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Marketing Strategy Of Walton Essay

1602 words - 7 pages

Introduction

Company Overview

Walton a brand of R.B Group of Industries is a conglomerate based in Dhaka, Bangladesh. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Walton brand. The subsidiaries include Walton Motors, Walton Mobile and Walton Electronics. Walton produces electronics, motor vehicles, and telecommunications products.
R.B Group of Industries was founded by S.M Nurul Alam Rezvi in 1977 as a trading company. Over the next three decades the group diversified into steel, textiles, electronics and automobiles. Walton entered into the steel industry in late 1970s and the electronics and automobiles in early 2000s; these areas ...view middle of the document...

In fact in its website the company is introduced as the pioneer in refrigerator production in Bangladesh. Walton Refrigerator & Freezer ensures highest quality compressor, Condenser is made by 100% copper, which lasts for 20-30 years. It has a total of 30 models and 65 colors of refrigerators. The most important thing is that every spare parts including door with different color are changeable and available everywhere over the country.

Television

Walton produces LED, LCD, and CRT televisions. Walton Television ensures home cinema entertainment. Walton Television’s d4ta Digital Technology is one of the most innovative technological solutions that automatically reduces video noise, Selects the best picture and performs fine-tuning by auto frequency tracking technology.

Motorcycle

Walton motorcycles are now competing with the Indian Hero-Honda and TVS brand. The motorcycles have become famous because of the special specification like mobile phone indicator, Digital gear display, Fuel location meter, Air shock absorber, Remote control, Hydraulic Brake, Anti-Theft lock and Alloy rim etc. Walton motorcycles are also fuel-efficient.
Other than these products Walton also produces Mobile handsets, generators, air conditioners, DVD players, and microwave ovens.
Upcoming Products of Walton: Computer LCD Monitor, Laptop, Car, two doors Refrigerator etc.
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Price Analysis

List Price

Walton’s main target market has always been middle-income group. SO they have been very careful in setting their price of product. Also the fact that they manufacture their products, it allows them to set a lower price than their competitors, as they don’t have to pay heavy import duty. Below is a comparison of the prices of different products of different brands-
Table 01: Price comparison of Refrigerators
|Model |Walton |LG |Transtee |Sharp |
|10 CFT |26,200 |35,000 |32,000 |29,500 |
|10.5 CFT |28,100 |38,300 |32,500 |31,000 |
|11.5 CFT |29,700 |,40,600 |,36,000 |3700,0 |

Table 02: Price comparison of TV
|Model |Walton |LG |Sony |My One |
|29”  Color TV |18,500 |28,350 |26,350 |22,700 |
|37”  LCD TV |48,800 |65,600 |59,500 |- |
|42”  LCD TV |75,200 |95,000 |88,000 |- ...

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