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Product List
Walton offers some variety of electronics products:
1. Air Conditioner
2. Color Television
3. Domestic and Industrial
Generator
4. Batteries
5. Manganese & Alkaline
6. Microwave Oven
7. Motor Cycle
8. Refrigerator
9. Mobile Phone
10.
DVD Player
11.
Steam Ovens etc.
Sales strategy
Every company uses a different strategy to uniquely position themselves
against their competitors. To understand what sales strategy to use in the
market, a marketer needs to understand their current market. The market
positioning of Walton is given below:
Market Positioning
1. The Product: Signer defines it in terms of what it does for its
customer. Walton only offers electronic products only that were
mentioned before.
2. The Price: Waltons pricing strategy is low cost focus. Walton is not
viewed as extremely expensive products. It has focused on mass
market segment with its low cost strategy.
3. The Place: Walton Bangladesh has a unique retail network. Its
products are sold through 599 outlets across the country. So their
customers are all over Bangladesh.
4. The Promotion: Promotion includes every aspect of advertising,
brochures, packaging, salespeople and sales methodology. Walton
has promoted its products in such a way that it has reached even in
the villagers awareness of serving low cost quality products.
14.
Domestic and
Industrial Generator
15.
Batteries
16.
Manganese &
Alkaline
17.
Microwave Oven
18.
19.
20.
21.
22.
Motor Cycle
Refrigerator
Mobile Phone
DVD Player
Steam Ovens
2. Packaging strategy
Walton products are available in different packing depending on the type
of product. The types of packages are given below:
Name Of Product
1. Air Conditioner
2. Color Television
3. Domestic
and
Industrial Generator
4. Batteries
5. Manganese
&
Alkaline
6. Microwave Oven
7. Motor Cycle
8. Refrigerator
9. Mobile Phone
10.
DVD Player
11.
Steam Ovens
The packages contain the details of
packages to attract the customers.
a) Getting shelves
They gets or purchase shelves in big departmental stores and display their
products in that shelves in that style which show their product more clear
and more attractive for the consumers in the local area.
b) Eye Catching Position
Salesman of the Walton Company positions their products in eye-catching
positions. Normally they keep their discounting product near the entrance
of the stores.
c) Sale Promotion
Company also do sponsorships with different college and schools cafes
and sponsors their sports events and other extra curriculum activities for
getting market share.
5. Distribution Strategy
Walton Company makes two types of selling
a. Direct selling
b. Indirect selling
a) Direct Selling: In direct selling they supply their products in shops
by using their own transports. They have over 100 vehicles to
supply their products. In this type of selling company have more
profit margin.
b) Indirect Selling: They have their whole sellers and agencies to
cover all area. Because it is very difficult for them to cover all area
of Bangladesh by their own so they have so many whole sellers and
agencies to assure their customers for availability of Walton
products.
6. Advertising strategy
Walton Company uses different mediums
Print media
Pos material
TV commercial
Billboards and holdings
Print Media
They often use print media for advertisement. They have a separate
department for print media.
POS Material
Pos material mean point of sale material this includes: posters and
stickers display in the stores and in different areas.
TV Commercials
As everybody know that TV is a most common entertaining medium so TV
commercials is one of the most attractive way of doing advertisement. So
Walton Company does regular TV commercials on different channels.
Billboards and Holdings
Walton is very much conscious about their billboards and holdings. They
have so many sites in different locations for their billboards.
SWOT analysis
Strength
i.
ii.
iii.
iv.
v.
vi.
vii.
the market. For example Walton has recently announced the launch
of mobile phones.
Weakness
i.
ii.
iii.
Low market Capital: Walton has less market capital than the
competitor. Because of low market capital Walton cannot invest
more money in R&D facilities to introduce new products. This is a
huge weakness for a local company.
Low economies of scale:
Even though the wage rate in
Bangladesh is very low but the export cost of the manufacturing
materials is very high so the average cost per product is more
expensive than some of its competitors.
Availability of costlier loans: Banks in Bangladesh offers load in
very high interest rate so when the company needs capital it cannot
take sufficient load because of the interest rate.
Opportunity
i.
ii.
iii.
iv.
Threat
i.
ii.
iii.
iv.
Conclusion
Traditional selling strategy looks at a service, product or product line and
the message needed to sell to a customer base. Cost leadership strategy
looks at the whole business, its vision and goals, its target markets, and
the natural connections between and among all the business elements to
discover what methods and messages will appeal to each customer.
Walton Bangladesh has already started implementing the cost leadership
concept in their selling strategy and has already observed the significant
changes in their outcomes. Selling has been increasing and integration
within and outside the organization has been more efficient. Because of
gradual implementation of holistic marketing approach it has sustained in
a very competitive market with success.