Linc Pens: Marketing Strategies to Survive the Covid-19 Pandemic
| Case Code: MKTG441 Case Length: 11 Pages Period: 2013- 2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization : Linc Pen & Plastics Industry :General Business Countries : India Themes: Marketing Strategy, Distribution, Product Launch, Pricing |
Abstract Case Intro 1 Case Intro 2 Excerpts
Company Background
In the 1960s, Suraj Mal Jalan (Suraj), a young boy from the Lachhman Garhin Sikhar district of Rajasthan, moved to Kolkata, India, to pursue a college degree. He also had entrepreneurial ambitions and was looking for ideas. During his college days, he observed that pens were an indispensable part of a student’s life. But there weren’t many options available to them except fountain pens and ballpoint pens. During those days, the cost of a good ballpoint Pen was around Rs 10, which was quite costly for a student to buy. The fountain pens available were not only expensive but often leaked ink and became messy. Suraj also noticed that the quality of a pen was dependent on its metal tip and the ink. It was the idea of launching affordable pens for students that motivated Suraj to start a business of manufacturing pens..
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