Assignment on

Corporate Brand Profile of Walton Group

Course Title: Principles ofManagement

Brand Management

Course Code: MKT 4104

Submitted to
Dr. Mohommad Arif
Senior Lecturer And Program Cordinator
School of Business, UCTC
Submitted by
Samiyal Raidad Arnab
I'd: 200411023
School of Business, UCTC
 Company overview
 Walton Group

Introduction
Walton is a Bangladeshi conglomerate based in Gazipur, Bangladesh. It is the first Bangladeshi
company which produces lots of its own countries products, and quality goods at a lower price
than any other company product. Walton works with R.B. groups. It is one of the top business
groups in the country operating with great reputation since 1977. Walton has a 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 the giant professional manufacturer in
the relevant industry and has gained high reputation in terms of its unbeatable capability for
producing Electrical and Electronics goods in the most competitive way in terms of quality, cost,
design and innovation.  It comprises numerous subsidiaries and affiliated businesses, most of
them united under the Walton brand. The subsidiaries include Walton Motors, Walton Mobile,
Walton Electronics, and Walton Hi-Tech Industries Limited. Walton produces electronics,
computers, motor vehicles, and telecommunications products. It is the first Bangladeshi brand
to launch mobile phones in the market.

Vision and Mission

Along the way, Walton has earned domestic and global recognition for its experience and
proven track record in a variety of electronics fields. Walton is the pioneer of developing state
of the art designs and modern technology having leading market share specializing in Multi-
Stored Refrigerators, Freezers, Air Conditioners, LED/ LCD televisions, Motorcycles, Smart
Phones and Home Appliances. WALTON has established a milestone as the highest exporting
Bangladeshi enterprise in the field of electronics, with a universal presence in over 20 countries
and by 2020 the presence of Walton will be ensured in almost every country in the world.

Walton is providing customers the latest technology-based products with innovative design and
excellent quality with different models and capacities. Walton brands main products are; (1)
Motorcycle (2) Refrigerators & Freezer (3) Air conditioner (4) Mobile phone (5) Television etc. 

Walton is the first Bangladeshi company which produces lots of its own country’s products, and
quality goods at a lower price than any other company product. The position of Walton
Company is better than any other company in Bangladesh. Walton crossed at 30 million with
35% market share at the end of 2011. The revenue of Walton is US$50 million in the year 2020
with a net income of US$147 million in 2020. 
 
Walton has the largest marketing network across Bangladesh and it sells its products through
more than 5,000 outlets, including 140 plazas or company owned showrooms, and exclusive
distributors’ and dealers’ showrooms. Walton has directly and indirectly employed more than
30,000 people in Bangladesh. They include engineers, technicians, officers, employees and
workers. Walton provides committed, reliable and excellent after-sale services to its customers
through its service centers all-over Bangladesh. Walton is constantly striving to improve
lifestyles of people providing best quality products with extraordinary performances. It always
pays utmost attention to the customer’s need, choice and satisfaction.  The management of
R.B. Group firmly believes that if Bangladesh moves forward, Walton will also move forward. To
them, the interest of the country should be their first priority. They also believe that
Bangladesh will be able to get rid of the shackles of hunger, poverty and unemployment only
through the rapid industrialization.
 
Walton Hi-Tech Industries Limited’s Factory
The electrical, electronics and automobiles manufacturing factory of Walton Hi-Tech Industries
Limited is situated at Chandra in Gazipur. It is an automatic and full-fledged factory in
Bangladesh. The total area of the factory is 2.16 million square feet. There are several units
inside the factory where various components of refrigerator, freezer, motorcycle, air-
conditioners and their spare parts are designed, manufactured and assembled. This factory is
exceptional and wonderful in the sense that all kinds of components and spare parts required
for assembling refrigerators, freezers, motorcycles and air-conditioners are manufactured here.
Besides, quality control is strictly followed at all stages of manufacturing, assembling and
packaging processes.
 
Walton Micro-Tech Corporation’s Factory
Walton Micro-Tech Corporation’s factory is situated near the Walton Hi-Tech Industries
Limited’s factory at Chandra in Gazipur. All kinds of Walton brand televisions, including 3D LED,
LED, LCD and CRT televisions and their spare parts are designed, manufactured and packaged
here.
 

Walton’s Products
Refrigerators and freezers: Walton manufacture world-class refrigerators and freezers at its
modern and fully automatic plant, which is one of the biggest in South Asia. Refrigerators and
freezers are manufactured using the latest technology and high-quality compressors. The
technology ensures a longer cooling system, low energy consumption and exact moisture for
maintaining food value. Condenser is made of 100 percent copper in accordance with
international standards. Walton refrigerators offer different models with eye-catching designs
and colors. Spare parts including doors are changeable and available everywhere in the
country. Walton has recently launched world-class refrigerators and freezers using
nanotechnology to keep food fresh and intact for a longer period of time. All the Walton
models of refrigerators are manufactured using the silver nanoparticles which helps keep food
free from many harmful bacteria and unpleasant odors. Some 600,000 units of refrigerators
and freezers are being manufactured at Walton’s factory annually. Besides, its new production
line is going to produce 800,000 units of refrigerators and freezers soon. Walton has recently
planned to manufacture world-class non-frost and luxurious refrigerators, keeping the taste
and demand of customers of developed countries in mind.
Walton brand of refrigerators and freezers hold 70-75  per cent market share of refrigerators
and freezers in Bangladesh. At present, Walton has the capacity of manufacturing 1.4 million
refrigerators and freezers annually.
 
Motorcycles: Walton manufactures different models of motorbikes at its state-of-the art plant.
Walton motorcycles are powered by five different capacity engines--140cc, 125cc, 110cc and
100cc. They offer high-quality performances and different mileage. The first one is Xplore which
is available with 140cc and 125cc capacity engine; the second model is Fusion, which is
available with 125cc and 110cc engines, while the third one is Prizm with 110cc capacity engine
and the fourth model is Cruize which is available with 100cc capacity engine. All these
motorcycles have single cylinder, air-cooling systems and 4-stroke engines.
 
Air-conditioners: Walton manufactures world-class air-conditioners, ranging between 1, 1½ and
2 tons. At present, Walton is manufacturing split-type air-conditioners. Soon it will start
manufacturing window-type air-conditioners. Walton brand of air-conditioners are
manufactured in combination with high-quality raw materials and latest technology. Walton
air-conditioners, which are available in different models and colours, contain LED display and
100 percent copper condenser. It gives assurance of optimum performances. Quality control is
strictly maintained at every phase of production.
 
Televisions: Walton brand of high-quality televisions, ranging from 19-inch to 55-inch, are
manufactured at Walton Micro-Tech Corporation, another sister concern of R.B. Group. Walton
televisions’ picture quality is so clear, sharp, bright and flicker-free that consumers have
cordially accepted the Walton brand of televisions. As many as 26 different models of
televisions are manufactured at Walton Micro-Tech Corporation. The latest and sophisticated
technology is used to make picture quality sharp, smooth and vivid. Walton has the capacity of
manufacturing one million television sets annually. It offers 3D LED, LED and LCD televisions at
affordable prices. It lasts long and consumes less electricity. Improved digital technology is used
in all models of the Walton brand of television.
 
Walton as a Brand
Walton has emerged as the most popular brand among all consumer brands of electrical,
electronics and automobiles products in Bangladesh. Now, the Walton brand is known in every
household of the country. It proves that Walton has achieved a degree of success which is
unparalleled in the country’s business domain.
 
‘It’s Our Product’ (in Bangla: Amader Ponno)—a major slogan of the brand, leaves a strong
impression about Walton’s commitment to deliver the best with Bangladesh identity. Walton
brand of refrigerators has been adjudged the best among all local and foreign brands of
refrigerators for their quality, affordability and durability at the just concluded Best Brand
Award 2011 giving ceremony in Dhaka recently. Bangladesh Brand Forum and Nielsen
Bangladesh Ltd jointly organized the event in the second week of July 2012. The brands were
ranked following an extensive survey carried out by Bangladesh Brand Forum, in collaboration
with Nielsen Bangladesh Ltd, a subsidiary of the world`s largest survey research company of the
United States, among 5,000 households across the country in May 2012.
 
Walton brand of televisions has been judged as the second best brand in the brand ranking
race.   Walton has also been ranked as the 5th best brand among all best local brands, while the
18th best brand among all local and foreign brands of Bangladesh.

Walton’s Servicing Networks

Walton’s motto is ‘Service First.’ Walton provides after-sale services for its products from its
extensive servicing networks, which is the largest in Bangladesh. Walton customers of home
appliances, electronics and automobiles receive after-sale services at free of cost from any
parts of the country within only two hours. Known as ‘Walton Service Management System,’
Walton Service Centers are the only service centers in Bangladesh which have ISO Certification.
Equipped with a full-fledged computerized system and latest technology, these service centers
remain open for customers seven days a week. Even these service centers remain open on
holidays. More than 700 engineers and technicians work round-the-clock at these service
centers where all kinds of spare parts of the Walton products are available. Customers are
highly satisfied receiving after-sale services from Walton Service Centers.
Walton also offers replacement warranty for its products, particularly for all kinds of
refrigerators and freezers.

Walton’s Eco-friendly Approaches

Walton is committed to manufacturing environment-friendly products through innovation and
technological progress. Walton’s research and development teams are continually working to
improve the energy standards of its products, bringing eco-friendly appliances into homes
nationwide. Walton uses CFC-free gas in the entire manufacturing process. It uses eco-friendly
polyisocyanurate insulation in refrigerators and air-conditioners. Walton also avoids 2-stroke
engines in its motorcycles.
 
Walton factory, the 'World's First HFC Phase Out' project was implemented. Of late, Walton
initiated the HCFC phase-out project in its air conditioner manufacturing factory.
Implementation of these projects at Walton factory has been preventing the ozone layer
depletion through curbing large amounts of harmful substances emission into the earth
atmosphere.
 
 Walton has a plan to manufacture 3 million compressors of refrigerators and air-conditioners
every year in future. The company will manufacture high-quality compressors at a separate
plant and export them after meeting the domestic demand. Country’s electronics goods
manufacturing, assembling and marketing companies will be able to use these compressors to
manufacture their respective brands of refrigerators and freezers at Walton factory. 
 
Walton will manufacture both smartphones and feature phones of various configurations,
designs and prices. Walton smartphones are likely to have the latest mobile operating system,
with more advanced computing capability and connectivity. They will also have high-resolution
touchscreens and web browsers that display standard web pages.
 
Moreover, Walton has also planned to manufacture Desktop, Laptop, Tablet PC and Notebook
computers under Walton Electro Comp Limited, another sister concern of R.B. Group. The
company is now actively working on the issue. Walton has already launched an initiative of
market survey to know about the demand, supply and size of the market of Laptop, Tablet PC
and Notebook computers in Bangladesh.

Promotional strategy 
Demand for Walton products is now growing in different countries of the world apart from
Bangladesh, for their outstanding quality, reliability and durability. Walton exports its products
to 20 different countries of the world.  With this success, Walton looks to extend its marketing
coverage towards other international markets. This would bring it into direct competition with
other globally established brands. In the context of unprecedented growth in demand both at
home and abroad, Walton has planned to
build an exclusively new refrigerator manufacturing plant. Walton has a plan to export its
products to 50 countries of the world by 2015.

Marketing techniques are used by various organizations to cooperate with their buyers. It is
employed to become aware of customer awareness and features of the company's products. It
is focused primarily on encouraging targeted populations to buy those specific products and
services. Marketing techniques can be completely innovative or they may be previously tried or
tested techniques. Various marketing strategies are available. Picking a Marketing Strategy
includes the analysis of your business needs, your target audience and your product
specifications. There are two main types of marketing strategies:  
 Business to Business (B2B) Marketing  
 Business to consumer (B2C) marketing

Walton High-Tech Limited follows different types of marketing strategies:  

 Paid advertising  
 Cause marketing  
 Relationship marketing  
 Undercover marketing  
 Word of mouth  
 Internet marketing  
 Transactional marketing  
 Diversity marketing 
With the economic and population growth of Bangladesh, there is a great demand for family
products. 60% electricity available in the country shows that if the electricity we do available
the demand will increase again. Our country's people are mostly price sensitive. Walton is very
interested in meeting the demand of this big market by sending reasonable prices as the sole
manufacturer of refrigerators, refrigerators and motorcycles. Domestic market capture are the
main target of Walton

Product delivery and export globally

Waltons Product delivery and global export. Walton uses the distributary delivery strategy for
sale and delivery. Distributors are third party intermediaries selling products and delivery on
behalf of Walton. Using this model, makes the sale directly to the customer by someone else.
At present, Walton exports to 19 countries, including the UAE, Myanmar, Sudan, Qatar, Nepal,
Bhutan, India, Ghana, Afghanistan, South Africa, Uganda, Oman, Iraq, Bahrain, Saudi Arabia and
Kuwait. And is currently taking preparations to enter other international markets such as
Australia, Singapore, Poland, Romania, Yemen, Ethiopia and Nigeria.

Challenges and problem of this sector

 Capturing the market share of existing foreign brands
 Bringing more variety in their product line
 Continue increasing market share at the same rate over the next 5years

Potentiality of this sector 

Electrical is one of the most important business sectors of Bangladesh. It has been identified as
a 'booster sector' in the SME Policy Strategy - 2005 and a 'thrust sector' in the National
Industrial Policy - 2010 of Bangladesh. 

 Currently this sector is producing about 15 thousand crore taka of export

substitute product against local demand of 20 thousands crore taka per year.
There are about 2500 electrical enterprises producing 75 types of electrical
products in Bangladesh.
 In the last few years this sector earned double digit growth and it has a very
potential export market throughout the world. 
 Major products Bangladesh is producing are Electric cables, distribution board,
large and medium transformer, switchgear, substation equipment, electric arc
welding machine, enameled ware, insulator, industrial fan, heat and speed
control system, magnetic contactor, Parceling bright connector, different
connecting equipment, main switch, electric iron and soldering iron, ceiling fan,
table fan, adjust fan, tube light, filament bulb, light fittings, table lamp, different
 laps, distribution board, electric meter, switch, plug, water heater, fluorescent
light ballast, light & fan controller, torch light, refrigerator, lift equipment,
extension cord, and energy saving lamp etc. 
 Major importers of electrical products (Bangladesh do produce) are USA,
Canada, Germany, Australia, Mexico, Italy, Denmark, Hong Kong, France and
Finland. Major exporters of these products are China, USA, Germany, Japan,
Singapore, South Korea, Taipei, Mexico, Netherlands and Malaysia.

Probable solution to the problem

 Surveillance of competitive dealers. Continuous monitoring measures are crucial
for market monitoring. Therefore distributors of marketing executives should be
quick than other competitors.
 Walton can raise the better relationship with all the vendors and all the sellers.
 Most competitive firms involve a market marketing executive to capture market
conditions in the current competitive market. 
 Walton is not enough to dispute with marketing officials. So the marketing
executive's availability should be ensured.  
 Walton products are currently comparatively more competitive than other
competitive companies. But in order to capture the market and reach their
products to all types of customers
 Walton can have moret Standard advertising. Because advertising plays an
important role in running a business. As advertisements play a key role in
growing customer interest
 Product quality should be maintain, because Middle-class income people are
always target of Walton

Conclusion
Walton is the first company to introduce advanced research and manufacturing
technologies and equipment for household & commercial Refrigerator & Freeze,
Motorcycle and Air Conditioner etc. in Bangladesh. For Bangladesh, Walton has become
a company to be proud of in the export arena. Walton has truly redefined Bangladesh
from being a consumer country to a producer country for home appliances.