Luxor Writing Instruments Private Limited - Marketing Pens in India
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Case Details:
Case Code : MKTG058
Case Length : 12 Pages
Period : 1982-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Luxor Writing Instruments Private Limited
Industry : Premium Pens
Countries : India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
The pens industry in India had passed through various phases with the changing tastes and preferences of customers.
Till the late 1970s, only two categories of pens existed in the Indian market -fountain and ball point pens.
During that time, people preferred writing through a pencil rather than a pen. Moreover, people preferred fountain pens, as it was perceived to write better compared to the ball point pens.
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Apart from domestic manufacturers, who manufactured fountain pens on a small scale and sold them at cheaper rates, branded fountain pens manufactured by leading international players such as Monte Blanc, Cartier and Parker were available in India through the grey market...
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The Marketing Mix
Products and Pricing
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...
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