1.1 Introduction-Faber-Castell Company
Faber-Castell was founded in 1761 as a pencil factory which is owned and managed by the eighth-generation family member Count Anton Wolfgang von Faber-Castell. It is the world's oldest manufacturer of writing instruments, makes nearly 2 billion pencils a year. Faber-Castell Malaysia was established in 1978. It started to produce natural rubber and PVC-FREE erasers back in 1980. It has become one of the largest eraser manufacturers in the world producing over 500 million pieces of erasers a year. In 1993, a new factory was built in Subang Jaya near Kuala Lumpur. Apart from being the first producer in Malaysia to manufacture writing instrument with GEL technology, this production facility also started manufacturing refillable markers and highlighters in 2010. Keeping up with the company's philosophy of being innovative and competent, Faber-Castell Malaysia achieved many recognized certifications such as the ISO 9001, ISO 14001 and SIRIM. In addition, Faber-Castell Malaysia had also been selected as the SUPER BRAND in 2002 for stationery industry in Malaysia and chosen as the official supplier for stationery products to the 16th Commonwealth Games held at Kuala Lumpur in 1998. Due to its excellent innovation in product development, Faber-Castell Malaysia also won the ISPA award in 2007, the IF Design and Promotional Gifts Award 2008 for the Sleeve eraser. In addition, it won the PBS award in 2008 for its Kosmo eraser too. To cope with its rapid development, Faber Castell Malaysia moved into its latest factory in September 2002. Officiated on November 13 2002, one of the factory's special features is the Pencil Tower housing Malaysia's Tallest Pencil. Lastly, Faber-Castell is also the first company in the stationery business to agree to a social charter that serves as a guiding principal for the staff welfare. On October 11, 2004, a collective agreement was signed between its staff union and Faber-Castell Malaysia. 1.2 Introduction-Product Brand Line
PLAYING &LEARNING ART& GRAPHIC
PREMIUM GENERAL WRITING MARKING
Faber-Castell has differentiated it product brand line into a two groups which is private and office. As we can see on the table above, playing and learning, art and graphic and premium are under the private range. General writing and marking are under the office range. The Playing and Learning range is aimed to encourage the child’s natural desire to draw, paint and write. Therefore, it develops and manufactures crayons, pencils and paints for different stages of learning and skills development. It is a diverse and innovative product range that offers to children with a high quality and safety standards. The Art and Graphic product line combines the best quality from 250 years of experience in developing and manufacturing artists’ products. It uses high-quality artists’ pigments that guarantee light fastness and this helping the artists to create timeless works of art due to the brilliance and high colour intensity. The Premium series targets high income consumers. This series is inspired by its ancestor, Baron Lothar von Faber. The company modifies its old product and recreates them by using modern technology. It is very elegant as it is made by precious woods and leather accessories. Therefore, it is very suitable to be a gift due to its elegant design. Next, General Writing is the complements for modern office or study for taking notes, sketching, and correcting texts. Besides focusing on the function, it also focuses on additional benefits for the consumer. For example, the non-slip grip zone on the “GRIP 2001” pencils could ensure a secure hold and grip. Marking is the field of competence that backed up by a wide range of products. There are many products in this range. For example, the versatile MULTIMARK pens can write on glass, aluminum, or wood. In addition, the built-in eraser allows us...
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