The main objective of this special project is to understand cunsumers, behaviors and the factors influencing purchase ballpen in order to develop strategic marketing plan for A ballpen. Three hundred samples aged not over 26 years living in Bangkok and its vicinities are selected as research respondents. The result of research can be developed as marketing plan for A Ballpen. Target customers are male and female aged not over 26 years,self-confident, living in Bangkok and urban provinces.The brand positioning is simple design , wrote more than 3 miles and value for money.According to market situation,Ballpen segment is in the growth stage and A ballpen is not in top 3 brands for ballpen market. Therefore, Challenger strategy will be executed to capture non-customers and increase use rate of existing customers by new product development.The product strategy is focused on product differenciate. The channel strategy is increase coverage.The integrated marketing communicatioin strategy is used to promote A brand awareness with marketing budget of 16.5 million baht and expect to generate 110 million baht gross sales in the first year.
