LUXOR WRITING INSTRUMENTS PRIVATE LIMITED - MARKETING PENS IN INDIA

continued from : THE MARKETING MIX

DISTRIBUTING PENS

In 1999, LWIPL launched the 'Papermate' brand of pens in India. Papermate was the largest selling brand in the US during that time. The brand strengthened the presence of LWIPL in the low priced pen segment. These pens were primarily targeted at the school and college students and were priced in the range of Rs 4 to Rs 13.

The specialty of this product was that they possessed the Lubrigude ink technology , which ensured that the ink did not leak, thereby offering a comfortable writing experience. 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. These pens were put on display in special racks so that people could notice the complete range of pens. As the demand of Parker pens grew, they were made available in other urban areas of the country.

In order to increase the reach of Parker pens, the low priced versions were made available in small stationary shops. LWIPL later opened exclusive outlets of Parker Pens in all major cities in India. When LWIPL launched Papermate pens in India, it changed its distribution strategy vis-a-vis that of Parker pens. The pens were targeted at a wider cross - section of people, which included students, executives and elderly.

Apart from relying on its existing sales force, the company tied up with Indian Shaving Products Ltd (ISPL)[1]to distribute pens in the targeted one lakh retail outlets in the first year of its launch. While the sales people concentrated on traditional retail outlets such as stationary and bookstores, the tie up with ISPL ensured that the pens were available in FMCG outlets such as shops and supermarkets. This multi-pronged distribution strategy enhanced the reach of Papermate pens.

PROMOTION AND POSITIONING

LWIPL promoted its products primarily through advertising in the print and television media. The company hired several advertising agencies in the past two decades. The first advertising agency hired by LWIPL in the 1980s was 'Creative Works '[2], to promote its Pilot pens. In the early 1990s, the company shifted to another agency, RK Swamy/BBDO. In 1996, the advertising account of Parker was awarded to McCann-Erickson[3], while the Luxor and Pilot brands remained with RK Swamy/BBDO. However, in 1999, when Papermate was launched, the account of all the brands in the LWIPL portfolio was shifted to McCann-Erickson. In December 2000, the advertising account was split again. Contact Advertising[4] was given the charge of Luxor, Pilot and Papermate brands, while Lowe[5] was awarded the Parker brand. However, in July 2002, the advertising account of Luxor, Pilot and Papermate brands was also shifted to Lowe. As a result, Lowe was made responsible for advertising of all brands in LWIPL portfolio.

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THE FUTURE

ADDITIONAL READINGS AND REFERENCES

[1] It was a flagship company of Gillette and was later renamed as Gillette India Ltd.

[2] Creative Works is the first full-service, retail based advertising and marketing agency serving small-to-mid-sized businesses, non-profit organizations and corporate departments.

[3] McCann-Erickson is a US based advertising agency, which offers a wide range of communication services in strategic planning, brand development and direct marketing.

[4] Contact Advertising is a US based marketing communications firm with operations spread all over the world.

[5] A reputed global advertising agency formerly known as Lowe Lintas & Partners, India.