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Atlas company introduction and market analysis

"Atlas" Sri Lanka's favorite stationery brand is the brainchild of Ceylon Pencil. Co. (Pvt. ) Ltd. Established in 1959 it is continuing to grow from power to durability and has efficiently gained almost all market show in school, corporate and business and home stationery products. Today the company is the No. 1 maker of ballpoint pens and exercise literature. Atlas stands not limited to quality also for innovation. They have manufactured all their products using leading edge technology, adding sophistry and efficiency to the stationery products. Atlas products are assured to give an increased experience; and quality value for the money.


The Company began by producing it's maiden product the "varsity Pencil", today it manufactures over 300 stationery products and is proud to be the only stationery brand available all over Sri-Lanka. Atlas has even tapped into international market segments by forming tactical partnerships with Atlas pencil company UK. During the 80's and the 90's Atlas brought about productive change by establishing Atlas Plastics (Pvt. ) Ltd. and MAINTENANCE SYSTEMS (Pvt. ) Ltd. ( the past dedicated to the creation of adhesive tapes and strapping tapes, the latter for personal good care and cleaning items. )

Vision, Quest & Values

Every corporation has a main aim or goal, which can be referred to as its end product. All these are merged into a commercial vision and mission. That of Atlas is listed below:


"Our vision is usually to be the most accepted brand for office and school products in southern Asia. "

The vision is simple but strong. It shows that before declaring world domination Atlas would need to take small steps and first make an effort to conquer the South Asian market. The vision of Atlas isn't farfetched, 1 day soon Atlas can fulfill its perspective, if it increases in its constant pace.


"We at Atlas strongly have confidence in upholding high moral prices and in as an ethical corporate citizen. In doing, so we consistently inculcate high principles in our workforce and strive constantly to provide them sufficient self-reliance to use their creativeness and creativeness. "

The above given beliefs of Atlas plainly states, which it cares not only about giving high quality goods to its customers. But it also focuses on protecting and aiding its personnel grow and be better employees.

The main aim of the Company is to provide quality goods at a reasonable price to its customers while successfully facing competition. To do this the business uses technologically advanced method of creation and also uses high quality raw-materials, because of all of the steps the business was granted with ISO 9001:2000 qualification because of its stationery items produce under the "Atlas" trade name and numerous other cultural prizes like "the community head award".

Product Portfolio

Along with its subsidiaries Atlas has a wide range of 300 products including stationery items, cheap (tape) and Care products. The products are symbols of quality and are being used by many students and corporate and business physiques around Sri Lanka. The merchandise collection/line of Atlas company is explained below:

Figure: 1 Product stock portfolio of Atlas (Author's work, based on information receives from SO)

Marketing Philosophy

Marketing beliefs or marketing concept used by the business should be clearly identified. While using growing need for culture organizations were enforced to do something as good corporate and business residents. Therefore businesses were made to realize the importance to be socially accountable.

That is excatly why Atlas has chosen the "Societal Marketing Philosophy", under this philosophy marketing decisions need to be made balancing 3 criteria-

Consumer needs and wants

Societies interests

Earnings maximization through customer satisfaction for Company welfare

Figure: 2 (lecture notes)

As a result of choosing this marketing idea Atlas has achieved many accolades such as:

Ceylon Pencil Company (Pvt) Ltd. was honored with ISO 9001:2000 certifications because of its stationery items manufacture under the "Atlas" trade name. This proves that Atlas caters to consumer needs by providing quality products.

The "Community Leader Prize" from the Chartered Institute of Sri Lanka was awarded to Ceylon Pencil Company (Pvt. ) Ltd. , for Commercial Public Responsibility activities for the contribution designed to education sector.

Ceylon Pencil Company (Pvt. ) Ltd. received a Merit honor for 5S standard by contending with "Jastica Society".

Market Summary

The Ceylon pencil company (pvt) Ltd is the leading fixed producer in Sri Lanka with a wider range of products with the make of "Atlas".

The stationary market in Sri Lanka is an "Oligopoly Market" with few manufacturers offering very similar products. The competitors of Atlas are Richard Veny, Weerodara, Reynolds, Cross, Parker and Pilot.

Atlas stationeries mainly concentrate the customers that university students, and workers in offices. Customers in stationary market mostly choose the products that convenient, attractive, affordable, creative and impressive.

Introducing the product can lead to pattern because Atlas Wiz Manufacturer will attract more radiant customers anticipated to,




It is also being noted that more youthful customers provide an attitude of seeking products which includes above criteria's.


SWOT evaluation for Atlas Wiz manufacturer.


Brand commitment of customers

Atlas is a well known brand which includes been working in the Sri Lankan market for more than 50 years. Therefore even though it's a new product customers will purchase it as a result of confidence they have about the brand.


Atlas products are known to be of good quality. This will likely attract customers to buy the product.

Larger market share

Atlas is the market head in the fixed sector therefore it is actually a challenge because of their competitors to seize that market talk about from them.

Convenience, attractiveness and innovativeness.

Atlas wizmaker is a convenient, attractive product using progressive technology, due to simple fact that it has a pen, pencil, highlighter and eraser all in a single it's a convenient product. Also the fact that it comes in a variety of colors helps it be appealing to both college children and university or college students similarly.


Limited Product assortment

The Atlas stationery company is missing deviation in products. The merchandise that Atlas has brought out at the moment are similar to their competitors, it generally does not draw you away from buying the products which can be provided by other competitors


Because of the active life style of people they look for convenience. There for discovering this product will bring opportunities to Atlas since this products main gain is convenience.

Improve Technology

Atlas company has recently formed a relationship with Atlas stationeries UK, this partnership allows them to use new technology to produce the very best quality products.

Export possibilities

The recent collaboration that Atlas has made with Atlas stationeries UK, has allowed it to utilize the foreign market segments like this in South Asia, UK, US etc due to its ability to provide high quality products at sensible prices.



Other competitors might think of a similar product. Also companies like bic and cross have created stationeries with pen, pencil and stylus.


The Sri-Lankan market is little by little being flooded by imported stationeries, who are gradually capturing the Sri- Lankan market share.

Competition for the Atlas Wiz maker

Competition could be known as a contest between two companies, individuals, countries etc in order to perform much better than its competitors by providing something or service that will lead to more market share and permanent profits.

Substitute products

There a wide range of substitutes because of this product in the market as well as many brands. By enough time of the new introduction of the Wiz maker many other founded brands such as Weerodara, Richards and Reynolds will come up with a counter-top product. And in addition there is a higher probability of strong competitors being mixed up in market.

When taking a look at the stationary market there are a few competitors to Atlas who are;






Among them the direct opponents of Atlas would be;





Barriers to entry into stationary market


There a wide range of obstacles to entry in the forex market. These barriers are not common to all or any companies because of framework, financial talents etc.

Because of high first investment needed to produce stationary items many companies will avoid coming into the market.

Technology of the organizations should be high tech and updated all the time. For this to proceed much cost will be incurred. Thus many companies will never be able to find the money for this

Many of these fixed items require expectations to be met (e. g. -ISO 9001, ISO 14001). For these specifications to be examined a payment in different steps must be done.


Advertising to promote a product like the Wiz maker can only be done with a budget which Atlas or a huge rival company possess.

Different customers have different personal preferences. Some might find Atlas unique and easy to use but some might favor other brands. Thus customer devotion and preference will be a hard factor to fight against for new companies.


Market framework of the fixed market


By analyzing the fixed market in Sri Lanka it is clear to us that it is of Oligopoly characteristics. That's where there are just a few large organizations on the market. Thus it is dominated by way of a few interdependent companies. The Wiz manufacturer will thus be fighting with just a few items which can swap its features.




Objectives are building blocks of organizations marketing plan. It expresses what a company wishes to accomplish soon. What objectives a firm could have will be decided after conducting a comprehensive Environment analysis such as SWOT.


The environment affects the organizations goals. There are interior and exterior factors influencing an organizations targets.

Internal Influences

Corporate culture- This identifies the principles of the company as a whole. The company beliefs of Atlas is to be an ethical commercial citizen and tries to inculcate high values in their workforce giving them sufficient independence.

Staff Aspirations- It is different from team to division and team to team. Atlas desires to give its personnel sufficient independence in order to grow as a person and increase satisfaction in the work force. All this ensures that the workers donate to the maximum to create high quality goods.

Resource constraint- Initially Atlas used to import its raw material, but now in order to help the neighborhood market the recycleables utilized by Atlas originates from Sri-Lanka itself. Atlas in addition has formed a partnership with Atlas stationery UK which helps them get modern tools which helps Atlas produce quality products at minimal cost.

External Influences

Customer/ Market- Atlas stationeries focuses on offering to three main categories in the market- institution children, graduates or university students and office employee. Atlas is the one stationery company in Sri-Lanka which includes an island huge market.

Economies- Atlas has been named a company which gives high quality products at really affordable prices. Thus it has a wide opportunity on the market.

Competitors- Being really the only stationery company which comes island large Atlas has only a few a competitors like weerodar, pilot, bic which don't seem to be always a menace to Atlas's market reach.


The corporate objectives of the company includes, seeking to accomplish maximum profitability and market talk about. Atlas programs on attaining maximum profitability by providing maximum satisfaction to its consumers by using innovative technology to manufacturer high quality good at minimum amount cost. Atlas can increase its market show by providing to the nees of its consumers by providing quality products at acceptable prices.


A smart marketing aim should be:





Time bound

Based on the aforementioned factors its safe to expect that Atlas plans to attain the power of branding i. e. Atlas strives to provide high quality goods. So that it wants to build a good brand using its consumer.


This is dividing a market into distinct sets of potential buyers with different needs, characteristics, or behavior who may need distinct products, services or marketing mixes.

In order for market segmentation to be useful they should be measurable, accessible, large, differentiable and actionable.

Bases in consumer segmentation for Atlas Wiz maker.

Geographic segmentation

This shows how you divide the market into different geographical segments. Such as countries, cities etc. Atlas targets urban areas.

Demographic segmentation

This includes dividing the marketplace into different demographic sections such as generation, gender etc. Atlas concentrates mostly on the younger generation.

Psychographic segmentation

This is dividing the marketplace into different teams based on sociable class, life style etc. Atlas mainly targets the center class

Behavioral segmentation

This is when u separate the marketplace into groups based on attitudes of the consumer, use of the product etc. Atlas mainly suits the needs of young students.


The process which evaluates the segments appeal and selecting sections to provide their products is called targeting. In this step companies have to choose what is the most suitable segment to achieve their objectives. Its predicated on the result of ranking the segments.

The marketplace which a couple of buyers with common needs and characteristics that company determines to provide is chosen by evaluating the followings.

Market Attractiveness

Competitive Factors

Company aims and resources

Evaluating the segments

Segments of Evaluation

School Students

University Students

Office Workers


Market Attractiveness

Size of the group

Growth rate




Relatively Low



Very Low

Very Low

Competitive Factors

Level of competition


High percentage of competition


Richard Veny

Average ratio of competition


Richard Veny


Average ratio of competition





High ratio of competition





Company Goals and resources

Contribution to advertise share

High contribution

Relatively high contribution

Average contribution

Low contribution






Source : Authors Work


Atlas Wizmaker is the new product. It stands not limited to quality but also for innovation. Wiz manufacturer product is some other positioning product. Which means it competes for an inferior and less competitive market to discover a brand.

wizmaker product check

Positioning strategy targets, this products differentiation strategy.

This new product is exclusive and you will be profitable (for the marketplace). And it also has other distinctive criterias that will differentiate it from the countless other products.

Points of differentiation

Must be important and appreciated by your visitors (for example, being sold as an economical product in a give you an enhanced experience; and quality value for money)

Positioning your product needs to be centered on delivering

A valued and distinctive product to a specific market and providing in a manner that customers acknowledge (that's the hearts and brains part of the formula). This Atlas Wiz pen Good product placement can make it easy for supposed customers to identify why they want to choose the product (they'll see the unique benefits).

Market innovator (first in)

This Wiz pen being challenged by market fans, concentrate the marketing communication to bolster this pen is the first (the 'real' thing, rather than the imitation).

Wiz pen setting to

Conduct market segmentation.

Define the target market.

Identify the merchandise attributes.

Determine the product's talk about of heart and brain. Being 'first' on the market usually is a significant profit in mindshare.

Place your product in the right 'space' (e. g. economy market; low volume level; Quality etc. )

Positioning Map

Display the consumer perceptions of their brand versus the fighting product on important buying measurements.

This Atlas wiz product we can show like this


Pilot Atlas wiz







The positioning affirmation of Atlas Company is "Be creative" and this of Atlas Wizmaker is "Atlas wizmaker- Its All You Need. "

The reason so it says so is basically because it includes all, the pen, pencil, highlighter and eraser jointly in a single product.

Marketing mix


The product which is being advertised is the Atlas wiz maker which is a stationary item which include 4 main items important to any college student, worker or employer. Several factors must be looked at when this product is being sold.

Product levels


Core product

The central product is a stationary item which includes a pen, pencil, eraser, and a highlighter together.

Basic product

This includes affordability, affordability and convenience.

Expected product

The buyer expects a product which is;


Has value for money


Augmented product

A product with many features alongside one another.

Potential product

Individual product decisions


The Product

This is an item which includes different items in a single body. Thus it'll be more portable and affordable.

This is a cutting edge idea which includes not been developed in the Sri Lankan market. Because of that special quality the demand will be much higher leading to higher profits.

The body of that has a straightforward cylinder shape with a detachable pencil head in a single end.

The other end of the cylinder consists of a ball point pen head which may be lengthened or withdrawn at will.

The cylinder condition of that is infused with an eraser which is attached to the most notable of the device.

It also offers a highlighter included in it which will come in 3 colors that happen to be red, blue and purple to match the color of the pen.


This product is being produced by Atlas fixed limited (Pvt) therefore the brand of this produce will be Atlas.

The company being a very well respected brand in the Sri Lankan fixed market, people will be drawn to use the merchandise because of low internal dread created by strong brand image.


Packaging of this product is done with a clear plastic molding done on top of a cardboard framework (the structure is mainly a straightforward cylindrical shape).

To be vision catching the merchandise is jam-packed in 3 different color plans which can be Blue, white and Pink. (This feature helps it be stand out from the rest of the products product packaging).


This product will have the name of the merchandise which is "Wiz machine" written on your body of the merchandise.


Atlas has ensured its product is easily available.

This product are available in any book shop or any communication shop. This consists of major supermarket chains as well.

Forecasted Product life routine for Atlas wiz maker

Source: Creators work


The amount of money or the value which is recharged for something can be explained as price. (Kotler 2006, p: 307)

Special characteristics of price

Most flexible element in marketing mix

Only component of marketing blend which generate income.

Pricing a fresh product is the most challengeable decision which managers have to take. Because customers' buying decisions usually depend on the price of the product. Therefore taking a successful charges decision is very important to the company.

Factors, impact to price

Internal factors

Company and marketing objectives

With regard to Atlas company maximization long run profit, market share leadership and improve the positive image of company and its own products are main company and marketing goals.

Marketing combination strategy

When deciding the price of "Wiz Maker" it must be matched up using its design, circulation and campaign.


The cost of the product "Wiz Manufacturer" will be straight damaged to its charges decision. Costs are mainly divided as fixed cost and adjustable cost. wiz maker's predetermined cost includes expenses such as plant, equipment and professional salaries etc. Variable cost includes labor, material and other immediate expenditures.

External factors

The character of the market

Atles Company has oligopoly market with few makes/distributers.

The character of demand

There is no direct competition to wiz manufacturer in existing market. Therefore the demand will be inelastic to a certain extent.

Competitors cost, prices and offers

Company must consider the price and prices of the stationeries in local market before setting the purchase price.

Customer expectations

Customer needs convenience product in affordable good price. Customer should be happy with the purchase price and the value on return.

Other external environmental factors

Company must consider external environmental factors such as federal government guidelines, changes in duty policies and existing economical conditions before placing the purchase price.

Pricing Process

Source: Creators work

Selecting the rates objectives

The first step of pricing process is selecting an overall prices goal for the company. Mainly the pricing objectives of Atlas company can be summarized as follows.

Maximization long-run profit

Maintain market share

Enhance positive image of company and its own products

Be thought to be "rational" by customers.

Determining demand

Demand is a romantic relationship between two factors which price and quantity. The number which customers are prepared to buy is be based upon the price if other factors are equal. Further demand and price have negative relationship. The effect is if price is increased the demand will be decreased. Also Wiz designers demand will mainly depend on price. There are different methods to estimate demand of wiz maker.

Conducting product experiments

By requesting customers that how many units they might buy at different suggested prices

Estimating cost

Mainly the cost of something can be divided into two categories as predetermined cost and varying cost. In regards to to Atlas wiz machine fixed cost includes cost of buying needed machineries, gadgets and other indirect expenses such as executive salaries. Direct labor cost and materials such as plastic material, ink and plastic will be contained in variable cost.

Total cost per unit


Special Pencil



Total cost

Source : Creators work

Analyzing competitors cost, price and offers

Atles market is a oligopoly market with few manufacturers. Further Atlas wiz maker is a innovative product. There is no same product to this malty job pen in stationery market.

But customer will compare the costs of pens, pencils, erasers and highlighters in stationary market before buying wiz manufacturer.

Selecting the rates strategy

Considering all the above results and overall costing goals market penetration strategy is the most suitable technique to Atlas Wiz maker. But because this is a impressive product company's main targets are maximum long haul profit, maintain market share and provide the products in reasonable prices.

This policy stimulates growth of the market for the new product and allows a large market show to be more quickly obtained. ( Hisrich & Peters, 1991 p:346)

Selecting the ultimate price

The final step of costing process is defined the final price. After considering all the above facts Atlas Wis manufacturer can cost as follows.


Rs. 10. 00

Special Pencil

Rs. 20. 00


Rs. 40. 00


Rs. 5. 00

Final price of Wiz maker

Rs. 75. 00


Place is the physical space of or virtual location where in fact the product will be made available at the marketplace place for target consumer.

(lecture take note of)


use to find the offering into the hands of the customer. Included in these are:

On-premise Sales involves the sale of your offering utilizing a field sales group that trips the prospect's facilities to help make the sale.

Direct Sales involves the sales of your offering by using a direct, in-house sales organization that will all selling through the Internet, telephone or mail order contact.

Wholesale Sales involves the sales of your offering using intermediaries or "middle-men" to distribute your product or service to the merchants.

Self-service Retail Sales involves the sales of your offering using home service retail ways of distribution.

Full-service Retail Sales includes the sale of your offering through a complete service retail distribution channel.

Of course, making a decision about pricing, campaign and circulation is heavily inspired by some key factors in the industry and marketplace. These factors should be examined initially to make the strategy and then regularly monitored for changes. If any of them change considerably the strategy should be reevaluated

Consumer Market Chanel (1Level)

Distribution channel

Is set of interdepended organization involved in the process of making something available for customer

The Characteristics of Circulation Channels

Most businesses use third people or intermediaries to bring their products to market. They make an effort to forge a "distribution route" that can be defined as

"All of the organizations through which a product must cross between its point of development and use"

Why does a business supply the job of offering its products to intermediaries? After all, using intermediaries means giving up some control over how products can be purchased and who they can be purchased to.

The answer lies in efficiency of circulation costs. Intermediaries are specialists in offering. They have the contacts, experience and scale of operation which means that greater sales may be accomplished than if the producing business tried operate a sales operation itself.

Functions of your Distribution Channel

The main function of your distribution route is to provide a link between production and usage. Organizations that form any particular syndication route perform many key functions:


Gathering and distributing market research and cleverness - important for marketing planning


Developing and spreading communications about offers


Finding and connecting with prospective buyers


Adjusting the offer to match a buyer's needs, including grading, assembling and packaging


Reaching agreement on price and other terms of the offer

Physical distribution

Transporting and keeping goods


Acquiring and using funds to cover the costs of the distribution channel

Risk taking

Assuming some commercial hazards by functioning the channel (e. g. holding stock)

All of the aforementioned functions need to be undertaken in virtually any market. The question is - who carries out them and how many levels there need to be in the circulation channel in order to make it cost effective.

Numbers of Circulation Channel Levels

Each covering of marketing intermediaries that functions some work in providing the merchandise to its final buyer is a "channel level". The amount below shows some examples of route levels for consumer marketing programs:

Sale points

Book shops, Food Places (Cagiels, Arpico, Keells)

http://tutor2u. net/business/marketing/syndication_introduction. asp

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