Luxor Writing Instruments Private Limited - Marketing Pens in India
"The mass-consumed pens are high impulse, low budget products and thus visibility is most importanBesides, there is no brand loyalty for the bottom segment."
- Supratik Sengupta, Product Manager, Linc Pens and Plastics LimitedIntroduction
In 2002, Luxor Writing Instruments Private Limited (LWIPL) had emerged as the market leader in thpremium pens
segment in India, with a market share of 60%. The company held a 10% share in the writininstruments industry, next only to the market leader, Reynolds that held 12%. LWIPL had been in the peindustry for nearly four decades. The company adopted innovative marketing strategies that had made it onof the most popular pen manufacturers in India.Commenting on the prospects of the 'Waterman' brand, DK Jain, Chairman of LWIPL said, "Because of iprice and brand name, Waterman will certainly have an edge over other premium brands in India."
Thcompany planned to launch an international advertising campaign for these pens.
LWIPL offered a widest range of pens with leading brandincluding Luxor, Pilot, Papermate and Parker. In Decembe2002, LWIPL launched the world renowned 'Watermabrand of premium pens in India.This was possible after LWIPL's acquisition of a 50% stakin the Indian operations of Newell Rubbermaid
. Thcompany planned to sell imported 'Waterman' pens for thnext couple of years and then start indigenous productiofor these pens.The price of these pens ranged between Rs.3,500 tRs.50,000 and was made available in nine sub-brandLWIPL planned to sell these pens to corporate customers.
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