Running head: VISTAPRINT 1
Vista Print
Destiny Constantin
Mrs. Kimberly Rule
Marketing Management
Portfolio Project
April ...
VISTAPRINT 2
Portfolio Project Outline
1. Company- Vista Print
a. Mission Statement
b. Product Definition
2. Marketing Top...
VISTAPRINT 3
Introduction
Vista Print is a company that caters to small to medium size businesses. Vista Print wants
to gi...
VISTAPRINT 4
perfect business card that resembles your business, and yourself. They allow you to choose what
type of paper...
VISTAPRINT 5
products online I feel VistaPrint would be able to increase sales if they came up with specific
services for ...
VISTAPRINT 6
VistaPrint website showcases the wide range of quality products that are available at
affordable prices, and ...
VISTAPRINT 7
Price and Value
Pricing is very important in many aspects of a business. It’s important for a business to
set...
VISTAPRINT 8
References
Alptekinoğlu, A., & Corbett, C. J. (2008). Mass Customization vs. Mass Production: Variety and
Pri...
VISTAPRINT 9
SWOT Revision. (2011). SWOT Revision. Retrieved from
http://www.swotrevision.com/pages/alevel/business/mod1_p...
VISTAPRINT 10
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BUSS320-Portfolio Project

  1. 1. Running head: VISTAPRINT 1 Vista Print Destiny Constantin Mrs. Kimberly Rule Marketing Management Portfolio Project April 22, 2016 Bryant & Stratton College
  2. 2. VISTAPRINT 2 Portfolio Project Outline 1. Company- Vista Print a. Mission Statement b. Product Definition 2. Marketing Topics; a. Customer Needs and Wants b. Mass Marketing vs. Mass Customization c. Price and Value 3. Company’s current situation 4. My Recommendations 5. References Vista Print is a company that caters to small to medium size businesses. Vista Print wants to give small businesses the opportunity to purchase what they need to get their business on the map at an affordable price. Vista Print is an online printing service that has a wide variety of products including business cards, postcards, digital marketing, and T-shirts. They carry everything you need to get your business launch. Vista Print products are custom to their customers’ needs, and they have high quality products at prices you can afford. (Vistaprint, 2001) In this essay, I will be examining three marketing aspects of Vista Print including customers’ needs and wants, mass customization verses mass marketing, and I will be examining price and value. By exploring their website, I can see Vista Print values their customers, and want to see their customers’ businesses succeed. I can see they offer a variety of products and services that can be beneficial for any type of business. Some recommendations that come to mind is expanding Vista Print target market. Having Vista print caters to large corporation as well instead of just focusing on small businesses. I will also recommend that Vista print to come up with a package design specifically for online businesses. Offer online businesses a package that contains a website, social media marketing in addition to having so many business cards, postcards, labels, deliver to them every two to three months.
  3. 3. VISTAPRINT 3 Introduction Vista Print is a company that caters to small to medium size businesses. Vista Print wants to give small businesses the opportunity to purchase what they need to get their business on the map at an affordable price. Vista Print is an online printing service that has a wide variety of products including business cards, postcards, digital marketing, and T-shirts. They carry everything you need to get your business launch. Vista Print products are custom to their customers’ needs, and they have high quality products at prices you can afford. (Vistaprint, 2001) MissionStatement Vistaprint, a Cimpress company, empowers millions of business owners worldwide to market themselves professionally. VistaPrint is the parent company of Cimpress. Cimpress focuses on mass customization to help their target market of small businesses and individual customers create everything they need to launch their business. Their Slogan is “IT’S SIMPLE: Our business is helping you promote yours.” (VistaPrint, 2001) Product Definition The definition of Product according to Philip Kotler is: “A product is a thing that can be offered to a market to satisfy a want or need”. Product is something to offer to the market to get attention, buying, using or consume to fulfill the desires or needs. (Marketing HRD Presentation, n.d.) Vistaprint is an online printing company that helps business owners, individuals, event planners, and much more. Vistaprint carries a wide variety of products and services such as wedding invitations, business cards, clothing, digital marketing, corporate gifts, marketing materials, and a lot more. There are many benefits when choosing to order products through Vistaprint such as ordering business cards. Vistaprint gives you many options when creating the
  4. 4. VISTAPRINT 4 perfect business card that resembles your business, and yourself. They allow you to choose what type of paper, allow you to upload a logo or create your own, and offer a variety of designs to choose from according to what type of industry. One of the many things I like about Vistaprint is they make sure their customers are happy if the customers are not happy they will make it right. (Vistaprint, 2001) Vistaprint absolutely guarantees, “We stand by everything we sell, 100%. So if you’re not satisfied with your order for any reason, neither are we. We’ll make it right – from reprinting your order to refunding you in full.” (Vistaprint, 2001) Customers’ Needs and Wants Customers’ need to find a printing company that will allow them to customize materials that they need to market, promote, and to make their businesses stand out from competitors at a low cost but still makes their marketing materials look professional. Customers’ wants a printing company that they can trust to help them launch their business. Customers’ want a printing company that can offer support and can walk them through the process of ordering and designing materials such as business cards, mugs, T-shirts, etc. Most definitely customers’ want a printing company that shares the same values and goals as the customers’ do. VistaPrint has developed a strong marketing plan that will allow them to focus on execution, and how to stand out from their competition. As an online printing service VistaPrint has effectively engaged in identifying their target market, conduct research how to meet the needs of their customers’, and developed product and services that meet customers’ needs and wants. (Pellow, 2006) Currently, VistaPrint caters to small businesses, but, I recommend they expand their target market to include online businesses. With many consumers buying various types of
  5. 5. VISTAPRINT 5 products online I feel VistaPrint would be able to increase sales if they came up with specific services for e-commerce businesses. Since VistaPrint already has services such as email marketing, website, social media marketing. I think it would be a great idea for VistaPrint to have a package of marketing tools that would help business owners launch their online store. I suggest the package should include website, marketing tools, business cards, postcards, and maybe a few T-shirts. I also suggest to allow customers the option to customize the e-commerce business package. I also recommend that the e-commerce business package should be a monthly fee instead of customers coming up with the money all at once. Depending on how many products are included in the package I suggest charging $29.99 a month. I feel that $29.99 a month is a reasonable price, and is also a competitive price because Weebly also charges $29.99 a month, but they only offer a website for your online store. Expanding VistaPrint’s target market will allow VistaPrint to gain new customers. When a business adds new products or moves into a new market, businesses can bring in the customers they were unable to reach before. If a business can capture customers for a long-term relationship, it can help the business achieve stability and grow profits over a period of time. (Kokemuller, n.d.) Mass Marketing vs. Mass Customization Mass customization allows businesses to offer their customers the option to customize some of the product and/or services that a company offers. (Alptekinoğlu, & Corbett, 2008) VistaPrint produces marketing materials and promotional items with the help of mass customization and web-to-print-systems. With VistaPrint focusing on mass customization it allows them to meet the needs of their customers’. (Karan, 2016)
  6. 6. VISTAPRINT 6 VistaPrint website showcases the wide range of quality products that are available at affordable prices, and their website also has tools that enable millions of business owners worldwide to customize their products and market themselves professionally. VistaPrint is a unique printing service company because they produced their own technology, and make use of their own patented technology, which helps VistaPrint to fulfilled large numbers of customized orders from each of its brand and print them in an automated production facility in North America and Europe. (Karan, 2016) Mass marketing is all about a business making their good and services appealing to everyone. Mass marketing is all about low cost production with an emphasis on large scale manufacture of goods. This provides opportunities for companies to benefit from economies of scale, such as bulk buying, etc. (SWOT Revision, 2011) Because of VistaPrint’s mission statement to help people launch their businesses with professional quality products. I would recommend VistaPrint to focus on mass customization and mass marketing because of their goal to make their goods and services affordable. VistaPrint could promote their company by sending a brochure to all the companies who are registered with a DBA, and offer them a discount on their first order. Another marketing strategy I would recommend is for VistaPrint to offer a credit line to new business owners. “The option of credit enables customers to focus less on prices, enhances customer relations, and has the potential to generate more sales.” (U.S. Small Business Administration, n.d.) Allowing a line of credit will help business owners get everything they need to market the start of their business, and it will help reduce the stress of business owners who have a limited budget.
  7. 7. VISTAPRINT 7 Price and Value Pricing is very important in many aspects of a business. It’s important for a business to set a price where they will make money, and a price that will beat competitors’ prices. The most important thing about pricing is making sure that customers are willing to pay a certain price for the product because they can see the value. The price a company set sends a message to their consumers about their business, product or service, creating a perceived value. This affects the business’s brand, image, or position in the marketplace. (Edmunds, n.d.) VistaPrint pricing objectives are to offer highest quality goods and services at low cost for personalization, bundle deals, and create value proposition for customers. (Lapushan, Lardner, Magginis, Smith, & Somos, n.d.) I recommend that VistaPrint allows customers to personalize their products, but, before purchasing allow customers to order a sample for a fee. For Example; I am thinking about ordering my best friend and I custom T-shirts for my bakery Destiny’s Sweet Creations, but my concern is what size do I order because I take different sizes depending on the material of the clothing. So I think it would be beneficial for customers to be allowed to customize a shirt and then pay a fee to be mailed one shirt so customers can see how the clothing fits, and the quality of the product. Conclusion In my opinion, VistaPrint is a successful business because of their marketing strategies, and because they help small businesses purchase everything they need to launch their business at affordable prices. With the recommendations I have made I think it will help VistaPrint gain more customers, increase their sales, and for the company to continue growing.
  8. 8. VISTAPRINT 8 References Alptekinoğlu, A., & Corbett, C. J. (2008). Mass Customization vs. Mass Production: Variety and Price Competition. Manufacturing & Service Operations Management, 10(2), 204-217. Edmunds, S. A. (n.d.). Importance of Pricing in Business | Chron.com. Retrieved from http://smallbusiness.chron.com/importance-pricing-business-57904.html Karan. (2016, March 22). Vistaprint - Offering High Quality Mass Customization At Highly Affordable Rates! | Yo! Success. Retrieved from http://www.yosuccess.com/blog/vistaprint-offering-high-quality-mass-customization- highly-affordable-rates/ Kokemuller, N. (n.d.). Advantages & Disadvantages of Expanding Your Business | Chron.com. Retrieved from http://smallbusiness.chron.com/advantages-disadvantages-expanding- business-21684.html Lapushan, K., Lardner, T., Magginis, N., Smith, A., & Somos, J. (n.d.). Optimal Resume at UNIVERSITY OF TOLEDO COLLEGE OF BUSINESS AND INNOVATION. Retrieved from https://utcoba.optimalresume.com Marketing HRD Presentation. (n.d.). Marketing Mix and Marketing Management | HR and Marketing Ideas. Retrieved from http://marketinghrdpresentation.com/2009/08/30/marketing-mix-and-marketing- management/ Pellow, B. (2006, September 27). Building on a Vision at VistaPrint - WhatTheyThink. Retrieved from http://whattheythink.com/articles/29410-building-vision-vistaprint/
  9. 9. VISTAPRINT 9 SWOT Revision. (2011). SWOT Revision. Retrieved from http://www.swotrevision.com/pages/alevel/business/mod1_part4.html U.S. Small Business Administration. (n.d.). Extending Credit to Your Customers | The U.S. Small Business Administration | SBA.gov. Retrieved from https://www.sba.gov/managing-business/running-business/managing-business-finances- accounting/extending-credit-your-customers VistaPrint. (2001). VistaPrint- About US. Retrieved from http://vistaprint.com/about- us.aspx?txi=16758&xnid=Footer_Our+Story_About+Us&xnav=footer Vistaprint. (2001). Vistaprint/satisfactionguarantee. Retrieved from http://www.vistaprint.com/satisfactionguarantee.aspx Vistaprint. (2001). Vistaprint/product-list. Retrieved from http://www.vistaprint.com/product- list.aspx?couponAutoload=1&GP=4%2f22%2f2016+12%3a39%3a50+AM&GPS=3918 800981&GNF=0
  10. 10. VISTAPRINT 10

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