Date post: | 28-Jul-2015 |
Category: |
Marketing |
Upload: | asif-imtiaz |
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Presented by
Sheikh Asif Imtiaz
Arnab Mitra Sumit
Shahriar Rashid
Khandakar Shadat Md. Sayem
OBJECTIVES
Esquire ElectronicsTheir Marketing
Strategy&
THE COMPANY PROFILE
Year Started- 1977
Product LineHome, Office and Industry Appliances
Sole Distributor- General, Sharp & Mitsubishi
Member Unit of Esquire Group
• Mission• In Sound, In Time, In Vision
• Vision• Serve with quality
• Improve with consistency
• Be the top company
MARKETING STRATEGY OF
ESQUIRE ELECTRONICS
(SEGMENTATION)
GEOGRAPHIC SEGMENTATION
Dhaka57%
Other
dis-trict
s43%
Branches of Esquire Electronics Ltd.Dhaka Other districts
•Total Branches 28• 16 in Dhaka• 12 in Other Districts
PSYCHOGRAPHIC SEGMENTATION
•Refrigerator (model: SJ-F-78SP) •Lock with PCI •Capacity- 629 Liters•Price- tk.219000
Upper Class
•Refrigerator (mode: SJ-20U) •Capacity of 210 Liters •Cost tk.39,900.
Middle Class
Social Class
BEHAVIORAL SEGMENTATION
• Occasion- Seasonal
BEHAVIORAL SEGMENTATION
• Occasion - Regular
Model Feature Capacity Price(BDT)
ES-T70CL-B Manual 80% Dry
7.2kg 18500.00
ES-T85CL-B Manual 80% Dry
8.0kg 20500.00
ES-T95CL-B Manual 80% Dry
9.0kg 21500.00
ESQUIRE Brand Washing Machine
TARGETING STRATEGY
DIFFERENTIATED MARKETING
•Upper Class•Middle Class
Target Group
•Home Appliances & Electronics
Target Sector
POSITIONING TOOLS
Product Service
Channel
People
Image
POSITIONING TOOLS CONTD.
• Product
Child Lock and Door Alarm
Model: SJ-FS79V
Capacity- 678 Liter
Glass Touch LED panel
Plasma Cluster System
POSITIONING TOOLS CONTD.
•SMS Service System•Differentiated Recruitment
Service & People
•28 Branches and counting•Recent Opening at Bashabo
Channel
POSITIONING TOOLS CONTD.
• Image• Logo
• Jingle• In Sound, In Time, In Vision
THE PRODUCT MIX
PRODUCT
• Brand • Represents the quality
• Quality• high-tech machineries
• maintains international level.
PRICE
PLACE
• Geographical Coverage• Mostly in Dhaka
• More opening outside soon
• Local Retailers
• Transportation
PROMOTION
• Advertising• Online
• Tele media
• Event Marketing• DITF
• Grameenphone Cricket Tournament
THAT’S ALL!!