ASSINGNMENT INDIVIDUAL

NAMA :
NO PELAJAR :
KOD KURSUS : MKT539(BRAND MANAGEMENT)
SEMESTER 4
PENSYARAH MISS

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ACLNOWLEDGEMENT

I would like to express my gratitude and appreciation to all those who gave me the
possibility to complete this report. A special thanks to my lecturer, Miss, whose help,
stimulating suggestions and encouragement, helped me to coordinate my project especially in
writing this report.
My thanks and appreciations also go to my classmate Brand Management (MKT539)
at UITM campus Samarahan for Double A Paper Company research and people who have
willingly helped out with their abilities.
Last but not least, nobody has been more important to us in the pursuit of this report
than the members of our family. We would like to thank our parents, whose love and
guidance are with us in whatever we pursue. They are the ultimate role models.

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 TABLE OF CONTENTS

TITLE PAGE

Abstract 4

Introduction 5

Content 6-10

Conclusion 11

Reference 12

Appendix 13

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ABSTRACT

In this paper I will analyses Double A paper company. The objectives of this analyst
are to determine the problems and challenge that faces by Double A paper company. Double
A is a premium paper brand known for its high quality, superior performance and
sustainability. Double A paper sheets have 30 million fibers per gram, a unique feature that
confers multiple benefits across the entire range. For this topic, I also will explain about few
thoughtful alternatives that Double A will be used for managing their brand.

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Introduction

Double A (1991) Public Company Limited (and subsidiaries) is a leading

manufacturer and distributor of pulp and paper in Thailand. The Company was established on
August 8, 1991. Currently the Company have 2 pulp mills with the capacity to produce pulp
for 580,000 tons, 3 paper mills with 600,000 tons capacity per annum. The company’s Head
office and factory is located on 1 Moo 2 Thatoom, Sri Maha Phote, Prachinburi, 25140
Thailand. The Company’s registered capital is 6,300,000,000 Baht in share capital, and paid
up of 5,323,831,080 Baht.

The Board of Directors resolved the streamline operations to give a greater focus on
improving Double A Paper brand expansion by the following actions. Firstly, the Board
dissolved 4 subsidiaries by transferring the assets to Advance Agro Public Company Limited
and A.A. Paper and Stationery Company Limited. The dissolved companies were Double
A International Business Company Limited, Double A Copy Center Company Limited, A.A.
Core Company Limited and Advance Paper Company Limited. This was completed on
November 23, 2009. Secondly, Advance Agro Holding Company Limited sold 99.99% of its
shares in 99 Group Trading Center Company Limited and A.A. Paper and Stationery
Company Limited to Double A International Network Company Limited on December 30,
2009.

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Double A paper product

Paper Products
The main product of the company’s group is Type Writing Paper which can be
categorized based on product model as follows:
 Cut-Size Grades:used in photocopying and printing. The Cut-Size Grades
will be cut in to several standard sizes which are A4, A3, F4, F14, B4, B5, and
A11.
 Folio Sheet & Reels:sale in Roll and Big Sheet can be categorized as follows:
Uncoated paper:Used for printing, writing in the printing industry,
textbooks, journals, business newspapers General publications, continuous
paper books.
Coated paper:A paper coated two-sided with a whitening chemical, so
that the skin is smooth. Which can be divided into aA-Gloss paper or
glossy paper, weight from 90-160 gsm and aA-Matt paper or side art
paper, weight from 90-160 gsm.

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Identification of symptoms

Digital era

It seems that ever since digital entered the arena, print has been repeatedly
knocked down like an old, played-out fighter, gaining a sad reputation against the
younger, more vibrant computer and mobile screens. For publishing, journalism and
direct mail industries in particular, a rematch is in order. Printed media has shared the
ring with its digital counterpart many times over the years. When considering which
medium to leverage, cost and ROI is typically top-of-mind for most decision-makers.
But there’s another factor that must be taken into account; the undeniable connection
humans have with paper. When it comes to processing, internalizing and acting upon
information, paper products still reign supreme and there’s overwhelming evidence to
support it.

Deforest

Other symptoms is comparison of the impacts of paper v digital can be done either
globally for the paper and information technology (IT) sectors as a whole, or by looking at
the marginal impacts of particular products. Many studies look only at the climate change
impacts of products, but life cycle assessment should also consider other impacts, including
volumes of material inputs, toxicity, energy use, water use, air emissions, water emissions,
solid waste and recyclability. There are also social issues, not readily quantifiable, such as the
impacts on the land rights and health of affected communities. Looking globally, total annual
sector CO2e emissions from paper are estimated by Climate for Ideas (3) as 2500 MTonnes
(8% of global emissions) and from IT as 860MTonnes (2.7% of global emissions).

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Problem statements and analysis

It's clear that technology is here to stay and the world is becoming only more
digitally driven. In many ways, that's a good thing. Technology can be empowering for kids
of all ages, with tools that help children learn in fun and engaging ways, express their
creativity and stay connected to others. Children who are tech-savvy will also be better
prepared for a workforce that will be predominantly digital. At the same time, parents
naturally worry about their kids accessing inappropriate content online, the impact of too
much screen time on healthy development and their children becoming tethered to
technology.

Some studies give a threshold of the number of pages that need to be used on an
electronic device beyond which it has less environmental impact than the equivalent number
of pages of paper. For example, one study sets this threshold at 5000 pages of uncoated wood
free paper. One source of guidance on accounting for the full climate change impacts of
products is the World Resources Institute’s Greenhouse Gas Protocol. Full life cycle
assessment comparisons are difficult because in most cases it is hard to compare like with
like, as most IT equipment has many different functions with no obvious paper equivalent
(e.g. tablet functions include clocks, music, videos, cameras, personal organisers and email as
well as reading documents). The climate change impacts of paper are dominated by the
impacts during manufacture and disposal, with use having relatively low impacts. By contrast
the impacts of IT are dominated by the electricity consumed during use (e.g the internet uses
a vast amount of electricity). So industry comparisons of just the energy needed to use paper
versus IT gives a distorted picture.

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Identification and evaluation of alternatives

Paper can be produced with a wide variety of properties, depending on its intended use.
 For representing value: paper money, bank note, cheque, security (see security
paper), voucher and ticket
 For storing information: book, notebook, graph paper, punched card, photographic
paper
 For personal use: diary, note to remind oneself, etc.; for temporary personal use:
scratch paper
 For communication: between individuals and/or groups of
people: magazine, newspaper, art, zine, letter, newsprint, card stock
 For packaging: corrugated box, paper bag, envelope, wrapping paper, Paper
string, Charta emporetica and wallpaper
 For cleaning: toilet paper, handkerchiefs, paper towels, facial tissue and cat litter
 For construction: papier-mâché, origami paper, paper planes, quilling, paper
honeycomb, used as a core material in composite materials, paper
engineering, construction paper and paper clothing
 For other uses: emery paper, sandpaper, blotting paper, litmus paper, universal
indicator paper, paper chromatography, electrical insulation paper (see
also fishpaper, dielectric and permittivity) and filter paper
Pros and cons paper to our life

Pros Cons

Paper-recycling helps the environment by Recycling takes time to move the

not polluting and dumping trash into
landfills.
Creates more jobs by hiring men and
women to pick up recycle.
Saves you money by not having to face
fines from not recycling.
Saves trees by not cutting trees down to
make paper.
-Recycling prevents gases from entering
the atmosphere when burning paper.
Recycling shows that you care about the
environment.
recycling bin and separating trash with
recycling paper.
Uses energy to move and separate
recycling items.
Need a recycling bin to put recycling
items in.
It takes toxic chemicals to recycle paper.
It costs less to dump trash into a landfill
then burning it to recycle.
More than seventy percent of recycled
paper ends up in landfills.

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Recommendation

Some manufacturers have started using a new, significantly more environmentally

friendly alternative to expanded plastic packaging. Made out of paper, and known
commercially as Paper Foam, the new packaging has mechanical properties very similar to
those of some expanded plastic packaging, but is biodegradable and can also be recycled with
ordinary paper. With increasing environmental concerns about synthetic coatings and the
higher prices of hydrocarbon based petrochemicals, there is a focus on zein (corn protein) as
a coating for paper in high grease applications such as popcorn bags. Also, synthetics such
as Tyvek and Teslin have been introduced as printing media as a more durable material than
paper.

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Conclusion

Paper begins as a blank canvas much like us. Paper grows old as we do and bears the
marks of a lifelong journey. Paper, like us has a memory that is indelible, what you put on the
page, stays on the page.
It is widely agreed that paper was invented by the Chinese in 105 AD during the Han
Dynasty. Paper’s popularity spread slowly to the west via Samarkand and Baghdad. Paper
making in Europe started in Spain and Sicily in the 10th century by the Muslims living there
then. The use of paper gradually spread to Italy and Southern France reaching Germany and
other northern European countries by the 1400’s. Since its invention, paper has literally
written itself into our history and our lives. I cannot imagine the bible not in book form or the
Magna Carter being recorded in stone etchings. Paper has given us many gifts and continues
to give us much enjoyment. The lyrics for ‘Imagine’, Einstein’s E=MC2, even the story of
Romeo and Juliet used paper in their creative processes. I believe my response to paper is a
very personal and creative one. Paper has a feel, a smell, a look that evokes a response in me
that I find difficult to reproduce. For me paper is something that enriches my life in ways I
often don’t notice in my daily life. Paper is like a complex yet reliable friend, who is sensitive
and adaptable.
Paper has many different uses and can be changed into things that are completely
different to its original making. Paper’s characteristics are shaped by the way it has been
made, which allows a completely unique personality to emerge. That personality helps me as
a human being connect. You can get a real feeling from the paper before you read a single
word or absorb a fraction of an image. We still look at the design of posters and magazines
from 30, 40, even 50 years ago in awe of their beauty and elegance. If paper were to be a
friend, paper would be a warm and complicated soul. A friend filled with expectation of the
future whilst having a fantastic memory. Paper is my trusted companion that will remain with
me for a lifetime. For me paper is now so much the ideal trusted companion that I gain
benefits in my private and professional life. In my corporate life all businesses find paper the
absolute tool of necessity. Note taking, idea development are to forms of usage in a corporate
setting. The feedback I receive is that human beings are behind the technology and they need
and like using paper. In my private life I like to mindfully draw, to reflect and write notes to
those I love.

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Reference

1. Deetman, S. & Odegard, I., 2009. Scanning Life Cycle Assessment of Printed and
Epaper Documents the iRex Digital Reader.
2. Ackerman, R and Lauterman, T, Taking Reading Comprehension Exams on Screen or
on Paper? A Metacognitive Analysis of Learning Texts under Time Pressure,
Computers in Human Behavior, 2012, 28(5),1816–1828; DOI:
3. Stoop, J, Kreutzer, P and Kircz, J G, Reading and Learning from Screens Versus
Print: A Study in Changing Habits: Part 2 – Comparing Different Text Structures on
Paper and on Screen, New Library World, 2013, 114(9/10), 371–383;

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Appendix

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