Luxor Writing Instruments Private Limited - Marketing Pens in India

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Products and Pricing Contd...

The Parker refills were priced at a rate of Rs.35 compared to $3 in Europe. Similarly, LWIPL launched the Papermate pens at nearly 1/3^rd of the price in the US. In 2000, LWIPL launched the Parker Beta range, with prices ranging between Rs.50 to Rs.75. Targeted at the youth, the company sold around one million pens within a couple of months of its launch.

In 2002, Parker pens were available in three broad price categories (Refer Table I). By that time, the Parker range of pens had emerged as the largest selling brand in the LWIPL pens portfolio, contributing 40% of its revenues. LWIPL also launched a series of innovative products in order to mark certain occasions. In January 2000, the company launched the "Millennium series" of Parker Vector roller pens. These pens had the world map inscribed on them and their unique design enabled people to determine the time difference between countries. Priced at Rs.250 each, these pens became very popular. In November 2001, LWIPL launched 'Special Moment', a gift pack consisting of Parker Vector and Parker Beta pens, which had the signature of the brand ambassador, Amitabh Bacchan inscripted on it. These pens were primarily targeted at pen collectors, who were fond of Parker pens. In February 2002, Parker launched the 'Black and White' range of Parker Vector ball pens which were priced at Rs.145.each.

In mid 2002, the company launched the 'Football Legends World Cup edition' of Parker Vector pens in order to cash in on the popularity that the event enjoyed. The pens had photographs of famous football stars such as Maradona, and Pele inscribed on them. These pens were primarily targeted at avid football fans, who would be interested in collecting pens bearing photographs of their favorite players.

In December 2002, LWIPL launched the "Gajgamini" range of Parker Sonnet fountain pens. The limited edition of pens (only 500 pens were released) was named after the paintings created by noted artist MF Hussain¹⁶ and also had his signature inscripted on them. LWIPL priced these pens at Rs.5000 each.

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.

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16] He is an Indian artist famous across the world for his paintings.

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