Marketing Plan Dawlance refrigerators

Marketing Management
Marketing Plan

(Refrigerators)

Submitted To: Ms Shumaila Anwar

Submitted By: Ussama Javed BBA-12C Roll No: 146

COMSATS Institute of Information Technology Lahore

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Marketing Plan Dawlance refrigerators

Acknowledgement
All praises and thanks to Almighty Allah. The Lord and Creator of this universe by whose power and glory all good things are accomplished. He is also the most merciful, who best owed on me the potential, ability and an opportunity to work on this project. WE are grateful to our respected teacher Miss Shumaila Anwar who guided us in each and every step of this project. Indeed, without her kind guidance we may not be able to even start this project. May ALLAH give her the reward which she deserves. We are also grateful to all those members who are related to dawlance0

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Marketing Plan Dawlance refrigerators

Introduction
Dawlance United Refrigeration Industries Ltd. was established in 1980. It is the Largest Company in Pakistan engaged in appliance business. Dawlance stands for durable & reliable household appliances. Its refrigerator Factory is located in Hyderabad. The main Objectives are to provide dependable and reliable product at reasonable price to majority of Pakistanis and to enhance their quality of Life. Present Market Share of Dawlance product is: refrigerators 65%, Washing Machines 35%, Microwave Oven 40%, Chest Freezers 45%, Air Conditioners 15%,

Executive Summary
Dawlance is a big local manufacturer of refrigeration industry in Pakistan. It has got all engineering capabilities and very good finance and of course technical know-how to produce internationally accepted quality refrigerators locally 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. All Dawlance products are made for middle, upper-middle and upper class. Present market share of Dawlance refrigerators is 65%

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Table of Contents
Content
Mission Vision Current Marketing Situation Market Description Product Review Competitive Review Distribution Review SWOT Analysis Positioning Target Market Marketing Mix

Page
5 5 6 6 7 10 11 11 12 12 12

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Marketing Plan Dawlance refrigerators

Mission
Be a Reliable and yet profitable major supplier of household appliances in the region

Vision
To win the utmost satisfaction, trust and loyalty Of our valued customers

Current Marketing Situation

Currently dawlance is operating in Pakistan only, or we can say that it is targeting Pakistani market. There are no specific segments of dawlance target market, because refrigerator is such type of product which comes in basic needs of people. Dawlance is successful in Pakistan due its comparatively low prices and the other reason is natural climate of Pakistan which is mostly hot and dry.

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Marketing Plan Dawlance refrigerators

Currently, dawlance is the market leader of refrigeration industry of Pakistan with 65% share. Dawlance is using both TV commercials and print media for its advertisements. Dawlance advertisements communicate that dawlance is a reliable brand which is clear from its latest slogan or tag line kyu k dawlance reliable hay

Market Description
As Dawlance is up to date and modern company. In order to satisfy the needs of its target customers Dawlance has segmented its market into different segments. On the basis of following variables Dawlance has segmented its market:

Income:
Dawlance has segmented its market on the basis of income. As compared to other multinational brands, dawlance products are much cheaper, targeting Pakistani customers which are very much price conscious and economical.

Socioeconomic Classification:
Dawlance target market is usually middle and upper-middle class. Because these people cannot afford hi fi and other imported brands.

Lifestyle:
Dawlance has segmented its products on the basis of life style. People who are very modern and up to date likes dawlance products because its products are very much stylish and good looking.

Product Review
Currently dawlance carries the following product lines: Refrigerators Freezers

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Air Conditioners Washing Machines Microwave Ovens

Now we will discuss each product line in detail.

Refrigerators

H-Zone Series Features

Health Light ensures bacteria free storage & doubles the duration of food preservation Fan ensures uniform circulation of cool air 5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention. Active Deodorizer ensures odour free storage Durable shelves - can hold weight up to 60 Kgs. Wide body design for maximum storage at eye level. Anti Fungus Gasket

Monogram Series Features

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Wide body design for maximum storage at eye level. Stylish design adds glamour to your home Anti Fungus Gasket.

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Aero Design Series Features

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention. Anti Fungus Gasket.

Reflection Series Features

Unbreakable & Scratch Free Glass Nano Silver Technology 5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Durable shelves - can hold weight up to 60 Kgs. Wide body design for maximum storage at eye level. Anti Fungus Gasket.

Designer Series Features

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Wide body design for maximum storage at eye level. Anti Fungus Gasket.

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Horizontal Refrigerator Features

Refrigerator plus Freezer Front drain Fan cooled condenser Thick insulation / Long cooling retention Rust resistant body Handle with lock

Freezers
Vertical Freezer Deep Freezer-Single Door

Air Conditioners
H-Zone Monogram Profile Designer

Washing Machines
Front Load Top Load Semi Automatic Washer

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Microwave Ovens
Cook King Series Classic Series

Competitive Review
In refrigerator business dawlance has the following competitors: LG Haier Waves Orient Mitshbishi PEL Philips
Three leading brands dominating 85% of the market share are Waves, Dawlance and Candy.

the purchases data of dealers surveyed in the top eleven cities indicate that Dawlance enjoyed highest market share followed by PEL, Philips and Indesit. Dawlance is the market leader with highest market share(65%). Waves is challenger, while PEL is follower. All other imported brands (LG, Haier, Mitshubishi, ) are nichers. Waves as a challenger of dawlance is engaged in the frontal attack with full power and resources.

Distribution Review
Dawlance has got around 800 dealers all over the country. Dawlance ensures that its refrigerators are available almost in all appliances markets of Pakistan. They have got 80% penetration in dealer sector. One can get very easily their product in any city or small town of Pakistan.

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SWOT Analysis
(refrigerators) Strengths:
1 Provide back up system when light is not available 2 It can store more things 3 It is environment friendly 4 Humidity Controlled Bin provides a high humidity environment for vegetables and low
humidity environment for fruits

5 It is easily available in the market

Weaknesses:
1 Price is bit high 2 It occupy more space 3 Consume more electricity

Opportunities:
1The company must take full advantage of its back system, extra storage,sperate humidity
system for both vegetables and fruits in the current situation when there is every where the short fall of electricity and a positive political environment.

2 It can capture more market share due to its market share.

Threats:
1 Competitors are lowering their prices 2 Terrorism 3 Economic instability

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4 Short fall of electricity

Positioning
Dawlance has positioned its brand in the minds of customers as a very reliable brand having long life. It is very clear from advertisements of dawlance. Dawlance has a slogan kyu k dawlance reliable hay

Target Market
Dawlance refrigerator target market is households. In households focus of dawlance is on women and mostly house wives because women have more say in the purchasing of such household appliances. In dawlance commercials mostly female actors are seen in order to convince target women customers.

Marketing Mix
PRODUCT STRATEGY
The objective of Dawlance is to provide refrigerator to all people who fall in lower middle, middle, and upper middle class in this country such that most of the families should have refrigerators in their home because they enhance better quality of life. Dawlance has got products, which are as per international standards and carry all the basic features, which need in any such type of appliances. Dawlance believe that whatever they provide to their customers should be durable and reliable. All the products, which Dawlance market, are durable enough and customer can keep on using them for quite many years without any problem. It provides its refrigerators, 3 years compressor guarantee and 1 year chest freezer, and free service in spare parts under normal use. Dawlance remains engaged in increasing length of refrigerator line by utilizing latest technologies in its products. Recently dawlance launced H-zone technology which is environmental friendy and CFC free. Dawlance also focuses on line filling by adding different features in its product, dawlance is offering its products in different colors and in different styles for example one door freezer, vertical freezers etc.

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PRICING STRATEGY
From its launch, dawlance is using market penetration as its pricing strategy. This strategy of dawlance proved to be very successful and today it is the market leader of refrigeration industry of Pakistan with 65% market share. Dawlance has got around 52 models in their refrigerator product line. From the price list and discussion had with their management, it appears that they have position their product pricing in such a way that their main focus is middle and upper middle class. However, they have some selected range for upper class as well. Dawlance has got a policy that their all product price should be the same in all cities and town in Pakistan market. Dawlance bear freight cost and make their product available to their dealers irrespective of where they are located. For this, they give uniform margin to their dealers irrespective of whether he is big or small. Dawlance consider pricing as one of an important element of marketing mix. It believes that their retail prices should be uniform all over the country irrespective of whether customers buy from Peshawar or Karachi. In order to maintain a uniform price all over the country, Dawlance bear transportation charges and make the product available at cost price at dealer premises.

PROMOTION STRATEGY
Dawlance promotion budget is around 1.75% of their turnover. 40% spending of their budget is Print Media, 20% goes on TV, 20% on Out door activity and balance 20% on Sales Promotion activity. They believe that print media and out door activity help them to reach to their target customer. Due to satellite transmission and having multi-channels, it does not pay one unless you have very huge budget to spend on this media. On promotion, their spending is more on consumer incentive schemes. Since it pay them and there is direct relationship between sales and consumer. Further, it gives customer a direct benefit in shape of price reduction.

DISTRIBUTION STRATEGY
Dawlance has got around 800 dealers all over the country. Dawlance ensures that its refrigerators are available almost in all appliances markets of Pakistan. They have got 80% penetration in dealer sector. One can get very easily their product in any city or small town of Pakistan. Dawlance has got various types of dealers according to their potential. Around 25% of dealers are "A-class" dealers who sell over 1000 units and above per year. "B-class" dealers are those

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dealers who sell from 400 units up to 999 units per year. They are around 50% in total dealer and the rest are in best 25% of "C-class" dealers sell from 200 up to 399 units per year.

References
www.dawlance.com.pk Marketing Management 13e by Philip Kotler

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