IIPM, GURGAON
By avoiding the mass market, the brand has attained a ‘premium’ image, but with trade-offs
Imagine
you come across an executive using a Parker pen. What would your first impression be? “He’s not using an ordinary pen!” Right? Sure, yes; and that’s precisely what brand Parker has attained over the past few years – and likewise, during the past year! From the flagship Duo fold-line, Sonnet, Rialto and to the more affordable Latitude series, the brand ‘Parker’ has forever held an image associated with pens that give its owner a ‘certain’ status and offer consistently high quality and value. An innovator in true sense when it comes to stationery – whether its ‘Lucky curve’ or ‘Qunik’, the first pen with a metal cap or first pen that filled itself through capillary action, et al – the brand has been at the forefront of design and usability. For years now, Parker has stuck to its strategy of targeting consumers who do not fall in the mass market category. To be honest, this strategy has paid-off to build its image, but at the same time, little could it have imagined that its strength would become its weakness a years later. During 2006, its parent company, Luxor Writing Instruments Pvt. Ltd. Announced a foray into ‘stationery retail outlets’ thus giving hope to an ushering of the brand in a bigger fashion. Currently, its competitors have flooded the mass market which ‘Parker’ consciously avoided. From a branding perspective, Parker has to aggressively magnify its efforts to ward-off competitors than just rely on Big B to do it for them... everytime!For more articles, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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