AN ASSIGNMENT ON

Marketing of consumer product

Submitted to
Md .Mizanur Rahman
Associate Professor
Department Of Management Studies

Jagannath University

Marketing Management
Course code: MGT-3203
Submission Date-30-09-2019
 List of Group Members

Serial No Name Id

01 Antara Maliha B-160202079

02 Wakil Mahamud Shihab B-160202080

03 Md Shariful Islam B-160202081

04 Md Hasan Iftekhar Fazla Rahi B-160202082

05 Lima Akter B160202083

06 Nadia Islam B-160202084

07 Md. Bodiuzzaman Tushar B-160202085

08 Md Biplob Sarker B-160202086

 Marketing of Walton Mobile In Bangladesh

Introduction:A mobile phone is a wireless handheld device that allows users to make and
receive calls and to send text messages, among other features. The earliest generation of
mobile phones could only make and receive calls. ... A mobile phone may also be known as a
cellular phone or simply a cell phone. Mobile phone, cell phone, cellphone, or hand phone,
sometimes shortened to simply mobile, cell or just phone, is a portable telephone that can
make and receive calls over a radio frequency link while the user is moving within a telephone
service area. The radio frequency link establishes a connection to the switching systems of a
mobile phone operator, which provides access to the public switched telephone Network
(PSTN)

Marketing Plan:Walton Mobile Experiential - Examining any particular model of cell phone in
Walton's or any other company's showroom or in retail stores and judge more real information about
the mobile phone, Evaluation of Alternatives: After Collecting all the information gathered, consumers
will then evaluate all the pros and cons of the alternatives under different criteria: • Quality -. Judge on
which brand’s product is of superior quality and also satisfies their priorities or needs. Durability - Think
about which product will last much longer at a comparative price. For example, they may think a
particular cell phone can be used for a long time and is relative price. • Price - Price is the most
important factor that a consumer should always keep in mind while buying a product, whether it is (to)
expensive or cheap (or whether it is worth the brand value.) Image and features - If the product is Extra
facilities - The consumers will also see if the cosmetics brand provides additional facilities after sale
services, guarantee carrels, or provides any attractive offers like Purchase decision: Can be of two types:
Attitude of others: A person's favorable or unfavorable evaluations, emotional feelings and action
tendencies towards some subjects or products. Unusual factors - a sudden change in behavior Life style
or income status due to loss of job or a job promotion. For example. If the costumer loses her job, she
might switch to less expensive mobile phones. Post purchase decision - Can be of two types: Satisfied -
The recognized problem is solved after the purchase of the cosmetic. It leads to repetitive buying,
spreading the positive image of the company.

Walton Mobile and working out, marketing scholars have developed a five stage buying
processes. A consumer typically undergoes this process before buying a product. Need
recognition: The buying process starts at the very moment you need or problem is recognized
by a consumer. A need or problem can be stimulated by external factors or triggered by

Internal factors. A marketer needs to study the different ways in which a particular product
may need to arise. By doing so, they can easily counter the consumers' needs and solve their
problem through their product. In the case of buying mobile phones, there may be two ways to
arise: Internal factors - Consumers can communicate basic needs because of the following
reasons: 1. When their older mobile phone is broken, distorted or clef aced. 11. If the newel
new features in their phones to cope up with the new generation. If their life style or status
changes, for example a succulent getting into an University and needs to communicate with his
friends or family at any time of the | day,

f you have purchased artificial plants before, you know how easy it is to shop for these. If you
are new, you will wonder why. That is because there are so many replicas of plants made with
sheep plastic that none of them look real.

Hence it is very easy to reject what you are seeing. But here is one that can fool you with the
quality of the materials. If it were possible, your neighbors would tear a leaf to see if the plant
you have is real. This is exactly the kind of realism that makes us think that this is a great
artificial boxwood topiary, outdoors or indoors.

The only downturn that you get with this one is not the plant’s fault, but that of the planter pot.
You will need to upgrade it to a better-looking version and then place it anywhere in the room to
see the change!

Artificial Spiral Topiary Trees

You can tell that it is really hard when you have to shape real plants into the shape you want. The
right exposure to the sun, the suitable base, the right angle of the climbing prop, all that are
watering and trimming and twisting and forming— there’s a whole lot you need to do. As if
making boxwood topiaries wasn’t hard enough, you now want a spiraled one?

• External factors- The consumers can be influenced to buy cosmetics or external needs can
be generated by: | L. Getting exposed to advertisements, extensive promotions or promotional
| activities Peer pressure, leading an influential college / institution live Jetting inclined toward
android applications or windows8 software. Information Search: After recognizing the need or
problem, the consumers tend to search for information. Personal - This includes family, friends,
neighbors, acquaintances Commercial - Consumers get consciously or unconsciously informed
and may learn about a mobile phone through advertisements, billboard slogans, and their
official internet site or social sites.

Feeding Busing Baliavior- Dissonance with Consumers - Reducing buying behavior has a
higher proportion of involvement in buying mobile phones. However, buyers in this behavioral
situation are perceiving very few differences between the cosmetics of the brandies they are
selecting from the products, the key word here is perceiving ", there are many real differences
between different brands, however the buyer's beliefs about the Other brands that are very
similar or 'essentially the same.' Handsets of operating systems are the same, then customers
are less likely to differentiate in the brands, however they do get heavily associated with while
buying a phone due to the high price, and thus have a greater 'amount of risk associated. And
dissonance - reducing buying behavior, consumers may find cell phone inclustry ales) slow
variety looking at buying behavior. In situations where there is low consumer involvement, but
the consumer perceives significant differences between the brand options in front of them,
consumers seeking variety tend to do a lot of brand switching. There is no real brand loyalty,
and seeking varieties "in the product is the main motivation of consumers. Examples of such
cell phone product category may include different features and different or" stylish motel /
closing of different cell phones. For example, Samsung is producing varied color range for cell
phones in their different category of consumers. Steps in Consumer Behavior: Consumer
behavior involves the psychological processes that consumers go through in recognizing needs,
finding ways to solve these needs, making purchase decisions (eg, whether or not to purchase a
product and, if so, which brand and where), interpret information, make plans, and implement
these plans (e. g. by engaging in comparison shopping or actually purchasing a product).
Consumers. To efficiently and adeptly attend the customer's need for any product, the general
buying process requires keenly observing elate
Walton Mobile vision they are setting up many showrooms in different parts of the country.
And the aim is to emerge as a global electrical and electronics brand by introducing Made in
Bangladesh / 7 "products worldwide and establishing Bangladesh as an industrialized nation.
With the slogan of" Walton Mobile at every hand ", Walton aims to provide unquestionable
quality, now durability and eye-popping style at a very affordable price, Consumer Behavior
Types of Consumer "behavior": Behavior is the decision processes and actions associated with
people buying and using products. There are four types of Buying Behavior; High Involverient |
Low Involvement Significant difference better brand; Corrupted Buying Behavior | Variety.
Seeking Behavior Fe difference between brands Dissonance Reducing Buying Behavior Habitual
Buying Behavior The cell phone industry is broad and includes a wide range of models and
features used in used, used on the product category and brands of uniqueness of cell phones,
we can classify the buying decision behavior into two types of elated.
Walton Mobile Introduction The mobile phone has become an essential part of Bangladesh's
customers everyday life and has made it safe "in one of our pockets much like our wallet that
we never want to leave at home. While this is the dominant device that we now express
ourselves through, get our work done and share our pains and pleasures, though, the
introduction of the telecommunication industry has been quite late in comparison to our
country. The introduction of City cell and GrameenPhone's GSM technology has created a boon
in the cellphone industry of Bangladesh since 1997. There are now a number of players, both
internationally like Nokia, Samsung, Sony as well as local companies like Walton Mobile and My
One. Company / Product Profile Walton Mobile is an elegant line of mobile phone handsets,
owned by the Walton. n Hi - Tech Industries Ltd (Walton Hill). Founded and established by S.
M. Nazrul Islam in 1977, Walton HIL has its production and assembly facilities in Bangladesh,
and serves the local as well as the international market. It is the sister concern of the R. B. The
Group and its factory are located in Chandra, Gazipur, Walton is the pioneer of Refrigerator,
Freezer, Air Conditioner and Motorcycle Manufacturing Technology in Bangladesh. The
company desires to provide the latest technology based products with innovative design,
excellent quality and many different models & capacities, the product line of WALTON brand is
different types of television (CRT. LCD, LED), DVD player, motorcycle. Refrigerator & Freezer,
Microwave Oven, Steam 0ven, Domestic and Industrial Generator, Manganese & Alkaline
Battery, Air Conditioner and Various types of essential and useful home appliances etc. Walton
HIL is furnished with a strong Research & Development (R&D) division comprising a large team
of dedicated highly skilled engineers and technical personnel from home and abroad. Walton's
vision is "Amadler Ponno" that means Walton ltd. There is always help to get customers to have
full support of communications services in their daily lives. They want to make it simpler for the
custorners to get what and when they want. it, and as an irnplementation of that elated titles
MARKETING OBJECTIVES:
1. Maintain positive, strong growth each year.

2. Achieve a steady increase in market penetration.

3. Decrease customers acquisition cost by 1% per quarter

FINANCIAL OBJECTIVES
1. Increase the profit margin by 1.5% per quarter through efficiency and
Economy-of-sales gains.
2. Maintain a significant research and development budget to spur future
Product developments.
3. Achieve a double-to- triple-digit-growth rate for the first four years.

TARGET MARKETS
1. They offer simple phones with general needs. This type of phone is made for
The older and poor people.
2. Multimedia phones for entertainment.
3. People of all range can use these phones and fulfill their necessities as well as
Recreation.
4. Walton has newly introduce primo series which are actually android smart
Phones. People who want to perform faster and need one stop solution can
Use these phones.

POSITIONING
1. Their highly trained marketers are always trying to perform better in order to
Place a good position in the customers mind.
2. Its highly trained officials of marketing department already has undertaken
Different promotional activities in order to have place in customers mind.
MARKETING PROGRAM
1. Pricing: It is based on a per-product retail price.
2. Distribution: With the change of time Walton has many sales centers
Throughout the country.
3. Advertising and promotion: Several different methods are used for the
Advertising effort.
4. Customer service: Walton strive to achieve benchmarks levels of customer
Care.
MARKETING RESEARCH:
Walton mobile has its research team. This team is always in the search to find the
opportunities,
Lacking and other activities of Walton mobile.

FINANCIALS:

 BREAK EVEN POINT ANALYSIS

The break-even analysis indicates that $7760 will be required in monthly sales
Revenue to reach the break-even point.

Break-Even Analysis

Monthly Units Break-Even $62

Monthly Sales Break-Even $7760

Average Per Unit Revenue $12562

Average Per Unit Variable Cost $2261

 SALES FORECAST

Walton mobile feels that the sales forecast figures are conservative. It will steady
Increase as sales as the advertising budget allows.

Sales 2011 2012 2013

General needs $455740 $598877 $687785

Necessities $72918 $95820 $110842

Recreational $57890 $102367 $123659

Total sales $ 586548 $694697 $797807

EXPENSE FORECAST
The expense forecast will be used as a tool keep the department on target and
Provide indicators when corrections are needed for the proper implementation of
The marketing plan.

 MONTHLY EXPENSE BUDGET

Marketing Expense 2011 2012 2013

Budget
Web site $25000 $8000 $10000

Advertisement $8050 $15000 $20000

 Printed Material $1712 $2000 $3000

Total Sales and $ 34775 $25000 $33000

Marketing

CONTORLS:
The purpose of Walton mobiles marketing plan is to serve as a guide for the organization. The
Following areas will be monitored to judge performance-
1. Revenue: Monthly and Annual
2. Expenses: Monthly and Annual
3. Customer satisfaction
4. New client acquired
5. New product development

Outdoor plants need to be really realistic-looking, don’t you think? Your neighbors and guests
will see that plant first if you position it well. In that case, you would want something other than
green plastic leaves made into a ball. Trust Bornbridge for giving you the best faux topiary in
terms of quality. 

The trees they have made are both UV and water-resistant. So keeping them out in the sun or
rain won’t do much damage. You can also place these indoors, and if your toddler splashes water
on it, it’ll maintain itself. The coating on the plant ensures that the plants keep looking vibrant all
year round.

So no matter what the season is, what season is coming or going, and all that. Just place it in a
place that you think is suitable, and you will find it adorning the area!

Other than quality, this boxwood ball also features beauty and versatility. Versatility in the sense
that you can get multiple sizes of boxwood topiaries from them and arrange them in any order
you like to make a green corner in your home or office space. When multiple sizes are placed
together, they look more natural and effortless.

Hence, this tri-ball makes it to our list of the best artificial topiaries.

The topiary ball right here is made of poly material and is placed in a plastic pot. There’s one
thing about artificial topiaries, you know. You will need to get a plant that does not look fake but
is fake. And, you have to pay attention that your viewer’s attention does not divert from the
beauty of the plant to the beauty of the pot.
A minimalistic pot is good enough to let the beauty of the tri-ball shine.

Segmentation, targeting and positioning strategy

Market Segmentation :

Segmentation is one of the most important factors of strategic marketing. Market

segmentation is one of the steps that go into defining and targeting specific markets. It is the
process of dividing a market into a distinct group of buyers that require different products or
marketing mixes. Markets can be segmented or targeted using a variety of factor. The bases for
segmenting consumer markets include:
• Demographical bases (age, family size, life cycle, occupation)

• Geographical bases (states, regions, countries)

• Behavior bases (product knowledge, usage, attitudes, and responses)

• Psychographic bases (lifestyle, values, personality)

Target Market Strategies:

On the basis of the Market Segmentation shown above, Walton Mobile follows a Differentiated
Marketing strategy, where it produces different product for different groups of costumers.

Differentiation and Positioning Strategies:

Product Positioning is the way the product is defined by the consumers on important attributes.
It is the place the product occupies in consumers’ minds relative to the competing products. A
firm
Can differentiate its products and create its desired positioning using the following strategies:

©Product Differentiation
©Service Differentiation
©People/Employee Differentiation
©Channel Differentiation Communication

The Walton Mobile aims at differentiating its products from its competitors using the following
strategies

Product Differentiation :

1. Form/Shape-Walton introduces sleeker, thinner and lighter phone range, making it handy for the
customers to carry as well as giving them an upmarket and standard outlook.

2.Features -Fast and powerful Processor, coupled with the latest Android operating system and a
variety of services and functions are offered by Walton in their latest Primo series.

ServiceDifferentiation:
©Maintenance and Repair Service - Walton provides an adept after sales service team. Infect it is the
biggest after sales servicing network in Bangladesh. Walton Mobile owns forty-three after sales servicing
points all over Bangladesh, which are ever so alive to solve the tiniest problem also.

Walton equally values its sales and after sales service for maintaining a long and positive relation with its
customer and thus retain and increase the customer.
Channel Differentiation:

©Walton Mobile is being made available in individual retail outlets (along with other competitor brands)
as well as in Walton Plazas (own showroom) and countrywide dealers, enabling the product to have an
increased coverage and wider distribution channel.

©Slogan: The slogan of "Walton Mobile in every hand" is easy to remember, catchy and very widely
publicized in order to demonstrate the vision of the company and create an

“Affordable” image in the target markets minds.

Product Strategy:

Level of product:
Branding is an established source for sustaining the competitive advantage in the marketplace.
According to Kotler (2010) brand and design are the parts of the product “actual element”.
(The actual product):- is the tangible, physical product which is required to get the core
product. At actual level the support for Walton Mobile comes through design, aesthetics, brand
and packaging. The Augmented Product - is the non-physical part of the product. It usually
consists of lots of added value, for which you may or may not pay a premium.
It is an issue after developing a dependable core layer and actual layer, and to remain
competitive in the market, a marketer should focus more on providing augmented products.
Walton Mobile provides augmented services such as its customer care service, warranty, latest
software installation services etc.

Types of Consumer Products:

Consumer products are the products used by the final consumers for personal use. Consumer
products and services can be categorized in a number of ways:

1. Convenience offerings
2. Shopping offerings
3. Specialty offerings
4. Unsought offerings
For Walton Mobile, which has many different competitors providing more or less equal features
And facilities to the customers, the consumer product could be classified as “Shopping
Product”,
Where the consumers carefully compare on suitable price, quality and style. Also, the level of
involvement is high among the consumers for the purchase of Walton Mobile because the
priceis higher than the convenience products. It, therefore, becomes very vital for the
marketers of Walton Mobile to provide information through advertising, along with keeping an
ideal balance between affordability and quality

Brandling strategies:
Walton mobile follow the line extension strategy in order to develop its brand introducing a
new, quite different item in same category such as Walton L, Q and T series cellphones. Due to
Walton’s success of parent brand, consumer will have recognized the product name and will be
likely chosen line extension. As a result, promotional costs will be decreased

Pricing strategies:

Nowadays Walton’s mobile phones are very updated by providing best quality. CurrentlyWalton
mobile company follow value or demand based pricing. Actually Walton mobile company make
their product according to customers demand and expectations. Since Walton mobile
Company’s objective is to increase sales, enter the market and increase sale so they use market
penetration pricing.

Distribution or location strategy:

Distribution channel: Walton has countrywide retail sales outlets and service point's Network
and use a one level channel. Walton mobile phone use their own retail shops and
knowledgeable sales person. Walton mobile owns 43 after sales servicing points. Walton has a
total of 442 exclusive distributors from company’s 18 zones across country. Out of which 64
were rewarded best distributors.
Number of intermediaries:
Walton Hi-tech industry limited use selective distribution which is in between intensive and
exclusive distribution. Walton's cellphones are a shopping product and most appropriate way to
evaluate Walton’s cellphones in existing Bangladeshi market is to have selective capable
distributors to acknowledge the market requirement for their products.

SWOT analysis of Walton mobile company

Strength:

1. Countrywide retail sales store.

2. Wide range of product.
3. Low price quality product.
4. Usages of advanced technology.
5. Local brand loyalty.

Weakness:

1. Unable to capture high income group.

2. The difficulty to develop brand awareness as a domestic company.
3. Relatively new in market.
4. Not listed company.
5. Lack of variety.

Opportunities:

1. Wide variety of product.

2. Increasing sales in major cities.
3. Introduction of new products.
4. Only company to export electronics.
5. Opportunities of employing skilled people.

Threats:

1. Market share dominated by foreign brands.

2. Companies like Samsung, Oppose in line to start their own manufacturing plant in the
country.
3. Corruption in ports hampering import - export.
4. Competitors new products and innovation.