Premium Essay

Post It

In: Business and Management

Submitted By jin87
Words 4117
Pages 17
Overview 1. Market Analysis
1.1 Market Environment
1.2 Market Segment
2. Competitor Analysis
3. Consumer Analysis
3.1 Consumer Trend
3.2 Consumer Needs And Wants
3.3 Consumer Behaviour
4. Post-it Analysis
4.1 Target Segment
4.2 Distribution Characteristics
4.3 Business Performance
4.4 Business Strategy – 5Ps
4.5 SWOT Analysis
5. Proposed Marketing Plan
5.1 Target Segment
5.2 Positioning
5.3 Strategy
5.4 Conclusion
1. Market Analysis
The repositionable notes market is made up of paper or tabs with adhesive, which allows the product to be stuck on surfaces and moved, without leaving residue. They are also known as ‘sticky notes’ and the idea was first conceived by 3M innovators.
Post-it, the original inventor of ‘sticky notes’ have seen other competitors entering the market, yet having little success in toppling Post-it as the market leader. This is especially so in Singapore, where most of the brands shy away from competing head-on with Post-it, by differentiating their products.
1.1 Market Environment
1.1.1 Technology
The ease of accessing wireless networks via Wireless@SG, since its introduction in 2006, has led to a surge in consumers switching to 3G phones. The implications of this on the repositionable notes market is that gadgets like phones are increasingly being used as a substitute in place of sticky notes, in reminding people of certain events or things. Instead of physically placing a post-it on the desk, people choose to set reminders on their phones, with alarms. People also choose to send short messages via their handphones, instead of writing notes on sticky notes and placing them on a colleague’s desk, for example.
1.1.2 Social Trend
Research has shown that Singaporean’s are consuming even more paper than before, despite the recent bids of environmentalists to cut down paper usage across the nation.…...

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