Abstract A leading stationary company one of the key market player among
the stationary goods manufacturing companies has a wide range of products. The
company being an international market player has a hefty market share of 40% globally.
In India the company’s products have not obtained such a big market share when
compared to potential competitors.There are various reasons for the company’s lower
market share. The key aspect is to classify, characterize and analyze their product
mix at a region level in order to anticipate the most profitable product segment which
can aid in devising new marketing strategy and better segmentation.