corporate gifting and promotions with respect to wriitng instruments

PROJECT REPORT
On
“Corporate Promotions and Gifting with respect to writing instruments”
FOR
THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINSTRATION”
FROM GGS IP UNIVERSITY
DELHI
BATCH: 2011-13
SUBMITTED BY:
SUBMITTED TO:
Swati Sharma
GGSIPU
AARRMMYY IINNSSTTIITTUUTTEE OOFF MMAANNAAGGEEMMEENNTT && TTEECCHHNNOOLLOOGGYY,,

GGRREEAATTEERR NNOOIIDDAA ((UUPP)) –– 220011330066
Executive Summary
In the present era of businesses constantly competing with one another there has to be some way
the corporate have to stand out of the crowed from others so in this scenario corporate gifting
and promotions is one of the way out. These gifting and promotions play a crucial role in
reminding consumers of their presence and also help in the brand recall which is an important
aspect for any corporate to exist. Corporate gifting and promotions has become quite ppooppuullaarr iinn
tthhee rreecceenntt ttiimmeess ssiinnccee ccoommppaanniieess aallwwaayyss llooookk ffoorr wwaayyss ttoo oobblliiggee tthheeiirr ccoonnssuummeerrss.. TThheessee ppllaayy aa
ccrruucciiaall rroollee iinn bbrriiddggiinngg bboouunnddaarriieess aanndd eennaabbllee bbrraannddss ttoo ccoommmmuunniiccaattee wwhhaatt tthheeyy wwaanntt ttoo,, ttoo oonnee
aannootthheerr..
TThhee pprreesseenntt rreeppoorrtt tthhrroowwss ssoommee lliigghhtt oonn wwhhaatt aarree tthhee ccuurrrreenntt ttrreennddss iinn tthhee ggiiffttiinngg sseeggmmeennttss aanndd
aallssoo oonn tthhee ccoorrppoorraattee pprroommoottiioonnss.. IItt aallssoo mmeennttiioonnss tthhee mmeetthhooddoollooggyy aaddoopptteedd iinn oorrddeerr ttoo ccoonndduucctt
tthhiiss rreesseeaarrcchh.. IInn tthhee bbeeggiinnnniinngg iitt ttaallkkss aabboouutt tthhee vvaarriioouuss ooppttiioonnss aavvaaiillaabbllee iinn tthhee ggiiffttiinngg sseeggmmeenntt..
IItt tthheenn tthhrroowwss ssoommee lliigghhtt oonn tthhee eevvoolluuttiioonn ooff wwrriittiinngg iinnssttrruummeennttss.. AAllssoo iitt ddeessccrriibbeess tthhee ffoouunnttaaiinn
ppeennss aanndd bbaallll ppeennss aavvaaiillaabbllee nnooww.. TThheenn iitt aallssoo ttaallkkss aabboouutt tthhee ccoommppeettiittoorrss iinn tteerrmmss ooff wwrriittiinngg
iinnssttrruummeennttss aavvaaiillaabbllee iinn tthhee mmaarrkkeett.. IItt aallssoo ttaallkkss aabboouutt tthhee ttrreennddss iinn tthhee ccoorrppoorraattee pprroommoottiioonnss aanndd
tthhee mmaajjoorr sseeaassoonnss wwhheenn tthheessee pprroommoottiioonnss ttaakkee ppllaaccee aalloonngg wwiitthh ssoommee ssaalleess ffiigguurreess aannaallyyssiiss.. IItt
llooookkss iinnttoo tthhee vvaarriioouuss ooppttiioonnss wwhhiicchh aarree aavvaaiillaabbllee iinn tthhee ggiiffttiinngg sseeggmmeenntt ii..ee.. LLuuxxoorr EExxpprreessssiioonnss
aanndd PPaarrkkeerr CCeelleebbrraannttiioonnss,, aallssoo iitt sshhoowwss ooffff ooff tthhee bbooxxeess aanndd vvaarriioouuss ccoommbbiinnaattiioonnss ooff ggiiffttiinngg
ssoolluuttiioonnss aavvaaiillaabbllee bbyy LLuuxxoorr aanndd PPaarrkkeerr ggrroouupp.. TThhee rreeppoorrtt sshhoowwss tthhee vvaarriioouuss ccrreeaattiivvee‟‟ss wwhhiicchh
hhaavvee bbeeeenn eeiitthheerr aapppprroovveedd oorr ssuuggggeesstteedd ttoo vvaarriioouuss bbrraanndd wwhhiicchh aarree tthhee cclliieennttss ooff LLuuxxoorr wwrriittiinngg
iinnssttrruummeennttss..
TThheerree iiss aannaallyyssiiss ddoonnee aatt tthhee eenndd ooff tthhee pprroojjeecctt wwiitthh ssoommee bbaarr ggrraapphhss aanndd ssoommee ssaalleess ffiigguurreess..
TThhee iissssuueess tthhaatt ccaammee aalloonngg wwhhiillee ccoonndduuccttiinngg tthhiiss rreeppoorrtt hhaavvee aallssoo bbeeeenn ddiissccuusssseedd.. TThhee vvaarriioouuss
iissssuueess ffoorr tthhee bbrraanndd hhaass aallssoo bbeeeenn ddiissccuusssseedd.. TThhee llaasstt ppaarrtt ddeeaallss wwiitthh ssuuggggeessttiioonnss aanndd
rreeccoommmmeennddaattiioonnss tthhaatt II ccoouulldd ccoommee uupp wwiitthh dduurriinngg tthhee tteerrmm ooff mmyy rreeppoorrtt..

Table of Content
TOPIC Page No.
CHAPTER – 1
Objective
Limitations
CHAPTER – 2
Research Methodology
2.1 Research Process
2.2 Scope
CHAPTER – 3
Introduction
3.1 Product line for Gifting
3.2 Evolution of Writing Instruments
3.3 Brief History Of LUXOR
Chapter – 4
4.1 Competitors Of Luxor
4.2 Gifting Segments of Luxor
1.Luxor Expressions
4.3 Parker Celebrations
4.4 Corporate Promotions by Clients
Chapter – 5
Findings And Analysis
5.1 Sales Analysis
5.2 Conclusion and recommendation
5.3 Bibilography

Sample- Certificate of Training
(on the letter head of the company duly signed by the authorities)
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Ms. Swati Sharma of MBA 08 batch from Army Institute of Management
& Technology, Greater Noida has undergone Summer Internship Project in our organization. Her
project title was „Corporate Gifting and Promotions with respect to wrting instruments‟,
supervised under Mr. Vikas Maan (Industry Mentor/ Guide) from 4th
June 2012 to 18th
July
2012. His/ her conduct and effort during the Internship is highly appreciable.
Name- Mr. Vikas Maan
Signature
Designation
Supervisor Certificate

This is to certify that Swati Shama student of Master of Business Administration, Batch –
MBA08, Army Institute Management & Technology, Greater Noida, has successfully
completed his project under my supervision.
During this period, he worked on the project titled “Corporate Gifting and Promotions
with respect to writing instruments” in partial fulfillment for the award of the degree of
Master of Business Administration of GGSIP University, Delhi.
To the best of my knowledge the project work done by the candidate has not been
submitted to any university for award of any degree. His performance and conduct has
been good.
(Signature)
Prof Anand Rai
AIMT-Gr. Noida
Date: 20th July 2012
Certificate of Originality
I, Ms. Swati Sharma, Roll No.______________ of MBA 08 batch of Army Institute of
Management & Technology has undergone a Summer Internship in Luxor Pvt. Ltd. for a

duration of Six weeks on a project title “Corporate Gifting and Promotions with Respect to
writing instruments”, hereby declare that this project is my original piece of work.
Signature of the student:
Student Name: Swati Sharma
Date:20th
July 2012

ACKNOWLEDGEMENT
No task however small can be completed can be completed without proper encouragement. In this I
am greatly indebted to Mr.Ankur Sharma and Prof. Anand Rai for being of immense help to me and
guiding me on the right track and giving constructive suggestions during my entire internship. Mere
words will not be sufficient to thank them who not only stimulated the idea of undertaking this
project, but also interacted with me frequently giving me valuable advice at various stages of work.
My heartiest thanks goes out to all the people whom I contacted, for their cooperation and
responsiveness; namely Mr. Krishna Baral, Mr. Umesh Kumar and many other people. I would also
like to take this opportunity for thanking Mr.Vikas Maan for giving me this opportunity to be
associated with Luxor writing instruments.
Finally I would like to be grateful to all those who directly or indirectly have been of great help and
obliged me with their support and have helped me in converting this well thought out plan into a
finely polished Project.

PREFACE
This Report will help to study the corporate gifting market as well as promotions with respect to
writing instruments with respect to LUXOR writing instruments. In this report we will study about
the various corporate gifting options which are available in the market and also have an in-depth
analysis of their demand over the past four to five years. This would eventually help the company to
work more closely on their gifting segments and get a closer view on how their products are doing
for the promotional purposes in the market.
This report includes history, options, combinations of gifting items for their two gifting segments of
Luxor Expressions and Parker Celebration. The report also gives an analysis along with graphs for
the two gifting segments of Luxor and Parker and also for the promotions the analysis has been given
out elaboratively. The report also gives out pictures of the various creative work presented by Luxor
to many of its clients for their Promotions and also the option for Luxor expressions and Parker
celebration.

CHAPTER – 1
Objective
The study will throw light on how people are moving from the traditional forms of gifting to a more
modern outlook and also how companies take into promotional gifting in order to increase their sale.
It also talks about the positioning of Luxor writing instruments where Luxor as a brand stands in the
current market scenario, the current trends in the gifting industry and the way ahead. The objectives
include:
To determine consumer preference with respect to pen brands.
To understand buying behavior of consumer.
To determine the main reason for people preferring the brand
Literature Review
Corporate gifting and promotions are an important tool in marketing communication. In
the corporate world, gift giving can be a double-edge sword (Pachter, 1995). If used
properly, they provide company with valuable means of strengthening the relationships
with its key customers and employees, creating goodwill, fostering new relationships and
promoting the company‟s business. A properly timed and appropriate gifts is one of the
best ways of conveying the important messages that relationship matters (Davis, 1996).
Gift giving is a complicated business and can itself be a form of art as shown by
numerous rules, tips, and guidelines offered in the literature (for Example, Pachter; 1995,
Davis, 1996; Campbell, 1997; Feder , 1998; Gines, 1998; Speer, 2000; Taylor 2003).
Although gifts and incentives are generally perceived as Sales promotion and Consumer
Promotion tools they should be used as an integral part of marketing communication mix
to synergise and support promotional activities. Verbal communication is forgotten but
Gifts with company‟s logo on them form a reminder of your company, which may tip
business decisions in your favour (Axtell, 1990). As companies become increasingly
aware of the importance of developing and maintaining long term relationship with their
customers, corporate gifts can help motivate those who sell and build relationships with
important customers. The corporate gift can be anything ranging from stationary to an all
inclusive holiday for two. The type of gifts used is limited only by imagination. A gift
given as a corporate gesture in recognition of business conducted or as a part of business
to business promotions while incentives are products or schemes perceived to be
relatively high value and typically used to reward staff or long standing business
customers.

1.1 LIMITATIONS
The analytical study emphasizes on the promotion and gifting industry of the corporate with respect
to writing instruments. Data released by the pen industry on production and consumption etc. of pens
is not very reliable because of the inhabitant characteristics of maintaining secrecy by the industry so
that they may not be exposed to the Government and General Public. Also, since Luxor was the
company that I was interning in the major part of the report is based on the information gathered
from Luxor. Application of sophisticated methods is not possible because of the lack of resources
and limitation of time. Since, the conclusion drawn are based on limited data, they remain subject to
modifications and corrections.
CHAPTER- 2
Research Methodology
Research methodology is to teach and save knowledge from fossilization; such a step helps
not only in growth but also facilitating solutions to the burning issues. As an independent
discipline, it helps provide solutions to the existing problems. It is however necessary to
evolve and shape methodical tools, designs and techniques to improve quality. If the
marketing strategies are good and effective it will help to sell the product in an effective
manner to reach each and every part of the country, especially penetrating into areas where it
is a problem reaching out to.
In order to carry out the research I have studied primary data and used some secondary
sources as well:
1. Primary Data

 Personal Interview
2. Secondary Data
 Internet
 Office presentations
 Magazines
 Brouchers and Catalogues
2.1 Research Process
The present research study is descriptive cum analytical type of a study. The major purpose of
this research is to find description of the state of affairs as it exists at present in the context
gifting and promotions with respect to writing instruments in India. The facts and information‟s
already available has also been used.
A brief overview on the research process of the present study is as follows:

1) Research Problem- The present research is about the corporate gifting and promotions
industry with respect to writing instruments. An understanding about the topic could be
developed while researching on the topic. Also, along the numerous discussions held with
colleagues, officials and industry experts. I was acquainted with the problem through the
review of conceptual and empirical literature available at the company.
2) Hypothesis – N/A
3) Research Design – The present study concentrates on the gifting and promotions with
respect to writing instruments so in order to study that the design that suits the
requirement of the present study. The design consisted of the various writing instruments
luxury corporate gifting items.
4) Research Instrument – For the collection of information I studied various articles online
about the gifting market in India. Also, I spoke to few of the industry experts, employees
and colleagues who made me understand about the subject and about the importance of
subject in the corporate industry.
5) Sample Design – The study was carried out in Delhi. It has covered several brands in
order to understand their gifting segments. The main emphasis being laid on Luxor
writing instruments situated in South Delhi since this was the company that I interned in.
6) Sampling Procedure – The sampling procedure used is random, keeping in mind that all
brands in consideration are given due importance.
7) Collection of Data – For the study both Primary as well as Secondary data was collected.
Primary data was collected through Interviewing. Secondary Data was collected through
online portals, online forums, magazine and websites, etc.
8) Analysis of Data – The data collected has been codified and tabulated. Relevant
relationship has been established and analyzed. The analysis of data helped in studying
the trends in the markets. Besides that various problems which came in way of marketing
were identified. The data had been interpreted to arrive to certain conclusions. The
problems identified and the suggested solutions have also been evolved on the basis of
data, various statistical methods and techniques applied for interpretation of the data.
Finally an attempt was made to give a shape to the study in the form of report.

2.2 Scope
The study will help to identify the large unexplored Gifting market in the pen industry. It will help to
give an insight about the kinds of products available in the market for the gifting solutions. It will
also put light on the marketing of this industry as in the past this industry has not been paid so much
stress to in terms of the marketing. A multidimensional approach is proposed to put in application to
analyze the respective area. The study aims at making efforts to suggest the upcoming options in
terms of the gifting category of writing instruments. It also provide insights into the specific time of
the year when gifting is popular and the seasons when people prefer buying the gifting items.

CHAPTER - 3
INTRODUCTION
Today's corporate world strives on relationships and networking. In order to stand out and make
your presence felt, gifts are among the easiest and most accessible options. Most corporate gifts
are embellished with the name, tagline and logo of their company, helping them increase their
brand value. The gifting industry in India is of about 12000 crores and it is growing at a 20-25
percent annually. According to market experts now people are keeping the profile of the
recipient in mind while choosing from the variety of options. The gifts given should have a
„wow‟ factor attached so that it could be discussed at home or office of the recipient.
Only then will it stand out of the clutter and will there be a Brand recall. Financial sector and
Pharma companies lead when it comes to gifting. Financial firms and Pharma companies are
very generous when it comes to gifting budgets. Also, multinationals fast moving consumer
goods (FMCG) companies are very generous with their gifting budgets.
Gone are the days when formal gifts were limited to flower bouquets. Every year, the size of
India's corporate gift market grows. Companies are going out of the way to lure both, their
employees and business associates. To capitalize on this lucrative business opportunity, gift
manufacturers introduce innovative gifts in the market. With increasing demand, comes the need
for innovative designs. Whilst designing gifts, the Indian culture must be kept in mind."
"Apart from building the corporate identity of a company, corporate gifting is a great way to
express appreciation and gratitude." Corporate gifting helps enhance goodwill. However, we
don't measure the level of our relation with the client after corporate gifting. It is an expression
of our appreciation for the work done. And after all, who doesn't enjoy receiving gifts! One has
to make sure that the gifts are chosen carefully. Typically, small silver Ganesha idols or similar
auspicious items". Much thought and time has to go into corporate gifting and all the companies
seem to be hitting the search button to 'gift it right'.
My project covers the various forms of obliging the existing customers to a company or even the
potential ones. Through this project I would like to throw some light on the trends in the
corporate gifting markets as well as the buying pattern (particularly writing instruments) of
various companies for promotional purposes. The idea is to show how companies go about
registering themselves in the mind of consumers, how they are reaching out to their customers
and striving to be different, how they are competing against each other and yet standing out in
the crowed. It aims to show how big the industry is and in what all segments does it deal with
respect to corporate gifting and promotion of writing instruments.

In India we believe in gifting on almost every occasion for the simple reason that we have a
festival for almost every region and religion. The gifting industry takes sole advantage of this by
creating specialized gift items for most of the occasions and hence, attracting the customers.
According to reports there is an increase of about 30 to 40 percent in the spending for the gifting
items during the Diwali season. Talking about the year 2011, this year India Inc. is very upbeat
as far as gifting is concerned. Although the trend varies from one sector to another, on an
average corporate have hiked their gifting budget by 30-40 per cent," said a senior marketing
person from myntra.com , a corporate gifting site.
Promotions is another way of reaching out to the customers. Its is a marketing term used to
describe all marketing communications activities and includes personal selling, sales promotion,
public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. It is
an element of marketing mix which is entirely responsible for communicating the marketing
proposition. Like Mc Donald‟s is about community, food and enjoyment. Audi is about the
driver experience and technology. Promotions are generally carried out to boost the sales of
product or service. Under this project I will be covering about Trade Promotion and Consumer
Promotion which are used by companies to attract their customers.
Trade Promotion is a marketing technique aimed at increasing the demand for products in retail
stores based on special pricing, display fixtures, demonstrations; value added bonuses, no
obligation gifts and more. Companies utilize trade promotions to increase product visibility

3.1 Product line in gifting
Though the concept of corporate and promotional gifting is on an all-time high, the product line
is constantly changing. "For decades now, the most common material used to make corporate
gifts has been leather there have been a few changes in the recent times though. Folders, visiting
card holders, planners, diaries, bags, traditional gold and silver plated coins are generally in
demand during diwali time, idols of god n goddesses are ranked amongst one of the most sold
items. Innovative gifts with utility value are also in high demand. We see the trends of giving:
Personalized Photo Coffee Mugs- Print Photos, Pictures, Images, Graphics or any
design on the coffee mugs. Magic Mugs, Night glow Mugs, Two tone mugs, Animal
Handle mugs, etc.
T-shirts Embroidered or Printed- Polo‟s, Collar, Round Neck, Sports, Fleece (Sweat
Shirts)
Jackets Customized with Embroidery/Printing- Wind Cheaters, Formals, Reversible‟s,
Telson, and Microfiber.
Promotional Caps- Cotton, Denim, Corduroy, Baseball, Sports, Hats, Visors & Other
Headwear.
Bags & Backpacks Embroidered/Printed with Logo- Laptop Bag, Computer Bag,
Backpack, Strolley, Trolley, Gym Bags, Executive, and Travel.
Custom Pens- Branded Pens, Metal Pens, Wooden Pens, Plastic Pens, Eco- Friendly
Pens.
Customized Watches- Branded Watches or Unbranded Watches at Low Cost.
Tea/ Coffee Mugs Printed or Engraved- Ceramic, Bone China, Steel & Flasks.
Imported Gifts- Decorative & Utility
Momentos, Cups and Trophies- Wooden Plaques, Piano finish Rubber wood
mementos, Brass Trophies, Acrylic Trophies.
The current trend of gifting has also veered from the traditional gifts
Writing instruments
custom gift hampers

photo frames
candle stands
chocolates
cakes
table tops
perfumes
watches
candle stands
High-end corporate firm‟s gift:
mobile phones
laptops
I-pods
But what I came to know during the internship was that technology rather gets obsolete because
of which people avoid giving gifts with high end technologies attached with it.
Process Of Marking these Gifts:
1. Printing
2. Engraving/ Embossing
3. Embroidery

3.2 Evolution Of Writing Instruments
The history of writing instruments by which humans have recorded and conveyed thoughts,
feelings and grocery lists, is the history of civilization itself. This is how we know the story of
us, by the drawings, signs and words we have recorded.
The cave man's first inventions were the hunting club (not the auto security device) and the
handy sharpened-stone, the all-purpose skinning and killing tool. The latter was adapted into the
first writing instrument. The cave man scratched pictures with the sharpened-stone tool onto the
walls of his cave dwelling. The cave drawings represented events in daily life such as the
planting of crops or hunting victories.
With time, the record-keepers developed systematized symbols from their drawings. These
symbols represented words and sentences, but were easier and faster to draw and universally
recognized for meaning. The discovery of clay made portable records possible (you can't carry a
cave wall around with you). Early merchants used clay tokens with pictographs to record the
quantities of materials traded or shipped. These tokens date back to about 8,500 B.C. With the
high volume of and the repetition inherent in record keeping, pictographs evolved and slowly
lost their picture detail. They became abstract-figures representing sounds in spoken
communication. The alphabet replaced pictographs between 1700 and 1500 B.C. in the Sinaitic
world. The current Hebrew alphabet and writing became popular around 600 B.C. About 400
B.C. the Greek alphabet was developed. Greek was the first script written from left to right.
From Greek followed the Byzantine and the Roman (later Latin) writings. In the beginning, all
writing systems had only uppercase letters, when the writing instruments were refined enough
for detailed faces, lowercase was used as well (around 600 A.D.)
The earliest means of writing that approached pen and paper as we know them today was
developed by the Greeks. They employed a writing stylus, made of metal, bone or ivory, to place
marks upon wax-coated tablets. The tablets made in hinged pairs, closed to protect the scribe's
notes. The first examples of handwriting (purely text messages made by hand) originated in
Greece. The Grecian scholar, Cadmus invented the written letter - text messages on paper sent
from one individual to another.
Writing was advancing beyond chiseling pictures into stone or wedging pictographs into wet clay.
The Chinese invented and perfected 'Indian Ink'. Originally designed for blacking the surfaces of
raised stone-carved hieroglyphics, the ink was a mixture of soot from pine smoke and lamp oil
mixed with the gelatin of donkey skin and musk. The ink invented by the Chinese philosopher,
Tien-Lcheu (2697 B.C.), became common by the year 1200 B.C. Other cultures developed inks
using the natural dyes and colors derived from berries, plants and minerals. In early writings,
different colored inks had ritual meaning attached to each color.

The invention of inks paralleled the introduction of paper. The early
Egyptians, Romans, Greeks and Hebrews, used papyrus and
parchment papers. One of the oldest pieces of writing on papyrus
known to us today is the Egyptian "Prisse Papyrus" which dates back
to 2000 B.C. The Romans created a reed-pen perfect for parchment
and ink, from the hollow tubular-stems of marsh grasses, especially
from the jointed bamboo plant. They converted bamboo stems into a
primitive form of fountain pen. They cut one end into the form of a
pen nib or point. A writing fluid or ink filled the stem, squeezing the
reed forced fluid to the nib. By 400 A.D. a stable form of ink
developed, a composite of iron-salts, nutgalls and gum, the basic
formula, which was to remain in use for centuries. Its color when
first applied to paper was a bluish-black, rapidly turning into a darker
black and then over the years fading to the familiar dull brown color
commonly seen in old documents. Wood-fiber paper was invented in China in 105 A.D. but it only
became known about (due to Chinese secrecy) in Japan around 700 A.D. and brought to Spain by the
Arabs in 711 A.D. Paper was not widely used throughout Europe until paper mills were built in the
late 14th century.The writing instrument that dominated for the longest period in history (over one-
thousand years) was the quill pen. Introduced around 700 A.D., the quill is a pen made from a bird
feather. The strongest quills were those taken from living birds in the spring from the five outer left
wing feathers. The left wing was favored because the feathers curved outward and away when used
by a right-handed writer. Goose feathers were most common; swan feathers were of a premium grade
being scarcer and more expensive. For making fine lines, crow feathers were the best, and then came
the feathers of the eagle, owl, hawk and turkey.Quill pens lasted for only a week before it was
necessary to replace them. There were other disadvantages associated with their use, including a
lengthy preparation time. The early European writing parchments made from animal skins, required
much scraping and cleaning. A lead and a ruler made margins. To sharpen the quill, the writer needed
a special knife (origins of the term "pen-knife".) Beneath the writer's high-top desk was a coal stove,
used to dry the ink as fast as possible.

3.3Brief History of LUXOR
About Owner of Luxor:
Founded in 1963 by Mr. D.K Jain, the Luxor Group has emerged as an undisputed market leader
in the writing instruments industry- both in India and abroad. During the journey spanning nearly
decades, the group has relentlessly pursued an upward growth path and a long term goal of
building globally acclaimed, well diversified conglomerate is turning into reality.
History of Luxor
What started as a small venture in the crowded lanes of old Delhi, has evolved into India‟s No. 1
manufacturer and exporter of writing instruments- operating 10 state-of- the art facilities in
NCR- Delhi and Mumbai and producing more than one million pens a day. Today, Luxor
products enjoy unrivalled patronage not only in India but in more than 75 countries across the
world. In a survey conducted in 2004, Luxor has been declared an Indian Super brand, the only
company in the writing instruments industry to be bestowed this honor. In the five decades since
its inception, the Luxor Group has been continuously raising the bar in technological competence
and gaining recognition as a leader and innovator.
Under Mr. D.K Jain‟s able guidance, the company started producing home-grown Indian pens
using backward integration and leveraging the most advanced technologies. The Group currently
manufactures the wide array of writing instruments, stationery and accessories- catering to an
extensive range of customers with the diverse preferences. The Luxor brand is registered
trademark in more than 120 countries and belongs to an exclusive club of top 101 brands hailing
from various industry segments in India.
The Luxor Group pioneered fiber-tip and roller ball pens in India way back in 1975- creative
innovations which instantly caught users fancy for their superior performance, great convenience
and distinct style. In 1982, the company joined hands with Pilot Corporation of Japan and bought
the Pilot „hi-tec‟ needle point pens in India. Another major breakthrough came in 1986 as Luxor
introduced permanent markers, dry safe ink markers and fluorescent highlighters to address the
diverse requirements of it global clientele. The company offers a dazzling array of products to
meet the sketching, drawing and coloring needs of Junior citizens.

Luxor Achievements
Over the years, the Luxor group has been bestowed numerous awards and certifications for
Quality, innovation and product design. The group lays great Research and Development to
bring the best writing solutions to its vast customer base while leveraging cutting-edge
technologies and best industry practice to enhance product, quality and performance. Luxor
unfailing commitment to quality has been further endorsed by a series of ISO certifications
which ensure flawless compliance with international standards. The company also takes greatest
possible care to ensure the safety, health and welfare of staff and the communities living around
the facilities. Luxor‟s fundamental purpose is to cherish the vision of growth in established and
new domains and foster sustainable and integrated growth. With an impressive past and powerful
present to guide forward, the Luxor Group is all set to build upon its achievements in the years
ahead.
Brands under Luxor Umbrella
Luxor
Parker
Pilot
Waterman
Luxor Nano
Dufold

4.1 Luxor Competitors
1. Reynolds
G.M pens International Pvt. Ltd. Is the exclusive licensee of Reynolds, France, in India
and SAARC countries headquartered in Chennai . G.M. Pens has pioneered the writing
instrument revolution in the Indian Market. Commencing operations in 1986, G.M.
introduced in India international Quality writing instruments, and marketed them under
the brand name of Reynolds. It is also the first company to build a brand in a category
that behaved more like a commodity till then. Over the last 20 years G.M. Pens has
invested substantially in building a large manufacturing base with facilities in Chennai
and Pondicherry. A state of R&D facility, one of the most sophisticated in Reynolds
family worldwide, has ensured that the latest in writing technology is available to the
Indian consumers.
G.M. pens offer a wide range of writing instruments and accessories in Indian market. A
variety of writing instruments including ball pens, gel pens, fountain pens, mechanical
pencils, markers, are marketed under the brand name Reynolds. A substantial investment
has been made in establishing the Reynolds brand name through the mass media,
especially through television and press ads, in an effort to convert the category from a
commodity to a brand dominated one.
It is one of the major competitors of Luxor when it come of customizing pens. Here their
rotary pens which are commonly used for gifting purpose start from Rs 4250/- which is
their expensive range of pens.
2. Schefields
Their mission is to be “The Write choice, the World over” Incorporated in 1994,
Schefields Exports is today one India‟s leading manufacturers and exporters of gel pens
and ballpoint pens. Schefields has grown from a modest turnover of USD 250,000 in
1994 to USD 3 million in 2002. This growth has been possible through an almost
fanatical focus on quality and customer service, which has won them customers around
the world in global writing instruments markets. Their products have been widely
accepted because of excellence in quality and current exports cover a number of countries
around the globe, with major markets being in USA, UK and Africa. Their specialties lie
in OEM which is Original Equipment Manufacturing for the world‟s top brands.

Their products are carefully designed to suit the requirements of customers, from value
added features such as rubberized comfort grips for western customer to economical
designs for the African markets. Products are also custom designed for markets where
specific modifications are needed to adhere to the laws such as the need for a ventilated
caps and absence of back plugs in the United Kingdom.
3. Mont Blanc
Mont Blanc has several model of pens with Meisterstuck (fountain pens) representing the
cornerstone model. Each model is slightly different, however models created after 1990
have a serial number located on the ring at the top of the clip. Under the clip is the
usually the words “Made in Germany” and often “Pix”. Moreover, the barrel of the pen
will reveal a reddish hue under strong lighting. If the pen in question does not have these
attributes then it is quite possibly a fake.
In 2009 there was a controversy which surfaced on the launch of Mahatma Gandhi
images by Swiss luxury giant Mont Blanc for a Rs 14lakn pen because the father of the
nation was always known for his simplicity throughout his life. These pens are readily
available online for sale and give a tough competition to Waterman which is one of the
luxury pens under Luxor.
Mont Blanc International is a German manufacturer of writing instruments, watches and
accessories, often identified by their white star logo. The company was acquired by
Dunhill in 1977, following which lower price pens were dropped and brand was used on
a wide range of luxury goods other then pens. Today Mont Blanc brand is on other goods
besides pens including watches, fragrances, jewellery, leather goods and eyewear.
4. Cartier Pen
Cartier pens were launched in 2009 and they re an extended range of Pasha, Trinity and
Roadster. The Maison Cartier has been creating precious objects for 150 years. Each
object is designed respecting the three traditional values of the Maison: Creativity,
authenticity and originality. From there to the present day, Cartier collections have
crossed the centuries. Each of their creation is a bears the Hallmark of Cartier along with
an individually engraved number to ensure the instruments origin and authenticity. Their
writing instruments offers incredible diversity in style, substance, and form. These pens
also compete in the luxury pens category of Parker and Waterman.

5. A.T. Cross Company
The A.T. Cross Company is a major international manufacturer of fine writing
instruments, timepieces, and personal accessories. Cross products are sold to consumer
gift market through fine stores worldwide. Writing instruments. Timepieces and personal
accessories are sold to the business gift market via a network of companies specializing
in recognition programs.
For more than 165 years, Cross has re- invented writing instruments, combining design
ingenuity with jewellery quality writing instruments, and that means that they have been
making pens people use, depend on and enjoy for a long time.
The company began with Richard Cross, who founded the company the same year both
the Smithsonian and the sewing machine were born, just as Samuel Morse‟s magnetic
telegraph pushed Westward and American Braced for a war with Mexico.
Their pens range starts form approx. Rs 1500 and ranges upto several lakhs in India.
4. CELLO
Cello is a leading exporter, supplier and manufacturer of Ball pens, Gel pens and refills.
The company took its first step 35 years ago as a low profile enterprise that slowly and
steadily grew to be indisputable leader in plastic industry of India. IN 1995-96, Cello
came into its own by entering a diversified and highly competitive field of writing
instruments. Cello writing instruments and containers Limited (CWICL) was born and
notable growth was achieved immediately. From a turnover of Rs 2.7 crores in 1995-96
to a turnover of Rs 240 crores in 2001-02, CWICL has remained committed towards
providing a wide range of versatile, top notch quality, state of the art components and
foreign technology. From modest production of 20 lac pens per month, CWICL today
produces 500lac pens per month.

6. Rotomac pens
Rotomac Pvt. Limited, belonging to multi – million dollar turnover VIKRAM KOTHARI
ENTERPRISES was incorporated in the year 1992. The promoter and manufacturers had
conceived this project with an objective to provide good quality and economically priced
ball pens in the market. Rotomac today is the leading manufacturer of writing instruments
in lower price range and has now increased a product portfolio under its umbrella.
Rotomac is committed to manufacture and supply products of consistently high and
reliable quality to meet or exceed the customers‟ expectations and special needs which
confirm to accepted international standard of quality, safety and reliability.
Its products reach out to 35 countries in the world covering almost all the continents.
Fountain pens, ball pens, ink pens, gel pens are the broad categories, under which one
could have several models ranging in colors, designs and packaging. All categories have
a choice of blue, black, red, green ink colors.
As per the current market trend the company foresees a growth of 8-10% on an annual
basis in the next 5years, coupled with introduction of new models, upgraded technology,
competitive framework, planned distribution and promotions.
7. Linc pens
Linc is one of India‟s leading manufacturers and exporter of ball pens, gel pens, and all
other stationery suppliers. Linc believes that writing instruments form an integral part of
education and being responsible corporate citizens, they make humble contribution to the
society where literacy seems to be a major issue. This prompted Linc to go for corporate
slogan of encouraging literacy, a very apt platform for company dealing in writing
instruments. Linc has also put forward commitments of contributing 1% of its profits for
promoting literacy drives.
Their mission is to deliver innovative, user friendly and better quality products at best
value to the customers, keeping in mind the prosperity of the company and its
stakeholders. Their vision is to establish Linc as a global brand, known for its value,
assertiveness, and acumen to adapt to the ever changing environment.

4.2 GIFTINGS SEGMENTS OF LUXOR GROUP
1. Luxor Expressions

2. Parker Celebrations
4.2.1 Luxor Expressions
Options for Expressions Boxes
These are the Gift boxes which have been created for the packaging of the Diwali gifting
line as well as for New Year‟s or as we call the Festive season is business language by
Luxor.
These are transparent boxes used for the packaging of the gifting options which are
shortlisted by the marketing team of Luxor group under the close guidance of the Vice
president Miss Pooja Jain.
There is an Exclusive Catalogue being prepared to market these gifting options which
may be available at the B2B office of Luxor of at various other Exclusive outlets of
Luxor.
These gifting options are few of the hot selling items from the Luxor Group.
These boxes are not produced in India they are outsourced from outside India.
4.2.2 Luxor Expression boxes along with Gift Combination

Symphony BP CT: classy metal body pen with chrome trim. A pen which combines style and
elegance in a futuristic design.
A stylized all metal multi utility Swiss Knife, for a perfect personal accessory. Packed in a
unique metal gift box (glossy black) with a transparent moulded lid top printed in special
gold color.
This is how the options look with the gifts in them. The gifts chosen are so that they have a
mass appeal and have more of a corporate appeal to them as they are made keeping that in
mind.
Mr. Vishal Sharma- General Manager Parker coated “not much of technology items are
clubbed with the gifting options as technology becomes obsolete”.
4.2.3 Some of the options created with High end pens

Star line RB CT: Practically with a dash of attitude. Special checkered pattern black body,
with a chrome finish embedded clip.
Some of the stylized gift options created by Luxor expression team with a unique silver
finish and an elegant gift watch with a leather strap in a modern dial. Unique metal gift box
(glossy black) with transparent moulded lid top printed in special gold Color.
4.2.4 Luxor pens with Gold Clip

As mentioned in the pen above Louis Charron is one of the exporter which supplies pens,
watches and various other things to Luxor from China.
These options are then created and sold in the exclusive outlets of Luxor or also through
the corporate pitch made through the Sales officers of Luxor.
The pens chosen for making these gifting categories are the ones which are fast moving
and are highly demanded in the market.
Since the golden color finishing is the most preferable along Indians these are also few of
the options created as well.
4.2.5 Gift combination Options for Luxor Expressions

Generally the above options are the ones that are used for making the Luxor Expression
gift combination along with the Luxor Pens.
If we notice the above gifts are mainly the ones which are generally found on the office
work desk. So it is closely studied which are the options used in an office and
accordingly the gifts are shortlisted.
These are the gifts that make maximum sense when we think of making some corporate
gift options.
Also if we notice there is a gold coin with Lord Lakshmi picture image engraved on it,
these gifting combinations are majorly used during the Diwali or Pooja Season as they
are considered to be auspicious in the Indian mentality.
There is also a calendar card which is displayed which is majorly used during the New
Year as it makes maximum sense to gift the calendar during the start of the New Year.
Key chains is something which is an all time gift, these are either gold plated or silver
coated which are ordered according to the customers need and requirement.

Parker
(information collected during an interview with Mr. Vishal Sharma, General Manager- Parker)
Parker was founded in 1888. Their positioning is to provide ownership & provide. Their target
target group age is generally 20years to 40 years. Their Positioning statement is “what the world
calls upon”. Their pens are divided into two big categories Parker Premium and Parker
Functional.
Parker Premium- price range is between 750 and above.
Parker Functional – price range is between 100 to 800.

The parker pens have an identity which is “Aero clip” – clip on the cap of the pen. The parker
pens have a strong gifting range segment. They have a consumer durable standard. The parker
pens are more identified more by people who have a masculine attitude. Parker pens understated
value is shown by their subtle colors and packaging.
4.3 Parker Celebration Options

Verve and Lifestyle
Verve & Lifestyle are standard Parker gift box in champagne gold colour lid and Black
Chiselled Bottom with suede Finish Inside. Parker Vector Stainless steel Point Roller
Ball Pen with Gold Trim. Versatile, Durable and Strong.
Leather wallet- a Genuine leather Wallet in fine Grain Black Finish. A perfect Men‟s
Accessory.
Price Parker Verve - 975/-
Parker Dimonite Ball Pen- Fresh, Sophisticated look with a Subtle, Futuristic Design.
Makes a statement of Personal Style for young, Design-Conscious Consumer.
Business Card Holder- A smart Card Holder made of Genuine Leather with Metal
Fittings. A must have business accessory.
Price Parker Lifestyle- 1150/-
4.3.1 Parker Silverline and Elantra

Parker Siverline and Elantra are Standard Parker gift Boxes in Champagne Gold Colour
Lid and Black Chiselled Bottom with suede Finish Inside.
Parker Ambient Roller Ball Pen with its smart choice of high quality finish, a design
that‟s focussed on comfort, high performance functionality exquisite metal body with
Silver and Gold Finish.
Calculator, Note book holder & Mobile Holder an ideal companion of Modern Lifestyle.
A practical combinations of Mobile Phone holder, Calculator and a notebook holder.
Price Parker Elantra- 1700/-
Parker Frontier Spl. Edition Roller Ball Pen- Stands on the border between Functional
Utility and Creative Innovation. It is both conservative and forward thinking. With
Stainless Steel Etched body and Ergonomic Front Section.
Wrist watch- Elegant steel finish dual time wrist watch with textured Leather strap.
Price Parker Silverline- 1350/-
4.3.2 Parker Timeline and Mystic

Parker Timeline & Mystic are Special Parker gift boxes in Champagne Gold Colour to mark the
spirit of festivity.
Parker Beta Roller Ball pen a special world time chronograph design, writing instrument.
Elegant and classy.
Swiss Knife with key holder a multipurpose metallic swiss knife with key holder. A
perfect travel accessory.
Price of Parker Timeline - 375/-
Parker Vectoe metallix Ball pen a combination of moulded ABS barrel with contrasting
chrome plated clip section. A timeless writing instrument.
Diamond shape key chain Elegant Chrome and Silver Finish key holder.
Price Parker Mystic- 350/-
4.4 Corporate Promotions by clients

4.4.1
4.4.2
In the above figures 4.4 we can see the creative‟s of some customized blister cards along with
customized pens being made for 94.3 My FM and Seagrams
These options are created as per a specified brief given by the clients. And various options
are suggested which are further sent for approval by the client. After the approval of samples,
the order is received and further processed and sent to the client.
Over a period of time I noticed that there was a significant number of liquor brand that
indulge into these promotions for their brands with their orders ranging upto several lakhs.

4.4.3
4.4.4
In the above figure 4.4.3 there is a black packaging known as an executive box
which has been created for 100 pipers to match with the logo of the brand.
In order to go with the logo there is a golden Parker Beta pen being put which
again matches the brands logo.
Such gimmicks are created only to give a boost to the brands sales. These
activities are performed by brands time to time in order to increase the brand
recall and also in case something new by the brand is launched into the market.
The packaging is mostly created as close to the logo of the brand as much it is
possible.

4.4.5 Some Other Customized pens and Blisters Cards
A specialized blister card created along with the logo print on the barrel of the Parker
Beta during the merger of Star news with ABP.
These creative‟s were created at them Star news was going through a revamp to ABP.
Such strategy could be adopted in order to make the brands existence clearer in the mind
of the consumers
This was necessary for Star news because a lot of viewers could have stopped watching
the channel at the time its renaming process thing that the channel no more existed but by
carrying on such promotions the brands can reassure their viewers about their existence.
It was indeed a strategically placed move by Star News now ABP news.
Some more customized pens and Blister cards

4.4.6
A special edition pens created for ACC cements designed like bricks laid out to go with a
customized sleeve packing in the figure 4.4.6
If we notice there are bricks which are printed on on the pens barrel as well as the cap to
signify that it‟s a cement brand and would make strong walls, along with the clinets name
printed on the pens barrel. Also the sleeve in which the pen would be kept has the logo of
ACC cement printed on the top which would be called the branding of the brand on the
sleeve.
The above sample is approved by the client for which order was received since the concept
was liked by the client.
These are a part of trade and consumer promotions. The companies buy these customized
pens from Luxor Parker group and provide them further to their traders, promoters and
customers in order to accelerate their sales of goods.

Campus School Kit
4.4.7
The above figure 4.4.7 depicts the combination which was created for Campus as a part
of a school activity in order to attract more children towards the brand. This is the reason
a combination of pencil, scale, sharpener and eraser was created on a blister card along
with the branding of Campus placed on the top.
A special children‟s pack created for Campus shoes to cater to the school going children.
If we see at the back of the blister it also mentions the content in the School pack.
.
.

4.4.8 A special edition blister created for IPL matches for Aircel to add on a
spark of cricket and cater to the cricket crazy fans.
This was a part of the IPL matches which were played in 2012 as a part of consumer
promotion Aircel was suggested a Parker Beta pen on a customized blister card. On this

blister card the entire schedule of the match of mentioned at the back of the blister card.
This was a part of the many other advertising strategies which were adopted by Aircel in
order to reach out to their desired customers and create a brand recall. As well as award
their existing loyal customers.
4.4.9 Customized Executive Pack created for Aircel
This was a Executive Pack created for Aircel in their logo color in order to make it look more
impactful. This was done during the ICC World Cup 2011. The pack consisted of a number

of pens from Luxor. It was created to give away at some of their internal meet. There may be
seasonal offers which certain companies place where in they distribute freebies along with
their main product. This is done as a part of a particular company‟s trade and consumer
promotion.

CHAPTER- 5
Findings & Analysis:
Data presentation:
1. Which type of promotional activity do you do?
Type of promotional activity No. of people
Trade Promotion 50
Consumer Promotion 40
Corporate Gifting 90
Events 10
This Graph shows that Companies mainly use corporate gifting. Corporate gifting is a very
effective marketing communication mix. This graph shows 45% or majority of the companies
0
10
20
30
40
50
60
70
80
90
100
Type of Activities
No.OfPeople
Trade Promotion
Consumer Promotion
Corporate gifting
Events

use corporate gifting. 25% use trade promotion, 20% use consumer promotion and only 5% go
for events & seminars.
2. What is the frequency of doing such activities?
Frequency Of Gifting No. of people
Quarterly 24
Half Yearly 36
Yearly 40
During festive seasons 100
This Graph represents the frequency of gifting. In this graph we can see 50% of the companies
use to gift in festive seasons. 12% use to gift quarterly, 18% use corporate gifting half yearly,
and 20% do corporate gifting yearly. We can see that majority does corporate gifting in festive
seasons. So during festive seasons LWIPL should be more active and try and contact companies.
0
20
40
60
80
100
120
Frequency Of Gifting
No.OfPeople
Quarterly
Half Yearly
Yearly
During Festive seasons only

3. What are the budgets taken into consideration while selecting a gift option?
Price Range No. of people
10-1000 50
1000-2500 80
2500-5000 50
5000 & above 20
This graph represents the price range of the gifts (per piece). In this graph we can see that
majority i.e. 40% of the companies have their price range in 1000-2500. 25% each in the range
of 0-1000 and 2500-5000, and 10% goes for the gifts costs 5000 and above. It means that
majority of the consumers prefer to buy gifts between.
0-1000
1000-2500
2500-5000
5000&above
0
10
20
30
40
50
60
70
80
Budget
No.ofPeople
This graph shows the budgets company prefer.
0-1000
1000-2500
2500-5000
5000&above

4. What is the reason for the purchase of Pens?
Reason for purchase No. of people
Personal Use 28
Gifting 172
This study observes that companies buy pens for the personal use as well as gifting. The majority
of the people that is 86% buy pens for the purpose of gifting and 14% people buy premium pens
for personal use i.e. to use in the office. So marketer should notice on the attractive packaging of
pens that will helpful in to increase the sales for gifting purpose.
Pesonal Use
Gifting
0
20
40
60
80
100
120
140
Reason Of Purchase
No.ofPeople
Pesonal Use
Gifting

5. What are the factors that influence you in making the purchase?
Factors influence to buy pens No. of Respondents
Advertisements 28
Past Experiences 74
Discounts 46
others 52
This graph represents the factors influence to buy premium pens. From this graph we can see that
37% of the companies are influenced by their past experience. Only 14% are influenced by the
advertisements, 23% are influenced by discounts offered by the companies and 26% are
influenced by other factors such as viral marketing. So a company should focus on the quality in
the product as well as services.
0
10
20
30
40
50
60
70
80
Factors influence to buy premium pens
No.OfPeople
Advertisement
Past experience
Discount
others

6. What is more important to you at the time of making the purchase ?
Features of pens No. of Respondents
Quality 74
Visual Effects 126
This graph represents the effect of features of the pens on the clients. In this Pie chart we can see
majority i.e. 63% of the companies is attracted by the visual effects and 37% are attracted by the
quality. As the main purpose if the premium pens is gifting so it is necessary that the pen should
look beautiful and attractive.
Features of the pen.
Quality
Visual Effects

8. What is you perception towards Parker and Luxor pens?
Perception to possess premium pens No. of Respondents
Status 72
Aspiration 58
Personality 46
Advanced Quality 24
This graph shows the perception of the people towards gifting or buying the p arker and
Luxor pens. 36% of the companies think that the Parker and Luxor pens symbolize the
status. And 29% buy it because of aspiration, 23% think it enhances the personality and
12% are quality sensitive.
0
10
20
30
40
50
60
70
80
Perception to gifting premium pens
No.OfPeople
Graph showing the perception of peolpe towards gifting Premium pens.
Status
Aspiration
Personality
Advanced Quality

9. What type of Pens do you prefer?
Type of premium pens No. of Respondents
Ball Pens 53
Fountain Pens 69
Roller Ball 78
The above chart shows that in the type of pens companies prefer to buy i.e. ball pens, fountain
pens and roller pens. 26.5% of the companies go for ball pens, 34.5% go for fountain pens and
39% go for roller ball.
Types of Premium Pens
Ball Pen
Fountain Pen
Roller Ball

10. Which brand of pen do you prefer to buy for gifting?
Most preferred Brand No. of Respondents
Waterman 47
Parker 39
Cross 32
Schefields 30
Mont blanc 52
This study shows that in all the categories Mont blanc is most preferable brand for gifting and
then Parker and Waterman followed by Cross and Schefields. In the gifting category 26% people
like Mont Blanc and 40% people like Waterman and Parker premium that are marketed by Luxor
Writing Instruments Pvt. Ltd. in India.
0
10
20
30
40
50
60
Most Preferred Brand
No.ofPeople
Diagram showing which is the most preferred brand.
Waterman
Parker premium
Cross
Sheaffer
Mont blanc

SALES ANALYSIS FOR PARKER CELEBRATIONS FOR PAST 4 YEARS
Parker Celebrations
Year/Months
Qty.
of
boxes Year/Month
Qty. of
Boxes
2008-09 2009-10
April- June 8754 April- June 4156
July- Sept. 5242 July- Sept. 1733
Oct. - Dec 2971 Oct. - Dec 3556
Jan. - March 701
Jan. -
March 766
Grand Total 17668 Grand Total 10211
Year/Month
Qty. of
Boxes Year/Month
Qty. of
Boxes
2010-11 2011-12
Oct. - Dec 2603 Oct. - Dec 1166
Jan. -
March 1110
Jan. -
March 0
In the above sales figures for Parker Celebrations it can be seen maximum sales took place in
the year 2008-2009. While analyzing the data for the year 2008-2009 quarterly it can be seen
that the first quarter which was from April 2009 to June 2010 maximum sales took place.
In the year 2009-2010 the maximum sales took place in April- June which is also the first
Quarter and at the second place is the third quarter which is Oct. - Dec. this is the peak
season for the sales of gift items because of the Pooja as well as Diwali.
In the year 2010-2011 the maximum sales again happened in the first quarter from April
2010 – June 2010 and the second highest being the third quarter from Oct. 2010 – Dec. 2010
again this being because of the Diwali season as well as the New Year‟s.
In the third year the maximum sales again happened in the first quarter from April 2011 -
June 2010 and the second highest being third quarter from Oct. 2011 – Dec. 2011 which is
the festive season again.

SCATTER DIAGRAM FOR PARKER CELEBRATION SALES for year
2008-09 & 2009-10
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2008-09 April-
June
July-
Sept.
Oct. -
Dec
Jan. -
March
Grand
Total
Parker Celebrations Qty.
Parker Celebrations Qty.
0
2000
4000
6000
8000
10000
12000
2009-10 April- June July- Sept. Oct. - Dec Jan. - MarchGrand Total
AxisTitle
Qty.
Qty.

SCATTER DIAGRAM FOR PARKER CELEBRATION SALES for year
2010-11 & 2011-12
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
2010-11 April- June July- Sept. Oct. - Dec Jan. - March Grand Total
Qty.
Qty.
0
2000
4000
6000
8000
10000
12000
14000
2011-12 April- June July- Sept. Oct.- Dec Jan.- March Grand Total
Qty.
Qty.

SALES ANALYSIS FOR LUXOR EXPRESSION FOR 4 YEARS
Luxor
Expressions
Year/ Month
Qty. of
Boxes Year/Month
Qty. of
Boxes
2008-09 2009-10
Oct. - Dec 13046 Oct. - Dec 10982
Jan. - March 1610
Jan. -
March 1147
Year/Month
Qty. of
Boxes Year/Month
Qty. of
Boxes
2010-11 2011-12
Oct.- Dec 2895 Oct.- Dec 9838
Jan.- March 995 Jan.- March 2161
It can be seen for the year 2008-2009 the maximum sales took place in the third quarter from
Oct. 2008 – Dec 2008 which is the festive season of the year because of Diwali and Pooja
Season and the second highest sales took place in the fourth quarter from Jan 2009 – March
2009 which is after the new year.
In the year 2009 – 2010 which is year of maximum sales for Luxor Expression the maximum
sales took place in the third quarter which is from October 2009 to December 2009 as
discovered earlier this is the festive season which the reason why the sales accelerates during
this season and the second highest sales took place in the first quarter which is from April
2009 – June 2009.
In the year 2010 – 2011 the maximum sales took place in the third quarter which is from Oct.
2010 – Dec. 2010 and the second highest sales took place in the first quarter which is from
April 2009 – June 2009.
In the year 2011 – 2012 the maximum sales took place in third quarter again which is the
Diwali and Pooja season which is from Oct. 2011 – Dec. 2011 and the second highest sales
took place in the fourth quarter from Jan. 2012 to March 2012 which is slightly different
from the previous years.

SCATTER DIAGRAM FOR LUXOR EXPRESSION SALES
For year 2008-09 & 2009-2010
0
2000
4000
6000
8000
10000
12000
14000
16000
2008-09 April-
June
July-
Sept.
Oct. -
Dec
Jan. -
March
Grand
Total
Luxor Expressions Qty.
Luxor Expressions Qty.
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
2009-10 April- June July- Sept. Oct. - Dec Jan. - March Grand Total
Qty.
Qty.

SCATTER DIAGRAM FOR LUXOR EXPRESSION SALES
for year 2010-11 &2011-12
0
1000
2000
3000
4000
5000
6000
2010-11 April-
June
July- Sept. Oct.- Dec Jan.-
March
Grand
Total
Qty.
Qty.
0
2000
4000
6000
8000
10000
12000
14000
2011-12 April-
June
July- Sept. Oct.- Dec Jan.-
March
Grand
Total
Qty.
Qty.

ANALYSIS OF SALES FOR PROMOTIONAL ACTIVITIES BY LUXOR-
last 5 years
Promotional Selling of pens by Luxor
Year/Months Qty. Year/Months Qty.
2007-08 2008-09
Apr.- June. 2080773 Apr.- June. 1388406
Oct.-Dec 2164832 Oct.-Dec 1655770
Jan.-March 2519676 Jan.-March 778531
In the above sales figures it can be seen that in the year 2007-08 maximum sales occurred in
the second quarter which is from July 2007 to Sept. 2007 and the second highest sales
occurred in the fourth quarter which was from Jan. 2008 to March 2008.
In the second year in the above figures it can be seen that maximum sales again happened in
the second quarter which was from July 2008 to Sept. 2008 and the second highest sales
occurred in the third quarter which is also the festive quarter of the year from Oct. 2008 to
Dec. 2008.
Year/Months Qty. Year/Months Qty.
2009-10 2010-11
Apr.- June. 1388406 Apr.- June. 3417791
Oct.-Dec 1655770 Oct.-Dec 4236929
Jan.-March 778531 Jan.-March 4866794
In the above tabulated data it can be seen that the maximum sales occurred in the second
quarter again which is from July 2009 to Sept. 2009 and the second highest sales occurred in
the third quarter which is again the festive season of the year from Oct. 2009 to Dec. 2009.
In the second table it can be seen that the maximum sales occurred in the fourth quarter
which is from Jan. 2011 to March 2011 and the second highest sales happened in the third
quarter from Oct. 2010 to Dec. 2010 which is also the festive season of the year.

In the last year of the analysis which is from 2011 to 2012 the maximum sales occurred in the
first quarter from Apr. 2011 to June 2011 and the second highest sales occurred in the second
quarter which is from July 2011 to Sept. 2011. It can be noticed that the sales in this period
has been quite different from the previous years in comparison.
 In totality it can be concluded that the maximum sales in the previous 5years
occurred in the second quarter because this is the time for schools and college
re-open and children and adults indulge into a lot of activities for writing and
need for pens comes to a rising point.
Year/Months Qty.
2011-12
Apr.- June. 3377002
July- Sept. 1296497
Oct.-Dec 353308
Jan.-March 298423
Grand Total 5325230

SCATTER DIAGRAM SHOWING SALES FOR CORPORATE
PROMOTION for year 2007-08 & 2008-09
0
2000000
4000000
6000000
8000000
10000000
12000000
Promotional Selling of pens by Luxor
Qty.
Promotional Selling of
pens by Luxor Qty.
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Qty.
Qty.

PROMOTION for year 2009-10 & 2010-11
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Qty.
Qty.
0
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
Qty.
Qty.

PROMOTION
0
1000000
2000000
3000000
4000000
5000000
6000000
Qty.
Qty.

Conclusion and Recommendation
LWIPL does have a market presence of being known as one of the best writing
instruments provider though in terms of gifting it does lag a little behind from its
fellow competitors which cater to the same market.
Luxor does specialize in terms of customization there is no player in the market
that can leave Luxor behind continuing on these lines Luxor should try and make a
stronger hold on the market by advertising and marketing more aggressively.
This can be done by rolling out special offers in the festive season for which Luxor
Expressions and Parker celebrations is created. Even though these gifting options
are available in the market, the general consumer does not know much about it. So
in order for the sales to pick up there should be special provisions made to made
these gifting options readily available in the market.
The awareness about LE and PC can be increased by online advertising as well as
above the line advertising, also Out of Home ads in the leading malls which is been
already followed by Luxor should be followed more aggressively. All this will lead
to further generation of revenue and expansion of the business.
Also, just the way Luxor launches LE and PC every festive season there should be
some promotional activity done during the summer times like some consumer
involvement activities during the summer vacation because this is the time children
are at home and have a lot of time. This will help in brand recall of all the products
which are available for kids.
Even in schools and college Luxor can have tie ups and sponsorships in order to
have more brand visibility which in turn pays of later on.

BIBILOGRAPHY
1. www.google.com
2. www.luxorpen.com
3. www.Timesofindia.com
4. Luxor Expression and Parker Celebration Catalogues
Budgets
Every company perceives corporate gifting differently. With a variety of products available, the
product rates scale a vast range. Corporate gifting largely depends on the company's budget.
"Corporate gifts are usually customised according to the company's needs. Products can range from
as low Rs 15 to Rs 1000, depending on the product. A few companies gift electronic items as well,
for which the prices are obviously high. The demand for wooden products is also gaining demand,"
informs Sawardekar. Most corporate gift manufacturers opine that, larger the number of gifts
ordered, the more a company can save up on. A number of corporate banks give out bulk orders
which are customized as per their needs. "Most companies have vast budgets, especially when giving
New Year gifts. Assorted chocolate hampers and roasted almond chocolates top the chart. A half-kilo
box of assorted chocolates costs approximately Rs 480," says Pereira.

corporate gifting and promotions with respect to wriitng instruments

corporate gifting and promotions with respect to wriitng instruments

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