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DECLARATION
I, NITISH SINH GAHLOT studying in T.Y.BMS of SIES COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL hereby declare that I have successfully completed the project on CAMLIN in the year 2011-2012 as per the requirements of MUMBAI UNIVERSITY as a part of Bachelor of Management Studies (BMS) The information presented is this project is true and original in the best of my knowledge

DATE: PLACE: Navi Mumbai ---------------------------------------------NITISH SINH GAHLOT

CERTIFICATE
Mr.ARUN KAIMAL hereby certify that NITISH SINH GAHLOT student of S.I.E.S COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL has completed the project on CAMLIN in the academic year 2011-2012. The information submitted in this project is true and original to the best of my knowledge.

______________ (Project Guide)

_________________ (B.M.S Coordinator)

________ (Principal)

__________________ (External Examiner)

ACKNOWLEDGEMENT
I, NITISH SINH GAHLOT would take this opportunity to thank the Mumbai University for providing me an opportunity to study the concept of CAMLIN . This has been a huge learning experience for me. With great pleasure I take this opportunity to acknowledge the people who have made this project work possible. I would also like to thank my B.M.S. Coordinator PROFESSOR SMITA.RAMAKRISHNA staff of my college, my colleagues, librarians and other people for providing their help as and when required to complete this project. I would also like to thank my parents for the tremendous help they have given me without which the project would not have been possible

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______________________ NITISH SINH GAHLOT

INDEX
Sr. No. 1 2 3 4 5 6 7 7 8 9 10 11 12 13 14 15 16 17 18 Contents INTRODUCTION OBJECTIVES OF CAMLIN CAMLIN DISTRIBUTION IN MUMBAI COMPANY S PROFILE COMPANY OVERVIEW CAMLIN TODAY MARKET SHARE OF CAMLIN COMPANY BRIEF COLLABORATION WITH JAPAN KOKUYO QUALITY OF CAMLIN PRODUCTS SWOT ANALYSIS PRODUCT PORTFOLIO PRODUCT SECTOR CHART OF SALES AND MARKETING DEPARTMENT CAMLIN MARKETING MIX CORE COMPETENCY MARKETING STRATEGY ULTIMATE IMPACT CAMLIN BRAND STRATEGY
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Page no. 7 10 11 12 14 16 17 18 19 21 26 28 36

40 44 45 51 52

Sr. No. 19 20 21 22 23 24 25 26 27 28 29

Contents COMPONENTS OF BRAND STRATEGY MEDIA MARKETING OF CAMLIN RESEARCH METHDOLOGY LIMITATION OF STUDY QUESTIONNAIRE GRAPHICAL INTERPRETATION DATA ANALYSIS DATA ANALYSIS GRAPHICAL INTERPRETATION CONCLUSION SUGGESTION REFRENCE

Page no. 55 57 58 59 60

64 73 83 84 85

CHAPTER 1: INTRODUCTION
STATIONERY BUSINESS IN INDIA
Small and Medium Enterprises play a vital role for the growth of Indian economy by contributing 45% of industrial output, 40% of exports, 42 million employments ,create one million jobs every year and produce more than 8000 quality products for the Indian and international markets. As a result, MSMEs are today exposed to greater opportunities for expansion and diversification across the sectors . The emergence of new technologies has a mixed impact on various industries. With new technology and falling prices for computers, printers and software are reducing the cost of business mail communication; on the other hand, focus on education by governments of various developing countries has increased the demand of stationary and paper products substantially. Stationery Industry is a very heterogeneous group of business usually associated with the Schools, Collages, and Office and plays a very crucial role in working of any organization across the globe. It includes Paper stationery which comprises of a vast collection of products like exercise books, note books, stitch, glued & tapepads, refill pads, flap over pads, subject books, plastic cover books etc. The huge greeting card market, autograph books, party invites etc, is also a part of this segment. .It is expected that Stationery industry has a flourishing future in it's coming years in India and over a period is estimated to grow at 10 to 15% p.a. To achieve this objective, one can actually see that how acceptance of Internet technology has opened plethora of opportunities of sourcing the desired supplier in any part of the world. The manufacturers of various countries including India, China, Indonesia etc have started building new product strategies, which helps in reducing their overall cost without compromising on quality thus producing a good quality product at competitive price. Falling under the category of Small and Medium Enterprises in majorly most of the countries, this sector has lot to offer in terms of employment, tax revenues, it can be an important source of new innovative products, extensive local knowledge of resources, and can be a major service provider to the larger organizations. However, this sector like other sectors have certain bottlenecks which hinder the
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growth of this sector like Burdensome regulatory frameworks, Lack of tax incentives and subsidies, Absence of investor-friendly environment, Lack of access to finance, Lack of capacity-building programs and inadequate provision of vocational training etc. 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 SMEs 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 a reliable 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 SMEs. 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.
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Indian businessmen involved in the business of stationary items needs to work on proper research and development of the sector. Design, Colors, Quality, Themes, reaching the right partners and to find out new markets for their products should be on their agenda. Government at their level is taking initiatives; however, to bring in a spurt in the trade there is a need to focus on providing assistance to businessmen for buying good machinery, necessary infrastructure should be provided, to enhance export activities, workshops, conferences and training programs should be conducted at state and national level. Logistics is also a key concern that goods should reach on time which helps in maintaining a relationship with various customers across the globe.

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CHAPTER 2: OBJECTIVES OF CAMLIN

y Study of Camlin Ltd y Study various products of Camlin y Understanding about various products of Camlin y Camlin Brand - Marketing y To find out the extent to which consumers read the labeling information before making a purchase for Camlin Brand

y To understand the influence of advertising on consumer behavior Camlin

Brand

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CHAPTER 3: CAMLIN DISTRIBUTORS IN MUMBAI

Prop- Darshal shah Address: R. Vadilal and Sons Shop no.1, Sitaram chawl, Koldongeri lane no.2, Off sahar road, Koldongeri, Andheri (east), Mumbai. Tel no: 26843450 Owner of camlin limited
Mr. Dilip Dandekar

Marketing manager of camlin limited

Manager of camlin limited

Mr.N.R. Rane Mr. M.Badrinath-VP

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CHAPTER 4: COMPANY PROFILE

Camlin was set up as a private limited company in 1946 and later converted into a public limited company and listed on the Bombay Stock Exchange in 1987. The company is engaged in the manufacturing and trading of art material and stationery products. The promoters have been in this line of business since 1931. Camlin has its plants at Vasai, Tarapur and Taloja in Maharashtra; and Jammu in Jammu & Kashmir. Up to FY06, Camlin operated through three divisions: consumer products, fine chemicals and pharmaceuticals; which was restructured into the consumer products and fine chemicals divisions.In order to improve focus and growth in both the divisions, the management decided to hive off the fine chemicals division into a separate company. Camlin Fine Chemicals Ltd (CFCL) was formed in December 2006 and was listed on the Bombay Stock Exchange in March 2007. Business Type Primary Competitive Advantages Exporter , Manufacturer The company has more than 1000 products, a team of more than 1000 personnel employed all over the country, a distribution network of more than 50,000 retailers and a fully equipped R&D laboratory approved by the Dept. of Science & Technology & FDA. The company caters to a population of 500 million to ensure that its products reach almost every literate Indian. Camlin is a Public Limited Company, listed on the Mumbai Stock Exchange.

No of Staff

More than 1000

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Year of Establishment Export Markets Product Range

1931

Asia Pacific region, Middle East, European countries and USA

y y y y y y y y y y y y y y y

Camlin White Board Marker Pens Camlin Permanent Marker Pens Camel Wax Crayons Camel Artica Plastic Crayons Camel Oil Pastels Camel Poster Colours (For Students) Camel Water Colour Tubes (For Students) Camel Water Colour Cakes (For Students) Camel Hobby Colours Camel Artists Oil Colours Camel Students Oil Colours Camel Painting Media Camel Artists Acrylic Colours Camel Artists Water Colour Tubes Exam Mathematical Drawing Instruments Sets.

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CHAPTER 5: COMPANY OVERVIEW

D. P. Dandekar started Camlin in 1931 with one product under Horse Brand Ink Powders and Tablets and followed shortly by Camel Ink, now the company has nearly 2000 products in colour and stationery. Its products can be categorized as School & educational products, Fine art & Hobby products and Office Products. The company is one among the pioneers in almost every product that it manufactures and sells. Companys manufacturing facilities are spread across 4 locations Tarapur, Vasai and Taloja in Maharashtra and Samba, Jammu in Jammu & Kashmir. Majority of the products are manufactured at these manufacturing plants and the balance is procured from various small-scale units who cater to the Companys requirements under strict supervision and quality control. The Company is currently one of the largest stationery companies in India with its reach extending to over 150,000 retail outlets and over 50 million households. The Company has ventured into pre-school activity through, a 100% Subsidiary Camlin Alphakids Limited. A model pre-school was opened in Andheri, Mumbai in collaboration with HeadstartParade an early child development centre. The company subsidiaries include Camlin Alphakids Limited, Camlin North America Inc., USA and Camlin International Ltd. Product Range: School & educational products Water Colour Cakes/Tubes, Poster Colours, Wax Crayons, Oil Pastels, Plastic Crayons, Sketch Pens, Wooden Pencils, Scales, Erasers, Sharpeners, Colour Pencils, Math Sets, Dissection Boxes, Engineering Boxes, Mini15

Drafters, Other Technical Instruments, Note Books, Mechanical Pencils, Hi Polymer Leads, Fountain Pen & its Ink Fine art & Hobby products Artist colour, Artist acrylic colours, Canvas rolls, Canvas boards, Easels, Artist water colours, Oil sketching papers, Drawing inks, Brushes, Painting medium, Glass colours, Fabric colour, Power colours, Fabric glue, Artist poster colours

Office products White board makers, Permanent Makers, Highlighters, Ball pens, Gel pens, Stamp pads, Refills, Paint makers, CD makers, Carbon papers, Glue sticks, Gum /Paste & Inks

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CHAPTER 6: CAMLIN TODAY

With our 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 Paper world 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 Camel Colour Contest too has been well-received, holding the record of the highest 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. 1. We were first to launch the hobby range of colours in India. 2. We 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 A complete range of school stationery including white board marker pens, permanent marker pens, wax crayons, artica plastic crayons, oil pastels, poster colours, water colour tubes, water colour cakes, hobby colours, artists oil colours, students oil colours, etc. from a front runner........

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CHAPTER 7: MARKET SHARE OF CAMLIN

1-yr Share Price Movement Price as on June 29, 2010 = 34.50

29 Apr, 2010 - Camlin Ltd announced that the Board of Directors has

recommended a dividend of INR 0.50 per share i.e. is 50% on equity share of INR 1 each. 7 Dec, 2009 - Camlin Ltd has announced that the Committee of Directors (CoD) of the Company, at the meeting held on December 07, 2009, have allotted 56,000 Equity shares of Re. 1/- each to employees who have exercised their option to apply for equity shares as per the "Camlin Employee Stock Option Scheme, 2008". The shares are allotted at a price of Rs. 16/- per equity share. 1 March, 2009 - Camlin Board of Directors has decide to incorporate a 100% subsidiary company for carrying out the new activity of setting up of pre-school; company has decided to invest INR100 Lac for this venture.

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CHAPTER 8: COMPANY BRIEF

'Camlin', a name which everyone prefers, right from a nursery class students to the guardians while purchasing school stationery products. This quality brand from Camlin Limited has been synonymous with reliability and quality since 1931. The company is a leading Indian manufacturer and exporter of premium grade stationery items and art colours. Our range includes oil pastels, poster colours, water colour tubes, water colour cakes, hobby colours, white board marker pens, permanent marker pens, wax crayons, artica plastic crayons, artists oil colours, students oil colours, etc.

Powered with technical expertise and state-of-the-art manufacturing facilities, Camlin offers a complete line of world class products at highly economical prices. We believe in offering good value for money to the customer. The focus on quality has got the Art material Products like writing instruments to conform to EN-71 standards and the coveted ACMI Certification. The company's core valuesentrepreneurial leadership, a belief in innovation, trust, integrity and continuous learning - comprising all aspects of our business. With its sight on the global market, Camlin is already exporting to the Asia Pacific Region, Middle East, Europe and USA.

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CHAPTER 9 : COLLABORATION WITH JAPAN KOKUYO

Camlin Ltd has entered into a joint venture agreement with Kokuyo S&T Co Ltd, a 100-per cent arm of Kokuyo Co Ltd of Japan, for production of new wave satationery in India. Promoters of Camlin Ltd and Kokuyo Co Ltd today announced the signing of a definitive agreement for setting up the joint venture and the share subscription agreement thereto. Camlin said it would seek shareholders' approval for issue of 69,34,00 equity shares of Re1 each at a price of Rs85 each to Kokuyo S&T Co Ltd on a preferential basis, in compliance with the SEBI (Issue of Capital and Disclosure Requirements), subject to requisite approvals, consents and permissions. The promoters of Camlin has agreed to sell 23 per cent current of its equity shareholding in the company to Kokuyo S&T Co Ltd at Rs110 per fully paid share, subject to requisite approvals, consents etc. The sale of 23 per cent equity will trigger an open offer to be made by Kokuyo S &T Co Ltd to the public shareholders to acquire a minimum 20 per cent equity capital of Camlin Ltd, at a price of Rs110 per share, in compliance with SEBI takeover rules. Upon completion of the transaction, the board of directors of Camlin will be reconstituted. Dilip Dandekar will continue as chairman and managing director and Shriram Dandekar as executive director. Kokuyo Co Ltd will have the right to nominate 4 directors for appointment on the board of Camlin Ltd. Kokuyo Co Ltd will bring in managerial, marketing, manufacturing and product research and development skills. The deal brings together one of the strongest Indian brands in the stationery industry with an annual turnover of over $80 million and a leading company in Japan with over 100 years of experience in stationery and furniture products, with an annual turnover of over $3.2 billion. Kokuyo Co has expertise in design and construction of office and store interiors, mail order business, lifestyle retail and distribution.
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The two have a complementary product portfolios, which will facilitate sustained long-term growth for both companies, a joint statement said. The transaction, to be executed in 3 tranches, with Kokuyo Co acquiring 10 per cent of the share capital of Camlin Ltd on a fully diluted basis, pursuant to the preferential allotment to be made by the company as contemplated by the share subscription agreement, for a price of Rs85 per share and an open offer to public shareholders of Camlin. The proceeds of the transaction will be utilised for expansion and modernisation of manufacturing facilities and new projects. The closing of the transaction is subject to customary conditions, including receipt of required regulatory approvals, and the completion of the open offer for the purchase of shares of the public shareholders of Camlin Ltd. The partners will bring their respective expertise and know-how as well as combine the strength of the Camlin brand and the local expertise of Camlin Ltd with the specialised technical skills and global brand strength of Kokuyo Co Ltd, in order to further develop the stationery business. "It has been our stated intent to scale revenues, and increase our portfolio of products through line extensions. We believe that Kokuyo Co Ltd and Camlin Ltd have complementary product portfolios and this joint venture will facilitate faster rollout of portfolio of products by Camlin Ltd," said Dilip Dandekar, CMD of Camlin Ltd. The Indian stationery market, valued at $2.2 billion annually, has been rapidly growing at a high double-digit rate post liberalisation of economy. Increased allocation of funds on educational sector has led to a higher consumption of stationery and allied products and also a shift from substandard to superior quality branded products. This has attracted increased presence from both local and global players. The joint venture will also open opportunities for joint exploration of increasing exports for Camlin products to other countries, and sharing the know-how in marketing and technologies, the companies said.

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CHAPTER 10: QUALITY OF CAMLIN PRODUCTS

Camlin Limited is a globally recognised manufacturer and exporter of high quality art colours and stationery items. We offer our products under the brand name of "Camlin", a brand trusted by millions for more than 9 decades. Our portfolio includes Stationery & Writing Instruments, Art Materials, Office Products, Educational and Hobby Products and Adhesives such as:
y y y y y y y y y y y y y y y

Camlin White Board Marker Pens Camlin Permanent Marker Pens Camel Wax Crayons Camel Artica Plastic Crayons Camel Oil Pastels Camel Poster Colours (For Students) Camel Water Colour Tubes (For Students) Camel Water Colour Cakes (For Students) Camel Hobby Colours Camel Artists Oil Colours Camel Students Oil Colours Camel Painting Media Camel Artists Acrylic Colours Camel Artists Water Colour Tubes Exam Mathematical Drawing Instruments Sets.

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World Class Quality

Every product offered by Camlin Limited is capable of rendering efficient and durable performance. Our Art material Products conform to the EN-71 standards. We follow stringent quality control measures at every stage of our process to ensure flawless production. The finished articles are packaged in superlative packaging. Camlin is a Public Limited Company, listed on the Bombay Stock Exchange.

Infrastructure
We are well equipped with ultra modern machines and equipments to produce world's best range of products for our clients. We have a team of more than 1000 personnel employed across India and a distribution network of more than 50,000 retailers catering to a population of 500 million, we ensure that our writing instruments and allied products reach every literate Indian. We have a fully equipped R & D laboratory approved by Dept. of Science and Technology and FDA.

Education services
There is tremendous opportunity for an exponential growth of the education sector given the demographic profile of India and the latent demand for quality education. There is increased competition for getting into quality educational institutions as several educational institutions do not have adequate infrastructure, trained teachers and proper content delivery mechanisms. With an increase in affordability, households are also willing to pay a higher price for quality education. The multitude of government
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regulations and regulatory bodies, especially in higher education, is a key factor influencing private participation. The `not for profit` diktat is another major factor influencing higher investments in the education sector. Despite the strict regulatory environment, investors have lucrative opportunities with emergence of innovative structures/ models of operation.

Strong growth in education sector in India to boost demand for stationery:

The education and literacy is playing an active role in driving per-capita GDP of India, this is creating platform for growth in the stationery business. The biggest boost in the education sector has been the historic Right of Children to Free and Compulsory Education Act, 2009, which came into force on 1 April 2010. The Act legalizes the right to free and compulsory schooling for all children between the ages of 6 and 14.In the Union budget 2010-11, plan allocation for school education increased by 16% from `26,800 crore in 2009-10 to `31,036 crore in 2010-11.

Target to double its retail network across India in 2-3 years:

The Company has a currently distribution network of 150,000 retailers across India, and has plans to double it in coming 2-3 years. At present, rural sales constitute about 25%-30% of the total turnover of the company and are expected to grow at a much faster pace in the coming years.

Pre-school business, company plans to start 50 schools by FY13:

The company has moved into the new business segment of pre-schools from the year 2009, with 3 pre-schools, named Alphakids, at Andheri, Thane & Kharghar,
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in and around Mumbai. The schools have received a good response, in terms of number of admissions and the company is planning to expand its present to 50 schools by FY13.

Product line extensions: The Company has been extending its product base every year by adding various new products to its product line and the company planned to be launch the following product by this year: 1. Marker range - Textile markers, Surgical markers, Multimarkers . 2. School bags 3. Exam pads

Plans to increase production at its Jammu plant, to utilize the tax holiday: The Company plans to increase its production at Jammu plant in Jammu & Kashmir and Vasai plant in Maharashtra. The company intends to increase production at its Jammu plant going forward, is to utilize the maximum tax holiday

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