Page 12 - BOSS Today Issue 13

Special report

Back to school & Writing instruments

Continued from page 8. the same opportunities are also down to expanding product In fact overall, 2012 is already
Before 2010, supermarket sales available to supermarkets. ranges and innovative designs, seeing signs of growth. Sales
would peak in August, but The internet channel provides but there is also increasing brand are expected to continue
in 2011 the key month was an interesting, if somewhat presence in the colouring market, into September and October,
September, reflecting the later different, story. In August and with mainstream brands seeing capturing both the BTS and
start of the university term. More September last year, internet a 9 per cent volume and 14 per BTU periods. With the high
recently BTU sales have even sales slowed down and more in cent value growth. street channel gaining sales
crossed over into October. store purchases were made. In One final area that has from the university students,
In the retail channel both fact in September alone, online been growing well is fashion the supermarket sector might
value and volume grew in the sales made up only 7.4 per cent products. For school and see this as something worth
fourth quarter of 2011 - by of total value. Over the key BTS university students, stationery moving into, and a fierce
8.3 per cent and 2.7 per cent period it seems more purchasing is not just a practical item, competition between channels
respectively. University sales goes on offline. but a fashion statement. could be on the cards.
contributed to this growth, and Manufacturers have been
high street sales have certainly Glimmers in the gloom spotting this gap in the market Q SARAH WHEELER IS
been a driving factor behind Although BTS 2011 experienced and designing products AN ACCOUNT MANAGER
this, with value in the high double digit declines in volume, with more of a fashion focus, FOR THE OFFICE AND
street increasing year-on-year by some areas within that saw especially within ballpoint pens STATIONERY SECTOR AT GFK.
6.2 per cent in September 2011. growth. Over BTS in the retail and notebooks. Franchised FOR MORE INFORMATION
The key force behind this channel, colour felt pens and products, different and new VISIT www.gfkrt.com/uk.
increase is higher average crayons were two product pen colours and specific ranges
prices. There are increasing groups that did. Together they aimed at key demographics Data courtesy of GFK, www.gfkrt.com/uk,
the providers of the BOSS Market Tracking
opportunities to target university made up 9 per cent of the value are all impacting the market in service for further information please visit
www.bossfederation.co.uk and click on the
consumers, although obviously share. This growth could be positive ways. Market Tracking Service page.
Case study

OUTNUMBERED STAR BACKS MITSUBISHI

A familiar face from the TV is fronting Mitsubishi’s BTS campaign this year

he Mitsubishi Pencil Company is enlisting the help
Tof one of the stars of the BBC’s hit comedy show
Outnumbered to champion the written word as it
enters the back to school selling period with a range
of new products and a new consumer campaign.
Daniel Roche, who plays Ben, the younger brother
with the occasionally gravelly voice, in the series, is
fronting a campaign to promote the benefits of the
new Uni-ball Insight, a smooth writing rollerball that’s
available in six colours and sold both loose and in a
variety of pack formats.
A range of merchandising materials including a free
standing display unit is also available to maximise
sales opportunities.
Other key back to school products from Mitsubishi
include erasable rollerballs such as the new Uni-ball
Magik Girl and Uni-ball Fanthom. The company has
found that all-round favourites like the Jetstream,
Vision Elite and Signo 207 continue to be a popular
choice.

Q FOR MORE INFORMATION VISIT
www.uniball.co.uk, FOLLOW twitter.com/
uniball_uk OR LIKE facebook.com/uniballfanpage.

12 BOSS TODAY | July/August 2012

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