LINC PENS

Ashwin Shetty Kaustubh Rane Ajinkya Suryavanshi Pallavi Mhapankar Dinesh Mhapankar

Overview
Total market is value Rs.2000 crores

Organized sector counts 75%.

Indian pens are both cost-effective and of good quality. With the literacy rate increasing, growth rate of the industry to be 8-10% every year. Less impact of imported product in Writing Instrument Industry Linc Pen would be the second largest player all India and Cello being the fist one. World wide trusted Quality of Indian Product. Product of the Masses hence share huge market.

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.

Visibility in more than 50 countries

Linc Pen also supplies to global retail chains such as Wal Mart, Asda and Tesco for their private label business. 20% of revenue comes from export to over 30 countries in South America and the West Asia, apart from US & UK. The primary focus of the company has been on private label contracts with top chain stores like Steadtler, Liquimark, Poundland, ICO, Stypen, Dollar Tree, Office Works, CVS, John Lewis, Coop Norden etc. to name a few.

Our Product USPS

Impact Proof Tip ( NS/TC ) Double Speed Writing Original Innovative Designs Smudge-free Writing with Water Proof Ink

Non-Stop Clean Writing

Firm Grip for Stress-Free writing Bright Ink Colour & EN71 Complaint Smooth Writing After Falling Will not Stop

PAN India Presence

Network in India
Currently the companys products are available across more than

1,25,000 retail outlets throughout India covered through a network of

Over 2,200 redistribution stockiest and 40 main stockiest.

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

Campaign Pen lo kismat badlo

A D P A R T 1

A D P A R T 2

A D P A R T 3

New Advertising Campaign

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

Family Income 6-7Lac Profession School Going Kids

Education- Stud. in Std 8th

Location Mumbai (Chembur) Interest Reading, Playing foot ball, Drawing Purchasing Behavior As per need

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

Income 3 to 4 Lac Profession Research Executive Education- Post Graduate

Location Mumbai (Dombivali)

Interest Reading, Playing online games, Purchasing Behavior as per Requirement Spending Habits As per want
Price & Performance have impact influence on buying decision.It signifies that Service Person purchase pen not only considering price but along withit some different features such as Grip, LongLife, etc are also impacting the Decision.But still, Price & Performance are dominating features for this Consumer Segments

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

Price Range: Rs 5- 20 /Low Price Maxy

Montex

Cello Student friendly pen

Today's

luxor
Peire cardin

Add

Price Range: Rs 2- 5 /Low Quality

Price Range: Rs 20-50 /-

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

Customized pens for Corporates

Good Quality average price.

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.

Campaign 1 (Feb Mar)

Starting with Teaser Campaign across Schools and Colleges. Teaser would be ALL THE BEST for metro cities, and YASHASWEE BHAV for small town and rural areas.

Thru the medium of Posters, Banners, Sun Shades, Local Cable Network and Print Medium.

Campaign 1 (Feb Mar)

The below Teaser sample could be displayed across all the vertical.

Campaign 1 (Feb Mar)

The below Teaser sample could be displayed across all the vertical.

With the LINC pen logo

Campaign Story Board

After the BTL activities its time to activate the actual campaign

All the Best YASHASWEE BHAV

Advertisement for Campaign Part 1

White board written with ALL THE BEST is displayed for 2 second, than the hand of Lord Brahma coming out of the background with PEN in that hand. Then the audio play, Tayaari tho hogayi, yeh lo sahi Hatyar ab ladne ke liye, and bless him with YASHASWEE BHAV

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

Advertisement for Campaign Part 2

White board written with ALL THE BEST is displayed for 2 second, than the hand of Lord Brahma coming out of the background with PEN in that hand. He gives the LINC pen to a Employee and say Mehnaat tho kafi karli tumne and says YASHASWEE BHAV smiles and leave the place.

He fill his appraisal form with LINC pen, and gets good Promotion and Increment.
Ad time approx 15-20

Campaign 2 (May June)

Linc pen naye sal ki nayi shuruvat

Advertisement for Campaign Part 1

First day of School, Child is scared and a little bit nervous. Not ready to enter in campus. Mother aware with childs mental condition tell him to wait for a while. Purchase one Linc Pen specially design for kids Printed with cartoon characters.

Child got surprised and happy seeing the favorite cartoon on the pen.
Happily run towards school.

Advertisement for Campaign Part 2

First day of Collage, much excitement and enthusiasm among the newly admitted students. More freedom compare to school. Eager to make new friends. In a Que for submission of optional subject form. Girl asks for pen boy immediately offer his new linc Siren.

Girl start filling the form and impressed with siren.

She thank him for pen Introduce her self and turn back. Boy kisses his LINCsiren (Naye Sal Ki Nayi Shuruvat)

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.

The Perfect Use of Influencer

Sponsorship during Teachers day fest @ Kolkata & Chennai

Sponsorship during Teachers day fest @ Bengaluru & Mumbai

Customer Involvement thru Favorite Teacher Kaun Contest

Customer Involvement thru Few other Contest

Darts games with pen in Malls and College events.

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)

Social NetWorking Contest

Social NetWorking Contest

Hit the Bull eye with right pen

Target the school children with their favorite Super Heroes

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.

Retail Advertising @ POP

Danglers at Retail outlets. Buntings Flanges Posters Shop Board or Sunboard Table Tops Display Box

Times of India Edition wise Circulation figures

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

Basic Rate

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

SE -

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)

DNA Advertisement Rates for Main Editions Ads

Advertising Rate

Skybus

Jackel Ad
Front Pointer(Ad Cost)

Edition

Page Any Front Any 3/Back Page 5 page Page Page Pg

Front Page

Page 3/ Back Pg

Page1& Page2

Mumbai Bangalore pune gujarat jaipur

2875 1500 1000 720 280

4000 2000 1700 1200 475 6450

4000 3200 2000 1600 1400 1100 1000 390 800 315

4000 2100 1500 1000 400 5500

7100 3550 2450 1775 700 9250

5800 2900 2000 1450 575 7650

11,215,000 5,619,000 3,899,000 2,809,500 1,089,400 14,781,610

183500 92000 63800 46000 17800 241700

All Editions 3800

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
FM RAINBOW RATES SPOT BUY RATES FOR 10 SECONDS (IN RUPEES) Name of Stations Delhi Mumbai Chennai/Kolkata/ Bangalore/ Hyderabad Kodaikanal Time Time Time Category - 1 Category - 2 Category 3 1000 800 700 700 600 500 400 400 300

Lucknow / Kanpur/ Kochi Panaji/Jallandhar/Cuttack

Vijayawada/Vishakhapatnam/ Tiruchirapally/ Coimbatore/Puducherry

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.

TVC (Link Regular)

Script: Boy to his friend: Aaj toh maa ko pata liya roz pen ke naam se paise nikalta hun deti hai bichari..(both Hahaaaha) Papa to Mom:Ye lo usse linc pen do jo 5000m ki guarantee deta hai..

Mom to son: Beta ye le teri roz roz ki pen kharidne ki pareshani se chutti..(winks)at Husband

Radio 10 secs (Regular)

A to Shopkeeper: Linc Dena bhai.. Linc Pen..Pen ka dusra naam