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| Details |
Case Code: CLBS001
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| Case Length: 04 Pages |
| Period: -- |
| Pub Date: 2004 |
| Teaching Note: Not Available |
| Subject :Business Strategy |
| Price:Rs.50 |
| Organization :-- |
| Industry :Writing Instruments Industry |
| Countries : -- |
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Luxor Writing Instruments Private Limited* |
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| 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.
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Issues: |
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- Marketing strategies adopted by LWIPL to become a major player in the pens industry.
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- Various marketing mix elements adopted by LWIPL to gain a leadership position in the pens industry in India.
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| Introduction |
In 2002, Luxor Writing Instruments Private Limited (LWIPL) was the market leader in the premium pens segment in India, with a market share of 60%. The company held a 10% share in the writing instruments industry, next only to the market leader, Reynolds that held 12%. LWIPL had been in the pen industry for nearly four decades. The company adopted innovative marketing strategies that had made it one of the most popular pen manufacturers in India.
LWIPL had launched its first brand in 1963 - the 'Artist' fountain pen. However, owing to its small scale of operations during that time, the pens were made available only in Delhi and surrounding areas. During the late 1960's, the Artist brand was renamed as 'Luxor.' In 1982, LWIPL launched Pilot 05 microtip pens with needle point technology. Priced at Rs.10, this was the first model of Pilot pens to be officially launched in India.... |
| Questions for Discussion: |
1. LWIPL owes its success to its marketing strategies, which it adopted. Critically examine the various elements of company's marketing strategy and evaluate the competitive advantage they conferred on the company.
2. Market segmentation is an indispensable step to succeed in the competitive marketplace. LWIPL seemed to have mastered this aspect of business. Explain how the company segmented its customers and benefited from the market segmentation. |
Keywords |
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Luxor,LWIPL,fountain pen,indispensable "
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
$16) per copy.
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