The document outlines a case study on Luxor pens with the objectives to understand customer preferences, purchasing behaviors, and the influence of displays on purchases. It discusses Luxor catering to all economic levels by offering affordable yet high-quality pens. Luxor has strengthened its base in the children's segment by launching an extensive array of coloring pens, crayons, and markers. The company also uses initiatives like foreign collaborations, innovative products, and imported technologies to motivate customers.

1. LUXOR CASE STUDY

2. The objectives of this particular case
study are:
 To determine customer preferences in
respect of pen
 To know the various reasons for which
customer purchases pen.
 To understand the buying behavior of the
customers.

3. Continue…
 To analyze the effect of display on customer
purchasing.
 To understand relatives influence on
customers in the purchasing process

4. Key differentiator from the
consumers' perspective
 Starting from a small child, what does he/she need?
Colored pens and crayons.
 The prices of these pens are affordable in the sense
that a parent having three-four children must be
economical in getting these products
 According to the need of the student, whether it is a
hi-tech pen or a specialized technology pen.
 So keeping in mind economical needs of target
audience the price of pens are designed accordingly.
 So the strategy is - cater to all classes of people at a
price that is value for money.

5. Strengthening base in the children
segment
 Luxor has been very closely connected with
the children segment.
 To strengthen its base here, LWIPL has
launched an extensive array of color pens,
crayons, sketch pens, tattoo markers etc.
 Luxor is the only company in India that
caters to the complete sketching, drawing
and coloring needs of children.

6. Key initiatives to motivate the
customers
 Luxor had imported technology in order to convince
customers
 Took bold initiatives like foreign collaborations and
technical tie ups
 Armed for mass appeal by powerful quality brands
 LWIPL constantly innovated and reinvented its
product range in order to meet the writing needs of
Indian customers.

7. Branding of Luxor
 Unmatched leader by offering writing
instrument for everyone in wide range of
quality and price
 Enjoys universal appeal
 Exporter to countries such as European
Union, Russia, Africa etc.
 Provides value for money and commands
respect

8. Initiatives done by LWIPL in order to
target customers
 Products like sketch pens, plastic pens, crayons,
magic pens were launched specially for children
 Launch of French brand Waterman range in India
 Pilot hi tech needle ball point pens were launched in
association with Pilot Corporation of Japan
 Usage of imported technology in order to convince
customers of its own home grown technology

9. Range of products….

10. Competition
 Major Competitors- Reynolds and Cello
 Luxor – largest manufacture of writing
instruments in India

11. Future orientation
 To meet the ever changing needs of consumers in
key markets
 To position itself as a world leader in the existing
categories by focusing on three main areas:
 Geographical
 Technological innovation
 Productivity gain