Strategic Marketing

Plan for Dollar 2016

Prepared By:
Hussain Shabbir
Zia Rasheed
Ammar Alam
Shaikh Sikandar Sajid
Ahsan Bhutto
Zehra Imtiaz
Submitted to:
Dr. Rizwan Raheem Ahmed

Shaheed Zulfikar Aki Bhutto Institute of Science and

Technology Karachi 2016
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LETTER OF ACKNOWLEDGEMENT
Explicitly completing a course as comprehensive as Strategic Marketing we owe a debt
of gratitude to our teacher, Sir Rizwan Raheem. We have been greatly aided by him,
throughout the semester.

In addition to this, while developing this report we were provided with all the required
information and guidelines by Dr. Rizwan Raheem. We are, therefore, greatly
appreciative for the wonderful support that we have received.
We have also been fortunate enough to be in this group together.
Faithfully,
Hussain, Zia, Ammar, Sikandar, Ahsan and Zehra.

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Table of Contents
Executive Summary: .................................................................................................................... 5
Introduction .................................................................................................................................. 6
About the Company ................................................................................................................ 6
Vision &Mission ....................................................................................................................... 6
Business Lines........................................................................................................................... 6
Brands ........................................................................................................................................ 7
Quality Standards: ................................................................................................................... 7
Quality Policy ....................................................................................................................... 7
Business Environment: ................................................................................................................ 8
External Analysis ......................................................................................................................... 8
Market Research ........................................................................................................................... 9
Market Growth Trend ............................................................................................................... 12
Market Structure ........................................................................................................................ 14
Competitive Analysis ................................................................................................................ 15
Major Players .......................................................................................................................... 15
Minor Players ......................................................................................................................... 15
Consumer Analysis .................................................................................................................... 16
Present Needs: ........................................................................................................................ 16
Future Needs: ......................................................................................................................... 16
Customer Buying Criteria ..................................................................................................... 17
PEST Analysis ......................................................................................................................... 17
Porters Forces Model ............................................................................................................... 18
Internal Analysis ........................................................................................................................ 19
SWOT ........................................................................................................................................... 20
Driving Forces & Trends ....................................................................................................... 21
Segmentation and Target Market ............................................................................................ 22
Positioning .................................................................................................................................. 22
Product Life Cycle Stages ..................................................................................................... 23
Marketing Plan ........................................................................................................................... 24
Product: ................................................................................................................................... 25
Price: ......................................................................................................................................... 25
Place: ........................................................................................................................................ 26
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Distribution Structure........................................................................................................ 26
Promotion Plan: ...................................................................................................................... 27
Promotion in Rural Areas: ................................................................................................ 27
Integrated Marketing Communication ........................................................................... 28
Advertising Strategy: ......................................................................................................... 29
Financials ..................................................................................................................................... 29
Market Size for past 4 years.................................................................................................. 30
Market size for next 4 years .................................................................................................. 31
Implementation, Control & Contingency Plan ...................................................................... 32
Sales Analysis ......................................................................................................................... 32
Market Share Analysis .......................................................................................................... 32
Distribution Analysis............................................................................................................. 32
Customer Analysis ................................................................................................................. 32
Appendix-A ........................................................................................................................ 34
References: .................................................................................................................................. 35

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Executive Summary:
As part of the MBA program we are required to make an industry-based project for the
course Strategic Marketing which is facilitated by Dr. Rizwan Raheem. The assignment
which is given to us is to find the business plan/ practical framework of marketing plan
of any company in Pakistan and in this report we are presenting the companys
Introduction, business environment which includes external analysis (Market structure,
Market growth, competitor Analysis, Consumer Analysis, market trends impact, Pest
Analysis, Porters five forces & strategies), internal analysis (SWOT, key issues and
challenges and finally the companys overall strategic direction and how to achieve that
strategic direction through marketing plan. However, through this project work we had
an exposure to the practical application of the course and also had the sound
knowledge that how the companies in Pakistan are managing their long term and shortterm strategies.
For this project we contacted a stationery company because Pakistans stationery
industry has faced a tremendous growth over the years as the users of stationery items
are mostly Pre School going children or the youngsters in Colleges and Universities and
Pakistans stationery items are not only preferable domestically but internationally also.
Therefore, we visited Dollar Industries Pvt. Ltd., which is one of the leading stationery
companies in Pakistan with 40% market share; the further introduction of the company
is being discussed in this report.
We discussed all our queries by the help of questionnaire with Mr. Ali Asim, Group
Product Marketing Manager and Mr. Shahzad Deshmukh, Brand officer Dollar
Industries Ltd. We discussed about Dollars business scope, future aspirations, present
and future strategies, market structure and growth, current and potential market
segment, distribution strategies, market driving forces and strategies,
competitive/segment analysis and many other things which we have discussed and
learned in our course.

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Introduction
About the Company
Dollar Stationery is one of the Top writing instruments and stationery manufacturer
in Asia, Dollar has its availability all over Pakistan (Shafaat Khan, 2005) and also
exporting to more than 50 countries namely Canada, USA, France, Germany, UK,
Greece, Middle Eastern countries, SriLanka, India, Indonesia, Thailand, Bangladesh,
Afghanistan, Egypt, Libya, Sudan, Kenya, South Africa, Australia and many more
countries (Dollar Stationery, 2016).
Dollar has the Position of Heritage Brand as it is founded more than half-a-century
ago in 1954 by Muhammad Siddiq started formulating and producing inks in a
small place situated in the old town of Karachi. At that time fountain pen was the
primary instrument used for writing. Back then; prevailing brands in pens and inks
were mostly imported from Europe and the US. Persistent innovation and
expanding product range is the competitive advantage for Dollar stationery, which
results in enviable brand loyalty (Dollar Stationery, 2016).

Vision & Mission

Our Vision
To be amongst the top ten Stationery Companies, on a sustainable basis.
Our Mission
To be able to provide practical yet exciting written communication solutions,
allowing users to express their ideas, effortlessly.

Business Lines
Dollar Stationery has World Class Manufacturing All in House, The Factory is
Located in S.I.T.E Area.
Manufacturing & Marketing of stationery and writing instruments
Engineering Division (Making Dies, tools, Molds, Jigs etc.)
Chemical Division (Formulating Ink and glues)

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Brands
Following are the famous
brands
and
besides
producing
its
ownbranded items, DOLLAR
also manufactures and
exports private labeled /
OEM stationery products
for some of the leading
international
brands
(Dollar Stationery, 2016).

Quality Standards:

ISO 9001, through Lloyds of England,

Quality Policy
Best Quality at an affordable price
Are committed to innovating and
continually improving
products,
services, processes and systems
Complying with the quality standards
including the European, US, British,
German and other country specific
standards.
DOLLAR maintains and updates Product
/ Material Safety Data Sheets (MSDS) as
well as CE certification for their global
customers

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Business Environment:

External Analysis

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Market Research
Market research gives the detail insights about the market dynamics that how the
particular industry is performing and along with that it gives us the latest trends in the
market, According to Amir Shafaat Khan (2003) the stationery industry is s changing
rapidly therefore Dollar Stationery has gathered some market insights through which
they can alter their strategies, Ali Asim(Group Product Marketing Manager) discussed
the following points which will tell us regarding the stationery industry dynamics in
Pakistan:
1. The major chunks of writing instrument buyers are students and then
professionals and teachers.
2. Most of the consumers consider price and quality an important factor while
buying any writing instrument
3. Stationery comes under FMCG category but it takes time in consuming it
therefore most of the consumers buy pens and stationery once in 15 days or in a
bulk.
4. Advertisements are one of the emerging influencers in stationery industry but
their friends or retailers are influencing currently most of the consumers.
5. Stationery is a wholesale driven industry.
6. Most of the non-stationery shops like bakery, pan shops, medical stores buy
stationery from the retailers.
Following are the graphical representation of market research conducted by Dollar
stationery.

Brand Preference

Purchase Frequency
33.33%

33.33%
Signature
27%
20%

Dollar
53%

13.33%
Piano
Deer
7%
0%

Once a week Once in 15

days

Bulk
purchase

Borrow

Picasso
13%

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Driving Factors

33.33%

26.66%

20%
13.00%

6.66%
Price

Quality

Easy
Refillable

Availability

Design

Influencers
Parents
0%

Frequent Buyers

Advertise
ments
13%

Retailers
34%

60%

25%
10%

Friends
40%
5%

Source: (Dollar Marketing, 2015)

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Colleague
s
13%

Sales

Maximum Sales
40%

High During
Exam

20%

Stable
throughout the
year

20%

5%

Dollar

Piano

Deer

New
promotions
introduced

5%

Signature

Picasso

Ways of buying Stock

by a Retailer

Non-stationery shop's
Purchase of Stationery
from Retailers
80%

Through Distributor
Through Wholesale Market

20%

40%

60%
YES

NO

Source: (Dollar Marketing, 2015)

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Market Growth Trend

Pakistans total size of writing instrument market is estimated at Rs10 billion.

(Amir Shafaat Kahn, 2005)

According to the Dollar Stationery Pakistans total production of writing

instruments is 0.1090 billion per month. Production of ball pen hovers 30 million
per month and production of fountain pen ranges between 6 million per
month.(exhibit -1)

Dollar produces 18.30 million products per month.

Production per Month

Dollar
40%
Industry
60%

Source: (Dollar Marketing, 2015)

According to the World Bank Overview (2015) Pakistan also exports around
$5.5 million of writing instruments and stationary items all over the world
and the exports are rising gradually

Population growth of Pakistan is recorded around 1.49% (Demographics of

Pakistan, 2013-14)

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60% of population of Pakistan consists of youth. (Demographics of Pakistan,

2013-14)

Literacy rate in Pakistan is 57%, which is expected to increase to 88% by 2020.

(World Bank Overview, 2015)

The total educational institutions in Pakistan are 508,846 from which 90%
consist of schools and other 10% consist of other educational institutes.
(Exhibit-1) (Demographics of Pakistan, 2013-14)

Educational expenditure is 1.9% of GDP. However there is an increase in

expenditure from the last year but this growth is not so sufficient. (Exhibit-2)

The Nawaz government is currently focusing on eliminating the illiteracy by

the assistance of USAID; which is developing schools in rural areas of
Pakistan.

The current labor force in Pakistan is 58.41 million; in which 43% of this labor
is involved in agriculture, 20.3% in industry and the remaining 36.6% in other
services. The estimate labor force growth is by 3.7% and the growth is due to
increasing amount of female professionals. (Demographics of Pakistan, 201314)

The number of teachers during 2012-2013 is 1.45 million, compared to 1.41

million during the corresponding period last year, showing an increase of 2.8%.
(Exhibit-3, Exhibit-4)

The total enrolment of students in 2012-2013 is 44.59 million, compared to

42.722 million during the corresponding period last year, showing an increase
of 4.39%. (Exhibit-3, Exhibit-4)

In reference to the Article in Dawn News Paper Chinese Stationery Swarms

Market By Shafaat Khan (20015) In the countrys overall writing instruments
market, local players enjoy the 70 per cent share, while 30 per cent share has been
captured by Chinese products

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Market Structure
Influencers
Parents,
Teachers,
Friends,
Advertisements

Friends,
Teachers,
Parents, retailer,
Advertisements

Friends,
Stationery
Retailers,
Advertisements

Colleagues,
Retailers,
Advertisements

End Users
Pre School
Students
(preprimary
-4th Grade

Secondary
students (5th
GradeMatric

College,
University
Students

Fountain Pen,
Pointers, Color
Marker, Ink

Gel Pen, Ball

pen, Pointers,
Highlighters,
markers

Teachers,
Presenters

Products
Pencil &
color
pencils,
crayons,
markers

Board marker
& Permanent
Marker, Ball
pen

Advertisements,
promotions,
colleagues

Office &
Institution
Supplies
(Government
institutions,
Schools,
Hospitals)

Staple pins,
StickGlue, Pens,
High lighters

Channels
Non-Stationery
Shops (Pan
Shops, Bakery,
Medical Store)

Wholesaler

Office
Suppliers,
Sales
Personnel

Retailers

Distributor

Writing
Instruments
Industry
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Market Structure
According to the Article in Business Recorder (2012, Dec 18)
Consumer segments are being evolving over time and each player in the writing
instruments industry are launching and developing the new products according
to needs of consumers
Advertisements & promotions are becoming one of the major sources of
influencers in stationery products
Non-stationery shops are one of the emerging forms of channel however these
shops buy the required/demanded stationery from the nearby retailers.
Many manufacturers do direct selling to institutions and high potential stores.

Competitive Analysis

Overall Writing
Instrument Market

In stationery market, local players

enjoy the 70 per cent share, while 30
per cent share has been captured by
Chinese products (Shafaat Khan,
2003)
Currently there are five major
producers of writing instruments
locally and others are the distributors
of imported stationery items from
China, Germany, and Japan & USA.

Major Players
o Dollar
o Shah son (Goldfish, Picasso)
o Indus Pencil (Deer)
o Sayyad Engineers (Piano)
o Aftab Sons (Signature)
Minor Players
o Dux
o Faber Castle
o Pelikan
o Uni-ball

Chinese
Stationery
Market Local
Players

Market Share
Others
10%

Picasso
15%

Dollar
40%

Piano
20%

Signature
15%

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Consumer Analysis
Following are the insights of consumer while selecting any writing instruments (Ali
Asim, 2016):

Present Needs:

Better and effortless writing for frequent flow of thoughts

Affordable price
Elegant look and design of pen
No ink leakages
Available in different colors
Minimum & easy ink refills
Tic-tac ball pen instead of cap pen
Quality grip
Fine nip for smooth writing

Future Needs:

Consumers moving towards use of I pads and hand held devices.

Technology interference has increased the concept of automated or digital pens.

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Customer Buying Criteria

Relative Importance of Factors
Absolutely
Critical
Factors
5
Performance
& Quality
Design
&
features

Very
Important
4

Quite
Important
3

Nice
Have
2

to Not
significant
1

Dont
Want it
0

Brand image
& reputation

*
*

Price
Eco-friendly
products

Availability of
product

Promotions &
marketing

Source: Self Researched from 50 consumers.

PEST Analysis

Political:
o Government has imposed 25% tax duties on stationary and craft items to
discourage imports from countries like china which provides
comparatively cheaper stationary items. (Pakistan Economic Survey, 201415)
o No value added tax at present, can be implemented in future
o Favorable direct investment policy

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Economical:
o Consumption per capita and literacy rate is expected to increase steadily
o Favorable policies for promoting education

Social:
o 60% population is under the age of 30 and population is increasing
o Popularization of LMTs, IMTs and Malls in Pakistan

Technological:
o According to Mr. Ali Asim Dollar is working to introduce eco-friendly
products which are not very common in Pakistani market in which nonhazardous chemical, ink, plastic will be used which will be dissolvable in the
natural environment.

Porters Forces Model

Threat of new entrants:

o Chinese brands and some of the local brands offering cheaper price as
compared to Dollar

Power of Buyer:

o The buyer has numerous options of getting similar or lower price

products, therefore, products are priced keeping this competition factor in
mind.

Threat of substitute:

o Low cost e-pads by the Chinese companies are entering Pakistani market

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Internal Analysis

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SWOT
Strengths:

Availability to more than 50 countries

Status of heritage brand
World class manufacturing facility
All in-house, vertically integrated facility
Strong distribution throughout Pakistan
Skilled labor
Enviable brand loyalty\ good brand reputation
ISO certification and other various quality control certification

Weakness:

Obsolete/ outdated design of products

Lack of advertising
Increasing operational cost.

Opportunities:

Non-stationery shops
Penetration in European union countries
Penetration in other stationery accessories
Increase availability in rural areas

Threats:

Increasing intensity of competition/ Chinese stationery in the market

Price sensitive consumer
Adverse shifts in foreign exchange rate and trade policies of foreign government
Political instability
Strong legal requirements for international trade
Competitive cost and heavy investment for penetration in the rural market and
for availability to non-stationery stores.
Illiteracy and lack of awareness in the rural areas will effect Dollar in achieve the
objective.
Unorganized data of non-stationery shops in Pakistan.
Government negligence in education sector.

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Driving Forces & Trends

Trend

Potential Impact

Entry of Chinese stationery in the Increase in competition

market

Dollar

Competition

+++

+++

---

---

+++

+++

+++

++

+++

+++

+++

++

and consumer choices

Consumer opting for new pens Decrease in demand of

instead of refills

fountain pens and inkbut

it

also

has

positive

impact on usage of ball

pen & pointer
Increase use of white boards in Increase in demands of
schools, colleges & universities

white board markers

Foreign investment in education Increase

sector like USAID

enrolment

in
in

student
schools,

colleges and universities

ultimately

increase

in

demand of stationery.
Technological advancement

Reduction in cost of a
product

and

improvement in quality
Emergence
stores

on

non-stationery

Increase in availability
of the product in
emergency.

Increasing dollar exchange rate and Decreased

purchasing
inflation rate
power of consumer

+++

---

+++

---

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This Table is self-analyzed to show the impact of external trends and possible threats
which may impact the Dollar Company and Other players in the industry.

Segmentation and Target Market

Customer/End User:
Dollar presents different writing solutions to different consumers; Dollar has the vast
range of target market from a small School going kid to an executive in an office, or all
those people who know how to write are even their target market (Ali Asim, 2016) but
Dollar stationery has divided its consumer into two categories:
Demographic users:
Children/School student
Youngsters/ College & university students
Family
Different Income level groups
Industrial & Institutional Users:
It basically depends upon the nature of business:
Executives
Managers
Workers/labors
Schools/Colleges/University
Offices
Government institutions
Hospitals etc.

Positioning
Educational product or the product which aids in learning or writing.
Consumer seeks solution in their product that is why consumer mostly prefers their
product and there would be hardly any house in Pakistan where Dollars product
would not be used. However, Dollar also does its brand extension by focusing their
business scope, which is related to educational products or instruments, which help in
writing.

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Product Life Cycle Stages

Sales

Students
Teachers
Professionals

Introduction

Growth

Maturity

Decline

Source: Market Research Analysis by Dollar Stationery R&D.

Dollar stationery and other players in the industry are mainly focusing on Student and Teacher
Segment, therefore the products in this segment are on a Maturity stage but on the other hand
there is an opportunity available in professional segment as the products related to professionals
and office supplies are lacking quality products therefore there is growth chances in this segment.

23 | P a g e

Marketing Plan

24 | P a g e

Product:
PRODUCT PLAN

MARKET
SEGMENT

EXISTING
PRODUCT

TURN
OVER
62,570,245

INCREASE
BY %
NEW PRODUCT

PROJECTED
TURNOVER

16.6 %

Calligraphy Pointer

72,956,905

Professionals

Pointers

Pre-School
Student

Simple
Design
Products

103,680,000

30%

Funky Design Pencils 134,784,000

Paint Markers

25%

High Quality Fountain

Pen
36,017,480

PreStudent

School

Professionals

Low Quality
Fountain Pen 28,814,199

Teachers

Board
Markers

Students

12,585,540

Re-fillable and Eco20,799,818

20%
Friendly Products
24,959,781
Sharpeners,
Rubbers, Scale, Note
books, Ink remover
Financials and growth rate (Dollar Stationery Pvt. Ltd)

Price:

COST-PLUS PRICING - Set price at production cost (cost of goods and fixed
profit), plus a certain profit margin (Ahmed et al., 2014)
Eliminating intermediaries should produce cost effective products.
Focus on reducing operational cost.
Other than that following pricing strategy is adopted for new launching of
products:
Market Penetration Strategy
Promotional Strategy

25 | P a g e

Place:

Dollar should do direct selling to high potential stores i.e. Hyperstar, Metro,
Imtiaz, Chase etc. because these stores are the growing trend in Pakistan:
Provide trade offers
Shelf branding

Introducing new POS like availability in schools bookshop etc.

Distribution Structure
Distribution Channel
Institutional Selling/ Office Suppliers
Wholesaler/ Distributor

% of Production
10%
55%
30%

Retailer
Modern trade/ High Potential Stores

5%
-

Non-Stationery shops
Future of Retailing an article in Business Recorder (2012, Dec 18)

Changes & Effect:

Stationery is a wholesale driven industry and major part of its distribution is done
through wholesale.
Retailing is a prominent form of distribution and it is still establishing in Pakistan

Distribution through High potential stores is very limited.

Making Dollar products the preferred choice in the whole of Pakistan, through value
added and best quality products, sustaining leadership in the entire market while
increasing penetration in rural areas to gain higher market share by making Dollar
products available and creating awareness, and attaining cost effectiveness.

26 | P a g e

Promotion Plan:
According to Mr. Ali Asim Dollar does not use A.T.L effectively for any of its product but uses
B.T.L, it sponsor & sets up stall in trade fairs.

Trade exhibitions (Dollar Stationery, 2016)

Paper world Middle East 2016
Paper world Frankfurt 2016, Germany
Marketplace Americas 2015
Education Expo (Jang, DAWN))
Door to door broacher
Shop promotions

Promotion in Rural Areas:

To penetrate in rural area Dollar should alliance

with USAID educational activities, this will not only
give advantage to society but it will also increase the awareness of Dollar in
Rural areas
Dollar should provide financial assistance to the students in rural areas (Ahmed
& Sattar, 2014).

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Integrated Marketing Communication

Radio Spot
Airing

Print Ads
- Dawn young
world
- Other
children
magazines

Direct
Marketing
Institutional
promotion
Trade
Offer

Activation &
BTLs
- Discounted
selling and
Street activities in
all
cities

Outdoor
Advertisin
g
- Billboards

Television
advertising

Retail Presence
- New pack for retail
- - Shelf branding
- POS material

Source: (Ahmed et al., 2014)

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Advertising Strategy:

Financials
Since Dollar industries is a private Ltd. firm therefore financials such P&L, income
statement and balance sheet were not shared by the company, thus, we were only
provided by the tentative sales & volume, expected sales comparison and
demographics of some of their SKUs which company uses to project their sales for the
year.

Exhibit-1
2013-14

2014-15

Sales
Volumes

Projected
Sales
Volumes

Markers (PM /
OB)

20,799,818

Ball Pens

69,009,934

PRODUCT

Inc. /
Dec

Industry
Volumes

Competitors

24,157,836

16.14%

48,000,000

Sayyed, Deer

78,692,650

14.03%

360,000,000

Sayyed, Shah
sons, Signature

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Gel Pen

1,025,926

2,441,810

138.01%

12,000,000

Signature, Dux

Fountain Pen

28,814,199

33,743,464

17.11%

72,000,000

Sayyed, Dux

Dollar Color
Marker

16,427,258

19,668,540

19.73%

96,000,000

Sayyed

Pointer soft-liner

62,570,245

72,957,390

16.60%

147,000,000

Sayyed,
Signature

Inks

21,050,451

24,292,368

15.40%

55,000,000

Deer, Nafees &

Local Brand

103,680,000

100.00%

518,400,000

Dux, Shahson,
Trica, Deer

Pencil

Total volume
produced

219,697,831

1,308,400,000

Source: Dollar Stationery Pvt. Ltd is sharing sales Volume. Despite of sharing their
actual financials and the growth rates are also tentative.

Market Size for past 4 years

Writing Instrument Market
Sales in PKR

2011-2012
8.6 billion

2012-2013
8.96 billion

2013-2014
9.33 billion

2014-2015
10 billion
CAGR

Market Segment

2012

2013

2014

2015

3.85 billion

4.01 billion

4.26 billion

4.6 billion

Per
Annum
Growth
6.04%

0.72 billion

0.79 billion

0.83 billion

0.877 billion

6.72%

2 billion

2.25 billion

2.5 billion

2.85 billion

4.08%

Students
Professionals
Teachers

30 | P a g e

Market size for next 4 years

Writing Instrument Market

Sales in PKR

2014-2015

2015-2016

2016-2017

2017-2018

10.51 billion

10.72 billion

11.04 billion

12.4 billion
CAGR

Market Segment

2014-2015

2015-2016

2016-2017

2017-2018

Students

4.91 billion

5.01 billion

5.18 billion

6.014 billion

Per
Growth
7%

1.04 billion

1.072 billion 1.15 billion

1.24 billion

6.9%

4.51 billion

4.54 billion

5.13 billion

4.40%

Annum

Professionals
4.69 billion

Teachers
The Market Size for next four years is being predicted by the Dollar Stationery if the above
discussed factors remains positive in near future however the growth rate segment wise is
provided by Dollar Stationery.

31 | P a g e

Implementation, Control & Contingency Plan

Sales Analysis
o Dollar Ind. Analyze the total sales and activities of sales to increase
profitability.
o It identifies most profitable and less profitable regions.
o Classifies profitable region and less profitable region (as per their findings
on the sale analysis, improve marketing strategy and sales forecasting
(Pania et al., 2006)

Market Share Analysis

o Dollar is a well-established brand in Pakistani market.

o Further, Marketing share analysis includes each province and modifies
Sale strategies depending on the sales results in each region.
o Marketing campaign, such as free promotion of brand in exhibitions, free
sampling in schools, and colleges etc. (Ahmed et al., 2014)

Distribution Analysis
o Sales and order process will be recorded by designated sales personnel
(RaniLinka, 2012).
o All the sales through distribution will show amounts of orders and sales
in specific locations. Distribution costs will be included in this analysis
(Pania et al., 2006)

Customer Analysis
o Consumers will be segmented depending on their values, for instance, the
consumer who are in schools have different values as compared to one
who are in colleges, universities or corporate sector.
o School students demands writing instruments, which are more colorful
and attractive, college students demands for more fluent writing pens
since the volume of their notes are higher. University students want pens,
which are cheaper as they dont keep it with them for much longer time.
And for corporate consumers, they want something, which shows
elegance and class.
32 | P a g e

Exhibit -2

Source: Budget 2012-2013

Exhibit -3:Number of education institutes in Pakistan

Total Education Institute
Primary Schools
Middle School
High School
College of arts & science
Degree college
Technical Vocational institute

508,846
156,592
320,611
23,964
3,213
1,202
3,125

University
139
Source: Demographics of Pakistan, Wikipedia

31%
63%
5%
0.63%
0.23%
0.61%
0.027%

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Appendix-A
Please rate amongst the feature you consider important and least important while
you purchase a writing instrument:

Relative Importance of Factors

Factors

Absolutely Very
Critical
Important

Quite
Important

Nice
Have

to Not
significant
1

Dont
Want it
0

Performance
& Quality
Design
features

&

Brand image
& reputation
Price
Eco-friendly
products
Availability
of product
Promotions
& marketing

Absolutely Crucial:

Without that factor you will not purchase the product

Very important:

The factor, which is important but absence of it, will make me dissatisfied

Quite Important:

The factor which attracts you towards the product.

Nice to Have:

Presence of that factor will value add

Not Significant:

Not normally taken into account at all.

Dont want it:

Would prefer a product without this feature

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References:
Dollar Stationery Pvt. Ltd. Introduction Retrieved from: http://www.dollar-stationery.com/
RaniLinka, 2012, Marketing Plan, Rani Fruit drinks, September 2012:
http://www.ranilanka.com/images/profile.pdf
Chinese Stationery Swarms Market (2005, April 29) Retrieved from
http://www.dawn.com/news/402994/chinese-stationery-swarms-market
Aamir Shafaat Khan (2003, April 15). Foreign Stationery Floods Market. Retrieved from
http://www.dawn.com/news/95031/foreign-stationery-floods-market
Market Growth Trends (2013-14) Retrieved from
https://en.wikipedia.org/wiki/Demographics_of_Pakistan#Literacy
Khoso I, Ahmed RR, Ahmed J, (2014), Pricing Strategies in Pharmaceutical Marketing, The Pharma
Innovation Journal, Vol. 3 (7): 13-17
Demographics of Pakistan. (2015, April 17) Retrieved from
http://www.worldbank.org/en/country/pakistan/overview
Business Recorder (2012, Dec 08) Market Structure of Writing Instrument Industry. Retrieved from
http://www.brecorder.com/supplements/:36th-fpcci-export-awards-2011-2012/1269391:future-ofretailing-in-pakistan/
Ahmed RR, Vishnu P, and Amin MA, (2014), Impact of Product Packaging on Consumers Buying
Behavior, European Journal of Scientific Research, Vol. 122 (2): 125-134.
Dollar Stationery Brands and Advertising Strategy (2016, Jan 5) Retrieved from
http://www.slideshare.net/FarzanAdil1/dollar-stationary
Ahmed RR, Ahmad N, Parmar V, and Khoso I, (2014), Role of Packaging and Labeling on Pakistani
Consumers Purchase Decision, European Scientific Journal, Vol. 10 (16): 464-473
Pania, N., Tezir, T., Raposo, L., Kapur, S., Mandal, A. & Graham, L. (2006), Marketing Plan for
Tropicana Pomlife, Business Marketing Analysis Program Students George Brown College:
http://tezir.com/marketing/management/PomLife.pdf
Ahmed RR, and Sattar I, (2014), Pharmaceutical Promotional Mix in Pakistan, Middle East Journal of
Scientific Research, Vol. 21 (3): 533-542
Dollar Stationery Internal Analysis and Marketing Plan (2012, Oct 12). Retrieved from
https://www.scribd.com/doc/109730951/Dollar-Stationary-Industries
Resource person Visiting card with whom we had discussion regarding the Marketing Plan of Dollar
Stationery.

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