Page 21 - BOSS Today Issue 23

BUILDING

THE

MARKET

BOSS looks at some of the
strategies being used by writing
instrument manufacturers to

build market value..

he writing instrument sector technological innovation in
Thas long been a core part the writing instruments sector,
of the UK OP market but – like and for Mark Knibbs, Sales &
much of the industry – has been Marketing Director of Pilot
under pressure in recent years. Pen, this tradition has been
For example, the rollerball sector maintained by the company’s
has seen a 13% decline in volume Frixxion products, which were
terms, although market value is first launched in 2007: “Frixxion is
reported to be slightly up. really taking off in the UK, and is
However, this volume decline helping to drive the market. It’s
is reported to have been in our biggest selling product by
the entry level and own label far, and we have just introduced
part of the rollerball category; a number of range extensions
conversely, the main brands – – a fine point and a clicker.
Pilot Pen and Mitsubishi Pencil Anyone who stocks stationery
Co (via its UniBall brand), who stocks Frixxion these days. It’s
together claim to have about really captured the hearts and
two thirds of the overall UK minds of younger people,
rollerball market – have been especially.”
seeing volume growth in recent
years. The Secondary Market
So what have each of these Furthermore, beyond this,
companies done to build share Knibbs has seen some surprising
in this sector? developments in what had
previously been seen as a
The Product moribund subsector: refills. “The
The rollerball category has other trend we have seen has
long been the sweet spot of been the growth of refills: ours

July/August 2014 | BOSS TODAY 21

WI.indd 3 18/07/2014 15:27