MARKETING MANAGEMENT

SEMESTER PROJECT
“INTRODUCING DAWLANCE ELECTRONICS INTERNATIONALLY
AND UPGRADING TO AI.”
SUBMITTED BY: SYED HUZAYFAH FAISAL (180293)
USMAN KHAN (180356)
BBA-3A
SUBMITTED TO: MAM SHIRZA
DATE OF SUBMISSION: 9th DECEMBER 2019

Contents

1
INTRODUCTION.......................................................................................................................................3
PRODUCT PORTFOLIO............................................................................................................................3
MARKETING MIX....................................................................................................................................4
 PRODUCT..........................................................................................................................................4
 PRICE..................................................................................................................................................5
 PLACE................................................................................................................................................5
 PROMOTION.....................................................................................................................................5
 PEOPLE..............................................................................................................................................6
 PHYSICAL EVIDENCE.....................................................................................................................6
EXTERNAL IDEA SOURCES...................................................................................................................6
 MARKET SEGMENTATION............................................................................................................6
A. Geographical Segmentation.................................................................................................................7
B. Demographic Segmentation.................................................................................................................7
 MARKET TARGETING.....................................................................................................................7
a) Differentiated Marketing.....................................................................................................................7
b) Differentiation.....................................................................................................................................8
c) Positioning...........................................................................................................................................8
SELECTIVE DISTRIBUTION...................................................................................................................8
COMPETITORS.........................................................................................................................................8
NO-COMPETITION BASED PRICING....................................................................................................8
CUSTOMER SERVICE..............................................................................................................................9
APPENDIX A...........................................................................................................................................10
QUESTION STATEMENT.......................................................................................................................12
DATA ANALYSIS...................................................................................................................................14
APPENDIX B............................................................................................................................................14
APPENDIX C............................................................................................................................................17
QUESTION STATEMENTS....................................................................................................................17
APPENDIX D...........................................................................................................................................28
DAWLANCE WITH ITS PRODUCT:......................................................................................................28
DAWLANCE WITH OTHER BRAND:...................................................................................................29
APPENDIX E............................................................................................................................................30
BUYING DECISION PROCESS..............................................................................................................30
BLUEPRINT.............................................................................................................................................31
RECOMMENDATION.............................................................................................................................32
CONCLUSION.........................................................................................................................................33

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INTRODUCTION
Dawlance is one of the largest electronic companies in Pakistan. It started its business with
refrigerator manufacturing in 1980. Now, it is a well-known and famous name in home
appliance. Dawlance has been passed through the stages of continuous improvement and
innovation to achieve its position in Pakistani market and lead to its competitors. Dawlance has a
prominent and significant market share in Pakistan because it provides its consumers the
benefits, innovative products, and after-sales services throughout the country. The other key
players in the Pakistan industry besides Dawlance are LG, Haier, Waves, PEL and Orient.
Specific to refrigerators, Dawlance has a variety of series of stylish and innovative technology-
based refrigerators. They include Reflection series, H-Zone series, Designer series, Monogram
series, Aero Design series, and Horizontal series. The purpose of this assignment is to find out
the factors which help Dawlance to retain its customers for a long time and creating customer
lifetime value. It is also amongst the top 2 Top of the Mind (TOM) brand in all durable product
categories. Through independent research carried out, it was determined that every household
having household appliances has a Dawlance product, owning to its ever-increasing credibility,
reliability and innovation, surpassing all the other electronic brands in Pakistan. Some of the
product that this company manufactures includes Refrigerators, Air Conditioners, Micro-Wave
Oven, Washing Machines, Deep Freezer, Irons, and other small Appliances. The Dawlance
group is in the process of continuous improvement and innovation to adopt efficient measures
possible. The company is keen to re-design a system that has facility for online shopping,
marketing, purchasing. Further product of Dawlance includes dispenser, AC, LED, and kitchen
appliances. Transport charges of the Dawlance depend upon profit as more profit gain by the
seller so they provide the transport. Dawlance products have high purchase in the market.

PRODUCT PORTFOLIO

Dawlance provide a wide range in home care, food care, and fabric care. Where in food care it
provides most preferred refrigerator LVS and LVS plus. In LVS plus, there no need to worry
about fluctuation of voltage. It reduces electricity bill and saves energy. The key feature of LVS
plus is that it also works on low voltage and no need of stabilizer plus it saves up to 25% of

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energy. Its optimal cooling retention keep food frozen even with no electricity. Monogram and
monogram plus where monogram plus made for comparison with international designed for
stylish kitchens. Its sliver exterior and cylindrical handle adds beauty. It is stylish designed with
innovative feature inside. A handless designed refrigerator which allow cooling retention and
freshness at no voltage known as metallic designer series available in 2 color are considered in
top refrigerator. H-zone plus provide a safe environment at low voltage. Its product also consists
of bedroom series. It is designed in such a modern design where one does not need to go kitchen
every time. It could be placed in rooms. It is available in red silver and silver black. Double
French door 900, top mount 900, energy saves plus series, signature, reflection and mirror glass
door are types of refrigerators. Whereas a range of freezers are also available in which single and
double door, vertical, convertible vertical and glass door vertical freezers. Double door freezers
have dual compartment with separate freezer. Vertical freezers take 33% less floor space and
maintain cooling. Glass door vertical freezers manage food item more effectively and protect
transfer of food odor from one another. Inspire plus invertor saves up to Rs.26000 annually, has
both cooling and heating features and does not require stabilizers. Signature series is best for
humid temperature and provide anti rust condenser. Health zone invertor saves up to 60% of
energy per year, can easily run on generator and has harmless features. Proactive invertor makes
comfortable environment and it is design in such pattern that saves up to Rs.26000. Dawlance
has made Pakistan proud by addressing energy crisis in Pakistan.

MARKETING MIX

 PRODUCT
As product reached to the sellers by factory with complete packing then the sellers check the
product whether it is able to sell or not and then repack the products. Mainly the product
manufactures in Karachi and this Dawlance is under the umbrella of Arcelia. It includes different
types of refrigerators such as direct cool, no frost refrigerator. Dawlance provides warranty on its
products and this warranty mostly depends on different series of the products. It provides 1-year
warranty on parts of the products and warranty of 12 years compressor of the refrigerator. The
most important factors are durability and good after sales services. Its Product includes

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Refrigerator, Air Conditioner, Washing machine, Deep freezer, Microwave oven with different
series. Different kinds of Dawlance are Mono-gram, Inventor, glass door Health zone, and LVS.

 PRICE
Customers look for value for money as people think that low price product has low quality.
Dawlance don’t provide occasionally discount on its products as demand increases in summer so
there is no discount in summer season but in winter season when the demand decreases, they sell
their products at low prices. Dawlance pricing strategy is Rs.19000- Rs.136000. Dawlance
provides product to Upper-middle class people and has uniform pricing throughout the Pakistan.
Dawlance has innovative design, health zone technology and also save energy. There is 60%
sales of burgundy colored refrigerators and 40 % sales of other.

 PLACE
Place is the most important market mix as it plays important role for the product to make it
popular and successful. It is important to make product easily available. Dawlance is available in
all Dawlance franchise, USL outlets and leading electronic shops of Pakistan. Many products go
through a channel of distribution, which involves manufacturers, whole sellers, retailers and
consumers. The process of making the product available for the right customers at right place. As
people prefer to do major purchase on special occasion so marketers take this opportunity to
provide maximum range of products.

 PROMOTION
Dawlance promotes their products by Print Media, TV commercials, Outdoor activity and Sales
Promotion activity. This helps them to reach their target customers. The goals of advertising are:
 Increase sales growth
 Increase recall of appliances
 Building brand loyalty in customers

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  PEOPLE
Employees are skillful, qualified and well-trained. A proper procedure is followed that is
confidential. They analyses the need of customer and provide every necessary information
regarding the product.

 PHYSICAL EVIDENCE
They focus on utilizing the maximum space. And they do not focus on interior decoration.
Refrigerators and microwave ovens are placed near the wall side whereas washing machines and
dispensers are place in the center of the store to provide a walkway for customers.

EXTERNAL IDEA SOURCES

The most important source of new range of product ideas are customers themselves. As
Dawlance can analyses customers complaints to find new product. As 20 years ago, Dawlance
introduced open door alarm feature in their refrigerators Alarm rings when door accidently left
open but that feature didn’t get much popularity as because customer complaint about it that this
feature have no longer life and this door alarm became ineffective (damage) so the company stop
manufacturing that kind of refrigerator with Door Alarm feature. The customer complaint that in
dawlance refrigerators the ice remain stick on the sides of freezer so dawlance also Focus on No
Frost Refrigerator that prevent the ice to stick on the side of the refrigerator as there is fan
cooling process in this refrigerator.

 MARKET SEGMENTATION
Buyers in any market differ in their wants, resources, locations, buying attitudes, and buying
practices. Through market segmentation, companies divide large, heterogeneous markets into
smaller segments that can be reached more efficiently and effectively with product and services
that match the unique needs. Dawlance includes following segmentations:

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 A. Geographical Segmentation
Geographic segmentation calls for dividing the market into different geographical units, such as
nations, regions, states, counties, cities, or even neighborhoods. A company may decide to
operate in one or a few geographical areas or operate in all areas but pay attention to
geographical differences in needs and wants. Many companies today are localizing their
products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities,
and neighborhoods
Geographical segmentation of Dawlance is such that it divides the market into different unit such
as different regions, cities and climate as it includes more than 40 cities and also Punjab and hot
weather.

B. Demographic Segmentation
Demographic segmentation divides the market into segments based on variables such as age, life
cycle stage, gender, income, occupation, education, religion, ethnicity and generation. Another is
that demographic variables are easier to measure than most other types of variables. As there is
also Demographic segmentation in Dawlance that it targets Millennials as the age under 30-40
years old and it includes Young children’s, males and females but mostly females were targeted
by Dawlance.

 MARKET TARGETING
Target market is a set of buyers sharing common needs or characteristics that the company
decides to serve. There are several target market segments including undifferentiated marketing,
differentiated marketing, concentrated marketing, and micro marketing.

a) Differentiated Marketing
The targeting market of the Dawlance is Differentiated Marketing or Segmented Marketing. A
Company that decides to target several market segments and designs separate offers for each.
The target marketing for the Dawlance Refrigerator is Differentiated Marketing because the
segmented marketing is a market-coverage strategy in which a firm decides to target several

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market segments and designs separate offers for each. This is also the case in Refrigerator target
marketing. Those Refrigerator whose prices are high such as new series refrigerator like LVS.

b) Differentiation
It’s the “Reliability” which is the differentiating characteristics of Dawlance, and it spreads in all
the functions of the organizations.

c) Positioning
Dawlance refers to reliability and durability. Therefore, Dawlance products are considered as
reliable and durable. The target market of the Dawlance is all the middle- and upper-class people
in urban areas. Upper class people can afford it very easily and for middle class it is difficult to
buy but they can afford products like Freezer, Microwave etc.
Dawlance has a very sound positioning of their products in the minds and hearts of the
consumers. They will position AC with quality and class. It is a premium product and that’s why
is charged a premium price. On the other hand, the split AC has been positioned with economy
and hygiene. The positioning map of Dawlance with competitors is also given.

SELECTIVE DISTRIBUTION
Selective distribution means that the use of more than one but fewer than all the intermediaries
who are willing to carry a company’s products. Dawlance has selective distribution as it includes
home appliances, so they sell their major product by using selective distribution.

COMPETITORS
The major market players or competitors of Dawlance are Haier, PEL, Orient, Samsung,
Panasonic, and Wave.

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NO-COMPETITION BASED PRICING
As we visited the Dawlance outlet and asked them many questions about their products out of
these one of our question is about this so we come to know about that Dawlance have no
competition based pricing as they set prices of their own according to their product

CUSTOMER SERVICE
The Dawlance is providing the customer service that will take all the phone calls regarding
complaints. Customer is the vital link in business world.

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 APPENDIX A

QUESTIONNAIRE

DAWLANCE

The purpose of this survey is to study the consumer attitude towards a local home appliances
brand named, Dawlance. Hence, your honest feedback is required, and your cooperation will be
appreciated.

Gender: o Male
o Female
Age: o 15-20
o 20-30
o 30-40
o 40-50
o Above 50
Education: o High School
o Bachelor
o Masters
o PhD
o Other: ______________
Monthly Household Income o Rs. 10,000 – Rs. 40,000
(PKR): o Rs. 40,000 – Rs. 80,000
o Rs. 90,000 – Rs. 100,000
o Rs. 100,000 – Rs. 200,000
o Rs. 200,000 – Rs. 300,000
o Above Rs. 300,000
Marital Status: o Single
o Married
o Divorce
o Widow
Occupation: O Student

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O Housewife
o Employed

11
 Strongly Disagree Neutral Agree Strongly
disagree Agree
QUESTION STATEMENT

1. I look at reliability of the brand while

buying a refrigerator.
2. I prefer to buy stylish designed
Dawlance refrigerators.
3. I prefer to buy Dawlance refrigerator
because they are available in
multicolored.
4. I prefer to buy Dawlance refrigerators
because they consume less energy.

5. I prefer to buy Dawlance refrigerators

because they have long-lasting
cooling effect.
6. I prefer to buy Dawlance refrigerators
because they have compatible
size and space.
7. I prefer to buy Dawlance as they
provide warranty as after sale service.
8. I prefer to buy Dawlance refrigerators
because they can with stand
electricity fluctuations.
9. I prefer to buy Dawlance home
appliances from its own retail outlets.
10. I prefer to buy Dawlance products
because they offer free home delivery.
11. I prefer to purchase Dawlance
products online.
12. Dawlance attracts people by its
display and design.
13. Dawlance captures its customers
through psychological pricing (i.e. Rs.
49,999 instead of Rs. 50,000).
14. I prefer to buy Dawlance home
appliances with seasonal discounts.
15. I found the staff of Dawlance very
cooperative.
16. I believe Dawlance make products
for all types of classes (i.e. middle, class,
upper class, etc.).
17. I found Dawlance home appliances
more affordable than competing brands
of refrigerator.
18. I hardly see any ads of Dawlance on
social media.
19. Dawlance TV commercials are
informative as well as entertaining.
20. Dawlance advertises mostly through

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Traditional Media (i.e. TV, Newspapers,
Radio, Magazines, and Billboards).
21. Dawlance involves common people
in their ads instead of celebrities.
22. Dawlance organized events and play
interactive games to attract customers.
23. I believe Dawlance is a
reliable/trustworthy brand.
24. Dawlance should offer open-door
alarm feature.
25. Dawlance should offer new products
in exchange of old products.
26. I would like to see celebrities in
Dawlance ads.
27. Dawlance should
manufacture/produce Eco-friendly
products (e.g. eliminating pollution,
minimize waste).
28. Dawlance should start using AI
technology.
29. Using AI technology in Dawlance
electronics might help to gain more
customer loyalty through one touch
mobile AI technology.
30. Dawlance is now being shifted
globally, is this a great step towards
gaining more international customer and
become a competitor in international
market.

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DATA ANALYSIS

APPENDIX B

DEMOGRAPHIC QUESTIONAIRE

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15
16
 APPENDIX C

QUESTION STATEMENTS

17
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24
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 APPE
NDIX D
POSITIONING MAP

DAWLANCE WITH ITS PRODUCT:

High Price

AC Premium

AC Economy

Low Quality High Quality

Low Price

27
DAWLANCE WITH OTHER BRAND:

High Quality

Dawlance

Haier

LG
Low Price
High Price

Low Quality

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 APPENDIX E

BUYING DECISION PROCESS

Dawlance

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BLUEPRINT

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RECOMMENDATION
Dawlance should also focus on interior decoration as to make product look efficient and
looks good. Dawlance also should hire celebrities for the advertisement. It performs a detail
demand survey at regular interval to know about the unique needs and requirements of the
customer. The company must keep a watch on its primary competitors in market in order to
be able to compete with them. The company should use new attractive system of word of
mouth advertisement to keep alive the general awareness in the whole market. Now they
should shift their technology to AI because then they will be able to become competitor in an
international market. Although, the company is on best position in market, but the company
should be always able to receive continuous feedback and suggestions from its
customers/consumers as well as from the market and try to solve it without any delay to
establish its own good credibility. A strong watch should be kept on distributors so that the
goodwill of the brand doesn’t get affected. Dawlance should also concentrate on promotion

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of their products and try to enhance the Target Market of Air Conditions. Dawlance should
try to capture the remote area market especially in rural areas. To get more market share, it
needs qualitative products with innovative styles, and aggressive
marketing activities to create awareness among public regarding their appliance’s product.
More attractive products should be designed to get more dealers interest in their products.
Dawlance should advertise their product by using billboards.
In today’s scenario, customer is the king because he has got various choices around him. If a
company is not capable of providing him the desired result he will switch over to the other
provider. Therefore, to survive in this time of strong competition, a company needs to be the
best. Customer is no more loyal in today’s scenario, so companies need to be firm on their
toes.

CONCLUSION
Conclusions to be drawn based on analysis that was done on the data collected. While
concluding we would like to tell that Dawlance is leader in market and gives variety of its
product with quality and durability. The data has clearly indicated that Dawlance products are
more popular than the products of Haier or other competitors mainly because of its quality,
brand name, innovation and availability, The study also indicated that the consumers are
satisfied with the Dawlance products and purchase them as the Dawlance is the leading brand
of the market and big local manufacturer of refrigeration industry in Pakistan. “Dawlance
reliable Hai” this is the slogan of the Dawlance. They prove themselves among the best and
always reliable.

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