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