ITC-Classmate Pen-consumer Buying Behaviour Summer Intership Project Report
-
Upload
tony-jacob -
Category
Documents
-
view
354 -
download
32
description
Transcript of ITC-Classmate Pen-consumer Buying Behaviour Summer Intership Project Report
A STUDY OF THE CONSUMER BUYING BEHAVIOUR OF
CLASSMATE PEN
PROJECT REPORT
Submitted in partial fulfillment of the Requirements for the award of the Degree of Master
of Business Administration of Mahatma Gandhi University
By
TONY JACOB
Register No: 121I57
Under the Guidance of
Dr. JOHNEY JOHNSON
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES
MAHATMA GANDHI UNIVERSITY
KOTTAYAM, KERALA-686560
2011-2013
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES
Mahatma Gandhi University, Priyadarshini hills P.O.
Kottayam, Kerala – 686 560
Certificate This is to certify that the project report titled “A STUDY OF THE
CONSUMER BUYING BEHAVIOUR OF CLASSMATE PEN” is a
bonafide record of the work done by Mr. Tony Jacob under the guidance of
Dr.Johney Johnson and submitted in partial fulfillment of the requirements for
the award of Master of Business Administration of Mahatma Gandhi
University,
Kottayam, Kerala.
Prof. Dr. K. Sreeranganadhan
Dean and Director
Place: P D.Hills
Date: 23-07-2013
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES
Mahatma Gandhi University, Priyadarshini hills P.O.
Kottayam, Kerala – 686 560
Certificate
This is to certify that this project report titled “A STUDY OF THE
CONSUMER BUYING BEHAVIOUR OF CLASSMATE PEN” is based
on an authentic work done by Mr. Tony Jacob under my guidance and
submitted in partial fulfillment of the requirements for the award of the
Degree of Master of Business Administration of Mahatma Gandhi
University, Kottayam, Kerala.
Place: P D Hills Dr. Johney Johnson
Date: 23-07-2012 Assistant Professor
DECLARATION
I, TONY JACOB do hereby declare that the report titled “A STUDY OF THE
CONSUMER BUYING BEHAVIOUR OF CLASSMATE PEN” is based on the original
work done by me and submitted to the Mahatma Gandhi University in partial fulfillment of
the requirements for the award of Degree of Master of Business Administration. I further
declare that this work is not submitted by me for the award of any Degree, Diploma or Title
earlier.
Place: Kottayam Tony JacobDate: 23-07-2013
ACKNOWLEDGEMENT
I wish to express my deep sense of gratitude to everyone who helped me through scholarly
guidance and valuable motivation for completing the project. First of all I thank the almighty
God for making this task a success. I have made an earnest attempt to make this report
complete and worthwhile.
This project would not have come to its present shape without the able guidance, supervision
and help of a number of people. I would, at the very onset, like to thank Mr. Premodh P,
Assistant Manager, ESPB, ITC Limited for providing me the opportunity to perform my
Summer Internship Project in the Company. I, would like to, give special thanks and
gratitude to Mr. Vikram Mohandas, for mentoring and providing the necessary data
and information as and when required throughout the project. His guidance has provided
many insights and suggestions that I feel have increased the quality of information presented
here. I would also like to thank all others in the Marketing Department at ITC for being
extremely co-operative and guiding me throughout my project.
I would like to express my sincere gratitude to Dr.K.Sreeranganadhan, Director, School Of
Management and Business Studies for providing me the facility to carry out the project
successfully and for his valuable suggestions and patronage of this report.
I am thankful to Dr. Johney Johnson faculty, of School of Management and Business
Studies for his support and timely help in the preparation and completion of my project work.
I express my gratitude to my parents, friends and other family members who have supported
and inspired me to complete the project.
TONY JACOB
ABSTRACT
The researcher underwent a Project study at ITC Ltd to acquaint himself with the business
environment for a period of two month from May 2nd, 2013 to July 2nd, 2013 as a part of the
MBA curriculum at the School of Management & Business Studies Mahatma Gandhi
University Kottayam. The topic for the study is on “A study of the consumer buying behavior
of classmate pen”.
Pen is a product, which is used by each and every person. There are various brands of pen in
the market of different types Price, Color, design, Grip etc. So the pen market is full of
competition where the consumer possesses vast variety of choice to select his brand which
depends on his buying behavior .Of course it is very difficult to describe consumer buying
behavior about pen; even though I have tried to find how the consumer purchases a particular
brand? How much he searches for his brand? What factors influence he to buys the preferred
brand? What are the different perceptive of retailers on pen?
The technique of data collection is through questionnaire as it is less complex and easy Two
methods (i.e.) Graphical method ,percentage are used as tools /techniques of analysis.
CONTENTS
CHAPTER PARTICULARS PAGE NO
CHAPTER 1 INTRODUCTION 11.1 Background 21.2 Scope Of The Study 31.3 Statement Of The Problem 31.4 Objective 31.5 Limitations Of The Study 4
CHAPTER 2 INDUSTRY & COMPANY PROFILE 52.1 Industry Profile 62.1.1 Profile of Pen industry In India 62.1.2 Global Writing Instrument Industry 82.1.3 Market and Market Information 82.1.4 Regulatory Requirements 92.1.5 Changing Consumer Behavior 9
2.2 Company Profile 112.2.1 Introduction to the Company 112.2.2 History of ITC 112.2.3 ITC’s Product Mix 15
2.2.4 Vision of the Company 25
2.2.5 Mission of the Company 252.2.6 ITC’s Core Values 252.2.7 Certifications of ITC 27
CHAPTER 3 REVIEW OF LITERATURE 303.1 Consumer Buying Behavior 313.2 Stages of the Consumer Buying Process 31
3.3 Types of Consumer Buying Behaviors 323.4 Categories that Affect Consumer Buying Decision
Process
33
CHAPTER 4 RESEARCH METHODOLOGY 374.1 Research Methodology 384.2 Research Design 384.3 Statistical Tools Used 39
CHAPTER 5 DATA ANALYSIS AND INTERPRETATION
40
5.1 Consumer Buying Behavior Questionnaire Analysis 425.2 Retailer’s Questionnaire Analysis 59
CHAPTER 6 FINDINGS &SUGGESTIONS 756.1 Findings 766.2 Suggestions 77
CHAPTER 7 CONCLUSION 79
BIBILOGRAPHY 80APPENDIX 81
LIST OF TABLES
TABLE NO.
TITLE PAGE NO.
2.1 Category Break up of Pen User 7
5.1.1 Age Group 42
51..2 Occupation Details 43
5.1.3 Types of pens using by Consumer 43
5.1.4 Most Preferred Brands 44
5.1.5 Most Selling Price Range of Pens 45
5.1.6 Places of Purchase 46
5.1.7 Factors Influencing Buying Decision 47
5.1.8 Types of Advertising Media 48
5.1.9 Effect of In-shop Advertisement 48
5.1.10 Most Influencing In-shop Advertisements 49
5.1.11 Persons Who Influencing Buying Decision 50
5.1.12 Number of Brand Loyal Customers 51
5.1.13 Brand Loyalty among different pens 52
5.1.14 Reasons for Brand Loyalty 53
5.1.15 Ratings of Brand Performance 54
5.1.16 Average no. of pen buying in a year 55
5.1.17 Number of regular refilling customers 55
5.1.18 Reasons for no-refilling of pens 56
5.1.19 No. of customers who have use classmate pens 57
5.2.1 Types of stores 59
5.2.2 Average monthly sale 59
5.2.3 Price Range of Maximum Pen Sale 60
5.2.4 Most selling Pen Types 61
5.2.5 Most Selling pen In RS 5-20 Price Range 62
5.2.6 Maximum Pen Selling Season 63
5.2.7 Brands of Pens Keeping in Each Stores 64
5.2.8 Factors Influencing Buying Decision 65
5.2.9 Retailer’s influence towards customer in their buying decision 66
5.2.10 Retailers motivating factors to push the products 67
5.2.11 Types of stock replenishing 68
5.2.12 Influence of In-shop advertisements 69
5.2.13 Types of In-shop advertisements 69
5.2.14 Brands suggested for non-brand loyal customers 70
5.2.15 Influencing factors of retailer’s brand suggestion 71
5.2.16 No of stores having classmate pens 72
5.2.17 Factors for improving classmate’s sale 73
5.2.18 Number of stores interested to sell classmate pen 74
LIST OF CHARTS
FIG.NO.
TITLE PAGE NO.
2.1 Ball and Gel pen Market Break-up 10
2.2 Market share of pen industry 10
5.1.1 Age Group 42
51..2 Occupation Details 43
5.1.3 Types of pens using by Consumer 44
5.1.4 Most Preferred Brands 45
5.1.5 Most Selling Price Range of Pens 46
5.1.6 Places of Purchase 46
5.1.7 Factors Influencing Buying Decision 47
5.1.8 Types of Advertising Media 48
5.1.9 Effect of In-shop Advertisement 49
5.1.10 Most Influencing In-shop Advertisements 50
5.1.11 Persons Who Influencing Buying Decision 51
5.1.12 Number of Brand Loyal Customers 51
5.1.13 Brand Loyalty among different pens 52
5.1.14 Reasons for Brand Loyalty 53
5.1.15 Ratings of Brand Performance 54
5.1.16 Average no. of pen buying in a year 55
5.1.17 Number of regular refilling customers 56
5.1.18 Reasons for no-refilling of pens 57
5.1.19 No. of customers who have use classmate pens 57
5.2.1 Types of stores 59
5.2.2 Average monthly sale 60
5.2.3 Price Range of Maximum Pen Sale 61
5.2.4 Most selling Pen Types 62
5.2.5 Most Selling pen In RS 5-20 Price Range 63
5.2.6 Maximum Pen Selling Season 64
5.2.7 Brands of Pens Keeping in Each Stores 65
5.2.8 Factors Influencing Buying Decision 66
5.2.9 Retailer’s influence towards customer in their buying decision
67
5.2.10 Retailers motivating factors to push the products 67
5.2.11 Types of stock replenishing 68
5.2.12 Influence of In-shop advertisements 69
5.2.13 Types of In-shop advertisements 70
5.2.14 Brands suggested for non-brand loyal customers 71
5.2.15 Influencing factors of retailer’s brand suggestion 72
5.2.16 No of stores having classmate pens 72
5.2.17 Factors for improving classmate’s sale 73
5.2.18 Number of stores interested to sell classmate pen 74
CHAPTER 1 - INTRODUCTION
INTRODUCTION
1.1 BACKGROUND
The ultimate objective of all production is consumption for the satisfaction of varied needs of
man. A free market economy provides freedom to the consumers to buy and consume goods
of their choice. Buying preferences of the consumers send signals to the producers to produce
various commodities in required quantities. Producers, therefore, produces only those
commodities which are desired by the consumers. Consumer behaviour is related to likes and
dislikes and expectations of the consumers. Consumer behaviour has changed in recent years
owing to enhanced awareness, information technology and more importantly governmental
intervention through legislations. Thus, the manufacturers are more cautious in dealing with
consumers of their respective products.
In recent years, the lifestyle of a large number of consumers in India has changed
dramatically and the process of change is on. The buying behaviour of the consumers is
influenced by several factors such as socio-economic conditions, cultural environment,
literacy level, occupation, geographical location, efforts on the part of sellers, exposure to
media etc. Consumer behaviour in the market is perplexing because of a singular lack of
consistency in groups which are homogeneous in parameters of demographics-Age,
occupation, education and income.
The study of consumer behaviour implies how & why a particular consumer reacts to the
decisions of producers. It is the study of how individual make decision to spend their
available resources (time, money, effort) on consumption related items. It includes the study
of why they buy it, when they buy it, where they buy it, how often they buy it & how often
they use it.
This study focused on understanding the consumer buying behaviour of pens at retail outlets.
It also focused on the issue that whether the marketing strategies are properly implemented or
not. The study would be beneficial for the ITC Company to formulate the strategy for future.
DEFINITION
Consumer Buying Behaviour:
The collective actions, including the searching, evaluation, selection, purchasing, consuming,
disposing of products, taken by consumers in determining which goods and services hold the
most value for meeting their wants and needs. Marketers study consumer buying behaviour to
determine the influence of psychological, sociological, demographical, and cultural factors
have on buying decisions.
1.2 SCOPE OF THE STUDY
1. This study helps to the candidates to know about the consumer buying behaviour and
its influencing factors
2. This study will help the company to know about the consumer buying behaviour
pattern of their products
3. This study will help the company to identify the right marketing mix for the products
4. This study helps the company to improve their strategic formulation and decision
making process
1.3 STATEMENT OF THE PROBLEM
To study the consumer buying behaviour and retailers perceptive of classmate pen with its
competitors
1.4 OBJECTIVES OF THE STUDY
To know about the pen industry.
To study purchases and consumption pattern of pens by the consumers.
To know which factors mostly influences the consumer to buy pens.
To know which price range of pens are mostly preferred by the people. To study the impact advertisement on consumers
To know the effectiveness of In-shop advertisement retail outlet
To help the company marketing managers to design an effective marketing mix for its
target customers.
1.5 LIMITATIONS OF THE STUDY:
A research study is never perfect. There is always some scope of improvement in the study in the future. Thus, it becomes important to critically evaluate the results and the whole study. The present study has certain limitations that need to be taken into account when considering the study and its contributions:
1. There a number of a factor, which affects consumer’s perception about pens and is not possible to take all of them into account. Thus, this study is limited to variable under consideration.
2. The research is based on the responses given by the respondents, which may or may not be biased.
3. The results shown are relative in nature and are not absolute. In other words, it is the perception of an average customer.
4. The research study was conducted within the limited duration of time. So a detailed and comprehensive study could not be made.
CHAPTER 2 - INDUSTRY &
COMPANY PROFILE
2.1 INDUSTRY PROFILE
2.1.1 PROFILE OF PEN INDUSTRY IN INDIA
There has been a need to document through the use of writing instrument since the dawn of
mankind. Pen and pencils continue to be the staples of everyday life and indispensable items
for everyday use. Writing instruments continue to play integral part in the life of particularly
every business, school and household. The advent of computers and related technology has
yet to make writing industry and instruments slow placed and obsolete. In fact the writing
instrument embraces the evolution of technology by incorporating it into new products and
using it to enhance business aspects and client services.
India is the only country after China to have fully fledged writing instruments industry built
purely on the platform of its own domestic market demand. The size of the writing instrument
industry in India is estimated about Rs.1800 Crores of which organized player account for
80% of the market share and the unorganized player for the rest. The industry grew by about
15% in 2004-05 and by 13.5% in 2005-06, largely driven by the growth of organized sector,
indicating that consumer are responding favorably to quality and branding. It is expected that
promotion, easy availability and affordability, branded off make will accelerate and helped
the organized sector eat into unorganized presence.
The Indian writing instruments market today is still on the path of discovering new niches
with ergonomic designed products, promotional marketing items and luxury items but in the
coming years it is bound to grow tremendously not only domestically but also in its exports
emerging as world leaders in Writing Instruments.
India’s writing instrument industry is reserved for the small sector with a statutory limit on
the maximum investment in plant and machinery at Rs 50 crores. As a result critical pen
component like refills are manufactured in house, while all non-critical components are
outsourced.
Most Indian companies cater to the “Value for Money” (i.e. high volume low value strategy)
while international player caters to premiums segment operating through exclusive
distributers. Globally writing instruments industry is estimated at Rs 50000 crores (p.a).
China controls approximately 10% of the global markets while the Indian share had so far
been mini scale. But given the superior quality perception that “Made in India” pens have
over the Chinese; the buying preference of major retailers has been shifting to Indian
products and brands.
There are over 50 brands In India’s organized and unorganized sectors. With economic
liberalization many premium international brands entered India either independently or in
collaboration with Indian manufacturers and distributors. These includes Reynolds, Parker,
Cross, Mont Blanc, Cartier, Pierre Cardin and other designer pens from Episode, Frazer and
Haws, Christian Dior and waterman. Over the years, the market share flowed from the
unbranded to the branded sector. The market is segmented according to the following target
audience:
Students(many of whom depend only on pencils and ball point pens)
Frequent users(in offices across commercial and public establishments)
Occasional users(housewives and literate manual workers)
While India’s literacy rate is a high 74%, all literates occasionally use ball or fountain pens.
While pen demand among the employed is relatively stagnant, demand among students is
experiencing a healthy growth as this segment is more brands conscious.
The writing instrument market is dominated by ball point pens accounting for 70% of India’s
total pen demand, followed by gel pens at 20% and fountain pens at 4%. 85% of users use
blue, black and red ink.
Category
Source : - AC Nielsen Report (June 2012)
Table 2.1 Category Break up of Pen User
The above information regarding the writing instrument industry has been obtained from the
public sources like: Business line, Economic Times, Financial Express, some companies
catalog are used along with internet support.
2.1.2 GLOBAL WRITING INSTRUMENT INDUSTRY
Type % user share
Students 55-60
Commercial
30-25
Multi-level 15-10
Globally, writing instrument industry is rising at a healthy rate despite growing
computerization. The global writing instrument industry is estimated at Rs 65000 crores. (p.a)
where USA markets grew by 5% last year (2005-06) and is expected to grow by the same
proportionate at this time too. China controls approximately 10% of the global market, due to
its manufacturing process. India is becoming most preferred manufacturing destination after
china. Indian product quality is among best in the world, Compared to china mass market
products. Indian market is growing healthily at 15 to 20% and is expected to grow with same
rate for upcoming 2 to3 years (acc CAGR), where the organize sector now controls 70%
market share in 2011 as compared to 54% up to 2000.
2.1.3 MARKET AND MARKET INFORMATION (IN DETAILS)
The worldwide market size for writing industry is Rs 100000 Crores (p.a),where
USA’s market alone is $4.68 Billion Dollars (App Rs 21000 Crores).
China exports of pens are over Rs 5000 Crores (p.a).
India exports of pens are over Rs 200 Crores (p.a).
The annual turnover of the industry in India is now estimated at Rs 2000 Crores per
annum and is expected to increase at an annual growth rate by 15-20% per annum.
About 80% of India’s pen industry revenue comes from pens with a price range of up
to Rs. 15.
A small percentage of pens are priced in the range of Rs. 100-300.
The market for lower price range pens (up to Rs.15) is growing at 7-8% annually; the
mid-range pen market is growing faster at 8-10%.
India is viewed as a quality supplier, where as china as a cheaper and lower quality
products supplier.
Germany, Japan, Taiwan & Korea were hubs for the writing instrument industry, but
due to cast factor manufactured have started shifting to China and India.
Previously Switzerland was the manufacturing center for ball point tips, but now India
is emerging as a major Tip manufacturer satisfying not only Domestic demand but
Global demand also.
2.1.4 REGULATORY REQUIREMENTS
In India as per law, the manufacturing of writing instruments is reserved or falls under the
category of SSI (Small Scale Industry Sector). Thus there is ceiling on investment in plant
and machinery manufacturing process (Max Rs. 50 Crores), excluding mould making as it is
highly capital intensive pert of manufacturing. Of course any EOU (Export Oriented Unit)
does not fall under this purview of SSI.
2.1.5 CHANGING CONSUMER BEHAVIOUR
The purchase of a single pen used to be a considered decision until not too long ago. Today,
most consumers buy multiple pens in a single purchase. Because the consumer would go out
specifically to buy a pen earlier, today most buy along with a number of other things as part
of their monthly provisions. Earlier there was one pen to write, now interestingly even as
communication getting increasing psychological, there is different pen, ink, size of different
moods, needs and situation.
Gone are the days where pen were just considered as merely an item of writing. But now it is
a quasi-fashion statement something that’s aligns with your personality, of course still the pen
purchase decision is considered as low involvement decision.
28%
72%
Market Break-up
Gel pensBall pens
Chart 2.1: Ball and Gel pen-Market Break-up (value)
20%
80%
Market share
Un organisedOrganised
Chart 2.2: Market share of pen industry
2.2 COMPANY PROFILE
2.2.1 INTRODUCTION TO THE COMPANY
ITC is one of India's foremost private sector companies with a
market capitalisation of nearly US $ 30 billion and a turnover of over
US $ 6.1 Billion. ITC is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's Most Reputable
Companies by Forbes magazine, among India's Most Respected Companies by Business
World and among India's Most Valuable Companies by Business Today. ITC ranks among
India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.
2.2.2 HISTORY OF ITC
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of
India Limited'. A leased office on Radha Bazar Lane, Kolkata, was the centre of the
Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by
purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road)
Kolkata, for the sum of Rs 310,000. The Company's ownership progressively Indianised, and
the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the
Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes &
Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-
Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the
Company's name were removed effective September 18, 2001.
ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration
for ITC's Cigarettes business. It is today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel Chola'. Since then ITC's Hotels business
has grown to occupy a position of leadership, with over 70 owned and managed properties
spread across India.
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited, which today has become the market leader in India.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture.
In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was
changed to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company
and a major supplier of tissue paper to the cigarette industry. Tribeni Tissues Division was
merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in November 2002.
In 1990, leveraging its agri-sourcing competency ITC set up the Agri Business Division for
export of agri-commodities. ITC's unique and now widely acknowledged e-Choupal initiative
began in 2000 with Soya farmers in Madhya Pradesh. Now it extends to 9 states covering
over 4 million farmers. ITC's first rural mall, christened 'Choupal Sagaar' was inaugurated in
August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in
the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC launched a line of high quality greeting cards under the brand name
'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers,
Autograph books and Slam books. In the same year, ITC also launched 'Expressions
Matrubhasha', a vernacular range of greeting cards in eight languages and 'Expressions
Paperkraft', a range of premium stationery products. In 2003, the company rolled out
'Classmate', a range of notebooks in the school stationery segment.
ITC also entered the Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive
stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear
brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's
most premier fashion event - Wills Lifestyle India Fashion Week - that has gained
recognition from buyers and retailers as the single largest B-2-B platform for the Fashion
Design industry. In 2007, the Company introduced 'Miss Players'- a fashion brand in the
popular segment for the young woman.
In 2000, ITC spun off its information technology business into a wholly owned subsidiary,
ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area.
ITC's foray into the Foods business is an outstanding example of successfully blending
multiple internal competencies to create a new driver of business growth. It began in August
2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes.
In 2002, ITC entered the confectionery and staples segments with the launch of the brands
mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the
introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast
growing branded snacks category with Bingo! in 2007.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire
value chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.
ITC forayed into the marketing of agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands
include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills
provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and
women (Inizio Femme). Continuing with its tradition of bringing world class products to
Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and December 2007 respectively. The
Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market
segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in
February and Vivel range of shampoos in June 2008.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels,
Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its
nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and
Stationery.
As one of India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "ITC believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing shareholder
value. ITC practices this philosophy by not only driving each of its businesses towards
international competitiveness but by also consciously contributing to enhancing the
competitiveness of the larger value chain of which it is a part."
ITC's diversified status originates from its corporate strategy aimed at creating multiple
drivers of growth anchored on its time-tested core competencies: unmatched distribution
reach, superior brand-building capabilities, effective supply chain management and
acknowledged service skills in hoteliering. Over time, the strategic forays into new
businesses are expected to garner a significant share of these emerging high-growth markets
in India.
ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of
the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The
Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its
competitiveness by empowering Indian farmers through the power of the Internet. This
transformational strategy, which has already become the subject matter of a case study at
Harvard Business School, is expected to progressively create for ITC a huge rural distribution
infrastructure, significantly enhancing the Company's marketing reach.
ITC's wholly owned Information Technology subsidiary, ITC Infotech India Limited, is
aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including
e-enabled services and business process outsourcing.
ITC's production facilities and hotels have won numerous national and international awards
for quality, productivity, safety and environment management systems. ITC was the first
company in India to voluntarily seek a corporate governance rating.
ITC employs over 26,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalising
environment to consistently reward more than 3,75,000 shareholders, fulfill the aspirations of
its stakeholders and meet societal expectations. This over-arching vision of the company is
expressively captured in its corporate positioning statement: "Enduring Value. For the nation.
For the Shareholder."
2.2.3 ITC’s Product Mix
Cigarettes
ITC is the market leader in cigarettes in India. With its wide range of invaluable
brands, it has a leadership position in every segment of the market. It's highly
popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake,
Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.
The Company has been able to build on its leadership position because of its single
minded focus on value creation for the consumer through significant investments in
product design, innovation, manufacturing technology, quality, marketing and
distribution.
All initiatives are therefore worked upon with the intent to fortify market standing in
the long term. This in turns aids in designing products which are contemporary and
relevant to the changing attitudes and evolving socio economic profile of the country.
This strategic focus on the consumer has paid ITC handsome dividends.
ITC's pursuit of international competitiveness is reflected in its initiatives in the
overseas markets. In the extremely competitive US market, ITC offers high-quality,
value-priced cigarettes and Roll-your-own solutions. In West Asia, ITC has become a
key player in the GCC markets through growing volumes of its brands.
ITC's cigarettes are produced in its state-of-the-art factories at Bengaluru, Munger,
Saharanpur and Kolkata. These factories are known for their high levels of quality,
contemporary technology and work environment.
FMCG Foods
ITC made its entry into the branded & packaged Foods business in August 2001 with
the launch of the Kitchens of India brand. A more broad-based entry has been made
since June 2002 with brand launches in the Confectionery, Staples and Snack Foods
segments.
The packaged foods business is an ideal avenue to leverage ITC's proven strengths in
the areas of hospitality and branded cuisine, contemporary packaging and sourcing of
agricultural commodities. ITC's world famous restaurants like the Bukhara and the
Dum Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a
deep understanding of the Indian palate and the expertise required to translate this
knowledge into delightful dining experiences for the consumer. ITC has stood for
quality products for over 98 years to the Indian consumer and several of its brands are
today internationally benchmarked for quality.
The Foods business carries forward this proud tradition to deliver quality food
products to the consumer. All products of ITC's Foods business available in the
market today have been crafted based on consumer insights developed through
extensive market research. Apart from the current portfolio of products, several new
and innovative products are under development in ITC's state-of-the-art Product
Development facility located at Bengaluru.
Leadership in the Foods business requires a keen understanding of the supply chain
for agricultural produce. ITC has over the last 98 years established a very close
business relationship with the farming community in India and is currently in the
process of enhancing the Indian farmer's ability to link to global markets, through the
e-Choupal initiative, and produce the quality demanded by its customers. This long-
standing relationship is being leveraged in sourcing best quality agricultural produce
for ITC's Foods business.
The Foods business is today represented in 4 categories in the market. These are:
Ready To Eat Foods
Staples
Confectionery
Snack Foods
In order to assure consumers of the highest standards of food safety and hygiene, ITC
is engaged in assisting outsourced manufacturers in implementing world-class
hygiene standards through HACCP certification. The unwavering commitment to
internationally benchmarked quality standards enabled ITC to rapidly gain market
standing in all its 6 brands:
Kitchens of India
Aashirvaad
Sunfeast
mint-o
Candyman
Bingo!
Lifestyle Retailing
ITC’s Lifestyle Retailing Business Division has established a nationwide retailing
presence through its Wills Lifestyle chain of exclusive specialty stores. Wills
Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work
wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and
Essenza Di Wills – an exclusive range of fine fragrances and bath & body care
products and Fiama Di Wills - a range of premium shampoos and shower gels. Wills
Lifestyle has also introduced Wills Signature designer wear, designed by the leading
designers of the country.
With a distinctive presence across segments at the premium end, ITC has also
established John Players as a brand that offers a complete fashion wardrobe to the
male youth of today. The recent launch of Miss Players with its range of trendy
fashion wear for young women has been a successful addition to the youthful
offering. With its brands, ITC is committed to build a dominant presence in the
apparel market through a robust portfolio of offerings.
At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and
pleasing atmosphere. The use of space is refreshing, which is reflected even in the
spacious changing rooms. Every store offers an international retailing ambience with
the extensive use of glass, steel and granite, reflecting the most contemporary trends
in store design, thereby creating a splendid backdrop for the premium offerings.
Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of
India recently. Wills Lifestyle has been twice declared 'The Most Admired
Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001
& 2003 as well as 'Most Admired Fashion Brand of the year - Fashion Forward'
in 2009.
Personal Care
In line with ITC's aspiration to be India's premier FMCG company, recognised for its
world-class quality and enduring consumer trust, ITC forayed into the Personal Care
business in July 2005. In the short period since its entry, ITC has already launched an
array of brands, each of which offers a unique and superior value proposition to
discerning consumers. Anchored on extensive consumer research and product
development, ITC's personal care portfolio brings world-class products with clearly
differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel
Di Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging
consumer response and is being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene
and benchmarked manufacturing practices. Contemporary technology and the latest
manufacturing processes have combined to produce distinctly superior products which
rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements have
provided the platform for its R&D and Product Development teams to develop
superior, differentiated products that meet the consumer's stated and innate needs. The
product formulations use internationally recognised safe ingredients, subjected to the
highest standards of safety and performance.
Education & Stationary products
ITC made its entry into the stationery business in the year 2002 with its premium
range of notebooks, followed in the year 2003 with the more popular range to
augment its offering.
Today, ITC continues to blend its core capabilities to market a growing range of
education and stationery products. These capabilities include,
a. Manufacturer of India’s first Ozone treated environment friendly Elemental
Chlorine Free (ECF) pulp, paper and paperboard.
b. Knowledge of image processing, printing & conversion garnered from its
Packaging& Printin Business.
c. Brand Building & Trade Marketing & Distribution strengths resident in its
FMCG Business.
ITC’s stationery Brands are marketed as “Classmate” and “Paperkraft”, with
Classmate addressing the needs of students and Paperkraft targeted towards college
students and executives.
Classmate - India’s truly largest National brand, reaching 65,000 outlets across the
country, has over 300 variants in its range which comprises notebooks, long books,
practical books, drawing books, scrap books, reminder pads etc.
The Classmate Fun N Learn range of children books targeting pre school learners,
comprising categories like Pre School Learner, Active Minds and Read Aloud
Tales with features like Wipe n Use again, Trace & Color and Puzzles ensure that a
child's first lessons are truly enjoyable.
Classmate Invento Geometry Boxes, launched for school students comprise a world-
class precision compass and high quality plastic instruments coupled with interesting
trivia and useful information, to make geometry more fascinating for students.
Aesthetically designed, Classmate pens offer the consumer a smoother and more
comfortable writing experience through use of ergonomic design, reducing the effort
required for writing. The initial launch comprises ball pens - Classmate Safari and
Classmate Ilet - and gel pens - Classmate Glider and Classmate Octane.
A new entry to the Classmate portfolio is its range of HB Jet Black pencils. Designed
attractively for school kids, the pencils offer a unique advantage of lesser lead wear
out and thus, “Stay Sharper for Longer”.
The Classmate Notebook range builds in regional preferences and caters to the
requirements of All India & State Education Boards. Every Classmate notebook
carries ITC's Corporate Social Responsibility message on its back. For every four
Classmate Notebooks, ITC contributes Re. 1 to its rural development initiative that
supports, among other projects, primary education in villages.
Classmate has successfully run the “Classmate Young Author & Artist Contest”
for 5 years. The contest is a national level event going across 34 cities and getting
participation from 5000 schools.
The Paperkraft range consists of premium stationery with a wide variety for
executives to choose from. The assortment consists of notepads & multi subject
notebooks in hard, soft covers & multiple binding formats including spirals, wiros etc.
The Paperkraft brand recently launched premium business paper – an environment
friendly multipurpose paper for office and home use. The paper has been crafted by
ITC’s Bhadrachalam unit using a pioneering technology, called “Ozone Treated
Elemental Chlorine Free technology”. Paperkraft business paper is the whitest and
brightest 75 & 70 GSM papers manufactured in India and provides consumers an
opportunity to “Go Green”.
Safety Matches
As part of its strategic initiative to create multiple drivers of growth in the FMCG
sector, ITC commenced marketing safety matches sourced from the small-scale
sector. The Matches business leverages the core strengths of ITC in marketing and
distribution, brand building, supply chain management and paperboard & packaging
to offer Indian consumers high quality safety matches.
ITC’s range of Safety matches include popular brands like i Kno, Mangaldeep, Aim,
Aim Mega and Aim Metro. With differentiated product features and innovative value
additions, these brands effectively address the needs of different consumer segments.
The Aim brand is the largest selling brand of Safety Matches in India. ITC also
exports regular and premium safety matches brands to markets such as Middle East,
Africa and the USA. The successful acquisition of Wimco Ltd. by Russell Credit Ltd.,
a wholly owned subsidiary of ITC has consolidated the market standing of the
Company's Matches business through synergy benefits derived through combined
portfolio of offerings, improved servicing of proximal markets and freight
optimization. Through its participation, ITC aims to enhance the competitiveness of
the small and medium scale sectors through its complementary R&D based product
development and marketing strengths, especially the breadth and depth of the
Company's trade marketing and distribution.
Agarbattis
As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector,
the Company commenced marketing Agarbattis (incense sticks) sourced from small-scale and
cottage units in 2003. This business leverages the core strengths of ITC in nation-wide
distribution and marketing, brand building, supply chain management, manufacture of high
quality paperboards and the creation of innovative packaging solutions to offer Indian
consumers high quality Agarbattis. With its participation in the business, ITC aims to
enhance the competitiveness of the small and medium scale sectors through its
complementary R&D based product development and strengths in trade marketing and
distribution.
Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine,
Bouquet, Sandalwood, Madhur, Durbar, Tarangini, Anushri, Ananth and Mogra.
Mangaldeep Yantra is a special offering from ITC and this specially created
fragrance evokes the ambience of a temple. The premium range from ITC,
Mangaldeep Spriha has two offerings, Pratiti and Sarvatra and are specially hand
rolled by Cottage Industries, Sri Aurobindo Ashram, Puducherry. Cottage Industries,
Puducherry, has recently been accredited with IFAT certification, which is an
internationally recognized benchmark for fair trade practices.
Mangaldeep is also available in 3-in-1 and 5-in-1 packs giving the consumer a choice
of multiple fragrances in a single pack. Mangaldeep appeals to a cross-section of
consumers with offerings at various price points. These agarbattis are available in
innovative 'Fragrance-Locked' packaging. 'Fragrance locking' is a unique concept of
packaging which retains the fragrance for a longer period and helps in "Completing
the Purity of Prayer". Mangaldeep is fast emerging as the only national brand in an
industry dominated by multiple local brands.
In line with ITC's Triple Bottom Line philosophy of every business contributing to the
nation's economic, environmental and social capital, Mangaldeep agarbattis are
manufactured by small scale and cottage units, providing livelihood opportunities for
more than 5000 people. Seven out of 10 Mangaldeep Agarbatti manufacturing units
are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habilitation through
Agarbattis) is an ITC initiative to improve the quality of raw agarbatti production and
provide better value realization for women rollers. Under the project, ITC has
extended support to NGOs in states and like Bihar, Tripura, Tamil Nadu, who are
setting up agarbatti units, training village women in rolling agarbattis and employing
them in these units.
Expressions Aromatic Candles
o Leveraging its deep consumer insight, ITC's Agarbatti business recently
launched "Expressions" Premium Range of Aromatic Candles in India
through Wills Lifestyle Stores. Research on usage and attitude reveals a strong
linkage of candles to attributes like Romance, Decoration and Wellness
(Aromatherapy).
o The Expressions range of Aromatic candles comprises Amour - the Romance
Series, Adora - the Decor Series and Nirvana - the Spa Series. The basis of
segmentation is colour and fragrance - Red for romance, Purple for décor and
Green for wellness. The fragrance of the candles have been specially selected
are made from the finest perfumes and oils. Each candle's fragrance, shape and
design are carefully chosen with a distinct sensation and ambience in mind.
Ideal for gifting, Expressions Aromatic Candles promise to soothe, uplift and
transform.
Hotels
ITC entered the hotels business in 1975 with the acquisition of a hotel in Chennai,
which was then rechristened ITC Chola. Since then the ITC-Welcomgroup brand has
become synonymous with Indian hospitality. With over 100 hotels in more than 80
destinations, ITC-Welcomgroup has set new standards of excellence in the hotel
industry in Accommodation, Cuisine, Environment and Guest Safety. ITC's Hotels
business is one of India's finest and fastest growing hospitality chains. ITC Hotels'
commitment to delivering globally benchmarked services, embedded in a culture
deeply rooted in India's rich tradition of hospitality, gives it a unique and distinct
identity.
A leader in the premium hospitality segment, ITC Hotels have had the privilege of
hosting world leaders, Heads of State and discerning guests from across the world and
within.
ITC-Welcomgroup pioneered the holistic concept of 'branded accommodation' in the
hospitality industry. It was the first to launch the idea of a 'Hotel within a Hotel' by
segmenting, customizing and branding hotel services like 'ITC One', 'Towers' and the
'Executive Club'. Each of these caters to specialized needs of the global business
traveller with unmatched quality and a range of custom-made services.
Paperboard and Specialty papers
ITC’s Paperboards and Specialty Papers Division is India’s largest and most
technologically advanced paper and paperboards business. ITC caters to a wide
spectrum of packaging, graphic, communication, writing, printing and specialty paper
requirements through its four world-class mills in India. Having pioneered many
speciality applications like cigarette tissues, packaging boards, aseptic cartons and
gypsum liners, ITC’s Paperboards and Specialty papers business enjoys market
leadership in the value-added paperboards segment, and also has a significant share of
the Indian paperboards market. It is also the largest Indian exporter of coated boards.
Packaging
ITC's Packaging & Printing Business is the country's largest convertor of
paperboard into packaging. It converts over 50,000 tonnes of paper and paperboard
per annum into a variety of value-added packaging solutions for the food & beverage,
personal products, cigarette, liquor, cellular phone and IT packaging industries. It has
also entered the Flexibles and Corrugated Cartons business.
The Division, which was set up in 1925 as a strategic backward integration for ITC's
Cigarettes business, is today India's most sophisticated packaging house. State-of-the-
art technology, world-class quality and a highly skilled and dedicated team have
combined to position ITC as the first-choice supplier of high value added
packaging.
The Division supplies value-added packaging to the Company's Cigarettes business.
Its client list includes several well-known national and international companies like
British American Tobacco, Philip Morris International, Surya Nepal Private
Limited, VST Industries, UB Group, Nokia, Flextronics, Foxconn, FMC India
Pvt Ltd., Pernod Ricard, Allied Domecq, Whyte & Mackay, Hindustan Lever,
Tata Tetley, Nestle and Reckitt Benkiser India Limited, etc.
With all the three factories at Tiruvottiyur near Chennai, Munger in Bihar and
Haridwar in Uttarakhand certified to ISO 9001, ISO 14001 and OHSAS 18001,
the Company offers a comprehensive product range in packaging:
Flip-top boxes Display outers Shells and Slides Soft cup and strap Labels
Bundle Wraps Flap boxes Inner Frames Coupon Inserts Folding Cartons
Fluted Cartons Shoulder Boxes Pre-printed cork tipping Flexibles
Packaging
ITC occupies a leadership position in cigarette and liquor packaging in India. It
supplies packaging to cover 70 billion cigarettes a year domestically, and supplies
packaging for 15 billion cigarette sticks a year for the export market. It is the largest
supplier of liquor mono cartons in the country.
ITC has enhanced the value of some of the most favoured brands with superior look-
and-feel packaging, using the best raw materials and process combinations, and an in-
house pre-press Design Centre.
A Product Introduction Process team pioneers packaging innovations. The team uses a
unique process to pilot the client's packaging through its manufacturing system.
Specifications are evolved based on clients' needs. Corresponding to the
specifications, a variety of packaging solutions is then generated. The efficacy of the
packaging is tested simulating the client's factory conditions.
2.2.4 VISION OF THE COMPANY
Sustain ITC's position as one of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company’s
stakeholders.
2.2.5 MISSION OF THE COMPANY
To enhance the wealth generating capability of the enterprise in a globalising environment,
delivering superior and sustainable stakeholder value.
2.2.6 ITC’s CORE VALUES
ITC's Core Values are aimed at developing a customer-focused, high-performance
organisation which creates value for all its stakeholders:
Trusteeship
As professional managers, we are conscious that ITC has been given to us in "trust" by all
their stakeholders. ITC actualise stakeholder value and interest on a long-term sustainable
basis.
Customer Focus
ITC is always customer focused and will deliver what the customer needs in terms of value,
quality and satisfaction.
Respect For People
ITC is result oriented, setting high performance standards as individuals and teams. ITC
simultaneously respect and value people and uphold humanness and human dignity. ITC
acknowledge every individual brings different perspectives and capabilities to the team and
that a strong team is founded on a variety of perspectives. ITC want individuals to dream,
value differences, create and experiment in pursuit of opportunities and achieve leadership
through teamwork.
Excellence
ITC do what is right, do it well and win. ITC will strive for excellence in whatever they do.
Innovation
ITC will constantly pursue newer and better processes, products, services and management
practices.
Nation Orientation
ITC is aware of their responsibility to generate economic value for the Nation. In pursuit of
their goals, ITC will make no compromise in complying with applicable laws and regulations
at all levels.
ITC’s Philosophy
ITC believes in practicing ethical behaviour among the corporate citizen. The company
follows an HR policy that is regulated by Teamwork, Trust, Collaboration, Mutuality,
Meritocracy, Objectivity, Collaboration, Self-respect and Human-dignity. It is also deeply
committed to make the company a gender friendly place for each individual while also
ensuring enhancement of equal opportunities for men and women, preventing sexual
harassment of any form and the adherence to good employment practices. It is ensured that
the interest of the company is foremost and in this context acceptance of any kind of gifts or
payments from suppliers or customers is viewed as a serious breach of company discipline.
And such acts are also considered as damaging to the reputation of the company.
High standards of house keeping and hygiene are followed to ensure excellent physical
working conditions. It is understood that all the directors, senior management and employees
shall conduct themselves in an honest manner and avoid any conflict of interest.
The top officials and employees of ITC believe that ITC provides them freedom at work and
resources to experiment. Employees take pride in working for ITC for its work culture,
environment, and the way people are treated. They are consulted before a new project\system
is introduced and their concerns and suggestions addressed. ITC also gives a lot of input to
develop their skill and career. They give utmost importance to equal opportunities, better
work environment.
2.2.7 CERTIFICATION OF ITC
ITC constantly endeavors to benchmark its products, services and processes to global
standards. The Company's pursuit of excellence has earned it national and international
honors. ITC is one of the eight Indian companies to figure in Forbes A-List for 2004,
featuring 400 of "the world's best big companies". Forbes has also named ITC among
Asia's'Fab 50' and the World's Most Reputable Companies
ITC is the first Indian company and the second in the world to win the prestigious
Development Gateway Award. It won the $100,000 Award for the year 2005 for its
trailblazing ITC e-Choupal initiative which has achieved the scale of a movement in rural
India. The Development Gateway Award recognizes ITC's e-Choupal as the most exemplary
contribution in the field of Information and Communication Technologies (ICT) for
development during the last 10 years. ITC e-Choupal won the Award for the importance of its
contribution to development priorities like poverty reduction, its scale and replicability,
sustainability and transparency.
ITC has won the inaugural 'World Business Award', the worldwide business award
recognizing companies who have made significant efforts to create sustainable livelihood
opportunities and enduring wealth in developing countries. The award has been instituted
jointly by the United Nations Development Programme (UNDP), International Chamber of
Commerce (ICC) and the HRH Prince of Wales International Business Leaders Forum
(IBLF).
ITC is the first Corporate to receive the Annual FICCI Outstanding Vision Corporate Triple
Impact Award in 2007 for its invaluable contribution to the triple bottom line benchmarks of
building economic, social and natural capital for the nation.
ITC has won the Golden Peacock Awards for 'Corporate Social Responsibility (Asia)' in
2007, the Award for ‘CSR in Emerging Economies 2005’ and ‘Excellence in Corporate
Governance' in the same year. These Awards have been instituted by the Institute of
Directors, New Delhi, in association with the World Council for Corporate Governance and
Centre for Corporate Governance
ITC's cigarette factory in Kolkata is the first such unit in India to get ISO 9000 quality
certification and the first among cigarette factories in the world to be awarded the ISO 14001
certification
ITC Maurya in New Delhi is the first hotel in India to get the coveted ISO 14001
Environment Management Systems certification.
ITC Filtrona is the first cigarette filter company in the world to obtain ISO 14001
ITC Infotech finds pride of place among a select group of SEI CMM Level 5 companies in
the world.
ITC's Green Leaf Threshing plant in Chirala is the first in India and among the first 10
units in the world to bag the Social Accountability (SA 8000) certification
ITC Chairman Y C Deveshwar has received several honors over the years. Notable among
them are:
Year Award
2007 SAM/SPG Sustainability Leadership Award conferred at the
International Sustainability Leadership Symposium, Zurich.
2006 Business Person of the Year from UK Trade & Investment, the UK
Government organisation that supports overseas businesses in that
country.
2006 Inducted into the `Hall of Pride' by the 93rd Indian Science Congress
2005 Honoured with the Teacher's Lifetime Achievement Award
2001 Manager Entrepreneur of the Year from Ernst & Young Retail
Visionary of the Year from Images, India's only fashion and retail
trade magazine
1998 Honorary Fellowship from the All India Management Association
1996 Distinguished Alumni Award from IIT, Delhi
1994 Marketing Man of the Year from A&M, the leading marketing
magazine
1986 Meridien Hotelier of the Year
ITC has won the 'Enterprise Business Transformation Award' for Asia Pacific (Apac),
instituted by Infosys Technologies and Wharton School of the University of Pennsylvania for
its celebrated e-Choupal initiative.
ITC is the only Indian FMCG Company to have featured in the Forbes 2000 list. The
Forbes 2000 is a comprehensive ranking of the world's biggest companies, measured by a
composite of sales, profits, assets and market value. The list spans 51 countries and 27
industries.
ITC continues its dominance of The Economic Times' Brand Equity listing of India's 100
Biggest FMCG Brands, with three brands from its stable making it to the top five. Gold Flake
remains India's biggest FMCG brand in terms of sales. Navy Cut ranks at No. 4. ITC's
Scissors brand ranks at No 5 and is the only new entrant into the top 10.
Restaurant magazine has chosen Bukhara at the ITC Maurya, New Delhi as the best Indian
restaurant in the world and the best restaurant in Asia. Bukhara has also been adjudged one of
the top 50 restaurants in the world by the London based magazine 'The Good Food Guide'.
Bukhara is the only South Asian restaurant to figure in the list.
ITC's Lifestyle Retailing Business Division (LRBD) has won the "Best Supply Chain
Practices Award" for time-effective and cost-efficient Logistics Management in Organized
Retail. The awards were organized by Retailers Association of India (RAI) in association
with ITW Signode - the International leaders in packaging solutions.
CHAPTER -3
REVIEW OF LITERATURE
3.1Consumer Buying Behaviour
Definition of Buying Behaviour:
Buying Behaviour is the decision processes and acts of people involved in buying and using
products.
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm
needs to analyze buying behaviour for:
Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s
success.
The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when
and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
3.2 Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the degree of
complexity
The 6 stages are:
1. Problem Recognition(awareness of need)--difference between the desired state
and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger
stimulates your need to eat..
2. Information search--
o Internal search, memory.
o External search if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources etc.
A successful information search leaves a buyer with possible alternatives, the evoked
set.
3. Evaluation of Alternatives--need to establish criteria for evaluation, features the
buyer wants or does not want. Rank/weight alternatives or resume search..
Information from different sources may be treated differently. Marketers try to
influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store,
method of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc.
3.3 Types of Consumer Buying Behaviours
Types of consumer buying behaviour are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in a
product in a particular situation.
Buyers level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible to
others, and the higher the risk the higher the involvement. Types of risk:
Personal risk
Social risk
Economic risk
The four type of consumer buying behaviour are:
Routine Response/Programmed Behaviour--buying low involvement frequently
purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.
Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires
a moderate amount of time for information gathering. Examples include Clothes--
know product class but not the brand.
Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological
risk. Examples include cars, homes, computers, education. Spend a lot of time seeking
information and deciding.
Impulse buying, no conscious planning.
3.4 Categories that Affect the Consumer Buying Decision Process
A consumer, making a purchase decision will be affected by the following three factors:
1. Personal
2. Psychological
3. Social
Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.Who in the family is
responsible for the decision making. Young people purchase things for different reasons than
older people.
Psychological factors
Psychological factors include:
Motives--A motive is an internal energizing force that orients a person's activities
toward satisfying a need or achieving a goal. Actions are effected by a set of motives,
not just one. If marketers can identify motives then they can better develop a
marketing mix.
Physiological
o Safety
o Love and Belonging
o Esteem
o Self-Actualization
Need to determine what level of the hierarchy the consumers are at to determine what
motivates their purchases.
Perception- Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. Information inputs are the sensations received
through sight, taste, hearing, smell and touch.
Ability and Knowledge-Need to understand individuals capacity to learn. Learning,
changes in a person's behaviour caused by information and experience. Therefore to
change consumers' behaviour about your product, need to give them new information
about the product...free sample etc.
Attitudes-Knowledge and positive and negative feelings about an object or activity-
maybe tangible or intangible, living or non- living...Attitudes and attitude change are
influenced by consumers personality and lifestyle. Consumers screen information that
conflicts with their attitudes. Distort information to make it consistent and selectively
retain information that reinforces our attitudes. There is a difference between attitude
and intention to buy (ability to buy).
Personality-all the internal traits and behaviours that make a person unique,
uniqueness arrives from a person's heredity and personal experience Traits effect the
way people behave. Marketers try to match the store image to the perceived image of
their customers. There is a weak association between personality and Buying
Behaviour, this may be due to unreliable measures. Nike ads. Consumers buy
products that are consistent with their self-concept.
Lifestyles-Lifestyles are the consistent patterns people follow in their lives.
Social Factors
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family,
reference groups, social class and culture.
Opinion leaders-Spokespeople etc. Marketers try to attract opinion leaders...they
actually use (pay) spokespeople to market their products. Michael Jordon (Nike,
McDonalds, Gatorade etc.)
Roles and Family Influences-Role...things you should do based on the expectations
of you from your position within a group.
People have many roles.
Husband, father, employer/ee. Individuals role are continuing to change therefore
marketers must continue to update information.
Reference Groups-Individual identifies with the group to the extent that he takes on
many of the values, attitudes or behaviours of the group members.Families, friends,
sororities, civic and professional organizations.Any group that has a positive or
negative influence on a persons attitude and behaviour.The degree to which a
reference group will affect a purchase decision depends on an individuals
susceptibility to reference group influence and the strength of his/her involvement
with the group.
Social Class-An open group of individuals who have similar social rank. US is not a
classless society. US criteria; occupation, education, income, wealth, race, ethnic
groups and possessions. Social class determines to some extent, the types, quality,
quantity of products that a person buys or uses. Lower class people tend to stay close
to home when shopping, do not engage in much prepurchase information gathering.
Stores project definite class images.Family, reference groups and social classes are all
social influences on consumer behaviour. All operate within a larger culture.
Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that
are accepted by a homogenous group of people and transmitted to the next
generation.Culture also determines what is acceptable with product advertising.
Culture determines what people wear, eat, reside and travel. Cultural values in the US
are good health, education, individualism and freedom. In american culture time
scarcity is a growing problem. IE change in meals. Big impact on international
marketing.Different society, different levels of needs, different cultural values.
Culture can be divided into subcultures:
o geographic regions
o human characteristics such as age and ethnic background.
Culture effects what people buy, how they buy and when they buy.
CHAPTER 4
RESEARCH METHODOLOGY
RESEARCH
Research is a process in which the researcher wishes to find out the end result for a
given problem and thus the solution helps in future course of action. The research has been
defined as “A careful investigation or enquiry especially through search for new fact in any
branch of knowledge”.
4.1 RESEARCH METHODOLOGY
The procedure using, which researchers go about their work of describing, explaining
and predicting phenomena, is called Methodology. Methods compromise the procedures used
for generating, collecting, and evaluating data. Methods are the ways of obtaining
information useful for assessing explanation.
4.2 RESEARCH DESIGN
Research design is the specification of the method and procedure for acquiring the information needed to solve the problem.
Degree of research question: Exploratory study is done for the study of consumer
buying behaviour
Time Dimension: The study was done using Cross Sectional method(As the Study is done only once in the pre specified period of 8 weeks, longitudinal study was not possible).
Research Instrument: Questionnaire is the research instrument used here.The researcher
has effectively used both open ended and close ended questions
Method of Data Collection
The data has been collected in two ways.
Primary Data: Primary data are those, which are collected for the first time, and they
are original in character. A suitable combination of Questionnaire techniques, &
discussion with the respondents was used to collect the required primary data.
Primary data gives higher accuracy and facts, which is very helpful for any research
and its findings. The researcher has collected primary data from questionnaire (i.e.)
personal interview.
Secondary Data: - The secondary data are those, which are already collected by
someone for some purpose and are available for the present study. Secondary data
was collected from the magazines, websites, and other such sources.
Sampled Population
A population is a group of individuals, object or items from which samples are taken for
measurement. All items in any field of enquiry constitute the universe. Here population
refers to the number of consumers and retailers who are using and selling various pens.
The sample population includes people from various categories like Business Person,
Service Person, Student, Housewife's Etc.
Sampling Area
Is the place where the sample is drowned. Here the researchers take samples from various
parts of Kottayam districts in Kerala
Sample Size
The number of sampling unit selected from the Population is called the size of the sample.
The sample size selected was 100 for consumer’s survey and 50 for retailer’s survey
Sampling technique
Here the researcher uses probability sampling method.ie simple random sampling is used as
the sampling technique.
4.3 STATISTICAL TOOLS USED
PERCENTAGE METHOD
In this project percentage method test and used. The following are the formula
Percentage of Respondent = No. of Respondent x 100
Total no. of Respondent
CHAPTER- 5
DATA ANALYSIS AND
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
The Analysis of data involves identifying the relations of quantified information to the
research problem in hand. Here percentage analysis is the tool for analyzing the data and
establishing a relationship between the information gathered and the research problem.
INTERPRETATION
The process of drawing inferences from the analyzed data in a research process is called as
interpretation. It refers to the technique of drawing inference from the collected facts and
explaining the significance of those inferences after an analytical and experimental study. It
is a search for broader and more abstract means of the research findings.
5.1 CONSUMER BUYING BEHAVIOUR QUESTIONNAIRE ANALYSIS
SAMPLE SIZE DETAILS:
Sample Population: Business Person, Service Person, Student, Housewife's Etc.Sample Size: 100 ConsumersAge Group:
Sl. No. Age Group Number
1 15-20 52
2 20-25 31
3 25-35 9
4 35-50 5
5 Above 50 3
Source: - Field survey
Table 5.1.1 Age group
15-20 52%
20-25 31%
25-35 9%
35-50 5%
Above 503%
Chart 5.1.1 Age group
Occupation:Sl. No. Category Number
1 Student 76
2 Business Person 12
3 Regular Employee 8
4 Others 4
Source: - Field survey
Table 5.1.2 Occupation details
Student 76%
Business Person12%
Regular Em-
ployee8%
Others4%
Chart 5.1.2 Occupation details
Q 1). Which type of Pen do you currently use?
Sl. No.Category Number
1Ball Pen 84
2Gel Pen 12
3 Ink Pen 24 Premium pen 2
Source: - Field survey
Table 5.1.3 Types of pen using by consumer
Ball Pen 84%
Gel Pen12%
Ink Pen 2%
Premium pen2%
Chart 5.1.3 Type of pen using by consumer
Findings: - Almost 84% of the respondents say that they use Ball Pen. And the next best usage is of Gel Pen by 12%, Ink & Premium Pen are least preferred by the consumers in the modern or present market conditionInference: - Majority of the consumers prefers and uses Ball Pen than any other type of pens
Q 2). Which Brand Of Ball Pen do prefer to write?
Purpose: - Main purpose behind this question is to know the most preferred brand in the current market situation
Sl. No. Brands Number1 Classmate 92 Reynolds 123 Cello 464 Lexi 255 Linc 36 Italia 27 Others 3
Source: - Field survey
Table 5.1.4 Most preferred brands
Classmate9%
Reynolds12%
Cello46%
Lexi25%
Linc3%
Italia2%
Others3%
Chart 5.1.4 Most preferred brands
Findings: - From the above chart it has been analysed that majority of the consumers (i.e.) 46% of them prefer Cello as a brand to be used which is followed by Reynolds & Lexi by 12% & 25% responses whereas classmate pen are used by 9% only.
Inference:- Cello is the most preferred brand among consumers than its competitors
Q 3). What is the price range in which you generally used to buy a pen?
Sl. No.
Price Range Number
1 Below RS 5 20
2 Beteen RS 5 -Rs 10 603 Between RS 10-Rs15 124 Between RS 15-Rs20 55 Avove 20 3
Source: - Field survey
Table 5.1.5 Most selling price range of pens
Below RS 520%
Beteen RS 5 -Rs 1060%
Between RS 10-Rs1512%
Between RS 15-Rs205%
Avove 203%
Chart 5.1.5 Most selling price range of pens
Findings: - It can be analyzed from the above graph that out of the total responses 60% prefer pen in Rs 15 – 20 price range. Whereas the next most preferred price range is Below Rs 5. The high price range ranging from Rs 15 – 20 & above that is least prefer by the consumers. Inference:- Consumer mostly favors and prefer their pen (either Ball or Gel) in the price range of Rs 5-10
Q 4).From where do you prefer to buy pen?
Sl. No. Type Number
1 Stationary shops 81
2 Super market 8
3 Shopping malls 9
4 Others 2Source: - Field survey
Table 5.1.6 Places of purchase
Stationary shops 81%
Super market
8%
Shopping malls9%
Others2%
Chart Title
Chart 5.1.6 Places of purchase
Findings: - It can be analysed from the above graph that out of the total responses, 81% prefer stationary shops as their place of purchase
Inference: - Consumer mostly prefers to buy their pen from stationary shops.
Q 5). Which Characteristics of Pen Influence your Buying Decision?
Sl. No. Characteristic Number1 Smoothly writing 682 Grip 103 Price 84 Long-Life 65 Brand Name 8
Source: - Field survey
Table 5.1.7 Factors influencing buying decision
Smoothly writing68%
Grip10%
Price8%
Long-Life6%
Brand Name 8%
Chart5.1.7 Factors influencing buying decision
Findings: - From the above graph that it can be identified that 68% of consumer’s buying decisions are influenced by smoothly writing. The grip and brand name of pen have 10% and 8% influence on buying decision.Inference: - Majority of consumer’s buying decisions are influenced by smoothly writing
Q 6). Which Advertising Media Influences You The Most?
Sl. No. Media Type Number1 TV Advertisements 612 Banners & hoarding 53 Newspapers & Magazines 19
4 Internet 15
Source: - Field survey
Table 5.1.8 Types of advertising media
TV Advertisements61%
Banners & hoard-
ing5%
Newspapers & Magazines19%
Internet15%
Chart 5.1.8 Types of advertising media
Findings: - From the chart it can be concluded that having almost 61% of the responses are influenced by TV Advertisements. The next most influencing media is Newspaper impacting the buying decision. Banners & hoarding is the least influencing among all media.Inference: - TV Ads are the most influencing Ad impacting the buying decision of different consumer segments
Q 7). Is your buying decision influence In-Shop advertisements?
Sl. No. Response Number1 Yes 292 No 71
Source: - Field survey
Table 5.1.9 Effect of In-shop advertisement
Yes29%
No71%
Chart 5.1.9 Effect of In-shop advertisement
Findings: - From the chart it can be concluded that 71% of respondent’s buying decision are not influenced by in shop advertisement. Only 29 % of respondents believes that their buying decision are influenced by In shop ads
Inference:-Majority respondent’s buying decision are not influenced by in shop advertisement
If Yes, Which influences the most?
Sl. No. Type Number
1 Posters 10
2 Hoardings 1
3 Pen Stands 12
4 Stickers 5
5 Others 1Source: - Field survey
Table 5.1.10 Most influencing In-shop advertisements
Posters34%
Hoardings3%
Pen Stands41%
Stickers17%
Others3%
Chart 5.1.10 Most influencing In-shop advertisements Findings: - From the chart it can be concluded that Pen stands are the most influencing In shop Ad impacting the buying decision of different consumer segments having almost 41%
of the responses. Hoarding is the least influencing among all media
Inference:- Pen stands are the most influencing In shop Ad impacting the buying decision of different consumer segments Q 8). Who influence your buying decision most?
Sl. No. Type of Respondents Number1 Parents 18
2 Friends 643 Colleagues 94 Sales person 85 Others 1
Source: - Field survey
Table 5.1.11 Persons who influencing buying decision
Parents18%
friends64%
colleagues9%
sales person8%
others 1%
Chart 5.1.11 Persons who influencing buying decision
Findings: - 64% of the respondents buying decision are influenced by friends. The next most influencers are parents.
Inference: - Friends are the most influencing group in the buying decision of different consumer segments
Q 9). Do You Choose Only One Brand?
Source: - Field survey
Table 5.1.12 Number of brand loyal customers
Sl. No. Response Number1 Yes 602 No 40
Yes60%
No40%
Chart 5.1.12 Number of brand loyal customers
Findings: - From the above chart it is analysed that 60% of responses are loyal to any brand where as 40% of respondents are do not loyal and stick to only 1 brand.
Inference: - Majority of the respondents stick or are loyal to particular one brand
If Yes, Which brand?
Sl. No. Brand Number
1 Classmate 6
2 Reynolds 10
3 Cello 29
4 Lexi 14
5 Linc 2
6 Italia 1
7 Others 1Source: - Field survey
Table 5.1.13Brand loyalty among different pens
Classmate10%
Reynolds16%
Cello46%
Lexi22%
Linc 3%
Italia 2%
Others2%
Chart 5.1.13 Brand loyalty among different pens
Findings: - From the above chart it is analysed that brand loyalty is highest in cello ie.46% followed by Lexi and Reynolds .Linc and Italia have the least no of brand loyal customers.
Inference:- Cello has the maximum brand loyal customer’s among different brands
Q10) Why do you purchase the same brand?
Sl. No. Category Number
1 High Quality 46
2 Brand Image 11
3 Easy Availability 24
4 Value for money 16
5 Others 3Source: - Field survey
Table 5.1.14 Reasons for brand loyalty
High Quality46%
Brand Image11%
Easy Availability24%
Value for money16%
Others3%
Source: - Field survey
Chart 5.1.14 Reasons for brand loyalty
Findings: - From the above chart it is visualized that 46 % of respondent’s reason for brand loyalty is high quality. Easy availability and value for money are the next reasonsInference:- The main reason for brand loyalty in consumers is high quality of pen.
Q11). Rank the brands of pens according to your preference from 1-5?
Sl. No. Brand 1ST 2ND 3RD 4TH 5TH
1Classmates 12 14 22 27 25
2Cello 42 27 9 10 12
3Reynolds 24 24 27 14 11
4Lexi 17 25 14 26 18
5Italia 5 10 28 23 34
Table 5.1.15 Ratings of brand performance
Classmates Cello Reynolds Lexi Italia0
5
10
15
20
25
30
35
40
45
1ST2ND3RD4TH5TH
Brand name
No
of re
spon
dent
s
Chart 5.1.15 Ratings of brand performance
Findings: - From the above chart it is visualized that 42 respondents has given first rank and 27 gave 2nd rank to Cello. Italia brand is the least preferred brand among consumers.
Inference: - Cello has got the highest average rating followed by Lexi and Reynolds.
Q 12) Number of pen usually buy in a year?
Sl. No.Number of Pen
Number of Respondents
1 Less than 2 9
2 2 to 5 183 5 to 10 254 More than 10 48
Source: - Field survey
Table 5.1.16 Average no. of pen buying in a year
Less than 29%
2 to 518%
5 to 1025%
More than 1048%
Chart 5.1.16 Average no. of pen buying in a year
Findings: - It can be analysed from the above graph that out of the total responses 48%, purchase more than 10 pens in a year. Only 9% of respondents buy less than 2 pen in a year.Inference:- Most of the consumer purchase more than 10 pens in a year
Q 13). Do You Refill Your Pen regularly?
Source: - Field survey
Table 5.1.17 Number of regular refilling customers
Sl. No. Response Number1 Yes 372 No 63
Yes37%
No63%
Chart 5.1.17 Number of regular refilling customers
Findings: - From the chart it can be concluded that 63% of respondents do not refill their pen and only 37 % refill their pen.
Inference: - Majority of respondents do not refill their pen
If No, Why
Source: - Field survey
Table 5.1.18 Reasons for non- refilling of pens
Pen Cost Is Negligible65%
Replacement results into Poor Performance
19%
Refill Is Unavail-
able14%
Others2%
Sl. No. Response Number
1 Pen Cost Is Negligible 42
2 Replacement results into Poor Performance 12
3 Refill Is Unavailable 9
4 Others 1.2
Chart 5.1.18 Reasons of non- refilling of pens
Findings: - From the chart it can be concluded that 65% of customers do not refill their pen because of pen cost is negligible. For 19 % the reason is that replacement results into poor performance.Inference: - From the chart it can be concluded that most of customers do not refill their pen because of pen cost is negligible.
Q14) Have you purchased classmate pen?
Source: - Field survey
Table 5.1.19 Number of customers who have used classmate pens
Yes39%
No61%
Chart 5.1.19 Number of customers has used classmate pens
Findings: - From the chart it can be concluded that 39% of respondents have used classmate pens n and 61 % of respondents never used classmate pen.
Inference:-Majority of respondents has never used classmate pen
Sl. No. Response Number1 Yes 392 No 61
RETAILR’S QUESTIONNAIRE ANALYSIS
a) Type of store
Sl. No. Category Number1 Stationary store 302 Department store 93 Supermarket 64 Malls 35 Others 2
Source: - Field survey
Table 5.2.1 Types of stores
Stationary store60%Department store
18%
Supermarket 12%
Malls6%
Others4%
Source: - Field survey
Chart 5.2.1 Types of stores
B) Average monthly Sales:
Sl. No. Monthly Sale Number1 Less than 1 lakh 282 1-3lakh 113 3-5lakh 54 5-10lakh 25 Above 10 lakhs 4
Source: - Field survey
Table 5.2.2 Average monthly sale
Less than 1 lakh56%
1-3lakh 22%
3-5lakh10%
5-10lak
h4%
Above 10 lakhs8%
Chart 5.2.2 Average monthly sale
Q1) In which price range you sell maximum pens?
Sl. No. Price Range Number1 Less than 7Rs 262 7 to 10 213 10 to 15 34 15 t023 05 Above 25 0
Source: - Field survey
Table 5.2.3 Price range of maximum pen sale
Less than 7Rs52%7 to 10
42%
10 to 156%
Chart 5.2.3 Price range of maximum pen sales
Findings: - From the above chart it is visualized that 52 of respondents use pen in less than 7 Rs and 42% uses in the price range of 7-12
Inference: - Majority of the retailer’s maximum sell pens in the price range of less than 7Rs
Q 2) Which type of pen you sell the most?
Sl. No. Type of Pen Number1 Ball Pen 482 Gel Pen 23 Ink Pen 04 Premium pen 0
Source: - Field survey
Table 5.2.4 Most selling pen types
Ball Pen96%
Gel Pen4%
Chart 5.2.4 Most selling pen types
Findings: - From the above chart it is visualized that almost 96% of the respondents say that they sell Ball Pen more.
Inference: - Majority of the retailers sells Ball Pen more than others
Q3) Maximum sales under the price range between Rs5-Rs.20 are for which brand of pens?
Sl. No. Brands Number1 Cello 382 Lexi 93 Reynolds 34 Classmate 05 Linc 06 Flair 07 Others 0
Source: - Field survey
Table 5.2.5 Most selling pen in Rs 5-20 price range
76%
18% 6%
Cello Lexi Reynolds Classmate Linc Flair Others
Chart 5.2.5 Most selling pen in Rs 5-20 price range
Findings: - From the above chart it has been analysed that majority of the retailers (i.e.) 76% of them sells Cello which is followed by Lexi & Reynolds by 18% & 6% maximum
Inference:-Most of the retailers have the stock of cello in their store.
Q4)-Sales of pens between the ranges of Rs5-Rs.20 is high during which period of time?
Sl. No. Time Number1 High during exams 152 Stable throughout the year 63
When new Schemes are introduced0
4 School opening time 29 Source: - Field survey
Table 5.2.6 Maximum pen selling season
High during exams30%
Stable throughout
the year12%
School opening time58%
Chart 5.2.6 Maximum pen selling season
Findings: - From the above chart it has been analysed that 58% retailers pen sale happens during school opening time followed by exam time by 30% .Inference:- Majority of the pen sale happens during school opening time
Q5)-Please tick the brands of pen you keep in your store
Sl. No. Name of Brands Number1 Classmate 122 Reynolds 423 Cello 484 Lexi 375 Linc 106 Flair 187 Italia 118 Lexor 89 Win 23
Source: - Field survey
Table 5.2.7 Brands of pen keeping in each store
Classm
ate
Reynolds
Cello
Lexi
Linc
Flair
Italia
Lexor
Win
0
10
20
30
40
50
60
Series 1
Brand name
No
of re
spon
dent
s
Chart 5.2.7 Brands of pen keeps in each storeFindings: - Among various respondents 48 stores have the stock of cello pen and 42 have Reynolds in their shop
Inference:- From the above chart it has been analysed that majority of the stores have the stocks of Cello and Reynolds pens .Lexor and Linc are the least stocking pens in the stores.
Q6)-When people buy pens what among the following options do they prefer?
Sl. No. Characteristic Number1 Smoothly writing 282 Grip 23 Price 54 Long-Life 25 Brand Name 136 Looks 0
Source: - Field survey
Table 5.2.8 Factors influencing buying decision
Smoothly writing56%
Grip4%
Price10%
Long-Life4%
Brand Name26%
Chart 5.2.8 Factors influencing buying decision
Findings: -56% respondents buying decision are influenced by smoothly writing and grip influence only 4%
Inference:- It can be concluded that smoothie writing is the most influencing factor in the buying decision of different consumer segments is smoothly writing.
Q7 ) Retailer’s influence towards customer in their buying decision?
Sl. No. Response Number1 High 12 Average 93 Low 314 Nil 9
Source: - Field survey
Table 5.2.9 Retailer’s influence towards customer in their buying decision
High2% Average
18%
Low62%
Nil18%
Chart 5.2.9 Retailer’s influence towards customer in their buying decision
Findings: - From the above graph that it can be identified that in most of the consumer buying decision process the influence of sales people is low. ie .(62%) Inference:- For most of the consumer buying decision process the influence of sales people is low
Q8) What motivate retailer’s to push the products more to customers?
Sl. No. Characteristic Number1 High margin 412 Schemes 33 Quality of products 64 Others 0
Source: - Field survey
Table 5.2.10 Retailers motivating factors to push the products
High margin82%
Schemes6%
Quality of products12%
Chart 5.2.10 Retailers motivating factors to push the products
Findings: - From the above graph that it can be identified that for 82 % of respondents high margin is the pushing factor for retailers to sell more.
Inference:- High margin is the main pushing factor for retailers to sell more.
Q9) How often retailers replenish their stocks?
Sl. No. Time Duration Number
1 Every week 92 Once in two week 273 Once in a month 11
4 Others 3
Source: - Field survey
Table 5.2.11 Types of stock replenishing
Every week18%
Once in two week54%
Once in a month22%
Others6%
Chart 5.2.11 Types of stock replenishing
Findings: - From the above graph that it can be identified that most of (54%) of retailers replenish their stocks once in two weeks and 22% of respondents replenish once in a month.
Inference:- Most of of retailers replenish their stocks once in two weeks
Q10) Do you think buying decision are influenced by In-Shop advertisements?
Sl. No.Response Number
1Yes 23
2No 27
Source: - Field survey
Table 5.2.12 Influence of In-shop advertisements
Yes46%
No54%
Chart 5.2.12 Influence of In-shop advertisements
Findings: - From the above chart it is analyzed that, only 46% think that In-shop advertisement has an influence on customer buying decision.
Inference:- Majority of the respondents don’t think that in-shop advertisement influence consumer buying decision
If Yes, Which influences the most?
Sl. No. Type Number1 Posters 182 Hoardings 43 Pen Stands 144 Stickers 125 Others 2
Source: - Field survey
Table 5.2.13 Types of In-shop advertisements
Posters36%
Hoardings8%
Pen Stands28%
Stickers24%
Others4%
Chart 5.2.13 Types of In-shop advertisements
Findings: - From the chart it can be concluded that for 36 % of respondents Posters are the influencing in shop advertisement. The next most influencing is pen stands with 28%. Hoarding & others are the least influencing among all.
Inference:- Posters are the most influencing in shop advertisement.
Q11) For non-brand loyal customers, which brand you suggest most?
Sl. Brand Number
No.1 Classmate 22 Reynolds 103 Cello 144 Lexi 235 Linc 06 Flair 1
Source: - Field survey
Table 5.2.14 Brands suggested for non-brand loyal customers
Classmate4%
Reynolds20%
Cello28%
Lexi46%
Flair2%
Chart 5.2.14 Brands suggested for non-brand loyal customers
Findings: - 46% of retailers suggest Lexi for non-brand loyal customers while only 4% suggests classmate pen
Inference:- For non-brand loyal customers most of retailers suggest Lexi followed by Cello and Reynolds
Q12) What make you to do so?
Sl. No. Characteristic Number1 High margin 432 Schemes 43 Quality of products 34 Brand image 0
5 Others 0
Source: - Field survey
Table 5.2.15 Influencing factors of retailer’s brand suggestion
84%
8% 6%2%
High margin Schemes Quality of productsBrand image Others
Chart 5.2.15 Influencing factors of retailer’s brand suggestion
Findings: - From the above chart it is analysed that for 84 % of respondents high margin is the main reason for suggesting a particular brand to non-brand loyal customers by the retailers
Inference:- High margin is the main reason for suggesting a particular brand to non-brand loyal customers by the retailers
Q13)Do you have classmate pen in your store?
Sl. No.Response Number
1Yes 12
2No 38
Source: - Field survey
Table 5.2.16 No of stores having classmate pens
Yes24%
No76%
Chart 5.2.16 No of stores having classmate pens
Findings: - From the chart it can be concluded that 76% of respondents have classmate pens in their store while 24 % of respondents doesn’t have.
Inference:-Majority of the stores doesn’t have classmate pen in their store
If Yes, What makes classmates to sell more?
Sl. No. Characteristic Number1 Improve quality 12 Better margin 13 More advertisement 54 Better availability 65 Others 0
Source: - Field survey
Table 5.2.17 Factors for improving classmate’s sale
Improve quality8%
More advertisement42%
Better availability50%
Chart 5.2.17 Factors for improving classmate’s sale
Findings: - From the chart it can be concluded that 50% of retailers think that better availability will helps classmate to sell more. For 42 % more advertisement results into better sales.
Inference: - Most of respondents believe that better availability & advertisement results into better sales
If No, Are you interested to sell classmate pen?
Sl. No. Response Number1 Yes 322 No 6
Source: - Field survey
Table 5.2.18 Number of stores interested to sell classmate pen
Yes84%
No16%
Chart 5.2.18 Number of stores interested to sell classmate pen
Findings: - From the chart it can be concluded that 84% of respondents are classmate interested to sell classmate pens and 16 % of respondents are not interested.
Inference:-Majority of respondents who are not selling classmate pen are willing to sell
classmate pen
CHAPTER 6 –FINDINGS &
SUGGESTIONS
6.1 FINDINGS
Amongst different types of Pen, Ball pen is preferred by most of the consumers
Cello Brand enjoys the market leader position and it is also preferred by the majority
of the consumers for writing among the different brands of Pen available in the
market.
Among the various price of pens available in the market, between Rs 5-10 price level
is the most popular level.
Most of the consumers are prefer to buy pen from stationary shops.
Smooth writing is the most influencing pen characteristic in the consumer buying
process of pen
TV advertisement is the most influencing media for customers to buy pen.
Though the effect of In-shop advertisement towards customer is minimum, among the
various mediums pen stands influences the most.
Friends are most influencing category of people in consumer buying decision of pen.
Though there is no strong brand loyalty towards any brands, high quality can make
brand loyal customers.
Most of the customers buy more than 10 pen in a year on an average basis
Customers are less inclined to refill their pen because the pen cost is negligibly small
Among the surveyed customers only 39% has used classmate pens.
Maximum sale of pen happens during the school opening time.
High margin is the main pushing factor for retailers to sell more products
Most of the retailers replenish their stocks once in two weeks
Among the surveyed retailers only 24% have classmate pen in their store
In retailer’s opinion by improving the availability of classmate pen, the sales can be
improved.
6.2. SUGGESTIONS
The Suggestions given are based on the consumer and retailer survey and its analysis and
studying the Companies Own Marketing Mix at ITC Ltd and as per my knowledge regarding
the concerned subject.
Cello Company is regarded as No 1 market leader due to its product verities mainly in
the Price range ranging from Rs 5 – 20 .In this Low Price Segment where majority of
consumers prefer to buy their pen. At the same price range Classmate have very less
products which can satisfy consumer need. So hereby I suggest that Classmate should
Come up with more products in Effective Price range Of Rs 5 – 20, targeted to
different consumer segments.
The practice of “Use and Throw” is more visible in consumers, so classmate should
bring some models in below 5 Rs price level.
Company should strongly take care of availability of pens at rural retail outlets.
As Classmate is relatively new to the market consumers are not that much aware
about the product, so company should focus more on promotional activities
Compare to other brands classmates have limited or minimum In-shop advertisement
objects, by increasing this brand awareness can be improved.
From the survey it is clear that different variable/features influence buying decision of
consumer in different segments. Thus Company should not have a common
Positioning for all Target Markets. The companies should try to focus on a target
group by focusing on various characteristics that affect their buying decision
Thus if the Company uses all the above mentioned features for specific target market
and makes the product, fixes the Price and positioned properly and effectively than it
can definitely outperform it competitors in Different Segments.
CHAPTER 7–CONCLUSION
CONCLUSION
The project entitled “A Study of the Consumer Buying Behaviour of Classmate Pen”
has helped in studying the various aspects of consumer behaviour especially towards pens.
The study also helped in understanding and analyzing customer satisfaction about services
and products offered to customers. Every player in the pen industry is trying to cover more
market share than the other. So the company must be more alert providing high quality
service and awareness to customers.
The researcher hope the company will find his findings relevant and sincerely hope it
uses his suggestions enlisted, which he hopes will take them miles ahead of competition. In
short, the researcher would like to say that the very act of the concerned management at ITC
Ltd in giving him the job of critically examining consumer buying behaviour towards pen of
the company.
BIBLIOGRAPHY
ITC India Ltd -Annual Report (2012).
Kothari, C.R.( 1982). Research methodology. New Delhi: Tata Mc Graw-Hill Ltd.
Das ,Bhagaban & Das ,Debadutta (2006) .Consumer Buying Behaviour In India: New
Delhi: Tata Mc Graw-Hill Ltd
Solomon,R,Michael(2010). Consumer Behaviour - Buying, Having, And Being,
Prentice Hall PTR
Ali ,S.S,. Thakur,A.K,.Madhavan,K,.Palat(2009)-Models in Consumer Buying
Behaviour. Deep & Deep Publication
WEB SITE
http://www.itcportal.com/about-itc/shareholder-value/annual-reports/itc-annual-
report-2013/content.aspx ( June,2013)
http://www.citehr.com/29099-hr-issues-retailing-business-plan.html (June,2013)
http://www.scribd.com/doc/82186216/Indian-Pen-Industry-Project (”n.d”)
APPENDIX
Consumer Buying Behaviour Questionnaire
Name -----------------------------
Age Group:
(a ) 15-20 [ ] (b)20-25 [ ] (c) 25-35 [ ]
(d) 35-50 [ ] (e) Above 50 [ ]
Place______________________
Occupation:
Student [ ] Business Person [ ]
Regular Employee [ ] Others [ ] _____________
Q 1). Which type of Pen do you currently use?
a) Ball Pen [ ] b) Gel Pen [ ]
c) Ink Pen [ ] d) Premium pen [ ]
Q 2). Which Brand Of Ball Pen do prefer to write?
a) Classmate[ ] b) Reynolds [ ] c) Cello[ ]
d) Lexi[ ] e) Linc [ ] f) Italia [ ]
g) others____________
Q 3). What is the price range in which you generally used to buy a pen?
( a) Below Rs 5 [ ] (b) Between Rs 5-Rs 10 [ ]
(c) Between Rs 10-Rs 15 [ ] (d) Between Rs 15-Rs 20 [ ]
(d) Above 20[ ]
Q 4).From where do you prefer to buy pen?
(a) Stationary shops [ ] (b) Super market [ ]
(c) Shopping malls [ ] (d) Others____________
Q 5). Which Characteristics of Pen Influence your Buying Decision?
a )Smoothly writing [ ] b)Grip[ ] c) Price[ ]
d)Long-Life [ ] e)Brand Name [ ]
Q 6). Which Advertising Media Influences You The Most?
a) TV Advertisements[ ] b) Banners & hoarding[ ]
c) Newspapers & Magazines[ ] d) Internet[ ]
Q 7). Is your buying decision influence In-Shop advertisements?
a) Yes [ ] b) No[ ]
If Yes, Which influences the most?
a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ] d)Stickers
Others__________________
Q 8). Who influence your buying decision most?
a) Parents[ ] b)friends[ ] c) colleagues[ ] d)sales person[ ] e) others [ ]
Q 9). Do You Choose Only One Brand?
a) Yes [ ] b) No[ ]
If Yes, Which brand?
a) Classmate[ ] b) Reynolds [ ] c) Cello[ ]
d) Lexi[ ] e) Linc [ ] f) Italia [ ]
Q10) Why do you purchase the same brand?
a) High Quality[ ] b) Brand Image[ ] c) Easy Availability [ ]
d)Value for money[ ] e)others____________
Q 11).Rank the brands of pens according to your preference from 1-5?
Classmates[ ] Cello[ ], Reynolds[ ], Lexi[ ], Linc[ ], Italia[ ]
Q 12) Number of pen usually buy in a year?
a)less than 2[ ] b) 2-5 [ ] c)5-10 [ ] d)more than 10[ ]
Q 13). Do You Refill Your Pen regularly?
a) Yes b) No
If No, Why
a) Pen Cost Is Negligible b) Replacement results into Poor
Performance
c) Refill Is Unavailable d) Specify If Others,______________
Q14) Have you purchased classmate pen?
a) Yes [ ] b) No[ ]
Retailers Questionnaire
Name of the store: ___________________________
Location:_______________________________
Contact No:_____________________________
Type of store
a) Stationary store [ ] b) Department store[ ] c) Supermarket [ ]
d) Malls [ ] e) others______________
Average monthly Sales:
a) less than 1 lakh[ ] b)1-3lakh [ ] c)3-5lakh [ ]
d) 5-10lakh[ ] e) above 10 lakhs[ ]
Q1) In which price range you sell maximum pens?
a) Less than 7Rs[ ] b)7-10 [ ] c)10-15[ ]
d)15-25 [ ] e)Above 25[ ]
Q 2) Which type of pen you sell the most?
a) Ball Pen [ ] b) Gel Pen [ ]
c) Ink Pen [ ] d) Premium pen [ ]
Q3) Maximum sales under the price range between Rs5-Rs.20 are for which brand of pens?
(Rank in order of sales)
(a) Classmate [ ] (b) Reynolds[ ]
(c) Cello[ ] (d) Lexi [ ] e)Linc [ ] f)Flair[ ]
(g) Others[ ] (please specify)___________
Q4)-Sales of pens between the ranges of Rs5-Rs.20 is high during which period of time?
(a) High during exams [ ] (b) Stable throughout the year [ ] (c) When new
Schemes are introduced[ ]. (d) School opening time[ ]
Q5)-Please tick the brands of pen you keep in your store
a) Classmate [ ] b) Reynolds[ ] c) Cello[ ] d) Lexi [ ]
e) Linc [ ] f)Flair[ ] g) Italia[ ] h)Lexor [ ] i)Win[ ]
Q6)-When people buy pens what among the following options do they prefer?
a )Smoothly writing [ ] b)Grip[ ] c)Price[ ]
d)Long-Life [ ] e)Brand Name [ ] d)Looks[ ]
Q7 ) Your influence towards customer in their buying decision?
a)High b)Average c)Low d)Nil
Q8) What motivate you to push the products more to customers?
a) High margin [ ] b)Schemes[ ] c)Quality of products [ ]
d) Others__________
Q9) How often you replenish your stocks?
a)every week[ ] b)once in two week[ ] c) once in a month [ ]
d)more_________
Q10)Do you think buying decision are influenced by In-Shop advertisements?
a) Yes [ ] b) No[ ]
If Yes, Which influences the most?
a)Posters [ ] b) Hoardings[ ]c)Pen Stands[ ] d)Stickers
Others__________________
Q11) For non-brand loyal customers, which brand you suggest most?
a) Classmate [ ] (b) Reynolds[ ]
(c) Cello[ ] (d) Lexi [ ] e)Linc [ ] f)Flair[ ]
Q12) What make you to do so?
a)High margin[ ] b)Schemes[ ] c)Quality of products[ ]
d)Brand image [ ] others[ ] ____________
Q13)Do you have classmate pen in your store?
a) Yes [ ] b) No[ ]
If Yes
What makes classmates to sell more?
a) Improve quality b) better margin c) more advertisement
d) Better availability e) others_____________
If No
Are you interested to sell classmate pen?
a) Yes [ ] b) No[ ]
PORTFOLIO MIX OF CLASSMATE PEN AND ITS COMPETIOTORS
1) CLASSMATE
Type Model PriceBall Pen B First 5
B Qwick 5B Neat 5B Speed 5B Fine 6B Positive 9Octo Flo 10UVO 10Radeon 10Crypton 10Genghis 15
Gel Pen Geloneat 5Gelo Fun 5Gelowiz 5Octane 10Attila 15Deimos 20Galactic 20Trojan 25
Premium Pens Beethoven 90
Archimedes 130Chopin 150
2) CELLO
TYPE MODEL PRICEBall Pen Jolly 3
Faster 5Nice 5Trimate 5Uno 5Easy Write 5Tip Top 5Delta 5Nova 5Crown 5Retra Fashion 5
Teenz 5Quick 5Merit-GL 5Speed 5Swift 5Finegrip 6.5Zippy Ball 7.5Gripper 7.5Technotip 8Point 5 8Maxwriter 9pin point 9Technotip XS 9Super Fine 10Melody 10Glider XS 10Colour Joy 10Soft Feel 10Flow Mate 10Superglide DX 10Butterflow 10Top Ball Click 10Soft Write 10X-Presso 10Spectra 10Aero Piont 102X 10Maxriter XS 10Pinpoint XS 10Liquiball 10Topball 10Fun Glitter 10Pepersoft 15Power Ball 15 Jotdot 15Steel-O 15Paper soft premier 20Zero pressure 20X-Caliber 20Power Max 20Power Metal 205 X 25Cutie Gel 25Saphire 30Bold Writer 30Benz 35
Jetset 45Duke 49
Gel pen Rs 5/ Gel pen 5My Gel 5Class Gel 5Bunny 5Magna 5Liquiball 6Wow 6Butter Gel 10Flo Gel 10Zoom Colour Gel 10Colour Mate 10I-Zone 10Jingle 10Pin 10Trendy 10Melody 10Glide 10Pointec Gel 15Accutek 15Sign Roller 25Jelflow 25Aviator 25Express 30R Gel 30X-Pert Gel 35
Roller Pen Rolly 40
Benz 55
Metal Pens 4 colour 30
Arion 30Smart Jet 30Black Jack Gold 35Benz 40Jetset 40Sky Writer 49Jet Ace 49Enigma Classic 49Accugrip 55Fire 75Prime 75
Venice 75Executive 75
3) REYNOLDS
TYPE MODELPRICE
Ball Pen Champ 5Brite 5Buero 040 5Bold 5Fusion 5Fusion Bold 5045 fine carbure 6Eurolism 6Officerite 6045 Student 6.5Energi 8Zetpoint 10Liquiflo 10Electro 10Liquiflo Student 10
Retractable Ezio Pen 10
Jetter regular 15Revo 15Jetter Grip 15Jetter Aerosoft 20Jetter Designer 20Jetter Aviator 20Jetter Youth 20Jetter Glitz 20Jetter Metallica 25Jetter Chroma- DX 25Jetter Aviator -MX 30Trimax 35Jetter Metalica FX 40Premier Gold 50Jetter Numatic 60Premier 90
Gel Pen Mera Gel 5
Jeffi Gel 5Mera Gel I 6Mera Gel II 6Razor Active 10Razor Gel I&II 10Force Gel 10Eterno Gel 15V-Max Gel 20Trimax 35
4) LINCTYPE MODEL
PRICE
Ball Pen Glycer 5
Thrill 5Retract 5Crazy 5Smart 5Executive Ball 10Glitter 10Meeting 15Seramic 25Joy 35Classic 35Class 40Swift 70Signature Gold 85
Uni Ball
Jestry 101 20Uni Ball 25Uni 120 25
Gel Pen Linc 070 5
Linc 070 gel 6Ocean 6
5)CLARO PEN
Name of the ProductBall Pen/ Gel Pen.
Price Per PieceMRP.
NOVA Ball Pen 3 SWIFT Ball Pen 3 GENIUS Ball Pen 5 BRIO Ball Pen 5 COOL Ball Pen 5 LUCKY Ball Pen 5 X CEL Ball Pen 6 SONIC Ball Pen 6 C-999 Ball Pen 6 BIG BENN 100 Ball Pen 7 C-100 Ball Pen 7 ROCK 200 Ball Pen 10
SMOOTHFLOW
Ball Pen 10
ANGEL Ball Pen 10 ARIA Ball Pen 10 ULTIMA(NEW) Ball Pen 10 IVY(NEW) Ball Pen 10
JAZZ(NEW) Ball Pen 10 VISION Ball Pen 10 CR-54 Ball Pen 10 CL-108 Ball Pen 10
IRIS Ball Pen 10 DURO Ball Pen 15 BOSS Ball Pen 15 CR-45 Ball Pen 15 CL-333 Ball Pen 15 RICO Ball Pen 15 EXPERT(NEW) Ball Pen 90
CENTURY(NEW)Ball Pen 110
SOLITAIRE(NEW)Ball Pen 130
ACCENT(NEW) Ball Pen 150
LUCKY 7(NEW)
Gel Pen 5
RIO Gel Pen 5
TEEN Gel Pen 5
MASTER Gel Pen 5 SX-5 Gel Pen 5
MACK Gel Pen 5 CHAMP Gel Pen 5 SONIC Gel Pen 6 CG-999 Gel Pen 6
CG-109 Gel Pen 10 HONEY Gel pen 10 SUPER HERO Gel Pen 10 FUN(NEW) Gel Pen 10 FUNK(NEW) Gel Pen 10
MILTON 10X Gel Pen 10 SIGMA Gel Pen 10 CG-110 Gel pen 15 ELITE Gel Pen 20
JETTA(NEW)Ball +Gel
Pen15
SIGMABall +Gel
Pen25
ANGELBall +Gel
Pen25
ROCK 200Ball +Gel
Pen25
IRISBall +Gel
Pen25
REVA(NEW)Retractabl
e +Ball Pen
30
BOSSBall +Gel
Pen35
6) FLAIR
TYPE MODEL PRICEBall Pen FX 5
Max 5FX Dark 5Easy Click 5Jackpot 5Marathon 10Striker 10Liqui touch 10
Ion 10Digital 15Sunn(4 color) 20High way 40Spectrum 70
Gel Pen Hydra 5
Phinix 5Matrix 10Fashion Gel 10Glitter 10
WIN ITALIA
Bee Gel 5 Trivo 3Guide 10 Club Gel 5Titium 30 Petra 5Olivia 40 Stella 5Dezire 40 Weather Flow 10
Tivoli 10Docker Safari 30Revo 125
LEXI ROTOMAC
Maxima 5Ball Pen Get speed 5 Boss Gel 5
5N 5 Forever 12Fine Point 10
MONTEXMega Top 10