Logo of the company

Logo of the company

1. Introduction to the company

Logo of the company which presents brand image in front of customer

About company

Parker company is a manufacturer of pens, founded in 1888.George Safford ParkerofJanesville Wisconsin,United States, the founder, had previously been a sales agent for theJohn Holland Gold Pen Company. He patented his firstfountain pencompanyin 1889. From the 1920s to the 1960s, before the development of theballpoint pen, Parker was either number one or number two in worldwide writing instrument sales.In 1931 Parker created “quick drying ink” which took out the need for blotting.Manufacturing facilities were set up over the years in various countries, i.e.Canada, Great Britain, India .

The company bought retailer and catalog companyNorm Thompsonin 1973, and then sold it off in 1981. In 1976 Parker acquired Manpower just as the temporary staffing market was surging.

A management buyout in 1987 moved the company headquarters toNewhaven, East Sussex, England which was the original location of the Valentine Pen Company previously acquired by Parker. In 1993 Parker was acquired by theGillette Company, which already owned thePaper Matebrand, one of the best-selling disposable ballpoints. Gillette sold the writing instruments division in 2000 to Newell Rubbermaid, whose own Stationery Division, Sanford, became the largest in the world owning such brand names asRot ring, Sharpie, Reynolds as well as Parker, Paper Mate.

After all unfortunately, In July of 2009 the 180 workers at Parker Newhaven, UK, got notice that the factory was to be shut down and the production moved to France.

On August 18, 2009 Newell Rubbermaid Inc. announced that Janesville Wisconsin will lose the remaining operations tied to Parker Pen and 153 jobs.

On the issue Company said “This decision is a response to structural issues accelerated by market trends and is in no way a reflection on the highly valued work performed by Janesville employees over the years,”. Newell Rubbermaid said it will offer transitional employment services as well as severance benefits.

2. Introduction to the new product

As I am going to launch a new product behalf of the company, ‘ERASER’. Till now the company has not launched, but it’s not tough task for company like parker, and for this all the work has been done. As product analysis, price testing and product testing as well as.

So, I just want to introduce a new product of Parker. As a part of body of the company I am Glad to say that it’s the product basically going to target the student and somewhere to some of the offices, for the official purpose.

The product is “Eraser”, Please have a look at the sample product final eraser.jpg

• Rub and dab method leaves writing surface undamaged
• Erased areas can be re-marked without blurring and smudging
• They ensure smooth, clean and effortless erasing

So it’s a new idea of our company. Till where the matter of “how it is different from others?” OR the question may be that what is the extra in it . of course it is a valid question. The important thing is that our company is based on customer and we were basically concerned with one of the best qualities in of the market across the world.

It goes without saying that as our quality of the pen was high, obviously the price was high. After all till where the things about our new product is concerned it’s the better quality which rubs smoothly whatever it may be.

The most important raw material in an eraser is rubber. The rubber may be natural or synthetic. Natural rubber is obtained from latex produced by the rubber tree (Hevea brasilienesis). Synthetic rubber exists in a wide variety of forms. The most common synthetic rubber is derived from the chemicals styrene and butadiene. Styrene is a liquid derived from ethylbenzene. Ethylbenzene is usually made from ethylene and benzene, both of which are derived from petroleum. Butadiene is a gas, derived either directly from petroleum or from substances known as butanes and butenes, which are derived from petroleum.

Other ingredients added to rubber include pigments that change the color of the eraser. White can be produced with zinc oxide and titanium oxide. Red can be produced by iron oxide. Many other colors can be produced with various organic dyes.

An important ingredient added to almost all rubber is sulfur. Sulfur allows rubber to be vulcanized. This process was invented by Charles Goodyear in 1839. It uses heat and sulfur to make rubber more durable and resistant to heat.

Various other ingredients may be added to rubber. These include vegetable oil, to make the rubber softer and easier to shape, and pumice, a natural mineral which makes the eraser more abrasive.

3. Business Mission

As the mission is concerned, its obviously to provide one more better product to market, to consumers, to buyers, which provide them better satisfaction. Its an stationary item, every person want to provide the best to their children, every person want to use something different, and branded.

We are just fulfilling the demand of customer’s and the users. As we got the response from survey, as marketing research, which we will see further, we analyzed demand, put our best effort, and providing to the customer.

So our basic motto is satisfaction of customer after using the product. Of course we have increased one more product in product line.

4.Marketing objective

The marketing objective of the company is to establish the company as an expert of the field. Go ahead where we stands today. Our faith is to provide the best possible quality to the users. Users will be enable to fill proud as they are using a different kind, and quality of eraser. If we point out our objective, then it will be as follows :-

1. Five major countries where the sale of the product must at the first rank.
2. Within 10 months the market share and contribution should minimum 80% of total market share.
3. To enhance customer satisfaction by the timely delivery and reducing customer complaints.
4. Introduction of innovative products and develop new markets.
5. Overall cost reduction by up gradation of technology, minimizing rejection, wastage and efficient use of resources through continual improvement.
6. To improve performance to the processes.

5. Situation analysis

As for as the situation analysis is concerned the first thing that has been analyzed that’s the manufacturing point location our demand means are we able to fulfill our demand shortly.

Competitors

As we have analyzed about the competitors of the company in the field of eraser so some big players are :-

Apsara non dust :-Hindustan pencils limited manufacturers a wide range of writing pencils, erasers, color pencils, ball pen, scale or graphical instruments etc. Under the brand name apsara, nataraj and colorama. Hindustan pencils limited presents apsara non-dust eraser-jumbo. The eraser is mainly used for removing graphic from paper, tracing paper and drafting film.

Bril Rubz eraser :-Bril india offers the bril rubz eraser. Which erases very smooth and clean.

YOYO Stationery Co., Ltd.,:- is a comprehensive company covering design, manufacture and sale. We specialize in series of stationeries, stationery set.

J.S.global co. ltd. :- the company is specialized in various shapes of eraser.

So as we see that the market is having highly competitive. But we are known to customers choice, or users choice, so we are not going to face any big threat.

Customer profile :-

As for the customer profile is concerned we have targeted mainly to the students, professionals offices, all the users of stationary. So that customer who wants the best performance in erase, we have targeted all of the as they are our target audience, and under our customer profile

SWOT analysis strengths

• Advantages of proposition
• Capabilities
• Competitive advantages
• USP’s (unique selling points)
• Resources, Assets, People
• Experience, knowledge, data
• Financial reserves, likely returns
• Marketing – reach, distribution, awareness
• Innovative aspects
• Location and geographical
• Price, value, quality
• Accreditations, qualifications, certifications
• Processes, systems, IT, communications
• Cultural, attitudinal, behavioral
• Management cover, succession

weaknesses

• Disadvantages of proposition
• Gaps in capabilities
• Lack of competitive strength
• Reputation, presence and reach
• Financials
• Own known vulnerabilities
• Timescales, deadlines and pressures
• Cash flow, start-up cash-drain
• Reliability of data, plan predictability
• Morale, commitment, leadership
• Accreditations, etc
• Processes and systems, etc
• Management cover, succession

opportunities

• Market developments
• Competitors’ vulnerabilities
• Industry or lifestyle trends
• Technology development and innovation
• Global influences
• New markets, vertical, horizontal
• Niche target markets
• Geographical, export, import
• New USP’s
• Tactics – surprise, major contracts, etc
• Business and product development
• Information and research
• Partnerships, agencies, distribution
• Volumes, production, economies
• Seasonal, weather, fashion influences threats
• Political effects
• Legislative effects
• Environmental effects
• IT developments
• Competitor intentions – various
• Market demand
• New technologies, services, ideas
• Vital contracts and partners
• Sustaining internal capabilities
• Obstacles faced
• Insurmountable weaknesses
• Loss of key staff
• Sustainable financial backing
• Economy – home, abroad
• Seasonality, weather effects

Marketing strategies

Earlier parker has only deals in pens but now it has launch its new product in the market by making this eraser there are certain features and also made for the different categories like for the children it has made

NON DUST ERASER which has used by children and also come in different and attractive designs.

And for business use and for the and in offices there is different product that is

PCUT eraser which can be used to remove even that thing which is written by pen.

And this eraser can be used by professionals in offices by the students etc.

And by making all these product one thing company kept in mind that is price that prices are fixed in the way that any person can be used any of the eraser very easily and also there are different style and prices

NON DUST Simple —- Rs. 2

NON DUST Cart —– Rs. 5

Pcut ————————- Rs. 10

Pcut prem —————— Rs. 25

These all are in different style, packaging and also used for different users for different work .

Marketing mix (4 P’s),

Product: Parker Eraser for first time in the market in different shapes, attractive packaging, different price for different users according to usage

Price: Company uses low pricing strategy by keeping customer view in mind because its main aim is to get maximum profit and also have maximum market share.

Promotion: To aware the customer about the product company uses the strategy that it provide all type of erases in all the Pencil BOX kits and also as a sample for use the product is there in every shop of stationary so that customer can personally first use the product.

Place: This product is already launched in the foreign countries and also company also getting good result and maximum share in those country so according to that company seems good result of product in INDIAN market also.

Product Development In the business and engineering contexts, the New Product Development (NPD) is the generic term used to describe the complete process of bringing a new product or service to the open market. There are two parallel paths commonly involved in the NPD process: one includes the idea generation, product design, and detail engineering; while the other inherently involves the market research and marketing analysis. After a comprehensive and visionary market analysis, a prototype of the product is finally developed. The prototype clearly runs through all the desired tests, and be presented to the target audience to observe if any changes still need to be made, for the desired success of the business of the product.

Unique consumer insight is the ultimate foundation upon which all successful new products are constructed. As a perceptive and experienced provider of custom marketing research solutions for a long time, our well established market research organization specializes in the new product development research, and its broadly experienced marketing researchers can partner with you to guide you through the entire process.

Implementation, Evaluation, and Control

As company evaluate the sale of same product in other countries and it has maximum market share and customer can use this product so same has to be used in INDIA also company need to capture Indian market mainly the Government sectors and Schools and Colleges.

And when the company provided sample for the promotion of the product the product demand is increases in India also people are being attract towards the product and company can also get profit in Indian market if same has been the scenario.

And company still needs to do for the product so that the overall cost can be decreases and price of the product decreases and also need to change changes in it want to add more features so company is still doing and making plans for that.

Conclusion.

Company needs to get more profit in the for this product also as they get in Parker pen so many plans and strategy has been made and also which leads to the good for the company and also company promises to make new product which is required and liked by the customer and also has no environmental effect .

And Company also earned market share in other countries and same is dreaming in India and by the features and also it kept in mind requirement of the consumers and make accurate product.

BIBLIOGRAPHY

Friends, Magazines and News Papers

Theoretical help from Philip Kotler

http://findarticles.com/p/articles/mi_gx5205/is_1997/ai_n19124842/pg_2/?tag=content;col1

http://www.oppapers.com/search_results.php?action=search&query=swot+analysis+of+parker+pen+company

http://en.wikipedia.org/wiki/New_product_development

http://www.businessmarketresearch.locateindia.com/usingmarketingresearchdata/marketing-analysis.html