A

PROJECT REPORT
ON
“ A Study on Analysis of Market Trends on Usage of Ballpens”
&
Today's Writing products Limited (TWPL)
In Partial fulfillment for the Award of the Degree of
BACHELOR OF BUSINESS ADMINISTRATION (BBA)

Submitted by
K Bhagya Lakshmi Devi
(Regd No. 1209-18-684-062)

Under the esteemed guidance of

Dr. C. Kusuma Reddy , MBA, M.Com, Ph.D.
Assistant Professor

Department of Management
ST. MARY’S COLLEGE, YOUSUFGUDA, HYDERABAD
(AFFILIATED TO OSMANIA UNIVERSITY)
2018-2021
 DECLARATION

I hereby declare that the project work titled “A Study on Analysis of

Market Trends on Usage of Ballpen” with reference to “Today's Writing
products Limited (TWPL)”, is a bonafide work done by me for the award of the
degree of “Bachelor of Business Administration” (BBA), from Osmania
University, done under the guidance of Dr. C. Kusuma Reddy, Assistant
Professor, Department of Management, St. Mary’s College, during the academic
years 2018 – 2021 and it has not been submitted to any other University or
Institution for the award of any Degree or Diploma.

Faculty Guide: Name: K.Bhagya Lakshmi

Dr. C. Kusuma Reddy Regd. No: 1209-18-684-062
Assistant Professor
Department of Management
St. Mary’s College
Yousufguda, Hyderabad
 CERTIFICATE

This is to certify that the project titled “A Study on Analysis of Market

Trends on Usage of Ballpens & Today's Writing products Limited (TWPL)”,
being submitted by K Bhagya Lakshmi Devi in partial fulfillment for the award
of the degree of Bachelor of Business Administration (BBA) from St.Mary’s
College, Yousufguda, is a record of bonafide work carried out by him/her under
my guidance and supervision.

DATE: (Dr. C. Kusuma Reddy)

PLACE : Assistant Professor

(Mr. M. Bobby)

HOD, Department of Management

St. Mary’s College

Yousufguda, Hyderabad
 ACKNOWLEDGEMENT

It is of great pleasure to take this opportunity to acknowledge and express

my gratitude to all those who helped me throughout my project work.

First of all I would like to thank the Osmania University for having projects
as a part of BBA.

I express my sincere thanks to Mr. J. Mathew George, Principal,

St. Mary’s College for giving me permission for taking up my project work.

I thank Mr. M. Bobby, HOD, Department of Management, St. Mary’s

College, for giving me the opportunity to take up the project work and helping me
throughout the project.

I like to thank Dr. C. Kusuma Reddy, Assistant Professor, Department of

Management, for his/her valuable guidance and support for the completion of my
project work.

Finally I would also like to thank all my faculty in the Department of

Management, St. Mary’s College, for their enduring support throughout my BBA
Program.

Name: K Bhagya Lakshmi Devi

Regd. No: 1209-18-684-062

 INDEX

CHAPTER CONTENTS PAGE NO.

1.1 INTRODUCTION
1.2 NEED OF THE STUDY/STATEMENT OF
THE PROBLEM
CHAPTER-1 1.3 OBJECTIVES OF THE STUDY
1.4 METHODOLOGY OF THE STUDY
1.5 SCOPE OF THE STUDY
1.6 LIMITATIONS OF THE STUDY
1.7 SOCIAL RELEVANCE *

CHAPTER-2
REVIEW OF LITERATURE
CHAPTER - 3 INDUSTRY PROFILE
CHAPTER - 4 COMPANY PROFILE
CHAPTER - 5 CONCEPTUAL FRAMEWORK*
CHAPTER - 6 DATA ANALYSIS AND INTERPRETATION

FINDINGS
CHAPTER- 7 SUGGESTIONS
CONCLUSION

BIBLIOGRAPHY
ANNEXURE
 CHAPTER -1
INTRODUCTION

INTRODUCTION
 Today the significance of project work has greater importance in business
world. Practical knowledge is as important as theory so that one thing is said, “Practice
makes a men Perfect.” In order to get acquainted with how theoretical concepts are being
followed at TWPL, I have tried to take the opinion of different people mostly the
employees and professionals. It has given me a chance to learn a lot in the process.

My topic for the study is on “ANALYSIS OF MARKET TRENDS ON

USAGE OF BALLPENS”. Pen is a product, which is used by each and every person.
There are various brand’s of pen in the market of different types Price, Colour, Design
etc .so the pen market is full of competition where the consumer possesses vast variety of
choice to select his brand which depends on his buying Behaviour Of course it is very
difficult to describe consumer buying Behaviour about pen even though I have tried to
find how the consumer purchases a particular brand.

Customer satisfaction is a term frequently used in marketing. While it’s often

abbreviated as CSAT, it is more correct to abbreviate it as CSAT. It is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as” the number of customers or percentage of total
customers, whose reported experience with the firm, its products, or its services (ratings)
exceeds specified satisfaction goals.” In a survey of 200 senior marketing managers, 71
percent responded that they found a customer satisfaction metric very useful in managing
and monitoring their business.

It is seen as a key performance indicator within business and is often part

of Balanced Scorecard. In a competitive market place where business compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. “Within organizations, customer satisfaction
rating have powerful effects. They focus employee on the importance of fulfilling
customers’ expectations. Furthermore, when these rating dip they warn of problems that
can affect sales and profitability. These metrics quantify an important dynamic. When a
brand has loyal customers, it gains positive word-of mouth marketing, which is both free
and highly effective.” Therefore, it is essential for business to effectively manage
customer satisfaction.

In researching satisfaction, firms generally ask customer whether their

product or service has met or exceeded expectations. Thus expectation is key factor
behind satisfaction. When customer have high expectation and the reality falls short,
they will disappointed and will likely rate their experience as less than satisfying.
 NEED FOR THE STUDY

1. The study is done for getting a deep knowledge and idea about it’s competency in the
Indian market.

2. The need to study the customer satisfaction about the product in terms of cost and
quality factors In today’s competitor market

3. It also arose because an extensive survey can help the company whether the work done
by the company in area of new product is able to satisfy the customers or not. The major
focus of the research is to improve the existing product and to lead the competitive
market.
 OBJECTIVES OF THE REPOR

⇒ To Analysis of consumers behaviour towards the usage of pens.

⇒ To Estimate the range of cost of the pens being most formally used.
⇒ To Analysis of the changes in the product with different specifications.
⇒ To Analysis of company position in the market.
 RESEARCH METHODOLOGY

❖ METHODS OF DATA COLLECTION:

The Data has collected in two ways:

Primary Data:
Primary data are those, which are collected for the first time, and they are
original in character. A suitable combination of Questionnaire techniques, & discussion
with the respondents was used to collect the required Primary data. Primary data gives higher
accuracy and facts, which is very helpful for any research and its findings.
I have collected primary data from QUESTIONNAIRE

Secondary data: -
Secondary data are those, which are already collected by someone for some purpose
and are available for the present study.
Secondary data was collected from the magazines, websites and other such sources.

❖ TOOLS AND TECHNIQUES OF DATA COLLECTION:

Questionnaire Method:-

Primary data is collected by surveying the respondent personally. I have used both the
Close & Open Ended Question where the researcher is free to answer.

RESEARCH DESIGN:

1) Purpose of study:- Descriptive Study.

 The objective of the study is to identify the Consumer Buying Behaviour on different
Variables like Price, Product Performance, and many other variables which play a key role in
impacting the Buying Decision. However, study may not focus why this variable affect the
decision.

2) Degree of research question crystallization: Exploratory Study

3) Method Of Data Collection : Personal Interview
4) Research Instrument: Questionnaire.
5) Research Environment : Field Study
6) Sample Size: 80 Consumers

7) Sampling Technique: Convenience Sampling

8) Sampled Population : Business Person, Service Person,Employee, Students Etc

 SCOPE OF THE STUDY

The Indian Writing Instrument market has been vastly increased from past 2 years with
the increasing competition in the market.

1. To identify the position of the product in the market

2. To increase the quality in the product.

3. To analyse the cost of the product.

4. To analysis of the preferences of brand among various consumers

 LIMITATION OF THE STUDY

1. The members in the survey are not given proper response.

2. It is difficult to find respondents as they busy in their schedule & collection of data was
very difficult. Therefore, the study has to be carried out based on availability of
Respondents.

3. Some of the respondents were not of ready to come out openly and some were not ready
to fill Questionnaire.
 CHAPTER-2
REVIEW OF LITERATURE
 CHAPTER-III
INDUSTRY PROFILE
 INDUSTRY PROFILE

There has been a need to document through the use of writing instruments since the dawn of
mankind Pens and Pencils continue to be the staples of everyday life and indispensable items for
everyday use .Writing Instruments continue to play integral part in the life of particularly every
Business, School, and household. The advent of computers and related technologies has yet to
make writing industry and Instruments Slow Paced and Obsolete. In fact, the writing Instruments
embraces the evolution of technology by incorporating it into new products and using it to
enhance business aspects and client services.

The size of the writing Instruments Industry in India is estimated at about Rs 1800 Crores of
which organized players account for 70% of the market share and the unorganized players for the
rest. The industry Grew by about 15% in 2004-05 and by 13.5% in 2005-06,largely driven by the
growth of organized sector, indicating that consumer are responding favourably to Quality and
Branding. It is expected that promotion, easy availability, and affordability, branded off make
will accelerate and help the organized sector eat into unorganized Presence.

India's Writing Instruments Industry is reserved for the small sector with a statutory limit on the
maximum Investment in Plant and Machinery at Rs 50 Crores. As a result critical pen component
like refills are manufactured in house, while all non critical components are outsourced.

Most Indian companies cater to the "Value for Money"(i.e. High Volume Low Value Strategy)
While International Players cater to Premiums segment operating through exclusive Distributors.
Globally writing Instruments Industry is estimated at Rs 50000 Crores (p.a). China controls
approximately 10% of the global markets while the Indian share had so far been Mini scale. But
given the superior quality perception that "Made In India" pens have over the Chinese, the
buying preference of major retailers has been shifting to Indian Products and Brands.
The following Information regarding the Writing Instruments Industry has been obtained from
the Public Sources like: Business Line, Economic Times, Financial Express, some Companies
catalogue are Used along with Internet Support.

CHANGING CONSUMER BEHAVIOUR:

The Purchase of a single Pen used to be a considered decision until not too long ago. Today,
most consumers buy multiple pens in a single Purchase. Because the consumer would go out
specifically to buy a pen earlier, today most buy along with a number of other things as apart
of their monthly provisions. Earlier there was one pen to write, now interestingly even as
communication is getting increasing psychological, there is different pen, Ink, Size for
different Moods, Needs and Situations.

Gone are the days where pen were just considered as merely an item of writing, But now it a
Quasi Fashion Statement Something that’s aligns with Your Personality, Of course Still the
Pen purchase Decision is considered As Low Involvement Decision.

GLOBAL WRITING INSTRUMENT INDUSTRY:

Globally, Writing Instrument Industry is rising at a Healthy rate despite growing

computerization. The global Writing Instrument Industry is estimated at Rs 50000 Crores.
(p.a) where USA Markets grew by 5% last year (2005-06) and is expected to grow by the
same Proportionate at this time too. China controls approximately 10% of the global market,
due to it manufacturing Process. India is becoming most preferred manufacturing destination
after china. Indian Products Quality is among best in the world, Compared to china Mass
Market Products. Indian Market is Growing healthily at 15 to 20% and is Expected to Grow
 with same Rate for upcoming 2 to 3 years (acc to CAGR)., where the organized sector now
controls 70%+ market share as compared to 54% up to 2000.

MARKET AND MARKET INFORMATION (IN DETAIL):

● The worldwide Market's Size for Writing Industry is Rs 50000 crs (p.a) USA market
alone is $2.2 Billion Dollars (App 10000 Crores Rs).
● Chinas exports of Pens are over Rs 5000 Crores (p.a).
● India's Pens Exports are merely Rs 200 Crores (p.a).
● The Annual Turnover of the Industry in India is now estimated at Rs 1800 Crores (p.a)
and is expected to Increase annual growth rate by 15-20% (p.a).
● India is Viewed as Quality Supplier, where as China as Cheaper and Lower quality
Products.
● Germany, Japan, Taiwan & Korea were hubs for the Writing Instrument Industry, But
due to cast factor manufactured have started shifting to China and India.
● Previously Switzerland was the manufacturing centre for Ball point Tips, but now India is
emerging as a major Tip Manufacturer satisfying not only Domestic demand but Global
Demand Also.

REGULATORY REQUIREMNTS:
In India as per current law, the manufacturing of writing instruments is reserved or falls under
the category of SSI (Small Scale Industry Sector). Thus there is ceiling on Investment in Plant
and Machinery Manufacturing Process (Max Rs 50 Crores), excluding Mould Making as it is
Highly Capital Intensive part of Manufacturing. Of course any EOU (Export Oriented Unit) does
not fall under this Purview of SSI.
 CHAPTER-IV
COMPANY PROFILE
 Company Profile

ABOUT TODAY’S COMPANY

Today’s Writing Products Limited (TWPL), Incorporated in April 29, 1992 as Creative Stationo
Products Ltd By promoter Rajesh.K.Drolia, a first Generation Entrepreneur is one of the leading
manufactures of pen in India. Company has now changed it names from Creative Staiono to
Todays writing Products Limited since October 1995.The company came up with it maided
public Issue at par in April 1996, which was oversubscribe two and half times. TWPL has been
awarded with " Certificate For Excellence' by the "Writing Instrument Manufacturer's
Organization Of India for the Year 2001-02, & 2002-03.

TWPL (R & D) ahs mastered the art of making the dies and design of the pen, which gives it a
significant advantage over its competitors, both in Organized and Unorganized sector. The
company on an average launches 15 New Products every Year.

Company has 2 excellent manufacturing facilities in Daman, where we manufacture 9.5 lakhs
Pen per day in house and outsource 5.5 lakhs pen per day. Through exclusive manufacturing
facilities with our contracting group of companies

M/S Premium Writing Products Limited

M/s Millennium writing Products Limited.
TWPL has a strong, scalable, multi-layered Distribution channel overseen by sales force
covering entire country. With a network that reaches out over 4, 40,000 Retail Outlets Directly
through 1440 Distributors and 57 super distributors.

BRAND IMAGE:
The brand name Today's has achieved a high level of visibility all over the Indian Market.
Having invested Rs 2000 Lakhs in advertising and approx Rs 2500 in Marketing over a 4 year
Period, Today's has become association with latest technology and Innovativeness. The company
Path breaking campaign was the Zee Khusboowala (Perfumed Pen) Launched in 1995-96. Over
the years, the Brand has consistently launched new ideas in writing Instruments.

ACHIEVEMENT OF THE COMPANY (MILESTONES)

The Achievements of the Company are as Under : (From 1992 to 2005)

(YEAR 1992)
● Incorporated as Private Limited Company in the name and style of Creative Stationo
Products Pvt Ltd
(YEAR 1995)
● The Name of the Company changed – Today’s Writing Products Ltd
● Various Products in Economy and Premium Range launched and well accepted in the market.
● In the very first year of operating Company made a Net Profit.
(YEAR 1996)
● Company went for IPO 25,00,000 Equity shares. And is Listed on 6 Stock Exchanges.
● The blockbuster Brand Khusboowala was Launched that improve the Brand Image
(Domestically & Globally).
(YEAR 1996 – 97)
Turnover of the Company Crossed 2500 Lakhs (Rs 25 crore).

(YEAR 1998)
● A Series of Marketing and Promotional events led to Increase in distribution Network from
50000 Outlets to 3,00,000 outlets It include
● A slogan Created to Encourage the Indian cricket team during the World Cup (Jeetna Hal
Today’s).
● Celebrity Endorsement for product and merchandising Various Times. Celebrity used are
Salman Khan, Hrtihik Roshan, Raima Sen etc..
● Sponsorship of Mumbai Cricket Team with Sachin Tendulkar, VInod Kambli Agarkar And
Others.
(YEAR 2000)
● Turnover of the Company Crossed 5000 Lakhs
● Ball Pen and Refill production crossed 10 lakhs Pieces Per day
● Merger with Profit Making Todays Writing Instruments Ltd Successfully Completed.
(YEAR 2001)
● Turnover of our company crossed Rs 7500 Lakhs
● Retail Market Penetration reached to more than 4,00,000 Outlets.
(YEAR 2002)
● Signing of the MONAMI agreement (September 2002)
● Launch a Gel Pen at Rs 5/- Price Point First time in India as Gel Pen were sold at Minimum
of Rs10/-Per piece
(YEAR 2003)
● Entered into an Agreement with Pounland with 150 Retail Outlet all Across UK.
(YEAR 2005)
● Started Stationary Business by Outsourcing Pencils, Erasers, Scales, Notebooks selling
through existing Brand Name Today's.
● Entered into Agreement with JL MORRISON, for marketing their products under the
companies sole Brand Name In Srilanka.
 FOREIGN COLLABORATION OF THE COMPANY

● Company as Technical Collaboration with Korean Company MONAMI one of Koreas

Leading Company In writing Instruments and Stationary Products. MONAMI holds
12.17%equity stake in TWPL.
● The company has relationship with Style Asia Inc.of USA for Marketing Purposes of its
Products in USA.
● Company also entered into a Memorandum Of Understanding with JL Morrison, the largest
Distribution House In Srilanka.
● Company also sells it Products to 150 retail chain In United Kingdom, Pounland.

MARKET PLAYERS

.The following are the major Players in Writing Instruments Industry of India

❖ CELLO
It is the biggest Player In the Industry with Turnover of Rs 350 Crores .As the Present Scenario
Cello is considered to be Market Leader in the Industry.

❖ TODAYS.
It is at number 2 Position in the Market and is considered to be the toughest Competitor of Cello
(Market Leader) and not only the Leader but other followers In organized Sector.

Pen as a product is close to people of all walks of life at different age and of different gender and
the association of it is a life long one.
For some with a good quality pen at finger tips actually elevates their confidence level and
makes them feel good.
According to the 2006 ACNielsen Retail Audit, ball pens forms the biggest chunk of the pen
market in India and accounts for 72 percent of the total pen market followed by gel pen at 28
percent (Refer Table 1). The brand leaders in this market are Cello, Today’s, Linc and other
players.

Table 1: Ball and Gel Pen - Market Break-Up (Value)

ACNielsen Retail Audit Report, April 2006

VISION OF THE COMPANY

"To be India's NO 1 Company in Writing Instruments and Office Stationary Industry

Dedicated to Quality and Consistent Performance"
 MISSION OF THE COMPANY.

Consistently make good Products at the friendliest Prices..

Constantly Grow in Volume and Value through New Ideas

And by Imbibing the World's Best Technologies, Continuing to remain relevant to our
customers in India and the World as a Brand that Stands for our Quality and More Value for
Money than any others..

CORPORATE PHILOSOPHY:

Adding Value

In everything we do;

In the brands we build;

In the products we make;

In the innovations we foster;

To the lives of our customer;

To the business we conduct with our suppliers and associates;

To our every growing family of employee's and shareholders;

To the society we belong to; and ultimately

To the Path we have chosen to follow.

 COMPANY SWOT ANALYSIS

❖ STRENGTH OF THE COMPANY

The following are the strength of the company:

I. Brand Equity:: The Brand "Today’s" is well known in the country through very high
profile advertising and marketing Campaign. The company has a strong platform to extend
the brand into other product categories within stationary, by utilizing its existing
Distribution Channels.
II. Designing and Mould Making : The Company is one of its kind in the country having its
own exclusive designing and mould making facilities. This enables the company to
introduce new products at cheaper rate than its competitors at high frequency and much
lower risk. As cost of mould making is reduced be (15-20%)
III. Mass Manufacturing: Companies Current production at TWPL plant is 9.50lakhs pen per
day and at other two plants is about 4.50lakhs pieces per day contributing to Economies of
Scale advantage to company..
IV. High Quality & Low Cost: Due to mass manufacturing and In house Mould making
company is able to produce quality products at less cost adding to Increased Profit margins.
V. Distribution Network : Company has about 4,40,000 retail outlets across India which is the
companies main strength
VI. Institutional Sales : Company over a period of time is consistently selling 5% to 10% of its
annual sales to companies like Hindustan Lever, Palmolive, Philipes, Warner, Lambert and
several other pharmaceutical companies.
❖ WEAKNESS OF THE COMPANY.

I. Due to government restriction on maximum Investment limit in Plant and machinery (5oo
lakhs) it acts as a weakness to increase the plant capacity and investment in the plant.
II. The company cannot effectively compete with the unorganized player of the industry due
to delicacy and cheaper rate of theirs.

❖ OPPORTUNITIES FOR THE COMPANY.

I. The Gel Pen Segment is growing very Rapidly and company as lot many gel
products it can have opportunity to capture larger market share then it existing
share.
II. Company is planning to set up a new Eou that will make the company unique in
Instruments Industry as it will Produce Erasers, Sharpeners., Pencils and other
office stationary to achieve it Vision,
III. Rising Raw Material Prices of Plastic Granules and other will force the unorganized
and smaller players out of the market giving an opportunity to Company to encase
on those customers.
IV. Effective Anti Dumping Laws in India and other will provide to counter the
competition with Chinese Companies. For the company.

❖ THREATS FOR THE COMPANY.

I. Increased Number of Domestic Players Enhancing Competition Leading to

probable Price and Advertisement war reducing per piece realization.
II. Increasing Influx of Chinese Products, threatening the domestic and International
Markets.
 III. Duplicity of the Product and Design by the unorganized players is also a threat to
company and its profit margins.

COMPANY PROFORMA

NAME OF THE UNIT TODAYS WRITING PRODUCTS LIMITED

YEAR OF In The Year 1992 On April 29

ESTABLISHMENT

ADDRESS Survey No 251/2, Val sad Falia

REGISTERED OFFICE
Near Jain Temple,Dadra

Dadra & Nagar Haveli.

(U.T) – 396 193 India.

Tel No (0260) 2668574/2668538

Fax No. (0260) 2668536

ADDRESS MUMBAI 201, Hariom Chambers

OFFICE
B-16 New Link road

Andheri (w) Mumbai – 400 053

Tel No (022) -66954900

Fax No (022) – 66954910

EMAIL ID [email protected]
 WEBSITE www.todays-pens.com

FORM OF THE Public Limited Company

ORGANIZATION

SIZE OF THE Small Scale Unit

ORGANIZATION

BANKERS State Bank Of India ,HDFC ,ICICI ETC.

MANAGING Mr. Rajesh Kumar Drolia

DIRECTOR

TYPES OF PRODUCTS

The company solely manufactures the following mentioned products.

1 Ball Pens:

It has plastic body that consist of several components ranging from 2 to 10.depending on the
complexity of the products and its design. The price of the product depends on the number of
parts that make up the body of the pens, also the design and the materials used Ball pen use ink
that is Oil Based. The principle of the ballpoint pen is that within the writing Tip a Metal ball
housed in the socket rotates freely and rolls quickly drying out the writing surface. The writing
Ball being continuously fed by Ink from the reservoir which generally is the pen barrel or a tube
within.

2. Gel Pens:

They are similar to Ball pen except, they use ink that is Water Based and in the form of a gel. It
is vibrant colour wise and considered smoother to write, However it has a very short Writing
Length and poor shelf life as compared to Ball pens.

3. Refills:

Company also manufacturers Refills which is most technology intensive part of the Pen. The tip
and Ink are carefully balanced with each other to achieve the optimal mix of writing smoothness
and ink letdown.

The different Brands of Ball and Gel pen of the Company are as Under

o Wonder Gel
o Pirates
o Starry
o Wonder Ball
o Jotter
o Lexis
o And many other brands etc….
 TODAY`S BALL PENS

TODAY’S GEL PENS

TODAY’S OFFICE PENS (EXPORT)

TODAYS ZOLO FASHION PENS

 CHAPTER V
THEORETICAL FRAME WORK
 THEORETICAL FRAME WORK

Marketing:

Marketing is so basic that it cannot be considered as a separate function.

Marketing has been defined in various ways. The definition that serves our purpose best
is as follows: “marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating, offering and exchanging
products of value with others.”

This definition of marketing rests on the following core concepts, needs, wants&
demands, products, value, cost & satisfaction, exchange and transactions, relationship
and networks, markets and marketers and prospects.

Marketing Management:

“Marketing management is the process of planning and executing the conception,

pricing, promotion & distribution of ideas, good and services to create exchanges that
satisfy individual and organizational goals.” This definition recognizes that marketing
management is a process involving analysis, planning, implementation and control; that it
covers goods, services and ideas; that it rests on the notion of exchange, and that he goal
is to produce satisfaction of the parties involved.
 Marketing management takes place when at least one party to a potential exchange thinks
about the means of achieving the desired responses from the other parties. Marketing
management has the task of influencing the level; timing and composition of demand in a way
that will the organization achieve its objectives. Marketing management is essentially demand
management.

MARKETING RESEARCH:

Marketing Research is the systematic gathering, recording and analysing of data

about problems connected to marketing of goods and services i.e. problems related to
product price, promotion and distribution of the 4p’s of the market mix.

Marketing research is concerned with all those factors, which have a direct impact
upon the marketing product and services. Marketing research has grown along with the
expanded role marketing as the focus for business decision-making.

Need Of Marketing Research:

● To estimate the potential market for a new product.

● To know the reaction of consumers to an existing product in market.
● To find out general marketing condition and tendencies.
● To know the types of consumer buying and buying motives
● To know the reaction of failure of product already in the market.
● To assess the strength and weakness of competitors.
Attitude:

Social psychologist defined attitude as an emotionalized predisposition to respond

positively or negatively to an object. Predisposition can be thought of as categories of
meaning stored in the memory of a person and are based on previous experience.

Consumer behaviour:

The term consumer behaviour can be defined “The behaviour that the consumer display
in searching for, purchasing using and evaluating products, services and ideas, which
they expect, will satisfy their needs”, The study of consumer behaviour enables marketers
to understand and predict consumer behaviour in market place, it also promotes
understanding of role that consumption plays in the lives of individuals. It is the pattern
of response of buyers to marketing offer in firm. It refers to the process as how consumer
makes their purchase decisions.

COMPANIES MARKETING ACTIVITIES

India is definitely on its way to becoming am international hub for the manufacture of
writing instruments. And the Companies is among the premier manufacturers in the
Country. The company reaffirmed its focus on high volume low value category of writing
instruments. It has achieved a remarkable success in the Industry and is the toughest
competitor of the leader brand Cello.

CORE COMPETENCY

The biggest strength of the company which its competitor is not able to capitalize is Its Own
R&D, In-house Manufacturing of Mould & Dyes this enables the company to launch Newer and
Newer Design and varieties faster than its competitors. It also reduces it production cost giving a
competitive price advantage over its competitions in organized sector. Company has its separate
Brand Wonder Gel in many varieties as a result of which company is Leader in Gel Segment.

Other Things Contributing to Success Of the Company are as under

❖ Extensive Distribution Network, reaching 4, 40,000 Retail outlets.

❖ Huge Production Capacities 14 Lakhs Pieces Per day.
❖ Large Varieties of Pen (Ball & Gel) in Different Price Range.
❖ Stationary Items
❖ Foreign Collaboration & Exportable Product Varieties.
 CHAPTER-VI
DATA ANALYSIS AND INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

The data is collected from two different sources one is primary data and another one is secondary
data. In primary data I used the method of self organized questionnaire, and sample technique is
used is simple random technique and my Sample Size is 80.

Age

SNO AGE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDANTS
1 BELOW 5 5 6.25
2 5-10 15 18.75
3 10-20 25 25
4 20-30 13 16.25
5 30-40 12 18.75
6 ABOVE 40 10 12.5
Total 80
INTERPRETATION:

The above table shows that most of the customers are between 10-20 years. It occupies 25
percent, and the age people of below 5 years are least and it occupies 6.25 percent

GENDER:

S NO GENDER NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1. MALE 58 72.5
2 FEMALE 22 27.5

TOTAL 80
INTERPRETATION:

The above table shows that most of the customers are males who occupies 72.5 Percent
and females occupies 27.5 Percent

Occupation:

S No Occupation No of respondents Percentage of

respondents

1 Business 10 12.5

2 Student 35 43.75

3 Employee 15 18.75

4 Profession 10 12.5

5 Service 6 7.5

6 Other 4 5
 Total 80

INTERPRETATION:

The above table shows that Students mostly use our product with 43.75 percent and least
used by others with 5 percent

Monthly Income:
 S no Income Number of Percentage of
respondents respondents
1 Below 5000 7 8.75
2 5000-10000 13 16.25
3 10000-25000 32 40
4 25000-50000 18 22.5
5 Above 50000 10 12.5
Total 80 100

INTERPRETATION:

The above table shows that the product in mostly used by people with income 10000-25000
which is 40 percent of respondents and least used by people with income below 5000 which is
8.75 percent of the respondents.
 Place:

S No place Number of Percentage of the

respondents respondents
1 Rural 21 26.25
2 Semi-urban 45 56.25
3 Urban 14 17.5
Total 80

INTERPRETATION:

The above table shows that our product is sold mostly in semi urban area with 56.25
percent of respondents and its least sold in urban area with 17.5 percent of respondents.
Which type of Pen do you currently use?

S No Pen Number of Percentage of

Type respondents respondents

1 Ball pens 35 43.75
2 Gel pens 22 27.5
3 Ink pens 13 16.25
4 Pilot pens 10 12.5
Total 80

INTERPRETATION:

The above table shows that Ball pens are mostly used with 43.75 percent of respondents and
pilot pens are least used with 12.5 percent of respondents.
Which brand of Ball Pen do you prefer to write?

S No Brand Number of Percentage of

respondents respondents
1 Cello 25 31.25
2 Today 22 27.5
3 Montex 5 6.25
4 Parker 7 8.75
5 Add Gel 13 16.25
6 Reynolds 8 10
Total 80

INTERPRETATION:
 The above table shows that Cello is been vastly sold with 31.25 percentage of respondents
next is Today’s pen with 27.5 respondents and montex is least sold with 6.25 percent of
respondents.

Which Colour Of Pen Do You Normally Use?

S No Colour Number of Percentage of

respondents respondents
1 Blue 36 45
2 Black 24 30
3 Red 14 17.5
4 Other 6 7.5
Total 80

INTERPRETATION:
 The above table shows that blue colour pens are highly sold at rate of 45 percent of
respondents where as other colours are sold least at rate of 7.5 percent of the respondents.

Which Characteristics of Pen Influence Your Buying decision?

S NO Buying Decision Number of Percentage of

respondents respondents
1 Point 4 5
2 Grip 3 3.75
3 Price 28 35
4 Long life 16 20
5 Performance 22 27.5
6 Ink 7 8.75
Total 80

INTERPRETATION:

The above table shows that the consumers buy the product on the basis of its Price with 35
percent of respondents whereas least consider on the Grip of the pen with 3.75 percent of
respondents.
 What inspire you to buy the Product?

S NO Product Type Number of Percentage of

respondents respondents
1 Shape 5 6.25
2 Size 15 18.75
3 Quality 25 31.25
4 Price 20 25
5 Style 15 18.75
Total 80

INTERPRETATION:

The above table shows that people are most concern with Quality of product which was given
by 31.25 percent of the respondents and least concern with shape given by 6.25 percent of
respondents.

Do you refill Your Pen Regularly?

S NO Option Number of Percentage of

 respondents respondents
1 Yes 35 43.75
2 No 45 56.25
Total 80

INTERPRETATION:

The above table shows that most people don’t refill the pen among the 56.25 percent of the

respondents whereas only 43.75 percent of respondents refill the pens.

Are you Brand loyal to Today’s pens?

S No Brand loyal Number of Percentage of

respondents respondents
1 Yes 54 67.5
2 No 26 32.5
 Total 80

INTERPRETATION:

The above table show that most of the customers are brand loyal among 67.5 percent of the
respondents whereas 32.5 percent of respondents are not loyal to brand.

Which Advertising Media Influence You the Most?

S No Advertising media Number of Percentage of

respondents respondents
1 Television 40 50
2 Hoardings 5 6.25
3 Newspaper 10 12.5
4 Internet 25 31.25
Total 80
INTERPRETATION:

The above table shows that television is most used advertising media among 50 percent of
the respondents whereas the hoarding is least used advertising media among 6.25 of respondents.

Do celebrity endorsements attract you towards our product?

S No Number of Percentage of
respondents respondents
1 Yes 50 62.5
2 No 30 37.5
Total 80
INTERPRETATION:

The above table shows that 62.5 percent of respondents are attracted to celebrity endorsement
and 37.5 percent of respondents are not attracted to celebrity endorsement

What do you think about the price level of the product?

S NO PRICE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 HIGH 35 43.75
2 LOW 24 30
3 OPTIMUM 21 26.25
TOTAL 80
INTERPRETATION:

The above table shows that price of the product is high according to 43.75 percent of the
respondents whereas it’s low for 30 percent of respondents and optimum for 26.25 percent of
respondents.

Rank The Following Types Of Pen Ranging From (1 to 4)?

S NO PEN TYPE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
1 BALLPEN 35 43.75
2 GEL PEN 22 27.5
3 INK PEN 15 18.75
4 PILO PEN 8 10
TOTAL 80
INTERPRETATION:

The above graph explains that ball pen is most preferred next is gel pen then ink pen and
then comes pilot pens with according to the respondents.
 CHAPTER VII
FINDINGS, SUGGESTIONS
& CONCLUSION

FINDINGS

1. Pens are mostly used by Students, then Business people, next by Professionals,
Employees, Service people etc.
2. Most of the consumer prefer ball pens
3. Today’s company is 2nd leading company in writing instrument industry next to cello
company.
4. The consumers are most attracted towards Quality, Price of the product.
5. Most of the consumer prefer Blue ball pens
 SUGGESTIONS

● Today’s company should minimize their cost so could be affordable to all people
● The advertising technique should also be improved so as to attract more consumers.
● The quality of the product should be maintained so that it could become a loyal brand
● Company can also implement a strategy of supplying of pens also with refill as a pack
which would attract more consumers for optimum price.
 CONCLUSION

◆ Cello Brand enjoys market leadership position and it is also prefer by the majority of the

consumer for writing among different brands OF Pen available in the market.

◆ In different types of Pen, Ball pen is preferred by most of consumer’s and they have ranked

Ball-Pen as No 1 among different Types of pen

◆ Blue Colour is preferred by the consumer among different Colour’s

◆ Majority of the Consumer prefer Ball Point of 0.5 & 0.6 mm and they like Crispy and Fluent

hand writing as this point size gives the desired writing to consumers

◆ Most of the consumers Buying Decision is not only influenced by any specific single

characteristics but it is influenced by either the combination of more than 1.Thus majority

buying decision is influenced by Performance of Pen in Total ,Of course in different

 consumer segments there are different characteristics impacting buying Decision.

Occupation Wise Classification

o For Business Person: The most influencing characteristic impacting buying decision

is Price.

o For Service Person: Price & Performance have impact influence on buying decision.

It signifies that Service Person purchase pen not only considering price but along with

it some different features such a

o Grip, Long Life, etc are also impacting the Decision. But still Price & Performance

are dominating features for this Consumer Segments.

◆ In the Pen Market the consumers are not loyal to a particular Brand, majority of them do

not stick or purchase the same brand. Repeat Purchase is very less. The major reason for this

is Pen is Low Involvement Product, as well as low price but in huge product varieties and

Price range. Consumers do not purchase the same brand mainly due to Influx of Newer and

Newer Products in the Market by different players and in different Price range ultimately

changing the consumer buying Decision

◆ In the Present market condition where Pen is available even in the Price Range of Rs 1 – 3,

consumers do not go for refilling the Pen. They do not refill pen as the Believe that New Pen

Cost is Negligible as compared to purchasing a refill

◆ For Eg. Today’s Wonder Gel Rs 5 and refill of the same is of Rs 4.Even the refilling does not

give the same writing performance as of the original refill. So consumer refrains from

refilling the Pen.

◆ Tv Advertisement is having a significant impact on majority of the Consumer, Influence of

different Advertising Media is not differing by Profession. Thus almost all media is having

the impact on buying decision of different consumer Segments.

Dear Sir/Madam

I K. BHAGYA LAKSHMI DEVI studying 3rd year BBA in St. Marry, pursuing this mini
project entitled “ A STUDY ON ANALYSIS OF MARKET TRENDS ON USAGE OF
BALL PENS.” We seek your help and cooperation to fill the following questionnaire freely
frankly. We ensure confidentiality and your responses will be used for study purpose only.
Please tick the right answer.

NAME:

1. AGE:
a) Below 5 b) 5-10 c) 10-20 d) 20-30 e) 30-40 f) Above 40

2. GENDER:

a) Male b) Female

3. OCCUPATION:

a) Professions b) Business c) Employee d) Service e) Student f) Other

4) INCOME:

a) Below 5000 b) 5000-10000 c) 10000-25000 d) 25000-50000 e)

Above 50000

5) PLACE:

a) Rural b) Semi-Urban c) Urban

6) Which type of Pen do you currently use?

a) Ball pen b) Ink pen c) Gel pen d) Pilot pen

7) Which brand of Ball Pen do you prefer to write?

a) Cello b) Today c) Parker d) Montax

e) Add gel f) Reynolds

8) Which Colour Of Pen Do You Normally Use?

a) Blue b) Red c) Black d) Other

9) Which Characteristics of Pen Influence Your Buying decision? a) Point b) Grip c)

Price d) Long life e) Ink f) Performance

10) What inspire you to buy the Product?

a) Shape b) Size c) Quality d) Price e) Style

11) Do you refill Your Pen Regularly?

a) Yes b) No

12) Are you Brand loyal to Today’s pens?

a) Yes b) No

13) Which Advertising Media Influence You the Most?

a) T.V Advertisements b) Banners and hoardings c) Newspapers d) Internet

14) Do celebrity endorsements attract you towards our product?

a) Yes b) No

15) What do you think about the price level of the product?

a) High b) Low c) Optimum

16) Rank The Following Types Of Pen Ranging From (1 to 4)?

a) Ball Pen b) Gel pen c) Ink Pen d) Pilot Pen

BIBLIOGRAPHY

⇒Marketing Management ---- Philip Kotler 12th Edition ⇒Financial

Management ------ Khan & Jain. ⇒www.acnielson.com

⇒www.todays-pen.com

⇒www.economictimes.com

⇒Company's Draft Prospectus.

⇒Company’s 13th Annual Report

⇒Business Research --- By Cooper