Launching

Steadtler ball point pen

Presented by:
Muhammad Kamran Bhatti
Amir Javed
History of Ball point

 The First ball point was invented in October 30, 1888 by John J.
Loud.

 Two other inventors, Ladislas Biro and his brother Georg, improved
Loud's invention in 1905

 Ballpoint became popular worldwide, reaching the height of sales in

1944
Australia Austria Belgium Canada

France Germany Great Britain Hong Kong

India Italy Japan Korea

Malaysia Mexico New Zealand Nordic countries

USA Singapore South Africa Spain Thailand

Industry Overview
Space M
Market Growth in Pakistan
Market Growth

200
180
160
140
120
100
80
60
40
20
0
Aug Sep Oct Nov Dec Jan Feb
Product Definition
 Product name:
 Staedtler Ball Point

 Characteristics:

 Available in writing color blue and two line widths

 Xylene & alcohol free ink

 Barrel is available in five fresh & translucent colors

Adaptations of Ball Point

In Pakistan ball point customers adoption level at mass

market cycle is higher than early adoption

Mass Market/
Followers

Number
of
Early Adopters/
customers
Pioneers End of Life

Time
Advertising
 Positioning

“Smooth write Smooth Life”

 Consumer promise

 We will deliver you the best quality to fulfill your needs

Teaser
Advertising
 Strategy & execution

 Our target audience is students and working people in different

organization so that we advertise according

 Overview of media & timing

 We will advertise our product through BTL activities

 Magazines, newspapers, pamphlet's and brochures.

 Overview of ad spending
 1.5 million per month
Other Promotional Activities
 Direct marketing

 Print Ad in Jung, Nawa-i-Waqt, Nation, DAWN, MAG, She’s

 Flax board, Bill Board Pamphlets & Brushers.

 Third-party marketing

 Co-marketing arrangements with other companies

 Marketing programs

 We are going to distribute free sample to different educational

institutions & supporting sports and cultural events.
Perceptual Map

HP
Staedtler
Piano ball Picasso
point
Price

D
C

Performance
Launch Strategies
 Launch plan
 We are launching Staedtler Ball Point in Phase wise to minimize
the risk

 In Phase 1 we are focusing on promotion to build a relationship

with customer.
 In Phase 2 we will go for mass marketing

In Phase 3 our strategy will be To generate revenue
Phase 1
Phase 2
Phase 3

Feb Mar Apr May Jun July Sep Oct Nov Dec Jan
Public Relations
 Strategy & execution

 PR strategies

 Built relationships with Govt. & Private Organization.

 PR plan highlights

 speaking engagements, conference schedules, etc.

Pricing
 Pricing

 In test marketing we are offering Rs.5 per piece

 Similar products price are higher our product price

 Policies

 For adjustment of pricing we will go for mass marketing rather

than compromising on quality & cutoff material cost
 Our mission is to serve the people and generate the revenue
Distribution
 Distribution strategy

 Company will give the dealership to the experienced proprietors

in different cities of Pakistan

 Get Tenders from Govt. & private Organization

 Whole sale Stores like (Makro, Metro, & Carry 4 U)

 Distribution by channel

 Plan of percentage share of distribution

will be contributed by each channel
Vertical Markets/Segments
 Vertical market opportunities

 Our target is Urban areas of country

 Educational Institution, Govt. & Private organizations.

 To cater our segments we have three type of distribution

channels.

 Third-party partner role in distribution important for us

Success Metrics
 18-month schedule highlights
 Timing

Advertisement
Focus on sales & CRM

Review Strategies
Task 3
Task 4

Feb Mar Apr May Jun July Sep Oct Nov Dec Jan