MARKET ANALYSIS AND SALES DEVELOPMENT OF CAMEL SCHOOL RANGE PRODUCTS IN U.

P (Uttar Pradesh)URBAN AREAS

PROJECT REPORT COVERING THE SUMER PROJECT UNDERTAKEN WITH KOKUYO CAMLIN LTD By ABHISHEK TIWARI PGD-MM-10-028 PROJECT REPORT Submitted to BHARATI VIDYAPEETH UNIVERSITY In partial fulfillment of the requirements for the award of the POST GRADUATE DIPLOMA in MARKETING MANAGEMENT Bharati Vidyapeeth University - Amplify DITM, [2010 2012]
1

A PROJECT REPORT

ON

CAMEL SCHOOL RANGE PRODUCTS

MARKET ANALYSIS AND SALES

DEVELOPMENT OF CAMMEL SCHOOL RANGE PRODUCTS IN U.P URBAN AREAS

ACKNOWLEDGEMENT I express my sincere gratitude to all who have helped me directly or indirectly for the completion of this humble effort. At the most I would like to thank God almighty for the blessing provided. I would like to extend sincere gratitude to the company guide Mr S N jutshi ( SAT Manager ) who gave me opportunity and guidance to learn the practical aspects of Camlin ltd. I am grateful to our honourable Chairman Mr. Vijay Koshik And C.E.O Mr. Joy Basu for providing me the opportunity to undergo my post graduation in this prestigious institution I express my sincere gratitude to faculty guide Tandon And my Coordinator Prof. Anil Varma H.O.D. Prof. Rakesh

for valuable guidance,

assistance and advice in completion of this project I am beholden to my Parents and other family members for their blessing and encouragement in completing this task.

Abhishek Tiwari

DECLARATION

I declare that the Summer Project undergone by me at Camlin ltd Pune, is carried out by me under the guidance of SN jutshi (SAT Manager) Camlin ltd , Amplify Mindware, D.I.T.M( Bhararti Vidyapeeth University) Pune and is an independent work. The matter in this report is based on the information collected by me at Pune Region. The report is towards the fulfillment of the requirement of the Master of Business Administration course of Marketing.

Date Place-Pune

Abhishek Tiwari MM/10/028

DECLARATION
This is to certify that the project titled MARKET ANALYSIS AND SALES DEVELOPMENT OF CAMMEL SCHOOL RANGE RODUCTS IN U.P URBAN AREAS is a piece of research work that has been done by Abhishek Tiwari under my guidance and supervision towards partial fulfilment of Degree of Post Graduate Diploma In Marketing Management). I recommend that the project to be submitted to Bharti Vidyapeeth University, Pune.

Prof Anil Varma Project Guide

Prof. Rakesh Tandan HOD Marketing

ABSTRACT
The PGDMM program is a well structured and integrated course of business studies. The main objective of the practical training at PGDMM level is to develop skills in students by supplementing the theoretical study of business management. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDBM program provides student with fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are exposed to such subjects when we get the training in the organization. It is only the training through which we come to know that what an industry is and how it works. We learn about various departmental operations being performed in the industry, which would, in return, help us in the future when we enter the corporate world. Training is an integral part of PGDBM and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after completion of training. During this whole training I got a lot of experience and came to know about the management practices and how it differs from that of the theoretical knowledge. In todays globalized world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one needs to have practical knowledge, which would help an individual in his/her carrier activities and it is true that Experience is the best teacher.

-:CONTENTS:Sr. No. Subject Page No.

1 2 3 4 5 6 7 8 9 10 COMPANY PROFILE OBJECTIVE & SCOPE OF STUDY RESEARCH METHODOLOGY DATA PROCESSING & ANALYSIS OBSERVATION & FINDINGS LIMITATIONS SUGGESTION & RECOMMENDATION CONCLUSION BIBLIOGRAPHY & WEBLIOGRAPHY ANNEXURE 9-25 26-28 29-32 33-44 33-44 45-48 49-50 51-52 53-54 55-59

INDUSTRY AND COMPANY PROFILE

COMPANY PROFILE

KOKUYO CAMLIN Ltd.

Type- Public (BSE: 523207)

Industry

- Stationery

Founded

- 1931 [1]

Headquarters - Mumbai, India

Area served -

South Asia

Key people Dilip D. Dandekar (Chairman & Managing Director)

Products - art materials, writing instruments, office products

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IN BRIEF
YEAR EVENTS 1946 - The Comp. was incorporated on 24th December, as a private limited Comp. with the main object of taking over the running business of M/s. Dandekar and Co., which was founded by late G.P. Dandekar & D.P. Dandekar in 1931 at Girgaum, Mumbai. The Comp. manufacture stationary products, art materials and pharmaceuticals. The Comp. was converted into a public limited Comp. on 24th March, 1988 & the name was changed to Camlin Ltd. - The initial product range of M/s. Dandekar and Co., comprised of ink tablets, fountainpen ink, office adhesives, sealing wax, school chalks, brilliantine, pain balm, etc. which took part in business activities in 1939 & was shifted to Mahim, Mumbai. 1964 - The Comp. embarked on the first diversification of products by producing for first time in India, the complete range of artist colours & materials such as water colours, poster colours, oil colours, fabric colours, geometry boxes, drawing inks, painting brushes & canvases. Many products were also added subsequently. 1974 - The production of wood cased pencils was taken up in the fully integrated plant in the industrially backward area of Tarapur, Maharashtra. 1978 - In December 1947, 600 shares issued without payment in cash to vendores as part consideration for taking over their business. Till date, 32,250 shares were issued as bonus shares by capitalisation of reserves [2,250 shares in Dec. 1966 in prop. 1:2; 10,000 shares in March 1975 in prop. 1:1 & 20,000 shares in April in prop. 1:1. 1981 - As on 31st December, the Comp. was holding 6,00,000 fully paid up equity shares of M.$ 1 each. 1982 - A joint venture Comp. 'Camlin N.S. Sdn. Bhd' set up in Malaysia was closed down with effect from 28th February, following a directive from the Malaysian Government in line with its decision to order closure of operations of all the joint venture companies which were incurring losses over the past many years. - After obtaining necessary approvals from the Ministry of Commerce Government of India, the Comp. divested its entire shareholding amounting to M $ 6,80,000.

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1984 - The Comp. took a major step forward by diversifying its manufacturing & marketing activity into the field of pharmaceuticals, ie., bulk drugs & formulations at Tarapur. - The Comp. acquired a licence to manufacture 42.100 tonnes per annum of bulk drugs such as Diloxanide Fuorate, Mebendzole, Diazepam & Ibuprofen. A plant at Tarapur was set up with an installed capacity of 15,400 tonnes per annum. 1986 - Workers of pencil factory at Tarapur went on strike with effect from 10th March. The operations were restarted only on 19th October after signing an agreement with the Labour Union valid upto 31st March, 1989. 1987 - The Comp. decided to set up a plant at Tarapur for manufacture of HiPolymer Lead. A technical know-how agreement valid for a period of 5 years was concluded in November/December with Pilot Pen Co. Ltd., of Japan. - In April, 3,200 No. of equity shares of Rs.100 each issued at par Equity shares then sub-divided. 4,32,000 bonus equity shares of Rs.10 each issued in prop. 1:1 in October 1987. 1988 - The Company products are marketed under the brand names of 'Camel' & 'Camlin'. Its Analytical Laboratory at Andheri is recognised as a public testing house by State Food and Drug Administration of Maharashtra & the R and D laboratory is aproved by Department of Scientific & Industrial Research, Government of India. - During June, some of then existing shareholders of Comp. offered for sale 3,00,000 equity shares of Rs.10 each at a premium of Rs.20 per share to enable the Comp. to list its shares on the recognised Stock Exchanges. Out of total shares offered for sale, 15,000 shares were reserved & allotted on a preferential basis to the employees [including Indian working directorss] of Company. The balance 2,85,000 shares were offered for sale to the public [all were taken ups]. - During June, the Comp. offered 1,00,000-14% secured redeemable convertible debentures of Rs.240 each for cash at par. Out of which, 5,000 debentures were reserved for preferential allotment to employees/Indian working directors/workers of Company [only 2,050 debentures taken ups] & 11,000 debentures were reserved for allotment of UTI on firm basis. The remaining 84,000 debentures, along with the unsubscribed 2,950 debentures of employees quota were offered for public subscription. All the debentures were taken up. 150 debentures were forfeited during 1989-90.

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- Each debenture consists of convertible portion of Rs.140 & a non-convertible portion of Rs.100. At the end of six months from the date of allotment of debentures, Rs.140 of each debenture was automatically & compulsorily converted into 5 equity shares of Rs.10 each at a premium of Rs.18 per share. The non-convertible portion of Rs.100 of each debenture shall be redeemed at par in three equal instalments at the end of 7th, 8th & 9th year from the date of their allotment by drawing three equal lots. - 96,000 shares issued at par in March 1988. 4,80,000 bonus shares issued in June 1988 in prop. 1:2 to shareholders prior to the offer for sale to the public. 4,97,550 shares allotted [prem. Rs.18 per shares] in conversion of debentures. 1989 - 1,700 shares were allotted [prem. Rs.18 per shares] in conversion of debs. 1990 - 750 shares issued in conversion of debs. [prem. Rs.18 per shares]. 1991 - As at 31st March, 1991, the Comp. revalued its land & buildings & the net surplus of Rs.330.26 lakhs arising out of it was credited to the revaluation reserve. 1994 - The Comp. entered into a marketing alliance with Colart Fine Art and Graphics limited U.K. - The Comp. embarked upon a project for expanding manufacturing capacities of existing bulk drugs/chemical plant at Tarapur. - The Comp. undertook to set up a facility for manufacture of industrial grade synthetic adhesives at Taloja near Mumbai. - The Comp. issued Warrants to promoter group on preferential allotment basis. Of the 4,60,000 warrants, 3,32,000 warrants were converted into equity shares. - 3,32,100 equity shares allotted in conversion of warrants. 1995 - A major fire broke at Tarapur factory due to suspected electrical short circuit which led to destruction of godown, raw materials etc. - The Comp. initiated measures such as introduction of new products, change in product-mix, reduction in overheads and thrust on higher value addition. 71,900 No. of Equity shares allotted in conversion of warrants. 1996 - 56,000 No. of Equity shares allotted in conversion of warrants.

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1997 - The Joint Venture Agreement with M/s. A. W. Faber-Castell Gmbh & Co. Germany was terminated by both parties with effect from 30th November. - The Comp. redeemed the last instalment of 33,340-14% Secured Redeemable Non-Convertible Debentures of Rs 100/- each issued in the year 1988. 2002 -Camlin Ltd has informed that Mr S D Dandekar, Executive Chairman of Company, will be retiring from the Chairmanship of Company. Mr D D Dandekar, Managing Director of Comp. will be redesignated as 'Chairman & Managing Director' w e f June 01, 2002. 2004 -Camlin Pharma, a division of Camlin Ltd, launched its mosquito repellent body spray, Repelmos, in the southern states -Delist from The Delhi Stock Exchange Association Ltd [DSEs] with effect from December 11, 2004. 2005 -Camlin - JV with ColArt Fine Art and Graphics, U.K 2008 - The Comp. has splits its face value from Rs10/- to Rs1/-.

Camlin today
With 50,000 strong retailer network, prestigious foreign collaborations, large consumer base, regular interaction with consumers by the sales force and participation in international trade fairs like Paperworld in Frankfurt, Camlin is now a trusted household name all over India. We were also the first company in India to adhere to Art & Creative Materials Institutes world standards in toxicity certifications. Our All India C amel Colour Contest too has been well-received, holding the record of the highest 14

entries ever and has been registered in the Limca Book of World Records. We also believe in encouraging and promoting fine art, which is why our Camlin Art Foundation was set up. With many firsts to our credit, we are the pioneers in almost every product that we make and sell. Camlin was first to launch the hobby range of colours in India. Camlin introduced colour categories in India like fine art colours, hobby colours and fashion colours From a company manufacturing ink powders in 1931 to a company manufacturing over 2000 products, operating in diverse fields, Camlin has come a long way. And the Executive Chairman, Mr. Dilip Dandekar is raring to take the company to new heights in the 21st century.

Camlin started operations as "Dandekar & Co." with "Horse Brand" Ink powders and tablets in 1931, and shortly started producing "Camel ink" for fountain pens. It was incorporated as a private company in 1946, and was converted into a public limited company in 1988.

In May 2011[2], Japanese stationery major Kokuyo S&T, recently acquired a 50.74 per cent stake in Camlin and the firm is now known as Kokuyo Camlin Ltd

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MANAGEMENT TEAM
Mr Subhash D. Dandekar - Chairman Emerutus Mr Dilip D. Dandekar - Chairman & Managing Director Dilip Dandekar is the CMD of Kokuyo Camlin, a name synonymous with Art Colours and Stationery in India which was started in 1931 during the Swadeshi Era and now has more than seven and half decades of technical expertise and state-of-the-art manufacturing facilities spread across the country. Camlin is one of few companies which has not only survived but grown in the post Globalization Era, thereby contributing a substantial percentage to the countries GDP

Mr Shriram S. Dandekar - Joint Managing Director Mr. Shriram Dandekar finished his M.B.A., , after which he took a position of Executive Director in Kokuyo Camlin Limited. He is also Chairman of Camlin International Limited, as well as Director of other companies engaged in various activities such as Real Estate Development. Mr. Dandekar has travelled to more than 27 countries in the world for business development. Apart from all his professional commitments, Mr. Dandekar is also one of the founder trustees of Nanasaheb Dandekar Public Charitable Trust, which helps the poor and needy for educational and medical purposes. His personal interests include music, cricket and travelling. Mr. Takuya Morikawa - Vice Chairman

Mr. Nobuchika Doi - Executive Director

Mr. Hirofumi Iwatsu - Executive Director

Mr. Takeo Iguchi - Executive Director 16

CAMLIN PRODUCTS

17

Camlin products are categorized in to following categories.

SCHOOL RANGE

Camlin is developing new skills and enhancing them is what school is all about. Where students can run wild with their imagination and express themselves freely through art and craft. Again, school range of products are divided in to two categories coolers and stationary COLOURS

Colours

Wax Crayons

Artica Plastic Crayons

Oil Pastels

Poster Colours (for students)

Water Colour Tubes (for students)

Water Colour Cakes (for students)

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Colour Pencils

Redimix Students' Colours

Sketch Pens

Decorative Craft Colours

Art Powder Colours

Drawing Material

STATIONARY

Pencils

Pens & Refills

Pencil Pals

19

Adhesives & Scissors

Mathematical Drawing Instruments

Notebooks

Bags

Examination

Pads

2- Artist range

The wide range of products in our artists

Mediums Colours

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Tools

Surfaces

International Brands Accessories

3- HOBBY RANGE Be it telling a story on glass, creating magic on a piece of pottery, making fun tee shirts for friends or painting a beautiful diya, our extensive hobby range covers everything that can enable you to create some fantastic work as people can pursue their passion.

Fabrica Acrylic Colours

Fabrica Glue

Fabrica Coneliners

Fabrica 3D Glitter

Mediums

Sparkle Paper Glitter

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Glass Colours and Liners

Hobby Brushes

3-OFFICE RANGE

Home Catalogue

Great job. Immaculate presentations. And all the right stationery to back you up. We have an entire range of office products that enhance your work, presentations and meetings and help you get organised.

Cover-It Correction Fluid & Pen Markers

Carbon Papers

Adhesives

Rubber Stamp Pads

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4- CORPORATE RANGE

Everyone loves a quality product they can use. Our products make perfect corporate gifts. So the next time a festival comes around the corner, make your work-associates smile with some attractive stationery from Camlin.

Fountain Pens Roller Pens

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ALL

INDIA

Camlin

COLOUR

CONTEST (AICCC)

20 years ago, art was not thought to be an important subject for balanced perception and aesthetic growth of a child in school curriculums. Art was taught differently in every part of the country and not given enough importance as a subject. Some platform was required to lay down some basics and explain the importance of art as a learning tool.

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Social Objectives :

To encourage school-going children to draw and paint and to acquire a liking for playing with colours.

To give an impetus to art for the all-round cultural development of children and to help develop motor skills and hand-eye co-ordination.

To give art teachers the opportunity to exchange ideas with their counterparts.

To educate parents about the importance of art in a child's life for a richer personality.

To popularise child art.

Today AICCC has become household name among children and parents. Which is why Camlin featured in the Limca Book of World Records (1999) for the maximum number of entries in a drawing contest and in 2011 to 2012 Camlin AICCC contest was world biggest contest and recorded in Guinness world record?

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OBJECTIVE &SCOPE OF THE STUDY

26

Objective
Market analysis and sales development of Camel school range products in U.P urban areas.

Scope
1. As schools and institutes are, the target customers as well as the end users of the school range products thus my area of research is schools and institutes only. 2. All in average one school give more than five to six lakhes of business to the company thus my area of concentration is.. 3. To find out the problems faced by schools by retailers, Distributors and school suppliers 4. To collect information about competitors 5. To organize sales promotional activities such as various sorts of art and craft contests to improve selling and to know about the product usage. 6. To generate and secure consumer awareness 7. To improve the relationship with the key persons of the school such as Principle, Art teacher and key purchaser of the school 8. My survey was conducted in the four major cities of the Uttar Pradesh 1- Lucknow 2- Allahabad 3- Varanasi 4- Kanpur

27

Scope of Project
The study carried out in Lucknow, Kanpur, Allahabad, Varanasi cities so its scope is mainly limited to these regions only. It gives information about the size of the retail network. It gives information about the services given by distributor, retailers and various school suppliers to schools It gives information about the competitors products and competitors strategies. It will serve consumer in better manner. It provides suggestions to the company to improve their products sales. It gives information about the impact of sales promotion activities to improve the sales of Camel school range products.

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RESEARCH METHODOLOGY

29

Research Methodology
Research includes meeting with the distributers, school suppliers, wholesalers, retailers and in schools Art teachers principles key purchasers and students . The research included preparation of the questionnaire to be answered by people for knowing the competitive position of Camlin in the school range products. The views were recorded in the research as per the questionnaire set by me.

Research Approach
The objective was to know the competitive position of camlin in the school range products in the market and in order to successfully conduct the research the unbiased opinion of the interviewers was desirable. Thus we conducted the research as the School Activation Team representative of the Camlin.

Research Instrument
The research instrument was a structured questionnaire formulated for the respondents. The questionnaire was different for the schools and distributers, suppliers there was a different set of questionnaire. There were also the area maps.

Types of Question

30

The second important aspect in the designing a question is to decide which types of question are to be used. Question can be classified in various ways. Questionnaire contains following type information-

1. Open-ended question 2. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions are multiple type questions.

Phrasing of Question
In questionnaire, I try to phrase the question in logical way. For example I arrange question in sequence as personal information, awareness data, usage data, and finally related to reason and satisfaction.

Sampling Planning:
Sample Size: The sample size was as follows:

Schools - 300 (continue) Distributers- 14 in all four cities (continue)

Students- more than 100000 (still continue)

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Sampling Technique:
A stratified sampling technique was used. A different Stratum for different type of respondent within every stratum the respondents was selected as per convenience basis.

Method of Survey.. Personal Interview

It is direct form of investigation, involving face-to-face communication with free feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible.

Complex questions can be asked. The interview can have questions to secure more information. Observation approach can be combined to verify paying capability of schools, income, status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and attitudes of responder.

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DATA PROCESSINNG, ANALYSIS & FINDINGS

33

Data Analysis for Schools

Q.1 DO STUDENTS USE CAMEL COLOURS? (IN SCHOOLS) YES NO

Sr. NO.

Particulars

No. of Respondent

Percentage

1 2

YES NO

270 30

90% 10%

Use Camel Colors

100 90 80 70 60 50 40 30 20 10 0 Yes No Use Camel Colors

INTERPRETATION: The Above PIE chart shows:That out of 300 Respondent 90% Respondent uses Camel colors & rest of 10% Respondent do not use. Because of the various problem. 34

Q.2. If (NO) Then Why? A) Students do not like. B) Distribution Channel. C) Quality of colours. D) Competitors products Sr. No Particulars No.of Respondent 1 2 3 4 Students do not like. Distribution Channel Quality of colours Competitors products 5% 30% 30% 35%

Reason
40 35 30 25 20 15 10 5 0 Students do Distribution Channel not like. Quality of colours Competitors products Reason

INTERPRETATION:
The Above BAR chart shows:Out of 30 Respondents. 5% of students in school do not like Camel colours. 30% of schools do not use due to distribution channel. 10% of Schools do not use due to quality of colours. 55% of schools use competitors products 35

3- Which Of The Following Brands Do use in Schools?

1-Camlin 2-Faber castell 3-Pidilite 4-rainbow 5-Others

Sr. No 1 2 3 4 5

Particulars Camlin Faber Castell Pidilite Rainbow Other

No.of Respondent 210 40 30 10 10

Use of brand
250

200

150 Use of brand 100

50

0 Camlin Faber Castell Pidilite Rainbow Other

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INTERPRETATION: 210 Respondents use only Camlin colours. 40 Respondent use Fabercastell in school. 30 Respondents use the Pidilite Colours. 10 Respondent use the Rainbow colours 10 respondents use others.

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4. Has ever Camlin Conducted any contests in your school. A- Yes. B- No.

Sr. No

Particulars

No. Of Respondent

Percentage

1 2

YES NO

210 90

70% 30%

Camlin contest
80 70 60 50 40 30 20 10 0 Yes No Camlin contest

Interpretation:
Camlin has covered lots of school as this graph shows out of 300 respondents 70% said yes and only 30% said no.

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5- (If yes) So which Contest do you like most among all. a) Crafty glue contest b) AICCC c) Hand writing contest d) Sparkle contest Sr. No Particulars No.of Respondent 1 2 3 4
200 180 160 140 120 100 80 60 40 20 0 AICCC HAND WRITING SPARKEL CONTEST CONTEST CRAFTY GLUE CONTEST Like

AICCC HAND WRITING CONTEST SPARKEL CONTEST CRAFTY GLUE CONTEST

172 10 4 114

which contest

Interpretation:
AICC is one of the most popular contest among all and next popular was crafty glue contest . 39

6- So why do you like this particular contest. a) Creative Ideas of workshops b) Prizes c) Quality Products

Sr. No

Particulars

No.of Respondent

Creative Ideas of workshops

190

Prizes

41

Quality Products

69

Like
200 180 160 140 120 100 80 60 40 20 0 Creative Ideas of workshop Prizes Quality products Like

Interpretation: People like new creative ideas and camlin has done it by graph one can easily make out that out of 300 respondents 190 said they like contests because of creative ideas which shows camlin innovate contests. 40

7. According To you availability of Camlin products is? A) Strongly Satisfied. B) Satisfied. C) Neutral. D) Dissatisfied.

Sr. No

Particulars

No.of Respondent

Strongly Satisfied

50

2 3

Satisfied Neutral.

45 90

Dissatisfied.

115

Availability of Products
140 120 100 80 60 40 20 0 Strongly satisfied Satisfied Neutral Dissatisfied Availability of Products

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InterpretationThough camlin has strong position in market but the there are 38% respondents who are unhappy with availability of camlin products which is not a good sign.

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Q.10. You Prefer Camel colors than Other because of? A) Brand. B) Price. C) Quality D) Contests Sr. No Particulars No.of Respondent 1 BRAND 120

2 3

PRIZE QUALITY.

50 90

CONTESTS.

40

Preference because
140 120 100 80 Preference because 60 40 20 0 Brand Prize Quality Contests

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Interpretation:
Out of 300 respondents 40% respondents prefer Camlin because of brand name which shows positive brand equity. 30% prefer due to quality this means respondents feel that quality is better comparing to other brands.

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SUGGESTIONS & RECOMMENDATION

45

Suggestions & Recommendation:-

1. Product:
Camlin is doing a good thing by venturing into stationery market, which is Very profitable. but it has not launched a wide variety of products in that particular segment to attract consumers. Launching of new products into a particular segment will help them compete with the current competitors in that segment in a better manner.

Some of the existing products are not selling well.The company should try to discard these products and utilise the resources in developing new products, which can cater to future demands.

2. Price:
Camlin products are sold at a premium. However, the different varieties take care to cater to needs of different segments.The company should maintain this status quo while launching products in different segment. Trying to compete based on price would not be a good idea, as it would affect the brand equity. Pricing for new products should be based on the market leaders price. Its

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Major focus should be trying to improve the quality of the product at the same cost so that it can act as one of the entry barriers to the new companies coming into the colour segment-which is since a very long time dominated by Camlin.

3. Place:
Camlin has targeted schools of mostly tier 1, tier 2 cities of Mostly in U.P region. Though it has presence in other regions of the country as well its presence is not as much. It should try to target tier 3cities and other regions of the country as well. It should use its strong Distribution network to cater to the needs of children living in remote Areas

They should set up factories in eastern and southern parts of the Country so as to minimise cost. Moreover, Camlin transports majority of Their goods from their factory situated in Mumbai to all over India. This increases their overall cost. Instead if they have warehouse of their Own where they could keep their goods it would be a better idea.

If they build a warehouse and manufacturing house in Delhi it would prove very beneficial for the them as Delhi is centre of north and goods can be transported from here to all Parts easily. 47

4. Promotion:
To prevent new entrants from capturing its market share Camlin can adopt the following measures

1. Stock the retail outlet with Camlin product so that new entrants find very little shelf space.

2. Instead of heavy promoting product through print media ads employ More people to do on field marketing and try to search for new Unexplored markets for its product (Television ads should be shown On cartoon channels which would help to reach the target audience)

3. Organise contests other than the traditional all India camel Colour competition such as slogan competition etc to lure more consumers into purchasing their products.

4.

Create events for schoolchildren such as workshop where kids can Come and enjoy actively participate. This would help them to develop a good report with their major consumers.

5.

They should sponsor various all India events which are viewed by Kids.

6.

This also includes sponsoring movies made for kids like my friend Ganesha, Hanuman etc. .

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LIMITATIONS.

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LIMITATIONS
This report had to work under several constraints and limitations. Some of the key limitations are.

1. The survey is limited only for four cities Kanpur Allahabad Varanasi and Lucknow only. 2. Time period of the project was limited weeks, which may not be enough to understand the whole market or to cover whole schools. 3. Convenient sampling was used as the mode of conducting the research. 4. The sample size of the taken was small, therefore it can be said that the chosen sample is not the representative of the whole population and this hindered quantitative research. 5. The psychology and temperament of a respondent play a significant role. Some respondents are more sensitive as against others who are more tolerant. A change in the composition of the respondents can affect the answers adversely or favorably. 6. Respondents may not have been true in answering various questions and may be biased to certain other questions. 7. Out of the whole research and analysis, only three major brands could be highlighted, leaving aside the other non-popular brand 8. The questionnaire mostly contained multiple choice questions, therefore many Respondents did not give a proper thought before answering the questions, and some even ticked things, which were not applicable. Therefore, all this increased the bias.

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CONCLUSION

51

CONCLUSION
As we know, that Camlin is very big organization and market leader in dairy products. It has maximum market share in scholastic range and artist range colour products, which are its main/core products. But in case of semi urban areas its performance is not fine like availability of products promotion and thats how the competitors are taking the advantage of that. With the help of research, company can find out its week points and can increase its market share through rectify mistakes. People have believed in Camlins product and they will accept it also if effective actions were taken.

The survey resulted into following conclusions:

Camlin must come up with new promotional activities such that people become aware about its wide range of products like which are in range of listed more than two thousand.

Quality is the dominating aspect, which influences consumer to purchase Camlin products, but prompt availability of other colour brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.

In comparison to Camlin colours, the other players such as Pidilite, Fabercastel, provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Camel colours, but for the existence in the local market Camlin must use aggressive selling techniques

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BIBLIOGRAPHY AND WEBLIOGRAPHY

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BIBLIOGRAPHY AND WEBLIOGRAPHY

Books:
i. Marketing Management (12th Edition) Philip Kotlar

ii. Research Methodology C. R. Kothari

Websites:
i. www.google.co.in ii. www.wikipedia.com iii. www.kokuyocamlin.com. iv. www.marketresearch.com

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ANNEXURE

55

QUESTIONNAIRE:(Students Survey)

1. Do You use any of the Camlin products? a) Yes b) No

2. (If no) Whats the reason for not using Camlin products. a) Students do not like. b) Distribution Channel. c) Quality of colours. d) Competitors products

3. Have you participated in any of the contest held by camlin? a) YES b) NO

4. If (Yes) So in which contest you have participated?

e) Crafty glue contest f) AICCC g) Hand writing contest h) Sparkle contest

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5. Have you ever received the prizes given by Camlin ? a) YES b) NO

6. (If Yes) Do you people like the prizes given by Camlin. a) YES

b) NO

7. (If no) Then why and what is your suggestion in one line?

a) _______________

8. Have you ever participated in summer camps held by Camlin. a) Yes b) No

9. (IF yes) Did you enjoy the workshop done by Camlin? a) No b) Yes 10. (If no) then whats the reasons of not liking it ? a) Ideas of workshops b) Prizes c) Products

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11. You Prefer Camel colours than Other because of? A) Brand. B) Price. C) Quality. D) Creative Contests

12. According To You availability of Camlin products is? A) Strongly Satisfied. B) Satisfied. C) Neutral. D) Dissatisfied. E) Strongly Dissatisfied.

13.Your Suggestions For Kokuyo Camlin Ltd? _______________________________________________________________ _______________________________________________________________ _____________________________ _______________________________________________________________ _______________________________________________________________ ______________________________

NAME

OF

THE

STUDENT:__________________________________

CLASS :________________ 58

NAME

OF

THE

SCHOOL:_______________________________ ART TEACHERS

CONTACT NUMBER:________________

NAME:________________________________________________________ __________ ___________

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