MY PAPER MONDAY JUNE 23, 2008 MY MONEY A17 BRAND SPEAK A FORTNIGHTLY SHOWCASE OF MARKETING IDEAS How Pelikan pens a brand new success story

KOH HUI THENG INKING MILESTONES THROUGH THE YEARS HE Japanese are notori- ously loyal to their T home–grown brands, and German stationery maker Pe- 1838: The company was likan International knows this founded as an ink and paint very well. factory in Hanover, Germany. So instead of competing on mass market school supplies 1878: Chemist Guenther with Japanese manufacturers in Wagner registered his family the land of cute stationery, Pe- emblem, a pelican, as the likan went the other direction to company logo. This was one of carve out a niche for itself. the first German trademarks. Pelikan recognised the lack of fine writing instruments in Ja- pan and introduced luxury foun- 1896: Pelikan started tain pens, which were a hit producing Indian ink, which was among the well-heeled Japa- used for writing. nese. That was 20 years ago. To- day, Pelikan is the No. 2 brand 1929: The company created for fine writing products in Ja- the world’s first fountain pen, pan, behind market leader Mont- with the evolutionary piston blanc and ahead of Waterman. mechanism that aids ink suction. The decision to go upmarket came with the understanding of the market as well as the Japa- 1972: Pelikan invented the first nese culture. ink eradicator, which cleanly Said Mr Loo Hooi Keat, chief removed royal blue ink. executive officer of Pelikan Inter- national: “Projecting ourselves as a high-end brand in Japan 1989: The blanco was a successful move because roller (bottom right) the consumers there appreciate was introduced and became quality.” popular among students all Pelikan’s limited edition foun- over the world. tain pens were first introduced worldwide in 1993. The Seven Wonders series, priced from 1993: Pelikan launched its first 4,000 euros (S$8,506) to 6,000 limited edition fountain pen euros each, often sell out before series called Blue Ocean. they are even launched. The same applies for the Maki-e series – some models are 2008: The company launched Consumers in Japan appreciate quality, says Pelikan International capped at 60 sets globally – the Griffix, a learn-to-write CEO Loo Hooi Keat. which combine German technol- system that won the ogy with exquisite handpainted International Stationery Press Japanese lacquer techniques. Association Innovative Product Things are looking rosy for of the Year award and the Pelikan International, headquar- global Red Dot (Product Design) tered in Malaysia, as it cele- award. It also introduced the brates its 170th anniversary this power pad, an ink cartridge year. Revenue hit RM1.2 billion refill system that works using (S$503 million) last year – dou- capillary suction. ble 2005’s figure. But it was not always smooth sailing for the stationery suppli- er, which ran into financial tur- moil in Europe in 1994, when DESIGN: EDMUND GOH PHOTOS: JAMIE KOH SOURCE: PELIKAN INTERNATIONAL turnover plunged to 200 million We make thinking visible strategy differ in different coun- How does Pelikan give back to HELPDESK Swiss francs (S$263 million) and invest a lot of thought into tries? the community? from 1 billion Swiss francs. our products. For example, the We see South-east Asia as a We have committed almost Said Mr Loo: “Pelikan was a young market, unlike the ma- RM70,000 to non-governmen- Stationery: smiley face button on a Griffix ÄÁ huge company. Our brand learn-to-write holder and its er- ture German market, where tal organisation Hope World- wén jù awareness in Germany was 96 gonomic grip make the learning monthly sales are equivalent to wide in Kuala Lumpur to teach per cent, as high as that of Co- underprivileged children to process fun for children. total annual sales in South-east Fountain pens: ca-Cola, but various subsidiaries Asia. But there is great growth read, write and develop their cre- We are constantly getting ÇÅ gāng bǐ were sold off to recoup losses. potential here as we have been ativity. “Brand awareness dropped feedback about product design in Singapore since 1936. In Singapore, we organise from educators and parents, Turnover: but we are trying to regain that We are targeting schools workshops and activities for stu- ÆϮÈ visibility once more and rebrand which helps us develop writing through promotions like exhibi- dents, which we are introducing yíng yè é ourselves to a new generation of instruments that let children ex- tions to increase awareness. to other parts of Asia, Europe customers.” press their creativity. Hopefully, students will be and Latin America. Recoup: more familiar with Pelikan and ÃÂ wǎn huí What is Pelikan’s philosophy? How does Pelikan’s marketing use our products even as adults. [email protected]