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Luxor’s differentiated marketing strategy has helped them expand

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LuxorThe Luxor group has been providing total stationery solutions to the country for more than 50 years now. Luxor’s annual revenues cross $75 million in the writing instruments and stationery category. The company is on a mission to take the turnover to $500 million in the next five years and the strategy being used is to remain flexible with their media mix and staying true to their brand promise. A smart mix of print, and Television has worked well for the brand. Some award winning print campaigns and television commercials have established the brand in the minds of the consumers.

Pooja-Jain

Pooja Jain, Executive Director Luxor Group

The brand can boast of some memorable campaigns both in print and Television that remain etched in the minds of the audience. Speaking about their strategy, Pooja Jain, Executive Director Luxor Group explained, “We are not HUL but we know how to reach out to different groups in different segments of the society.” Luxor Highlighter’s full page ads which were circulated in 2008 were highlighted with a Luxor highlighter in such a manner that the face of the historical character was outlined. The product was for students, the ad creative with historical figures like Hitler became a hit and eventually acknowledged at Cannes.

It is also tapping consumers in smaller towns as that is where the growth is coming from. After achieving considerable success in the northern belt especially the metro cities, Luxor Group has started exploring growth opportunities in the non-metro but rapidly expanding cities of India like Indore and Patna. Luxor’s business in these cities needs a different approach as explained by Jain, “The economy in India is constantly moving ahead and growth is coming from the cities like Indore and Patna i.e the purchasing parity and consumerism is rapidly shifting from metro cities to the non-metro but urban cities and these areas are significantly gaining importance for our business. We definitely have different marketing strategies for different regions of the country depending on differing tastes and preferences. For example, Luxor Free Liner has high demand in Tamil Nadu and our strategies vary accordingly, ”she said.

hitler_luxorLuxor has a wide ranging product portfolio for different demographics in the country and has managed the right media mix for different parts of the country as well as for different age groups. Parker focuses on the executive class while Pilot is a youthful product trying to engage college students. Speaking about their campaigns and how they are designed differently for each product Jain said, “For every product we identify the right media mix. For example, for Parker we have advertised through niche magazines which are picked up by the elite clientele we target.”

In 2011, when Luxor wanted to recreate the magic of Parker they came out with a campaign called “What the world calls a pen”. The multimedia campaign was targeted to reposition the brand as a pen for the real connoisseur. According to Pooja Jain, “One campaign that hits my mind and did exceptionally well for us was Parker’s campaign – What the world calls a pen”. The campaign extensively used the print and television media to invigorate the charisma in Parker through various newspapers and niche magazines. The objective behind the campaign reaching out to the masses was clearly to be in the minds of millions but to be owned only by hundreds.

The education scenario in the country again is not very similar throughout the geography of the country. North India and South India differ in this aspect. Jain added, “Indian education culture is very different in the different parts of the country. We have been successful in capturing and understanding the North Indian market so far, but of late we realized that South Indian classrooms are more receptive towards markers, white board markers and highlighters.” For the same region Luxor has had various regional campaigns running for various products, the latest being the campaign featuring Deepika Padukone for The New White Board.

Interestingly, Luxor unlike other brands does not use the regional vernacular language to create differentiated campaigns in different parts of the country. Jain said, “Language is not a barrier for us and we have restricted our communication to English and Hindi even though we advertise in the regional media.Regional media plays a key role in reaching out to the masses. We do come up with region specific campaigns and understand there is a need for local strategies and customization at various levels to reach out to the modern day consumers.”

Founder of Luxor Group, Late D K Jain ran ahead of time with his plans to enter the cleaning industry with the Nano Technology and launched Luxor Nano Clean in the year 2012 and his personal favorite Amitabh Bachchan was roped in again to woo the house wives of India. In just two years, Luxor’s Nano Clean has added 15 crores and according to Jain, “We are aiming to hit a 100 Crore in the next five years with Nano Clean”. Remarkably with Nano Clean Luxor tried to woo an altogether different clientele in the form of house wives and were successful in doing so by using national dailies reaching out to the middle aged housewives. Various full page print ads were used for the launch of Nano Clean.

Luxor’s differentiated strategy does not allow it to have a very fixed media mix. Television, Print, Digital and Outdoor all form a very integral part of their media mix and it depends on the product, and the target group which determines the media plan for that specific campaign.

Brand Luxor which started with writing instruments has forayed into notebooks and other stationary product categories as well but the real connect which allows the brand to comfortably expand its portfolio, is the Brand Promise and differentiated marketing strategy.

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