Welcome to our presentation

Group no

02

Marketing plan for

Walton
Air Conditioner

Walton Hi-Tech Industries Ltd. is the

one and only manufacturer of multistaged Refrigerator, Freezer, Air
Conditioner, Television and Motorcycle
and is treated as one of the
sophisticated manufacturing plant in
Bangladesh and South Asia. Now
Walton is going to emerge as an AC
producer.

Marketing objective
Air
conditioner market in
Bangladesh within Five years.
Be a market leader in

To build profitable customer

relationship by producing

environmentally better AC

and
getting them to market faster at
lower cost.

Financial objective
To achieve break even at the
first year
To achieve 25% sales growth in
subsequent years and to achieve at
least 30% mark up

Capture 50% of local market

share and contribute billion
taka profit in company balance
sheet from this business unit

Market analysis
Threat
of entry
Bargaini
ng power
of
suppliers

Intensity
of rivalry
Threat of
substitute

Bargainin
g power of
buyers

Bargaini
ng
power of

supplier
s

No backward
linkage is developed
locally
Raw materials are
mostly imported
Depended on
foreign
technological
support
Low influence over
Suppliers

Bargaini
ng power
of
Buyers

Distributed through
Own outlet
Dealers and agents
Local electronics
retailers showroom
Final customers have
lots of option as
reputed brands are
offering high tech
products
Medium influence
over buyers

Threat
of
entry

Need high
technological support
and expertise to set
industry
High capital
requirement and fixed
cost
High sunk cost

Low threat of new entry in

this industry from local
market

Threat
of
substit
ute

Substitute product of AC
may be cooling fan ,
ventilator fan but those
can not serve as
required. So no close
substitution for AC is
available

Very low threat of

substitute product

Intensity
among
competit
ors

Market is very much

saturated with renowned
brands
World class brands are
competing with cutting
edge technology
Rapid innovation and
diversification by
competitors

Competition is very
acute in market

Intern
al

Extern
al

Low price
variety of
features
After sales
service
Brand awareness

Dependency on
Imported raw
materials
Inadequate
Research and
development
Low differentiation

Increasing demand
Cost-efficient
technology
Government
support

Tight competition
Customers
perception
Continuous change
in technology

Market segments
Income and occupation
Geographical

High income
corporate
customers
Middle income
and SME
Lower middle
income
Lower income

Target market

Higher
class
custom
ers
Segmented
marketing

Economic class
customers

Customers having higher

income mostly corporate and
business customers and
household customers living in
metropolitan cities having
income of above 50,000 tk.
market size: about 65-%70%
users are located in this
segments
Market growth: market is
growing about 40%-50% each
year
Attractiveness: this customers
are willing to pay premium
price for environmental
friendly and innovative
product more over its market

Target market

Higher class
customers

Economi
c class
custome
rs
Concentrated
or niche
marketing

House hold customers having

middle income, living in zilla
towns, suburb or small town
and villages: small and medium
enterprises
Market size: comprises 30%40%of market share
Growth rate: 80%-120%
growth rate.
Attractiveness: this
customers income is growing
and they are demanding AC
more and more. So this
customers can be reached by
already established brand and
distribution channel . Those

Positioning strategy
Sophisticated
AC
Offering an
environment friendly
AC with sophisticated
tech innovation like
Eco- navigation and
HD filter
good sleep and anti
bacteria coating tech.
turbo cooling and
anti-humidification
tech.
More For The Same

Economic AC
Offering a low cost,
energy efficient user
friendly AC with
durability and
reliability
Low watt
Triple weather
protected tech
comfort air flow and
efficient tech.
Same For The Less

Pricing strategy
Sophisticated
AC

Economic AC
Same
For The Less

Adopting

More For
The Same strategy
Adopting

Price range may be

90,000 to 120,000 tk.

strategy
Price range may be
45,000 to 50,000 tk.

Distribution channel
Own outlet

Dealer and
agents

Ecommerce

Local
electronics
suppliers

Produ
ct

Place
Target
market

ACs market

Higher
income and
economic
class
Middle and
lower
middle
income

Higher class
corporate class
Middle income
SME
Lower middle
income
Low income

Price

Objecti
ve
Be

Market
leader in
ACs market

Promoti
on

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