The document discusses plans for introducing a new pencil brand. It aims to target students and provide the best writing experience. The company will distribute pencils through wholesalers and retailers to reach customers. Its pencil range will include round, triangular, and semi-hexagonal options. Promotion strategies will include advertising, free samples in schools, and sales schemes. The company expects to compete effectively by focusing on quality, customer support, and grip design.

1. Introduction
Pencil has been used as a writing instruments since ages. The history of pen can be crated back
to the 16th
Century. Our company has taken the inspiration from feathers that were used by
Rajas and Rishis’. The flow that gave to them in writing different manuscripts is found in our
products. Our pencil target is mainly on kids and students. The pencil will surely stand beyond
the expectations of users.
Reasons for selecting the product
As Student, following are the reasons: -
 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: -
 Due to the cut throat competition in education, we feel it our duty to provide the
students with the best writing tool.
 We find a great scope to grow in this field.
 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.
Brands that exist in Market
Nataraj – 35%
Camlin – 18%
Luxor– 22%
Faber Castell – 15%
Classmate – 10%
Market Share
Nataraj
Camlin
Luxor
Faber Castell
Classmate

2. Permissions and Licenses Required
 Patent Registrations: Patient rights are given by government 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
1. Kokuyo Camlin Ltd is an Indian stationery company based in Mumbai,
India. Kokuyo of Japan holds around 51% stake in Kokuyo Camlin. Camlin manufactures art
materials, marker pens, fountain pens, inks, pencils, and other stationery products. The
company is well known for its "Camel" fountain pen ink and "Camlin" fountain pens in India.
2. Luxor Writing Instruments Pvt. Ltd., is a major Indian stationery company based in India.
Luxor manufactures and markets pens and writing instruments under the
Luxor, Parker and Pilot brands. It also sold Paper Mate and Waterman pens in India.
Luxor was founded in 1963 in India.
3. Faber-Castell is one of the world's largest and oldest manufacturers of pens, pencils,
other office supplies and art supplies, as well as high-end writing instruments and luxury
leather goods
4. Classmate is an Indian brand of student stationery products. ITC Limited launched its
Classmate brand in 2003 with the notebooks category. Subsequently, Classmate added
new products to its portfolio, including pens, pencils, mechanical pencils and geometry
boxes. Classmate has 900 distributors who make the products available in over 70,000
outlets in India. Classmate brought in earnings of Rs. 40 crore in 2005-06. This increased
to more than Rs. 650 crore in 2011-12. Classmate HB Jet Black pencils mark the entry of
Classmate into the pencils category.
Selling Price of Competitors
Competitors
Brand
Price
of
Product
Wholesalers
( Dozen )
Retailers
( Dozen )
Customers
( Dozen )
Apsara & Nataraj 15 20 25
Camlin 20 25 30
Luxor 20 25 30
Faber-Castell 25 30 35

3. Classmate 35 40 45
My product name and logo
Packaging
 Secondary Packaging: Pencils will be packed in paper box.
 Tertiary Packaging: They will be kept in hard cardboard boxes for transportation.
Channels of Distribution
Our company is selecting indirect channel in that two level for following reasons: -
i. This is most commonly used distribution path where two intermediaries are adopted by
firms to sell the product.
ii. The manufacturer sells the goods in bulk to wholesaler who sells in small lot to retailers
who supply it to ultimate customers.
iii. For less costly products, longer channels are preferred.
iv. Our product is not complex, for simple products longer channels can be used.
v. Our product is non-perishable so it can be distributed with long channel.
vi. This company is new, therefore, long channels are advisable.
Warehousing
The company has appointed Cleaning & Forwarding agents in various states like Rajasthan,
Maharashtra, Madhya Pradesh, Karnataka, Goa and Tamil Nadu. The goods will be dispatched to
wholesalers and retailers through the distributors. Therefore, the stock will be placed in the
ware house of various state under their corresponding C&F agent.
Range of Products
Roll-Along:
Used in Design pencils, themed pencils. The round pencil is the bare-bone shape of pencil. Their
sleekness makes them easier to print on than hexagonal or triangular pencils, and it is easier for
metal casings to be shaped in a round fashion than with corners. The round pencil exudes
simplicity. Round pencils are perhaps the hardest pencils to hold – their lack of grip leaves the

4. weary writer with a sweaty palm more susceptible to slippage and dropping. This is easily solved
put a grip on your round pencil and you have a comfortable and reliable writing utensil.
Tri-Grip:
Used in Elementary school pencils, some drawing pencils, some writing pencils. The jumbo
triangular pencil is well known among primary school teachers for its kindergartener-friendly
design. With three wide edges, the triangular pencil is easy to use for the kindergartner with a
small hand and a lack of finesse. Artists may find it easier to shade with a standard-sized
triangular pencil as well. Adults tend to have a hard time with the jumbo-sized triangular
pencil. Its wide edges are clunky, making it difficult for an experienced writer to practice their
finesse.
Semi Hex:
Used in: Drawing pencils, some writing pencils. The close neighbor of the Hexagonal pencil, the
Semi-hex has rounded edges for less rigid handling. Often, drawing pencils are semi-hexagonal.
The semi-hex allows the artist to twirl the pencil between their index finger and thumb to use
all sides of the sharpened point. The Semi-Hex may be too smooth for some pencil users to
secure a firm holding. Writers may find that the full Hexagon’s rigidity allows them an
unfaltering grip.
My price list
Name
of the
product
Price of
the
Product
Wholesalers
( Dozen )
Retailers
( Dozen )
Customers
( Dozen )
Roll-Along 15 20 25
Tri – Grip 15 20 25
Semi-Hex 20 25 30
Promotion Programs
 Advertising: It is an important promotional tool which reach mass and is economical too.
We will be giving advertisement on T.V. having a celebrity with an encouraging personality.
We will be giving ads in big posters across public places, in magazines and in newspapers.
 Personal Selling: The company has tie ups with major institutions. The representative will
distribute the free sample to the students in different school.
 Sales Promotion: The Company is using product combination as a means of sales
promotion. On purchase of minimum 15 units of pencils, the buyer/consumer will get an
Eco-Friendly notebook for free.
Schemes

5.  Wholesaler: The Company is providing a special scheme for its new release “Roll”. For all
the wholesalers who buy more than 1000 units of pencils will get 100 unit of pencils FREE.
 Customer: The Customer will get an notebook free of 150 pages, if he/she buys more
than 10 units of pencil or buys a whole packet of 20 units as a half price.
USP of my product
We are not just the best pencil manufacturers but we are the only that
 Has received the ECO HUBBY CERTIFICATE for the quality of raw materials used.
 Provides 24*7 customer support service.
 Firm Grip for Stress-Free writing.
Transportation
 We will use mainly road transport for transporting our products to various states’ C&F
agents. The vehicle will be able to transport 1,00,000 cartoons approximately 100 crores
pen.
 We have many branches in various states managed by colleagues. By road, railway
transportation, we will transport our products, to different cities that will grow our
goodwill in the market.
Marketing Mix
 Product: My Product is a pencil with a techno grip. The company has invested more
which leads to more innovations.
 Place: The product will be available at all those places which are convenient for the
customers, like any stationery shops, or a supermarket where the customer can easily
reach. We will give free samples to students outside their schools, so that if they like
our products then they can purchase it from their nearby places.
 Price: Price of our pencil will be equal to the market price of our competitors. Three
basic pricing strategies are: Market skimming pricing, market penetration pricing and
neutral pricing. The ‘reference value’ and the ‘differential value’ must be taken into
account.
 Promotion: We will bring out the catalogues of our product outside the schools, giving
the advertisement on newspaper/ magazines. There is no season for the promotion of
the product because pencil is that kind of product which is used all day round. Public
relation and effective communication that may use to provide information to
information to different parties about the product.

6. Questionnaire
Name: _____________________________________________
Age: _______ Gender: ______________
Occupation: _______________________
1. Do you use Pencil?
[ ] Yes [ ] No
2. Which brand you prefer?
[ ] Nataraj & Apsara
[ ] Camlin
[ ] Luxor
[ ] Classmate
[ ] Faber Castell
[ ] If any other, ___________
3. What quality do you see in a good pencil?
[ ] Smooth flow
[ ] Good Grip
[ ] Long writing
[ ] Stylish
4. What type of pencil do you prefer?
[ ] Round
[ ] Triangular
[ ] Semi-Hexagon
[ ] If any other, ______________
5. What are your cost preferences?
[ ] Rs 3-5
[ ] Rs 5-8
[ ] If any other, ______________