MARKETING ASPECT

MARKET OVERVIEW
According to persistent market research 2017,
marker pens segment in global writing industry
for more than 75% in the market share.

Refillable marker pen holds 58% of the market

share specifically in the Marker Pen industry.
 MARKET
segmentation
DEMOGRAPHIC
The company target students,
professors, and professionals.
No specific age and gender.
BEHAVIORAL
Some variables includes here
such as occasions, benefits
and degree of loyalty.
Based on the consumers use
or response to a product.
Target marKet

STUDENTS TEACHERS/ PROFESSIONALS

PROFESSORS
Swot matrix
OPPORTUNITY
O1. Develop a new market.
O2. Produce a new product line in
the future.
O3. Input some technological
innovation on markers.
O4. Partnership with other possible
companies belong to the same
industry.
STRENGTHS
S1. Refillable
S2. Both permanent/non- permanent
S3. Has a built-in eraser, case magnet, W3. Competitors have superior access
and cloth pin.
S4. Convenient for marker users
SO STRATEGIES
Since WIN Marker Pen is a new brand
that offers innovative features for the
typical marker pens, the group must
focus on how to distribute and
promote its product features to target
their potential consumers.
(Product Development–
Intensive Strategy)
WEAKNESSES
W1. Above average pricing
W2. Consumers switching to
technology
to distribution channels
W4. Markers are made through
outsourcing.
WO STRATEGIES
Through outsourcing, create new
and substitute products for WIN
Marker Pens to provide various option
of markers with different price range
for the consumers.
(Concentric Diversification-
Diversification Strategy)
Swot matrix
STRENGTHS WEAKNESSES
W1. Above average pricing
S1. Refillable W2. Consumers switching to
S2. Both permanent/non- permanent technology
S3. Has a built-in eraser, case magnet, W3. Competitors have superior access
and cloth pin. to distribution channels
S4. Convenient for marker users W4. Markers are made through
outsourcing.
THREATS ST STRATEGIES WT STRATEGIES
T1. Substitute markers from other Create online advertisements to raise Make a partnership and team-up
brands brand awareness for the product and with the existing brands that belongs
T2. Price value to catch up the attention of the to the same industry to build more
T3. Intense competition with consumers. This is a good way to step connections and resources for the
established brands up the competition in the market. business.
T4. Difficult to create brand
awareness Market Development– (Joint Venture-
Intensive Strategy) Defensive Strategy)
 Distribution
channels

BUSINESS-TO-BUSINESS BUSINESS-TO-CONSUMER
INDUSTRY ANALYSIS

SURVEY QUESTIONNAIRE
 INDUSTRY ANALYSIS

OCCUPATION Are you using

Permanent/Whiteboard Marker Do you prefer a marker
in some of your activities? that is refillable?
5 10 5

15
95

YES NO

College Students Professors Business Professionals YES NO

We have a total of 30 respondents in Out of 30 respondents 95% of them

which 15 of them are professors, 10 were
college students and 5 Business
Professionals that we handed over the
survey questionnaire.
In this question, 30 out of 30
answered Yes, that they are using
respondents said that they prefer a
either a permanent o a whiteboard
Marker that is refillable because it is
marker in their activities and 5% of them
more convenient and less cost for them.
said No.
 INDUSTRY ANALYSIS

Are you willing to try Is the product we are Is our product innovative
our product?
proposing beneficial for your enough?
work, profession and activities?
10%
30%

70%
90%

YES NO
Yes No
YES NO

The respondents answered that they 90% of the respondents said that the 30% of the respondents said that the
are willing to try our product. This is a product WIN Marker Pen is beneficial for product is not that innovative but, 70%
good indicator that the product we are them and the other 10% said no. of them said that it is innovative.
proposing could compete in the market.
 INDUSTRY ANALYSIS
What do you like most What brand do you
How much are you willing
about our product? consider before
to pay for our product?
60%
choosing our product?
70%
50% 45%
60%
40%
40%
50% 35%
30% 30%
40%
20% 25%
30% 20%
10%
20% 15%
0% 10%
10% 5%
Refillable
0% 0%
Permanent and Whiteboard marker
250 - 500 500 - 1000 Others Pilot Pentel HBW
Eraser, magnet and cloth pin

Respondents specified among the other Most of the respondents answered that Pilot and Pentel are the substitute brands
category that they are willing to buy the the refillable feature of the product is that the respondents preferred since they
product with a price range of P100-P150. what they do like the most. are the well-known brands in the Philippines.
 INDUSTRY ANALYSIS
Where do you prefer to
buy our product?
60%
SUGGESTIONS
50%

40% • Lower the cost of the product

• Hope it doesn’t leak
30%
• Have a different color too (e.g.
20%
blue and red)
10% • We want to test your product
• What is your packaging
0%

Online Physical

The respondents answered that they

preferred to buy the product either in-
store or retail outlets and in thru online
or our Facebook page (WIN Marker Pen)
 GOVERNMENT Annual Registration
Php 500.00
Fee
• W.I.N Marker Pen will pay its
corresponding taxes to the Certification Fee Php 15.00
local government. Documentary
Php 15.00
• The business will register its Stamp Tax
business to the Securities and TOTAL Php 530.00
Exchange Commission (SEC) Bureau of Internal Revenue Business Permit Fee

• BIR Business Permit and

• DTI Approved
 CUSTOMER
• Convenience because instead of
bringing two separate permanent
and whiteboard marker
• The customers will be assured
that the product is toxic free and
they will save money from this
marker because it is refillable.
COMMUNITY
• Effectively distribute the products
to the school and office supplies
stores.
• The product was able to
contribute not just for the users
but also to the other business
stores were the WIN Marker Pens
are placed.
• Provides partnership and
marketing opportunities.
PROPONENTS
• The WIN Marker Pen will be their
source of income.
• Will be able to contribute to the
continuous innovation of the
products.
• Widen its knowledge about marker
pens and how does it work.
• Gain new colleagues that could
help them outgrow in their chosen
field of profession.
MARKETING ASPECT