Walton is a leading brand in Bangladesh that manufactures refrigerators and other electronics. The document discusses Walton's background and history, their wide range of products, and their marketing strategies. It also identifies the key points of parity (POPs) and points of differentiation (PODs) for Walton refrigerators. The POPs include offering competitive prices, a large variety of models, and strong distribution channels. The PODs that make Walton refrigerators unique include using the latest technology, innovative designs, export quality, and being very popular in Bangladesh.

1. Representing Favorite Brand: My favorite brand ‘WALTON
Refrigerator’ & its PoPs and PoDs.
Safayet Ahmed Choudhury
ID: 170201010706
Program: EMBA
Level: Third Semester
NORTH EAST UNIVERSITY BANGLADESH
Department of Business Administration
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2. Introduction:
A brand is a name, term, design, symbol, or other feature that distinguishes an organization
or product from its rivals in the eyes of the customer. Brands are used in business, marketing,
and advertising.
Branding is the process of creating a strong, positive perception of a company, its products or
services in the customer’s mind by combining such elements as logo, design, mission
statement, and a consistent theme throughout all marketing communications. Effective
branding helps companies differentiate themselves from their competitors and build a loyal
customer base.
The objectives that a good brand will achieve include:
•Clearly,delivers the message
•Confirms the credibility
•Emotionally connects target prospects with the product and or service.
•Motivates the buyer to buy
•Creates User Loyalty
Representing Favorite Brand: My favorite brand is 'WALTON Refrigerator'
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3. WALTON Company Background & Profile:
WALTON is a brand of R.B Group is a conglomerate based in Dhaka, Bangladesh. It
comprises numerous subsidiaries and affiliated businesses, most of them united under the
Walton brand. The subsidiaries include Walton Motors, Walton Mobile and Walton
Electronics. R.B Group of Industries was founded by S.M Nurul Alam Rezvi in 1977 as a
trading company. Over the next three decades the group diversified into steel, textiles,
electronics and automobiles.
Walton Hi-Tech Industries Ltd (Walton HIL) is one of the best companies in the electronic
sector of Bangladesh. Walton is one of those few Bangladeshi companies that export
electronic products since most of the companies in Bangladesh import products of various
famous brands.
Brand Logo:
Walton Product Lines:
Refrigerator & Freezer
Direct Cool Refrigerator
Non-Frost Refrigerator
Freezer
Beverage Cooler
Television & Home Video
4K Ultra HD TV
Smart TV
LED TV
CRT TV
Mobile
Smart Phone
Features Phone
Walpad
Accessories
Air Conditioner
Generator
Diesel Generator
Gasoline Generator
Computer
Laptop
Computer Accessories (key Board & Mouse)
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4. Home Appliances
Rice Cooker
Oven
Blender & Juicer
Iron
Motorcycle
Xplore
Fusion
Elevator
Ranger
Passenger Elevator
Cargo Elevator
Electric Appliances
LED bulb
Fans
Battery
Switch Sockets
Elevator
Passenger Elevator
Cargo Elevator
Marketing Mix of WALTON Refrigerators:
Product:Walton has a good number of products available in the market. It introduced as the
pioneer in refrigerator production in Bangladesh. Walton mainly focuses on two types of
refrigerator, "Frost” and “Non-Frost”.
Price: Walton’s main target market has always been middle-income group. SO they have
been very careful in setting their price of product. Also the fact that they manufacture their
products, it allows them to set a low price than their competitors, as they don’t have to pay
heavy import duty.
Place:
For making the product available to its target customers Walton use its distribution channel.
Walton generally uses its own transport facilities for reaching the product to its 120 Walton
Plazas and about 700 dealers. If any dealer wants to use his own transport for transporting
Walton products from factory to his shop, he gets 1% reduction on dealer price.
Promotion:
Ever since Walton started its production in its manufacturing plant, they have started a wide
promotional campaign on its product. Their tagline “Amader Ponnyo” reflects the pride they
take by being able to sell home appliances manufactured in Bangladesh. Right now Walton
has Refrigerators 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. Also their 120 Walton Plazas across the country also works as a major
advertising tool. Walton has recently started sponsoring different major sports event in the
country. Recently they sponsored their first International Cricket Tournament and thus it
allowed their brand to be viewed by millions of people across the world.
Points of parity (PoP) are those elements that are considered mandatory for a brand to be
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5. considered a legitimate competitor in its specific category. It is what makes consumer
consider your brand, along with your competitors. So before you work on identifying your
competitive advantage, you want to make sure you identify what it takes to be a player in
your category, and have all these points covered.
POPs of Walton Refrigerators:
✔ Walton refrigerator & freezer ensure highest quality compressor.
✔ Reasonable rate with world class quality.
✔ Refrigerator has maximum storage capacity and minimum noise level.
✔ Eye-catching designs & colors.
✔ A large Variety of models (34 Refrigerator models) available in market.
✔ One year replacement guarantee & ten years compressor guarantee.
✔ Swift after sale service.
✔ Walton occasionally provides discounts on products to increase sales volume.
✔ Walton products are available through executive distributions, dealers and plazas.
✔ There are 150 Walton Plazas to Directly sell products to customers. Currently Walton
has 450 executive dealers throughout the country.
✔ Largest electronic base in Bangladesh.
✔ Strong distribution channels and customer service.
✔ First service advantage.
✔ Well recognized brand name and reputation.
✔ Maintain High Ethical Standard.
✔ Focus on additional requirement.
✔ Provide online buying facilities.
✔ Increase the brand value though initial offering.
Points of differentiation (PoD) are the attributes that make your brand unique. It is the
company's competitive advantage. It is what a brand slogan should reflect.
PODs of Walton Refrigerators:
✔ Walton refrigerator consume low power than other brand refrigerators; this energy-
saving features ensure its better quality.
✔ Application of world latest technology (i.e Nano Technology).
✔ Condenser is made by 100 percent copper.
✔ Innovative design.
✔ Export quality product.
✔ Easy to use which provide source of satisfires.
✔ Green house gas emission is very fewer than other refrigerators.
✔ Every spare parts including door with different color are changeable & available
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6. everywhere over the country.
✔ Walton provide same product in less price than that of competitors assuring the same
quality.
✔ Walton Refrigerators are very popular among mass people in Bangladesh.
✔ Its annual Refrigerator and freezer production capacity is 1.4 million.
✔ Economic growth of Bangladesh.
Conclusion:
Walton Hi-Teach Industries Ltd is the first company to introduce advanced research and
manufacturing technologies and equipment for household & commercial Refrigerator &
Freezer, Motorcycle and Air Conditioner etc. in Bangladesh. For Bangladesh, Walton has
become a company to be proud of in the export arena. It has truly redefined Bangladesh from
being a consumer country to a producer country for home appliances.
The company has been running its business with good reputation since 1977. Establishment
of Walton HIL to manufacture Refrigerator & Freezer, Air Conditioner, and Motorcycle etc.
In Bangladesh it is a milestone in the path of success and reputation of the brand WALTON, I
believe.
References:
1. www.walton.com.bd
2. Annual reports for Walton Bangladesh for the year 2017.
3. “ITALTEL’S new chief gets what she wants” bmeiness Iek, april 30. 1984, p.51;
Robert ball, “italy’s most talked-about executive,” fortune, april 2, 1984, pp. 99-102;
marisa bellisario “the turnaround at ITALTEL,” LONG RANGE PLANNING, VOL.
18, NO. 6(1985), pp.21-24.
4. http://walton Bangladeshlimited.edu
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