Product: Pen

Business Studies Project

Marketing
Product: Pen

Index.
1.
Introduction
2.
Reasons For Selecting The Product.
3.
Brands That Exist In Market.
4.
Permissions And Licenses Required.
5.
Competitors' USP.
6.
Range.
7.
Name, Label, Logo, Tag Line.
8.
Features of my product.
9.
Selling Price Of Competitors.
10. Packaging.
11. Channels Of Distribution.
12. Warehousing.
13. My Price List.
14. Promotions Programs.
15. Schemes For The Wholesaler And Customer.
16. USP of my Product.
17. Transportation.
18. Social message for the Label.
19. Marketing Mix.
20. Questionnaire.
21. Conclusion.

Introduction
• Pen has been used as an writing instruments since ages. The history of pen can be crated back to
1380’s when the first patent on the ball pen was issued to Petrache Poenaru. Our company has taken inspiration from the feathers that were used by Rajas and Rishis’. The flow that it gave to them in writing different manuscripts is found in our products. Our pen target different groups, including grown-ups, kids, and the honchos of the corporate world. The Pen will surely stand beyond the expectations of users.

Reasons For Selecting The Product.
• As Student, Following are the reasons:-
1. It is a unique topic and none of my friends have chosen it.
2. As a Student, I am more connected with it. Therefore it gives me better understanding of this product.
• As a Company, following are the reasons for selecting the product:-
1. Due to the cut throat competition in education, we feel it our duty to provide the students with the best of writing tool.
2. We find a great scope to grow in this field.
3. It is a commonly found tool with person of any field.
So we intend to give all the writers the best way of writing experience.

Market Share
• Reynolds – 25%
• Classmate – 18%
• Uni-Ball – 13%
• Cello – 29%
• Flair – 15%
(Pie Chart)
sales
Reynolds
Classmate
Uni-Ball
Cello
Flair
Brands That Exist In Market.

Permissions And Licenses Required.
• Patent Registrations: Patent rights are given by govt to the employees for having innovative products.
No companies can copy design, technology, etc. if the product is secured through patents. The company has to pay fees to the registrar on the timely basis till the company wants the patent rights.
• Trade Mark: A part of brand which is given legal protection is called trade mark. Applying for the trademark is an easy procedure. The company has to give the list of brand names for which it needs trademark. Only one of the name is selected out of the list.

Competitors' USP.
•
Classmate pens: ITC forayed into the pen industry with the launch of classmate pens across market offering the consumer stylish and attractive designs. Classmate pens delivers unmatched comfort and neat writing experience. Classmate pens are attractive in design and superior in quality. The pens offer ergonomical grip; precision engineered tips and controlled ink flow. Mechanism to keep the writing smudge free and writing experience a pleasure. This first took off in the year 2009. ITC
Classmate becomes the first Indian company to join the Global Forest and Trade Network (GFTN).
•
Uni-ball pens: The mitsubishi “uni” pens were able to capture large share in the market through the following value added features in their pen:- the smooth writing experience, the ability to write super fast, superior resistance, never fades, vivid long staying colours, low viscosity, low smudging and smooth intense flow. The company use PRODUCT CONCEPT and concentrates on more quality building.
•
Cello: Lauded as one of the world's best and India's largest pen manufacturer's and well known for its dynamism and spirit of innovation. Cello ceaselessly endeavors to bring in the newest and the best of technology to set new benchmarks in quality and innovates constantly to blaze new trails in the market place. At Cello, innovation is not just a guiding philosophy, it is a key business process, dynamism and a defining attitude. Today Cello offers one of the largest range of pens offered by any manufacturer in the world.
•
Flair: It attributes innovation & commitment to quality as it core competence. It is exporting to more than 75 countries across the globe. Flair has expertise for OEM business as well, and its clientele includes most of the major brands from the field of writing instruments. It has tie ups with some of the pioneers of writing instruments industry. It has a wide range of product in its competence. 3 of its own brands FLAIR, LANDMARK, and RUDI KELLNER are conquering the whole world.
•
Reynolds: A continuous focus on constant quality and constant endeavor to provide quality products at affordable prices have ensured it to be in the indian writing instruments market. The company substantially invest on reaching more customers through T.V., press, radio and other mass media communications. Market revolutionist has always being tagged to key notes which through continuous efforts has transformed the writing instruments category from a commodity to a brand dominated segment.

Range
Verities/Types of the product

Point Size: .7mm
Tip: Jumbo bulky
Ink: DSW
Features: Waterproof ink,
Crystal Clear Body, Instaflow Ink
Technology for smooth writing, ergonomically designed barrel for smooth and sharp writing,
sweat absorbing.