dollar stationary industries

34
Asim Shakil Elias Muhammad Ahmed Mohammad Waseem

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Page 1: Dollar Stationary Industries

Asim Shakil Elias

Muhammad Ahmed

Mohammad Waseem

Page 2: Dollar Stationary Industries

DOLLAR STATIONERS

Page 3: Dollar Stationary Industries

TABLE OF CONTENTS

COMPANY INTRO & HISTORY

VISION & MISSION STATEMENTS

STP (SEGMENTATION TARGET POSITIONING)

MARKETING MIX

SWOT ANALYSIS

Page 4: Dollar Stationary Industries

DOLLAR STATIONARY

LEADER IN STATIONERIESOLDEST BRAND QUALITY PRODUCTSDIVERSIFICATION

Page 5: Dollar Stationary Industries

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

Page 6: Dollar Stationary Industries

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.

Page 7: Dollar Stationary Industries

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.

Page 8: Dollar Stationary Industries

Vision Statement

To be among the top 10 stationary companies, on a

sustainable basis.

Page 9: Dollar Stationary Industries

Mission Statement

To be able to provide practical yet exciting written communication

solutions, allowing users to express their ideas effortlessly.

.

Page 10: Dollar Stationary Industries
Page 11: Dollar Stationary Industries

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.

Page 12: Dollar Stationary Industries

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.

Page 13: Dollar Stationary Industries

PRODUCT

Dollar 717i

Page 14: Dollar Stationary Industries

•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.

Page 15: Dollar Stationary Industries

SEGMENTATION

The pen is segmented on the basis of :

DEMOGRAPHIC Occupation: Student GEOGRAPHICAvailable through out Pakistan Psychographic Lifestyle

Page 16: Dollar Stationary Industries

TARGET

TARGET

Dollar has targeted young students who have just begun to start writing with ink pen.

Page 17: Dollar Stationary Industries

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’

Page 18: Dollar Stationary Industries

MARKETING MIX

PRODUCTPRICEPLACEPACKAGINGPROMOTION

Page 19: Dollar Stationary Industries

PRODUCT

“Dollar 717i Fountain ink pen.

Page 20: Dollar Stationary Industries

PRODUCT ATTRIBUTES

Quality

Metal clip

Matte grip

Page 21: Dollar Stationary Industries

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

Page 22: Dollar Stationary Industries

PRICING STRATEGIES

Market-Penetration Pricing Product Line Pricing Cost-plus pricing Segmented Pricing Promotional Pricing Geographical Pricing

Page 23: Dollar Stationary Industries

PLACE

Available through out the country at all stationary shops.

Page 24: Dollar Stationary Industries

PROMOTION

“Promotion is communicating with people in an attempt to influencing them towards buying the products

and/or services.”

Page 25: Dollar Stationary Industries

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

Page 26: Dollar Stationary Industries

PACKAGING

Dollar doesn’t emphasize on packaging very much.

Page 27: Dollar Stationary Industries

SWOT ANALYSIS

Page 28: Dollar Stationary Industries

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

Page 29: Dollar Stationary Industries
Page 30: Dollar Stationary Industries

WEAKNESSES

Out-dated design.Very thick body which makes it

very un-comfortable to write.Leak’s at times.

Page 31: Dollar Stationary Industries

OPPORTUNITIES

AdvertisementsSet new target marketRe-design

Page 32: Dollar Stationary Industries

THREATS

There is no threat to Dollar 717i.

Though Govt policies are a threat.

Page 33: Dollar Stationary Industries

AWARDS

. BEST EXPORT PERFORMANCE 2006-07

Page 34: Dollar Stationary Industries