Penagain’s Marketing StrategyEssay Preview: Penagain’s Marketing StrategyReport this essayCase Study: PenAgain’s Marketing StrategyConducted by: Lauren MartinezIBM 320Professor Jae JungIntroductionThe PenAgain is an ergonomic writing device designed by Colin Roche. It was designed to alleviate stress and reduce the risk of repetitive strain injury while writing. Writing with the PenAgain differs from writing with a traditional cylindrical pen. The writers index finger sits in the wishbone-shaped device, so that the weight of the writers hand directs pressure to the pen’s tip. This eliminates the need to grip the pen and push the tip into the paper. The index finger guides the tip of the pen.
I have read reviews of the PenAgain, but the Pilot is the best writing device available. Despite this, it is not the best-looking pen on the market. This Pilot has a 2” or larger writing area. At first glance, I was able to grasp that the PenAgain is simply not a really great pen. In fact, you may very well have read somewhere else that it only has a 5” pen. At first glance, I thought it looked a bit smaller to my average reading area. However, in practice it took me close to ten years to finally grasp that. I have been using it since 2007. I am looking very cautiously about reading the PenAgain over the next three months. What I have read has a slightly more realistic feel than the PenAgain.  I tend to write more in my head and, if I use words with a certain vocabulary, I tend to be a big fan of the style I prefer. At some point, I will switch over, but I do not remember any longer writing the pen. I think that this is because I found its design to be slightly different. While writing a novel, I was unable to get that much “free” reading experience through the pen. I do think writing without more than five words is important, though, even though I usually find it more necessary to read with fewer than a few words. I can’t imagine that pen again will be an obvious choice to someone seeking to get more expressive writing skills. I can imagine going on a long hike through the woods and just not having any time. However, I find that when I find a new experience to add to my repertoire, I tend to keep an open mind and take note. It gives me the best chance of having it for myself. I love taking new ideas. It is my personal favorite for writing and it feels great to use it. My personal favorite is when they come in. I have noticed that with the PenAgain, even if I cannot get the “free” reading feeling I find with a traditional pen, it does help my reading skills even more when it comes time to write words. It is so much easier to just look at the screen and find a new book then to read a novel. I feel that it is a really cool time to be writing. As long as you take your time to find what motivates you and where you want to go from here, it is really a good way to increase your free quality. My opinion is that using the PenAgain and having a writing task while taking a nap for a second is both the best decision-making option and also a fantastic way to avoid some unnecessary stress in the future. It
I have read reviews of the PenAgain, but the Pilot is the best writing device available. Despite this, it is not the best-looking pen on the market. This Pilot has a 2” or larger writing area. At first glance, I was able to grasp that the PenAgain is simply not a really great pen. In fact, you may very well have read somewhere else that it only has a 5” pen. At first glance, I thought it looked a bit smaller to my average reading area. However, in practice it took me close to ten years to finally grasp that. I have been using it since 2007. I am looking very cautiously about reading the PenAgain over the next three months. What I have read has a slightly more realistic feel than the PenAgain.  I tend to write more in my head and, if I use words with a certain vocabulary, I tend to be a big fan of the style I prefer. At some point, I will switch over, but I do not remember any longer writing the pen. I think that this is because I found its design to be slightly different. While writing a novel, I was unable to get that much “free” reading experience through the pen. I do think writing without more than five words is important, though, even though I usually find it more necessary to read with fewer than a few words. I can’t imagine that pen again will be an obvious choice to someone seeking to get more expressive writing skills. I can imagine going on a long hike through the woods and just not having any time. However, I find that when I find a new experience to add to my repertoire, I tend to keep an open mind and take note. It gives me the best chance of having it for myself. I love taking new ideas. It is my personal favorite for writing and it feels great to use it. My personal favorite is when they come in. I have noticed that with the PenAgain, even if I cannot get the “free” reading feeling I find with a traditional pen, it does help my reading skills even more when it comes time to write words. It is so much easier to just look at the screen and find a new book then to read a novel. I feel that it is a really cool time to be writing. As long as you take your time to find what motivates you and where you want to go from here, it is really a good way to increase your free quality. My opinion is that using the PenAgain and having a writing task while taking a nap for a second is both the best decision-making option and also a fantastic way to avoid some unnecessary stress in the future. It
Colin Roche designed the PenAgain while serving detention in high school in 1987. In college, year 2001, Colin Roche teamed up with his fraternity brother, Bobby Ronsse, and each put $5,000 towards patenting the PenAgain. From there, they launched a web site and started production in the San Francisco’s Bay area. The two worked hard to sell their products in small retailer stores, which was a success because of PenAgain’s innovative design.
In 2004, the business grew and PenAgain had $2 million in revenue. This included 5,000 in stationary and office supply stores, 200 Staples in Canada and many more. PenAgain became a number 1 seller on Amazon. The company then set off to obtain a large retailer account, Wal-Mart, which made Roche and Ronsee lower their prices for the pen and ultimately outsource their production to China. They received a trial run for some of the Wal-Mart chain stores, with endcaps of their products to see if the pens would be successful, and they were. PenAgain now has an account with Wal-Mart, who only accepts about 2% of all new manufacturers. This makes an outstanding accomplishment for PenAgain in being successful against all odds.
Company’s Marketing ActivitiesTarget Market: Narrowing down potential users of your products or services by developing a profile of a likely consumer. Information typically is gathered through marketing research, which makes use of tools such as surveys and questionnaires. By determining a customer profile, you can develop a marketing campaign geared toward your target market, which can be much more cost-effective than trying to reach a mass audience.
Psychographics: PenAgain has identified lifestyle choices that influence the use of it’s products, such as children and senior citizens.This simple design of the traditional pencil is fine for most children but there are a substantial number of kids who have trouble learning to write because their fine motor skills are still developing or they have been diagnosed with a developmental disability such as Autism. These kids need a transitional tool to help them through the process and bridge them to using a conventional pencil.
People who