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Linc Pens: Ashwin Shetty Kaustubh Rane Ajinkya Suryavanshi Pallavi Mhapankar Dinesh Mhapankar
Linc Pens: Ashwin Shetty Kaustubh Rane Ajinkya Suryavanshi Pallavi Mhapankar Dinesh Mhapankar
Linc Pens: Ashwin Shetty Kaustubh Rane Ajinkya Suryavanshi Pallavi Mhapankar Dinesh Mhapankar
Ashwin Shetty Kaustubh Rane Ajinkya Suryavanshi Pallavi Mhapankar Dinesh Mhapankar
Overview
Total market is value Rs.2000 crores
About Linc..
Founded by its Chairman S.M. Jalan in the mid-1970s
Deepak Jalan, Managing Director, Linc Pen & Plastics took over the reins of his family business of writing instruments in 1985
Linc is one of the top 3 players in the organized writing instrument industry Which is pegged at about Rs.1600 crore and commands a market share of about 10% in the organized writing instrument space. Linc has a variety of products ranging mainly from Rs.5 to Rs. 30 to cater to the mass segment.
Network in India
Currently the companys products are available across more than
Office Linc' has roped in channel partners like Airtel, DHL, Blue Dart, Microsoft, Music World , Book Cellar, Anderson Printing, Presto, Aqua Java, SKP Moneywise and Talk, who will stock their products and provide after-sales services as well. As on today, total 18 stores of both format are already operational and the company intends to have pan India presence in future.
Our MVC
Mission and Vision
Mission To deliver innovative, user friendly and better-quality products at best value to the customers, keeping in mind the prosperity of the company and its stakeholders.
Vision To establish linc as a global brand, known for its values, assertiveness and the acumen to adapt to the ever-changing environment. Core Values - We recognise that we are in business primarily to satisfy our customers. - Our performance must ultimately reflect in the increased value of the holdings of our shareholders. - Linc treats its employees and stakeholders with utmost respect and dignity. - We observe and adhere to the highest standards of ethical corporate behaviour. - We will work as a team to continuously enhance stakeholder value and serve our customers.
Point Size: .7mm Tip: Jumbo bulky Ink: DSW Features: Waterproof ink, Crystal Clear Body, Interflow Ink Technology for smooth writing, ergonomically designed barrel for smooth and sharp writing Point Size: .7mm Tip: Atom Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing
Point Size: .7mm Tip: Bulky Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing
Point Size: .7mm Tip: Techno Radius Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing,Ergonomically designed barrel for smooth and sharp writing
Point Size: 1.2mm Tip: Bulky Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing
Point Size: 1.0mm Tip: Bulky Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing, Ergonomically designed barrel for smooth and sharp writing
Point Size: 1.0mm Tip: Bulky Ink: DSW Features: Waterproof ink, Crystal Clear Body, Instaflow Ink Technology for smooth writing,Ergonomically designed barrel for
Packaging
A D P A R T 1
A D P A R T 2
A D P A R T 3
STP.
Highest selling category is the Rs-5 ball pens, which accounts for more than 60% of the revenue Exports contributed nearly 22.2% to the total sales in 2010-11,up from 18.5 % in 200910. Successfully launched and will be launching number of products in higher price segments
It position itself as Useful for all spheres of life In the current "commoditized" approach of the industry for this category, building long-term brand value.
The company has positioned the product as quality product at reasonable price i.e. value for money through economically priced products with great price-toperformance ratio
Consumer Profiling
Snehal Thange
Who is Snehal Thnage A Busy middle income multi tasking mom She is 37 years old Her kids are 8-12 Years Old Extremely involved with her kids educational needs.
Income 4 to 5 Lac Profession House Wife & Coaching Classes Education- Graduate Location Mumbai (Malad) Interest Reading, House hold shopping Purchasing Behavior Weekly Spending Habits Regular Marketing Typical Customer want for the product Quality Sound and Value for money product
C O N S U M E R P R O F I L I N G
Noel Bernard
Who is Noel Bernard. Student of OLPS Chemur Class 8th B She is 14 Years Old Average Student
C O N S U M E R
P Spending Habits Impulse Purchase R O In this consumer segment, it cannot be F predicted or analyzed that anyone characteristic is impacting their decision. ButI student wants everything in thePen: L Affordable Price, Proper Grip, Long Life and I even the performance of the pen.Thus student buying decision regarding pen is N influenced equally by almost allvariables G
Ajay Shekhawat
Who is Ajay Shekhawat A Very Busy executive working for a Research Firm. he is 32 years old 70 % of the Field activities
C O N S U M E R
P R O F I L I N G
V. Iyer
Who is V. Iyer HR Manager in Limited Company he is 40 years old Strength of the office staff is 200
Company Limited Company Profession HR Manager Education- MBA (HR) Location Mumbai (Dadar) Interest Reading Purchasing Behavior As per need Spending Habits As per monthly requirement of the company
The most influencing characteristic impacting buying decisionis Price
C O N S U M E R P R O F I L I N G
Perpetual Mapping
High Quality Add gel - High quality at low cost Stic Cross Parker Premium pens of a world
Reynolds
Linc
LINC Cruiser
Price Range: Rs 100 & above /High Price
Montex
luxor
Peire cardin
Add
Positioning
Advertising with youth icon Mr. Shahrukh khan and Katrina has positioned LINC to youthful and vibrant Brand. Multiple price and product options for entire section of the consumers. Targeted its Few brand at young executives and its Style brand for the school and college going students
Campaign Purpose
The end purpose of any ad campaign is to boost awareness of the subject matter and generate demand. Raise awareness of a product, service or brand, but ideally it will be more specific. Campaigns should target a specific group.
Advertising Objectives
Aim to be a leader in the business of writing instruments - by heightened sensitivity to consumer heightened sensitivity to consumer needs and aspirations, setting new needs and aspirations, setting new standards in quality products and capitalizing on new business and on new business opportunities.
Informative Advertising Aims to create brand awareness knowledge of new product and new features of existing product Building Brand Image Persuasive Advertising Aims to create liking, preference, conviction and purchase of product and services Immediate Sales of Product Increase over all sales Reminder Advertising - Brand Recall Maintain and enhance brand loyalty Reinforcement Advertising Aims to convince current purchaser buy in Regularly.
Thru the medium of Posters, Banners, Sun Shades, Local Cable Network and Print Medium.
Then he give the LINC pen to a School / College Student, he writes well with that LINC pen in exam and comes in merit.
Ad time approx 15-20
He fill his appraisal form with LINC pen, and gets good Promotion and Increment.
Ad time approx 15-20
Child got surprised and happy seeing the favorite cartoon on the pen.
Happily run towards school.
BTL
Ads on School Buses. Haats and Counter Displays at Amusement parks or Khumb mela kind of events. Sponsorship at Schools and College events. Posters & Banner displays during festive seasons like Ganesh Chaturti, Navratri, Christmas . Bulk SMS greetings to students. Separate team to focus on modern retail.
On occasion of HOLI festival can have a Mega Painting contest (Paint it with LINC pen). Drawing competition during public holidays and festive seasons (Draw your imagination)
Sport Marketing
Signed Agreement with Three IPL Team. Kings XI Punjab Knight Riders Rajasthan Royals
Dangler
Bunting
Flanges
Poster
Shop board
Loyalty Programme
Retail Advertising
Retail advertising play a very crucial role, as the POP should be well catchy enough the attract the buyers and they should besatisfied with their buying decision. Proper visual techniques to be used and implemented so that the entire focus should be driven towards the product.
1. Ahmedabad - 2,09,605 4. Chandigarh - 85,000 8. Goa - 50,000 11. Hubli - 16,332 14. Kolkata - 2,86,037 17. Mumbai - 8,10,365 20. Nasik - 20,000 23. Ranchi - 22,626
2. Bangalore - 5,17,568 5. Chennai - 2,55,000 9. Guwahati - 17,901 12. Indore - 12,643 15. Lucknow - 1,17,992 18. Mysore - 16,386 21. Pune - 2,80,906
3. Bhubaneshwar - 62,749 6. Delhi - 11,32,235 10. Hyderabad - 2,55,568 13. Jaipur - 87,048 16. Mangalore - 12,739 19. Nagpur - 52,155 22. Patna - 39,291
Advertisement Tariff of The Hindu (All / South Edition) (Rates in sq. cms. with effect from April 2012) Display/Financial B&W Rates SE Mon-Thu 3265 Fri, Sat & Sun 3540
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A Premium of 25% would apply for Specified Page or Position A Premium of 50% would apply for Specified Page and Position A Premium of 50% would apply for Page 7 or Back Page Specified Position Rates would apply for Strip Ads (Min ht. = 5 cms, Max ht. =12 cms) Display Colour Rates SE Mon-Thu Fri, Sat & Sun Front Page * 6995 7580 Basic Rate 5150 5575 Any Right Page 5545 6005 Sports Page 6005 6505 Back Page 6235 6750
* for a 16.4 cms width minimum height is 16 cms and maximum 25 cms for a 12.2 cms width minimum height is 16 cms and maximum 20 cms
For Skybus position 30% premium on Front Page rate will apply.
The front page ads can have a solus with Skybus or Semi Solus In front page Specified Position Rates would apply for Strip Ads (Min ht. = 6 cms, Max ht. =12 cms) Category SE AE Tender 2740 2900 Opportunities (B/w & Colour) 2025 1980 Silent Ads* Business Page (B&W) Sports (Color) *- Rate per insertion Weekend Supplements Sunday Magazine Young World Editions The Hindu is printed in thirteen centres including the Main Edition at Chennai (Madras) where the Corporate Office is based. The printing centres at Coimbatore, Bangalore, Hyderabad, Madurai, New Delhi, Vizag, Thiruvanathapuram, Kochi, Vijayawada, Mangalore, Tiruchi SE AE 49370 65275
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AE 3170 2440
Circulation
Circulation The Hindu daily circulation of 14,66,304 copies (including all editions) and a readership of about 4.06 million has been certified by the Audit Bureau of Circulation. City wise Circulation: Banglore - 1,11,005 Coimbatore - 1,26,491 Kochi - 1,01,836 Madurai - 82,751 New Delhi - 1,11,091 Tiruchirapalli - 73,306 Visakhapatnam - 71,080 Chennai - 4,18,998 Hyderabad - 1,84,267 Kolkatta - 22,270 Mangalore - 33,050 Thiruvananthapuram - 70,156 Vijayawada - 60,003
Supplements and Features Monday (Metro Plus, Business Review, Education Plus) Tuesdays (Metro Plus, Young World, Book Review) Wednesdays (Metro Plus, Job Opportunities) Thursdays (Metro Plus, Nxg, Science, Engineering, Technology & Agriculture) Fridays (Friday Features, Cinema Plus) Saturdays (Metro Plus Weekend, Property Plus) Sundays (Weekly Magazine, Downtown, Retail Plus, Classifieds, Open Page, Literary Review, every first Sunday)
Advertising Rate
Skybus
Jackel Ad
Front Pointer(Ad Cost)
Edition
Front Page
Page 3/ Back Pg
Page1& Page2
4000 3200 2000 1600 1400 1100 1000 390 800 315
5300 4250
H o a r d i n g
B u s p a n e l
S o c i a l m e d i a
B u s s h e l t e r
Direct Marketing
Catalogue and Postal Mailing to Channel partners.
Sending Greeting messages to parents and students . New Products and offer mails to Channel partner.
Web Page advertising on few sites.
Radio
FM RAINBOW (18) DELHI, MUMBAI, CHENNAI, KOLKATA, BANGALORE,LUCKNOW, PANAJI, JALLANDHAR, KANPUR,KODAIKANAL, HYDERABAD, VISHAKHAPATNAM, VIJAYAWADA, KOCHI, TIRUCHIRAPALLY, COIMBATORE & CUTTACK (Evening Transmission only) & PUDUCHERRY (Morning Transmission only) FM GOLD (4) DELHI, MUMBAI, CHENNAI & KOLKATA Time Category (in Hours) 1 . 0700 1100 & 1800 2100 2 . 1100 1500 & 2100 2200 3 . 1500 1800 & 2200 - 0700
Radio
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500
400
400
300
250
200
Radio
NOTE: Spot Buy Rate for more than 10 seconds will be calculated on pro-rata basis. Time check of 7 seconds duration allowed, but will be charged as 10 seconds ordinary spot. 25% extra for fixed time spot.
Mom to son: Beta ye le teri roz roz ki pen kharidne ki pareshani se chutti..(winks)at Husband