A Portable Printer and Scanner

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JetLux is an innovative product (improved version of Pentax PocketJet 3) which combines the features of mobile printers, wireless technology and scanners (Pentax 2007). The opportunity is that competitors' products are not appropriate for many types of printing, and the price of their services higher than in comparison with JetLux.


This innovation is occurring through experimentation with new approaches to market development in emerging markets. It is important to reposition this product attracting a wider customer audience often omitted in advertising.
High-tech global consumer positioning works well for special interest products associated with prefessional sphere. Since most mobiel professionasl and students who buy and use high-tech products speak the same language and share the same mindset, marketing communications of JetLux will be informative and emphasize performance-related attributes and features.
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