Luxor Writing Instruments Private Limited - Marketing Pens in India |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Excerpts Contd...Distributing PensLWIPL adopted innovative, product - oriented distribution strategies to reach its target customers. The company had a wide network of 1200 distributors who supplied pens to 67,000 stationary shops (Parker pens were available in 7000 leading shops), spread over 800 towns and cities in India. LWIPL also exported its products to 50 countries all over the world.
The FutureAccording to analysts, the major reason for LWIPL's success was its focus on offering superior products to its customers. However, in spite of LWIPL's current leading position, analysts felt that the company would face tough competition in future from other leading brands such as Reynolds, Rotomac and Today's (Refer Exhibit I)... ExhibitsExhibit I: Advertising in the Pens Industry in India |
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