Evaluating segments on an existing

product

Presented by:
TEAM THINKERS
Introduction

Walton has a good number of products

available in the market. But today we are going
to discuss only about the Refrigerators. As the
company is introduced as the pioneer of
refrigerator production in Bangladesh.

2
4ps(Marketing Mix)

• Combinations of
four factors

3
4ps of Walton Refrigerator

PRODUCT
Walton’s refrigerator itself is a product.

4
PRICE
How much it will cost.

5
PLACE

Where we will get it.

150 Walton Plazas 450 executive dealers

6
PROMOTION
How do customer get information.
 advertising
 sales promotion
 direct marketing etc.

7
MARKET SEGMENTATION

Partitioning customers based on their

characteristics and needs is said as
segmentation.

8
Segmentation Variables

Demographic Geographic
Variables
Psychographi Behavioristic
c
DEMOGRAPHIC VARIABLES FOR WALTON REFRIGERATOR

• Products are segmented • Large space/maximum

for different classes of liter for big family
people
• Smaller space/liter for
• Different price range small family, bachelors
products for relevant depending on their need
customer

Family
Income
Size
GEOGRAPHIC VARIABLES FOR WALTON
REFRIGERATOR

Region
• Segmenting product for divisions and sub divisions of Bangladesh

Market density

• Specifying which area have higher targeted customer

PSYCHOGRAPHIC VARIABLES FOR WALTON
REFRIGERATOR

Personality
• People have different taste of choice color, design and Structures

Lifestyles
• Rich people will look for luxurious product, and others may look for the ones that is
suitable in their budget
Targeting
• Undifferentiated targeting

• Differentiated targeting

• Concentrated (niche) marketing

• Micromarketing (local and individual)

13
TARGETING STRATEGY of WALTON

 Differentiated targeting
Several segments
Separate market offer for each segment
Increasing cost
Extra research
promotion
Cannibalization
SEVERAL SEGMENTS
PLACE AND PROMOTION
Positioning

The way the product is defined by

consumers on important attributes-the
place the product occupies in the minds of
the customers.
 Before positioning some facts Walton
needs to find -
• Who the target consumer is? • Who the main competitors are?
How WALTON is similar to it’s competitors?
How WALTON is different
from it’s competitors?

Model Walton LG TRANSTEC SHARP

10 CFT 26,200 35,000 32,000 29,000

10.5 CFT 28,100 38,300 32,500 31,000

11.5 CFT 29,700 40,600 36,000 37,000

Conclusion

The company has been running business with good reputation since 1977.Walton
is the pioneer of developing state of art designs and modern technology having
leading market share specializing in various electronics products.
THANK YOU!