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GIFT University GIFT University GujranwalaGujranwala

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AcknowledgementAcknowledgement

First of all, we are very thankful to ALMIGHTY ALLAH with the help of whom we have completed this task. Who show us the right path and help us in every difficulty as we are nothing without his mercy.

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DedicationDedication

“We dedicate our project to our most respected teacher Mr. Kashif Saeed, who

guided us and supported us, whenever we needed them.”

AND

TO ALL OUR FRIENDS

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Table of ContentsTable of Contents

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Sr. no.Sr. no. ParticularParticular Page No.Page No.

1.1. Executive summaryExecutive summary 66

2.2. HistoryHistory 77

3.3. Mission statementMission statement 88

4.4. Vision statementVision statement 99

5.5. Swot AnalysisSwot Analysis 10-1110-11

6.6. Marketing objectiveMarketing objective 12-1312-13

7.7. 4 P’s4 P’s 14-1814-18

8.8. RecommendationRecommendation 1919

Executive SummaryExecutive Summary

We have done our final project of principle of Marketing. So here the purpose of this project is to know the different terms that we have studied in our Principles of Marketing and now we are in a position to apply all that marketing terms in an organization to know the marketing plan of that organization. To perform various marketing analysis we have chosen Sayyed Ball Pen industry which produces different types of Ball point Pens, pointers and markers.

To perform this project first of all we must know that the marketing objectives of an industry. The marketing objective is the basics of doing any marketing project. For this project we conducted an interview of Muhammad Asgher Mirza, Manager of Personnel and Administration.

We have applied several marketing plans in this particular industry e.g. swot analysis of the company in which we see the different dimensions like strengths, weaknesses, opportunity and threats faced by the company.

Further we have identified the target market of Sayyed Ball points. We observed that which segmentation approaches the company is using, positioning strategy of the company.

The 4 ps are very important in doing the marketing analysis. So the product, pricing strategy, their promotion style and where they place their product all have done in this project.

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History of Sayyed Ball Point Pens

Sayyed Ball Pens basically formed in 1967. Sayyed pioneered ballpoint pen

manufacturing in South Asia when such precision engineering (tip manufacturing) in the

production of ballpoint pens was thought to be possible only in the advanced countries.

At Sayyed, ballpoint pens are injection molded and refills are produced using the best

machines and raw materials available from top of the line sources e.g. Germany,

Switzerland, Japan etc. Detailed quality control procedures have been implemented, for

which the company has obtained ISO 9001:2000 certification.

Sayyed has also established a state of the art facility for the manufacturing of Lead

pencils. This facility produces a complete range of HB and Color Pencils and offers a

wide variety of packaging options including paper boxes, poly bags, tin boxes and blister

packaging.

From the time of its inception in 1967, Sayyed has continued its commitment to quality

and innovation. In addition to being the largest producer of ballpoint pens in Pakistan, it

has been exporting its quality products to many countries, including Holland, Turkey,

Cyprus, Iraq, Iran, Syria, Egypt, Lebanon, Kuwait, Russia, Afghanistan, Algeria, Libya,

Madagascar Jordan, UAE, and Saudi Arabia.

Sayyed produces Ballpoint pens, Fiber tip pens, Fine liners, Permanent ink markers,

White board markers, Gel pens, Soft ink pens, Fountain Pen, Ink Erasers, Fountain Pen

Inks, Sharpeners, and Lead pencils from two factories located in Gujranwala and Bhai

Pheru. In addition to the head office in Lahore there are five branch offices at

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Rawalpindi, Peshawar, Multan, Faisalabad and Karachi.

Vision Statement

“We see our biggest challenge is not only developing an elite range of products, but also in creating a general implementation of our ideas and experiences”.

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Mission Statement

Our company philosophy is Commitment to our Customer’s satisfaction. Sayyed offers a combination of beauty, technology and functionality at the highest level. A best organization, commercial support, logistic and customer’s service are facts of our commitment to our customers. We define the requirement of a new series as economical without simplistic content, individual creativity at an affordable pricing”.

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SWOT Analysis Strengths:

They use their latest technological imported plant which is highly computerized.

Highly professionals and skilled employees who are working there for the last 25 years.

They have a computerized system through which communication between different departments can be done faster.

They have their own Research and Development department and they always try to seek the new opportunities to improve the quality and bringing new innovations.

They have a big distribution network all over the Pakistan. They have good and long term relationships with their dealers.

Weaknesses:

If there is any problem in their machinery then it would take a whole day to for repairing it and the production is stopped for the whole day. So it’s a weakness for the company.

The competitors of the company are strong and charge reasonable prices. So competitors may create effect on Sayyed Ball Pens.

Close substitute of their product is available in the market.

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Opportunities:

The mother factory is situated in Gujranwala and they plan to enhance the variety of products in this factory through development and research.

They purchase raw material within the country, they plan to import the raw material from abroad and minimizes the cost.

Institutions and big companies are growing up in modern age, with there existence, we plan to expand our production areas in order to meet the demand.

Threats:

One of the major threats for Sayyed Ball Pen in local market is a huge amount of Ball Pens supply by the unorganized local manufacturers. This is a threat for reduction in market share of Sayyed Ball Pens.

Political conditions affect the company adversely. If there is a situation of political instability the production of the company is stopped it’s a threat for the company.

Increase in labor cost is one of the most common threats to the industry.

Government some time imposes much tax, so it’s a big threat to company.

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Marketing Objectives

The objectives of the company are:

To make and sell Ball Pens of different brands which may be acceptable to the customer qualitatively and in terms of competitive prices.

Basic aim is to provide the customer with Ball Point Pen of the highest quality according to the requirement and taste of every user.

They made such products that attract the customers.

Market Segmentation:Segmentation of different brands of pens is mainly based on the kind of locality in terms of being progressive, prosperous and the consumption of products. e.g. in Lahore the customer may like to purchase products of different price brackets, but in a certain village the people may not afford of like to purchase a pen of better quality following within high range of products. So, Sayyed Ball pen produce different quality products with different prices for different market segments.

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Target Market:

Now Ball pens have become an essential part of our daily life, so it can be used almost in all the areas of daily life. All the educated people who use the ball pens as there tool of writing, are willing to buy all the necessary things which can be used in there office used. There basic target markets are students, organizations, banks, companies and other institutions.

Positioning:

The positioning which Sayyed Ball Pen want to produce in the mind of customers is that they will provide them high quality and stylish products to improve their life style and make their life easy and comfortable. Consumer satisfaction is there marketing strategy.

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4 P’s

Product

Generally product means “anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need”. So Sayyed Ball Pen offered basically a Ball Pen which has different types, styles and design. In product there are different levels of product the diagram shows the levels of product.

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Core Benefit:

Pens and the core benefit of its product are writing.The core benefit of our product is to writing.

Actual product:

Actual product means the product which the company actually produced. The company basically produced a ball point pens. The quality of its pens is excellent. They produced different types of pens which have a lot of features.

Augmented product:

Additional benefits provided by the company to its customers. So the Sayyed Ball pens provided many after sale services to its customers like refill the pointers and many more services. They gave warranty of there product and products are easily available in the market.

Types, style, color and design of Product: Sayyed Ball point Pen has a variety of products which have different types of colors, styles and designs.

Piano: The most prominent Ball Pen that Sayyed Ball Pen made is piano.

Piano Crystal:

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Another type of their product is piano crystal.

Piano Excel:The 3rd type of their product is piano Excel.

Piano mist: The 4th type of their product is piano mist.

Piano plus:The 5th type of their product is piano plus.

Piano Click: The 6th type of their product is piano click.

Solo fine: The 6th type of their product is solo fine.

Adagio: The 7th type of their product is Adagio.

Echo: The 8th type of their product is Echo.

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Price:

Price strategy is dependent upon each brand. Prices are always fixed on the basis of cost involved in the making of pens. There are two types to which determines the price strategy, these are cost price and value price. The price of the product is fixed on the basis of cost, value and certainly comparison with the competitive products. Sayyed Ball pen sets relatively high prices for their products as compare to the competitors. The charge Rs.3 to 20 of per pen relatively. They have a complete range of product line and the prices are varying between different product types.

Promotion:

Our promotion strategy revolves around the seller, all the shopkeepers and distributors. Distributors are appointed at different stations. Their regional offices are situated in Lahore, Rawalpindi, Karachi, Peshawar and many others cities. Following are different sources which they are using to advertise.

1. Advertisement: They use advertisement as a promotion tool. They seldom resolved

to advertisement. There main promoters are different outlets, shopkeepers and distributors.

2. Exhibitions: They conduct exhibition in some cities of Pakistan and even at the

annual fare held at Germany. They held different exhibition to promote their products.

3. Seminars:

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Sayyed Ball Pen also held some seminar for providing information about their brands. In these seminars different business customers are invited. In these seminars information about there brands are provided to the listeners.

Placement:

Sayyed Ball Pens has big distribution network in all over the country. They have divided the local market into different zones, like all Rawalpindi zone, Karachi zone, and Peshawar zone. The factory situated in Gujranwala they called it a mother factory. Each zone is responsible for marketing activities to the head office which is situated in Lahore.Sayyed Ball Pens distribute its products through its dealers in different cities. These dealers work with Sayyed Ball Pens on agreement basis. Each dealer is given the target sales. Now Sayyed Ball pens has its own display centers in major cities.

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RECOMMENDATIONS

1. They should advertise their products.2. They should give free samples.3. They should maintain their standard.4. They should improve the quality of their ballpoints.5. They should make their products at high quality with minimum cost.6. They should introduce new styles in ball points to attract their customers.7. They should increase new variety for t

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