Case Study Of Parker Pen

3446 Words 14 Pages
Register to read the introduction… Traditional retail sites include convenience stores, supermarkets, bookshops, stationeries, and the like. As far as distribution intensity is concerned, Parker pen applied intensive distribution initiatives on the retail level. The new approach in distribution means that sales and consumer educators aggressively penetrated the market and developed clusters of off-premises retail sites in various markets, both locally and internationally. In terms of channel integration, marketing team units developed independent, exclusive distribution outlets that can serve as distributors to off-premises …show more content…
The above-mentioned program must contain the following activities to be accomplished in the next six months by the company’s product development team: Implement product and customer surveys; Determine taste and usage attributes of the product; Develop and finalize the product formula; Secure necessary permits, licenses, and all certifications in all countries entering to; Develop and finalize packaging design that is uniform. Subsequently, the action program to develop the pricing of product lines would entail the following activities to be done by the marketing department in tandem with accounting: Establish and account for direct and fixed costs related to product development; Apply the necessary mark-ups for both independent distributors and retail channels (i.e. suggested retail prices); Set appropriate discount levels for volume purchasers and sales promotions; Set prices that are competitive in the market. For the distribution program, the following activities will be accomplished: Developing independent distributor guidelines and policies; Assembling and deploy market unit teams to strategic regions in the global; Avoiding mimicking other companies marketing …show more content…
Since some Parker Pen product lines are unable to penetrate other major markets with the help of Parker Pen’s traditional marketing approach, the company should consider developing a product with local appeal. However, it is imperative that Parker Pen sustains its relentless promotions and distribution development strategies to keep the brands the first and the foremost element in the target market’s consciousness. The focus of the effort should be on the product’s efficacy and benefits in all market segments as well as on the loss-marking subsidiaries through outsourcing in those

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