8/8/2019 leghari

1/5

* Work of the members is shown in the Hierarchy. (Organogram of Marketing dept Karachi)

MarketingDepartment

controller

(IBAD ABDAL)

AdversistmentManager

(Subas Siddque)

Road Blocking

(Asif suja)

World call

HBO

PTV

Bill boards

(Ghor Abid)

Tolet

Zahoor Advertisingcomapny

TV Channels

(Sheikh Sultan)

GEO

ARY

HBO

DUNYA

ARY ZAQU

DAWN

PTV

Market Research

(Ahmed Khan)

Low level research

High level research

Maket segmentation

(Gori Murtaza)

By Place

By Market

8/8/2019 leghari

2/5

MARKETING STRATEGIES OF DAWLANCE

To understand the marketing strategies in general and refrigeration market in particular, one should

know that what marketing strategies ought to be? Who are the main players in the market? What kindof other products do they produce? How do they promote and supply their products? What type of

competition is going on in the market? And finally what are the marketing strategies being applied by

both the companies?

Marketing Strategies are divided into four sections.

MARKETING STRATEGIES

Fluctuating customer requirements and competitive forces are putting more

pressure on marketing and are demanding superior marketing strategy and

tactical execution. The cycle time from product creation, to product launch, for

a winning go-to-market strategy, leaves no margin for error. Marketing puts the

customer at the center of the organization. The organizations, which do so, reap

the profits.

The idle marketing ought to be or the key steps to a successful strategy can be

summarized as:

1.1) BE CLEAR ABOUT MISSION: the common, customer-orientated thread runningthrough all the activities of the organization and how we define the kind of market oriented

organization we want to be.

8/8/2019 leghari

3/5

1.2) MARKETING RESEARCH : In marketing strategy someone should do knowabout the marketing potential for his the product and should find outthrough research that:

WHO ARE OUR CUSTOMERS?

What do we really know about their needs, preferences, behavior and

their life styles?

What can we offer them... at a price... that other companies do not?

How do we perform in comparison to our competitors? How are we currently performing for our customers?

Where are the gaps, the weak points, the fudges, and the point of

excellence... the USPs (Unique Selling points)?

How are we different?

Why are we different?

How can we better delight?

How do we change?

What do we change?

How clever are we with our market intelligence?

How well is our market research working?

1.3) Set Strategic Aim: Market Penetration.

Market Development.

Product Development.

Entering new Market.

8/8/2019 leghari

4/5

1.4) MARKETING STRATEGIES: 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); these are elements in the marketers armory aspectsthat can be manipulated to keep ahead of the competition'. Here I've explored the marketing

strategies of Dawlance in terms of marketing mix have been explored.

1) PRODUCT STRATEGYThe object 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.

2) PRICING STRATEGYDawlance 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. Product-wise price list enclosed in

appendix for reference. 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.

8/8/2019 leghari

5/5

Product Marketing

Dawlance promotion budget is around 1.75% of their turnover.

40% spending of their budget is Print Media.

20% goes on TV.

20% on Outdoor activity.

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 pays

them and there is direct relationship between sales and consumer.

Further, it gives customer a direct benefit in shape of price reduction.

As far as Sales Promotion strategy is concerned, it is being designed and implemented

by their respective agent of each product in Pakistan. For the promotion of Home

Appliances products: Hanaska International designs their own strategy. Their major

approach and emphasis on promotion is through trade. They offer very handsome

incentives to their dealers, who in return push their product among the customer and

thus they get their desired volumes in Pakistan.

Their after sales services market their product a lot.