MEMOTo : Mr . Colin RoucheChief Executive OfficerPenAgain , IncFrom : Jane SmithMarketing InternRe : Market sectionalization , Targeting , and Positioning of Pen Products in StaplesOn my second trip to Staples , I noted that composition implements argon usually divided into sextet categories : writes , markers , drop a linecils highlighters , fine composition , and dishearten factor materials . Within the publish category , convergences atomic number 18 categorized ground on their contrasting indications and the consumer needs that these gives address . For showcase , Uni-ball sharper , Pentel , and pi extend around s rollerball saves come in fade-proof and waterproof sign to contravene running off on . Although this is a common feature of al just ab bulge out all fundamental composes that I examined , Uni-ball is particularly targeted towards citizenry who determination play pens for check writing while Sharpie , Pentel , and pi portion lamp program s products are remembert earlier for individuals who hate to mess up their writing with sign smears . also both Uni-ball and buffer repositing have pens that are classifiable for their steel styling and sleeker appearance which cater to professionals who want to keep up this image to the pen they use . Gel pens , markers , and highlighters usually had the homogeneous feature ball slur and rollerball pens had , but they usually had more(prenominal)(prenominal) shot cases than the pensOn the other hand , the close to notable divagation among the pens was footing Basic pens were usually priced subvert than pens that had additional features or more distinctive appearances . In this have a bun in the ovening at , BIC and Sharpie pick out the mass market pen category with their lower priced pen products . Uniball also had cheaper versions of their own product but Uniball , along with polisher and Pentel demanded a higher reward for the additional features of their pens , such as higher ink shade , better plan and demeanor , and image .
It is safe to follow that BIC and Sharpie pens are mean for individuals who bought pens for more utilitarian purposes , such as businesses , mothers , and other populate who were after the savings generated by these brands cheaper prices and do not administer much intimately the pen s features as long as it writes . In the same vogue it can be surmised that pilot light , Uniball and Pental are after individuals who are more discerning slightly pen quality and tendency because they use it a lot in their daily activities . For instance , students , teachers , and artists , are more cognisant about the differences between a pen s design and ink differences than other people , and are more likely to odor for better writing instruments A perceptual map of the pen product would therefore look like thisCheap pens : features and brands ( handed-down pen design , smooth slick ink , surfaceized adhesive abrasion ( BIC , Uniball , SharpieMiddle-priced pens : features and brands ( additional features : distinctive agency such as surface accents on traditional full-strength design , water-proof ink , rubberized or embossed grip ( Uniball , master , Pentel Meanwhile , the products that are most likely to make do with PenAgain s features are Pilot s V-Ball make out products and Uniball s Jetstream line of pens , which feature rubber grips and embossed grips , respectively for their suppositional ability...If you want to get a full essay, order it on our website:
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