Marketing Mix Of Flair Pens -Flair Pens

Marketing Mix
April 28, 2019 By Hitesh Bhasin Tagged With: Marketing mix
articles
Flair is one of the leading companies associated with writing
instruments and deals in manufacturing pens and other
related products in various categories. It is one of the major
exporters in the Asian continent and has been able to create a
distinctive brand name of its own. It was the efforts of K. J. Rathod
that resulted in the existence of this company. He was a visionary
and could clearly see the future and hence played an important role
in establishing company’s roots in India. Its main competitors
in consumer market are-

Product in the Marketing Mix Of Flair Pens :

Flair Pens have been in existence for more than four decades and is
known for its innovative products that are testimony to the
company’s commitment towards quality. Core competence has
made the brand ace manufacturer and producer of a complete range
of writing materials. It is known for its proficiency in QEM
Business. Product kitty of Flair Pens includes the following-

 Plastic Ball pens- Includes Sunny Grippo, Bliss, Sunny DX,

Magic, Razor Point and Spring
 Metal Ball Pens- Includes Long Champ, Mighty,
Addiction, Prestige and Real Magic
 Gel Pens- Includes Concorde, Osmium, Monitor, Writo-Meter
and Hydra
  Fountain Pens-
 Roller Pen
 Refills
 Gift Sets- Includes P-11: Exclusive Box, P-16: Convex 2Pcs
Box and P-13: Monogram Box
 Water-based writing materials including correction pens,
permanent markers, hi-lighters and markers
 Calculators- Pocket calculators like Flair FC-60, Flair FC-170
and Flair FC-150, Semi-Desktop Calculators like FLAIR FC
-130 and Flair FC-101, Desktop Calculators like Flair FC-199,
Flair FC-280 and Flair FC-275, Scientific Calculator like FC-
996MS and Talking Calculator like FT-600.

Place in the Marketing Mix Of Flair Pens :

Flair Pens has an international presence that has extended to several

countries in the world. Its headquarters base is in Mumbai in India.
Currently, its products are being exported to nearly seventy-five
countries in the global market. Flair has tie-ups and joint
ventures with pioneers of this industry and it along with its three
brands Rudi Kellner, Landmark and Flair are set to conquer a large
part of the consumer market. Flair has a huge domestic market in
India that is spread to several parts of both urban and rural sector.
Its operations are diversified in Indian Sub-continent with
manufacturing plants located mostly in Western Region.

These include Surat, Dehradun, Daman and Mumbai. Its production

capacity is three million units daily. Flair has a
strong distribution network to provide easy accessibility of its
products. Brand follows an intensive distribution policy and its
products are available in every corner shop, pop and mom
stores, discount stores, supermarkets and convenient stores.

Price in the Marketing Mix Of Flair Pens :

Diverse and quality products have taken the brand Flair Pens to
unimaginable heights. One other important factor for its meteoric
rise is its pricing policies. Company realises the potential of
penetrating in both urban and rural sectors and realises that it is
possible only through prices which seem reasonable to customers.

Moreover, there are lots of writing instruments easily available in

the market. In order to compete with them, it has to keep
a competitive pricing policy which will help in further penetration
as well as successfully maintaining the loyalty of its customers.
Flair Pens has adopted a reasonable pricing policy that enables good
quality products at affordable rates. This allows in large volumes
and greater profit margins.
Promotions in the Marketing Mix Of Flair Pens :

Flair Pens is recognised as one of the leading manufacturers in

consumermarkets and to maintain its position brand has adopted
several marketing plans. It realises the impact of a good strategy to
increase visibility and has gravitated towards making something
unique and special to make a mark on the mindset of consumers.
Innovative commercials and qualitative ad campaigns have led Flair
Pens to create positive brand awareness.

It has utilised several advertising mediums like electronic, print and

social media to make its products known. Currently, its ads are aired
on different channels of television, radio, on newspapers, magazines
and even on billboards. Hrithik Roshan, famous Indian actor is
its brand ambassador and can be seen in its commercials.
Marketing Mix Of Cello Pens – Cello Pens
Marketing Mix
April 11, 2019 By Hitesh Bhasin Tagged With: Marketing mix
articles

India is one of the biggest stationary markets in the world as its rate

of growth is exceptional. This is because of rising literacy rate and
increasing the purchasingpower of consumers. Cello pen is an
Indian company and was founded in the year 1995. It started
its operations with a single model titled Clear Pen. BrandCello
captured the market with German and Swiss tips ink. It offered
quality writing, clear flow and highest standard of writing tool was
born. In the year 2015, the month of December it was bought over
by global company BIC. Some of the main competitors of cello pen
in market are as follows-

 GM Pens
 Linc
 Jineshwar (Montex)
 ADD
Table of Contents
Product in the Marketing Mix Of Cello Pens :
The cell has a broad portfolio of excellent products. The brand has a
great reputation in both national and international market for
offering a wide range of products, foreign technology and state-of-
art components. Cello pens are smear free and free smooth while
writing. Latest technology, well-trained employees, quality raw
materials and continuous improvement make these pens the best in
business. Its product portfolio includes-

 Ball pen like Butter Flow, Executive, Papersoft, Crown

 Metal pen like Mezzo, Radiance, Silvertip
 Gel pen like Aqua, Gelo, Sports
 Markers Hi-Lighters like Evermark, White Mate
 Stationary like Sharper, Compass Box, Glue Stick, Eraser,
Scale
 Pencil like Colour Pencil, Wooden Pencil, Mechanical pencil,
 Fountain pen like Disney Fountain Liqui
 Exam series like Max Riter, Techno Tip, Pinpoint
 Signature series like Advance, Writer, Victor
 Retractable like Voyager, Retro, Sapphire
 Gift set like Icon Gift Set , Genius & Power Gift Set
 Accessories like Refills, Lead Box, Marker Ink
 Disney like Classic, Club Close, Star
 Calculator like Desktop Series, Scientific Series, Pocket Series
Place in the Marketing Mix Of Cello Pens :

Cello pen is one of the largest distributor and manufacturers of

writing instrument in India. It is also the biggest supplier and
exporter of products like refills, gel pens and ball pens.  The brand
started its operations with a very low-profile but with time has
grown leaps and bounds to become the indisputable leader. It has a
widespread distribution network both at domestic and international
levels. Its products are exported to countries like Far East, Middle
East, Gulf, Europe and Africa.

During its beginning years, the company produced nearly twenty lac
pens every month and from there it has now expanded to nearly five
hundred lac pen every month. Factory of Cello pens is spread over
1, 00,000 square feet area and has nearly three thousand workers
working under it. Its marketing network includes 1900 distributors,
40 super-stockiest and a capable sales team comprising of three
hundred persons who are professionally trained. The company has
two manufacturing plants in Haridwar and Daman in India. Cello
pens are easily accessible from a small shop to the prestigious
showroom.

Price in the Marketing Mix Of Cello Pens :

Brand Cello has managed to satisfy its customers in every nook and
corner of India. It is acknowledged as a superior brand in both rural
and urban markets. It also has corporate houses as its loyal
customers. This has been possible because of first-rate products at
reasonable prices. The company has kept a very
reasonable pricing policy for its products. It has put its onus on
higher sales figures and for this, they have cut down the profit
margin. Higher the sales higher the revenues earned have been
their pricing strategy.

Promotions in the Marketing Mix Of Cello Pens :

From its inception, Cello has realised the power of good
promotional activity. It has marketed its products through
various advertising options. Inspired thinking has helped the brand
in creating some of its best commercials that are explanatory and
self-defining.  Ads are run in newspaper and magazines highlighting
its best features. Its campaigns have emphasised quite categorically
on its image of the uncompromising quality product.

Commercials are aired on television showing customer satisfaction.

In one of the ads, children are shown to be working at a better speed
with these pens during exam times. Insightful marketing has made
this brand an all-time favourite with younger generation and
professionals alike.

My list of 10 pen manufacturing companies in India is as

follows:
1. Flair Writing Industries Ltd : When it comes to Brand value
and product innovation, no other company comes close to
Flair Pens. They have been one of the pioneers in India in the
field of Pens and they were one of the first to introduce gel
pens in India.
2. Anand International : Anand International is based in
Mumbai and has a famous brand called ‘Digno’ which is
exported abroad. They are a Government of India certified
Star Export House.
3. Rebnok : Rebnok is another company based in India with
Rebnok itself being a brand name. Rebnok is famous for their
refill ball pens abroad.
4. Saraju Agriways Exports Pvt Ltd : Saraju started it’s journey
exporting Indian Agricultural items. But in the early 2000s
Saraju was given a chance to trade in pens and found the trade
to be very lucrative. Hence, in 2006 Saraju started the
manufacturing of pens and since then they are one of India’s
finest ball pen exporter. They are also a Government of India
recognized Star Export House. They specialize in Direct Fill
Pens, Refillable Pens and Gel Pens. They are going to start a
pencil manufacturing plant soon.
5. Linc Pens : Linc Pens is India’s No. 1 brand name. I think
no one can contradict my opinion here. The fact that it is a
listed company in the NSE says a lot about the company’s
achievements. They have a distribution network in more than
50 countries globally and in India they are the exclusive
distributors of the world famous pen Uniball.
6. Maxy : Maxy are based in Mumbai and were established in
1960s which makes them one of the oldest manufacturers of
pens in India. They have many interesting products. Another
pen variety they manufacture is the roller ball pen.
7. Cello : Cello is perhaps one unique company that started in
1995 and was acquired by Bic in 2015. Due to their parent
organization’s influence and technical expertise, cello is may
be the only country who provides unique fountain pens which
no other company manages to provide in the Indian market.
8. Druk Exporting Co. : Druk Exporting Company began in
2016 as a family business exporting Indian commodities to
various African countries. Soon enough they began exporting
Ball pens. At present, Druk Exporting sells it’s pens in more
 than 10 countries worldwide and is slowly gaining foothold.
They specialize in ball pens, direct fill pens and gel pens.
9. Vinayak Writing Instruments : Vinayak Pens is based in
Gujarat and they are famous for producing Direct Fill pens.
Their brand name is ‘Power Pen’.
10. Luxor Writing Instruments : Another Indian company that

has become an International sensation. Luxor pens are

exported in 95 countries.