PAINT MARKER

PAINT
MARKER

FROM GROUP

FANTASTIC FOUR

E-BOOK
PAINT
MARKER

TEAM MEMBERS :
ARMAN RUZAIMIN BIN ABD RAHMAN
HASSAN MOHSIN HASSAN ABDALLA
NUR ELZAHRA BINTI MAT SAMAN @ MOHD SUFFIAN
SITI SAFURA BINTI YUSRI

CONTENTS :

SITUATIONAL ANALYSIS | PART 1
EXTERNAL INDUSTRY
CUSTOMER ANALYSIS
COMPETITORS ANALYSIS

TARGETTING, OBJECTIVES AND
POSITIONING | PART 2

FINAL MARKETING
PROGRAM | PART 3

SITUATIONAL ANALYSIS

EXTERNAL
INDUSTRY

Paint marker is a type of marker pen
that can be used on a variety of
surfaces like stone , paper, plastic,
metal, and plastic (Anon 2020).
However, paint marker is also used for
people who like art and it also well
Known among the student. They use
this to their assignment sometimes
and notes to make it beautiful.
Moreover, paint marker is useful for
everyone because of its attractiveness
such as variety of colour, permanent
and easy to hold. Despite that, there
are some external factors that can
impact our business. This is Known as
macro environment. Macro
environment is not controlled by the
company but external factors that can
influence our business success ,
strategies and decision making.

1

DDEEMMOOGGRRAAPPHHYY

Demography is the statistical study of
human populations. In our market we are
targetting age and occupation as our
demography. The percentage of the
population aged 15-64 years decreased
from 69.7% in 2020 to 69.6% in 2021
(Department of Statistics Malaysia, 2021) .
So our suggestion is to provide more acrylic
paint marker for children. This is because
population of children will increased for
every year. Other than that, age plays a
main role to sell our product to gain a profit
and loss for every year. Our targeted for
age is 5-30 years old due to their learning
and teaching process. For 31-65 years old
also will be our targeted due to the
decoration for the house and via versa.
Occupation also be our target. Example, art
and teacher.

EECCOONNOOMMIICC

based on CPI 2020, purchasing power of 2
Malaysia’s household consumption recorded
83.3%, declined 16.7% over a
decade.Moreover, there are some ways that
our company can do to overcomes this
sitution:

we can do some promotion on our paint
marker. For example, buy 10 free 1. As we
all know we can get attention from every
consumers during promotion . Why
people buy bundle during promotion?
This is because they can save their money
by genting extra money or items. So this
method will increase our positive profit
for every year.

PPOOLLIITTIICC

As we sold this paint marker in ecoshop with the
low price, so anything happen to their customer
we won’t take the responsible. Otherwise, eco shop
need to be responsible towards the dangerous of
this acrylic paint marker. The reason why we not
responsible with that situation because we just
sold the acrylic paint marker in a box and not in
packaging. As eco shop was separate some acrylic
marker pen in a packaging which in no SIRIM’s
logo there, so they must take the responsible if
any problem from the consumers. We as the
producer of that acrylic paint marker, we just do
some adjusting of our mistakes and make reforms
to maintain our business relationship with eco
shop. We also can give some advise to eco shop by
telling them to put SIRIM’s logo to protect the
consumers or ask them giving consumers the
guarantee to buy that marker again. This actually
the way we spread our passion to our customers.

NNAATTUURRAALL

All paint marker in the market are produced
with the chemicals. To make it natural we will
use natural ingredients. Plastic are well Known
in process of making paint marker. Some
company us heavy-duty hard plastic like ABS
(ACRYLONITRILE BUTADIENE SYTRENE). The
cons of using plastic material is take a long
time to eliminated. So we suggest that we want
to use cardboard material for marker cover.Ink
is very important in producing paint marker.
But all ink in the market are not good for
environment because have chemicals. So we
reform that ink with natural material for
colour like butterfly pea, rose, turmeric and
pandan leaf.

3

TTEECCHHNNOOLLOOGGIICCAALL

Nowadays, there are many modern
technology that we used to produce
something. Every marker has different
thickness of nibs. However standard fine of
nibs always used in the market. To make it
look rare so we will produce our acrylic
paint marker in round nibs. This is because
this round nibs can yield the thicker line to
drawing outline. It is also in line with our
objective where we want to sell it with other
uniqueness. We also will produce our
product with different nibs to make it
attractive. We also will do transformation to
our paint marker’s body which is using a
rubber valve at bottom like a century’s fine
tip metal marker. It is to make it very easy
to use with continuos Ink flow. Zero wastage
compared to tube type markers. (Binney &

Smith, Inc. 1996.)

CCUULLTTUURRAALL

Besides that, acrylic paint marker can use
for everyone. So, to make it interesting we
want to make it special. We will yield special
acrylic paint marker for children which is
not contain higher chemical as usual we
used for others. For example, produce paint
marker that is food-safe and easy to wash
when the ink comes in contact with clothing.
Next, some people may ask a drawable pen
that can make the most beautiful memory
for them. To overcomes this our company
decide to provide a freegift such as free
whiteboard and paper to them for draw
something memoriable. To make it eco-
friendy we will developing our products that
are more environmentally sound, such as
inks make from vegetables oils or water

4instead of traditional petroleum or other

solvent ingredients.

customer analysis

1.Problems facing by consumer

Parents nowadays maybe not choose
the right stationeries for their children.
From these problems, we will provide
the solution to this. We want our
consumer knows their children very
well like their dreams. So, your child
will draw their own dreams using our
product with is paint marker.

"It is saved to use this product?".
"What are the ingredients used

by this product?".
This is the question that people
keep asking and the firm tired
answering the same question.

Today, people are like to use a product that eco-friendly. So, we
understand people are more concerned with the environment.
People out there no need to worry anymore because our
product was made based on an eco-friendly product like the ink
that we produce is from natural ingredient or water instead of
traditional petroleum or other solvent ingredients.

Also, many other brands out there are not satisfied with their
consumer. Many complain that they can not refill the ink after
the ink goes out and the color of the ink is pale. One more
problem about the ink is the ink is too smelly. We do not want to
degrade other brands because we want a healthy competition
from our competitors.

5

2.Problem solving process

Here are some solutions for that problems. First, we are
providing more colors for the pens and of course with
different types of products like product line. For the
ink's problem according to google patents CN1962772A
, we will produce with ink that smell gentleness of the
present invention, by EN-71.3 and ASTMD-4236
authentication

Another thing is we are going to give the
consumer different kinds of colors such as
yellow, silver, green, and also rainbow
colors. This will solve the pale colors
provided by other brands.

From the problems and solutions above according to The

Executive Guide to Improvement and Change, ASQ Quality Press,

maybe some consumers are curious about how we identify the

problems. Here are the ways we doing it:

We will identify what is the problem.

Then we generate the appropriate alternative solutions. This

method is just like we are doing brainstorming.

After we create a lot of alternative solutions, we will select the

right alternative solutions.

Finally, we implement the alternative solutions and tried to

follow up the solutions. But, if the solutions that we choose

still have a deficiency, we will try to improve them again.

That is how we as a firm do our job to satisfy our beloved

consumers. 6

3. Concern about retailers or wholesalers

In this segment, we do care about our
retailers. This will help our business to
grow up and compete with other firms as
well. So, we are looking forward to the
best retailers in our business that can
create more sales and give us profit.
We also want to search for retailers or wholesalers who are good
at interpersonal skills. Because interpersonal skill is the most
important in our business to make sales grow up.
Besides, do not feel worried about
how to market our products
because we will assist you as our
retailers to do that. For who will be
our retailers, we will make sure that
you will have good marketing skills
before you start selling our
products.
All retailers will sell the same brands in different areas. These
strategies will attract more retailers to sell our product because
of products we produce are eco-friendly and also we will assist
them to market our products. This information will be enough to
convince the consumer and retailers to buy our products. They
can find more information from the internet and any kind of
payment whether you want to pay it as cash or bank in. It will not
be hard and complicated to make the payment, we guarantee it.
We also encourage our retailers to create an agent for selling our
products as other businesses did. This will help people to create
a job for the local citizens. The interesting thing is, the best
retailers who have the highest sales, will be rewarded by us
because we want to appreciate your hard work.

WE ARE LOOKING FORWARD TO WHO ARE THE BEST 7
RETAILERS!

MAJOR COMPETITORS

Companies that offer the same products and services aimed at
the same target market and customer base. For example,

Shachihata Sdn. Bhd and Faber Castell Sdn. Bhd is the most
popular supplier for stationery.

WHO There are the well -a
ARE known stationery
THEY? manufacturer in

Malaysia
Based on the studies that have been conducted, it is found

that the profits and losses suffered by competitors vary from

year to year.

For the information, Artline is the brand under Shachihata Sdn.
Bhd (Malaysia). Estimated sales for Shachihata (Malaysia) Sdn.
Bhd. show a decline in recent years. It was established on
August 20, 1993. From the latest financial highlights,
Shachihata (Malaysia) Sdn. Bhd. reported a decrease in net
sales revenue of 27.05% in 2020. During the same period, its
total assets decreased by 5.54%.(2020, EMIS, an ISI Emerging
Markets Group Company).

Faber Castell Sdn. Bhd. It was incorporated on July 14, 1978. In

the latest financial highlights for 2020, there was a decrease in

net sales revenue of 19.07%. During the same period, its total

assets decreased by 2.05%. The company’s net profit margin

increased by 0.42% in 2020. This information is the latest

8update until (2020, EMIS, an ISI Emerging Markets Group

Company).

where to buy it?

shopee (www.shopee.com.my)
lazada (www.lazada.com.my)
the company website store :
(https://shop.fabercastell.com.my/) ,
(https://artline.com.au/)
ECO SHOP
all Malaysian stationery stores.  

AAPPPPRROOAACCHHEESS IINN MMAARRKKEETTIINNGG

By introducing and offering marketed products to

consumers, each company will always find various

ways to increase sales. This is intended to inform

consumers of the existence of a product being

marketed, whether it is a new product or an old

product. Various methods are used by companies

to increase annual sales, such as advertising on

television or social media. In this way, consumers

will be attracted to and interested in buying the

products offered. The price for paint marker from
each company
Shachihata Sdn. Bhd. :

1 paint marker: RM 6
1 set of paint markers: RM 26

Faber Castell Sdn. Bhd. :
1 paint marker: RM 2.30
Not provided in set

9

Based on the analysis conducted, there are
several things learned, as well as the ability to
identify the strengths and weaknesses of our
company. The strength gained by our company
is that it produces paint markers at a cheaper
price than other competitors. Consumer
satisfaction when using our products is achieved
when the best quality is offered to consumers.
For example, our company’s marker paint ink will
not dry when not covered. The strength found in
our company is that it has an attractive design
and is suitable for all ages. The attractive and
unique design on plastic packaging and paint
markers is produced to attract customers to buy
our products. Most products marketed by
competitors do not care about the design of the
paint markers they produce. The weakness faced
by our company is that many consumers are
unaware of the existence of our products as well
as the quality offered for each product we
release as it is still new in the market. The
second weakness is poor financial management.
As such, our company is not known to many
consumers as it is still new in the market.
Because of this matter, our company lacks
regular customers from within and outside the
country.(2010-2022 Palo Alto Software)
 

  10

 

OPPORTUNITIES AND THREATS IN THE FUTURE

OPPORTUNITIES :

They opened branches in every country
in the world to expand their market.
The annual profit increase: as the
market widens, the profits earned will
increase.
Multiple more products: Our company
will produce a high-quality product that
will satisfy consumer needs.
Our products will be known by many
parties from various groups for offering
quality products at reasonable prices.

THREATS :

Economic issues: based on uncertain
economic conditions cause production
problems such as inflation.
Compete with competitors: when our
products are known, there will be
copyright issues that other brands will
imitate the quality and design of our
products.
Covid 19 problem: we don't know when
COVID 19 will end. Then the company will
face problems in the product production
process because the factory will be closed
when COVID cases in the country increase.
Financial problems: financial problems will
occur when product sales decrease and
cause reduced profits and a reduced
return on capital for the production of

11products. (2010-2022 Palo Alto Software)

PART 2 TARGETING, OBJECTIVES, AND
POSITIONING

Objectives:
to make people happy when they use our product.
to help people to get job
to save the environment
make it safe to use
can also available for teenagers who like drawing
easy to use
use appropriate ingredients

We are using different strategy which is we are here to help
people even our product is not suitable for helping people, but
with a little effort and our goal, it can attract people to buy this
product. It is totally different from our competitor's objectives
which is they just want to get higher profit. With this strategy, we
estimated that, we still can earn profit maybe not higher enough,
but the goals that was created must be achieve first.

Positioning:
the price is affordable
not harmful
high quality
long lasting
bright color
have a unique colors
easy to get

12

GEOGRAPHIC DEMOGRAPHIC

Geographical segmentation is This segmentation is based on age
mostly based on the entire market and occupation. Consumers can
into separate geographical use Paint marker for their work.
sections like states, countries, Paint marker help to create a
towns and streets. The location of beautiful writing or drawing.
most acrylic paint marker stores
located near the resedential area. BEHAVIORAL
This makes it easy for consumers to
purchase their product. Behavioral segmentation can
divides with two group. First is
PSYCHOGRAPHIC loyalty consumers. They will
always buy with us and not with
Psychographic segmentation other producer. Next is
mainly focuses in the occassion. This type of
consumers’s lifestyls, socials, consumers just buy our product
personality and interest. We are during the promotion only. So, we
targeted consumers with a need to plan strategy to get
creative lifestyle. They used consumers.
paint marker to attract
someone’s eye. 13

FINAL MARKETING
PROGRAM
The products marketed by our company are

paint markers. This product can be used by

various groups, such as children, adolescents,

adults, and the elderly. It's not only students

who use this product; users who are already

working also use this paint marker in their

lives. For example, adults working in the field

of design or teachers. Another thing is that

we are going to give the consumer different

kinds of colors, such as yellow, silver, green,

and also rainbow colors. The colours we use

are derived from nature, such as pandan leaf

for green, butterfly pea for blue, and other

plants. This situation will not damage the

environment because of chemicals. This will

solve the pale colours provided by other

brands. For the ink problem, we will produce

ink with a sweet smell according to the nature

ingridion and also EN-71.3 and ASTMD-4236

authentication. (Scientific American, 2022)

Our products offer attractive prices

with the quality of the products

produced because we want to meet

the needs of consumers who always

want the best in every purchase they

make. Our company offers products at

a very cheap price of RM2 ringgit for

each set, which consists of four pens in

blue, red, green, and yellow, and there

are also various other colors. We also

provide each set of paint markers with

different colours to make it easier for 14
users to buy the colour combination of

paint markers they like.

There are various means that will
be used to promote the goods to
attract more buyers. Among the
promotions that will be done is
giving discounts in conjunction
with special days such as teacher's
day and a month before the
opening of the school. This will
attract consumers to buy the
product offered, i.e., paint markers.
Another promotion we did to
attract more people was to
organise drawing and colouring
competitions open to all ages using
paint markers in supermarkets and
schools. Once they have used it
during a competition, this can
increase customer appeal. Prizes
are also provided to the winners.

Our company will actively market
the product in the country first
because it wants to focus on local
consumers first to get regular
consumers. Our company also
intends to market its products
overseas by opening branches
overseas. For example, our
company wants to penetrate the
market in Asia, Europe, and so on.

15

Fantastic Sdn. Bhd. Created and edited
Jalan Radin Anum 1,Bandar by
Baru Sri Petaling, 57000
Group: Fantastic

Kuala Lumpur, Malaysia Four
Group Leader:
Email : Arman Ruzaimin
[email protected] Creative editor:
Siti Safura

Group member:
Nur Elzahra
Customer Call Center Hassan Mohsin
1300 80 8082

Visit us at International
Fantastic Malaysia Business School,
@Fantastic_Malaysia Block T08, Universiti
Teknologi Malaysia,
@MyFantastic Skudai, 81310, Johor

Lecturer: Dr.
Mazilah

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REFERENCES

Department of Statistics Malaysia. “Current Population Estimates,
Malaysia, 2021.”
https://www.dosm.gov.my/v1/index.php?
r=column/cthemeByCat&cat=155&bul_

"How are Crayola Markers Made?" Binney & Smith, Inc. 1996.
http://www.crayola.com:80/manufacture/markers/home.html
(July 14, 1997).

Anon ,2020 https://www.zieler.co.uk/7-things-you-must-know-
about-acrylic-paint-marker-pens/

2022 EMIS, an ISI Emerging Markets Group Company,
https://www.emis.com/php/company-
profile/MY/Shachihata__Malaysia__Sdn_Bhd_en_4193423.html

2022 EMIS, an ISI Emerging Markets Group Company,
https://www.emis.com/php/company-profile/index/search?
keyword=faber+castell

https://patents.google.com/patent/CN1962772A/en

https://asq.org/quality-resources/problem-solving

2010-2022 Palo Alto Software,
https://www.liveplan.com/blog/what-is-a-swot-analysis-and-
how-to-do-it-right-with-
examples/#:~:text=SWOT%20stands%20for%20Strengths%2C%2
0Weaknesses,intellectual%20property%2C%20and%20your%20loc
ation.

2022 SCIENTIFIC AMERICAN, A DIVISION OF SPRINGER
NATURE AMERICA, INC,
https://www.scientificamerican.com/article/chromatography-be-
a-color-detective/

THANK YOU