Linc Pen
PEN-PALS
INDUSTRY OVERVIEW
• The Indian writing instrument industry is estimated at Rs. 24 billion (organized presence Rs. 19billion). • Since the industry is price-sensitive, brand recall is critical. • The Indian stationery market is expected to grow 10% annually till 2012. • The low-price pen segment (Rs. 2 to 5) accounts for a large proportion, marked by the absence of brands. • Foreign brands dominate the premium segment (above Rs. 50 each).
INDUSTRY STRUCTURE
• Fragmented, marked by several small local and regional brands • Industry growth of 5-10% between FY2006-08; 10% growth in 2009-10 • Growing production automation in line with the international industry • Most Indian players enjoy alliances with global players for marketing their value-added products in India. • Strong competition among brands like Reynolds, Cello, Linc, Montex, Today’s, Lexi, Rotomac, Flair, Stic and small- scale players
PRICE BASED SEGMENTATION OF THE INDUSTRY
Premium Segment
Above Rs 400
High Value Segment
Parker, Mt. Blanc,etc
Rs 20‐Rs 400
Mass Segment
Uniball, Luxor, Parker etc.
Cello, Linc, Todays, Reynolds etc.
Rs 20 & Less
COMPANY OVERVIEW(LINC)
• Linc Pen & Plastics Ltd. (LPPL) is a leading manufacturer, marketer and exporter of writing instruments and stationery products. The company’s headquarter is in Kolkata, with two state of the art manufacturing facilities located in West Bengal and one in Goa. All the manufacturing facilities of the company are ISO 9001:2000 certified. • Pens: Pens dominate the product portfolio of the company with more than 75% contribution to the top line. • Refills: Refills contribute 12.2% to the top line of the company. • Pencils & Accessories: This segment contributes less than 5% to the topline of the company
RESEARCH METHODOLOGY
OBJECTIVES
• To understand market presence of Linc-Uniball. • To analyze the Segmented Market – Demographics & Psychographics. • Comparative analysis of marketing strategies
INDUSTRY OVERVIEW
• The Indian writing instrument industry is estimated at Rs. 24 billion (organized presence Rs. 19billion). • Since the industry is price-sensitive, brand recall is critical. • The Indian stationery market is expected to grow 10% annually till 2012. • The low-price pen segment (Rs. 2 to 5) accounts for a large proportion, marked by the absence of brands. • Foreign brands dominate the premium segment (above Rs. 50 each).
INDUSTRY STRUCTURE
• Fragmented, marked by several small local and regional brands • Industry growth of 5-10% between FY2006-08; 10% growth in 2009-10 • Growing production automation in line with the international industry • Most Indian players enjoy alliances with global players for marketing their value-added products in India. • Strong competition among brands like Reynolds, Cello, Linc, Montex, Today’s, Lexi, Rotomac, Flair, Stic and small- scale players
PRICE BASED SEGMENTATION OF THE INDUSTRY
Premium Segment
Above Rs 400
High Value Segment
Parker, Mt. Blanc,etc
Rs 20‐Rs 400
Mass Segment
Uniball, Luxor, Parker etc.
Cello, Linc, Todays, Reynolds etc.
Rs 20 & Less
COMPANY OVERVIEW(LINC)
• Linc Pen & Plastics Ltd. (LPPL) is a leading manufacturer, marketer and exporter of writing instruments and stationery products. The company’s headquarter is in Kolkata, with two state of the art manufacturing facilities located in West Bengal and one in Goa. All the manufacturing facilities of the company are ISO 9001:2000 certified. • Pens: Pens dominate the product portfolio of the company with more than 75% contribution to the top line. • Refills: Refills contribute 12.2% to the top line of the company. • Pencils & Accessories: This segment contributes less than 5% to the topline of the company
RESEARCH METHODOLOGY
OBJECTIVES
• To understand market presence of Linc-Uniball. • To analyze the Segmented Market – Demographics & Psychographics. • Comparative analysis of marketing strategies