Friday, March 24, 2023

Pentonic Pens : Write the Future

Brand : Pentonic Pens
Company: Linc Pens
Brand Analysis Count: #619

Indian writing instrument industry is worth Rs 4000 crores and is characterized by competition from organized and unorganized players. Since there are no entry barriers, many brands are vying for market share. The market is price sensitive at the bottom, while premium pens are often considered accessories and dominated by global brands. 
Linc Pens is a strong player in this market. During 2020-21, the company felt that the growth was stagnating and required a boost in terms of a new product. The management wanted a product perceived as different from the rest, and Pentonic brand was born. The company designed the brand to be different through the form factor. The colour was black, and the pen was long and stylish. 
The major segments that use pens are the college and school-going students characterised by price sensitivity and weak brand consciousness. However, an interesting consumer behaviour element was that these consumers were careful while selecting pens for exams. There they could prefer a trusted brand. It was this segment that was attracted to the Pentonic brand. Since Linc was already established, stores' distribution and product placement was not an issue. The brand immediately took off and is now a bestselling brand in the Linc product portfolio. 

Although the brand's differentiation was black colour, the company expanded the portfolio by launching a sub-brand, Pentonic Frost. The brand's visibility at the retail store was also enhanced by the rotating dispenser, which was very visible and quickly caught the consumer's attention.
To further reinforce the brand's attractiveness towards the exam goers, the brand also ran a campaign called the exam goers exam warriors, again well received by the market.  

The writing instrument market is such that every design will be matched by the competitors unless protected; in no time, these pen designs are copied by the competitors, and the same happens with Pentonic. However, the brand made strong brand awareness in the Indian market, and ultimately brand strength matters most in this market. 
Pentonic story gives us the brand lesson on the importance of design as a key differentiator in a cluttered market. The design focus is slowly catching up in the Indian marketing scene, and consumers are to benefit the future through these well-designed products. 

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