Luxor Writing Instruments Private Limited - Marketing Pens in India

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Promotion and Positioning Contd...

Pilot is in fact perhaps the longest surviving and successful brand in the writing instruments category as it writes four times more than any other needle point gel pen. Pilot contributes 15% to our total turnover." The Parker brand received maximum advertising support from LWIPL. Commenting on the target audience, John Hadley, senior vice-president (sales and marketing), LWIPL said²⁵, "Parker's target group is the top 12 million families in India and that gives us a big market any way you look at it.

Our aim is to provide a decent writing instrument to Indians." In early 2001, LWIPL roped in the famous film star and television icon Amitabh Bacchan to promote the Beta and Vector brands of Parker pens. The primary reason for choosing Amitabh as a brand ambassador was his popularity among all groups i.e. children as well as elders and masses as well as classes. According to media reports, he was paid Rs 50 million for featuring in the advertisement. The ad campaign was a huge success and had a high recall among television watchers. In 2001, LWIPL roped in Shekhar Suman to endorse the Papermate brand. The advertising campaign highlighted its unique selling propositions such as trouble free writing, better quality and the rubber body of the pen, which enhanced its grip. It also conveyed the message of romance by highlighting the two heart shaped symbols, which formed a part of Papermate brand.

Though the campaign attracted reasonably good attention from the viewers, it was not able to generate the kind of sales that the company expected and hence in July 2002, the advertising contract for Papermate brand was given to Lowe.

In December 2002, an advertising campaign was aired, which featured Papermate as 'Americas Largest Selling brand." Through this campaign, LWIPL made an attempt to retain the American identity of the Papermate brand.

LWIPL also made efforts to change the positioning of its brand, if necessary. For example, when Parker pens were launched, they were positioned as a premium brand targeted at the upper sections of the society, including senior executives, businessmen and so on. However, realizing that young people could also be the potential buyers for premium pens, LWIPL targeted its Vector brand at young executives and its Beta brand for the school and college going students.

Explaining the necessity to change the positioning of the Parker brand, Sanjeev Goyle, Vice-President, Marketing, LWIPL, said²⁶, "We want the Parker brand in the pocket of every youth. To make this happen we've a two-fold approach: one, shift Parker's positioning from a serious, daddy's pen to a youthful and vibrant brand; and second, give multiple price and product options to address the entire section of the consumers."

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25] In an article titled "Signing On" by Ganga Subramaniam in Business India dated December 2-16, 1996.
26] In an article titled "Luxor inks aggressive plans for Parker," dated June 28, 2001 posted on www.financialexpress.com.

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