walton bangladesh, advertising process
TRANSCRIPT
Welcome To
Our Presentatio
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Group Name:
BLUE STARS
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Group members
1.YESMIN SULTANA 3. LUTFAR RAHMAN AKAS ID# 14102555 ID# 14103005 Program : BBA Program : BBA
2. MAHFUZUR RAHMAN ID# 14102542 Program : BBA
Presentation Topics
“WALTON”
Introduction
Walton Hi-Tech Industries Limited, commonly referred to as Walton, is a private limited company of Bangladesh.
It is a sister concern of R.B. Group. Walton is one of the largest electrical, electronics
and automobiles manufacturing companies in South Asia.
Its headquarters is situated at Dhaka, Bangladesh
Company ProfileName: Walton Hi-Tech Industries Limited Type: Private Limited CompanyIndustry: Home Appliances, Consumer Electronics and AutomobilesFounded: Walton Hi-Tech Industries Limited set up its manufacturing industry at Chandra in Kaliakoir of Gazipur, about 40km (25 miles) north of the capital Dhaka, in 2006 Parent Company: Rezvi and Brothers, formed in 1977, which was
later merged with R.B. Group, a leading business conglomerate in private sector of Bangladesh. There are eight sister concerns under R.B. Group and Walton Hi-Tech Industries Limited is one of them
Company Profile
Founder Chairman: S.M. Nazrul Islam, Founder Chairman, Rezvi and BrothersHeadquarters: Dhaka, BangladeshAreas Served: Bangladesh, South Asia, North America, Australia, Middle East and Africa Manufacturing Capacity:1.4 million Refrigerators and Freezers,
300,000 Motorcycles, 300,000 Air-conditionersWalton Micro-Tech: 1 million Televisions (3D LED, LED, LCD, CRT)Employees: 10,000 (directly employed) and 20,000 (indirectly employed)
Market Analysis
Bangladesh with its growing population and economic growth has huge demand for household products.
The fact that only about 60% of the country has electricity available proves that when electricity will be available throughout the country, demand will increase further.
As the people of this country are mainly price sensitive, Walton, being the sole manufacturer of refrigerator, freezer and motorcycle, is very keen to meet the demand of this large market by providing competitive prices.
Market AnalysisWalton’s primary goal is to capture the local
market, as they are still behind market leader LG-Butterfly. Already they have customers in Myanmar, Bhutan and to expanded th
eir market to Africa. As to grab the maximum market share within the quickest time frame, WaltonConcentrate more in their integrated marketing communications tools. There are manyCompetitors are in existing market, so Walton faces a
huge challenges to switch the customersfrom competitors and make them loyal.
Product List
Refrigerator & Freezer Direct Cool Refrigerator Non-Frost Refrigerator Freezer Beverage Cooler
Television & Home Video SMART TV LED Television CRT Television DVD Player
Mobile Smart Phone Feature Phone Walpad Accessories
Motorcycle Xplore Fusion Ranger Stylex Cruize
Generator Diesel Generator Gasoline Generator
Home Appliances Rice Cooker Blender and Juicer Iron Electric Kettle Microwave oven
Electrical Appliances Battery LED Bulb Fan
Products
Segmentation, Targeting and Positioning
Segmentation
Segmentation of a market for product placement focuses on dividing total customers on the bases of different aspects, which includes demographics, psychographic and other user related factors.
The Demographics covers age, Gender, occupation, income and education.
This is the primary factor of segmentation of the customer base and is used most widely.
The third type of segmentation is simply user related. Here the segmentation is done on the bases of
previous customers, who have already used one or more products from the company
TargetingAge 14-54 years
Gender Male and Female
Education All
Occupation Any
Income class Lower middle, Middle, Upper middle and Upper Class
Social Class All
Lifestyle Reformer, Explorer, Succeeded , Mainstreamer and Aspirer
Product user All
Positioning
Walton position itself as a native product. Product positioned as “The Same for Less”.
‘It’s Our Product’ (in Bangla: Amader Ponno)—a major slogan of the brand, leaves a strong impression about Walton’s commitment to deliver the best with Bangladesh identity.
Communication Objectives
Direct Response Advertising Trade Promotions Place Advertising Point of Purchase Advertising Consumer Promotion
Direct Response Advertising Mail
Walton doesn’t use mail marketing as direct response advertising. Walton thinks that, this is outdated because of new era of technology.
Telephone
Hardly Walton uses telephone as direct response advertising. Sometimes for corporate sales, they place their messages through telephone. Another, Walton customer care call center might work as direct response advertising.
Broadcast and Print Media
Broadcast and print media rapidly uses for direct response advertising. It designed as to make relationship with mainstream media and a well connectivity with its consumers.
Computer related Media
Walton understands that the future direct response advertising occur through computer related. Walton concentrates in here to capture the most attraction from the customers.
Place Advertising Billboards and Posters
Billboard is the most important marketing tools to attract the potential consumers. People become aware about the brand. But unfortunately, Walton give a little concentration in billboard placement. Very few numbers of billboards Walton uses for advertising throughout the country.
Product PlacementThe management of Walton isn’t aware about the product placement or they think it’s not
important sector to place the advertisements.
Point of PurchaseConsumers can purchase products in different outlet of Walton. Walton has a strong chain outlet all over the country. Potential consumers go there and purchase whatever they like. The price is bearable, so it’s easy for the consumers to take purchase decisions.
Point of Purchase Advertising
Shopping Cart ad:
Walton is an electronic device organization so ithas not any physical shopping cart system in their showrooms. But now they open a website called “Walton at Every Home” and it has shopping cart advertising. And online purchasing price of all products (except Mobile) is lower than the Manufacturer's Suggested Retail Price.
Consumer Promotion Samples and Coupons
In Walton showroom, consumers can check the product physically; take a look the products probable performance. But, there are no samples or coupon Walton offer to its consumers. Refunds and Rebate
Walton provided product warranty and guaranty when applicable. Walton changes the faulty parts and sometimes the whole products but there are no refunds or rebate the consumers can get.
Competitors Analysis
Competitors Analysis
Channels of Marketing and Promotion
Sales Promotion Process
Media Advertising TV Advertisement: Radio: Newspaper Magazines
Interactive Website Emails Banner and Rich media ads Videos Social sites
Conclusion
Use Blue Ocean marketing Specify the position More Billboards usage Product Placement More concentrate in Social sites Improve Product Quality
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