Made by: 1. Ashish Jain 2. Rubisha Mittal 3. Kaajal Negi 4. Kavita Raghav 5. Tamanna Singh 6. Tanuja Bisht 7. Nitin Juneja

ABOUT LUXORFoundation of Luxor group was laid in 1963 by Mr. DK Jain, who was born in Amritsar, Punjab & moved to new delhi

Luxor is the brand leader in Indian Writing Instrument Industry.

Luxor Group today is a diversified group having business interests in different areas viz writing Instruments and stationery products, Real Estate, Hospitality, Fiber Optics, Nano Technology, Tablets & digital Office Products. A pioneer in Writing Instruments manufacturing; the industry major has re-invented Brand Luxor and brought world-famous brands like Parker, Pilot, and Waterman under the Group’s umbrella to serve the Indian consumer market.

CONTD.Luxor broke new ground of the Writing Instruments industry in India almost fifty years ago and today it is India’s leading Premium fine Writing Brand, since its inception it has added many laurels to its credit-Best Exporter Award for seven consecutive years, -Selected Super brand India award, Parker trusted brand.

Today LUXOR is one of the largest company in south Asia in our category of writing instruments having a large share of the industry in India.

Luxor become a global brand in 1980 when it started it exports through its group company “Luxor International“ which has a significant presence in the international market since last 20 years.

CONTD.Luxor International is exporting Luxor products to more than 85 countries across the globe including USA, Europe, Australia, Russia, UK, Europe, UAE and many others markets.

Today, the Luxor brand is a registered trademark in more than 126 countries and belongs to an exclusive club of top 101 brands hailing from various industry segments in India. As of today Luxor is a leading manufacturer and exporter of Writing Instruments from India with over 10 percent of Export Market Share with its 8 manufacturing facilities in India.

HISTORY1963- BIRTH OF LUXOR1965- introduced fibre tip technology in India1976-launch of fineliners hi-liters and markers1980- luxor international business division launched1982- introduced the pilot brand from japan1996- introduced parker brand in india2005- invested into fibre optics2007- diversified into real estate2007- launch of luxor notebooks

2013Celebrati ng 50 years of exciti ng

writi ng

MANUFACTIRING

Luxor International Pvt. Ltd., NoidaLuxor International Pvt. Ltd. C-42, Phase II,NoidaUttar Pradesh – 201305

Luxor Writing Instruments Pvt. Ltd.Luxor Writing Instruments Pvt. Ltd.#5, Okhla Industrial Estate, Phase IIINew Delhi – 110020

Luxor Writing Instruments Pvt. Ltd.Luxor Writing Instruments Pvt. Ltd.#7, Okhla Industrial Estate, Phase IIINew Delhi – 110020

Udyog Vihar, Luxor Writing Instruments Pvt.Ltd Luxor Writing Instruments Pvt.Ltd. # 867, Udyog ViharGurgaon, Haryana

Techink Industries, Noida Techink Industries C-42, Phase II, Noida Uttar Pradesh – 201305

Promotion and Positioning

• LWIPL promoted its products primarily through advertising in the print and television media.

• The company hired several advertising agencies in the past two decades. The first advertising agency hired by LWIPL in the 1980s was 'Creative Works, to promote its Pilot pens.

• In the early 1990s the company shifted to another agency, RK Swamy/BBDO.

• In 1996, the advertising account of Parker was awarded to McCann-Erickson, while the Luxor and Pilot brands remained with RK Swamy/BBDO.

•During the 1980s, the advertising campaigns highlighted Pilot's dual features of a ball point and fountain pen.

•In July 2002, An advertising campaign, 'Pilot - Reads well, Writes well' was launched.

•In early 2001, LWIPL roped in the famous film star and television icon Amitabh Bacchan to promote the Beta and Vector brands of Parker pens.

•The primary reason for choosing Amitabh as a brand ambassador was his popularity among all groups i.e. children as well as elders and masses as well as classes

•In 2001, LWIPL roped in Shekhar Suman to endorse the Papermate brand. The advertising campaign highlighted its unique selling propositions such as trouble free writing, better quality and the rubber body of the pen, which enhanced its grip.

•LWIPL also made efforts to change the positioning of its brand.

•Now Luxar roped in the famous film star icon Deepika Padukon to promote the new product of luxar which is FRIXION- write,erase,rewrite of pilot pens.

FINANCIALS

• The Luxor-Parker-Pilot-PaperMate foursome, all under the LWIL umbrella, account for a 10 per cent share of the branded market, with a combined annual production figure of over 220 million pens.

• Luxor brand has crossed the Rs 50-crore turnover mark. • Luxor overall has a 15 per cent market share• Parker already accounts for 40 per cent share of LWIL's

turnover. • Luxor, has 15 percent market share • Growth rate 12 percent to 15 per cent this fiscal year. • LWIL has achieved manufacturing 80 per cent, of their

products falling in the range of Rs 65 to 16500 being produced locally.

• The remaining 20 per cent, which falls in the premium segment, will continue to be imported.

• Import duties of writing instruments priced under Rs 100 average 40 per cent, while duties to the tune of 60 per cent have to be coughed up for importing models priced above Rs 100.

• Driving its targeted growth will be the Parker brand, which already accounts for around half of Luxor Writing’s turnover.

• Luxor Writing’s focus on Parker is expected to lead to a larger utilisation of the brand’sinstalled capacity of 15 million a year

DISTRIBUTION

• LWIPL adopted innovative product oriented distribution strategies to reach its target customers.

• wide network of 1200 distributors • supplied pens to 67,000 stationary shops • Parker pen available in 7000 leading shops • LWIPL has exported it product to 50 countries all over the

world.

Cont…• Parker pens were launched into 4 metros -Delhi, Mumbai,

Kolkata and Chennai. • When LWIPL launched paper mate pens they have changed

their strategy vis-à-vis that of parker pens