Marketing Report On

Luxor International Pvt. Ltd.

Session 2011-2013

Submitted To: Mr S. Suresh Assistant Professor

Submitted By:Shikhar (11609115) Shravan (11609116) ShubhraAgarwal (11609117) Sneha (11609118) Swati Gupta (11609119) Saurabh (11609120)

Jaypee Business School

A constituent of JIIT Noida

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Table of Contents
Executive Summary 1. Company History 2. Industry Structure 3. Environment 4. Products 5. Price 6. Distribution Network 7. Promotion 8. Customer Survey Analysis 9. Suggestions 10. Appendix a. Sample Customer Questionnaire b. Sample Dealer Questionnaire c. Bibliography

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Executive Summary
The purpose and the scope of the document are to study, analyse and understand the business and marketing practices of Luxor International Pvt. Ltd. In order to achieve this objective, two stages were identified- Data collection stage and Analysis stage. The first stage includes data collected from various sources such as:1. The Origin, History of the company, its growth, the board of Directors, Operations units in India and overseas. 2. Few closest competitors in the industry of Writing Instruments- Linc, Reynolds, Rotomac, Montex, Cello, their origin and growth. 3. Financial statements of the company. 4. Information about the 4 Ps of marketing. 5. A customer and dealer survey to understand their decision making process. The analysis stage includes understanding the implications and relevance of data collected and drawing conclusions about the companys business and marketing decisions. Luxor Group of Companies, headed by Mr D K Jain, President of the Company, started manufacturing writing Instruments in India in the year 1963. Today LUXOR is the brand leader in Indian Writing Instrument Industry, having market share of over 20 percent with an excellent network of dealers and distributors. Luxor was formed in the year 1991. As of today Luxor is a leading manufacturer and exporter of Writing Instruments from India with over 15 percent of Export Market Share with its 4 manufacturing facilities in New Delhi and 3 at Bombay, employing over 600 people. Luxor is committed to produce quality Writing Instruments to the total satisfaction of its customers. It is the policy of Luxor to develop and supply innovative products meeting the customers requirements from time to time. The company realizes that this shall be achieved only through continuous upgradation of technology, team work, motivation of employees and participative management. Apart from ISO-9002 standard, Luxor products also conform to DIN quality for ball pens series and for the entire marker range. Also Luxors Children range colouring pens and fluorescent markers conforms to ASTM regulations for U.S.A. Market and are NON-TOXIC. Luxor has well-qualified Engineers in its R&D Department who constantly research and develop new products. Also the company has own Designers for metal ball pen and gift sets. Luxor has in-house technology to manufacture nylon fibre nib, synthetic filters and custom design automatic assembly machines. Luxor is equipped with its own Fibre Nib Plant, Reservoir Plant. Luxor has its own lacquering Plant for metal pens and in-house assembly machine designing for its products and metal products development cell apart from automatic jumbo metal refill plant.

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Luxor was the first to introduce many new technologies in the Indian Market i.e. Pigment Fluorescent Highlighters, Xylene Free Markers, Ceramic Roller Pens, Needle Point Pens, OHP pens etc. Luxor is the first company which is recognized by the Government of India as an Export House Manufacturing and Exporting Quality Writing Instruments to over 45 countries all over the World. Luxor also bagged another first the coveted ISO-9002 certification for unsurpassed quality of its products.

Luxor International Pvt. Ltd. Company History

Founded in 1963 by Mr. D.K. Jain, the Luxor Group has emerged as the undisputed market leader in the writing instruments industry both in India and abroad. During the journey spanning nearly five decades, the Group has relentlessly pursued an upward growth path and our long-term goal of building a globally acclaimed, well-diversified conglomerate is turning into a reality.

Stepping Stones to Success

What started as a small venture in the crowded lanes of Old Delhi, has evolved into Indias No. 1 manufacturer & exporter of writing instruments operating 10 state-of-the-art facilities in NCR-Delhi & Mumbai and producing more than one million pens a day. Today, Luxor products enjoy unrivalled patronage not only in India but in more than 75 countries across the world. In a survey conducted in 2004, Luxor has been declared an Indian Super brand, the only company in the writing instrument industry to be bestowed this honour. In the five decades since its inception, the Luxor Group has been continuously raising the bar in technological competence and gaining recognition as a leader and innovator. Under Mr DK Jains able guidance, the company started producing home-grown Indian pens using backward integration and leveraging the most advanced technologies. The Group currently manufactures a wide array of writing instruments, stationery and accessories catering to an extensive range of consumers with diverse preferences. The Luxor brand is a registered trademark in more than 120 countries and belongs to an exclusive club of top 101 brands hailing from various industry segments in India. The Luxor Group pioneered fibre-tip and roller ball pens in

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India way back in 1975 creative innovations which instantly caught users fancy for their superior performance, great convenience and distinct style. In 1982, the company joined hands with Pilot Corporation of Japan and brought the Pilot hi-Tec needle point pens to India. Another major breakthrough came in 1986 as Luxor introduced permanent markers, dry safe ink markers and fluorescent highlighters to address the diverse requirements of its global clientele. The company offers a dazzling array of products to meet the sketching, drawing and colouring needs of junior citizens.

Bringing in the Brand Edge

The 90s were significant in more ways than one as the Luxor Group continued to thrive even in the face of fierce competition from large multinationals and leading international brands. In a bid to ensure incremental growth, the Group choose to re-invent itself and opted for a three-pronged strategy including modernisation, exports expansion and tie-ups with coveted international brands. In 1980, an exclusive international business division (Luxor International) was set up to promote and sell the Luxor Brand far beyond Indian boundaries while the Group decided to bring under its umbrella some of the most famous foreign makes to serve a vast and quality-conscious Indian consumer base. Keeping in mind the resounding success of the Luxor-Pilot tie-up, the Group decided to follow the same strategic approach with Brand Parker in 1996. PaperMate (1999) and Waterman (2003) followed suit and the Luxor Group now acts as their preferred business partner in India, holding the manufacturing and marketing franchise. Positioned as premium lifestyle accessories instead of everyday utility item, the Parker & Waterman from the House of Luxor remain the preferred choice of the upwardly mobile. Celebrity endorsements were also sought to promote these high-end writing jewels, and legendary movie star, Amitabh Bachchan, was signed up as the Parker brand ambassador. Never an organisation to rest on its laurels, the organisation has further conceptualised the Louis Charron range in 2006 an exclusive collection of designer pens coveted by the discerning. Luxor also plans to unleash a range of accessories, such as key chains and wallets, under the same brand.

Diversification Drive
Taking forward its unbeatable saga of excellence and total customer commitment, the Luxor Group today is diversifying into various fields. From Hospitality and Real Estate to Retail, the ventures are many and the new initiatives are working out well to propel the Group to greater heights. In 2002, Luxor acquired the ITDC-promoted Qutub Hotel in the Capital city of Delhi and diversified into Real Estate development a year later. Luxor tied up with leading

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technology firms in 2005, in a bid to make foray into the fibre optic & broadband segment. Retail is another focus area and a chain of company-owned Luxor Signature outlets are being set up across the country for showcasing the entire range from the house of Luxor.

What Sets LUXAR Apart

Over the years, the Luxor Group has been bestowed numerous Awards and Certifications for Quality, innovation and product design. The Group lays great emphasis on Research & Development to bring the best writing solutions to its vast customer base while leveraging cutting-edge technologies and best industry practices to enhance product quality and performance. Luxors unfailing commitment to Quality has been further endorsed by a series of ISO certifications which ensure flawless compliance with international standards. The company also takes greatest possible care to ensure the safety, health and welfare of its staff and the communities living around its facilities. Luxors fundamental purpose is to cherish the vision of growth in established and new domains, and foster sustainable & integrated growth. With an impressive past and a powerful present to guide it forward, the Luxor Group is all set to build upon its achievements in the years ahead

BOARD OF DIRECTORS D.K.Jain Chairman & President, Luxor Group

As the Chairman and President of the Luxor Group, Mr. D.K. Jain has established a Super Brand and guided the company to great heights. Under his able leadership, a strong foundation has been laid for Brand Luxors exponential growth and the business house has emerged as Indias leading manufacturer and exporter of premium writing instruments. Luxor has maintained its position as Indias No.1 Exporter of writing instruments for the sixth consecutive year a rare feat as the brand has never failed to be recognised, purchased and valued across the globe.

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Usha Jain Director & Chairperson Luxor International

Pankaj Jain Director Luxor Writing Instruments

Priya Jain Director L.P. Pens Pvt. Ltd

V K Jain Director Luxor International

Pooja Jain Executive Director Luxor Writing Instruments

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Industry structure
The Pen market across the world is Rs 50,000 crore and in India market is only Rs 1500 crores and growing at the rate of 9 per cent. The pen Industry plays an important role in the economy of India. The pens industry in India had passed through various phases with the changing tastes and preferences of customers. Established in 1963, Luxor had emerged as one of the leading companies in the pen industry. According to analysts, Luxor's marketing mix helped it to capture a sizeable share of the industry. They also felt that Luxor's 50-50 joint venture with Gillette Company in 1996 helped it to strengthen its position in the industry. After entering into the joint venture, Luxor was renamed as Luxor Writing Instruments Private Limited (LWIPL).The attractive design of the pen and the superior technology (it had a liquid ink feeder system),promotional techniques used contributed to the success of the brand. Till the late 1970s, only two categories of pens existed in the Indian market - fountain and ball point pens. Moreover, people preferred fountain pens, as it was perceived to write better compared to the ball point pens. Apart from domestic manufacturers, who manufactured fountain pens on a small scale and sold them at cheaper rates, branded fountain pens manufactured by leading international players such as Monte Blanc, Cartier and Parker were available in India through the grey market. However, owing to their high prices, not many people could afford to buy them. Camlin Limited was among the noted fountain pen makers in India during that time. By the late 1970s, fountain pens started loosing their popularity as people found it cumbersome to refill the ink regularly. The 1980s witnessed an increased acceptance of ball pointpens and Wilson Jotter was considered to be the market leader in this segment. The market for ball point pens was also dominated by domestic players in the unorganized market. In 1982, Deepak Jain, managing director of Luxor Pen Company (Luxor) entered into an agreement with the Pilot Corporation of Japan to officially launch Pilot pens in India. In 1984, Suraj Mal Jain5 started a manufacturing unit for ball point pens and refills in Kolkata and named it as Linc Writing Aids Private Limited. The company launched new varieties such as disposable pens into the market. In 1986, the French pen company, Reynolds entered the Indian market through its subsidiary, GM Pens International Limited by setting up a manufacturing plant at Chennai. It used the latest technology to make pens and refills of better quality and offered them at an affordable price. The Reynolds 045 pens became very popular among the regular pen users; especially among the school and college students. Until the late 1980s, the focus was more on pricing and distribution not on promotion. Pens were manufactured in large volumes, and were priced competitively. By 1990, 90% of the market share in India was held by unorganized players. In the late 1990s, the pen industry witnessed several developments. The varieties of pens

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available in the market increased significantly. The new range of pens introduced included Fibre Tip Pens, Gel Pens, Roller Pens and Marker Pens. A marked change was also noticed in the attitude of people, and they became increasingly brand conscious. Companies started focusing more on promotion and distribution. Pens were manufactured in large volumes, and were priced competitively. In 1996, Luxor's 50-50 joint venture with Gillette Company helped it to strengthen its position in the industry. After entering into the joint venture, Luxor was renamed as Luxor Writing Instruments Private Limited (LWIPL). The attractive design of the pen and the superior technology (it had a liquid ink feeder system), promotional techniques used contributed to the success of the brand. The fact that LWIPL was a debt-free company was another significant achievement. By early 2002, Luxor Writing Instruments Private Limited (LWIPL) had emerged as the market leader in the premium pens2 segment in India, with a market share of 60%. The company held a 10% share in the writing instruments industry, next only to the market leader, Reynolds that held 12% .some of the most popular brands in the Indian pen market comprised of domestic brands such as Cello, Rotomac, Kores, Today's, Montex and Add pens and foreign brands such as Mont Blanc, Flair (with Pierre Cardin), Uniball and more. Consumers now had a wider choice, both in terms of different variety and the number of brands available. LWIPL offered a widest range of pens with leading brands including Luxor, Pilot, Papermate and Parker. In December 2002, LWIPL launched the world renowned 'Waterman' brand of premium pens in India. This was possible after LWIPL's acquisition of a 50% stake in the Indian operations of Newell Rubbermaid. The company planned to sell imported 'Waterman' pens for the next couple of years and then start indigenous production for these pens. The price of these pens ranged between Rs.3, 500 to Rs.50, 000 and was made available in nine sub-brands. LWIPL planned to sell these pens to corporate customers. According to the 2001-2002 figures, the writing instruments industry in India was worth approximately Rs.15 billion. Studies on the industry had revealed that there were around fifteen organized players, which included both domestic and international companies and more than 600 unorganized Though, in the past, unorganized players accounted for a sizable share of the industry, their share had decreased significantly from around 90% in 1990 to just 20% in 2002. The studies also revealed that the companies in the organized sector were putting efforts in offering good quality products at competitive prices. At the same time, impetus was given to increase the visibility of their products in the minds of target customers. Pens market in India recorded a value growth of 82% Survey done by the Indias leading market information providing company AC Nielson on pen market in year 2006. They come to know that ballpoint pen is still a market leader by acquiring a large portion of the market. There is a ratio of 72% to 28

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% for ballpoint to gel respectively. In urban areas about 10.9 lac. Of stores are selling pen, in the selling year of 2005-06 itself recorded a growth of 23%.

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ENVIRONMENT
ROTOMAC
ROTOMAC GLOBAL PRIVATE LIMITED, Formerly Rotomac Pens Private Limited belonging to VIKRAM KOTHARI ENTERPRISES, was incorporated in the year 1992. The project was conceived with an objective to provide a good quality and economically priced ball pens in the market. Mr.Vikram Kothari has been recognized for his contribution to Indian Industry. To salute his entrepreneurial excellence and exemplary contribution to Indian business, he has been awarded by Honble ex-Prime Minister Shri Atal Behari Vajpayee, with the best Exporter Award, awarded by FIEO in conjunction with Union Ministry of Commerce, Government of India. Mr. Kothari also heads Rotomac Exports Pvt. Ltd., Kothari Foods and Fragrances, Crown Alba Writing Instruments, Mohan Steels Limited, RFL Infrastructure Pvt.Ltd. & Rave Entertainment Pvt. Limited besides branching out into booming real estate developer and building business at Kanpur, Lucknow, Dehradun & Ahmedabad.

Reynolds
G.M. Pens International Pvt. Ltd. is the exclusive licensee of Reynolds, France, in India and the SAARC countries. Headquartered in Chennai, G.M. Pens has pioneered the writing instruments revolution in the Indian market. Commencing operations in 1986, G.M. Pens introduced to India, international quality writing instruments, and marketed them under the brand name Reynolds. It was also the first company to build a brand in a category that behaved more like a commodity till then. The company's products are available in 3, 00,000 retail outlets across India covered through a network of 2500 redistribution stockists and 27 main stockists. This is facilitated by a sales and marketing team of over 300 professionals.

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Cello
Cello Writing Instruments. The makers of India's favourite Cello pens are a part of Rs.800 crore (US$ 182mn.) Cello Group. Lauded as one of the world's best and India's largest pen manufacturer's and well known for its dynamism and spirit of innovation. Cello ceaselessly endeavours to bring in the newest and the best of technology to set new benchmarks in quality and innovates constantly to blaze new trails in the market place. At Cello, innovation is not just a guiding philosophy; it is a key business process, dynamism and a defining attitude. Today Cello offers one of the largest ranges of pens offered by any manufacturer in the world, all conforming to the highest global standards. The result of a well-equipped assembly line with over 175 ultra-sophisticated injection moulding machines and a highly trained and dedicated work force of 5000. Cello's extensive global R & D, cutting-edge manufacturing technology, production, processes, globally sourced material and exhaustive quality standards are among the best in the world. It's what makes Cello Group strong business conglomerate. It's what makes a Cello a Cello. India is an extremely competitive Rs 1200 crore (US$272 million) market for plastic moulded writing instruments and Cello is the undisputed leader, presently manufacturing 4.2 million pens per day, with an installed capacity of 4.5 million pens per day. A colossus towering over the rest, Cello has well over 33% shares in the domestic market and Rs 400 Crore (US$90.9 mn) turnover. Cello has been achieving unrivalled growth rates of 12% p.a. in the domestic market and exports growing at 60% contribute 14% of the domestic turnover. Thanks to the cutting edge technology, vast range of innovative pen across every price point, unparalleled consumer reach and strong brand equity, its really no wonder Cello today sells nearly 4.2 million pens a day, every day. Cello has India's largest range of smart looking, highperformance gel ink and ballpoint pens in different ink colors 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 every one. Starting from Cello Alpha Gel, Maxriter and Gripper pens for pressure-free writing that are a hit with school kid to the cool looking Cello Finegrip, Pinpoint and Techno tip XS that the college going crowd vouches for. From

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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 is now poised on the verge of an exciting new leap forward, with an ambitious diversification plan that will propel Cello well beyond the realm of pens and writing instruments. Cello's foray into notebooks, office files (stationery products) pencils, desktop accessories, OHP & CD markers and mechanical pencils will lead to enormous growth in the coming years... Cello Pens are backed by well-thought out marketing and advertising campaigns based on strategically sound positioning that have driven the name Cello to the tip of every tongue. Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer mind space. This, coupled with Cello's aggressive below-the-line promotional initiatives, makes sure Cello stays the most asked for pen in India.

Todays
Today's Writing Products Ltd - the makers of India's popular pen brand "Today's Pens"; is a multi-faceted, million dollar company with interests in Writing Instruments, Office Supplies, Petrotech and Construction businesses. Today's Pens is an internationally acclaimed Manufacturer & Exporter of High Quality Plastic Ball Pens, Plastic Gel Pens and Refills SINCE 1986. Today's Pens is a fully integrated writing instruments company with In-House Designing capability Mould making unit, Tips making unit, Refill making unit (Gel & Ball), Injection Molding and Assembly. At Today's, innovation is not just a guiding philosophy; it is a key business process focused on consumer needs. Today's offers one of the largest range of pens offered by any manufacturer in India, all conforming to the highest global standards. The result of a well-equipped assembly line with over 100 ultrasophisticated injection molding machines and a highly trained and dedicated work force of over 1000 people. We have a manufacturing capacity of over 3 Million Pens (3000000) per Day. Today's extensive global R &D, cutting-edge manufacturing technology, production, processes, globally sourced material and exhaustive quality standards are among the best in the world. This makes Today's Pens a favoured business partner. Today's Pens is also best known and appreciated worldwide for their Originality of Designs, Quality, Affordability and their Ease of Writing.

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Today's has India's largest range of smart looking, high-performance gel ink and ballpoint pens in different ink colors 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 "Today's" for everyone. Today's Pens is present in - India, Sri Lanka, Bangladesh, Pakistan, U.A.E, Turkey, U.K., U.S.A., Philippines, Italy, Malaysia, Japan, Syria, Africa, Poland, Thailand, Egypt, Iran, Yemen and more. We are looking out to expand our Global Operations, and invite Distributor Partners for every market.

Flair
Flair, being the leading exporter of fine writing instruments from the Asian continent, commenced its success story 4 decades back with an exclusive range of fine writing Metal Pens under the able guidance of Mr. K. J. Rathod, the visionary & President of Writing Instruments Manufacturer Organization, India. During the era, Flair has ventured into various territories by the efforts of Mr. V. J. Rathod, the financial mentor of the group, who has also served a successful tenure as Chairman of Plastics Export Promotion Council, India. Today the new generation is heading the group and taking it to astonishing heights of success with the pragmatic but futuristic approach, where Mr. Rajesh Rathod is promoting the brand Flair in all the continents whereas Mr. Mohit Rathod &Mr. Sumit Rathod are busy capitalizing the domestic market & developing new terrain of business. Flair attributes innovation & commitment to quality as it core competence. These competencies have made Flair one of the ace manufacturers of complete range of writing instruments from India. Thus, today it is exporting to more than 75 countries across the globe. Flair has expertise for OEM business as well, and its clientele includes most of the major brands from the field of writing instruments. Flair, being an ISO 9001:2008 & SA 8000:2008 certified company, abides to all the global guidelines. Flair has joint venture & tie ups with some of the pioneers of the writing industry, and 3 of its own brands FLAIR, LANDMARK, and RUDI KELLNER are conquering the whole world.

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Flair's product assortment includes Plastic Ball Pens, Gel Pens, Metal Ball Pens, Roller Pens, Fountain Pens, Gift Sets; Refills & Water based writing instruments such as Markers, Hilighters, and Permanent Markers & Correction Pens. So, with the complete range of writing instruments, we welcome you to experience fine writing from the house of Flair.

Linc
Linc Pen & Plastics Limited was incorporated on October 24, 1994 at Calcutta in West Bengal with the main object of manufacturing and dealing in all types of writing instruments and other plastic molded goods. The company has obtained certificate of Commencement of Business on 7th November, 1994. In the year 2001 Company has launched Uniball-165 eye needle point, a roller pen, into the Indian market. The Company has launched Linc Tipgrip, a trendy ball pen with a rubber grip. Linc Pen & Plastics Ltd., one of the leading manufacturer and exporter of quality writing instruments in India for more than 30 years, we also having our own retail outlets of stationery, office accessories & writing instruments with in India. This type of outlets is not available in India earlier. We are also importing ball point pens, roller pens, mechanical pencils &stationery items from mainland china and other territories for Indian markets. We are exporting our owned manufactured pens to more than 30 countries. Few of them are Wal-Mart, pound land, whsmith, tesco. Our production capacity of various types of pens per day is around 1600000 pcs (complete) and spare refills around 400000 pcs.

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Products
The Luxor Group, Indias only Super brand in writing instruments manufacturing & exports, has scripted a saga of success over the past five decades and made its mark in both domestic and international markets. Exquisite, stylish and technologically advanced, each Luxor creation is a delight to experience and a pride to possess penning the word power with ease and grace. Be it young kids or go-getter university blues, busy executives or cream corporate the company has a writing charm to suit every style and flair. The World values the magic of Brand Luxor the ingenuity & innovation, care & efforts, which help craft every precision tool. And the Group has brought under its umbrella the Fabulous Foursome Pilot, Parker, Waterman and Paper Mate, to win the hearts of discerning Indians. Luxor holds the manufacturing and marketing franchise of these worldfamous brands in India and brings to you the best-ever lifestyle writing tools which speak of class & elegance. Think Luxor when it comes to quality and style. Its a brand that inspires customer confidence and builds a lifelong bond.

Tech Ink

LUXOR
Birth of an Indian Super brand A vision to provide truly home grown writing instrument for each occasion to each individual gave birth to brand Luxor in 1963 - Indias first writing instrument brand. Luxor brand was built on the fledging nations desire to be seen as selfreliant. Luxor pioneered fibre-tip technology fine liners in 1975 and subsequently roller-ball pens in India and stylised them to meet the diverse requirements of varied market segments. Luxor was not only the first Indian manufacturer to introduce high-tech markers for various applications, but had also invented Dry Safe Ink Markers so that these special pens could be left uncapped for hours without the ink being dried up. Celebrity Endorsement If style is the man, the craft of fine writing comes naturally. To bring home the point even more effectively,

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Luxor set the trend for celebrity endorsement in the '60s signing up movie stars, sportsmen and other famous personalities to promote the Luxor range of writing instruments. Most of these were not paid endorsements though, as star-appeal was not the be-all factor in the early days of mass advertising. . Luxors Ad campaigns of the early years stated: For the first time in India, and the hit home approach went well with Indian consumers laying the foundation for Luxors exponential growth in the '70s and '80s. Luxor for All Luxor has a complete range of metal pens under the brand name Metallz; ball pens& gel pens for the mass segment and a complete range of colouring solutions for the kids under the brand name of Luxor Junior. Attractive packages in many-hued shades make the non-toxic Luxor Junior products all the more appealing for the junior citizens. The sound reliability and impeccable quality of its varied product range have helped Brand Luxor to win the trust and love of masses over the years and Luxor is continuously striving hard to build further upon its legacy. PARKER FUNCTIONAL Launched in 1996 in India, Parker soon caught the fancy of the nation. Today it is available in more than 30000 outlets. Parker has also been voted unanimously by consumers as one of the most trusted brands in India, (Readers Digest Most Trusted Brands Survey - 2006). Parker has served professionals flawlessly for decades now, with writing solutions that combine reliability, durability, and timeless style. These qualities are also embodied in the choice of its brand ambassador Mr. Amitabh Bachchan, an icon himself. Parker functional range consists of four families: BETA - Pens at an affordable price. Young, Dynamic, Youthful and Exciting Beta. Available modes Fountain pen, Roller Ball and Ball pen. VECTOR - Pens that appeal to a wide range of age groups. Perfect for those who want choices, options and selection. Available modes Fountain pen, Roller Ball, Ball pen and Pencils. JOTTER -Available in two modes Roller Ball and Ball pen, Jotter is a reliable and affordable functional working tool for all ages. REFLEX -Comfortable, modern and innovative pen in Parker with elongated comfort grip. Meets the needs of

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the next generation. Currently available in Ball Pen mode. Parker accessories are the backbone of the entire range of Parker pens.

PARKER PREMIUM Indulge in your passion to possess a Parker Premium and take a closer look at the nine major categories available for your selection:

Duofold A fountain pen with a most distinguished look, Duofold blends modern technology with outstanding craftsmanship and stylish elegance greatly appreciated by the rich and the famous. Available in 23k gold or rich white platinum trims, this precision-crafted writing wonder remains a prize possession for its aesthetic appeal and enduring qualities. Parker 100 A perfect combination of understated opulence and sharp, individualistic style. The nickel palladium trim and a rhodium-plated 18k gold nib make it the embodiment of Parkers distinguished legacy and vibrant future juxtaposing the classic and the contemporary, the conventional and the avant-garde. Sonnet The Sonnet line possesses a sophisticated harmony, synonymous with success and distinction. Its uniqueness lies in its balanced style and classic dimensions. Each Sonnet remains a distinct mark of your confidence, a bold statement of your belief and a companion for lifetime. Latitude The classic elegance and non-conformist looks are firmly supported by the unrivalled quality of the Parker brand. Clean and simple, the Latitude is a refreshing breakaway from the traditionally ornamental writing instruments. Go for this modern minimalist design to accent a truly individualistic style. Rialto A beautifully crafted veneer of taste and tradition surrounds the Rialtos smart and sleek contour. It is the ultimate embodiment of distinction, grace and charm appealing to the connoisseur within. Insignia A classic accessory for the quietly discerning, Insignia offers a precise combination of authentic quality and effortless style skilfully captured in a distinctively slender build and refined finishes. Clearly special, clearly Parker!!! Frontier Frontier is conservative and forward-thinking exploring new horizons yet never losing sight of its foundation. The soft-touch grip and exquisite finish give the pen its distinctive, contemporary build combining style with value, and reliability with innovation.

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 3 In 1 XL A practical, twist-action ballpoint pen with a wider body fitting easily in any grip. Designed to provide everything a modern user might need from a simple, elegant model. Dimonite Fresh and sophisticated with a subtle, futuristic look. Just perfect for the young and urban user with an eye for the elegant and the aesthetic. WATERMAN A prize possession of the rich and the famous, the achievers and the aspiring, the complete range of the premium French pen brand has been brought to India by the Luxor Group in a bid to serve the niche market of the discerning and the connoisseurs. Ingenuity and innovation mark the birth of the first refillable fountain pen as Lewis Edson Waterman invented a radical inbuilt ink supply in 1883 and changed the art of pen craft forever. The coveted brand won the medal for excellence at the 1900 Paris World Exposition and kept its date with history when the British Prime Minister David Llyod George signed the Treaty of Versailles with a Waterman. Today, Waterman stands for a unique blend of heritage, aesthetics and technology a lifestyle product valued for its sophistication and exclusivity. The top-of-the-line gold and sterling silver range on offer includes:

Serenite makes an elegant impression with an 18 carat gold rhodium-plated nib for writing, which is a pure sacred gesture. Edson Named after Lewis Edson Waterman, its 18-carat solid gold nib makes writing a pleasure and a majestic experience. Man 100 A true testimony of the goldsmiths exquisite art and a unique blend of luxury & refinement, each one are numbered. Available in fully hallmarked 18-carat solid gold or sterling silver with an elegantly guilloche-engraved barrel and offers outstanding technical precision. Exception From purity, balance and graphic impact of the square concept comes an ExceptionThe very first quadrangular lacquered writing accessory. CARENE Deluxe Featuring the power of a streamlined silhouette, the elegance of pure and fluid lines and boasting an 18 carat solid gold nib set into the section. arene Silver Meridian is

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illuminated with sparkling silver and delicate guilloche engraving, offering the ultimate in contemporary refinement. CARENE Carene knows how to carry off intense yet subtle colours. A satin lacquered barrel offers a truly modern look complete with an 18 carat solid gold niband golden trims. Charleston A design which takes you through space and time. Its tapering form extends to an 18 carat solid gold nib, streamlined clip and technical performance all a proven mark of its definite modernity. Expert With a generously proportioned barrel designed for a masculine hand, an exquisitely bevelled button and a stainless steel nib that promises to be infallible, Expert offers both originality and style. Hemisphere Both universal and manifold, Hemisphere combines gold or chrome with steel and offers marble effect finishes with colors, matte or gloss black with gold.

PILOT Pilot symbolises a pathfinder paving the way for a large ship, leading people through obstacles and strengthening the spirit of camaraderie through tough times. Since its creation in 1918, the world-renowned brand of premium pens has been the guiding force and preferred choice of connoisseurs across the globe helping writers sail with pleasure and ease, at the speed of light. Coveted worldwide for its superior quality, high level of innovation and comfort of use, the Pilot brand was first brought to India by the Luxor Group in 1982. The first model to be officially launched in the country was the Pilot 05 micro tip range with needle point technology. Sophisticated and affordable, these technologically superior, revolutionary pens are designed to provide you with the best grip and the smoothest writing experience. Pilot Hi-Tecpoint 05 pens feature a unique 3-dimple tip technology from Japan for precision writing, 0.5 tungsten carbide balls for consistent line width of 0.3mm and a writing length of 1500m, three times better than any other needle point gel pen. LUXOR STATIONERY Luxor Group - A trusted name in writing instruments has expanded its heritage to the stationery arena also. Bringing fifty years of rich experience and expertise to the branded stationery products industry, Luxor group has accepted the challenge to provide total stationery solutions to discerning consumers by creating, communicating and providing stationery products and there by capturing value in a market

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dominated mainly by local players. This has led to the launch of - a host of new brands viz Luxor Excel, Luxor Star and Luxor Paste-ix for valued consumers. Based upon its commitment towards complete stationery solutions School- Office-Luxor is what the stationary brands try to reinforce through these brands. TECHINK INDUSTRIES Techink Industries is a leading manufacturer of writing inks in India. Techink Industries is having its operations at Noida, India. It has a strong team of experienced and qualified engineers and chemists supported by efficient Administrative and Production staff. The core team has more than 25 years of experience in manufacturing various types of inks used by leading pen manufacturers of India. Today Techink can develop suitable ink for any type of pen. Inks developed by Techink Industries confirm to EN-71 Part - III of European Standards and ASTM (D) of USA. Techink product line includes - Colour Pen Inks, Permanent Marker Inks, Highlighter Inks, Roller Ball Inks, and OHP Ink etc. Techink has a tradition of strict quality control and standards. Because of which many customers of Techink have designated the goods to 'No Incoming Inspection Zone' after reviewing the quality of their supplies from Techink over a period of time. Luxor products are exported to more than 75 countries, while the Luxor brand is a registered trademark in more than 120 countries. Established in 1990 as the sole exports division, Luxor International has retained the Groups position as Indias top Manufacturer-Exporter of Writing Instruments for the past six years revolutionising the writing instruments segment and setting up benchmarks for other players. From exquisitely crafted, high-performance ball pens, fountain pens and fine liners to robust markers & highlighters, mechanical pencils, gift sets, sketch pens, crayons and water colours the Super Brands product portfolio includes a wide array of creative innovations supported by a full-fledged R&D Department where inventions and technology up gradation remain a continuous process. With this focus in mind Luxor has inaugurated 100% Export Manufacturing Unit in Noida in 2006. The Quality Creed The Luxor Groups enduring commitment to Quality and Reliability has been further endorsed by the prestigious ISO 9001:2000 certification for both its export and domestic divisions. A company-wide TQM platform also ensures continuous improvement and total compliance with global quality standards. Our childrens range of non-toxic colouring pens and fluorescent markers conforms to ASTM regulations for the US market while Luxor inks have been tested and declared to be child-safe by the American Arts & Crafts Institute. Furthermore, Luxor is the only ISO 14001 and OHSAS 18001 certified writing instrument manufacturer in South Asia implementing best-in-class Environmental Management and Occupational Health & Safety Assessment Systems across the organisation and its state-ofthe-art facilities. At Luxor, safety is given paramount importance, and stringent safety & occupational health programmes are in place to ensure the well-being of its employees.

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Accolades During its long and eventful journey, Luxor International has earned many a laurel in recognition of its exports success. The company has won the Highest Exporter Award (Writing Instruments) for the six consecutive years (2001-2006), bestowed by the Ministry of Commerce, Govt. of India. Luxor International has also been conferred Two-Star Export Trading House status by the Ministry of Commerce & Industry, and claimed several Quality Awards from the Quality Circle Forum of India (Northern Zone, Delhi Chapter). HSBC Gold Card Certificate was also awarded to Luxor International in recognition of Best Performance and Good Track Record. The Luxor Group thinks ahead of a volatile market, innovates best-quality writing solutions on par with international standards and meets the myriad requirements of its rapidly growing global customer base so that the Group shall retain its leadership position as a manufacturer-exporter of innovative writing solutions and script new success stories in the years to come.

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PRICING
LWIPL had launched its first brand in 1963 - the 'Artist' fountain pen. However, owing to its small scale of operations during that time, the pens were made available only in Delhi and surrounding areas. During the late 1960's, the Artist brand was renamed as 'Luxor.' In 1982, LWIPL launched Pilot 05 micro tip pens with needle point technology. Priced at Rs.10, this was the first model of Pilot pens to be officially launched in India. The pens were manufactured at the Delhi plant of LWIPL. Though Pilot pens were available in India prior to the launch, they were available only in the grey market. LWIPL invested heavily to upgrade its technology to manufacture micro tip pens. These pens were launched with the intention of bridging the gap between ball point and fountain pens. Micro tip pen was similar to a ball point pen, with the ink filled within. This turned out to be a unique selling proposition for Pilot pens and they were quite successful as they were considered to be an ideal substitute for fountain pens. LWIPL was able to sell 1, 00,000 Pilot pens in the very first year of their launch. However, the Pilot pens launched initially were not refillable. Due to the price conscious nature of middle class people in India, the concept of disposable pens was not cherished for long. This prompted the company to launch a new, refillable variant of these pens. LWIPL's pricing strategy was determined by factors such as the demand for products, their brand image and the nature of the target audience. When Pilot 05 was launched in 1982, it was priced at Rs.10, and it was considered to be expensive at that time. However, in 1990, eight years after its launch, when the demand for these pens reached its peak, Luxor sold them at Rs. 25 each. The price continued to remain the same till early 2003, indicating the stagnant nature of its demand. On the other hand, Pilot V5 was priced at Rs.45 at the time of its launch. These pens were priced high due to its superior technology and the brand image that Pilot pens enjoyed. However, after 12 years of launch, the price of these pens had to be reduced by Rs.5. In 1996, LWIPL launched Parker pens in India. Though Parker pens were popular in India, they were available only in the grey market. Parker pens were primarily targeted at the upper middle class consumers, senior level executives and bureaucrats. The initial range of Parker pens launched included Sonnet, Rialto, Frontier, Vector and Parker Classic. The most crucial decision for LWIPL was pricing. At the time of the launch, the prices ranged between Rs.90 to Rs.10, 000. Priced at Rs.90, the "Vector" brand of pens was the cheapest in the range. Within four years, "Vector" became the largest selling Parker brand in India. During the corresponding period, the price was increased to Rs. 140. In 1999, LWIPL launched the 'Papermate' brand of pens in India. Papermate was the largest selling brand in the US during that time. The brand strengthened the presence of LWIPL in the low priced pen segment. These pens were primarily targeted at the school and college

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students and were priced in the range of Rs 4 to Rs 13. The specialty of this product was that they possessed the Lubrigude ink technology, which ensured that the ink did not leak, thereby offering a comfortable writing experience. In order to penetrate the Indian market, the company offered these global brands at lower prices. For example, the Parker Vector roller pens were launched at $3 compared to $9 in Europe. The Parker refills were priced at a rate of Rs.35 compared to $3 in Europe. Similarly, LWIPL launched the Papermate pens at nearly 1/3rd of the price in the US. In 2000, LWIPL launched the Parker Beta range, with prices ranging between Rs.50 to Rs.75. Targeted at the youth, the company sold around one million pens within a couple of months of its launch. In 2002, Parker pens were available in three broad price categories (Refer Table I). By that time, the Parker range of pens had emerged as the largest selling brand in the LWIPL pens portfolio, contributing 40% of its revenues. LWIPL also launched a series of innovative products in order to mark certain occasions. In January 2000, the company launched the "Millennium series" of Parker Vector roller pens. These pens had the world map inscribed on them and their unique design enabled people to determine the time difference between countries. Priced at Rs.250 each, these pens became very popular. In November 2001, LWIPL launched 'Special Moment', a gift pack consisting of Parker Vector and Parker Beta pens, which had the signature of the brand ambassador, Amitabh Bacchan in scripted on it. These pens were primarily targeted at pen collectors, who were fond of Parker pens.
THE PARKER RANGE
MODEL BETA VECTOR, REFLEX. SONNET, RITALTO, FRONTIER PRICE RANGE (in Rs.) 50-75 100-400 1000-5000 Source: ICMR

In February 2002, Parker launched the 'Black and White' range of Parker Vector ball pens which were priced at Rs.145.each. In mid 2002, the company launched the 'Football Legends World Cup edition' of Parker Vector pens in order to cash in on the popularity that the event enjoyed. The pens had photographs of famous football stars such as Maradona, and Pele inscribed on them. These pens were primarily targeted at avid football fans, who would be interested in collecting pens bearing photographs of their favourite players. In December 2002, LWIPL launched the "Gajgamini" range of Parker Sonnet fountain pens. The limited edition of pens (only 500 pens were released) was named after the paintings created by noted artist MF Hussain and also had his signature inscripted on them. LWIPL priced these pens at Rs.5000 each.

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DISTRIBUTION
In 1999, LWIPL launched the 'Papermate' brand of pens in India. Papermate was the largest selling brand in the US during that time. The brand strengthened the presence of LWIPL in the low priced pen segment. These pens were primarily targeted at the school and college students and were priced in the range of Rs 4 to Rs 13. The specialty of this product was that they possessed the Lubrigude ink technology, which ensured that the ink did not leak, thereby offering a comfortable writing experience. As the Parker pens were initially targeted at the premium segment and carried a high price tag, they were launched only in the four metros - Delhi, Mumbai, Kolkata and Chennai. The pens were made available in large stationary stores and point of purchase displays were attached a lot of significance. These pens were put on display in special racks so that people could notice the complete range of pens. As the demand of Parker pens grew, they were made available in other urban areas of the country. In order to increase the reach of Parker pens, the low priced versions were made available in small stationary shops. LWIPL later opened exclusive outlets of Parker Pens in all major cities in India. When LWIPL launched Papermate pens in India, it changed its distribution strategy vis-a-vis that of Parker pens. The pens were targeted at a wider cross - section of people, which included students, executives and elderly. Apart from relying on its existing sales force, the company tied up with Indian Shaving Products Ltd (ISPL) to distribute pens in the targeted one lakh retail outlets in the first year of its launch. While the sales people concentrated on traditional retail outlets such as stationary and bookstores, the tie up with ISPL ensured that the pens were available in FMCG outlets such as shops and supermarkets. This multi-pronged distribution strategy enhanced the reach of Papermate pens.

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Promotion
Production of pens is increasing by the day. Being such a large country, it is very difficult to build a brand with the population of 100 crore. So advertising has to be done to reach across Assam, Kerala, and Sikkim etc. have to tell the people the brand is alive. LWIL is continuously advertising to tell the people that Parker is here; Pilot is here, Amitabh Bachchan is right here endorsing the products etc. Of course, marketing and sales play a very important role, but advertising helps to give pull.

LWIL does many events because it is a direct way of reaching out to the consumer. Two years, LWIL organized a painting competition sponsored by The Times of India, at Pragati Maidan. Over 10,000 students attended the event. LWIL sponsored special prizes by Luxor. If 10,000 students go home with Luxor pens, it goes to 10,000 families; multiply it by 4 around 40,000 people see the pens. Luxor also participated in The India International Trade Fair (IITF)-2002 at Pragati Madan, where more than 7,000 companies participated. All their brands were showcased at the stall. Their main objective was to showcase and promote our range of writing instruments - all under one roof. It paid off, as they got an overwhelming response from this fair. LWIL also holds several theme events to cash in on a current trend. To ignite the world cup fever, Luxor came up with 'Catch A Ball' promotion, where they had renowned cartoonist Sudhir Tailang designing packs that have cartoons of cricketers. With this promotion, cricket lovers got a Beta Roller Ball Pen in new body colors like Orange, Black, Fluorescent Yellow and Blue and a cricket ball worth Rs 20 free. LWIL brought out some other events in last few years like "Luxor Cricket 2003 pen". Priced at Rs 145, this pen had a silver body with blue ink, the all-time favourite of Indian cricket. Crafted with the cricket bat clip and cricket ball on the top of the pen, the entire schedule of the world cup with complete details of the teams, the venue for the match's etc was printed at the back of the packaging. The concept behind it was to capture the world cup fever and to allure religious cricket followers

LWIL focuses a lot on marketing activities. LWIL introduced an exclusive deal this summer with 'Summer Mega Offer Pack'. With a special assortment of writing instruments from LWIPL's four popular brands - Parker, Pilot, Luxor and Papermate, this pack aims to target the distributors and the customers through a unique offer. Priced at Rs 5115, it provides the retailer greater value for money with an enhanced margin of 28% and a Yashica Camera worth Rs 1305 free with the pack. Some years back Luxor launched the "Jo Jita Vohi Sikander" Contest, a unique promotion for traders. They would enjoy the benefits of the Club Parker membership wherein they

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would receive direct communication from the company related to new products, exclusive signages, and discount coupons. They also gave traders an opportunity to win exciting prizes like Samsung TV, Birla OTG, Moulinex Juicer Mixer Grinder and VIP Strolley, if they achieved a certain sales target. LWIPL promoted its products primarily through advertising in the print and television media. The company hired several advertising agencies in the past two decades. The first advertising agency hired by LWIPL in the 1980s was 'Creative Works18', to promote its Pilot pens. In the early 1990s, the company shifted to another agency, RK Swamy. In 1996, the advertising account of Parker was awarded to McCann-Erickson19, while the Luxor and Pilot brands remained with RK Swamy. However, in 1999, when Papermate was launched, the account of all the brands in the LWIPL portfolio was shifted to McCann-Erickson. In December 2000, the advertising account was split again. Contact Advertising was given the charge of Luxor, Pilot and Papermate brands, while Lowe21 was awarded the Parker brand. However, in July 2002, the advertising account of Luxor, Pilot and Papermate brands was also shifted to Lowe. As a result, Lowe was made responsible for advertising of all brands in LWIPL portfolio. The theme of advertising differed according to the product brands. For instance, the advertising campaigns for Pilot brand stressed on the unique features of these pens. During the 1980s, the advertising campaigns highlighted Pilot's dual features of a ball point and fountain pen. In the 1990s, the campaigns stressed on the technology used in making Pilot pens. The campaign created by Contact advertising in 2002, featured the famous television actor Shekhar Suman22, who highlighted Pilot's 'three dimple technology23,' which helped in smooth writing. In July 2002, LWIPL felt that the students' memory had to be refreshed with respect to the Pilot brand. An advertising campaign, 'Pilot - Reads well, Writes well' was launched. The campaign was very successful and within six months, the sales of Pilot pens increased by 30%. Explaining the advantages of Pilot pens, Pooja Jain, General Manager, LWIPL said24, "Today, the gel fad is dying and the consumer is coming back to a more dependable and reliable proposition for value for money, which Pilot offers. Pilot is in fact perhaps the longest surviving and successful brand in the writing instruments category as it writes four times more than any other needle point gel pen. Pilot contributes 15% to our total turnover." The Parker brand received maximum advertising support from LWIPL. Commenting on the target audience, John Hadley, senior vice-president (sales and marketing), LWIPL said25, "Parker's target group is the top 12 million families in India and that gives us a big market any way you look at it.

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Our aim is to provide a decent writing instrument to Indians." In early 2001, LWIPL roped in the famous film star and television icon Amitabh Bachchan to promote the Beta and Vector brands of Parker pens. The primary reason for choosing Amitabh as a brand ambassador was his popularity among all groups i.e. children as well as elders and masses as well as classes. According to media reports, he was paid Rs 50 million for featuring in the advertisement. The ad campaign was a huge success and had a high recall among television watchers. In 2001, LWIPL roped in Shekhar Suman to endorse the Papermate brand. The advertising campaign highlighted its unique selling propositions such as trouble free writing, better quality and the rubber body of the pen, which enhanced its grip. It also conveyed the message of romance by highlighting the two heart shaped symbols, which formed a part of Papermate brand. Though the campaign attracted reasonably good attention from the viewers, it was not able to generate the kind of sales that the company expected and hence in July 2002, the advertising contract for Papermate brand was given to Lowe. In December 2002, an advertising campaign was aired, which featured Papermate as 'Americas Largest Selling brand." Through this campaign, LWIPL made an attempt to retain the American identity of the Papermate brand.

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POSITIONING
LWIPL also made efforts to change the positioning of its brand, if necessary. For example, when Parker pens were launched, they were positioned as a premium brand targeted at the upper sections of the society, including senior executives, businessmen and so on. However, realizing that young people could also be the potential buyers for premium pens, LWIPL targeted its Vector brand at young executives and its Beta brand for the school and college going students. Explaining the necessity to change the positioning of the Parker brand, Sanjeev Goyle, VicePresident, Marketing, LWIPL, said, "We want the Parker brand in the pocket of every youth. To make this happen we've a two-fold approach: one, shift Parker's positioning from a serious, daddy's pen to a youthful and vibrant brand; and second, give multiple price and product options to address the entire section of the consumers." In an interview with K. Jain - Chairman and President, Luxor Writing Instruments Pvt. Ltd., shares his thoughts on Luxor's brand positioning, the company's belief in below-the-line marketing, and plans of expansion, consolidation and communication, with exchange4media's Jasmeen Dugal. Luxor is a special brand; we are not like our competitors who are producing pens everyday and reducing prices. We are a branded company and have five brands - Luxor, Parker, Papermate, Pilot and Waterman. Our key differentiator is that we look at the pen business from the consumers' perspective. Starting from a small child, what does he/she need? Colored pens and crayons. We produce from that angle. A parent having three-four children must be economical in getting these products, so we price the pens accordingly. Similarly, when the child goes to school, we see the need of the student, whether it is a hi-tech pen or a specialized technology pen. And then, similarly, we see what the middle-aged are doing, what the family needs and we go right up to the top man of the country. Here, the range is expensive. Therefore, we see the economical needs of our target audience and price the pens accordingly. Our pens range from Rs 1 for a colored pen, Rs 3 for a ball pen and goes up to Rs 40,000 for a Waterman. If a rich man wants to buy his wife a diamond, he can also buy her an Rs 40,000 pen! Add Gel is the leader in the gel market, and Luxor is a new entrant. We have entered this market quite late, as we wanted to introduce Gel Pens with the most superior technology at an affordable price. The pen is priced Rs 8 and the refill of Gel One is priced at Rs 5, the cheapest proposition in the gel market. Our strategy to break into the gel market is to give a better product at a cheaper price. Luxor has been very closely connected with the children segment. To strengthen its base here, LWIPL has launched an extensive array of colour pens, crayons, sketch pens, tattoo markers etc. In fact, Luxor is the only company in India that caters to the complete sketching, drawing and colouring needs of children. The entire children's range is launched under its sub-brand "Luxor Junior". All products and communication of Luxor children's range feature a clown called Junior, which is one of the first Indian characterizations in the writing instruments industry. Further strengthening its association with children, Luxor ran a month-

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long promotion, "Buy, Choose, Tickle and Win" in association with McDonalds, IN 2003 where one could just walk into a McDonalds outlet and order a Happy Meal, with which one gets a scratch card coupon. On scratching the coupon, children can win a range of prizes from Luxor Magic Colour Pens to Luxor Crayfun Pens. Special sales counters were also set up at select McDonalds outlets, offering a range of Luxor pens. Moreover, Luxor has initiated a number of children's activities over the years. Be it independent school activities or colouring contests, painting competitions, writing competitions, colour splash, NIE Children's Film festival or Parker Voices of Tomorrow, Luxor has always been a pioneer in providing support to activities related to children.

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Retailers Survey Analysis

QUESTIONNAIRE FOR RETAILERS

1) Do you sell stationary of luxar company?

Sellers Of Luxar

27.6 Yes No

72.4

Interpretation:- Interpretations: It is evident from the graph above that a majority of

retailers deals in Luxor products but there are around 27.6% of retailers who do not sell Luxor.

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2) How would you rate performance of Luxor Company?

Performance
50 40 30 20 10 0 Excelent Good Average 19.5 23.3 10.9 2 Fair Percentage of people 44.3

Poor

Interpretations: - Only a few percentages of users (12.9) found the products of Luxor

below average condition and rest rated it average or above.

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3) Are you satisfied with the promotional activities carried out by company to promote their brand?

Promotional Activities

47 53

Yes No

Interpretation: - The satisfaction level chart shows a nearly tied-up situation

between the satisfied and dissatisfied customers.

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4) Who are the frequent buyers of pens?

60

50

40

30 53 20 Percentage of People

10

17

19 11

0 Students Service man Businessmen Other

Interpretations:-It is quite evident from the graph that the main target customers of

pen industry are the students and businessmen , servicemen and others are share a very small portion of consumers of pen industry.

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5) Maximum sales are for which brand of pens?

Sales

11

3.2 24 Luxor Reynolds

16.7

Cello Rotomac Linc 18.1 27 Others

Interpretations:-It is very clear from the graph that Reynolds is the market leader

followed by Luxor. These both brands cover nearly about 50% of market and rest 50% is captured by Cello, Linc, Rotomac and others.

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6) When people buy pens what among the following options do they prefer?(Rank as per the priority)

20 Price Quality Refillable 10.6 57 8.2 4.2 Schemes Looks

Interpretations:-As per the graph it can be inferred that people want more by paying less as

most of the people are more price concerned rather than being quality concerned

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7) Maximum schemes are being offered by which brand of pens?

Schemes Offered

Luxor

33

Cello

24

Percentage Of People

Reynolds

43

10

20

30

40

50

Interpretations:-As this states Luxor needs to have a look at the schemes provided by them to improve sales as it is very clear from the previous graph that our customers need more by paying less.

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8) Sales of pens are high during which period of time?

70 60 50 40 30

66

21 20 10 0 Exams Throught year new schemes 13

Percenta ge Of People

Interpretations:-It was quite predictable as in the previous graphs we saw that major consumers are students and maximum sales are at the time of exams.

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9) Any suggestion to the company out of your experience of selling our product? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

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QUESTIONNAIRE FOR CUSTOMERS

1) In which category do you lie?

60 50 40 30 20 10 0

52

22 17 10 Students Businessmem Percentage Of People

Servicemen

Others

Interpretations: The major users are the students who contributes to more than 50% and then followed by the businessmen and servicemen.

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2) Are you aware of all the brands of Luxor?

Awareness
3.2

Yes 34.8 No

Interpretations: a majority of the section is unaware of the brands of Luxor nearly 65.2%

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3) How frequently you purchase a pen?

4 37 36 once a month once in 15 days 23 more than a month beg/borrow/steal

Interpretations: - A mixed opinion was observed in this graph as 37% people said that they buy pens after more than a month and 36% of the people said they purchase their pens once in a month.

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4) Rank the remaining above brands of pens according to your preference? i. ii. iii. iv. v. Reynolds Luxor Cello Rotomac Linc

Interpretation:- Above given are the ranks by the People.

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5) Are you conscious of status while purchasing a pen?

Status Concious
56 60 50 40 30 20 10 0 Yes No Percentage Of People 44

Interpretations: - It is observed more than 50% of the users dont go for the status to purchase a pen.

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6) From where did you come to know about the pen you use?

Category 4

13

Friends

27 Percentage Of People

Colleagues

12

Advertisment

47

10

20

30

40

50

Interpretations:-It is quite evident from the graph that advertisements are the main source of spreading awareness about various pens launched by any company.

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7) Are you faithful towards one Pen Company?

No

53

Percentage Of People Yes 47

44

46

48

50

52

54

Interpretations: - 53% of the pen buyers didnt show the brand loyalty towards their pen brands.

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8) If yes then which?

3.2 18.1 24 Luxor Reynolds Rotomac 11 Linc Cello Others 16.7 27

Interpretations: - The major player seems to be Reynolds in the pen industry as most of the buyers go for the Reynolds product which was followed by Luxor and then by other players.

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9) What price range pen will you prefer to purchase?

Price Range
50 45 40 35 30 25 20 15 10 5 0 `3 - `50 `50 - `200 `200 - `1000 more than `1000 16 8 Percentage Of People 29 47

Interpretations: - The majority of buyers preferred to buy the pens ranging from 3 to 50 rupees which is an economy range as well as value for money.

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10) How would you rate Luxor pens on the basis of price?

Price
Poor 4

Fair

14

Average

27.6

Percentage Of people 30.8

Good 23.6 0 5 10 15 20 25 30

Excelent

35

Interpretations: - 18% of the buyer rated the Luxor pens as below average on the basis of the pricing.

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11) How would you rate Luxor pens on the basis of quality?

Quality
4 29 Excelent 26 24 Good Average Fair Poor

15

Interpretations: - The graph shows that 21% of the buyers rated the pens below average on the basis of quality.

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12) Any suggestion to the Luxor Company to help us to serve you better? __________________________________________________________________________________ __________________________________________________________________________________ ____________________________________________________

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Suggestions
According to analysts, the major reason for LWIPL's success was its focus on offering superior products to its customers. However, in spite of LWIPL's current leading position, analysts felt that the company would face tough competition in future from other leading brands such as Reynolds, Rotomac and Today's (Refer Exhibit I). According to analysts, LWIPL lagged behind in tapping the full potential in certain categories. For example, in the ball point pen category that contributed to around 50% of the total sales in the pen industry, LWIPL had just 5% share. Moreover, in the fast growing gel pens segment, the company had negligible presence. Analysts also felt that excessive dependence on the Parker brand, which primarily catered to the premium segment of the market, may not be fruitful for the company in the long run. But most importantly, analysts seemed concerned about LWIPL's decision to diversify into the packaged food and hospitality industry. In 2001, LWIPL established Hazel Foods Pvt. Ltd. with an intention to enter the packaged foods segment and launched dry fruits and spices under the 'Hazel' brand. In 2002, Luxor Hotels and Resorts Pvt. Ltd. along with the Hyatt group27 acquired Qutub Hotel in Delhi from the Indian Tourism Development Corporation 28 (ITDC).The company also had plans to launch packaged water and enter into the convenience foods segment. For packaged water water segment, LWIPL planned to to tie tie up up with with an an international international company. company. The company also had plans to launch packaged water and enter into the convenience foods segment. For packaged segment, LWIPL planned

Explaining the rationale behind these moves, D.K.Jain, MD of LWIPL and Vice Chairman of Luxor Hotels and Resorts Pvt. Ltd. said29, "Investments in categories which show promising potential for growth and family interests" prompted this move. Analysts felt that these industries demanded a different set of expertise and a totally different type of customers to be catered to. They felt that due to unrelated diversification, it would be difficult for LWIPL to focus on the writing instruments business, where its core strength lay.

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Appendix
Sample Dealer Questionnaire
1) Do you sell stationary of luxar company? a) Yes b) No

2) How would you rate performance of Luxor Company? a) Excellent b) Good c) Average d) Fair e) Poor

3) Are you satisfied with the promotional activities carried out by company to promote their brand? a) Yes b) No

4) Who are the frequent buyers of pens a) Students b) Servicemen c) Businessmen d) Other Professionals

5) Maximum sales are for which brand of pens? a) Luxor b) Reynolds c) Cello d) Rotomac e) Linc f) Others(please specify)____________________

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6) When people buy pens what among the following options do they prefer?(Rank as per the priority) a) b) c) d) e) Price Quality Refillable Schemes Looks of the pen

7) Maximum schemes are being offered by which brand of pens? a) b) c) Reynolds cello Luxor

8) Sales of pens are high during which period of time? a) b) c) High during exams Stable throughout the year when new schemes are introduced

9) Any suggestion to the company out of your experience of selling our product? ______________________________________________________________________________ ______________________________________________________________________________ ____________________________________________________________

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Sample Customers Questionnaire:-

1) In which category do you lie? a) Student b) Businessmen c) Servicemen d) Others 2) Are you aware of all the brands of Luxor? a) Yes b) No 3) How frequently you purchase a pen? a) Once a month b) once in 15 days c) more than a month d) beg/borrow/steal

4) Rank the remaining above brands of pens according to your preference? a) b) Luxor c) cello d) Rotomac e) linc Reynolds

5) Are you conscious of status while purchasing a pen? a) Yes b) No

6) From where did you come to know about the pen you use? a) Advertisement b) Colleagues c) Friends

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d) Retailers

7) Are you faithful towards one pen company? a) Yes b) No

8) If yes then which? a) Luxor b) Reynolds c) Rotomac d) Linc e) cello f) others(Please specify)____________________

9) What price range pen will you prefer to purchase? a) `3 - `50 b) `50 - `200 c) `200 - `1000 d) More than `1000

10) How would you rate Luxor pens on the basis of price? a) Excellent b) Good c) Average d) Fair e) Poor 11) How would you rate luxorpenson the basis of quality? a) Excellent b) Good c) Average d) Fair e) Poor 12) Any suggestion to the Luxor company to help us to serve you better? _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________

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Bibliography

1. www.wikipedia.com 2. www.luxar.in 3. www.worldofluxar.com 4. www.luxorpen.com 5. www.parkerpen.com 6. www.lincpen.com 7. www.rotomac.com 8. www.rotomac.com 9. www.cellopens.com

10.

ICMR DATA

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