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    Jayaprakash - Assignment 1 Linc Case Study

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    Jayaprakash Vasanthakumar
    The document discusses a case study on product strategy for Linc Pen & Plastic and includes questions about creating a product mix chart, possibilities for product line stretching through launching new gel pens and stationery, and listing internal and external factors that could influence shifting focus from mass market to premium products. The questions cover topics such as advantages and disadvantages of line stretching, internal factors like employee mindset and technology, and external factors like consumer perception and competitor campaigns.

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    Jayaprakash - Assignment 1 Linc Case Study

    Uploaded by

    Jayaprakash Vasanthakumar
    3K views6 pages
    The document discusses a case study on product strategy for Linc Pen & Plastic and includes questions about creating a product mix chart, possibilities for product line stretching through launching new gel pens and stationery, and listing internal and external factors that could influence shifting focus from mass market to premium products. The questions cover topics such as advantages and disadvantages of line stretching, internal factors like employee mindset and technology, and external factors like consumer perception and competitor campaigns.

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    Case study solution for Linc case study

    Original Title

    Jayaprakash_Assignment 1 Linc case study

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    The document discusses a case study on product strategy for Linc Pen & Plastic and includes questions about creating a product mix chart, possibilities for product line stretching through launching new gel pens and stationery, and listing internal and external factors that could influence shifting focus from mass market to premium products. The questions cover topics such as advantages and disadvantages of line stretching, internal factors like employee mindset and technology, and external factors like consumer perception and competitor campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3K views6 pages

    Jayaprakash - Assignment 1 Linc Case Study

    Uploaded by

    Jayaprakash Vasanthakumar
    The document discusses a case study on product strategy for Linc Pen & Plastic and includes questions about creating a product mix chart, possibilities for product line stretching through launching new gel pens and stationery, and listing internal and external factors that could influence shifting focus from mass market to premium products. The questions cover topics such as advantages and disadvantages of line stretching, internal factors like employee mindset and technology, and external factors like consumer perception and competitor campaigns.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6
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    The key takeaways are that Linc Pen's main product is ball pens which account for 77% of total sales. They have a wide range of products at different price points and categories. Product line stretching possibilities discussed for Linc include launching a new gel pen between Rs. 10-15 with an alternate raw material and launching stationery. Some advantages include increased profitability and utilizing the current sales channel while disadvantages could be a changed focus from ball pens and requiring investment.

    Some possibilities for product line stretching discussed for Linc include launching a new gel pen priced between Rs. 10-15 using an alternate raw material and launching stationery products. Advantages include increased profitability from a new raw material, catering to customers looking for gel pens, and utilizing the current sales channel. Disadvantages could include a changed focus from ball pens and requiring investment for technology changes, new brands, and training.

    Internal factors that could influence shifting focus from being for the masses to being premium include the mindset of employees who may think only value for money products will sell, using the established Linc brand for premium products, technology and production process requirements, and the mindset of employees regarding quality products.

    Product Strategy for Business Success

    Assignment 1 – Link Pen Case Study


    Participant Name: Jayaprakash V
    Question 1: Create a product mix chart (with breadth, depth and length) of Linc
    Pen & Plastic. (~100 words)
    Product Breadth
    Linc

    Ball Pen – 77% Other


    Gel Pen Pencils
    to total sales Products

    Below MRP 10 & Ocean Bensia Markline


    Popp Gel
    MRP 10 Above Gel Printed pencil Eraser
    Bensia
    Executive Markline
    Maxo Signetta Soffy Gel Rocket
    SL-500 Pencil
    Eraser
    Signetta Flow sign Markline lazer
    Product Depth

    Glycer Maxx Gel


    gold gel Geometry Box

    Product Depth
    Glycer Inklusion Markline Bi-colour
    Smart Gl
    10X Gel Pencils

    Pocket
    Majesta Twinn Gel
    Rocket

    Faster Twinn Ball

    Product Length
    Question 2: Explain the possibilities of product line stretching for Linc – the
    advantages and disadvantages. (~100 words)

    • Possibilities 1:Launching new Gel pen in Price range


    Rs.10 to 15 with Alternate Raw material
    Advantages Dis Advantages
    Profitability increases with new Raw material Focus may change from Ball pen to Gel pen
    Brand popular among students and looking for Gel pen with High quality Investment required for technology change
    No Investment for manufacturing, sales team Investment for new Brand
    Current channel will be used Investment on training for sales force

    • Possibilities 2 : Launching of stationery


    Advantages Dis Advantages
    Current channel will be used to cater big market oppurtunity Investment required for technology change
    Shelf space will increase in counter Investment for new Brand
    Brand visibility will be more since more users Investment on training for sales force
    Investment required for new product development
    Question 3: List the internal factors that may influence shifting focus from being
    for the masses to being premium. (~100 words)

    • Mindset of the Employees (Marketing manager / Sales


    Engineer) is in perception that only Value for money
    product only will sell
    • Using Linc brand in Premium product
    • Technology
    • Process
    • Mindset of the employees on quality product
    Question 4: List the external factors that may influence shifting focus from
    being for the masses to being premium. (~100 words)

    • Current channel strength in selling Mass market


    • Consumers perception linc Brand as a Mass market
    product
    • Government policies on using type of Inks and colours
    • Competitors campaign against Linc
    • Supplier or channel servicing the customer

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