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chintan-1408-SADMAN-LEXI

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chintan desai
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Lexi Pens is an Indian manufacturer and exporter of pens that was founded in 1997. They produce over 1 million pens per day and sell 365 million pens annually worldwide, making them India's highest selling pen brand. Lexi Pens are known for their original designs, quality, affordability, and smooth writing. The company uses state-of-the-art manufacturing equipment from Japan, Germany, and Austria to produce their pens in their 200,000 square foot factory. Lexi Pens utilizes a direct sales force strategy to distribute their pens to over 67 countries through a network of distributors and retailers.

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Chintan Desai Pgcm-1408 SADMAN Report – Lexi pens Pvt Ltd. Universal Business School VINOD SACHDEV ( Chief LEXI PENS) VINOD SACHDEV ( Chief LEXI )
History & Background: Lexi Pens is an internationally acclaimed Manufacturer & Exporter of High Quality precision Tip Plastic Ball Pens, Plastic Gel Pens, Metal Pens and Refills SINCE 1997.They manufacture about 1 million pens a day and sell about 365 million pens annually Worldwide. The company holds the recognition for being India's Highest Selling single model pen ( Lexi 5 ) .Lexi Pens are best known and appreciated worldwide for their Originality of Designs, Quality, Affordability and their Ease of Writing. Lexi is considered one of the Most Preferred and Reliable pen brands in India amongst prevailing 4000 products. They have built a brand in a highly competitive Indian market within a very short span of time . They have undertaken special efforts to provide a unique packaging and "Original Quality Designs" to our partners worldwide. Lexi is valued due to our readiness to understand and deliver, cater to specific customer needs, consistency in supply and reliable after sales services. Lexi Pvt. Ltd. was incorporated in India in the year 2001. Since then, Lexi Pens has grown into a company exporting high quality pens to over 67 countries around the world. An ISO 9001:2008 Company certified by TUV NORD, Germany; Lexi Pens is a CRISIL financial rating A-graded company. The state-of-the-art manufacturing equipment used by Lexi are from Japan, Germany and Austria. In 2015, Lexi Pens will start production in a brand new 200,000 sq. ft. factory for the production of world class pens.
Lexi is present worldwide and at many locations in India. We can see this in the Map show below. The product line of Lexi pens pvt. Ltd. Is as follows : LEXI 5 Point Size: .7mm Tip: Ohto / Needle Ink: Regular (Red, blue, black & green) Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI 5N Point Size: .7mm Tip: Techno Radius Ink: DSW (red, blue, black)
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI JET SPEED Point size: .7mm Tip: Bulky Ink : DWS (blue, black & green) Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI 8N Point Size: .7mm Tip: Techno Radius Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing,Ergonomically designed barrel for smooth and sharp writing Distribution network: Direct sales force strategy The distribution channel is purely Salesforce Strategy driven. Area is been allocated by Area sales manager (for Mumbai Mr Company Distributor Retailer
Anupam) to the salesman, salesman then has to look after the allocated area for that particular day. Lexi has own salesforce team which take order and supply the pen to the retail shop on very that day itself as they carry all the stock with them in taxi. Salesforce team take order manually. They manage their inventory on weakly basis and Lexi has no credit policy. Lexi is doing on business on instant payment through cash/ cheque . On retail shop labelling and product arrangement are sometimes done by salesman. Pricing Model: Lexi is giving 10 free refill on 100 refill. Lexi 5n MRP is 5/- retailer Price is 3.85/- Lexi 5 MRP is 5/- retailer Price is 3.85/- Combo pack MRP is 5/- retailer Price is 3.65/- Jet speed MRP is 7/- retailer Price is 4.35/- Super fine MRP is 10/- retailer Price is 7.54/- Refill MRP is 3/-retailer price is 2.20/- Packaging and Distribution:- Packaging is Lexi, they pack in Master cartoon. One master cartoon has 3000/- pen.10 pen in one small pack. For combo pack 50pen in one pack and 1200 pen in one master cartoon.5000/- refill in one Master cartoon. Packaging setup is major part of the distribution setup as it makes the process simpler for salesman to collect order with right quantity in a right time and makes delivery fast. Lexi pack product in simple pack with 10 pens in one pack. Lexi has different packing for combo pack.
FORWARD LOGISTICS Logistics is the management of the flow of goods between the point of origin and the point of consumption in order to meet some requirements, of customers or corporations. The resources managed in logistics can include physical items, such as food, materials, animals, equipment and liquids, as well as abstract items, such as time, information, particles, and energy. The logistics of physical items usually involves the integration of information flow, material handling, production, packaging, inventory, transportation,warehousing, and often security. Here we learned that the logistics are simple and just fine to understand as there are only two channel partners, distributor and then retailers. A lexi hires a taxi daily through which sales is carried out and the consignment is carried out along with it. Trade Promotion Schemes :-As a part of promotional activities Lexi has free scheme and give water bottle to retailer. Lexi give 10 refill free over 100 refill. 5 pen free with one combo pack. If retailer purchases 100 pen then he will get 10 pen free.( only jet speed variant ) POP Scheme:
There are various POP schemes which are carried out .One can see that LEXI pens pvt ltd. makes the thing happen by promoting themselves. This is done by displaying Self Experience: Selling is very tough job to perform It was quite a good learning experience where I learnt about lexi pen distribution. In those 2 days of my visit I had been to every nook and corner Retail shops of Dadar, Mahim, Matunga Rd, Lower Parel & CST (Mumbai city) with salesman ( Navin Yadav). I got to know about how to deliver delivered the product with in a quick span of time. I learnt many things form the retailer how they placed their product. And the retailer were quite happy by the margin provided by the Lexi company. Lexi is a popular brand so the retailer find themselves easy to sale the product and the product used to finished quickly. I observed the conversation between the salesman and the retailer. Some of the retailers where not willing to tack the order of lexi pen but as soon as the salesman acted upon situation like this he would try to be very humble with the retailers & this help in building brand image. I learnt how to manage and rotate inventory system, morning 9.30 salesman used to gathered in the depo. They used to pull out big cartoons from the depo and put in their respective taxies . And area sales manager used to decide whom to send where (4 sales person for
Mumbai division) in that particular area on that particular day. The area sales manager used to decide how much amount of pen a salesman should carry on that particular day. After the whole day of hard work, salesman had to report to office around 5.00 pm and they used to hand over the amount they gained from selling the pen on that particular day (every day target is 3000pens). Finally the sales and distribution channel is so complex to read ,understand and visualize but actual practice made it familiar how the big companies made them to consumers actual product is good to watch with real eyes as it can be only being unseen as a customer. As a salesman you need not only to deliver but to get the challenges drive to positive manner in many case it leads to failure but create that failure into success required powerful will to follow inside as a salesman. It has been said THE MOST TOUGHEST JOB IS SELLING. So , being the difficult task in hand ,it need to find the way to the solution that requires patience, kindness and ready to do type guts inside. With that the real picture of a salesman came into action who is the ultimate creditor of driving the business but has been no reputation market but in the enterprise it has as when orders come and target leads increased , sufficient training given. THANK YOU, Chintan Desai

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chintan-1408-SADMAN-LEXI

  • 1. Chintan Desai Pgcm-1408 SADMAN Report – Lexi pens Pvt Ltd. Universal Business School VINOD SACHDEV ( Chief LEXI PENS) VINOD SACHDEV ( Chief LEXI )
  • 2. History & Background: Lexi Pens is an internationally acclaimed Manufacturer & Exporter of High Quality precision Tip Plastic Ball Pens, Plastic Gel Pens, Metal Pens and Refills SINCE 1997.They manufacture about 1 million pens a day and sell about 365 million pens annually Worldwide. The company holds the recognition for being India's Highest Selling single model pen ( Lexi 5 ) .Lexi Pens are best known and appreciated worldwide for their Originality of Designs, Quality, Affordability and their Ease of Writing. Lexi is considered one of the Most Preferred and Reliable pen brands in India amongst prevailing 4000 products. They have built a brand in a highly competitive Indian market within a very short span of time . They have undertaken special efforts to provide a unique packaging and "Original Quality Designs" to our partners worldwide. Lexi is valued due to our readiness to understand and deliver, cater to specific customer needs, consistency in supply and reliable after sales services. Lexi Pvt. Ltd. was incorporated in India in the year 2001. Since then, Lexi Pens has grown into a company exporting high quality pens to over 67 countries around the world. An ISO 9001:2008 Company certified by TUV NORD, Germany; Lexi Pens is a CRISIL financial rating A-graded company. The state-of-the-art manufacturing equipment used by Lexi are from Japan, Germany and Austria. In 2015, Lexi Pens will start production in a brand new 200,000 sq. ft. factory for the production of world class pens.
  • 3. Lexi is present worldwide and at many locations in India. We can see this in the Map show below. The product line of Lexi pens pvt. Ltd. Is as follows : LEXI 5 Point Size: .7mm Tip: Ohto / Needle Ink: Regular (Red, blue, black & green) Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI 5N Point Size: .7mm Tip: Techno Radius Ink: DSW (red, blue, black)
  • 4. Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI JET SPEED Point size: .7mm Tip: Bulky Ink : DWS (blue, black & green) Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing LEXI 8N Point Size: .7mm Tip: Techno Radius Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing,Ergonomically designed barrel for smooth and sharp writing Distribution network: Direct sales force strategy The distribution channel is purely Salesforce Strategy driven. Area is been allocated by Area sales manager (for Mumbai Mr Company Distributor Retailer
  • 5. Anupam) to the salesman, salesman then has to look after the allocated area for that particular day. Lexi has own salesforce team which take order and supply the pen to the retail shop on very that day itself as they carry all the stock with them in taxi. Salesforce team take order manually. They manage their inventory on weakly basis and Lexi has no credit policy. Lexi is doing on business on instant payment through cash/ cheque . On retail shop labelling and product arrangement are sometimes done by salesman. Pricing Model: Lexi is giving 10 free refill on 100 refill. Lexi 5n MRP is 5/- retailer Price is 3.85/- Lexi 5 MRP is 5/- retailer Price is 3.85/- Combo pack MRP is 5/- retailer Price is 3.65/- Jet speed MRP is 7/- retailer Price is 4.35/- Super fine MRP is 10/- retailer Price is 7.54/- Refill MRP is 3/-retailer price is 2.20/- Packaging and Distribution:- Packaging is Lexi, they pack in Master cartoon. One master cartoon has 3000/- pen.10 pen in one small pack. For combo pack 50pen in one pack and 1200 pen in one master cartoon.5000/- refill in one Master cartoon. Packaging setup is major part of the distribution setup as it makes the process simpler for salesman to collect order with right quantity in a right time and makes delivery fast. Lexi pack product in simple pack with 10 pens in one pack. Lexi has different packing for combo pack.
  • 6. FORWARD LOGISTICS Logistics is the management of the flow of goods between the point of origin and the point of consumption in order to meet some requirements, of customers or corporations. The resources managed in logistics can include physical items, such as food, materials, animals, equipment and liquids, as well as abstract items, such as time, information, particles, and energy. The logistics of physical items usually involves the integration of information flow, material handling, production, packaging, inventory, transportation,warehousing, and often security. Here we learned that the logistics are simple and just fine to understand as there are only two channel partners, distributor and then retailers. A lexi hires a taxi daily through which sales is carried out and the consignment is carried out along with it. Trade Promotion Schemes :-As a part of promotional activities Lexi has free scheme and give water bottle to retailer. Lexi give 10 refill free over 100 refill. 5 pen free with one combo pack. If retailer purchases 100 pen then he will get 10 pen free.( only jet speed variant ) POP Scheme:
  • 7. There are various POP schemes which are carried out .One can see that LEXI pens pvt ltd. makes the thing happen by promoting themselves. This is done by displaying Self Experience: Selling is very tough job to perform It was quite a good learning experience where I learnt about lexi pen distribution. In those 2 days of my visit I had been to every nook and corner Retail shops of Dadar, Mahim, Matunga Rd, Lower Parel & CST (Mumbai city) with salesman ( Navin Yadav). I got to know about how to deliver delivered the product with in a quick span of time. I learnt many things form the retailer how they placed their product. And the retailer were quite happy by the margin provided by the Lexi company. Lexi is a popular brand so the retailer find themselves easy to sale the product and the product used to finished quickly. I observed the conversation between the salesman and the retailer. Some of the retailers where not willing to tack the order of lexi pen but as soon as the salesman acted upon situation like this he would try to be very humble with the retailers & this help in building brand image. I learnt how to manage and rotate inventory system, morning 9.30 salesman used to gathered in the depo. They used to pull out big cartoons from the depo and put in their respective taxies . And area sales manager used to decide whom to send where (4 sales person for
  • 8. Mumbai division) in that particular area on that particular day. The area sales manager used to decide how much amount of pen a salesman should carry on that particular day. After the whole day of hard work, salesman had to report to office around 5.00 pm and they used to hand over the amount they gained from selling the pen on that particular day (every day target is 3000pens). Finally the sales and distribution channel is so complex to read ,understand and visualize but actual practice made it familiar how the big companies made them to consumers actual product is good to watch with real eyes as it can be only being unseen as a customer. As a salesman you need not only to deliver but to get the challenges drive to positive manner in many case it leads to failure but create that failure into success required powerful will to follow inside as a salesman. It has been said THE MOST TOUGHEST JOB IS SELLING. So , being the difficult task in hand ,it need to find the way to the solution that requires patience, kindness and ready to do type guts inside. With that the real picture of a salesman came into action who is the ultimate creditor of driving the business but has been no reputation market but in the enterprise it has as when orders come and target leads increased , sufficient training given. THANK YOU, Chintan Desai