Clique Pen’s Case

Syndicate:

Devin Fortranansi Firdaus

Kartika Amanda
Maulana Angga Utama
Mautia Kusuma Wardani
Muhamad Insan Nasher
Naafi Yudha Diputra
Roro Arinda Reswanti
Swastika Tiara Ardhiani

Class of YP 50 B
 Introduction
U.S Home

Meetings with
VP of marketing
& products
Cliques Pen managers

Want to develop Giveaways to

MDF program retailers
 Company History
1922 1978 1980 2013

Under U.S.
Clique Pens U.S
Home, Clique
was formed Home Clique
Pens has
by two was Pens was
grown steadily,
Mennonite founded bought by
and its stable
cousins in by Bob U.S Home
of brands sold
Kansas City Utley
worldwide
 U.S Writing Implements Industry
in 2013
O Competitor: BIC, Scripto, Pentel, Pilot,
Papermate, and Sharpie
O 20 billion pens and pencils were sold
worldwide in 2012
O Little brand loyalty from customer
O Hyper competitive among mass brands
O Pens & Pencils were viewed as
commodities except high season
 Marketing & Promotion
O Back to school promotions

O Clique allocated:

15% advertising
30% consumer promotion

55% trade promotion

O Discount coupons promotion

O Collaborate with notebook & stationary supplier

O Use social media promotion

Consumer Purchasing Behaviour
O Consumer more interest with package packs
ex: 2.56 dollar per 3 pcs rather than 1.78 per
2 pcs

O Consumer doesn’t compare the price. Just see

the bundling and discount

O Consumer just buy pen which is available only

at the store

O At back to school period, consumer knew what

they want to buy at the store and hard to
influence with discount & merchandise
 About Retailer

O Retailer can control the price policy’s

manufacture of pen

O Retailers have a power to control

manufacture
 Issue
O Allocate their money for MDF program
or for discount to retailers? (pricing)

O If less discount to retailers, the retailers

will order a few than before or the
retailers maybe leave clique pen? (mass
retailer)

O What promotion should be take for

clique pen? (marketing)
 Solution
O Use MDF programs and resize the
contribution of Retailer’s discount to
MDF Programs (Consumer Promotion
& Advertising Budget)

O Make the retailer sure that our

product is good although the price
increase.
O Allocate more contribution from
trade promotion to advertising
25% advertising (ex: banner)
50% consumer promotion (ex:
make booth promotion)
25% trade promotion