Abstract

The casetalks about how India- based stationery products manufacturing company, Linc navigated through the Covid-19 crisis. The case starts out with the announcement made by the company regarding its sales achievement. The case gives a brief history of Linc and then describes the marketing strategies adopted by the company before the Covid-19 pandemic. The strategies included launching of new products, innovative pricing, and its expansion to different locations across the world. The case then dwells upon the strategies implemented by Linc during the pandemic such as expansion of its distribution network and extension of product line. It also highlights how these strategies helped the company to protect its sales. The case ends with the future plans of Linc.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how pricing strategy helps a company to achieve growth
• Understand the different ways in which a company can manage a crisis
• Analyze the various distribution strategies of a stationery products manufacturing company

Keywords

Pricing Decisions; Pricing strategies; Importance of Crisis Management; Marketing mix; Marketing strategy; Product Differentiation; Product Management; Distribution strategies