Deepak Jalan, CEO & MD, Linc Pen & Plastics Ltd., talks about the company’s association with the ICC Cricket World Cup, launching pen-cum-pencil Linc Twinn and building brand awareness through targeted communication
BY SALONI DUTTA
Q] What was the strategy behind associating with the ICC Cricket World Cup 2015 and how is Linc Pens leveraging the association?
In a country like India, where a sport such as cricket is religiously followed, nothing could be a better platform than the ICC Cricket World Cup 2015 to communicate to the masses about our revolutionary product called ‘Linc Twinn’ which combines a pen and a pencil at just Rs 10. Linc Pen & Plastics Ltd is the co-presenting sponsor of ICC Cricket World Cup 2015 on DD National and since cricket cuts across all age groups and income levels, we thought it the ideal form of association to launch a new TVC campaign through which the rural audience can be aggressively targeted.
Q] Linc Pens launched the animated TVC for Linc Twinn. What was the insight behind and concept for this communication?
Animation has become an important tool in the advertising world to cut through the conventional mass media and connect with the target group. Not only does the ad stand out from the clutter, but the animation aspect also engagingly communicates the concept and utility of Linc Twinn not only to children but also to adults. To add to this, the Linc Twinn three series TVCs have coupled animation with mythology and kingdoms so as to appeal to the masses.
Q] What are some of the recent BTL activities, sales promotions and innovations that you have engineered to increase consumer engagement?
Delhi Stationery Fair 2014, Gift Show & Office Expo 2014 in Chennai, Times Kidz World 2014 in Mumbai, Mega Trade Fair 2014 in Kolkata, and Kolkata International Book Fair 2014 are some of the domestic fairs in which Linc has participated to strengthen the brand presence. Besides, Linc Twinn exchange offers have been run in cities such as Pune, Surat, Kota and Jaipur wherein any old pen could be exchanged for Linc Twinn at half the price. Bus back panel and taxi windshield branding have been leveraged to bolster the top-of-the-mind brand recall.
Q] How have the marketing promotions and activities worked for the launch of Linc Twinn? What are the marketing essentials at Linc for a new product launch?
The BTL activities around Linc Twinn have created a consumer pull which worked well in favour of the two-in-one writing instrument. A product concept note stating its beneficial features was shared with the PR Agency before launching the product. The entire communication message about the latest innovation in the product basket is digitalized on social media. Upcoming products are often sampled in our own CSR activities such as Spellinc, an All India English spelling competition, and Write-O-Values, a handwriting competition. This gives us first-hand feedback directly from our core target group.
Q] How have you used different media vehicles for communication for various products?
We use various media vehicles for communication depending on the target group as well as major events in the country. For example, to promote Linc Glycer, Aaj Tak was selected as the media vehicle during the time of elections last year. DD National has been chosen to broadcast our latest Linc Twinn ads during ICC Cricket World Cup 2015 to target the rural market more specifically.
Q] Which medium utilizes a major chunk of your advertising and marketing spends? How has the distribution pie changed over the last few years?
Television utilizes a major chunk of the advertising and marketing spends. From a BTL approach, Linc has gradually shifted its marketing strategy to a more ATL-based one since our products appeal to the masses. Our marketing spends are roughly about 3% of the revenue generated in that financial year. The overall percentage of marketing spends has changed marginally but the proportion of marketing spends in ATL activities has increased. The Digital space has been leveraged through social media platforms. Linc Pens has its official page on Facebook, Twitter, YouTube, Google+, Instagram, Pinterest and LinkedIn which helps us connect with the urban audience more specifically.
Q] While planning the communication for a marketing plan, what are the essentials of your brief to the creative agency and what is your level of involvement in the designing of the creatives?
Any communication needs to be clear in order to leave an impact. That is where the importance of sharing the brief about the industry comes into play. We work in close coordination with the creative agency ensuring that output provided by the agency in each stage is concentric to the brief shared in the initial stages. The details of the product, around which the marketing plan is based, are explicitly shared with the creative agency at the very beginning.
Q] What is the brand’s current market-share and positioning in India? What is the brand’s strategy in markets out of India?
Currently, Linc enjoys a market-share of about 10% and we are positioned among the top three in the writing instruments category in India. The international markets covered by Linc sum up to more than 40 countries. As a strategy, we are focusing on specific countries to be among the top three writing instrument companies there.
Q] How would you define the brand’s USP?
The brand Linc has so far been synonymous to value for money. However, we would like to evolve as an innovative brand. With Twinn added to our product basket, the target audience and the concerned stakeholders can begin to relate to this. Twinn is a pen and a pencil clubbed together in one barrel at opposite ends, a first-of-its-kind in the world and priced at only Rs 10, thereby showcasing the affordability and uniqueness factor. Available in gel as well as ballpoint version, the single piece packaging comes with two-extra pencil leads and is available in three colours - blue, black and red.
Q] What do you think is the next big opportunity in the writing instruments category? How do you see the category growing in the coming year?
With the increasing literacy rate in the country, the opportunities in the category are increasing day by day. Product features coupled with innovation and value for money will always be welcomed by consumers. After smartphones it’s going to be the time of smart pens. Linc Twinn pen is the first in this endeavour. It comes with an additional feature of a pencil. We feel Linc Twinn, the smart pen, has already created a new category in itself and most people should switch to it. We are now working on the second pen in the smart pen category.
ABOUT THE BRAND
The Linc Group was founded by S M Jalan in the mid-1970s, on the USP of introducing quality pens at affordable price. Linc Pen & Plastics Ltd, listed on the BSE & CSE, is a premier manufacturer and exporter of quality writing instruments. Linc has established itself as one of the market leaders in the organized writing instruments industry in India. With four manufacturing units in West Bengal, Linc Pens employs more than 1,800 people. Linc pens are exported to more than 50 countries presently and constitute about 30% share of overall company revenue, which was Rs 315 crore in FY 2013-14. ISO – 9001:2008 certified manufacturing units of Linc are located at two places in West Bengal, Serakole and Falta.
MARKETING TIP
Communication in any form, whether ATL or BTL, should cut through clutter. Digital is the future and marketers should take that into consideration before chalking out a media plan.
CMO FILE
Deepak Jalan took over the reins of the family business in 1985, when the Linc brand was worth only Rs 5 crore. Under his astute leadership, Linc Pens has grown from strength to strength and is today amongst the top three brands in the writing instruments space in the industry. The company went public in 1995 and has paid consistent dividends since then to its share-holders. Jalan has consistently contributed to the growth of the organized sector in the writing instruments industry through his association with multiple industry bodies such as Writing Instruments Manufacturer’s Organization (WIMO).
FACTS
Creative Agency: N/A
Media Agency: Prachar Communications
Social and Digital Agency: Fluorescent Inc
PR Agency: MSLGroup
Feedback: saloni.dutta@exchange4media.com
