5.

Competitive Landscape
Key competitors of Walton Mobile in different price brackets are:

Price Range (BDT) Competitors

Below 5,000 Symphony
5,000 to 10,000 Samsung, Symphony, Transsion,
10,000 to 15,000 Samsung, Transsion, Xiaomi, Realme
15,000 to 20,000 Xiaomi, Samsung, Realme
Above 20,000 Xiaomi, Realme, Samsung

Samsung
The market leader of local smartphone market enjoyed boosted sales in 2019 with their
Galaxy A2 Core – a sub BDT 10,000 device with the mighty Samsung badge slapped on the
back. This year they will probably rule the market again with budget offerings like M01
Core, A2 Core, A01, M01.

 Active presence in print and electronic media

 Less presence in social media
 Enjoys the brand reputation
 Strong lower budget lineup

Symphony:
Primary competitor of Walton Mobile is Symphony Mobile in both feature phone and
smartphone segment. This particular has doubled down on the low budget phone segment as
all of their offerings are priced below BDT 10,000. Key features of their promotional
activities are:

 Low cost marketing strategy

 Info-graphic based adverts
 Almost zero print/electronic media presence
 No celebrity endorsement
 Arranges photo or quiz contests on Facebook Page for increased customer
engagement

Transsion
With brands like Tecno and iTel, Transsion holds the 3rd place in local market, right above
Walton Mobile. The market lower budget smartphones under itel branding while the slightly
higher budget phone are marketed as Tecno.

 Employs celebrity endorsement

 Focuses on younger generation
 Sponsors music videos
  Arranges online contests and product giveaway for better engagement

Xiaomi:
Surprisingly, the company that earned worldwide fame for value for money smartphones isn’t
competing in the lowest budget category in Bangladesh. Xiaomi only offers 1 phone under
BDT 10,000. While they are mostly focused on the BDT 10,000 to 20,000 range, it is
possible that future local assembly plants may enable them to compete in below BDT 10,000
range.

 Relies heavily on social media marketing

 Often publishes print media adverts
 Promotes the users as brand ambassadors
 Has the reputation of being a known international brand
 Feature rich user interface
 Has a robust online support platform

Realme:
They are the latest entrants from China. Currently only offering 1 sub BDT 10,000
smartphones, they have gained traction in local market. As a sub brand of BBK electronics,
they follow the usual bling adverts with catchy themes.

 Active offline presence with fan engagement events

 Fancy launch events
 Employs brand ambassador
 Endorses celebrities from entertainment sectors
 Focuses on youth
 Incorporates human element in adverts