Marketing Campaign
4 Ps
Product Price
• Roller Pens : Technologically upgraded writing • Competitive pricing to widen customer base.
instrument. Provides elegant writing experience • Different range of product for different segment
to customer. of customers.
• Refills : Popular in budget customers • Offers premium feeling products at more
• Pencils : Mechanical pencils, save time and reasonable rate, as compared to competitors.
effort of sharpening, popular among teenagers. • Introduced pens with advanced technology
Beneficial for office use. implementation at lower rates than competitors
• Stationary : Gum sticks, geometry sets, sketch for faster adaptability and popularity.
pens, erasers, highlighters, correction pens, • More value-added products.
crayons, markers.
Place Promotions
• Available in stationary, grocery and medicine • SPELLINC: Spans over 11 cities and across 1500
stores across the country. schools.
• Available online on Flipkart, Amazon and • Frequent advertisements on Television, Internet
company’s own wesite. and print media.
• Has 3-tier, distributer and dealer networks, • Participating in various trade fairs and
resulting in high availability. consumer fairs across the country.
• Enhanced brand awareness through Just Linc • Launched new product with advertisements
centers, which market high end pens of partner focused on building emotional connect with
brands (Lamy and Mitsubishi). consumers.
• 31 channel partners and 1217 distributers.
STP
• Segments:
Mass Market • Price range below Rs 20.
• Simple design, suitable for
common, everyday usage.
High Value • Price range between Rs 20 and Rs
400.
• More branded feel and premium
design.
• Better quality for high end usage.
STP
• Target Markets:
SEGMENT PRODUCTS TARGET MARKETS
Mass Market • Ocean Coral Students, office staff,
• Glycer A1 households, shopkeepers
• Linc Faster etc.
•Twinn Cartoon
High Value • Meeting G1 Calligraphers, Corporate
• Signetta Gold Staff, Financially well of
• Premia students.
• Linc Funtoons
STP
• Positioning:
•Smooth and effortless writing
• Longer writing ability
• Affordable prices
• Premium Finish
• Elegant writing experience
• Beautiful build and design
SWOT Analysis
STRENGHTS WEAKNESSES
• Superior design, high functionality, • More reliant on distributer convincing
premium quality, innovative features. because of low brand loyalty.
• Number of products for different needs. • Evolving customer needs.
• Price range for every kind of customer • Distributer’s reluctance in keeping large
and use. stocks.
• Value-added products.
OPPORTUNITIES THREATS
• New products based on technological • Large competitors in market.
use. • Number of products from other
• Increasing market with increasing companies with same price point.
literacy.
• An era of largest working population
and youth, the population which is most
targeted.
5 Cs
CUSTOMER • Students
• Office staff
• Households, Shops and other everyday users.
• Artists, calligraphers
• High end businessmen
COMPANY • Among largest brand-driven, writing instrument company in India.
• Wide rage of products.
• Different price points for different customers.
• Greater availability.
COMPETITION • Large number of companies producing products at same price point.
• Competitors in mass market segment; Cello, Reynold
• Competitors in high value segment; Uni-ball, Pilot, Parker
COLLABORATORS • Distributers for local market
• Distributers for International market
CONTEXT POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL
•Implementation •Currency • Product • Digitization has caused
of GST. Devaluation might not suit decrease in demand for
• Slowdown in the the writing instruments.
sectors of major customer’s
demand. style.
