Object

Object:
Video interview of marketing manager of DOLLAR Industries.
In this interview we discus about Business plan, marketing strategy, marketing

tactics, 4 ps, consumption behavior, launching of product, advertisement strategy.
Company Introduction:
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.
Vision & Mission

Vision:
To be amongst the top ten Stationery Companies, on a sustainable basis.
Mission:
To be able to provide practical yet exciting written communication solutions,

allowing users to express their ideas, effortlessly.
History:
Crossing over milestones of history, Dollar stood the test of time
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.
Manager Introduction:
Sohaib Waheed is the Brand Manager in Dollar Industries since many years.
He got MBA Marketing Degree from Iqra University.
Now he is Manager marketing Consumption Section in Dollar Industries.
Interview Discussion:
Q1: How Consumer behavior effect in market?
Answer: Customers lead our business
The orientation of our business is towards customers and their superior

satisfaction. We cater to the global markets with products that are mass
customized yet suit the individual needs of the respective consumer. Our
products reflect our high standards of quality control and are developed and
modified through persistent innovation while keeping in focus the dynamic needs
of the most discerning of the users.
People are one of the most important assets
We recognize that one of our most important assets is our people, who work in
our business, and, also, to a large extent the people who work for our business.
We strive to constantly improve their standards__as far as possible__through our
own Human Resource Management and Training systems. To us our people are
also one of the most important stakeholders in our business. With this approach
we try to provide a sustainable standard of living for them and offer them good
working condition.
Q2: method to analyze consumer behavior??

In consumer behavior we study about consumer reaction about product.
We research about product, and then we get survey report through survey
companies.
After this we produce quantity of product. Then we make marketing plan and
finally we launch the product.
Q3: can you launch ATL BTL Activates for every product?
Answer: it depends on product and its market. If products have limited market
and we analyze that we cannot get profit and not level production cost then we
cannot do ATL Activity.
Our BTL Activities is organizing in many schools & institute.
Q4: how to attract people or students to buy the products??
Answer: we use multiple systems to attract people, students and also

shopkeepers.
Some time we offer shopkeepers that you sell this product this quantity then you
get bonus & promotion Form Company.
Some time we launch promotions & discount offers for peoples and students.
Q5: how to launch new products??
Answer: we launch the product through TVC, DVC, Social Media, and Print Media.
ATL & BTL are both use for launching but again said it depend on profit margin.
Q6: how many products you make now???
Answer: we have 100+ products now in market.
Our products likes as pencil, pen, rubber, ink, scale, ink remover, bal pen, collars,
water collars, markers, board markers, pointers, Highlighters and many products.
Our Discussion Time duration is 15 to 20 min but some question is off camera or
off the record due to company policy.
Corporate Social Responsibilities
Dollar— a responsible corporate citizen- fully recognizes its Responsibility

towards:-
The countries and societies it deals with
The environment it operates in
The people it works with
This philosophy translates into action in the shape of three, guiding C principles:-
Conviction for doing good
Commitment to nature
Courage to nurture
Brands
Since its inception, the brand DOLLAR has passionately been transformed into a mega
brand, now being sold in all five continents of this planet.
Besides producing its own-branded items, DOLLAR also manufactures and exports
private labeled / OEM stationery products for some of the leading international brands.

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Object:

Video interview of marketing manager of DOLLAR Industries.

In this interview we discus about Business plan, marketing strategy, marketing

Vision & Mission

To be amongst the top ten Stationery Companies, on a sustainable basis.

To be able to provide practical yet exciting written communication solutions,

He got MBA Marketing Degree from Iqra University.

Now he is Manager marketing Consumption Section in Dollar Industries.

Answer: Customers lead our business

The orientation of our business is towards customers and their superior

People are one of the most important assets

Q2: method to analyze consumer behavior??

Our BTL Activities is organizing in many schools & institute.

Q4: how to attract people or students to buy the products??

Answer: we use multiple systems to attract people, students and also

Q5: how to launch new products??

Q6: how many products you make now???

Answer: we have 100+ products now in market.

Corporate Social Responsibilities

Dollar— a responsible corporate citizen- fully recognizes its Responsibility

The countries and societies it deals with

The environment it operates in

The people it works with

Conviction for doing good

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