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Dawlance presentation
- 2. ACKNOWLEDGEMENT * All praisesand Thanks to Almighty Allah. He is the most Merciful who best owed us the potential, ability and opportunity to work on this project. * We are thankful to our respected teacher Mrs.Amna Haleem who gave us Opportunity to work on this project. * Our project is on Dawlance company. * We learn many things from this project and had better experience.
- 3. Presented To: Mam.Amna Haleem PresentedBy: Khadijah Zaman. Mahnoor Malik. Nisma Rauf. Qurat-ul-Ain.
- 4. Welcome to Pakistan’snumber one home appliance brand.
- 5. •SHORT COMPANY PROFILE •HISTORY •COMPANYOVERVIEW •QAULIFICATION ISO CERTIFICATION •COMPANY VALUES •VISION •MISSION •COMPANY NETWORK •OBJECTIVE OF DAWLANCE •MARKETING STRATEGY •DAWLANCE STRATEGY •ORGANIZATINAL CHART •PRODUCT RANGE •COMPETITORS •SWOT ANALYSIS •COMPANY ACHIEVEMENT •COMPANY PROGRESS •JOB ADVERTISEMENT •TARGET MARKET •CUSTOMER CARE •MARKET SHARES •CONCLUSION •REFERNCE SECTION
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- 7. SHORT COMPANY PROFILE Dawlanceis a leading manufacturer of house hold appliances in Pakistan. It is privately held organization. The company has maintained superior quality standards. The Company hired up to 5000 employees. It stands for durable and reliable household appliances.
- 8. • Dawlance wasestablished in 1980. •It was established by Mr.Dawood Bashir. •It was set up in Karachi Clifton Steel Bridge,Dr.Ziauddin Ahmed Road. •Industry was based on Consumer Electronics. •It has a long history of more than 3 decades. •Dawlance has the largest set up with respect to manufacturing capabilities, retail outlets, service centers and distributors.
- 9. COMPANY OVERVIEW •Dawlance isthe 7th most Favorite brand in Pakistan out of 3500 brands. •Highest market share in 3 out of 5 categories. •The company has a large setup and is has got the service of talented team, HR and Marketing team. •Dawlance Group has been passed through the stages of continuous improvements and innovation to achieve its position in Pakistan Market and take lead to its competitors.
- 10. COMPANY OVERVIEW •Its factoryis located in Hyderabad and Karachi. •The company has almost sixteen big ware houses all over the country and retail stores in almost all the big cities. •Its imports its raw material mainly from China, Germany, Italy, Taiwan and some other countries. •The market share of Dawlance product is: Microwave Oven 40%, Chest Freezers 45%, Air Conditioners 15%,
- 11. The company hasmaintained superior quality standards throughout its 34 years and can proudly state it is also the first Pakistan Company to have been awarded the ISO 9001, ISO 14001 and OHSAS 18001.
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- 14. MAKE DAWLANCE AGLOBAL BRAND BY PRACTICING RELIABILITY: MAKE PAKISTAN PROUD OF US.
- 15. PROMOTE RELIABILITY INEVERY THING WE DO IN THE FIELD OF HOUSEHOLD.
- 17. With 3 factories,16 sales branches, 26 company- owned after sales customer service centers, 165 affiliated after-sales customer service centers, over 800 sales and service staff and more than 4000 employees, Dawlance has come a long way.
- 18. •The main Objectivesare to provide dependable and reliable product at reasonable price to majority of Pakistanis and to enhance their quality of Life. •The continuous improvement of all product and services through total involvement of employee’s. •The development and strengthening of joint ventures and partnerships with eternal and internal customer suppliers.
- 19. •Providing innovative andhigher quality product to achieve total customer satisfaction by understanding their requirement •Valuing people by understanding and drawing upon their strength i-e abilities ,knowledge and make training and development..
- 20. •The Dawlance Grouplimited is in the process of continuous improvements and innovation to adopt efficient measures possible. •The company is keen to re design a robust system that has the facility for online shopping, marketing, procurement, purchasing, customer service, excellent operational efficiency and extra security so that the extra cost incurred can be controlled.
- 22. PRODUCT STRATEGY Products, whichare as per international standards and carry all the basic features. The most important factors are durability and good after sales services. PRICING STRATEGY Primary focus is to cater to the middle and upper middle class however there is a selected range of a product which cater to the upper class as well Uniform pricing throughout the Pakistan.
- 23. PROMOTION STRATEGY •For allproducts the Dawlance is selling directly or indirectly they are not promote able. •There will be a lottery ticket within and on draw the consumer will be awarded free TV or Freezers. •Dawlance has got around 800 dealer all over the country. •Around 25% of dealers are "A-class" dealers who sell over 1000 units and above per year. "B-class" dealers are those dealers who sell from 400 units up to 999 units per year. They are around 50% in total dealer and the rest are in best 25% of "C-class" dealers sell from 200 up to 399 units per year.
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- 26. PRODUCT RANGE Some ofthe products the company is manufacturing are given as below: * Refrigerators * Air conditioner * Roaster * Toaster * Micro Wave Oven * Juicer * Televisions * Washing Machines * Dryers * Irons * Deep Freezer * Small Appliances
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- 29. * The companyhas good market position and turn over. Leading company local market for its existing brands. *The company has latest machinery available producing different household appliances. *It has sixteen distributions centre all over the country. A very strong distribution all over the Pakistan. *The company got very talented technical and managerial staff. *The company is located in main city Karachi, more near to big markets. *Own service center in big cities where product lunch. *Low turnover at technical side. *Have customer list for existing brands. *Better product life and durability. *Super performance of every product at affordable price.
- 30. The companyis losing a lot of money due to extra labours and manual work. The company hire graduates but the associated staffs not train them properly that result in lack of communication, incompetence and very less company knowledge. Average technical skills. The Managers of different departments not showing their full and motivation for the company. Theft events occur mostly because of no scanning system and irregularity. Technology is not much advance compare to Multinational organizations.
- 31. •The company cantake a lead of Pakistan market by excellence marketing and customer services. •The company has the ability to grow and can increase turn over by online sales ,marketing and shopping, •Electronic Business can save huge money by reducing manual work. •The company has got no online competitor within the country. •The company can focus on LCD and LED as both are growing Product in Pakistan. .
- 32. THREATS •The company hasa major threat to security. It is located in main city and has no scanning and proper security system. •Instability of environment. •Rate of increase in Government taxes. •There is a tough competition in the market with the competitors. •Chance of new entrants.
- 34. It is alsoamongst the Top 2 ‘Top of the Mind' (TOM) brands in all durable product categories. Through independent research carried out, it was determined that every household having household appliances has a Dawlance product, owing to its ever-increasing credibility, reliability and innovation, surpassing all the other electronic brands in Pakistan. It get awarded for environment friendly policies by Governor Punjab Chaudhry Sarwar at the 11th Environment Excellence Award ceremony. Ingenuity, innovation, international expansion vital elements of our plans, Director Sales, Dawlance
- 35. •Dawlance, Pakistan's premierhome appliance brand, is taking part in The Big 5 exhibition to explore export opportunities particularly in the Middle East and Africa region •The company, established its Dubai office in 2009 to focus on export segment, manufactures and distributes refrigerators, washing machines, chest freezers, air conditioners, microwave ovens. •The company is launching its H-Zone series for the first time in international market at the exhibition. H-Zone Series protects the food from bacteria growth, doubles the duration of food preservation, removes bad odour & stops its transfer from one food to another, and ensures uniform circulation of cool air. •The company enjoys leadership position in direct cool products in Pakistan as its refrigerator has over 70 per cent market share, freezer 30 per cent, microwave oven 65 per cent, washing machine 40 per cent and split air conditioners 30 per cent market share.
- 37. •The target marketfor our plan is all the middle range and upper class people this time mainly in Urban areas. •Upper class is the people who can afford it very easily and for middle class it is difficult but not impossible and they have been normally seen to buy expensive stuff if it is on affordable and economic price. •Middle class have been seen to buy good expensive electronic stuff like Freezers, air Conditioned, Micro wave oven and Tele Vision etc and especially at the time when they marry their daughters or sons.
- 38. CUSTOMER CARE The customeris a vital link in the business world. Realizing the customer’s importance. Take care of customer’s well- treating their success and failure as company success and failure. The Dawlance is providing customer service that will take all phone calls regarding complaints, suggestions and advices
- 39. MARKET SHARE Lux, theUnilever soap brand, has been voted the top brand in Pakistan by consumers, followed by Sooper, a local biscuit, and Dawlance, the household appliance marque.
- 40. MARKET SHARE ANALYSIS In homeappliances, Dawlance leads with a market share of 49% followed by Pel with 29%, according to 2009-10 data provided by PEL.
- 42. The Dawlance isthe leading brand of the market. It is big local manufacturer of refrigeration industry in Pakistan. It has got all engineering capabilities and very good finance and of course technical know-how to produce internationally accepted quality. Dawlance reliable ha…. This is the slogan of the Dawlance. They prove themselves among the best and always reliable.
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Editor's Notes
- #13 Candor: the quality of being open and honest;frankness
- #17 4 factories located in Karachi and Hyderabad.
- #18 About factory different figures are given on different websites.
- #21 Robust: durable, long lasting, tough…Procurement is the acquisition of goods, services or works from an outside external source.incurred:become subject to (something unwelcome or unpleasant) as a result of one's own behaviour or actions.
- #24 The company organize event to promote the products through tv shows and lucky draw
- #41 Pel has 42% share, siemens has 34%