Royal Holloway University of

London

Dissertation Proposal

Prepared by: Aditya Dhoka

Candidate No.0012613

1st March, 2010

Title

“C h a lle n ge s an d Ac c e pta bi lity of Poly m e r Pe n c ils in In dia : A

c as e s tu dy of G a la x y Pe n c ils ma n u fa c tu r in g C om pa n y , In dia .”

Abstract
This Dissertation mainly focuses on the polymer background. As everyone is
aware today polymers are replacing a large numbers of products. The
replacement may be in a positive or negative aspect. For Eg: If we consider the
negative aspect, plastic bags are not good for the environment and if we
consider the positive aspect, Polymer Pencils are the perfect substitute for
wooden pencils. This dissertation mainly focuses on polymer pencils and the
challenges it faces in the Indian market.

Introduction
We have Heard a thousand times about this entire hullabaloo about pollution
and its adversity? It's a hot topic since a few years. People just talk and then
forget about the current issue on pollution. It isn't their fault. Because of the
sci-fi encroachments there are not many ways to curb the problems. We have
to find ways to waste management before situation gets unmanageable.

Renewable products are gaining momentum recently. However, the sector of

recycling scrap and making handicrafts is scattered, unorganized in India and
Dissertation Proposal (0012613) 1
not many people know about the uses of eco-friendly and recycled products.
Moreover, the small scale industries are the players which lead to lack of
complete publicity amongst the end-users. After so much chaos about cutting
down of trees, people try contributing to restoring natural environment. Such a
modest act has become more of a trend. So the producers can see a ray of
light in regards to growing in this sector.

This dissertation would give a detailed analysis of the use of polymers in this
modern world. How polymers have replaced so many products and how with
the use of polymers the trend of eco-friendly has come into existence. Pencils
are basically made of wood and lead. But this new german technology has
created much of a hype in recent times. It is regarded as a boon to
deforestation. Eco-friendly pencils are pencils made from bio-degradable
polymers which are not harmful for the environment rather they are the
perfect substitute for wood. These pencils are made of pure polymers and the
inner lead is made of graphite instead of lead (Pb). The outer coating on these
pencils are also environment friendly and non-toxic as well. On the whole these
pencils are nature lovers and contribute in making our planet earth more
green.

I have decided to take this issue as my dissertation topic and I have particularly
decided to focus on India only because of many reasons. Firstly india is a
developing country and the level of education is not as high as the developed
countries. In developed countries the importance of going green is understood
and supported but in India its not so supportive. Secondly India has a wide
population and around more than half of the population have no idea about
what a eco-friendly pencil is and how would this benefit them.? Thirdly there
are many small companies in India which support this idea of eco-friendly and
have manufacturing units in India. One such firm is Galaxy Pencils
Manufacturing Company, India. This firm focuses on manufacturing eco-friendly
polymer pencils and believe in promoting it. This firm was set up in 2003 in
India and today they are facing some challenges in the market.

Taking this case study of Galaxy Pencils Mfg Co. I intend to analyse the
problems or challenges faced by the company in promoting the product. The
challenges include the acceptability of Polymer pencils in India. Why does the
Indian consumers not prefer polymer pencils and why do they emphasis only
on wooden pencils? Why is that the company not able to make the product so
famous in the market? Are there any competitions in the market which are
causing problems? Is the government in support with the company or no? Is the
government helping the company to promote a eco-friendly product? What are
the marketing strategies of these companies and are they successful?

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Research methods

The research methods that I intend to use in this dissertation are a bit
quantitative methods like preparing of questionnaires for both the consumers
and the retailers who sell these products. Referring to secondary data as well.
Presenting the data in a categorical data sheet.
Interviews with the directors of Galaxy Pencils Mfg Co. Interviews with the
marketing heads of Galaxy Pencils Mfg Co. Doing some research on the
material used in making those polymer pencils and whether is it eco-friendly or
no.? Some data would also be gathered through observation in the factory.
Taking surveys among customers. If possible I would also conduct a experiment
of sales of polymer pencils and experience the challenges it faces. The
research also includes the main competitors to eco-friendly pencils and how
this is affecting their market share.?

Regarding the interview parts I am confident that I would be allowed to

interview as the company is of a close relative and I am sure they would help
me out in my dissertation. The guidance from the directors, managers, retailers
is going to be a biggest positive help towards my research.

I intend to start working on my dissertation as soon as the holidays for

summers start. I have also planned a short trip to India in the mean time so
that I can get hold of my data I need for my research. During my visit to India I
would be conducting interviews with the directors and managers and also fill
up questionnaire forms from the customers and retailers. I would be also
investigating their marketing strategies and plans and day to day operations. If
allowed I would do some research on the raw material used to make eco-
friendly pencils and how it preserves our planet earth.
As I return from India I would be sorting out my data and with my tutors
guidance I would start working on my dissertation. The remaining parts like
framework, suggestions for improvement would be worked on.
My aim is to finish the draft of my dissertation around end of August when I
have all my research in my hand and then pen down my thoughts in my
dissertation and complete it by the 20th of August. After that I have plenty of
time just in case i need to make some changes in my dissertation.

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Literature Review
Although not much research has been done in this field regarding challenges
faced bt eco-friendly products but there is a small article by Mike Banas (a
survey conducted by Braun Research) on how the sale of eco-friendly products
had been affected by recession in America. He tries to explain that “For many
consumers in a down economy, it’s price first, environment second.” The
article also says that around 41% of americans do not believe they are getting
the whole truth about green products. There is one more research on pencils
“Pencil having a formed ABS polymer” by Muller et al which describes the
alternative process of making pencils other than HIPS polymer pencils.

Conclusion
At the end I would like to conclude that this topic is my very desired and liked
area of interest and I would be very happy to do research on my desired topic. I
am confident that I wont not let you down if I am given a chance to do select
this topic as my dissertation. I agree that I need a lot of consultation on the
part from my supervisor as I am not clear on my structure of my dissertation.
But as soon as I start doing this research all my basics would be clear and I am
confident that I would present a very good dissertation. I would also like to
emphasis that being my desired topic I have been doing some research since a
year and my basics regarding the topic is very crystal clear. Lastly I would like
to conclude saying that wood is slowly and slowly depleting and its high time
we shift our usage from wooden products to substitute products and preserve
our mother nature and save our planet earth.

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