MRKT11029 Term 3: Print Pen Marketing Objectives and Strategy

This report presents a comprehensive marketing analysis for the Print Pen, a product designed for printing on various surfaces and materials, targeting students and office-going individuals. It outlines the marketing objectives, including building brand awareness, increasing revenue, and satisfying customers. The report details market segmentation based on age and working process, targeting students and office professionals, with a positioning strategy emphasizing ease of use and task highlighting. The marketing strategy focuses on a price skimming approach, with online and direct marketing methods, including social media and email marketing. The report also addresses ethical considerations, particularly the right to be informed, and legal issues concerning privacy and data collection. References from various marketing studies support the analysis, providing a well-rounded examination of the Print Pen's market potential and ethical considerations for its launch.

Marketing
Fundamentals
Print Pen (Market Objective and
Strategy)

 To build proper brand awareness among
customers.
 Increasing revenue by attracting more
customers.
 To satisfy the customers and build great
relationships with them.
Marketing objectives

 Market Segmentation: The segment of
the print pen includes as age and working
process.
 Targeted product: The targeted
customers are students and the office going
people.
 Intended Positioning: The positioning of
this product is that it is easy to use and
highlights the important task.
Market segmentation,
targeted customers and
intended positioning

 The marketing strategy of the
Print pen product is to put their
prices related to Price Skimming
strategy.
 There are different types of
printing pen which is offered to
the customers so the pricing also
differs from product to product.
 To grab the large customers can
be possible by lowering the price
and increasing the sales volume.
First marketing strategy (Pricing
Strategy)

 The company uses the several ways of advertising their products
such as they have used the online marketing and the direct
marketing.
 The most popular way to reach the customers is the social media
sites such as Facebook, Instagram, Twitter, etc.
 The Email marketing Sequences has also used by the company to
promote the products as it helps in building the relationship with
the customers.
Second Marketing Strategy
(Promotional Strategy)

 The first ethical issue arises in
the marketing aspects related to
the right to be informed related
to the information of the product
Print pen.
 The legal issue was to maintain
privacy in the overall process of
marketing.
 Another legal issue was to
maintain legal process in the
collection of data.
Marketing ethics and legal
issues

 Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing
managers use market segmentation: An exploratory study.
In Proceedings of the 1990 Academy of Marketing Science (AMS)
Annual Conference (pp. 531-536). Springer, Cham.
 Hellwig, K., Morhart, F., Girardin, F., & Hauser, M. (2015). Exploring
different types of sharing: A proposed segmentation of the market
for “sharing” businesses. Psychology & Marketing, 32(9), 891-906.
 Lee, J. Y., Kozlenkova, I. V., & Palmatier, R. W. (2015). Structural
marketing: Using organizational structure to achieve marketing
objectives. Journal of the Academy of Marketing Science, 43(1), 73-
99.
 Waheed, A., Yang, J., Ahmed, Z., Rafique, K., & Ashfaq, M. (2017). Is
marketing limited to promotional activities? The concept of
marketing: A concise review of the literatur. Asian Development
Policy Review, 5(1), 56-69.
References