Evaluation of marketing mix for the re-launch of gel pen by Mark Industry with future implications in terms of finance

Abstract

The project is about the re-launch of a gel pen by a renowned company (Mark Industry which manufactures its products under the brand name Mercury) in twin cities. Few years ago, the company had attempted to launch the same pen but had to stop the productions due to huge loses it incurred as the cost of manufacturing made it difficult to price it at the level that market could afford it. This time the company plans to bring back the product with some profound improvements in quality at a tiny price. They want to delight the market as well as make their mark in the gel pen niche. Initially the pen is intended to be launched in twin cities. This launch will be considered as a test marketing or going all over Pakistan. The project includes a detailed analysis of the product and its segmentation. Recommendations and suggestions have been provided for promotional possibilities, incentive system for distribution channel members, pricing, and distribution approach. Finally a financial analysis has been provided in order to determine the effect of the new product launch on the overall sales and financial standing of the company.