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Clique Pens Case

Syndicate:

Devin Fortranansi Firdaus


Kartika Amanda
Maulana Angga Utama
Mautia Kusuma Wardani
Muhamad Insan Nasher
Naafi Yudha Diputra
Roro Arinda Reswanti
Swastika Tiara Ardhiani

Class of YP 50 B

Introduction
U.S Home

Cliques Pen

Want to develop
MDF program

Meetings with
VP of marketing
& products
managers

Giveaways to
retailers

Company History
1922

Clique Pens
was formed
by two
Mennonite
cousins in
Kansas City

1978

U.S
Home
was
founded
by Bob
Utley

1980

Clique
Pens was
bought by
U.S Home

2013

Under U.S.
Home, Clique
Pens has
grown steadily,
and its stable
of brands sold
worldwide

U.S Writing Implements Industry


in 2013
O Competitor: BIC, Scripto, Pentel, Pilot,

Papermate, and Sharpie


O 20 billion pens and pencils were sold
worldwide in 2012
O Little brand loyalty from customer
O Hyper competitive among mass brands
O Pens & Pencils were viewed as
commodities except high season

Marketing & Promotion


O Back to school promotions
O Clique allocated:

15% advertising
30% consumer promotion
55% trade promotion
O Discount coupons promotion
O Collaborate with notebook & stationary supplier
O Use social media promotion

Consumer Purchasing Behaviour


O Consumer more interest with package packs

ex: 2.56 dollar per 3 pcs rather than 1.78 per


2 pcs
O Consumer doesnt compare the price. Just see

the bundling and discount


O Consumer just buy pen which is available only

at the store
O At back to school period, consumer knew what

they want to buy at the store and hard to


influence with discount & merchandise

About Retailer
O Retailer can control the price policys

manufacture of pen
O Retailers have a power to control

manufacture

Issue
O Allocate their money for MDF program

or for discount to retailers? (pricing)


O If less discount to retailers, the retailers

will order a few than before or the


retailers maybe leave clique pen? (mass
retailer)
O What promotion should be take for

clique pen? (marketing)

Solution
O Use MDF programs and resize the

contribution of Retailers discount to


MDF Programs (Consumer Promotion
& Advertising Budget)
O Make the retailer sure that our

product is good although the price


increase.

O Allocate more contribution from

trade promotion to advertising


25% advertising (ex: banner)
50% consumer promotion (ex:
make
booth
promotion)
25% trade promotion