2. Scenario LCD-TV by Dawlance
Presented to: Sir Hashim Zia
Presented by: Muhammad Tofeeque
Zuhaib Ahemd
Imran Qadri, Kiran, Zunairah,
Date: 01st May,2012
3. Introduction 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
15. Idea 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
18. Product
• 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.
22. Strength
• 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.
23. Weakness
• Average Skill of technical staff.
• No past experience for LCD TV
manufacturing and
marketing.
• We would be a small player in
LCD local market.
24. Opportunity
• 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.
25. Threat
• Current unstable market situation
• Government Taxes
• Competitors
• Devaluation of the currency.
26. Product objectives
• To capture market shares.
• Attract customers through promotion.
• No compromise with quality.
31. Demographic Segmentation:
Gender: Male and Female
Family life cycle: young single, married and
married with children and so on
Income: 40,000+
36. Marketing Strategy
Product: LCD with best quality
Product name: Scenario LCD
Slogan:
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.
37. Product 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.
38.
39.
40. Marketing Distribution
Dawlance has got various types of dealers
according to their potential. They have got
80% penetration in dealer sector.
41. 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.
42. 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.
43. 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.)
45. Action 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.
46. Control
• 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
47. Commercialization
• 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
48. Commercialization
• 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.
49. Advertisement
• 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”
50. Post 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.
