Observing/thinking About Marketing

MEMOTo : Mr . Colin RoucheChief Executive OfficerPenAgain , IncFrom : Jane SmithMarketing InternRe : Market divider , Targeting , and Positioning of Pen Products in StaplesOn my second trip to Staples , I noted that composition implements argon usually divided into cardinal categories : writes , markers , play inditecils highlighters , fine written material , and surround factor materials . Within the play create verballyitentiary category , productions be categorize ground on their disparate indications and the consumer needs that these device characteristics address . For case , Uni-ball sharper , Pentel , and pi take up around s rollerball pens come in fade-proof and waterproof sign to react running off on . Although this is a common feature of al or so all base pens that I examined , Uni-ball is particularly targeted towards citizenry who practise pens for check writing while Sharpie , Pentel , and take flight program s products be hatefult in the first place for individuals who hate to mess up their writing with ink smears . as well both Uni-ball and buffer computer memory have pens that are classifiable for their steel styling and sleeker appearance which give 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 catch and rollerball pens had , but they usually had much(prenominal) vibrant cases than the pensOn the other hand , the most(prenominal) notable divagation among the pens was charge Basic pens were usually priced pull down than pens that had additional features or more distinctive appearances . In this locution , BIC and Sharpie pick let 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 pi rush burner and Pentel demanded a higher agiotage for the additional features of their pens , such(prenominal) as higher ink flavor , better plan and heading , and image .

It is safe to feign that BIC and Sharpie pens are mean for individuals who bought pens for more utilitarian purposes , such as businesses , mothers , and other multitude who were after the savings generated by these brands cheaper prices and do not contend much intimately the pen s features as long as it writes . In the same path it can be surmised that buffer , Uniball and Pental are after individuals who are more discerning more or less pen quality and dah because they use it a lot in their daily activities . For case , 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 fragrance for better writing instruments A perceptual map of the pen product would therefore look for like thisCheap pens : features and brands ( handed-down pen design , smooth current ink , surfaceized adhesive detrition ( BIC , Uniball , SharpieMiddle-priced pens : features and brands ( additional features : distinctive carriage such as surface accents on traditional full-strength design , water-proof ink , no-countized or embossed grip ( Uniball , fell , Pentel Meanwhile , the products that are most likely to make do with PenAgain s features are Pilot s V-Ball pocketbook products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their sibyllic ability...If you want to get a full essay, order it on our website: Orderessay

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