Luxor International Pvt.

Ltd

Table of Contents Executive Summary 1. Company History 2. Industry Structure 3. Environment 4. Products 5. Price 6. Distribution Network 7. Promotion 8. Financial Analysis 9. Customer Survey Analysis 10. Suggestions 11. Appendix a. Sample Customer Questionnaire b. Sample Dealer Questionnaire c. Financial Statements d. Bibliography

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Executive Summary The purpose and the scope of the document is to study, analyse and understand the business and marketing practices of Luxor International Pvt. Ltd. In order to achieve this objective, two stages were identified- Data collection stage and Analysis stage. The first stage includes data collected from various sources such as :1. The Origin, History of the company, its growth, The board of Directors, Operations units in India and overseas. 2. Few closest competitors in the industry of Writing Instruments- Linc, Reynolds, Rotomac, Montex, Cello, their origin and growth. 3. Financial statements of the company. 4. Information about the 4 Ps of marketing. 5. A customer and dealer survey to understand their decision making process. The analysis stage includes understanding the implications and relevance of data collected and drawing conclusions about the companys business and marketing decisions. Luxor Group of Companies, headed by Mr. D K Jain, President of the Company, started manufacturing writing Instruments in India in the year 1963. Today LUXOR is the brand leader in Indian Writing Instrument Industry, having market share of over 20 percent with an excellent network of dealers and distributors. Luxor was formed in the year 1991. As of today Luxor is a leading manufacturer and exporter of Writing Instruments from India with over 15 percent of Export Market Share with its 4 manufacturing facilities in New Delhi and 3 at Bombay, employing over 600 people.

Luxor is committed to produce quality Writing Instruments to the total satisfaction of its customers. It is the policy of Luxor to develop and supply innovative products meeting the customers requirements from time to time. The company realizes that this shall be achieved only through continuous upgradation of technology, team work, motivation of employees and participative management. Apart from ISO-9002 standard, Luxor products also conform to DIN quality for ball pens series and for the entire marker range. Also Luxors Children range colouring pens and fluorescent markers conforms to ASTM regulations for U.S.A. Market and are NON-TOXIC.
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Luxor has well-qualified Engineers in its R&D Department who constantly research and develop new products. Also the company has own Designers for metal ball pen and gift sets. Luxor has in-house technology to manufacture nylon fibre nib, synthetic filters and custom design automatic assembly machines. Luxor is equipped with its own Fibre Nib Plant, Reservoir Plant. Luxor has its own lacquering Plant for metal pens and in-house assembly machine designing forits products and metal products development cell apart from automatic jumbo metal refill plant. Luxor was the first to introduce many new technologies in the Indian Market i.e. Pigment FluorescentHighlighters, Xylene Free Markers, Ceramic Roller Pens, Needle Point Pens, OHP pens etc. Luxor is the first company which is recognized by the Government of India as an Export House Manufacturing and Exporting Quality Writing Instruments to over 45 countries all over the World. Luxor also bagged another first the coveted ISO-9002 certification for unsurpassed quality of its products.

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Luxor International Pvt. Ltd. 1. Company History Founded in 1963 by Mr.D.K. Jain, the Luxor Group has emerged as the undisputed market leader in the writing instruments industry both in India and abroad. During the journey spanning nearly five decades, the Group has relentlessly pursued an upward growth path and our long-term goal of building a globally acclaimed, well-diversified conglomerate is turning into a reality.

What started as a small venture in the crowded lanes of Old Delhi, has evolved into Indias No. 1 manufacturer & exporter of writing instruments operating 10 state-of-the-art facilities in NCR-Delhi & 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 Superbrand, the only company in the writing instrument 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. Jains able guidance, the company started producing home-grown Indian pens using backward integration and leveraging the most advanced technologies. The Group currently manufactures a wide array of writing instruments, stationery and accessories catering to an extensive range of consumers with diverse preferences. The Luxor brand is a 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 fibre-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 brought the Pilot hi-tech needle point pens to India. Another major breakthrough
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came in 1986 as Luxor introduced permanent markers, dry safe ink markers and fluorescent highlighters to address the diverse requirements of its global clientele. The company offers a dazzling array of products to meet the sketching, drawing and colouring needs of junior citizens. The 90s were significant in more ways than one as the Luxor Group continued to thrive even in the face of fierce competition from large multinationals and leading international brands. In a bid to ensure incremental growth, the Group choose to re -invent itself and opted for a three-pronged strategy including modernization, exports expansion and tie-ups with coveted international brands. In 1980, an exclusive international business division (Luxor International) was set up to promote and sell the Luxor Brand far beyond Indian boundaries while the Group decided to bring under its umbrella some of the most famous foreign makes to serve a vast and quality-conscious Indian consumer base. Keeping in mind the resounding success of the Luxor-Pilot tie-up, the Group decided to follow the same strategic approach with Brand Parker in 1996. PaperMate (1999) and Waterman (2003) followed suit and the Luxor Group now acts as their preferred business partner in India, holding the manufacturing and marketing franchise. Positioned as premium lifestyle accessories instead of everyday utility item, the Parker & Waterman from the House of Luxor remain the preferred choice of the upwardly mobile. Celebrity endorsements were also sought to promote these high-end writing jewels, and legendary movie star, Amitabh Bachchan, was signed up as the Parker brand ambassador. Never an organization to rest on its laurels, the organization has further conceptualized the Louis Charron range in 2006 an exclusive collection of designer pens coveted by the discerning. Luxor also plans to unleash a range of accessories, such as key chains and wallets, under the same brand. Taking forward its unbeatable saga of excellence and total customer commitment, the Luxor Group today is diversifying into various fields. From Hospitality and Real Estate to Retail, the ventures are many and the new initiatives are working out well to propel the Group to greater heights. In 2002, Luxor acquired the ITDC-promoted Qutub Hotel in the Capital city of Delhi and diversified into Real Estate development a year later. Luxor tied up with leading
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technology firms in 2005, in a bid to make foray into the fibre optic & broadband segment. Retail is another focus area and a chain of company-owned Luxor Signature outlets are being set up across the country for showcasing the entire range from the house of Luxor.

Over

the

years,

the

Luxor

Group

has

been

bestowed

numerous Awards and Certificationsfor Quality, innovation and product design. The Group lays great emphasis on Research & Development to bring the best writing solutions to its vast customer base while leveraging cutting-edge technologies and best industry practices to enhance product quality and performance. Luxors 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 th safety, e health and welfare of its staff and the communities living around its facilities. Luxors fundamental purpose is to cherish the vision of growth in established and new domains, and foster sustainable & integrated growth. With an impressive past and a powerful present to guide it forward, the Luxor Group is all set to build upon its achievements in the years ahead.

Board of Directors

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D. K. Jain Chairman & President, Luxor Group

Directors

Usha Jain Director & Chairperson Luxor International

Pankaj Jain Director Luxor Writing Instruments

V K Jain Director Luxor International

Pooja Jain Executive Director Luxor Writing Instruments

Priya Jain Director L.P. Pens Pvt. Ltd.

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