Executive summary

DOLLAR is one of the oldest and most respected Writing Instruments and
Stationery company in Asia. It made its debut almost half-a-century ago and has
seen three generations expressing their ideas with a wide range of DOLLAR Pens,
Markers and Inks. DOLLAR products are sold in all five continents of this planet.
Persistent innovation coupled with an ever expanding product range have earned
DOLLAR an enviable brand loyalty among all walks of life and in all age groups.
Excellent product performance, exceptional reliability & continuous improvements
have developed a blind consumer faith on Dollar products.
With new hopes and new aspirations DOLLAR is here to bring to the consumers
practical yet exciting written communication solutions.
Started in 1954 as an Ink manufacturer DOLLAR range now boasts a wide array of
highly functional Writing Instruments and Stationery products that suits cross
cultural consumer tastes. Continuous quality evolutions and style innovations
have earned DOLLAR an inviolable brand loyalty even amongst the most
discerning of the stationery users.
Dollar is proud to serve its customers for 48 years and now with new hopes and new
aspirations DOLLAR is here to bring to the consumers practical yet exciting written
communication solutions.

Objectives

We at DOLLAR are committed to deliver Quality at affordable prices.

Our Team is dedicated to provide customer better value for their money
through continuous improvement and innovation.
Quality is at our hearts.

Safe for customers intended use

Priority is guaranteeing the highest possible quality in all its deliverable

MISSION:
To be able to bring to the consumers practical yet exciting written communication
solutions on a continuing basis

VISION:
To be amongst top ten stationery related companies on a sustainable basis

INTRODUCTION TO
DIP
We have observed that majority of the people find using a fountain pen very time
consuming and inconvenient , some of them are not able to find what they are
looking for in a pen due to the problems face by them in handling and managing a
fountain pen , so to help our consumers get rid of their complains we have brought a
solution to their problem, we have come up to a very new and innovative product,
which will be a barrier against problems of using a fountain pen .
This product is called D.I.P (disposable ink pen). This pen is a perfect solution for
those who want to get rid of the problem using a fountain pen. This pen serves the
purpose of a fountain pen with providing customer satisfactions.
DIP is a pen that works exactly like any other dollar fountain pen but the difference
is that it can be disposed later after it is used without any difficulty, like an ordinary
ball pen. There is no problem of refilling the ink and it is not even time consuming,
the pen can be used and then disposed later.
DIP will work for a longer period than any other fountain pen as each pen contain
0.78mm ink pen
We along with the convenience promise to provide you the quality you deserve and
assure you the complete satisfaction you are looking for.

Attributes of DIP:

Saves time and effort.

Easy to handle and easy to use.

No leakage of ink and no untidiness

Convenient and easy to care.

The information gathered by us through the survey helped us a lot in

making important decision regarding the production of our product and
also to decide how to better facilitate our customers.

QUESTIONIARE
(Disposable fountain pen)
Dear respondents,
We are launching a disposable fountain pen; we would like to know your views and
opinions in order to serve at your most convenience.
Name(optional):
Gender: Male/female
Age:
12-15
16-18
Grade/class:

19-21

1. Do you use a fountain pen?

Yes

No
2. When buying a fountain pen what attributes do you keep in mind?

Quality
Price
Brand
Others (plz specify)-------------

3. Do you find it difficult to maintain fountain pens?

Yes
No

4. What problems do you face while using a fountain pen?

Time consuming
Leakage of ink
Refilling
Others (plz specify)-----------

5. Have you heard of disposable ink pen

Yes
No
Not sure

6. If a disposable fountain pen is launched how would you respond to it?

Definitely buy
Definitely not buy
Not sure

7. Which of the following reason you feel will make you buy this pen? (Check all
that apply)

Convenience
Time saving
Easy handling
Others (plz specify)------

8. What would be the best name for this pen?

Dip
Flow
Grip
Hold
Rite
Others (plz specify)--------

9. How much are you willing to pay for a disposable fountain pen?

Rs.8-10
Rs.11-13
Rs. 14-17

A brief summary of the analysis made on the survey

is as followed:

Will people will be willing to buy our pen :

90% of the people are willing to buy are pen

The most preferred attribute of our pen

89% of the people have chosen convenience as their
priority.

The price consumers are willing to pay:

87% of the people are willing to pay between RS.11-13

ANALYSIS OF THE SURVEY

15%
YES
NO
85%

We carried out a survey to know the response of the consumers regarding the
disposable pen. And we are delighted to know that most of the people are willing to buy
this pen. As this pie graph suggests, 85% of the target market is appreciating the launch
of this product and only 15% are either opposing it or are not sure of whether they will
buy it or not.

11%

Convenience
Time Saving

89%

The problems faced by consumers while using a fountain pen are leakage of ink
and refilling. In order to provide customers with convenience and easy handling, this
product has been launched. In a survey, we have found that most of the consumers prefer
convenience over other attributes. As the pie chart predicts, 89% of the target market has
opted for convenience of using a pen whereas other 11% has opted for other attributes.

Marketing Mix

MARKETING MIX
To achieve our expected response on the market, we have engaged into different activities
regarding the product, its price, place, and promotion.

PRODUCT:
Quality:
The first major concern is to choose a quality level that can support the (DIP) position in
the market. Here the product quality means performance quality-the ability of a product
to perform according to its promising features.

PRICE:
DIP is reasonably priced which can be a reason to its purchase as it were to be produced a
good quality on comparison to local brands. Pricing has been optimized in such a way so
as to ensure market survival and at the same time keeping DIP at affordable level of
price.
COST-BASED PRICING:
Our approach for pricing the product is cost-based, we have though considered peoples
opinion regarding the price they are willing to pay.
We first had a cost analysis and further details of the costing are mentioned under the
conclusion section of the report.

PLACE:

Our product is available at all super stores, bookstores. We are market targeting the
middle class, upper middle and upper lower, and upper class. We will be using the
indirect marketing channel to distribute our product- retailers to customers and
relationships with retailers. In the long run, we are planning that well use VMS(Vertical
Marketing System) to distribute our product. Well be in a greater position to bargain
with the distributors.

PROMOTION:
Identifying our promotion is very essential. We first need to target our specific
audience, which include: schools, college students looking for a convenient writing
utensil/pen. Market departments want the people to be aware of the new product and
features. We need to make people realize that, our product is better than competitors and
to try to convince them and tell them about the attributes of the product we intend to
mention the strong point of the product.
We plan to have a Interpersonal communication channel and make people aware of our
product by distributing brochures and pamphlets outside the school and college area. We
will even stick posters outside school , colleges and stationeries. Our strong and loyal
retailers will support us in promoting our product by their selling skill, which is usually
done on contractual basis.

TOOLS FOR PROMOTION:

Posters outside the schools and colleges

Pamphlets

Good customer care and service

BRANDING:
DOLLAR is a private brand, and the distribution is all based on contracts,
The distribution of the our product will be done very intensively, our product would be
sold with the brand name DIP, which is a product of DOLLAR.
PACKAGING:
Name of the brand would be printed on the packaging. Every pen would be
wrapped in a poly bag, packed in a standard box of 12.
We have just very recently introduced a packaging strategy, for this new product that is
DIP though pen would be placed in the same poly bag , but placed in a jar .
This is a yellow color, glass shaped jar, which we have planned to offer it to the
customers

This eye-catching packaging would attract people, and push them to at least give a look at
our product
LABELING: Name of the product DIP appears on the right corner of the bottom of the
jar. Which will make people relate DIP with dollar. Basic ideas of to market the product
as well as the name had to be done in conjunction with promotion

Unique selling
proposition
Unique Selling Proposition
The USP of our product is the convenience it provides, the attribute of our product to be
the only fountain pen existing on the market, which is disposable, that makes it easy to
care and handle, and save the time of the user. Where as ordinary fountain pens are

difficult to use, inconvenient to handle. It consumes a lot more time and requires effort
of refilling the ink and dealing with leakage problems and also facing the problem of
untidiness it creates.

LAUNCH STRATEGY:
We aim to launch this product during the month of May, as it will be easy for us to create
awareness of our product since the exams matriculate and Intermediate will be starting by
the start of June, it would be a right time to launch.
Majority of the consumers have a complex buying behavior where buying pen is
concerned, so we will try to attract more and more people on the basis of our product
differentiation

CHANNEL OF DISTRIBUTOR:
Our channel of distribution is indirect channel distribution. We would go for intensive
distribution and avail the product in stationeries, super markets, book stores, etc.

Market
segmentation
MAIN SEGMENT:
School, college going students, and for whom using a fountain pen is a necessity.
GEOGRAPHIC:
Region: All over Pakistan

Density: Urban, Sub-Urban

DEMOGRAPHIC:
Total population of students of metric and intermediate level and also bachelor level
Age:
12-22 , people who are the students of school and college
Gender:
Male and Female (Both)
Occupation:
School or college going students, for whom using a fountain pen is a necessity.
Use of fountain pen is a part of every day work for them

Targeting
Our target market is schools, college students who buy pens for their regular usage,
which ranges from class 4 to graduate level. Specially those students who want to get rid
of the hurdle of using and handling a fountain pen.

Market positioning
Pen which promises you neatness and clearness while saving your timeand guarantees
satisfaction, unlike other pens. This product is a lot more than a pen.
It presents better quality than others.

POSITIONING STRATEGY:
Product differentiation: attributes of the product
Image differentiation: first time a company has landed something like that.

Competitive advantage:
Its better than the rest, the attributes provided by this pen are unique and satisfying.
No other company in the industry share with us the unique and innovative attributes that
we hold

MARKETING RESEARCH APPROACH:

Survey, observations. Contact Method: online, telephone, via e-mail Research

instrument: questionnaire, dollar-pen website
BEHAVIORAL:
Benefits:
Quality, service speed, convenience, economy.
User-status: Regular users
Usage rate: Heavy users
Readiness to buy:
When informed, interested, intended to buy.
Attribute toward product:
Positive

SWOT

Strengths

First of a kind
Brand Equity
Easy Availability
Proper Utilization of Resources
Easily Affordable
Positioning Beyond Target Market
Distribution Channel

Weaknesses

Opportunities

Vast Potential Direct Market

No Direct Competition
Literacy Level
Technological Factor

Lack of Awareness
Difficult to position
Lack of trust
Totally new product
Loyalty towards ink pens
Limited finance

Threats

Unacceptability of the concept

Entrance of competitors
Uncertainty
Decrease in expected sales

SWOT Analysis:
Strengths:
1. First of A kind:
It is beneficial to our customers although there are many ink pens, but none of those
kinds are ever able to solve their problems.

2. Brand Equity
This is no doubt that Dollar is the most popular brand of pens in Pakistan. So,
introducing a new Dollar product will always be favorable because of brand equity and
brand loyalty of our customers.

3. Easy availability:
DIP can easily be available in all sorts of markets, therefore customers will find it very
easy to buy our product.

4. Proper Utilization of Resources:

By introducing DIP we can best make use of our resources, like we will use our made
Dollar ink in DIP hence we are utilizing best of our resources.

5. Easily Affordable:
DIP is reasonably priced so it is easily affordable for every class.

6. Positioning Beyond the Target Market:

DIP will not only position the regular users of ink pens or the target market, but it will
also position beyond that, because of the easy handling and convenience non-users of ink
pens will also be attracted.

7. Distribution Channel:
The distribution channel of DIP is very efficient and effective.

Weaknesses:
1. Lack of awareness:
The biggest weakness of DIP is having lack of awareness. In case the customers are not
fully aware of the qualities of DIP.

2. Difficult to position:
Customers who use ink pens regularly may not be completely satisfied because of their
habitual use of fountain pens.

3. Lack of trust:
The lack of trust while using DIP is one of the most significant weaknesses because it is
very difficult to build trust in the mind of the customers.

4. Totally new product:

Customers may have uncertainty about DIP because it is totally new in the market and
nobody is much aware of disposable ink pens.

5. Loyalty towards ink pens:

Customers who are loyal towards regular fountain pens may not intend to buy DIP.

6. Limited finance:
One of the most provoking aspects with this product is having limited finance. We dont
have enough budgets to bring out innovations.

Opportunities
1. Vast Potential Direct Market:
The market that we are catering in is a vast potential direct market. It can easily catch the
eyes of the customers.

2. No Direct Competition:
Since our product is totally new in the market, therefore we dont have any direct
competition.
3.Literacy Level:
Increase in the literacy level can add more customers in the coming future.

4.Technological Factor:
Introduction in the case of new technology can bring a great opportunity to the growth of
DIP sales.

Threats
.

1. Uncertainty:
Customers might have uncertainty while using DIP because they will always compare
DIP with a regular fountain pen.

2. Incomplete satisfaction:
Customers who use ink pens regularly may not be completely satisfied because of their
habitual use of fountain pens.

3. Entrants of Competitors:
Entrants of competitors is a major threat that can affect in the future.
4. Decrease in Sales:
If the sales of DIP decrease below our expectations then our cost of production will
increase.

5.Unacceptability of the Concept:

The customers may not be willing to accept the concept of disposable ink pen

Terms Of Trade:
The company provides their line of product to retailers, dealers on both cash and credit.

Degree of Brand Awareness:

Dollar is a well-established brand, the consumer is aware of the brand and is loyal to it.

Awareness of Substitution:
We dont have any close substitution in the market since we are the first company to
launch a disposable ink pen.

High Involvement or Low Involvement:

Its a high involvement product since there are significant differences between the brands.
This pen is different from others on the basis of its attributes but still if the consumer has
any problem with the pen he buys, he can definitely exchange the pen but cannot return
it.

Basis of Buying:
Disposable ink pen will be consumed at regular basis but its consumption will be more
during the exams and at the beginning of the school year.

Entry and Exit Barriers:

The entry of other brands would be very easy but it will be very costly for them since no
other company produces ink. And in order to produce this pen they have to have contact
with other ink companies. The exit barriers are low. The return on investment is quick
and investment doesnt stay blocked for a very long time.

SERVICE ATTRIBUTES

www.dollar-stationery.com
Our company has developed a website of their own, which
facilitates visitors by providing any information regarding the
product or the company itself. If the consumers face any sort of
complain or problem, they can contact us through e-mail or postal
address. And we will try to reply them soon and work on their
complains. We would love to receive comments and suggestion
from your end.
Customers can contact us online at:
marketing@dollar-staionery.com
sales@dollar-stationery.com
customerservice@dollar-stationery.com
purchase@dollar-stationery.com
commercial@dollar-stationery.com
jobs@dollar-stationery.com
hr@dollar-stationery.com
finance@dollar-stationery.com
accounts@dollar-stationery.com
manufacturing@dollar-stationery.com
CONTACT US :
Dollar Industries (Pvt) Ltd. D-85 SITE, Karachi. Pakistan
Ph: # 92-21-2563535-8

After a thorough research and by very carefully focusing on the target

market we have reached to the conclusion that there exist a growing
need of our product, which we hope would be highly appreciated by
the market.
Our product is all ready to be launched and we feel proud to serve our
customers and provide them what they expect from us

BCG matrix
Having a look at the bcg matrix we can conclude that dollar has a good
set of Sbus, which all are positioned very well, DOLLAR seems to have
a good position in the market, where its growth of majority of its item
is still increasing due to many economic and environmental factors.
This new product will be launched with the hope that it will gain a
favorable consumer interest and hold a good share of market

Product life cycle

curve

Our product DIP is in a stage of product development, as we have not launched it as yet,
there are no sales made and so growth can not be judged, our promotion and other
activities depends upon the response we receive from our costumers once it is launched.
This is what will later determine the skew ness of the life cycle
We look forward to launch this product with high hopes and optimisms