brand audit of super asia

69
Super Asia Private Limited Brand Audit Submitted by: Muhammad Saddam Sajid Muhammad Adeel Uppal Mudassar Umer Bsc Accounting & Finance and MBA GIFT University 1

Upload: zauk

Post on 21-Nov-2014

129 views

Category:

Documents


13 download

DESCRIPTION

Super Asia Brand

TRANSCRIPT

Page 1: Brand Audit of Super Asia

Super Asia Private Limited

Brand Audit

Submitted by:

Muhammad Saddam SajidMuhammad Adeel Uppal

Mudassar Umer

Bsc Accounting & Finance and MBA

GIFT University

Date: 26th April 2009

1

Page 2: Brand Audit of Super Asia

Super Asia Private Limited

Brand Audit of Super Asia Brand

(First Part Brand Inventory)

2

Page 3: Brand Audit of Super Asia

Super Asia Private Limited

Acknowledgement

First of all, we thank to Allah Almighty to provide us

courage to complete this project. We also thank to

our honorable Professor Sir Nadeem Mustafa to

provide us opportunity to make the topic on such

interesting project.

Table of Contents

3

Page 4: Brand Audit of Super Asia

Super Asia Private Limited

Title no Particulars Page no

4

Page 5: Brand Audit of Super Asia

Super Asia Private Limited

1 Super Asia (History) 1-2

2 Value Chain Analysis 3-4

3 Products 5-7

4 Services 8

5 Pakistan Economy 9-10

6 PEST Analysis 11-13

7 Market Analysis 14-15

8 Market Segmentation 16-17

9 Product Life Cycle 18-19

10 Competitor Analysis 20-24

11 Porter Five Forces Model 25-26

12 PEST Analysis of Super Asia 27-29

13 SWOT Analysis of Super Asia 30-32

14 Analyze buying behavior 33-34

15 Positioning strategy 35-36

16 Product Strategy 37

17 Pricing Strategy 38

18 Distribution strategy 39-40

19 Communication strategy 41-43

Super Asia

It goes way back to 1968, when Mr. Mian Muhammad Din, the founder of Super Asia,

offered its first ever product, Washing Machine, with manufacturing facilities at a small

scale to the local community of Gujranwala, city of Punjab. It was about to change the

5

Page 6: Brand Audit of Super Asia

Super Asia Private Limited

lifestyle of that generation and was a struggle to facilitate the end user with automated

technology. He was visionary to predict the pattern of growth in Home Appliances

Industry across Pakistan. It took more than a decade of painstaking engineering work to

build up the brand name, Super Asia, which had become the symbol of Quality,

Durability, Innovation and Economy. Today, it is a conglomerate of companies with

more than a dozen different products serving much sectors of society. The success tale

spread well over 25 years when Super Asia produced the first washing machine of

Pakistan. Later on Super Asia started producing room air coolers, gas and electric

geysers. Super Asia in order to maintain its superiority in producing public utility

products has introduced hot and cold, and only cold water dispenser. Similarly the

complete range of super Asia fans is of international standard. There are different sizes,

colors in Ceiling, Pedestal, Bracket, Circu-matic and Exhaust Fans.

Chronology of Events happened at Super Asia is as under:

1975: Super Asia produced its first ever Washing Machine in Pakistan.

1980: Introduced Air Cooler in the market.

1985: Offered Geyser in the market.

1995: Introduced Water Dispensers in the marketplace.

1998: Fans are launched in the market.

2003: Motorcycles launched and insulation sheet entry in the market.

2004: Air conditioner and Microwave Oven offered.

2006: Automotive Parts presented in the market.

2008: Three-wheeler CNG auto-rickshaw.

2009: Hardees International Burger Chain.

2010: Gas Stove and Cooker Hood.

Every successful company and organization defines its visions and mission and makes

the strategies and rules to achieve these missions and visions. To achieve these visions

and missions the organizations and companies have to fulfill the objectives so that the

long term visions and missions can be achieved. Same like that Super Asia also have

defined its vision and mission which are quoted here.

6

Page 7: Brand Audit of Super Asia

Super Asia Private Limited

VISION:

“To be the market leader in every of our products,

Nationally and regionally”

Our foremost aim is to think big, be the pace setter and modernizer. Since 1972, being the

market leader in washing machines, we have concrete plans to replicate our best practices

in every of our offerings, across the region. It is the VISION that every employee of the

organization is clear about.

MISSION:

“To win the utmost satisfaction, trust and loyalty

Of our valued customers”

Super Asia uses the best prevalent tools to win and maintain the satisfaction trust and

loyalty of its valued customers. Quality, Delivery and Innovation are the core elements of

our philosophy. Stake holders at every level strive to maintain the status quo of the

company, to deliver the best. Continues struggle with commitment is technique to

accomplish this MISSION.

Value Chain AnalysisValue Chain Analysis describes the activities that take place in a business and relates

them to an analysis of the competitive strength of the business. Influential work by

7

Page 8: Brand Audit of Super Asia

Super Asia Private Limited

Michael Porter suggested that the activities of a business could be grouped under two

headings:

(1) Primary Activities - those that are directly concerned with creating and delivering a

product (e.g. component assembly). In Super Asia the primary activities are

manufacturing and assembling. Manufacturing includes the manufacturing of raw

materials, fans, washing machines and geysers and assembling contains the assembling of

motorbikes and rickshaws.

(2) Support Activities, which whilst they are not directly involved in production, may

increase effectiveness or efficiency (e.g. human resource management). It is rare for a

business to undertake all primary and support activities. In Super Asia, the supporting

activities are human resource management, quality control management, inventory

control management, accounting system and other supporting activities.

Linking Value Chain Analysis to Competitive Advantage

The activity a business undertakes is directly linked to achieving competitive advantage.

For example, if Super Asia which wishes to outperform its competitors through

differentiating itself through higher quality will have to perform its value chain activities

better than the opposition. By contrast, a strategy based on seeking cost leadership will

require a reduction in the costs associated with the value chain activities, or a reduction in

the total amount of resources used.

Primary Activities

Primary value chain activities include:

Primary Activity DescriptionInbound logistics All those activities concerned with receiving the raw materials

Operations The manufacture of products of Super Asia- the way in which resource inputs (e.g. raw materials) are converted to outputs (e.g. finished goods )

8

Page 9: Brand Audit of Super Asia

Super Asia Private Limited

Outbound logistics

All those activities associated with getting finished goods like washing machines, fans, etc to consumers.

Marketing and sales

Essentially an information activity - informing buyers and consumers about products and services (benefits, use, price etc.)

Service All those activities associated with maintaining product performance after the product has been sold

Support Activities

Support activities include:

Secondary Activity

Description

Procurement This includes how Super Asia deals with the suppliers in order to purchase the raw materials. (e.g. sourcing and negotiating with materials suppliers)

Human Resource Management

That includes how Super Asia provides benefits and compensations to its employees in order to retain them.

Technology Development

Activities concerned with managing information processing and the development and protection of "knowledge and experience" in a company.

Infrastructure Concerned with a wide range of support systems and functions such as finance, planning, quality control and general senior management. That department is lead by the executives of the Super Asia company.

PRODUCTS

Super Asia offers a lot of home appliances for its valuable customers. Super Asia is a

leading manufacturing company in Pakistan and is competing with foreign companies

9

Page 10: Brand Audit of Super Asia

Super Asia Private Limited

with its weapon of quality and customer satisfaction. Super Asia is the biggest home

appliances producer in Gujranwala and offers leading home appliances. They offer with

lot of home appliances which compete with all foreign products due to its fine quality,

standards and customer satisfaction. Following are the products which Super Asia offers

in the home appliances products:

Washing Machines (large number of models)

Best performance and electric economy with heavy-duty electric motors.

Double strike bars for clean, bright and extraordinary washing.

Ideal portable washers for large, medium and small families.

Maintains its performance even on low voltage.

Save time & detergent while brilliant washing.

Microwave Oven (large number of models)

Defrost Setting.

Painted Steel Cavity.

Push Button Door.

Painted steel cavity.

Air Conditioner (large number of models)

New Wall Mounted Series.

Built to the highest international standards.

Ensuring maximum efficiency, performance and reliability.

Fans (large number of models)

Quiet operation.

Specially designed blades.

Even air throw & Revolving grill.

Room Air Coolers (large number of models)

Ultra cool air and quite performance.

10

Page 11: Brand Audit of Super Asia

Super Asia Private Limited

For the first time in Pakistan introduce water proof pump.

An efficient and energy saver cooling system.

Water Dispensers (large number of models)

New & easiest way to get hot & cold drinking water with water guard.

New striking design.

Low energy consumption.

Easy to install

Attractive low price.

Electric Water Coolers (large number of models)

Complete plastic front.

Continue supply of cold water.

Seasonal effects and rust proof.

Completely tested

Gas Water Heaters-Geysers (large number of models)

Automatic Thermostat.

Available in 25 & 55 Gln.

No water leakage.

Motor bikes: (large number of models)

Comfortable seat

Economical

Less petrol mileage

Product types, varieties and brands

11

Page 12: Brand Audit of Super Asia

Super Asia Private Limited

PRODUCTS

☼ Air Conditioners ☼ Fans

☼ Washing Machines ☼ Room Coolers

☼ Water Dispensors ☼ Geasers

☼ Microwave Ovens

☼ Motor Bikes

Note: Every product has different models.

Services

To provide customer a prompt, quality and reliable service at their doorstep Super

Asia has a largest after sales service network through out the country.

12

Page 13: Brand Audit of Super Asia

Super Asia Private Limited

To take care of customer appliances all service centers have latest tools,

equipments and machineries.

After sales service team consist of Engineers and highly qualified staff with great

professional approach due to this reason customer feels confident, once their

appliance are being maintained.

Super Asia after sale service also provide the facility to customer of lifting their

units from residence to service center and delivering within 48 hours.

We take care of our customers by remaining in contact with them so that they

should not face any type of problem.

Following are the Address of branch offices:

Super Asia sales & service 89 temple road Lahore. Mob:0300-8406116

Super Asia sales & service 405 Jinnah colony Faisalabad. 041-647943

Super Asia sales & service Gulf Plaza Chandni chowk near Gondal CNG Ist floor Flat no1 Rawalpindi. 051-4843187, 0321-5181000

Super Asia sales & service Ahmad park colony opposite Jamia-Saqlain road near Khanawal road Multan. 061-770225

Pakistan Economy

Pakistan is an under developed country. It has suffered from very economical and

political crises that include internal political disputes and low levels of foreign

investment. Between the era of 2001-2007, the poverty status in the country will

13

Page 14: Brand Audit of Super Asia

Super Asia Private Limited

increased by 15% but the spending in the provincial capitals and federal capital

Islamabad shows the large amount of development. This creates a gap between the

developed and underdeveloped cities of Pakistan. In the era of 2004-2007, there is a large

foreign investment came in Pakistan. Very large industry including telecommunication,

media and several other manufacturing industries launched their units in Pakistan. In that

era the GDP of Pakistan raise up to 5-8% but this growth was declined when Pakistan

faced the very critical electricity crises.

Despite electricity crises, the other major crucial element is inflation. Petrol prices and

the prices of other home appliances and other consumable things are going up and up

vigorously. It is jumping from 7.7% in 2007 to 20.8% in 2008, and 14.2% in 2009.

Moreover due to political instability in the country, the value of rupee is depreciating and

at this point $1 is equal to Rs.81 (approximately).

The government of Pakistan now taking the loan from the International Monetary Fund to

stabilize the economy and reduce the budget deficit of the country but this loan caused

the burden on the local people of Pakistan. The poor person became poorer and the rich

person became richer. The middle class is going to be end slowly. Textile sector which is

a very crucial and important constituent of GDP of the country, faces many sever crises

of electricity. Due to that matter the export of the country regarding textile is also

affected. Other long term challenges include expanding investment in education,

healthcare, and electricity production, and reducing dependence on foreign donors.

Reduction in the education and health budget and the increase in the budget of the

military and security & defense are also affecting severely the economy of the country.

Most of the people in the country face the shortage of heath and education facilities. The

unemployment rate in the country is also increasing day by day. The other major factor

that today Pakistan faced is the issue of security in the country. That issue should be

resolved in order to stabilize the economy.

These all the variables in the economy can be improved by good governance, hard work,

efficient utilization of resources, homogeneous investment in all cities of Pakistan,

14

Page 15: Brand Audit of Super Asia

Super Asia Private Limited

encouragement of foreign investment, stabilization of home and government industry,

increase of exports, reduce the power and energy crises and reduction of foreign loans.

Key variables:

GDP (purchasing power parity): $448.1 billion (2009 est.)

GDP (official exchange rate): $166.5 billion (2009 est.)

GDP - real growth rate: 2.7% (2009 est.)

GDP - per capita: $2,600 (2009 est.)

Labor force: 55.88 million (2009 est.)

Unemployment rate: 24% (FY05/06 est.)

Investment (gross fixed): 18.1% of GDP (2009 est.)

Inflation rate (consumer prices): 14.2% (2009 est.)

Industrial production growth rate: -3.6% (2009 est.)

Exports: $17.87 billion (2009 est.)

Imports: $28.31 billion (2009 est.)

Exchange rates: (PKR) per US dollar - 81.41 (2009)

Source: 2010 CIA World fact book

PEST AnalysisPolitical factors:

15

Page 16: Brand Audit of Super Asia

Super Asia Private Limited

Pakistan is a major economic power in south Asia, but political violence poses a

major threat to the country's continued growth. Over the years, Pakistan has

experienced military-led rule, assassinations of national leaders and lawlessness in

the country's tribal areas.

Well recently the election has decided Pakistan people’s party with heavy

mandate and Muslim league Nawaz got the 2nd position, the Pakistan peoples

party in collision with Muslim league Nawaz made the government. The

government is not trying to solve issues but creating problems for the president

Musharaf and forcing him to resign for the job.

Political instability in Pakistan has included militancy in tribal areas; violence in

Karachi, one of Pakistan's largest cities;

Political violence in large cities of Pakistan especially in Karachi poses a large

threat to Pakistan's economy. Karachi is the main hub of commercial activity,

accounting for 80 percent of Pakistan's exports.

Pakistan's economic growth is intertwined with political stability at the national

level.

Economical Factors:

After the founding of the Pakistani state in 1947, the government's economic

policy concentrated attention on developing an economic infrastructure, achieving

self-sufficiency in food, and developing export industries.

The economy of Pakistan is the 27th largest economy in the world in terms

of purchasing power, and the 45th largest in absolute dollar terms.

Pakistan was facing a sluggish growth and incomes of the middle and lower

middle classes, which constituted 60-70 per cent of the population, might

16

Page 17: Brand Audit of Super Asia

Super Asia Private Limited

decrease significantly, reducing their purchasing power and increasing

unemployment.

Government was trying its best to expand the tax net in the coming budget, but all

these efforts would prove futile due to the prevailing law and order situation in the

country.

Inflation  remains the biggest threat to the economy, jumping to more than 9% in

2005 before easing to 7.9% in 2006. In 2008, following the surge in global petrol

prices inflation in Pakistan has reached as high as 25.0%. The central bank is

pursuing tighter monetary policy while trying to preserve growth. 

Foreign exchange  reserves are bolstered by steady worker remittances, but a

growing current account deficit - driven by a widening trade gap as import growth

outstrips export expansion - could draw down reserves and dampen GDP growth

in the medium term.

Agriculture accounted for about 53% of GDP in 1947. While per-capita

agricultural output has grown since then, it has been outpaced by the growth of

the non-agricultural sectors, and the share of agriculture has dropped to roughly

one-fifth of Pakistan's economy. In recent years, the country has seen rapid

growth in industries (such as apparel, textiles, and cement) and services (such as

telecommunications, transportation, advertising, and finance).

Social factors:

Economic factors gave birth to a certain type of socio-political order, casting its

long shadow over the coming generations, has been seen with a benign eye.

The effect of culture and language on the economic development has

been completely ignored. Even sociologists and anthropologists have not

attempted to quantify these variables while attempting to explain the evolution of 

Pakistani society.

Simplistic and quantitative measures of education and health care are taken 

to be main determinants of the level of human capital. The number of schools

and enrollment size is used to measure the literacy rate. 

17

Page 18: Brand Audit of Super Asia

Super Asia Private Limited

Pakistan's political economy can be understood only if major historical, social,

cultural and linguistic factors are brought into focus. Only then can a credible

course of action be prescribed.

Technological factors:

The high-technology sector has become the most important and dynamic

component of manufacturing in the economy of Pakistan, particularly in its

remarkable performance in the generation of output and income.

However, despite its importance as a source of employment, the rate of growth of

high-tech employment during the last three decades has declined sharply. In

addition a remarkable change in factor shares towards an increasing trend of

capital share and a decreasing one in the income rewarded to labor have been

observed.

In spite of the crucial importance attributed to high-tech industries in Pakistan, no

systematic study so far has been conducted on the structure of production of this

sector. This study is therefore, the first attempt to fill this gap.

Production is characterized by positive economies of scale while technical change

exhibited a factor bias, being material saving and capital using, no discernible

effect was noted with respect to labor

Market Analysis

18

Page 19: Brand Audit of Super Asia

Super Asia Private Limited

Super Asia is using to maximize the sales of the company, In this analysis stage of every

product is determined and these stages are related to the sales position of that product.

The next analysis in this chapter is product life cycle. Product life cycle shows the all

stages of sales from its production to the decline of the product. Every product when

produced passes from different stages of the sales, sometimes its sales is going to

increase and sometimes its sales starts decreasing. Sometimes its sales are at the boom

position and sometimes theses are going to decline.

Market Share:

In order to analyze the market share of the products of Super Asia we made the BCG

(Boston Consulting Group matrix). The detail of this matrix is given below:

Stars - Stars are high growth businesses or products competing in markets where they are

relatively strong compared with the competition. Often they need heavy investment to

sustain their growth. Eventually their growth will slow and, assuming they maintain their

relative market share, will become cash cows. Here the motorcycle and fans of Super

Asia best fit because their growth is high but they still need high investment to sustain

their growth.

Cash Cows - Cash cows are low-growth businesses or products with a relatively high

market share. These are mature, successful businesses with relatively little need for

investment. They need to be managed for continued profit - so that they continue to

generate the strong cash flows that the company needs for its Stars. Washing Machines of

Super Asia comes under this head because they are earning a lot for the company and

need very low investment.

Question marks - Question marks are businesses or products with low market share but

which operate in higher growth markets. This suggests that they have potential, but may

require substantial investment in order to grow market share at the expense of more

powerful competitors. Management have to think hard about "question marks" – which

ones should they invest in? Which ones should they allow to fail or shrink? Water

19

Page 20: Brand Audit of Super Asia

Super Asia Private Limited

Dispensers, Geyser, Room Air Cooler and Safe Lines have very low market share but

they operate in higher market growth. Super Asia should think about the Water

Dispenser, Geyser, Room Air Cooler and the Insulation Sheet because they can earn a lot

for the company, if investment is made in these business portfolios.

Dogs - Unsurprisingly, the term "dogs" refers to businesses or products that have low

relative share in unattractive, low-growth markets. Dogs may generate enough cash to

break-even, but they are rarely, if ever, worth investing in. Air Conditioners and

Microwave Oven of Super Asia are at this stage.

Market Segmentation

20

Page 21: Brand Audit of Super Asia

Super Asia Private Limited

Dividing a market into distinct groups of buyers who have distinct needs, characteristics,

or behavior and who might require separate products and marketing mix. Rather than

Super Asia offers the same marketing mix to vastly different customers, market

segmentation makes it possible for Super Asia to tailor the marketing mix for specific

target market, thus better satisfying the customer needs. Not all elements of marketing

mix are necessarily changed from one segment to the next. Super Asia has segmented by

various bases, and industrial markets are segmented somewhat differently from consumer

markets. A basis for segmentation is a factor that varies among groups within a market,

but that is consistent within groups. Super Asia has segmented the market on the

following bases:

Geographic Segmentation:

Geographically Super Asia segmented the world market as that, the company normally

focuses on the Pakistani market for whole of its products. Pakistani market is the target

segment of Super Asia. They make the segments of the whole world market and then

decide to focus on one segment which is the Pakistani market.

Demographic Segmentation:

Super Asia divides the market for different products on different way. There are lot of

segments of market on the bases of demography, like; on the bases of gender, age,

education, occupation, income and family status. Super Asia has to choose the different

segments for their different products. For every product of the company there is different

segment.

Psychographic Segmentation:

On the bases of psychology the company has made the segment on the bases of lifestyle,

values and attitude. There is different level of products for different status people. This

segmentation based on the lifestyle and family status.

Behavioral Segmentation:

21

Page 22: Brand Audit of Super Asia

Super Asia Private Limited

This segment of the company is based on the usage rate, brand loyalty, price sensitivity

and benefits of the product.

Product Life cycle

22

Page 23: Brand Audit of Super Asia

Super Asia Private Limited

A product’s life cycle can be divided into several stages characterized by the revenue

generated by the product. If a curve is drawn showing product revenue over time, it may

take one of many different shapes, an example of which is shown below:

Development Stage:

The life cycle concept may apply to a brand or to a category of the product. Its duration

may be as short as a few months for a fad items or a century or more for product

categories. Product development is the incubation stage of the product life cycle. There

are no sales and the firm prepares to introduce the product. As the product progresses

through its life cycle, changes in the market mix usually are acquired in order to adjust to

evolving challenges and opportunities.

Introduction Stage:

When the product is introduced, sales will be low until customers become aware of the

product and its benefits. Some firms may announce their product before it is introduced,

but such announcement also alert the competitors and remove the element of surprise.

And Super Asia also uses this strategy that they announce the product before the

introduction and their view about this thing is that customers become aware of the

product before its introduction in the market. Advertising costs are typically high during

this stage in order to rapidly increase the customer awareness of the product and to target

to the early adopters. When Super Asia was introducing its Motorcycle they were

advertising a large. During the introductory stage the firm is likely to incur additional

costs associated with the initial distribution of the product. These higher costs coupled

with a low sales volume usually make the introduction stage a period of negative profits.

During the introduction stage, the primary goal is to establish a market and build primary

demand for the product class.

Growth Stage:

23

Page 24: Brand Audit of Super Asia

Super Asia Private Limited

It is the stage of the product life cycle in which a product’s sales start climbing quickly. It

is a period of rapid revenue growth, sales increases as more customers become aware of

the product and its benefit and its additional market segments are targeted. Once the

product has been proven a success and customers being asking for it, sales will increase

further as more retailers become interested in carrying it. The marketing team may

expand the distribution at this point. Motorcycle and Ovens of Super Asia are at this stage

because their sales are increasing. When the competitors enter the market, often during

the later part of the growth stage, there may be price competition and increased

promotional costs in order to convince the consumers that the firm’s product is better

than that of the competition.

Maturity Stage:

The stage in the product life cycle in which sales growth slows or level off, it is the most

profitable stage while sales continue to increase in this stage, they do so at a slower pace.

Because brand awareness is strong, advertising expenditure will be reduced. Competition

may result in decrease market share and prices. Super Asia’s Washing Machines and

Spinners are at the maturity stage and earning a lot of profit for the company and their

advertisement cost is also very low. The competing products may be very similar at this

point, increasing the difficulty of differentiating the product. There are lot of companies

in the market, domestic and foreigners. The company is placing effort into encouraging

competitor’s customers to switch, increasing usage per customers and converting the non-

users into customers. Sales promotion may be effort to encourage retailers to give the

product more shelf space over competing products.

24

Page 25: Brand Audit of Super Asia

Super Asia Private Limited

Competitors Analysis

Home Appliances industry is facing the intense competition. There is no such big merger

is taking place in this industry. The local competitors are Dawlance, Waves, PEL, Singer

and imported competitors are LG, Sam Sung, Siemens and General. Haier is a joint

venture of Government of China and Private sector of Pakistan, so it is the only

multinational company which has its plant in Pakistan. Currently there is a decline in the

manufacturing industry in Pakistan and especially in the home appliances industry but

from last six to seven years industry growth rate is almost ten to eleven percent. There are

many factors behind it like political uncertainty, economic crush which came worldwide

and energy problem in Pakistan, but now the situation is very much under control.

From the last few years there is a major change in buying patterns of people, per capita

income increased and living standard of the people also changed which overall increased

the demand. Decrease in family size also increased the demand. Hot weathers and

increase in population also increase the demand for products which overall increased the

production. Demand on the occasions like marriages also increased. Technology is also

changing in this industry and people are also becoming health conscious there is a

technological change. The new entrant threat is low as the entry barriers in this industry

are high, including high capital cost, government policies, already existing strong brand

names, and a concentrated and highly competitive market. 

PEL:

Pak Elektron Limited (PEL) is the pioneer manufacturer of electrical goods in Pakistan. It

was established in 1956 in technical collaboration with M/s AEG of Germany. In October

1978, the company was taken over by Saigol Group of Companies. Since its inception,

the company has always been contributing towards the advancement and development of

the engineering sector in Pakistan by introducing a range of quality electrical equipments

and home appliances and by producing hundreds of engineers, skilled workers and

technicians through its apprenticeship schemes and training programmes.

25

Page 26: Brand Audit of Super Asia

Super Asia Private Limited

Dawlance:

Established   1980

Refrigerator Production   1981

Deep Freezer Production   1988

Deep Freezer Manufacturing Unit   1992

Launched RAC and No-Frost Ref   1992

Launched WM and MWO   1995

Production of No-Frost Refrigerator   1996

Production of Aero-Design Series   1996

Production of Up-Right Freezer   1997

ISO 9001 Certification   1999

Production of Washing Machine   2000

ISO 14000 Certification   2001

USL Shops   2001

Electric city # 1   2001

Signature series USL Shops   2002

Waves:

Waves was established in 1973 and grew to a leading Home Appliances manufacturing

Company in Pakistan, in a very short span of time. This was achieved by the tireless

efforts of our devoted Management, highly motivated professionals and dedicated team

work, committed to excel in the quality and services. It has highly skilled professionals,

responding rapidly to the market needs. With the most modern and high-tech CAD

manufacturing facilities, our products capture over 80% of the local market for

Refrigerators, Deep Freezers, Air Conditioners and other home appliances. The company

manufactures Refrigerators, Deep Freezers, Air Conditioners, Washing Machines,

Microwave Ovens and many other quality home appliances, with the production ratio

exceeding the overall production of Pakistan's appliances manufacturers.

26

Page 27: Brand Audit of Super Asia

Super Asia Private Limited

Singer:

Singer has been operating in Pakistan since 1877, when the first Singer sewing machines 

went on sale in our shops. Today, Singer Pakistan Limited is a large, diversified company

with a presence throughout Pakistan. Singer has the largest retail network in South Asia

with over 750 stores. Beginning with the sewing machine, Singer’s product portfolio has

diversified to encompass a highly successful multi-brand strategy combining products of

top world marques with the company’s own products across a range of household and

industrial categories. Singer (Pakistan) B.V. holds 70.28% of the issued share capital of

Singer Pakistan Limited. Singer Pakistan Limited was listed on Karachi and Lahore

Stock Exchanges in 1985. 

Honda Pakistan:

Atlas Honda Limited (AHL) is a joint venture between the Atlas Group and Honda Motor

Co. Ltd., Japan. The company was created by the merger of Panjdarya Limited and Atlas

Autos Ltd. in 1988. Both these motorcycle manufacturing concerns were established by

the Atlas Group. In addition, a third concern, Atlas Epak Ltd. was taken over by the

Government of Bangladesh in 1971 after the fall of Dhaka. AHL manufactures and

markets Honda motorcycles in collaboration with Honda Motor Company. Honda

motorcycles are by far the largest selling motorcycles in the country with an unmatched

reputation for high quality, reliability and after-sales-service.

Suzuki Pakistan:

In 1983 Pak Suzuki Motor Company Ltd (PSMCL) established as a joint venture between

Suzuki Motor Corporation of Japan (SMC) and Pakistan Automobile Corporation

(PACO) Govt. of Pakistan.

Yamaha Pakistan:

DYL Motorcycles Ltd; is engaged in the manufacturing and assembling of YAMAHA

brand Motorcycles in Pakistan. DYL brands are the undisputed leader in 100 cc category

in Pakistan Motorcycle Industry. Our Manufacturing facility is situated at Hub Chowki,

27

Page 28: Brand Audit of Super Asia

Super Asia Private Limited

whereas our state of art assembling plant is located in Uthal Industrial Area, Distt:

Lasbella, Baluchistan . A professional commitment ,stringent quality control, nationwide

dealers network, excellent after sales, aggressive marketing have helped established the

company’s image and reputation as a front runner brand in Pakistan Motorcycle Industry.

Pak hero:

Pakistan is one of those countries of the world where Auto Rickshaws are extensively

used as a public transport. Till 1996, Italian made Rickshaws were used in Pakistan

having 90% market share. In 1996, a young Pakistani businessman and industrialist, Mr.

Muhammad Javed Iqbal introduced “PAK HERO RICKSHAW” in Pakistani market.

Produced within the limited resources this Rickshaw was a masterpiece of quality and

performance which brought about a revolution in the auto industry. It gained extensive

popularity and in a very short period of time, “PAK HERO” became a known name all

over Pakistan.

 

PAK HERO auto rickshaw having similar functions, shape and use as that of Italian made

rickshaw, proved to be a very close substitute for it. It is amazing that Pak Hero became

the market leader in a period of only three year and its demand has been on the rise ever

since.

Others:

Ravi, king hero, Toyo, metro, united etc.

28

Page 29: Brand Audit of Super Asia

Market Share (Home appliances)

Singer6%

Dawlance30%

W aves25%

Pel18%

LG13%

Super Asia8%

Singer

Dawlance

W aves

Pel

LG

Super Asia

Market Share (Motorcycles)

Honda55%

Yamaha11%

Pak hero4%

Suzuki4%

Star4%

Hero6%

Sohrab3%

Metro1%

Other including Super Asia

12%

Honda

Yamaha

Pak hero

Suzuki

Star

Hero

Sohrab

Metro

Other including Super Asia

Super Asia Private Limited

Market share

29

Page 30: Brand Audit of Super Asia

Super Asia Private Limited

Porter five forces modelThe final out come of the research was that Super Asia has lost its competitive edge when

it comes to other brands. We will discuss in the light of the Porter’s Five Forces Model.

These five forces are following:

The risk of new entry by potential competitors

Rivalry among established firms

The bargaining power of the buyer

The bargaining power of the supplier

The threat of substitute products

The direct competitors of Super Asia are Dawlance, Waves, LG, and Haier etc. The

Dawlance is market leader in the home appliances and PEL is still on second number. But

in window room air conditioner (WRAC) the PEL is market leader. The indirect

competitors for Super Asia in this industry are Samsung, Orient, Mitsubishi, Sabro,

Nobel and others Chinese brands available in the market. The Super Asia has no big

threat from all these companies.

RISK OF NEW ENTRY BY POTENTIAL COMPETITORS:

High Investments.

Threat for new entrants is high in this industry, partly due to the fact that this industry is a

lucrative industry and is very attractive for foreign companies. But in order to really

make a mark in this industry, you need to have strong investment and funding. For this

matter, Super Asia is at risk of the influx of foreign investments in this sector.

Foreign Brands.

Foreign brands like LG, Sony, Samsung, Mitsubishi and Haier etc. are a big threat for

Super Asia. The quality and brand image of foreign brands is high as compared to Super

Asia. Foreign brands have captured the market of split AC and television.

30

Page 31: Brand Audit of Super Asia

Super Asia Private Limited

THE BARGAINING POWER OF THE BUYERS

Company’s buyers are the people who ultimately purchase and consume its products. If

there are so many brands and products available in the market at different prices, the

bargaining power of the buyers will be high because they have many alternatives, they

can demand to lower the prices. On the other hand if there are few brands or companies

in the market, then the buyers will be in a weak position to bargain. As a result, the

company can raise its prices and earn greater profits. If we see the Pakistani industry the

bargaining power of the buyers is very high because a variety of products are available in

the market at different prices. So the buyers can choose the product according to his

requirements.

THE BARGAINING POWER OF THE SUPPLIERS:

Suppliers can be viewed as a threat when they are in few numbers in the market. In that

case, the suppliers are able to force up the price of inputs. The after effects of that can

result in the reduction in the quality of inputs. If the suppliers of Super Asia Company are

weak then company will force the suppliers to reduce the prices of input and demand for

higher quality. If the suppliers are selling the products that have very few substitutes and

are differentiated from others, then the suppliers are always in good bargaining position.

31

Page 32: Brand Audit of Super Asia

Super Asia Private Limited

PEST Analysis of Super AsiaPolitical Factors:

Pakistani government is somehow stable in these days and focusing on the foreign

trade. Super Asia is taking advantage of this move by government and is trying to

increase their exports.

Government is providing opportunities to the companies to provide benefits like

old-age benefits, disability benefits, pension, etc. These benefits are to be

provided by every company under the supervision of Social Security Ordinance.

Super Asia is also providing its employees the benefits of social security.

Government has allowed the Puffery statements in advertisement but there should

be truth in selling and deception statements are not allowed.

The company has a trade mark and a trade name that gives the company an

exclusive right by the government policies to use it and enter into contracts and

dealings through its registered trade name.

The company is bound to follow the workers safety regulations as laid down by

the workers safety act.

As the policy of government the minimum wage that should be given to a worker

is 6000/= but Super Asia is not following that policy as other companies in the

area are also not following it.

All the tax related policies are being followed by Super Asia.

The company also publishes its annual reports as are compulsory to publish by the

government.

Economic Factors:

Super Asia plays an important role for economic growth by contributing to the

economy of the country.

The cost of production includes wages of workers, salaries to the staff, purchases,

utilities, carriage inward and outward, etc.

The company offers a variety of products for different classes of customers. For

example, good quality and a bit expensive products for higher class and cheaper

products for middle and lower class customers.

32

Page 33: Brand Audit of Super Asia

Super Asia Private Limited

Some SBUs like washing machine and fans are at their boom while others like

motorcycle, oven, AC, etc are at their growth stage. It never happened that any

one of Super Asia’s product went into its recession stage.

The prices of products of Super Asia are higher than products of its competitors

but still Super Asia has the largest market share due to the quality of its products.

Social Factors: The salaries and wages of the workers and management are not satisfactory so the

income distribution factor is not satisfactory.

Super Asia is funding many NGOs and welfare organizations in the whole

country.

Super Asia has the honor of being the first and only local home appliances

company to sponsor an international cricket series.

The company is running a hospital “Mian Muhammad Din Memorial Trust

Hospital” for the welfare of its employees as well as the people of the near

vicinities.

The company is providing various types of home appliances which are helping in

improving the life style of the people.

The company is providing models in a variety of fashion which can be used

differently at different places.

Technological Factors: The company is having a computerized lath machine which helps in reducing

labor cost and time needed to produce a dye.

Due to technological improvements many items are available at lower prices from

China and Super Asia is taking full benefit from it.

The manufacturing department also has different types of dyes for different

models or shapes of washing machine and fan.

A tool shop also operates within the factory premises, which manufactures its

own tools to be used in production.

33

Page 34: Brand Audit of Super Asia

Super Asia Private Limited

Latest technology is being used by the company for motorcycle engine and air

conditioner machinery.

The company is also thinking of introducing a new swap machine that would note

the attendance of each employee when one will swap his card into it. This

machine will also provide the management with the statements showing the late

minutes of each employee and the leaves in the month.

34

Page 35: Brand Audit of Super Asia

Super Asia Private Limited

SWOT AnalysisSWOT stands for strengths, weaknesses, opportunities and threats. This is the analysis

related to the strengths which Super Asia proudly have, weakness of Super Asia,

opportunities which Super Asia can avail to prevent from the threats faced to the

company and the weaknesses of the company. The reason to do this analysis is to find out

that, what are the strengths of the company which can overcome the weaknesses of the

company and to determine the opportunities which can company avail to prevent the

threats to the company. I will individually examine the strengths, weaknesses,

opportunities and the threats faced by Super Asia here.

Strengths:

The company has built up goodwill in the market of Pakistan, from a very long

time.

The company has the largest market share throughout the country in the Washing

Machine industry and now striving to maintain and increase its share in Fan

industry as well.

Brand name of Super Asia is known to almost every person in the country and is

very famous in home appliances industry.

The company deals in all sorts of home appliances, like Washing Machine,

Spinners, Air Conditioners, Fans, Geysers, Water Dispensers, Room Air Coolers,

Microwave Oven and Cooking Range.

Super Asia has launch the food chain with the famous food chain in America

Continuous achievement of FPPCI exports Trophy.

Super Asia is exporting its products to various regions across the globe mainly

markets like Africa, Middle East and Asia.

The company is having a number of old employees who are committed and loyal

with the company.

Super Asia offering benefits like medical facilities in the company hospital and

advance pay etc.

35

Page 36: Brand Audit of Super Asia

Super Asia Private Limited

A large number of models are available in the range of every product especially

fans.

Weaknesses:

Technical labor and management of the company has the negative views about the

salaries and wages.

Shortage of skilled labor in the company due to large competition.

Low advertisement budget

Most of the managerial staff is not well educated.

The salaries of management staff are very low due to which the well educated and

experienced people does not come for the job in company.

Same promotional strategies for international markets

Opportunities:

Super Asia has opportunities to increase their exports of fans in order to increase

the market share.

Introduce the latest technology in their products and in manufacturing units.

More budget can be allocated on electronic and print media for advertisement to

increase their sales.

Exhibit their products in international exhibitions.

Threats:

Chinese Technology can decrease the sales of fans and other products

Lower prices of competitor’s products.

Current Power & Electricity crises are very big hurdle for the manufacturing unit

of the company. Due to the shortage of electricity the company may be unable to

meet the orders.

Market demand is very seasonal.

36

Page 37: Brand Audit of Super Asia

Super Asia Private Limited

Retention of key staff critical.

Possible negative publicity.

37

Page 38: Brand Audit of Super Asia

Super Asia Private Limited

Analyze buying behaviorThe buying process is initiated by the consumer itself. First of all, he or she identifies the

need that what type of product he or she wants. If a person wants to purchase any product

from Super Asia, he first has a need of that product. Without need there is no initiation of

buying process. A consumer, making a purchase decision will be affected by the

following three factors:

1. Personal

Every product of Super Asia is associated to the target market. Their products are unique

to a particular person they also take care the demographic Factors like gender, Race, Age

etc. Basically women in the family are responsible for the decision making. Young

people purchase things for different reasons than older people. Demographically they

design their products with innovative styles and colour combination so that the person

from every age group will like their products. If we consider about men and women,

women are more conscious and involved in the buying.

2. Psychological

Psychological factors include motives, Perception, Personality, life styles and attitudes.

When company made its products, in the designing phase they consider the life style and

the pattern of living in the manufacturing process. People in the large cities prefer both

the luxurious and economical products. But in the small cities, towns and villages people

prefer more the economical products. The advertisements of the products are also made

according to the lifestyle and usage pattern of the customers.

3. Usage Pattern and Behavior

Super Asia divides its markets on two variables on the usage pattern. These are given

below:

1. Customers who used more products

2. Customer who used less products

Karachi, Lahore, Islamabad, Faisalabad, Multan, Sialkot, Gujrat, Gujranwala, Rawalpindi

and Islamabad are the cities in which Super Asia products are used more. The strategy of

38

Page 39: Brand Audit of Super Asia

Super Asia Private Limited

the company in launching its products is approximately the same for every key area.

Super Asia company is focus on both lightly the heavily usage customers because both

types of customers provides them good feedback about their products in order to improve

it. The reason for the heavily usage of Super Asia products is of the product quality and

durability.

Criteria used to evaluate alternative products:

The benefits which are perceived by the customers about their products that is really

different, better and unique as compared to their competitors are:

Basic quality of their products

New designs

Innovation in the product.

Durability

Low costs

After sales services

Product usage, evaluation and discarded:

Customers buy products not only with their features but also for their perceived benefits

that the product delivers. According to the marketing department of the company, the

main purpose of their product is to provide quality and durability to its customers. They

are also concerned with the appearance and packaging of their products. According to

their view, their product should not only work accurately but it must look beautiful when

placed in the house or in the shop. Customers evaluate their products as a best quality and

durable product. The company has efficient after sales services and their products are also

a resale value if these is used in an efficient manner.

Positioning strategy

39

Page 40: Brand Audit of Super Asia

Super Asia Private Limited

Arranging for a product to occupy a clear, distinctive and desirable place relative to the

competing products in the minds of the target consumers. Positioning is a perceptual

location. It's where your product or service fits into the marketplace. Effective

positioning puts you first in line in the minds of potential customers. Positioning is a

powerful tool that allows you to create an image. And image is the outward

representation of being who you want to be, doing what you want to do, and having what

you want to have. Positioning yourself can lead to personal fulfillment. Being positioned

by someone else restricts your choices and limits your opportunities. That's why it's so

important for Super Asia to transform their passion into a market position. If the

company doesn’t define its product or service, a competitor will do it for you. So the

company’s position in the market place evolves from the defining characteristics of their

product. The primary elements of positioning for Super Asia are:

Pricing: The prices of the company are somewhat high due to which the people are

converting to buy the competitors products. It is necessary for getting the positioning in

the minds of the consumers to set the lower prices of the products than competitor’s

products.

Quality: Quality of the products matters a lot. If your product is satisfying the consumer

quality wise then it is possible to get the higher sales. Some of the Super Asia’s products

are quality wise very well due to which they earn a lot of the revenue for the company.

The quality of Washing Machines of Super Asia is very satisfying to the customers due to

which this SBU get very large revenue for the company.

Service: They provide customer services due to which the consumers of home appliances

purchase their products. The company provide after sale services which is a key factor of

the large sales of Super Asia.

Distribution: The products of the company are available all over the country because it is

important that the products should be available to all the consumers. There are more than

40

Page 41: Brand Audit of Super Asia

Super Asia Private Limited

1500 dealers of the company all over the country providing the products of Super Asia’s

products to the consumers.

Packaging: The beautiful packaging of the products attracts the consumers to buy the

products. Here the company is also strong because their packaging is very well.

Intended Points of Parity:

Most simply, a point of parity is a point of difference that a competitor has over the

company that it need to counteract. In many cases, Super Asia won’t even be able to

compete in the market unless it can nullify this advantage that your competitor has. It

makes just good efforts to increase its strengths and opportunities. With the reference of

all competitors the same attributes provide in the all competitors products are given

below:

Variety in the products under the brand

Need Satisfaction

Intended Points of Difference:

Points of difference are the attributes or benefit that consumer strongly associate with

brand, positively evaluate and believe that they could not find to the same extent with a

competitive brand. Super Asia wants to establish its following point of difference:

Good quality

Economical

Style

Colour Combination

Product Strategy41

Page 42: Brand Audit of Super Asia

Super Asia Private Limited

Product strategy begins with a strategic vision that states where a company wants to go,

how it will get there, and why it will be successful. It is like a roadmap, and like a

roadmap it’s useful only when you know where you are and where you want to go. All

the products of Super Asia exhibit their barnd names. The product is physical product or

service offered to the consumers. In the case of physical product, it also refers to any

services or conveniences that are part of the offering. Product decisions include the

aspects, such as function, appearances, packaging, service and warranty etc.

All the products of Super Asia are the physical products, the company does not deal any

service, but provide the after sales service repair services and home delivery services etc.

the products decisions include the following factors:

Variety

Quality

Design

Features

Brand Name

Packaging

Services

And Super Asia have included all these factors in their products, such as there is a lot of

variety in every product of the company, some of the products are quality wise very

good, design and packaging of the products are very attractive and have different feature.

The brand name of Super Asia is known to almost every person in the country and the

company also provide after sale services, free repair services and home delivery services.

42

Page 43: Brand Audit of Super Asia

Super Asia Private Limited

Pricing Strategy

Pricing in the Super Asia for fan is done by the fan manufacturing unit. The quality

control officers and the persons in the manufacturing unit conduct a meeting with the

board of directors to set the prices of the fans and also for the raw material purchased. In

setting price, Super Asia has following things kept in mind:

List price

Discount price

Allowances

Payment period

Credit terms

Super Asia provides all the list prices of products to its dealers and asks them to provide

the discounts to the customers. The company provides different types of allowances like

prizes and lucky draws but these are not frequent. The company also deals with the

dealers on credit basis. Super Asia keeps the price of the products relative to its

competitors in order to sustain the market but didn’t compromise in the cost. In order to

reduce the price, the company first checks the quality status. If there is a possibility of

good quality in the low price then it reduce the price. Home appliances industry also has

a significant impact of the price of the company’s product. The costs of the raw material

also have the significant effect on the prices of the product. The costing methods used to

set the price of the products in the company are:

Standard Costing

Process costing

43

Page 44: Brand Audit of Super Asia

Super Asia Private Limited

Distribution strategy

Super Asia Company has a very strong relationship with it dealers, and distributors.

There is a dealer convention every year launched in the company so that the dealers and

distributors from all over the Pakistan interact with each other and also from the

company. Moreover, company remains in contact with dealer via phone, postal and

internet resources. The company gives the feedback forms to all the dealers for their

product feedback and they considered their dealers and distributors as the good source of

receiving feedback from the customers. Super Asia also offers Ummrah packages for its

dealers. Company provides the discount to the dealers on its products. That is also a great

sign of good relationship between the company and the dealer. Basically the company has

two major channels at which the company sells the products are:

Distributor channel:

There are 7 distributors of Super Asia in the cities of Lahore, Faisalabad, Multan,

Hyderabad, Karachi, Rawalpindi, and Gujranwala. These distributors have warehouses,

where they supply the products to the sub dealers.

44

Page 45: Brand Audit of Super Asia

Super Asia Private Limited

Dealer channel:

There are number of dealers in all over the country and company sells its product directly

to those dealers.

Super Asia uses its personal conveyance for the distribution of the products to place of

selling. And these points of selling are approachable to all the consumers. Like

Gujranwala there is proper electronics and home appliances market which is at the

assessable place. In other cities these points of selling are easily approachable to all the

customers. And the company provides a large inventory to all its dealers so that

consumers can not face the difficulty of un-availability.

45

Page 46: Brand Audit of Super Asia

Super Asia Private Limited

Communication strategy

In Super Asia Company Private Limited there is a separate marketing department which

performs all the essential marketing functions that are suitable for the company. In the

marketing department there are 25-30 employees are working. There is a fixed budget for

the marketing activities in the company. From the total budget the marketing department

consumes the 2.5% to 3.5% of the budget. Super Asia Company spend on advertisement

for remain in the market relative to their competitors. The biggest selling points of the

company are Lahore, Karachi, Rawalpindi, Faisalabad, Peshawar etc, but this also

depends upon the per capita income of the people living in that city. The company

conveys their goodwill, past experiences and quality with their products when give an

advertisement of their products. There is no fixed number of advertisements both on print

and electronic media. When ever the company wants it launch the advertisement. This

decision is based upon the budget of the company. It mostly depends upon the season. If

there is the season of the fan then the advertisement runs but after the season they will

drag the advertisement and launch the new one for their next seasonal product.

The company also performs the international marketing by giving their advertisements in

the international channels like HBO, Star World, Filmax etc and the internationally

watched Pakistani channels like ARY Digital network, GEO TV network etc. The

promotional tools which are used by the company for the marketing are: Advertisement

including print, electronic and internet etc, brouchers, exhibition attendance and bill

Boards etc. moreover the loyal customers of the company also do publicity of Super Asia

products.

Brand spokesperson:

According to the marketing department of the company, it is strongly important that a

beautiful model displays their products in the advertisement because the people get very

satisfaction when they see that a popular model uses their products. So, it is an

encouraging tool for promoting their sales of their product.

46

Page 47: Brand Audit of Super Asia

Super Asia Private Limited

Brand theme:

Depending on how one looks at the ambiguous ending of the play, Super Asia’s Brand's

iron strength of will is a blessing. If one interprets their ending statement, ‘‘conveys their

goodwill, past experiences and quality with our products!’’ to mean that their Brand

should have focused on prideful will and more on quality, then it is a quality product. If,

however, one takes the voice to mean that people are acknowledging their Brand's hard

work and welcoming them to the market at the hour of Brand's development stage, then it

will is a blessing for them. In any case, Brand's will is their personal driving force, and it

becomes the driving force of the play.

Events sponsored:

Following are the events sponsored by Super Asia brand:

Dealers convention

Any media campaign

Famous dramas and current affair programs

Cricket matches

Talk shows and live shows

Brand association:

Brand Association is linking your brand to imagery that can further enhance your brand.

These could be in the form of expressions, attitudes, qualities, meanings, people or even

other brands.  Super Asia’s Brands provide multiple sensory stimuli to enhance customer

recognition. For example, a Super Asia fans can be visually recognizable from its

packaging, durability, quality, outlook, etc. It can also be recognizable via sound, such as

hearing the name on a radio advertisement or talking with someone who mentions the

product. Customers who are frequent and enthusiastic purchasers of a particular brand of

Super Asia are likely to become Brand Loyal. Cultivating brand loyalty among customers

is the ultimate reward for their successful marketers since these customers are far less

likely to be enticed to switch to other brands compared to non-loyal customers.

47

Page 48: Brand Audit of Super Asia

Super Asia Private Limited

Communication mix:

The first step in the marketing communication process is deciding what a component of

the Marketing Communication Mix Super Asia is going to utilize in communicating with

its target audience. The five traditional elements of the communication mix are: 

Advertising: every medium is used include newspapers and magazines, the

Yellow Pages, billboards, signs and posters. As well, advertising on buses,

benches, gas pumps and even public restrooms is in vogue today

Direct Marketing: This component of the marketing communication process

includes direct mail, catalogs, coupons and inserts, telemarketing, online

marketing and television infomercials by Super Asia.

Personal Selling: This is the most dreaded as well as the most expensive of all

methods in the marketing communication process. Super Asia did not use that

method more.

Public Relations: This includes the general public, consumers, shareholders,

employees, partners, competitors and the government. Super Asia considered that

factor very critical for making its strategies.

Sales Promotion: Sales promotion simply refers to purchase incentives that Super

Asia provides its customer with. These are the number of forms including offering

free goods or services, coupons and vouchers, gifts and prizes, discounts, samples,

financial incentives, charitable promotions like the hospital free service and any

other value-add over and above their standard product or services.

48

Page 49: Brand Audit of Super Asia

Super Asia Private Limited

49