Writing

instruments

By:
a.srinivasred
 PRODUCT

Anything that can be offered to a

market to
satisfy a want or need.
 Evolution…
Clayslab Reed pens Feather Nib

Gel pens Fiber tip Roller ball

Ball pens
 REPLACEMENT

• Product – commodity
• Price - cost
• Place - channel
• Promotion - communication
Five Product Levels

12-6
 Product classification
• Tangible and intangibility
• Purpose of use
• Functional life of products
• Shopping habits
• Price and quality
• Product development
• Brand hierarchy level
The Product Hierarchy

Item
Product type
Product line
Product class
Product family
Need family
 LINE STRETCHING

Down-Market
Down-Market Stretch
Stretch

Up-Market
Up-Market Stretch
Stretch Thank you
Two-Way
Two-Way Stretch
Stretch
 Packaging: The 5 P th

All the activities of designing and producing

the container for a product.

12-10
 Product and Packaging
Premium Brands
Rialto
Sonnet
Frontier
Packaging
Packaging strategies

Small
Small packs
packs

Large
Large packs
packs

Combi
Combi packs
packs

See
See through
through packs
packs

12-13
 Segmentation
Upper sections of the society, including
senior executives, businessmen…

Young executives ,school and college

going students

Corporate market
 Positioning
 The Parker name itself certifies standard in
quality and reliability

 Shifted Parker's positioning from a serious,

daddy's pen to a youthful and vibrant brand

 Multiple price and product options to

address the entire section of the consumers
 Target Market
 "Parker's target group is the top 15 million
families in India”
 Primarily targeted at the upper middle class
consumers, senior level executives and
bureaucrats…
 Targeted its Vector brand at young executives
and its Beta brand for the school and college
going students
 Corporate market
 Segmenting and Targeting
 Plastic pens Students

 Metal pens Office Executives

 Customised pens Corporates

 Positioning

“QUALITY FOR A GOOD PRICE””

Functions of Labels

Identifies Grades

Describes Promotes

12-19
NEW PRODUCT DEVELOPMENT
 PRODUCT

MASCOT

MATRIX SHAPED
 Brand

A name, term, sign, symbol

or design, or a combination of them,
intended to identify the goods
or services of one seller or group
of sellers and to differentiate
them from those of competitors.
 The Role of Brands

Signify
Signify quality
quality

Create
Create barriers
barriers to
to entry
entry

Serve
Serve as
as aa competitive
competitive
advantage
advantage

Secure
Secure price
price premium
premium

9-23
 Branding

Endowing products and services

with the power of a brand.

9-24
 BRAND STRATAGIES

Brand Multi- Co-branding Brand equity

extension branding
 PRICING
 Pricing
Sl No Product Category Price Range (Rs)
1. Ball Pens 7 – 30
2. Gel Pens 15 – 50
3. Retractable pens 35 – 85
4. Gift products 75 – 250
5. Markers 20 – 50
6. Pencils 15 - 20
 Product & Pricing
 Plastic pens ( Ball pens, Gel pens):
 Lexi sharp, Lexi QT, Lexi IQ Lexi 5
 Lexi G, Lexi G7 ( Rs 5– Rs 10)

 Metal pens:
 LP 001, LP 002, LP 003….., LP 006( Rs 50– Rs 750)

 Opaque & Corporate promotional pens

 APPROACHES
●
lead er pricin g : Attract customers
Competition-
Cost-based
●

●
cost plus
competitive pricing :price of
comp
based
going rate pricing : up or below
to leader
or
●

approach
markup
approach
sealed bid pricing : b2b
marketing
Demand based approach discrimination

psychological Customers in this days

quality conscious value conscious

price conscious
Marketing Channels

Sets of interdependent organizations

involved in the process of making a
product or service available for use
or consumption.
 MARKETING CHANNELS

ELE tim plac res sel

choi sale
e e ult
ME ce s lin
(sell (sell
NTS (sell (sell (sel
OF
ing ing
ing ing ling
g
wh wh
SAL en? ere
wha wha wh wh
ES t? ) t ?) o?
) ?) y? )
 CHANNELS

NATURE

Geographic distribution

Channel size :short

Characteristics of
intermediaries :agents

Mixed system: use of indirect

channel for writing instruments
 Network & Distribution

300thousand retail outlets

1800 redistribution
stockists
30 main stockists
Sales and Marketing team
of over 300 professionals
Writesite retail outlets
 Channels
&Marketing
Decisions

Push Pull
Strategy Strategy
Promotion
ADVERTISING
Brand Blaster

 Sachin was signed the brand

ambassador on May 15th 2006
 Endorses in ads RacerGel,045
 Why Sachin?
 Price War, Branding
 Targeting kids and students
 YENNA RASKELLA

• Shah Rukh Khan is the brand Ambassador

• Appointed Rediffusion DYR, the fourth largest ad agency for
brand building and has allotted more than Rs 7 crore for ad
campaign.
• Punch line – “Zindagi Keliye”
• Participation in fairs / exhibitions to increase awareness.
• Separate team to focus on modern retail.
THANKYO
U

By:
A.SRINIVA