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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)