Abstract:
The project is about the re-launch of a gel pen by a renowned company (Mark Industry
which manufactures its products under the brand name Mercury) in twin cities. Few years
ago, the company had attempted to launch the same pen but had to stop the productions
due to huge loses it incurred as the cost of manufacturing made it difficult to price it at
the level that market could afford it. This time the company plans to bring back the
product with some profound improvements in quality at a tiny price. They want to delight
the market as well as make their mark in the gel pen niche. Initially the pen is intended to
be launched in twin cities. This launch will be considered as a test marketing or going all
over Pakistan. The project includes a detailed analysis of the product and its
segmentation. Recommendations and suggestions have been provided for promotional
possibilities, incentive system for distribution channel members, pricing, and distribution
approach. Finally a financial analysis has been provided in order to determine the effect
of the new product launch on the overall sales and financial standing of the company.
