gauri shankar rai Camlin

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AResearch ReportON

A Study on Brand Image of Kokuyo Camlins Scholastic Products in New Delhi- In Reference To Coloristic

SUBMMITED FORFOR THE PARTIAL FULFILLMENT OF THE REQUIREMENTFOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: SUBMITTED BYDr.Mahima Kaushik Gauri Shankar Rai MBA-4th sem Enroll No.: 1203102094

SCHOOL OF BUSINESSGALGOTIAS UNIVERSITYBatch-2012-2014GREATER NOIDA

Certificate From Faculty Guide

This is to certify that the project report.has been prepared by Mr./Ms..under my guidance. The project report is submitted towards the partial fulfillment of 2 year,full tme Master of Business Administration.

Name:Sign of Faculty:Date:

DECLARATION

I hereby declare that the report A Study on Brand Image of Kokuyo Camlins Scholastic Products in New Delhi- In Reference to Coloristic. is a bonafied record of the work done by me at Kokuyo Camlin Ltd. at New Delhi new towards the practical fulfillment of requirement for degree in post graduate programme in management Master of Business Administration under the supervision and guidance of Dr.Mahima Kaushik and this project report have not been submitted anywhere else previously for award of any degree.

Place:Date: GAURI SHANKAR RAI

ACKNOWLEDGEMENTResearch report programme is an aim to give practical orientation to the student, to provide an opportunity and to try and relate the theoretical aspect to the actual challenges in the industry. However, it goes with saying that proper guidance from experts will broaden the horizon of knowledge.Thus, success of any work would be incomplete unless the researcher mention of the people, who made it possible by spending their valuable time and knowledge with me. Researcher considers it as a privilege to express through a paper of this report a few words of gratitude and respect that inspired me in my training.Researcher express his deep sense of gratitude to Dr.Mahima Kaushik for him guidance and kind support without which the study would not have been possible.lastly Researcher would like to thank all my friends for extending their cooperation to me in presenting this report.

GAURI SHANKAR RAI

PREFACESomeone has rightly said that practical experience is far better and closer to the real world than mere theoretical exposure. The practical experience helps the student to view the real business world closely, which in turn widely influences his/her perceptions and understanding of the real situation. Research work constitutes the backbone of any management education program. A management student has to do research work quite frequently during his entire life span.The research work entitled A Comprehensive Study on Brand Image of Kokuyo Camlins Scholastic Products in New Delhi- In Reference to Coloristic aims to know Wholesalers & retailers awareness regarding Kokuyo Camlin and the products offered by it.The present report is a part of the project that contains the work done by me during the training period at Kokuyo Camlin Ltd., New Delhi.True to the core, a properly and executed industrial training helps a lot in providing linkage between the student and the industry. It develops the awareness of industrial approach to problem solving based on a board understanding of the mode of operation of industrial organization.This project has offered me an opportunity to put all my efforts and the theoretical knowledge to practice and enhance my knowledge, and at the same time, given me practical experience in the field of marketing. It is surely going to help me in my future projects too.In the preparation of this report, I have made every effort to ensure that all steps involved in development of this project are adequately covered and the report be completed in it. I sincerely hope that this project will prove pure knowledge imparting, through provoking and thus stimulating future research work on these guideline.TABLE OF CONTENTS

EXECUTIVE SUMMARY.....8 COMPANY HISTORY..........10 COMPANY PROFILE......26 COMPANY BACKGROUND..37 PRODUCT PORTFOLIO.....41 OBJECTIVES OF THE STUDY......69 LITETURE REVIEW....71 SCOPE OF THE STUDY......73 RESEARCH METHODOLOGY..........75 Research Design Collection of the Data Sample Design Sample Size Sample Unit Sample Techniques SOWT ANALYSIS.78 ANALYSIS OF DATA...81 FINDINGS......93 RECOMMANDATION & SUGGESTION ...95 CONCLUSION...96 LIMITATION OF THE STUDY..98 BIBLOGRAPHY....99 OUETIONNAIRE.101

EXECUTIVE SUMMARYThis study was conducted with a view to figure out Kokuyo Camlins standing among Wholesalers & Retailers in New Delhi and also to find out the customers preferences with respect to coloristic products. The various parts of the report have been categorized under various heads including: Executive Summary, Research Methodology, Literature Review, Findings and Analysis followed by Recommendations made on the basis of the findings of the study. These sections are followed by a Case study analyzing the present situation of Kokuyo Camlin in New Delhi.Agrawal Enterprise was the clear cut winner in the dealership rating exercise. The mapping exercise showed the presence of three main pockets of dealerships in New Delhi. The customer satisfaction study pointed out that Kokuyo Camlin should try to enhance its brand visibility to attract prospective customers and focus on power and style in its ad campaigns to attract its target customers.It is also seen that Kokuyo Camlin is focusing on the Premium segment of school range Colour Products which are slated to welcome new players. Kokuyo Camlin would have to constantly innovate and come up with new products to maintain its dominance in the segment.

Painting the futureKOKUYO KAMLIN LIMITED

Company History - Kokuyo CamlinYEAREVENTS

1946

The Company was incorporated on 24th December, as a private limited company with the main object of taking over the running business of M/s. Dandekar & Co., which was founded by late G.P. Dandekar and D.P. Dandekar in 1931 at Girgaum, Mumbai.

The Company manufactures stationary products, art materials and Pharmaceuticals. The Company was converted into a public limited company on 24th March, 1988 and the name was changed to Camlin Ltd.

The initial product range of M/s. Dandekar & Co., comprised Of ink tablets, fountain pen ink, office adhesives, sealing wax, School chalks, brilliantine, pain balm, etc. which took part in business activities in 1939 and was shifted to Mahim, Mumbai.

1964 The Company embarked on the first diversification of products by producing for the first time in India, the complete range of artist colors and materials such as water colors, poster colors, oil colors, fabric colors, geometry boxes, drawing inks, painting brushes and canvases. Many products were also added subsequently.

1974

The production of wood cased pencils was taken up in the fully integrated plant in the industrially backward area of Tarapur, Maharashtra.

1978

In December 1947, 600 shares issued without payment in cash to vendors as part consideration for taking over their business. Till date, 32,250 shares were issued as bonus shares by capitalization of reserves (2,250 shares in Dec. 1966 in prop.1:2; 10,000 shares in March 1975 in prop. 1:1 and 20,000sharesin April in prop. 1:1.

1981 As on 31st December, the company was holding 6, 00,000 fully paid up equity shares of M. $ 1 each.

1982 A joint venture company Camlin N.S. Sdn. Bhd set up in Malaysia was closed down with effect from 28th February, following a directive from the Malaysian Government in line with its decision to order closure of operations of all the joint venture companies which were incurring losses over the past many years.

After obtaining necessary approvals from the Ministry of Commerce Government of India, the Company divested its entire shareholding amounting to M $ 6, 80,000.

1984 The Company took a major step forward by diversifying its manufacturing and marketing activity into the field of pharmaceuticals, i.e., bulk drugs and formulations at Tarapur.

The Company acquired a license to manufacture 42.100 tonnes per annum of bulk drugs such as Diloxanide Fuorate, Mebendzole, Diazepam and Ibuprofen. A plant at Tarapur was set up with an installed capacity of 15,400 tonnes per annum.

1986 Workers of the pencil factory at Tarapur went on strike with effect from 10th March. The operations were restarted only on 19th October after signing an agreement with the Labor Union valid up to 31stMarch, 1989.

1987 The Company decided to set up a plant at Tarapur for the manufacture of Hi-Polymer Lead. A technical know-how agreement valid for a period of 5 years was concluded in November/December with Pilot Pen Co. Ltd., of Japan. In April, 3,200 No. of equity shares of Rs.100 each issued at par Equity shares then subdivided. 4, 32,000 bonus equity shares of Rs.10 each issued in prop. 1:1 in October 1987.

1988 The Company's products are marketed under the brand names of Camel and Camlin. Its analytical Laboratory at Andheri is recognized as a public testing house by State Food & Drug Administration of Maharashtra and the R & D laboratory is approved by the Department Scientific and Industrial Research Government of India.

During June, some of the then existing shareholders of the company offered for sale 3, 00,000 equity shares of Rs.10 each at a premium of Rs.20 per share to enable the Company to list its shares on the recognized Stock Exchanges. Out of the total shares offered