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I. Introduction
A. Company profile and Competitor Profile
• VECO Paper Corporation
Established in 1980, VECO Paper Corporation today is one of the leading converters of
paper products in the Philippines. VECO Paper is committed to provide its customers with value-
added paper products. Located in the city of Muntinlupa, VECO Paper has many modern
printing and converting equipments. VECO Paper's products are distributed by an extensive
network of dealers nationwide. It is also carried by major bookstores and department stores
nationwide. This has given our customers easy access to our products.
In the coming years, VECO Paper seeks to become a major player in the paper industry.
Through continued product improvement and manufacturing efficiency, we strive to be the paper
of choice by consumers.
Our Mission is to provide quality paper products at affordable prices to the markets that
we serve. We can achieve this by providing you, our loyal customers, with good value paper
products.
• ADVANCE
Advance Notebooks is one of the most popular brands of school notebooks in the Philippines.
Known for its high quality paper, excellent value and appealing cover designs, these notebooks
comes in different sizes and style. It is the brand used by most students because the paper is easy
to write on and when pens are used, it does not cause ink spreading or blotting because each
sheet has a semi gloss finish that gives students hassle free writing. It is reasonably priced in
comparison with other notebook brands.
The brand is manufactured by Advance Paper Corporation, which started as a small
backyard operation, manufacturing ruled paper products, writing pads and notebooks for
students. Today, it is the biggest producer of notebooks in the country managing a chain of
branded products that are highly visible in the consumer market
B. Target Market
Veco paper products mainly targets students and young professionals. Through time, we
have retained our company logo of a knight astride a horse, pointing his lance outwards. This
logo is reminiscent of our defiance logo of a knight's helmet. We put this logo on our products as
a symbol of the continuity of our company culture of excellence and as a stamp of our continued
commitment to persevere, and like a knight, rise to meet any challenges that we may encounter.
It certainly aims to include both genders in its target market in terms of quality, durability, and
the purposes its products serve. Being a paper product, it is generally affordable by all, but its
cost compared to other paper products makes it more appealing to customers who are financially
flexible and those who are concerned with paper quality and appearances. Being a relatively old
and trusted brand, it also appeals to those who are traditional.
C. Positioning Strategy
Veco Paper Corporation has new technology enabling high-quality desktop publishing,
veco created the elit label to empower desktop publishers to create professional quality images
on crisp and attractive paper. The elite label boasts of a successful line of specialty paper, sticker
papers and high-quality inkjet photo papers - all at reasonable prices. Veco Paper Corporation
positioned the products as one of the leading converter of paper products in the Philippines and
committed to provide users with value-added paper products at suitable prices.
D. Marketing Mix Strategies
Veco Notes
Use the columnar notes and pads for your
accounting needs.
Quality copy paper for home and office use.
High quality mailing, coin, baronial,
document, and expanding envelopes.
Select from our wide range of folder products.
Checkout our latest notebooks for the new
school year!
Complete line of whiteboards, theme books,
index cards, continuous ink system, etc.
Photo papers for your special purpose such as
portfolio or presentations.
Keep track of your data with our record
books.
Make home made greeting cards with our
specialty boards.
Make creative paper works using our specialty
papers.
Cut and stick with our sticker paper.
Soft and absorbent bathroom and facial tissue
paper.
PRODUCT STRATEGY
Veco Notes has a lot of paper products. This company sells high quality papers which
help to satisfy customer’s needs and this strategy results Veco Notes as a strong competitor of
other brands. Some has different designs like colors, sizes and also pages. Veco Notes is
executing product-line strategy which they market paper products in different product line
depending on its usage and benefits.
Each product line were developed using specific strategic plan. For example, in their
columnar pads and notebooks, the two products didn’t have exactly the same price, size and
packaging. The company markets their product lines to the consumer they wish to attract.
Now, as they enter a highly competitive era, the company thrust is to be more dynamic in
two areas: first, by improving our existing product line by total quality management and second,
by diversifying our product line to meet increasing customer expectations and standards. We
remain dedicated to improving our manufacturing techniques and facilities in order to keep up
with the latest production processes. In these fast-paced times, VECO Paper Corporation will be
here, ready to innovate and provide their customers with better service and paper products.
Example of this is their new Origami Papers for kids that they sell with different colors that even
teenagers can surely enjoy to use and play with.
Pricing
Updated: June 11, 2012
PRICING STRATEGY
The Veco Notes use product line pricing strategy where different paper products are
separated in categories with sufficient price gaps in order to create quality levels in consumer’s
minds. Each product has a different size or page but the same quality. The company sells
products and the price ranges depends on sizes or pages. The company is also giving wholesale
customers special discounts which depend on quantity purchased in the company. The larger
quantity purchased the bigger discount.
Place or Dealers
Metro Manila: Muntinlupa, Caloocan, Pasay, Manila, Valenzuela, Makati, Mandaluyong,
Quezon City, Las Piñas,Malabon
Luzon: Naga, Lucena, Baguio, Tarlac,Laguna, Legaspi, Isabela, Laoag,Dagupan, Benguet
Visayas: Bacolod, Dumaguete,Cebu, Iloilo, Tacloban
Mindanao: Davao, Cagayan de Oro, Zamboanga, General Santos, Iligan, Butuan
DISTRIBUTION STRATEGY
Veco Notes has a lot of dealers nationwide. This is the reason why the products also seen
in different school supplies store such as National Book Store. The company has a capability to
give the right place and time of products should be delivering.
PROMOTION STRATEGY
The company mainly target students and other retailer that wants to resell the product.
Veco notes gives wholesale customers’ special discounts depending on the item and quantity
purchased. The larger the quantity purchased, the bigger the discount. The company also has
capability to deliver on dealers or customers within Metro Manila who purchases minimum of
5000 php. Veco Notes has also website unlike their competitors that doesn’t have where
customers can order products to them and get to know the company deeper at the same time.
II. Survey Research
A. Research Objectives
A.1. The researchers aim to determine the customer attitude dimensions towards the
brand in terms of:
a.) Overall satisfaction;
b.) Product-level satisfaction;
c.) Timeliness of Delivery;
d.) Customer Service Process Satisfaction.
A.2. The researchers aim to develop innovation strategies for the brand as a response to
the present customer attitude that can be made more favorable to increase the intention of
purchase.
A.3. The researchers aim to take necessary actions to continually make the brand more
salient despite of the changing preferences of the market.
A.4. The researchers aim to determine if change of pricing policies is necessary or
essential to the brand and customers.
A.5. The researchers aim to determine the specific features and benefits of the product
which can be enhanced in terms of:
a.) Quality;
b.) Packaging.
A.6. The researchers lastly aim to obtain tactics so that the brand can give utmost
customer satisfaction.
B. Discussion of Results
The research tool used is the Likert scaling technique which presents series of statement
about topic and respondents are asked to indicate their degree of agreement with each, according
11 11
9 8
7
11
16
11 11 11
9
12
7 7
10 10 11
6
1 0 0 1 1 1 0 1 0 0 2 0 0
2
4
6
8
10
12
14
16
18
1. I like the quality of Veco
paper because it does not show markings at the
back of its pages.
2. I like the designs of the cover.
3. The leaves are thick enough for
writing and drawing.
4. The various sizes of Veco Notes suit my
needs.
5. The number of leaves is just
enough for each pieces.
6. Each leaves has perfect alignment which makes good
writing.
No
. of
resp
on
de
nts
Questions/statements
Illustration of Results
5 4 3 2 1
0
2
4
6
8
10
12
14
16
18
20
7. I can easily buy Veco Notes anywhere.
8. I can always get appropriate
variants of it for my need.
9. The buying time only takes
minutes.
10. I don’t experience hassle
buying Veco Notes.
11. I don’t wait too long just to buy it.
12. I don’t have complains
regarding the price by stores where I
buy it.
NO
. OF
RES
PO
ND
ENTS
QUESTIONS/STATEMENTS
Illustration of Results
5 4 3 2 1
to five point range from strongly agree to strongly disagree. The questionnaire used to survey the
thirty respondents is consist of twelve questions/statements formulated based on the consumer
attitude dimensions mentioned in the research objectives towards the notebook product line of
Veco Notes. The charts shown are the representations of tally results of the respondent’s answers
for each question in the survey.
For the first statement/question in the questionnaire, six of the respondents answered 5,
sixteen answered 4, seven answered 3 and one respondent answered 2. Most of them answered 4
and from this, the researchers can say that Veco Notes is seen by customers as high quality brand
so they are positive towards it.
For the second statement/question in the questionnaire, eleven of the respondents
answered 5, eleven answered 4, seven answered 3 and one respondent answered 1. Most
respondents answered 5 and 4 and from this, the researchers can say that Veco Notes executes
good packaging and designs to its notebooks and customers love it.
For the third statement/question in the questionnaire, nine of the respondents answered 5,
eleven answered 4 and ten respondents answered 3. Most respondents answered 4 and from this,
the researchers can say that Veco Notes have thick notebook leaves and customers appreciate it.
For the fourth statement/question in the questionnaire, eight of the respondents answered
5, eleven answered 4, ten answered 3 and one respondent answered 2. Most respondents
answered 4 and from this, the researchers can say that Veco Notes size variants of its notebooks
are very usable for customers.
For the fifth statement/question in the questionnaire, seven of the respondents answered
5, nine answered 4, eleven answered 3, one answered 2 and two answered 1. Most respondents
answered 3 and some answered 2 and 1, and from this, the researchers can say that Veco Notes
should consider the addition of number of leaves on its notebooks because customers seem to see
it as insufficient for their needs.
For the sixth statement/question in the questionnaire, eleven of the respondents answered
5, twelve answered 4, six answered 3 and one respondent answered 2. Most respondents
answered 4 and from this, the researchers can say that Veco Notes is very particular to the
quality of its notebooks from the cover up to the alignment of each leaf and customers are happy
about it.
For the seventh statement/question in the questionnaire, eleven of the respondents
answered 5, six answered 4, ten answered 3 and three respondents answered 2. Most respondents
answered 5 and from this, the researchers can say that Veco Notes executes good distribution
strategy since customers can find anywhere at any time.
For the eighth statement/question in the questionnaire, ten of the respondents answered 5,
eleven answered 4, eight answered 3 and one respondent answered 1. Most respondents
answered 4 and from this, the researchers can say that Veco Notes notebook different variants
are effective and always available when customers need it.
For the ninth statement/question in the questionnaire, six of the respondents answered 5,
eighteen answered 4, four answered 3 and two respondents answered 2. Most respondents
answered 4 and from this, the researchers can say that Veco Notes can be bought in just few
minutes and it’s not time consuming for customers.
For the tenth statement/question in the questionnaire, twelve of the respondents answered
5, eight answered 4, nine answered 3 and one respondent answered 2. Most respondents
answered 5 and 4 and from this, the researchers can say that customers don’t experience hassle
of buying Veco Notes notebook.
For the eleventh statement/question in the questionnaire, eleven of the respondents
answered 5, ten answered 4 and nine respondents answered 3. Most respondents answered 5 and
from this, the researchers can say that customers can buy Veco Notes notebook promptly.
For the last statement/question in the questionnaire, ten of the respondents answered 5,
twelve answered 4, six answered 3 and two respondents answered 2. Most respondents answered
4 and from this, the researchers can say that customers see that Veco Notes notebooks have
affordable and reasonable prices.
Summing all the responses of the respondents, 5 got one hundred twelve, 4 got one
hundred thirty five, 3 got ninety seven, 2 got twelve, and 1 got four. The survey suggests that in
the overall consumer attitude dimensions, Veco Notes notebooks have strong positive image to
the consumers and the intention of purchase and repeat buying is quite attainable. The
researchers interpret this as that Veco Notes through the past up to present generations, has
effectively designed and implemented their marketing mix strategies well to their
customers/consumers.
0
20
40
60
80
100
120
140
160
5 4 3 2 1
Total Responses Out of 12 Questions
Total Responses
C. Summary, Conclusion and Recommendation
Summary:
The researchers decided to think of a product which is not usually used as a research
focus unlike food chains, clothing lines, etc. This product should be a part of most people
lifestyle whether in work, business, school and even at home. The researchers came up to Veco
Notes, one of the paper brands which is known and widely used. The brand has many products
mainly made of paper and the researchers chose and focused on its one particular product line
which is notebook since it is the most useful for us today.
The researchers generally aim to determine the present customer attitude towards Veco
Notes notebooks in terms of the dimensions the Likert scaling technique states. Specifically, the
research aims to develop innovation strategies, improve the features and benefits of the product
and to acquire data as basis to plan strategies to optimize customer satisfaction based on the
responses as well as the comments and suggestions made by respondents.
As mentioned in the discussion of results, the research method used is survey and the tool
used for this is the Likert Scaling Technique. The survey is done to thirty respondents mostly
teenagers who experienced and currently using any variants of Veco Notes notebook. Fifteen of
the respondents answered the questionnaire in the traditional (in person) while the other fifteen
answered it online using surveymonkey.com.
For interpreting the results of the survey, the researchers used the simplest form which is
the summation method. The total number of responses for each scale 5-1 is derived from the
number of responses for each scale 5-1 for individual questions. From these figures, assumptions
and conclusions are formulated. The researchers didn’t use the formal analysis of the survey
which is Chi-square since there is no hypothesis formulated which is to be rejected or approved.
Conclusions:
The questionnaire used to survey the thirty respondents is consist of twelve
questions/statements formulated based on the consumer attitude dimensions mentioned in the
research objectives towards the notebook product line of Veco Notes. From the results of the
survey which was shown and illustrated in the discussion of results, the following conclusions
are derived in line with the objectives with this research.
The customer attitude dimensions towards the brand in terms of:
a.) Overall satisfaction
Majority of respondents answered 4. This implies that customers perceive Veco Notes
notebooks as high quality product. The customers have positive attitude and satisfied
towards the product in terms of quality.
b.) Product-level satisfaction
In regards to the size variations and the line alignment of notebook’s leaves, the
respondents mostly answered 4 so this implies that these two present features are salient
and beneficial to them. On the other hand, with regards to the number of leaves for each
notebook, most respondents only answered 3 and this suggests that it will be better of
Veco Notes will add the present number of leaves of its notebooks since it is also
considered as an important factor by the customers in buying notebook.
c.) Timeliness of Delivery
Majority of the respondents answered 4 and even 5. This shows that customers are
satisfied with the present distribution strategy of Veco Notes nationwide. This just
implies that the company is big enough to supply their products to satisfy the needs of
their customers.
d.) Customer Service Process Satisfaction
Majority of the respondents answered 4 and even 5. This suggests that customers are
satisfied and happy of the service they receive from the stores where they buy the
product. This is also a part of Veco Notes distribution strategy where they place they
products not only in accessible places but also pleasant.
The researchers suggest that Veco Notes should make thicker notebooks that shall still
suit the needs of the customers. In terms of quality and packaging, Veco Notes should just take
little steps to improve it since their current products satisfies customers. In pricing, most of the
customers find their products affordable and reasonable so this indicates affirmative attitude of
the customers towards the brand. Still, there are few respondents who answered lower than three
so Veco Notes should also consider them in developing their pricing strategies and policies.
Recommendations:
Veco Notes has been in the industry of converting paper since 1980. At the long run, the
company already established a name as one of the leaders in the industry. Innovations and
technology has been the reason of continuing existence of business in the cutthroat industry. At
present, this also caused jeopardy in the environment. The main material needed in producing a
paper is fibers from the woods that can be get from trees. As a response to the social
responsibility to the environment, Veco Notes could use other possible materials instead like
grass and some kinds of leaves that is more tree-friendly, and can even reduce effort and cost of
production without sacrificing the quality of their products. Lastly, Veco Notes should start to
plan and strategize now how they will respond and act to the rapid evolution of the technology
that may lead for the extinction of paper products especially notebooks in future. The company
should use and incorporate technology to make their company grow and expand not to abolish it.
D. Appendix
Attitude Survey on Veco Notes
This survey aims to determine your attitude towards the brand, Veco Notes. Kindly answer the
questions/statements below from scale of 1-5; 5 being the highest and 1 being the lowest. Encircle the
corresponding number of your honest response.
1. I like the quality of Veco paper because it does not show markings at the back of its pages.
Strongly Agree 5 4 3 2 1 Strongly Disagree
2. I like the designs of the cover.
Strongly Agree 5 4 3 2 1 Strongly Disagree
3. The leaves are thick enough for writing and drawing.
Strongly Agree 5 4 3 2 1 Strongly Disagree
4. The various sizes of Veco Notes suit my needs.
Strongly Agree 5 4 3 2 1 Strongly Disagree
5. The number of leaves is just enough for each pieces.
Strongly Agree 5 4 3 2 1 Strongly Disagree
6. Each leaves has perfect alignment which makes good writing.
Strongly Agree 5 4 3 2 1 Strongly Disagree
7. I can easily buy Veco Notes anywhere.
Strongly Agree 5 4 3 2 1 Strongly Disagree
8. I can always get appropriate variants of it for my need.
Strongly Agree 5 4 3 2 1 Strongly Disagree
9. The buying time only takes minutes.
Strongly Agree 5 4 3 2 1 Strongly Disagree
10. I don’t experience hassle buying Veco Notes.
Strongly Agree 5 4 3 2 1 Strongly Disagree
11. I don’t wait too long just to buy it.
Strongly Agree 5 4 3 2 1 Strongly Disagree
12. I don’t have complains regarding the price by stores where I buy it.
Strongly Agree 5 4 3 2 1 Strongly Disagree
Comments/Suggestions:_________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_______________________________________________________________________________
Thank you for your cooperation!
Live Jesus in our hearts forever!
E. References
http://www.ehow.com/facts_7191743_product-line-strategy.html
http://www.vecopaper.com/about.php
http://www.vecopaper.com/products.php
http://www.vecopaper.com/dealers.php
http://www.vecopaper.com/faq.php
http://www.researchgate.net/post/What_statistics_does_one_use_for_a_Likert_scale
http://en.wikipilipinas.org/index.php?title=Advance_Paper_Corporation
http://www.vecopaper.com/
http://en.wikipedia.org/wiki/Paper
http://www.scribd.com/doc/96086650/06-2012-Veco-Pricelist
http://www.businessdictionary.com/definition/product-line-pricing.html
Bertram, Dane. Likert Scales. Retrieved September 28, 2013 from:
http://poincare.matf.bg.ac.rs/~kristina/topic-dane-likert.pdf
Bautista, Chona. Consumer Behavior Lessons. Retrieved September 29, 2013 from:
http://dlsud.edu20.org/