BIC Cello to launch Mood Pens for Millennials and GenZ: Manos Nikolakis

BIC Cello, the manufacturer of Cello pens, is a market leader for writing instruments in India. The company sells over five million pens a day and has a strong presence in more than 80 countries around the world. BIC Cello’s robust and growing distribution network ensures that its products are accessible across demographics and geographies.

In an exclusive interview with Adgully, Manos Nikolakis, General Manager, BIC Cello, emphasizes on the importance of innovation, quality, and customer satisfaction in driving market growth. He highlights the need for a positive, collaborative organizational culture and stresses the critical role of sustainability and ethical practices in today’s business environment.

What is BIC Cello’s upcoming product range for 2024, and how does it differentiate itself in the Indian stationery market amidst diverse competitors and evolving consumer preferences?

At BIC Cello, we are dedicated to staying ahead of evolving consumer preferences through continuous innovation. We pride ourselves on our manufacturing capabilities and brand strength. Our brand legacy, nationwide distribution, purpose-led approach, and customer-centricity allow us to stay competitive while leading responsible innovation in the stationery market.

Our 2024 product line-up promises to cater to the diverse preferences of our customers. We have recently introduced the highly anticipated K-POP and K-Drama Fountain Pens, taking a cue from the ‘Hallyu’ wave in the country. Combining superior craftsmanship with vibrant aesthetics, the K-Series Fountain Pens are a testament to BIC Cello’s understanding of the youth pulse commitment to innovation and cultural appreciation.

We are scheduled to launch Cello MOOD Pens, expanding our selection of vibrant pastels, and design-focused products tailored to millennials and Gen Z. The products will offer trendy colour tones that are inspired by feelings that allow creative self-expression. To further meet consumer needs, we will introduce pens with improved ergonomic writing grips for effortless writing comfort.

With the rise of remote work and digital communication, how does BIC Cello adapt its product portfolio to remain relevant in a changing work environment?

The rise in remote work and digital communications is a global phenomenon that has created a shift in consumer behaviour. Despite the growth in these areas, putting pen to paper for self-expression remains crucial. Using writing tools is necessary for cognitive development, mental health, and well-being, expressing feelings, and structuring thoughts, to name a few. This is why we still see stationery in schools and stores and continue to launch new products based on consumer needs and demands. The rise in digital communication has also created an opportunity to drive innovation and expand portfolios within the industry. From a BIC Cello perspective, we continue to leverage our manufacturing excellence to bring the best for our consumers, constantly elevating our writing tools to ensure a more enjoyable experience that inspires creativity and self-expression.

How has FY2024 been for BIC Cello, and could you highlight some of the emerging trends in the stationery industry?

At the Group level, we have reported net sales of €522 million in the first quarter of the year, with a strong performance in the Human Expression (stationery) category. The company’s digital sales witnessed double-digit growth.

We continue to listen to our consumers and provide them with what they want and need. More than ever, consumers are aware of a brand’s purpose, and make informed decisions about their purchases. We are keen to continue to bring that to life through our portfolio, with a focus on education through our Writing the Future Together sustainable development program. Our commitment is to improve learning conditions for 250 million students by 2025.

The role of stationery products is extending beyond the functional and expanding into lifestyle accessories. Consumers are willing to pay a premium for well-designed, high-quality products that reflect their personal style and values. We are up to date with these trends and continue to deliver the relevant products to our consumers. Our recently launched K-Pop and K-Drama Fountain Pen range, as well as the Cello MOOD pens range are a testament to that.

What marketing initiatives is BIC Cello undertaking in 2024 to promote its products effectively?

Our marketing initiatives are tailored around our consumers, reaching them through various channels. Our strategy is focused on a communications mix, targeting traditional distribution channels, digital communication, and leveraging key occasions to speak to consumers and shoppers in a relatable manner.

What initiatives is BIC Cello implementing to strengthen its e-commerce presence and engage with digitally savvy consumers?

It’s inevitable to invest in e-commerce today. You must be where your consumers are. E-commerce continues to grow as online shopping and the concept of convenience amongst consumers rises. E-commerce has been part of our strategy for many years now and we continue to bolster and optimize it – enhancing our customers’ experience with user-friendly interfaces and secure payment options. Our offerings on e-commerce have also expanded to reflect our consumers’ needs. Our outreach remains active on e-commerce, social channels, and through partnerships and collaborations.

What is BIC Cello’s strategy to leverage big ticket events such as cricket, movies and high profile events to enhance brand visibility and engagement?

Leveraging big ticket events is a strategy adopted globally by many companies not just in the industry, but beyond. It’s a great way to achieve brand exposure and talkability if the right and strategic partnerships are in place. At BIC Cello, we ensure to invest in areas where our consumers are present to garner the best results, depending on the product we’re offering. Sometimes big ticket events are the answers, and in other times it’s more targeted platforms or opportunities.

What are your observations on the evolution in consumer behaviour trends in the stationery industry, and what adaptations are you making to meet these changes?

Consumer behaviour in the stationery industry has shifted towards online purchasing, sustainable choices, and demand for multifunctional products. In line with such changes, we constantly work on enhancing our online presence, optimizing our e-commerce platforms, and offering eco-friendly alternatives like recycled materials. We’re innovating with multifunctional stationery solutions that cater to diverse consumer needs, promoting sustainability and convenience. Recently, we launched our K-Series pens, which includes the K-POP & K-Drama Fountain Pens, a remarkable fusion of writing elegance and South Korean cultural charm. By staying attuned to evolving preferences and values, we're poised to deliver relevant, value-driven products and experiences that resonate with today's discerning consumers.