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 Contd...
Distributing Pens
LWIPL adopted innovative, product - oriented distribution strategies to reach its target customers. The company had a wide network of 1200 distributors who supplied pens to 67,000 stationary shops (Parker pens were available in 7000 leading shops), spread over 800 towns and cities in India. LWIPL also exported its products to 50 countries all over the world.
As the Parker pens were initially targeted at the premium segment and carried a high price tag, they were launched only in the four metros -Delhi, Mumbai, Kolkata and Chennai. The pens were made available in large stationary stores and point of purchase displays were attached a lot of significance...
Promotion and Positioning
LWIPL promoted its products primarily through advertising in the print and television media. The company hired several advertising agencies in the past two decades. The first advertising agency hired by LWIPL in the 1980s was 'Creative Works', to promote its Pilot pens.
In the early 1990s, the company shifted to another agency, RK Swamy/BBDO. In 1996, the advertising account of Parker was awarded to McCann-Erickson, while the Luxor and Pilot brands remained with RK Swamy/BBDO...
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The Future
According to analysts, the major reason for LWIPL's success was its focus on offering superior products to its customers. However, in spite of LWIPL's current leading position, analysts felt that the company would face tough competition in future from other leading brands such as Reynolds, Rotomac and Today's (Refer Exhibit I)...
Exhibits
Exhibit I: Advertising in the Pens Industry in India
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