Lexi Pens is an Indian manufacturer and exporter of pens that was founded in 1997. They produce over 1 million pens per day and sell 365 million pens annually worldwide, making them India's highest selling pen brand. Lexi Pens are known for their original designs, quality, affordability, and smooth writing. The company uses state-of-the-art manufacturing equipment from Japan, Germany, and Austria to produce their pens in their 200,000 square foot factory. Lexi Pens utilizes a direct sales force strategy to distribute their pens to over 67 countries through a network of distributors and retailers.

1. Chintan Desai
Pgcm-1408
SADMAN Report – Lexi pens Pvt Ltd.
Universal Business School
VINOD
SACHDEV ( Chief LEXI PENS)
VINOD SACHDEV
( Chief LEXI )

2. History & Background:
Lexi Pens is an internationally acclaimed Manufacturer & Exporter of
High Quality precision Tip Plastic Ball Pens, Plastic Gel Pens, Metal
Pens and Refills SINCE 1997.They manufacture about 1 million pens
a day and sell about 365 million pens annually Worldwide. The
company holds the recognition for being India's Highest Selling
single model pen ( Lexi 5 ) .Lexi Pens are best known and appreciated
worldwide for their Originality of Designs, Quality, Affordability
and their Ease of Writing. Lexi is considered one of the Most
Preferred and Reliable pen brands in India amongst prevailing 4000
products. They have built a brand in a highly competitive Indian
market within a very short span of time . They have undertaken
special efforts to provide a unique packaging and "Original Quality
Designs" to our partners worldwide. Lexi is valued due to our
readiness to understand and deliver, cater to specific customer
needs, consistency in supply and reliable after sales services.
Lexi Pvt. Ltd. was incorporated in India in the year 2001. Since then,
Lexi Pens has grown into a company exporting high quality pens to
over 67 countries around the world. An ISO 9001:2008 Company
certified by TUV NORD, Germany; Lexi Pens is a CRISIL financial
rating A-graded company. The state-of-the-art manufacturing
equipment used by Lexi are from Japan, Germany and Austria. In
2015, Lexi Pens will start production in a brand new 200,000 sq. ft.
factory for the production of world class pens.

3. Lexi is present worldwide and at many locations in India. We can see this in
the Map show below.
The product line of Lexi pens pvt. Ltd. Is as follows :
LEXI 5
Point Size: .7mm
Tip: Ohto / Needle
Ink: Regular (Red, blue, black & green)
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology
for smooth writing, Ergonomically designed barrel for smooth and sharp
writing
LEXI 5N
Point Size: .7mm
Tip: Techno Radius
Ink: DSW (red, blue, black)

4. Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology
for smooth writing, Ergonomically designed barrel for smooth and sharp
writing
LEXI JET SPEED
Point size: .7mm
Tip: Bulky
Ink : DWS (blue, black & green)
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology
for smooth writing, Ergonomically designed barrel for smooth and sharp
writing
LEXI 8N
Point Size: .7mm
Tip: Techno Radius
Ink: DSW
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology
for smooth writing,Ergonomically designed barrel for smooth and sharp
writing
Distribution network:
Direct sales force strategy
The distribution channel is purely Salesforce Strategy driven.
Area is been allocated by Area sales manager (for Mumbai Mr
Company Distributor Retailer

5. Anupam) to the salesman, salesman then has to look after the
allocated area for that particular day.
Lexi has own salesforce team which take order and supply the pen to
the retail shop on very that day itself as they carry all the stock
with them in taxi. Salesforce team take order manually. They
manage their inventory on weakly basis and Lexi has no credit policy.
Lexi is doing on business on instant payment through cash/ cheque .
On retail shop labelling and product arrangement are sometimes
done by salesman.
Pricing Model:
Lexi is giving 10 free refill on 100 refill.
Lexi 5n MRP is 5/- retailer Price is 3.85/-
Lexi 5 MRP is 5/- retailer Price is 3.85/-
Combo pack MRP is 5/- retailer Price is 3.65/-
Jet speed MRP is 7/- retailer Price is 4.35/-
Super fine MRP is 10/- retailer Price is 7.54/-
Refill MRP is 3/-retailer price is 2.20/-
Packaging and Distribution:-
Packaging is Lexi, they pack in Master cartoon. One master cartoon has
3000/- pen.10 pen in one small pack. For combo pack 50pen in one pack
and 1200 pen in one master cartoon.5000/- refill in one Master cartoon.
Packaging setup is major part of the distribution setup as it makes the
process simpler for salesman to collect order with right quantity in a
right time and makes delivery fast. Lexi pack product in simple pack with
10 pens in one pack. Lexi has different packing for combo pack.

6. FORWARD LOGISTICS
Logistics is the management of the flow of goods between the point of
origin and the point of consumption in order to meet some requirements,
of customers or corporations. The resources managed in logistics can
include physical items, such as food, materials, animals, equipment and
liquids, as well as abstract items, such as time, information, particles, and
energy. The logistics of physical items usually involves the integration of
information flow, material handling, production, packaging, inventory,
transportation,warehousing, and often security.
Here we learned that the logistics are simple and just fine to understand
as there are only two channel partners, distributor and then retailers.
A lexi hires a taxi daily through which sales is carried out and the
consignment is carried out along with it.
Trade Promotion Schemes :-As a part of promotional activities
Lexi has free scheme and give water bottle to retailer. Lexi give 10 refill
free over 100 refill. 5 pen free with one combo pack. If retailer
purchases 100 pen then he will get 10 pen free.( only jet speed variant )
POP Scheme:

7. There are various POP schemes which are carried out .One can see that
LEXI pens pvt ltd. makes the thing happen by promoting themselves. This
is done by displaying
Self Experience: Selling is very tough job to perform
It was quite a good learning experience where I learnt about lexi pen
distribution. In those 2 days of my visit I had been to every nook and corner
Retail shops of Dadar, Mahim, Matunga Rd, Lower Parel & CST (Mumbai city)
with salesman ( Navin Yadav). I got to know about how to deliver delivered the
product with in a quick span of time. I learnt many things form the retailer how
they placed their product. And the retailer were quite happy by the margin
provided by the Lexi company. Lexi is a popular brand so the retailer find
themselves easy to sale the product and the product used to finished quickly. I
observed the conversation between the salesman and the retailer. Some of the
retailers where not willing to tack the order of lexi pen but as soon as the
salesman acted upon situation like this he would try to be very humble with the
retailers & this help in building brand image. I learnt how to manage and rotate
inventory system, morning 9.30 salesman used to gathered in the depo. They
used to pull out big cartoons from the depo and put in their respective taxies .
And area sales manager used to decide whom to send where (4 sales person for

8. Mumbai division) in that particular area on that particular day. The area sales
manager used to decide how much amount of pen a salesman should carry on that
particular day. After the whole day of hard work, salesman had to report to
office around 5.00 pm and they used to hand over the amount they gained from
selling the pen on that particular day (every day target is 3000pens). Finally the
sales and distribution channel is so complex to read ,understand and visualize
but actual practice made it familiar how the big companies made them to
consumers actual product is good to watch with real eyes as it can be only being
unseen as a customer. As a salesman you need not only to deliver but to get the
challenges drive to positive manner in many case it leads to failure but create
that failure into success required powerful will to follow inside as a salesman. It
has been said THE MOST TOUGHEST JOB IS SELLING. So , being the
difficult task in hand ,it need to find the way to the solution that requires
patience, kindness and ready to do type guts inside. With that the real picture
of a salesman came into action who is the ultimate creditor of driving the
business but has been no reputation market but in the enterprise it has as when
orders come and target leads increased , sufficient training given.
THANK YOU,
Chintan Desai