Dollar is the leading stationery manufacturer in Asia, exporting to over 50 countries. Founded over 50 years ago in Pakistan, Dollar produces a wide range of writing instruments and stationery. It focuses on innovation and quality to build strong brand loyalty among students and all age groups. Dollar aims to increase availability in rural areas and non-stationery shops while reducing costs to maintain its leading market share against competitors like Picasso and Piano in Pakistan's stationery industry.

1. DOLLAR
DAWOOD HAMID

2. DOLLAR COMPANY
 Dollar is the leading writing instruments and stationery manufacturer in Asia, with
exports to more than 50 countries in all five continents. Created more than half-a-
century ago, the Dollar of stationery has attained the status of a heritage brand and
a household name in Pakistan. Persistent innovation coupled with an ever
expanding 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 in Dollar
products.

3. HISTORY
 The DOLLAR of Stationery was created more than half-a-century ago in 1954 when
Mohammad 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
 founder
 The founder of dollar industries
 The heritage building behind which dollars
one of the first factory founded

4. products
 MARKING:
 •Permanent marker
 •Whiteboard marker
 •Highlighter
 WRITING
 •Ball pen fiber tip pen fountain pen
 pencils roller and gels
 OTHER STATIONERY
 •Fountain pen inks
 marker inks glues
 and staples

5. BRANDS

6. BUSINESS LINE
 Manufacturing & Marketing of Stationery and Writing Instruments
 Engineering Division
making dies ,tools ,moulds and jigs
 Chemical Division
formulation of inks and glue

7. TARGET MARKET
 Target of dollar pens and markers is “every child who goes to school and write with a pen
is their target audience”
 STUDENTS studying from class 4 to 12 are the mainly first prioritize target customers. And
dollar pencils are for less than class 4th.
 There is secondary target audience which is the influencer. the key influencer normally
are parents and teachers so they become the secondary audience for dollar.
 uni ball pens are for the people who use pen for check writhing. Fiber tip pens and
fountain pens are basically for those who hate to mess up their writhing with ink.

8. MARKETIKING MIX
 PRICE:
 • COST-PLUS PRICING - Set price at production cost (cost of goods and fixed
 profit), plus a certain profit margin
 • 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

9. PLACEMENT
PALCE
Dollar products are available in every big and small shop of stationary and easily available every
where but most in big cities rural areas are not that much influenced by dollar . there are more
other companies and that are popular in rural areas.
New strategy
 Dollar should do direct selling to high potiential stores like hyperstar, metro, imtiaz, chase, etc
because these store are the growing trend in Pakistan
 Provide trade offers
 Shelf branding
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

10. PROMOTIONS
 PROMOTIONS:
 they have specific promotion strategy with a limited TV Ads and have a small size banner
on different stationary shops they advertise their products in shops not on big bill boards
or also on top of the stationary shops

11. SWOT ANALYSIS
 SWOT ANALYSIS
 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

12. SWOT ANALYSIS
 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

13. SWOT ANALYSIS
 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.

14. COMPETITOR ANALYSIS
 COMPETITORS ANALYSIS:
 •In stationary market, local player enjoy the 70 percent share, while 30 percent share has been
captured by Chinese products
 •Currently there are major producer of writing instruments locally and the others are
distribution of imported stationary items from China USA Germany and Japan.
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 fiber castle
o pelican
o uni-ball

15. MARKET SHARE
 MARKET SHARE OF DOLLAR
 Market size of dollar in 2017 2018 are 12.4 billion
 MARKET SHARE IN PERCENTAGE
 oMarket share of dollar is 47%
 oPicasso market share is 18%
 oPiano market share is 23%
 oOther are 12%
WWW,RESEACHGATE.NET/

16. MARKET
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HIGH DURING EXAM STABLE THROUGHOUT
THE YEAR
NEW PROMOTIONS
INTRODUCED
Sales
Sales

17. MARKET STRUCTURE
 MARKET STRUCTURE OF STATIONERY :
 •Consumer segment are being evolving over time and each player in the writing
instrument industry are launching and developing new products according to the
needs of consumers
 •Advertisement and promotions are becoming one of the major source of
influencers in stationary products
 •Non stationery shops are one of the emerging form of channel however these
shops buy the required/demanded stationary from the nearby retailers,
 •Many manufacturers do direct selling to institution and high potential stores.