Brand : Apsara
Company : Hindustan Pencils Ltd
Brand Analysis Count: # 565
Company : Hindustan Pencils Ltd
Brand Analysis Count: # 565
Apsara is a gear upwardly of Hindustan Pencils Ltd, which besides owns the Natraj brand. Natraj as well as Apsara together command 60-65% of the pencil marketplace inward India. According to The Business Line, Indian stationery marketplace is worth roughly Rs 10,000 crores. With to a greater extent than than 250 i thou m students as well as 10million schools, the marketplace is huge as well as growing.
Hindustan Pencils Ltd follows a dual-brand strategy inward the market.The dual-brand strategy is using 2 independent brands ( or sub-brand) to encompass the market.
[In some literature, dual-brand is interpreted equally using 2 words inward a gear upwardly hollo or combining 2 brands to shape a novel gear upwardly name].
There are advantages as well as disadvantages for dual-brand strategy. The strategy is adept for roofing the dissimilar segments of consumers. Since the 2 brands are independent, at that spot are no issues of positioning conflicts. Another wages is to construct barriers to entry for the competition. Further the companionship tin piece of job i gear upwardly equally a flanker inward the illustration of an aggressive competitor. The disadvantage is that of cannibalization as well as increased cost inward servicing 2 brands.
In the illustration of Natraj as well as Apsara, both the brands accept the same hit of products that include pencils, erasers, sharpeners, pens, etc. Apsara has a adept hit of professional person as well as drawing pencils. Apsara Pencils are priced higher than Natraj as well as offering to a greater extent than options.
In the promotion front, Apsara has been consistently focusing on the darkness of the pencil as well as the create goodness of adept handwriting. The ads showing 105/100 marks where 5 extra marks for handwriting is really clear inward communicating the create goodness that gear upwardly offers.
Watch the advertizing here: Apsara handwriting ad
Natraj maintains the focus on the long-lasting character of the product. It late launched an fantabulous promotion highlighting the benefit. Watch the advertizing here
The dual-brand strategy industrial plant when the marketplace is unopen as well as amongst express competition. Indian stationery marketplace is witnessing huge contest which has intensified afterwards ITC forayed into it amongst the Classmate brand. With a commanding marketplace leadership, Hindustan Pencils Ltd had non rested on its laurels. The companionship invests inward production evolution as well as promotions. The hit of pencils that both the gear upwardly offers are a testimony to that.
