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
Excerpts
Marketing Strategies Before Covid-19 Pandemic
To meet the requirements of customers, Linc adopted different strategies that focused on both quality and pricing of the product. After finding out what school and college students needed, the company launched a range of gel and ballpoint pens and priced its pens at just Rs.2. To ensure that the pens looked appealing and wrote smoothly, Linc imported ink from Germany and the Pen tip from Switzerland. The company used Comfortable Elastomeric Rubber Grip / Flexi-Grip Technology to give the pen a good grip and a good look. Over the years, the company added a variety of products to its product line by focusing on the needs of customers..
Marketing Strategies During Covid-19 Pandemic
During the pandemic, lockdown restrictions forced educational institutes to remain closed. The lockdown also resulted in students switching to tablets and cell phones, leading to a decline in the practice of using pens. Additionally, stationery shops were also shut overnight. Only essential service providers like medical stores, supermarkets, and grocery stores were allowed to remain open during the lockdown period. As a result, in 2020, the consumption of pens in India dropped by 40%. Linc, being part of the writing instruments market, was also affected by the pandemic...
Impact of Product Differentiation
The launch of premium pens, office supplies, e-commerce sales, and new markets helped the company to increase its sales. The launch of the Pentonic range of pens also played a vital role in the growth of Linc’s revenue. According to the company, the Rs.10 and above segment contributed 31% to total volumes and 45% to the total value in Q1FY2020...
Future Ahead
The global market for Writing and Marking Instruments was expected to increase to US$ 23.98 billion in 2025 and to US$20.6 billion by 2027 . The Writing and Marking Instruments Market of India was expected to grow during 2020-2026 as the educational sector was one of the biggest consumers of stationery products with 1.53 million schools, more than 315 million students. Besides, the literacy rate was 79%. In addition to that, the Government of India had introduced various schemes and core schemes for the penetration of educational services in all segments of the population..
Exhibits
Exhibit I: Details of Linc’s Competitors
Exhibit II: Linc’s Product Portfolio
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