This document summarizes a presentation by summer interns on the market for recycled cartridges. The interns conducted surveys of colleges in Delhi to analyze cartridge usage and market potential. They found that HP dominates the printer market and most colleges refill cartridges monthly. The interns recommend focusing on the colleges identified as prospects, negotiating competitive refill prices, and providing strong technical support to promote recycled cartridges. Their analysis indicates opportunities in the institutional market for a company to establish itself as a leader in recycled cartridges.

2. GauravYadav

4. Objective of the project To understand the consumption patterns of laser toners in the colleges. To find the cartridges used by the colleges. To promote the product(toners) in the institutions To tap the photocopier toners in the areas near the institutions. To understand the market size for the recycled cartridges. To find the prospects for the recycled cartridges. To promote the concept of recycled cartridges in the colleges. To generate the leads for the recycled cartridges. To make the strategy plan & the ways & means of tapping the market.

5. WILL THE RECYCLED CARTRIDGE WORK AS A SUCCESSFUL BUSINESS??

6. AREAS COVERED Delhi university(north campus). Delhi university(south campus). Ghaziabad (NH-24, Delhi-Meerut road). Noida(sector 62). Gurgaon. Colleges in Rohini,westdelhi,eastdelhi,centraldelhi.

7. Ways of data collection Field visits. Cold calls. Appointment based visits. Internet for the industry overview.

8. DATA ANALYSIS & INTERPRETATION

9. VARIABLES FOR DATA ANALYSIS OF THE LASER TONERS Consumption of toners(kg),monthly basis. Type of printers, brand & number of printers. Type of cartridges used in the printers. The refill cycles. The modes of payments used by the colleges. Cost of refilling. Interest in the recycle cartridges. Yield in terms of pages(output).

10. Assumptions… The missing variables in graphs represent the colleges:- That didn’t disclose data. Where concerned person wasn’t available. Engaged in exams. Where admissions were going on. Those were closed due to holidays. Note :- The software that we have used for the analysis of the data collected by us is SPSS.

11. ANALYSIS OF THE NUMBER OF PRINTERS

12. INTERPRETATION Majority of the colleges had printers within the range of 10-30. These colleges need to targeted for the selling of the recycled cartridges. The colleges which have more than 30 printers need to be treated as key accounts. A total of 29 colleges were identified as such prospects where the business opportunity was huge. For test marketing the recycled cartridges, one should handpick the colleges.

13. PRINTER INDUSTRY TRENDS

14. BRAND PRESENT IN THE COLLEGES

15. INTERPRETATION This means that HP dominates the printer market in the colleges. The quality of the cartridges has to be at par with the quality being offered by HP, followed by other brands. The company should focus on the price of the cartridges to gain an initial foothold in this market. A technical team should be sound enough to provide service to all the existing brands in the market. HP provides on spot delivery to its customers, so the company should try to implement this in its delivery system.

16. TYPE OF CARTRIDGES USED IN THE COLLEGES

17. INTERPRETATION Bottling of the toners should be tailor made for these cartridges. The recycled cartridges should be compatible according to the sizes shown in the graph. The spare parts of the cartridges need to be kept in inventory for better service support. Cannon and Samsung cartridges should be also of good focus as they occupy 2nd and 3rd place respectively.

18. ANALYSIS OF THE REFILL CYCLES

19. INTERPRETATION We can see that most of the colleges do a monthly refilling. Thus the servicing of the cartridges should also be done monthly. The service contracts with the colleges can be made on monthly basis. Some colleges were interested in the refill on demand. These kinds of people are more of service oriented. An effective service team needs to take care of the refill.

20. AVERAGE CONSUMPTION OF THE TONERS (Kg)

21. INTERPRETATION Due to the large presence of printers in the range of 10-30. The consumption of the toners is in the range of 0-4kg. The colleges that consume more than 10 kg+ are those colleges where the number of printers is more than 50. Effective logistics support has to be provided to these colleges. There are 20 colleges which are OEM users. They needed to be dealt differently in regards to recycled cartridges Free samples need to be given to the OEM users in order to tap these institutions.

22. COST OF REFILLING

23. INTERPRETATION The colleges are shelling out an amount of 250-300. Market rates of refilling are in the same range. Colleges shelling out more money than 250-300 can be tapped easily as tapped by the company. The colleges want the company people as refillers. They want a permanent solution for the refilling purpose.ITDL can use this factor as a good point for business. To attain a cost leadership the company can go for the refilling at the rates of 230-250. This will help us in tapping a total of 106 prospects. (A range being 250-350+).

24. ANALYSIS OF MODES OF PAYMENTS

25. INTERPRETATION The colleges following on the spot payments were the colleges where the refiller was either temporary or there was a change in the refiller from time to time. Company should decide between monthly payment and on the spot payment in case of recycled cartridges. AMC payment was followed by the colleges who were using the OEM’s.

26. ANALYSIS ON THE YIELD OF THE CARTRIDGES

27. INTERPRETATION Most of the colleges were getting a reasonable output from the toners that they were using as a part of the refills. The “SUPREMO” toner, as told by the company was giving an output of 2500(min) and 2800(max). Going by those figures, ITDL has a very great tool for negotiating on the terms of output. In the entire survey we had found only 3 colleges using the “SUPREMO” toner for the refill purposes.

28. INTEREST IN THE RECYCLED CARTRIDGES

29. INTERPRETATION It’s a general phenomenon for each and every product to find the initial set of adaptors. People were skeptical about using the new products that are not available in the market as of now. Recycling does happen in the market in an unorganized way. The people get their cartridges repaired at nominal rates. The colleges that were interested in this concept were willing to use because of the cost benefit aspects. Thus we should go ahead and launch the recycled cartridges in a commercial manner.

30. CORRELATION RANGES..

31. CORRELATION BETWEEN COST OF REFILLING AND AVERAGE CONSUMPTION OF TONERS

32. REFILLING COST AND INTEREST IN RECYCLED CARTRIDGES

33. INTEREST IN RECYCLED CARTRIDGES AND YIELD

34. YIELD AND AVERAGE CONSUMPTION OF TONERS (Kg)

35. CORRELATION BETWEENYIELD AND THE COST OF REFILLING

36. RECOMMENDATIONS Prepare a proper technical support team, to ensure a smooth service for after sales purpose. Negotiate the refill prices properly so as to gain a competitive advantage over others. Negotiation of refills will create a goodwill to up sell the “RECYCLED CARTRIDGES”. Preparation of a team to look after the institutional areas for better services & sales. Fix up the refill schedules with colleges effectively.

37. AN ONLINE RETAIL FOR THE PURCHASE OF TONERS & CARTRIDGES

38. FAQ’s Is your company involved in the refilling business? What is the lead time offered for the services? Will there be any written guarantee assuring the quality & compatibility of recycled cartridges? If this company is in existence, then why the brand name “SUPREMO” & “COLOUR PREMIUM” not popular in the market? Will these cartridges be available in the retail outlets?(CROMA, NEXT, MORE).

39. Problems faced by the team in the work Many people were not willing to share this kind of information. Admission & exams were going on in many colleges which made data collection difficult. Authorization letters were asked by the govt universities e.g. DU,JNU. People had complained about the high price of the “SUPREMO”. People were not willing to change the toners, they are pretty much satisfied with whatever they were using. Photocopier people were willing to change if the company was involved in the AMC’s.

40. Problems faced by the team in the work Many people asked us to approach them in the months of July. May & June were not the ideal season for doing business transactions. Photocopier people tried to avoid us by saying" they already had their stocks full”. The areas such as Patel Chest area was not using our toner. Presence of toner brands “PALTA”,”METRO” were available at cheap rates hampered the promotion of our toner. The other brands were giving reasonable output , similar to our toner.

41. LEADS GENERATEDFOR “LASER TONERS” Indraprastha engineering college. Sunderdeep colleges. IMS engineering college. IIM-Lucknow (sector-62). NIESBUD(sector 62). Motilalnehru college. Ram lalanand college. Gurgaon college of engineering. St. Stephens. SRCC.

44. How to tap the retail?? Terms & conditions of the CROMA: Entry fees to be paid by the company for putting up the products in the stores. AMC contracts to be maintained by the company for the cartridges. Any deal or order is cracked at the head office (Mumbai). There is a fee for putting up the products in the proper shelves. Tel: +911204156061, +91204180600.

45. How to tap the retail?? Terms & conditions of NEXT: The product compatibility needs to be given prior setting up of a deal at the head office. The buyback policy needs to mention clearly before the deal. The stock of a product should be supplied to the company warehouse.

46. FRAMEWORK OF MARKETING Developing Competitive Marketing Strategy Developing Value Proposition, Positioning Strategy Developing & Managing Market Offering: Product & Price Designing and Managing Distribution Channels

47. THINGS TO BE CONSIDERED Product Place Promotion Price Quality Channels Advertising List price Features Coverage Personal selling Discounts Options Locations Sales promotion Payment periods Style Inventory Publicity Credit terms Brand name Transport Packaging Sizes Services Warranties Returns

49. Print and broadcast ads

50. Packaging inserts

51. Motion pictures

52. Brochures and booklets

53. Sales Promotion

54. Sampling

55. Trade shows, exhibits

56. Coupons

58. Sales presentations

59. Sales meetings

60. Incentive programs

61. Direct Marketing

62. Catalogs

63. Mailings

64. Telemarketing

66. PRE LAUNCH STRATEGIES

67. MEASURES FOR SMOOTH ENTRY IN THIS BUSINESS Ensuring the quality of the product is at par with the existing players. Better after sales support. Reduction in the lead time for the delivery of the product to the customer. Flexibility in the margins for initial relation building {PRICES}. If possible try to provide the AMC as this industry thrives on this concept a lot.

68. BRAND NAME FOR THE RECYCLED CARTRIDGES “PRIMO” Why this name? Primo in Italian language means “BEST”. Resemblance to the toners name “SUPREMO”. Primo name signifies that the quality is also of a prime focus for the company. With this name we aim to attain the “PRIME” position in the cartridge market.

69. Sales Introduction Growth* Maturity Decline Time Product life cycle for the RECYCLED CARTRIDGES Sales will increase if the ground work in the introduction is carried out properly This new concept(recycled cartridges) is in this quadrant. The recycled cartridges will enter this stage when the printing industry will die out This stage appears when the market reaches the saturation stage

70. DISTRIBUTION CHANNEL FOR RECYCLED CARTRIDGES Supply SITARGANG PLANT Plant will manufacture the cartridges that will be supplied across the country. As per existing channel Company offices Dealers/ Distributors Supply Company needs to look after this part of supply Corporates/ Institutions End users/ individuals

71. Direction in which we need to move We are entering in this quadrant where our share is low but market is growing at a good pace The cartridge industry in this quadrant. Major players being HP, Samsung,etc. Cash cows This stage will come when the printing business reaches stagnation

72. Anshoff’s Matrix Price skimming , cost leadership needs to be done Technical changes & modification needed at this stage. Quality is of prime concern Development of a new product Taking a product like toners to new markets

73. Potential Entrants Threat of New Entrants Relative Power of Unions, Governments, Industry etc. Other Bargaining Competitors Stakeholders Power of Buyers Buyers Suppliers Rivalry Among Bargaining Existing Firms Power of Suppliers Threat of Substitute Products or Services Substitutes Porter's 6 Force Model & The Cartridges Industry This includes the customer base. The existing players in this industry(HP,Samsung,etc) People supplying parts can create problems in supplies. The presence of the recycle agents in the un-organized markets

74. ADVATAGES OF THE INSTITUTIONAL SALES Operate on low volume high margin. Consistent source of revenue. Will be able to up sell the new products in the offering. ITDL can provide a professional solution for the refill business to the colleges. A good opportunity for establishing ITDL as a market leader in recycled cartridges. Long term prospects.

75. WE HOPE THAT WE LIVED UP TO YOUR EXPECTATIONS.

76. THANK YOU FOR YOUR TIME