1

DECLARATIONI, NITISH SINH GAHLOT studying in T.Y.BMS of SIES COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL hereby declare that I have successfully completed the project on CAMLIN in the year 2011-2012 as per the requirements of MUMBAI UNIVERSITY as a part of Bachelor of Management Studies (BMS)

The information presented is this project is true and original in the best of my knowledge

DATE:

PLACE: Navi Mumbai

----------------------------------------------

NITISH SINH GAHLOT

2

CERTIFICATE

Mr.ARUN KAIMAL hereby certify that NITISH SINH GAHLOT student of S.I.E.S COLLEGE OF ARTS, SCIENCE AND COMMERCE, NERUL has completed the project on CAMLIN in the academic year 2011-2012.

The information submitted in this project is true and original to the best of my knowledge.

______________ _________________ ________

(Project Guide) (B.M.S Coordinator) (Principal)

__________________

(External Examiner)

3

ACKNOWLEDGEMENT

I, NITISH SINH GAHLOT would take this opportunity to thank the Mumbai University for providing me an opportunity to study the concept of CAMLIN . This has been a huge learning experience for me.

With great pleasure I take this opportunity to acknowledge the people who have made this project work possible.

I would also like to thank my B.M.S. Coordinator PROFESSOR SMITA.RAMAKRISHNA staff of my college, my colleagues, librarians and other people for providing their help as and when required to complete this project.

I would also like to thank my parents for the tremendous help they have given me without which the project would not have been possible

___ ______________________

NITISH SINH GAHLOT

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INDEX

Sr. No. Contents Page no.

1 INTRODUCTION 7

2 OBJECTIVES OF CAMLIN 10

3 CAMLIN DISTRIBUTION IN MUMBAI 11

4 COMPANY’S PROFILE 12

5 COMPANY OVERVIEW 14

6 CAMLIN TODAY 16

7 MARKET SHARE OF CAMLIN 17

7 COMPANY BRIEF 18

8 COLLABORATION WITH JAPAN KOKUYO 19

9 QUALITY OF CAMLIN PRODUCTS 21

10 SWOT ANALYSIS 26

11 PRODUCT PORTFOLIO 28

12 PRODUCT SECTOR 36

13 CHART OF SALES AND MARKETING DEPARTMENT CAMLIN

14 MARKETING MIX 40

15 CORE COMPETENCY 44

16 MARKETING STRATEGY 45

17 ULTIMATE IMPACT 51

18 CAMLIN BRAND STRATEGY 52

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Sr. No. Contents Page no.

19 COMPONENTS OF BRAND STRATEGY 55

20 MEDIA MARKETING OF CAMLIN 57

21 RESEARCH METHDOLOGY 58

22 LIMITATION OF STUDY 59

23 QUESTIONNAIRE 60

24 GRAPHICAL INTERPRETATION

25 DATA ANALYSIS 64

26 DATA ANALYSIS GRAPHICAL INTERPRETATION 73

27 CONCLUSION 83

28 SUGGESTION 84

29 REFRENCE 85

CHAPTER 1: INTRODUCTION6

STATIONERY BUSINESS IN INDIA

Small and Medium Enterprises play a vital role for the growth of Indian economy by contributing 45% of industrial output, 40% of exports, 42 million employments ,create one million jobs every year and produce more than 8000 quality products for the Indian and international markets. As a result, MSMEs are today exposed to greater opportunities for expansion and diversification across the sectors . The emergence of new technologies has a mixed impact on various industries. With new technology and falling prices for computers, printers and software are reducing the cost of business mail communication; on the other hand, focus on education by governments of various developing countries has increased the demand of stationary and paper products substantially.

Stationery Industry is a very heterogeneous group of business usually associated with the Schools, Collages, and Office and plays a very crucial role in working of any organization across the globe. It includes Paper stationery which comprises of a vast collection of products like exercise books, note books, stitch, glued & tapepads, refill pads, flap over pads, subject books, plastic cover books etc. The huge greeting card market, autograph books, party invites etc, is also a part of this segment.

.It is expected that Stationery industry has a flourishing future in it's coming years in India and over a period is estimated to grow at 10 to 15% p.a. To achieve this objective, one can actually see that how acceptance of Internet technology has opened plethora of opportunities of sourcing the desired supplier in any part of the world. The manufacturers of various countries including India, China, Indonesia etc have started building new product strategies, which helps in reducing their overall cost without compromising on quality thus producing a good quality product at competitive price.

Falling under the category of Small and Medium Enterprises in majorly most of the countries, this sector has lot to offer in terms of employment, tax revenues, it can be an important source of new innovative products, extensive local knowledge of resources, and can be a major service provider to the larger organizations. However, this sector like other sectors have certain bottlenecks which hinder the growth of this sector like Burdensome regulatory frameworks, Lack of tax incentives and subsidies, Absence of investor-friendly environment, Lack of access

7

to finance, Lack of capacity-building programs and inadequate provision of vocational training etc.

In the international arena India is providing more scope for development and trends; however, with excellent quality, the Indian products are very much in demand. The Indian SME’s associated with stationery market has witnessed tremendous dynamic changes. In the last decade the Indian market has increased varieties to be exported in markets and has produced big market percentage. Indian Paper Stationery Industry, which is a part of the huge and scattered Indian stationery Industry, has been going through tremendous alteration in recent years. Despite fierce competition from neighboring markets, its scattered nature and the constantly changing trends, the paper stationery industry makers continue to make every effort, due to which the fruitful results are coming slowly and steadily. Indian companies have learnt that innovation, performance and versatility are the key area to be focused upon. Taking the points under consideration, the businessmen are now researching and developing new products, as the market is now more of consumer oriented which is always looking for cost effective prices .This is because of the attitude of buyer which is now ready to spend more if a reliable product is offered to him.

With seasonal export market which stays from April-June major importing countries like U.S.A., Australia, Canada, major African countries and Middle East are the ones which accept Indian designs and style comfortably. With extreme precautions, and the good quality products offered and new marketing strategies are followed, the government has also come out with various incentives for SME’s. Particularly for stationary industry if we quote would be the education enhancement schemes which are giving growth to this sector. The Indian stationery market is also influenced by macroeconomic development, national income and lasts but not the least the ever-growing Indian population. The Indian stationery Industry is highly unorganized and the organized players are estimated to be less than the unorganized sector players due to which unorganized stationery players are expanded throughout the industry and controls major market share.

However, Indian stationary industry is facing major competition from the Importer especially Chinese manufacturers are the most competitive among all the otherworld market players as they have an advantage of mass production capacity ,aggressive favorable government export policy, simplified low taxation and well developed infrastructure.

8

Indian businessmen involved in the business of stationary items needs to work on proper research and development of the sector. Design, Colors, Quality, Themes, reaching the right partners and to find out new markets for their products should be on their agenda. Government at their level is taking initiatives; however, to bring in a spurt in the trade there is a need to focus on providing assistance to businessmen for buying good machinery, necessary infrastructure should be provided, to enhance export activities, workshops, conferences and training programs should be conducted at state and national level. Logistics is also a key concern that goods should reach on time which helps in maintaining a relationship with various customers across the globe.

9

CHAPTER 2: OBJECTIVES OF CAMLIN

Study of Camlin Ltd

Study various products of Camlin

Understanding about various products of Camlin

Camlin Brand - Marketing

To find out the extent to which consumers read the labeling information

before making a purchase for Camlin Brand

To understand the influence of advertising on consumer behavior Camlin

Brand

10

CHAPTER 3: CAMLIN DISTRIBUTORS IN

MUMBAI

Prop- Darshal shah

Address:

R. Vadilal and Sons Shop no.1,

Sitaram chawl, Koldongeri lane no.2,

Off sahar road, Koldongeri,

Andheri (east), Mumbai.

Tel no: 26843450

Owner of camlin limited

Mr. Dilip Dandekar

Marketing manager of camlin limited

Manager of camlin limited

Mr.N.R. Rane

Mr. M.Badrinath-VP

11

CHAPTER 4: COMPANY PROFILE

Camlin was set up as a private limited company in 1946 and later converted into a

public limited company and listed on the Bombay Stock Exchange in 1987. The

company is engaged in the manufacturing and trading of art material and stationery

products. The promoters have been in this line of business since 1931. Camlin has

its plants at Vasai, Tarapur and Taloja in Maharashtra; and Jammu in Jammu &

Kashmir. Up to FY06, Camlin operated through three divisions: consumer

products, fine chemicals and pharmaceuticals; which was restructured into the

consumer products and fine chemicals divisions.In order to improve focus and

growth in both the divisions, the management decided to hive off the fine

chemicals division into a separate company. Camlin Fine Chemicals Ltd (CFCL)

was formed in December 2006 and was listed on the Bombay Stock Exchange in

March 2007.

Business Type Exporter , Manufacturer

Primary

Competitive

Advantages

The company has more than 1000 products, a team of more

than 1000 personnel employed all over the country, a

distribution network of more than 50,000 retailers and a fully

equipped R&D laboratory approved by the Dept. of Science &

Technology & FDA. The company caters to a population of

500 million to ensure that its products reach almost every

literate Indian. Camlin is a Public Limited Company, listed on

the Mumbai Stock Exchange.

No of Staff More than 1000

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Year of

Establishment

1931

Export Markets Asia Pacific region, Middle East, European countries and USA

Product Range Camlin White Board Marker Pens

Camlin Permanent Marker Pens

Camel Wax Crayons

Camel Artica Plastic Crayons

Camel Oil Pastels

Camel Poster Colours (For Students)

Camel Water Colour Tubes (For Students)

Camel Water Colour Cakes (For Students)

Camel Hobby Colours

Camel Artists Oil Colours

Camel Students Oil Colours

Camel Painting Media

Camel Artists Acrylic Colours

Camel Artists Water Colour Tubes

Exam Mathematical Drawing Instruments Sets.

13

CHAPTER 5: COMPANY OVERVIEW

D. P. Dandekar started Camlin in 1931 with one product under Horse

Brand Ink Powders and Tablets and followed shortly by Camel Ink, now

the company has nearly 2000 products in colour and stationery. Its products

can be categorized as School & educational products, Fine art & Hobby

products and Office Products. The company is one among the pioneers in

almost every product that it manufactures and sells.

Company’s manufacturing facilities are spread across 4 locations –

Tarapur, Vasai and Taloja in Maharashtra and Samba, Jammu in Jammu &

Kashmir. Majority of the products are manufactured at these manufacturing

plants and the balance is procured from various small-scale units who cater

to the Company’s requirements under strict supervision and quality control.

The Company is currently one of the largest stationery companies in India

with its reach extending to over 150,000 retail outlets and over 50 million

households.

The Company has ventured into pre-school activity through, a 100%

Subsidiary – Camlin Alphakids Limited. A model pre-school was opened

in Andheri, Mumbai in collaboration with Headstart–Parade an early child

development centre.

The company subsidiaries include Camlin Alphakids Limited, Camlin

North America Inc., USA and Camlin International Ltd.

Product Range:

School & educational products

Water Colour Cakes/Tubes, Poster Colours, Wax Crayons, Oil Pastels,

Plastic Crayons, Sketch Pens, Wooden Pencils, Scales, Erasers, Sharpeners,

Colour Pencils, Math Sets, Dissection Boxes, Engineering Boxes, Mini-

14

Drafters, Other Technical Instruments, Note Books, Mechanical Pencils, Hi

Polymer Leads, Fountain Pen & its Ink

Fine art & Hobby products

Artist colour, Artist acrylic colours, Canvas rolls, Canvas boards, Easels,

Artist water colours, Oil sketching papers, Drawing inks, Brushes, Painting

medium, Glass colours, Fabric colour, Power colours, Fabric glue, Artist poster

colours

Office products

White board makers, Permanent Makers, Highlighters, Ball pens, Gel pens, Stamp

pads, Refills, Paint makers, CD makers, Carbon papers, Glue sticks, Gum /Paste &

Inks

15

CHAPTER 6: CAMLIN TODAY

With our 50,000 strong retailer network, prestigious foreign collaborations, large

consumer base, regular interaction with consumers by the sales force and participation in

international trade fairs like Paper world in Frankfurt, Camlin is now a trusted household

name all over India.

We were also the first company in India to adhere to Art & Creative Materials Institute’s

world standards in toxicity certifications. Our All India Camel Colour Contest too has

been well-received, holding the record of the highest entries ever and has been registered

in the Limca Book of World Records. We also believe in encouraging and promoting fine

art, which is why our Camlin Art Foundation was set up.

With many firsts to our credit, we are the pioneers in almost every product that we make

and sell.

1. We were first to launch the hobby range of colours in India.

2. We introduced colour categories in India like fine art colours, hobby colours and

fashion colours

From a company manufacturing ink powders in 1931 to a company manufacturing over

2000 products, operating in diverse fields, Camlin has come a long way. And the

Executive Chairman, Mr. Dilip Dandekar is raring to take the company to new heights in

the 21st century

A complete range of school stationery including white board marker pens,

permanent marker pens, wax crayons, artica plastic crayons, oil pastels, poster

colours,  water colour tubes, water colour cakes, hobby colours, artists oil colours,

students oil colours, etc. from a front runner........

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CHAPTER 7: MARKET SHARE OF CAMLIN

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

• 29 Apr, 2010 - Camlin Ltd announced that the Board of Directors has recommended a dividend of INR 0.50 per share i.e. is 50% on equity share of INR 1 each.

• 7 Dec, 2009 - Camlin Ltd has announced that the Committee of Directors (CoD) of the Company, at the meeting held on December 07, 2009, have allotted 56,000 Equity shares of Re. 1/- each to employees who have exercised their option to apply for equity shares as per the "Camlin Employee Stock Option Scheme, 2008". The shares are allotted at a price of Rs. 16/- per equity share.

• 1 March, 2009 - Camlin Board of Directors has decide to incorporate a 100% subsidiary company for carrying out the new activity of setting up of pre-school; company has decided to invest INR100 Lac for this venture.

17

CHAPTER 8: COMPANY BRIEF

'Camlin', a name which everyone prefers, right from a nursery class students to the

guardians while purchasing school stationery products. This quality brand from

Camlin Limited has been synonymous with reliability and quality since 1931. The

company is a leading Indian manufacturer and exporter of premium grade

stationery items and art colours. Our range includes oil pastels, poster colours, 

water colour tubes, water colour cakes, hobby colours, white board marker

pens, permanent marker pens, wax crayons, artica plastic crayons,  artists oil

colours, students oil colours, etc.

Powered with technical expertise and state-of-the-art manufacturing facilities,

Camlin offers a complete line of world class products at highly economical prices.

We believe in offering good value for money to the customer. The focus on quality

has got the Art material Products like writing instruments to conform to EN-71

standards and the coveted ACMI Certification. The company's core values-

entrepreneurial leadership, a belief in innovation, trust, integrity and continuous

learning - comprising all aspects of our business. With its sight on the global

market, Camlin is already exporting to the Asia Pacific Region, Middle East,

Europe and USA.

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CHAPTER 9 : COLLABORATION WITH JAPAN KOKUYO

Camlin Ltd has entered into a joint venture agreement with Kokuyo S&T Co Ltd, a 100-per cent arm of Kokuyo Co Ltd of Japan, for production of new wave satationery in India.

Promoters of Camlin Ltd and Kokuyo Co Ltd today announced the signing of a definitive agreement for setting up the joint venture and the share subscription agreement thereto.

Camlin said it would seek shareholders' approval for issue of 69,34,00 equity shares of Re1 each at a price of Rs85 each to Kokuyo S&T Co Ltd on a preferential basis, in compliance with the SEBI (Issue of Capital and Disclosure Requirements), subject to requisite approvals, consents and permissions. 

The promoters of Camlin has agreed to sell 23 per cent current of its equity shareholding in the company to Kokuyo S&T Co Ltd at Rs110 per fully paid share, subject to requisite approvals, consents etc.

The sale of 23 per cent equity will trigger an open offer to be made by Kokuyo S &T Co Ltd to the public shareholders to acquire a minimum 20 per cent equity capital of Camlin Ltd, at a price of Rs110 per share, in compliance with SEBI takeover rules.

Upon completion of the transaction, the board of directors of Camlin will be reconstituted. Dilip Dandekar will continue as chairman and managing director and Shriram Dandekar as executive director. Kokuyo Co Ltd will have the right to nominate 4 directors for appointment on the board of Camlin Ltd.

Kokuyo Co Ltd will bring in managerial, marketing, manufacturing and product research and development skills.  The deal brings together one of the strongest Indian brands in the stationery industry with an annual turnover of over $80 million and a leading company in Japan with over 100 years of experience in stationery and furniture products, with an annual turnover of over $3.2 billion.

Kokuyo Co has expertise in design and construction of office and store interiors, mail order business, lifestyle retail and distribution.

19

The two have a complementary product portfolios, which will facilitate sustained long-term growth for both companies, a joint statement said.

The transaction, to be executed in 3 tranches, with Kokuyo Co acquiring 10 per cent of the share capital of Camlin Ltd on a fully diluted basis, pursuant to the preferential allotment to be made by the company as contemplated by the share subscription agreement, for a price of Rs85 per share and an open offer to public shareholders of Camlin.

The proceeds of the transaction will be utilised for expansion and modernisation of manufacturing facilities and new projects.

The closing of the transaction is subject to customary conditions, including receipt of required regulatory approvals, and the completion of the open offer for the purchase of shares of the public shareholders of Camlin Ltd.

The partners will bring their respective expertise and know-how as well as combine the strength of the Camlin brand and the local expertise of Camlin Ltd with the specialised technical skills and global brand strength of Kokuyo Co Ltd, in order to further develop the stationery business.

"It has been our stated intent to scale revenues, and increase our portfolio of products through line extensions. We believe that Kokuyo Co Ltd and Camlin Ltd have complementary product portfolios and this joint venture will facilitate faster rollout of portfolio of products by Camlin Ltd," said Dilip Dandekar, CMD of Camlin Ltd.

The Indian stationery market, valued at $2.2 billion annually, has been rapidly growing at a high double-digit rate post liberalisation of economy.

Increased allocation of funds on educational sector has led to a higher consumption of stationery and allied products and also a shift from substandard to superior quality branded products. This has attracted increased presence from both local and global players.

The joint venture will also open opportunities for joint exploration of increasing exports for Camlin products to other countries, and sharing the know-how in marketing and technologies, the companies said.

20

CHAPTER 10: QUALITY OF CAMLIN

PRODUCTSCamlin Limited is a globally recognised manufacturer and exporter of high quality

art colours and stationery items. We offer our products under the brand name of

"Camlin", a brand trusted by millions for more than 9 decades. Our portfolio

includes Stationery & Writing Instruments, Art Materials, Office Products,

Educational and Hobby Products and Adhesives such as:

Camlin White Board Marker Pens

Camlin Permanent Marker Pens

Camel Wax Crayons

Camel Artica Plastic Crayons

Camel Oil Pastels

Camel Poster Colours (For Students)

Camel Water Colour Tubes (For Students)

Camel Water Colour Cakes (For Students)

Camel Hobby Colours

Camel Artists Oil Colours

Camel Students Oil Colours

Camel Painting Media

Camel Artists Acrylic Colours

Camel Artists Water Colour Tubes

Exam Mathematical Drawing Instruments Sets.

21

World Class Quality

Every product offered by Camlin Limited is capable of rendering efficient and

durable performance. Our Art material Products conform to the EN-71 standards.

We follow stringent quality control measures at every stage of our process to

ensure flawless production. The finished articles are packaged in superlative

packaging. Camlin is a Public Limited Company, listed on the Bombay Stock

Exchange.

Infrastructure

We are well equipped with ultra modern machines and equipments to produce

world's best range of products for our clients. We have a team of more than 1000

personnel employed across India and a distribution network of more than 50,000

retailers catering to a population of 500 million, we ensure that our writing

instruments and allied products reach every literate Indian. We have a fully

equipped R & D laboratory approved by Dept. of Science and Technology and

FDA.

Education services

There is tremendous opportunity for an exponential growth of the education sector

given the demographic profile of India and the latent demand for quality education.

There is increased competition for getting into quality educational institutions as

several educational institutions do not have adequate infrastructure, trained

teachers and

proper content delivery mechanisms. With an increase in affordability, households

are also willing to pay a higher price for quality education. The multitude of

government

22

regulations and regulatory bodies, especially in higher education, is a key factor

influencing private participation. The `not for profit` diktat is another major factor

influencing higher investments in the education sector. Despite the strict regulatory

environment, investors have lucrative opportunities with emergence of innovative

structures/ models of operation.

Strong growth in education sector in India to boost demand for

stationery:

The education and literacy is playing an active role in driving per-capita GDP of

India, this is creating platform for growth in the stationery business. The biggest

boost in the education sector has been the historic “Right of Children to Free and

Compulsory Education Act, 2009”, which came into force on 1 April 2010. The

Act legalizes the right to free and compulsory schooling for all children between

the ages of 6 and 14.In the Union budget 2010-11, plan allocation for school

education increased by 16% from `26,800 crore in 2009-10 to `31,036 crore in

2010-11.

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

The Company has a currently distribution network of 150,000 retailers across

India, and has plans to double it in coming 2-3 years. At present, rural sales

constitute about 25%-30% of the total turnover of the company and are expected to

grow at a much faster pace in the coming years.

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

The company has moved into the new business segment of pre-schools from the

year 2009, with 3 pre-schools, named Alphakids, at Andheri, Thane & Kharghar,

23

in and around Mumbai. The schools have received a good response, in terms of

number of admissions and the company is planning to expand its present to 50

schools by FY13.

Product line extensions: The Company has been extending its product base every

year by adding various new

products to its product line and the company planned to be launch the following

product by this year:

1. Marker range - Textile markers, Surgical markers, Multimarkers .

2. School bags

3. Exam pads

Plans to increase production at its Jammu plant, to utilize the tax holiday:

The Company plans to increase its production at Jammu plant in Jammu &

Kashmir and Vasai plant in Maharashtra. The company intends to increase

production at its Jammu plant going forward, is to utilize the maximum tax holiday

24

CHAPTER 11: COMPETITORS OF CAMLIN

BRAND

25

kores intl . pvt.ltd

Hindustan Pencils Ltd

Bril India Ltd Faber Castel

Luxor Writing Instruments

Today's

CHAPTER 12: SWOT ANALYSIS OF CAMLIN

STRENGTHS 50,000 retailer network Foreign collaboration Large consumer base Pioneer in almost every

product Diverse product

portfolio 90% of women power.

WEAKNESS Low awareness for high

end colours Half of the camlin is

now in the hands of Japan.

OPPORTUNITIES Increased government

spending on education Rising middle class

income Growing youth

population Increasing the number

of factories.

THREATS Cheap imports from

China and South East Asia

Increased prices of raw material and packing materials.

STRENGTHS :

Camlin has more than 50,000 retailer network. The workers who are working Camlin industry are 90% of the women’s power. Camlin will get the required investment and technology from Kokuyo, which is a strong player in notebook market in Japan, to enter the Rs 7,000 crore Indian exercise book segment, says chairman and managing director Dilip Dandekar. In fact, Camlin, which has been a household name for years, has started looking out for a partner to get into new business segment, he added.

WEAKNESSES :

26

Stationery major Camlin today announced that it had entered into a definitive agreement with Kokuyo S&T Co of Japan under which the latter will acquire 50.3 per cent of the Indian company.

OPPORTUNITIES :

The factories of Camlin are located in Vasai , Taloja , Tarapur , Mumbai and now they are planning to locate the factory in Jammu-Kashmir. Camlin is the only company who spends more money in education sector.

THREATS :

The prices of the Camlin products are little high for lower class it is little difficult to buy Camlin products. Camlin sometimes do the import from China so it is very risky to observe the good quality of raw material used or not.

27

CHAPTER 13: PRODUCT PORTFOLIO OF

CAMLIN BRAND

 

Product Sample Product Category No. of Product(s)

Fine & Commercial Art Material 6

Educational Products 5

Fashion & Hobby Colors 5

Artists Colors 3

Flat and Wash Brushes 1

Writing Instruments 4

28

FINE AND COMMERCIAL ART MATERIALS

Transparent Photo Colours

05

Large Painting Knives

07

Metal Palette Knives Premium

08

King Water Colour Pencils

09

Palette

10

29

EDUCATIONAL PRODUCTS

Camlin Sketch Pens

12

Camel Sparkle Decorative Craft

Color

13

Camel Wax Crayons

14

Camel Artica Plastic Crayons

15

30

Camel Redimix Student Colours

16

FASHION AND HOBBY PRODUCTS

Hobby & Fabric Colour

17

Camel Frolika 3D Glitter

18

Camlin Glass Colours-Solvent

Based

21

Camel FloriKa 3D Fine Liners

20

31

Camel Fabrica Cone Liner

19

ARTISTS COLOURS

Artist Water Colour Tubes

01

Artist Water Colour Cakes 02

Artists Acrylic Colours 03

32

33

WHITE BRISTLES FLAT AND WASH BRUSHES

34

WRITING INSTRUMENTS

Camlin Fountain Pens

22

Camlin Wooden Pencils

11

Scholar Mathematical Drawing

Instruments

23

24

35

Camel Carbon Papers

CHAPTER14: PRODUCTS SECTORS OF

CAMLIN

36

A strong distribution network and innovative marketing strategies

Camlin has a well‐established distribution network comprising self‐owned depots,

1,500 distributors

and more than 300,000 retailers across India. Camlin’s innovative marketing

strategies ‐ such as

directly marketing products to schools through an exclusive school activation team

and organizing All

India Camel Color contests ‐ have kept it ahead of other players in the same space.

Key driver: Increased government and per capita expenditure on

education

Over the past decade, government expenditure on education has increased at a

CAGR of 19.8% and

India’s per capita expenditure on education has increased at a CAGR of ~8% from

Rs 204.7 to Rs 437

per student; which will boost the demand for stationery products.

KEY RISKS

• The company’s key raw materials include various petrochemical products. Any

volatility in raw

material prices will adversely affect Camlin’s margins.

• The company operates in the stationery (non‐paper) industry which is highly

fragmented.

Unorganized players account for around 80% of the total market share in certain

products like

writing instruments. It faces severe competition from these entities.

37

CHAPTER15: CHART OF SALES AND MARKETING DEPARTMENTCAMLIN

38

GM Sales & Marketing

Manager Domestic Sales

Manager International Sales

& Promotion

Manager Wonder Brand

Manager Intl Stationary sales

Manger Commercial

Sales

Manager Institutional

Sales

ManagerEast

Zone

ManagerSouthZone

ManagerWestZone

ManagerNorthZone

R.S.MEast Zone

R.S.MWest Zone

R.S.MNorth Zone

R.S.MSouth Zone

A.S.MEast Zone

A.S.MWest Zone

A.S.MNorth Zone

A.S.MSouth Zone

Sales Representativ

es

Sales Representativ

es

Sales Representativ

es

Sales Representativ

es

Manager

Domestic Sales

Manager Internationa

Sales

39

CHAPTER16: MARKETING MIX OF CAMLIN

The marketing mix is a part of marketing strategy and probably the most famous

marketing term. Its elements are the basic, tactical components of a marketing

plan. Also known as the Four P's, the marketing mix elements are price, place,

product, and promotion. The concept is simple. Think about another common

mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can

alter the final cake by altering the amounts of mix elements contained in it. So for a

sweet cake add more sugar!

It is the same with the marketing mix. The offer you make to you customer

can be altered by varying the mix elements. So for a high profile brand, increase

the focus on promotion and desensitize the weight given to price. Another way to

think about the marketing mix is to use the image of an artist's palette. The

marketer mixes the prime colours (mix elements) in different quantities to deliver a

particular final colour. Every hand painted picture is original in some way, as is

every marketing mix.

40

1. PRODUCT :

The product aspects of marketing deal with the specifications of the actual goods

or services, plus how it relates to the end users needs and wants. The range of a

product normally includes supporting elements such as warranties, guarantees, and

support.

2. PRICE :

This refers to the process of setting a price for a product, together with discounts.

The price need not be monetary; it can plainly be what is exchanged for the

product or services, e.g. time, energy, or attention. Methods of setting prices

optimally are in the domain of pricing art

3. PLACE :

Refers to how the product gets to the buyer; for instance, point-of-sale assignment

or retailing. This third P has furthermore at times been called Place, referring to the

channel by which a product or service is sold (e.g. online vs. retail), which

geographic region or industry, to which division (young adults, families, business

citizens), etc. also referring to how the surroundings in which the product is sold in

can influence sales.

4. PROMOTION :

This includes advertising, sales promotion, including promotional education,

publicity, and individual selling. Branding refers to the assorted strategies of

promoting the product, brand, or company.

41

All the 4 marketing p's are also known as "the marketing mix" furthermore are

frequently used by a marketer to plot a plan, and place the foundations of fresh

projects/campaigns, it is a astonishingly useful strategy that has been used ever

since the early 1960's, and will be constant for as long as new-found

projects/campaigns are being produced.

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CHAPTER 17: OVERVIEW OF 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.

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CHAPTER 18: CORE COMPETENCY

The biggest strength of the company which its competitor are 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

competitiors.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.

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CHAPTER 19: MARKETING STRATEGY FOR

CAMLIN BRANDS

Today The Market Where Trade Takes Place Is No Longer Seller Oriented. In

Modern Times It Is Rather A Buyer Market, Which Exists. It Is The Era Of The

Consumer.

Today Due To Liberalization And Globalization, The World Has Become A Single

Marketplace. Gone Are The Days When One Had To Make Do With Only Those

Goods Which He Could Get In His Country Or His Surroundings, Today Due The

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Advancements Of Technology Mankind No Longer Has To Compromise With

What He Gets. The Modern Day Consumer Has Access To Variety Of Goods And

Services. Thus There Are A Lot Of Firms And Companies, Which Manufacture

The Same Product Or Offer The Same Service Thereby Wanting To Cater To The

Need Of The Prospective Customer.

In A World Where Such Cutthroat Competition Exists, Customer Orientation Is

The Key. Only And Only When The Customer Feels That The Product Offered To

Him Is Up To His Expectations Will He Buy The Product Otherwise The

Organization Will Loose The Customer To The Competition. It Is Here Where The

Concept Of Consumer Behavior Comes In. Studying The Consumer In Order To

Know His Specific Expectations Is The Mantra To A Competitive Business Today.

Moreover To Prepare A Successful Market Strategy The Study Of Consumer

Behavior Is Very Important. Since The Marketing Strategy Is Targeted Towards

The Customer, It Is Important That A Study Of The Customer Likes And Dislikes,

His Expectations Be Made For Thee Strategy To Be Effective.

The Attitude Of Consumer Or Buyer Decides How Demand Will Emerge For A

New Product And Service And How Existing Goods And Services Will Be Sold.

The Attitude In Turn Depends Upon Many Economic, Social, Cultural, Climatic

Factors. The Decisions Are Also Influenced By Education, Stage Of Economic

Development, Lifestyle, Information, Size Of Family And Hoast Of Other Factors.

To Understand Consumers Each Brand Has To Start By Asking Several Basic

Questions:

WHO?

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Who Is The Consumer? What Are Consumer’s Demographics? Where Does She

Stay? Which Socio-Economic Class Does She Hail From? Who Can Influence Her

Purchase Behaviour?

WHY?

Why Does She Buy This Product? This Brand? What Are Her Beliefs? What Is

Her Attitude Towards This Brand And The Key Competitors? What Needs Does

This Brand Fulfill?

WHEN?

When Does She Buy The Brand? Daily? Monthly? When Does She Use The

Brand?

WHERE?

Where Does She Buy The Brand? Where Else May She Want To Buy The Brand?

Where Does She Use The Brand? At Home? Outside?

Who’s Running The Organization? The Customers!!!

It’s An Old Saying That Customer Is The ‘King’ Because He Is The Person On

Whose Decision Demand Of Any Product Or Any Service Is Dependent.

The Purpose Of A Business Organization Is To Achieve The Objectives Set Out

By Its Stakeholders, Its Shareholders, Its Employees And Others. But Among The

Most Important Players In This Game Are The Customers Of The Business. No

Business Can Be Successful If It Ignores The Needs Of Its Customers.

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Advertising is an important tool of promotion. . Advertisement is a non-personal presentation of an idea or a product (where as personal selling or salesmanship help in personal promotional.) Advertisement supplements personal selling to a great extent. Advertising has, acquired great importance in the modern India characterized by tough competition in the market and fast changes in technology, and fashion and taste customers. In this chapter, we shall study the nature, functions and media of advertisement used by modern business firms.

Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them.

What is advertising?

Advertising is the dissemination of information concerning an idea, product. or service to induce action in accordance with the intent of the advertiser. According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization.”

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ADVERTISING IS ANY PAID FORM OF NON-PERSONAL:

PRESENTATION AND PROMOTION OF IDEAS, GOODS OR

SERVICES OF AN IDENTIFIED SPOCSOR. THE MESSAGE

WHICH IS PRESENTED OR DISSEMINATED IS KNOWN AS

‘ADVERTISEMENT'.

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CHAPTER 20: ULTIMATE IMPACT Usually big firms do not depend upon a single medium of advertisement. They choose a battery of advertising media in order to popularize their products and to sell on a massive scale. Subject to the availability of finance, they like to advertise their products through all the advertising media. It is because of this fact that advertising has become competitive these days and it is essential to advertise continuously in various media not only to increase the sales but also to remain in the market. Many people judge the superiority of a product from the point of view of the nature of the advertisement. However, advertisement expenses should be kept under control under the normal conditions. For this purpose a comparative evaluation of the effectiveness of various advertising media is necessary in order to choose the best combination of advertising mediaIt has been wrongly assumed that the advertising function is of recent origin. Evidences suggest that the Romans practiced advertising; but the earliest indication of its use in this country dates back to the middle Ages, when the use of the surname indicated a man’s occupation. The next stage in the evolution of advertising was the use of signs as a visual expression of the tradesman’s function and a means of locating the source of goods. This method is still in common use. The seller in primitive times relied upon his loud voice to attract attention and inform consumers of the availability of his services. If there were many competitors, he relied upon his own personal magnetism to attract attention to his merchandise. Often it became necessary for him to resort to persuasion to pinpoint the advantages of his products. Thus, theseller was doing the complete promotion job himself. Development of retail stores, made the traders to be more concerned about attracting business. Informing customers of the availability of supplies was highly important. Some types of outside promotion were necessary. Signs on stores and in prominent places around the city and notices in printed matters were sometimes used. When customers were finally attracted to the store and satisfied with the service at least once, they were still subjected to competitive influences; therefore, the merchant’s signs and advertisements reminded customers of the continuing availability of his services. Sometimes traders would talk to present and former customers in the streets, or join social organizations in order to have continuing contacts with present and potential customers. As the markets grew larger and the number of customers increased, the importance of attracting them also grew. Increasing reliance was placed on advertising methods of informing about the availability of the products. These advertising methods were more economical in

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reaching large numbers of consumers. While these advertising methods were useful for informing and reminding and reminding, they could not do the whole promotional job. They were used only to reach each consumer personally. The merchant still used personal persuasion once the customers were attracted to his store. The invention of hand press increased the potentialities of advertising. By Shakespeare’s times, posters had made their appearance, and assumed the function of fostering demand existing products. Another important event was the emergence of the pamphlet as an advertising medium. The early examples of these pamphlets disclose their sponsorship by companies want to generate goodwill for their activities. The low cost of posters and handbills encouraged a number of publishers to experiment with other methods.Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled. Advertising clients are predominantly, but not exclusively, for-profit corporations seeking to increase demand for their products or services. Other organizations that frequently spend large sums of money on advertising include political campaigns, interest groups, religion-supporting organizations, and the military. Other non-profit organizations are not typical advertising clients, and rely upon free channels, such as public service announcements.

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CHAPTER 21: CAMLIN BRAND STRATEGY

Camlin Branding in essence is effective brand strategy. It's the application of sound research into brand communications, analytical techniques, and the development of an improved strategy for your brand. Strategy is all about brand positioning. It identifies the key elements of product brand and develops a branding action plan to implement it.

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BRAND STRATEGY DECISIONLine extension

brand extension Extending the brand

Line extension

Reaching out to a new category

Brand relaunch

Multibrands

New brand name

LINE EXTENSION:

In this strategy company introduces additional item in the same product category in

the same brand name. This item may be different in size, packaging, color and so

on. It is available through different specific mix of trade channels e.g. lower end

products are available at general stores and higher end products.

It offers a variety of products to the customer. Line extensions can be innovative. It

also allows company to command more shelf-space at the retail level. Line

extensions work only if the sales are taken away from the competitors.

BRAND EXTENSION:-

Extending brand name is extended to a product being launched in a new product category. If new product is not satisfactory in performance, it might affect the reputation of the company’s other products. Most of the times, brand name may not be appropriate for the new product category. Brand extension advisable to see how the associations of the parent brand are consistent with the extended brand.

For example, Camlin – Colour, Pencils, all types of stationery products

PRODUCT LINE EXTENSION: - additional product is added under same brand name.

For example, Camlin extended its various products under the name of camlin brand

REACHING OUT TO THE NEW PRODUCT CATEGORY: - when the brand has

potential of providing benefit in another category either through chosen brand

name or through its wide acceptance in a category, this form of extension is

followed.

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BRAND RELAUNCH:-

It is the process of launching the brand after certain time gap. Companies try to acquire a brand from other companies and relaunch it with necessary modification. For example, Camlin premium paper

MULTIBRANDS:-

This kind of strategy is employed to saturate the market. Additional brands are

introduced to cater to the different segment. Multibrands strategy may not allow

company to focus on company’s resources. Because of this profitability get

affected. Competitors brand get affected by the product and sometime own brand

also get affected.

For example, Camlin as a multiple brand in stationery products

NEW BRAND NAME:-

To make brand name more appropriate, a company puts a new brand name when it enters a new product category. A new brand again has to be built up, and this is quite expensive. It should be considered whether the sales and profit estimated from the new brand.

For example, Camel Poster Colours and various other products.

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CHAPTER 22: COMPONENTS OF BRAND MANAGEMENT:-

Brand Awareness:-

Brand awareness is the starting point in the development of brand equity. It represents the consumer's ability to recall a brand name when given a product category (Aaker, 1991).

For example, when a person is asked to name a brand of stationery products , they are more likely to mention Camlin

According to Keller (1998), brand awareness is important to brand strategy for two reasons. First, awareness of the brand ensures the brand enters the consumer's consideration set when looking to make a purchase. Second, brand awareness can affect choices within the consideration set. If one brand has a larger presence through advertising, it may be considered more favorably. Third, awareness can impact the development and salience of associations with the brand.

For example, when anyone says, about Computer Company you remember about IBM. When anyone says, about detergent u remember popular brand like Tide, Surf, Airel and so on.

Perceiver Quality:-

Camlin Perceived quality represents a consumer's judgments of a product's overall excellence relative to its intended purpose.

For example, given its rich heritage with respect to stationery products. Because it has been shown to drive financial performance (return-on-investment), perceived quality is often the focal point of corporate strategy. Besides the actual make-up of the product, pricing strategies may impact a consumer's perception of quality. Therefore, in athletic footwear, as in many other industries, higher price may connote higher quality.

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Slogan:-

For example, Pioneer in Stationery Products Slogan based on 1 1/ 2 minutes it help mother with promise of ‘quality products ’.

Brand association:-

It is associate brand with certain tangible and intangible attributes, a celebrity endorser or a visual symbol. Most of this association are derived from brand identity and brand image. Each organization has to carve a brand identity and develop it further to build strong brands.

Logo and symbol:-

Along with the brand name, companies also use a logo for visual identification. A

logo is pictorial symbol indented to communicate with the consumers. Flags,

pictures, graphical designs and alphabets are all used as logos. It is the piece of

creativity. Logo is a relatively permanent entity for a company.

For example, Camlin . according to the company, the logo represent the

company’s outlook, which is positive thinking and also a stress on values

such as integrity, quality, and performances.

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CHAPTER 23: MEDIA MARKETING OF

CAMLIN

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CHAPTER 24 : RESEARCH METHODOLOGY

Research Design : Descriptive Research

Sampling unit: Same as the sample element

Sampling Technique: Convenience sampling

Sample Size : x number sampling units selected from the Target

population

Contact Method: Researcher have contacted sampling units personally and

with the help of one to one interaction researcher have conducted survey.

Also using face book and friends

Extent: The location considered by the researcher is Mumbai city.

Data Sources:

Primary Source: Questionnaire

Secondary Sources:

Books like Marketing Research by Malhotra, Journals,L Websites, Reports

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CHAPTER 25: LIMITATIONS OF THE STUDY

Another limitation is that the scope of the researcher’s study is Mumbai . So

the population considered may not be the actual representative of the

population of the nation.

The information given by the respondents can be biased.

Frequency of usage, in the question that ask for highly consumed brand.

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CHAPTER 26: QUESTIONNAIRE

“A STUDY ON CUSTOMER ATTITUDE AND PREFERENCE TOWARDS CAMLIN WITH REFERENCE TO CAMLIN LIMITED”.

1. Name :

2. Age :

3. Sex:

a) Male : b) Female :

4. Occupation :

1. Do you buy Stationery Products?

a) Yes

b) No

2. Do you use Branded or non branded Stationery ?

a) Branded

b) Non branded

3. Which brand of Stationery products do you use?

Bathing –soapsRespondent

s

Camlin 41

Kores 3

Bril Ind 14

60

Todays 8

Luxor 34

4.Which type of products category do you like?

a) Writing instrumental products

b) Artistic colours

c) Educational products

d) Other products

5.How different is Camlin brand the style & Quality comparing with other

brands?

a. Not at all different

b. Quite different

c. Very different

6.If yes, why do you prefer Camlin Products ?

a. Quality

b. Price

c. Advertisement

d. All of three

7.Any suggestions regarding Camlin can specify?

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CHAPTER 27: graphical interpretation

1. From where do you get information about the new product?

a)Television

b)Newspaper

c)Magazines

d)Peers (Family/ Friends)

2. Which form of advertising do you like?

a)Still image

b)Moving image

3. For you advertising is a source of ?

a)Information

b)Entertainment

4. Does entertaining advertisement affect your opinion about the product?

a)Yes

b)No

5. Does information provided in advertisement affects your opinion about the product?

a)Yes

b)No

6. Does language used in advertisement affects your opinion about the product?

a)Yes

b)No

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7. Does intensity of the advertisement affects your opinion about the

product?

a)Yes

b)No

8. Does presence of social issues in the advertisement affects your opinion about the product?

a)Yes

b)No

9. Do you think advertisement helps in increasing sales of any product?

a)Yes

b)No

10. Which type of advertisement influences you more? a)Yes

b)No

11. Which type of advertisement influences you more?

a)National Advertisement

b)Local Advertisement

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CHAPTER 28: DATA ANALYSIS

Educational Qualification Wise Sample Design

Table: 2

The above table shows

that maximum numbers of respondents were under graduate while the minimum

numbers of respondents were illiterate.

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Educational Qualification Number of Respondent

Illiterate 04

Upto 12th 16

Under Graduate 55

Graduate 20

Post Graduate 05

TOTAL 100

Educational Qualification Wise Sample Design

4

16

55

20

5

0

10

20

30

40

50

60

Illiterate Upto 12th UnderGraduate

Graduate PostGraduate

Eductaional Qualification

Nu

mb

er

of

Resp

on

den

ts

Occupation Wise Sample Design

The above table

shows that the maximum respondents were students while minimum numbers of

respondents were businessman. The category of others includes a unemployed

persons & workers.

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Occupation Number of

Respondent

Businessman 05

Serviceman 12

Professional 08

Student 71

Others 04

TOTAL 100

From all the above table, we can notice that out of 100 respondents, the

maximum number of soft drink consumers were in the age group of 18-24 years

who were students & under graduate.

Occupation Wise Sample Design

5

12

8

71

4

0 10 20 30 40 50 60 70 80

Businessman

Serviceman

Professional

Student

Others

Occu

pati

on

Number of Respondents

66

1.Do you use stationary products?

a)Yes

b)No

yes no0

20

40

60

80

100

120

67

2.Do you use Branded or non branded Stationery ?

a) Branded

b) Non branded

92%

8%

Chart Title

BrandedNon Branded

68

Bathing soaps

0

10

20

30

40

50

Respondents 41 3 14 8 34

Camlin Kores Bril Todays Luxor

3. Which brand of Stationery products do you use?

Bathing –soaps Respondents

Camlin 41

Kores 3

Bril Ind 14

Todays 8

Luxor 34

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4.Which type of products category do you like?

a) Writing instrumental products

b) Artistic colours

c) Educational products

d) Other products

Writing Instruments, Artists Colors , Educational Products , other Products

0

5

10

15

20

25

30

35

40

5.How different is Camlin brand the style & Quality comparing with other brands?

70

a. Not at all different

b. Quite different

c. Very different

49%

31%

20%

Not all differentQuite differentVery different

.

71

6. If yes, why do you prefer the Camlin Products ?

a. Quality

b. Price

c. Advertisement

d. All of three

77%

8%

10% 5%Quality

Price

Advertisement

All other

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CHAPTER 29: DATA ANALYSIS

GRAPHICAL INTERPRETATION

1.From where do you get information about the new product?

ANSWERS NO. OF RESPONDENTSTELEVISIONS 42NEWSPAPERS 26MAGAZINES 11INTERNET 6PEERS (FAMILY/FRIENDS) 15

Interpretation:

A large size of population is influenced by Television and Newspapers.2.Which form of advertisement do you like more?

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ANSWERS. NO OF RESPONDENTS.STILL IMAGE 28MOVING IMAGE 72

Interpretation:

People are more affected by advertisement with moving image.

74

2. For you advertisement is a source of:

ANSWERS. NO OF RESPONDENTS.INFORMATION 62ENTERTAINMENT 38

Interpretation:

More number of people consider advertisement as a source of information rather than asource of entertainment.

75

3. Does entertaining advertisement affect your opinion about the product?

ANSWERS. NO OF RESPONDENTS.YES 26NO 74

Interpretation:

Entertaining advertisement does not affect the opinion of customer about the product

76

5. Does information provided in advertisement affects your opinion about the product?

ANSWERS NO OF RESPONDENTS.YES 87NO 13

Interpretation:

Information provided in the advertisement affect very much on the opinion of consumersabout the product.

77

6. Does language used in advertisement affects your opinion about the product?

ANSWERS NO OF RESPONDENTS.YES 63NO 37

Interpretation:

Language used in the advertisement affects a lot on the opinion of consumers about theproduct.

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7. Does intensity of the advertisement affects your opinion about theproduct?

ANSWERS NO OF RESPONDENTS.YES 52NO 48

Interpretation:

The effect of intensity is very powerful on the opinion of consumers about the product.

79

9. Does presence of social issues in the advertisement affects your opinion about the product?

ANSWERS NO OF RESPONDENTS.YES 59NO 41

Interpretation:

Presence of social issues in advertisements affects very much on the opinion ofconsumers about the product.

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10. Do you think advertisement helps in increasing sales of any product?

ANSWERS NO.OF RESPONDENTSYES 87NO 13

Interpretation:

Advertisement helps very much in increasing the sales of any product.

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11. Which type of advertisement influences you more?

ANSWERS NO.OF RESPONDENTSNATIONAL ADVERTISEMENT 76LOCAL ADVERTISEMENT 24

Interpretation:

National advertisements affect people’s opinion more than the local advertisements.

CHAPTER 30: CONCLUSION

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It is been revealed that all the determinants are not internally equal they are significantly different from one another. Similarly, all the parameters are not internally equal they are significantly different from one another. In order to measure the effectiveness of advertising, which approach (communication effectiveness or sales effectiveness), is more suitable? Two factors are to be considered in deciding the approach. They are

1. Relevance of advertising objectives on the overall performance objectives:Generally advertising managers would like to know the role of advertisements on the overall performance of the business firm i.e., return on investment and on profitability. A sale is a determining factor of company performance.

2. Difficulty and cost of obtaining data needed to evaluate effectiveness:Generally communication measures are easy to follow than sales effectiveness measures.If the measures of advertising are more relevant they will be difficult and costly. If it is less difficult and cheap the measures will not be more relevant. Therefore, the advertising manager has to make a balance between these two approaches.

CHAPTER 31: SUGGESTIONS83

Advertisement should be made with keeping the determinants of effectiveness in mind.

Advertisement should be according to the product and its suitability with different age groups.

To make advertisement more effective all the determinants of effectiveness should be taken care of.

Investment in advertisement should be made with great care of media of advertisement and type of advertisement.

Advertisers should develop new and more effective ways of advertisement

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CHAPTER 32: REFERENCES

BOOK NAME : MARKETING MANAGEMENT

AUTHOR NAME : PHILIP KOTLER

EDITION : MILLENNIUM EDITION (2000)

BOOK NAME : REASEARCH METHODOLOGY

AUTHOR NAME : C.R.KOTHARI

EDITION : THIRD EDITION (2005)

WEB SITE : WWW. CAMLIN.COM

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