India's favorite cello pens

India's favorite cello pens

Introduction

The makers of India's favorite Cello pens, are a part of Rs.800 crore (US$ 182mn.) Cello Group. 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 endeavours 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, all conforming to the highest global standards. The result of a well-equipped assembly line with over 175 ultra-sophisticated injection moulding machines and a highly trained and dedicated work force of 5000. Cello's extensive global R & D, cutting-edge manufacturing technology, production, processes, globally sourced material and exhaustive quality standards are among the best in the world. It's what makes Cello Group strong business conglomerate. It's what make a Cello a Cello.

India is an extremely competitive Rs 1200 crore (US$272 mn) market for plastic moulded writing instruments and Cello is the undisputed leader, presently manufacturing 4.2 million pens per day, with an installed capacity of 4.5 million pens per day. A colossus towering over the rest, Cello has well over 33% share in the domestic market and Rs 400 Crore (US$90.9 mn) turnover. Cello has been achieving unrivalled growth rates of 12% p.a. in the domestic market and exports growing at 60% contribute 14% of the domestic turnover. Thanks to the cutting edge technology,vast range of innovative pen across every price point, unparalleled consumer reach and strong brand equity, its really no wonder Cello today sells nearly 4.2 million pens a day, every day.

Cello has India's largest range of smart looking, high-performance gel ink and ballpoint pens in different ink colours and at a variety of price points. Be it a school kid , a college student , a young professional or a senior executive, there is a Cello for every one. Starting from Cello Alpha Gel , Maxriter and Gripper pens for pressure-free writing that are a hit with school kid to the cool looking Cello Finegrip, Pinpoint and Technotip XS that the college going crowd vouches for. From the ever-dependable Cello Finer, Pointec and the stylish Cello Powermaxx that has become the working professionals' most preferred to the Cello Sapphire, Papersoft and Executive pens with a certain understand luxury that have become a common sight on the desks of senior executives. There's also Cello's new range of Highlighters and markers that have carved out an enviable name for themselves in a very short time.

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Cello is now poised on the verge of an exciting new leap forward, with an ambitious diversification plan that will propel Cello well beyond the realm of pens and writing instruments. Cello's foray into notebooks, office files (stationery products) pencils, desktop accessories, OHP & CD markers and mechanical pencils will lead to enormous growth in the coming years..

Cello Pens are backed by well-thought out marketing and advertising campaigns based on strategically sound positioning that have driven the name Cello to the tip of every tongue. Today, Cello enjoys very high top-of-mind consumer recall and a prime spot of consumer mindspace. This, coupled with Cello's aggressive below-the-line promotional initiatives, makes sure Cello stays the most asked for pen in India.

Cello company history

1982 . With a tiny factory for making plastic household goods, Mr. G. D. Rathod makes a small beginning in manufacturing.

Behind this step the founder has a vision of uncompromising quality and total consumer satisfaction. Set up on this deep foundation, Cello begins its journey to become a leader.

Your browser may not support display of this image.1986 . A new factory for Cello Thermoware is set up in Goregaon, Mumbai capable of manufacturing the finest range of hot pots and casseroles, insulated water bottles, attractive range of insulated jugs and flasks. Soon demand rises for the new and quality products, to keep up with which a new factory is set up in Daman. Cello Household Products began to be exported to a number of countries.

1994. Cello Group ventures into manufacturing moulded furniture.

Elegant, versatile and durable, Cello furniture brings convenience and style to consumers at surprising economical price , made from special grade plastic and state-of-the-art moulds from Italy. Cello furniture becomes a household name in quality.

1995. Cello Writing Instruments, a part of Cello Group entered the plastic moulded ball point pen market. In 1995, Cello exploded on the scene with Cello Clear Pens with Swiss tips and German ink and changed forever the way pen ran on paper. The revolutionary new smear free, smooth flowing pen not just took the market by storm but marked a new era in writing instruments in India. Not too long after, the company unveiled two more models Prism and Crystal and with that what started as a mere 3-machine company, took wings.

Awards

True merit never goes unrecognized. Cello has bagged national and international recognitions and awards there are to win in fields associated to its endeavors for product quality, service, manufacturing practices, environmental safety standards, export performances and for excellence in marketing. Cello has also won Reader's Digest Trusted Brand in Asia for three successive years 2006, 2007 and 2008 as well as Plexcouncil Export Award .

Cello brand has received an overall average score of 6.30 out of 10 in the 3 rd edition of Consumer Superbrands and it falls within the top 25% of all brands across all segments and all categories. Cello is proud of its achievements and grows only more resolute to raise the bar higher still every it receives an honour.

Business Mission

• To develop, produce and sell high quality note books worldwide and help our customers to get the maximum value for money.
• To create incremental demand for note books through marketing and promotion strategies.
• To create incremental enterprise and brand value to increase the net worth of the group
• To build in-house resources of unsurpassable skill in design, manufacture and customer response.

The aim is to make cello the leading brand in notebook segment .Vision further positions cello as a market driven, people centric company with a strategy and a structure that fully reflect the needs of its customer base while also increasing shareholder value. And the company' vision is to plan to offer the customer the world's most finest and advanced products and to become the leading consumer durable brands in the country.

To delight and deliver beyond expectations through ingenious strategy implied enterprenuership, impared technology, innovative products, insightful marketing and inspired thinking about the future.

Marketing Objective

The objective is to establish the company as India's best note book making company.

To be the world's leading manufacturer of note book and retailer of branded note books , with a strong, globally diversified infrastructure and integrated operations efficiently linking note book from rough to retail.The marketing objective is to strengthen the positioning of cello note book and with this note book segment to grow from 5 percent to 15 percent. The main objective is to file survey during the project to find out the market share of the cello and to find out the potential dealer and development of these dealers. The objective was to find out that what are the parameters which affect the customer while purchasing product.

To enhance the knowledge about marketing and branding activity.

THROUGH INGENIOUS STRATEGY;

Only by taking recourse to advance planning and strategy that a business can hope to survive.

PRODUCT DEVELOPMENT;

Product development innovations and customizations are the tools cello uses to stay ahead of the competitors.

INSIGHTFUL MARKETING: -

The market share depends a lot on the psyche of the customer. This means that those with deeper insights into the elusive mind of the buyer are likely to dominate.

INSIGHTFUL THINKING ABOUT THE FUTURE:-

The future is unpredictable but not doing anything about it is the foolishness. Cello extrapolates future trends on the basis of current changes in technology and preferences

The INDIAN Consumers

Recently, there has been a huge growth in the number of different styles for note book on the market - a trend that is set to have caught the imaginations of many consumers who have grown tired of boring and simple white paged notebooks. Many consumers base a lot of their purchase decisions on how attractive useful and effective a note book can be . whether the pages are good enough, whether the note book suits their purpose or whether the note book contains all the qualities to fulfill their needs . They also base their purchases around the ability of the note book In INDIA, when it comes time to purchasing a note book, there are three different consumer groups.

For rough work

For making notes

For other purposes

People using note book for rough work are more concerned about the number of pages

Other who use it for fair work or making notes are concerned about quality so that they can read easily what they write and will remain with them for a long time

The people using it for other purposes do not bother much about or don't take much interest about these facts and use note book because they have something to write

But, our target would be all three types of consumers which is quite huge.

Product Name - ''cello Note book" From "cello company ".

SLOGAN - Long-lasting breath and whitening forever.

Product description

Types of note books:

A) nylon sheet note books are specially made for those customers who believe need quality pages that cannot be damaged by water , heat etc

B) thick notebooks are ment for those who need more pages in their note books so that they can use it for a longer period

The main characteristic of these note books are what ever is written on these books can only be rubbed by eraser while the water has no impact over what is written either with pencil or pen . even they are not easy to damage by water and fire

I. Executive Summary

A. Summary of situation analysis

cello Note books involves different types of note books which would be entering the market in 2010 by cello company. This marketing plan summarizes the company's situation at the time different note books were introduced and the different marketing strategies that we believe would be best for cello company and their new note book.

B. Summary of marketing strategies

The marketing strategies include proposed strategies involving product, price, place, and promotion.

C. Budget summary

Included in the marketing plan are pro-forma income statements for Launch of the note book.

D. Growth Patterns

Consumers first purchased note books without much knowledge or information concerning the product's benefits. As new product development increased, and consumers became better informed about the benefits of note books, they began to focus their interest not only on writing , but also on the quality of pages and their need , . Because consumer interest and note book purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class. Consumers began to purchase note books based on the specific benefits each note books and company had to offer.

SITUATION ANALYSIS:

INDUSTRY ANALYSIS:-

MARKET TRENDS;-

In the current situation the note book is not now an only source of writing things as the new and better source of noting down things has come up in the market. With the advent of the computers and laptops the television manufactures are facing the tough time as now the person with laptop will have a handy e - note book rather than the brittle notebooks . But here one thing is worth remembrance that the note book market in India is still. A big source of writing things for the lower and middle class families. For a high income class group the note book has attained the position of the ornamental stuff in their bags

So, the note book industry has to change fast with the changing needs and utilities of the product for the customers. Cello notebooks has to be cute to fit the bags and good to fit the pockets of the middle class customers..

The Indian note book industry is going through turbulent transformation. Companies are relooking at their strategies and are desperate for growth. The changing environment demands fresh thinking to gain the cutting edge advantage. We will look at the various macro and micro environmental factors operating in the industry using the model of strategic analysis i.e. to analyze the bargaining power of buyers and suppliers, the threat of new entrants, threat of substitutes, intensity of rivalry, impact of technological changes, growth and volatility of the market and the influence of government and regulatory intervention

Competitors

As we have analyzed about the competitors of the company in the field of note books so some big players are :-

Apsara note books :-Hindustan pencils limited manufacturers a wide range of stationery writing pencils, erasers, color pencils, ball pen, scale or graphical instruments etc. that also includes note books Under the brand name apsara, nataraj and colorama. Hindustan pencils limited presents apsara note books -jumbo. The note book is very thick an contain so many pages with strong binding

Bril Rubz note books :-Bril india offers the bril rubz note books known for their fine qualities .

YOYO Stationery Co., Ltd.,:- is a comprehensive company covering design, manufacture and sale. That is specialize in series of stationeries, stationery set.

J.S.global co. ltd. :- the company is specialized in various shapes of note books

PORTER FIVE FORCES MODEL;-

DEGREE OF RIVALRY :-( very high)

Degree of rivalry means the intensity of competition within the industry apsara is now the market leader with 26% market share which is followed by bril rubz and yoyo stationary India is one of the biggest market for apsara ; therefore its strategies are much more aggressive to ensure growth. But bril rubz is much successful than apsara globally that's why the strategies of bril rubz is not much aggressive in India as compared to apsara . On the other hand yoyo stationary another major player has managed to hold its own in the middle of both these companies.

THREAT OF NEW ENTRANT (Low)

Threat of new entrant can be determined by the factor that how easily a entrant can enter into the market. And also by the entry barriers, which act to prevent new players to enter into the market .In a situation where a new entrant can easily enter into the market makes difficult for the existing producers and also affect the profit of that company. When profit increase, additional firms will enter the market to take advantage of the high profits levels.

THREAT OF SUBSTITUTE (Low)

Substitute products refer to products in other industries. laptop is the substitute of note books . but the basic need of writing or noting down something is still fulfilled by notebooks

BUYER POWER :-( Very high)

Buyer power influences the prices that a firm can charge. The note book market can be broadly segmented as up graders who want to upgrade their low quality notebooks to high quality note books . The first time buyers who want to purchase note book for the first time. And multiple set purchasers who are purchasing more than one book because of the big need . Lastly comes the replacement purchasers.

SUPPLIER POWER :- ( Low)

Supplier's bargaining power influences the cost and quantity of input material. Higher supplier power raises the input cost, thereby reducing the profit of the industry.

Customer profile :-

As for the customer profile is concerned we have targeted mainly to the students, professionals offices, all the users of stationary. So that customer who wants the best performance in note book we have targeted all of the as they are our target audience, and under our customer profile

A. Customers

cello company would be entering its first year of operations. It's main markets would be concentrating in INDIAN. It plans to introduce note book in all the big cities of INDIAN like Bombay, Calcutta etc.. cello company is looking at all possibilities of selling it's note books in INDIAN especially cities where there is maximum population. The customers would be provided with a whole lot of varieties in note books.

B. Competitors

There are some established brands in this field like apsara yoyo bril rubz and several local manufacturers These note book brands would also be tempted to enhance their capacity utilization by trying to compete in the market. Cello company is aware that some big players are also eying this highly fragmented sector for entry through the contract manufacturing route which could lead to pressure on margins in the near future. Cello notebook is aware of it's competitor's strategies and hence it would be launching it's products accordingly.

Weaknesses of Competition

Many competitors striving to succeed in the quality care , apsara and yoyo stationeries know that in order "to be a leader in the note book category, companies have to be able to compete in all areas of the note book quality . Because there are many primary competitors in this market, product innovation is a key factor to a company's success not only had to worry about cannibalizing their own products, they also had to worry about the new line of products that were being introduced by such companies as apsara . With companies holding large shares of the market, cello note book had to worry about theinnovation of new products that could compete with the cello note book. Companies that hold large market shares can afford to pay for more advertising for a newly developed product.

SWOT analysis strengths

• Advantages of proposition
• Capabilities
• Competitive advantages
• USP's (unique selling points)
• Resources, Assets, People
• Experience, knowledge, data
• Financial reserves, likely returns
• Marketing - reach, distribution, awareness
• Innovative aspects
• Location and geographical
• Price, value, quality
• Accreditations, qualifications, certifications
• Processes, systems, IT, communications
• Cultural, attitudinal, behavioral
• Management cover, succession

weaknesses

• Disadvantages of proposition
• Gaps in capabilities
• Lack of competitive strength
• Reputation, presence and reach
• Financials
• Own known vulnerabilities
• Timescales, deadlines and pressures
• Cash flow, start-up cash-drain
• Reliability of data, plan predictability
• Morale, commitment, leadership
• Accreditations, etc
• Processes and systems, etc
• Management cover, succession

opportunities

• Market developments
• Competitors' vulnerabilities
• Industry or lifestyle trends
• Technology development and innovation
• Global influences
• New markets, vertical, horizontal
• Niche target markets
• Geographical, export, import
• New USP's
• Tactics - surprise, major contracts, etc
• Business and product development
• Information and research
• Partnerships, agencies, distribution
• Volumes, production, economies
• Seasonal, weather, fashion influences

threats

• Political effects
• Legislative effects
• Environmental effects
• IT developments
• Competitor intentions - various
• Market demand
• New technologies, services, ideas
• Vital contracts and partners
• Sustaining internal capabilities
• Obstacles faced
• Insurmountable weaknesses
• Loss of key staff
• Sustainable financial backing
• Economy - home, abroad
• Seasonality, weather effects

Marketing strategies

STP

Earlier cello has only deals in pens but now it has launch its new product in the market by making this note books there are certain features and also made for the different categories like for the children it has made

Cartoon printed note books which has used by children and also come in different and attractive designs.

And for business use and for the and in offices there is different product that is

Official note books which can be used to take with them n high profile meetings

And this note book can be used by professionals in offices by the students etc.

And by making all these product one thing company kept in mind that is price that prices are fixed in the way that any person can be used any of the note book very easily and also there are different style and prices

Cartoon printed note book ---- Rs32

Nylon page notebook ----- Rs 40

Thick note book Rs. 20

These all are in different style, packaging and also used for different users for different work .

Marketing mix (4 P's),

Product: cello notebooks for first time in the market in different shapes, attractive packaging, different price for different users according to usage

Price: Company uses low pricing strategy by keeping customer view in mind because its main aim is to get maximum profit and also have maximum market share.

Cartoon printed note book ---- Rs. 32

Nylon paged note book ----- Rs40

Thick ------------------------ Rs. 20

Promotion: To aware the customer about the product company uses the strategy that it provide with all type of note books a cello pen and also as a sample for use the product is there in every shop of stationary so that customer can personally first use the product.Product promotion is communication spread through advertising, publicity, and sales promotion. cello Note book wouldalso advertise their products by using commercial, magazine ads, the radio, Advertising would also be done to promote new products, remind consumers of existing products, and also promote the image of the company at hand.. Also, cello note book would benefit from the usage of in-store displays.

Place: This product is already launched in the foreign countries and also company also getting good result and maximum share in those country so according to that company seems good result of product in INDIAN market also.

Product Development

In the business and engineering contexts, the New Product Development (NPD) is the generic term used to describe the complete process of bringing a new product or service to the open market. There are two parallel paths commonly involved in the NPD process: one includes the idea generation, product design, and detail engineering; while the other inherently involves the market research and marketing analysis. After a comprehensive and visionary market analysis, a prototype of the product is finally developed. The prototype clearly runs through all the desired tests, and be presented to the target audience to observe if any changes still need to be made, for the desired success of the business of the product.

Unique consumer insight is the ultimate foundation upon which all successful new products are constructed. As a perceptive and experienced provider of custom marketing research solutions for a long time, our well established market research organization specializes in the new product development research, and its broadly experienced marketing researchers can partner with you to guide you through the entire process.

Implementation, Evaluation, and Control

As company evaluate the sale of same product in other countries and it has maximum market share and customer can use this product so same has to be used in INDIA also company need to capture Indian market mainly the Government sectors and Schools and Colleges.

And when the company provided sample for the promotion of the product the product demand is increases in India also people are being attract towards the product and company can also get profit in Indian market if same has been the scenario.

And company still needs to do for the product so that the overall cost can be decreases and price of the product decreases and also need to change changes in it want to add more features so company is still doing and making plans for that.

Conclusion.

Company needs to get more profit in the for this product also as they get in Parker pen so many plans and strategy has been made and also which leads to the good for the company and also company promises to make new product which is required and liked by the customer and also has no environmental effect .

And Company also earned market share in other countries and same is dreaming in India and by the features and also it kept in mind requirement of the consumers and make accurate product.

BIBLIOGRAPHY

· Friends, Magazines and News Papers

· Theoretical help from Philip Kotler

· http://findarticles.com/p/articles/mi_gx5205/is_1997/ai_n19124842/pg_2/?tag=content;col1

· http://www.oppapers.com/search_results.php?action=search&query=swot+analysis+of+parker+pen+company

· http://en.wikipedia.org/wiki/New_product_development

· http://www.businessmarketresearch.locateindia.com/usingmarketingresearchdata/marketing-analysis.html