Linc Pen and Plastics Limited: Creating a Premium Brand with Pentonic

This case study analysis focuses on Linc Pen and Plastics Limited's development of a new product, Pentonic, in response to margin pressures due to increased raw material prices. The report provides a brief description of the situation, problem statement, and plan of analysis, followed by an analysis of the marketing mix and STP analysis. The report proposes suitable solutions to the identified problems to keep the business competitive in the market.

Integrated Case Study
Analysis

Contents
Topic: Linc Pen and Plastics Limites: Creating a brand from a new product..............................................3
Chapter 1: INTRODUCTION.................................................................................................................3
MAINBODY...............................................................................................................................................4
Chapter 2: Case brief: Description of the situation..................................................................................4
Chapter 3: Problem statement and plan of anlaysis.1000.........................................................................5
Chapter 4: Analysis and Findings.800.....................................................................................................7
Chapter 5: Proposed solution to problem.................................................................................................9
REFERENCES..........................................................................................................................................10

Topic: Linc Pen and Plastics Limites: Creating a brand from a new product.
Chapter 1: INTRODUCTION
Linc Pen and Plastics Limited was a 40 year old Indian company in writing instruments
that has presence in overs 50 countries that of its sole brand of Lincwhich is a value brand has
developed a brand image of providing high quality products at a low price. Over the years the
organization has faced margin pressures due to a steep increase in the overall price of raw
material. In the year of 2019, the managing director of the organization Deepak Jalan decided not
to disturb the overall brand equity of Linc and instead move upmarket by developing a new
ballpoint pen which was names Pentonic relative to a premium segment. The organization priced
its new product at INR 10 which was higher than the original ball pens which costs half the
price.. The report will focusing of providing a brief description of the overall situation relative to
the case study along with problemsstatement and plan of analysis consisting of theories and
models. In addition to this the report will highlight analysis and findings related to
problemstatement along with suitablesolutions to the problems in order to keep the business
competitive in the market.
Research aim:
To analysis the impact of products development at Linc Pen and Plastic Limited and
evaluating the individual identity of the organization.
Research objectives:
 Evaluating the challenges in developing a detailed marking plan for the new product.
 Assessing the current situation of the organization relevant to its Market.
 Providing appropriate solution to the identified problems along with alternative solutions.
Research structure:
Chapter 1:
This chapter will contain the overall statement of problems along with research aims and
objective and outlining the overall structure of the report.
Chapter 2:

This chapter will prove a brief description relative to the situation of the case study in an
effective manner.
Chapter 3:
This chapter of the research will pay emphasis on relevant literature review along with
evaluation of theories and models to analyze problems relative to case study.
Chapter 4:
This chapter will focus on evaluating the current position faced by the organization
derived from the application of the principles and practices of the concepts discussed in chapter
3.
Chapter 5:
This chapter will provide integrated assessment of the analysis generates ideas along with
alternative solutions to the problems and issues.
MAINBODY
Chapter 2: Case brief: Description of the situation.
The overall case study of Linc Pen and Plastics Limited is based on the development of
new products through innovation and design in order to overcome the challenged that is
presented by the situation of increased process of raw material. The managingdirector of the
organization Deepak Jalan focused on developing a new market rather that making alteration in
their quality price of products(Mothersbaugh and et. al., 2020). The organization focused on
developing a new ballpoint pen that was priced higher than other ballpoint pens in the markets.
The products achieved high level of success within the market and gain popularity within a year
and became the second largest products in the terms of volume as well as in its value. The
product Pentonicwas able to establish a unique identity in the market and develop a premium
market segment. In addition to this, the case study presented the situation where Jalan had
proposed that establishing Pentonic as a spate brand in the premium markets in order to attain
higher level of success. This initiated the overall process of discussion relative to the board
members of the business who had asked Jalan to produces a report relative to the new products
and its target markets in a detailed manner. moreover, the report should consists of a balance

between the overall marketing mix and positioning strategy of the products and how it is oriented
towards the targeted customs base relative to the two brand Linc and Pentonic(Palmatier and
Crecelius., 2019).
Chapter 3: Problem statement and plan of anlaysis.1000
According to the point of view of Abedian and et. al., 2021. It is crucial for an organization to
evaluate its overall marking strategies when introducing new products in the market. This allows
a business to ensure it is able to attain market competiveness in the markets and ensure the
overallsuccess of the new products of brand. In addition to this it allows a business to understand
the overall situation within the markets relative toitscompetitors and how they operationwhich
provide high level of assistance to a business relative to the launch of new products or brand in
the market. In context to the case study it was crucial to conduct marking mix in order to ensure
that the overall cost did not exceed that set amount. This allowed the business to gain success
within the markets through their innovate product. Furthermore, the marking is allows the
business to further establish the brand name of Pentonic as it allows the business to attract
customers in an effective manner and help in capturing a largest market share with high levels of
profitability. Given below is the marking mix relative to the case study:
Product:
The product of Pentonic was a bold move for the organization as it went against all odds
to offer a ballpoint pen at a higher rate than the markets. This allowed the business to redefine
the norms of the industry. The organization paidemphasis on of instilling the aspect of
innovation within its products in order to justify the overall price point. In addition to this the
business has conducted formalcustomerstudy and gained vital knowledge reliever the overall
design that is accepted by the customers(Pedersen and Williams., 2021). It further paidemphasis
on the ball as well as ink to be utilized in the products in order to make it more attractive and
appealing to customers. This further allowed the business to expand the line of its products
through the introduction of Pentonic Gel along with Pentonic B-RT which served as an extension
to the company on the reputation built by the Pentonicball pen. The two new products were also
building with high quality as possess all the qualities such as improved design and utilization of
ink that was smooth relative to writing. This allowed the business to attract customer’s relative of
the price point and gain a larger market share.

Price:
The overall pricingof a products pays a crucial role in establishing the branding and its
competivenesswithin a market. The price pointestablishing by the business was far off from the
market acceptances and had kept the company in the lower price segment in order to survive the
market. The organization and Jalan were focused on ensuring that the products will we prices
appropriate in order to neither be too cheap or to expenses for the customers to purchase.
Although this served as a majorchallenges as there were no other products in the markets that
offered high pricepoint for ballpoint pens. This was a major gamble on the part of the
organization as it would have to focus on the behavior of customers an understand their overall
needs in order to justify the new price point(Eti., 2020). It paidemphasis onthe introducing
innovation and creativitywithin its product along with offering aspects such as revisedpackaging
in order to attractcustomers in an effective manner. In addition to this the pricing of their new
product alteredtheir brand image as it had entered a premiumsegment of the markets with its new
high price for the product.
Place:
The products of the company were distributed and availablethrough brick-and –mortar
sores in all the states of the country. The overall distribution facility was supported through
clearing and forwarding agents in each state of the county. In addition to this the products went
either from the agents to the distributors and then to the final retailer or the agent went directly to
the wholesalers to retailers. In addition to this , according to Jalan when they sold directly to the
distributors they knew where their products when on the other hand when the products were sole
to whole sales the organization had now idearelative to the whereabouts of the products.
Moreover, the pends were distributed through traditions fast moving consumer goods channels
such as stationary shops along with general FMCG outlets and modern trade stores as well(Elida,
Rahardjo and Raharjo., 2021). The organization offered its products through online channels as
well which enhanced its overall brand image in the market and allowed it to capture a large
market share. The business had its own stores as well such as Just Linc and office Linc.
Promotion:

The organization had effective promotional activities and had established a brand image
in the market which allowed in gaining a larger customer base as well as market share .The
products of the business (Pentomic range) were stylish in nature and had a suitable tagline
“Driven by Design” and became the top competing brand in the markets as it sold 100 million
pens in a year. The business chooses a communication medium that would represent its high
quality and positioning a lifestyle brand. It focused on promoting its brand through material such
s t-shirts, coffee mugs along with caps(Ang and Rusli., 2018). In addition to this, the business
focused on newspaper advertisement as a medium in order to enhance its overall brand image in
the markets among trade participant which ultimatelywidened its brand distributions. The
business at the same time focused on print media which helped in enhancing its brand awareness
relative to the secondary target group of office workers and expanded its customer’s base. Jalan
focused on mass media advertisement in order to cater the big brand image of the organization
and utilized various touch points like airport branding along with air travel magazines along with
TV commercials.
Chapter 4: Analysis and Findings.800
From the above chapter it can be observed that the organization paidemphasis on
developing a new market for their products through effective strategies along with utilizing
aspects such as their brand image in order to capture a largermarket share. This allowed the
business to overcome various issues within the industry and took upon a gamble when it
increased it spruce of products. In addition to this the business paid emphasis on ensuring that its
productsdeveloped a marketsegment which consistedof a premium aspects and focused on
adverting its products to two major groups which included students and office workers.
Moreover, the business focused.On utilizing various channels of promoting its products in an
effective manner which helped the organization to attract customers in an optimal way.
Furthermore, the business was able to justify the overall price of the product through its
innovative design and other creative aspects that made it more appealing to the consumers. In
addition to this, the business had effective distribution of the product which provided essential
support in order to reach its customers. The business focused on utilizing online channels as well
which consisted of online platforms in order to sell their products in an efficient manner. Given
below is the STP analysis relative to the findings in chapter 3 in order to further evaluate the
overall effectiveness of the products as well as the brand:

Segmentation:
The overall segment of the organization is ordered towards a premium class of pens in
order to attract more customers. The business had paid emphasis on utilizing aspects such as
creative along with innovation in order to segment its market in an effective manner. In addition
to this, the business has focused on pricing its product in a particular manner that allows it to
differentiation tis brand image from the rest of the competition. This has allowed the business to
segment its market in an effective manner and ensure it is able to gain success in the markets.
Furthermore, the business was able to understand thecustomersbehaviors in a correct manners
which allowed it to selects aspects such as design of the pen along with ink colors. This allowed
the business to makes its segmented markets loyal and ensure that it is able togain completive in
an efficient manner. Moreover, the organization utilized its packaging of the product in order to
ensure it is segmenting a market that is based on a particular lifestyle and focuses on both quality
as well as utilization of the product(Yaning., 2021). This allowed to business to
gaincompletiveadvantage in the markets and enhance its overall brand image as well.
Targeting:
The organization focused on targeting primary two groups that consisted of students and
office workers through effective marking channels. This allowed the business to ensure that it
was able to engage with its customer base in an optimal manner. The organization was able to
understand that for students appearances often played the key role in their choice on pens which
allowed them to develop a product that looked smart and allowed to write smoothly. In addition
to this, the business relative to that the customers were price sensitive rather than brand sensitive
as there were various brand it in the markets that offered similar pens at lower price. This forced
the business to pay emphasis on the overall quality of their products along with its features in
order to justify its overall price. The aspect of its smooth ink also played a key role in attaining
the target customer base as the pens provided a smoother experience when writing proving a
higher level of satisfaction to its customers which helped in overlooking the overall increased
price of the products when compared to pens in the same segment. This allowed the business to
enhance its overall brand image and ensure it is able to gain a larger market share for growth and
success.

Positioning:
The organization through their new innovate and creative products focused on positing
itself in the market through premium market segment. The business paid emphasis on
establishing their products relative to the lifestyle of premium class and utilized aspects such as
innovative design along with the situation of ink that was high effective in order to enhance
experience while writing. In addition to this the business used various marking methods such as
TV advertisements that whelp the business to positioning itself as a premium brand when
engaging with its customers(Yuwei., 2021). Moreover the business also develop slogan for the
products that was aligned with the image the business is trying to establish in order to attain a
higher completive posting within the markets. The organization also focused on keeping its
distribution activities highly optimal in order to ensure their products reach customers in an
efficient way and they are able to ensure that high level of productivity is attained. This allowed
the business to better positioning their business as well as products in the market and gain high
level of growth as well.
Chapter 5: Proposed solution to problem.
In today’s business scenario, the competition is fierce and especially with the fast moving
markets where it involves huge number of customers it is very important to keep the customers
attracted towards the organization in order to successfully run the business operations. In context
to the organization it is very important for them to know and understand their audience. For
every business organization it is important to identify the competitors. Through identifying the
competitors it will help the organization in differentiating themselves from other competitors.
Through competing with competitors, the main objective is to understand the consumers and
their tastes and preferences. The tastes and preferences of the customers keep on changing and in
order to retain and attract new customers it is very important to understand the customers in a
better way. It will also help the organization to define the target market and the various market
segments (Nadkarni and Neves, 2018).
The marketing and various marketing tools plays a turning point in any organization. In
today’s business world, it is very important for the organization to step up their marketing game.
In order to attract more and more customer, the companies should focus on implementing social
media marketing strategy and conducting campaigns through various platforms such as face

book, instagram, twitter and various other social media platforms. It is very important to
understand the existing customers in order to develop various marketing strategies that can help
in satisfying the customers. In order to gain competitive advantage in the organization it is very
important to be the best employer that involves the skilled and motivated employees. When a
employee is motivated, they put more efforts in order to make their customers satisfied and also
the consumers respond in a better way with a positive attitude. In order to run a business
successfully it is very important to follow the current customer trends, investing in the new
technologies and keeping up with the developments in the sector( Mehta, Gupta and Tanwar,
2020). A business will continue improve when a organization stays a step ahead of the
competition. For every organization it is very important to have the right marketing strategy that
can help the company to grow and build a stronger image in the eye of the audience and
customers. Moreover it is very important for the organization to understand the target market and
its customers and to develop and build products according to their needs and preferences.
Identifying the competitors will help the organization in differentiating themselves from other
competitors. Through competing with competitors, the main objective is to understand the
consumers and their tastes and preferences. The tastes and preferences of the customers keep on
changing and in order to retain and attract new customers it is very important to understand the
customers in a better way. It will also help the organization to define the target market and the
various market segments.

REFERENCES
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Mothersbaugh and et. al., 2020. Consumer behavior: Building marketing strategy. McGraw-Hill
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Palmatier, R.W. and Crecelius, A.T., 2019.The “first principles” of marketing strategy. Ams
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Management (pp. 302-303).Edward Elgar Publishing.
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