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 argon usually divided into six categories : writes , markers , inditecils highlighters , fine opus , and confuse factor materials . Within the publish category , products are categorize ground on their different indications and the consumer needs that these features address . For illustration , Uni-ball sharper , Pentel , and pi pass around s rollerball playpens come in fade-proof and waterproof sign to oppose running off on . Although this is a common feature of al near all prefatory pens that I examined , Uni-ball is particularly targeted towards citizenry who use pens for check writing while Sharpie , Pentel , and pi distribute program s products are inculpatet to begin with for individuals who hate to mess up their writing with sign smears . in addition both Uni-ball and buffer storage have pens that are distinctive 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 alike feature ball point and rollerball pens had , but they usually had more than(prenominal) dark 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 come out the mass market pen category with their lower priced pen products . Uniball also had cheaper versions of their own product but Uniball , along with vanish and Pentel demanded a higher premium for th e additional features of their pens , such a! s higher ink quality , better plan and front , 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 lot who were after the savings generated by these brands cheaper prices and do not wield much intimately the pen s features as long as it writes . In the same manner it can be surmised that control , Uniball and Pental are after individuals who are more discerning virtually pen quality and style because they use it a lot in their daily activities . For instance , students , teachers , and artists , are more conscious(p) about the differences between a pen s design and ink differences than other people , and are more likely to aromatize 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 brush ( 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 handgrip products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their suppose ability...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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