Financial Daily from THE HINDU group of publications
Tuesday, Apr 18, 2006
Financial Daily from THE HINDU group of publications Tuesday, Apr 18, 2006 |
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Marketing
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Strategy Luxor to design new line of designer pens Purvita Chatterjee
Action plan Plans to unleash a range of accessories under same brand To strengthen retail network To woo students from design schools
Mumbai , April 17 Roping in fashion designers Luxor writing instruments intends launching a new line of designer pens under the brand Louis Charron. Ms Pooja Jain, Executive Director, Luxor Writing Instruments, told Business Line: "We have decided to promote Indian designers through a contest to design the new range. The Louis Charron range would be a new brand at the premium end of our Luxor range." The company also plans to unleash a range of accessories under the same brand. These would include products such as key chains and wallets made by the designers as well. "We want promote writing instruments as a lifestyle product by bringing in fashion and style into the range," said Ms Jain, who picked up the name Louis Charron from a road in Paris. Luxor is approaching institutes such as the National Institute of Fashion Design and the Design School of London and inviting their students to design its new range. Luxor intends strengthening its retail network by having exclusive stores under a new retail brand. Having floated a separate company (Luxor Retail Pvt Ltd) for foraying into retailing, there are plans to launch stores at malls across the country. Said Ms Jain, "We recently launched a company for our own stores to showcase our entire range." Luxor reaches out to two lakh outlets throughout the country and is present in various retail formats. The writing major also intends getting back Amitabh Bachchan to feature in its new commercials for its Parker range. "Mr Bachchan will be back in our commercials," said Ms Jain. The company has decided to retain Lowe as its creative agency for its premium brands such as Parker and Waterman. However, it is scouting for an agency for its other two brands - Pilot and Luxor. Luxor has also initiated direct selling through its in-house team which functions through a B2B division. "There is a marketing solutions team which only deals with corporates," said Ms Jain. The company plans to extend its range under brands such as Luxor (gels pens) and Pilot (with new invisible ink technology). Having forged a licensee arrangement with the American company Papermate, a new range of innovative products is also being lined up for the Indian market under the brand. The Rs 200-crore Luxor Writing Instruments is expecting to grow at 40 per cent this fiscal.
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