Pentel launches aggressive bid for share of pen market
Pentel (Thailand) managing director Yasuhito Fukushima, right, introduces the company’s new presenter, Sarocha ‘Bua’ Tanjararuk, in a campaign to double its share of the premium-branded pen market.
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Pentel, a leading manufacturer of stationery products from Japan, yesterday announced an aggressive campaign to boost its share of the Bt1.5-billion Thai pen market by taking 20 per cent of sales in the premium-branded pen category this year.
The company launched its new Energel retractable gel roller pen aimed at winning the hearts of young consumers from high schools and universities. It features super-smooth, quick-drying liquid-gel ink, a trendy design and durability.As well, the company has signed up Sarocha "Bua" Tanjararuk to present the new pen, pushing the image of a "perfect student" together with superior Pentel quality. The company is confident of achieving a 20-per-cent market share of the pen market this year. "We have seen a lot of room for growth in this pen-product segment, which was not one of our earlier priorities. Pen merchandise contributes only 13 per cent of Pentel's total business in Thailand, the third revenue generator after erasers and oil pastels, which represent 45 per cent and 15 per cent of our business, respectively," said Pentel (Thailand) managing director Yasuhito Fukushima. He said after 20 years in the Thai market, Pentel stood behind its brand positioning of "quality that drives your imagination". The company expects sales of Bt400 million in fiscal 2006, which ends next month. It has targeted 20-per-cent growth for fiscal 2007. Products to be given priority in fiscal 2007 include roller ball pens, ball-point pens, sterling gel roller pens, correction pens and other art materials, as well as the newly designed Energel gel ink pens. "Based on our survey of Thai consumers' habits in using stationery, we believe they will select writing instruments with an impressive look and colour. They will then try the product and experience its quality," Fukushima said. "We have also surveyed the future requirements of Thai consumers and found that they will demand convenience and comfort in using stationery products and writing instruments. They will expect products with good design and advanced technology, creativity and ease of use. These are in line with the qualities of Pentel products," he said. Pentel (Thailand) marketing manager Ornanong Chongputtipanich said the company would use the Energel pens as its new flagship product. "Pentel is quite confident the new Energel products will play a significant role in boosting its sales to meet the target. Pentel will be an inspiration to high-school and university students in their creative work," he said. Kwanchai Rungfapaisarn, The Nation
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