MKT10007 FUNDAMENTALS OF MARKETING
Assignment 1: “What is Marketing?”
(Faster Ball Pen CX-445)
Shino Ling Yien Tong (101208083)
The objective of this report was to study how brands use elements of the “Marketing Mix” or in other word, 4P’s which are product, place, price and promotion to influence the customer purchase decisions on Faster Ball Pen CX-445. In this report, the 4P’s were mainly discussed to determine the customer purchase decision and the brand positioning of the product. Faster Ball Pen CX-445 has a unique lingo in Jawi designed on the pen which has the meaning “smooth writing”.
The product ball pen CX-445 branded Faster is categorized under stationery. The sub-categories would be writing instrument. Faster Ball Pen CX-445 is classified as a ball point pen writing instrument.
Faster Ball Pen CX-445 was designed with crystal clear barrel together with glittering transparent cap. The surface of the barrel has two different design which are “smooth writing” in the form of Jawi as jargon and statement that is “University, here I come!”. The reason I bought this pen is because as a university student I need a writing tool to do homework so I bought this pen for my daily use to complete homework. Faster Ball Pen CX-445 can be sell in single or in a package of 60 pieces. It was packaged in a plastic circular container or paper rectangular container. In my opinion, the packaging influenced the customers’ purchasing decision because it allows us to purchase the product at a greater amount per time with cheaper price compared to purchasing several pieces of single pen.
Faster Ball Pen CX-445 is widely available in the market. I bought this pen in a small stationery shop inside a supermarket that is Farley supermarket. The pens were displayed at an upright position with other types of brand of writing tool on a small shelf. There were a few pieces of paper attached to the shelf to allow us to test the pen if it is useable. In my opinion, the appearance of the pen helped to affect the customers’ purchasing decision besides the display of the pen. The bright, light colour and transparent of the pen is easily noticed and attracted me to purchase it after trying it out. The product was displayed in a way that customer could test the pen before purchasing it to avoid broken pen to be purchased. This will affect the purchase decision because customer would rather buy a product that is functioning.
I bought this pen at the price of RM1.25 per pen in a small retail stationery shop at Farley supermarket on 28 August 2018. There was another brand that attracted me that was Faber Castell CX5 Ball Pen. Faber Castell was one of the well-known stationery brands in Malaysia. Faber Castell pen costed RM1.50 which is slightly higher than the Faster ball pen. It was the same size of Faster ball pen with 0.5mm bullet point, same ink colour that I wanted, designed for smooth writing as well. However, personally I would prefer pen which is cheaper and would fit the purpose of the pen perfectly. Hence, I chose to buy Faster Ball Pen CX-445 which is 25 cents cheaper instead of Faber Castell CX5 Ball Pen.
There was no promotion on the price when I bought the pen. However, there was an offer that if the pens were bought in a package it will be cheaper. I did not buy the Faster brand ball pen in a package because I do not need that many pens. The product has previously been advertised on internet. In my point of view, the special offer would attract the buyer’s attention as consumer often prefer product that is cheaper and the advertisement would help to gain the customer’s interest of the ball pen which subsequently influenced the purchase decision.
The product ball pen CX-445 branded Faster is more likely to appeal to students. Based on the elements of the Marketing Mix discussed above, the product is designed as writing instruments and the price is affordable by the students, easily found in supermarket or retail stationery stores, special offer was reasonable and it was advertised through internet which nowadays youth likes to visit. If Faster ball pen were a person, it would be a wise looking woman or man that will encourage students to be hardworking and inspire them with ideas on their assignment. The brand positioning for Faster Ball Pen CX-445 would be a creative writing instrument which attracts university students with its interesting statement “University, here I come!”, designed for smooth writing and inexpensive. Therefore, the 4P’s are constant with the brand positioning as the product is a convenient, inexpensive writing tool to be found in retail stationery stores for university students through special offer which is cheaper in package.
In conclusion, the marketing mix elements were used to affect customer’s purchase decision on Faster Ball Pen CX-445. It is affordable, easily found in retail stationery shop in supermarket, writing instrument fit for university students and promoted in a way that benefits the customer by provide cheaper price if bought in package.
Number of words: 856 words