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Copy of DAWLANCE
Transcript of Copy of DAWLANCE
Consultancy by SIR NOMAN ASHRAF
Introduction of Dawlance company
Vision of the company
Mission of the company
Products, which are as per international standards and carry all the basic features. The most important factors are durability, reliability and good after sales services.
Primary focus is to cater to the middle and upper middle class, however there is a selected range of products which cater to the upper class as well.
– Uniform pricing throughout Pakistan
Promotion budget is around 1.75% of turnover. 40% of which goes towards Print Media, 20% on TV, 20% on Out door and 20% on Sales Promotions.
Dawlance group of companies
More than 800 dealers spread across the country.
– 16 Retail Outlets 22
Our market strategy defines specific actions to perform the company aim and objective and keep its brand position within the market. The marketing mix is the organization's overall offer, or value, to the customer. 'The basic marketing mix is often nick named "the 4Ps“ (product, place/distribution, pricing, promotion). Here we've explored the marketing strategies of Dawlance in terms of marketing mix have been explored.
Family life cycle
of at least 15,000 and above
A notice or announcement in a public medium promoting a product, service, or event
Market positioning is where your product or service fits into the marketplace.
Effective positioning puts you first in line in the minds of potential customers.
Incentives of dealers
360 degree marketing
Pre-launching of H-zone.
Their advertisements are according to the segments.
Advertisement & Pre-launching
The company is targeting them through different activities without offering them products.
The company has started from now to position their products image in the minds of young generation.
Today’s Young Generation
Comparison of car and Dawlance.
H-zone, a health base refrigerator .
Blue light for food preservation.
A specially designed Deodorizer absorbs all kinds of bad odor in the refrigerator.
Market Positioning Of Dawlance
Market Targeting Strategies
Market targeting Of Dawlance
All segments are targeted equally.
They never leave basic users and comfort seekers.
The main target is to register the company’s position in high end class.
Market Segmentation Of Dawlance
consumers who want to fulfill their needs as well as to maintain their status.
Consumers who are highly status, style, and brand conscious.
who consume refrigerator just to satisfy and fulfill their basic needs.
consumers who buy their products which provide comfort along with fulfilling their needs.
Market Segmentation Of Dawlance
Some people like high value stuff with extra qualities so we will provide different stuff ranging minimal to high price
The customers that fall under this segmentation are those who are loyal to Dawlance, and tend to choose products of Dawlance while comparing with others companies because of their past good experience with the firms’ product. Some customers do favorable word of mouth publicity regarding a product, telling friends and family, thus adding them to the number of loyal customers.
Though any person belonging to any occupation have to buy home appliances.
Karachi, Lahore, Peshawar, and Islamabad and many major cities
Energy saver series
Double French door
Metallic designer series
Enjoy your food longer
LVS(Low Voltage Start-up series)
Relax during power fluctuations
Dawlance provides less credit days to dealers: this causes pressure on dealers to
Threats of competitors with neck-to-neck market share such as Haier, LG, Orient, PEL, Waves
No laws for copyrights
Low barriers to entry for low end category products
Reduce communication Gap between dealers and sales department
Reduce communication between end customer and sales department.
Open new complain outlets & provide toll free no.
Implement new technology such as the SAP to keep track of sales and profits.
A proper functioning website.
Open new Dawlance Showrooms (currently only one near NIPA)
Review Credit policy to ease burden of dealers
No Complain outlets.
Communication gap: No toll free no.
No sale tracking systems such as the SAP. Dawlance still works on FoxPro which causes accountability problems with dealers.
Few (only one) retail outlets.
Lack of IT oracle reporting system.
No properly functioning website: customers cannot post a comment or any complain related to the product.
Five (5) Factories
a strong brand name
more than 2000 dealers
High investments in Research and Development projects
Employees are loyal to firm
exports products to Srilanka and Thailand
twenty one (21) cities and 21 branches of sales network
High Resale Value.
Different sizes of products
Dawlance is financially stable.
According to Current Market
Dawlance = Market Leader
PEL = Challengers
Orient = Challengers
Others = Followers
The main focus of the company is on high end consumers which are the style icons and the influencer because they don’t care about the price, they see a good brand name and style but they also give importance to other segments that are basic users and comfort seeker.
In the end we analyzed that Dawlance is a big local manufacturer of refrigeration industry in Pakistan. Since Dawlance has very strong industrial base as well as deep-rooted marketing network in Pakistan, they don't feel any threat from any of their competitors, either local or from importers
Dawlance has the largest set up with respect to manufacturing capabilities, retail outlets, service centers and distributors. Throughout its 34 years, the company has maintained superior quality standards and can proudly state it is also the first Pakistani company to have been awarded the ISO 9001, ISO 14001 and OHSAS 18001
Three Challenging Factors:
Firstly, the challenging situation has been created by dealers whose profits have been
reduced due to certain policies
Secondly, the new entrants in the manufacturing industry including manufacturers and
importers, either they are local or foreign investors
Thirdly, due to the expansion in market size
Dawlance- customer oriented:
Dawlance is a customer oriented company because it makes its products according to the needs and wants of customers.
Undifferentiated Marketing (Mass Marketing)—One product, one plan to one basic market.
Concentrated Marketing—One product/plan to one group of consumers.
Differentiated Marketing (Multiple Segmentation)—Appeals to two or more market segments with a different plan for each.
Target Market Approach