Clique Pens Case Study Word

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Clique Pens: The Writing Implements Division of U.S. Home A fierce thunderstorm had just brought brief relief to the sweltering mid-August temperatures in Tampa, Florida, as Elise Ferguson, president of the writing implements division of U.S. Home, Clique Pens, stared at the notepad in front of her. She had jotted some thoughts about just whose needs were more important for Clique to satisfy—its retailers or its consumers? Fortunately, the 2013 back-to-school sales of her core writing implements product lines appeared to be on goal for a 3% increase over 2012. These sales were not without a cost, however, as various discounts, allowances, and other off-invoice deals had pushed gross profit margin down from 42% in 2010 to just over 36%…show more content…
Ferguson knew that all of Clique’s competitors provided a host of discounts and allowances to the trade in the war for retail space. She also knew that discounts, once given, seemed almost impossible to claw back. This meant that any new program (MDF) would have to be clearly “equal” or better in the retailers’ eyes to their present Clique program to be adopted. She also was concerned that implementing any change would require keen cooperation between marketing and sales. Jotting down a few more thoughts, she recognized that she’d need to meet with Chen and McMillan soon, as retailer planning cycles were already underway for the critical back-to-school selling period for 2014. Fountain Pens, Ballpoint Pens, Mechanical Pencils: A Very Brief History The first practical fountain pen was invented by Louis Waterman in 1875. For 70 years the Waterman Pen Company led the world in the manufacture of fountains pens. But in the late 1950s, a shift to ballpoint pens swept the United States. The Waterman Company continued to concentrate on its fountain pen line, its sales deteriorated, and the company was forced to sell to BIC (see below). Ballpoint pens trace their origin to John Loud, in 1888. The invention never really took off until Milton Reynolds managed to market them successfully in the 1940s. The early pens were plagued by leaking-ink problems that were later solved, in the 1950s, by Patrick Frawley, who named his ballpoint “Papermate.” In 1958 M.
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