LINC PENS

Ashwin Shetty
Kaustubh Rane
Ajinkya Suryavanshi
Pallavi Mhapankar
Dinesh Mhapankar
 Overview
 Total market is value Rs.2000 crores

 Organized sector counts 75%.

 Indian pens are both cost-effective and of good quality.

 With the literacy rate increasing, growth rate of the industry to be 8-10%
every year.

 Less impact of imported product in Writing Instrument Industry

 Linc Pen would be the second largest player all India and Cello being the fist
one.

 World wide trusted Quality of Indian Product.

 Product of the Masses hence share huge market.

 About Linc…..
 Founded by its Chairman S.M. Jalan in the mid-1970s

 Deepak Jalan, Managing Director, Linc Pen & Plastics took over the reins of his family
business of writing instruments in 1985

 Linc is one of the top 3 players in the organized writing instrument industry

 Which is pegged at about Rs.1600 crore and commands a market share of about 10% in the
organized writing instrument space.

 Linc has a variety of products ranging mainly from Rs.5 to Rs. 30 to cater to the mass
segment.

 Visibility in more than 50 countries

 Linc Pen also supplies to global retail chains such as Wal Mart, Asda and Tesco for their
private label business.

 20% of revenue comes from export to over 30 countries in South America and the West Asia,
apart from US & UK.

 The primary focus of the company has been on private label contracts with top chain stores
like Steadtler, Liquimark, Poundland, ICO, Stypen, Dollar Tree, Office Works, CVS, John
Lewis, Coop Norden etc. to name a few.
Our Product USP’S
 Impact Proof Tip ( NS/TC )

 Double Speed Writing

 Original Innovative Designs

 Smudge-free Writing with Water Proof Ink

 Non-Stop Clean Writing

 Firm Grip for Stress-Free writing

 Bright Ink Colour & EN71 Complaint

 Smooth Writing

 After Falling Will not Stop

PAN India Presence
Network in India…
Currently the company’s products are available across more than

1,25,000 retail outlets throughout India covered through a network of

Over 2,200 redistribution stockiest and 40 main stockiest.

‘Office Linc' has roped in channel partners like Airtel, DHL, Blue Dart,
Microsoft, Music World , Book Cellar, Anderson Printing, Presto,
Aqua Java, SKP Moneywise and Talk, who will stock their products
and provide after-sales services as well.

As on today, total 18 stores of both format are already operational

and the company intends to have pan India presence in
future.
Our MVC
 Mission and Vision

• Mission
• To deliver innovative, user friendly and better-quality products at best value to the
customers, keeping in mind the prosperity of the company and its stakeholders.

 Vision
• To establish linc as a global brand, known for its values, assertiveness and the
acumen to adapt to the ever-changing environment.

 Core Values
• - We recognise that we are in business primarily to satisfy our customers.
• - Our performance must ultimately reflect in the increased value of the holdings of our
shareholders.
• - Linc treats its employees and stakeholders with utmost respect and dignity.
• - We observe and adhere to the highest standards of ethical corporate behaviour.
• - We will work as a team to continuously enhance stakeholder value and serve our
customers.
Point Size: .7mm Tip: Jumbo bulky
Ink: DSW Features: Waterproof ink,
Crystal Clear Body, Interflow Ink Technology for smooth writing,
ergonomically designed barrel for smooth and sharp writing
Point Size: .7mm
Tip: Atom Ink: DSW Features: Waterproof ink,
Crystal Clear Body, Instaflow Ink Technology for smooth writing,
Ergonomically designed barrel for smooth and sharp writing

Point Size: .7mm

Tip: Bulky Ink: DSW
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink
Technology for smooth writing, Ergonomically designed barrel for
smooth and sharp writing
Point Size: .7mm
Tip: Techno Radius Ink: DSW
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Point Size: 1.2mm
Technology for smooth writing,Ergonomically designed barrel Tip: Bulky Ink: DSW
for smooth and sharp writing Features: Waterproof ink, Crystal Clear Body, Instaflow Ink
Technology for smooth writing,
Ergonomically designed barrel for smooth and sharp writing

Point Size: 1.0mm

Tip: Bulky Ink: DSW
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink
Technology for smooth writing,
Ergonomically designed barrel for smooth and sharp writing

Point Size: 1.0mm

Tip: Bulky Ink: DSW
Features: Waterproof ink, Crystal Clear Body, Instaflow Ink
Technology for smooth writing,Ergonomically designed barrel for
Packaging
Campaign “Pen lo kismat badlo”
A
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P
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1
A
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P
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2
A
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P
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3
New Advertising Campaign
STP….
Highest selling category is the Rs-5 ball pens, which accounts for more than 60% of the
revenue

Exports contributed nearly 22.2% to the total sales in 2010-11,up from 18.5 % in 2009-
10.

Successfully launched and will be launching number of products in higher price

segments

It position itself as “Useful for all spheres of life” In the current "commoditized"
approach of the industry for this category, building long-term brand value.

The company has positioned the product as quality product at reasonable price i.e.
value for money through economically priced products with great price-to-
performance ratio
Consumer Profiling
Snehal Thange Income – 4 to 5 Lac C
O
Who is Snehal Thnage Profession – House Wife &
Coaching Classes N
• A Busy middle income multi S
tasking mom Education- Graduate U
• She is 37 years old M
• Her kids are 8-12 Years Old Location – Mumbai (Malad)
• Extremely involved with her kids E
educational needs. Interest – Reading, House hold R
shopping

Purchasing Behavior – Weekly P

R
Spending Habits – Regular
O
Marketing
F
Typical Customer want for the I
product –Quality Sound and
L
Value for money product
I
N
G
Noel Bernard Family Income – 6-7Lac

Profession – School Going Kids

C
O
Who is Noel Bernard. N
Education- Stud. in Std 8th S
• Student of OLPS Chemur Class U
8th B Location – Mumbai (Chembur)
• She is 14 Years Old M
• Average Student Interest – Reading, Playing foot ball, E
Drawing R
Purchasing Behavior – As per need
P
Spending Habits – Impulse Purchase R
O
In this consumer segment, it cannot be
predicted or analyzed that anyone F
characteristic is impacting their decision. ButI
student wants everything in thePen:
L
Affordable Price, Proper Grip, Long Life and
even the performance of the pen.Thus I
student buying decision regarding pen is N
influenced equally by almost allvariables
G
 Ajay Shekhawat • Income – 3 to 4 Lac
C
O
Who is Ajay Shekhawat • Profession – Research Executive N
S
• A Very Busy executive working for a • Education- Post Graduate
Research Firm. U
• he is 32 years old • Location – Mumbai (Dombivali) M
• 70 % of the Field activities E
• Interest – Reading, Playing online
games, R

• Purchasing Behavior – as per

Requirement P
R
• Spending Habits – As per want
O
• Price & Performance have impact influence on F
buying decision.It signifies that Service Person
purchase pen not only considering price but along
withit some different features such as Grip,
I
LongLife, etc are also impacting the Decision.But
still, Price & Performance are dominating features L
for this Consumer Segments
I
N
G
 C
• Company – Limited Company
V. Iyer O
• Profession – HR Manager N
Who is V. Iyer S
• Education- MBA (HR) U
• HR Manager in Limited Company
• he is 40 years old M
• Location – Mumbai (Dadar)
• Strength of the office staff is 200 E
• Interest – Reading R

• Purchasing Behavior – As P
per need
R
• Spending Habits – As per O
monthly requirement of the F
company
I
• The most influencing characteristic impacting L
buying decisionis Price
I
N
G
 Perpetual Mapping
High Quality Cross Parker
Add gel Premium pens of a
- High quality at low cost world
Stic

Reynolds
Linc LINC Cruiser

Price Range: Rs 5- 20 /- Price Range: Rs 100 & above /-

Low Price High Price

Maxy

Montex

Cello
– Student friendly pen – luxor
Add
Today's
Peire cardin

Price Range: Rs 2- 5 /-
Price Range: Rs 20-50 /-
Low Quality
 Positioning
 Advertising with youth icon Mr. Shahrukh khan and Katrina
has positioned LINC to youthful and vibrant Brand.

 Multiple price and product options for entire section of the

consumers.

 Targeted its Few brand at young executives and its Style

brand for the school and college going students

 Customized pens for Corporates

 Good Quality average price.

 Campaign Purpose
• The end purpose of any ad campaign is to
boost awareness of the subject matter and
generate demand.

• Raise awareness of a product, service or

brand, but ideally it will be more specific.

• Campaigns should target a specific group.

Advertising Objectives …

Aim to be a leader in the business of writing instruments - by heightened sensitivity to

consumer heightened sensitivity to consumer needs and aspirations, setting new needs
and aspirations, setting new standards in quality products and capitalizing on new
business and on new business opportunities.

Informative Advertising – Aims to create brand awareness knowledge of new product and
new features of existing product
 Building Brand Image

Persuasive Advertising – Aims to create liking, preference, conviction and purchase of

product and services
 Immediate Sales of Product
 Increase over all sales

Reminder Advertising - Brand Recall

 Maintain and enhance brand loyalty

Reinforcement Advertising – Aims to convince current purchaser buy in

Regularly.
Campaign 1 (Feb – Mar)
 Starting with Teaser Campaign across Schools and
Colleges.

 Teaser would be “ALL THE BEST” for metro cities,

and “YASHASWEE BHAV” for small town and
rural areas.

 Thru the medium of Posters, Banners, Sun

Shades, Local Cable Network and Print Medium.
Campaign 1 (Feb – Mar)

The below Teaser sample could be displayed

across all the vertical.
Campaign 1 (Feb – Mar)

The below Teaser sample could be displayed

across all the vertical.

With the LINC pen logo

 Campaign Story Board
 After the BTL activities its time to activate the
actual campaign

All the Best

“YASHASWEE BHAV”
Advertisement for Campaign Part 1
 White board written with ALL THE BEST is displayed for
2 second, than the hand of Lord Brahma coming out of
the background with PEN in that hand.

 Then the audio play, Tayaari tho hogayi, yeh lo sahi

Hatyar ab ladne ke liye, and bless him with
“YASHASWEE BHAV”

 Then he give the LINC pen to a School / College

Student, he writes well with that LINC pen in exam and
comes in merit.
Ad time approx 15-20
 Advertisement for Campaign Part 2
 White board written with ALL THE BEST is displayed for
2 second, than the hand of Lord Brahma coming out of
the background with PEN in that hand.

 He gives the LINC pen to a Employee and say Mehnaat

tho kafi karli tumne and says
“YASHASWEE BHAV” smiles and leave the place.

 He fill his appraisal form with LINC pen, and gets good
Promotion and Increment.

Ad time approx 15-20

Campaign 2 (May – June)

Linc pen

“naye sal ki nayi shuruvat”

Advertisement for Campaign Part 1
 First day of School, Child is scared and a little bit nervous.

 Not ready to enter in campus.

 Mother aware with child’s mental condition tell him to wait for a
while.

 Purchase one Linc Pen specially design for kids Printed with cartoon
characters.

 Child got surprised and happy seeing the favorite cartoon on the
pen.

 Happily run towards school.

Advertisement for Campaign Part 2
 First day of Collage, much excitement and enthusiasm among the newly
admitted students.

 More freedom compare to school.

 Eager to make new friends.

 In a Que for submission of optional subject form.

 Girl asks for pen boy immediately offer his new linc Siren.

 Girl start filling the form and impressed with siren.

 She thank him for pen Introduce her self and turn back.

 Boy kisses his LINCsiren (Naye Sal Ki Nayi Shuruvat)

BTL
 Ads on School Buses.

 Haats and Counter Displays at Amusement parks or Khumb mela kind of

events.

 Sponsorship at Schools and College events.

 Posters & Banner displays during festive seasons like Ganesh Chaturti,
Navratri, Christmas ….

 Bulk SMS greetings to students.

 Separate team to focus on modern retail.

The Perfect Use of Influencer
 Sponsorship
during Teachers
day fest @
Kolkata &
Chennai
 Sponsorship
during Teachers
day fest @
Bengaluru &
Mumbai
 Customer Involvement thru
“Favorite Teacher Kaun Contest”
Customer Involvement thru
“Few other Contest”

 Darts games with pen in Malls and College events.

 On occasion of HOLI festival can have a Mega Painting contest

(Paint it with LINC pen).

 Drawing competition during public holidays and festive seasons

(Draw your imagination)
Social NetWorking Contest
Social NetWorking Contest
Hit the Bull eye with right pen

Target the school

children with their
favorite
“Super Heroes”
Sport Marketing
 Signed Agreement with Three IPL Team.

 Kings XI Punjab
 Knight Riders
 Rajasthan Royals
Dangler Bunting Flanges

Poster Shop board

Loyalty Programme
Retail Advertising
 Retail advertising play a very crucial role, as
the POP should be well catchy enough the
attract the buyers and they should besatisfied
with their buying decision.
 Proper visual techniques to be used and
implemented so that the entire focus should
be driven towards the product.
Retail Advertising @ POP
 Danglers at Retail outlets.
 Buntings
 Flanges
 Posters
 Shop Board or Sunboard
 Table Tops
 Display Box
Times of India Edition wise Circulation figures

1. Ahmedabad - 2,09,605 2. Bangalore - 5,17,568 3. Bhubaneshwar - 62,749

4. Chandigarh - 85,000 5. Chennai - 2,55,000 6. Delhi - 11,32,235

8. Goa - 50,000 9. Guwahati - 17,901 10. Hyderabad - 2,55,568

11. Hubli - 16,332 12. Indore - 12,643 13. Jaipur - 87,048

14. Kolkata - 2,86,037 15. Lucknow - 1,17,992 16. Mangalore - 12,739

17. Mumbai - 8,10,365 18. Mysore - 16,386 19. Nagpur - 52,155

20. Nasik - 20,000 21. Pune - 2,80,906 22. Patna - 39,291

23. Ranchi - 22,626

 Advertisement Tariff of The Hindu (All / South Edition) (Rates in sq. cms. with effect from
April 2012)

 Display/Financial B&W Rates

SE
Mon-Thu Fri, Sat & Sun
 Basic Rate 3265 3540

 A Premium of 25% would apply for Specified Page or Position

 A Premium of 50% would apply for Specified Page and Position
 A Premium of 50% would apply for Page 7 or Back Page
 Specified Position Rates would apply for Strip Ads (Min ht. = 5 cms, Max ht. =12 cms)
 Display Colour Rates SE
Mon-Thu Fri, Sat & Sun
 Front Page * 6995 7580
 Basic Rate 5150 5575
 Any Right Page 5545 6005
 Sports Page 6005 6505
 Back Page 6235 6750

* for a 16.4 cms width minimum height is 16 cms and maximum 25 cms
for a 12.2 cms width minimum height is 16 cms and maximum 20 cms
 For Skybus position 30% premium on Front Page rate will apply.

 The front page ads can have a solus with Skybus or Semi Solus

 In front page Specified Position Rates would apply for Strip Ads (Min ht. = 6 cms, Max ht. =12
cms)
Category SE AE
Tender 2740 2900
Opportunities (B/w & Colour) 2025 1980

Silent Ads* SE AE
Business Page (B&W) - 49370
Sports (Color) - 65275

*- Rate per insertion

Weekend Supplements SE AE
Sunday Magazine - 3170
Young World - 2440

Editions

 The Hindu is printed in thirteen centres including the Main Edition at Chennai (Madras)
where the Corporate Office is based. The printing centres at Coimbatore, Bangalore,
Hyderabad, Madurai, New Delhi, Vizag, Thiruvanathapuram, Kochi, Vijayawada, Mangalore,
Tiruchi
Circulation
• Circulation

• The Hindu daily circulation of 14,66,304 copies (including all editions) and
a readership of about 4.06 million has been certified by the Audit Bureau
of Circulation.

• City wise Circulation:

• Banglore - 1,11,005 Chennai - 4,18,998

Coimbatore - 1,26,491
Kochi - 1,01,836
Madurai - 82,751
New Delhi - 1,11,091
Tiruchirapalli - 73,306
Visakhapatnam - 71,080
Hyderabad - 1,84,267
Kolkatta - 22,270
Mangalore - 33,050
Thiruvananthapuram - 70,156
Vijayawada - 60,003
Supplements and Features

Monday (Metro Plus, Business Review, Education Plus)

Tuesdays (Metro Plus, Young World, Book Review)

Wednesdays (Metro Plus, Job Opportunities)

Thursdays (Metro Plus, Nxg, Science, Engineering, Technology

& Agriculture)

Fridays (Friday Features, Cinema Plus)

Saturdays (Metro Plus Weekend, Property Plus)

Sundays (Weekly Magazine, Downtown, Retail Plus,

Classifieds, Open Page, Literary Review, every first Sunday)
DNA Advertisement Rates for Main Editions Ads

Advertising Rate Skybus Jackel Ad

Front
Edition Page Pointer(Ad
Any Front Any Front Page 3/ Page1&
3/Back Page 5 Cost)
page Page Page Page Back Pg Page2
Pg

Mumbai 2875 4000 4000 3200 4000 7100 5800 11,215,000 183500

Bangalore 1500 2000 2000 1600 2100 3550 2900 5,619,000 92000

pune 1000 1700 1400 1100 1500 2450 2000 3,899,000 63800

gujarat 720 1200 1000 800 1000 1775 1450 2,809,500 46000

jaipur 280 475 390 315 400 700 575 1,089,400 17800

All Editions 3800 6450 5300 4250 5500 9250 7650 14,781,610 241700
H B
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Direct Marketing

 Catalogue and Postal Mailing

to Channel partners.

 Sending Greeting messages to parents and

students .

 New Products and offer mails to Channel partner.

 Web Page advertising on few sites.

 Radio

 FM RAINBOW (18)

DELHI, MUMBAI, CHENNAI, KOLKATA, BANGALORE,LUCKNOW, PANAJI, JALLANDHAR,

KANPUR,KODAIKANAL, HYDERABAD, VISHAKHAPATNAM, VIJAYAWADA, KOCHI,
TIRUCHIRAPALLY, COIMBATORE & CUTTACK (Evening Transmission only) &
PUDUCHERRY (Morning Transmission only)

 FM GOLD (4)

DELHI, MUMBAI, CHENNAI & KOLKATA

Time Category (in Hours)

1 . 0700 – 1100 & 1800 – 2100

2 . 1100 – 1500 & 2100 – 2200

3 . 1500 – 1800 & 2200 - 0700

 Radio
FM RAINBOW RATES
SPOT BUY RATES FOR 10 SECONDS
(IN RUPEES)
Name of Stations Time Time Time
Category - 1 Category - 2 Category – 3
Delhi 1000 700 400

Mumbai 800 600 400

Chennai/Kolkata/
Bangalore/ Hyderabad 700 500 300
Kodaikanal
Lucknow / Kanpur/ Kochi 500 400 250
Panaji/Jallandhar/Cuttack
Vijayawada/Vishakhapatnam/ 400 300 200
Tiruchirapally/
Coimbatore/Puducherry
 Radio
NOTE:

 Spot Buy Rate for more than 10 seconds will be calculated on pro-rata basis.

 Time check of 7 seconds duration allowed, but will be charged as 10 seconds

ordinary spot.

 25% extra for fixed time spot.

 TVC (Link Regular)
• Script:
 Boy to his friend: Aaj toh maa ko pata liya roz pen ke
naam se paise nikalta hun deti hai bichari..(both
Hahaaaha)

 Papa to Mom:Ye lo usse linc pen do jo 5000m ki

guarantee deta hai..

 Mom to son: Beta ye le teri roz roz ki pen kharidne ki

pareshani se chutti..(winks)at Husband
Radio 10 secs (Regular)
• A to Shopkeeper: Linc Dena bhai..
• Linc Pen..Pen ka dusra naam