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

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