Double A Case Study

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Double A Group
A fully integrated pulp and paper mill, was incorporated in 1991. Located in Thailand’s central plains in the province of Prachinburi, the mill began operating in 1995 and has an annual capacity of 600,000 tons of pulp and 600,000 tons of paper.
The company’s broad portfolio of products extends from superior quality short fiber large paper sheets to innovative stationery products and premium copy papers –all made of sustainable fiber from Double A’s Paper Tree, which is grown along the rice paddy ridges of more than 1.5 million farmers across Thailand through a uniquely Asian solution to the sustainable sourcing of fiber that we call PFFT – Paper from Farmed Trees.

The Double A Brand
Double A brand premium copy paper, introduced
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Paper with Personality
The Double A brand personality elevates the product to much more than just copy paper. Double A is Premium, Smart, Cosmopolitan, Witty, Reliable, Innovative and Professional – everything that the office workers around the world who use it aspire to be. More than a trusted brand, Double A’s innovative marketing brings smiles to the faces of secretaries, clerks and executives everywhere with the wry office humor in its TV commercials – and keeps those smiles there with ‘No Jam’ copying that relieves stress in the workplace.

Double A Quality – The Secret is in the Trees
Double A’s ultimate goal is to be internationally recognized as the leading provider of premium quality copy paper, and with our Paper Tree we will reach that
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It is positioned as premium in the marketplace with at least 6 % price gap over the key competitive brands. By collaborating with 12 main distributors & mandatory master dealers in nationwide, it is now successfully deploying strategic distribution channels (MT/GT) in the region, and Double A has proven its strength in sales and marketing activities over its competitors, which results in incremental sales volume, profit and market share.
In addition, Double A has also been focusing on developing its modern & specific channels. Its premium Double A brand is now available in nearly 100 Hyper/Supermarket store chains of Metro, Big C, Aeon Mall, Lotte. The brand is also available in store chains like Fahasa and penetrated into B2B (Big Corporates, Banks, etc.) with special programs. Specific channels: Double A Copy Center-DACC, Double A Copy Member-DACM which are conceptual models originally generated from Head Quarter & Singapore branch and applied successfully in Thailand, Singapore, South Korea, Taiwan, Hong Kong also then executed in Vietnam since 2011 contributes nearly 15-20% of total sales volume. Copy Center is a store who provides photocopying, printing and other professional related services. The modern channels whose short form are DACC, DACM are a model of innovative chain of modern and professional Double A branded

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