Marketing Analysis for PrintPen: Objectives, Strategy, and Issues

This report, prepared for a Marketing Fundamentals assignment, focuses on the launch of PrintPen, a portable printer. It proposes and justifies three key marketing objectives: achieving 100% product awareness, implementing promotional activities across various media, and securing a minimum of 1,000 sales leads within the first six months in Australia. The report details market segmentation strategies targeting corporate sectors, tech-savvy individuals, urban and semi-urban areas, and consumers who make quick purchasing decisions. A differentiated marketing approach is suggested, with product characteristics and customer benefits as positioning strategies. Marketing strategies for place and promotion are outlined, emphasizing corporate sales and diverse media channels, including social media. The report also addresses ethical and legal considerations, emphasizing adherence to Australian business regulations, copyright laws, environmental policies, and social responsibilities. References to relevant literature and a product description are included to support the analysis and recommendations.

MARKETING
FUNDAMENTALS
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

PRODUCT

INTRODUCTION
 The aim of this presentation will be to propose and justify three
marketing objectives that the management of PrintPen
 This need to consider within the first six months of the launch of
the product in the market place of Australia
 This will include setting of the sales target, awareness 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
 Product Awareness -100% product awareness need to be provided
within the first six months
 The detailed feature that the product will provide along with the
benefits will be campaigned to the people of Australia
 Promotional Activities - Proper promotional messages need to be
circulated in all kinds of media communication channels
 This will include television, newspaper, radio, magazines, flyers and
brochures apart from various social media platforms like Facebook,
Instagram, Twitter and YouTube
 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
 Business expos or fairs and personalised contacts of the recruited sales
force need to be used to engage more number of people

SEGMENTATION
 Demographic Segmentation – Corporate sector will be
targeted in this segment
 Behavioral Segmentation – Tech-savvy people will be the
targeted segment under this section
 Geographic Segmentation – People from urban and semi-urban
areas will be targeted as market segment
 Psychographic Segmentation - People who take less time in the
decision making process in buying a product will be the targeted
segment here

TARGETING & POSITIONING
 Differentiated marketing or multi-segment targeting strategy can
be used by the management of PrintPen
 Different design will be made for different marketing mix for
each of the targeted segment
 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

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 of this product
 Apart from this, the universities and schools can also be
targeted to sale this product
 PROMOTION - All kinds of available media channels will
be used to promote PrintPen
 Various social media platforms need to be used by PrintPen,
which will help to engage the maximum number of people

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
 The responsibilities to the societies or communities where the
product will be sold also need to be maintained
 Policies related to safeguard the environment need to be
maintained also by the management of this business house
 All these will help to avoid the facing of any kind of legal issues

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-f
or-all-materials-and-surfaces?ref=discovery