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

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10 10 11

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1 0 0 1 1 1 0 1 0 0 2 0 0

2

4

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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

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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.

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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:_________________________________________________________________

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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/