Personal Stationery and Writing Instruments - UK - April 2008

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• Innovation + quality = growth
• The common factors
• Changes in supply
• Current buying patterns
• Looking to the future
• Internal Market Environment
• Key points
• The tools for change
  • Figure 1: Trends for ownership of technology, 2003-07
  • Figure 2: Types of computer use, 2007
• Necessity purchases
  • Figure 3: Working at home, 2003-07
  • Figure 4: Students in higher education, by level of study, 2001/02-2006/07
• Design and quality adding value
• Artistic flair
• Broader Market Environment
• Key points
• Growing numbers of upmarket buyers
  • Figure 5: Breakdown of the UK population, by socio-economic group, 2003-13
• Competitive Context
• Key points
• Complementary or competing technologies?
• Competition between sectors
• Watches and jewellery as a competitor for premium instruments
  • Figure 6: UK retail sales of jewellery and watches, at current and constant 2002 prices, 2002-07
• Strengths and Weaknesses
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Total market sales
  • Figure 7: UK retail sales of paper-based personal stationery and writing instruments 2002-07
• The future
• Forecast
• Market continuing to rise steadily
  • Figure 8: Estimated value of the overall personal stationery market, 2003-13
• Paper-based segment the key driver of growth
  • Figure 9: Estimated value of paper-based personal stationery market, 2003-13
  • Figure 10: Estimated value of writing instruments in the personal stationery market, 2003-13
• Segment Performance
• Key points
• How the market breaks down
  • Figure 11: UK retail sales of paper-based personal stationery and writing instruments, by sector, 2003-07
• Personal stationery
• Market size
  • Figure 12: UK retail sales of paper-based personal stationery 2002-07
• The down and the ups
• How the market breaks down
  • Figure 13: UK retail sales of paper-based personal stationery, by product type, 2003-07
• A resurgence in writing paper
• New additions to writing paper
• Weddings and other occasions
• From function to fashion
• The more traditional gift
• The more functional element
• Writing instruments
• Market size
  • Figure 14: UK retail sales of all writing instruments 2002-07
• A resilient sector
• More than just functionality
• More for the men?
• Premium and luxury pens
  • Figure 15: UK retail sales of premium and standard writing instruments, 2003-07
• Share of market
• What makes a premium pen special?
• Continuing evolution
• The extra special pens
• How the market breaks down
  • Figure 16: UK retail sales of all writing instruments, by type, 2003-07
• Broader trends
• Winners and losers
• Mechanical pencil
• Companies and Products
• Key points
• Personal stationery
• John Dickinson
  • Figure 17: John dickinson product range, by group, 2008
• CCA Stationery
• Fine Impressions
• The Letter Press of Cirencester
• Smythson of Bond Street
• Own label
• Other companies
• Writing instruments
• Société Bic
• Binney & Smith
• Caran d' Ache
• AT Cross
• Faber-Castell
• Lamy
• Mitsubishi Pencil Company
• Pentel
• Pilot
• Richemont
• Sanford UK
• Staedtler
• Stabilo
• Yard-O-Led
• Other companies
• Brand Communication and Promotion
• Key points
  • Figure 18: Main monitored media spend on personal stationery and writing equipment, 2003-07
• Not much above the line
• Personal stationery
  • Figure 19: Main monitored media advertising expenditure on personal stationery, by company and brand, 2005-07
• Two notable trends
• Writing instruments
  • Figure 20: Main monitored media advertising expenditure on pens*, bycompany and brand, 2005-07
• What are the below the line alternatives?
• Other approaches
• But point of sale is key
• Cause-related marketing
• Channels to Market
• Key points
• Outlets for personal stationery
  • Figure 21: UK retail value sales of paper-based personal stationery, by outlet type, 2003-07
• Outlets for writing instruments
  • Figure 22: UK retail value sales of all writing instruments, by outlet type, 2003-07
• Variety multiples face challenges
• WHSmith
• Woolworths and Muji
• Stationers -- the home and the office
• A good position for smaller groups and independents
• Specialist card retailers pressed from two sides
• Grocery multiples just grow
• Strong competition from own brand
• Department stores well placed to benefit from market trends
• Pen shops prospering in their niche
• New opportunities from online
• And the others
• The Consumer -- Purchasing Behaviour
• Key points
• General
• Personal stationery
  • Figure 23: Personal stationery purchased in the last 12 months, January 2006-November 2007
• Two notes of caution
• Penetration dropped
• Women' s love affair with personal stationery
• For every age, every usage
  • Figure 24: Purchase of paper-based stationery in the last 12 months, by age group, November 2007
• Writing Instruments
  • Figure 25: Writing instruments purchased in the last 12 months, January 2006 and November 2007
• Two notes of caution
• Penetration
• Women vs men
  • Figure 26: Purchase of selected writing instruments in the last 12 months, by gender, November 2007
• Children means families are strong buyers of pens
  • Figure 27: Purchase of selected writing instruments in the last 12 months, by lifestage, November 2007
• Education drives the youngest to buy pens
  • Figure 28: Purchase of selected writing instruments in the last 12 months, by age group, November 2007
• Repertoire analysis
  • Figure 29: Repertoire of personal stationery usersPens come first in the repertoire
• Appendix
• Advertising data
• Abbreviations
• Appendix -- Internal Market Environment
  • Figure 33: Trends for types of computer use, 2003-07
  • Figure 34: Internet usage, 2003-07
• Appendix -- The Consumer -- Purchasing Behaviour
  • Figure 35: Personal stationery purchased in the last 12 months, by demographics, November 2007
  • Figure 36: Personal stationery purchased in the last 12 months, by demographics, November 2007
  • Figure 37: Personal stationery purchased in the last 12 months, by demographics, November 2007
  • Figure 38: Personal stationery purchased in the last 12 months, by demographics, November 2007
  • Figure 39: Repertoire analysis by demographic group, November 2007