Marketing Objectives for PrintPen

Running head: MARKETING FUNDAMENTALS
MARKETING FUNDAMENTALS
Name of the Student
Name of the University
Author Note

MARKETING FUNDAMENTALS1
Introduction
The aim of this paper will be to propose and justify three marketing objectives that the
management of PrintPen need to consider to achieve it within the first six months of the product
that will be launched in the market place of Australia. This will include setting of the sales target,
awareness about the product and promotional activities of this particular product. The selected
market segments, targeted customers and intended positioning will also be justified in this paper.
Marketing strategy for selection of place and promotion among the 4Ps of the marketing mix will
also be proposed with proper justifications. Legal as well as ethical issues will also be examined
when this new product will be marketed in the selected market place.
Marketing Objectives
It can be stated in this context that PrintPen will be launched in the overall market place
of Australia on 1st March, 2020. The following marketing objectives need to be followed by the
management of PrintPen, so that this product is successfully launched in the Australian market
place and the company can gain and enjoy the competitiveness through this new innovative
product (PrintPen: Portable Printer for all Materials and Surfaces 2019).
Product Awareness - The first and foremost marketing objective that need to be
followed by the management of PrintPen is to make the people aware about the product. The
detailed feature that the product will provide along with the advantages that this product will
provide to the Australian people. 100% awareness about the product need to be provided within
the first six months, so that they will come to know about the features and benefits of PrintPen
and will feel attracted towards the product. This will also help to ignite the interest level and
people will buy the product to enjoy the benefits of the product by using it effectively. It can be
said in this context that effective use of the product can be done if the awareness campaign
regarding the product can be achieved by the management of PrintPen during this first six
months. Vigorous promotional campaigns need to be done in order to aware he maximum
number of people possible in the region of Australia (Fuerderer, Herrmann and Wuebker 2013).
Promotional Activities - The second marketing objective that need to be followed is to
promote the product in almost all the urban and semi-urban areas of Australia, where the main
targeted segment are present. It can be noted in this context that advancement in the area of
technology has helped and manufacture this product, along with increasing the usage of

MARKETING FUNDAMENTALS2
smartphones and internet by the people. This has increased the usage of various social media
platforms by the people. It has been stated already discussed in the previous assignment that
there is a lack of proper planning in the advertisement strategies which will become the barrier to
reach the product to the desired or identified market segment. So, proper promotional messages
need to be circulated in all kinds of media communication channels, which will include
television, newspaper, radio, magazines, flyers and brochures apart from different social media
platforms like Facebook, Instagram, Twitter and YouTube. Apart from all these, a fully
responsive website needs to be built, where all the details of the product along with the ways of
using it will be provided. An online order section also need to be given, so that the interested
people can give order according to their requirement. Separate offers will be provided on bulk
booking of the product of PrintPen, apart from inaugural offers at the time of launch of it.
Unique and innovative offers will also be provided in the communication channels that will be
used by the management of PrintPen. The opportunity of availability of the product on online
platforms will also need to be capitalized by the management of this particular business entity
(Clark, Çallı and Çallı 2014).
Sales Targets - The third or last marketing objective will be to gather a minimum of
1,000 sales leads or prospects, which will include wholesalers, retailers and the normal people.
This will help to engager more number of people with the brand, which will, in turn, increase
both the market share and the revenue earning for the company. Fresh and experienced sales
force need to be hired to promote and sales the product. The personalized contact of the recruited
sales force will be used, where PrintPen will be sold in bulk. Expos or business fair that are
organised throughout the region of Australia across the year will also be targeted in order to sale
this particular product. This will aid to attract more number of people at a single area, which will
help them to know about the advantages of the product, which will help to ignite the interest
level and the prospects can be identified as the sales lead can be turned into customers of the
product of PrintPen (Lipson and Kurman 2013).
Segmentation
The preferred market segment for this particular product will be the corporate people.
The detailed market segment for this product is provided as below: