Ayesha Shahid

17110234
Hammad Pai
17110218
Kanzah Zubaid
17110260
Shahab Kaleem
17110186

MARKETING PLAN
GROUP 1

Shaheer Kamran
17110209
Wafaa Muzaffar
17110233

Contents
1

Executive Summary......................................................................................................... 3
1.1

Product Overview...................................................................................................... 3

1.2

Market Overview....................................................................................................... 3

1.3

Competitive Overview............................................................................................... 4

1.4

Goals & Objectives.................................................................................................... 4

1.5

Strategies.................................................................................................................. 5

Company Overview.......................................................................................................... 5
2.1

Mission Statement..................................................................................................... 6

2.2

Vision Statement....................................................................................................... 6

2.3

Core Values............................................................................................................... 6

Product Overview............................................................................................................. 6
3.1

Purpose & Need......................................................................................................... 6

3.2

Key Features.............................................................................................................. 7

Marketing Audit................................................................................................................ 8
4.1

PESTEL Analysis......................................................................................................... 8

4.2

SWOT Analysis......................................................................................................... 10

4.3

Competitive Review.................................................................................................12

Customer-Driven Marketing Strategy.............................................................................14

5.1

Segmentation & Targeting.......................................................................................14

5.2

Positioning............................................................................................................... 15

Marketing Mix................................................................................................................. 16
6.1

Product.................................................................................................................... 16

6.2

Price........................................................................................................................ 17

6.3

Place........................................................................................................................ 17

6.4

Promotion................................................................................................................ 17

Action Plan..................................................................................................................... 18

Budgets.......................................................................................................................... 18
8.1

Assumptions:........................................................................................................... 18

8.2

Breakeven Analysis:................................................................................................19

8.3

Marketing Budget:................................................................................................... 20

Appendices:.................................................................................................................... 21
9.1

Appendix 1 Product Overview...............................................................................21

9.2

Appendix 2 Budgets & Financials:.........................................................................22

9.3

Appendix 3 Paper Advertisement..........................................................................23

10

References:................................................................................................................. 24

1 Executive Summary
1.1Product Overview
Products Purpose & Key Features
The pen printer is a small, portable device that can be used to print your documents no
matter where you are and what you need printed. All you need is your Pen Printer which you can
carry along in your laptop bag (or even your handbag), A4 paper and any pen, whether it be a
ball point or a gel pen. Its key features include its portability, ease of use, low running cost and
environmentally friendly usage.
The Pricing structure & Marketing Position
As far as pricing is concerned, we plan on charging customers an
affordable price which corresponds to the value it provides customers with.
In comparison to other printers, we will charge a price that is competitive
which we believe will attract more customers. This is aided by the Pen
Printers ease of use feature which enables everyone in middle school and
above all the way to proper office workers to use it with considerable
effortlessness. The Pen Printer even abolishes the need for the traditional
expensive cartridge and instead enables the extraction of ink from any pens
we have at the time.
Current Packaging
The Pen printer is going to be packaged in a perfect-fit, custom-designed bag that is
specially cut out to suit the shape and size of the gadget. The spongy packing in the bag is
intended to shelter the Pen Printer from any potential damage, while at the same time ensuring
that it takes up minimal space so can be easily fitted into a typical handbag even.

1.2Market Overview
The Pen Printers target market is mainly the work-on-the-go population of Pakistans
main cities such as Karachi, Lahore and Islamabad. This includes employed workers such as
managers and corporate professionals and secondarily, freelancers and students.
Within the working population of Pakistan, the percentage of workers classified as
Managers and Professionals in 2013 was 21.41% (Percentage Distribution Of Employees
By Wage Groups, Major Occupational Groups And Sex 2013-14, Pakistan Bureau of
Statistics). Focusing on the major cities of Pakistan, the estimated size of our primary target
population is about 6.4 million. In addition to the continuing trend of urbanization in Pakistan,
the total percentage of workers in the formal sector has seen an increasing trend in the past,
increasing from 28.8% in 2012 to 30.1% in 2013 (Pakistan Economic Survey 2013-14). This

indicates that our target market of white collar workers is likely to steadily increase in the
foreseeable future.

1.3Competitive Overview
The Pen Printers major strengths are:
Compact
Portable
It has cheap inputs
It can be easily powered
The Pen Printer has some weaknesses as well:
You need to carry papers with you along with the printer.
You will always be dependent on pens for ink.
Printing quality wont match those of LaserJet Printers
The Pen Printers direct competition is with all kinds of printers but specifically wireless
printers which like our product have minimal wiring. By using ink from already dried up pen,
heating that ink and using it as text and images saves a lot of cost that would have otherwise
been there because of buying a toner or ink cartridges as its the case in normal printers. Even
though wireless printers are considered compact when compared to the other printers in the
market, they are still too big compared to the Pen Printer. Moreover, The Pen Printer can be
easily connected to a computer, tablet, or Smartphone as all it needs is a Universal Serial Bus
(USB) cable or Bluetooth both of which can also be used to print from these devices.

1.4Goals & Objectives

With the Pen Printer we aim to achieve a few essential goals over the span of 6 months,
apart from the obvious objective of earning profits. First and foremost is to create awareness
about the Pen Printer in the target market, i.e. for the Pen Printer to be recognized as a need by
the customers and for them to consider it something purposeful and useful. In fact, we aim on
instilling in customers the realization that the Pen Printer is a product they never knew they
were missing out on; but since theyve started using it, they cant conceive printing any
differently. It is in this initial stage that we want to ensure survival in the market and form a
strong position against competitors. Secondly, the creation of a brand image will be integral in
order to ensure customer loyalty and repeat-purchases, as well as the widening of the purchasing
audience. The recognition by our customers of the Pen Printer as a much-needed product within
the first 6 months will ensure that we retain our first-mover advantage.

1.5Strategies
The strategy we aim to implement focuses on the 4 Ps of marketing i.e. the marketing mix.

Initially, the product aims to satisfy the needs of a niche in the market for printers which
includes white-collar workers who would want to print while on the go, and freelancers and
students who need quick access to a printer. Our Pen Printer offers ease-of-use, not only due to
its compact size and portability, but also because of its ability to print using a pen's ink and
hence having the advantage of never running out of ink when you want to do some last-minute
printing. Our Pen Printer will also compete on the basis of its appearance as we will be offering
a line of eye-catching and colorful printers for young students in addition to our professional
line.
Since our printer does not need a whole mechanism to handle ink cartridges, it will be
cheaper to produce; hence we will be offering it at a cheaper price as compared to other
portable printers in the market. The value we are offering is in terms of ease-of-use as compared
to the quality guaranteed by normal printers; hence our competitive edge lies in its cost
efficiency for us and price attractiveness for customers.
The distribution channel for our product, Pen-Printer, will be the same as that of any
computer equipment in the market. We will place our Pen Printer on all the major computer
stores in the city as well as in the large super markets.
Lastly, our promotion strategy will be two-fold. We will market our product through
traditional sources e.g. social media and advertisements in the business magazines. The Pen
Printer will then be promoted by especially visiting our target market, e.g. by visiting different
universities and schools and sponsoring their events in order to increase the awareness of our
product amongst students. Perhaps we could provide samples to the instructors at a highly
subsidized price and leave some free samples with the universitys IT department so that students
can use them for a limited time period and buy them consequently. Similarly, we will promote
our product within the corporate sector by visiting their offices and providing samples to the
companies at subsidized prices.

2 Company Overview
2.1Mission Statement
We strive to provide our customers with the best ownership experience possible with our product
by promoting healthy culture within our company, the Pen Printer , that emphasizes excellence
in delivery, speedy service, and convenience.

2.2Vision Statement
We aim to bring the Pen Printer to the level of its competitors and provide good quality prints
with the ever-present differentiating feature of printing on the go.

2.3Core Values

We prosper through satisfying our customers.

We believe in corporate citizenship behavior.
We value, empower and inspire our employees to strive for continual improvement.
We thrive to continuously improve upon our product models with continued technology
development.
We deliver quick and convenient solutions through our product.

3 Product Overview
*Refer to Appendix 1 for images with details.

3.1Purpose & Need

A portable printer is the missing link in the mobile offices of many salespeople or
businessmen who, with laptops or other electronic gadgets in hand, spend a good part of the day
in the field with buyers, sellers and other businessmen. That immediacy may be the most
compelling reason to consider purchase of a portable printer. Whether its a contract or a
personalized sell sheet highlighting the features that most impress buyers, an instant document
can help close the sale or capture customer or client interest.
Similarly, with the change in the curriculum of schools, colleges and universities with
more emphasis on presentations and printed assignments, there has been an increase in demand
for portable printers.
A portable device like the pen printer is an even more convenient state-of-the-art product
that makes use of used pens ink for printing any document instantly no matter where you are.
Due to the increasingly busy routine of students and professional alike, they prefer product
convenience over any other attribute. And The Pen Printer introduces a whole new level of
convenience for all the potential customers. If a businessman is travelling around and stays in a
hotel without a business center and needs a quick print-out, this is the right product for him.
Similarly, if a student realizes in the middle of the night that he had to get an assignment printed
for an 8 a.m. class, this is the best solution for him too.

3.2Key Features
An interesting thing to note is that, even with an ever-increasing variety in terms of sizes
and attributes of printers, the market is still deprived of the genius invention of pen printer.
One of the key features of The pen printer is the portability. This device is a smaller and
lighter version of a normal printer and can be carried in handbag and brief-cases. Hence, its
portable enough to be carried and used anywhere and anytime.

Another key feature is its low running cost. Unlike its competitors, the cost of running the
pen printer is really low since it uses ink of used, uncapped pens instead of the expensive
cartridges that a normal printer requires to print a document.
One other key feature is that its environmentally friendly. This device uses substantially
less electricity to get charged compared to the amount of electricity utilized by the competitor
printers.
Convenience is another essential feature of the pen printer. The Pen Printer (C)s ease of
use makes it even more convenient. This device is especially useful in emergency situations
when for example a student has to get his assignment printed for an early morning class and
doesnt have access to a normal printer. Similarly a crisis situation might arise when a business
meeting cannot be successful without signing a document and the place where it is taking place
doesnt have a printer available nearby. In such situation, this device comes in really handy and
provides a very convenient solution.
An interesting thing to note is that, even with an ever-increasing variety in terms of sizes
and attributes of printers, the market is still deprived of the genius invention of pen printer.
One of the key features of The pen printer is the portability. This device is a smaller and
lighter version of a normal printer and can be carried in handbag and brief-cases. Hence, its
portable enough to be carried and used anywhere and anytime.
Another key feature is its low running cost. Unlike its competitors, the cost of running the
pen printer is really low since it uses ink of used, uncapped pens instead of the expensive
cartridges that a normal printer requires to print a document.
One other key feature is that its environmentally friendly. This device uses substantially
less electricity to get charged compared to the amount of electricity utilized by the competitor
printers.
Convenience is another essential feature of the pen printer. This products convenience is
linked to its portability. The pen printers ease of use makes it even more convenient. This device
is especially useful in emergency situations when for example a student has to get his assignment
printed for an early morning class and doesnt have access to a normal printer. Similarly a crisis
situation might arise when a business meeting cannot be successful without signing a document
and the place where it is taking place doesnt have a printer available nearby. In such situation,
this device comes in really handy and provides a very convenient solution.
According to this Value Proposition matrix, The Pen Printer lies on the More for less
square, the top rightmost square. This is because of the fact that our product offers portability,
convenience and quick solution at a comparatively lower cost.

Fig 4.2.Pricing structure and marketing position

We will adopt a market-penetration strategy in the introduction phase of the product life
cycle. With the introduction of new models with slightly different specifications, different prices
would be charged for different models. The models are still under research and would take
around two more years to surface the market.

4 Marketing Audit
Like it is essential to carry out a companys financial audit, it is equally vital to carry out a
marketing audit in order to assess the internal and external influences on marketing planning.
This is done from an independent and impartial view in order to gauge the product or companys
upper hand as well as identify any gaps or problems at an earlier stage.

4.1PESTEL Analysis
It is essential to look at the external environment of the company in vivid detail as this is
the aspect that is not under our control and thus requires as much preparation and foresight as
possible. This involves answering critical questions like What is the nature of our customer, our
competition?, What is the demography of our customers and local culture? and What are the
economic, legal and political conditions of our market? In order to do this, we shall carry out an
in-depth PESTEL analysis:

Politic
al

Legal

Econom
ic

Environmen
tal

Social

Technologi
cal

1. Political:
- One of the main political breakthroughs that is expected to benefit the Pen Printer
is the operation of the Pak-China Trade Corridor and is of benefit to us realization
with China and is of benefit to us as we import the Pen Printer from China due to
fewer political barriers, less uncertainty and cheaper costs of production and hence
buying.
2. Economic:
- Apart from trade mobilization due to the Silk Route used for trade mentioned above
(a.k.a. Pak-China Trade Corridor), economic factors include the pro-business fiscal
and monetary policies implemented by the government in order to boost investments.
Thus, this would mean more opportunities for investments to come into further
evolving the Pen Printer .
3. Social:
- The main demographical areas we shall be targeting re the urban areas as the product
is suited to suit the upper-middle and upper socio-economic classes
- The target market narrowed down to students and white-collared workers all of
whom have a great need for portable and cost-effective printers. Since the number of
students is increasing due to increased awareness and need for education (a gradual
cultural shift), as is the number of people working in corporate jobs we will safely
infer that the need for our product is going to grow steadily in the first few years and
will eventually maintain a sustainable customer base.

4. Technological:
- Since the Pen Printer is imported from manufacturing facilities set up in China, the
research and development goes on in the backend. With China being an aggressively
rising economy, the opportunities for R&D are pretty beneficial.
- Furthermore, the increase in technological awareness from the developed countries
does trickle down to our upper-middle and upper SECs who are gradually showing an
increasing trend towards trying new technological products and services.
5. Environmental:
- As the Pen Printer abolishes the need for expensive printer cartridges, it also
provides a relatively more environmentally-friendly solution i.e. the use of ball point
ink and hopefully, pen ink very soon, will minimize the plastic wasted in making
these cartridges and have a healthier global impact.
6. Legal:
- Firstly, selling the Pen Printer in Pakistan, with its relatively lax business operating
environment, doesnt require much legal complications. Similar is the case with
China, where manufacturing is cheaper due to lowly regulated cheap labor costs and
also lower cost of raw materials.
- Secondly, we plan on getting a patent made after 2-3 months of operation in order to
hinder fast competitive inflow if the product is greatly accepted.

4.2SWOT Analysis
Moving onto an introspective view point, internal influences include the companys own
strengths and vulnerabilities that shape the way the marketing plan must be implemented. For
this purpose, we shall initially carry out a SWOT analysis that basically forms after many
informed assumptions taken in the PESTEL analysis done above. When it comes to the Pen
Printer , our product has a USP that allows it so stand out from its competition. However, along
with the upsides, it is essential to look into other aspects in order to assess and future
shortcomings and opportunities. Below is the SWOT analysis of the Pen Printer :

Strengths:
First mover
advantage, Portability,
Cheap running costs,
Connectivity, Easily
Powered

Opportunities:

Room for technological

improvements,
Collaborations, Chance
to capture market share
1. Strengths:

Weaknesses:

Print quality doesn't

match Inkjet/Laser
printers, More situationspecific, Lack of brand
awareness

Threats:

Established
competitors, Product
failure

First mover advantage: Despite the fact that the market for printers is extremely
competitive, the Pen Printer is what we like to call a deal-breaker. By taking
away the pain of refilling expensive cartridges that comes with all printers, we are the
first movers in this type of sustainable printer category.
Portability: The new state-of-the-art 9.5 x 2 printer that weighs only 2 lbs is
designed to be carried with you, wherever you go. With its ultra light weight and
extremely convenient dimensions, you dont need to worry about carrying a heavy
load around. Keep your smart phones close, but your Pen Printer closer.
Cheap Running Costs: Carrying on from the advantage that makes us a first-mover
in the category, the fact that cartridges can now be replaced with dried ball pens, and
possibly even liquid pen ink in the future, this is perhaps the cheapest solution
printing could envision. Lower running costs than ever before are definitely strength,
not just for the company, but also for every customer who chooses to buy it.
Connectivity: The Pen Printer is a quick fix for all your printing problems. It not
only enables you to print-on-the-go, but also connect to your laptops and smart
phones for immediate printouts of whatever you want. With this Pen Printer your
emergency is no longer a matter of precious minutes and energy wasted getting lastminute printouts as the added features of Wi-Fi and Bluetooth connectivity add value
to the whole on-the-go printing experience.
Easily powered: Now charging your compact printer is as easy as charging your
smart phone. With am inbuilt rechargeable battery, the Pen Printer can be charged
using a simple USB cable that can also be plugged into the regular wall-charging
sockets.

2. Weaknesses:
- Compromised print quality: With great ease and time and cost efficiency comes the
downside of having to compromise on print quality, as the ink extracted from ball
points cant match that of inkjet/laser printers.
- More situation-specific: Situation-specific points towards the fact that due to the
slight quality issue, this form of printing is more useful in situations that require faster
or urgent prints. This could include assignment submissions, printing reading
documents, quick presentation notes, letters and the like. Whilst in situations that
pertain to printing long, multi-colored reports or formal submissions that require
high-quality prints, it is advisable to revert to traditional printers at least in the time
being.
- Lack of brand awareness: The Pen Printer has no established brand image or
name yet, unlike its competitors like HP and Kodak who have strong brand
recognition. In order to address this issue, we will use attractive advertisements that
appeal to the need for the product as well as promotions to add value.
3. Opportunities:

Room for Technological Improvements: Due to the fact that the Pen Printer
employs the use of very recent technology, there is yet a long way to go and many
gaps to tap into. We intend to learn from our mistakes and utilize any opportunities
that may arise. We are currently looking into improving the print quality with the help
of certain scientific experts and engineers in China who are working on using liquid
pen ink for printouts yet again, a cheap and easy solution for users.
Collaborations: Presently, the board of the Pen Printer is carrying out talks with
Dollar Industries (Pvt.) Ltd. who are mass producers of fountain ink pens in Pakistan.
If the above mentioned technology becomes applicable, collaborating with Dollar
Ltd. will result in mutual benefits and rising profits.
Chance to capture market share: If the products true potential and usefulness is
understood and realized by its target market, it will open doors to a larger, and
eventually sustainable market share with what we expect to be a loyal customer
base. However, in order to do this, we must at all times compete on innovation and
retain our specialty so that we can retain our first mover advantage.

4. Threats
- Established Competitors present in the Market: The presence of the market leader
in the printing market, HP, and other competitors including Canon, Xerox, Saumsung,
Texas Instruments, Pentax, Kodak and many others makes Pen Printer vulnerable
to a lot of tough competition, that can threaten to take over the product with the large
research and development budgets they have with them. Hence, Pen Printer needs
to develop patents to prevent this from happening in the near future and thus building
themselves in the meantime.
- Product Failure: As with any new and innovative product, there lies the chance for
the Pen Printer to not quite hit it off with the intended target market, i.e. people
may still prefer their conventional printers above the untried and untested Pen Printer
, especially as many are hesitant before jumping headfirst into technology based
shopping products like ours.

4.3Competitive Review
The Pen Printers direct competition is with all kinds of printers but specifically wireless
printers which like our product have minimal wiring. By using ink from already dried up pen,
heating that ink and using it as text and images saves a lot of cost that would have otherwise
been there because of buying a toner or ink cartridges as its the case in normal printers. Even
though wireless printers are considered compact when compared to the other printers in the
market, they are still too big compared to the Pen Printer. Moreover, The Pen Printer can be
easily connected to a computer, tablet, or Smartphone as all it needs is a Universal Serial Bus
(USB) cable or Bluetooth both of which can also be used to print from these devices.

Now, lets focus on specifics, i.e. printers in Pakistan who we consider to be our main
competitors. While printers are present over a various range, extending from Rs. 4000 to even
Rs. 400,000, our main competition lies in the price range from Rs. 5000-15000 as the Pen Printer
is priced at an affordable and optimum price of Rs. 7,000.
Below we have picked 5 main competitors for comparison-sake:

COMPETITOR
S

MODE
L

HP Laserjet
P1102

FEATURES

PRICE

Monochrome Laserjet,
upto19 ppm,
Wireless connectivity

Rs. 9200/-

Monochrome printing,
Wireless connectivity,
Mobile print solution

Rs.10,000/
-

Canon Pixma
iP2772
Inkjet

Colored Inkjet printer, 19

ppm, USB port

Rs. 4500/-

Canon Selphy
CP 810

Lab quality photo printer,

USB/Camera
connectivity, 6.8cm LCD

Rs.10,400/
-

Epson Stylus
680

220v power requirements,

7 ppm, standard USB
port, 4.1 kg

Rs. 5600/-

Samsung Laser
ML-2165

While all the printers above have their individual pros for instance the HP Laser jet
apart from being the market leaders product, along with the Samsung Laser jet can produce
high-quality prints and have fast printing speeds, while both the Canon printers have high quality
colored prints too and the Epson Stylus provides a high performing printer priced at quite a low
price all these printers have one major letdown, i.e. the high running costs. With toners and
cartridges whose starting prices are easily Rs.2000+, the running costs of these printers are high,
especially for urgent printing matters, which are common for students and office-workers. It
leads to many of these printers being bought by consumers, or even obtained as a promotional
add-on with newly purchased laptops, and then being left in homes as people would then prefer
to get them printed from print-shops or photocopiers due to the immediately incurred lower

costs. Thus, in the face of the mentioned competitions whose selling points and strengths we are
aware of, we aim to make the Pen Printer a state-of-the-art, first-of-its-kind printer that will
carve its own need in the minds of the consumers who realize the need for it.

5 Customer-Driven Marketing Strategy

5.1Segmentation & Targeting
In order to reach the maximum potential users and market our product efficiently and
effectively to them, we have divided the market into several segments based on geographic,
demographic, psychographic and behavioral variables and targeted specific segments based on
our identification.

Geographic Segmentation
In the initial stages of our product launch, we will be targeting the major cities of Pakistan
i.e. Karachi and Lahore. Since the need that we are fulfilling is mainly specific to urbanized
cities with an abundance of schools, colleges, universities and offices, these are the most
suitable places to test-launch our product.

Demographic Segmentation
As our target market includes college-going students (particularly those away from home)
and corporate workers (specifically those whose job descriptions require regular commuting),
this limits our market to the middle and high income groups and to those who lie in the
particular age group belonging to these classes. The marketing campaigns made for each
class will cater to their specific need for the product and will aim to attract each respective
class.

Psychographic Segmentation
The Pen Printer will be targeted towards people who tend to be more tech-savvy and are
early-adopters or innovators when it comes to new technology. These people will most likely
have a sophisticated, organized and risk-taking personality, hence our marketing campaigns
will reflect these personality traits.

Behavioral Segmentation
The most important segmentation for our market is based on the benefits sought, i.e. the
benefits that consumers seek from the product. The key advantage that our product aims to
provide is convenience, portability and orderliness when it comes to work or school
related tasks. Our marketing campaign will target the people who seek to achieve these
functions from our product.

Demographic
University students
Corporate workers
Middle to high income groups

Geographic
Major urban cities: Karachi and
Lahore

Target
Segments
Behavioral
Benefits sought: convenience,
portabilty, orderliness

Psychographic
Early adopters/innovators
Sophisticated and organized
personality types

Thus, the target market of The Pen Printer encompasses college-going and on-the-move
corporate professional, who reside in the major urban cities of Pakistan, are tech-savvy and aim
to achieve convenience and portability from a printer. Our targeting strategy is based on
concentrated marketing (or niche marketing), where we aim to attract a large share of smaller
segments rather than a small share of a large market. Our goal is to achieve a strong market
position by gaining knowledge of the needs of the segment that we are targeting. Our product
and marketing campaign will be designed carefully to cater to the needs of the target segments,
and will efficiently target those consumers it can serve most profitably. Our products design will
seek to maximize portability, our price will seek to maximize value for money and our
promotional strategies will aim to convey the fulfilment of these needs for the consumers.

5.2Positioning
The positioning of a product is the way consumers define the product in terms of important
attributes as compared to those of competing products and the value proposition that the
product aims to provide.
The competitive advantage that The Pen Printer holds over its competitors is the portability
and convenience it provides. Although other portable printers exist in the market, none can
compete with the compact size and price of our product. It provides great convenience and
affordability because it does not require expensive ink cartridges, unlike its competitors, and
offers value for money. Hence the unique selling proposition that The Pen Printer holds is that
it caters to specific needs of the target market i.e. convenience and portability along with

providing affordability. However, our printer does not compete in terms of quality as the quality
provided by ink-jet and laser printers will be undeniably higher. Although it compromises on
printing quality, the benefits provided to the target market in terms of fulfilling their need for
convenience and portability, we can argue that we are providing more-for-less for this
audience. In terms of the positioning map, although our product ranks low on the printing
quality provided, it ranks higher on convenience, and hence performance. It ranks low on price
charged and also aims to gain a considerably smaller market share as compared to competitors.
Our positioning statement is as follows:
To college students and busy professionals who require regular printing facilities on-the-go,
The Pen Printer is a convenient product that gives you a quick solution to your urgent printing
needs.
In order to communicate this positioning to the target consumers, our marketing mix will be
designed in a way that supports this statement.

6 Marketing Mix
6.1Product
We will be importing Pen Printer from China via the Khunjerab Pass and Pak-China
Trade Corridor. First stop will be Lahore where the required quantity will be unloaded and stored
in the warehouse. The second stop will be Karachi.

The Pen Printer as mentioned earlier will be a smart solution to all the emergency printing
needs of students and professionals alike. Powered by a rechargeable battery, that would last 10
hours before it would need to be charged again, it will print using ink from ballpoint pen
cartridges. An unused cartridge would print up to 10 pages. Pen Printer will have all three, WiFi,
Bluetooth and USB connectivity to allow you to print files that are in phones, laptops, tablets or
any other electronic storage device. Printing will be in the color of the pen cartridge being used.
Hence the first model will print in only one color. However, the later model will allow multiple
color printing. Our product will have a 6 month warranty with an option to pay for extended
warranty.

Since we want our product to deliver value to the user by being user friendly, we will
provide a user manual that will explain all the features and functioning of Pen Printer. It will be

packaged in 10x3x3 inches custom made corrugated board with coated paper for high quality
printing. Packaging will have labels and instructions written in both, English and Urdu. Building
Pen Printer brand is an integral part of our product strategy. Our brand logo will be displayed
on the product, its packaging and the user manual.

6.2Price
We will adopt a penetration pricing strategy hence the printer will be priced at Rs.7000.
Although a price tag of Rs.7000 might seem expensive when compared with Cannons Pixma
which is priced at Rs.4500 or Epsons Stylus which is available at Rs.5600, but low running cost
of PenPrinter more than compensates for it.
Buying the printer from China costs us Rs.3500 and 20% of import duties and taxes will
also be levied on imports which makes our cost per unit Rs.4250. Other variable costs that we
incur amount to Rs.50 per unit making our profit margin Rs.2750 per unit.

The later model of the printer will be priced higher as more features will be added. By
adopting penetration pricing strategy we aim to target price sensitive users taking share away
from Hewlett-Packard and other developed companies.

6.3Place
We plan to use selective distribution to sell our product, by selling it through well-known
stores in each country e.g. Al Fateh and Hyperstar in Lahore, and Naheed Supermarket and
Hyperstar in Karachi. These locations have been chosen because of their popularity and sphere of
influence. These superstores attract people from long distances hence making our product
available to large number of people. Moreover, these stores also have the space where we can
display our product.
For this purpose we will have a very efficient distribution system to both, deliver our
product to the store and also send to take products with warranty claims. Later we also plan to
sell our product online through our website.

6.4Promotion
Our two main target audience are students and the professionals (including freelancers),
and we will have different promotions for both of them. To promote our product amongst
students we will run a campus ambassador campaign whereby we will invite applications from
all schools, colleges and universities in the city we are operating and chose two people from each
campus to represent us and promote our product, PenPrinter. This will create awareness about
our product amongst students convince them to buy it as it will be a convenient solution to their
emergency printing needs.

For the professionals we will provide free samples of our printer to the procurement
managers of the multinational companies like PepsiCo, Nestle and also to the top local
companies like Engro. This way we hope to convince the mangers that PenPrinter is a value
adding tool for their company and persuade them to buy it.

Since freelancers work while traveling, they are a key part of our target audience. To
increase awareness about our product among freelancers we will do online advertisements on
selective freelancing websites like https://www.freelancer.com. Selection of websites will be
based on website traffic and ratings. This will maximize the number of people that see the
advertisements.

To further increase the awareness about our product we will print advertisements in various
magazines and newspapers like SPIDER, Dawn, Business Recorder and the like. We will also
run advertisement on various news channels. This mass method of advertisement will help us
reach the maximum audience for our product and boost our sales.

We also plan to promote our product online through our website, www.penprinter.com, and
our Facebook page, https://www.facebook.com/PenPrinter.

7 Action Plan
Pen Printer is a first of its kind product and people need to realize that the product creates
value in their life. People need to be aware of the features and uses of this product so a pull based
demand strategy could be used. Normally the first thing that comes into the minds of people

when the hear Pen Printer is a Pen that can act as printer. Our product is not that simple and we
would like to cash on the uncertainty this name has to offer. Initially, we will create mystery on
social media and mass media via television by putting up images with just the design of the
product and Coming Soon tag lines in all of them. After publishing them on newspapers online
and advertising on social networking sites for 30 days, 50 people ranging from students to white
collared workers who showed interest in the product by liking or commenting on the
advertisement will be picked randomly by our Marketing team and will get our products for free.
After this selective testing and promotion, we will have a mega event where we will invite
students from different elite universities such as LUMS and IBA along with business
professionals from different universities. In this Mega Event, we will show them the product on
display and a live product demonstration on how to use it. Along with that a conference will be
held which will give a detailed awareness into the latest design, technology and trends in
Pakistan. We will broadcast our mega event live on television as well. We will start taking order
requests on the event and start selling them from that moment.
We will have a campaign revolved around those selected 50 people from the start regarding
how our product added value to their life and how it is different from the normal printer that they
had before. We will promote these 50 stories on Social Media and dedicate a whole month to
them. Pen Printer wont just make their life simple and convenient but add a bit more style to it
as well. Hopefully, this will result in great word of mouth, hype and desire for the product.
After the campaign we will start promoting the product on newspapers and the social media
where we will start talking about its features and competitive edge due to the products
sophistication and convenience. After doing that for 15 days we will use our distribution
channels and via selective distribution ranging from upper middle class to elite stores with
Electronic Sections such as Hyper Star and Al Fatah, we will selectively distribute our products.
In these stores, we will employ salesman just for our product so we can make sure people try our
product and the awareness factor doesnt go down.
After two months of indoor promotions, we will use Mass Media Advertising via television
and make Pen Printer something people want in their professional as well as their student life.
We will show them these advertisements daily for 15 days and give a gap of seven days so
people dont get tired of watching the exact same advertisement again and again. After this gap
of 5 days, there will be new advertisement based on the same message and concept. While doing
that we will tour different schools, universities and corporations. We will carry this out for 2
months. In the long term future, we will check how we are advertising and marketing works in
these six months and will chalk out plans based on these results.
Action Plan for the first six months
Action Plan
Create Curiosity by
writing Tag Lines
like Coming Soon

Budget
Request
PKR 50,000

Staff

Time Frame

Shahab Kaleem
( Social Media
Marketing Manager)

30 Days

Mass Media
Marketing via
Television
Mega Event for
Launching the
Product
Promote 50 stories
of people chosen via
social Media
Use Printing and
Social Media
highlighting the
features and
advantages of our
product
Employ Salesman in
Major Stores
Tour Corporations,
Universities and
Schools

PKR 15,000,000

Shaheer Kamran
(Marketing Manager)

2.5 months

PKR 350,000

Shaheer Kamran
(Marketing Manager)

3 days

PKR 50,000

Shahab Kaleem
( Social Media
Marketing Manager)
Shahab Kaleem
( Social Media
Marketing Manager)

30 days

PKR 15,000

Salesmen

30 Days

PKR 0

Ayesha Shahid,
Kanzah Zubaid,
Shaheer Kamran and
Wafaa Muzaffar.
( Brand Ambassadors
and Interns)

60 Days

PKR 825,000

8 Budgets
*Refer to Appendix 2 for full details.

8.1Assumptions:

Selling Price is assumed to be PKR 7,000

Import duties and taxes are assumed to be 20% of the purchase price
Periods for marketing campaigns per year are as follows:
o Social Media Marketing: 12 months
o Print Media: 44 weeks
o TV Media: 320 days

Complete breakdown of cost assumptions is tabulated in Appendix A.

15 days

8.2Breakeven Analysis:

As shown in the breakeven analysis done above, the estimated total annual fixed costs are
PKR 51,980,000. Assuming a profit margin of PKR 2,750 per unit, that gives us a breakeven
point (in units) of 18,902.
In the optimal case where we assume a profit of PKR 10,000,000 per year, our target
annual sales will have to be 22,538 (assumed in the model above). Refer to Appendix B for a
complete visual breakeven analysis.
The costs, revenues and profits for varying level of sales (sensitivity analysis) have been
summarized in Appendix C.

8.3Marketing Budget:
The tables below summarize the marketing costs and budgets estimated on an annual basis.
These are based on information gathered from media and marketing agencies present in
Pakistan.1 (refer to the references section).

Marketing Costs Assumptions:

Average Business Page Ad Cost/week

400,00
0

Average TV ad cost/day

100,00
0

Social media marketing cost/month

50,000

Marketing Budget:
17,600,0
00
32,000,0
00
600,0
00
50,200,0
00

Print Media
TV Media
Social Media
Cumulative

9 Appendices:
9.1Appendix 1 Product Overview
Product Details: How it Works

9.2

9.2 Appendix 2 Budgets

&

Financials:
Appendix A:

Appendix B:

Appendix C:

9.3Appendix 3 Paper Advertisement

10

References:
http://www.advertiseinpakistan.com/tables/daily-dawn-newspaper.php ;
http://www.advertiseinpakistan.com/tables/dawn-news-channel.php