abhishreshthaa
Abhijeet S
- Marketing mix is a set of controllable marketing variables that the firm plans to produce the response it wants in the target market.”
- “Marketing mix is an optimum combination of all marketing components which facilitates realization of company’s objectives.”
- “Marketing mix is a set of marketing tools that the firm uses to achieve its marketing objectives in the target market.”
- “Marketing mix is the blending of 4 inputs or sub-mixes, which form the core of marketing system. They are:
- • Product
- • Price
- • Promotion
- • Place.
PRODUCT
RAW MATERIAL DETAILS
The following are the raw materials used in Manufacturing of Ball pen and Gel Pen:
- 1. Plastic Granules: This primary raw material is used in the preparation of the Body, Caps of the pen and Refill. the company uses various types of plastic Granules (i.e.) PP (Poly Propylene), HDPE (High Density Polyethylene),LDPE ( Low Density Polyethylene),SAN ( Styrene Acrylonitrile Copolymer) PC ( Poly Carbonated) etc
- 2. Inks: Company uses Water and Oil based Ink which are Imported from the Korea and other Overseas Market and Procure Domestically.
- 3. Tips and Points : Tips are also Imported and the size , shape of the tip determines the price of the Tips.
- 4. Packing Materials: Company uses various Grades of Plastic, Craft Paper and Cardboards and Corrugated Boxes purchased from local Markets Company also uses other packing materials like Packaging Jars, Acetated Bottles, Blisters, Tumbler setc.
PRODUCTION PROCESS
The complete Manufacturing of pen is divide in the five main parts they are as mentioned Under
I. INJECTION MOULDING PROCESS
• The different components of pen (i.e.) Body, Cap Nozzle Grip etc are processed and prepared on the injection Moulding Machine.The different parts/components require different chemical as well as moulds and
• Dyes The list is as Under
Body PST
Cap PP
Body & Crystal Cap SAN
Adapter DELRIN
For Grip HDPE & LDPE.
Here as mentioned above different types of Raw Material are used for different components of Ball Pen Due to the different qualities and technical requirements of Products.
• Pens have various plastic parts (i.e) Body, Grip,Nozzle,Capetc for which different types of moulds are made, which either are procured from domestic markets or Imported and some of the are In House Made, which are than Mounted on the machines as per the production process.
• Plastic Granules are heated from 200 to 240 degree Celsiusdepending upon the product requirement.At this Heat level the mixture melts and get converted into liquid form.
• The liquid form is than moved to Moulds & Dyes in the Injection Moulding Machine. Where it is cooled by the water which further gives it shapes and get Injects from the Machine.If Different shades and coloured are required than the plastic Granules are mixed with Coluur Granules In the Specified Quantity which is also known as Master Batching the Lot
II REFILLING PROCESSS
This is the manufacturing process where already purchased or procured ink from outside markets are filled into refiils used for the Pen for writing Purposes.The most technical part of the manufacturing process. Which is as under :
• Extruder Machines are used to extrude Refills Tubes. Refill for Ball pen and Gel pen are manufactured on the extruder.
• The tubes of Polypropylene are manufactured the extrusion Machines and than callibalised and cut into Standard or required size of the refills without Tapes or Edges.
• Ink used is either Imported or procured from local suppliers from Gujarat or Bombay or is imported in certain cases.
• Tips (i.e) Point required are Imported from Swiss or other overseas market and than they are cleaned on ultrasonic Machines. Point of 0.5, 0.6, 0.7, 0.8 & 1mm are used to fix on the refills nozzles.
• The tubes are than mounted on the Ink refilling Machines of Korea and Indian made and Ink is filled in the tube and Nozzles are filled on the Automatic Machines. Refills are stacked in Boxes and kept in the high speed centrifuge machines to remove air gaps
• The refills are than sorted cleaned and collected and packed for saleable quantity and balance is sent to assembly division for assembling with the Pens.
III LABELLING PROCESS (ON Cap & Body of Ball Pens)
At this stage the already made pen and refills are to be Labeled (i.e. Printed with Company Logo and with the respective brand of the pen Different Machines are used for the process as mentioned below:
• Foiling Machines
It is used to print the label on Body Manufactured as WEL AS ON THE Refill Manufactured. Here foiling is done at 1 Piece at a time
• Plotting Machine
It is used to print the label of the company on Steel caps and other plastic caps. Here the plating and printing is done on 5 pieces at one shot or at one time
IV ASSEMBLING PROCESS
Once all the Ball pens and Refills of a particular Batch of Production is labeled this the final stage of Pen Manufacturing here all the labeled and inspects part and lots are Assembled. Woman workers are use for the purpose who are responsible for assembling the Caps,refills,Body etc parts of the pen and packet it in the batch of 50.Finally the Packaged pen is Inspected and made ready for Dispatch to stores Department.
A Product is anything that can be offered to a market to satisfy a want or need. A product means the bundle, which satisfy human needs. VSCAN LTD. is major manufacturer of following products. All the above mentioned products are in different varieties, features, Packaging and Labeling which are as under :-
PRODUCT VARITIES
As for the initial stage we are coming up with 4 products
BALL PEN:-
1.VSCAN MINI
2.VSCAN GRIPY
GEL PEN:-
1.VSCAN STYLO
GIFT PEN:-
1.VSCAN TECNO
PRODUCT FEARUTRES
UNIQUE FEATURES IN ALL OUR PRODUCTS
1. New ideas and a latest concept.
The five most important benefits: Smooth writing, Good looks, works in all weather, unbreakable flow of ink and mainly contains waterproof ink with Japanese technology.
2. Testing of the product
After all new ideas and concept the products prepared by
RND department and they all are clinicaly tested.
Various tests are conducted weather the PEN is really effective or no. It should have all the features mentioned. It shouldn’t have any negative aspect
FEATURES OF VSCAN MINI:-
Writes up to 3000 meters
Eco-friendly as pen body is made from recycled plastic
Bright and non-smudging ink
Use and through
Ink available in 3 colors blue, black, red.
Multicolored pen body
FEATURES OF VSCAN GRIPY:-
0.5 mm needle tip for smooth writing
Elegant & transparent body design
Soft grip for comfort writing
Stylish pocketable cap
Ink colors available blue, black, red, green.
FEATURES OF VSCAN STYLO:-
Long writing gel pen
Slim and sleek body for effortless writing
New delta tip for Non-Smudge Writing
Comfortable Grip
Consistent Ink Flow
Attractive click lock cap
French Technology
Ink colors available blue, black, red, green.
FEATURES OF VSCAN TECNO:-
Elite look
Elegant body structure
Built in pen drive and digital time C’lock
Metallic body
Available in different colours
Ink available blue & black.
Product package
The packaging of our product will be highly colour full and eye catching.
Design on the package will also have our logo and company name.
Company uses various Grades of Plastic, Craft Paper and Cardboards and Corrugated Boxes purchased from local Markets Company also uses other packing materials like Packaging Jars, Acetated Bottles, Blisters, Tumbler setc
VSCAN MINI-Will be packed in thin transparent plastic.
VSCAN GRIPY-Will be packed in the a plastic packet
VSCAN STYLO-Will be packed in a cardboard box
VSCAN TECNO-Will be packed in the plastic box as its an elite pen
PRICING DECISION
It is the exchange value of product or services always expressed in monetary terms. Price is matter of Importance both for the buyer and seller. Price is important factor in purchase decision. to the seller price is the source of revenue and to buyer price is the sacrifice of purchasing power. Price is powerful marketing tool.
Our Pricing Policy is decided depending upon market condition, demand, Raw material Price, Competitors Price and Products and other factors.
Price Of the Pen Is Decided taking into Consideration the following Cost.
1. Raw Material Cost
2. Production/manufacturing Cost
3. Transportation Cost.
4. Packaging & Labeling
5. State Wise Price Is Decided
6. Variable & Other Cost is undertaken.
After all this consideration we have developed a new strategy look at following aspects:-
• Consumer Demand For the Product and the analysis drawn from market survey.
• Analyzing the Competitors Price & Product Range.(Penetrating strategy).
PROMOTION
Promotion plays a distinct role in marketing. It is a combined effort of salesman, advertisement and marketing channels. Promotion Mix consist of the Following.
Pre launch Advertising
Before launching our product we will be placing banners and posters at the public places which will say “Pen your Emotions”
And also TV adds which will create eager ness in the consumers mind to look further for the product.
Advertising when the product launches and after
After the successful launch of the product
Advertising through radio
Advertising through news paper and book
Advertising through TV add
Sales Promotion.
Weekly Bazaars: Promotion of our Pen in rural areas across India
Motive: Creating brand awareness and getting it on top of mind.
Idea: Since the market penetration of Pen industry is not high, we
look at promoting The Pen in rural areas by putting up stalls in weekly bazaars setup in most parts of rural India.
College/ Schools: Promotion of The Pen among the students.
Motive: Creating brand awareness and getting it on top of mind.
Idea: Since colleges and schools are the places where pens are used the most .Arranging a contest where students can take part and thus promote our Brand among the students as students are consider the fastest mean of advertising.
Malls
Concept: Promotion of The Pen among the elite class.
Motive: Creating brand awareness and getting it on top of mind.
Idea: Malls are the place where thousands of people visit every, thus setting up a stall on a rush day will help us to promote our brand.
Window Display Advertisement
Try me box:- This is the box which will be kept at the retailers shop, sales promotion desk, malls and the places where all we will do our marketing. This concept will not only let people know about out product but also give them a hand of expericen to use our product
Posters:- We will be sticking posters at the retailers shop, public places, school, colleges and near corporate areas.
Corporate Sales Promotion: We will have tie ups with big brand companies where we will give them benefits on buying a huge chunk such as ; discounts, Printing there logo and brand name on the pen.
Companies such as :-
Hindustan Lever Limited
Philips India
Warner Lambert.
Fuji Film
Cipla etc.
AFTER SELLS SERVICE
This service will be specially for the people who buy the VSCAN TECNO as this pen consist of pen drive and also a digital clock.
Hence looking at those aspects:-
1. We will have a on phone help officer
2. We will also give them online help through live chat with help officer
3. and if there if some problem with the product we will also repair the product free for the period of first 1 year.