now
interestingly even as communication is getting increasing psychological, there is different
pen, Ink, Size for different Moods, Needs and Situations.
Gone are the days where pen were just considered as merely an item of writing, But now
it a Quasi Fashion Statement Something that’s aligns with Your Personality, Of course
Still the Pen purchase Decision is considered As Low Involvement Decision.

 GLOBAL WRITING INSTRUMENT INDUSTRY

Globally, Writing Instrument Industry is rising at a Healthy rate despite growing
computerization. The global Writing Instrument Industry is estimated at Rs 50000 Crores.
(p.a) where USA Markets grew by 5% last year (2005-06) and is expected to grow by the
same Proportionate at this time too. China controls approximately 10% of the global

3
 market, due to its manufacturing Process. India is becoming most preferred
manufacturing destination after china. Indian Products Quality is among best in the world,
Compared to china Mass Market Products. Indian Market is Growing healthily at 15 to
20% and is Expected to Grow with same Rate for upcoming 2 to 3 years (acc to CAGR).,
where the organized sector now controls 70%+ market share as compared to 54% up to
2000.

 MARKET AND MARKET INFORMATION (IN DETAIL).

 The worldwide Market's Size for Writing Industry is Rs 50000 crs (p.a) USA market
alone is $2.2 Billion Dollars (App 10000 Crores Rs) approx.
 Chinas exports of Pens are over Rs 5000 Crores (p.a) approx.
 India's Pens Exports are merely Rs 200 Crores (p.a) approx.
 The Annual Turnover of the Industry in India is now estimated at Rs 1800 Crores
(p.a) and is expected to Increase annual growth rate by 15-20% (p.a).
 India is Viewed as Quality Supplier, where as China as Cheaper and Lower quality
Products.
 Germany, Japan, Taiwan & Korea were hubs for the Writing Instrument Industry, But
due to cast factor manufactured have started shifting to China and India.
 Previously Switzerland was the manufacturing centre for Ball point Tips, but now
India is emerging as a major Tip Manufacturer satisfying not only Domestic demand
but Global Demand Also.

 REGULATORY REQUIREMNTS
In India as per current law, the manufacturing of writing instruments is reserved or falls
under the category of SSI (Small Scale Industry Sector). Thus there is ceiling on
Investment in Plant and Machinery Manufacturing Process (Max Rs 50 Crores),
excluding Mould Making as it is Highly Capital Intensive part of Manufacturing. Of
course any EOU (Export Oriented Unit) does not fall under this Purview of SSI.

4
1.2 HISTORY OF THE COMPANY
1982 , With a tiny factory for making plastic household goods, Mr. G. D. Rathod makes a
small beginning in manufacturing.

Behind this step the founder has a vision of uncompromising quality and total consumer
satisfaction. Set up on this deep foundation, Cello begins its journey to become a leader.

Your browser may not support display of this image 1986. A new factory for Cello
Thermo ware is set up in Goregaon, Mumbai capable of manufacturing the finest range of
hot pots and casseroles, insulated water bottles, attractive range of insulated jugs and
flasks. Soon demand rises for the new and quality products, to keep up with which a new
factory is set up in Daman. Cello Household Products began to be exported to a number
of countries.

1994, Cello Group ventures into manufacturing moulded furniture.

Elegant, versatile and durable, cello furniture brings convenience and style to consumers
at surprising economical price, made from special grade plastic and state-of-the-art
moulds from Italy. Cello becomes a household name in quality.

1995, Cello Writing Instruments, a part of Cello Group entered in plastic mouled ball
points pen market. In 1995, Cello exploded on the scene with Cello Clear Pens with
Swiss tips and German ink and changed forever the way pen ran on paper. The
revolutionary new smear free, smooth flowing pen not just took the market by storm but
market a new era in writing instruments in India. Not too long after, the company
unveiled two more models Prism and Crystal and with that started as a mere 3-machine
company , took wings.

5
 1.3.COMPANY PROFILE

CELLO WRITING INSTRUMENTS the makers of India’s favourite Cello pens , are part
of 1000 crore. Cello Group lauded as one of the world’s best and India’s largest pen
manufacture and well known for its dynamism and spirit of innvotion. Cello ceaselessly
endeavours to bring in the newest and the best of technology to set new benchmarks in
quality and innovates constantly to blaze new trails in the market place. At Cello, innovation
is not just a guiding philosophy, it is a key business process, dynamism and a defining
attitude.
Cello has India's largest range of smart looking, high-performance gel ink and ballpoint
pens in different ink colours 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 Cello for everyone. Starting
from Cello Alpha Gel ,Maxriter and Gripper pens for pressure-free writing that are a hit with
school kid to the cool looking Cello Finegrip, Pinpoint and Technotip XS that the college
going crowd vouches for. From the ever-dependable Cello Finer, Pointec and the stylish
Cello Powermaxx that has become the working professionals' most preferred to the Cello
Sapphire, Papersoft and Executive pens with a certain understand luxury that have become a
common sight on the desks of senior executives. There's also Cello's new range of
Highlighters and markers that have carved out an enviable name for themselves in a very
short time

Cello is now poised on the verge of an exciting new leap forward, with an ambitious
diversification plan that will propel Cello well beyond the realm of pens and writing
instruments. Cello's foray into notebooks, office files (stationery products) pencils, desktop
accessories, OHP & CD markers and mechanical pencils will lead to enormous growth in the
coming years.

Cello Pens are backed by well-thought out marketing and advertising campaigns based
on strategically sound positioning that have driven the name Cello to the tip of every tongue.
Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer
mindspace. This, coupled with Cello's aggressive below-the-line promotional initiatives,

6
1.4.AWARDS & BUSNIESS MISSION

Awards

True merit never goes unrecognized. Cello has bagged national and international recognitions
and awards there are to win in fields associated to its endeavors for product quality, service,
manufacturing practices, environmental safety standards, export performances and for
excellence in marketing. Cello has also won Reader's Digest Trusted Brand in Asia for three
successive years 2006, 2007 and 2008 as well as Plexcouncil Export Award .

Cello brand has received an overall average score of 6.30 out of 10 in the 3 rd edition of
Consumer Superbrands and it falls within the top 25% of all brands across all segments and
all categories. Cello is proud of its achievements and grows only more resolute to raise the
bar higher still every it receives an honour.

Business Mission

 To develop, produce and sell high quality ball / gel pens worldwide and help our
customers to get the maximum value for money.

 To create incremental demand for ball / gel pens through marketing and promotion
strategies.

 To create incremental enterprise and brand value to increase the net worth of the group

 To build in-house resources of unsurpassable skill in design, manufacture and customer

response.

The aim is to make cello the leading brand in notebook segment .Vision further positions
cello as a market driven, people centric company with a strategy and a structure that fully
reflect the needs of its customer base while also increasing shareholder value. And the
company' vision is to plan to offer the customer the world's most finest and advanced
products and to become the leading consumer durable brands in the country.

7
To delight and deliver beyond expectations through ingenious strategy implied
enterprenuership, impared technology, innovative products, insightful marketing and inspired
thinking about the future.

Marketing Objective

The objective is to establish the company as India's best ball / gel pen making company.

To be the world's leading manufacturer of ball / gel pen and retailer of branded ball / gel pens
, with a strong, globally diversified infrastructure and integrated operations efficiently linking
ball / gel pen from rough to retail.The marketing objective is to strengthen the positioning of
cello ball / gel pen and with this ball / gel pen segment to grow from 5 percent to 15 percent.
The main objective is to file survey during the project to find out the market share of the cello
and to find out the potential dealer and development of these dealers. The objective was to
find out that what are the parameters which affect the customer while purchasing product.

To enhance the knowledge about marketing and branding activity.

THROUGH INGENIOUS STRATEGY;

Only by taking recourse to advance planning and strategy that a business can hope to survive.

PRODUCT DEVELOPMENT;

Product development innovations and customizations are the tools cello uses to stay ahead of
the competitors.

The INDIAN Consumers

Recently, there has been a huge growth in the number of different styles for ball / gel pen on
the market - Many consumers base a lot of their purchase decisions on how attractive useful
and effective a ball / gel pen can be, whether the ball / gel pen suits their purpose or whether
the ball / gel pen contains all the qualities to fulfill their needs . They also base their
purchases around the ability of the ball / gel pen In INDIA, when it comes time to purchasing
a ball / gel pen, there are three different consumer groups.

For rough work

8
For making notes

For other purposes

People using ball / gel pen for rough work are more concerned about the number of pages are
written by a pen.

Other who use it for fair work or making notes are concerned about quality so that they can
read easily what they write and will remain with them for a long time

The people using it for other purposes do not bother much about or don't take much interest
about these facts and use ball / gel pen because they have something to write

But, our target would be all three types of consumers which is quite huge.

Product Name - ''cello Ball / gel pen" From "cello company ".

9
1.5.MARKET PLAYERS

 CELLO

It is the biggest Player In the Industry with Turnover of Rs 800 Crores(US$ 182mn) .
As the present scenario Cello is considered to be market leader in the Industry.

 TODAY’S

It is at number 2 Position in the Market and is considered to be the toughest Competitor

of Cello (Market Leader) and not only the Leader but other followers In organized Sector.
Pen as a product is close to people of all walks of life at different age and of different
gender and the association of it is a life long one.
For some with a good quality pen at finger tips actually elevates their confidence level
and makes them feel good.

Ball pens forms the biggest chunk of the pen market in India and accounts for 72 percent
of the total pen market followed by gel pen at 28 percent (Refer Table 1). The brand
leaders in this market are Cello, Todays,Linc and other players

Table 1: Ball and Gel Pens - Market Break-Up (Value)

1 Ball Pens 72%
2 Gel Pens 28%

Ball and Gel Pens - Market Break-Up (Value)

10
2.1 MEANING OF RESEARCH

The term ‘research’ is composed of two words ‘RE’ and ‘SEARCH’ which means to search
again. Research is conducted to search for new facts or to modify the existing facts. The
obvious function of research is to add new knowledge to the existing store as well as to
remove the misconceptions and ignorance of mankind. Thus , research is a process and means
to acquire knowledge about any natural or human phenomena. It is the pursuit of the truth
with the help of study , observation, comparison and experiment.

Meaning of Research Design

Research design is a working plan prepared by the research before the actual start of research
work. It is the conceptual structure within which research activity is conducted. It is a
strategic plan of research. Research design includes an outline of what the researcher will do
from writing the hypothesis and its operation to collection, analysis and interpretation of data.

Example: A house builder prepares a blueprint of the entire building before commencing the
actual construction.

Convenience sample

As the suggests , in this method the researcher selects the sampling unit according to his
convenience. Researcher interviewed people whom he happens to meet. The selection of
place and prospective respondents is subjective rather than objective.

Example: For survey of consumer satisfaction level in a particular area of the city towards
Cello products, researcher may select those consumers whom he may contact easily. This
method ,

11
2.2 Methods of Data Collection

There are two methods of data collection:-

Primary Data

It is collected by an investigator or agency for the first time. For the purpose of statistical
investigations. It is firsthand information. According to Prof. H.Secrist “……primary data are
meant those data which are original, that is, those in which little or no grouping has been
made , the instance being recorded or itemized as encounted. They are essentially raw
material.” Primary data once collected and published becomes secondary data.

Secondary Data

Secondary data are the data which are collected from some secondary sources i.e. the sources
of reservation or storage where the data are stored after being collected and used for some
purpose by some other agency. These data are available either in the published or
unpublished form and are collected for the time other than the first time by investigation at
hand.

1) Primary Data : Through interaction with dealers &

Retailers.

Through questionnaire filled from

Dealers ,retailers and consumers.

2) Secondary Data : Websites, Magazines, Books etc.

12
2.3 Tools Used for Data Collection

There are several methods of collection primary data, particularly in surveys and descriptive
research. Important are-

 Observation method
 Through questionnaires
 Interview method

In this project I have used questionnaire method.

Observation Method

The observation method is the most commonly used method specially in studies relating
to behavioural sciences. Direct observation of people and how they behave in situations
of interest is a commonly used method of collecting information. Many studies have been
made of shopping behavior to determine the relative effects of such variables as displays,
availability and reliance on sales person’s advice on brand selected and the quantity
purchased. Under the observation method the information is sought by way of
investigator’s own direct observation without asking from the respondent. For example,
in a study relating to consumer behavior, the investigator instead of asking the brand of
wrist watch used by the respondent, may himself look at the watch.

Questionnaire Method

This method of data collection is quite popular,particularly in case of big enquiries. The
questionnaire contains questions relating the object of inquiry and provides space for their
answers. The investigator also assures about maintaining secrecy about the information
given by respondent. This method is generally used by researcher scholars, private
personnels, non-government agencies and sometimes even by the government. The
success of this technique depends upon how the questions are framed and their replied by
the respondents.

13
Interview Method

The interview method of collecting data involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses. This method can be used through direct personnel
interviews and indirect oral interviews.

2.4 Objectives of study

 To check the brand awareness of Cello Ball Pens in Himachal Pradesh.

 To know customer awareness regarding various brands of Ball Pens.

 To know the reasons for their preference.

 To study media role in brand awareness.

 To know factors influencing customers preferences of a particular brand.

14
Question 1: Which brand of Ball pens do you prefer to write?

Brand Today’s Parker Cello Montax Addgel Reynolds Other

Preference
No. of 11 19 41 3 9 8 9
Respondents
Table No. 3.2

Brand Preference
8%
9% 11%

19% Today's
9%
Parker
Cello
Montax
Addgel
3% Reynolds
Other

41%

Figure 3.2

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that people 41%
people preferred the Cello ball pen, 19% preferred the Parker pens, 11% preferred the
Today’s pen, 3% preferred the Montax pens,9% preferred the Addgel,8% preferred the
Reynolds,9% preferred the other pens.

15
Question 2: Which colour of pens do you normally use?

Colour No. of Respondents

Black 30
Blue 40
Red 20
Green 10
Table No. 3.3

Colour
10% 30%

20%

Black
Blue
Red
Green

40%

Figure 3.3

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 40% people
used Blue colour, 30% used Black colour, 20% used Red colour, 10% used Green colour.
Blue colour pens are normally preferred by the students and Black and Red colour pens are
preferred by Prof. & Lawyers.

16
Question 3: Which Ball Pen Point do you normally use?

Ball pen Point 0.5 0.45 0.6 0.8

No. of 40 6 40 14
Respondents
Table No. 3.4

Ball Pen Point

14%

40%
0.5
0.45
0.600000000000001
0.8

40%
6%

Figure 3.4

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that 40% people
are preferred 0.5 Ball point pens, 6% are preferred 0.45 Ball point pens, 40% are preferred
0.6 Ball point pens, 14% are preferred 0.8 Ball point pens.

17
Question 4: Which source plays a significant role in pull strategy of customer?

Media Source No. of Respondents

T.V 40
Newspaper 20
Hoardings 20
Wall Paintings 20
Table No. 3.5

Media Sources
20%

40%

T.V.
Newspaper
Hoarding
Wall Paintings
20%

20%

Figure 3.5

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that media
source plays a major role in customer decision making process 40% people are influenced by
T.V.,20% are influenced by newspaper,20% people are influenced with hoardings and 20%
are influenced with wall paintings.

18
Question 5: Which price range does your pen belongs to?

Price 5 10 20 30 50 100
No. of 17 40 24 7 7 5
respondents
Table No. 3.7

Price Range
7% 17%
7% 5%

5
10
20
30
50
100

24%

40%

Figure 3.7

Interpretation:

From above analysis of the given sample of 100 respondents it is concluded that17% people

price range of pens belongs to 5. 40% belongs to 10. 24% belongs to 20. 7% belongs to 30.

7% belongs to 50. 5% belongs to 100.

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Question 6: Rating attributes other than price and quality?

Option Brand Image Design Advertisement

Response 50 30 20
Table No. 3.10

Attributes Other Than Price and Quality

20%

Brand Image
50% Designing
Advertisement

30%

Figure 3.10

Interpretation:

From above analysis of the given sample of respondents it is concluded that attributes other
than price and quality plays a great role among which 50% are influenced by brand image,
30% people are influenced by designing, 20% people are influenced with advertisement.

20
FINDINGS:

After completing the survey many interesting things have been found by me. As per my
findings I found the following:

 All the respondents were aware of the various brands available in market.

 Majority of respondents prefer Cello’s and Today’s ball pens.

 T.V is the major source of creating customer awareness of various brands.

 Mostly people preferred the Cello’s pens.

 To know about the customers which colour of pens they preferred. Blue colour is
mostly used by students and black and red colour pens are used by prof. and lawyers.

 To know about the customers which ball point pen they used.

 Media sources play a major role in customer decision making process.

 To know which characteristics in pens are influenced to customer for making buying
decisions.

 To know which prices of pen customer are belonged.

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CONCLUSION

 Cello Brand enjoys market leadership position and it is also prefer by the majority of the

consumer for writing among different brands OF Pen available in the market.

 In different types of Pen, Ballpen is preferred by most of consumer’s and they have

ranked Ball-Pen as No 1 among different Types of pen

 Blue Colour is preferred by the consumer among different Colour’s

 Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and

Fluent hand writing as this point size gives the desired writing to consumers

 . Occupation Wise Classification

o For Business Person: The most influencing characteristic impacting buying

decision is Price.

o For Service Person: Price & Performance have impact influence on buying

decision.

o For Students: - Student wants everything in the Pen Affordable Price, proper

Grip, Long Life and even the performance of the pen. Thus student buying

decision regarding pen is influenced equally by almost all variables

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

not stick or purchase the same brand. Repeat Purchase is very less. The major reason for

this is Pen is Low Involvement Product, as well as low price but in huge product varities

and Price range. Consumers do not purchase the same brand mainly due to Influx of

Newer and Newer Products in the Market by different players and in different Price range

ultimately changing the consumer buying Decision

 In the Present market condition where Pen is available even in the Price Range of Rs 1 –

3, consumers do not go for refilling the Pen. They do not refill pen as the Believe that

22
 New Pen Cost is Negligible as compared to purchasing a refill For Eg. Todays Wonder

Gel Rs 5 and refill of the same is of Rs 4.Even the refilling does not give the same writing

performance as of the original refill. So consumer refrains from refilling the Pen.

 Tv Advertisement is having a significant impact on majority of the Consumer, Influence

of different Advertising Media is not differing byProfession.Thus almost all media is

having the impact on buying decision of different consumer Segments.

23
RECOMMANDATIONS:

 Cello Company is regarded as No 1 market leader due to its product varities mainly in
the Price range ranging from Rs 5 – 20 this is Low Price Segment where majority of
consumers prefer to buy their pen. And in the Point Size of 0.5 & 0.6 cello has huge
product range. At the same price range Todays have very less products which can
satisfy consumer need and even in the Point Size it has more Pen in 0.6 & 0.8 mm and
do not have large varities in that Point Size which is impacting the sales in different
consumers segments. So hereby I suggests that Company (Todays) should Come up
with the product in Effective Price range Of Rs 5 – 20, with Point Size of 0.5 & 0.6,
targeted to different consumer segments.
 Company is spending huge sum of money on Advertisement, with Logo (Every Pen
Speaks) but like other Companies it is not targeting specific segments. From the
survey it is clear that different variable/features influence buying decision of
consumer in different segments. Thus Company should not have a common
Positioning for all Target Markets. The companies should try to focus on a target
group by focusing on various characteristics that affect their buying decision. For
 E.g.: Business Person Producing the Pen in the Price range of Rs 11 -20, that gives
good writing performance and on the basis of that positioning the product in the same
way emphasizing the two variables for Specifically Business Person. Other variables
does not impact their decision as the above mentioned
 Eg: Service Person :- PRICE RANGE— Rs 11 -20
Characteristics to Emphasize – Price.

 For Student:- PRICE RANGE— Rs 1 -10

Characteristics to Emphasize – Complete Performance
Thus if the Company uses all the above mentioned features for specific target market and
makes the product, fixes the Price and positioned properly and effectively than it can
definitely outperform it competitors in Different Segments.

24
GENERAL SUGGESTION

 In this world of Competition there is competition not only from organized players but
unorganized players also.Todays is also getting tough competition ny unorganized
players. I hereby suggest that Todays with its own R & D facilities can outperform
this unorganized players by producing the Pen In the price range of Rs 1 -3 (i.e.) Use
& Throw which are favorite among students now a Days. There is huge Opportunity
for the Company to have such type of pens and even take First Move Advantage in
this type of pen as still no organized player is producing Pen in Price Rs 1 – 3.
 Company is almost leader in Gel Pen Segment, due to its huge product varities and
price range, but in ball pen its is competitor due to many reasons. I hereby suggest the
Company to Increase the Product Varieties substantially in Ball Pen Segment as it as
about 82% of the total Market.

25
Limitations of the Study:

 It was an academic effort and limited to cost, time and geographical area.

 Numbers of respondents were restricted due to the time factor.

 Scattering from respondents and dealers.

 There is a lack of time.

26
Bibliography

Books:

 Kotler Philip,”Marketing Management,” Prentice Hall Publishers,11th edition.

 Kothari C.R.,”Research Methodology” New Age International (P) Ltd, Publisher

2004.

Websites:

 http://www.cellowriting.com/index.php?
option=com_content&view=article&id=84&Itemid=112

 https://www.marketing91.com/marketing-mix-cello-pens/

 https://corporate.celloworld.com/life-at-cello/

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