dawlance lcd

Scenario LCD-TV by DawlanceScenario LCD-TV by Dawlance

Presented to: Sir Hashim Zia

Presented by: Muhammad Tofeeque Zuhaib AhemdImran Qadri, Kiran, Zunairah,

Date: 01st May,2012

Introduction of CompanyIntroduction of Company

• Dawlance United Refrigeration Industries Ltd. was established in 1980.

• Its refrigerator Factory is located in Hyderabad

• The main Objectives are to provide dependable and reliable product at reasonable price

Company networkCompany network

BUSINESS

BUSINESS

The main business of Dawlance is manufacturing and marketing of domestic appliances

Vision statementVision statement

Make Dawlance a Global brand by practicing reliability: make Pakistan proud of us.

Mission statementMission statement

Promote reliability in everything we do in the field of Household Appliances.

Product oriented statementProduct oriented statement

We make great quality LCD with no compromise in technology .

Market oriented statementMarket oriented statement

• We make good quality product in affordable price.

Products of dawlanceProducts of dawlance

• Refrigerators

• Freezers • • Air Conditioners• • Washing Machines• • Microwave Ovens • NEW “LCD Television”

LCD-TV market ShareLCD-TV market Share

Samsung

LG

Sony

Others

Market Share LCD 2011:• Samsung = 36%• LG = 30%• Sony = 14%• Others = 20%

CompetitorCompetitor

SAMSUNGSony Eco StarL.G.Haier

New Product DevelopmentNew Product Development

Idea generatingIdea generating

We are making LCD in Economic price with additional features

Idea ScreeningIdea Screening

The purpose of idea screening is to create a large number of ideas so we had many ideas as:

• High price and more features• Economic price without compromising with

quality

We choseWe chose

Economic price without compromising with quality

Product ConceptProduct Concept

ProductProduct

• Core product• LCD television • PRODUCT FEATURES• Sharp but not soreness to the eyes.• Built in DVD player with writeable option (First Time in LCD TV)• Built in memory card (10 GB with 32 inch and 8 GB with the 26inch)• Channel option (300 with 32 inch and 200 with 26 inch)• USB port• Parental Lock• Slide in remote cabinet• 1year warranty + 6 months (after 1st yr. parts replaced for 50%)

*breakage not included• 1 remote extra for backup.

Actual productActual product

LCD’s brand name is “Scenario LCD” with good and safe packaging .

Augmented productAugmented product

We are giving warranty of 1 year and also service of installation

StrengthStrength• Leading company in local market for its existing

brands• Strong Distribution network though out the country • Own service Center in big cities where product

lunching. • Low turnover in technical staff side.• Have customers list for existing brands.• Super LCD performance at low price• Better product life and durability.

WeaknessWeakness• Average Skill of technical staff.• No past experience for LCD TV manufacturing and marketing.• We would be a small player in

LCD local market.

OpportunityOpportunity

• We can target other cities of Pakistan as we have launched only in Karachi, Islamabad and Lahore.

• Traditional Picture tube TV replacing from LCD TV.

• LCD is the growing market in Pakistan.

ThreatThreat

• Current unstable market situation• Government Taxes• Competitors• Devaluation of the currency.

Product objectivesProduct objectives

• To capture market shares.• Attract customers through promotion.• No compromise with quality.

Boston Consulting groupsBoston Consulting groups

Marketing strategy DevelopmentMarketing strategy Development

• Objective: Create Product awareness• Based on product concept

Targeting Strategy:Targeting Strategy:

1.Middle level2.Upper level3.Upper middle level

SegmentationSegmentation

Demographic Segmentation:Demographic Segmentation:

Gender: Male and FemaleFamily life cycle: young single, married and

married with children and so onIncome: 40,000+

Behavioral segmentationBehavioral segmentation

Our products have been segmented on the basis of benefits that customers seek in the LCD in

economic price.

Geographic segmentationGeographic segmentation

Country: PakistanCity: Karachi, Islamabad & LahoreDensity: Urban

USP – Unique Selling PrepositionUSP – Unique Selling Preposition

“we are providing luxury in economic price”

PRODUCT PRICINGPRODUCT PRICING

• 22” MRP.23,500 (Control Price Rs.21, 000) (Trade Price Rs.18,500)

Ex-Factory Cost: 15,000.00• 26`` MRP.30,500 (Control Price Rs.28, 000) (Trade Price

Rs.25,500)

Ex-Factory Cost: 22,000.00• 32`` MRP.33,500 (Control Price Rs.31,000) (Trade Price

Rs.29,000) Ex-Factory Cost: 26,500.00

Marketing StrategyMarketing Strategy

Product: LCD with best quality Product name: Scenario LCDSlogan: Strategy: Product’s strategy is totally based on our USP as we are providing luxury in economic price” and our targeted market is family by applying affordable pricing strategy.

Product Life cycleProduct Life cycle

• Introduction Our product is in Introduction stage as it is a

new product having low sale in start, affordable price and low awareness too.

Marketing Distribution Marketing Distribution

Dawlance has got various types of dealers according to their potential. They have got

80% penetration in dealer sector.

they have got big warehouses located in almost all big cities and towns. Whenever they get order from the dealer they try to provide supplies to their dealer from closest warehouse in 3 hours.

In case stock is not available in the warehouse then it will be delivered directly from Hyderabad Factory in 4 days.

Dawlance has got around 800 dealers all over the country.Dawlance has got around 800 dealers all over the country.

1.25% of dealers are "A-class" dealers who sell over 1000 units and above per year.

2. "B-class" dealers are those dealers who sell from 400 units up to 999 units per year They are around 50% in total dealer

3. Rest are in best 25% of "C-class" dealers sell from 200 up to 399 units per year.

Placement Placement Product will be available in Karachi, Lahore and Islamabad at our:USL Shops in different areas of the cities (locations find out from the website).Authorized Dealers (Dealers list available at our website).Display Centers (situated in the heart of the cities like in KHI: Abdullah Haroon Road, DHA, Clifton, North Nazimabad, Shahrah-e-Faisal, PECHS, Saddar, and FB Area. LHR: Model Town, Anarkali Bazaar, Bhatti Gate etc. ISL: Aabpara Chow Market, Parliament House Market, F-10 Markaz, G-10 etc.)

Product DevelopmentProduct Development

Action PlanAction Plan

• May 01, 2012 we are going to launch.• Related person and media invited for convention.• Awareness of invitation will be given through ads

and web sites.• We will have the launching ceremony in Karachi

Expo Center.• LCD brochures will be given to all.• Offer will be there of Rs.2000/- per unit discount at

the time of launching ceremony.

ControlControl

• After the launch of the product we will examine the performance of the product by taking consumer feedback .

• verify the amount of consumer satisfaction. This will help us in correcting our mistakes and tighten our Quality control

CommercializationCommercialization

• ATL Activities For the activity we have hired Random Advertising (Pvt.) Ltd. • Electronics Media: Advertisements will be on Geo Channel, Hum Channel,

Sama Channel and PTV. Frequency will 24 times a day after 1 hour.

• Print Media: Daily Jang, Daily Express, Business Recorder, Dawn,

Qaumi Akhbar, Akhbar-e-Jahan

• BTL Activities: Sign boards at Shahrah-e-Faisal, Tariq Road, Bahadurabad,

North, Nazimabad and Saddar, M.A. Jinnah Road, North Karachi.

• Public relations: Public relations we will conduct at Karachi Expo Centre.

CommercializationCommercialization

AdvertisementAdvertisement

• Dawlance pesh krta hy………. “Scenario LCD”, nya andaz munfarid style…… apki khawahishat ky ain mutabiq, kam qeemat aur aala mayar aur sub se brh kar wohi features jo sub dete hyn…….. magar hm apka ziada khayal rakhte hyn……………. isi lye to DVD bhi sath dety hyn.

“Dawlance ka LCD Scenario jahan lag jae…………………………….. wahan sajh jae”

kun ky…………..!

“Dawlance reliable hai”

Post Launch StrategiesPost Launch Strategies

• We will evaluate that our message is targeting our customers or not if not up to that extent so backup plan we have to implement that one.

• Take customer's feedback to evaluate our product. • To make zero defect piece.

• After success of the product we will launch more series of LCD.

• We will create awareness through web too.