SWOT ANALYSIS

SWOT analysis (or SWOT matrix) is a strategic planning technique used to help
a person or organization identify strengths, weaknesses, opportunities, and
threats related to business competition or project planning.[1] It is intended to
specify the objectives of the business venture or project and identify the
internal and external factors that are favorable and unfavorable to achieving
those objectives. Users of a SWOT analysis often ask and answer questions to
generate meaningful information for each category to make the tool useful
and identify their competitive advantage. SWOT has been described as the
tried-and-true tool of strategic analysis,[2] but has also been criticized for its
limitations (see § Limitations).
Strengths and weakness are frequently internally-related, while opportunities
and threats commonly focus on the external environment. The name is an
acronym for the four parameters the technique examines:

 Strengths: characteristics of the business or project that give it an

advantage over others.
 Weaknesses: characteristics of the business that place the business or
project at a disadvantage relative to others.
 Opportunities: elements in the environment that the business or project
could exploit to its advantage.
 Threats: elements in the environment that could cause trouble for the
business or project.

The usefulness of SWOT analysis is not limited to profit-seeking organizations.

SWOT analysis may be used in any decision-making situation when a desired
end-state (objective) is defined. Examples include non-profit organizations,
governmental units, and individuals. SWOT analysis may also be used in pre-
crisis planning and preventive crisis management. SWOT analysis may also be
used in creating a recommendation during a viability study/survey.
 LINC PEN AND PLASTICS LTD.
HISTORY
Linc Pen & Plastics Limited is an Indian stationery manufacturing company
based in Kolkata, India. Linc Pen manufactures and markets various writing
products.

Linc Pen & Plastics Limited was incorporated on October 24, 1994 by Mr.
Soorajmal Jalan, at Calcutta in West Bengal with the main object of
manufacturing and dealing in all types of writing instruments and other plastic
moulded goods. The company has obtained certificate of Commencement of
Business on 7th November, 1994. 2001 - The Company has launched Uniball-
165 eye needle point, a roller pen, into the Indian market. - The Company has
launched Linc Tipgrip, a trendy ball pen with a rubber grip. 2003 -Linc Pen &
Plastics Limited recommended a dividend @ 6 % on equity shares for the year
ended 2002-03. 2004 - Linc Pen & Plastics Ltd has entered now the pencil
segment with the launch of its Markline range of pencils, which is available in
an attractive pack of tens at an MRP of Rs 25 only. - Company has
recommended a dividend of 12% on the equity shares of the company. 2005 -
Linc Pen sets up second retail showroom in Kolkata. - Linc Pen & Plastics Ltd.
receives Emerging India Awards for Best SME -Linc Pen & Plastics Ltd.
recommended a Dividend of 17% on Equity Shares, subject to approval of the
member's at the ensuing AGM. 2006 - Linc Pen and Plastics Limited has
launched 'Office Linc', its first retail superstore for office stationery. - Linc Pen
and Plastics Limited has recommended a dividend of 12%. 2007 - Company has
recommended a Dividend of 12% on equity shares. 2008 - The Company at its
meeting held on June 30, 2008, inter alia, has recommended a Dividend of
15%. 2009 - Linc Pen and Plastics Limited has recommended a Dividend of Rs
1.50 per equity share of the company. 2010 -Linc Pen and Plastics Limited has
recommended a Dividend of Rs. 1.80 per equity share, (18% on equity shares)
of the company. 2011 -Linc Pen and Plastics Limited has recommended a
Dividend of Rs. 1.80 per equity share, (18% on equity shares) of the company.
2012 -Linc Pen and Plastics Limited has recommended a Dividend of Rs. 1/- per
equity share, (10% on equity shares) of the company 2013 -Linc Pen and
Plastics has recommended a Dividend of Rs. 1.50 per equity share, (15% on
equity shares) of the company. 2014 -Linc Pen has recommended a Dividend of
Rs. 2/- per equity share, (20% on equity shares) of the company. -Company is
selected for "Eastern Region Export Excellence Awards for the year 2012-13
Gold Trophy (Star Export House - MSME)". 2015 -Linc Pen & Plastics Ltd. the
company is been listed with National Stock Exchange of India .

MISSION AND OBJECTIVES OF THE COMPANY

The company states its mission as:

To deliver innovative, user friendly and better quality products at best value to
the customers, keeping in mind the prosperity of the company and its
stakeholders. To be India’s No.1 writing instruments brand with a pen for every
Indian and also establish strong network in international markets.

The company states its vision as:

To establish Linc as a global brand known for its values, assertiveness and the
acumen to adapt to an ever-changing environment. To empower people to
express themselves better and create a happier world by providing innovative,
quality and affordable solutions, conveniently.

The company states its values as:

 Ethical business practices

 Customer delight
 Building relationships
 Innovation
SOCIAL ASPECTS SERVED
CSR
CORPORATE SOCIAL RESPONSIBILITY POLICY
PREAMBLE
Social and environmental responsibilities have always been at the
forefront of Linc Pen & Plastics Ltd. (LPPL) operating philosophy.
POLICY
The Company’s CSR policy has been redefined /amended by the Board in
its meeting held on 11th November, 2014 to comply with the
requirements of Section 135 and Schedule VII of the Companies Act,
2013 read with Companies (Corporate Social Responsibility Policy) Rules,
2014. The Policy is guided by the core values of quality, reliability, trust
and international best practices and is driven by our aspiration for
excellence in the overall performance of our business. The CSR activities
to be undertaken by the Company in India amongst others, will be as
specified in Schedule VII of the Companies Act 2013 and expenditure
thereon excluding activities undertaken in pursuance of normal course
of business of the Company. The CSR policy of the Company would be
governed by the provisions of the Companies Act, 2013 and Companies
(Corporate Social Responsibility Policy) Rules, 2014. The CSR activities to
be undertaken would be assessed on various parameters such as –
health indicators, literacy levels, gender social and economic status with
population data - below the poverty line and above the poverty line,
state of infrastructure etc.
CSR ACTIVITIES/ PROGRAMMES/ PROJECTS
The thrust of the CSR activities to be undertaken by the Company is to
create enabling environment for the Company to operate by exhibiting
responsible business practices and good governance. The Company has
contributed in the field of Education, Preventative Health Care and
Education for the Scheduled Castes and the Scheduled Tribes. LPPL has
adopted the strategy of supporting Good News Children Education
Mission an NGO to carry out education activity for the socially backward
students.
IMPLEMENTATION AND MONITORING MECHANISM
The CSR Committee of the Board on the recommendation of the
management, having requisite expertise in the field of social and
development work will monitor the CSR Policy and ensure
implementation of the CSR activities, from time to time. The CSR
Committee will ensure that a transparent monitoring mechanism is in
place for implementation of CSR projects / programmes / activities. The
Committee is authorized to appoint specialized agency and consultants
for monitoring the project, if required. The surplus arising out of the
projects / programmes / activities does not form part of the business
profit of the company.
CONTINUAL UPDATION
 The policy is subject to continuous review and updation in line with the
changes in laws or otherwise, as may be deemed necessary by the Board
of Directors of the Company.

PRODUCTS AND SERVICES

Linc Pen & Plastics Limited manufactures and markets writing
instruments and stationery products in India. It offers various number of
gel, ball, fountain, retractable ball, and stick pens; stationery products,
including highlighters, whiteboard markers, erasers, OHP markers,
sharpeners, geo boxes, mathematical instrument boxes, pencils, rulers,
and gum sticks; notebooks; zipper bags, zipper bag checks, expanding
files, snap envelops, and collection pockets; packaging products; and T-
shirts and caps, chain bags, umbrellas, carton type products, poly bags,
writing pads, hand towels, pen stands, danglers, posters, beat stickers,
key chains, and foam banners. It also distributes and markets Uniball
products. The company also exports its products under the Linc brand.

ADVERTISEMENTS AND SLOGANS

Linc Pen and Plastics Ltd., in their recent ad campaign, has lauded the
resolution and hard work of students who took their board exams this year
with their brand-new advertising campaign endorsing Linc’s product
Pentonic. The new ad campaign for Pentonic during this exam season touched
the emotional chord of all its connoisseurs, celebrating a vital phase of student
life by eulogizing the virtues of their mental strength during exams with the
valiance of a soldier fighting in the country’s battlefield. According to a
statement issued by the company, ‘Pentonic – ‘Write the future’ is designed to
be an advanced writing instrument for the Gen-Z and Gen-Alpha, keeping in
mind their avant-garde needs and demands. With this differentiating ethos
Linc has embarked upon an idea that inspires and challenges the future with its
boldness. Their latest ad campaign showcases a focused school girl getting
ready to sit for her school ongoing examinations. She gears up by preparing
herself mentally for the war up ahead. Moving through the emotional journey
of a student’s resilience during the exam at school and a soldier’s never-say-die
spirit on the battlefield, the film captures the different moments while getting
battle ready, be it in a classroom or combat zone. The film ends with the girl
letting out a war cry ready with her battle gear with her weapon of choice:
“Pentonic”. The ad film tries to take one through the mindset of a student
which is confident and believes in conquering her battleground. Linc
showcases their faith in Pentonic and establishes their focus in enabling India’s
students to ‘Write the future’.The TVC has been created by the creative agency
Brand Bazooka and is live on multiple digital platforms like YouTube and
Facebook. It has already gained wide appreciation for their passion inducing
storyline and garnered over 12,000 hits on YouTube and likes on over 64,000
views on Facebook.Speaking on the campaign, Deepak Jalan, Managing
Director and CEO, stated, “Pentonic has to be one of the best offerings from
the stable of Linc. With its effortless smooth writing and unique ink flow
system, Pentonic enables the students to write their exams with command and
confidence. We at Linc, differentiate with innovation, delivering the best
possible writing experience for all our consumers at all price points. The new
ad campaign is dedicated to the exam warriors who have put in their hard
work to achieve success in academics like the spirited soldier of a nation at the
battlefield”. Sadhana Karwal Co-Founder & CEO Brand Bazooka Advertising Pvt
Ltd., added, “We decided to set aside the tangible benefits and features of the
pen and instead create a communication that appeals to the psyche of a
student preparing for the exams. From the initial feedback from the market,
the film has been very well received.”
While most pen brands during the Exam season talk about new or cool
features or simply how their product is superior than others in terms of
writing. The stationery category doesn’t witness too much of brand loyalty and
is mostly run by students asking for a certain type of pen or they ask for pens
at a certain price point. Linc wanted to build preference for itself by finding an
emotional place in the hearts and minds of these students (as well as their
parents), so that they ask for Linc Pens instead of just any ‘gel’ or ‘a ball point’
or any INR 5/- or INR 10/- pen.

ACHIEVEMENTS OF THE COMPANY