Strategic Marketing Report: Eco-Friendly Pen Marketing Strategy

This report presents a strategic marketing plan for introducing an eco-friendly pen, targeting the UK market. It begins with an introduction and detailed description of the product, highlighting its environmental benefits and innovative use of recycled materials. The report then analyzes the market context, including growth trends, key competitors like Parker and Onoto, and customer attitudes towards sustainable products. It identifies issues such as manufacturing challenges and opportunities related to growing environmental awareness and government support for eco-friendly products. The core of the report focuses on segmentation, targeting, and positioning strategies, specifically geographic (UK), demographic (youngsters aged 10-25), and psychographic factors. The marketing mix elements (7 Ps) are then discussed in detail, followed by an examination of interdepartmental relationships, internal marketing, and the required resources to implement the chosen strategy. The report aims to provide a comprehensive marketing approach for launching the green pen successfully.

STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
1:A thorough explanation of the improved or new services or products....................................3
2:Market growth of the product .................................................................................................4
3:Segmentation, Targeting and positioning ...............................................................................6
4:The elaboration of marketing mix elements:...........................................................................8
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic Marketing is a process of identifies the need or wants of customers so that the company
able to achieve its target market and implementing the competitive strategy that provide the long
term goal. This approach is forward looking and very dynamic in nature so that the organisation
able to change its strategy accordingly that persist in the marketplace. The report focuses on new
business plan of introducing the eco-friendly pen in the market with the unused materials and
utilize it wisely. The report further elaborate about the fresh or modified goods or services and
also discuss the market trends along with the main competitors with its rank in the market.
Moreover, report also explain about the hurdles or opportunities in the context of ethical or social
matter and the Segmentation, Targeting and Positioning mainly involve the psychological or
geodemographic. Further, the 7 Ps of marketing mix is explain in brief and lastly the
interrelationship between various department, the internal marketing role, the materials or
capabilities necessary for the chosen marketing strategy.
1:A thorough explanation of the improved or new services or products.
Over the many years, there are different products in the market that company not only brought
as per the demand arise but the improvisation is also done in existing products. The main
concentration is about focuses on the environmental factor if an individual is planning to produce
any products or services in the global economy. The innovative idea of bringing the Green Pen
which is specifically made from the recycle materials or paper in the market so that it may at
least create the awareness about the environment among the people. The reason behind
introducing idea regarding the green pen is changing the way of learning to move forward and to
level up work in every sector like education, offices etc.(Han, “and et.al” 2018)
There are already a lot of pens in the market that company try to make the improvisation and
bring more creative ways to present for the audience, but with the improved technology there are
more chances of degrading the surroundings because society is now showing more concern about
the environment with a sustainable living. While going for a green word that often used in the
conversation but never pay much attention to it, so through the eco-friendly pen it provide the
suggestions of a new way of energy saver and upgrade the old materials into more useful way.
The world is already invested in millions of funds in order to 'save the planet' (Haber, “and et.al”
2018). How can a single pen can help in changing the thoughts in bringing the huge difference in

the view of society and how it can advantages in earning more profit in the business while
becoming environment-friendly? There are lot more benefits of a green pen for a company and
being more sustainable.
Its very necessary for any business to make the best impact in the views of the folks. Therefore,
this is the crucial time to go ahead and advertise that business is ozone-friendly. It is also a
perfect way of promotion used by business as a marketing tool because of their low cost and very
handy while being use, its not only present a sense of empathy but also show that company is
thinking about the environment and cares about the planet while being able to do long-term
planning and goals (Alamsyah, Syarifuddin, and Mohammed,2018). The strong customer base is
the need for any new business in the market so if people know about the business that it uses
environment-friendly products hence, it creates a positive impression and help to attract more
customers in the long run.
Building own convention artwork with taking initiative of introducing the Green pen is a great
way to make mark in the views of the customers and remembered for a long time. While in the
event, its also a great way of conversation while discussing about this topic for instance, if
showing the attractive looking pen to audience, it will surely create more interest and curiosity
among the audience and worth a compliment at the end. This will definitely creates more
opportunities for the company to increasing its brand image and put a great impact by engaging
more audience. At the end, people also love to collaborate or engage with those company who
really care about the global concern; while the business also supported by the government
because the social or ethical responsibility will now become the supreme priority (Dhewi, Putra
and Wahyudi, 2018).
2:Market growth of the product
The idea of green pen is new in the market. The reason behind introducing such eco friendly pen
in market is to utilize the waste paper from used magazines and newspaper. The outer body of
the pen is made from recycled paper but, even though provides good and smooth grip to the
writer (Prabowo, 2020). Currently a few people are well versed with this green pen but in
upcoming years and in future the growth rate for this kind of pens will be high because the prices
is not so high as compared to other plastic pen such as – Parker, apart from this, design of this
pen is attractive along with the weight of this pen is very light, these are some key features of
this green pen which will make it trending in near future as this pen has attracted many schools

and college students & professionals these are the persons who frequently use pen in their daily
life.
Key competitors
The major competitors of green pens are the manufacturing companies of plastic pens such as –
Parker pen, Onoto fountain pen and Conway Stewart(Khan, 2020). Parker has positioned its pens
and brands in all over the globe so this is a tough competitor of green pen, however Onoto is the
oldest brand of pen in UK still people like the fountain pen offered by Onoto, apart from this
Conway Stewart has fabulous series of pen for professionals. Parker is ruling the market of pens
because it provides a wide range product line for different customers. But the draw back of
Parker pen is that they are very expensive and the students of college & school can't use this pen
in their daily routine, however the company is working to overcome such situation and remain to
be the first choice of consumers. This can be the advantage of green pen as it is cheap and
available at low prices so anyone can easily buy this.
Customer attitude
Success or failure of any products depends on the attitude and response of the consumer. The
attitude, behaviour and response of customers are very positive towards the green pen as they
liked the idea of using recycled paper for making a pen. However, the design of this pen is
drawing the attention of consumers, because people want change and something new, for that
they can pay a little extra price but as this pens are eco friendly and made from the recycled
paper are not so expensive. Therefore, it is impacting the buying decision of the customer
instead of buying the same old and expensive pen they love to go for green pen. Mostly the
children and their parents are liked this product very much, as the government of many countries
is also supporting the Eco- friendly products so this is also an advantage for the green pen to grab
the market.
Issues
The major issues which has been faced is in the manufacturing, for collecting and gathering raw
material company needs a lot of waste paper then they have to recycle them. For that it needs
advanced and modern technology, and in the process of recycling the paper it can again produce
dust which can be harmful for the environment (Clarita, 2020.). And it is essential to maintain
the quality after recycling because they can't use low quality in making green pen. As this idea
is new to the market so the workers are not well versed with the process of manufacturing the

green paper so the company needs to provide them proper training and education which can put a
little expensive cost to the company. The safety of the workers is also a big issue as recycling of
paper uses many chemicals, and dust explosions which can be harmful for workers. The major
drawback of this pen is that it doesn't provide variety to the users like other traditional pens are
offering to the end users.
Opportunities
Pens are very common thing and get used in day-to-day life. The major problem of traditional,
plastic pens that they don't get recycled because it is made from different metals which harms the
environment. This is the opportunity for green pen that it has made from recycled material
doesn't cause any harm to the environment and in present scenario people are very concerned
for the protection of environment therefore people themselves promoting the benefit of this pen
(Rangaswami, 2020). As the idea and concept of such pen is new in the market so it can grab the
international market along with local market. The price of this pen is very low and attractive,
apart from this it is very lightweight and work smoothly which binds the customer to use for at
least once. This is the biggest opportunity that people are already aware and familiar with the
benefits of the product.
3:Segmentation, Targeting and positioning
Segmentation defines the division of total market into small portion and segments, which are
simply accessible for the buyers. But for the segmentation, company needs deep research to
bring out the targeted market for segmentation. In targeting company put more focus on the
selection of audience depends on their age group, gender, income group, and on the basis of their
standard of living. Positioning known to be the final procedure in which company impose its
product in the heart of the customer.
Geographic segmentation- this segment refers the division of intended audience and customers
based on the segment and location where they live basically segment of market based on the
location of customers (Kumar, 2020). As the concept of green pen is new to the market it is
important to reach at more and more customers so UK is the primary location for the promotion
of this product because the living of standard and lifestyle of the people living there is very high
and they can easily afford this product.
Demographic segmentation- it states the elements like — age, gender, income, occupation,
family etc. As per this segment, this green pen targeted the youngsters mostly the school going

and college going student of UK who fall under the age group of 10 to 25, as it is available at
cheap and affordable prices so it does not target the upper class of people but all the people of
different income group can afford this pen(Haddar, 2020).
Psycho graphic
It divides the market as per the personality, traits, opinions, values, hobbies and interest of the
customers. Due to its unique feature it has become the first choice of the customers. There are
many people who prefer to buy only those products which are Eco- friendly in nature and they
avoid buying such products who harms the environment. So the company has targeted such
consumers to sell their product.
Targeting
It is the procedure of knowing the target audience which the company wants to serve. Basically
those persons who have shown interest in the product and can increase the revenue the
company. For the branding and promotion of green pen company has targeted the young age
group people between 10 to 25 years of UK who uses the pen often in their daily life and
working.
Positioning
It refers the process of creating and establishing the image of product in the heart of the targeted
audience so that they choose the specific product over others (Ramli, 2020). But it only becomes
possible when product contains a unique feature and attract the customer. The idea of green pen
has won the heart of customers therefore it becomes the first choices of targeted audience.
The profile of the target audience is youngsters who fall under the age group of 10 to 25 years.
Every student who goes to school and college and use pen in writing is the target customers for
green pen. For promotion of the product company is conducting various essay writing
competition in school and college in which the participant has to write with the green pen. As the
target audience is children also like those who are 10, 12 or 15 years old it is important for the
company that the parents of such students also like the feature of the green pen. Now the
question arises why the target audience should buy green pen only when they have wide range of
pens in the market. The unique feature of green pen is that its having beautiful design and outer
body which made from the recycled paper which can easily win the heart of customers. Apart
from this the price of green pen is less and affordable as compared to the prices of Parker pen,
Onoto fountain pen and Conway Stewart which is difficult for the student to use such expensive

pen on daily basis (Qizi 2020.). Another feature of green pen which makes it different from
other pens is, its weight. It comes with very lightweight and provide smooth writing to the user.
The most important feature of this pen is that it is environment friendly, and has not used any
kind of plastic and metal and do not harm the environment. As the people are getting more
conscious towards the environment they are showing more interest in buying green pens. So
these are the unique feature of green pen which makes it unique from others.
4:The elaboration of marketing mix elements:
A marketing mix is a useful tool for the business to carefully planning the strategy for marketing
or branding in order to sell the product or service. Its necessary for the company to use this
method for the desired results. The brief discussion of 7Ps of marketing mix is done in below
paragraph.
Product : The process is always start with the selling of product. Its imperative for the business
to make a thorough research for the product they are going to make and its life cycle regarding
its sales, purchase and growth (Kumar, and Rafi,, 2017). Fulfilling the requirement of the
customers is the foremost responsibility of the company, with the green pen it provides more
convenient as because of its light in weight and very efficient along with the attractive looking
features. With the introduction of the green pen, the strategy is required to make the proper
implementation in the market and making it better by designing in more innovative ways so that
it beat other competitors.
Place : It refers to the distribution or various method of channel that company uses its product to
sell in the market. Deciding the proper place is a crucial task so that it target the relevant
audience for the product while it very accessible for the buyers to purchase for instance, for the
green pen, the company may organize an event or meeting in schools or offices, shops including
in malls or stationary (Oates, 2020). To target the clients and to know their shopping habits is
relevant to understand for the company to develop the accurate distribution channel.
Price : Pricing of any goods is another crucial task that a company need to perform as it decides
the profit of the product as whether it able to increase or decrease the sell. Changing the pricing
strategy can change the whole scenario of supply and demand of the product. As a newbies in the
market, the company of green pen may use the strategy of dynamic pricing because setting the
high cost in the first hand may not attract much consumers but with the dynamic techniques, the
company may change the prices as per the demand of the product. Hence, it may likely be

possible that the audience is unwilling to pay because the brand is just launch as it takes time to
build the trust.
Promotion : It is an element that focuses on the correct promotional strategy including
advertising, sales promotion, public relations, personal selling and use of digital platforms that
can be the main tool of the communication. All these tools can be used to put the correct
messages or convey accurate information in front of the targeted audience across the globe at the
same time in an informative manner that they would like to know more about the product.
Therefore, for the successful promotion, the new company should consider the main points like
the accurate time of promotion, to know the strategy of what competitors are using, the perfect
channel of marketing, correct utilisation of social media etc. so that the company decides its
budget beforehand (Kumar,and Almoula, 2020).
People : This factor is largely depend upon the target customers whether its big enough or not as
per the demand of the product. On one hand, customers is essential part to consider in this, while
the company also need to include those people who is responsible in the marketing or sales
whether it is copywriters, designers or content writer. Hence, its important for the company to
not only carefully hired but also fully trained those people for the job because they all are part of
the business as the product or services a company is offering.
Process : For the company, its important to make sure that they are easy, convenient, efficient or
helpful in the overall process. The company should need to carefully define the method as it may
have a huge impact on the performance of the service that it provides like delivery of the product
or services to the consumers. To make sure that the company is capable of doing the better
process, it also have to save time or money in order to provide the greater efficiency so that it
make the standard of service remain constant which results in developing excellent brand
reputation and consumer loyalty (Aarnio, 2017).
Physical Evidence : The last P of marketing mix and it refers everything that the buyers is able
to see, touch or listen while interacting with the company for example the packaging of product,
branding and marketing, physical space like shops or stores, including the staff that are part of
the business. Its essential for the company the way they present their products in front of the
audience because its have a huge impact on the productivity of the sales like it increasing or
decreasing.
5 : Co-ordination between departments

Marketing and finance
The collaboration of these two departments are crucial but very important for any business or
company. Marketing department needs huge fund for the promotional activities as the concept of
green pen is absolutely new for the people and consumer so the marketing department has to
spent money lavishly for the advertisement of green pen. On the other hand finance department
tries to mange the fund and revues of the company. This department also look for the fulfilment
of tax return on behalf of the company.
HR and IT department
Both the departments of any company work for the internal matters, but having the same
objective of achieving the pre-determined goal of the company. HR department indulge in the
hiring and recruitment of the right person on the right post as per their eligibility, qualification,
skill and knowledge (Priyadarshini, 2020.). On the other hand IT department works to implement
the latest technology in the business and made software which helps the HR department also in
conducting training program fort the employees. As the green pen is made from recycled paper
technology is very important in the process of recycling on the other hand HR need to hire such
candidate who have appropriate knowledge about concept.
Sales and R&D
The work of both the departments are similar in nature sales department works in knowing the
needs and desires of the customers and collect feedback about the product whereas the R&D,
works to know the market trend and conditions so that they can improve the quality of the
product.
Role of internet marketing
Internet marketing bridges the gap between end user and the company, with the help of internet
company can directly sell its product to the consumer (Sharma, 2019). However, the use of
social media is popular among youngsters and the target audience of green pen are young age
group of people so the company can promote its product on social media like- Facebook,
Instagram, link din, twitter and its own website it will save the cost of the company they will not
get to hire any salesperson or retailer to sell their product. Even the company is using social
media and e- mail marketing and using Facebook ads, providing various tutorials to the students
for the promotion.

CONCLUSION
It is concluded that, this report states about the green pen which is made from the recycled
product, the brief description of this new concept has been defined in this report. Apart from this,
market growth, competitors and attitude of customers towards the green pen has been elaborated
here. Segmentation, targeting, and positioning of the product and target market audience has
described. Along with this the key features of green pen which bounds the customer to buy the
product has analysed here. Except this 7p's of green pen has been jotted in this report. Besides
this the interrelation among different departments has expressed here. Besides this the role of
internet marketing for the promotion of green pen narrated in this report.

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