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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