Luxor Group Foray in to Cleaning Products

            

Details


Case Code : CLBS128
Publication date : 2012
Subject : Business Strategy
Industry :FMCG, Cleaning products
Length : 05 Pages

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Short Case Study Price: INR 100;

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

In June 2012, the India-based Luxor Group, a well-known manufacturer of writing instruments, launched cleaning products in India. Luxor nano clean products aimed to achieve sales of Rs 500 million during 2012-13 by targeting the urban market. This case elucidates how the Luxor Group entered the cleaning products market and the group's future plans. The case also takes a brief look at the cleaning products industry in India.

Issues:

Discuss and analyze the entry of the Luxor Group into cleaning products.
Discuss whether Luxor will be successful in its new venture

Introduction

In June 2012, the India-based Luxor Group, a well-known manufacturer of writing instruments, ventured into the cleaning products market under a new subsidiary, Luxor Nano Technology Pvt Ltd. Experts were skeptical whether the group would be able to leverage on its existing brand name and image to succeed in the new segment. The Luxor Group, which was incorporated in 1963 by D.K Jain (Jain), emerged as a market leader within a decade of its inception in the writing instruments industry by bringing world-famous brands to the Indian consumer market under the Luxor Group's umbrella. It brought in the Pilot brand in 1982, Parker in 1996, Papermate in 1999, and Waterman in 2003...

Key words:
Cleaning products, FMCG, Foray, New markets, Strategy, Nano technology, USP, Brand Extension, New product, Unique selling proposition, Branding, Advertising Campaign, Above the line, Below the line





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