Report about WALTON Mobile Phone

A Repost

On

Prepare For:
Shafat Al Rafaee
Lecturer
Department of Marketing
BUBT

Prepare By:
Group Name : Mandalorian
Nazmun Nahar Sumaiya 18191101091 47th / 03
Sabekun Nahar Simi 18191101092 47th / 03
Mohd. Ferdous Wshid Rumi 18191101094 47th / 03
Sulayna Islam Sayham 18191101102 47th / 03

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 Report about WALTON Mobile Phone

LETTER OF TRANSMITAL

July 15, 2021

To,

Shafat Al Rafaee

Lecturer

BUBT Business School,

BUBT University.

Subject: Submission of Report on WALTON Mobile.

Dear Sir, With due respect and humble submission we would like to thank you for advising to
complete the Report on the “WALTON MOBILE” and submit it, which is a obligatory
requirement for the BBA Program of BUBT Business School.

Sincerely,

Mandalorial Group

BUBT University.

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 Report about WALTON Mobile Phone

ACKNOWLEDGEMENTS

Walton has been maintaining 100% compliances since its inception and certified ISO
14001:2004 Refrigerators & Air Conditioner Division, ISO 9001:2015 Refrigerators & Air
Conditioner Division and OHSAS 18001:2007 Certificate for successfully adopting sound
occupational health and safety management systems. Business started since 1977 and early 2008
WHIL started manufacturing of Refrigerator, Freezer, Air Conditioner, Compressor and now
onward expanding its operation in Television, Home & Electrical Appliances. Walton & Marcel
have become the most trusted and prestigious Brand in the E&E industry in Bangladesh through
its strong manufacturing base, quality products, competitive price, extensive market coverage
and last but not the least, the prompt after sales services. As a result, within a very short period of
time, both the Brands have captured substantial market share and positioned itself as the most
dominant performer in the E&E sector in Bangladesh. Product portfolio of WHIL includes
Refrigerator (Frost & Non-Frost), Freezer, Air Conditioner, Compressor and Television.

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Table of Contents
1. Company Profile of WALTON Group Public company limited Pg-04
2. Product Profile of WALTON Mobile Phone Pg-05
3. 4Ps of WALTON Mobile Phone Pg-07
4. STPD of WALTON Mobile Phone Pg-09
5. Branding and Promotional Strategies with Applied Illustration Pg-10
6. Competitive Analysis Pg-12
7. Problem and Suggestions Pg-13

1. WALTON Group of Public Company Limited

Walton is the latest multinational electrical, electronics,

automobiles and other appliances brand with one of

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the largest well equipped R & D facilities in the world carried out its production through
different subsidiaries under the banner of Walton group headquarters in Bangladesh. The
products of Walton Group are marketed under the name Walton. Walton Hi-Tech Industries
Limited , Walton Micro-Tech Industries Limited, Walton DG-Tech Industries Limited, Walton
Corporation, Walton Plaza, Walton E-Plaza etc. are the subsidiaries of this group. Business
started since 1977 and early 2008 WHIL started manufacturing of Refrigerator, Freezer, Air
Conditioner, Compressor and now onward expanding its operation in Television, Home &
Electrical Appliances. Today, Walton has a workforce of more than 20000+ in total 22
production bases under 680+ acres of factory area. The capacity of yearly production is 10
million units based on the market demands. Walton is providing customers the latest technology
based products, innovative design, and excellent quality with different models & capacities.
Walton Hi-Tech Industries Ltd. and other sister concerns are furnished with a strong Research
and Development (R&D) division comprising a large team of 600 plus dedicated highly skilled
engineers and technical personnel from home and abroad. Walton Micro-Tech Corporation is
situated near the Walton Hi-Tech Industries Limited’s is the manufacturing, assembling and
R&D plant for Walton's electronics products such as mobiles, televisions (CRT, LED), home
appliances (blender, rice cooker, induction cooker, air fryer, rechargeable fan, air cooler, hair
dryer, DVD players etc.) Electrical appliances, LED lights, battery, electric motor etc. Walton is
one of the highest taxpayers in Bangladesh and has a strong impact on the country's
economy. Walton is one of the largest companies in Bangladesh.

2. Product Profile of WALTON Mobile-Phone

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WALTON Mobile is an elegant line of mobile phone handsets. It is distinctive by its

unquestionable quality, longer durability and eye-popping style. Walton provides good features
within decent price. Walton made various features phones with decent price, good features
and good build quality. But primary focus of Walton is releasing Android mobile phones within
minimum budget. Walton Mobile is one of the leading newcomer mobile companies of
Bangladesh, "Walton itself was a sister concern of RB group and it started its journey with

mobile phone the year 1999 with feature phones and later after brought smartphone on 2006. I
have a very competitive sales team, which promotes the specialties throughout the country. The
company virtually covers every single corner of Bangladesh. It also has smart zones and plazas.
It has its own, large distribution network having exclusive distributors and sub dealers, it also has
smart zones and plazas. Walton mobile is holding a good market share in Bangladesh. Every day
it is competing with the international brands like Nokia, Samsung, Sony, HTC, Symphony etc.
Walton mobiles are cheap in cost, good looking, and provide high quality. WALTON Mobile is
an elegant line of mobile phone handsets. It is distinctive by its unquestionable quality, longer
durability and eye-popping style. It has 47 mobile service centers and plan to have in every
major area's in Bangladesh in future. Their main plan is to have 450 service centers as they have
450 distributors in Bangladesh. Each distributor one service center. Is man competitors are
Samsung and symphony. Walton Mobile has market share of 30% and Symphony has 37% of
market share and the company’s goal is to achieve 50% of the market shares Having target
customers of 18-25 years’

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young generation they are very much prompt to come up with newer sets at a small price. But
Walton is facing problem from grey product, non-brand Chinese products and cross products.
They have stated after sales service and quality as their strength as their fault rate is only 4%
whereas the competitors have 7% of fault rate. Sales growth is also upright as they had imported
400,000 units and sold 300,000+ units in the last 6 months The company has a clear vison to
become a leading mobile manufacturing company and the product will be wholly our own
Bangladeshi product. Walton uses a competitive positioning strategy to be way ahead of its
competitors in the electronic market. They have highly trained marketers who perform their level
best to place a good position in the customers’ mind.

3. 4Ps of WALTON Mobile Phone

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Product
Walton’s products are recognized through their unique & excellent branding and labelling.
There are two types of product strategy that Walton follows. One is the actual product and the
other one is the augmented product. In actual
product is the tangible & physical product
which is required to get the core product. Such
as Walton Mobile comes through design,
aesthetics, brand. And in the augmented
product, it is the non-physical part of the
product. It usually consists of lots of added
value. Such as Walton Mobile provides
augmented services such as its customer care
service, warranty, latest software installation
services etc.

Price
Walton mobile Price is the most crucial factor that a consumer always keep in mind while buying
a product, that is it too expensive or cheap or whether is it worthy of the brand value. pricing
strategy is the most flexible element. Pricing strategy helps a company to set the highest position.
There are different types of pricing strategies like cost-based, value or demand-based and
competition based. Walton follows Value or Demand-based pricing strategy for mobile phone.
Place

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Places mean the distribution strategy of the Walton BD. Walton has a large product of portfolio.
It helps the company to target the mass market and stabilize the profit earning. However, a large
product portfolio is always hard to distribute if the company does not have its own distribution
center. With the help of this marketing mix, Walton passes its products to the customers. The
company built so many sales center all over the country. As time passes by, Walton now has
many sales centers throughout the country.
Promotion
Walton company has various promotional approaches like advertising, sales promotion, direct
marketing etc. Walton’s advertising includes newspaper, internet, outdoor banners and posters
etc. They also do extensive promotion campaign across the country. Right now Walton has TVs
running in all major satellite channels of Bangladesh in peak hours targeting their core target
customers. Also they have numerous billboards and advertisements in print media.

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4. STPD of WALTON Mobile Phone

STPD (Segmentation, Targeting, Positioning, Differentiation)

Segmentation
Concept Definition Process
Segmentation Identify different needs Where to compete M
and groups in market.
ark et
Targeting Target markets it can Which product for
satisfy in a superior Which market
way.
Positioning Occupy distinct place Locating brand in
in customers mind. customers mind
Differentiation Communicate valuable How to compete
and meaningful
differences.

segmentation includes the

demographical base,
geographical base, behavior
base, psycho-graphic base etc.
Walton mainly concentrates on
demographical base. Walton’s
demographic base includes age groups & income groups. Walton segments the age group
into the younger generation, adult generation and the older generation. 

Targeting

Walton produces different types of electric and electronic products. They target different target
customers for their different products. Such as they target older & poor people and offer
them simple phones with general needs. They have multimedia phones for entertainment lovers.
They then targeted android smartphones users and introduced Primo series which are faster to
use.

Positioning

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Walton uses a competitive positioning strategy to be way ahead of its competitors in the
electronic market. They have highly trained marketers who perform their level best  to place a
good position in the customers’ minds.

Differentiation

Product differentiation is a marketing strategy designed to

distinguished a company’s competition. Successful product
differentiation involves identifying and communicating the unique
qualities of a product or company. Product differentiation goes
hand in hand with developing a strong value proposition so that a
product Walton gives importance to 2 major thoughts in case of
differentiation. They are-

Identifying possible value

Differences & competitive advantage

5. Branding and Promotional Strategies with Applied Illustration

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Walton company Segmentation is one of the important factors in marketing strategy. Walton
mobile market needs Quality products, Innovative features Customer service, Android phone,
Windows phone. Walton mainly concentrates on demographical base. Walton’s demographic
base includes age groups & income groups. Walton
mobiles mission is to provide the customer with the
premium mobile phones and accessories available. Their

motto is “Walton mobile at every hand”. Basically Walton mobile wants to serve the customers
with world class service Walton segments the age group into the younger generation, adult
generation and the older generation. Again they segment the income group into the low-income
group and middle-income group. Walton uses a competitive positioning strategy to be way ahead
of its competitors in the electronic market. They have highly trained marketers who perform their
level best to place a good position in the customers’ mind. Walton mobile promotional activities
is the directors of WALTON prefer to highlight their group name WALTON rather than putting
focus on WALTON MOBILE individually. Moreover, they are keen on sponsoring various
national and international sporting events. For example, they sponsored the recently ended series
between Bangladesh and Newzar land cricket team, BAFOOFE’s Bangladesh Premiere League
Football, BPL, along with various renowned federations, players, sporting clubs etc. of

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Bangladesh. There are a few cases, where they performed promotional activities in the name of
WALTON MOBILE. Some of these promotional activities along with their effectiveness.

6. Competitive Analysis

Concept

Walton is a Bangladeshi Tecno Mobile is a Chinese mobile

Company conglomerate based in Gazipur, phone manufacturer based in
Bangladesh. Shenzhen, Chins.
Walton started since 1977, in It was established in 2006, by
Founded Bangladesh. subsidiary of Transsion Holdings.

Walton is electrical, electronics, Tecno Comon Series, Tecno Spark,

Product automobiles and other appliances
brand, and Mobile is very
competitive sales team.
Walton Motors, Walton Mobile,
Subscribers Walton Hi-Tech Industries
Limited.
Walton cover worldwide .
Area Served
Income $500 million USD (2020)
Walton Provide the best quality
Pricing product with narrow price, like a
android phone can purchases,
under 10k tk.
Social Media Blogs posts, Twitter, Youtube,
TV, Super market and so on.
Tecno Pova , Phantom phone series
is the best product sold in
worldwide.
Tecno Mobile Phone , accessories.
Transsion Holdings.
Tecno product the Middle East
phone market after, there service
review, then acquiring a good
market in Southeast Asia.
US $230 million (2020)
Tecno mobile provide a standard
smart phone on minimum price, but
not narrow like WALTON.
Blogs on TV and many more.

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Strengths Use Social to their advantage. Great design, usability.

By premium design with dual sim
card, extensive and durable battery
backup. Capture great picture and
Features
video with digital camera.
Experience crystal clear audio to
listening music and watching
video.
Weaknesses Not much interaction with
customers.
Tecno Mobile comes with better
size of touchscreen display with
grate resolution of pixels, powered
by quad-core MediaTek, Helio
processor and good memory size of
RAM. These phone packs high
internal storage.
Documentation is hard to navigate.

7. Problems and Suggestions

There are very few people in Walton Bangladesh who are not familiar with this name. In 2002 it
started the journey to this company. In this journey they face so many problems. Walton always
try to make the best possible services. Moreover, it does not promise any specific quality
standards in service. Walton faces some challenges like capturing the market share of existing
foreign brands, Bringing more variety in their product line etc. Walton now try to give services
all side in our country. And now Walton overcome all those problems they had face in their
journey now they success. Walton is the first electronic product produced in Bangladesh and
whose goods are exported abroad. Walton tries hard to offer the best service quality, though,
consistency and accessibility of service is not guaranteed as the same are dependent on various
technical, physical, legal, and such other factor.  We know all products of Walton Group are

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marketed as Walton. There are many behind the creation of today’s Walton brand. By providing
the same quality in much lower price, Walton has created an excellent brand following. It was
the first step of the success story of Walton. In the end Walton got their wonderful success after
overcome all those problems.

To establish Walton as the brand for home appliances & other electronic accessories, some
changes are needed Control to market penetration pricing without compromising quality.
Establish partnership with local and international OEM (original equipment manufacturers) for
elegant & equipment. Launch customer loyalty program and incentives special offers for
customers season wise. Switch to market penetration pricing without compromising quality.

Predatory Pricing: As competition is already in place due to the penetration on foreign

market(s) like Sony, Samsung; to be more precise Symphony, My One which are Walton’s main
competitor. Walton should always keep the price low. Here, Walton should follow predatory
pricing, where a price is set below the production cost.

Change in Attitude: Walton is giving everything whatever Samsung, Sony are giving but at a
much lower price which can be affordable by people from any socio economic background.  
Walton needs to do things differently. They need to make people believe, that they will not only
going to give what their competitors are giving, but they are going to give them something
different or do things differently. For this,  Walton needs to heavily invest in research and
development. They should add features which Sony or Samsung has not provided it, make the
phones look more thin and attractive, however , keeping a low price.

More Establish

To establish Walton as the brand for home appliances & other electronic accessories, some
changes are needed Control to market penetration pricing without compromising quality.
Establish partnership with local and international OEM (original equipment manufacturers) for
elegant & equipment. Launch customer loyalty program and incentives special offers for
customers season wise.

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Further Segmentation: Market for Wanton mobile phones, should be segmented even farther,
for example, different mobiles for boys and girls. Even though, this is a risky theory, however, if
the segmentation were as per customer requirement.

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