TERM PAPER

OF PRODUCT AND BRAND MANAGEMENT

TOPIC- MARKET PLAN(REYNOLDS PENCILS)

SUBMITTED TO --Mrs.Anju Saini Submitted BY – Lect,LSB,LPU. RIMPI MEHTA Roll no R1811 A01 Sec- 1811 MBAIIIrd(SEM) Regd.No.10812432 INDEX

1. Acknowledgement2. Executive Summary3. Introduction to the market4. Definition to the marketing plan5. Impact of Environmental factors6. Marketing Plan for pencils7. Category analysis8. Current market suitation9. Competitor analysis10.Customer analysis11. Marketing strategy12.product development process13. Three levels of product.14.Brand name, Brand equity, Brand image15.segementation, targeting, positioning16.Product differentiation17.Product packaging, pricing18.Factors affecting buying behaviour19.Process of consumer buying behaviour20. Marketing communication process21. Financial analysis22. Monitor and control23. Conclusion24. Print Advertisement of Pencils25. Biblography

ACKNOWLEDGEMENT

I am grateful to thank our Campus Head for giving me this great

opportunity to do my project.

I also extent my thanks to Mrs. Anju Saini faculty guide who has

given me moral support to do my project work. It also extend my

thankfulness to my beloved parents and friends for their

continuous encouragement at every moment

It is my privilege to express my profound in debtness, my deep sense of gratitude to my facility guide who trusts in me and assigning me such an important and interesting project and also for sparing time from his schedule to discuss and clarity issues related to this project

EXECUTIVE SUMMARY

A marketing plan is a written document that contains the guidelines for the business centres and allocation over the planning period. This is the project is made on the basis for the marketing plan for the pencils. In this project our company is i.e, of Reynolds are introducing their new pencils product. The name of the pencils are the ‘Reynolds pencils’.

If our company is to make a new pencils and and have to sell it in the market we have to firstly made a market plan for it.That means we have to analyse the current market suitation i.e we to analse the impact of the micro environment, macro environment. We have to analyse the needs of the consumers and then do segmentation ,target and positoned the market. We have to do sureys for knowing the needs of the peoples. The more concise a marketing plan is the better it will serve you. This guide to writing a strategic marketing plan that meets the specific requirements of your business will take you through the development process step-by-step with easy to follow planning sheets to lead you through each stage. Than we have to choose different modes of communication for the sale ,promotion of our product. The format includes a fully developed sample plan and is designed to meet the needs of most types of businesses although the emphasis on different aspects of the plan will vary from one business type to another.

MARKET PLANNING FOR THE PENCILS(REYNOLDS PENCILS)

INTRODUCTION

MARKETING- Marketing deals with the identifying and meeting human needs. One of the shortest definition of marketing is meeting needs profitability organization .Marketing is a an organizational function and a set of process for creating and communicating and delivering values to to the customers and for managing customers relationship in ways that benefits the organization and its stake holders.

MARKETING MANAGEMENT- Marketing management is the art and science of choosing targets market and getting and keeping customers through creating,communicating,delivering superior customers values. So marketing is a societical purpose of selling and buying goods and services between the society and provides better services to the customers. So we can say that marketing is needed in every aspect of life.marketing is the exchange of transaction between the two parties. A transaction is a trade of values between two and more parties.E.g- A gives X to B, and receive Y in return .Transaction involves several dimensions at least two things of value agreed upon conditions a time of aggrement and aplace of aggrement.A legal system supports and enforce compliance on the part of the transactors.

MARKET- Traditionally, a market was a physical place where buyers and sellers gathers to buy and sell goods.Economist describes a market as a collection of buyers and sellers who transact over a particular Product or product class. Manufactures go to resource market buy resources and turn them into good and services.

MARKET PLANNING- It is well and good to include marketing your business and a lot a few hour a day to do marketing tasks.But if we donot organize our market plan our efforts won/t get nearly as far as putting .Marketing plan in writing gives you to a guide to work from ,it provides agoal to strive for an d it organize all those creative ideas you have floating around your brain.

Firms that are successful in marketing invariably starts with marketing plan . Marketing plan is not made without involving many peoples into it.No matter what you get foodback from all parts of yourcompany finance,personnel supply and so on in addition to markets itself.This will important because it take all aspects of your company to make your marketing plan. Your key people can provides realisitic impact on what’s achievable and how achievableand how your goals can be reducedand what they can sharen insights.

From all the things we can concluded that market plan is very necessary for the successful running of any business operation and to achieve various goals of the business operations in a right manner and in right way.

DEFINITION OF MARKETING PLAN- ‘A marketing plan is a written document containing the guidelines for the business centres marketing programs and allocation over the planning period’

THE IMPACT OF ENVIRONMENTAL FACTORS

The market environment surroundings and impacts upon their organization. There are three keys perspectives on the marketing environment. ,namely the micro environment and macro environment

MICRO ENVIRONMENT- This environment influences the oganisation directly .It includes suppliers that deals directly indirectly consumers and customers and other local stake holders.Microtend to suggest the small but this can be misleading.In context, micro describes the relationship between firmsd irectly or indirectly, consumers and customers, and other local stakeholders. This includes all factors that can influence and organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt.

There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology.The internal environment.All factors that are internal to the organization are known as the 'internal environment'. They are generally audited by applying the 'Five Ms' which are Men, Money, Machinery, Materials and Markets. The internal environment is as important for managing change as the external. As marketers we call the process of managing internal changinternal marketing.Essentially we use marketing approaches to aid communication and change management

MACRO ENVIRONMENT- Macro environment includes all the external factors that effect our product .The macro environment are also includes the factors like technology,political,geographical, ecologicaland sociocultural factors that has a impact on the manufacturing of the product.In the manufacturing of pencils we have to keep in the mindthe sociological environment, the society has been changed due to this the needs ,demands of the customers are also changed. Different kinds of pencils are made according to the need and standards of the peoples. Now high class people wants pencils which are of high quality and provides better services. The middle class peoples wants a pencils that are of low price and is not very expensive.So manufacture made the pencils in keeping all these things in mind. The pencil made is according to the new technology.

MARKET PLAN FOR PENCILS

If our company is to make a new pencils and and have to sell it in the market we have to firstly made a market plan for it.That means we have to analyse the current market suitation i.e we to analse the impact of the micro environment,micro environment.We have to analyse the needs of the consumers and then do segmentation,target and positoned the market. We have to do sureys for knowing the needs of the peoples. The more concise a marketing plan is the better it will serve you. This guide to writing a strategic marketing plan that meets the specific requirements of your business will take you through the development process step-by-step with easy to follow planning sheets to lead you through each stage. Than we have to choose different modes of communication for the sale ,promotionof our product. The format includes a fully developed sample plan and is designed to meet the needs of most types of businesses although the emphasis on different aspects of the plan will vary from one business type to another.

PROCESS OF MARKET PLAN

SUITATION ANALYSIS

CATEGORY ANALYSIS—The product of our company is the pencils. Our company is introducing a new product of Reynolds pencils with new unique features, and size. Our company is providing better and unique features to our customers. The competitors of our company are the other pencils stores like, HB, pencils, Apsara pencils.

MARKET SURVEY/ CURRENT MARKET SITUATIONS-- Market survey is the first step in the market planning .Our company firstly do the market survey for knowing the need current market suitation . For making our pencils we have to analyse what are the different kinds or types of pencils which are present in the current time in the market. We know about the different kinds of features of the pencils,their prices by doing the market survey. We also find the current needs of the market. NEEDS, WANTS AND DEMANDS OF THE CUSTOMERS The market plan will be started before the manufacturing of the particular product.If we have to make any kind of pencils products, we have to analyse the needs, demands and wants of the customers. Needs are the basic human requirements. Needs are than made wants. Demands are the wants for specific products backed by the ability to pay. We start our market plan by analysing that whether there is a need, want among the customers for the pencils we decide to make. We do survey ,markeyresearch for knowing te needs of the customers .We e fromhave to visit to the schools, and may know the needs of the children byPutting them questions and having their suggestions that what kind of pencils they want for writing ,and knowing from them that what are the difficulties they get fro their previous pencils while writing.We have to different types of peoples which are using pencils to know their needs.We get information After collecting all the information we have to get a result for knowing the needs demands of the customers and get ready for making pencils according to the needs wants and demands of the customers.

COMPETITOR ANALYSIS----The analysis of the competitor is very important aspect because through it we come to now that who are our competitor . The main competitor of our pencils are the other pencils company like HB , Apsara, Camlin pencils which are having good position in the market. Our company have to include that factors in our pencils by which our product look unique and different . For giving the stiff competition we will sell our pencils at different price as compared to other and we are also providing free sharpner to our customers.

CUSTOMERS ANANLYSIS- Our company is targeting different types of customers according to their needs and wants,. We are targeting the students of school, engineers, artists. Various kinds of pencils will be made by our company to satisfy the needs of our customers .

E.G-----Childrens like pencils having shapes of toys and other attracting things. The persons who have to work in the offices like simple pencils .Other professionals like different kinds of pencils so pencils are made according to the needs and wants of these different consumers.

ESTABLISHING OBJECTIVES - The main objective of our company are as follows-

To provide better services to our customers.To provide quality pencils to our target customers at the reasonable prices.To build a good image in the minds of our customers. To increase sales of our product.To generate revenues and profits by the sale of our pencils.

MARKETING STRATEGIES

For the introduction of new product in the market we have to develop a preliminary strategy plan for introducing our new pencils in the market.The plan consist of three parts. 1. First part dercribes target market’s size,structure,and behavior the

planned productpoitioningand sales,market share,and profits goals sought in the few years by our product.Therefore the target markrt for our pencil is mainly the childrens or, and persons of different professions like painters, archietect, drawing experts that needs the pencils for doing their work.We analyse yhe benefits which comes out by the sale of the pencils.

2.The second part outlines the planned price ,distribution strategy,and marketing budget for the first years.This part describes that what are the features or special points of the pencils which we have to made .In it we determine the prices of our different kinds of pencils. Like we determine that the cost of our pencil is 2Rs each But if thecustomers buy the box there cost will be of Rs 19.00 with a sharpner free. In it we also determine the different kinds of expenses which are to done for the introduction of our pencils in the market. Like the expenses done on the sale,promotion advertisemen,print media of the pencils. All the budget is made in keeping eye on all these things.That what are the profits which come to us by the sale of the pencils.As we see that during the first year a substantial amont will be spent on marketing research to but audits and cosumers panel data to monitor market reaction and buying rates.

The third part of the market strategy plan describes the long run sales and profits goals and market mix strategy over time. As we see that our products are selling at a verygood rate and giving us a lots of profits.We can invest more and more money in it and tries to improve the quality of our pencils by adding new features in it .We made the product mix and decided to make new kindsof pencils with new innovations and additional features .Like we should made pencil.To achieve high returns product quality will be start high and be improved over the time through technical research.

The price will be high at the intial level and lowered gradually to expand the market and meet competition.The total promotion budget will be boosted each year by 20% with the advertising- sale promotion split evolving eventually by 50-50. The budget for market research will be reduced proportionately after first year. Market strategy plan is very essential in the business for the proper allocation of revenues , expenditure from the product. It determines all the expenditire don for the sale of our pencils in the market.It also describes that to which segment of the customers we have to sell our pencils and what price.

THREE LEVELS OF PRODUCT

Three Levels of a Product.

For many a product is simply the tangible, physical entity that they may be buying or selling. You buy a new pencil and that's the product - simple! Or may be not. When you buy a pencilis the product more complex than you first thought? In order to actively explore the nature of a product further, lets consider it as three different products – the CORE product, the ACTUAL product, and finally the AUGMENTED product

These are known as the 'Three Levels of a Product.' So what is the difference between the three products, or more precisely 'levels.'

The CORE product is not the tangible, physical product. You can't touch it. That's because the core product is the benefit of the product that makes it valuable to you. So with the car example, the benefit is convenience i.e. the ease at which you can go where you like, when you want to. Another core benefit is speed since you can travel around relatively quickly.

The ACTUAL product is the tangible, physical product. You can get some use out of it. You can buy a pencil and can use it.

The AUGMENTED product is the non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So when you buy a apencil part of the augmented product would be the warranty, the customer service support offered by the pencil manufacture, and any after-sales service. 

MANAGING THE DEVELOPMENT PROCESS

Upto now the product has existed in only as a word description, adrawing , a prototype.The next step involves the a jump in the investment that dwarfs the cost incurred in the earlier stages. At this stage the company will determine whether the product idea can be translated into a technically and commercially feasible product. I n this step we have to made our ideas ,plans about the pencis in truth.In other word we made our pencils according to needs and demands of the customers.

PRODUCT DEVELOPMENT- The development of the pencils starts at this step. The job of translating target customers requirement are helpful in making of our pencils.We analyse all the collected data from different kinds of customers and made our pencils according to their needs. E.g the customers have said that theyat faces a lots of problems during writing because their pencils do not work properly their ,the points of the pencils get damaged during their writing time due to which they faces a lots of problems.From this we get idea to use thtat kind of lead in our pencils which is of high quality and would not get damaged while writing.We adopt the quality function method for manufacturing of our pencils. We develop a pencils according to view taken by the peoples during market research.

Product mix- In product mix we include that what are the additional benefits that we are providing to our customer along with our original products i.e, in it we can provide some additional services to our customers along with our pencils.

Like we can give customer free sharpener and eraser with the one box of pencils.Along with one pencils peoples gets a free attached eraser. By adding these additional things in our pencils the customers get happy,and it will definitely results in the increase of the customers loyality towards our product.It will also be helpful in retaining the attention of the customers towards our product.

PRODUCT STRENGTHS AND WEAKNESS- Product strengths and weakness describes the strengths of our pencils that what made our pencils different from other pencils.

STRENGTHS OF OUR PRODUCT

Like we should add what kind of features in pur pencils that should act as a strength of our pencils. We raise the length of our pencils ,and provides different shapes of pencils which distinct our pencils different from others pencils.The offer of giving a free sharpner and a eraser is also helpful in attracting the consumers towards our product.As more and more customer are getting our pencils , these all results in increasing sale of the product and increasing revenues of the company.

WEAKNESS OF OUR PRODUCT

Our company should also analyse the weakness of our product.

The main weakness may comes during the sale of the pencils that when we offer a free eraser and sharpner with our pencils whether the company may faces a lot of expenditure. These activities involves the wastage of money by the company.

The pencils of other companies like HB Pencils, Apsara pencils. etc, are the main competitors of our company. Our company have to add the extra features in our product so that our product gets a different position as compared to our competitors product.

PRODUCT LIFE CYCLE MANAGEMENT AND NEW PRODUCT DEVELOPMENT -

In the product life cycle management we can describes the product we determine for how much time we should sale our product in the market, whether for a long time and for short period of time. Life cycle of hallenA company positioning and differentation strategy must change as the product, market,and competitors change over the product life cycle.To say that the product have a life cycle is to assert four things.

1. Product have a limited life.2. Product sale pass through distinct stages each poising different

challenges ,oppturnities and problems to the seller.3. Profits raises and fall at different stages of the product life cycle.4. Productrequireddifferentmarketing,financial,manufacturing,purc

hasing and human resource strstegies in each life cyclr stages Productlife cycle of the pencils depends upon the needs of our customers that for how much time our product should remain in the market. If our pencils do not satisfy the needs of the customers it may comes in the decline stage that results in the extinction of our pencils in the market.Because the customers are not satisfied by our products their demand gets changed due to which our pencils comes in the decline stage.

INTRODUCTION- At the introduction period there is the slow sale growth of the pencils.At this stage the profits are non existent because of the heavy expenses of product introduction. In this phase the customers are not much aware about our pencils. Large amount of advertisement expense, discounts are given by our company to create awareness of the customers towards our pencils.

GROWTH- A period of rapid market acceptance and substantial profits improvements.At growth the product is selling at a high rate.

MATURITY- A slowdown in the sale growths shows the maturity period. As the sale of our pencils are not undergoing upto the mark. The

customer are now not satisfied by our pencils, the pencils donot functions according to their needs, results in the slow down in the sale of our pencils. The customers now get satisfaction from our pencils. The sale declines with the arrival of competitors in the market.It may seen that if the new company may introduce a new pencils with new and better features it will results in the decline in the sale of the pencils of our product.

DECLINE- Decline shows the a down ward drift and profits erode.At this point the profits from the existing product comes to zero. This stage comes - Due to the arrival of new competitors in the market and when the customer satisfaction from our pencils are not up to the mark. This stage may come when our pencil do not gives full satisfaction to the consumers.Decline may also comes when the taste and preferences of the consumers gets change.

If the decline stage may comes in the existing product life it is good for our company to develop a new product according to the needs of the peoples and providing a better sevices to the customers.

BRAND NAME, BRAND EQUITY AND BRAND IMAGE

Brand is the name ,term, sign,symbol or design or the combination that tends to the goods and services of one seller or group of seller and to differentiate them from others those of competitors.

A brand is the thus product or service that add dimensions that differentitate it in some way from others products or services designed to satisfy the same needs.These differences may be functional,rational,or tangiblerelated to product performance of the brand.

We give our pencils as the name’ ‘Reynolds PENCILS’ It’s a new product of Reynolds pencil company. Branding may helps the consumers to identify our product .The consumers starts finding out the brand satisfy their needs and which ones do not.

Brands also perform valuable functions for the firms.They simplify the product hanling or tracing.Brands helps to organize inventory and accounting records.The brand name can be protected through registered trademarks,and packing can be protected through copyrights and designs.

SEGMENTATION TARGETING AND POSITIONING

1.GEOGRAPHIC SEGMENTATION-Pencils are used in different regions all over the world Cultural factors have a great influence on the behaviour of the consumer In each culture it is a sub culture that provides aperson more identification in their groups.The consumer living in different countries like different colours of the pencils. A child growing in the U.S a likes the Yellow colour, a consumer in German likes a green colour and hexagonal, and triangular shape pencils. These behaviour of the consumer is due to different values and different signifinace of these colours .

2.DEMOGRAPHIC SEGMENTATION-In demographic segmentation we involve different reasons for the demographic use of pencils ,they areby the childrens, painters, drawing persons to different kinds of works. Childrens like pencils having shapes of toys and other attracting things. The persons who have to work in the offices like simple pencils .Other professionals like different kinds of pencils so pencils are made according to the needs and wants of these different consumers.at one time. Peoples of U.S a likes the Yellow colour, a consumer in German likes a green colour and hexagonal, and triangular shape

pencils. These behaviour of the consumer is due to different values and different signifinace of these colours . PSYOGRAPHIC SEGMENTATION

2.SOCIAL FAC TORS-Social factors include the family, friends,reference groups,membership groups that affect the consumer behaviour.The consumer gets motivated and suggested by them for the purchase of the particular pencil.

2. FRIENDS- IF consumer friends are using that pencil and satisfied by the service providing by the pencil,they suggest their friend to buy that pencil.If the consumer sees that his friend is using that pencil,his writing is done in a very good manner,pencil is having a good efficiency, smoothness and sharpness,he gets motivated and will buy that pencil.

3.ROLE AND STATUS- Role and status has also influence on the behaviour of the consumer .A personal participates in many groups –family, clubs, organization . These’s persons position in each group can be defined in terms of role and status. Each role caries a status .A consumer which is concerned with high class society will buy a pencil which is having aextaordinary characters.E.g –a child belonging to the high class family is forced by his family to buy a expensive pencil according to their status. Different people perform different roles in the society and their needs are also different.

Pencils are made in keeping the different consumers in front.

E. g-Today pencils are made ranging from a very hard,light,marking pencils to a very soft black marking pencils usally ranges from hardest to softest.

The consumers who are interested in creating full range of tones like grey to black pencils,while engineers like harder pencils which allows the greater control in the shape of the leadThis reflected the ways the pencils are packaged and marketed.

Children wants their writing in a very good manner,small children like pencils which looks attractive and having a wonderfull shapes of the toys,sopencils are made according the interest of the different consumers in different ways.

4.ADVERTISEMENT-Advertisement of a particular product have a great influence on the behaviour of the persons. E.g when a consumer sees a advertisement of a particular product it affects the behaviour of the customer in woderfull way that the consumer gets ready to buy a particular product.

E.g if the consumer watch a pencils which is coming and presenting in a good and effecting manner he gets motivated to buy those kind of pencil.

3.PERSONAL FACTORS- Personal factors influenced the behaviour of the customer in a great way .These include the buyer age and stage in the life cycle, occupation and economic circumstances,personality,self concept,lifestyles and values. 1.AGEAND STAGE IN THE LIFE CYCLE- People buy different goods and services over a life time.Age is the very important factor in the purchase of a particular things or the pencils.E.g ,the small children likes the pencils which are having a wonderfull appearance,toys behind it and having different shapes. Pencils are used in the offices,so there simple kind of pencils are used.Children wants a pencils which writies in a smooth manner and having a very good lead in it.As the human grows there needs changes. Elder peoples like the pencils which looks simple.

2.OCCUPATION AND ECONOMIC CIRCUMSTANCES- Occupation and economic circumstances have a great effect on the person. In the economic factor the main aim of the consumer is to get the maximum or optimum value for the money spent on a particular product . E.g –For buying the pencils the person buy the pencil that gives him a maximum values i.e –having more sharpness, writing speed and more efficient lead used in it. Engineers want the pencils having the greater control in the shape of the lead. Persons working in the offices want the pencils which looks simple.The artist wants the different kinds of the pencils like various dark and light pencils. TARGETING – By doing the segmentation we taqrgrt the consumers where we have to sell our pencils.The main target are the childrens, professionals like painters ,arcitect ,painters, drawing persons, etc we get knowledge about the target knowledge that how we will communicate the product to the customers. In it we have to remain aware of take competitive advantage and aware the consumers to our product.

POSITIONING In positioning we will get knowledge that how we will communicate the product to the customers. In it we have to remain aware of take competitive advantage and aware the consumers to our product. In pencils sale we have to analyse the existing market brands of the pencils, their features, and than positioned oyr product after analyzing the Whole market condition and choose the right one way to communicate our product in the market.

PRODUCT DIFFERENTATION In product differentation we include the product form,quality, durability,relaibilty. Style,design and service differentation of our products.

we can differentiate our pencils from the others pencils in the markey by changing their shapes, types,and styles.

We can change the style of our pencils,we made our pencils of having different shapes like childrens like pencils having shapes of toys .

We attach different kinds of rubbers in back of our pencils, that differentitate our pencils from others pencils.

We made pencils in different shapes like shape like, hexagonal shape, round shape.

We could add a more length in our pencils.

We can provide different and better services to the consumers by door to door selling, personal selling or seeling through online of the pencils. We can give free eraser and sharpner with the one box of the pencils to tlhe consumers.

These all things are helpful in providing better services to the consumers and getting better pay back.We Can consult our customers in case of any in convience.

PACKING- We can pack our pencils in the box which looks very attractive and good manner. The packing should be done in a very wonder full manner to attract the consumers towards our product.

COLOUR- Our pencils are found in different colours . As the consumer according to their need may choose the pencil according to their choice.

PRICING There are many ways to price a product.

USE A PREMIUM MARKET PRICING- Use a high price where there is a uniqueness about the product or service. This approach is used where a a substantial competitive advantage exists. Penetration Pricing. For the product.

The price charged for products and services is set artificially low in gain market share. Once this is achieved, the price is increased..

ECONOMIC PRICING

This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. Price of the pencils should be ecomic that the poor peoples can also buy the pencils.

Price Skimming.

Charge a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Once other manufacturers were tempted into the market and the product were produced at a lower unit cost, other marketing strategies and pricing approaches are implemented.Premium pricing, penetration pricing, economy pricing, and price skimming are the four main pricing policies/strategies.

They form the bases for the exercise. However there are other important approaches to pricing.

Psychological Pricing.

This approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis..

Product Line Pricing.

Where there is a range of product or services the pricing reflect the benefits of parts of the range. For example car washes. Optional Product Pricing.Companies will attempt to increase the amount customer spend once they start to

buy. Optional 'extras' increase the overall price of the product or service.

Captive Product Pricing

Where products have complements, companies will charge a premium price where the consumer is captured.

Product Bundle Pricie

In product bundle price we can provide the customer a a box of pencils at low price as comptred to the one pencil. We also give them free eraser and sharpner with the box, so that the customer gets happy and we would provide them better services.

Promotional Pricing.

Pricing to promote a product is a very common application. There are many examples of promotional pricing including approaches such as BOGOF (Buy One Get One Free).

Geographical Pricing.

Geographical pricing is evident where there are variations in price in different parts of the world. For example rarity value, or where shipping costs increase price.

VALUE PRICING

This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales e.g we should increase the price of our pencils to increase their values.

PRODUCT DISTRIBUTION CHANNEL

A channel of distribution comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption.

. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer

There are six basic 'channel' decisionDo we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler).

1Single or multiple channels.

2 Cumulative length of the multiple channels. 3 Types of intermediary Number of intermediaries at each level (e.g. how many retailers in each span)

SELECTION OF DISTRIBUTORS

Market segment - the distributor must be familiar with your target consumer and segment. Changes during the product life cycle - different channels can be exploited at different points in the PLC e.g. new pencils are available everywhere. Once they were sold via a few specific stores.

Types of Channel Intermediaries

There are many types of intermediaries such as wholesalers, agents, retailers, the Internet, overseas distributors, direct marketing (from manufacturer to user without an intermediary), and many others. The main modes of distribution will be looked at in more detail.

1. Channel Intermediaries – Wholesalers2. They break down 'bulk' into smaller packages for resale by a

retailer. 3. They buy from producers and resell to retailers. They take

ownership or pencils to goods whereas agents do not 4. . For example, pencils are sell to a wholesaler that will store it and

eventually resell to a retailer. 5. Wholesalers offer reduce the physical contact cost between the

producer and consumer e.g. customer service costs, or sales force costs.

6. A wholesaler will often take on the some of the marketing responsibilities. Many produce their own brochures and use their own telesales operations.

7. Agents are mainly used in international markets. 8. An agent will typically secure an order for a producer and will

take a commission. 9. Agents can be very expensive to train. They are difficult to keep

control of due to the physical distances involved. They are difficult to motivate.

. 10 Channel Intermediaries – Retailers will have a much stronger personal relationship with the consumer. The retailer will hold several other brands and products. A consumer will expect to be exposed to many products.Retailers will often offer credit to the customer e.g. electrical wholesalers, or travel agents.Products and services are promoted and merchandised by the retailer. The retailer will give the final selling price to the product.

Channel Intermediaries

Internet

The Internet has a geographically disperse market. The main benefit of the Internet is that niche products reach a wider audience .There are low barriers low barriers to entry as set up costs are low. Use e-commerce technology (for payment, shopping software, etc. There is a paradigm shift in commerce and consumption which benefits distribution via the Internet.

FACTORS AFFECTING THE BUYING BEHAVIOUR OF THE CUSTOMERS There are various factors that affect the consumer behaviour. A consumer behaviour is influenced by various factors like cultural, social, personal ,physiological, factors. The needs of the consumers for Hb pencils are different and vary according to their work, age and their necessities.E.g –small children like pencils having different shapes of the toys and other joyfull things as a result child like it very much and do their work well. 1 CULTURAL FACTORS - Cultural factors have a great influence on the behaviour of the consumer In each culture it is a sub culture that provides aperson more identification in their groups.The consumer living in different countries like different colours of the pencils.

A child the U.S a likes the Yellow colour, a consumer in German likes a green colour and hexagonal, and triangular shape pencils.

These behaviour of the consumer is due to different values and different signifinace of these colours .

SOCIAL FACTORS--Social factors include the family, friends,reference groups,membership groups that affect the consumer behaviour.The consumer gets motivated and suggested by them for the purchase of the particular pencil.

1. FAMILY-A family have a great influence on the behaviour of the person for the purchase of the pencils. Because the elders members of the family knows that pencils are having a good quality,good graphite used in it and more efficiency in it so they motivated their child to buy that pencils.

2. FRIENDS- IF consumer friends are using that pencil and satisfied by the service providing by the pencil,they suggest their friend to buy that pencil.If the consumer sees that his friend is using that pencil,his writing is done in a very good manner,pencil is having a good efficiency,smoothness and sharpness,he gets motivated and will buy that pencil.

3.ROLE AND STATUS- Role and status has also influence on the behaviour of the consumer .A personal participates in many groups –family, clubs, organization . These’s persons position in each group can be defined in terms of role and status. Each role caries a status .A consumer which is concerned with high class society will buy a pencil which is having aextaordinary characters.

E.g –a child belonging to the high class family is forced by his family to buy a expensive pencil according to their status. Different people perform different roles in the society and their needs are also different.Pencils are made in keeping the different consumers in front.

E. g-Today pencils are made ranging from a very hard,light,marking pencils to a very soft black marking pencils usally ranges from hardest to softest.

The consumers who are interested in creating full range of tones like grey to black pencils,while engineers like harder pencils which allows

the greater control in the shape of the leadThis reflected the ways the pencils are packaged and marketed.

Children wants their writing in a very good manner,small children like pencils which looks attractive and having a wonderfull shapes of the toys,sopencils are made according the interest of the different consumers in different ways.

4.ADVERTISEMENT-Advertisement of a particular product have a great influence on the behaviour of the persons. E.g when a consumer sees a advertisement of a particular product it affects the behaviour of the customer in woderfull way that the consumer gets ready to buy a particular product. E.g if the consumer watch a pencils which is coming and presenting in a good and effecting manner he gets motivated to buy those kind of pencil.

3.PERSONAL FACTORS- Personal factors influenced the behaviour of the customer in a great way .These include the buyer age and stage in the life cycle, occupation and economic circumstances,personality,self concept,lifestyles and values. 1.AGEAND STAGE IN THE LIFE CYCLE- People buy different goods and services over a life time.Age is the very important factor in the purchase of a particular things or the pencils.E.g ,the small children likes the pencils which are having a wonderfull appearance,toys behind it and having different shapes. Pencils are used in the offices,so there simple kind of pencils are used.Children wants a pencils which writies in a smooth manner and having a very good lead in it.As the human grows there needs changes. Elder peoples like the pencils which looks simple.

2.OCCUPATION AND ECONOMIC CIRCUMSTANCES- Occupation and economic circumstances have a great effect on the person. In the economic factor the main aim of the consumer is to get the maximum or optimum value for the money spent on a particular product . E.g –For buying the pencils the person buy the pencil that gives him a maximum values i.e –having more sharpness, writing speed and more efficient lead used in it. Engineers want the pencils having the greater control in the shape of the lead. Persons working in the offices want the pencils which

looks simple.The artist wants the different kinds of the pencils like various dark and light pencils. 3.PERSONALITY AND SELF CONCEPT- Personality and self concept have a great influence on the behaviour of the consumer. If the consumer gets satisfied by thepencils he would prefer the specific pencil. Because his needs get satisfied by a particular pencil and he would prefer to buy that pencil again and again. These are the different factors that effect the behaviour of the consumer and motivate him to buy a particular pencil because it fulfill his all the needs and give him the full satisfactiongrowing in.

PROCESS OF CONSUMER BUYING BEHAVIOUR OR BUYING DECISION PROCES The consumer buying decision is based on five stage model that process starts long before the actual purchase and has consequences long afterwards.The five stage model contains factorslike-

1. Problem Recognition 2. Information search 3. Evaluation of the alternatives4. Purchase decision5. Postpurchase Behaviour

1.PROBLEM RECOGNITION- The buying process starts when the buyer recognized the problem or need. The needs can be arised by the external or the internal stimuli. Firstly need for the particular pencil arises. The consumer wants the pencil for doing his various works.E.g –the child who is getting a admission in the school wants the pencils for doing his work. 2.INFORMATION SEARCH –Consumer can collect different types of information to solve his problem or to fulfill his needsE.g –For buying the particular pencil he would get information from his various sources like from his family, friends ,reference groups, relatives, and advertisements. A family can motivate the consumer to buy a particular pencils. E.g- A family can motivate their child to buy a

pencils,because of the great efficiency,smoothness,and good quality of the lead used in the pencils. If consumer friend is using the pencils he would motivate the consumer to buy that pencil if he will get the satisfaction from the pencil. 3.EVALUTION OF THE ALTERNATIVES- In this process the consumer while getting any type of the pencil would compare the other benefits that he would get with the purchase of the pencil.E.g the consumer will see that whether he would get extra benefits to him like more writing speed smoothness in the writing and in the work or whether rubber is attached behind the pencil or not.If he will get all these things in the pencils decides to buy pencils.In it the consumer maycompare different companies like Apsara pencils,Natraj pencils.He would evaluate the different kinds of the servies provide by the products by combining their brand beliefs.He would adopt the rating system to know about the efficiency,effectiveness,smoothness of the different kinds of the pencils. 4.PURCHASE OF THE PRODUCT-As the consumer would compare different functions of different companies of the pencils, he got a result that the pencils are having a superior quality than any other pencils,he will decide to purchase that pencil. 5.POSTPURCHASE BEHAVIOUR-After the purchase of the HB pencils the consumer might experience a certain kinds of the experiences. If the pencils performs all the works which are according to the need of the consumer ie-smoothness, good writing, efficiency, the consumer gets satisfied,or if the consumer not get the satisfactory results from the pencils he may get dissatisfied and may dispose the product. If the consumer get satisfied he may purchase the pencils again and again. These are the various factors that influence the behaviour of the person or may helpful for the person to buy a particular product.

MARKETING COMMUNICATION

Marketing communication means by which consumers directly and indirectly about the product and brand that they sell.In sense marketing communication represent the voice of the brand and are the means by which it relationships with the consumers.Marketing communication performs several roles for consumers. If I have to sell my HB Pencils to the consumers I will adopt various methods or communication strategies for t he sale of my products.1.Identify the target audience-The process must starts with a clear target audience in minds ,potential buyers of the company products,currentusers,orinfluences,individual groups.audience First of all I select the targeti.e- to which segment of I would sell my products. The main target of my product is childrens.Culture has also impact on the sale of Reynolds pencils amonfg them,In each culture it is a sub culture that provides aperson more identification in their groups.The consumer living in different countries like different colours of the Reynolds pencils. A child growing in the U.S a likes the Yellow colour, a consumer in German likes a green colour and hexagonal, and triangular shape pencils. These behaviour of the consumer is due to different values and different signifinace of these colours .I will target the audience according to their needsor usage of products.

2.DETERMINE THE OBJECTIVES- After the identifying the target audience I will made the communication objectives.In it I include that how would I create awareness about my pencils,which steps will be taken by me to create awareness among the people about my pencils.What communication strategy should be adopted by my company for the sale of pencils. Our company should decide that what new thing should be added in my pencil by which the consumer get ready to buy it.

DESIGNING THE COMMUNICATION Formulating the communication to achieve the desired responses will require solving three problems that includes that we can which communication strategy for the sale of our product. It includes the additional benefits which the customer would get by our produc i.e we can give a free rubber and sharpner to the customers. It helps in making that type of strategy which is helpful in the sale of my product.

SELECTION OF COMMUNICATION CHANNELSSelecting of the communication channel to carry the message and are veryHelpful in the sale of the particular products.Our company should take various communication channels for the sale of Reynolds Pencils.

1.PERSONAL COMMUNICATION CHANNELS-Personal communication channels involve two or more person communicating directly face to face .

1 Direct face to face interaction – By adopting this method we can aware the customers about our Pencils by visiting the schools,visiting homes of the customers.In case of children we can go their homes for showing them our different types of pencils.This will hel them to adopt the pencil according to their needs.

2 Telephones- we can communicate the awareness to the customers by telling them about our pencils by telling them features of the pencil,like smoothness of the pencils ,additional benefits to the customers.

3.E-Mail – Through e-mails we communicatwe with different kinds of customers. We can show thecolours of our pencils along with different pictures on the e-mail. Tis will also help for the artitect,painters to get pencils of their choices. We sell our pencils through online also.

NON PERSONAL COMMUNICATION CHANNELS

Non personals communication channels are communicated directeds tom more than one person and include media, sales promotion, eventsand publicity.

1MEDIA- For the sale of our product our company adopt the the print media,newspapers,magazines for the sale of our product. We give advertisement on the T.V, radios,newspaper for creating awareness among the peoples about our pencils.We give a print advertisment in the newspapers and magazines for attracting the customers especially the childrens towards our pencils.

2.SALE PROMOTON – We do the sale promotion of our pencils by visiting to the schools and give HB pwencils to the children as a sample fpr attracting them towards our pencils.We show them different kinds of pencils having different shapes.This woud be helpful in sale promotion of the product.

3 PUBLIC RELATIONS- Pulic relations of our company among the society is very helpful for our product.The employees ogf the company motivate other peoples ofn their concern ,should tell them about the features of the pencils and motivate and encourage them to buy the pencils. By this publicity of the product will also done among the members of the society.

4.ADVERTISEMENT Adverisement has a great influence on the attaining the retention of the customer towards their product. We made a advertisement of our pencils by which various customers get attracted towards our pencils.We show that advertistment on the t.v,newspares.magaing zines It is helpful in creating interest of the customers ly thetowards our pencils.Mostly we see that it retain the attention of the children towards our pencils. These are the various communication strategies that should be adopted by each and every seeler for the better sale of their products and giving better services to the coustomers.

FINANCIAL DOCUMENTS- After planning all these things at the end our company will made a financial documents for analyzing the expenses done for the manufacturing of the pencils, it will include all the cash flows, expense on raw material, inventory, production cost, advertisement cost done by the company for the introduction of our pencil in the market. Financial plan will be helpful in analsing the revenues generated in the end i.e, from the sale of the pencil and profits gain by the company.

MONTOR AND CONTROLS- At the end of the marketing plan, monitoring of the market plan is undergone by the experts for analyzing that whether our company is moving on the same path or not. Controlling is under for measuring the actual results with the well determined standards. With the help of monitor and control we will able to make new improvements and modifications in our product for providing better services to our customers.

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We can analyse the satisfaction given to the customers by getting their feed backs.We should get the feedback through different sources.We should call the customers and get information from them. We can put queries from the customers for getting the information that they whether our pencils works according to their needs and works.They give them satisfaction or not if yes upto what level ,and what are the problems faced by them durinfg the use of the pencils.These feedbacks are helpful in bringing new changes in the existing products of pencils.

CONCLUSIONS- From the above process , it will clear that the market planning is necessary for the manufacture of the particular product and upto the sale,and after sale process.It includes the whole process of marketing ,From it ewe analyse our target customers, product manufacturing.By doing market survey we get information about the existing market conditions the needs of the customers.In this practise there is a logical process that marketing follows. The marketing plannimg process consist of analyzing marketing oppturnities, selecting target markets; designing marketing strategies ,developing marketing progammes;and managing the marketefforts.

BIBLOGRAPHY

1.www.businesstown.com/marketing plan.com2. www.pencils.com/writing/journal3. www.pencil revolution.com/category/reviews/pencils4. www.pencils-portrait-drawiwng.com5. www.paltoalto.com/marketing plan-software.com6. www.enterprenuer.com/marketingbasics/marketingplan7. www.pencil.com8. www.pencil revoluton.com/category reviews/pencils9. Books referred- Philip Kotler And Kevin Lane Keller10. Product and Brand- Layman