Marketing management

Business studies project

Geetha- 12 d
Product: pen
Index
1. Introduction
2. Reasons For Selecting The Product.
3. Brands That Exist In Market.
4. Permissions And Licenses Required.
5. Competitors' USP.
6. Range.
7. Name, Label, Logo, Tag Line.
8. Features of my product.
9. Selling Price Of Competitors.
10. Packaging.
11. Channels Of Distribution.
12. Warehousing.
13. My Price List.
14. Promotions Programs.
15. Schemes for the wholesaler and Customer.
16. USP of my Product.
17. Transportation.
18. Social message for the Label.
19. Marketing Mix.
20. Conclusion.
Introduction

The pen has been used as a writing instrument for ages. The history of the pen
can be crated back to the 1380s when the first patent on the ball pen was issued
to Petrache Poenaru. Our company has taken inspiration from the feathers that
were used by Rajas and Rishis’.The flow that it gave to them in writing different
manuscripts is found in our products. Our pen targets different groups,
including grown-ups, kids, and the honchos of the corporate world. The Pen will
surely stand beyond the expectations of users.
Reasons For Selecting The Product:

• As Student, the following are the reasons:-

1. It is a unique topic and none of my friends have chosen it.
2. As a Student, I am more connected with it. Therefore it gives me a better understanding of
this product.
• As a Company, the following are the reasons for selecting the product:-
1. Due to the cutthroat competition in education, we feel it our duty to provide the students
with the best writing tools. We find a great scope to grow in this field.
2. It is a commonly found tool with people of any field. So we intend to give all the writers the
best way of writing experience.
Brands That Exist In Market.

Reynolds – 25%

• Classmate – 18%

• Uni-Ball – 13%

• Cello – 29%

• Flair – 15%
Permissions And Licenses Required.

● Patent Registrations: Patent rights are given by govt to the employees for
having innovative products. No companies can copy design, technology, etc.
if the product is secured through patents. The company has to pay fees to the
registrar on a timely basis till the company wants the patent rights.
● Trade Mark: A part of a brand that is given legal protection is called a
trademark. Applying for the trademark is an easy procedure. The company
has to give the list of brand names for which it needs a trademark. Only one
of the names is selected out of the list.
Competitors' USP.
• Classmate pens: ITC forayed into the pen industry with the launch of classmate pens
across the market offering the consumer stylish and attractive designs. Classmate pens
deliver unmatched comfort and a neat writing experience. Classmate pens are attractive in
design and superior in quality. The pens offer ergonomic grip; precision-engineered tips
and controlled ink flow. Mechanism to keep the writing smudge-free and the writing
experience a pleasure. This first took off in the year 2009. ITC Classmate becomes the first
Indian company to join the Global Forest and Trade Network (GFTN).

• Uni-ball pens: The Mitsubishi “uni” pens were able to capture a large share in the
market through the following value-added features in their pen:- the smooth writing
experience, the ability to write super-fast, superior resistance, never fades, vivid
long-staying colors, low viscosity, low smudging, and smooth intense flow. The company
uses PRODUCT CONCEPT and concentrates on more quality building.
• Cello: Lauded as one of the world's best and India's largest pen manufacturers 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 marketplace. 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.
Flair: It attributes innovation & commitment to quality as it core competence. It is exporting to
more than 75 countries across the globe. Flair has the expertise for OEM business as well, and
its clientele includes most of the major brands from the field of writing instruments. It has
tie-ups with some of the pioneers of the writing instruments industry. It has a wide range of
products in its competence. 3 of its own brand’s FLAIR, LANDMARK, and RUDI KELLNER
are conquering the whole world.
• Reynolds: A continuous focus on constant quality and constant endeavor to provide quality
products at affordable prices have ensured it to be in the Indian writing instruments market.
The company substantially invests in reaching more customers through T.V., press, radio,
and other mass media communications. Market revolutionist has always been tagged to
keynotes which through continuous efforts has transformed the writing instruments
category from a commodity to a brand dominated segment.
 My product
Point size: 7mm

Tip: jumbo bulk

Ink: dsw

Features: waterproof ink, crystal clear body, insta flow ink technology for smooth writing, ergonomically
designed barrel for smooth and sharp writing, sweat absorbing.
Other details
. letro Pens (name)

• (logo)
• (label)
• Your success is our goal.
(tag line)
Features of my product
● This pen combines the ballpoint design with the use of liquid ink and flow
systems of fountain pens.
● Its tip is a small sphere of 0.5mm in diameter to give you the best writing
experience.
● Letro Pens’ needs less pressure to be applied and writes smoothly.
● It is smudge-free.
● Letro pen has the best grip with sweat absorption.
● The letro pen with a light-weighted body gives you the Luxury of fountain
pens and affordability of ballpoint pens.
● Waterproof ink on most of the surfaces.
 Selling Price Of Competitors.

Competitors Wholesalers Retailers Customers

Reynolds
20/- 23/- 26/-
Classmate 19/- 21/- 25/-
Uni-ball 25/- 27/- 32/-
Cello 11/- 13/- 15/-
Flair 15/- 17/- 21/-
Packaging
• Secondary Packaging: Pen will be packed in a cylindrical plastic box
(recyclable) with sponge protection from both ends. It will protect the tip of
the pen and would also provide it with support.
• Tertiary Packaging: The pens will be transported in a hard card box
carton in the following way:
a. Firstly 100 pens will be wrapped in a thin plastic cover. This packing will be
called ‘nod’.
b. Then, these 100 nods will be packed in the hard carton for final transportation.
c. In this way, it will provide 3-way shield protection and will protect the pen
from all kinds of damages. d. A single hard carton will contain 10 pens.
Channels Of Distribution.
• Our company is selecting an indirect channel
in that two-level channels for the following
reasons:-
i. This is the most commonly used distribution path
where two intermediaries are adopted by firms to sell
the product.
ii. The manufacturer sells the goods in bulk to a
wholesaler who sells in the small lots to retailers who
supply it to ultimate customers
iii. For less costly products, longer channels are preferred.
iv. Our product is not complex, for simple products longer channels can be used.
v. Our product is non-perishable so it can be distributed with the long channel.
vi. This Company is new, therefore, long channels are advisable.
Warehousing

• The company has appointed C&F ( Cleaning and Forwarding ) agents in various
states like Rajasthan, Maharashtra, M.P., Karnataka, Goa, and Tamil Nadu.
The goods will be dispatched to wholesalers and retailers through the
distributors. Therefore, the stock will be placed in the warehouse of various
state under their corresponding C&F agent.
My price list

Name of the product wholesaler retailer customer

Letro smooth flow 19/- 24/- 30/-

Letro executive 20/- 25/- 30/-

Promotions Programs.

• Advertising: It is an important promotional tool which reaches mass and is economical too.
• We will be giving advertisements on T.V. having a celebrity with an encouraging personality.
• We Will be giving ads on big posters across public places, in magazines and in newspapers.
• Personal Selling: The company has tie-ups with major institutions. The representative will
distribute the free sample to the students in a different school.
• Sales Promotion: The company is using product combinations as a means of sales promotion. On
purchase of a minimum of 15 units of pens, the buyer/consumer will get an Eco-Friendly notebook
for FREE.
Schemes
• Schemes For The Wholesaler And Customer.
• Wholesaler: The company is providing a special scheme for its new release “letro extreme”. All the
wholesalers who will buy more than 1000 units of pens will get 100 units of pens FREE.
• Customer: The Customer will get a notebook free of 150 pages if he/she buys more than 10 units of pen or
buys a whole packet of 20 units as a half price.
USP of my Product
• WE ARE NOT JUST THE BEST PEN MANUFACTURERS BUT WE ARE THE ONLY ONES THAT…
✔Has received the ECO CERTIFICATE for the quality of raw materials used.
✔We assure the writers of, 16.5 km non-stop writing experience.
✔Provides a sweat absorption grip – first time with any of the pens.
✔Provides 24*7 customer support service.

✔Firm Grip for Stress-Free writing.

✔Smudge-free Writing with WaterProof Ink.
Transportation.
● We will use mainly road transport for transporting our products to various states’
c&f agents. The vehicle will be able to transport 1,00,000 cartoons approximately
100 crores pen.
● We have many branches in various states managed by colleagues. By road, railway
transportation, we will transport our products, to different cities that will grow our
goodwill in the market.
Social message for the Label

We aspire to be a major brand in writing instruments WORLDWIDE by producing High-quality pens for the masses.
Marketing Mix.
• Product: My Product is a pen with a techno (sweat absorption) grip. It is a ballpoint pen with a 0.5 mm stainless steel
tip to give the user the best flow and grip while writing. There is a collaboration with German technology. The company has
invested more which leads to more innovations.
• Place: The product will be available at all those places which are convenient for the customers, like any stationery shop,
or a supermarket where the customer can easily reach.
• Price: The price of our pen will be equal to the market price of our competitors. Three basic pricing strategies are
market skimming pricing, market penetration pricing, and neutral pricing. The 'reference value' (where the consumer
refers to the prices of competing products) and the 'differential value' (the consumer's view of this product's attributes
versus the attributes of other products) must be taken into account.
• Promotion: We will be giving out the catalogs of our product outside the schools, giving the advertisement in
newspaper or magazines. There is no season for the promotion of the product because the pen is that kind of product
that is used day and night by the customer. Public relation and effective communication that may use to provide
information to different parties about the product.
Conclusion.
• I found my marketing project very interesting during my survey, I found the market share of the cello is
very high. On enquiring, I found cello has a diverse product line. It
has a divisional structure. It is not maintaining standardization which is leading to deteriorating
quality. On the other hand, CLASSMATE which follows the product concept has very good quality
control. It focuses only on quality. This has built up the goodwill of CLASSMATE. The majority of
companies have taken to an advertisement for promotion.
• Suggestion – I suggest complying with quality with affordability to acquire market share and
build up goodwill.
• After doing the project, I understood the importance of marketing as an important element of
management.