WELCOME

WELCOME
TO
TOOUR
OUR
PRESENTAIO
PRESENTAIO
NN
CREATING & CAPTURING CUSTOMER
VALUE
Prepared For
PROF. NAUSHEEN RAHMAN
Professor
Department of Finance
Faculty of Business
University Of Dhaka
Prepared By Group
3
Name ID
01. Kazi Nishat 32051
02. Nikat Sultana
03. Shahinur Islam 32031
04. Faheem Kamal
05.
HISTORY OF WALTON
Type Private Limited Company
Industry Conglomerate
Founded 1977
Headquarters Jibon Bima Bhaban (Lavel- 3),
Dhaka, Bangladesh.
Area served Worldwide
Key People S.M. NURUL ALAM REZVI
(Chairman)
ILIAS KANCHAN (Executive
Director)
Product Consumer Electronics, Automobile,
Mobile Phone, Home Appliances.
Number of employees 20,000+
 WALTON AT A GLANCE

Walton had entered into electronics business in 1994

Manufacturing electrical and electronic items of modern life
The key secret behind the success its variation of production
capacity and customized orientation of new product.
Auto insertion machine are being used for the production of
high quality products of Walton.
Walton is the pioneer of developing state of the art designs and
modern technology
Walton have leading market share specializing in Multi-Stored
Refrigerators, Freezers, Air Conditioners, LED/ LCD
televisions, Motorcycles, Smart Phones and Home Appliances
Walton has more than 57 modern and well equipped after sales
service points along with ISO certified central service point.
 Walton Products

COMPUTER
Laptop
HOME
ELECTRICAL APPLIANCES
APPLIANCE Rice Cooker
S Blender and
GENERAT Battery Juicer
OR LED Bulb Iron
Diesel Fan Electric Kettle
Generator Switch Microwave oven
Gasoline Sockets More
Generator Electrical
 Walton Products

Refrigerator &
Freezer
MOTORCY Direct Cool
MOBILE
CLE Refrigerator
Smart
Xplore Non-Frost
Refrigerator Phone
Fusion
Freezer Feature
Ranger
Beverage Cooler Phone
Stylex
Walpad
Cruize
Accessori
Prizm
es
LEO
TELEVISION & HOME
VIDEO
AIR
SMART TV
CONDITIONER LED Television
Air Conditioner CRT Television
DVD Player
 LOCAL AWARDS

Best Refrigerator Brand DHL- Daily Star Best Local Brand

Award-2014 Bangladesh Business Award-2014
Award-2014

Best Television Brand Creative Media Ltd.

Award-2014 Creative Media Ltd.
BABISAS Award-2012
BABISAS Award-
2012
 International Awards

1st Prize for Standard Pavilion The Golden Globe

1st Prize for Highest VAT Tigers Summit
Category, CITF-2004
Payer, DITF-2016 Awards,2015

Global Brand 1st Prize for Premier Pavilion Second Prize for Premier
Excellence Awards, Category, CITF-2005 Pavilion Category, DITF-
2014 2015
MARKETING STRATEGY
MARKET SEGMENTATION
DEMOGRAPHIC
 GEOGRAPHIC
Dhaka north
Dhaka south
Dhaka south-west
WALTON PLAZA: DHAKA CITY Chittagong
Comilla
Barisal
WALTON PLAZA: CHITTAGONG CITY
Jessore
Sylhet
Bogra
Mymensingh
Rajshahi
PSYCHOGRAPHIC
Lifestyle

Personality

TARGETING:
Local
marketing

Targeting

Concentrated
marketing
POSITIONING & DIFFERENTIATION

Product

Channel Differentiating Service

Image
 Market Share
ON THE BASIS OF COMPETITORS

Direct
Competitor Indirect
Competitor
PREFERRED BRAND TV:

LG
Other; 9% LG; 14% Butte
Panasonic; 11%Butterfly; 9% rfly
Toshiba; 7% Sony
Samsung; 8% Sing
Sony; 17% er
My One; 5%
Walt
Konka; 6% Walton; 10% Singer; 5%
on
Konk
a
PREFERRED BRAND FOR AIR-CONDITION:

Walton; 7% General
American aire; 6% LG
Danhum-bush; 4% General; 18% Gree
Daikin; 7% LG; 15% National
Whirlpool; 13% Transtec
Transtec; 8% Gree; 9% Whirlpool
National; 13% Daikin
Danhum-bush
American aire
MARKET SHARE OF MOTORCYCLES:

Singer; 6% Butterfly; 4%
Bajaj
Walton; 8% Bajaj; 30%
Hero Honda
TVS; 13%
Dayun
Dayun; 17%
Hero Honda; 22% TVS
Walton
Singer
INDUSTRY ANALYSIS
S
o
ci
al
Economic

Technological

Political
 MARKETING MIX- 4 Ps
Product

Uses wide
promotional Has a good
campaigns no. of
products
available in
Marketing
Promotion Price the market
Mix

Tries to set
Uses its own lower price
distribution than
channel competitors
Place
MARKETING MIX- PRODUCT

pioneer
Television

Mobile
Phone Refrigerator

Product
mix

Electrical
Appliance Motorcycle

Home
Appliance
 MARKETING MIX- PRICE

Dont have to
pay a heavy
import duty
Main target- Can set a
Middle lower price
Income than
group competitors

PRICE
 MARKETING MIX- PLACE

Uses its own

distribution
Over 120 plazas,
more than 700
1% wow
channel Dealers

Own
transport
facilities
Distribution Channel System

Manufacturer Authorized Retailer

Distributor

Brand Showroom Final Consumer

Marketing Mix- Promotion
Advertisements

Sponsorship

Billboard
 Levels of Product
Need for Warranty
Communication Customer care
Entertainment service
Comfort Latest software
information installation

Actual
Mobile Aspect
Refrigerator
Television Augmented
Motorcycle Aspect
Air condition
 Pricing Strategies
Provide
optional
product with
Wants to create a main product
new market
segment of its
own
Product mix pricing
strategy
Pricing Strategy

New Product Pricing Strategy Optional

product
pricing
Market Penetration Pricing Strategy strategy
Consumer Markets & Buying Behavio
Consumer Product
Type Shopping
Product

Dissonance Buying Many

Consum Behavior competitors.
Consumer may Consumer
er suffer from compares on
suitable price,
post purchase
Buying dissonance quality, style
behavior
Behavior
Variety Seeking
Behavior
Brand
Development
Product line extension
A product line extension is introducing a new product that is similar
to what the company already offers (that is, within an existing product
line/category) that is targeting an existing market by using the current
brand name.

Brand extension
A brand extension involves broadening the markets understanding of
the brand. This is achieved by offering more products (of a different
nature/category) under the existing brand name.
Multi brand
A variation of the product line extension above, is to run a
multiple brand strategy within the same market. As you can
see from the matrix, a multi-brand strategy involves having
more than one brand competing in the same product
category.

New brand
The final brand development strategy is a new brand. A new
brand occurs when the firm is expanding is offering by
developing a new product line that they havent not offered
before and as a result, need to build a new brand.
The Companys
Microenvironment
 BCG Matrix

Television Smart Phone

(holds 30% share (holds 12%
In the category) Share)

Refrigerator Motor cycle

(holds 80% market (9% share)
Share)
SWOT ANALYSIS
STRENGTHS
Securing technical and financial support from Intel and Microsoft

Introduction of LED TV with Dolby sound boxes at a staggering price of TK 12500

Numero Uno in Refrigerator category

www.waltonbd.com is among the fastest growing ecommerce platform in Dhaka

WEAKNESS

Low market share in smartphone category

Doubtful qualities of smartphones

OPPORTUNITIES
Potential for penetrating Thai and ASEAN markets

Opportunities for participating in the digitization process of

the country

Prospect of providing laptop at around 50% lower prices

THREATS
Dwindling sales in motorcycle category

Political unrest
-- THE
END--