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Linc Pens Case Study

Linc Pens appointed Shah Rukh Khan as a brand ambassador to promote its writing instruments and increase promotional spending from 2% to 5% of revenue. The pen market in India is estimated to be worth Rs. 2100 crores, with organized players accounting for Rs. 1600 crores of that total. Most major players like Reynolds and Parker also use celebrities like Sachin Tendulkar and Amitabh Bachchan as brand ambassadors. Linc Pens has been growing at 20% annually, higher than the industry average of 9%. The company aims to increase market share beyond its current 25% in Eastern India and 11% in North India through brand building activities with Shah Rukh Khan.

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630 views1 page

Linc Pens Case Study

Linc Pens appointed Shah Rukh Khan as a brand ambassador to promote its writing instruments and increase promotional spending from 2% to 5% of revenue. The pen market in India is estimated to be worth Rs. 2100 crores, with organized players accounting for Rs. 1600 crores of that total. Most major players like Reynolds and Parker also use celebrities like Sachin Tendulkar and Amitabh Bachchan as brand ambassadors. Linc Pens has been growing at 20% annually, higher than the industry average of 9%. The company aims to increase market share beyond its current 25% in Eastern India and 11% in North India through brand building activities with Shah Rukh Khan.

Uploaded by

geniusindia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Linc Pens Case Study

Summary:
The article is about the Linc Pens company which recently appointed Shah Rukh Khan as the Brand Ambassador for one year for the promotion of its writing instruments products by hiking its spending of 2% to 5%. The case mainly concentrates on the pen market which is estimated to be ` 2100 crores& out of which ` 1600 crores is of organized players. It is stated that most of the players like Reynolds & Parker has roped Sachin Tendulkar & Amitabh Bachchan as their brand ambassador for promotion of their pens successfully. The growth of Linc Pens is at 20% as compared to pen market which is growing at an average rate of 9% which is much higher. Linc has become the second company after Emami from Kolkata to rope SRK as Brand Ambassador. Linc Pens Managing Director Deepak Jalan wants to penetrate in the Indian Market with the Brand Image Creation by opening Just Linc and Office Linc stores in malls & 19 such stores are already there in Kolkata & other cities. He even transferred his factory from Goa to Kolkata to cut costs. Linc grabs 25% market share in Eastern India, 11% in North India & less 5% in western & Southern India. Thus there is much to cover. Linc even exports pens to OEMs like Tesco etc at generate 22% of its revenue from exports. Thus Jalan wants to go more higher by creating variety of other writing instruments for example Pencils, Rubber, & other stationary items. He already grabbed` 500 crore wooden pencil market. Thus Jalan expects to go further for expanding with the help of Shah Rukh Khan to create the Brand image & taking advantage of it.

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