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ZIPPY PEN- Personal selling in B2B
Zippy is an emerging player in the Indian stationery and office supplies market. It manufactures ball pens, gel pens, and customized pens at its facility in Karjat, Maharashtra. These products are distributed across South India through over 150 distributors, reaching around 100,000 retail outlets. Zippy aims to become a top player in the domestic and Asian stationery markets. It competes with other major brands like Camel, Cello, Parker and others. The Indian pen market is valued at Rs. 22 billion and growing at 9% annually, dominated by low-cost ballpoint pens. Zippy uses trade promotions, advertising, and dealer incentives to attract customers and channel partners.
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ZIPPY PEN- Personal selling in B2B
- 1. ZIPPY Now you’re writing… Zippypvt. Ltd. Mumbai, M.H. Sales team- Shaivi Kharbikar Sekhar Choudhury
- 2. ABOUT COMPANY • Zippyis one of India's emerging player in stationery and office supplies segment. It is building its position in domestic market with its product range which includes ball pens, gel pens, and customized pens. • These products are churned out from zippy’s manufacturing unit at Karjat, Maharashtra. • Zippy products are distributed throughout the length and breadth of south India through our distributor, which cater almost half of 1 lakh retail outlets in north India. With 150 distributors. • We want to be top player in the stationery segment domestically and in Asia.
- 3. PRODUCT TYPES: 1. BALL 2. GEL 3.CUSTOMIZED
- 4. BALL PEN 15 Rs 10Rs 5 Rs
- 5. GEL PEN 20 Rs 15Rs 10 Rs
- 6. CUSTOMIZED PEN • Twistball point pen uses a standard zippy refill. can also accept gel refills. • 24 carat gold plated hardware with black enamel. • Can be customised as per user requirement. 350-500 Rs
- 7. COMPETITORS • Addgel • Camel •Cello • Faber Castell • Flair • Jetter • Link • Luxor • Parker • Pilot • Reynolds • Rotomac • Stick
- 8. MARKET POTENTIAL Rs 22bn in value ,growing at rate 9%. About 80% of the revenues of the pen industry in India comes from pens with a price range of upto Rs 15. While the market for lower price range (up to Rs 15) is growing at a rate of 7 to 8% annually, The market in being dominated by the ball point pens, which accounts for 70% of the total demand for pens in India, gel pens (20%), fountain pens (4%). The rest accounts for only 6% of the market. A majority of users, 85%-blue ink 15%- black, red other colour inks.
- 9. Product differentiation- spill proofand water proof ink customizable pen smudge proof strong tip leak-proof ball point oil based greasy gel pen MARKET SEGMENT (a) young students - 55 to 60% (b) frequent users - 20-25% (c) Other multilevel users - 15 to 20% of the market.
- 10. Media and Advertisement •Posters • Dispensers • Wobblers • Danglers • Banners • Wall paintings • Dealer boards • Shutter paintings • advertisement on the back of notebooks • Through stalls at malls • putting up banners on BEST buses and local trains in Mumbai.
- 11. Major buyers • Corporategifts- Neha Creations, Mumbai(M.H.) • Distributers- G M internationals • Educational Institutions • FMCG- Distributers- RELIANCE Mart • Sony Plastic – Wholeseller • Penmarket.com – online buyer
- 12.
- 13. PROMOTION • Some prominenttrade promotion schemes offered to the retailers are as follows. • 10% schemes: The retailers are given 1 unit of the product free on 10 units. This is called 10% scheme. The retailer can sell these extra units and add to his profits. • Amusement park passes: The retailers are given free passes for the amusement parks, clubs etc. • Movie tickets: The retailers are sometimes given free movie tickets so that the co’s. brand is pushed • Quantity purchase schemes (QPS): The retailer gets some gift or free tour provided he achieves a certain sales target. These schemes are target oriented. For example, flair had a scheme whereby a retailer would get an Onida TV if he sells its pens worth Rs15000 in three months. • Dealer meets: The retailers of a particular area are invited. They interact with the company officials and they are given a party along with their family. Recognition: Some companies give a certificate to prominent dealers to boost their morale.
- 14. Unknown to unparalleled •Aggressive media network- educate customer about the benefit and utility. • From time to time diversifying the raw material used- to maintain quality. • Innovation in terms of maintaining uniqueness.