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Camlin
Camlin is an 82-year-old Indian stationery company based in Mumbai known for Camel Ink. It offers a wide range of products including writing instruments, art supplies, notebooks, and office stationery. Camlin promotes its brand through art competitions and workshops for students and teachers. While it has strong brand recognition and positioning in art supplies, it has fallen behind competitors in other stationery categories. To strengthen its brand, Camlin should focus on expanding its distribution network, developing a clear value proposition, and introducing new product lines like notebooks under its own brand name.
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Camlin
- 1. Kallol Sarkar Ravi Saini Ravi Trivedi Rituraj Sharma Sahil Doshi
- 2. About Camlin • CamlinLtd. is an Indian stationery company based in Mumbai • It has been in India for 82 years from 1931 • First started as a single product company – Camel Ink • A recognised stationery and art brand in India • Over 50,000 retailers globally
- 3. Product Range • Technical & Drawing instruments • Writing instruments • Office stationery • Adhesives • Notebooks • Fine art • Hobby art • Scholastic art
- 4. School and educationstationary
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- 11. Fine art &hobby
- 12. Strategies of Promotion •All India Camel Colour Contest in which about 5mn students participate • Camel Art Foundation’s regional art exhibitions • Art teacher workshops • Hobby workshops • Craft competitions
- 13. Pricing • Premium PricingPolicy • Margins for Retailers • Manufacturing Costs
- 14. Positioning • One ofthe leading brands in stationary items • It forms a translucent image of their brand • Positioned themselves well in the Fine art and hobby product market but is way back in other stationary item markets.
- 15. Brand Personality • Symbol: Camel • Brand name : Camlin
- 16. Brand Equity • Brand Awareness • Perceived Quality • Brand Associations • Brand Loyalty
- 18. Conserving the Futureof Brand Camlin Adverts shown be shown as TV Commercials
- 19. All India CamlinColour Contest
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- 21. • Distribution Network:They should integrate a strong Distribution Network – Try to increase the shelf space. – All products should be available to customers easily • Value proposition: They should come up with a good Tag Line for themselves
- 22. New Product They shouldcome up with some new product like notebook and registers. Kokuyo has come up with Campus notebooks but they should promote them under the brand name of Camlin not under Kokuyo.
Editor's Notes
- #17 Brand Awareness: The consumers are still aware that a brand named Camlin is still present in the market which is known for stationary items.Perceived Quality: The quality of Camlin is always known to be good. Consumers have never thought that they will offer cheap quality products to them.Brand Associations: Camlin has tried to associate itself through films only. It has used film “Hanuman” and “TaareZameen par” for showing its association with kids.Brand Loyalty: Camlin has to work upon this parameter of Brand Equity. It is losing its loyal customer base due to the availability of other brands in the market which are readily available.