Download - MKTG 342 PPT
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B y : M e l i s s a D i e h l , G a b i D o n c h e z ,B e n H e n g e l s , P a r k e r R a q u e , B r y a n W e l n e t z
LEXMARK
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OVERVIEW
I. MDP
II. MRP
III. Research
IV. Issues and Ana lyses
V. Recommendations
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MRP
Marketing Researc h Problem
To dete rmine whether a new advertising c ampa ignor p roduc t will suc c essfully position Lexmark in
universities Spec ific a lly:
1. To ga ther demog raphic informa tion a bout c olleg estudents.
2. To know what fea tures to provide tha t appea l to ac olleg e student.
3. To find out w hat type of a dvertising c amp a ign would beoptimal.
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RESEARCH
Consolidated Survey
We used a 35 question survey construc ted by a llMKTG 342 c lass members d istributed to family and
friends
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DEMOGRAPHICS
89% are c ollege stud ents
Gender 57% ma le
43% fema le Mean Age
23 years old
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LEXMARKS KEY ISSUES
Identify how their b rand is perc eived by c olleg estudents
Rec ognize the ac quisition p roc ess of persona lp rinters among c olleg e students
Be fully aware of the p rinting behaviors of c ollege
students as opposed to trad itiona l c ustomers
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Brand Perception Rankings: 1- HP
2- Ca non
3- Lexmark/Epson
ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED
BY COLLEGE STUDENTS
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ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED
BY COLLEGE STUDENTS
Brand Familia rity (Sc a le 1-5)Lexmark
Mean for c ollege stud ents- 2.92
Mean for non- colleg e stud ents- 2.98 Ac c ord ing to the P- va lue (.718), we c onc lude tha t there
is not a signific ant d ifferenc e b etween colleg e studentsand non- c olleg e students
HP Mean for c ollege stud ents- 4.28
Mean for non- colleg e stud ents- 4.22
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ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED
BY COLLEGE STUDENTS
Out of a ll the respondents tha t own a p rinter, 86%are c ollege students-
70% of them own a n HP,
while only 2% own a Lexmark.
These sta tistic s show tha t Lexmark is no t as well-
known as other lea d ing b rands
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Around 60% of our respondents purc ha se the irp rinter a t a b ric k-and-morta r store ra ther than anonline sto re.
ISSUE 2: RECOGNIZE THE ACQUISITION PROCESS OF
PERSONAL PRINTERS AMONG COLLEGE STUDENTS
0%
5%
10%
15%20%
25%
30%
35%
40%
45%
50%
Brick &Mortar
Onlineretailer
Ma il ord er Tv sho pp ing Not sure Other
Percentage
Plac e of purchase
Respondents Purchase Loc ations
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ISSUE 2: RECOGNIZE THE ACQUISITION PROCESS OF
PERSONAL PRINTERS AMONG COLLEGE STUDENTS
0%
5%
10%
15%
20%
25%
30%
35%
40%
Less than$50
$51-100 $101-150 $151-200 $200 ormore
Not sure
Percentage
Printe r Price
Less than $50 21% $51-$100 34% $101-$150 17%
$200+ - 2% Not sure 21%
Price o f persona l p rinter
Respondents Average Printer Price
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ISSUE 3: AWARENESS OF PRINTING BEHAVIORS OF
COLLEGE STUDENTS
Plac es Print in Previous Month 60% of respondents have printed on c ampus the most in
the last month while only 32% printed a t home.
0%
10%
20%
30%
40%
50%
60%
70%
Home Campus Work Elsewhere
Perce
ntage
Plac es where respondents print
Respondents Printing Locations in prev. Month
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ISSUE 3: AWARENESS OF PRINTING BEHAVIORS OF
COLLEGE STUDENTS
Respond ents Reasons for Printing 65% use the ir p rinter for an ac ademic purpose, whic h
exp la ins why most p rinting is done on c ampus.
0%
10%
20%
30%
40%
50%
60%
70%
Ac ademics Rec rea tion Professiona l Personal/ Household
Percentage
Reasons for printing
Respondents Reason For Printing
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ISSUE 3: AWARENESS OF THE PRINTING BEHAVIORS
OF COLLEGE STUDENTS
Highest Ranked Fea tures out of 17 (Sc a le 1-5) Reliab ility- 4.47
Print Qua lity- 4.35
Ink effic ienc y- 4.26 Ink Pric e- 4.25
Print Speed- 4.21
Color Printing- 4.19
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RECOMMENDATIONS
Rec ommendations
Form a new ad c amp a ign To inc rease b rand awareness on c ampuses
Foc us on a dvertising to c ollege stud ents
Crea te a new p rod uct
Meet the most imp ortant need s of c olleg e students
High p rint qua lity, low ink p rice, ink effic ienc y, high reliab ility Designed for students home use (dorm, ap artment)