Writing and Marking Instruments: A Global Strategic Business Report
San Jose, CA (PRWEB) March 01, 2012
Follow GIA on LinkedIn – The writing instruments market continues to remain vivid and active in the current electronic age. While computers and electronic typewriters handle a substantial percentage of documentation in high-tech offices, the pen remains the preferred and portable choice for note-taking and other means of instant written communication. Today’s fine writing instruments, with emphasis on writing quality and comfort, represent a striking contrast to goose pens used in the middle ages or the earliest prototype of the ballpoint pen introduced in the early part of the 19th century. An increasing number of professionals regard upscale writing instruments as a reward/reminder of their success in their respective professions. High-end fancy pens are increasingly being perceived as fashion-accessories, similar to high-priced watches.
While manufacturers are focusing on new product designs, the sector still needs improvements in sales promotion, advertising and marketing. Many retailers complain about the poor sales promotion and marketing efforts by manufacturers of writing instruments. Consumers are considering fine writing instruments, which provide flair and style and are ideal for writing. These instruments are widely used by men and women alike, both in homes and offices. They also serve the most important needs in the business environment. Fine writing instruments are also becoming very popular as special gifts. For instance, the fashionable Waterman Hemisphere is characterized by its colorful lacquer body, which can be engraved with the recipient’s name or initials. Another popular product is the Parker Insignia collections, comprising pens, which are durable, functional and with sterling silver and gold finish for a traditional look.
The global market for writing and marking instruments is fragmented and highly segmented and offers various growth opportunities for large diversified companies. Further, the international market for writing and marking instruments is split up, with many manufacturers operating at the domestic level. The major players specialize in specific segments, such as ballpoint pens, felt tip pens, felt ballpoints and highlighters. The standards and specifications for writing instruments are set and regulated by International Standard Organization (ISO). Various other regional associations contribute in the standardization and development of these products. The group includes WIMA (Writing Instrument Manufacturers Association), the All Japan Stationery Association (AJSA), and European Writing Instrument Manufacturers Association (EWIMA).
Traditionally, local supply stores have been the most suitable places for purchasing office supplies. These stores are the major providers of office products in a number of communities. Over the years, however, a large number of these stores ceased to exist due to the increasing competition from office superstores and catalog houses. Office supply stores, traditionally the most popular source for office supplies, are also the larger providers of office products. These stores attained the position of leading suppliers of writing instruments by shifting strategy from being just corner stationery stores. In the past, corner stationery stores represented major outlets for pens, pencils, markers, and other writing products.
Major players profiled in the report include ADD Corporation Limited, A.T. Cross Company, Crayola LLC, Kokuyo Camlin Limited, Dollar Industries Pvt. Ltd., Faber-Castell AG, Mitsubishi Pencil Co. Ltd., Montblanc International GmbH, Pentel Co. Ltd., Pilot Corporation, Sailor Pen Co. Ltd., Sanford Corp/Newell Rubbermaid, Societe BiC, STAEDTLER Mars GmbH & Co. KG, Tombow Pencil Co. Ltd, Zebra Co. Ltd., among others.
The research report titled “Writing and Marking Instruments: A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a comprehensive review of the Writing and marking instruments markets, impact of the recession on the market, market trends and issues, product overview, distribution channels, recent product introductions, recent industry activity, and profiles of major/niche global as well as regional market participants. The report provides annual sales estimates and projections for writing and marking instruments products market for the years 2009 through 2017 for the following geographic markets - US, Canada, Japan, Europe, Asia-Pacific, The Middle East/Africa, and Latin America. Key product segments analyzed in the report include Pens/Markers (Ballpoint Pens, Markers/Highlighters, Roller Pens, Mechanical Pens, Porous Point Pens, Fountain Pens), and Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical Pencils, Artists' Equipment, Other Art Goods).
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