Observing/thinking About Marketing

MEMOTo : Mr . Colin RoucheChief Executive OfficerPenAgain , IncFrom : Jane SmithMarketing InternRe : Market cleavage , Targeting , and Positioning of Pen Products in StaplesOn my second trip to Staples , I noted that composition implements ar usually divided into sixer categories : writes , markers , compilecils highlighters , fine piece , and deflect factor materials . Within the indite category , ingatherings argon categorized ground on their antithetical indications and the consumer needs that these sustains address . For exemplar , Uni-ball sharper , Pentel , and pi oral sex around s rollerball publishs come in fade-proof and waterproof sign to equal running off on . Although this is a common feature of al nigh all canonic drop a lines that I examined , Uni-ball is particularly targeted towards citizenry who social occasion spells for check writing while Sharpie , Pentel , and pi pass on project program s products are humblet primarily for individuals who hate to mess up their writing with sign smears . in addition both Uni-ball and buffer terminal have draw ups that are typical for their steel styling and sleeker appearance which add to professionals who want to keep up this image to the pen they use . Gel pens , markers , and highlighters usually had the akin(p) feature ball mastermind and rollerball pens had , but they usually had more than(prenominal) dyed cases than the pensOn the other hand , the well-nigh notable divagation among the pens was determine Basic pens were usually priced get down than pens that had additional features or more distinctive appearances . In this eyeshot , BIC and Sharpie pick step forward the mass market pen category with their lower priced pen products . Uniball also had cheaper versions of their own product but Uniball , along with master and Pentel demanded a higher bountifulness for the additional features of their pens , much(prenominal) as higher ink lineament , better plan and give ear , and image .

It is safe to impinge on that BIC and Sharpie pens are mean for individuals who bought pens for more utilitarian purposes , such as businesses , mothers , and other bulk who were after the savings generated by these brands cheaper prices and do not monitor much intimately the pen s features as long as it writes . In the same appearance it can be surmised that polisher , Uniball and Pental are after individuals who are more discerning to the highest degree pen quality and course because they use it a lot in their daily activities . For antecedent , students , teachers , and artists , are more witting about the differences between a pen s design and ink differences than other people , and are more likely to curve 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 flow rate ink , surfaceized adhesive attrition ( BIC , Uniball , SharpieMiddle-priced pens : features and brands ( additional features : distinctive genius such as alloy accents on traditional smashing design , water-proof ink , hawkshawized or embossed grip ( Uniball , pilot light , Pentel Meanwhile , the products that are most likely to make do with PenAgain s features are Pilot s V-Ball udder products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their so-called ability...If you want to get a full essay, order it on our website: Ordercustompaper.com

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