Page 22 - BOSS Today Issue 23

Special Report - Writing instruments

to decorate and customise
surfboards. However, not all
European countries have a
surfing scene, so this year we
launched a similar campaign in
the snowboarding world, again
working with urban artists.”
Indeed, the company has made
a point of showcasing the skill
and expertise of its own team
of urban artists to introduce
Posca not only to surfers and
snowboarders, but also to
others, at in-store demonstration
days held at its stockists
throughout Europe.

The Range
But there are other waves that
the company has been riding:
within its main category of
rollerballs there has been a
large growth in demand for the
more fashionable ink colours,
particularly violet, pink and
green. As a result – and also
to commemorate the 20th
anniversary of the launch of
its best-selling rollerball pen,
grew over 80% last year and are have a long way to go, because there are currently too many Uni-ball Eye – the company has
growing at 50% this year.” we are nowhere near where confusing technical messages launched Uni-ball Eye Designer,
The reasons for this growth Continental Europe is on this: and product features being a special edition range of
are varied: certainly, Pilot Pen are there, we sell a refill for every communicated to purchasers highly vibrant colours with
pushing hard on emphasising Frixxion pen we sell. In the UK of writing instruments. Far too matching ink targeted at school
their cost-effectiveness and it’s more like 3.5 to 1. So it’s a often, consumers stand in front children, students and office
environmental benefits, so that tremendous opportunity.” of the pen fixture of a retail store users who are looking for a
consumers are becoming more really struggling to differentiate very fashionable and desirable
educated about the fact that The Message what is on offer. So, we want to looking pen that is also great to
they don’t need to throw the For Paul Smith, Mitsubishi keep the packaging as simple write with.
whole pen away. In addition, Pencil Company’s Head of Sales and easy to understand as
the expansion of distribution – & Marketing, it is vital for any possible in order to facilitate the The Customer Segment
especially into online resellers – manufacturer serving Europe purchasing process.” Knibbs agrees that there has
means that refills have become to be able to deliver not only been a significant increase in
more widely (and obviously) product, but also a consistent The Promotion the range of colours and inks
available to end-users, as Knibbs brand identity and marketing However, Smith warns that, available, but sees it from a
points out: “Online, our biggest campaign across all the national when it comes to achieving a different perspective: “People
selling line is Frixxion refills: if markets: “From Back to School consistent brand identity, it is like to write in different colours,
people can’t find them in retail, 2014 we are launching our new vitally important to consider especially girls. We’ve done some
they can find and order them range of UniBall pan-European the specific needs of different research and 70% of stationery
online.” product packaging and display regions: “We have been using is bought by young girls, but
Indeed, the opportunities for solutions. Our objective is to our Posca brand as part of our they have never been marketed
refills in the UK are healthy, given clearly communicate the brand continued sponsorship of the to for pens. They like a softer,
their historically low starting – along with its key consumer Ripcurl Gromsearch, a European warmer feel about products,
point: “It’s been a hard battle in benefits – through a common under 16 surfing competition, so we have been targeting our
the UK because everyone says brand identity to all markets. because Posca products are marketing and packaging to
that it is not a refill society, so we Our research tells us that often used by urban artists communicate more with these

22 BOSS TODAY | July/August 2014

WI.indd 4 18/07/2014 15:27