Product Strategy for Business Success

Assignment 1 – Link Pen Case Study

Participant Name:
Question 1: Create a product mix chart (with breadth, depth and length) of Linc
Pen & Plastic. (~100 words)
• For Linc Pen & Plastic company has two product lines writing instruments and non-writing instruments, Product mix consists of all products under this category

Width Depth Length

Number of product line =2 Writing instruments Length = number of Writing instruments + Non-Writing instruments = 5+3 = 8
 Ball pen
 Gel Pen
 Pencil
 Retractable ball pen
 Roller pen
Non-Writing instruments
 Mark line Eraser
 Geometry box
 Marker
Question 2: Explain the possibilities of product line stretching for Linc – the
advantages and disadvantages. (~100 words)
There are good possibilities for stretching the Linc product line , following are the suggested new product line
– Colours
– Adhesive
– Technical instruments
– Refills
– Nibs
– Leads
– Crayons

Advantages Disadvantages

1 Product line can attract buyers with new products may cannibalize sales of older
different preferences, ones
2 Increase profitability More number of competitors not wealthy
competitor
3 help Linc compete more broadly in Dilution of the existing brand image
writing industry industry.
Question 3: List the internal factors that may influence shifting focus from being
for the masses to being premium. (~100 words)
1. Linc was a brand for the masses, following are the internal factors that influence shifting focus to
premium
• Aspiration to take the writing instrument business to a higher level
• To come out of only value image
• Higher cost to establish a new premium brand
Question 4: List the external factors that may influence shifting focus from
being for the masses to being premium. (~100 words)

• Higher spending of consumers for better products

• Other consumer categories paying attention to changed
customers behavior
• Increased raw material price
• Better profitability