UNIBALLMANAGEMENT RESEARCHCONTEST!!

By Team:-

ZENITH

Understanding & AnalyzingWriting Instruments Industry• Market Size

Pen industry in India is worth Rs. 1500 crore, which is growing at a rate of 9% p.a. Organized sector accounts to 60% of market.

• Share of Linc Pen

Linc acquires a share

of 6% of Rs.1500crore

market.

Linc is among top 3 competitors in the market.

Various Writing Instruments By Uniball

Uniball Signo Uniball Jetstream Uniball Eye– UM-100 (07)(08) -SXN-120 -UB-167– UM- 120 -SX-210/217 -UB-150– UMN-207 -SXN-210 -UB-157– UM-153S -SXN-510– UM-170– UB-200(08)

Features

-Coreless Comfort Grip -Smooth, Speedy Writing -Quick Drying -Dense Lines -No Ink Leakage -Long Lasting Ink -Stylish -Variety Of Colors

Analysis of the Category

• Linc offers the largest product basket of Writing Instruments in the country. Its range includes some of the best known brands – Uniball Eye, Uni SA-R, Starline, Smart, Tiptop & Ocean Gel. Linc is the sole selling agent for Mitsubishi Pencil Co. Ltd of Japan for their “Uniball” range of writing instruments.

• Uniball offers a price range from Rs.20 to Rs.250. With Various Features added to various models. But consumer is not able to differentiate between them, which results in Cannabalisation.

– Hence the consumers get confused between the benefits of different varieties, so there is a confused positioning of the Uniball variants in the mind of consumers.

Research Objective Defined

“To formulate, most suitable positioning strategy to exploit the market opportunities to its best, by applying various Tools & Techniques”

• Aim

– To find the loopholes(if any), in present positioning strategy and imply best suitable business strategy.

– To find the new ways to compete with competitors in best suitable manner.

– Applying various positioning strategies to strengthen the brand.

Methodology• Models like Brand Value Pyramid, Perceptual Map and

Triangular model of Attribute, Behavior, Circumstances will be used to study the Brand.

• Descriptive tools like Pie charts, Histograms will be used in order to present the collected data in an Organized manner. Parametric Tests will also be used to analyze the data and reach to the conclusions.

• To analyze the SWOT Matrix of the company.

• Primary data would be collected from the target group & potential customers through Online data collection, interviews & questionnaires.

• The method of the report will be deductive as the data collected would be used to derive various results & conclusions.