Smooth LTD.

Likhay lIkhay
Anondo

[SMOOTH BALL PEN ]

লিখায় লিখায় আনন্দ
 Semester :Spring 2019

Course Code : MKT 101

Section : 4

Instructor :
Reaz Hafiz
Senior Lecturer,
Department of Business Administration

GROUP NAME: MARKETING WORM

NAME ID NO
Faiyaj Shahriar Hossain 2018-2-10-101
Nabil Saad 2016-3-10-053
Fahmid Ahmed 2018-3-10-085
Tamanna Yasmeen 2017-3-10-159
MD.Tanvir Shakhayrt 2014-1-39-009

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Contents
Executive Summary:....................................................................3
Product Review:...........................................................................3
ANALYZING YOUR MARKET SITUATION:......................................4
GETTING A HANDLE ON YOUR MARKET.......................4
ASSESSING YOUR COMPETITION:................................5
FORECASTING YOUR BUSINESS CLIMATE....................6
Market Description of Smooth Ball Pen:.....................................8
Smooth ball Pens Market Segmentation:....................................9
SWOT analysis of Smooth Ball Pen:...........................................10
Strengths in the SWOT analysis of Smooth Ball Pen:.......10
Weaknesses in the SWOT analysis of Smooth Ball Pen:...11
Opportunities in the SWOT analysis of Smooth Ball Pen:12
Threats in the SWOT analysis of Smooth Ball Pen:..........12
PRICING:.....................................................................................13
Marketing communication strategy :........................................14
BUDGETS :..................................................................................15

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 Smooth Ball Pen
Executive Summary:
A ball pen is a very popular writing instrument in Bangladesh. Matador
Ball pen Industries is one of the largest ball pen manufacturer in
Bangladesh established in 2019. We are proud to say that we are the
largest Disposable Pen maker in ASIA having a capacity of making
disposable pens per day. Apart from disposable pens, we make refillable
ball pen and gel pen with various ball diameters and ink colors to meet
our customers' requirements.

Matador has created an uncontested marketplace in Bangladesh through

value innovation. We have redefined the core value of a pen introducing
OIL GEL SYSTEM (OGS) and still developing trendy products
innovating various augmented values.

The growing smooth ball pens market can be attributed to the growing
disposable income and brand awareness amongst people. Growing
population coupled with the changing lifestyle of people in the
developed countries is anticipated to drive the demand for smooth ball
pens market. Moreover, possessing a luxury pen has become a status
symbol these days and hence, high class society people are opting for
luxury pens. Likewise, the attractiveness of luxury pens again plays a
great role for boosting its market.

Product Review:
The luxury pens market is a niche market, and also there are not much
retailers available in the market, which can hamper the luxury pens
market. Likewise, the import duty of such luxury pens is high enough to
impact its market. Due to its high range the inventory cost of the dealers
increases, hence it requires more working capital management which
can decline the luxury pens market. Moreover, there is an increase in e-

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communication among people which would further decline the luxury
pens market.

ANALYZING YOUR MARKET SITUATION:

The first section of a marketing plan provides a snapshot view of your
marketing arena. It presents what you know about the size and growth
trends of your market, what you face in terms of competition, and what
critical issues will affect your ability to sell your products — for better
or worse.
MBA-types call this overview a situation analysis because it analyzes
the situation you face as you launch your marketing plan.

GETTING A HANDLE ON YOUR MARKET

Anyone who reads your marketing plan — or the summary of it in your
business plan — wants to know that your ideas are grounded in reality.
So start with a fact-packed summary of the market your business serves,
including who will buy your offering and whether the number of
prospects are growing, holding steady, or shrinking. Make sure to cover
the following points:

 Your customer description: Define your customers in geographic

terms (where they live), demographic terms (facts such as age,
gender, race, education level, marital status, income level, and
household size), and psychographic terms (lifestyle characteristics,
including attitudes, beliefs, and behaviors that affect customer-
purchasing patterns).

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  How customers divide into market segments: Market
segments are comprised of unique groups of consumers that share
similar characteristics. For example, women may buy from your
company very differently than men do, and buyers from one
geographic area may have different product interests than
customers from another. Midweek customers may be decidedly
different than weekend customers.

Here are a few ways that companies may divide their consumers
into market segments:
• Companies selling to consumers may segment customers by
gender, age, income, location, or buying pattern.
• Business-to-business companies may segment clients by size or
type of company, nature of client relationship (contract business
versus one-time purchase, for example), or product interest.
• Companies using a number of distribution channels (retail
outlets, direct-mail catalogs, and e-commerce, for example) may
find that customers arriving via each channel share similarities that
make them very different — in terms of product interest and
buying patterns — from customers that arrive via other channels.

 The size of your market and the growth trends you

see: Indicate size and growth information for your overall market
and for the various market segments your company serves. For
example, if teenagers represent a sizeable segment of your
clientele, include facts about the size and growth trends of the
teenage population in your market area.

ASSESSING YOUR COMPETITION:

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To grow your business, you need to gain market share (commonly
known as your slice of the market pie) by drawing customers and
purchases away from competing companies. In this portion of your
marketing plan, you summarize what kind of competition your company
faces, including

 Direct competitors: These competitors are companies that your

customers consider when they think about buying. Describe each
one, along with what you know about the threats they pose to you.

 Indirect or stealth competitors: These competitors are companies

that go after your customers in different and unexpected ways. For
example, cable television, satellite services, movie rentals, and
low-priced DVD purchase offers are all indirect competitors to
movie theaters.

Competition creates threats and provides opportunities, and how you

handle both is a determining factor in the success of your company:

 Competitive threats and opportunities: Examples of threats

include new competitors, improved or expanded offerings from old
competitors, and new options that let prospects fill the need that
your product addresses in a whole new way — such as online
buying, do-it-yourself solutions, or new technologies that replace
the need for your offering altogether. Opportunities include
changes that weaken your competitors or the closure of longtime
competitors.

 How you plan to protect against threats and capitalize on

opportunities: Now you’re conducting a strengths, weaknesses,
opportunities, and threats (SWOT) analysis.

FORECASTING YOUR BUSINESS CLIMATE

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The final step in your situation analysis involves looking at how outside
forces may affect your company’s success. For example, changing
economic conditions can crimp or expand your customers’ abilities to
purchase your product or service (like rising fuel costs for companies in
the travel industry). Consider some other factors:

 Increasing labor or supply costs that can impact your pricing

 New rules or regulations

 Emerging technologies that change how you or your competitors

do business

 Social trends or shifting consumer preferences

 Scheduled construction that may affect your customers’ ease of

access

 Regional or industry events or promotions that can impact

visibility for and interest in your offerings

In your written business plan, include highlights of your situation

analysis, touching on the following key points:

 The market for your product or service, including facts about the
number of prospective customers and whether that group is
growing or shrinking

 Market segments that provide the best opportunities for growth and
why

 Competitive threats and opportunities and how you plan to counter

or take advantage of each

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  Market trends and business forces that will affect your company,
along with your plans for overcoming threats and capitalizing on
opportunities.

Market Description of Smooth Ball Pen:

The Smooth ball Pen report is a recent research added by Decision
Databases.com, offers critical insight into the market dynamic. This
report also assays delicate market issue such as drivers, restraints, and
opportunities along with their effect on the growth of the market. The
report also discloses the analysis of present industry trends and
opportunities of the market. Furthermore, the market insight offered in
this report covers exhaustive study and valuable insight on
comprehensive profiles of the key players in the market and crucial view
of the competitive landscape worldwide.

This report studies the global market size of Ball Pen in key regions like
North America, Europe, Asia Pacific, Central & South America and
Middle East & Africa, focuses on the consumption of Ball Pen in these
regions.

This research report categorizes the global Ball Pen market by

players/brands, region, type and application. This report also studies the
global market status, competition landscape, market share, growth rate,
future trends, market drivers, opportunities and challenges, sales
channels, distributors and Porter's Five Forces Analysis.

In 2017, the global Ball Pen market size was million US$ and is forecast
to million US in 2025, growing at a CAGR of from 2018. The objectives

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of this study are to define, segment, and project the size of the Ball Pen
market based on company, product type, application and key regions.

Smooth ball Pens Market Segmentation:

The smooth ball pens market can be segmented on the basis on product
type, raw material and application.
Smooth ball Pens Market by Product Type:
 Ball Point Pens
 Converter Pens
 Fountain Pens
 Roller Ball Pens
 Fine Liner Pens
 Stylus Pens
 Multifunctional Pens
 Brush Pens
 Die Pens
Smooth ball Pens Market By Material Used:-
 Precious gold metals
 Precious resin
 Rubber
 Stainless Steel
 Sterling Silver
 Porcelain/ Ceramic
 Carbon

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  Lacquer
 

SWOT analysis of Smooth Ball Pen:

Smooth Ball Pens have been in the market since the beginning of time.
There is no person in the country that is not aware of the brand and the
stationeries that come along with it. Smooth Ball Pens have been every
kid’s first preference, be it for the gel or even for the ballpoint Pens.

The possibilities are endless. The company has been insistent with their
quality and that is something that hasn’t experienced any kind of
degradation since the very first day of its launch. There’s an option for
every person. The choices are endless and diverse. Not only are they
sleek and beautifully designed, the refills and inkstand out as long-
lasting and dark.

Strengths in the SWOT analysis of Smooth Ball Pen:

Strengths of any products inflict the positive aspects of the same. With
the Smooth Ball Pen, the list of strengths is endless. The Pens are crafted
carefully by the efficient makers and the quality of the product is what

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sets it apart from the other brands producing the same products. The
following are the strengths of Smooth Ball Pen:

 Unique tip of the pens – the tip of the refill used in the Smooth
Ball Pens are not just unique in it’s geometrically shaped structure
but is designed to provide with good grip. This is what provides
with a good and comfortable writing. Not just that, the tip is very
porous which ensures smooth flow of the ink from the tip to the
paper for eloquent writing.

 Durable writing units – every single Smooth Ball Pen writing

unit is being manufactured and supplied from Switzerland. That is
not the high point though. It is the material used in the same that
makes it durable and long-lasting. The tips are made from nickel
and silver alloys or Tungsten carbide. The 0.5mm ball rotates in a
socket which ensures that the person can efficiently write under any
angle.
 Low pressure and high volume – yet another thing about the
Smooth Ball Pens is its ink flow system. The ink in the Pens is of
low viscosity which ensures easier flow with low pressure. This
ensures that you don’t have to apply any kind of major pressure
while writing.
 Feather flow ink system – specially developed for the gel Pens,
this added yet another dimension to the quality of the gel Pens from
the range. This smooth flow ensures a flawless and an even more
enduring performance.
 Reliable brand – the brand of Smooth Ball is something that is not
known around for just a few years. It has been a household name
for several years now and is continuing to do so even after the
launch of several other brands and varieties.

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Weaknesses in the SWOT analysis of Smooth Ball Pen:
Weaknesses inflict the areas that are lagging behind in a brand or its
product. Some of the weaknesses of Smooth Ball Pens include:

 Growing competition – the brands surrounding Pens and

stationeries are increasing with each passing day. With the same,
the competition is rising as well. This is something that often plays
as a downside to the brand of Smooth Ball Pens. The
contemporaries in the market is evolving and growing with each
passing day and thus the competition as well.
 Better products – with the growing competition, the
contemporaries are coming up with better equivalents and that too
at a much-reduced price. This is often a time playing as a weakness
for the brand.

Opportunities in the SWOT analysis of Smooth Ball Pen:

Opportunities classify as those sectors in the market where the brand can
flourish and proliferate. This is exactly where Smooth Ball Pens have
been focusing on to generate better results and profitability.

 Better branding strategies – the branding that Smooth Ball has

opted for is definitely something that makes it step out from the
competitors. It has monopolist some popular faces and celebrities
which is set to improve the brand equity. The added bonus is the
better social and digital media marketing of the same.
 Newer additions – the same old Smooth Ball Pens are long gone.
While the old ones are still shelved in stocks, the brand is also

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 coming up with newer variants with better quality material and
design to uplift their marketing and profitability.

Threats in the SWOT analysis of Smooth Ball Pen:

Threats are the factors which often cause a hindrance in the path of the
brand or product. Some of these faced by Smooth Ball Pens include:

 Rising number of brands – this is something that has been going

around for years now. Smooth Ball is a very old brand which has
gained its trust amidst its loyal users. Even after the same, there are
the emerging brands which pose a hefty amount of threat to the
growth of the brand. With the newer, better and sleeker
designs, people often tend to easily incline more towards the new
choices rather than sticking to the old one.
 Pricing – the pricing is yet another threat faced by the brand.
Newer brands are coming up with better design and better quality
and that too at a much-reduced rate. This is often something that
degrades the sales of Smooth Ball Pens in the market.

PRICING:
 Our targeted customer is students ,in our research we found that
students are willing to pay 5 Taka for a pen and there is many
pen suppliers who are ready to supply pen at this price so we in
pricing strategy we are also taking 5 Tak for a pen

 Distribution strategy:

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Marketing communication strategy :
 Online Marketing :There is a facebook page ‘Smooth ball pen’
where we will upload product related post with boosting and
customers can give their feedback or product review by comments
or massage in our page

 TV Advertisement : This July 2019 we are publishing our new

advertise in TV channels and also sponsoring TV drama to take
position on customers mind
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 Education institute program : We will arrange a educational
institute base cricket ,ludu and other games competition to set our
products name in students minds

 MARKETING REASEARCH :
There is a team who will visit every day in different schools and
take students feedback how they feel and think about our product
and how can we develop our product . so that we can ensure our
perfect marketing strategy

 Action programs:
 Our target is selling 150000 pens all over the Bangladesh from
July 2019 to June 2020
 At the first 3 month (July to September) we will supply ours
products only Dhaka city
 Then next 9 months we will increase our suppliers all over
Bangladesh to increase sells.

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BUDGETS :

 FIXED COST = 120000

 Per unit sells =5
 PER variable cost 2.5
Breakeven point:
Breakeven point = 1200000/(5-2.5)
=48000 UNITS

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