ITC ISHA Presentation

8/8/2019 ITC ISHA Presentation

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CONSUMER BUYING BEHAVIOUR FOR

PENCILS

Submitted by:Isha Sharma


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What materials are needed to make a

pencil?

Cedar (now tropical rain forests wood also)

Graphite

Clay

Gum

The pencil is formed by a mixture of powdered graphite and

clay baked in some specific temperatures.


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1900s by Brookman, an English pencil maker. It used B

for black and H for hard.


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HARD AND SOFT PENCILS

Hard pencils: With dry, tenacious, grayish and somethingnarrower refill.Soft pencils: with oily, fragile, dark and thicker refill.

Hard pencils offer the letter H (hard, hard in English) orhigh numbers: 3,4,5,6...Soft pencils, on the contrary, are identified by the letter B(bold, marked in English) or low numbers 0,1...

2H, 3H, 4H, 5H...hard

2B, 3B, 4B, 5B...soft


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Types

Wooden pencils- a thin rod of graphite sandwichedbetween 2 precisely formed strips of wood.

hexagonal or rounded or octagonal or triangular.

Mechanical pencils- it consists of an case made ofmetal or plastic with replaceable shaft of lead, actuatedby pressing, twisting or clicking.

Charcoal pencils- made from compressed charcoal.They tend to smudge easily and are more abrasive thangraphite.


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Checking pencils- they have non erasablemarkings, are ideal for auditors and teachers, Availablein red, blue, green and red-blue dual color andHexagonal shaped

Copying pencils- Used by scientists and medicalstudents in laboratories and they have indeliblemarkings. They are made up of graphite clay andcolorant (aniline dye).


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Colored pencils and water colored pencils

Grease pencils

Glass marking pencils


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rounded or hexagonal types

Rounded one are more difficult to sharpen

Slid among fingers when we apply pressure.

Unstable on drawing table.


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LEADERS IN PENCILS

Writing

pencils

HP - Apsara HP - Nataraj Camlin

Mechanical

pencils

Staedtler Camlin HP - Apsara

Charcoal

pencils

Camlin

Drawingpencils

Faber Castell HP - Apsara Staedtler


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CUSTOMERS VIEW WHEN THEY PURCHASETHE

PRODUCT

0

5

10

15

20

25

BRAND QUA ITY PRICE QUA ITY &

PRICE

RESPONSE


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price and quality are the major concern areas.

architecture students never compromise with the quality

and brand.

Brand conscious


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MOST POPULAR BRANDAMONGSTDIFFERENTAGE

GROUPS

IT HP CAMELIN FB OTHER

-9 EARS

- 9 YEARS

COLLEGE

ARCHITECTURE


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Kids fascinated by Camlin pencils

College goers have the same ratio of Faber Castel and

HP as in case of10-19 years students.

stationary shops available in their college. architecture students rely on Steadler pencils.


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KINDOF OFFERS

3

3

FREE

S RPNER

FREE

ER SER

O FREE FREE

S E

S

DIS O NT

1+1 OFFERS OO KIDS

P RENTS


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that school kids get attracted towards free colorful

sharpeners and erasers, scales with drawings on them.

Parents- fetches their interest is any cash discount

scheme or some one on one offer.


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TYPEOF PENCILLIKEDTHEMOST

WOODEN MECHANICAL D AWIN OTHEESPONSE


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entire school going kids rely on wooden pencils and use

drawing pencils along.

students of above 14 years mainly use mechanical

pencils.


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PENCILMOST POPULAR FOR ITSSTRENGTH AND

DARKNESS

4

CLASSMATE APSARA NATARAJ F CAMELINRESPONDEN


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Apsara takes the lead because of the popularly known

phrase extra dark.

Rest Steadler and faber castel are also there in market.


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DESIGN OF THE PENCIL

Cartoons

Fish

Flowery

Colorful


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SUGGESTIONS

7 Colored pencils according to 7 days.

Design

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