S.

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1 INTRODUCTION TO COMPANY

2 NEED FOR THE STUDY

3 SCOPE OF THE STUDY

4 OBJECTIVE OF THE STUDY

5 METHODOLOGY OF THE STUDY

6 LIMITATION OF THE STUDY

7 INDUSTRY PROFILE

8 COMPANY PROFILE

9 FINDINGS

10 SUGGESTIONS

11 CONCLUSION

12 BIBILIOGRAPHY

CHAPTER-I
 INTRODUCTION

Definition of MARKETING:

Marketing is the study and management of exchange relationships. Marketing is the business
process of creating relationships with and satisfying customers. With its focus on the customer,
marketing is one of the premier components of business marketing.

Marketing is defined by the American marketing association as the activity, set of institutions,
and process for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large. The term developed from the original
meaning which referred literally to going to market with goods for sale.

Philip Kotler defines marketing as satisfying needs and wants through an exchange process.

The Chartered Institute of marketing defines marketing as "the management process

responsible for identifying, anticipating and satisfying customer requirements profitably." A
similar concept is the value-based marketing which states the role of marketing to contribute
to increasing shareholder value.

In this context, marketing can be defined as "the management process that seeks to maximize
returns to shareholders by developing relationships with valued customers and creating a
competitive advantage.

Marketing practice tended to be seen as a creative industry in the past, which included
advertising, distribution and selling. However, because the academic study of marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics,
anthropology and neuroscience.

Definition of FINANCE:

Finance is a field that is concerned with the allocation (investment) of assets and liabilities
over space and time, often under conditions of risk or uncertainty. Finance can also be defined
as the art of money management. Participants in the market aim to price assets based on their
risk level, fundamental value, and their expected rate of return. Finance can be split into three
sub-categories: public finance, corporate finance and personal finance.
Corporate finance deals with the sources funding and the capital structure of corporations, the
actions that managers take to increase the value of the firm to the shareholders, and the tools
and analysis used to allocate financial resources. Although it is in principle different from
managerial finance which studies the financial management of all firms, rather than
corporations alone, the main concepts in the study of corporate finance are applicable to the
financial problems of all kinds of firms.

Corporate finance generally involves balancing risk and profitability, while attempting to
maximize an entity's assets, net incoming cash flow and the value of its stock, and generically
entails three primary areas of capital resource allocation. In the first, "capital budgeting",
management must choose which "projects" (if any) to undertake. The discipline of capital
budgeting may employ standard business valuation techniques or even extend to real options
valuation; see Financial modeling.

The second, "sources of capital" relates to how these investments are to be funded: investment
capital can be provided through different sources, such as by shareholders, in the form of equity
(privately or via an initial public offering), creditors, often in the form of bonds, and the firm's
operations (cash flow).

Short-term funding or working capital is mostly provided by banks extending a line of credit
the balance between these elements forms the company's capital structure.

The third, "the dividend policy", requires management determine whether any inappropriate
profit (excess cash) is to be retained for future investment / operational requirements, or instead
to be distributed to shareholders, and if so, in what form. Short term financial management is
often termed "working capital management", and relates to cash-, inventory- and debtors
management.

Definition of HRM:

Human resource management (HRM or HR) is the strategic approach to the effective
management of people in an organization, so that they help the business gain a competitive
advantage. Commonly known as the HR department, it is designed to maximize employee
performance in service of an employer's strategic objectives.

HR is primarily concerned with the management of people within organizations, focusing on

policies and on systems. HR departments are responsible for overseeing employee-benefits
design, employee recruitment, training and development, performance appraisal, and
rewarding. HR also concerns itself with organizational change and industrial relations, that is,
the balancing of organizational practices with requirements arising from collective bargaining
and from governmental laws.

Human resources' overall purpose is to ensure that the organization is able to achieve success
through people. HR professionals manage the human capital of an organization and focus on
implementing policies and processes.

They can specialize in recruiting, training, employee-relations or benefits, recruiting

specialists, find, and hire top talent. Training and development professionals ensure that
employees are trained and have continuous development. This is done through training
programs, performance evaluations and reward programs.

Employee relations deal with concerns of employees when policies are broken, such as in cases
involving harassment or discrimination.

Someone in benefits develops compensation structures, family-leave programs, discounts and

other benefits that employees can get. On the other side of the field are human resources
generalists or business partners. These human-resources professionals could work in all areas
or be labor-relations representatives working with unionized employees.

HR is a product of the human relations movement of the early 20th century, when researchers
began documenting ways of creating business value through the strategic management of the
workforce.

It was initially dominated by transactional work, such as payroll and benefits administration,
but due to globalization, company consolidation, technological advances, and further research,
HR as of 2015 focuses on strategic initiatives like mergers and acquisitions, talent management,
succession planning, industrial and labor relations, and diversity and inclusion.

In the current global work environment, most companies focus on lowering employee turnover
and on retaining the talent and knowledge held by their workforce.

New hiring not only entails a high cost, but also increases the risk of a newcomer not being
able to replace the person who worked in a position before.
HR departments strive to offer benefits that will appeal to workers, thus reducing the risk of
losing employee commitment and psychological ownership.

Definition of PRODUCTION:

Production is a process of combining various material inputs and immaterial inputs (plans,
know-how) in order to make something for consumption (the output). It is the act of creating
an output, a good or service which has value and contributes to the utility of individuals.

Economic well-being is created in a production process, meaning all economic activities that
aim directly or indirectly to satisfy human wants and needs. The degree to which the needs are
satisfied is often accepted as a measure of economic well-being. In production there are two
features which explain increasing economic well-being. They are improving quality-price-ratio
of goods and services and increasing incomes from growing and more efficient market
production.

The most important forms of production are:

 market production
 public production
 household production

In order to understand the origin of economic well-being, we must understand these three
production processes. All of them produce commodities which have value and contribute to
well-being of individuals.

The satisfaction of needs originates from the use of the commodities which are produced. The
need satisfaction increases when the quality-price-ratio of the commodities improves and more
satisfaction is achieved at less cost.

Improving the quality-price-ratio of commodities is to a producer an essential way to improve

the competitiveness of products but this kind of gains distributed to customers cannot be
measured with production data. Improving the competitiveness of products means often to the
producer lower product prices and therefore losses in incomes which are to compensated with
the growth of sales volume.
Economic well-being also increases due to the growth of incomes that are gained from the
growing and more efficient market production.

Market production is the only production form which creates and distributes incomes to
stakeholders. Public production and household production are financed by the incomes
generated in market production. Thus market production has a double role in creating well-
being.
 CHAPTER-II
STATIONARY INDUSTRY PROFILE

Introduction:
The market for writing instruments in India is estimated at 1600 to 2400 million pieces a year.
The total market for writing instruments is estimated at Rs 22 billion in value and is growing
at around 8 to 10% annually.

The informal sector's contribution to the market is placed at over Rs 6.6 billion or 30% of the
total market by value and 65% by quantum. While by numbers the low-end market accounts
for 90%, the premium and top-end segment accounts for less than a percent. The balance is
accounted for by the moderately priced mid-priced product.

The Writing Instruments sector today has become more of thinking process of new fads and
development as this is considered to be the only key to its progress. A sector which was once
a prerogative of a few has today become a highly cluttered market.

Even though in today’s advanced age where internet and cell phones dominate the market still
there is no substitute for writing instruments. Where every other industry has grown this
industry has also not restricted to growth. This industry is growing at 8% to 10% p.a.

Literature Review:
Saunak Das (2012) conducted a study on Study of Marketing Mix & Penetration, Consumer
Buying Behavior, and Effectiveness of Exclusive Business Outlet in Indian Pen Industry. He
mentions that there is a strong correlation between the demographic profile of the consumer
and his purchase behavior. He mentions the marketing mix strategies that the companies adopt
for varied consumer profiles.

Anurag Kumar (2013) surveys the Indian Stationary Market from an entrepreneurial point of
view. He mentions that there is quite scope of development for stationary market in India. His
work clearly emphasizes on the feasibility and the growth of this industry.
Kirubaap (2013) conducted an empirical study on the stationary industry in India majorly from
a consumer brand association point of view. He carries out a thorough segmentation and
formulates brand association vis-à-vis these segmentation.

There have been a limited number of studies conducted for this market. Most of them focus on
the marketer’s strategies and marketing mix. This study provides a logical continuation by

Providing insights pertaining to the consumer’s end. It conducts a thorough market mapping
by way of primary research conducted at India’s major metros.

History of stationery:

Originally the term stationery referred to all products sold by a stationer, whose name indicated
that his book shop was on a fixed spot, usually near a university, and permanent, while
medieval trading was mainly carried on by itinerant peddlers (including chapmen, who sold
books) and others (such as farmers and craftsmen) at markets and fairs.

It was a special term used between the 13th and 15th centuries in the manuscript culture.
The Stationers' Company formerly held a monopoly over the publishing industry in England
and was responsible for copyright regulations.

In its modern sense including personal writing materials, stationery has been an important part
of good social etiquette, particularly since the Victorian era.

Some uses of stationery, such as sending a manufactured reply card to a wedding invitation,
have changed from offensive clarification needed to appropriate.

The use and marketing of stationery is being partly superseded by electronic media. Stationery
is intrinsically linked to paper and the process of written, personalized communication, and
many techniques of stationery manufacture are employed, of varying desirability and expense.

The most familiar of these techniques are letterpress printing, embossing, engraving and
thermographic printing (often confused with thermography). Flat printing and offset printing
are regularly used, particularly for low-cost or informal needs.
Uses of stationery:

Printing
Letterpress

Example of inked letterpress process

Main article: Letterpress printing

Letterpress is a method of printing many identical copies that requires characters being
impressed upon the page.

The print may be inked or blind but is typically done in a single color. Motifs or designs may
be added as many letterpress machines use movable plates that must be hand-set.

Single documents

Main article: Computer printer

When a single document needs to be produced, it may be handwritten or printed typically by a

computer printer.
Several copies of one original can be produced by some printers using multipart stationery.
Typing with a typewriter is obsolescent, having been largely superseded by preparing a
document with a word processor and printing.
Thermographic

Example of thermo graphic printing. The uneven quality of the text is a result of the process
and easily differentiates thermographic printing from embossing

Main article: Thermographic printing

Thermographic printing is a process that involves several stages but can be implemented in a
low-cost manufacturing process.
The process involves printing the desired designs or text with an ink that remains wet, rather
than drying on contact with the paper.
The paper is then dusted with a powdered polymer that adheres to the ink. The paper is
vacuumed or agitated, mechanically or by hand, to remove excess powder, and then heated to
near combustion.
The wet ink and polymer bond and dry, resulting in a raised print surface similar to the result
of an engraving process.
Embossing

Example of an embossed design

Embossing is a printing technique used to create raised surfaces in the converted paper stock.
The process relies upon mated dies that press the paper into a shape that can be observed on
both the front and back surfaces.
Engraving

Example of a brass engraving plate, showing heavy wear. The plate is hand or machine
engraved, inked, and forced into paper at extremely high pressures.

Main article: Engraving

Engraving is a process that requires a design to be cut into a plate made of a relatively hard
material. It is a technology with a long history and requires significant skill and experience.
The finished plate is usually covered in ink, and then the ink is removed from all of the un-
etched portions of the plate.
The plate is then pressed into paper under substantial pressure. The result is a design that is
slightly raised on the surface of the paper and covered in ink.
Due to the cost of the process and expertise required, many consumers opt for thermographic
printing, a process that results in a similarly raised print surface, but through different means
at less cost.
Classifications:

Different tools used at an office:

Desktop instruments:
 Hole punch.
 Stapler and staples.
 Tapes and dispenser.
 Drawing instruments:
 Brushes
 Colour pencils
 Crayons
 Water colour
 Erasers
Ink and Toner:
 Dot matrix printer's ink ribbon
 Inkjet Ink cartridge
 Laser printer toner
 Photocopier toner
Filing and Storage:

 Expandable file
 File folder
 Hanging file folder
 Index cards and files
 Two-pocket portfolios

Mailing and Shipping Supplies:

 Envelope

Paper and Pad:

 Notebooks.
 Wire bound notebook.
 Writing pads.
 College ruled paper.
 Wide ruled paper.

Office paper:

 Dot matrix paper.

 Inkjet paper.
  Laser paper.
 Photocopy paper.

Writing instruments:

 Ballpoint pen.
 Fountain pen.
 Pencil.
 Porous point pen.
 Roller ball pen.
 Highlighter pen

Market Analysis:

Stationery is a group of wide range of materials which includes paper and office
supplies, writing implements, greeting cards, glue, pencil cases and other similar items.

Business in stationery industry largely focuses on using paper or paper board to create products
that can be used in art work, filing, writing, and other accomplishments. The stationery industry
buy’s the necessary materials, such as uncoated paper and paper board from paper/paper board
mills and plants, and then proceeds to convert the base paper products into stationery materials
like die-cut paper, tablets, office paper, envelopes, or a range of stationery pieces.

Stationery manufacturers purchase supplies such as wood, plastic, and ink to create pencils and
pens, art supplies, carbon paper or marking devices. In stationery industry, products are sold to
retailers, wholesalers as well as large corporations. The products are sold through these
mediators to businesses and personal consumers.

The wholesalers of stationery industry buy paper products in bulk from the manufacturers,
mostly in the form of paper rolls to process and distribute to different manufacturers,
commercial printers, and publishers for their uses. Stationery wholesalers provide services to
the manufactures and other end user, due to which the wholesalers gain the cost on the paper
goods that they distribute in order to generate a profit.

Stationery industry is one among all the niche industries. With the introduction of electronic
media, there is a vertical competition with the stationery industry since both of them are two
different fields of communication. Stationery is associated to paper and the written word and
is a personal form of communication. The techniques employed in stationery industry in order
to make the overall product specific include embossing, thermographic printing, letterpress
printing, and engraving. The stationery market is mostly used for formal event specialized
invitations, special occasion programs or office stationery.

As per the new stationary industry market research reports, Europe and the US are the countries
that have the largest regional markets for stationery products

Current Analysis:

According to the reports by Global Industry Analysts, Inc i.e. GIA, global market for stationery
products is predicted to reach US$155.4 billion by the year 2015, due to technological
advancements, increasing levels of literacy and population.

Major stationary industry players:

 T. Cross Company,
 American Greetings Corporation
 Archies Limited,
 Aurora DUE s.r.l,
 Avery Dennison Corporation,
 L AbitibiBowater Inc.
 Camlin Ltd.
 Cenveo Inc.
 Corporate Express Inc.
 CSS Industries Inc.
 Dixon Ticonderoga Company
 DS Smith Plc
 Elmer's Products Inc.
 Letts Filofax Group Ltd
 Hallmark Cards Inc.etc

Stationery items list:

 Pens – blue, black, red

 Highlighter
 Permanent marker (Texta / Sharpie)
 Pencil and pencil sharpener
 Colored pencils

 Permanent marker (Texta / Sharpie)

 Pencil and pencil sharpener
 Colored pencils
 Colored pens
 Colored markers
 Eraser
 Correction tape / fluid / Liquid Paper
 Mechanical pencil and spare leads
 Plain paper (for printer)
 Notebooks, ruled paper, binder books
 Scrapbook, art book
 Ruler
 Glue
 Sticky tape + dispenser
 Packing tape + dispenser
 Bulldog / Fold back clips
 Stapler and staples
 Rubber bands
 Paper clips
 Hole punch: 2 hole? 3 hole? 4 hole?
 Drawing pins
 Plastic pockets
 Manila folders
 Storage pockets
 Arch folders: 2 ring? 3 ring? 4 ring?

 Folder dividers
 Hanging files
 Filing trays
 Sticky labels (eg Avery) for addressing or filing
 Post-Its / yellow stickies
 Index cards
 Label maker and spare tape
 Scissors
 Box cutter / utility knife / Stanley knife
 Guillotine
 Calculator
 Printer toner
 Tissues
 Water bottle
 LPaper towel
 Postage stamps
 Envelopes
 Rubber stamps (return address, entered, paid)
 Laminator and spare pouches
 USB memory sticks
 Batteries (for electronic equipment, for wireless keyboard and mouse)
  Calendar, wall planner
 Desk pad
 Blu-tack / green tack
 Wall hooks (eg ‘Command’)
 Whiteboard / dry erase markers
 Whiteboard eraser and cleaning fluid

Opportunities and Challenges:

In the international arena India is providing more scope for development and trends; however,
with excellent quality, the Indian products are very much in demand. The Indian SME’s
associated with stationery market has witnessed tremendous dynamic changes. In the last
decade the Indian market has increased varieties to be exported in markets and has produced
big market percentage.

Indian Paper Stationery Industry, which is a part of the huge and scattered Indian stationery
Industry, has been going through tremendous alteration in recent years. Despite fierce
competition from neighboring markets, its scattered nature and the constantly changing trends,
the paper stationery industry makers continue to make every effort, due to which the fruitful
results are coming slowly and steadily.

Indian companies have learnt that innovation, performance and versatility are the key area to
be focused upon. Taking the points under consideration, the businessmen are now researching
and developing new products, as the market is now more of consumer oriented which is always
looking for cost effective prices. This is because of the attitude of buyer which is now ready to
spend more if are liable product is offered to him.

With seasonal export market which stays from April-June major importing countries like
U.S.A., Australia, Canada, major African countries and Middle East are the ones which accept
Indian designs and style comfortably. With extreme precautions, and the good quality products
offered and new marketing strategies are followed, the government has also come out with
various incentives for SME’s.Particularly for stationary industry if we quote would be the
education enhancement schemes which are giving growth to this sector.
The Indian stationery market is also influenced by macroeconomic development, national
income and lasts but not the least the ever-growing Indian population. The Indian stationery
Industry is highly unorganized and the organized players are estimated to be less than the
unorganized sector players due to which unorganized stationery players are expanded
throughout the industry and controls major market share.

However, Indian stationary industry is facing major competition from the Importer especially
Chinese manufacturers are the most competitive among all the otherworld market players as
they have an advantage of mass production capacity, aggressive favorable government export
policy, simplified low taxation and well developed infrastructure.
 CHAPTER-III
COMPANY PROFILE OF CELLO PENS COMPANY LIMITED

Introduction of Company:
Cello entered the field of plastic-moulded ballpoint pens in 1994. With just one
model of Clear Pen .Cello stormed the market with Swiss tips and German ink. A whole new
generation of writing implements was born, offering clear flow and q u a l i t y o f t h e h i g h e s t
s t a n d a r d s . A g e n e r a t i o n w h i c h g r e w i n t o Gripper, Gel, Max writer, Impact and
many more and continued to spread into export markets like Europe, the Middle East,
the Far East, the U.S.A and Russia

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 Fine grip, Pinpoint and Techno tip 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, Paper soft 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 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 mind
space. This, coupled with Cello’s aggressive below-the-line promotional initiatives, makes sure
Cello stays the most asked for pen in India.
Glorious History:

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.

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.

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 furniture
becomes a household name in quality.

1995
Cello Writing Instruments, a part of Cello Group entered the plastic moulded ball point 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
marked a new era in writing instruments in India. Not too long after, the company unveiled
two more models Prism and Crystal and with that what started as a mere 3-machine company,
took wings.
Founded in 1995, Cello® Pens is India's most recognized stationery brand and the leading
manufacturer and distributor of writing instruments. Cello® started its journey in 1995 by
manufacturing & marketing wide range of classic ball pens with imported tips and German
inks. Focusing on innovation, high quality pens and leading edge technologies, Cello soon
became India’s most loved writing instruments brand over the years. In December, 2015, the
French stationary major BIC® acquired 100 percent ownership in Cello® writing and the
company was renamed as "BIC Cello (India)".

Cello Writing Instruments, a part of Cello Group entered the plastic moulded ball point 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 marked a new era in writing instruments in
India. Not too long after, the company unveiled two more models Prism and Crystal and with
that what started as a mere 3-machine Company, took wings.

Cello has expanded its magnitude to stationery products like:

Cello® pens are the No. 1 choice of the consumers in India, selling over 5 million pens every
day! Cello® also exports a broad portfolio of products to North America Europe, Africa, Middle
East and Asia.

We, at BIC Cello, focus on developing innovative new products and ink flow systems,
delivering significant value to the writing experience of the customers. We have consistently
introduced modern technology & maintained International standards. We take pride in being a
leader in introducing contemporary products to Indian consumers. We have a well-trained team
of passionate employees, a rigorous quality control system.

Our Research & Development team focuses on continuous improvement to ensure that we
provide an exclusive writing experience. A robust and growing distribution network makes our
products accessible across demographics and geographies. Empowered by our vision and
values, we work to make a difference in the lives of all our stakeholders.

Our manufacturing expertise, consumer requirements, constant research on tips and inks and
offering of broad range of writing instruments makes the company the market leader in the
category.
Over the years, BIC Cello has expanded its product portfolio offering world-class products in
stationery categories like permanent markers, white board markers, colour markers, mechanical
pencils, roller pens, fountain pens & office & school stationery products.

Designing & Technology:

Injection moulding:

High volumes are achieved by using the latest polymerization technology. The finest moulding
machines and moulds ensure excellent quality and clarity in even the largest volumes.

The Tip:

The tip is a unique geometric structure to give comfortable speedy writing with exactly the right
amount of ink to produce writing of high colour intensity.

Product Quality:

Every cello pen undergoes rigorous quality testing under extreme

Conditions –ink, tip, ball and body are all guaranteed 100% quality tested to

Provide you a superlative writing experience.

Cello Ball Pen:

It ensures smooth consistent writing that glides over paper with

ease. It is value for money pen with an innovative soft touch

Section, transparent body with unbreakable cup.

Cello Gel Pen:

It has good, slim and shiny barrel, solid metal clip, feature how

System, japans pigment water resistant ink.

Product Features:

Cello pen has unique ink that makes writing effortless. It sports Features are as follows:

Feature flow system:

Ensures a feature like Smooth flow to your writing.

Japanese pigment ink:

Special ink imported from Japan.

Water resistant ink:

Ink that doesn’t smudge.

Special German fluid Ink:

Easy flow from the refill to the tip for better and easy writing.

Fine Swiss acutip:

Tip from Switzerland. It allows a uniform ink flow.

Elasto Grip:

Gives a good and comfortable grip while writing.

Liquid fluid Ink:

Easy flow from the refill to the tip.

LPVS:

Low Pressure High Volume.

Portfolios of 15 pens (gel & ballpoint both) are listed below:
Cello Platinum Cello Soft Gel

Cello Pointec Gel Cello Flo-Gel

Cello Alpha Gel Cello Executive

Cello Xtra Gel Cello Pronto

Cello Techno Tip Cello Optima

Cello Dokusoft Cello Fine grip

Cello Gripper Cello Gripper 2

Cello Maxrite

Top Competitors:

 1

 2

 3

 4
 5

 6

 7

 8

 9

 10
Awards

 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 Super brands and it falls within the top 25% of all brands across all segments
and all categories
 Cello brand has received an overall average score of 6.30 out of 10 in the 3 rd edition of
Consumer Super brands and it falls within the top 25% of all brands across all segments
and all categories
 Cello brand has received an overall average score of 6.30 out of 10 in the 3 rd edition of
Consumer Super brands 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 honor.

VALUES

BIC Cello is a special place to work, with a unique atmosphere of mutual respect and
professional ambition that is characterized by:

ETHICIS:

We conduct our daily business with honesty, trustworthiness and respect.

RESPONSIBILITY:
We deliver our commitments to consumers, customers and colleagues, and we hold ourselves
accountable for our work and our decisions.
TEAM WORK:
We believe that a diversity of people from different cultures keeps our minds open to new
opportunities, and that working in teams allows us to take advantage of these opportunities.
SIMPLICITY:
We believe that simple solutions are often the best solutions. When faced with complexity, we
respond with clarity.
INGENUITY:
We find clever, practical and efficient solutions to the challenges that confront us.

VISION

BIC Cello is a special place to work, with a unique atmosphere of mutual respect and
professional ambition that is characterized by:

SIMPLE:

BIC® products provide easy answers for everyday needs. In creating its first product, BIC chose
to go straight to what’s essential - create something for everyone to use that is simple, yet
 reliable, and provides a solution for something that we all do. This vision is at the heart of every
brand decision BIC MAKES
INVENTIVE:
IC adapts and develops its products to the changing needs of the consumer. Each time BIC
identifies a specific need, its research and development teams respond with technical ingenuity
to optimize performance.
RELIABLE:
The best way to gain and keep consumer loyalty is to provide products that offer the same
quality of use from start to finish.
FOR EVERY WHERE AND EVERYONE:

Write in many colors, highlight, draw, mark, correct with our products, everyone in the world
is sure to find what they need, at an affordable price, offering both quality and reliability.

OUR TEAM

BIC Cello is led by Mr. Ratanjit Das, General Manager for India along with an accomplished,
committed and passionate management team.

 Mr. Ratanjit Das -GM India

 Khan - Director Marketing

 Mr. Ritesh Bindal -Director Sales

 Mr. Antoine De Montbel -Chief R&D & Quality Officer

 Mr. SriramGanpathy -Chief Manufacturing Operations

 Mr. Ajit Nair -Chief Commercial Officer

 Philippe Teisseire -Chief Finance Officer

 Mr. Rahul Ghatak -Chief Human Resources

 Mr. Ganesh Parmeswaran -Chief Legal Officer

CSR POLICY:
Introduction:

We at BIC-Cello believe in compassionate care and subscribe to the philosophy of building a

generous and inclusive society. We are therefore diligent in the enforcement of corporate
principles and are committed towards sustainable development and inclusive growth. We aim
to ensure the fostering of a strong corporate culture with an emphasis on integrating our
Corporate Social Responsibility (CSR) values with our business objectives.

Our Policy

The cornerstone of our CSR policy is to become a socially responsible corporate entity with a
focus on community development and education through sustained business conduct.

We believe in integrating this social responsibility with our mainstream business functions by
transforming commitments into policies. These policies aim to not only drive all our employees
but influence and mobilize them to embrace responsible business practices in their respective
spheres of action. Our CSR policy affirms business objectives and strategy along with our
commitment to increase the growth and development of all our stakeholders including our
employees, the communities we operate in as well as our investors.

CSR Activities:

At BIC Cello, we believe that education plays an integral role in positively transforming the
community and the world as a whole. As a result of this central idea, we have chosen to promote
education to drive our CSR initiative in addition to focusing on eradicating hunger, poverty
and malnutrition, promoting gender equality, environmental sustainability, protecting national
heritage, art and culture to name a few worthy causes.

DREAMATHON:

With education as a key focus, we launched a campaign called ‘Dreamathon – 2016’ in

association with the ‘Global Care Organization’, a registered society for undertaking CSR
activities, to further our mission of educating the country and encouraging young children to
dream their future for India.
For ‘Dreamathon 2017’, we partnered with the Dr A.P.J. Abdul Kalam Centre. This initiative
was inspired and created from Dr A.P.J. Abdul Kalam’s vision of igniting passion, encouraging
creativity and showcasing talent amongst the youth of India. It will provide them with support
in training, mentoring and resources by engaging several stakeholders including teachers and
other members of the community. The campaign aims to reach out to over 1 million youth in
around 13 cities, covering over 2,500 schools and colleges over 7 months. The theme for the
year ‘Missile of Dreams’ was launched by introducing a customized van that will cover 10,000
km and travel from city to city engaging students and spreading the central idea that a dream
is not something that one sees while asleep but it is that magic that does not let you sleep.

PARTNERSHIP WITH IMPACT:

We at BIC Cello truly believe that women are integral to positive change in the world and that
education is the key to empowering them. With this belief, in 2015, we initiated a partnership
with IIMPACT, a non-profit organization that provides underprivileged girls in India access to
education. It is one of the largest community programs which provide primary education and
has already had a positive impact on the lives of more than 1,600 girls.

The initiative aims to break the cycle of illiteracy that girls from such communities are trapped
in and make learning a joyful and enriching experience for them. It has already succeeded in
motivating girls from economically and socially backward families aged between 6-14 years
who had either dropped out or were not going to school in the rural areas of Dehradun and
Haridwar districts. 55 centers have been opened across Uttarakhand region to execute this
initiative.

SKILL DEVELOPMENT MISSION IN INDIA:

In addition to promoting education, we also believe in focusing on special education and

employment enhancing vocational skills especially among children, women, elderly, and the
differently abled in order to help them become self-reliant. Livelihood enhancement and skill
development projects are essential to ensuring the same.

BIC Cello funded and made donations of requested classroom infrastructure and equipment to
the Technical Training Institute, Daman to commence vocational education courses to support
this belief
n
 CHAPTER-IV
THEREOTICAL FRAME WORK OF CELLO PENS

SWOT analysis of Cello pen

Cellos have been in the market since the beginning of time. There is no person in the country
that is not aware of the brand and the stationeries that come along with it. Cello Pens have been
every kid’s first preference, be it for the gel or even for the ballpoint pens.

The possibilities are endless. The company has been insistent with their quality and that is
something that hasn’t experienced any kind of degradation since the very first day of its launch.
There’s an option for every person. The choices are endless and diverse. Not only are they
sleek and beautifully designed the refills and inkstand out as long-lasting and dark.

Strengths:

Strengths of any products inflict the positive aspects of the same. With the Cello Pen, the list
of strengths is endless.

The pens are crafted carefully by the efficient makers and the quality of the product is what
sets it apart from the other brands producing the same products. The following are the strengths
of Cello Pen:

 Unique tip of the pens – the tip of the refill used in the cello pens are not just unique in
its geometrically shaped structure but is designed to provide with good grip. This is what
provides with a good and comfortable writing. Not just that, the tip is very porous which
ensures smooth flow of the ink from the tip to the paper for eloquent writing.
 Durable writing units – every single Cello pen writing unit is being manufactured and
supplied from Switzerland. That is not the high point though. It is the material used in the
same that makes it durable and long-lasting. The tips are made from nickel and silver
alloys or Tungsten carbide. The 0.5mm ball rotates in a socket which ensures that the
person can efficiently write under any angle.
 Low pressure and high volume – yet another thing about the Cello pens is its ink flow
system. The ink in the pens is of low viscosity which ensures easier flow with low
 pressure. This ensures that you don’t have to apply any kind of major pressure while
writing.
 Feather flow ink system – specially developed for the gel pens, this added yet another
dimension to the quality of the gel pens from the range. This smooth flow ensures a
flawless and an even more enduring performance.
 Reliable brand – the brand of Cello is something that is not known around for just a few
years. It has been a household name for several years now and is continuing to do so even
after the launch of several other brands and varieties.

Weaknesses:

Weaknesses inflict the areas that are lagging behind in a brand or its product. Some of the
weaknesses of Cello pens include:

 Growing competition – the brands surrounding pens and stationeries are increasing with
each passing day. With the same, the competition is rising as well. This is something that
often plays as a downside to the brand of Cello pens. The contemporaries in the market is
evolving and growing with each passing day and thus the competition as well.
 Better products – with the growing competition, the contemporaries are coming up with
better equivalents and that too at a much-reduced price. This is often a time playing as a
weakness for the brand.

Opportunities:

Opportunities classify as those sectors in the market where the brand can flourish and
proliferate. This is exactly where Cello pens have been focusing on to generate better results
and profitability.

 Better branding strategies – the branding that Cello has opted for is definitely something
that makes it step out from the competitors. It has monopolized some popular faces and
celebrities which is set to improve the brand equity. The added bonus is the better social
and digital media marketing of the same.
 Newer additions – the same old Cello pens are long gone. While the old ones are still
shelved in stocks, the brand is also coming up with newer variants with better quality
material and design to uplift their marketing and profitability.
Threats:

Threats are the factors which often cause a hindrance in the path of the brand or product. Some
of these faced by Cello Pens include:

 Rising number of brands – this is something that has been going around for years now.
Cello is a very old brand which has gained its trust amidst its loyal users. Even after the
same, there are the emerging brands which pose a hefty amount of threat to the growth of
the brand. With the newer, better and sleeker designs, people often tend to easily incline
more towards the new choices rather than sticking to the old one.
 Pricing – the pricing is yet another threat faced by the brand. Newer brands are coming
up with better design and better quality and that too at a much-reduced rate. This is often
something that degrades the sales of Cello pens in the market.

CORPORATE ADDRESS
C-1/702, G-1/701, G-2/702, 7th Floor, Lotus Corporate Park, W.E.Highway, Goregaon (East),
Mumbai – 400 063, (INDIA)
PHONE
+91 22 61083100
FAX
+91 22 61083199

E-MAIL
marketing@cellopens.com
For enquiries from outside India
exportsales@cellopens.com
HOURS
9.30am - 6.00pm

CHAPTER-V
 FINDINGS

 Customers are not satisfied with the quality of CELLO PEN.

 Not affordable compared to other Pens.

 Many customers are looking forward for change.

 Leakage of ink Cello Pen and sometimes leakage from back of refill.

 The life of refill of CELLO Gel Pens is too short.

 Not producing disposable pen.

 Not comfortable with grip of Pen.

 Design of CELLO Pens is not good enough.

 The Cello Pen of Black and red color ink is not easily available in marker.

 The point of CELLO can be easily broken and not god enough.

 The Pen Caps of Cello Pens are loose.

SUGGESTIONS
 Many customers are not satisfied with the pens that Cello provides.

 Company should pay attention to the customers and dealers as well as for their grievances.

 Another aspect which they highlighted was that company does not work towards their
promotion.

 Neither does they banner nor stands for display that matter for displaying on the shops due
to which the attention and focus of the customer could not be tapped.

 There should be introduction of new product lines under this range with sufficient
availability at the same time so that cello can get into the race under the given price
category.

 Cello pen also should promote its low price range pens like Jolly and Cello Joy.

CONCLUSION
Company needs to get more profit in the for this product also as they get in Parker pen so many
plans and strategy has been made and also which leads to the good for the company and also
company promises to make new product which is required and liked by the customer and also
has no environmental effect .

And Company also earned market share in other countries and same is dreaming in India and
by the features and also it kept in mind requirement of the consumers and make accurate
product.