camlin
DESCRIPTION
CamlinTRANSCRIPT
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