Market Segmentation, Targeting, and Positioning of Pen Products in Staples Essay Example

On my second trip to Staples, I noted that writing implements are usually divided into six categories: pens, markers, pencils, highlighters, fine writing, and correction materials. Within the pen category, products are categorized based on their different features and the consumer needs that these features address. For instance, Uni-ball, Sharpie, Pentel, and Pilot’s rollerball pens come in fade-proof and waterproof ink to prevent running off on paper.

Although this is a common feature of almost all basic pens that I examined, Uni-ball is particularly targeted towards people who use pens for check writing while Sharpie, Pentel, and Pilot’s products are meant primarily for individuals who hate to mess up their writing with ink smears. Likewise, both Uni-ball and Pilot have pens that are distinctive for their steel styling and