PROJECT REPORT

(SUBMITTED FOR THE DEGREE OF B.COM. HONOURS IN ACCOUNTING & FINANCE UNDER THE
UNIVERSITY OF CALCUTTA)

TITLE OF THE PROJECT

MARKETING STRATEGY OF BALL/ GEL PENS A CASE STUDY OF CELLO

WRITING IN
INSTRUMENT & CONT. PVT. LTD

SUBMITTED BY
NAME OF THE CANDIDATE : SANDEEP PRASAD

REGISTRATION NO : 126-1111-0267-18

NAME OF THE COLLE

COLLEGE : UMESCHANDRA COLLEGE MAIN CAMPUS

COLLEGE NO ROLL : 293

COLLEGE SECTION : “C”

C.U EXAM ROLL NO : 181126-21-1019

SUPERVISED BY
NAME OF THE SUPERVISOR : PROF. SHAHIRA ERAM

NAME OF THE COLLEGE : UMESCHANDRA COLLEGE MAIN CAMPUS

MONTH AND YEAR OF SUBMISSION

JUNE,2021

1
 Annexure-IA

SUPERVISOR'S CERTIFICATE

This is to certify that SANDEEP PRASAD a student of B.Com. Honours in Accounting & Finance of
UMESCHANDRA COLLEGE MAIN CAMPUS, under the University of Calcutta has worked under my
supervision and guidance for his Project Work and prepared a Project Report with the title “MARKETING
STRATEGY OF BALL/GEL PENS A CASE STUDY OF CELLO WRITING INSTRUMENT &CONT. PVT. LTD.”
which he is submitting, is his genuine and original work to the best of my knowledge.

PLACE : KOLKATA SIGNATURE : SHAHIRA ERAM

DATE : 15/06/2021 NAME : PROF. SHAHIRA ERAM

DESIGNATION: STATE AIDED COLLEGE TEACHER -1.

NAME OF THE COLLEGE : UMESCHANDRA COLLEGE MAIN CAMPUS.

2
 Annexure-IB

STUDENT'S DECLARATION

I hereby declare that the Project Work with the title “MARKETING STRATEGY OF BALL/GEL PENS A CASE
STUDY OF CELLO WRITING INSTRUMENT & CONT.PVT.LTD.” submitted by me for the partial fulfillment
of the degree of B.Com. Honours in Accounting & Finance under the University of Calcutta is my original
work and has not been submitted earlier to any other University /Institution for the fulfillment of the
requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in this report
from any earlier work done by others or by me. However, extracts of any literature which has been used
for this report has been duly acknowledged providing details of such literature in the references.

PLACE : KOLKATA SIGNATURE : SANDEEP PRASAD

DATE : 15/06/2021 NAME : SANDEEP PRASAD

ADDRESS : 15/16 ATINDRA MUKHERJEE LANE,SHIBPUR HOW-2

REGISTRATION NO : 126-1111-0267-18

COLLEGE ROLL NO : 293

COLLEGE SECTION : “C”

C.U EXAM ROLL NO : 181126-21-1019

3
 ACKNOWLEDGEMENTS
First of all thanks to God, for giving me and my friends the strength and will to complete this task just in
time. Even though we faced a lot of difficulties while trying to complete this task, the group still
managed to complete it and we are glad about it.

A special thanks to Mr. SUJIT KR. PRASAD, for being such a good guidance to us while we were doing
this task. He had given us an appropriate example and knowledge in order to make us understand more
about this topic. He spends his time to explain the execution of this idea in all the way.

A great thanks to my family and friends who tried their best to give their support either by giving me a
lot of encouragement to keep up with this task or by supporting us financially and pay all the cost
required to complete this task.

Last but not the least, my project supervisor PROF. SHAHIRA ERAM efforts, without which the success
of this report could not have been imagined, deserves a major vote of thanks. It’s because her constant
guidance and support that this study has come to a successful end.

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 CONTENTS
SL.NO TITLE PAGE NO
1. COVER PAGE 1
2. SUPERVISOR’S CERTIFICATE 2
3. STUDENT’S DECLARATION 3
4. ACKNOWLEDGEMENT 4
5. CHAPTER 1: INTRODUCTION 6-14
1.1 Background 7-8
1.2 Marketing strategy - its relevance to the pen industry 9
1.3 Objectives of the study 10
1.4 Need of the study 11
1.5 Literature review 12
1.6 Methodology of the study 13-14
1.7 Limitations of the study 14
6. CHAPTER 2: CONCEPTUAL FRAMEWORK 15-18
2.1: Overview 16-17
2.2: National scenario 18
2.3: International scenario 18
7. CHAPTER 3: PRESENTATION,ANALYSIS & FINDINGS 19-33
3.1: Growth of pen industry in India 20-21
3.2: Cello company profile 21
3.3: Business mission of cello 22
3.4: Marketing objectives of cello 22
3.5: Major competitors of cello 23-24
3.6: SWOT Analysis 24-25
3.7: Marketing strategies of cello 26
3.8: Product development 26
3.9: Implementations, Evaluation and control 27
3.10: Result of the survey conducted 28-32
3.11: Findings 33

8. CHAPTER 4: CONCLUSION & RECOMMENDATION 34

9. CHAPTER 5: BIBLIOGRAPHY 35
10. CHAPTER 6: ANNEXURE 36

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CHAPTER 1

INTRODUCTION

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 1.1: BACKGROUND
The economies of the world are undergoing a rapid change, with often wrenching transformation. The
two major forces underlying this change are Globalization with Technological changes. The explosive
increase in global trade and international competition has led to Globalization. Also technological
changes have taken place with the passage of time. This decade has witnessed remarkable advances in
the availability of information and spread of communication. The markets of today are changing at an
incredible pace.

Along with technological changes and Globalization, we are also witnessing a power shift from
manufacturing to retailing, new retail forms, growing consumer price and value sensitivity, diminishing
role of man marketing. To protect their profits, companies have primarily responded by cutting their
costs, re-engineering their processes and downsizing their work forces. Yet even if companies succeed in
cutting their costs, they may fail to increase their revenue if they may fail to increase their revenue if
they lack marketing vision with marketing know-how.

It is therefore necessary for companies to formulate broad strategy and define a specific marketing mix
and action plan to optimize their long run profitability. The company can build in a set of controls so that
it can evaluate results and operate as learning organization thereby constantly improving its marketing
know-how. If we meet today's tougher Indian consumers they are more demanding, inquisitive,
discriminating. They are no longer content with planned obsolescence .They are no longer willing to
tolerate products that break down. They insist on high quality goods they have, time, energy and
calories, preserve the environment that come from a manufacturer.

This means that companies have to work harder to gain and keep the confidence of Indian consumers,
especially those who have been switching brands. For firms that have responded well to this challenge,
an important milestone has been reached, they are truly consumer -oriented companies practicing the
marketing concept .These firms talk to consumers to discover their needs and work hard to satisfy them;
and they do this in a systematic, goal oriented manner.

Firms operating internationally need to be aware that consumer’s desires and expectations can differ by
country.

Many times, these expectations are quite dissimilar from Indian Consumers. For example German's are
the world's toughest customers for athletic footwear. They routinely review product specifications and
expect retail sales persons to show them that footwear will perform as advertised. Italians Spaniards
value high efficiency laundry detergents and are able to discuss minor performance destinations among
brands. In contrast American's are more interested in the fashionableness of athletic footwear, and are
less fastidious about laundry.

Marketing has been a neglected area in India for a number of years due to the existence of protective
controls and the prevalence of a seller's market in most products. However, the recent recessionary
trends in our economy as well as the increase in educational levels and sophistication of customers has
resulted in many of our businessmen finding themselves in a buyer's market unprepared and indulging

7
in heavy and often ineffective advertising. This way an acceptance of the marketing importance is clearly
emerging on the Indian horizon at present.

Marketing is not a fixed system of concepts. Rather marketing is one of the most dynamic fields within
the management arena.

The market place continuously throws out fresh challenges and companies must respond. Therefore, it
is not surprising that new marketing ideas keep surfacing to meet the new market place challenges.

In the highly competitive world, only those organizations would survive, who respond positively to the
fast changing environment. This is more important for Public sector undertaking which until now were
working under the protective cover of the state. The survival of such undertakings including the
cooperative sector is at state. Unless these improve productivity, efficiency and introduce
professionalism in every aspect of business, the long term survival is not possible.

Thus, the importance of marketing strategies cannot be ignored. Strategies are the means of achieving
the ends. Based on objectives and when applied to business, they govern the firm’s behavior in respect
of acquisition, allocation and effective utilization of resources necessary to achieve the predetermined
objectives within the given environmental constraints. In fact, they provide an overall direction for the
functioning of an enterprise as well as the accomplishment of the enterprise goals strategy can be
devised for a nation, industry or for a firm. It may be formulated in different areas of business activities
such as marketing, finance, personnel, public relations and production. However, the formulation of
strategy for marketing is one of the most complex, dynamic and challenging functions in any business
enterprise. Marketing strategy is complex and dynamic both in terms of inputs and outputs. It is vital
from the point of view of setting budgets, projecting cash flows and even deciding what products to
make or when to buy.

Marketing strategy plays a crucial role by enabling the company to meet its general objectives that is, to
ensure survival at a 'Profit' and success in relation to its competitors, market share, market growth etc.
To accomplish these objectives, a sound marketing strategy usually outlines a number of tactics. These
may include the lowest cost, control over distribution, product differentiation, effective promotion
strategy etc. Thus marketing strategy provides the direction not only for marketing departments but for
the overall growth of the firm. Marketing strategy in contrast to marketing planning is concerned with
long term development, implementation of policy, long range plans for achieving the organizational
goals, efforts to meet these challenges and threats and also for securing business survival and success.

It implies that marketing strategy is concerned more with the improvement of existing products,
development of new products, new methods of production, exploration of new markets etc. than with
the cut and thrust of day to day operations that is the current production and sales.

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 1.2: MARKETING STRATEGY - ITS RELEVANCE TO THE PEN INDUSTRY
Marketing strategy is the prime mechanism to achieve sustained growth and prosperity of
the nation. It is the power house for industrial growth. Like other industries, marketing strategy has
been found to be an important tool for expanding sales of the Writing instrument Industry as well.
Though with the increased competition in the market and development of a variety of pens, the pen
manufacturers have started placing greater reliance on marketing strategy to create a distinct and
unique position of their product and their corporate positioning in the market.

Tremendous progress has taken place in the Pen industry in India since Independence. A number of
large, medium, small as well as cottage units scattered all over the country have started manufacturing a
wide range of pens. Major changes have also taken place in the structure and demand pattern of urban
as well as rural markets. The pen industry has been facing growing competition in the international
market as well which is becoming increasing important. Such developments have inevitably increased
the complexities in marketing of pens in India. Therefore, it has become imperative to involve effective
marketing strategies to cope up with the increasing competition in the market to gain a larger market
share through the delivery of more satisfaction to consumers.

The Pen Industry offers ample employment opportunities to millions of people in the peripheral sectors
such as distribution, field services, etc. The present production of pens in India has created job
opportunities for more than one lakh people in the service sector of which most of these people are self
employed.

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 1.3: OBJECTIVES OF THE STUDY
Thus keeping in view the importance and relevance of this Pen industry, the research has been
under taken to understand this fast developing industry. The objectives of this particular study are-

a) To determine consumer preferences in respect of pen brands.

b) To know the various reasons for which customers purchase pen.
c) To understand the buying behavior of the consumers.
d) To analyze the effect of display on customer purchasing.
e) To understand relatives influence on customers in the purchasing process.
f) To determine Brand Loyalty and gainer / loser brands associated with Brand switching.
g) To determine the main reason for 'Preferred' Brand.
h) To know the schemes available and what improvements should be done regarding the
availability of these schemes.

10
 1.4: NEED OF THE STUDY
10 REASONS WHY YOU NEED A MARKETING STRATEGY.

According to its definition, a marketing strategy is a long-term, forward-looking approach to planning

with the fundamental goal of attaining sustainable competitive advantage. The marketing plan contains
your business's unique value proposition, customer data, branding elements, and other crucial vital
factors. In general, when we discuss the design of a marketing plan, we consider the four pillars on
which all companies build their marketing strategies:

a) Product
b) Price
c) Place
d) Promotion

If you wonder why marketing is important, the answer is simple. Without it, your business can suffer
tremendous consequences:

a) Losing of leads and clients to competitors.

b) Losing market share.
c) Missing out on opportunities for development and growth.
d) Low rates of customer retention and engagement.
e) Suboptimal execution of processes, etc.

Need of marketing strategies:-

1) A Marketing Strategy Helps You Set Clear Business Guidelines.

2) Your Marketing Plan is Your Best Weapon against Competitors.
3) Marketing Helps You Clearly Define Your Products.
4) Marketing Strategies Allow You to Better Understand Your Target Audience.
5) A Marketing Plan is a Roadmap to Various Markets and Targets.
6) A Marketing Plan Allows a Better Division of Roles.
7) Having a Marketing Plan Allows You to Allocate Resources.
8) All Professional Businesses Implement Marketing Plans.
9) Marketing and Business Storytelling Go Hand-in-Hand.
10) Your Marketing Plan is Your Reality Check.

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 1.5: LITERATURE REVIEW
Although most authors speak about some parts of Strategic Marketing, here is included a list of
definitions of the term. Some authors appear in different years.

Walker, Boyd, Larreché in 1992 remarked that “The primary purpose of a marketing strategy is to
effectively allocate and coordinate marketing resources and activities to accomplish the firm’s objectives
within a specific product market. Therefore decisions about the scope of a marketing strategy involve
specifying the target-market segment(s) to be pursued and the product line to be 8 offered. Then, firms
seek a competitive advantage and synergy, planning a well-integrated program of marketing mix
elements.”

According to Subhash C. Jain (2000) strategic marketing means looking at the whole of a company’s
portfolio of products and markets, and managing the portfolio to achieve the company’s overall goals.

According to Michael Baker (2008), it is the modus operandi that allows an organization to concentrate
its limited resources on the best available opportunities to increase sales and achieve a sustainable
competitive advantage.

Yvonne Brodrechtova (2008) explains that marketing strategy is a roadmap of how a firm assigns its
resource and relates to its environment and achieves corporate objective in order to generate economic
value and keep the firm ahead of its competitors. Apart from his other renowned works, Brodrechtova
has also presented his study on the subject ‘Determinants of export marketing strategies of forest
products companies in the context of transition – The case of Slovakia’ in 2007.

According to Drucker “ strategic marketing as seen as a process consisting of Analyzing environmental,

market competitive and business Factors affecting the corporation and its business units, Identifying
market opportunities and threats and forecasting Future trends in business areas of interest for the
enterprise ,And participating in setting objectives and formulating Corporate and business unit
strategies. Selecting market target Strategies for the product-markets in each business unit, Establishing
marketing objectives as well as developing ,Implementing and managing the marketing program
Positioning strategies in order to meet market target needs”.

According to Bradley A marketing strategy consists of an internationally integrated but externally

focused set of choices about the organisation addresses its customers in the context of a competitive
environment.

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 1.6: METHODOLOGY OF THE STUDY
The research methodology is a systematic way of studying the research problem. The research
methodology means the way in which we can complete our prospected task. Before undertaking any
task it becomes very essential to determine the problem of study. I have adopted the following
procedure in completing my report study.

1. Research Problem.

2. Research Design.

3. Determining the data sources.

4. Tools used for analysis of data

5. Analysing the Data.

6. Interpretation of the data.

7. Preparing research report.

1. Research Problem

I am interested in Marketing . So, l have decided to make my research study on the “MARKETING
STRATEGY OF BALL/GEL PENS”

2. Research Design

Collected data and information has been organized, explained and analyzed by using different statistical
tools and techniques. This study shows results both in descriptive and analytical way.

3. Determining the Data Sources.

Primary source is a source from where we collect first-hand information or original data on a topic.
Google Forms was used with structured questionnaire for the collection of primary data.

Secondary source is a source from where we collect data that has already been collected by someone.
We have collected secondary data from the published financial statements of the firms, newspaper and
articles.

4. Tools used for analysis of data

The survey process involved two phases: First phase included identification and selection of the target
audience to be studied and to determine the parameters on which respondents will justify their
preferences. A questionnaire was designed to collect the needed information from the respondents. The
Second Phase involves collection of the primary data by making the respondents fill up questionnaires.

13
5. Analysing the data

The Primary or secondary data both would never be useful until they are edited and studied or analysed.
When the person receives the data many unuseful data would also be there. So, I analysed the data and
edited it and turned it in the useful manner. So, that it can become useful in my report srudy.

6. Interpretation of the data

With the use of analysed data I managed to prepare my project report. But an analysed of the data
would not help my study to reach towards its objectives. The interpretation of the data is required so
that the others can understand the Crux of the study in more simple way without any problem. So I have
added the chapter of analysis that would explain others to understand my study in simpler way.

7. Preparing research report.

This is the last step in preparing the project report. The objective of the report writing was to report the
findings of the study to the concerned authorities. I have attached all the requirements with my report.

1.7: LIMITATIONS OF THE STUDY

The analytical study emphasizes the marketing aspect of pens. Data released by the pen industry on
production and consumption etc. of pens is not very reliable because of inhabitant characteristics of
maintaining secrecy by the industry so that they may not be exposed to the Government and General
Public. Applications of sophisticated methods are not possible because of the lack of resources and the
limitations of time. Since, the conclusions drawn are based on limited data; they remain subject to
modifications and corrections.

14
 CHAPTER:2

CONCEPTUAL FRAMEWORK
/NATIONAL & INTERNATIONAL
SCENARIO

15
 2.1: OVERVIEW
Marketing strategy is one the most important areas that needs to be carefully examined by the
corporate. A sound marketing strategy becomes imperative.

Marketing strategy is commonly defined as a strategy employed by a firm to attain its marketing
objectives, which in turn is related to the achievement of the firm’s business objectives. In other words,
marketing strategy refers to the marketing goals and action plans that address matters of product/
service price, distribution, communication, and the process of new product development.

The adaptation of any strategy depends much on factors such as management style and experience of
the top management, age of the institution, economic environment, and regulations. Generally, it can
safely be identified whether a particular bank is a market leader, challenger, follower and nicher by
identifying its vision, mission, objectives, and marketing strategies.

The market leader strategy is for those firms that occupy a dominating position in the market and have
established their reputation as a leader. By virtue of having a leadership in the market, it is natural that
the market share of the concerned firm is the biggest.

Companies belonging to the challenger group are those occupying second, third and lower rank and are
always formulating and pursuing strategies to expand their market share by targeting the territory of the
market leader.

Whereas, strategies adopted by the followers would normally be to maintain its current customers base
and win a fair share of new customers by bringing distinctive advantageous to their target market.

The market nicher is for the smaller firms, which have limited resources and generally focused on
selected customers. Firms that fall under this category, often concentrates on only one market segment
of the market. Usually, only one marketing strategy, which is well, tailored to meet the needs of a
specific target-market group, is developed.

The online Wikipedia (2009) has one of the best definitions of for this reason that the concept may be
seen as vague or imprecise, and why there exist various definitions of the term. It states that “Marketing
is the process by which companies determine what products or services may be of interest to
customers, and the strategy to use in sales, communications and business development. It generates the
strategy that underlies sales techniques, business communication, and business developments. It is an
integrated process through which companies build strong customer relationships and create value for
their customers and for themselves.”

“Marketing strategy is a process that can allow an organization to concentrate its limited resources on
the greatest opportunities to increase sales and achieve a sustainable competitive advantage”. It further
explains that marketing strategies serve as the fundamental underpinning of marketing plans designed
to fill market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results.

16
Generally, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by
company, by industry, and by nation, however, time horizons are becoming shorter as the speed of
change in the environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned.

Marketing strategy involves careful scanning of the internal and external environments which are
summarized in a SWOT analysis. Internal environmental factors include the marketing mix, plus
performance analysis and strategic constraints. External environmental factors include customer
analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a company's overarching
mission statement.

A marketing strategy should be centered on the key concept that customer satisfaction is the main goal.

Paul Keech defined marketing strategy as “A strategy often integrates an organization's marketing goals,
policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy, which might include advertising, channel marketing, internet marketing, promotion and public
relations, can be orchestrated.”

CEO, Consultant, defines “Marketing strategy is the method that a company uses to create brand
awareness and persuade consumers of the need to purchase their products or services.”

Planning and developing marketing strategy takes lot of time and resources one gains knowledge of the
customers to target and better enhanced marketing message so it resonates with the customers.

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 2.2: NATIONAL SCENARIO
Geographically speaking, marketing has two dimensions – domestic marketing and international
marketing.

Domestic marketing involves the company manipulating a series of controllable variables such as price,
advertising, distribution and the product, in a largely uncontrollable external environment that is made
up of different economic structures, competitors, cultural values and legal infrastructure, within specific
political or geographic country boundaries.

Domestic marketing is constrained by both controllable as well as uncontrollable factors, the former
comprising price, product and promotion and the latter including economic.

Domestic marketing is targeted exclusively on the home country market. A company in domestic
marketing may be doing this consciously as a strategic or unconsciously in order to avoid the challenge
of managing how to market outside the home country.

Fewer and fewer companies practice domestic marketing.

2.3: INTERNATIONAL SCENARIO

Global marketing strategies are actually important parts of a global strategy. In order to create a good
global marketing strategy, you must be able to answer: “What I am trying to achieve in an international
market?” “What are my company’s strengths and weaknesses for that market?” “How can I counter
challenges in the market?” “What potential will I have in this market?”

Moreover, a good global marketing strategy incorporates all the countries from all regions of the world
and coordinates their marketing efforts accordingly. Of course, this strategy does not always cover all
the countries but should be applied for particular regions. For example, you can break down regions like
North America, Latin America, Europe and the Middle East, Asia and the Pacific, and Africa.

18
 CHAPTER:3

PRESENTATION, ANALYSIS &

FINDINGS

19
 3.1 GROWTH OF PEN INDUSTRY IN INDIA
How the pen market changed

Fountain pen:

Lewis Waterman patented the first practical fountain pen in 1884. Writing instruments designed to carry
their own supply of ink had existed in principle for over one hundred years before Waterman's patent.
For example, the oldest known fountain pen that has survived today was designed by a Frenchmen
named M. Bion and dated 1702.

However, early fountain pen models were plagued by ink spills and other failures that left them
impractical and hard to sell. The fountain pen's design came after a thousand years of using quill-pens.
Early inventors observed the apparent natural ink reserve found in the hollow channel of a bird's feather
and tried to produce a similar effect, with a man-made pen that would hold more ink and not require
constant dipping into the ink well. However, a feather is not a pen, only a natural object modified to suit
man's needs. Lewis Waterman's idea was to add an air hole in the nib and three grooves inside the feed
mechanism.

A mechanism is composed of three main parts. The nib, which has the contact with the paper, the feed
or black part under the nib controls the ink flow from the reservoir to the nib.

The round barrel that holds the nib and feed on the writing end protects the ink reservoir internally (this
is the part that you grip while writing).All pens contain an internal reservoir for ink. The different ways
that reservoirs filled proved to be one of the most competitive areas in the pen industry in early19th
century .There are nine standard nib-sizes, with three different nib-tip cuts: straight, oblique and italic.

Ballpoint pen:

A Hungarian journalist named Laszlo Biro invented the first ballpoint pen in 1938.Biro had noticed that
the type of ink used in newspaper printing dried quickly, leaving the paper dry and smudge-free. He
decided to create a pen using the same type of ink. The thicker ink would not flow from a regular pen
nib and Biro had to devise a new type of point. He did so by fitting his pen with a tiny ball bearing in its
tip.

As the pen moved along the paper, the ball rotated picking up ink from the ink cartridge and leaving it
on the paper. The British Royal Air Force needed a new type of pen, one that would not leak at higher
altitudes in fighter planes as the fountain pen did. Their successful performance for the Air Force
brought the Biro pens into the limelight.

The highly popular modern version of Laszlo Biro's pen, the BIC Crystal, has a daily worldwide sales
figure of 14,000,000 pieces. Biro is still the generic name used for the ballpoint pen in most of the world.
The Biro pens used by the British Air Force in W.W.II worked. Parker black ballpoint pens will produce
more than 28,000 linear feet of writing -- more than five miles, before running out of ink. This is the

20
change in the use of the Fountain pen to Ballpoint pen further we got introduced with Gel pens but still
the market of the ballpoint pens hold good.

Gel pen:

Gel Pens were invented by the Sakura Color Products Corp. (Osaka, Japan), who makes Gel Roll pens and
was the company that invented gel ink in 1984.

3.2:CELLO WRITING INTRUMENT & CONT. PVT. LTD – COMPANY

PROFILE
Cello is a leading exporter, supplier and manufacturer of Ball pens, Gel pens and refills. The company
took its first step 35 years ago as a low profile enterprise that slowly and steadily grew to be the
indisputable leader in the plastic industry of India .In mid 1995-96, Cello came into its own by entering a
diversified and highly competitive field of writing instruments. 'Cello Writing Instruments and Containers
Limited (CWICL) was born and a notable growth rate was achieved immediately. From a turnover of Rs.
2.7 crore in 1995-96 to a turnover of Rs. 240 crores in 2001-02, CWICL has remained committed towards
providing a wide range of versatile, top notch quality, state-of-the-art components and foreign
technology .From a modest production of 20 lac pens per month, CWICL today produces 500 lac pens
per month.

The Cello factory has a total area of 1, 00,000 sq. feet and has strength of 3000 workers. With a
marketing network of 40 Super Stockiest, 1900 distributors and a professionally trained sales team of
over 300, Cello manages to satisfy millions of consumers in every corner of India .Today, Cello is
acknowledged as a quality brand in the urban and rural markets of India. In addition, it has been well
accepted by a wide range of corporate customers. Cello pens are favorite in the Gulf, Middle East and
Far East countries as well.

The makers of India’s favorite Cello pens, are a part of Rs.800 crore (us$ 182mn.) Cello Group. Lauded as
one of the world’s best and India’s largest pen manufacturer’s and well known for its dynamism and
spirit of innovation ,Cello ceaselessly endeavors 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.

21
 3.3: BUSINESS MISSION OF CELLO
 To develop, produce and sell high quality note books worldwide and help our customers to get
the maximum value for money.
 To create incremental demand for note books through marketing and promotion strategies.
 To create incremental enterprise and brand value to increase the net worth of the group.
 To build in-house resources of unsurpassable skill in design, manufacture and customer
response.

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

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

3.4: MARKETING OBJECTIVES OF CELLO

The objective is to establish the company as India's best note book making company.

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

To enhance the knowledge about marketing and branding activity.

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 3.5: MAJOR COMPETITORS OF CELLO
Some of the major competitors in the Writing Instrument Industry are as follows:

Linc pens:

Linc is one of India’s leading manufacturers and exporters of ball pens, gel pens and all other Stationery
Suppliers. It’s a leading Exporter, Manufacturer of Ball Pen and other writing instruments in India.Linc
pen is India's Prime Manufacturer and Exporter of Ball Pens, Roller Ball Pens and Gel Pens too. To
endorse the commitment, Linc has already taken up some programmes with leading educational
institutions and is closely related to these programmes by financial support and writing instrument.

Linc Pens believe that writing instruments form an integral part of education and being responsible
corporate citizens, they make humble contribution to the society where literacy seems to be a major
issue. This prompted Linc to go for the corporate slogan of Encouraging Literacy, a very apt platform for
a company dealing in Writing Instrument. Linc has also put forward a commitment of contributing 1% of
its profits for promoting literacy drives.

Their Mission is to deliver innovative, user friendly and better-quality products at best value to the
customers, keeping in mind the prosperity of the company and its stakeholders. Their Vision is to
establish Linc as a global brand, known for its values, assertiveness and the acumen to adapt to the ever-
changing environment.

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

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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 .Over the last 20 years, G.M.
Pens has invested substantially in building a large manufacturing base with facilities in Chennai and
Pondicherry. A state of the art R&D facility, one of the most sophisticated in the Reynolds family
worldwide, has ensured that the latest in writing technology is available to the Indian consumers.

G.M. Pens offers the widest range of writing instruments and accessories in the Indian market. A variety
of writing instruments including ball pens, gel pens, fountain pens, mechanical pencils, markers, are
marketed under the brand name Reynolds. A continuous focus on consistent quality and a constant
endeavor to provide quality products at affordable prices have ensured that Reynolds has been the
numero uno in the Indian writing instruments market. A substantial investment has also been made in
establishing the Reynolds brand name through the mass media, especially through television and press
ads, in an effort to convert the category from a commodity to a brand dominated one.The company's
products are available in three hundred thousand retail outlets across India covered through a network
consisting of 1800 redistribution stockists and 27 main stockists. This is facilitated by a sales and
marketing team of over 300 professionals.

3.6 SWOT ANALYSIS OF CELLO

Strengths:

 Advantages of proposition
 Capabilities
 Competitive advantages
 USP's (unique selling points)
 Resources, Assets, People
 Experience, knowledge, data
 Financial reserves, likely returns
 Marketing - reach, distribution, awareness
 Innovative aspects
 Location and geographical
 Price, value, quality
 Accreditations, qualifications, certifications
 Processes, systems, IT, communications
 Cultural, attitudinal, behavioral
 Management cover, succession.

Weaknesses:

 Disadvantages of proposition
 Gaps in capabilities
 Lack of competitive strength

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 Reputation, presence and reach
 Financials
 Own known vulnerabilities
 Timescales, deadlines and pressures
 Cash flow, start-up cash-drain
 Reliability of data, plan predictability
 Morale, commitment, leadership
 Accreditations, etc
 Processes and systems, etc
 Management cover, succession

Opportunities:

 Market developments
 Competitors' vulnerabilities
 Industry or lifestyle trends
 Technology development and innovation
 Global influences
 New markets, vertical, horizontal
 Niche target markets
 Geographical, export, import
 New USP's
 Tactics - surprise, major contracts, etc
 Business and product development
 Information and research
 Partnerships, agencies, distribution
 Volumes, production, economies
 Seasonal, weather, fashion influences

Threats:

 Political effects
 Legislative effects
 Environmental effects
 IT developments
 Competitor intentions - various
 Market demand
 New technologies, services, ideas
 Vital contracts and partners
 Sustaining internal capabilities
 Obstacles faced
 Insurmountable weaknesses
 Loss of key staff
 Sustainable financial backing
 Economy - home, abroad
 Seasonality, weather effects

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 3.7: MARKETING STRATEGIES OF CELLO
Earlier cello has only deals in pens but now it has launch its new product in the market by making this
note books there are certain features and also made for the different categories like for the children it
has made

Cartoon printed note books which has used by children and also come in different and attractive
designs.

And for business use and for the and in offices there is different product that is

Official note books which can be used to take with them n high profile meetings

And this note book can be used by professionals in offices by the students etc.

And by making all these product one thing company kept in mind that is price that prices are fixed in the
way that any person can be used any of the note book very easily and also there are different style and
prices

Cartoon printed note book ---- Rs32

Nylon page notebook ----- Rs 40

Thick note book Rs. 20

These all are in different style, packaging and also used for different users for different work .

3.8:PRODUCT DEVELOPMENT
In the business and engineering contexts, the New Product Development (NPD) is the generic term used
to describe the complete process of bringing a new product or service to the open market. There are
two parallel paths commonly involved in the NPD process: one includes the idea generation, product
design, and detail engineering; while the other inherently involves the market research and marketing
analysis. After a comprehensive and visionary market analysis, a prototype of the product is finally
developed. The prototype clearly runs through all the desired tests, and be presented to the target
audience to observe if any changes still need to be made, for the desired success of the business of the
product.

Unique consumer insight is the ultimate foundation upon which all successful new products are
constructed. As a perceptive and experienced provider of custom marketing research solutions for a
long time, our well established market research organization specializes in the new product
development research, and its broadly experienced marketing researchers can partner with you to guide
you through the entire process.

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 3.9: IMPLEMENTATION, EVALUATION, AND CONTROL
As company evaluate the sale of same product in other countries and it has maximum market share and
customer can use this product so same has to be used in INDIA also company need to capture Indian
market mainly the Government sectors and Schools and Colleges.

And when the company provided sample for the promotion of the product the product demand is
increases in India also people are being attract towards the product and company can also get profit in
Indian market if same has been the scenario.

And company still needs to do for the product so that the overall cost can be decreases and price of the
product decreases and also need to change changes in it want to add more features so company is still
doing and making plans for that.

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 3.10 RESULT OF THE SURVEY CONDUCTED
Questionnaire for customers

(Q.1) Which of the following writing instrument do you use the most?

The sample of the survey shows that 98% of the total responses uses pen and 2% of the total responses
uses wooden pencil,mechanical pencils.

(Q.2) Which kind of pen do you use the most?

The survey shows that 78.8% of the total res

responses
ponses uses ball pens and 21.2% of the total responses
uses gel pens.

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(Q.3) Which Ink colour do you use the most?

According to the survey 59.6% people uses blue ink,30.3% of the total responses uses black ink, 9.1% of
the total responses uses red ink and rest of the responses uses green ink.

(Q.4) According to you which pen brand enjoys market leadership position?

Through the survey we know that cello is the king of Indian pen industry. People wants 64.6%
cello,13.1% Reynolds,14.1% parker and rest luxor.

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(Q.5) Do you use one pen brand?

According to the survey 58.6% people not use one brand and 41.4% people uses only one brand of
pens.

(Q.6) How frequently you purchase a pen?

Through this survey we know that 42.4% people purchase pen in a bulk,36.4% once in 15 days, 14.1%
once a week and rest borrow.

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(Q.7) From where did you come to know about the pen you use?

According to the survey 30.3% people know about pen through friends,30.3% from retailers, 24.2%
from ads and 15.2% from colleagues.

(Q.8) How many pens do you buy each month?

According to the survey 48.5% people buy pens each month 0 to 3, 34.3% people 3 to 5, 9.1% more
than 8 and rest 5 to 8.

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(Q.9) How much are you willing to pay for each pen?

The sample of the survey shows that 36.4% of the total responses willing to pay for each pen RS 5 to
10, 34.3% of the total responses willing to pay for each pen RS 3 to 5, 15.2% of the total responses
willing to pay for each pen RS 10 to 20 and 14.1% more than 20

(Q.10) Which characteristics of pen influence your buying decision?

The sample of the survey show that 22.2% of the total responses influence through grip, 38.4% through
performance, 20.2% through ink and rest through price.

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 3.11: FINDINGS
 Among the different writing instrument pen is the most demanded writing instrument among
the customer.
 Maximum number of customers uses Ball pen(78.8%) as compared to Gel pens.
 Large number of customer uses blue ink pen(59.6%).
 Through this survey we find that Cello is the King of Indian pen market.
 Large number of customers(38.6%) not using one pen brand.
 Most of the customers(42.4%) purchase pen in a bulk.
 Maximum numbers of customers know about the pen through Retailers(30.3%) and
Friends(30.3%).
 Large numbers of customers(48.5%) buy pen each month only 0 to 3 pieces.
 Maximum numbers of customers are willing to pay for each pen RS 5 to 10.
 Maximum number of customers see the pens performance before purchase a pen.

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 CHAPTER:4 CONCLUSIONS AND RECOMMENDATIONS

4.1 CONCLUSIONS
The production of pens in India has been steadily growing since the beginning of the twentieth century.
It is still expected to register a sharper rise in the next decade. The Industry is widely dispersed
comprising of large size units and small sized units. The pen industry is basically a labor intensive having
vast employment potential. Due to this there is a greater need for a well knit distribution system to
help the industry to grow and meet the needs of millions and millions of Indians who are striving to
achieve a higher standard of living.

4.2 RECOMMENDATIONS
Recommendations for successful marketing strategies for ball/gel pens:

 Determine the Target Audience.

 Create and document your strategy.
 Build marketing partnerships.
 Start collaborating with Influencers.
 Be the solution - start helping customers solve a problem.
 Initiate a Forum - let customers interact.
 Get employees - outside of the marketing department - engaged and involved.
 Use big data to target customers.

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 CHAPTER:5 BIBLIOGRAPHY
Fundamentals of marketing by Philip kotler

WEBLIOGRAPHY
http://findarticles.com/p/articles/mi_gx5205/is_1997/ai_n19124842/pg_2/?tag=content;col1.

http://www.oppapers.com/search_results.php?action=search&query=swot+analysis+of+parker+pen+co
mpany

https://www.cellowriting.com/about/who-are-we

http://en.wikipedia.org/wiki/New_product_development

http://www.businessmarketresearch.locateindia.com/usingmarketingresearchdata/marketing-
analysis.html

.https://www.cleverism.com/global-marketing-strategies/

.https://strategy-marketing.blogspot.com/2011/02/domestic-marketing.html

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 CHAPTER:6 ANNEXURE

QUESTIONNAIRE FOR CUSTOMERS

(Q.1) Which of the following writing instrument do you use the most?

(a).pens (b).mechanical pencils (c).wooden pencils

(Q.2) Which kind of pen do you use the most?

(a).ball pen (b) gel pen

(Q.3) Which Ink colour do you use the most?

(a) blue (b) black (c) red (d) green

(Q.4) According to you which pen brand enjoys market leadership position?

(a) cello (b) luxor (c) reynolds (d) parker

(Q.5) Do you use one brand?

(a) yes (b) no

(Q.6) How frequently you purchase a pen?

(a) once a week (b) once in 15 days (c) bulk purchase (d) beg/steal/borrow

(Q.7) From where did you come to know about the pen you use?

(a) advertisement (b) colleagues (c) friends (d) retailers

(Q.8) How many pens do you buy each month?

(a) 0 to 3 (b) 3 to 5 (c) 5 to 8 (d) more than 8

(Q.9) How much are you willing to pay for each pen?

(a) rs 3 to 5 (b) rs5 to 10 (c) rs 10 to 20 (d) more than 20

(Q.10) Which characteristics of pen influence your buying decision?

(a) price (b) grip (c) ink (d) performance.

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