A PROJECT REPORT

ON

MARKET ANALYSIS AND SALES

DEVELOPMENT OF CAMLIN SCHOOL

RANGE

PRODUCTS IN NAGPUR

INTRODUCTION

Incorporated to take over the business of Dandekar &Company, Camlin got its

present name in1988.Starting with stationery products , it has diversified into art

materials and pharmaceuticals. Its products are marketed under the popular Camel

and Camlin brands. Its stationery division has a wide range of products like

fountain pen inks, rubber stamp inks, duplicating inks, adhesives, writing

instruments and gift sets, fountain-pen nibs and ball-point pens, erasers, stamp

pads, scales, carbon paper, etc .

The art material division supplies water colours , oil

colours , poster colours , drawing inks, crayons, oil pastels, fabric colours .

paintingbrushes,canvas,woodenandmechanicalpencils,lead,markers;mathematical,

engineering and biological instruments,etc. Bulkdrugs like diloxanidefuorate,

mebendazole, diazepam, etc,as well as a wide range offormulations(used in

treating asthma, skin diseases, rheumatism, etc)are manufactured by the

pharmaceutical division. Camlin started commercial production of high polymer

lead in Mar.'90, in technical collaboration with Pilot Corporation, Japan, and has

become one of the few companies in the world manufacturing the product. The

company's products are exported to east and west

Asia,Europe,Africa,Australia,etc.Camlin has entered into a marketing alliance

with Colart Fine Art and Graphics. UK, to market its Winsor &New ton premium

range of colour products. Besides expanding its present manufacturing capacities,

the company has also set up a plant to manufacture industrial grade synthetic

adhesives, which commenced commercial production in Mar.'96.The plant for

manufacturing bulk drugs/chemicals, commenced commercial production in

1995-96.

CamlinInternational became a wholly-owned subsidiary of the company. During

1998-99, the company has raised a sum of Rs.750 lakhs from IDBI through

Private Placement of 16.5%Non Convertible SecuredRedeemable Debentures for

financing capital expenditure &long term working capital. The

ErstwhileStationery &Art Material Divisions have been merged into Consumer

Products Division w.e.f .1stApril1999. The company undertook major expansion

in production of anti-oxidant range of products.

OBJECTIVES

Objectives :

To encourage school-going children to draw and paint and to acquire a

liking for playing with colours.

To give an impetus to art for the all-round cultural development of

children and to help develop motor skills and hand-eye co-ordination.

To give art teachers the opportunity to exchange ideas with their

counterparts.

To educate parents about the importance of art in a child's life for a richer

personality.

To popularise child art.

INDUSTRY AND COMPAN PROFILE

COMPANY PROFILE

KOKUYO CAMLIN Ltd.

Type- Public (BSE: 523207)

Industry - Stationery

Founded - 1931

Headquarters - Mumbai, India

Area served - South Asia

Key people MR. Dilip D. Dandekar (Chairman & Managing

Director)

Products - art materials, writing instruments, office products

IN BRIEF

YEAR EVENTS 1946 - The Comp. was incorporated on 24th December, as a

private limited Comp. with the main object of taking over the running business of

M/s. Dandekar and Co., which was founded by late G.P. Dandekar & D.P.

Dandekar in 1931 at Girgaum, Mumbai. The Comp. manufacture stationary

products, art materials and pharmaceuticals. The Comp. was converted into a

public limited Comp. on 24th March, 1988 & the name was changed to Camlin

Ltd.

- The initial product range of M/s. Dandekar and Co., comprised of ink tablets,

fountainpen ink, office adhesives, sealing wax, school chalks, brilliantine, pain

balm, etc. which took part in business activities in 1939 & was shifted to Mahim,

Mumbai.

1964 - The Comp. embarked on the first diversification of products by producing

for first time in India, the complete range of artist colours & materials such as

water colours, poster colours, oil colours, fabric colours, geometry boxes, drawing

inks, painting brushes & canvases. Many products were also added subsequently.

1974 - The production of wood cased pencils was taken up in the fully integrated

plant in the industrially backward area of Tarapur, Maharashtra.

1978 - In December 1947, 600 shares issued without payment in cash to vendores

as part consideration for taking over their business. Till date, 32,250 shares were

issued as bonus shares by capitalisation of reserves [2,250 shares in Dec. 1966 in

prop. 1:2; 10,000 shares in March 1975 in prop. 1:1 & 20,000 shares in April in

prop. 1:1.

1981 - As on 31st December, the Comp. was holding 6,00,000 fully paid up

equity shares of M.$ 1 each.

1982 - A joint venture Comp. 'Camlin N.S. Sdn. Bhd' set up in Malaysia was

closed down with effect from 28th February, following a directive from the

Malaysian Government in line with its decision to order closure of operations of

all the joint venture companies which were incurring losses over the past many

years. - After obtaining necessary approvals from the Ministry of Commerce

Government of India, the Comp. divested its entire shareholding amounting to M

$ 6,80,000.

1984 - The Comp. took a major step forward by diversifying its manufacturing &

marketing activity into the field of pharmaceuticals, ie., bulk drugs &

formulations at Tarapur.

- The Comp. acquired a licence to manufacture 42.100 tonnes per annum of bulk

drugs such as Diloxanide Fuorate, Mebendzole, Diazepam & Ibuprofen. A plant

at Tarapur was set up with an installed capacity of 15,400 tonnes per annum.

1986 - Workers of pencil factory at Tarapur went on strike with effect from 10th

March. The operations were restarted only on 19th October after signing an

agreement with the Labour Union valid upto 31st March, 1989.

1987 - The Comp. decided to set up a plant at Tarapur for manufacture of Hi-

Polymer Lead. A technical know-how agreement valid for a period of 5 years was

concluded in November/December with Pilot Pen Co. Ltd., of Japan.

- In April, 3,200 No. of equity shares of Rs.100 each issued at par Equity shares

then sub-divided. 4,32,000 bonus equity shares of Rs.10 each issued in prop. 1:1

in October 1987.

1988 - The Company products are marketed under the brand names of 'Camel' &

'Camlin'. Its Analytical Laboratory at Andheri is recognised as a public testing

house by State Food and Drug Administration of Maharashtra & the R and D

laboratory is aproved by Department of Scientific & Industrial Research,

Government of India.

- During June, some of then existing shareholders of Comp. offered for sale

3,00,000 equity shares of Rs.10 each at a premium of Rs.20 per share to enable

the Comp. to list its shares on the recognised Stock Exchanges. Out of total shares

offered for sale, 15,000 shares were reserved & allotted on a preferential basis to

the employees [including Indian working directorss] of Company. The balance

2,85,000 shares were offered for sale to the public [all were taken ups].

- During June, the Comp. offered 1,00,000-14% secured redeemable convertible

debentures of Rs.240 each for cash at par. Out of which, 5,000 debentures were

reserved for preferential allotment to employees/Indian working directors/workers

of Company [only 2,050 debentures taken ups] & 11,000 debentures were

reserved for allotment of UTI on firm basis. The remaining 84,000 debentures,

along with the unsubscribed 2,950 debentures of employees quota were offered

for public subscription. All the debentures were taken up. 150 debentures were

forfeited during 1989-90.

- Each debenture consists of convertible portion of Rs.140 & a non-convertible

portion of Rs.100. At the end of six months from the date of allotment of

debentures, Rs.140 of each debenture was automatically & compulsorily

converted into 5 equity shares of Rs.10 each at a premium of Rs.18 per share. The

non-convertible portion of Rs.100 of each debenture shall be redeemed at par in

three equal instalments at the end of 7th, 8th & 9th year from the date of their

allotment by drawing three equal lots.

- 96,000 shares issued at par in March 1988. 4,80,000 bonus shares issued in June

1988 in prop. 1:2 to shareholders prior to the offer for sale to the public. 4,97,550

shares allotted [prem. Rs.18 per shares] in conversion of debentures. 1989 - 1,700

shares were allotted [prem. Rs.18 per shares] in conversion of debs.

1990 - 750 shares issued in conversion of debs. [prem. Rs.18 per shares].

1991 - As at 31st March, 1991, the Comp. revalued its land & buildings & the net

surplus of Rs.330.26 lakhs arising out of it was credited to the revaluation reserve.

1994 - The Comp. entered into a marketing alliance with Colart Fine Art and

Graphics limited U.K.

- The Comp. embarked upon a project for expanding manufacturing capacities of

existing bulk drugs/chemical plant at Tarapur.

- The Comp. undertook to set up a facility for manufacture of industrial grade

synthetic adhesives at Taloja near Mumbai.

- The Comp. issued Warrants to promoter group on preferential allotment basis.

Of the 4,60,000 warrants, 3,32,000 warrants were converted into equity shares.

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

1995 - A major fire broke at Tarapur factory due to suspected electrical short

circuit which led to destruction of godown, raw materials etc.

- The Comp. initiated measures such as introduction of new products, change in

product-mix, reduction in overheads and thrust on higher value addition. - 71,900

No. of Equity shares allotted in conversion of warrants.

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

1997 - The Joint Venture Agreement with M/s. A. W. Faber-Castell Gmbh & Co.

Germany was terminated by both parties with effect from 30th November.

- The Comp. redeemed the last instalment of 33,340-14% Secured Redeemable

Non-Convertible Debentures of Rs 100/- each issued in the year 1988.

2002

-Camlin Ltd has informed that Mr S D Dandekar, Executive Chairman of

Company, will be retiring from the Chairmanship of Company. Mr D D

Dandekar, Managing Director of Comp. will be redesignated as 'Chairman &

Managing Director' w e f June 01, 2002.

2004

-Camlin Pharma, a division of Camlin Ltd, launched its mosquito repellent body

spray, Repelmos, in the southern states

-Delist from The Delhi Stock Exchange Association Ltd [DSEs] with effect from

December 11, 2004.

2005

-Camlin - JV with ColArt Fine Art and Graphics, U.K

2008

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

Camlin today

With 50,000 strong retailer network, prestigious foreign collaborations,

large consumer base, regular interaction with consumers by the sales force

and participation in international trade fairs like Paperworld in Frankfurt,

Camlin is now a trusted household name all over India.

We were also the first company in India to adhere to Art & Creative

Materials Institute’s world standards in toxicity certifications. Our All India

Camel Colour Contest too has been well-received, holding the record of the

highest entries ever and has been registered in the Limca Book of World

Records. We also believe in encouraging and promoting fine art, which is

why our Camlin Art Foundation was set up.

With many firsts to our credit, we are the pioneers in almost every product

that we make and sell.

Camlin was first to launch the hobby range of colours in India.

Camlin introduced colour categories in India like fine art colours, hobby

colours and fashion colours

From a company manufacturing ink powders in 1931 to a company

manufacturing over 2000 products, operating in diverse fields, Camlin has

come a long way. And the Executive Chairman, Mr. Dilip Dandekar is raring

to take the company to new heights in the 21st century.

Camlin started operations as "Dandekar & Co." with "Horse Brand" Ink

powders and tablets in 1931, and shortly started producing "Camel ink" for

fountain pens. It was incorporated as a private company in 1946, and was

converted into a public limited company in 1988.

In May 2011[2], Japanese stationery major Kokuyo S&T, recently acquired

a 50.74 per cent stake in Camlin and the firm is now known as Kokuyo

Camlin Ltd

MANAGEMENT TEAM

Mr Subhash D. Dandekar - Chairman Emerutus

Mr Dilip D. Dandekar - Chairman & Managing Director

Dilip Dandekar is the CMD of Kokuyo Camlin, a name synonymous with

Art Colours and Stationery in India which was started in 1931 during the

Swadeshi Era and now has more than seven and half decades of technical

expertise and state-of-the-art manufacturing facilities spread across the country.

Camlin is one of few companies which has not only survived but grown in the

post Globalization Era, thereby contributing a substantial percentage to the

countries GDP

Mr Shriram S. Dandekar - Joint Managing Director

Mr. Shriram Dandekar finished his M.B.A., , after which he took a position of

Executive Director in Kokuyo Camlin Limited. He is also Chairman of Camlin

International Limited, as well as Director of other companies engaged in various

activities such as Real Estate Development. Mr. Dandekar has travelled to more

than 27 countries in the world for business development.

Apart from all his professional commitments, Mr. Dandekar is also one of the

founder trustees of ‘Nanasaheb Dandekar Public Charitable Trust’, which helps

the poor and needy for educational and medical purposes. His personal interests

include music, cricket and travelling.

Mr. Takuya Morikawa - Vice Chairman

Mr. Nobuchika Doi - Executive Director

Mr. Hirofumi Iwatsu - Executive Director

Mr. Takeo Iguchi - Executive Director

SCOPE

Scope of Project :

The study carried out in Nagpur so its scope is mainly limited to this

region only.

It gives information about the size of the retail network.

It gives information about the services given by distributor, retailers and

various school suppliers to schools

It gives information about the competitor’s products and competitors

strategies.

It will serve consumer in better manner.

It provides suggestions to the company to improve their products sales.

It gives information about the impact of sales promotion activities to

improve the sales of Camel school range products.

CAMLIN PRODUCTS

Camlin products are categorized in to following categories.

1. SCHOOL RANGE

Camlin is developing new skills and enhancing them is what school is all about.

Where students can run wild with their imagination and express themselves

freely through art and craft. Again, school range of products are divided in to

two categories coolers and stationary

COLOURS

Colours

Wax Crayons

Artica Plastic Crayons

Oil Pastels Poster Colours (for

students)

Water Colour Tubes (for students) Water Colour Cakes (for

students)

Colour Pencils Redimix Students' Colours

Sketch Pens Decorative Craft Colours

Art Powder Colours Drawing Material

STATIONARY

Pencils

Pens & Refills

Pencil Pals

Adhesives & Scissors

Mathematical Drawing Instruments

Notebooks

Examination

Pads

2- Artist range

The wide range of products in our artists

Colours Mediums

Tools Surfaces

Accessories

International Brands

3- HOBBY RANGE

Be it telling a story on glass, creating magic on a piece of pottery, making fun

tee shirts for friends or painting a beautiful diya, our extensive hobby range

covers everything that can enable you to create some fantastic work as people

can pursue their passion.

Fabrica Acrylic Colours Fabrica Glue

Fabrica Coneliners Fabrica 3D Glitter

Mediums Sparkle Paper Glitter

Glass Colours and Liners Hobby Brushes

4-OFFICE RANGE

Home » Catalogue

Great job. Immaculate presentations. And all the right

stationery to back you up. We have an entire range of

office products that enhance your work, presentations

and meetings and help you get organised.

Markers

Cover-It Correction Fluid & Pen

Carbon PapersAdhesives

Rubber Stamp Pads

5-

CORPORATE RANGE

Everyone loves a quality product they can use. Our products make perfect

corporate gifts. So the next time a festival comes around the corner, make your

work-associates smile with some attractive stationery from Camlin.Roller Pens

Fountain Pens

ALL INDIA Camlin COLOUR CONTEST (AICCC)

20 years ago, art was not thought to be an important subject for balanced

perception and aesthetic growth of a child in school curriculums. Art was taught

differently in every part of the country and not given enough importance as a

subject. Some platform was required to lay down some basics and explain the

importance of art as a learning tool.

RESEARCH

METHODOLOGY

Research Methodology

Research includes meeting with the distributers, school suppliers, wholesalers,

retailers and in schools Art teacher’s principles key purchasers and students. The

research included preparation of the questionnaire to be answered by people for

knowing the competitive position of Camlin in the school range products. The

views were recorded in the research .

Research Approach

The objective was to know the competitive position of camlin in the school

range products in the market and in order to successfully conduct the research

the unbiased opinion of the interviewers was desirable.

Types of Question

The second important aspect in the designing a question is to decide which types

of question are to be used. Question can be classified in various ways.

Questionnaire contains following type information-

1. Open-ended question

2. Multiple-choice Question

Both the questionnaire consists of both types of question. Mostly all questions

are multiple type questions.

Phrasing of Question

In questionnaire, we try to phrase the question in logical way. For example we

arrange question in sequence as personal information, awareness data, usage

data, and finally related to reason and satisfaction.

Sampling Technique:

A stratified sampling technique was used. A different Stratum for different type

of respondent within every stratum the respondents was selected as per

convenience basis.

Method of Survey…..

Personal Interview

It is direct form of investigation, involving face-to-face communication with free

feedback information. It offers a sense of participation. It is more flexible form

of data collection. Use of unstructured, open-end questions is possible. Rate of

refusal is low. Depth interview is possible.

Complex questions can be asked. The interview can have questions to secure

more information. Observation approach can be combined to verify paying

capability of schools, income, status, standard information. Visual aids in the

form of catalogues samples etc. can be used to get views, opinions, and attitudes

of responder.

DATA ANALYSIS

LIMITATIONS

LIMITATIONS

This report had to work under several constraints and

limitations. Some of the key limitations are.

1. The survey is limited only for the city of Nagpur .

2. Time period of the project was limited weeks, which may not be enough to

understand the whole market or to cover whole schools.

3. The sample size of the taken was small .

4. Respondents may not have been true in answering various questions and may

be biased to certain other questions.

SUGESSTIONS

AND

RECOMENDATIONS

Suggestions & Recommendation:-

1. Product:

Camlin is doing a good thing by venturing into stationery market, which is

Very profitable. but it has not launched a wide variety of products

in thatparticular segment to attract consumers.

Launching of new products into a particular segment will help them

compete with the current competitors in that segment in a better manner.

Some of the existing products are not selling well.The company should try to

discard these products and utilise the resources in developing new products,

which can cater to future demands.

2. Price:

Camlin products are sold at a premium. However, the different varieties

take care to cater to needs of different segments.The company should

maintain this status quo while launching products in different segment.

Trying to compete based on price would not be a good idea, as it would affect

the brand equity.

Pricing for new products should be based on the market leader’s price. Its

Major focus should be trying to improve the quality of the product at the

same cost so that it can act as one of the entry barriers to the

new companiescoming into the colour segment-which is since a very long

time dominated by Camlin.

3. Place

Camlin has targeted schools of mostly tier 1, tier 2 cities of Mostly in the

entire country. Though it has presence in other regions of the country as

well its presence is not as much.

It should try to target other cities and other regions of the country as well.

It should use its strong Distribution network to cater to the needs of

children living in remote Areas

They should try to set up factories in every state of the Country so as to

minimise cost.

Moreover, Camlin transports majority of Their goods from their factory

situated in Mumbai to all over India. This increases their overall cost.

Instead if they have warehouse of their Own where they could keep their

goods it would be a better idea.

4. Promotion:

To prevent new entrants from capturing its market share Camlin can

adopt the following measures

1. Stock the retail outlet with Camlin product so that new entrants find

very little shelf space.

2. Instead of heavy promoting product through print media ads employ

More people to do on field marketing and try to search for new Unexplored

markets for its product (Television ads should be shown On cartoon channels

which would help to reach the target audience)

3. Organise contests other than the traditional all India camel Colour competition

such as slogan competition etc to lure more consumers into purchasing their

products.

 

4. Create events for schoolchildren such as workshop where kids can 

Come and enjoy actively participate. This would help them to develop a

good report with their major consumers.

5. They should sponsor various all India events which are viewed by

 Kids.

6. This also includes sponsoring movies made for kids like my friend Ganesha,

Hanuman etc..

BIBLIOGRAPHY

AND

WEBLIOGRAPHY

BIBLIOGRAPHY AND WEBLIOGRAPHY

Books:

i. Marketing Management (12th Edition) – Philip Kotlar

Websites:

i. www.google.co.in

ii. www.wikipedia.com

iii. www.kokuyocamlin.com.