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Our Bureau

To connect with the customer more intently

Kolkata , Nov. 20

Linc Pens & Plastics Ltd is undergoing a `brand metamorphosis.'

The idea behind the new branding initiative is to come out of the `manufacturing mindset' and connect with the customer more intently. Towards this end, the company will be launching a television commercial with the theme of `The Beginning of Change,' which seeks to reinforce the company's image makeover and repositioning strategy.

Creative Campaign

According to Mr Mukul Bahadur Singh, Linc Pens' General Manager (Marketing), the creative part of the campaign has been done by Rediffusion DYR after taking into account the findings of a customer-centric market research that was conducted across the four metros. The campaign seeks to arrest and capture the sensibilities and aspirations of the schoolboy, new age woman, the youth, young and old alike. "The realisation that a writing instruments company like ours needs to come out of a manufacturing mindset and connect directly with the customer propelled us to shift from product driven campaigns to value-centric campaigns," he said.

Major Markets

The size of the writing instruments market in India — in the organised as well as unorganised sectors — has been pegged at around Rs 1,800 crore. For Linc Pens, Uttar Pradesh, Bihar and West Bengal are major markets in the domestic sector. The company also exports pens to several countries, including the US and UK. In the current fiscal, the company's export revenue is expected to be Rs 20-25 crore. In overall turnover terms, Linc Pens hopes to notch a 15 per cent growth over the Rs 135-crore turnover recorded in 2005-06, according to Mr Singh.

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