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Asim Shakil Elias Muhammad Ahmed Mohammad Waseem

TABLE OF CONTENTS
COMPANY INTRO & HISTORY VISION & MISSION STATEMENTS

STP (SEGMENTATION TARGET POSITIONING)


MARKETING MIX SWOT ANALYSIS

LEADER IN STATIONERIES OLDEST BRAND QUALITY PRODUCTS DIVERSIFICATION

Founder Year Establish Located

Mohammad Siddique 1954 SITE, Pakistan

Key Products

Pen, Ink

Industry Focus Stationary & Writing instruments Chemical & Engineering

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 among the top 10 stationary companies, on a sustainable basis.

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.

Conviction for doing good . Commitment to nature. Courage to nurture.

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.

BEGINNERS FOUNTAIN PEN

MARKETING MIX
PRODUCT PRICE PLACE PACKAGING PROMOTION

Dollar

717i Fountain ink pen.

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

Available through out the country at all stationary shops.

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

Dollar doesnt emphasize on packaging very much.

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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Set

new target market Re-design

There is no threat to Dollar 717i. Though Govt policies are a threat.

AWARDS
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BEST EXPORT PERFORMANCE 200607

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