Abstract

The case study discusses in detail the various marketing mix elements employed by Luxor Writing Instruments Private Limited (LWIPL) to become one of the leading companies in the writing instruments industry in India. It traces the growth of the pen industry in India and examines its future trends. The case study also discusses the leading players in the pen industry in India and the strategies adopted by them to gain a larger share of the market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies of luxor, writing instruments in India.

Keywords

marketing mix elements, Luxor Writing Instruments Private Limited, LWIPL, leading companies, pen industry, India, future trends, leading players, larger share, market