Analysis of Marketing Strategies
Segmentation Lamy is acting very successful in their core business of writing instruments. Their relevant market is separated into 50 % of fountain pens and the other half of ballpoint pens and others. The demographic customer aspects are especially focused on age. The initial writing target group represents children between five and seven years. In addition the advanced writing target group include young and schoolchildren. The last target group of adults is concentrated on personal accessory and design. The aspects of income and profession also seems to play an important part of market segmentation. Lamy sells pens from 4€ to 400€ in public and thus covers all target groups of the society, from manager and office employees to a normal housewife. Above of all, the fountain pain is seen as an status symbol for most of the adult users. Therefore people with a higher income would prefer to buy a very exclusive fountain pen to impress their environment with high quality and exceptional design. Noticeable is, that business people emphasize to sign contracts or other important documents with special fountain pens. For this segment Lamy offers exclusive pens, with high quality and unique design which are oriented on individuals and their imagination of shape and function. For example the Lamy Al-Star, a pen made entirely of aluminium operate such professions like manager. The pen is sturdy and has the imagination of strength and power, features that are very important for successful business people. To be sure Lamy has no explicit segmentation of gender. But if we look on the latest product, the Lamy Accent, a pen with interchangeable grip and various shapes and colours we can possibly say this product respond the female segment. Women have an awareness of colours and various shapes. They can try a lot of grips to find their appropriate one and “play” with colours. Therefore this product is not... [continues]
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