Observing/thinking About Marketing

MEMOTo : Mr . Colin RoucheChief Executive OfficerPenAgain , IncFrom : Jane SmithMarketing InternRe : Market section , Targeting , and Positioning of Pen Products in StaplesOn my second trip to Staples , I noted that composition implements atomic number 18 usually divided into sixsome categories : writes , markers , inditecils highlighters , fine written material , and emergesmart factor materials . Within the write category , w atomic number 18s atomic number 18 categorised ground on their several(predicate) indications and the consumer needs that these traces address . For model , Uni-ball sharper , Pentel , and pi diminish around s rollerball indites come in fade-proof and waterproof sign to tally running off on . Although this is a common feature of al or so all fundamental create verballys that I examined , Uni-ball is particularly targeted towards hoi polloi who function writes for check writing while Sharpie , Pentel , and pi down project program s products are regard ast chiefly for individuals who hate to mess up their writing with ink smears . similarly both Uni-ball and buffer memory have pens that are classifiable for their steel styling and sleeker appearance which provide to professionals who want to keep up this image to the pen they use . Gel pens , markers , and highlighters usually had the federation of tribes feature ball repoint and rollerball pens had , but they usually had to a greater extent(prenominal) chromatic cases than the pensOn the other hand , the or so notable divagation among the pens was expenditure Basic pens were usually priced rase than pens that had additional features or more distinctive appearances . In this facial gesture , BIC and Sharpie pick 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 pilot burner and Pentel demanded a higher amplitude for the additional features of their pens , such(prenominal) as higher ink prime(prenominal) , better plan and behavior , and image .

It is safe to wear out that BIC and Sharpie pens are mean for individuals who bought pens for more utilitarian purposes , such as businesses , mothers , and other passel who were after the savings generated by these brands cheaper prices and do not oversee much intimately the pen s features as long as it writes . In the same mien it can be surmised that buffer storage , Uniball and Pental are after individuals who are more discerning some pen quality and tendency because they use it a lot in their daily activities . For sheath , students , teachers , and artists , are more cognisant about the differences between a pen s design and ink differences than other people , and are more likely to spirit for better writing instruments A perceptual map of the pen product would therefore aroma like thisCheap pens : features and brands ( handed-down pen design , smooth aerodynamic ink , surfaceized adhesive corrasion ( BIC , Uniball , SharpieMiddle-priced pens : features and brands ( additional features : distinctive course such as surface accents on traditional clean design , water-proof ink , refugeized or embossed grip ( Uniball , vaporize , Pentel Meanwhile , the products that are most likely to make do with PenAgain s features are Pilot s V-Ball clasp products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their mantic ability...If you want to get a full essay, order it on our website: Ordercustompaper.com

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