LEXMARK

By: Melissa Diehl, Gabi Donchez, B e n H e n g e l s , P a r k e r R a q u e , B r y a n We l n e t z

OVERVIEW
I. II. III. IV. V. MDP MRP Research Issues and Analyses Recommendations

MDP
Management Decision Problem Should Lexmark change its promotional and product component of the marketing mix, in order to better accommodate college students?

MRP
Marketing Research Problem To determine whether a new advertising campaign or product will successfully position Lexmark in universities Specifically:
1. To gather demographic information about college students. 2. To know what features to provide that appeal to a college student. 3. To find out what type of advertising campaign would be optimal.

RESEARCH
Consolidated Survey We used a 35 question survey constructed by all MKTG 342 class members distributed to family and friends

DEMOGRAPHICS
89% are college students Gender
57% male 43% female

Mean Age
23 years old

LEXMARKS KEY ISSUES

Identify how their brand is perceived by college students Recognize the acquisition process of personal printers among college students Be fully aware of the printing behaviors of college students as opposed to traditional customers

ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED BY COLLEGE STUDENTS Brand Perception Rankings:
1- HP 2- Canon 3- Lexmark/Epson

ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED BY COLLEGE STUDENTS Brand Familiarity (Scale 1-5)
Lexmark Mean for college students- 2.92 Mean for non- college students- 2.98 According to the P- value (.718), we conclude that there is not a significant difference between college students and non- college students

HP
Mean for college students- 4.28 Mean for non- college students- 4.22

ISSUE 1: IDENTIFY HOW THEIR BRAND IS PERCEIVED BY COLLEGE STUDENTS

Out of all the respondents that own a printer, 86% are college students 70% of them own an HP, while only 2% own a Lexmark.

These statistics show that Lexmark is not as wellknown as other leading brands

ISSUE 2: RECOGNIZE THE ACQUISITION PROCESS OF PERSONAL PRINTERS AMONG COLLEGE STUDENTS Around 60% of our respondents purchase their printer at a brick-and-mortar store rather than an online store.
Respondents Purchase Locations
50% 45% 40% 35%

Percentage

30% 25% 20% 15% 10% 5% 0% Brick & Mortar Online retailer Mail order Tv shopping Not sure Other

Place of purchase

ISSUE 2: RECOGNIZE THE ACQUISITION PROCESS OF PERSONAL PRINTERS AMONG COLLEGE STUDENTS
Price of personal printer Less than $50 21% $51-$100 34% $101-$150 17% $200+ - 2% Not sure 21%
Percentage

Respondents Average Printer Price

40% 35% 30% 25% 20% 15% 10% 5% 0%

Less than $50

$51-100

$101-150

$151-200

$200 or more

Not sure

Printer Price

ISSUE 3: AWARENESS OF PRINTING BEHAVIORS OF COLLEGE STUDENTS Places Print in Previous Month
60% of respondents have printed on campus the most in the last month while only 32% printed at home.
Respondents Printing Locations in prev. Month
70% 60%

Percentage

50% 40% 30% 20% 10% 0% Home Campus Work Elsewhere

Places where respondents print

ISSUE 3: AWARENESS OF PRINTING BEHAVIORS OF COLLEGE STUDENTS Respondents Reasons for Printing
65% use their printer for an academic purpose, which explains why most printing is done on campus.
Respondents Reason For Printing
70% 60%

Percentage

50% 40% 30% 20% 10% 0% Academics Recreation Professional Personal/Household

Reasons for printing

ISSUE 3: AWARENESS OF THE PRINTING BEHAVIORS OF COLLEGE STUDENTS Highest Ranked Features out of 17 (Scale 1-5)
Reliability- 4.47 Print Quality- 4.35 Ink efficiency- 4.26 Ink Price- 4.25 Print Speed- 4.21 Color Printing- 4.19

RECOMMENDATIONS
Recommendations Form a new ad campaign
To increase brand awareness on campuses Focus on advertising to college students

Create a new product

Meet the most important needs of college students
High print quality, low ink price, ink efficiency, high reliability Designed for students home use (dorm, apartment)