Manufacturers of mechanical pencils make most of their profit on pencil leads rather than on the pencils themselves
The Write Company, which cannot sell its leads as cheaply as other manufacturers can, plans to alter the design of its mechanical pencil so that it will accept only a newly designed Write Company lead, which will be sold at the same price as the Write Company' s current lead
In extensive text marketing, mechanical-pencil users found the new Write Company pencil markedly superior to other mechanical pencils they had used.