Page 10 - BOSS Today Issue 13

Special report

Back to school & Writing instruments

Case study

FOCUSING ON KEY

ATTRACTIONS

Pentel has found that demonstrating USPs to end users reaps rewards

particular by focusing its efforts our vendor partners to win new
on products with strong USPs. This business.”
includes the company’s EnerGel As a result, she thinks
range with quick drying ink. At e-commerce is more of an
events up and down the country opportunity than a threat, mainly
Pentel representatives have been because she says consumers
demonstrating the quality of this see it as complementary to their
ink, and inviting end users to test traditional means of shopping, not
an EnerGel pen out for themselves. a replacement.
endy Vickery, marketing “When we have invited them to Of course, the rise of digital media
Wmanager at Pentel, says put this to the test the response has poses threats to traditional writing
there have definitely been signs been universally enthusiastic,” says instruments in other ways too.
of consumers making a flight Vickery. “Likewise, our Maxiflo dry Vickery says it would be unwise
to quality during the economic wipe marker range has a unique to ignore these. Pentel says sales
downturn – and that has come as push button to replenish the ink of traditional correction products
something of a relief. supply if the cap has been left off have been static for some time, for
“The market has been for a few hours. We’re actually example, as most people are now
increasingly challenging for demonstrating these key features making corrections within digital
manufacturers for a long time,” of our products to reinforce the material.
she says, “not just in recent years. argument that it’s worth paying a The challenge for manufacturers
The proliferation and, frankly, little more for a superior product like her company, she says, is
duplication of products available that will last longer and produce to identify areas where there
means that for an end user making excellent results.” still is a requirement for writing
a purchasing decision can be But of course, nowadays a instruments, and tailor their
baffling.” downturn in the market isn’t products and promotions around
She admits that such a switch in the only thing to be affecting these requirements. Pentel, for
allegiance is counter-intuitive, even traditional routes to market. There example, has noticed a big rise
if it is welcome. “Possibly, with less is the impact of e-commerce too. in the number of people making
cash to splash, consumers regard Vickery says the way Pentel has use of its art and craft products.
making the choice of a product structured its e-commerce sales “Consumers perhaps have more
that will last longer than cheaper channel means it has avoided leisure time or inclination to invest
alternatives or provide exactly the problems that often beset in their hobbies and interests,”
the results required as a wise such operations when dealers she says.
investment.” feel a manufacturer’s website is But whatever happens, she is
But whatever the reason, the effectively encouraging consumers convinced the market for writing
change in consumer attitudes to bypass them. instruments will still be out
provides brands like Pentel “Our online store, powered by there. “The demise of the writing
with a welcome opportunity. Shopatron, sees orders fulfilled instrument – as well as the rise of
“Manufacturers are realising that by our customers, not directly by the paperless office – has been
they need to support customers Pentel – so there’s no danger of predicted for the last couple of
by communicating positively with direct competition,” she says. “This decades,” she says. “But ultimately,
end users to drive demand and provides a convenient solution for for many consumers, putting their
generate brand loyalty,” she says. end users who are unable to find mark on paper is an emotional
Pentel has certainly been the product they’re seeking, and transaction that they will continue
driving its message home, in also generates opportunities for to enjoy.”

10 BOSS TODAY | July/August 2012

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