Abstract

The case study discusses in detail the various marketing mix elements employed by Luxor Writing Instruments Private Limited (LWIPL) to become one of the leading companies in the writing instruments industry in india.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing strategies adopted by LWIPL to become a major player in the pens industry. Various marketing mix elements adopted by LWIPL to gain a leadership position in the pens industry in India

Keywords

Brand extension, pricing strategy, unique selling proposition, brand image, innovative marketing strategies, brand ambassador