gauri shankar rai Camlin Report.docx

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A Research Report ON “A Study on Brand Image of Kokuyo Camlin’s Scholastic Products in New Delhi- In Reference To Coloristic” SUBMMITED FOR FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION UNDER THE GUIDANCE OF: SUBMITTED BY Dr.Mahima Kaushik Gauri Shankar Rai MBA-4 th sem Enroll No.: 1203102094 SCHOOL OF BUSINESS 1

Transcript of gauri shankar rai Camlin Report.docx

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A

Research Report

ON

“A Study on Brand Image of Kokuyo Camlin’s Scholastic Products in New Delhi- In Reference To Coloristic”

SUBMMITED FOR

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF

MASTER OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: SUBMITTED BY

Dr.Mahima Kaushik Gauri Shankar Rai MBA-4th sem

Enroll No.: 1203102094

SCHOOL OF BUSINESS

GALGOTIAS UNIVERSITY

Batch-2012-2014

GREATER NOIDA

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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:

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DECLARATION

I hereby declare that the report “A Study on Brand Image of Kokuyo Camlin’s 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

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ACKNOWLEDGEMENT

Research 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

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PREFACE

Someone 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

Camlin’s 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.

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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

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BIBLOGRAPHY………………………………………………………………....99

OUETIONNAIRE………………………………………………………….……101

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EXECUTIVE SUMMARY

This study was conducted with a view to figure out Kokuyo Camlin’s standing among

Wholesalers & Retailers in New Delhi and also to find out the customer’s 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.

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Painting the futureKOKUYO KAMLIN LIMITED

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Company History - Kokuyo Camlin

YEAR EVENTS

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

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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

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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 for sale, 15,000 shares were reserved and allotted on a preferential basis to the employees (including Indian working directors) of the Company. The balance 2, 85,000 shares were offered for sale to the public (all were taken up).

During June, the company offered 1, 00,000-14% secured redeemable convertible debentures of Rs.240 each for cash at par. Out of which, 5,000 debentures were reserved for preferential allotment to employees/Indian working directors/workers of the Company(only 2,050 debentures taken up) and 11,000 debentures were reserved for allotment of UTI on firm basis. The remaining 84,000 debentures, along with the unsubscribed 2,950debenturesof employee’s quota were offered for public subscription. All the debentures were taken up. 150 debentures were

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forfeitedduring1989-90.

Each debenture consists of a convertible portion of Rs.140 and a non-convertible portion of Rs.100. At the end of six months from the date of allotment of debentures, Rs.140 of each debenture was automatically and compulsorily converted into 5 equity shares of Rs.10 each at a premium of Rs.18 per share. The non-convertible portion of Rs.100 of each debenture shall be redeemed at par in three equal installments at the end of 7th, 8th and 9thyear from the date of their allotment by drawing three equal lots.

96,000 shares issued at par in March 1988. 4, 80,000 bonus Shares issued in June 1988 in prop.1:2 to shareholders prior to the offer for sale to the public. 4, 97,550 shares allotted (prem.Rs.18 per share) in conversion of debentures.

1989 1,700 shares were allotted (prem. Rs.18 per share) in conversion of debs.

1990 750 shares issued in conversion of debs. (prem. Rs.18 per share).

1991 As at 31st March, 1991, the Company revalued its land and buildings and the net surplus of Rs.330.26 lakhs arising out of it was credited to the revaluation reserve.

1994 The Company entered into a marketing alliance with Color Fine Art & Graphics Ltd. U.K.

The Company embarked upon a project for expanding manufacturing capacities of existing bulk drugs/chemical plant at Tarapur.

The Company undertook to set up a facility for manufacture of industrial grade synthetic adhesives at Taloja near Mumbai.

The Company issued Warrants to promoter group on preferential allotment basis, Of the 4, 60,000 warrants, 3, 32,000 warrants was converted into equity shares.

3, 32,100 equity shares allotted in conversion of warrants.

1995 A major fire broke at Tarapur factory due to suspected electrical short circuit which led to destruction of godown, raw materials etc.

The Company initiated measures such as introduction of

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new products, change in product- mix, reduction in overheads and thrust on higher value addition.

71,900 No. of Equity shares allotted in conversion of warrants.

1996 56,000 No. of Equity shares allotted in conversion of warrants.

1997 The Joint Venture Agreement with M/s. A. W. Faber-Castell Gmbh & Co. Germany was terminated by both parties with effect from30thNovember.

The company redeemed the last installment of 33,340-14% secured redeemable non-convertible debentures of Rs.100/- each issued in the year 1988.

2002 Camlin Ltd has informed that Mr. S. D. Dandekar,

Executive Chairman of the Company, will be retiring from the Chairmanship of the Company. Mr. D. Dandekar, Managing Director of the Company will be re-designated as Chairman and Managing Director w. e. f. June 01, 2002.

2004 Camlin Pharma, a division of Camlin Ltd, launched its mosquito repellent body spray, Repelmos, in the southern states.

Delist from The Delhi Stock Exchange Association Ltd (DSE) with effect from December 11, 2004.

2005 Camlin - JV with Color Art, Fine Art & Graphics, U.K

2008 The Company has splits its face value from Rs10/- to Rs1/-.

2011 The Company have appointed M/s. Big share Services Private limited having office at E/2,, Ansa Industrial Estate, Saki-Vihar road, Sakinaka, Andheri (E), Mumbai - 400072 as Company's registrar and Transfer Agents for the Company.

2012 Company has changed its name from Camlin Ltd. to Kokuyo Camlin Ltd.

INDUSTRY OVERVIEW

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The information presented in this chapter has been obtained from publicly available

documents from various sources, including officially prepared materials from the

Government of India and its various ministries, industry websites/publications and company

estimates. Industry websites/publications generally state that the information contained

therein has been obtained from sources believed to be reliable but their accuracy and

completeness are not guaranteed and their reliability cannot be assured. Although we believe

industry, market and government data used in this Letter of Offer is reliable, it has not been

independently verified. Similarly, our internal estimates, while believed by us to be reliable,

have not been verified by any independent agencies.

The publication 'Higher Education in India: Twelfth Five Year Plan (2012-2017) and beyond'

contains information in summary form and is therefore intended for general guidance only. It

is not intended to be a substitute for detailed research or the exercise of professional

judgment. Neither Ernst & Young Private Limited, nor any other member of the global Ernst

& Young organization can accept any responsibility for loss occasioned to any person acting

or refraining from action as a result of any material in this publication. On any specific

matter, reference should be made to the appropriate advisor.

Overview of the Indian economy

India is the world’s largest democracy by population with an estimated population size of 1.2

billion and a gross domestic product (“GDP”) in purchasing power parity terms of

approximately US$4.73 trillion. This has made India the fourth largest economy in the world

after the European Union, the United States and China. (Source: Central Intelligence Agency

(CIA) World Fact book). The economy has grown by 5.4% (est.) for the fiscal year2012 in

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real terms (adjusted for inflation) (Source: GDP real growth rate, CIA World Fact book).

The outlook for India’s medium-term growth is positive due to a young population and

corresponding low dependency ratio, healthy savings and investment rates, and increasing

integration into the global economy.(Source: CIA World Fact book)

Indian stationery market

The following factors may be said to be key growth drivers for the stationery industry:

Growing literacy

A key factor affecting the stationery industry is literacy rates. Literates in 2011 constituted

74% of the population aged seven and above as compared to 65% in 2001.

(Source: http://www.censusindia.gov.in/2011provresults/data_files/india/Final_PPT_2011_chapter6.pdf)

Success of Government Initiatives in Education

According to the approach paper of the 12th five year plan, there has been notable success in

expanding capacity, and improvement in the extension of primary education, both in regard

to enrolment and in reduction of dropout rates during the 11th Five Year Plan. A major

achievement is the increase in the number of school going children. The Assessment Survey

Evaluation Research (“ASER”) 2010 shows that for the age group 6-14 years in all of rural

India, the percentage of children who are not enrolled in school has dropped from 6.6 per cent

in 2005 to 3.5% in 2010. The proportion of girls in the age group 11–14years who were out

of school has also declined from 11.2 per cent in 2005 to 5.9% in 2010. (Source:“Faster

Sustainable, More Inclusive Growth – An Approach to the Twelfth Five Year Plan (2012-

17)Government of India, Planning Commission, October 2011”).

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Increase in population:

India’s population rose to 1.2 billion over the past decade. In absolute terms, the population

of India has increased by more than 181 million during the decade 200-2011.

(Source:http://www.censusindia.gov.in/2011provresults/data_files/india/

Final_PPT_2011_chapter3.pdf).

Further, the provisional data of the Census of India, 2011 estimates the total number of

children aged 0-6years in India to be 158.1 million.(Source:

http://www.censusindia.gov.in/2011-prov results/data_files/india/

Final_PPT_2011_chapter4.pdf)

Increasing income:

The initial phase of high growth enabled India to raise its per-capita gross national income

(GNI) to cross the threshold of US$ 1025 for the first time in 2008 and be classified by the

World Bank as a lower-middle-income country. Subsequently, the per capita income rose at a

slower pace to US $ 1,410 by 2011 during the post-crisis period. While at the current level,

India’s per capita income is the lowest amongst the BRICS nations, it is noteworthy that

successively India has taken less and less number of years to double its real per-capita

income: 40 years since 1950-51; 15 years since 1991-92 and going by the current trend, it

may take about 10 years to double the real per-capita income by 2017-18.

(Source:http://www.rbi.org.in/scripts/BS_SpeechesView.aspx?id=721)

Literacy in India:

Literates in 2011 constitute 74% of the population aged seven and above as compared to 65%

in 2001. The Planning Commission of India set a target in the 11th Five Year Plan to increase

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the literacy rate of persons 7years and above to 85% or more and reduce the gender gap in

literacy to 10% by 2011-2012. As per the provisions data of the 2011 Census of India, the

number of illiterates has come down from 304,146,862 in 2011to 272,950,015, i.e. a decline

of 31,196,847 persons in the said decade. For the decade of 2001-2011, the literacy rate

improved considerably among females as compared with males. While the effective male

literacy rate rose from 75.26% to 82.14%, it increased from 53.67% to 65.46% for females.

(Source:

http://www.censusindia.gov.in/2011-prov-results/data_files/india/

Final_PPT_2011_chapter6.pdf)

Union budget:

In terms of non-planned expenditure for the year 2013-2014, the Government of India has

estimated an expenditure of 11,274.87 crore for education. This includes provisions of

2,249.24 crore for Kendriya Vidyalayas 498.29 crore for Navodaya Vidyalaya Samiti,

5,066.74 crore for University Grants Commission and 2,872.21 crore for technical education.

(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 –

http://indiabudget.nic.in/ub2013-14/eb/npe.pdf)

In keeping with priority of the Government for social sector programmes, an allocation of

49,659.00 crore has been provided for Department of School Education & Literacy and

16,210 crore for Department of Higher Education including 12.00 crore works outlay has

been made for the year 2013-2014. An estimated receipt of 24,429.00 crore by way of

proceeds from education cess will be credited to Prarambhik Shiksha Kosh. The funds under

the Prarambhik Shiksha Kosh will be utilized mainly for Sarva Shiksha Abhiyan (“SSA”) and

Midday Meal Scheme (“MDM”).

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(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -

http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

Secondary education:

The Government of India has made an allocation of 7,710.00 crore for secondary education in

the union budget for the year 2013-2014. SSA has been launched for universalizing

elementary education, being implemented in partnership between the Central and State

Governments/Union Territories. The programmer seeks to provide access, equity, retention

and quality in the area of elementary education. Two additional components focusing on girl

children in educationally backward blocks to promote gender parity are: National

Programmed for Education of Girls at Elementary Education level and Kasturba Gandhi

Balika Vidyalaya. An outlay of 27,258.00 crore has been provided for SSA.

(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -

http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

Higher education:

The Department of Higher Education has been provided an allocation of ` 16,210.00 crore for

the year 2013-2014. This amount includes provision for various higher and technical

institutions.

(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 –

http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

Under the Union Budget for the year 2012-2012, the University Grants Commission has been

provided an allocation of 5,769.00 crore, which is inclusive of allocation for Central

Universities and Deemed Universities.

(Source: Union Budget, Expenditure Budget, Vol. 1, 2013-2014 -

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http://indiabudget.nic.in/ub2013-14/eb/po.pdf).

India has one of the largest higher education systems in the world and has been witnessing

healthy growth in its number of institutions and enrolment in the last few decades as

indicated by the following graphical representation:

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Technical education:

Under the Union Budget for the year 2013-2014, there is a provision of 7,299.00 crore for

technical education that includes provision towards assistance to Indian Institute of

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Technology (“IITs”), National Institute of Technology (“NITs”), Indian Institute of

Management (“IIMs”), etc. Out of this, a provision of 2,400 crore has been made for IITs,

including new ones. A provision of 1,300.00 crore has been made for NITs including new

ones. Indian Institutes of Science Education and Research has been provided 859.50 crore.

Apart from the provisions for various ongoing schemes in the technical education sector, a

provision of 700.00 crore has been provided for Polytechnics in the States. It further includes

a provision of 350.00 crore for IIMs including new ones.

(Source: Union Budget, Expenditure Budget, Vol. 1, 2012-2013 –

http://indiabudget.nic.in/ub2012-13/eb/po.pdf)

Outlook:

The Government has set a target of enrolment of 35.9 million students by the end of its

current five year plan period.

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MANAGERIAL ORGANI

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MANAGERIAL ORGANISATIONAL STRUCTURE

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Company Background

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Registered Office 48/2, Hilton House,

Central Road, MIDC, Andheri (East),

Mumbai – 400093. IndiaTelephone 91-22-66557000Fax 91-22-2836 65 79Factories Tarapur :

M.I.D.C Boisar

Tarapur

Dist. Thane - 401 506

Taloja :

M.I.D.C Taloja

Navi Mumbai – 410 208

Jammu :

101, Gangyal Industrial Area

Phase II

Jammu – 180 004

Industrial Growth Centre

Samba Phase I, Jammu

J&K State

Vasai :

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RajprabhaUdyog Nagar

Building No. 4, Golani Naka,

Walive, Vasai (East)

Dist.-Thane – 401 30 Branch Office Delhi , Kolkata, Pune, Chennai Industry Art Materials, Stationery ProductsIncorporation Year Company was incorporated as a Private Company in 24

th December, 1946 Change of Status Company was converted into Public Limited in the year

1988 Chairman Emeritus Mr. Subhash D. DandekarChairman & Executive Director

Mr. Dilip D. Dandekar

Vice Chairman & Executive Director

Mr. Shriram S. Dandekar

Senior Vice Chairman Mr. Takuya MorikawaExecutive Directors Mr. NobuchikaDoi

Mr. Takeo IguchiNon-Executive Directors Mr. Shishir B. Desai

Mr. Ravindra C. Bhargava

Mr. R. Sriram

MrHisamaroGarugu

Mr. Devendra Kumar Arora

Noriyuki Watanabe

Mr. Hirofumi IwatsuCompany Secretary Mr. Ravindra V. DamleChief Executive Officer Mr. A. SrikanthChief Financial Officer Mr. Chetan R. BadalAuditors M/s. B. K. Khare& Co.Face Value Rs. 1/-Shares 689.22 LacsListing BSE Limited

National Stock Exchange of India LimitedRegistrar & Transfer Agent M/s. Sharepro Services (I) Pvt. Ltd.

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13 AB Samhita Warehousing Complex,

2nd Floor, Near Sakinaka Telephone Exchange,

AndheriKurla Road,

Sakinaka, Andheri (East)

Mumbai – 400 072

Email: [email protected]

  

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School Range Colors:

Wax Crayons Artica Plastic Crayons

Oil Pastels Poster Colors (for students)

Water Color Tubes (for students) Water Color Cakes (for students)

Color Pencils Redimix Students' Colors

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SCHOOL RANGE COLOUR

Wax Crayons :

Feature:-

 The first coloring crayons for the tender hands of the child.

They are easy to hold and non-toxic.

Each crayon has the shade name mentioned on it to help the child learn about colors.

They are available in 12 shades,16 shades,24shades and 36 shades.

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Products Name4521546 Wax Crayons 12 shades4522547 Wax Crayons (XL) 12 shades + 1 Glitter Crayon Free4522549 Wax Crayons (XL) 16 shades

4522552 Wax Crayons (XL) 24 shades + 2 Glitter Crayons Free

4522520 Wax Crayons (XL) 36 shades

4523555 Jumbo Wax Crayons 12 Shades + 1 Glitter Crayon Free

4523520 Jumbo Wax Crayons 24 shades + 2 Glitter Crayons Free

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Artica Plastic Crayons :

Feature:-

Camel Artica Plastic Crayons are non-toxic.

The child can sharpen the crayon and also erase the impressions.

They are tough and do not break in normal use. Highly recommended for young

children.

They are available in various pack sizes and shade assortments upto 24 shades

including Gold and Silver.

PRODUCTS NAME

4435512 PLASTIC CRAYONS 12 Shades (Hexagonal)+ Eraser + Sharpener – 112 mm

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PRODUCTS NAME

4433541 PLASTIC CRAYONS 12 Shades (Hexagonal) in Tin Box– 97 mm

4432539 PLASTIC CRAYONS 15 Shades (Round) + Eraser + Sharpener – 72 mm

4433539 PLASTIC CRAYONS 16 Shades (Hexagonal) + Eraser + Sharpener – 112 mm

4433543 PLASTIC CRAYONS 24 Shades (Hexagonal) + Eraser + Sharpener – 112 mm

4433685 PLASTIC CRAYONS 24 Shades(Hexagonal) in Tin Box – 97 mm

Oil Pastels:

Ideal for painting or drawing quick sketches in color. They are also for superimposing as they spread evenly on paper without smudging or smearing. Painting done with Camel Oil Pastels can be protected by Camel Pas-O-Fix, a special fixer for Oil Pastels. They are available in various pack sizes and shades assortments upto 50 shades.

46

Product Name4329538 Camel Oil Pastels - 12 Shades4329541 Camel Oil Pastels - 15 Shades + 1 Drawing Pencil Free4329535 Camel Oil Pastels - 25 Shades4329536 Camel Oil Pastels - 50 Shades4329537 Camel Oil Pastels - 50 Shades & Secret of Colors CD (Combo Pack)4329525 Camel Oil Pastels - 25 Shades in Plastic Box4329540 Camel Oil Pastels - 50 Shades in Plastic Box

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Poster Colors (for students):

Feature:-

Camel Poster Colors are bold, bright and opaque. They are easy to mix, flow easily and dry quickly, making painting a delightful

experience. They are available in various pack sizes and shade assortments up to 12 shades. Shade Poster White is also available separately Available in 6 Shades, 12 Shades and 15 Shade pack

47

Product Name3806517 Camel Students' Poster Colors - 6 Shades (10 ml)3806518 Camel Students' Poster Colors - 12 Shades (10 ml)3806519 Camel Students' Poster Colors - 14 Shades (10 ml)3809520 Camel Students' Poster Colors - 12 Shades (15 ml)3809348 Camel Student Poster Color 15 ml Bottle - Poster White3823348 Camel Student Poster Color 100 ml Bottle - Poster White

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Water Color Tubes (for students):

Feature:-

 Camel Water Color in tubes is a selected range of transparent, free-flowing,

intermixing and non-toxic water colors.

Available in 6/12/14 and 18 shades.

48

Products Name

3604502 Camel Students' Water Color Tubes - Set of 12 Shades

3604503 Camel Students' Water Color Tubes - Set of 14 Shades

3604500 Camel Students' Water Color Tubes - Set of 15 Shades

3604504 Camel Students' Water Color Tubes - Set of 6 Shades

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Water Color Cakes (for students):

Feature:-

A range of good quality, non-toxic water colors in cake form with excellent coloring

strength developed specially for students.

They are available in 12shades,15 shades and 24 shades.

Products Name

3739510 STUDENTS' WATER COLOUR CAKE 12 Shades - (Round Junior) in Blue Plastic Box

3739508 STUDENTS' WATER COLOUR CAKE 15 Shades - (Round Junior) in Blue Plastic Box

3737507 STUDENTS' WATER COLOUR CAKE 12 Shades - (Rectangular) in Orange Plastic Box

3739511 STUDENTS' WATER COLOUR CAKE 12 Shades - (Round Junior) in Palette

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Products Name

3738522 STUDENTS' WATER COLOUR CAKE 12 Shades- (Round) in Plastic Lens Box

3739515 STUDENTS' WATER COLOUR CAKE 24 Shades-(Round) in Plastic Box

3739509 STUDENTS' WATER COLOUR CAKE 18 Shades – (Round) in Tin Box

Color Pencils :

Feature:-

Color Pencils are made from high quality color core bonded and embedded in soft

wood.

Pre-sharpened, the cores have a soft composition giving.

A better transfer of colors. The drawings made with these pencils are not only colorful

but have lot of depth and feel.

Product Name4193564 COLOUR PENCILS 10 Shades –Half Size (Hexagonal ) 4193588 COLOUR PENCILS 12 Shades - Half Size (Hexagonal ) + 1 Sharpener

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Product Name4192566 COLOUR PENCILS 12 Shades – Full Size (Round) 4192567 COLOUR PENCIL 24 Shades – Full Size(Round)4196590 BICOLOUR PENCILS 12 Shades (Hexagonal )4196591 BICOLOUR PENCIL 24 Shades (Hexagonal ) 4194512 PREMIUM COLOUR PENCILS 12 Shades - Full Size (Hexagonal)

4194585 PREMIUM COLOUR PENCILS 12 Shades -Full Size (Hexagonal) in Tin Box

4194524 PREMIUM COLOUR PENCIL 24 Shades– Full Size (Hexagonal)

Camel Redimix Students' Colors:

Camel Redimix are ready-to-use, washable fun colors packed in unbreakable plastic bottles. Being Non-toxic, they are absolutely safe for young painters.

51

Products Name

3904521 Set of 12 Assorted Colors in 5ml Plastic Tub

3904519 Set of 6 Assorted Colors in 5 ml Tub Resalable Pouch

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Camlin Sketch Pens:

An all-time favorite with children, Camlin Sketch Pens are excellent for introducing children to the world of liquid colors in pen form. They also make an ideal gift. They are available in set of 12 delightful shades.

Camlin Sketch Pens:

No. Shade Name No. Shade Name016 Black 236 Lemon Yellow

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028 Brown 240 Light Green071 Cerulean Blue Hue 251 Magenta107 Dark Blue 283 Orange108 Dark Green 393 Scarlet130 Fluorescent Yellow 451 Violet

Camel Decorative Craft Colors:

Camel Sparkle Colors are decorative craft colors which can be easily washed off with water. They are ideal for use on thermo Cole, plastic, glass, pottery etc. These colors are non-toxic and safe for children.

53

Products Name

4044555 12 Assorted Colors in Resalable Pouches (424-A)

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Camel Art Powder Colors:

Camlin art powder color is economical and ideal for posters, signboards, and children.

54

Product Name

3306636 5 Assorted Glitter Colors in 10ml Tubes in Card Box available in shades marked *

3304637 5 Assorted Glitter Colors in 5ml Tubes in Card Box

3309*** Sparkle Glitter Color 15ml Tube

No. Shade Name No. Shade Name016 Black (351) 283 Orange (377)022 Brilliant Green (394) 345 Poster Green (391)031 Burnt Sienna (352) 351 Prussian blue (381)032 Burnt Umber (356) 366 Raw Sienna (353)048 Cadmium Yellow Deep Hue (363) 367 Raw Umber (355)053 Carmine (373) 393 Scarlet (371)056 Cobalt Blue Hue (382) 436 Ultramarine Blue (383)062 Crimson (374) 446 Vandyke brown (357)071 Cerulean Blue Hue (384) 449 Vermilion (372)117 Emerald Green (393) 451 Violet (385)153 Gamboge Hue (362) 453 Viridian Hue (392)201 Indian red (376) 478 White (351)236 Lemon Yellow (361) 492 Yellow Ochre (364)241 Light Red (375)    

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Charcoal Pencils

Camlin Charcoal Pencils are Artists

Product Name

  7000954 Pack of Three assorted Charcoal Pencils (One each of Soft, Medium & Hard Grade)

  7080081 Charcoal Pencils Soft   7079081 Charcoal Pencils Medium

Charcoal Sticks:

Camel Compressed Charcoal is a new age affordable solution for the sketching needs of an artist. Suitable to be used on canvas as well as paper, the compressed charcoal is made out of synthetic charcoal. Fashioned like a 90 mm long chalk with a 12mm diameter, it comes with individual shrink-wrapping for convenience and protection.

Product Name

  0500917 20 Charcoal Sticks (Compressed)

56

Product Name

  0515247 Blending stomps

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Drawing Pencils:

Camlin Drawing Pencils are the most ideal drawing pencils for architects, engineers, artists, draftsman and students. The leads are tough and do not wear out fast, they are well compressed and made of high quality graphite content.

Product Name  7000953 6 Assorted grade pencils B, 2B, 3B, 4B, 6B, 8B  7085009 SUPREME WRITING & DRAWING PENCILS  708**** PENCILS (6B, 8B,9B,10B GRADES)  708**** PENCILS (REMAINING GRADES)

Fine Charcoals:

Camel Fine Charcoal are prepared for artists

Product Name  0500916 20 Charcoal Sticks (Natural)

Fixative:

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Camel Fixative Spray is a much needed protection solution for all the dry drawing mediums. Suitable for a variety of mediums like soft/dry pastels, Conte, art chalk, charcoal, oil pastels, pencils, crayons etc. The Camel Fixative will form a transparent non-removable protective film on the surface after drying.

Product Name

  530931 200ml Aerosol Tin Container

  530933 200ml Aerosol Tin Container (New)

Soft Pastels :

A brand new offering from Camlin for the artists, who wants to experiment with this new age medium, a set of 20 brilliant shades are giving delicate soft effects. The squire shape is very convenient to hold and easy to use. Can compete most of the international brands, this soft pastel is suitable for drawing as well as painting type rendering.

Product Name

  0337707 20 Assorted Colors

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Supra-Fine Oil pastels:

Product Name

  4330540 Camel Supra-fine Oil Pastels

  4330541 Camel Supra-fine Oil Pastels

Brushes:

There are many items include in drawing material. They are given below:

Pony Hair Brushes (Series 52)

Pony Hair- Flat Brushes (Short Handle Series 60)

Synthetic Hair Brushes (Series 66)

Synthetic Hair Brushes (Series 67)

White Bristle- Wash Brushes (Series 58)

White Bristles Brushes (Series 56)

Pony Hair Brushes (Series 52):

Product Name  2052504 Assorted Set of 7 Pony Hair Round Brushes Short Handle (Nos.: 0, 2, 4, 6, 8, 10, 12)

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Product Name  2052788 Assorted Set of 4 Pony Hair Round Brushes (Nos 0, 2, 4, 6)  2052768 SR Brush 52 -000 Round Pony Hair   2052769 SR Brush 52 -00 Round Pony Hair   2052770 SR Brush 52 -0 Round Pony Hair   2052771 SR Brush 52 -1 Round Pony Hair   2052772 SR Brush 52 -2 Round Pony Hair   2052773 SR Brush 52 -3 Round Pony Hair   2052774 SR Brush 52 -4 Round Pony Hair   2052775 SR Brush 52 -5 Round Pony Hair   2052776 SR Brush 52 -6 Round Pony Hair   2052777 SR Brush 52 -7 Round Pony Hair   2052778 SR Brush 52 -8 Round Pony Hair   2052779 SR Brush 52 -9 Round Pony Hair   2052780 SR Brush 52 -10 Round Pony Hair   2052781 SR Brush 52 -11 Round Pony Hair   2052782 SR Brush 52 -12 Round Pony Hair

Camlin Pony Hair Brushes are made from imported hair and are economical range highly suited for students.

Pony Hair- Flat Brushes (Short Handle Series 60):

Camlin Pony Hair Brushes are made from imported hair and are economical range highly suited for students.

Product Name  2060505 Assorted Set of 7 Pony Hair Flat Brushes Short Handle (Nos.: 1, 2, 4, 6, 8, 10, 12)  2060790 Assorted Set of 4 Pony Hair Flat Brushes (Nos.: 1, 2, 4, 6)  2060771 SR Brush 60-1 Flat Pony Hair  2060772 SR Brush 60-2 Flat Pony Hair  2060773 SR Brush 60-3 Flat Pony Hair  2060774 SR Brush 60-4 Flat Pony Hair  2060775 SR Brush 60-5 Flat Pony Hair  2060776 SR Brush 60-6 Flat Pony Hair  2060777 SR Brush 60-7 Flat Pony Hair

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Product Name  2060778 SR Brush 60-8 Flat Pony Hair  2060779 SR Brush 60-9 Flat Pony Hair  2060780 SR Brush 60-10 Flat Pony Hair  2060781 SR Brush 60-11 Flat Pony Hair  2060782 SR Brush 60-12 Flat Pony Hair

Synthetic Hair Brushes (Series 66):

Synthetic Hair Brushes from Camlin are of international quality with seamless nickel plated ferrules and perfectly balanced wooden handles. It is suitable for use with Camlin water colors and Camlin acrylic colors and hobby colors.

Product Name  2066761 Pack of 7assorted short handle Synthetic hair round brushes(Nos. 0, 2, 4, 6, 8, 10 & 12)  2066762 Pack of 4 assorted short handle Synthetic hair round brushes(Nos. 0, 2, 4, 6)   2066768 SR Brush 66 -000 Round Syn Gold  2066769 SR Brush 66 -00 Round Syn Gold  2066770 SR Brush 66 -0 Round Syn Gold  2066771 SR Brush 66 -1 Round Syn Gold  2066772 SR Brush 66 -2 Round Syn Gold  2066773 SR Brush 66 -3 Round Syn Gold  2066774 SR Brush 66 -4 Round Syn Gold  2066775 SR Brush 66 -5 Round Syn Gold  2066776 SR Brush 66 -6 Round Syn Gold  2066777 SR Brush 66 -7 Round Syn Gold  2066778 SR Brush 66 -8 Round Syn Gold  2066779 SR Brush 66 -9 Round Syn Gold  2066780 SR Brush 66 -10 Round Syn Gold  2066781 SR Brush 66 -11 Round Syn Gold  2066782 SR Brush 66 -12 Round Syn Gold

Synthetic Hair Brushes (Series 67):

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Synthetic Hair Brushes from Camlin are of international quality with seamless nickel plated ferrules and perfectly balanced wooden handles. It is suitable for use with Camlin water colors and Camlin acrylic colors and hobby colors.

Product Name

  2067763 Pack of 7 assorted Synthetic hair flat brushes (Nos.: 1, 2, 4, 6, 8, 10 & 12)

  2067764 Pack of 4 assorted Synthetic hair flat brushes(Nos.: 1, 2, 4, 6)

  2067771 SR Brush 67-1 Flat Syn Gold  2067772 SR Brush 67-2 Flat Syn Gold 

2067773 SR Brush 67-3 Flat Syn Gold

  2067774 SR Brush 67-4 Flat Syn Gold  2067775 SR Brush 67-5 Flat Syn Gold  2067776 SR Brush 67-6 Flat Syn Gold  2067777 SR Brush 67-7 Flat Syn Gold  2067778 SR Brush 67-8 Flat Syn Gold  2067779 SR Brush 67-9 Flat Syn Gold  2067780 SR Brush 67-10 Flat Syn Gold  2067781 SR Brush 67-11 Flat Syn Gold  2067782 SR Brush 67-12 Flat Syn Gold

White Bristle- Wash Brushes (Series 58):

Camel White Bristle Wash Brushes are made out of high quality Natural Bristle and provide optimum power to draw and spread colors. Sporting polished wooden handle and rust-proof strong ferrule, these brushes allow the artists to cover large areas with thick colors

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effortlessly. In order to avoid the loosening of bristles, epoxy resin has been used as a binder. Available in a wide range of wash Brushes sizes between 1/2” to 3”.

Product Name  2058798 7.5 cms (3.0 inch)  2058797 6.25 cms (2.5 inch)  2058796 5.0 cms (2.0 inch)  2058795 3.75 cms (1.5 inch)  2058794 2.5 cms (1.0 inch)  2058793 1.87 cms (0.75 inch)  2058792 1.25 cms (.05 inch)

White Bristles Brushes (Series 56):

Traditionally termed as hog hair, these brushes are made from imported white bristles and are most suited for oil painting. The long and short handles facilitate various usages in landscapes, portraits, and painting for softening effects.

Product Name  2056501 Assorted Set of 7 White Bristles Flat Brushes Long Handle (Nos.: 1, 2, 4, 6, 8, 10, 12)  2056787 Assorted Set of 4 White Bristles Flat Brushes (Nos.: 1, 2, 4, 6)  2056771 SR Brush 56-1 White Bristle-Flat (L)  2056772 SR Brush 56-2 White Bristle-Flat (L)  2056773 SR Brush 56-3 White Bristle-Flat (L)  2056774 SR Brush 56-4 White Bristle-Flat (L)  2056775 SR Brush 56-5 White Bristle-Flat (L)  2056776 SR Brush 56-6 White Bristle-Flat (L)  2056777 SR Brush 56-7 White Bristle-Flat (L)  2056778 SR Brush 56-8 White Bristle-Flat (L)  2056779 SR Brush 56-9 White Bristle-Flat (L)  2056780 SR Brush 56-10 White Bristle-Flat (L)  2056781 SR Brush 56-11 White Bristle-Flat (L)  2056782 SR Brush 56-12 White Bristle-Flat (L)

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Corporate Gifts Everyone loves a quality product they can use. Our products make perfect corporate gifts. So the next time a festival comes around the corner, make your work-associates smile with some attractive stationery from Camlin.

Roller Pens Fountain Pens

Hobby Range Be it telling a story on glass, creating magic on a piece of pottery, making fun tee shirts for friends or painting a beautiful diya, our extensive hobby range covers everything that can enable you to create some fantastic work as you pursue your passion.

Fabrica Acrylic Colors Fabrica Glue

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OBJECTIVES OF THE STUDY

To study about the awareness level of Wholesalers & Retailers towards Camlin

products.

To know the perception of Wholesalers& Retailers towards the Camlin products.

To explore the Wholesalers’ & Retailers’ behavior towards purchasing Camlin

products.

To know the factors of Camlin products that affects Wholesalers’ & Retailers’

purchase decision.

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LITERATURE REVIEW

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of

the state of satisfaction will vary from person to person and product/service to

product/service. The state of satisfaction depends on a number of both psychological and

physical variables which correlate with satisfaction behaviors such as return and recommend

rate. The level of satisfaction can also vary depending on other options the customer may

have and other products against which the customer can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort of

quantitative measurement. These ten domains of satisfaction include: Quality, Value,

Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental Teamwork, Front

line Service Behaviors, Commitment to the Customer and Innovation. These factors are

emphasized for continuous improvement and organizational change measurement and are

most often utilized to develop the architecture for satisfaction measurement as an integrated

model. The basis for the measurement of customer satisfaction is by using the gap between

the customer's expectation of performance and their perceived experience of performance.

This provides the measurer with a satisfaction "gap" which is objective and quantitative in

nature customer satisfaction equals perception of performance divided by expectation of

performance.

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Marketers in recent times have realized the importance of marketing orientation, and this is

being reflected in the application of marketing mix elements. Consumer’s needs are

fundamental to the formulation of any marketing strategy, from developing a communication

plan.

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SCOPE OF THE STUDY

The research was carried out to find factors which influence customer satisfaction level to

maximum level. The study projects that wholesalers & retailers loyalty level change with

change in various factors like during sales evaluation, during delivery of the product and

after sales evaluation. This research is an attempt to provide feedback to Color

manufacturer Kokuyo Camlin Ltd. so that they can bring about changes in various

departments of their organization which will help them in becoming Number 1 Color

brand in India.

For instance during research factors such as technology, maintenance, looks, style, brand

image, behavior of wholesalers & retailers, timely delivery of coloristic products and

proper information about the product were considered.

This research would give necessary details to Kokuyo Camlin Colors so that it could

know the various factors that affect customer satisfaction level and then initiate

appropriate changes to make it Number 1 brand in India.

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RESEARCH METHODOLOGY

WHAT IS RESEARCH?

Research is a systematic and continues method of defining a problem, collecting the facts

and analyzing them, reaching conclusion forming generalizations.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be understood

has a science of studying how research is done scientifically. In it we study the various steps

that all generally adopted by a researcher in studying his research problem along with the

logic behind them.

RESEARCH DESIGN:

In this project report, I have used Descriptive Research Design.

DATA COLLECTION:

There are two types of data used in this report i.e.

Primary Data

Secondary Data

Primary Data

The Primary Data are those, which are collected afresh and for the first time, and thus

happened to be original in character. In primary data I have used:

Questionnaires.

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Secondary Data

The Secondary Data are those which have already been collected by someone else and which have already been passed through the statistical tool. In secondary data I have used:

Internet

In this project report I used both the methods of data collection.

SAMPLE DESIGN:

Population :

In this project report there are 30 wholesalers and 50 retailers of Kokuyo Camlin ltd. In New Delhi are considering as the population.

Sample size:

In this project sample size is 80 (30 wholesalers and 50 retailers) in New Delhi.

Sampling Unit:

In this project sampling unit are wholesalers and retailers in New Delhi.

Sampling Technique used in survey :

The sampling techniques used in survey i.e. Nonprobability Sampling Techniques.

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SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and serves as a basis

for the development of marketing plans. It accomplishes this by assessing an organizations

strengths (what an organization can do) and weaknesses (what an organization cannot do) in

addition to opportunities (potential favorable conditions for an organization) and threats

(potential unfavorable conditions for an organization). The role of SWOT analysis is to take

the information from the environmental analysis and separate it into internal issues (strengths

and weaknesses) and external issues (opportunities and threats). Once this is completed,

SWOT analysis determines if the information indicates something that will assist the firm in

accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that

must be overcome or minimized to achieve desired results (weakness or threat).

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SWOT

STRENGTHS

Global Presence.

Strong Brand Name.

Modified & Attractive Packing.

Quality & Product Design.

Strong Research and

Development.

Different Color Segment.

WEAKNESSES

Low awareness for high end

colors.

High Pricing in some

Segments.

Poor Operating Margin.

Less Advertisement.

Tight Cash Policy.

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OPPORTUNITIES

Growth in Rural Segment.

Increase government

spending on education.

Growing youth population.

Changing lifestyle and

income.

THREATS

Intense Competition.

Cheap import from China and

South East Asia.

Increased prices of raw

material and packing

material.

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1. Are you aware of Kokuyo Camlin?

Particulars No. of respondent Yes 80 No 0

81

100%

YesNo

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Analysis- According to this chart all the Retailers & Wholesalers are aware of Kokuyo Camlin Ltd.

2. Where did you hear about Kokuyo Camlin?

Particulars No. of RespondentInternet 15

Magazine or Newspaper 12Advertisement on TV 08Stationary shop 20From relatives or friends 25

82

Internet

Magazi

ne or N

ewsp

aper

Advertisem

ent o

n TV

Stationary

shops

From re

litives

or frien

ds0%

10%20%30%40%50%60%70%80%90%

100%

From relatives or friends Stationary shopsAdvertisement on TvMagazine or NewspaperInternet

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Analysis-31.25%respondents think that Relatives & Friends are most influential source for information. 25% respondents are influence from Stationary Shops. 18.75% respondents are influence from Internet & rest influenced by advertisement on TV & Magazines.

3. In your opinion the brand image of Kokuyo Camlin is………

Particulars No. of respondentVery Good 51.25Good 30Average 11.25Bad 7.50Very Bad 0

83

Internet

Magazi

ne or N

ewsp

aper

Advertisem

ent o

n TV

Stationary

shops

From re

litives

or frien

ds0%

10%20%30%40%50%60%70%80%90%

100%

From relatives or friends Stationary shopsAdvertisement on TvMagazine or NewspaperInternet

Very Good Good Average Bad Very Bad0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

51%

30%

11% 8%0%

Very Good Good Average Bad Very Bad

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Analysis- From the above table we conclude that 51.25% of the customers are rating very

well and 30% are rating good so that Kokuyo Camlin Ltd. have good brand image in the

market.

4. What are your main preferences while buying Kokuyo Camlin products?

84

60%

7%

14%

19%

BrandPriceDealer's AdvicePromotional Schemes

Particulars No. of Respondent  Brand 60  Price 7  Dealer’s Advice 14   Promotional Schemes 19

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Analysis- From the above table we conclude that 60% respondent prefer Camlin color for its brand image, 19% are for its promotional schemes, 14% are for its Dealer’s advice & rest are for its price .

5. Does offer free gift with products affect your buying decision?

85

34%

66%

YesNo

Particulars No. of respondentYes 66No 34

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Analysis- From the above chart we conclude that 66% respondents are not affected by any offer free gifts & rest were affected by the offer free gifts.

6. Are you satisfied with the product quality?

Yes No0

10

20

30

40

50

60

70

80

NoYes

Analysis- According to Bar chart76 respondent is satisfied with the product quality & 4 respondents were not satisfied with the product quality.

86

Particulars No. of respondentYes 76No 4

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7. With the increase in the price of Camlin’s products (For meeting increased cost of production) your purchase behavior will………….

Never change Change to some extent Totally Change Can't Say0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

9%

60%

15% 16%

Never change Change to some extentTotally Change Can't Say

87

Particulars No. of respondentNever Change 9.75Change to some extent 60Totally Change 15Can’t Say 16.25

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Analysis-From the above table we conclude that 60% of the respondents change their decision due to change in the price up to some extent so consumer behavior is highly influenced by change in price.

8. How does the price of Kokuyo Camlin products compare with other competitors?

Analysis- From the above doughnut we conclude that 55% respondents are compare with similar premium price, 36% respondents are compare with higher premium price & rest are compare with lower premium price with other competitors.

88

36%

55%

9% Higher Premium price

Similar premium price

Lower premium price

Particulars No. of respondent Higher premium price 36Similar premium price 55 Lower premium price 9

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9. Why do you think Camlin’s products are more popular than competitors?

Marketing and sales Quality and design of product

Corporate reputation0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

13.75%

52.50%

33.75%

Marketing and sales Quality and design of product Corporate reputation

89

Particulars No. of respondent Marketing and sales 13.75Quality and design of product 52.50Corporate reputation 33.75

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Analysis- From the above chart we conclude 52.50% respondents are thinks that Camlin’s color products are more popular because of quality & design of the product, 33.75% respondents thinks because of corporate reputation & rest are thinks because of marketing and sales activities.

10. Have you faced any problem regarding the quality of the products?

Analysis- According to above table we conclude that 78.75% respondents are not faced any problem regarding the quality of the products but 21.25% respondents are faced this problem.

90

Yes No0.00%

10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

21.25%

78.75%

No Yes

Particulars No. of RespondentYes 21.25No 78.75

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11. Will you purchase product from Kokuyo Camlin in the future?

91

86%

14%

YesNoMaybe

Particulars No. of RespondentYes 86No 0Maybe 14

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Analysis- According to Pie chart we conclude that 86% respondents will purchase Camlin’s color in future also, 14% respondents are confused they may be purchase in future & no one refuse to purchase in future.

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FINDINGS

Wholesalers & Retailers are more aware for their brand in comparison to other brands

competitors.

Effect of Advertisement on wholesalers’ & retailers’ sales – Medium impact.

Most of the respondents are branding conscious.

Due to quality and brand image, wholesalers & retailers are increasing towards

Branded products.

Most-selling Kokuyo Camlin Products are:

Wax Crayons

Camel Artica Plastic Crayons

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Color Pencils

Water Color Tubes (for students)

Poster Colors (for students)

Mostly Wholesalers & Retailers concentrate on the quality of branded products.

Wholesalers & Retailers are highly satisfied with their respective brands.

Generally all wholesalers & retailers of stationary shops are sales Kokuyo Camlin

products whether at least one or more product.

In the market there is only a retailer on which the sale of the different product of

different company depends.

After conducting the market survey of wholesaler & retailers, I found that Kokuyo

Camlin is dominating over Faber-Castell in the sale of Color.

Generally, wholesalers & retailers are highly Brand loyal.

RECOMMENDATIONS & SUGGESTIONS

There is too much competition in the market in color segments.

The company should launch some innovation schemes to enhance the sales of its

products in rural & urban areas.

Company should improve the advertising policies.

Company should do its own SWOT analysis and try to remove its weaknesses.

The Company should provide regular schemes and discount for dealers.

The company should maintain proper distribution channels.

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Job descriptions, responsibilities should be as clear as possible. Everyone should be

informed of company’s goals and expectation including what is expected from each

individual.

Suggestion boxes can be installed. This brings the problem or conflict of interest to

light.

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CONCLUSION

On the basis of analysis, it is clear that the Wholesaler’s & Retailer’s preference is

increasing towards the Kokuyo Camlin branded products.

Due to sincerity & responsiveness, people have to become aware for quality.

If the best quality is provided by the companies then price is not important for

Wholesaler & Retailer as well as customers. Thus the quality has to become superior

to the price.

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Today, Nation is passing through a phase of rapid transformation. Two forces are

mostly responsible for these types of drastic changes; they are explosive growth of

trade & international competition & other force like technological change.

This new era has witnessed remarkable advancement in the availability of information

& a number of large companies operations in such market where the principal of

natural selection lead to the “Survival of the Fittest.”

LIMITATIONS OF THE STUDY

The authenticity of the findings entirely depends upon the willingness and

cooperation of the respondents.

Due to time constraints data was collected from a small sample. Hence result may

contain some bias at collection / analysis stage.

In some cases potential respondents refused to take the time to be interviewed or

refused to answer some specified questions.

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Some respondents did not give the response due to wrong understanding.

Detail of the sale given by the retailer may be different with the actual condition as

the retailers have given me the details only by their guess.

Retailer & Wholesaler might have given me wrong details thinking that I am from

Kokuyo Camlin Ltd. too show their loyalty towards company.

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REFERENCE & BIBLIOGRAPHY

BOOKS:

Kothari C.R., Research Methodology, Second Edition, Page No. 2, 32, 55-58, 122-

128.

Kotler Philip, Marketing Management, 13th Edition, Page No. 142-146,172-177, 430-

432, 484-488.

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SITES:

www.kokuyocamlin.com

en.wikipedia.org/wiki/ Kokuyo _ Camlin

www. camlin .com/event/all-india- camlin -contest

http://www.moneycontrol.com/india/stockpricequote/diversified/kokuyocamlin/C02

www. camlin .com/products/products_range.asp

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OUTLET SURVEY FORM

1. Date: …/…/…….

2. Outlet & Owner Name: ………………

3. Full Address: ………………

4. Market Name: ……………………………

QUESTIONNAIRE

1. Are you aware of Kokuyo Camlin?

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(a) Yes (b) No

2. Where did you hear about Kokuyo Camlin?(a) Internet(b) Magazine or Newspaper(c) Advertisement on TV(d) Stationary shop(e) From relatives or friends

3. In your opinion the brand image of Kokuyo Camlin is………

(a) Very Good(b) Good(c) Average(d) Bad(e) Very Bad

4. What are your main preferences while buying Kokuyo Camlin products?(a) Brand (b) Price (c) Dealer’s Advice(d) Promotional Schemes

5. Does offer free gift with products affect your buying decision?

(a) Yes (b) No

6. Are you satisfied with Kokuyo Camlin & its services? (a) Yes (b) No

7. If No, then what are the reasons of dissatisfaction?

……………………………………………………

8. With the increase in the price of Camlin’s products (For meeting increased cost of production) your purchase behavior will………….

(a) Never Change(b) Change to some extent(c) Totally Change(d) Can’t Say

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9. How does the price of Kokuyo Camlin products compare with other competitors?(a) Higher premium price(b) Similar premium price(c) Lower premium price

10. Why do you think Camlin’s products are more popular than competitors?(a) Marketing and sales(b) Brand image(c) Quality and design of product(d) Corporate reputation

11. Have you faced any problem regarding the quality of the products?

(a) Yes (b) No

12. Will you purchase product from Kokuyo Camlin in the future?(a) Yes(b) No (c) May be

13. Your suggestion for Kokuyo Camlin Limited :

.……………………………………………………

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