Thursday, November 15, 2012

Totem Pens : Carving Out a Segment

Brand : Totem
Company : Win Pens Pvt Ltd

Brand Analysis Count : # 518



Totem is an interesting brand. You may not have seen an ad of this pen but this pen is selling like hot cakes in various markets across India. Totem ballpoint pens are manufactured by Win Pens Pvt Ltd which is based in Culcutta. 


What is so special about Totem is that this simple pen effectively met  the need of the customers. Forget the fancy expensive pens or the highly advertised ones because many does not serve the basic function as effective as Totem. Many customers have realized that products like these perform much better than the high profile ones. 

Totem which is priced at Rs 3 is now one of the fast selling brands in the category. There is strong demand for this brand among students and also from office segment. The reason being the utility. Many pens in the sub Rs 10 category have serious quality issues. Most of the pens smudge , are not ergonomic and often the ink gets messy . I have seen many students (during their exams) carrying a piece of cloth to remove the smudge from their gel pens which messes up their answersheets. Many consumers say that products like Totem has more quality than its expensive counterparts. 

Brands like Totem virtually created a new segment of Rs 3 pens. Consumers ask for Rs 3 pens and many well known brands have started selling their products in this segment. The success of these products can be attributable to 
a) Value For Money
b) Utility
c) Better Performance
The Rs 3 category is now getting crowded with many brands entering the space. Totem has not invested in any brand building activities. Its playing the commodity game and soon can be outperformed by more established players. The company will be losing a big opportunity if its not able to capitalize on the current demand. Right now consumers are not asking for specific brand in this category and its a matter of concern for brands like Totem. Brands like Nataraj, Linc etc are capitalizing on their brand's awareness to make their way into this high volume category and for Totem, its losing an opportunity to build a brand .