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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"The mass-consumed pens are high impulse, low budget products and thus visibility is most important. Besides, there is no brand loyalty for the bottom segment." - Supratik Sengupta, Product Manager, Linc Pens and Plastics Limited1. Introduction
In December 2002, LWIPL launched the world renowned 'Waterman' brand of premium pens in India. This was possible after LWIPL's acquisition of a 50% stake in the Indian operations of Newell Rubbermaid3. Luxor Writing Instruments Private Limited - Marketing Pens in India - Next Page>> 1] In an article titled "Penning the success story," by Aloka Majumdar in Business India dated August 25, 1997. |
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