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Stationery Industry:
The term “Stationery” traditionally represents a wide variety of materials like writing
instruments, paper, office supplies, notebooks and greeting cards, etc. The
contemporary definition of ‘stationery’ now relates more specifically to materials used for
formal or personal correspondence. The stationery industry is worth more than 11,000
crore, and comprises of a wide variety of products and categories. The stationery
industry is generally classified into school stationery writing instruments, office
stationery and paper products. Though the industry is dominated by local or
unorganized stationery players, a large number of organized players have entered the
industry.
Source: Survey
The industry is expected to grow annually 10%, and at CAGR of 12% ove
Market size of the various product categories:
Chapter – 2
Organization Profile
The term “Stationery” traditionally represents a wide variety of materials like writing
instruments, paper, office supplies, notebooks and greeting cards, etc. The
contemporary definition of ‘stationery’ now relates more specifically to materials used for
formal or personal correspondence. The stationery industry is worth more than 11,000
crore, and comprises of a wide variety of products and categories. The stationery
industry is generally classified into school stationery writing instruments, office
onery and paper products. Though the industry is dominated by local or
unorganized stationery players, a large number of organized players have entered the
The industry is expected to grow annually 10%, and at CAGR of 12% ove
Market size of the various product categories:
The term “Stationery” traditionally represents a wide variety of materials like writing
instruments, paper, office supplies, notebooks and greeting cards, etc. The
contemporary definition of ‘stationery’ now relates more specifically to materials used for
formal or personal correspondence. The stationery industry is worth more than 11,000
crore, and comprises of a wide variety of products and categories. The stationery
industry is generally classified into school stationery writing instruments, office
onery and paper products. Though the industry is dominated by local or
unorganized stationery players, a large number of organized players have entered the
The industry is expected to grow annually 10%, and at CAGR of 12% over next 5 years.
Source: Survey
Players in various categories:
Source: Survey
KouyokoCamiln:
The company is an Indian stationery company which is based out of Mumbai, India. The
company is engaged in the production of stationary products and of materials for art
Players in various categories:
The company is an Indian stationery company which is based out of Mumbai, India. The
the production of stationary products and of materials for art
The company is an Indian stationery company which is based out of Mumbai, India. The
the production of stationary products and of materials for art
materials. Started in 1931, The Company is a household name today. The company has
a wide variety of productsthat range from Fine Art products for artists materials, to
materials for hobby professionals and school students. It also manufactures & sells
various stationery products, office-related products, inks and instruments used for
writing.
CAIMLIN:
The organisation is more than 80 years old and has a rich lineage, history and a very
proud history. The operations of the organisation started way back in 1931 when it had
just started manufacturing of the Ink Powders and Tablets – under the brand name
“Horse Ink”. This led to creation of its flagship brand in the year 1946.With such a long
existence, the company eventually ventured into materials for art, stationery for school
students, materials for hobby, stationery products & corporate gifts for office. Though
started with a humble beginning, the brand is amongst the most renowned and trusted
brand not only in India, but also in many other countries. The brand has more than 3000
products and the reach is of more than over 50 million households.
The KOUYOKU Group:
The parent company is also more than a century old organisation in Japan. .. It was
founded inthe year 1905 in the city of Osaka, Japan. The organisation started as a
manufacturer of covers for books of Japanese accounting books (traditional), which
were known as a wacho. As of today, the company ismore than US$ 3 billion
conglomerate with presence in various South East Asian countries like Vietnam, China,
Hong king, Singapore & Malaysia. Other than that it has its global footprints in Europe &
Asia. The company’s flagship product offerings are stationery, supplies & furniture for
offices and notebooks. The company is a public limited company and is listed on the
Tokyo &Osaka stock exchanges. The company’s brand”K0KUY0” is a household name
in the furniture &office stationery products segment.
K0KYU0 CAMILN LIMITED:
In the year May 2011, the companies, K0KUY0 & CAIMLN came together to form -
'KOKYUO CAMILN LTD". The parent company, KUYOKO acquired a stake of more
than 50% from the promoters of the Indian Company CAIMNL.Thenew name of the
company emerged as KOKYU CAMILN LTD., a name that highlighted the new synergy
and strength.
The company began a new chapter as far as the stationery business in India was
concerned. There was a sharp future orientation and clear goal that aimed to utilize the
prevailing strengths of the two companies &the presence.Thecompany’s strong brand
equity in the Indian market & the reach to consumers was further supported by
introduction of new & innovative stationery products, world-class R&D infrastructure and
strong presence in the Asian countries.
STATIONERY INDUSTRY IN INDIA
The company manufactures & sells a wide variety of products such as Fine Art Range
of Colours, Colours for Hobby Professionals, Scholastic Range, Stationery products,
Stationery for Office and instruments for writing. The major consumer of the company’s
offerings are the school student segment.
India is a big market for art materials. The market can be divided on the basis of end
consumers or on the basis of products.The market when segmented by products can be
classifies into colours, mediums and the accessories. When the segmentation is on the
basis of users, we can classify it as the market for heavy / serious users which have the
top positions. This segment comprises of the professional artists and the products that
they prefer are of a high quality. The next sets of users are the hobby professionals.
This market has a broad base which includes customers of all age & gender. The last
but the most important segment is that of school goers. The school going segment of
consumers use a variedlist of the company’s range of colourproducts like oil pastels &
crayons. These products are available economically and are used by a huge population
of schools & students.
The Indian art material market has witnessed high growth in the last few years. The
recognition of Indian art & artists world-wide has led to the serious growth of the first
user segment – Professional Artists. This recognition of Indian artists internationally has
created an inspiration and encouragementamongst the artists to create work that is at
par with best work in the world. The government also has “Education” as top priority on
its agenda and in line with this; we have seen a fast growth in the number of pre-primary
and primary schools. With increased expenditure towards education, the number of new
schools opening every year has increased considerably. All this has led to an increase
in the school stationery segment. The board classification of the stationery market can
be done as Stationery – For Offices, Schools, Paper Products and Computer Stationery.
The Indian stationery market can be numbered at approximately 10,000 crores. Out of
this, the notebook market has a value of approximately Rs. 5000 crores. The high
growth of the Indian stationery market is above 10% annually. The stationery market in
India is highly fragmented and has a high number of unorganized players. It is also a
highly commodity driven market. The increase on expenditure on the educational sector
has led to an increase on the educational sector by the government. The current
company has been in existence since a long time, more than 80 years. The company
has established itself as household and a very well-known brand in India. It has a very
strong distribution network all throughout the country. The company manufactures and
sells more than over 2000 products and has a wide range from highly quality stationery
products like pencils, inks, mathematical sets and pencils as well as colour products like
the fine art range, hobby colours& school colours. It has a very high percentage
ofmarket shares in all of these products. The company has a plan to reach to more than
3 lac retail outlets pan India and reach an average 55 million household annually. This
has been possible due to a strong pan-India distribution network.The company is a
pioneer in artist as well as school colors as well as in the manufacturing of a wide
variety of new age products like highlighters and markers that are also used by many
industries as well as various educational institutes. The company is also a pioneer in the
manufacturing of glue sticks.
The two companies merged together in the year 2011 to form “KUYOKO CAIMLN”. The
objective was to expand the geographical reach to other countries. It was
alsoimperative toincreaseits strength in the stationery portfolio by introduction of new
and innovative products.
KOYUKOLtd.acquiredCaminl to accelerate the expansion of its business in the Indian
stationery market which is now a fast growing market for products like office supplies
&stationery, notebooks, organisers, etc thus capitalizing the company’s strong
distribution network that had a pan India reach. The strength of the company is in
products like school colours, artist colours, school stationery and technical instruments.
These products are also exported to many other countries. The company increasedthe
research &development of these products and have launched lot of new designs. The
strong & established brand name of the company is its key strength and it is well
supported withdistribution reach, pan-Indiato more than 3 lac retailers. The company is
a market leader in the product category of fine art colours, colours for school children,
and stationery products like mathematical sets and mechanical pencils. The parent
company is a market leader in the category of products related to office stationery . It
has strong strength in notebooks and office products &supplies. The parent company
brand, “K0KUY0” isalso a wellknown brand in office furniture segment. The product
development model followed by the company is one wherein the research, marketing &
distribution sections are all merged to maximize the customer value.
The synergies that exist between both the companies have resulted in various benefits.
The benefits include expansion of the product-portfolio, entry &expansion to new
geographic markets,a reduction in costs andfaster launches of new products developed
though joint design and R&D.
VISION
The vision of the company is “To be Honor of Asia in Stationery and Colour Industry.”
BELIEF
Employees: the company believes that the fundamental strength lies in employees
Customers &Suppliers: The Company believes that the income earning comes from the
long-term goodwill of the customers who use, sell and supply the company’s products
Communities: The Company believes that it is our responsibility to contribute to the
well-being of countries and communities where business is conducted
COMPANY’S CORPORATE PHOLOSOPHY
Customer First
The company is highly committed to respond to customers by delivering superior quality
products that meet the diverse demands of the customers across the globe.
Human Resource
The company promotes equal employment opportunities to encourage professional
excellence and strives to provide good working conditions.
Business Partners
The company strives for a long-lasting association with all the stakeholders to enhance
mutual co-operation and establish with them a bond of mutual trust.
Corporate Governance
The company believes in taking leadership and in nurturing a corporate culture and
implementing policies that promote ethical behavior.
Transparency
To company believes in maintaining transparency and to conduct the business
operations with utmost honesty and integrity.
Corporate Social Responsibility
The company believes in embracing and contributing to sustainable development of the
society and in making consistent efforts to preserve & maintain harmony with the
environment.
MANUFACTURING FACILTIES
The company has manufacturing facilities at 4 locations. All the factories are ISO
certified and have state-of-art production facilities.
Tarapur
The plant manufactures Oil Colours for Artists, Oil Colours for students, Water
Coloursfor students, Premium Poster Colours, Mediums, Drawing Inks, Photo Colours,
Fabric Colours, Oil Pastels, and Plastic Crayons & Hi Par Leads.
Jammu
The plant manufactures Scholastic Colour Products,
Tubes, Redimix, Student Poster Colour sets, Glass Colour& Assorted Sets, Sparkle
&Fabrica Glue
Vasai
The plant manufactures Markers, Highlighters, Correction Pens, Gel and Ball Pens, Gel
and Ball Pen refills, Stamp Pads&Mechanic
Taloja
The plant manufactures Adhesives, Krafty Glue, Inks& Fluid Dilutor
The company has employee strength of more than 1300 employees. Other than the
above 4 manufacturing facilities, the organisation is also building one of the largest
production facilities in Patalganga, Maharashtra. There are 6 branches and 39 C&Fs
associated with the organisation.
PRESENCE ACROSS VARIOUS CATEGORIES:
MILESTONES
The company is a pioneer in many of the products that they produce and sell
The plant manufactures Scholastic Colour Products, Water Colour, Water Colour
Tubes, Redimix, Student Poster Colour sets, Glass Colour& Assorted Sets, Sparkle
The plant manufactures Markers, Highlighters, Correction Pens, Gel and Ball Pens, Gel
and Ball Pen refills, Stamp Pads&Mechanical Pencils
The plant manufactures Adhesives, Krafty Glue, Inks& Fluid Dilutor
The company has employee strength of more than 1300 employees. Other than the
above 4 manufacturing facilities, the organisation is also building one of the largest
ction facilities in Patalganga, Maharashtra. There are 6 branches and 39 C&Fs
associated with the organisation.
PRESENCE ACROSS VARIOUS CATEGORIES:
The company is a pioneer in many of the products that they produce and sell
Water Colour, Water Colour
Tubes, Redimix, Student Poster Colour sets, Glass Colour& Assorted Sets, Sparkle
The plant manufactures Markers, Highlighters, Correction Pens, Gel and Ball Pens, Gel
The company has employee strength of more than 1300 employees. Other than the
above 4 manufacturing facilities, the organisation is also building one of the largest
ction facilities in Patalganga, Maharashtra. There are 6 branches and 39 C&Fs
The company is a pioneer in many of the products that they produce and sell
The company was the first in India to launch the hobby colours range. They introduced
the Colourproduct categories in India like fine art coloursand hobbycolours.
The company’s products are certified ‘No health label is required’ by The Art & Creative
Materials Institute Inc., (ACMI) Boston, USA
Most of our school products conform to EN 71-3 European Standard which means that
these products are Non- Toxic and safe for children to use
The product “ Krafty Glue” (White Glue) has been voted ‘product of the year’ by A.
CNeilson’s National Consumer Survey for 2009 under Adhesive Category
All the Factories are ISO certified
The company is the only Manufacturers of Hi Polymer Lead and Glue stick in India
The company’s Colour Contest has been mentioned in Guinness World Records for
being the largest art competition that attracted a total of more than 48.5 Lacs
participants from around 6600 schools across India
AWARDS & ACCOLADES
The company was selected as"Asia’s Most Promising Brand", by the World Consulting
and Research Corporation (WCRC).
ABBY award for Experiential App
The organisation had won 3 awards in the prestigious DMAI Awards 2014 in India for
the company website. The awards were
GOLD for Experiential App
SILVER for the “Best UI/UX” (User Interface & User Experience) Category
BRONZE for the “Best Responsive Site Category”
The company was also recognized in the Indian Digital Media Awards (IDMA) 2014 for
the website & Asian Effectiveness Award for the Experience App.
The organisation was also awarded with the DainikBhaskar INK Awards 2014.
The factories have also won several accolades year on year in the Quality Circle Forum
of India Annual Convention Programmes.
The company’s internal Newsletter, Newscafé won Special Jury Award in 2012 (out of
the 675 entries) for its creative conceptualization and visual appeal at the ICE Awards.
SOCIAL INITIATIVES
Camiln- “Kids Power”
Camlin Kids Power is an initiative taken by the company towards social awareness.
Through the initiative the medium of music, art and advanced learning techniques are
used to understand the various important social issues. The team involved in the project
approaches a new social issue every month and also conducts various activities and
ensures that it reaches across the country with the help of social media platforms.
“Swachh Bharat” Campaign
The campaign of Swachh Bharat campaign was conducted at the area of Dharavi in
Mumbai. The campaign had the objective of influencing thechildren and youth in the
area. It also had the objective of creating awareness about public health. It shared how
these young minds can contribute towards making India safer &cleaner. The activities
were conducted andpromoted on various social media platforms. There was also a
contest that helped in ensuring the spreading of the awareness across the country.
“Anti-Bullying Initiative”
Bullying is one of the major social problemfaced by numerous schools across the
country. The organisation via the “Anti-Bullying” initiative undertook various initiatives;
the project team also conducted workshops in schools in the capital city of New Delhi.
The awareness was created amongst the young kids in the city that taught children of
the preventive measures and solutions to handle bullying. The same was shared by way
of engagingthe children in fun & interactive workshops.
Recycle & Reuse
The company also conducted a workshop to educate children of the Angel Foundation
on “Recycling& Re-Use” that included fun and engaging activities and by use of the
company products. The kids participated with high enthusiasm.
World Environment Day
On the occasion of World Environment Day, the company carried out “tree
plantation”drives at all its production units and the surroundings.
Children’s Day Celebrations
The company carries out various activities across the country on the occasion of
children’s day. The company conducted activities with “making learn
theme. There were various activities like the puppet shows, television campaigns
&essay competitions.
GROWTH DRIVERS
Office Segment
The Indian economy is booming and more offices mean more consumption
There is an increase in the number of m
for professionalism
The service industry is the highest consumption sector & there is more inclination
towards convenience products
Proliferation of specialty industries like Auto, Textiles, Leather, Jewels, Logistics, ITetc
has also boosted the demand
School Segment
Government of India is highly focused on increasing literacy
The K to 12 education sector is growing very fast, and
schools create a new market for school stationery products
Growing experiential & project based learning system is a boost for hobby products &
colors
The company carries out various activities across the country on the occasion of
children’s day. The company conducted activities with “making learning fun” as the
theme. There were various activities like the puppet shows, television campaigns
The Indian economy is booming and more offices mean more consumption
There is an increase in the number of multinationals which has created a requirement
The service industry is the highest consumption sector & there is more inclination
towards convenience products
Proliferation of specialty industries like Auto, Textiles, Leather, Jewels, Logistics, ITetc
has also boosted the demand
Government of India is highly focused on increasing literacy
The K to 12 education sector is growing very fast, and the emerging concept of pre
schools create a new market for school stationery products
Growing experiential & project based learning system is a boost for hobby products &
The company carries out various activities across the country on the occasion of
ing fun” as the
theme. There were various activities like the puppet shows, television campaigns
The Indian economy is booming and more offices mean more consumption
ultinationals which has created a requirement
The service industry is the highest consumption sector & there is more inclination
Proliferation of specialty industries like Auto, Textiles, Leather, Jewels, Logistics, ITetc
the emerging concept of pre-
Growing experiential & project based learning system is a boost for hobby products &
Shift in individual buying pattern from traditional collective buying pattern
There is more disposable income and hence acceptance of premium products
There is a shift from commodity market to brand & a growing concern towards eco-
friendly products
Quality education is the 2nd top priority for parents &The number of premium schools is
increasing rapidly
School enrolment has reached to 93.4%
Artist Segment
The Art market growing exponentially
Indian art and artists works are fetching higher prices in auctions
There has been an inclusion of art as a mandatory curriculum
Art workshops have become a big & cost friendly source of acquiring art
Opening of more art schools and serious inclination towards art as a profession
Cross-exchange of art ideas across the borders
More art exhibitions
Engage. Expand. Execute
In an ever growing market with increasing competition, and the advent of more & more
new players every day as well as more joint ventures &collaborations, the company has
continued on its strategic & aggressive growth plans. Many new products were
launched, were revamped with respect to the branding, packaging, etc. The reachtothe
consumers was also widened using both the digital as well as platform.
The substantial improvements in the profit as well as income every year has been a
result of the company’s continuous efforts. The company now is ready to utilize its
Presently, the company stands poised toutilizeits unrivaledconnect with their
consumers, the strong brand name, a widely spread product portfolio and the strong
pan India distribution network that reaches every nook &corner in the country and it can
continue to accelerate its growth further by continuing toExpand. Engage &Execute.
The company is now highly focused on the execution of its “Plans, Projects & Progress”
since the recent past.The company has the manufacturing process as its core focus.
Production is critical for any organisation. The company has decided to expand its
production capabilities and is coming up with a new and fullyintegrated plant at
additional Patalganga. This decision by the company was aimed at progressing the
company’s overall manufacturing forteso that it can create tremendous advantages
stemming from the economies of size, scale & scope.
In every business, involvement of all the key stakeholders is extremely crucial to
sustaining the growth and performance of the company. In this organisation, it has been
a constant endeavor to engage continuously with its main stakeholders – the
shareholders, partners &employees.
The company has been working towards increasing it’s connecting with the key
stakeholders with anunremitting and committed effort to engage with the “Shareholders,
Partners, and Customers&Employees”.
The company has always taken various initiatives to maintain its position as the oldest
stationery brands in the country and to ensure that its brands are amongst the favorite
brands for today’s customers. They did this by engaging with the customers in the most
effective way.
The company re-branded itself as a brand which associated with learning & fun. &it’s
philosophy of making learning fun for the children. “Let’s have fun” is the spirit of the
company’s brand. The brand as a whole including the product, the communication, the
packaging, and the promotional activities to engage with consumers were designed with
this essence &spirit.
The Company’s Flagship activity – Camel Art Contest, now known as AICCC was
madestronger with participation from more than 7 million children. The contest was on
an international level and used digital media effectively.Children from countries like Sri
Lanka, Nepal, Singapore, Bangladesh & USA enthusiastically participated in the same.
The company re-branded itself as a brand to establish that school and workplaces can
be more fun withthe company products.
With astrong &elaborate network of pan India distributors, the company ensures that its
products are available all over the country. The company has continued its engagement
with all its distributors through various dealer meets and has ensured to keep this key
distribution channel engaged. The Vendor Base Diversification was also an important
initiative taken up by the company.
THREATS &OPPORTUNITIES
The company is building one of the largest production facilities in Patalganga,
Maharashtra. The company is revamping its distribution network as well as sales to
increase its direct reach to the consumers in next few years. The company is highly
focused on emerging as a strong player in the country > the reach will include all the
cities & towns segmented as Tier I, II & III. These cities and towns are emerging as high
&fast growth markets. The company is also strengthening the sales team which will be
crucial in reaching and expanding retail presence.
The company’s product range is that of more than 3000 SKUs. The product portfolio
addresses the needs of a variety of customer segments like Professional Artists, School
Students, and Hobby Professionals & Office Professionals. The range includes a
widespread range of products like writing instruments, colours, inks, fine art, office
stationery, school colour& stationery and hobby art materials. Product promotion is
extremely crucial for strengthening the sales of company’s products and schools are the
main customers for these kinds of promotions. The company has a flagship promotional
event known as the “Camel Art Contest”, now All India Camel Colour Contest (AICCC).
The SAT or the School Activation Team has been created to meet this need in the
organisation.
The company has also made huge investments in Research & Development as well as
Quality. It is now aligning itself with the philosophy of high customer centricity with
production of worldclass products The company is aiming to reach a top line of 1000
crores, and in line with that it is planning to expand its reach in India as well as abroad
and also more market-share in key category productsWith the overall growth in the
Indian economy & a high focus on education, there are various opportunities for the
stationery industry. The industry has been pressurized with increasing input costs since
the recent years. The increase in input has been primarily on raw materials for
production, financing costs as well as marketing costs. Due to increase in competition,
in particular from imports, the increased cost cannot be added in the price & passed to
consumers. Also, given the nature of the stationery industry, continuous introduction of
new & innovative products is imperative. That is a challenge faced by the organisation
too. It has to continuously introduce new & innovative products to meet the increasing
demand.
WAY AHEAD
The organisation is on a fast track growth and is working at not only continuously
expanding its product range but also the distribution network, geographical reach & the
markets. Matching the pace of the ever growing stationery market, the organisation is
also expanding its portfolio and its reach to national as well as international markets.