|
|
Think and then Ink and you will never Sink strategy
The writing Instruments sector today has become more of thinking process of new fads and development as this is considered to be the only key to it's progress.
Under the name of stationery are now included all writing instruments along with different types of Desktop items useful for commercial and office use. Writing was necessary for civilisation to begin and it still remains vital for further development. Even though in today's advanced age where Internet and Cell phones seems to dominate the market still there is no substitute for writing instruments. There is no stoppage to this industry. Where every other industry has grown this industry has also not restricted to growth, it has grown up with all the challenges faced successfully. The two most important tools of it are pen and paper. Other materials like pencil, rulers, writing pads, erasers etc also play an active role.
The history of writing instruments by which humans have recorded thoughts and feelings is the history of civilisation. The journey of pen and paper has started from Greek and has travelled to many countries like USA, UK and in many Asian countries like China, India, Korea etc. Indian market is full of world leading brands from Korea, Japan, China, Germany etc. Asia appears to be the chief challenger with China, Japan and Korea playing major role. Though India is also among the Asian leaders for supplying stationery it's international competition is threat to it's writing Instrument Industry and may stunt the growth of the market within. The Chinese revolution in stationery was indeed a threat to the other nations and India is no exception to it. China even today spoils the global buyers with innovative and inexpensive creations and is said to capture a huge part of the market. Though slowly the writing instruments industry is achieving a well-developed and mature status and quality has also started playing an important role but still it may take few years more before the end of domination of Cheap quality chinese products in stationery sector.
Development today is the key to progress in every country and writing instruments are no exception to it. Everyday new ideas and technological advances are thought and put into practice and the market of it today has become more of thinking process of new fads, development etc which helps in providing satisfaction to the consumers. These ideas not only improves the quality and usage of the products but are becoming so inexpensive that it has successfully drawn the attention of common man in India. Indian consumers psychology is slowly turning out to be a brand loyal market than the old conventional market which use to live on substitute or counterfeit goods. Even the government is trying to boost the brands through favourable policies like with the advent of VAT sales tax on some writing instruments have dropped down to 4%.
Pen, travelling the seas of success and innovation.
Writing Instruments have for a long period of time been part of every day life and has provided loyal and dedicated customers into the industry. It has allowed various companies varying in size and product to set foot in the market and supply different instruments.
One of these instruments is the Pen that has travelled many seas of success and innovation. A pen makes up 50% of the stationery market. The rest of the market is made up of pencils, markers, refills, scales, erasers and other writing instruments. Earlier pens were expensive with writing point an essential part of pen and failure of it compelled the need of a brand new pen. Today however all these short comings have been overcome by technology and it is no more known as just a writing instrument but instead is considered as a mode of gifting at personal as well as corporate level or as a pride possession for the owner. It has become one powerful tool, which has equal contribution in development and progress of a country. It has travelled many oceans of success from countries like USA, UK and also from many Asian countries like China, India, Korea etc. After all it is such a tool that is used by a small school child and goes upto being used by important decision making members ruling one's house, office, organisation or government. Like other products pen has also seen many phases of life like from Ink pens to a ballpoint, roller pens, fiber tips, gel pens, to the new grippers. As technology advanced man has successfully taken out new versions of it not only by innovative changes in it's outer body but also with the ink through which the pen runs. Many new German technology ink that are smooth and free flowing are available in the market for better and continuous writing which in best suitable manner proves to be comfortable as well as which hurts less on the income. Pen itself is now used as a very effective promotional tool in the market today and can be gifted to corporate or managerial levels and even to company employees as a gesture of thanks or reward. It is considered to be the most effective tools for promoting your products. It is said that through TV commercial your brands are seen 4 to 5 times a day, in newspaper 2 to 3 times a day but promotions done with a branded pen is successful in capturing it's consumer's attention for 30 to 40 times per day. Such is the response one can capture by promoting through branded pens.
Gelling and Gripping It's Retention in the Market
One of the many versions of pen is the new gripper pen, which comes with a soft cushion that rests the finger. Rubberised writing instruments are commonly used by many to reduce the grip. If we write frequently or for an elongated period of times we are likely to have acquire a callous or blister. Ask in the society and many will tell you the difficulties they face in holding a pen. The effects of this are that writing is difficult and the quality of handwriting worsens. But gripper pens are easy on your fingers and give you a better hold for writing. Many companies like Reynolds, Cello, Montex, Flair and many other prestigious firms have introduced such pens in the market and are successfully carrying out it's advancement. Today the customer wants comfort in the best affordable price and gripper pens are the perfect answer for it.
Another attraction today in the pen Industry is the Gel Pens, developed in the 1980s, is a hybrid of oil- and water-based ink. Gel pens are water-resistant like ballpoints but write with the smoothness of roller balls. They are fade-proof and thus good for archival projects. The gel pen glides smoothly on the paper. It comes in many different types like Metallic Gel Pen, Gel Ink Pens, Retractable Gel Pens, Glitter Gel Pens etc in many different attractive colours of blue red black green and more. Also gel gripper pens made available in the market are extremely smooth and unbelievably comfortable that provides hours of effortless writing.
Due to the competition factor going on in the market these gel and gripper pen companies are constantly on their toes with their cost effective and mass consumer strategies.
Strengthening it's Transactions Despite Technological Advancements
Sales of Writing Instruments have remained strong despite the advancement of PC, Internet and such other technology. As showed by a report the growth of the writing instruments market has approximately grown to 3.7% more in previous years and is estimated to rate upto 5% more in the coming years. Though the growth of this market depends on many factors like changes in general business, educational fields, social and political outlook, rules and policies. Though this market is very unorganised it increases the market size and small businesses here are also able to serve particular markets. This industry allows various size of companies to enter the market and flourish thus contributing to the development of the market. The market is still on the path of discovering new niches as with ergonomic designed products, promotional marketing items and luxury items.
|
|
 |
|
