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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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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"The mass-consumed pens are high impulse, low budget products and thus visibility is most important. Besides, there is no brand loyalty for the bottom segment."

- Supratik Sengupta, Product Manager, Linc Pens and Plastics Limited¹.

Introduction

In 2002, Luxor Writing Instruments Private Limited (LWIPL) had emerged as the market leader in the premium pens² 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 offered a widest range of pens with leading brands including Luxor, Pilot, Papermate and Parker.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

In December 2002, LWIPL launched the world renowned 'Waterman' brand of premium pens in India. This was possible after LWIPL's acquisition of a 50% stake in the Indian operations of Newell Rubbermaid³.

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1] In an article titled "Penning the success story," by Aloka Majumdar in Business India dated August 25, 1997.

2] Pens priced above Rs.50 as per the website, www.lincpens.com.

3] Newell is a US based manufacturer and marketer of high volume staple consumer products with a turnover of $7 billion. The products manufactured by the company include plastic products such as kitchenware, food storage products, insulated range and bathware. The company offers more than 3,000 products out of more than 100 products have already been introduced in the Indian market. The company made an entry into the stationary products business in 2000 with the aquisition of Gillette's worldwide stationary business.


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