All things…almost considered including…ink
Writing Instruments and some of their marketing programmes:
- Modern day vs historic customer product & market positioning
- Price Positioning (Low-Medium & Medium-High/Very High) as a differentiating factor
- Original product design characteristics & specification vs “similar” or imitators’ offerings including range of “optical illusions”
- Historic classics & “Golden Age” vs Contemporary market offerings
- An Original Fountain Pen vs “Piece of Jewellery”
- Everything designed and build properly vs “Rushed into the Market”
- Value of so called “information” vs value of understanding of misinformation
Fountain Pen Information Value Model (FPIVM) basics:
Fountain pens are a unique and often valuable writing instruments. The complex market positioning messages and programmes of some of their manufacturers can be confusing, both during the long-gone old days and also at present. The full understanding of the product information and its value is critical. Amongst many advantages of modern pens over the classics is the price. The advancements in volume manufacturing means that pens can be made much cheaper than previously. That is unfortunately only the theory. Back to the importance of understanding the information value and often lack of the information, I rest my case.
FPIVM 1. Writing Instruments: Modern day vs Historic customer product & market positioning
Writing Instruments: Modern day vs Historic customer product & market positioning.
KV (Imperative to Share*) “Kinetics Value”
Brand/Product Advertising Campaign Message(s)
Successful New Product launch/re-launch %
Understanding of Market Response (1=delayed, 10=real time)
Brand Reputation & Product Quality (1=OK, 10=Very High)
Product Line Innovation (1=low, 10=high)
KV-Combination of several key factors in addition to effective use of new marketing communication channels, including impact of Internet, allows the KV vectors to outperform any previously practised traditional approach.
LV (Imperative to Store) “Latency Value”
Effectiveness of Market Analysis & Segmentation
Records of Product Reliability %
Records of Customer Satisfaction
Sales Data “Segmentation by Product”
Long term Customer Satisfaction by Product & Service
LV-Combination of several factors and use of modern and effective analytical methods, offers the additional information and understanding of the critical areas such as the global “big data” based phenomenon: product reliability, customer satisfaction, real-time sales data and market fragmentation, also several of the other long- term factors
FPIVM 2. Writing Instruments: Price Positioning (Low-Medium & Medium-High/Very High) as a differentiating factor
Writing Instruments: Price Positioning (Low-Medium & Medium-High/Very High) as a differentiating factor
KV (Imperative to Share*) “Kinetics Value”
Market Response to Advertising Campaign
Evidence of correct price positioning %
Price positioning tactics
Flexibility of approach by product
Evidence of successful differentiation
KV-Combination of several factors in addition to effective use of new marketing communication channels, including the impact of Internet allows the KV vectors to outperform any previous traditional approach.
LV (Imperative to Store) “Latency Value”
Feedback on product acceptance
Competitors response tactics
Product to market (time to market)
Sales Performance
Evidence of price positioning effectiveness
LV-Combination of several factors and use of modern and effective analytical methods, offers the additional information and understanding of the critical areas such as the “big data” based: feedback on product acceptance, product/time to market, sales performance and evidence of price positioning effectiveness
Note: Kinetic Value (KV) represents the imperative to make current and historic information where possible rapidly available for use. Latent Value (LV) represents the imperative to store and manage current and historic information. Additional factors are, time: some variables accrue value and others depreciate over time. Context: some factors are modified by context and other by market conditions and often predictable (not always) competitor response (tactics).
FPIVM 3. Writing Instruments: Original product design characteristics & specification vs “similar” or imitators offerings including range of “optical illusions”
Writing Instruments: Original product design characteristics & specification vs “similar” or imitators offerings including range of “optical illusions”
KV (Imperative to Share*) “Kinetics Value”
Product design features & stated “elegant in appearance”
Easy to use when compared to other designs %
Product guarantee and excellent customer support
Adjustments/nib replacement without charge
Craftsmanship & stated “pleasure to use”
KV-Combination of several factors in addition to effective use of new marketing communication channels, including the impact of Internet allows the KV vectors to outperform any previous traditional approach.
LV (Imperative to Store) “Latency Value”
Accurate marketing data on competitors’ offerings
Strong design points of competitors
Weak design points of competitors
Comparative quality of materials as used by competitors
Sales tactics of competitors
LV-factors as stated: 1-5
FPIVM 4. Writing Instruments: Historic classics & “Golden Age” vs Contemporary market offerings
Writing Instruments: Historic classics & “Golden Age” vs Contemporary market offerings
KV (Imperative to Share*) “Kinetics Value”
Historic data: Make, Model, Year of Production
Condition: Excellent, good, poor etc as a %
Desirability including colour
Spare parts and documentation availability
Access to Service and reputable repair specialist(s)
KV-Combination of several factors in addition to effective use of new marketing communication channels, including the impact of Internet allows the KV vectors to outperform any previous traditional approach.
LV (Imperative to Store) “Latency Value”
Original purchase acquisition cost
Selling commission & handling charges as an additional %
Repair and maintenance costs inc. postage and insurance
Records of defects, cracks, plier marks
The nib originality & correct type
LV-factors as stated: 1-5
FPIVM 5. Writing Instruments: An Original Fountain Pen vs “Piece of Jewellery”
Writing Instruments: An Original Fountain Pen vs “Piece of Jewellery”
KV (Imperative to Share*) “Kinetics Value”
Classic appearance: Make, Model, Year of Production
Condition: Excellent, good, poor etc as a %
Element of style that is exceeding any functional requirements
Spare parts and documentation availability
Access to Service and reputable repair specialist(s)
KV-Combination of several factors in addition to effective use of new marketing communication channels, including the impact of Internet allows the KV vectors to outperform any previous traditional approach.
LV (Imperative to Store) “Latency Value”
Original purchase acquisition cost
Selling commission & handling charges as an additional %
Repair and maintenance costs inc. postage and insurance
Art Deco legacy & use of extravagant expensive materials
The nib originality & correct type
LV-factors as stated: 1-5
FPIVM 6. Writing Instruments: Everything designed and build properly vs “Rushed into the Market”
Writing Instruments: Everything designed and build properly vs “Rushed into the Market”
KV (Imperative to Share*) “Kinetics Value”
New product design features & stated performance
Easy to use when compared to other designs %
Product guarantee and extended warranty, customer support
Adjustments/nib replacement without charge
Established well-known brand and craftsmanship
KV-Combination of several factors in addition to effective use of new marketing communication channels, including the impact of Internet allows the KV vectors to outperform any previous traditional approach.
LV (Imperative to Store) “Latency Value”
Accurate marketing data on competitors’ offerings
Strong design points of competitors
Weak design points of competitors
Comparative quality of materials as used by competitors
Product warranty complaints and types of early faults
LV-factors as stated: 1-5
FPIVM 7. Writing Instruments: Value of so called “information” vs value of understanding of misinformation
Writing Instruments: Everything about Ink Universe
KV (Imperative to Share) “Kinetics Value”
This ink makes ALL pens write better – ??? Nonsense talks about ink or inks % ()
Any good quality ink will work perfectly well in any pen
Colour inks contain more sediment(s) than washable blue
Colour inks can potentially clog up the feed channels () Note (*): Higher %=more frequent, excl. pen warranty statements Note (): Good cleaning after using colour ink is important
KV-Combination of several factors in relation to selected historic and contemporary advertising statements ref. ink
LV (Imperative to Store) “Latency Value”
Records of Product Reliability (Customer)
Records of Customer Satisfaction % () Product maintenance records (in warranty) Product maintenance records (out of warranty) Long term customer feedback Note (): Properly measured & analysed
LV-factors as stated: 1-5
KV (Imperative to Share) “Kinetics Value”
Cartridge ink is cheaper (check the prices and compare) Piston fill mechanism is unreliable – perception % ()
Cartridge ink is expensive (check the prices and compare)
Cartridge plastic is good for environment (check the facts)
Cartridge plastic is bad for environment (check the facts)
Piston fill mechanism is relatively complex (check the facts)
Note: Perception vs facts and reality
KV-Combination of several factors in relation to selected mainly both historical and contemporary advertising statements ref. ink
LV (Imperative to Store) “Latency Value”
Records of Product Reliability (Customer)
Records of Customer Satisfaction % (*)
Product maintenance records (in warranty)
Product maintenance records (out of warranty)
Long term customer feedback
LV-factors as stated: 1-5
Seven Fountain Pen Information Value Models (FPIVM) – Summary of data simulation, analysis & comments by our independent panel
1. Modern day vs Historic customer product & market positioning
For some of the reasons as discussed earlier, modern day product & market positioning when compared with historic methods, unsurprisingly show the big advantage of the first group. Understanding of market response, brand reputation & product quality scored the highest ratings (KV). Records of customer satisfaction & product reliability were important and decisive factors in the second domain (LV).
2. Price Positioning (Low-Medium & Medium-High/Very High) as a differentiating factor
Price Positioning (Low-Medium & Medium-High/Very High) is a differentiating factor. Product pricing area of Low-Medium is where the highest volume of the shipments and transactions usually are. Price positioning is dominant factor here, followed by flexibility (KV), product/time to market (LV). Previously pricing factor (KV) and time to market (LV) were dominant on a smaller scale but not directly comparable.
3. Original product design characteristics & specification vs “similar” or imitators’ offerings incl. range of “optical illusions” – The gap narrows
Product guarantee and customer support, adjustments/nib replacements without charge, craftsmanship and stated “pleasure to use” (KV). Weak design points of competitors and quality of materials (LV). Against the reality of lower scores for most of the vectors but not always (KV). Strong views on quality of materials used, product design vs competitors, other vectors scored low (LV).
4. Historic classics & “Golden Age” vs Contemporary – The gap narrows
Desirability including colour, spare parts and documentation availability (KV), records of defects, overall cost factor and other fees, The nib originality and correct type (LV). Against desirability including colour, concerns about spare parts and documentation availability and access to competent support (KV), repairs and maintenance costs, provenance, the nib originality and correct type (LV).
5. An Original Fountain Pen vs “Piece of Jewellery”- The gap narrows
Product guarantee & extended warranty, customer support, adjustment/nib replacement without charge, new product design features & stated performance (KV), weak design points of competitors, comparative quality of materials as used by competitors (LV), product guarantee & extended warranty customer support, adjustments/nib replacements (KV), weak design points of competitors (LV)
6. Everything designed and build properly vs “Rushed into the Market”- The gap narrows as tunning procedure become established practice
Product guarantee & ext. warranty, customer support, adjustment/nib replacement without charge, new product design features & stated performance, weak design points of competitors (KV), weak design points of competitors, comparative quality of materials, weak design points of competitors (LV), product guarantee & product support (KV), data on competitor(s) offerings & quality of materials (LV).
7. Value of so called “information” vs value of understanding of misinformation – The gap narrows due to informed product reviews
“Any good quality ink will work perfectly with every pen”, colour inks contain more sediment(s) than washable blue, colour inks can clog up feed channels (KV), product maintenance records in/out of warranty, long term customer feedback (LV), cartridge ink is expensive, cartridge plastic is good/bad for environment, piston fill is complex (KV), records of customer satisfaction & product reliability (LV).
FPIVM 1. Writing Instruments: Modern day vs Historic customer product & market positioning
FPIVM 2. Writing Instruments: Price Positioning (Low-Medium & Medium-High/Very High) as a differentiating factor
FPIVM 3. Writing Instruments: Original product design characteristics & specification vs “similar” or imitators offerings including range of “optical illusions”
FPIVM 4. Writing Instruments: Historic classics &“Golden Age” vs Contemporary market offerings
FPIVM 5. Writing Instruments: An Original Fountain Pen vs “Piece of Jewellery”
FPIVM 6. Writing Instruments: Everything designed and build properly vs “Rushed into the Market”
FPIVM 7. Writing Instruments: Value of so called “information” vs Value of understanding of misinformation
