Luxor's marketing team is going back to school, literally. That's where the audience is, and there is nothing to beat 'pester power'. Luxor has come up with an aggressive strategy to boost Luxor Junior for children. Fresh marketing initiatives, customer loyalty programmes and a new promotional campaign have all been lined up to woo the little ones.
Pooja Jain, Vice-President, Writing Instruments, said, "Currently, Luxor Junior contributes about 15 per cent of the total business and we are expecting over 25 per cent growth coming from this segment this year."
As part of the marketing initiatives, the company is introducing activity-based concepts to the products to enable children to use colours in a creative manner. "One of the key initiatives from Luxor is the introduction of Luxor Junior Club, which is an 'open club' for the children in the age group of 5-14, wherein they are informed of new products, promotions and schemes," she said.
Other than this, the product visibility and accessibility will be enhanced in the market by introducing display friendly packs. "To make Junior range display oriented and to attract the TG, we are adding new products, introducing new packaging and increasing the SKUs. Also freebies like puzzles, colouring book etc have been included in the packages," she said.
Plenty of product launches are also in the cue. "We are in the process of launching some of the new products in the category of colour pens, liners and markers. We are also working on combi-packs, return gift packs in the Junior range," she said.
The technique to reach the TG is even simpler. Go to them. This is what Luxor is doing by associating themselves with school painting competitions, sponsoring various children's carnivals, fun fairs, spring festivals, children's film festivals etc. Jain said, "The next event we are working on is colour splash, an inert school drawing competition. Apart from this, we have tie-ups with various schools and we do customized promotional activities at a regular basis."
Luxor is also unveiling a new campaign, "Have Fun with Colours", which is focusing mainly on bringing forward the creativity in children. Jain said, "We are also looking at television channel partners to associate for special events revolving around this campaign."
Interestingly, the company also has plans to diversify into other businesses. Asked on the same, Jain said, "For more than 40 years, we have been into the business of writing instruments and pens. Now, Luxor group will further expand the business into stationery and other office related products. The group will continue to look at possible growth areas to supplement its core business of manufacturing and exporting writing instruments."