Marketing Analysis for PrintPen: A Comprehensive Report

This report presents a comprehensive marketing analysis for PrintPen, a portable printer designed for various surfaces. It outlines three key marketing objectives: product awareness, promotional activities, and sales targets. The report identifies target market segments, including the corporate sector and tech-savvy individuals in urban and semi-urban areas of Australia. It recommends a differentiated marketing strategy with a focus on product characteristics and customer benefits for positioning. The marketing strategy includes a place strategy targeting corporate sectors, universities, and schools, alongside a promotion strategy utilizing various media channels, including social media. The report also addresses ethical and legal considerations, emphasizing compliance with Australian business regulations and environmental policies. It aims to guide the successful launch of PrintPen in the Australian market.

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

1MARKETING FUNDAMENTALS
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

2MARKETING FUNDAMENTALS
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:

3MARKETING FUNDAMENTALS
Demographic Segmentation
As stated earlier, the urban and semi-urban areas will be identified as market segment
that will be targeted by the management. Corporate sector will be a major segment that need to
be targeted, as the product will be utilized better in this segment. Educated people will be
identified and the proper promotional and awareness activities will be performed.
Behavioral Segmentation
People who are tech-savvy will be the major targeted segment for this product. This will
help to position the product in a better and effective way. The benefits will be sought and the
desired results or outcomes will be achieved in better ways.
Geographic Segmentation
As stated earlier, people mainly from urban and semi-urban areas will be targeted as
market segment, who possess the ability to become one of the major target market for this
particular product. It can be said in this context that usage of this product will be done by this
identified segment only.
Psychographic Segmentation
People who take less time in the decision making process in the context of buying a
particular product will be identified as the market segment under this factor. Level of interest
plays an important part in this segmentation, and people who uses different kind of innovative
office tools will be identified as the major target segment under this point (Dibb and Simkin
2013).
Targeting
Differentiated marketing or multi-segment targeting strategy can be used by the
management of PrintPen. The main advantage of using this particular strategy will be to design
different marketing mix for each of the targeted segment that has been discussed by the
management of this business entity. Different targeting strategies for different segment will help
to attract the people in different ways, which will help to increase the volume of sales, larger
market share, more profits and economies of scale. But this strategy needs lot of financial power
along with more market research. The management of PrintPen need to design the strategies
according to the needs and wants of the people of Australia, so that the strategies can be
implemented effectively and efficiently in the region of Australia.

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Positioning
The product characteristics or the customer benefit will be used as a positioning strategy
by this business house. This strategy focuses on the characteristics and features of the product, or
on the benefits of the customers by using this particular product. This will help to add value to
the product, as the position of PrintPen will be done based on the area where the product will be
launched (Khan 2013).
Marketing Strategy
Place
The major place where the product will be sold are the corporate sectors, where the usage
of PrintPen can be maximised through the features or benefits that will be offered by this
product. Apart from this, the universities and schools can also be targeted to sale this product. It
can be stated in this context that identification of the proper place will help in identification of
the market segment, so that the management can design the strategies accordingly and start
selling of the product.
Promotion
All kinds of available media channels will be used to promote PrintPen. From performing
different awareness campaigns to circulating the offers and discounts of the product need to be
done on the various media channels. Most importantly, various social media platforms need to be
used by the management of PrintPen. This will help to engage the maximum number of people
with the brand along with increasing the sales and profit earning for the company (Hossler &
Bontrager 2014).
Ethical and Legal Issues
Strategies need to be performed by the management of PrintPen by following the rules
and regulations related to the business environment of Australia. Legal rules in context of the
copyright of the product need to be followed, along with maintaining the responsibilities to the
societies or communities where the product will be sold. Policies related to safeguard the
environment need to be maintained also by the management of this business entity. This will
help to avoid any kind of legal actions against them and a sustainable business approach need to
be followed and implemented by this company.

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Reference
Clark, L., Çallı, L. and Çallı, F., 2014. 3D printing and co-creation of value. In 12th
International Conference e-Society 2014 (pp. 251-254).
Dibb, S. and Simkin, L., 2013. Market segmentation success: making it happen!. Routledge.
Fuerderer, R., Herrmann, A. and Wuebker, G. eds., 2013. Optimal bundling: marketing
strategies for improving economic performance. Springer Science & Business Media.
Hossler, D., & Bontrager, B. (2014). Handbook of strategic enrollment management. John Wiley
& Sons.
Khan, T., 2013. STP strategy for new product launch-a work in progress. International Journal
of Business and Management Invention, 2(3), pp.56-65.
Lipson, H. and Kurman, M., 2013. Fabricated: The new world of 3D printing. John Wiley &
Sons.
PrintPen: Portable Printer for all Materials and Surfaces. (2019). Retrieved 23 December 2019,
from https://www.kickstarter.com/projects/1874428722/printpen-portable-printer-for-all-
materials-and-surfaces?ref=discovery