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TABLE OF CONTENTS
COMPANY INTRO & HISTORY VISION & MISSION STATEMENTS
Key Products
Pen, Ink
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,
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.
To be able to provide practical yet exciting written communication solutions, allowing users to express their ideas effortlessly.
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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.
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.
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.
The pen is segmented on the basis of : DEMOGRAPHIC Occupation: Student GEOGRAPHIC Available through out Pakistan Psychographic Lifestyle
TARGET
Dollar has targeted young students who have just begun to start writing with ink pen.
POSITIONING Market positioning creates an image or identity in the minds of their target market for its product, brand, or organization.
MARKETING MIX
PRODUCT PRICE PLACE PACKAGING PROMOTION
Dollar
PRODUCT ATTRIBUTES
Quality
Metal clip
Matte grip
COST-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
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 its product but uses B.T.L, it sponsor & sets up stall in trade fairs.
Trade exhibitions Door to door broacher Shop promotions
SWOT ANALYSIS
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
Out-dated design. Very thick body which makes it very un-comfortable to write. Leaks at times.
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AWARDS
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BEST EXPORT PERFORMANCE 200607