Camlin Crayons

Presented to – Prof. Tasneem Mesiwala

Presented by – Ankush Chougule - 09

Nirav Gogri - 13Amit Mishra - 25Sunil Mourya - 26

INTRODUCTION Camlin Ltd is one of India’s leading stationery

companies with a wide product range and strong pan-India distribution network

Camlin’s products have been used by over three generations and enjoy strong brand loyalty

It is a market leader in the art materials product segment like water colors cakes/tubes, poster colors, wax crayons, oil pastels, plastic crayons etc

Its wide distribution reach and quality products have made it a household name in school and education stationery products

Increasing affordability of Indian masses through higher disposable income has resulted in increased demand for quality school and educational stationery

HISTORY Camlin started operations as "Dandekar & Co."

with "Horse Brand" Ink powders and tablets in 1931, and shortly started producing "Camel ink" for fountain pens.

Today, the company have over 2000 innovative products

1931 - Started operation 1946 - Incorporated as a private company 1962 - Entered into the art material market with

products used by artists and students 1987- Camlin became a public limited company

and was listed on the Bombay Stock Exchange

1998- Introduced All India Camel Colour Contest (AICCC), the most popular child-art contest for school children

In May 2011, Japanese stationery major Kokuyo S&T – Japan, recently acquired a 50.74 per cent stake in Camlin

PRODUCT SEGMENT

School & education products- It includes Water Color Cakes/Tubes, Poster Colors, Wax Crayons, Oil Pastels, Plastic Crayons, Sketch Pens, Wooden Pencils, etc

Fine arts & hobby products - It includes Artist Oil Colors, Artist Acrylic Colors, Canvas Rolls, Water Colors, Oil Sketching Papers, Drawing inks, Glass Colors, Fabric Colors, Powder Colors, etc

Office products - Its includes white board markers, permanent markers, highlighters, ball pen, gel pen, stamp pads, refills, paint markers, CD markers, carbon papers, glue sticks, gum / paste & inks

PRODUCTS OFFERING IN COLOR SEGMENT

OPERATIONAL HIGHLIGHT OF CAMLIN

Camlin is market leader in the profitable art colors product

Camlin has its plant at Vasai, Tarapore and Taloja in Maharashtra and Jammu in Jammu & kashmir

Increase in capacities, increased in-house production and focus on high margin products leading to strong growth in business and profitability

The Jammu unit was set up in 2008 Manufacturing of products attracting high excise duty

is being done in the Jammu unit where it enjoys excise exemptions

Entered into running of pre-schools to leverage its brand strength in the field of education and associate with its consumer - the school kid at an early age

DISTRIBUTION CHANNEL

Quality products, wide product range and strong distribution network have resulted in good brand equity

As Camlin has one of the oldest distribution network, it helps to connect & distribute all its product across India from various manufacturing units

It gives competitive edge over competitors Camlin also maintains and re-engineer its

distribution channel for effective distribution of its product

KEY POINTS OF CAMLIN

Camlin Color segment has 41% market share which includes academics/scholastic, hobby and fine arts

4 manufacturing units 875+ employees 6 Branch office & 27 C&F’s Direct coverage is more than 1500+

distributors Total coverage is more than 3 lacs retails

outlet Market reach is more than 50 Mn households

INBOUND LOGISTICS

Wax

Color pigments

Raw Materials

Processing

Technology

Heating

Cooling

Finished Product

Packaging

Stickers / Label

Packaging material

OUTBOUND LOGISTICS

Finished Product

Sales Depot/ warehouse Transportation

Distributor

Retail Stores

Customer

PRICING STARTEGIES

Premium Pricing Policy sells its products at a premium range in its

various product segments Margins for Retailers

provides a margin ranging from 20 to 50percent depending on individual product

Manufacturing Costs by acquiring supplier side industry, the overall

cost for the products has decreased and this added benefit may be used for leveraging the distributors

PLACE STRATEGY

Camlin is present in all parts if India today available across over 150,000 retail stores

Distributors had expanded from 600 to 1200 over the last few years

Also increasing its interaction with schools expecting to touch over 25,000 top schools and soon going forward

The company has its presence in many foreign countries and exports its finished goods to USA, Europe, Middle East, Asia

It has a strong network of its warehouses situated in every part of the country

NETWORK