Could anyone help with all relevant marketing Pointers for the the case study for my college project

W21046 LINC PEN AND PLASTICS LIMITED: CREATING A BRAND FROM A NEW PRODUCT Atanu Aahikari, and Seema Lall wrote this case solely to provide material for class discussion. The authors do not intend to ilustrate either effective or ineffective handling of a managenial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request penmission to reproduce materials, contact lvey Publishing, Ivey Business School, Western University, London, Ontanio, Canada, N6G ON1; (t) 519.661.3208; (e) cases(givey.ca; www.iveycases.com. Our goal is to publish materials of the highest quality; submit any errata to publishcases givey.ca. Copynight 2021, Ivey Business School Foundation Version: 2021-02-16 On an autumn afternoon in October 2019, Deepak Jalan, the managing director of Linc Pen and Plastics Limited (LPPL), sat in his office in Kolkata, West Bengal, India, studying the company's September 2019 half-yearly results (see Exhibit 1). He was encouraged by LLPL's financials. LLPL's writing instruments business offered value products to its customers through its Linc brand. In 2018, LPPL had developed a new ballpoint pen, the Pentonic, with an objective to capture those customers who were willing to pay a premium for low-involvement lifestyle products. The Pentonic was a tall, cylindrical, black ball pen with a smooth, light writing experience that differentiated it from competitors as well as from Linc's other ball pens. LPPL priced the Pentonic ball pen at 10, 'while its other ball pens were priced at about 5. Consumers liked the Pentonic ball pens, and its sales rose right from the launch LPPL crossed the 1-billion mark in revenue for the first time in its history during the first quarter of fiscal year (FY) 2019-2020. Within a year, Pentonic became the company's second-largest product in terms of volume and its most extensive product in terms of value. LPPL promoted this new product with full emphasis on the brand name Pentonic, which earned it an independent identity in the market, with a very subtle Linc endorsement. Jalan, at the last board meeting, had proposed building the Pentonic brand separately from the Linc brand. He had proposed making Pentonic a brand for the mass-premium market while keeping Lincas a brand for the mass market. The board had suggested that Jalan form a detailed plan outlining how LPPL could develop the new Pentonic product as a complete brand to target the mass-premium market. The Board had also asked Jalan to explain how LPPL could balance the marketing mix and positioning strategy for the specific target customers of the two brands-Linc and Pentonic - while keeping two distinct brand images in consumers' minds. LPPL expected Pentonic brands to contribute 50 percent to domestic revenues by FY 2021. While the proposal seemed sophisticated, Jalan knew that it was a risky undertaking that would trigger significant internal planning and a great deal of brand management with extemal stakeholders, namely channel partners, creative agencies, and customers. However, given the company's vulnerability to highly competitive forces and external factors such as the price of raw materials and the uncertainty of export markets, developing an independent new brand for LPPL was essential, albeit easier said than done. 1 = INR = Indian rupee; 1 = US\$0.01400 as of October 2019; all currency amounts in unless specified otherwise