Overall
smoothly writing flow can easily give to Brand Glow with Grow…
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| Pen market analysis |
The picture is very clear about Pen market
which is highly price conscious and current scenario is showing that 65-70%
revenue generate only from ball point pen market only out of which more than
50% market share is laying between INR 2 to INR 5.
Recently Flair Writo meter pen released TVC
campaign which is endorsed by Hrithik Roshan and conveying message that Writo
meter pen having capability to wire till 10000 meter. Overall concept is
indirectly to avoid the ‘Use n Throw’
pen which is impacting on environment. TVC concept & punch line is not much
influencing because no one is going to count or counting meter as well as punch line is ‘Bas Flair, Aur Kuchh Nahi
(i.e. only Flair, nothing else) which is similar to Layer Shot Body Spray:
Imran Khan is saying at the end of TVC ‘Clear Fragrance, Aur Kuchh Nahi’ (i.e.
only Fragrance, nothing else).
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| Similar punch line |
On other side Reynolds has launched new brand
called as ‘Rorito’ pen which is endorsed by Sachin Tendulkar. Rorito pen
launching is going on & creating market availability on wholesale/Retail
stationery store.
It is impacting on cost/marketing budget, if
the campaign is not influencing & not getting desired results. Same is here
INR 20 MRP pen is targeting to student which does not reflecting to them
through any celebrity since market scenario is an extremely price conscious
& 60-65% market is highly relying on students.
Mainly two factors are being faced by
consumers after launching any new ball/gel pen with refill and results into
repeatedly disappointing like (1) Refill
availably in respective market (2)
Single original Refill cost is 50% or more than 50% of MRP of Pen which is high
and consumers are thinking that it is better to buy new pen instead of buying
new refill. So trend is changed automatically of pen market.
Writing
by any pen is all about Fun & Joy with smooth flow in context of consumers’
perspective. Need to focus on consumers while they are testing pen on rough
paper, you will be getting various expression/mood on their face. To develop strong
pen brand with cost effective, primarily need to consider:
(1)
First understand the current scenario & target market and also need
to decide on which target market you want to build brand position
(2) Create an influensive tagline/punch line
which can directly reflect & give a ‘smooth writing feel’.
(3) Price factor must be an essential and many
other various factors can consider for strategic plan, communication &
execution based on market trend.
In the Pen Market, Price + Write Flow Effect = Brand with Consumers Connect…
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