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GIFT University
Gujranwala

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 Acknowledgement

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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 Dedication

“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 Contents

Sr. no. Particular Page No.

1. Executive summary 6
2. History 7
3. Mission statement 8
4. Vision statement 9
5. Swot Analysis 10-11
6. Marketing objective 12-13
7. 4 P’s 14-18
8. Recommendation 19

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 Executive 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

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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.

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

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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
Rawalpindi, Peshawar, Multan, Faisalabad and Karachi.

Vision Statement

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“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”.

Mission Statement

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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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