I want to start a conversation about this.
What's better for a company: A disposable product that can be repurchased, or a reusable product whose refills you can buy as many times as you wish?

Either way means profit, as selling refills ensures a customer base, while building a good product that's reliable, albeit prone to breaking but sells for cheap, ensures people will buy it over and over again. Take, for example, Pilot's iconic V5 pen. (Thread)

#pilot #pilotpens #marketing #pens

On one hand, we have the original, disposable V5. A sleek, fast-drying ink pen, beloved by stationary lovers, it's a classic that sets Pilot as a leading brand for people all over the globe. Something many people like about this pen is the metallic clip on the cap, which gives it a sturdiest, longer-lasting look. Overall, it's simple design makes it look like a reliable product and markets well to it's customer base. It's simple, high-quality and in some places, extremely cheap.

However, the V5 has a very simple problem: being such a nice pen for quick note taking, it's possible to run out of ink at an unbelievably fast rate.

Out of personal experience, when I started university I used all of the ink of my V5 in exactly two weeks. It's the perfect pen for the student, but many people might consider buying multiple bad for the environment, and it is!

So what does Pilot do?

Enter the cartridge system.

The V5 got a redesign as a new contender for the best cheap student pen arrived: The V5, HI-TECPOINT, Cartridge System pen.

It's roughly the exact same pen. However, this one can be opened, which leads to the wonderful possibility of refills!

With a notoriously annoying Pilot-exclusive cartridge system, you can now buy more ink without ruining your environmentalist image. It's a win-win situation, really.

Except...

The V5's rechargeable version is considerably more expensive than the original pen. Where I live, it's usually sold for twice the price.

This makes sense, as what Pilot is offering here is not just a pen: It's the possibility of buying a pen that could potentially last forever.

Unlike the original V5, which required you to keep changing it at a regular rate, making Pilot great profit, the cartridge version lets you take control.

Now, making rechargeable versions of a product will always be risky for a company. We could apply this to any product and it'd probably still stand true. Battery companies hesitate selling rechargeable batteries because well,

once you have one that lasts forever, why bother buying a new one?

One of the ways Pilot is fighting this is by having a proprietary cartridge design (Yes, I called it annoying for a reason).

Think about it. By making your product rechargeable based on a source of power (in this case ink) that can be exchanged for a new one,
you're allowing the competition to create more affordable refills to suit costumers' needs. Knowing this, Pilot designed a cartridge system incompatible with every other big pen brand and useful only with other Pilot pens.

The strange shape of the Pilot ink cartridges isn't new in the industry, exactly, but it is one of the methods they used to keep customers buying the official cartridges. While people have faked this pen before, it's fairly cheap and that keeps most people loyal to the brand. Making your product reusable makes it better for the environment, which is why many people prefer this version (I personally think it's more comfortable to hold, but that's just me.)

However,

Making your product reusable and refillable is better for the consumer's pocket. They see buying the more expensive version as an investment, and overall it's worth it! Take it from a happy customer, really.

But is it good for the company?

No.

Some people have modded their V5s to work with common fountain pen ink. You can buy fake cartridges for extremely cheap prices if you know where to look. Just because you bought a cartridge V5 does NOT guarantee Pilot you'll buy their refills. Plus, they're more affordable!

Going back to the original V5, being sold for cheaper than the cartridge version, it makes sense why some people would just buy a new V5 when they run out of ink. However, it's reasonable to say most people would prefer the cartridge version either because of environmental concerns or simply because it's nice to have a pen you have full control over.

So how does Pilot gently nudge to their customers that they should most definitely buy the non-rechargeable, non-environmentally-friendly, more expensive in the long run version?

Simply, by making the original version have a better quality build.

I don't think I'm stretching it.
The original V5 has a METAL clip.
The cartridge V5 has a plastic clip.

Now, what does plastic usually signify?
Contamination. Pollution. BAD QUALITY.
On the other hand, metal products have for years been the standard that sets mediocre goods and quality goods apart.

So what does the metal clip mean?

You Should Buy This.

It's all in the way the original V5 LOOKS more polished. It has a metal tip. It's fully covered. It's harder, sturdier. And yet, it's cheaper. Doesn't that seem perfect to you, potential Pilot consumer?

Really, the way they've marketed the V5 twins is brilliant. However you feel about these pens, you can't deny their marketing has always been top-notch and this is just another example. However, I'll always promote the cartridge version if only for the fact that it's better for the environment. And plus, I find it softer to hold and would love to mod my current one after some more use.

What do you all think? Which version do you prefer? Do you agree? Please let me know how you feel about this, let's start a dialog!

END OF THREAD

#pens #pilot #pilotpens #marketing #business #essay #tootthread #thread #pencils #stationary