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On the upside growing abolishment of plastics and polymers as packaging material Interesting Facts for the industry in India
15th largest market worldwide, per capita consumption low at 9 kg; compared to Japan (250 kg), S. Korea (170 kg), China (46 kg) Main raw material is straw bagasse as compared to soft wood worldwide, 40% of paper is recycled De-licensed since July97 and foreign equity participation allowed up to 100% yet no foreign player of note in the industry except International Papers acquisition of AP Paper Ballarpur Industries, one of the key players along with ITC was once one of the 30 shares comprising BSE Sensex, now almost a penny stock trading at ~Rs 25
Product segments
Writing Printing Paper & Paperboard Industry Newsprint Tissue Packaging
copier paper
stationery
cream-wove
Customer segments
Building Wallpaper Business Copier Paper, Stationery, brochures, letterheads Domestic Tissues, paper plates & cups, toilet paper Media Magazines, Newspapers Publishing Books Educational Exercise Books, Wall charts Electrical Insulation Entertainment Cards, board games, kites, etc. Industry Packaging, Filtration, cigarettes Financial Money, forms, certificates Covering B2C & not B2B & B2B2C
Modern Trade
Office Planet Landmark Big Bazaar P3 (Print, Paper, Pens)
Segmentation by behavior
Product segment Copier paper Consumer Segment Price sensitive Type of Product Convenience Product Characteristics of consumer behavior
Low consumer involvement Low brand difference Low risk Low effort Consumers passively receive information Medium to high consumer involvement Medium to high brand difference Low risk Moderate effort Behaviour passes through the standard cognitive process of beliefattitudebehaviour formation. Low consumer involvement Low brand difference Low risk Low effort consumers passively receive information Medium to high consumer involvement Medium to high brand difference Low risk Moderate effort
Brand loyal
Preference Product
Stationeries
Price sensitive
Convenience Product
Brand loyal
Preference Product
Key Players
ITC Paperboards & Specialty Paper Division(Secunderabad, AP)
(Finished Product Brands: Classmate, PaperKraft)
JK Paper (Delhi) Tamil Nadu Newsprint & Papers (Chennai) Century Pulp & Paper (Mumbai)
(Brands: Century Copier)
DISTRIBUTOR
Offers a maximum of 60 day credit to retailers/ wholesalers Deals on a cash basis with the manufacturer Takes orders on a real-time basis from the retailers and can also place orders realtime. However, order consignment is received on a weekly basis. Margin: 2%-3% Uses third-party logistics for transferring goods from godown to company
WHOLESALER
Deals on both cash and credit basis with retailers depending on the size of business Also manufactures notebooks from paper purchased Margins: 2%-3%
RETAILER
Supplies to end consumers ( Xerox shops, SMBs, offices, etc) Margin: 8-10%
BILT produces Grade A Paper - highest quality, lowest margins for dealers. As the demand is high it has fixed quotas for its regular buyers and supplies above the quota on a case to case basis.
Paper Mill BILT
Distributor (UP)
Karthikeya Distributors
Institutional Customers
Large IT Companies
Wholesaler 100+ in UP
Retailer 900+ in UP
JK Paper produces Grade A Paper - highest quality, lowest margins for dealers. It also does quota based distribution.
Paper Mill
JK paper
Retailer
Bulk Requirements
Distributor (UP)
Karthikeya Distributors
Institutional Customers
Notebook Makers
Wholesaler
100+ in UP
Retailer
900+ in UP
Bulk Customers
Xerox Shops
Front End
SPAR
Retailer
Far flung areas
Paper Mill
Super Stockist
Sub-Dealer
Retailer
CHANNEL CONFLICT
Retailer directly purchases from the manufacturer if the order size is significantly large causing loss of business to the distributor/wholesaler Bargaining power heavily in favor of large players like BILT who employ take-or-pay contracts. Distributors may want to shift to smaller players given low-differentiation and as quality improves for smaller players Small Players try to push sales during off-season by delivering quantity more than that ordered leading to loss of trust Lack of Availability at the distributor level also frequently leads to retailer switching to another exclusive distributor. Price difference for end-consumer in modern retail and traditional chains is causing conflicts between smaller distributor/retailers and established modern retail channels Difficult for retailers to make significant growth in revenues as end-consumers like xerox shops may purchase directly from wholesalers
Training
No Training. Only reactive corrective action.
Sales Target
Average sales target set for Kartikeya by Ballarpur for the UP state is around Rs 5 crore monthly Sales Target is set by Ballarpur which is divided judiciously among the salesman The target is monitored by Sales head through personal correspondence with the salesmen Kartikeya gives non monetary incentives to Salesmen, BILT gives incentive once a year for achieving the set target consistenlty
Sales Hierarchy
AGM Kartikeya
Salesmen (Lucknow)
Salesmen (Kanpur)
Salesmen (Allahbad)
The Sales Hierarchy is very simple and formal The salesmen of various cities directly report to the Sales head of Kartikeya (located in Lucknow) The Sales head directly report to the assistant general manager of Kartikeya The incentives, motivation and the setting of sales target for the salesmen is handled by the sales head
Sales Officer
Sales Officer
Sales Officer
Sales Officer
Sales Training
Periodically trained on new trends in market and effective skills for sales/marketing of products
Industry contacts
JK Paper Chief Distributor Details: Name: Lucknow Paper Distributors Location: Lalbagh Owner : Mr. I.D. Goyal Mob: 9935595472 Regional Sales Manager : Mr. Suman Mob: 991003369 Location: New Delhi Trident Paper Chief Distributor Details: Name: KK Trading Co Location: Aminabad Owner : Mr. Mohit Khanna Mob: 91612050000 Regional Sales Manager : Mr. Anil Mob: 9919501314 Location: Barnala BILT Chief Distributor Details: Name: Kartikeya Paper Distributors Location: Aminabad Owner : Mr. Harendra Rai Mob: 9919501311 Regional Sales Manager : Mr. Bhanu Kapoor Ph: 011 - 40549234 Location: New Delhi Century Paper Chief Distributor Details: Name: Agarwal Paper Distributors Location: Aminabad Owner : Mr. Sudhanshu Agarwal Mob: 919335904453 Regional Sales Manager : Mr. Kishore Kumar Mob: 011- 22056450 Location: Nainital