STUDENT DECLARATION

I, Himanshu Tyagi, student of BBA VI SEM at KIIT, Meerut hereby

declare that the Project work entitled SALES PROMOTION OF
REYNOLDS PEN is compiled and submitted under the guidance of Mrs.
NAKSHATRESH KAUSHIK. (Faculty of Management) KITE, Meerut.
This is my original work.

Whatever information furnished in this project report is true to the best

of my knowledge.

HIMANSHU TYAGI
Roll No. 9754509
BBA-VI SEM

ACKNOWLEDGEMENT
I, HIMANSHU TYAGI, the student of KIIT, Meerut was required to
undergo a marketing research program.

I am sincerely thankful to My institute and Ms. Vijeta Aggarwal, H.O.D.

& Mrs. Nakshatresh Kaushik. (Faculty of Management) KITE, Meerut,
who provided me this opportunity.
I am extremely grateful to all the Consumers who provided me with the
relevant information and spared out time for me.
I would like to thanks all other people, who directly or indirectly, were
the part of my marketing research program.
I hereby extend me sincere thanks to the director of our Institute,
all

my friends whose

marketing tactics helped

me in

and

successfully

completion of this project report.

HIMANSHU TYAGI

PREFACE
As an integral part of my academic studies as a student of Master of
Business Administration: I have done my project report in a progressive and
esteemed organization Reynolds Writing Instruments Pvt.

Ltd.

(LWIPL).
I am interested with a project on Consumer behavior as I am seeking of
marketing. My topic is based on the Brand Positioning of Reynolds Pens in
India & which service is most projects by the consumer in Modinagar &
Muradnagar city among the different category of people for this I conducted a
survey in Modinagar & Muradnagar City with the help of questionnaires
developed by me.
I am giving the following report, I have tried to find out the behavior of
the consumer its means to say that which service is mostly prefer by the
consumer in Modinagar & Muradnagar region. I have also tried to find out
the strength & weakness of Reynolds Pen. I have tried my best collect and
useful information analyzes and interprets the date and finally present
unbiased impeccable and useful recommendation in the following report.

Table of Contents

Chapter 1

INTRODUCTION
5

G.M.Pens International Pvt. Ltd. is the exclusive licensee of Reynolds, France in India and
the SAARC countries. Reynolds, France now belongs to Sanford Corporation of USA, a
global leader in writing instruments segment.
Headquartered in Chennai, G.M.Pens has pioneered and revolutionized the writing
instrumentsin the Indian market. G M Pens was established in the year 1995 to
manufacture and market the Reynolds brand of writing instruments in India. Throughout
the years with progressive learning, the company is growing from strength to strength and
transforming the perception of writing instruments in India. G.M.Pens has invested
substantially in building up large manufacturing base with facilities in Chennai and
Puducherry. With state of the art R&D facility in Chennai and housing the most
sophisticated research center amongst the Reynolds family worldwide, we ensure the latest
in writing technology is made available to the Indian consumers.
G.M.Pens offers the widest range of writing instruments and accessories to the Indian
market. A variety of writing instruments ranges includes Ball Pens, Gel Pens, Fountain
Pens, Mechanical Pencils, Wooden Pencils, Markers, Handy Boards, children's colouring
tools, Play Dough etc, that caters to consumers from age group of six to sixty
are marketed under the brand name of Reynolds.
A continuous focus on consistent quality and a constant endeavor to provide quality
products at affordable prices have ensured that Reynolds to be numerounoin the Indian
writing instruments market. The company substantially invests on reaching more
customers through TV, Press, Radio and other mass media communication in stabling
brand Reynolds. Market Revolutionist has always being tagged to Reynolds which
through continuous efforts has transformed the writing instruments category from a
commodity to a brand dominated segment.
G M Pens manufactures and markets more than a million pens a day, in addition to various
other instruments such as markers and colouring products.

The company's products are available in 5,00,000+ retail outlets across India covered
through a network of 3000+ redistribution stockists and 40 main stockists. The operations
are facilitated by a strong sales and marketing team of over 400 highly talentedprofessionals.
The organization is lead by team of experienced professionals in various functional areas
like manufacturing, marketing, sales, commercial, finance,
human resources and EDP. With an atmosphere that encourages learning and also rewards
superior performance is an ultimate destination of both fresher and an experienced
professional.
The company has also been instrumental in establishing the Reynolds brand name in the
neighboring markets of Bangladesh, Maldives and Nepal.
French Connection
Established in 1927 at La Ferte'-Milon in France, Reynolds has over the decades been a
leader in writing instruments in Europe and the rest of the world. In 1946, the
headquarters and factory were shifted to Valence, in the south of France. The company is
headquartered at Valence till date.
The year 1999 was a landmark year in the history of Reynolds. Since then it has been a
member company of Sanford Corporation, USA. Sanford is a US $ 1.2 billion company.
Sanford is in turn the writing instruments division of the US $ 5.9 billion Newell
Rubbermaid group. Sanford has the broadest range of writing, marking, colouring and
drawing products worldwide.

QUALITY:
Reynolds is committed to produce quality Writing Instruments to the total satisfaction of
its customers. It is the policy of Reynolds to develop and supply innovative products
meeting the customers requirements from time to time. The company realizes that this
shall be achieved only through continuous upgradation of technology, team work,
motivation of employees and participative management. Apart from ISO-9002 standard,
our products also conform to DIN quality for our ball pens series and for the entire marker
range. Also our Children range coloring pens and fluorescent markers conforms to ASTM
regulations for U.S.A. Market and are NON-TOXIC. Our inks have been tested and
passed by American ARTS & CRAFTS Institute as being safe for children.

RESEARCH & DEVELOPMENT:

Reynolds has well-qualified Engineers in its R&D Department who constantly research
and develop new products. Also the company has own Designers for metal ball pen and
gift sets. We have in-house technology to manufacture nylon fibre nib, synthetic filters and
custom design automatic assembly machines. We are equipped with our own Fibre Nib
Plant, Reservoir Plant. We have our own lacquering Plant for metal pens and in-house
assembly machine designing for our products and metal products development cell apart
from automatic jumbo metal refill plant.

IDEOLOGY:
In an attempt to achieve the ultimate goal of perfection in the field of Writing Instruments,
we are fully dedicated to continued efforts of creation and improvements. We endeavor to
create a mutually beneficial environment for Clientele, staff, contractors, sub-contractors
among which the balance is achieved and the objective of the enterprise is fulfilled. We
also aim at providing production skills, quality and managerial values.

CHAIRMEN SPEECH

It is with great pleasure, I welcome you to the family of Reynolds Writing Instruments Pvt.
Ltd. (LWIPL)
As a company LWIPL is credited with revolutionizing the Indian writing instruments
industry to produce the best writing instruments through precision, quality, variety,
innovation and technology in the world to suit every need and world class manufacturing
practices.
Reflecting on the 40yrs of existence (1963 - 2003), Reynolds is synonymous with the best
systems, policies and culture providing a benchmark for the other players. The company
has several milestones to its credit being the first organised initiative in this largely
unorganised sector.
Today, Reynolds is the leading manufacturer of writing instruments in the world with an
extremely comprehensive range for all age and income groups available under one roof.
You probably already know many of our brands because they are among the world's most
prestigious consumer names Reynolds, Pilot, Parker, Papermate and the recently launched
niche brand of writing instruments from France, Waterman.
Working around the world, in the next few years, we intend to continue and to accelerate
the implementation of our strategy, focusing on the three main sources of our success, i.e.
geographical coverage, technological innovation and productivity gains. These values are
reflected not only in the quality of our products and the reputation of our Company, but
also in our dedication to serving the communities where we do business. We are ideally
positioned to take advantage of opportunities in our fast-changing market.
As a leading consumer Products Company we are also deeply committed to advancing
technology which can address-ever changing consumer needs throughout the world. With
a vision to position ourselves as world leader in the existing categories we live by our
values of people, customer focus and good citizenship.
We have strengthened our position in key markets in North America, United Kingdom and

10

Russia as we are now the major player in countries like Germany and Australia. I can
confirm, with great satisfaction, that LWIPL is the undisputed challenger in the writing
instruments industry. Reynolds products are being exported to more than 51 countries and
we have been awarded as a Number One Writing Instrument Exporter in this field for
the last three years.
LWIPL retains its main strength, i.e. the agility and responsiveness of its employees, their
relish for a challenge, willingness to take risks, mutual respect and recognition of effort
and success.
Let me take this opportunity to thank all our customers for their continued patronage,
confidence and trust that has ensured Reynoldss consistent growth. We wish to express
appreciation for your loyalty and dedication to our brands
With warm wishes

D. K. Jain
Chairman & President

11

COMPANY PROFILE

In the year 1963, a young gentleman named Mr. Devender Kumar Jain, armed with the
power of hard work and ambition, started a new era in the field of writing instruments. At
a tender age of 19, he started a small manual assembly shop in Sadar Bazaar area where he
manufactured fountain pens under the name Writing is something that we do everyday but
how did it all start ? Did someone wake up one fine morning and decide to just start
writing ? As with every other invention throughout history, this too was a result of man
trying to make life easier. The purpose of writing was to convey messages over long
distances and to many people. Tracking the history of writing is quite fascinating. The
earliest forms of writing can be traced back to the Sumerian civilization .In fact clay
tablets found in Sumer around 3200 BC show pictographic writing which later developed
into Cuneiform. Cuneiform, literally wedge-shaped writing on baked clay tablets,was first
used in 3000 BC in Mesopotamia. The wedges were easier to carve than curved lines.
Mesopotamia clay was the most common writing surface, and the standard writing
implement was the end of a sharply cut reed. Characters were formed from the wedgeshaped marks which the reed made when pressed into the damp clay, so the style of
writing becomes known as cuneiform (from the Latin cuneus, meaning wedge).
The second civilization to develop writing was the Egyptians. The Egyptian characters like
the Sumerian ones were also pictorial, but much more so. The Egyptian characters were
called hieroglyphs by the Greeks in 500 BC, because by that time this form of writing was
reserved for holy texts; hieros and glypho mean 'sacred' and 'engrave' in Greek. The
discovery of the Rosetta Stone in the19th Century lead to the decoding of heiroglyphics.
The Indus script comes next which can be tied down to 2500BC. The Indus script, which
has not yet been deciphered, is known from thousands of seals, carved in steatite or
soapstone.
Though China was the last of the early civilisations to introduce writing, around 1600
BC , they have been successful in establishing a very systematic method to the process of
writing. Even though the elaborate Chinese characters were not really suitable for printing,
type writing or word processing, this script has withstood the onslaught of technology and
even helped provide the script for the Japanese language. Its interesting to note that the
12

non-phonetic character of the Chinese script was one of thefactors which helped to unite
the vast kingdom. Officials from different provinces who could not speak each others
language were able to communicate fluently in writing.
The Chinese system of writing developed as a completely different stream uninfluenced by
the Sumerians and others. The Chinese system was slightly complex owing to the distinct
character of the language. A large number of characters were needed and by 1400BC the
script included 2500 to 3000 characters.
The most significant development in writing was the shift from a pictographic system to
the phonetic one. The first steps in this direction was taken by the trading communities
of Phoenicia. Only the consonants were written and the vowels had to be interpreted by
the reader. In the 8th Century BC the Greeks added vowels to this system. The Greek
alphabet had 24 letters in which they retained some symbols from the Phoenician system.
The word alphabet, was coined by the Greeks from the first two letters in the Phoenician
system, alpha and beta.
The Romans modified the Greek alphabet to facilitate writing in Latin. The Romans then
helped to spread the alphabet as a standard system of writing, throughout Europe and
other parts of the world during their conquering sojourns. The letters which we use today
are derived for the most part from the Roman alphabet. In the English language, the
differentiation of all the 26 letters happened in the 19th Century.
As European societies became more literate in the Middle Ages, people started using the
written form for a lot of functions which traditionally used the oral medium. Written deeds
for land, indenture of servants and especially holy scriptures and lives of saints started
being recorded in the written form.
The nature of writing and the medium of producing the printed word has been constantly
evolving over time. Just like the pen revolutionized the propagation of writing in one time,
today the computer and mobile phone has brought about an immense change in the
development of the language and the ease with which the printed word is communicated.
Its quite interesting to note that writing instruments can be divided into two categories,
Autonomous Writing Instruments and Assisted Writing Instruments.

13

Autonomous Writing Instruments are those whose usage corresponds to their physical
existence. They do not run out and become useless. The perfect examples are pencils. The
earliest form of the lead pencil was the leaden stylus used by the ancient Romans. Most
modern lead pencils have a non-poisonous graphite core encased in a wooden casing.
Then there are the wax pencils which resemble both pencils and crayons. Their similarity
to crayons is due to the brightly coloured wax core protected by paper and the similarity
to the pencil comes from their proportions, which is closer to that of a pencil. The wax
pencils are used to write on non-porous materials such as porcelain or glass. Another
Autonomous Writing Instrument is the white chalk that is used on slates and black boards.
Both pencils and chalk are available in coloured variants, however they are considered as
art supplies and not as writing instruments. Pencils and chalk have a common
characteristic, ie they do not run out. As long as they are physically existing they can be
used.
Assisted Writing Instruments are those which require the presence of an added material to
write. The pen is the perfect example of this category. Reed pens were used by the ancient
Egyptians to write on papyrus and the quill pens were used in Europe and the United
States through the 18th and 19th centuries. Quills were commonly taken from the wings
of geese or ravens, although the feathers of swans and peacocks were used for prestige.
Then there came the dip pens which had a steel nib and a pen holder. The pen had to be
dipped in ink and then used. The versatility of this pen lies in the fact that a variety of nibs
can be used in the pen holder depending on the purpose. Different nibs had to be used for
copper plate writing and mapping. Five-pointed nibs were used for drawing music staves.
However, their drawback lay in the limited reservoir of ink and their tendency to drip
inkblots on the page.
Brushes were also used in writing certain languages like Chinese.
Fountain pens were developed in the 19th century. These had a nib unit, an ink reservoir
chamber and a protective external casing. The ink reservoir could be filled in different
ways, direct addition by eyedropper, suction from an internal mechanism, or disposable

14

pre-filled cartridges.
The 20th century saw the introduction of a wide variety of pens. The ballpoint pen, felt
tipped pen, the rollerball pen and the gel pen to name a few.
The modern version of the pencil, the mechanical pencil falls in this category. The graphite
in these pencils are much narrower than in the wooden ones and it can be refilled when the
graphite runs out. Mechanical pencils are typically used for fine diagrams or small
handwriting.
Good handwriting is essential for a student whose writing should be legible and neat. A
student whose handwriting is illegible and messy will find it difficult to score marks in the
exam since the teachers will not be able to understand what he/she has written. Taking
down notes during lectures and completing examinations within the allotted time requires
speed as well as neatness.
A child should be encouraged from a very young age to pay attention to her handwriting.
Improving a child's motor skills go a long way in ensuring that his handwriting gets better.
These games help the child to do just that.

Connect the dots. Make sure the child connects the dots from left to right and
from top to bottom.

Tracing with stencils. Here, the non-dominant hand should hold down the stencil
and the dominant hand should hold the pencil.

Tracing shapes with fingers. The child can cut out shapes in felt and trace the
outlines a number of times with her fingers.

Play board games which involve drawing. This helps the child get used to grasping
the pencil and using it.

Steps to ensure good handwriting

15

Proper grasp - The student should hold the pencil/pen so that the top rests between
the base of the index finger and the thumb. Practice holding the pen in different
positions until you find the most comfortable one. The pencil should be grasped
and held in place by the thumb, the index finger and the middle finger.

Proportion - The alphabets should be in the correct proportion. A lower case

alphabet should be half the size of an upper case one. So the lower case c will be
half the size of an upper case C.

Take it easy - Do not rush. If your handwriting is messy or you find yourself using
the eraser increasingly, then you definitely need to slow down. At least while doing
homework or while completing assignments at home, take it slow. Gradually you
can build up your speed and your teachers will also find it easier to read your
work.

Relax - Some children put a lot of pressure on the paper while writing. This means
that the easy flow required for neat handwriting is not possible. The grip on the
pencil also shouldnt be too tight. This puts unnecessary pressure on your hand and
it will start hurting after a while. Your grip should be light yet supportive.

Posture - Your posture while sitting and writing is a major factor which affects
your handwriting. Do not hunch over. Sit straight with your wrist resting lightly on
the table. Make sure theres enough space to move your elbow freely and make
sure you also leave enough place for the person sitting next to you.

Practice - As with any other skill, this also requires practice. Practice writing
whenever you can. Keep a special notebook for this and keep writing interesting
quotations and tidbits of information. Not only do you improve your handwriting,
but you also end up with a treasure trove of quotations, jokes and interesting
trivia.

Handwriting Analysis
The study and analysis of handwriting is also called Graphology. Isnt it amazing that a
persons personality can be decoded from his handwriting. Its quite an interesting field of

16

study. Graphologists say that cursive writing helps them to get a clearer picture of the
person.
Graphologists make their deductions on the basis of many aspects of a persons
handwriting like,

The slant of your writing.Eg A rightward slant indicates a person open to new
things.

Size of alphabets.Eg If the size of the capital letters is small and narrow, such
people are modest in nature and tend to be loners.

The pressure applied on the paper.Eg A person who applies a lot of pressure
while writing is considered to be ambitious and determined.

The up strokes in alphabets like h,t,l etc.

The shapes and features of the lower loops in alphabets like p,g,y etc

The spacing between words.

The spacing between lines.Eg Those who have closely spaced lines and letters
thrive under pressure and like to be close to the action.

Page margins. Each side of the page denotes a different aspect. Eg, the left side
margin shows the roots or beginnings of the family and the right side denotes other
people and the future.

Now, quickly go take a pen and write down something, maybe a proverb or a quotation. If
you have finished, take a look at what your handwriting conveys about you.

If your writing slants to the right- This means that you have an open mind and you
are ready to try out new things . You also love socializing with people !

If your writing slants to the left This indicates that you are somebody who
prefers to keep a low profile and generally likes to work alone.

Your writing does not slant You are logical and practical. You tend to keep your
emotions within you and dont like expressing it too much.
17

The art of writing a good letter

In todays world of short messages, the art of letter writing seems to be on its way out.
However for any formal communication we still rely on a well-written letter. Even in
personal life, sending a letter is almost like showing up on the receivers doorstep. Any
other form of communication cannot replace the impression created by a beautifully
crafted letter.
The style of the letter depends on the nature of the receiver. If it is a superior, the tone has
to be respectful, a casual style can be adopted for friends, an affectionate style for family
and a courteous style for colleagues and other acquaintances. The correct etiquette of
letter writing demands that all letters received have to be answered. Business letters
should be short containing only the required information and nothing more.
The main points to be kept in mind while writing letters are :

The letter should be in the correct format

It should be free of any grammatical or spelling mistakes

The content should be concise and relevant

Leave a blank line between each paragraph.

The tone should be respectful even if you are writing a complaint.

Flowery language should be avoided. Get straight to the point and do not include
unnecessary information.

Do not forget to sign the letter.

Now let us take a look at the format of a formal letter.

1. Your address (senders address) should go on the top right hand corner.
2. The name and address of the person you are writing to (receiver) has to be below
this on the left hand side.
3. The date can be written either on the left or the right hand side below the address.

18

4. The salutation has to be positioned just below the receivers address. In the case of
men, write Dear Mr. Sharma or as per the name. If the receiver is a lady, write
Dear Mrs. Riya or if you are unsure about the marital status, write Dear Ms. Koel.
If the person has a specific title use it. E.g. Dear Dr. Nair.
5. The subject of the letter is written just below the salutation. This can be in bold or
underlined. This is to ensure that the receiver has an idea of the content without
reading the whole letter.
6. The content should be clear, precise and only relevant information should be
written.
7. If the letter has been started with the name of the person, the letter should be
ended by writing Yours Sincerely on the left hand side just below the last line. Use
Yours Faithfully if you have written Dear Sir in the beginning.
8. You should sign your name below this and print your name below the sign.
The art of writing a good Thank You note
A Thank You note should be sent to the person who gives you any gift or does a favour
for you. Thank You notes can also be written to persons who have accepted your
invitation and attended any gathering organized by you.
Points to keep in mind

Thank You notes can be written on simple stationery. Theres no need for anything
fanciful.

Keep it short and sweet. The purpose is to thank the person and not bore them.

Do not wait for too long to write a thank you note. You should write within two to
three weeks of receiving the gift or favour.

They have to be hand-written. The profound impact of a hand-written note cannot

be duplicated.

Start with the salutation Dear

19

The tone should be friendly and respectful

The thank you should be expressed in the first sentence itself. Also mention the
reason why you are thanking them.

Then move on to a detailed description of the gift and how helpful it has been to
you.

Do not write about the general well being and other myriad details of your life in a
thank you note.

In the case of cash received, do not mention the amount or the wordcash. Write
only about the generous gift received. If you want to you can write about what you
bought with it.

Thank them again when you end the letter and do not forget to sign.

MARKETING

20

21

HISTORY
Living in crowded lanes of Old Delhi, Davinder Kumar Jain, understood the potential of
the pen-manufacturing way back in the early 1960s. At a time when boys of his age were
spending their days in the open fields (that used to still exist in many parts of Delhi at that
time), Davinder, or DK as he is affectionately known, would spend all his free time in his
fathers modest stationery shop. At the age of just 19, DK started producing fountain pens,
a writing instrument that deeply fascinated him. There were only two types of writing
instruments available in those days wooden pencils and fountain pens with rubber grips
and metal levers. DK entered the manufacturing line for pens in the face of stiff opposition
from his family.
On the face of it, it would appear that there is no big deal in putting together a pen. The
fact is that in the early 1970s, it was a Herculean task with every little part that would go
into making the pen having to be imported from various corners of the globe. DK set
about assembling a fountain pen with a clear vision: producing truly home-grown Indian
pens using backward integration and absorbing emerging technologies. Others followed
the path set by him, and thus DK almost single-handedly created a flourishing writing
instruments industry.
Reynolds, today, is the largest manufacturer of writing instruments in India, producing
over 1,000,000 pens per day. And, they come in all shapes, sizes, designs and colours. It is
the only brand of Indian writing instruments that is exported to every corner of the world
and is a registered trademark in some 110 countries.
But Reynolds is more than just a writing instruments company. Its range of products
include water colours, crayons, and ink-based sketch pens. In short, Reynolds is a wellrounded, creatively-infused company that means many things to many people.

MARKET

22

Whether the pen is mightier than the sword is a verse that has been put to the test through
centuries of turmoil, upheaval and civil strife. But would it survive the mechanisation of
the paperless office? This has been a question that has haunted the writing instruments
industry for three decades.
Thirty years later the answer: the pen lives! In this digital age, it continues to be the
enduring symbol of literacy and refinement. In India, the multi-billion rupee computer
industry has failed to displace the humble pen as the tool for communication. These simple
truisms are continually relevant in a society where nearly a third of the population has just
about started to ink success by emerging from the darkness of illiteracy. The Indian writing
instruments market is estimated at Rs. 150 billion and is growing at a healthy clip of 12%
annually (Source:Writing Instruments Industry estimates). The leader, among several
manufacturers, Reynolds, has the largest market share and its turnover is expected to
exceed Rs. 15 billion in 2004. Reynolds is the front runner in the most important segments
of the market, with its full suite of pens and other writing instruments that serve various
applications and needs.

23

ACHIEVEMENTS
The pen, by virtue of being an I-see-it-a-million-times-a-day, product probably evokes
little or no excitement. But the truth really is that no segment is more fiercely competitive
than the writing instruments business. With the combined market in excess of 3,500 million
units per annum (Source: Writing Instruments Industry estimates) the pen is in the thick of
a serious battle.
Reynoldss achievements, in such an environment, are many, impressive and astounding.
By continuously introducing new products in the Indian marketplace, it has kept its nose
ahead of the competition. It may be a historical fact that if there was a significant piece of
writing in independent India it was probably inked with a pen manufactured by Reynolds.
Yet, this achievement has not been easy to come by. Reynolds was one of the very few
Indian companies to boldly seek foreign collaborations and technical tie-ups at a time
when Indian business was severely restricted by government policies. This spawned many
innovations in the writing instruments industry and changed its face forever.
The company pioneered fibre tip manufacturing and large-scale production of colour pen
sets in India, way back in 1971. These were followed by the introduction of micro tip and
3-D roller ball pens a few years later. In 1982, Reynolds brought the Pilot hi-tec needle
point pens to India, in association with Pilot Corporation of Japan. In 1986, it introduced
permanent markers and fluorescent hi-lighters. It has picked up numerous awards over
the years for product design and innovation.
Reynolds has also been rated 'the Number One Writing Instruments Exporter' for the past
three consecutive years by the Writing Instruments Manufacturers Organisation. The
'Reynolds' brand has been included in the Limca Book of Records 2003 for
conceptualising and designing the smallest pen in India.

24

PROMOTION
Reynolds built the brand on the strength of its product range and quality and by appealing
to the fledgling nations desire to be seen as self-reliant. Reynolds's advertisements of the
early years would matter-of-factly state: For the first time in India. This straight forward
approach worked well. It laid the foundation for Reynolds's exponential growth in the
1970s and 1980s.
The company also started, albeit unknowingly, the trend of celebrity endorsements in
India. In the 1960s, it featured film stars, sportsmen and other celebrities for its writing
instruments. Most of these were not paid endorsements since celebrities were not yet
marketable commodities. However, once celebrities saw themselves as brands and began
to charge money, Reynolds, which was a small company at that time, got off the celebrity
endorsement bandwagon.
By the early 1980s, the Indian market was becoming quite sophisticated and there were
many players in each product category vying for a share of the consumer's mind. The time
had now come to launch and build brands, rather than just products.
Taking advantage of this trend, Reynolds launched its range of gloliters and markers with
a high-decibel advertising campaign which encouraged its consumers to Stop
Underlining, Start Gloliting.
Since then, Reynolds has supported the launch of every new product with highly visible
and energetic marketing efforts taking the brand from strength to strength. This marketing
effort culminated famously in the signing up of Indias biggest film star, Amitabh
Bachchan, who added his own touch of style and pizzazz to the Reynolds brand.
Simultaneously, to position itself as a responsible corporate citizen, Reynolds has espoused
the cause of promoting literacy by becoming an active participant in the 'School Chalein
Hum' programme.

BRAND VALUES
25

The Reynolds brand enjoys an appeal that is universal. Adults view it as a reliable writing
companion and children find the style and colours of Reynolds products loads of fun.
Reynolds provides value for money which gives it a strong brand position. It has products
in all writing instrument categories making it a formidable player: competitors can ignore
this fact only at their own peril.

26

ORGANIZATION STRUCTURE
Reynolds writing instruments is Indias largest packaged writing instrument
company. It is present in home & personal care and pens & marker. LWI have
about 2000 employees, including 12 mangers. The fundamental principle
determining the organization structure is to infuse speed and flexibility in
decision making and implementation, with empowered managers across the
companys nationwide operations. For this, LWI is organized into self
sufficient profit centers, supported by certain central functions and resources
to leverage economics of scale wherever relevant.
Board at the apex is the board, headed by the executive chairman, and
comprising 5 whole time directors and 4 independent non executive directors.
Management committee LWI has a management committee, headed by the
executive chairman and comprising all 13 executive directors. The
management committee is responsible for steering LWI operations. Executive
directors head individual profit centres, pens, ink, Marker, Eraser, cutter,
personal products,

new ventures and the functions of finance, Human

resources, Technology, legal & secretarial and corporate affairs.

27

ORGANISATION STRUCUTURE
GENERAL BODY

Mr. D.K. Jain (President)

BOARD OF DIRECTORS
(Mrs. Pooja Jain)

GENERAL MANAGER

MANAGER
PROCUREMENT
& INPUT

MANAGER MIS

MANAGER
PURCHASE

FACTORY
MANAGER

MANAGER
FINANCE

MANAGER
MARKETING

MANAGER
TRANSPORT

MANAGER
PERSONNEL

28

PRODUCT POFILE

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

Reynolds designs and develops products that specifically address the needs of its
consumers in different segments. From the highly sensitive ball pen to robust board
markers, Reynolds employs cutting edge research and development to create new
products. In addition, Reynolds holds the manufacturing and marketing franchise of four
leading international brands in India: Pilot, Papermate, Parker and Waterman.
It pioneered fibre-tip and roller-ball pens in India. These are also distinctly styled to catch
the fancy of its users.
Thus, to attract students, Reynolds has created colourful designs on the body of its pens.
These designs vary from cartoons, floral, binary system, to unique animal and bird
collections. In fact, Reynolds has an extensive array of colour pens, crayons, sketch pens,
tattoo markers, etc. and is the only company in India that caters to the complete sketching,
drawing and colouring needs of children.
Reynolds was not only the first to introduce markers for various applications, but also
invented the concept of 'Dry Safe Ink Markers'. These markers do not turn dry even when
the cap is left open for 24 hours. Reynolds enjoyed a complete monopoly in this segment
for over a decade.
It has been the constant endeavour of the company to develop and improve its products
through in-house R&D and continuously refine them to meet the functional and fashion
needs of its consumers. All products are produced on a company-wide TQM platform in
conformity with international standards. The company specialises in selling high quality
writing instruments by customising them to consumers needs.

RECENT DEVELOPMENTS
45

Reynolds faced a great challenge in the early 1990s, when economic

liberalisation brought into India large multinational companies; including
leading international brands of writing instruments. At this juncture the
company had two choices: re-invent itself or perish.
The decision to re-invent itself was fairly obvious.
The company already had a reputation of efficient home-grown systems and
ethical business practices but in the new, developing environment with
competi-tion from large multinationals, Reynolds chose to re-invent itself. It
did so by embarking on a three-pronged strategy: it accepted invitations from
Pilot, Parker, Papermate and Waterman to be their preferred business partner
in India. Second, it made substantial capital investments to modernise old
factories, adopt the latest technologies, change work systems and train
employees. Third, it expanded the consumer base by exporting to more than
65 countries. The tie-up with the big international brands, alongside its own
modernisation, enabled Reynolds to firmly establish itself in the image-driven
segment of the Indian market. Exports took the Reynolds brand beyond
Indias borders
46

To be recognised, purchased and valued across the globe is no mean achie

vement. Not many companies in India irrespective of the segment they
operate in can boast such a record.
Reynolds imported technology to satisfy the Indian consumer who was
fascinated by foreign makes of products and gadgets and it exported products
to establish the superiority of its own home-grown technology.
This strategy has clearly worked wonders and Reynolds continues to lead the
Indian writing instruments industry and is destined for many more successes
in the years to come. The organisation's perpetual commitment to quality has
been further endorsed by BSi which has awarded it the ISO: 9001:2000
certification. This has reinforced the companies commitment towards its
consumers.
A selection of pens from mainland China, Hong Kong and India

Company name: Shivshakti Plastic Industries, India

Model: Hy Gel
Price: 16.00
Features: 0.5mm tip; leak resistant ink in blue, black, red, and green; ink refill
tube fits into any gel penCompany name: Shivshakti Plastic Industries, India

47

Company name: Reynolds Exports, India

Model: Gel Glitter
Price: 17 .00
Features: 1.0mm TC ball cone tip; ridged grip and vented cap; 0.8mm widthof-stroke; in gold, green, orange, light blue and red ink
Packing: Three pieces in a card

Company name: Linc Pen and Plastics Ltd, India

Model: 600R Marvel
Price: 9.00
Features: 0.7mm tip; rubber grip; hexagonal barrel; transparent cap; screw-

48

type end plug; in blue, green, red and black ink; packing as per buyers'
specifications

Company name: Creative Wealth International Ltd, Hong Kong

Model: KG2-02A
Features: Retractable; with rubber grip; 0.5mm, 0.7mm, 1.0mm tips; in black,
red, blue and green ink

49

Order Confirmation:System clears the order after ensuring all the term & conditions, outstanding,
the resources available. A unique no is then generated by the system which is
called CO number. This Co no is allotted to the customer against the order
placed.
CO( Customer Order) Number:Its is a confirmation number against the order which is numeric in nature and
consist of all the details about the concern person & the relevant information
like Dealers Name, Destination, MODVAT, End Use, Quality of paper to be
manufactured, Size, GSM, Weight etc.

FLOW OF SYSTEM GENERATED NUMBER (CO. NO)

Once Co is generated it becomes basic or working key for further program.
Co displays all relevant information along with ready stock or particulars
require. The software is made in such a way that if the same quality, size,
GSM etc. the customer is looking for is available in the ready stock it will
automatically indicate the customer giving a real time response and a date of
delivery. It simultaneously helps &reduces the efforts of production planning

50

dept because the order is accepted against the available ready stock so it can
be taken care by dispatch dept.
It has also been found sometime when the customer place an order, half of the
order is available in the ready stock and another half is yet to be manufacture.
In such case customer is being telephoned to know his priority whether he is
ready to take the available stock, keeping in mind the cost incurred for
transportation should not be higher than the complete order. If he disagrees,
then part loading is done which means another half is produced and sent
along with the available ready stock to complete the order.
If no stock is available the system automatically refers the CO to production
planning dept and the same process is followed.

51

Co available simultaneously to

MARKETING OFFICE
DELHI

SALES AND
DESPATCH

FINISHING
HOUSE

PRODUCTION
PROCESS/
MACHINES

QUALITY
DEPT.

Co No Execution
Marketing and Production personal held together to discuss the pros
and cons of production activities and marketing requirements. Where
day to day planning and a tentative schedule is made, depending on
that an agreed day to day program is arrived at.
Example: For the production of June, 2008 the plan was prepared on
25 May, 2008 in which the necessary issue were discussed then
tentative production schedule was made.

52

Modus operandi
Production plan

It comprise of all the details what, when and where to produce.

What It refers to the size, quantity and quality of the product.
When It refers to the expected time for accomplishment.
Where It indicate the specific machine on which paper is produced
The tentative production plan which is printed document is then circulated to the
machine, pulp mill incharge and can also be obtained from the computer systems
located in the company premises which are connected through LAN and has
customized software named Oracle Application Server. The access to the
plan/information is given to the relevant department only.

53

54

PRODUCTION PLAN OF JUNE 2008:SCOPE OF PRODUCTION:

(a) Rate of production.
(b) Quality as per quality norms.
(c) Minimize losses with utilization of maximum machine deckle.
(d) Rewind as per specifications.
(e) To deliver as per schedule.
MACHINES
The company has 4 Paper Machines producing a wide range of
products catering to different segments and meeting varied
requirements of customers. The paper rolls prepared on the machines
are called jumbo or parent rolls. Machine no 1 produce approximately
43TPD, Machine no 2 produce 135-160TPD (Unbleached) or
105(Bleached), Machine no 3 produce 45TPD; Machine no 4 produce
28 TPD. A manual Machine Log Book is kept to keep the record of
jumbo rolls and the recording are also renewed on the computer which
help in better planning and to visualize any flaw in the schedule.

55

Converting:-

Converting operation generally consists of steps to modify the nature of roll

so that modified reels or sheets will be suited to specific end use.
The jumbo rolls are then taken to the rewinder where they are slitted in the
form reels of different sizes. Slitted reels are also manually logged on rewinder log book to know the present status of reels. The sliced reels are
further send to the sheet cutter to convert the reels into sheets, company has
three cutters. Company also outsources some of the reels to the cutting station
situated outside the company premises at Saharanpur and Delhi.

Roll inspection:

56

Quality department ensure that the Parent roll coming from the machine is
inspected before putting the same on rewinder. The rewinder operator checks
the following so that due care is taken during winding operation.
a. Proper identification tag on roll
b. No of breaks in the roll.
c. Defective portion marking
The quality dept marks circle as an identification against the rejected reel
which is further send for re-pulp.

Rewinding

57

The rewinding of rolls is the operation where the parent /jumbo roll is
siltted into smaller reels having desired width and diameter. During this
operation, the defects or defective portion of the parent roll is
discarded. Reels has to pass through the quality checks which are
standardize as per the industry norms, if the same appears in the sheet
order reels, the same is discarded on the cutter. The winder is run at the
desired speed depending on the roll condition and no of slittings.
Sheet cutting

Many customers want their paper delivered in the sheet form. Sheet
order reels are taken to the sheet cutters. Simplex sheet cutter is used in
the company where reel from the winder are cut.
Simplex cutter has following advantage:
(a) Dimensional stability of cut sheet is better in rewind reels.
(b) Sheet accuracy of simplex cutter is good.

58

Reel from the winder are placed in the unwind stands of a cutter.
Normally 8 to 12 reel stand is used. A number of webs are passed
through the machine and processed to the machine direction and then
cut parallel to the cross direction by a pair of rotating knives or one
rotating & other fixed knife.
Common problem in sheet cutters:
a. Curling.
b. Poor or rough cutting
c. Size variation
d. Cross cutting (off square / diamond cut).
e. Creasing
f. Folding
g. Sheet edge cracking.
Finishing
Finishing is an equally important operation of paper making process. The
paper roll which comes out of the paper machine is subjected to various
processes in order to make the final product as per the customers
requirement. Being the last stage of the paper making process, this needs very
careful and controlled operation so as to get the best finished product with
59

minimum wastage. There are around 36 permanent finishers who work from
9am to 5.30pm for these operations. The operations are as follows:

Finishing operation:
(a) Reel inspection
(b) Reel packing.
(c) Sheet finishing / stamping / labeling.
(d) Ream packing.
(e) Ream bundling/ stacking.
(f) Scaling
Reel inspection Any injuries or damage happened during transportation of
reel from ground floor to first floor is thoroughly inspected.
Reel packing After quality assurance, sliced reels are packed with different
type of material/ method suiting to customer need, some reels are outsourced
to the cutting stations for sheeting.
First the reels are wrapped with a thick paper, for visibility of details the
marker of finishing house shall mark the desired information like lot no,
GSM, Quality, reel no etc then disc on both side is placed to protect any wear
and tear. After that O.D/ Edge protector are revolved around the sides to

60

protect the edges and then core plugs with stretch film are placed, the reels is
now rolled over to the spider machine which makes a web of stretch film
around the reel. Mill has two spider machines. Once the stretch film is
complete a tanex is tied around the both sides with the help of strapping tool.
The above operations are part of finishing but company has given contract for
this purpose, the company has agreed to the contractor for packing the reels
under the following specifications.

61

CONSUMER BUYING BEHAIOUR

SALES PROMOTION - A THEORETICAL FRAMEWORK

Sales promotion consists of a diverse collection of incentive tools, mostly short-term,

designed to stimulate quicker and / or greater purchase of particular products / services by
consumers or the trade.
Whereas advertising offers a season to buy, sales promotion includes tools for consumer
promotion e.g. samples, coupons, cash refund offers, prices-off, premiums, prizes,
patronage rewards, free trials, warranties, demonstration, contests:
Trade promotion e.g. buying allowances, free goods, merchandize allowance, cooperative
advertising, advertising and display allowances, push money, dealer sales contests.
Sales force promotion (bonuses, contests, sales rallies).
Sales promotion tools are used by most organizations, including manufacturers,
distributors, retailers, trade associate and non-profit organizations.
A decade ago, the advertising-to-sales promotion ratio was about 60/40. Today in many
consumer packaged goods companies, the picture is reversed with sales promotion
accepting for between 60-70% of the combined budget. Sales promotion expenditures
have been increasing 12% annually, compared with advertisings increase of 7.6% of the
fast growth is expected to continue.
Several factors contributed to the rapid growth of sales promotion, particularly consumer
markets.

62

Internal factors include the following

Promotion is now more accepted by top management as an effective sales tool.
More product managers are qualified to use sales promotion tools;
Product manager are under greater pressure to increase their current sales.

External factors Includes the following:

The number of brands has increased.

Competitors use promotions frequently.

Many brands are at parity. Consumers are more deal oriented.

The trade has demanded more deal from manufactures.

Advertising efficiency has declined because of arising costs, media

costs and legal restraints.

63

The rapid growth of sales promotion media (contests, coupon etc) has created

a situation of promotion clutter. Similar to advertising clutter. There is a

danger that consumers will start tuning out, in which case coupons. and other

media will weaken in their ability to trigger purchase. Manufacturers will

have to find ways to rise above the clutter, for instance, by offering large

coupons, redemption values or using more dramatic point of purchase

displays or demonstrations.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives. A free sample
stimulates consumer trial, while a free management advisory service cements
a long term relationship with a retailers.

64

Sellers used incentive type promotions to attract new tiers, to reward loyal

customers, and to increase the repurchase rates of occasional users.

New tiers are of three types

Users of another brand in the same category.

Users in other categories and

Frequent brand switches.

Sales promotions often attract the brand switches, because users of other

brands arid categories do not always notice or act on a promotion. Brand

switches are primarily looking for low price, good value or premiums. Sales

promotion are unlikely to turn them into loyal brand users; Sales promotions

65

are used in markets of high brand users. Sales promotions are used in markets

of high brand similarity, produce a high sales response in the short run but

little permanent gain in market share. In markets of high brand dissimilarity,

sales promotions can alter market share more permanently.

Sellers often think of sales promotion as designed to break down brand

loyalty,

and advertising as designed to build up brand loyalty. Therefore, an important issue for
marketing managers is how to divide the budget between sales promotion and advertising.
Ten years ago marketing managers would decide what they needed to spend on
advertising and put up the rest on sales promotion. Today marketing mangers first estimate
what they need to spend in trade promotion, then what they need to spend in consumer
promotion and whatever is left they will budget for advertising.

A study conducted by Brown has revealed the following:

Sales promotion yield faster response in sales than advertising does.

66

Sales promotions do not tend to yield new, long term buyers in mature markets
because they attract mainly deal prone customers who switch among brands as
deals become available.

Loyal brand buyers tend not to change their buying patterns as a result of
competitive promotion.

Advertising appears to be capable of increasing the prime franchise of a brand.

There is also evidence that price promotions do not permanently build total category
volume. They usually build short term volume that is not maintained. Small share
competitors find it advantageous to use sales promotion, because they cannot afford to
match the large advertising budgets of market leaders. Nor can they obtain shelf space
without offering trade allowance or stimulate consumer trial without offering consumer
incentives. Price competition is often used by a small brand seeking to enlarge its share,
but it is IT less effective for a category leader who growth lies in expanding the entire
category.
Sales promotion seems most effective when used together with advertising. In one study,
point-of purchase displays related to current paper commercials were found to produce
15% more sales than similar displays not related to such advertising. In another, a heavy
sampling approach along with paper advertising proved more successful than either paper
alone or paper coupons in introducing a product.

67

SELECTING

THE

SALES

PROMOTION TOOLS
Sales promotion tools are selected keeping in view the sales promotion objectives. These,
objectives are derived from broader promotion objectives which are derived from more
basic marketing objective d for the product. The specific objectives set for sales promotion
will vary with the type of target market.
For consumers objectives include encouraging purchase of larger size units, building trial
among non-user and attracting switches away from competitors brands.
For retailers objectives inducing retailers to carry new items and high level of inventory,
encouraging off season buying, encouraging stocking of related items, offsetting
competitive promotions, building brand loyalty of retailers and gaining entry into new
retail outlets. For the sales force, objectives include encouraging support of a new product
or model, encouraging more prospecting and stimulating off-season sales.
Many sales promotion tools are available to accomplish these objectives.
The main sales promotion tools are designed for consumer promotion, trade promotion
and business promotion.

68

CONSUMER PROMOTION TOOLS:

T

he main consumer promotion tools include samples, coupons; cash refund offers, price

packs, premiums, prizes, patronage awards, free trials, product warrantees, tie-ins, and
point-of-purchase displays and demonstrations.
SAMPLES:
They are offers of a free amount or trial of a product to consumer. The sample might be
delivered door to door, sent in the mail; picket up in a store, found attached to another
product or featured in a advertising offer. Sampling is the most effective and most
expensive way to introduce a new product.

COUPONS:
They are certificate entitling the bearer to a stated saving on a purchase of a specific
product. Coupons can be mailed, enclosed in or on other products, or inserted in magazine
and newspaper advertisements.
CASH REFUND OFFERS:
Cash refund duffers or rebates are like coupons except that the price reduction occurs
after the purchase rather than at the retail shop. The consumer sends a specified proof of
purchase to the manufacturer who in turn refunds part of the purchase price by mail.

69

RESEARCH DESIGN
Research Methodology is a systematic way, which consists of series of actions or steps
necessary to effectively carry out research and the desired sequencing of these steps. The
marketing research is a process of involves a number of inter-related activities, which
overlap and do rigidly follow a particular sequence. It consists of the following steps
1. Formulating the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings

70

DISTRIBUTION SYSTEM OF REYNOLDS WRITING

INSTRUMENT PVT. LTD.
The success of each and every company depends upon the effectiveness of their
distribution system. Reynolds Writing Instruments Pvt. has an efficient distribution model.

Manufacturer

Depot

Distributor
Whole seller

Retailer

Consumer

71

LWIPs new distribution system to reach more consumers:

Reynolds Writing Instruments Pvt. (LWIP) new plans of reinventing distribution so as to
redefine current channels and look at creating new channels. Competition was the main
thrust for this change in its area of distribution.
LWIP, which has been reinventing its distribution system, in a bid to reach out to more
consumer, will look at a three way convergence of product availability, brand experience.
They are building key capabilities entraining the large number of people involved in these
initiatives, through all these initiative they are getting their brands closer to the consumer.
These initiatives are expected to create employment and vocational opportunities through
its nation wide network of 7,000 stockiest and 6,000 sub-stockiest, thereby, employing
over 60,000 people.

72

Brands of Reynolds Pens

Reynolds
Parker
Papermate
Pilot
Waterman

73

STATEMENT OF PROBLEM
To find out the awareness among the consumers about the various type of Reynolds pens
and their brands available in the market and identify the factors that determine the
behavior of selected Reynolds pen buyers and analyze the decision making process of the
consumers.

74

OBJECTIVE OF THE STUDY

To know the awareness among the consumers about the various type of
Reynolds pens and their brands available in the marker.
To identify the factors that determines the behavior of selected
Reynolds pen buyers.
To analyze the decision making process of the consumers.

75

RESEARCH METHODOLOGY
Research methodology is a systematic way, which consists of series of action
steps, necessary to effectively carry out research and the desired sequencing
to these steps. The marketing research is a process of involves a no. of interrelated activities, which overlap and do rigidly follow a particular sequence. It
consists of the following steps: Formulating the objective of the study
Designing the methods of data collection
Selecting the sample plan
Collecting the data
Processing and analyzing the data
Reporting the findings
Objective of Study

Research Design

Sample Design

Data Collection
Data Analysis

Report of findings

RESEARCH DESIGN
76

Research design specifies the methods and procedures for conducting a

particular study.
A research design is the arrangement of conditions for collection and analysis
of the data in a manner that aims to combine relevance to the research
purpose with economy in procedure. Research design is broadly classified
into three types as
Exploratory Research Design
Descriptive Research Design
Causal Research Design
I have chosen the descriptive research design.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research studies are those studies which are concerned with
described the characteristics of particular individual.
In descriptive as well as in diagnostic studies, the researcher must be able to
define clearly, what he wants to measure and must find adequate methods for
measuring it along with a clear cut definition of population he want to study.
Since the aim is to obtain complete and accurate information in the said
studies, the procedure to be used must be carefully planned. The research
design must make enough provision for protection against bias and must
maximize reliability, with due concern for the economical completion of the
research study.
77

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given
population. It refers to the technique to the procedure adopted in selecting
items for the sampling design are as below:

SAMPLE SIZE
Sample method
Survey period
SAMPLE SIZE: The substantial portions of the target customer that are
sampled to achieve reliable result are 100.
The cost and time limitation completed me to select 100 respondents as
sample size

SAMPLING METHOD:
In this marketing research project, I am using
Random sampling method

SAMPLE DESIGN
As complete enumeration of all the members of the population (Member and
Non-member) I have understate sampling technique.

78

SAMPLE SIZE
100 Customers

SAMPLE TYPE
AREA SAMPLING
Sample area
Modinagar
Muradnagar

SAMPLE SELECTION
Simple random selection sampling

SAMPLE TECHNIQUE
I have taken the Statistical tool of percentage method to analysis and
interpretation of the collected data.

79

RANDOM SAMPLING:
A random sample gives every unit of the population a known and non-zero
probability of being selected. Since random sampling implies equal
probability to every unit in the population, it is necessary that the selection of
the sample must be free from human judgment.
There is some confusion between the two terms random sampling and
unrestricted random sampling. In the latter case, each unit in the population
has an equal chance of being selected in the sample. Such a sample is drawn
with replacement, which means that the unit selected at each draw is
replaced into the population before another draw is made from it, As such, a
unit can be included more than once in the sample. Most statically theory
relates to unrestricted random sampling. In order to distinguish between
these two sample. i.e. sample, without replacement and sample with
replacement, the terms sample random sample and unrestricted random
sample are used. If the latter is devised in such a manner that no unit can be
included more than once, it will then be known as the simple random
sampling.
It may be noted that while both sample random sampling and unrestricted
random sampling give an equal probability to each unit of the population for
being included in the sample, there are other sample design too which provide
equal probability to the units. The process of randomness is the very core of
simple and unrestricted random sampling. The selection of a sample must be
free from bias, which can be ensured only when the process of selection is
free from human judgment.

80

COLLECTION OF DATA
DATA COLLECTION
The study was conducted by the means of

personal interview with

respondents and the information given by them were directly recorded on

questionnaire.
For the purpose of analyzing the data it is necessary to collect the vital
information. There are two types of data, this are Primary Data
Secondary data

PRIMARY DATA:Primary data can be collected through questionnaire. The questionnaire can
be classified into four main types Structured non disguised questionnaire
Structured disguised questionnaire.
Non structured non disguised questionnaire
Non structured disguised questionnaire.

81

For my market study, I have sleeted structured non-disguised questionnaire

because my questionnaire is well structured, listing of questions are in a
prearranged order and where the object of enquiry is revealed to the
respondents.
To making a well-structured questionnaire, we have adopted three type of
questions Open ended question
Dichotomous questions
Multiple choice questions
These types of questions are easy to understand and easy to give required
answers.

SECONDARY DATA:Secondary data means data that are already available i.e. they refer the data
which have already been collected and analyzed by someone else. When the
researcher utilizes secondary data, than he has to look into various sources
from where h e can obtain them, in this case he is certainly not confronted
with the problems that are usually associated with the collection of original
data. Secondary data may either be published data or unpublished data.
Usually published data are available in:
Various publications of the central, state and local government;
Various publications of foreign government or of international bodies
and their subsidiary organizational;

82

 Technical and trade journals;

Books, magazines and newspapers;
Reports and publications of various associations connected with
business san industry, stock exchanges etc.;
Reports prepared by research scholars, universities, economists etc;
Public records and statistics, historical document and other source of
published information.
The source of unpublished data are many; they may be found in diaries,
letters, unpublished biographies and autobiographies and also may be
available with scholars and research workers, trade associations, labor
because and other public private individuals and organization.

COLLECTION TECHNIQUE:
Questionnaire method is used in collection the data.

83

DATA ANALYSIS
DATA PROCESSING AND ANALYSIS
Processing & Analysis the collected data: - once the field survey is over
and questionnaire have been received, the next task is to aggregate the data in
a meaningful manner. A number of tables are prepare to bring out the main
characteristics of the data. The researcher should have a well thought out
framework for processing and analyzing data, and this should be done prior to
the collection. it includes the following activities
(i) Editing: the first task in data processing is the editing. Editing is the
process of examining errors and omissions in the collected data and making
necessary corrections in the same.
(ii) Coding: coding is the procedure of classifying the answer to a question
into meaningful categories. Coding is necessary to carry out the subsequent
operations of tabulating and analyzing data. If coding is not done, it will not
be possible to reduce a large number of heterogeneous responses into
meaningful categories with the result that the analysis of data would be weak
and ineffective, and without proper focus.
(iii)Tabulation: tabulation comprises sorting of the data into different
categories and counting the number of cases that belong to each category. The
simplest way to tabulate is to count the number of responses to one question.
This is also called universal tabulation. The analysis based on just one

84

variable is obviously meagre. Where two or more variables are involved in

tabulation, it is called bivariate or multivariate tabulation.
(iv) Analysis: after the all three above steps, the most important step is
analysis of the data. Under this step, they can use the various tools of the
analysis such as Central Tendency, Dispersion, Correlation co-efficient,
Regression Analysis, Test of Hypothesis etc.

85

Table 1. Sample Size-100

SL No.
Serviceman
Businessman
Student
Housewife
Total

Respondent
27
22
46
5
100

Yes
19
17
38
9
83

No
6
5
2
10
23

Interpretation:
From the above table and graph it shows the awareness about Reynolds
Pen is 83%

Table

Types of Pen
Gel Pen
Ink Pen
Ball Pen
Total

No. of
respondent
39
3
58
100

percentage
39
3
58
100

2. Sample Size-100

86

2.No. of different types of pens user

60
50
40
Percentag
30
e of Users
20
10
0

Series1
Series2
Gel Pen Ink Pen Ball Pen
Products

Interpretation:
The above table and graph shows that the Ball Pen are mostly use by
the customers and after Ball pen Gel Pen use by the customers and very few
customers of Ink Pen.

87

Table 3. Sample Size-100

Factor
Easy Available
Quality
Friends
Advertisement
Price
Total

No. of Respondent
10
19
20
17
34
100

Percentage
10
19
20
17
34
100

3.Influence factor
Easy
available
10%
Quality

Advertisem
ent
17%

19%
Friends
20%

Price
34%

Advertisement
Price
Friends
Quality
Easy available

Interpretation:
This Graph and Table shows that 40% users are influence by Easy Availability
and 34% users are influence by Price and 20% are influence by Friends
suggestion and 19% by Quality and 17% are Advertisement.

88

Table 4. Sample Size-100

Company
Reynolds
Reynolds
Cello
Add gel
Total

No. of Respondent
36
31
28
5
100

Percentage
36
31
28
5
100

4.Percentage of different comany,s

usres

Reynolds
31%

Add gel
5%

Cello
28%

Luxor
36%

Luxor
Cello
Reynolds
Add gel

Interpretation:
According to my survey Reynolds pens are 36% use by the consumers and
Reynolds is 31% , Cello is 28% and Add gel is 5%.

89

Table 5. Sample Size-100

View
Higher-Higher
Society
Higher-Middle
Society
Middle-Middle
Society
Middle-Lower
Society
Total

No. of
Respondent
12

Percentage

28

28

40

40

20

20

100

100

12

Interpretation:
According to my survey Reynolds Pen are mostly used by Middle-middle
Society percentage of 40% and Then Higher-middle society is 28 % and
Middle-lower society is 20% and Higher-higher society is 12%
Table 6. Sample Size-100

90

Brands
Reynolds
Parker
Paper mate
Waterman
Pilot
Total

No. of Respondent
69
6
4
3
18
100

Percentage
69
6
4
3
18
100

6.Different types of brand user

18
3
4
6

69

Luxor
Parker
Papermate
Waterman
Pilot

Interpretation: According to my Survey Reynolds Brand are mostly 69%

and Parker are 6% , Paper mate are 4% ,Waterman are only 3% and Pilot are
18% use by the customers.

Table 7. Sample Size-100

91

Factor
Smooth Writing
Long life& Durable
Comfort in writing
Better ink
Stylish
Economical
Total

No. of Respondent
34
14
5
5
9
33
100

Percentage
34
14
5
5
9
33
100

Percentage

7.Advantage to use Luxor Pen

40
35
30
25
20
15
10
5
0

Series1

Interpretation:
The above are shows that Customers are purchase this pen mostly on the
basis of Smooth writing and Economical basis.

Table 8. Sample Size-100

Factor

No. of Respondent

Percentage
92

Low Price
Grip Comfortable

34
24

34
24

Better
Performance
Attractive Design
Others
Total

19

19

17
6
100

17
6
100

Interpretation:
The above data shows that maximum customer look to another co. Low price
and Grip comfortable.
Table 9. Sample Size-100
Price Range
Rs 3-10
Rs 10-25

No. of Respondent
34
34

Percentage
34
34
93

Rs 25-50
Rs 50-100

19
16

19
16

Interpretation:
The above data shows that Rs 3-10 and Rs 10-25 are most popular in the
consumers.

Table-10. Sample Size-100

No. of Brands
One
Two
Three
Four

No, of Respondent
15
22
45
11

Percentage
15
22
45
11
94

All
Total

7
100

7
100

Interpretation:
The above data shows that maximum consumers know the mostly three of the
brands of Reynolds Pen-Reynolds, Pilot and Parker.
Table 11. Sample Size-100
Satisfaction Level
Highly Satisfied
Some what
Dissatisfied
Cant Say
Total

No. of Respondent
15
22
45
11
100

Percentage
15
22
45
11
100

95

Interpretation:
The above data shows that maximum of the consumers are highly satisfied of
the performance of the Reynolds Pen.

Table -12. Sample Size-100

Factor
Agree
Strongly Agree
Disagree
Strongly Disagree
Neither Agree
Nor Disagree
Total

No. of Respondent
47
33
11
6
3

Percentage
47
33
11
6
3

100

100

96

Interpretation:
Maximum of consumers are agree and strongly agree about the Superiority
Level of Reynolds Pen.
Table 13. Sample Size-100
SL No.
Serviceman
Businessman
Student
Housewife
Total

Respondent
27
22
46
5
100

Yes
19
17
38
9
83

No
6
5
2
10
23

97

Interpretation:
From the above table and graph it shows the available status about

Reynolds

Pen is 83%

CHAPTER-5
98

Preparation of a project report and concluding a research is a whole

process which is carried out in a number of steps. Therefore through out the
whole process of research there are a number of difficulties encountered by
researcher, at every step. In the present study we may assume following
limitation.

a.

Data dont represent entire population behavior

b.

It is very difficult to measure perception by means of mathematical

calculation
99

c.

This research was done in Modinagar & Muradnagar city only

hence this
conclusion. In valid only for Modinagar & Muradnagar.

d.

It was assumed that respondent have the knowledge of the choice

that were given in the questionnaire and respondent were compelled
to choose only from given alternatives.

d.

The respondent view point on the study/questionnaire purely

judgment and may be induced by other reasons also.

FINDINGS
The awareness about Reynolds Pen is high as about 83%.
Ball pen user are more than Gel Pen and Ink Pen
According to respondent view the Reynolds pen are mostly used by
middle class family.
Mostly respondent graded product quality is very good..
Reynolds brand of Reynolds pen are most populer.

100

Under the Three rupees to ten rupees price range of product are most
used by the customers.
Maximum of consumers are agree and strongly agree about the
Superiority Level of Reynolds Pen.
Reynolds Pen are easly available on all retailer and nearest shop.
Means the distribution system of Reynolds Pen are very good.

RECOMMENDATION
As note of the systems I perfect in itself, there are always weak points that
bounds to crap in, thus instead of ignoring them, we should try to avoid them
in totality in order to achieve the objectives of the organization.
Following are the points. I think, that company should further consider.
1.

As it is facing treats of competition from CELLO, REYNOLDS and

ADD GEL it should regularly revise its schemes in the interest of
the customers. It will retain the existing customers at the same time
it will help in prospect generation.

101

2.

The response time of the company is bit late, so it should be

improved.

3.

Retailers/Sellers should be given proper training so that they

become competent enough and become aware of every feature
present in the product. This will help them to clarify the queries and
doubts that intrude and halt in the minds of customers. This will
help in increasing the sales and at the same time will uphold the
product in the market.

4.

Single visit solution should give to the customers as over and again
visiting may cause irritation and rawness which might have bad
effect on the companys good will.

5.

The network system should be made much more efficient more

towers could be placed it they are required.

6.

Advertising not only boost up the sales but also create a positive
impression of the product. So proper advertising must be done
through various medium such as newspapers, television, Direct
Mail, Radio and magazines.

102

CONCLUSION
Considering the findings of the survey conducted among the consumers it has
been observed that the awareness level of the product is good and is
increasing. People are aware about the Reynolds Pen. But the major fact that
come to light is that some people are unaware of the fact that Reynolds Pen.
But people who know it have full faith in the product.
If we consider the market potential of the product in the market we find that
although the product is a many years old it has strengthened its market
potential rapidly
In nutshell we can say that the product is doing well in the market. Although
much advertising campaign has not been done for the product but still it has
gained popularity due to its natural feature. A strong sales promotion
programme can play a major role to boost the sales of the product.

103

QUESTIONNAIRE
Name

Age

Occupation

Profession

Businessman

Student

Others

Address

Phone No.

1.

Are you aware about Reynolds Pen ?

Yes

2.

NO

Which type of Pen do you prefer?

Gel Pen

Ball Pen

Ink Pen
3.

What are the factors that influence you to purchase a pen?

Advertisement

Friends

Price

Quality

Easy available

4.

Which Companys pen do you use ?

Reynolds

Reynolds
104

Cello
5.

6.

Add gel

Where do you rank it?

Higher-higher Society

Higher middle society

Middle-Middle Society

Middle-Lower Society

If you used Reynolds Pen then which brand do you mostly use ?
Reynolds
Waterman

Pilot
Papermate

Parker
7.

According to you what are the advantage to use Reynolds pen?

Smooth writing

Long life & durable

Comfort in writing

Better ink

Economical
8.

Stylish

What are the advantage of the pens of other company over the
Reynolds Pen ?
Low price

Better performance

Grip comfortable

Attractive design

Others

9.

Which price range you would like to prefer?

RS 3-10

RS 10-25

RS 25-50

RS 50-100
105

10.

How many brands of Reynolds pen do you know?

One

two

Three

four

All
Reynolds
Waterman

Pilot
Paper mate

Parker

11.

Why people choose Reynolds pen more?

12.

Do you satisfied with the performance of Reynolds Pen?

Highly satisfied

somewhat

Cant say

Dissatisfied

106

13.

Reynolds pen are generally better than other ones .

Agree

Disagree

Strongly agree

strongly disagree

Neither agree nor disagree

14

Are the Reynolds Pens Easley Available in the market?

Yes

15

NO

Any suggestions comments (Please specify)

BIBLIOGRAPHY
107

REFERENCE BOOK:
Marketing Research (Author- G C Beri)
(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Third Edition(2002)
Marketing Management (Author- Rajan Sexana)
(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)
Second Edition(2001)
Marketing Management (Author- R S Sexana)
(Publish by Himalya Publication, New Delhi)
Ninth Edition (2000)
Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition(2002)
Research Methodology (Author- Bhandrai)
Print 2004, second edition

WEB SITE:

www.Reynolds.com
www.google.com
www.Reynoldspareker.com
www.rediff.com

108