India: Pen first as Parker launches trade loyalty programme

Loyalty programmes of this nature were originally the forte of the FMCG industry. The objective of LWIPL's programme, which ends in March next year, is "to increase usage of the Navigator Technology products," according to Pooja Jain, director, LWIPL.

The pens start at US$1.75 and go up to $217. This is the first time such a large-scale initiative has been organised in the writing instruments market in India, which is characterised by a glut of players offering low-priced pens and even cheaper Chinese imports.

At the end of the first quarter, Jain said the participation levels had been encouraging, with an estimated 10,000 outlets having enrolled so far, with some already achieving their targets.

The programme is supported by a TV and press campaign, and extensive point-of-sale merchandising.

All these communications feature Bollywood icon Amitabh Bachchan, who is also the brand ambassador for Parker in India. The term 'Shahenshah ' is, in fact, an attempt to leverage his successful movie of the same name.

Established in 1963, LWIPL claims to be among India's oldest writing instruments company. In 1996, it entered into an exclusive licensee arrangement with Sanford of the US for marketing the Parker range in India. LWIPL also markets Pilot, Papermate and Waterman in addition to its flagship brand, Luxor.

The Parker brand is estimated at $10.85 million, contributing a third of the company's $325.45 million turnover in the Indian market, according to Jain.

PIYUSH PANDEY, EXECUTIVE CHAIRMAN AND NATIONAL CREATIVE DIRECTOR, OGILVY & MATHER, INDIA

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