Clique Pen Case

Clique Pen’s Case Syndicate:

Devin Fortranansi Firdaus Kartika Amanda Maulana Angga Utama Mautia Kusuma Wardani Muamad !nsan "aser "aa# $uda Di%utra &oro Arinda &es'anti S'astika (iara Ardiani

Class of YP 50 B

Introduction U.S Home

Cliques Pen

Want to develop M! pro"ram

Meetin"s $it& 'P of mar(etin" ) products mana"ers

#ivea$a%s to retailers

Compan% Histor% )*++

Clique Pens $as formed *% t$o Mennonite cousins in +ansas Cit%

)*./

U0S 1ome $as founded *% Bo* Utle%

)*/,

Clique Pens $as *ou"&t *% U.S Home

+,)-

Under U0S0 1ome, Clique Pens &as "ro$n steadil%, and its sta*le of *rands sold $orld$ide

U.S Writin" Implements Industr% in -0/  Competitor1 BIC, Scripto, Pentel, Pilot,

Papermate, and S&arpie  -0 *illion pens and pencils $ere sold $orld$ide in -0 2ittle *rand lo%alt% from customer  H%per competitive amon" mass *rands  Pens ) Pencils $ere vie$ed as commodities e3cept &i"& season

Mar(etin" ) Promotion  Bac( to sc&ool promotions  Clique allocated1

54 advertisin" /04 consumer promotion 554 trade promotion  iscount coupons promotion  Colla*orate $it& note*oo( ) stationar% supplier  Use social media promotion

Consumer Purc&asin" Be&aviour  Consumer more interest $it& pac(a"e pac(s

e31 -.5 dollar per / pcs rat&er t&an .67 per - pcs  Consumer doesn8t compare t&e price. 9ust see

t&e *undlin" and discount  Consumer :ust *u% pen $&ic& is availa*le onl%

at t&e store  ;t *ac( to sc&ool period, consumer (ne$ $&at

t&e% $ant to *u% at t&e store and &ard to in
;*out =etailer  =etailer can control t&e price polic%8s

manufacture of pen  =etailers &ave a po$er to control

manufacture

Issue  ;llocate t&eir mone% for M! pro"ram

or for discount to retailers> ?pricin"@  If less discount to retailers, t&e retailers

$ill order a fe$ t&an *efore or t&e retailers ma%*e leave clique pen> ?mass retailer@  W&at promotion s&ould *e ta(e for

clique pen> ?mar(etin"@

Solution  Use M! pro"rams and resiAe t&e

contri*ution of =etailer8s discount to M! Pro"rams ?Consumer Promotion ) ;dvertisin" Bud"et@  Ma(e t&e retailer sure t&at our

product is "ood alt&ou"& t&e price increase.

 ;llocate more contri*ution from

trade promotion to advertisin" -54 advertisin" ?e31 *anner@ 504 consumer promotion ?e31 ma(e *oot& promotion@ -54 trade promotion