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Asim Shakil Elias
Muhammad Ahmed
Mohammad Waseem
DOLLAR STATIONERS
TABLE OF CONTENTS
COMPANY INTRO & HISTORY
VISION & MISSION STATEMENTS
STP (SEGMENTATION TARGET POSITIONING)
MARKETING MIX
SWOT ANALYSIS
DOLLAR STATIONARY
LEADER IN STATIONERIESOLDEST BRAND QUALITY PRODUCTSDIVERSIFICATION
BASIC INFORMATION OF THE COMPANY
Founder Mohammad Siddique
Year Establish
1954
Located SITE, Pakistan
Key Products
Pen, Ink
Industry Focus
Stationary & Writing instruments
Chemical & Engineering
INTRODUCTION Dollar Industries was established more than half century ago in 1954 in an old town of Karachi behind the radio Pakistan building.
Dollar is the leading writing instruments and stationery manufacturer in Asia.
Dollar exports to more than 50 countries in all five continents.
Dollar is now located at D-85 SITE, Karachi.
COMPANY HISTORY
The Dollar of Stationery was established in 1954 in Karachi. At that time the fountain pens and inks were the main writing aids and were mostly imported from Europe and the US.
Dollar started with making inks and then diversified its interests.
Vision Statement
To be among the top 10 stationary companies, on a
sustainable basis.
Mission Statement
To be able to provide practical yet exciting written communication
solutions, allowing users to express their ideas effortlessly.
.
Quality Policy
Strive to deliver Quality at an affordable price.
Committed to innovating and continually improving products, services, processes and systems.
Attach a higher priority to Quality over cost.
SOCIAL RESPONSIBILITY
Dollar recognizes its responsibility towards the country and society.
It cares for the environment it operates in.
This philosophy translates into action in the shape of the following.
Conviction for doing good . Commitment to nature. Courage to nurture.
PRODUCT
Dollar 717i
•This pen is made for the young ink pen users.•This pen has attractive colors (Blue, Red, D.Grey) and ink indicator.• Special matte grip because of which it is very user friendly.
SEGMENTATION
The pen is segmented on the basis of :
DEMOGRAPHIC Occupation: Student GEOGRAPHICAvailable through out Pakistan Psychographic Lifestyle
TARGET
TARGET
Dollar has targeted young students who have just begun to start writing with ink pen.
POSITIONING
POSITIONING Market positioning creates an
image or identity in the minds of their target market for its product, brand, or organization.
‘BEGINNER’S FOUNTAIN PEN’
MARKETING MIX
PRODUCTPRICEPLACEPACKAGINGPROMOTION
PRODUCT
“Dollar 717i Fountain ink pen.
PRODUCT ATTRIBUTES
Quality
Metal clip
Matte grip
PRICECOST-PLUS PRICING - Set price at
production cost (cost of goods and fixed profit), plus a certain profit
margin.
Dollar use cost-plus pricing method, the market price of its 717i product is 20/- PKR
PRICING STRATEGIES
Market-Penetration Pricing Product Line Pricing Cost-plus pricing Segmented Pricing Promotional Pricing Geographical Pricing
PLACE
Available through out the country at all stationary shops.
PROMOTION
“Promotion is communicating with people in an attempt to influencing them towards buying the products
and/or services.”
Dollar does not use A.T.L for any of it’s product but uses B.T.L, it sponsor & sets up stall in trade fairs.
Trade exhibitionsDoor to door broacherShop promotions
PROMOTION
PACKAGING
Dollar doesn’t emphasize on packaging very much.
SWOT ANALYSIS
STRENGTHS
Metal clip that gives it a prestige look.
Easy to fill ink roller.Large ink capacity.Clear ink level indication.Matte grip to provide comfort.Export
WEAKNESSES
Out-dated design.Very thick body which makes it
very un-comfortable to write.Leak’s at times.
OPPORTUNITIES
AdvertisementsSet new target marketRe-design
THREATS
There is no threat to Dollar 717i.
Though Govt policies are a threat.
AWARDS
. BEST EXPORT PERFORMANCE 2006-07
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