THE MARKET Bangladesh since its independence has grown in leaps and bounds to ensure sustained growth of literacy rate of the country which now stands at 74.66% (as per the preliminary report of “Population and Housing Census 2022”). This surge of literacy levels of the country has been achieved due to the government and private initiatives of ensuring school and high school attendance of the children. Matador takes pride in this achievement of the country, as the brand holds a staggering market share of more than 75% in a market size of 80 million pens which indicatively means, every day, a majority of the youngest minds of the country pens their thoughts and dreams with Matador at schools and colleges. The brand also shares equal supremacy of market share in the work and office community playing its role in the socio-economic development of the country. Achieving brand dominance in the country in the stationery category, the brand has surged ahead to travel across the world with its finest product range and quality competing against the world’s bests. Matador has anchored its firm presence, through consistent exports in different countries in the world, across multiple continents which includes Canada, UK, USA, Azerbaijan, Jordan, Czech Republic, Sri Lanka, Saudi Arabia, Myanmar, Malaysia, South Africa and Kenya. The user base of the brand ranges from 3 years to 70 years + spread across the country through an efficient sales force and strong distribution footprint ranging from modern retail to stationery shops to small neighborhood stores. ACHIEVEMENTS Matador is a story of continual and sustained trajectory of success. Matador was founded in 1980 by the visionary entrepreneur Mr. Shah Alam, currently the Chairman, who wanted to rewrite every individual’s way of writing, reduce dependence on imported stationery products and financially contribute to the economic development of the country. From a small inventory of product line, Matador is now a conglomerate with strong presence in multi category sectors ranging from stationery to electrical accessories to pvc pipes and fittings to personal care products to confectionery. As for Matador stationery, through its dominant market share, product quality and evolving products as per the need of each category of its users, it is the most admired pen and pencil brand in the country. The three key verticals of success on which Matador stands strong today, are product quality, goodwill and brand equity. The brand has emphasized on building strong relationship with its users from the time of first contact and first usage. Matador is the most followed stationery brand of the country in the social media landscape of Facebook and YouTube. Marketing communication across multiple media HISTORY 1998 Matador started its journey by manufacturing pens with a used pen making machine at a small household in old Dhaka. 2003 Introduced Gripper Gel Pen that bought OGS for the First time in Bangladesh, and it also had a unique rubber coating feature. It was the first DF (Direct Fill) pen having so much value. 2005 Launched Orbit and the brand garnered significant response from the consumers. 2006 Introduced first RF (Refillable) pen Matador All-Time. 2007 Matador Hi-School was launched and it has become the most favorite pen brand among consumers. 2013 Received CIGQE Award in Geneva, Switzerland 2014 platforms, on ground activations and sales campaigns have ensured over the years to implant brand affinity and recall. A combination of consumer preference and business success has empowered Matador to be recognized both home and abroad through winning international awards and prestigious recognitions. In 2013, Matador achieved Century International Gold Quality Era (CIGQE) award in Geneva, Switzerland followed by Initial Quality Study (IQS) award in New York, USA. In continuation of this winning streak, Matador achieved international star for Leadership in Quality (IDSQ) award in Paris, France in 2015 followed by international Diamond Prize for Excellence in Quality (IDPEQ) award in Vienna, Austria in 2017. Matador also won one of the most prestigious international brand recognitions as a company from Bangladesh – to be one of the Superbrands in the stationery category, for three back to back years, with the latest win coming this year, 2022. Also recently in February 2022, Matador has received another one of the most prestigious internationally renowned award, Bangladesh’s Fastest Growing Brands and Leaders 2019-20. Matador’s excellence of design innovation at Dhaka International Trade Fair 2019, won the 2nd prize under the premier Mini Pavilion Category. 60
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