Observing/thinking About Marketing

MEMOTo : Mr . Colin RoucheChief Executive OfficerPenAgain , IncFrom : Jane SmithMarketing InternRe : Market Segmentation , Targeting , and Positioning of Pen Products in StaplesOn my second trip to Staples , I noted that composition implements atomic number 18 usually divided into six categories : writes , markers , publishcils highlighters , fine piece of writing , and environ factor materials . Within the frame category , products are categorise ground on their different indications and the consumer needs that these features address . For typeface , Uni-ball sharper , Pentel , and pi pass around s rollerball draw ups come in fade-proof and waterproof sign to oppose running off on . Although this is a common feature of al nearly all base pens that I examined , Uni-ball is particularly targeted towards citizenry who use pens for check writing while Sharpie , Pentel , and pi circulate program s products are intendt in the beginning for individuals who hate to mess up their writing with ink smears . as well as both Uni-ball and buffer storage have pens that are typical for their steel styling and sleeker appearance which cater to professionals who want to keep up this image to the pen they use . Gel pens , markers , and highlighters usually had the identical feature ball point and rollerball pens had , but they usually had more(prenominal)(prenominal) non-white cases than the pensOn the other hand , the most notable divagation among the pens was harm Basic pens were usually priced lower than pens that had additional features or more distinctive appearances . In this aspect , BIC and Sharpie pick aside the mass market pen category with their lower priced pen products . Uniball also had cheaper versions of their own product but Uniball , along with archetype and Pentel demanded a higher premium for the additional feature! s of their pens , such as higher ink quality , better plan and behavior , and image .

It is safe to assume that BIC and Sharpie pens are mean for individuals who bought pens for more utilitarian purposes , such as businesses , mothers , and other community who were after the savings generated by these brands cheaper prices and do not wangle much intimately the pen s features as long as it writes . In the same manner it can be surmised that pilot lamp , Uniball and Pental are after individuals who are more discerning somewhat pen quality and style because they use it a lot in their daily activities . For instance , students , teac hers , and artists , are more cognizant about the differences between a pen s design and ink differences than other people , and are more likely to lift for better writing instruments A perceptual map of the pen product would therefore look like thisCheap pens : features and brands ( handed-down pen design , smooth flowing ink , surfaceized adhesive detrition ( BIC , Uniball , SharpieMiddle-priced pens : features and brands ( additional features : distinctive style such as admixture accents on traditional straight design , water-proof ink , rubberized or embossed grip ( Uniball , Pilot , Pentel Meanwhile , the products that are most likely to make do with PenAgain s features are Pilot s V-Ball enamour products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their supposed ability...If you want to get a full essay, order it on our website: BestEssayCheap.com

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