Company Analysis: Dawlance Refrigerator Product Line

COMPANY ANALYSIS
SUBMITTED TO: DR. ADNAN BUTT

SUBJECT: MARKETING MANAGEMENT
SLOT: SATURDAY 15:00-18:00
PRESENTATION DATE: 16TH DECEMEBER 2017
NAME: IDENTITY NO:

TABASSUM ALVI 35292
UROOBA ZUBAIRI 36888
FIZZA YAMEEN 35313
HUMA KANWAL 35497
AZIZ UR REHMAN 35323
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TABLE OF CONTENTS:
NO. TOPIC PAGE NO.

1 Introduction 2
2 Executive Summary 2
3 Brand Portfolio 3
4 Product line 4-44
5 Organizational Strategies 44
6 Organizational Environment 45-46
7 BCG Matrix 46-47
8 Ansoff Model 48-49
9 Conclusion 49
10 Reference 50
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INTRODUCTION:
The UNITED REFRIGERATION INDUSTRIES LIMITED branches from the Dawood Group, who were
among the first to set start the industrialization sector. The establishment was created in 1980 in order to
manufacture White Westing House Air-conditioners and Dawlance Refrigerators Zannussi SPA of
Italy which started in May 1981. As the demand for DAWLANCE refrigerators sky rocketed and No-
Frost models which were being imported from Korea were now being distributed under the brand name of
Dawlance which lead to a vast variety of refrigeration models in order to increase customer satisfaction.
Finally in 1989, the company managed to open its new branch in Hyderabad and started local assembling
of Deep-Freezers. In Landhi, during 1994, another factory was established for the manufacturing of a vast
range Chest Deep freezers only and Hyderabad factory was limited to the production of Refrigerators. In
1994 the company finally changed its status to an unquoted public limited company from being labelled
as private limited company. Since then, the company has been spreading its wings throughout the
multiple regions of Pakistan.
COMPANY MISSION
Promote Reliability in Everything We Do In the Field Of Household Appliances
VISION
Make Dawlance A Global Brand by Practicing Reliability: Make Pakistan Proud Of Us
EXECUTIVE SUMMARY:
Dawlance is a 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 refrigerators locally Since Dawlance has very strong industrial base as well as deep-rooted
marketing network in Pakistan, they don't feel any threat from any of their competitors, either local or
from importers. All Dawlance products are made for middle, upper-middle and upper class. Present
market share of Dawlance refrigerators is 65%. In the light of above evidences, it could be said that
Dawlance is a leading company, due to its dominance in the market, lower prices, and availability of
spare parts and after sale service, etc. Hence people prefer to buy their products. Dawlance is dominant in
the Pakistan market because not of its marketing strategies but least competition by. It means, it is not
only the marketing strategies of any company which plays a dominant role but it the success of product
lies in the marketing strategies as well as the policies of the Government i.e. favorable or unfavorable.
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BRAND PORTFOLIO:
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PRODUCT LINE:
1) REFRIGERATORS
 LVS
Low Voltage Start-up series ensures smooth functioning even during power fluctuations and can operate
perfectly at as low as 135 volts, saving you the cost of buying a stabilizer and frequent repairing.
KEY FEATURES
Low voltage technology- can run at as low as 135 volts.
No use of stabilizer- saves stabilizer cost.
10% excess usage capacity then other refrigerators.Faster cooling – maintains cooling in power
breakdowns.
 MONOGRAM:
Its price point and stylish design have made it a favorite amongst Pakistani consumers who desire to add
some glamour to their homes. This model is designed keeping in mind needs of a Pakistani consumer. Its
wide body range allows you to store food items at an eye level. Its additional internal depth enhances your
actual usable capacity by more than 10% compared to any other refrigerator.
KEY FEATURES
Sleek handle design- for your convenience
10% excess usage capacity than other refrigerators.
Faster cooling – maintains cooling in power breakdowns
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 MONOGRAM PLUS
monogram plus series stands at par with international designs and is made to match even the most stylish
kitchen. Its silver checkered exterior gives it not only a premium look and feel but is also easy to clean
and is scratch free. The monogram plus is a great combination of modern & stylish design, innovative
features, immense capacity and enhanced user experience.
KEY FEATURES
Cylindrical handle – adds beauty to your kitchens ambiance
10% excess capacity than other refrigerators.
Faster cooling – maintains cooling in power
breakdowns
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 H-ZONE PLUS
H-Zone Plus series helps Pakistani consumers in adopting a healthier lifestyle without any effort. It
prevents food from bacterial growth and stops the deterioration process keeping fruits and vegetables
fresher for double the duration in comparison to other regular refrigerators. So H-Zone Plus helps you put
a stop to food decay and increase the life of your food.
KEY FEATURES
Health Light- Doubles the duration of food preservation
Insect Repellent
Anti-fungal gasket- reduces deterioration of food
10% excess capacity than other refrigerators.
 MDS
metallic designer series is an all-time favorite due to its shimmering appearance, handleless door design
and the value for money proposition. Its superior insulation allows cooling retention and freshness for
longer periods even during power failures.
KEY FEATURES
Handle-less design
Ref compartment height- designed for your comfort
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 DOUBLE FRENCE DOOR 900
double French Door with direct cool technology is the best solution for Pakistani consumers who want a
mix of world-class functionality with premium and elegant designs.. This exclusive 4-door refrigerator
offers a pillar less design which helps you organize and store food items with convenience.
KEY FEATURES
World’s largest direct cool refrigerator
4 door premium design
Separate door opening- for convenience and saving cool air
Pillar less design
 TOP MOUNT 900

The world’s largest direct cool refrigerator is an ideal solution for Pakistani consumers who require
greater capacity both for refrigeration and freezing. A perfect alternate for two parallel refrigerators or
refrigerator plus deep freezer for your household.
KEY FEATURES
World’s largest direct cool refrigerator
Easy door handle
Pillar less design
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Tempered glass shelves- can hold weight up to 100kgs
 BEDROOM SERIES
attractive and vibrant bedroom series is perfect for those looking for modern design, convenience and
innovative features within a few steps so that you don’t need to keep going to the kitchen.
KEY FEATURES
Aesthetically appealing- compliments your bedroom’s ambiance
Inner freezer door in single door series- retains cooling in freezer compartment
 ENERGY SAVERS PLUS SERIES

energy saver series offers “fully loaded freshness” but does not overload you with the heavy electricity
bills and helps reduce electricity bills by 23%. If all the refrigerators being used in Pakistan convert to ES
refrigerators the energy saved would be able to run thousands of schools, light up many villages and
mosques in the country.
KEY FEATURES
23% energy saving through ES technology
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Freezer Eutectic plate- keeps items frozen for up to 15 hours during power breakdowns
Contemporary design- double textured door
10% excess usage capacity than other refrigerators.
 SIGNATURE SERIES
Dawlance Refrigerator with Inverter Technology is your ideal partner on the journey to a healthy
lifestyle. With its Inverter Technology that save up to 40% energy and Insect Repellent Technology,
Dawlance Refrigerator ensures a healthy and hygienic environment for your food
KEY FEATURES
Inverter technology saves 40% energy.
IR technology for health and hygiene
No need of stabilizer
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 REFLECTION SERIES
Dawlance presents state-of-the art refrigerators with Insect Repellent Technology y, Health Light and
chic glass door reflector to give you hygienic and healthy food without compromising on style.
KEY FEATURES
Health Light- Doubles the duration of food preservation
Anti-fungal gasket- Reduces deterioration of food
10 % excess capacity than other refrigerators
 LVS PLUS SERIES

The LVS PLUS series comes with a new and sleek design that not only adds to the look of your kitchen
but also saves you money in the long run. With LVS Plus technology you no longer need to worry about
increasing voltage fluctuations and low voltage supply as Low voltage startup (LVS) Series runs on
voltages as low as 135V while reducing your electricity bills with its energy saving feature.
 KEY FEATURES
Work on voltages as low as 135V
No need for stabilizer
Saves up-to 23% Electricity(Annually)
Optimal cooling Retention keep Food frozen Without Electricity.
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 DW 550 GD
This classic glass door model with beautiful fascia and modern features keeps your food fresh and healthy
and offers a great value for your money.
KEY FEATURES
A+ energy efficiency
Digital Display
Active Dual Cooling
 DW 650 INVERTER
Two words “Health” and “Style” define this product. The dual active cooling feature keeps your food
fresh and your life healthy. With the advanced inverter compressor technology bills are no longer a
concern.
KEY FEATURES
12 year compressor warranty
Digital Display
Active Dual Cooling
Active Seal Guard
Inverter Compressor
 DW 650 SBS INV

Embellish your kitchen with a beautifully designed and magnanimous glass door model and the new
inverter compressor technology is definitely a true savior of your electricity bills.
KEY FEATURES
12 year compressor warranty
Digital Display
Active Dual Cooling
Active Seal Guard
Inverter Compressor
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 DW 600
The amazing Inox look with digital display, tempered glass shelves and advanced features is surely the
style of time.
KEY FEATURES
Digital Display
Active Dual Cooling
2) FREEZERS
 SINGLE DOOR
This compact freezer takes lesser floor space and offers you powerful cooling for storing meat and frozen
treats. Its greater depth allows you additional storage and also adds to the aesthetics of your kitchen.
KEY FEATURES
Front drain- easy cleaning
Easy grip handle for convenient door opening
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 DOUBLE DOOR
Need more refrigerator space? With the specially designed temperature control feature, convert the
freezer compartment into a refrigerator zone so that you can use either compartment as per your need.
KEY FEATURES
Dual compartment- separate freezer and refrigerator compartments
Front drain-easy cleaning
 VERTICAL FREEZER
The drawers in this vertical freezer allow you to organize food items more efficiently and protect transfer
of food odor from one item to another. A smart innovation that takes less floor space and that also cares
for you by protecting your back with its easily accessible drawers.
KEY FEATURES
Trendy & compact design consumes 33% less floor space
Solid base drawers for organized storage
Thick insulation- longer cooling retention
Vertical design saves you from backache.
 CONVERTIBLE VERTICAL FREEZER

The first of its kind in Pakistan Dawlance Convertible Vertical Freezer with its No-Frost Technology
helps you to switch between a freezer and a refrigerator with the touch of a button. This perfect blend of
latest technology and elegant design provides solutions for all your needs. The drawers in this vertical
freezer allow you to organize food items more efficiently and protect transfer of food odor from one item
to another. A smart innovation that takes less floor space and that also cares for you by protecting your
back with its easily accessible drawers.
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KEY FEATURES
One touch convertible option. Refrigerator or freezer you decide.
Real inbox outlook and easy sliding 7 drawers.
A+ energy efficiecy and with digital display.
Finest quality. Made in Turkey
 GLASS DOOR VERTICAL FREEZER

The first of its kind in Pakistan Dawlance Glass Door Vertical Freezer is the perfect blend of latest
technology and aesthetic design providing you solutions for all your needs.The drawers in this vertical
freezer allow you to organize food items more efficiently and protect transfer of food odor from one item
to another. A smart innovation that takes less floor space and that also cares for you by protecting your
back with its easily accessible drawers.
KEY FEATURES
Glass door outlook. First of its kind in Pakistan.
Easy sliding 7 drawers.
Consumes 33% less external space.
Easy to clean & no more bending. Keep food organized/smart storage.
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3) MICROWAVE OVEN
 CLASSIC SERIES
 DW-372
Too busy or exhausted to even warm up your food? Our classic series lets you defrost and heat your food
quickly and evenly in a span of 30 to 90 seconds. You can choose this basic microwave oven from our
manual & digital range.
KEY FEATURES
Speed Defrost
Mechanical rotary controls
5 power levels
 DW-386
KEY FEATURES
Speed Defrost
Child-Safety lock
5 power levels
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 DW-387
KEY FEATURES
Speed Defrost
Child-Safety lock
Aesthetically designed to match your interior
 DW-MD4 N
KEY FEATURES
Speed defrost
6 power levels
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 DW-MD5 S
KEY FEATURES
Speed defrost
6 power levels
 DW-MD8
This cooking powerhouse comes with built-in Pakistani recipes developed by renowned chefs for your
desi palette and is available in different sizes.
KEY FEATURES
Built-in Pakistani recipes
Free Cook Book developed by Chef Mehboob
Energy efficient
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 DW-MD9
6 built-in recipes, timer up to 35 minutes, speed defrost and a cookbook by Chef Mehboob is what you
get when you choose Dawlance DW-MD 9. From appetizing daal makhni to our desi delicacy, Khajoor
Ka Halwa – enjoy the most delicious dishes within minutes with DW-MD 9.
KEY FEATURES
Speed defrost
Timer up to 35 mins
 DW-390 M
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KEY FEATURES
5 power levels
Speed Defrost
 DW-162 HZP
Defrost and heat your food in style with innovative Dawlance DW 162 Microwave.Want famous chefs
cooking for you? This cooking powerhouse comes with built-in Pakistani recipes developed by renowned
chefs and love so much easier! With 6 built-in breakfast recipes, speed defrost and timer up to 35
minutes.
KEY FEATURES
6 Built In Recipes
Free Cook Book DVD by Chef Mehboob
Grill Function
Weight / Time defrost
Insect Repellent
Digital Control Panel
Attractive LED display
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 COOKING SERIES
 DW-MD7
KEY FEATURES
Energy Efficient
 DW-MD 10
Comfort food cravings or late-night snacking, DW-MD 10 is the microwave to satiate your appetite for
easy-to-make snacks. From mix vegetable soup, hot coffee, cream caramel to brownies, butter popcorn
and tea - DW-MD is the perfect match for the family that never says no to comfort food.
KEY FEATURES
6 Built in Pakistani recipes
Cook Book developed by Chef Mehboob
Speed defrost
Timer up to 35 mins
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 DW-MD11-S
Whip up a cheese omelet or make a batch of brownies for your loved ones in minutes with DW-MD 11-S,
that makes showing care and love so much easier! With 6 built-in breakfast recipes, speed defrost and
timer up to 35 minutes, DW-MD 11-S is the appliance your kitchen needs
KEY FEATURES
Speed defrost
Timer up to 35 mins
 DW-373
KEY FEATURES
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Mechanical rotary control
Energy efficient
 DW-395 HP
KEY FEATURES
Energy efficient
Pull down door with a 2 color handle
Deodorizer for odor removal
Child-safety lock
 DW-296
KEY FEATURES
Energy efficient
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Child-safety lock
 DW-391-G
KEY FEATURES
Energy efficient
Child-safety lock
 DW-391-HZ
KEY FEATURES
Grill Function for browning
Calorie Indicator
Built in Pakistani recipes
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Energy efficient
Child-safety lock
 DW-297-GSS
Dawlance DW-297 GSS is an appealing combination of world-class design and innovation with jet
defrost, built-in recipes and a mirror door to make heating up your food an experience than a hassle!
KEY FEATURES
7 Built In Recipes
SS Control Panel
Jet / Weight Defrost
Mirror glass door
Timer up to 95 mins
 DW-396 HP
DW -396 HP is the perfect combination of elegant design and functionality. With Digital Control Panel,
Grill Function, Deodorizer, 30 Built-in Recipes, Attractive LED display and so much more, DW -396 HP
gives you and your food the exclusive treatment you deserve.
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KEY FEATURES
30 Built In Recipes
Child Lock
Grill function
 DW-133 G
DW-133 g is a microwave with built-in recipes for all those who want delicious meals ready in minutes
and its sleek design adds that oomph to your kitchen. It comes with built-in recipe palette from desi treats
like Seekh Kebabs to something more continental like Fettuccine Arrabiata Pasta. Cooking was never this
easy before!
KEY FEATURES
8 Built In Recipes
Jog Wheel Control
Grill Function
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 DW-142 HZP
This cooking powerhouse comes With Digital Control Panel, Grill Function, Deodorizer, 7 Built-in
Recipes, Attractive LED display and so much more, DW -142 HzP gives you and your food the exclusive
treatment you deserve.It prevents food from bacterial growth and stops the deterioration process during
cooking.
KEY FEATURES
7 Built In Recipes
Grill Function
Insect Repellent
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 DW-128 G
KEY FEATURES
Energy Efficient
 DW-397 HP
KEY FEATURES
Energy Efficient
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 DW-295
Defrost and heat your food in style with innovative Dawlance DW 295 Microwave. A state-of-the-art
appliance that saves time and energy by heating up your food in seconds without taking the away
nutrients or the savory taste of your food. Available in unique lime green and ice silver colours!
KEY FEATURES
6 Built In Recipes
Grill Function
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 BAKING SERIES
 DW-112 C
The convection technology in our baking series microwaves not only allows you to prepare delicious
Pakistani cuisines through the built-in menu but also lets you bake cakes, pizzas, naan khatai, cookies,
brownies and a lot more. This series is also provided with a free tawa for you to make naans, taftans and
sheermals.
KEY FEATURES:
Free Cook Book DVD developed by Chef Mehboob
Free Tawa for making Naan, taftaan, Pizza, etc
Child Safety Lock
Convection function for baking
Energy Safety
 DW-115 CHZP
The convection technology in our baking series microwaves not only allows you to prepare delicious
Pakistani cuisines through the built-in menu but also lets you bake cakes, pizzas, naan khatai, cookies,
brownies and a lot more. This series is also provided with a free tawa for you to make naans, taftans and
sheermals.
KEY FEATURES
Insect Repellent
Calorie Indicator
Digital Control Icon
Free Cook Book DVD developed by Chef Mehboob
Free Tawa for making Naan, taftaan, Pizza, etc
Child Safety lock
Energy Efficient
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 AIRFRYER SERIES
 DW-540 AF
Dawlance introduces Air Fryer Technology in a microwave.Now with just one drop of oil, you can enjoy
healthy & crispy fried food without any worries for extra calories.
KEY FEATURES
One drop of oil
53 built-in recepies
Zero on
Odor removal
Free tawa
Easy cleaning
Dial knob lighting
Grill function
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4) WATER DISPENSERS
WD1040 SR
This compact and silver colored stylish water dispenser definitely gives a refined and modern look to
your place. The cup-push dispensing feature is specially designed for your convenience.
KEY FEATURE
Cold and normal

Compact and elegant design
Refrigerator Cabinet
WD 1024 SRH
Modern aesthetics with complete solutions to match your needs in every weather. In addition to 20L
refrigerator capacity, the special hot water feature makes it a must-buy for your home or office.
KEY FEATURE
Hot,cold and normal

compact and elegant design
refrigerator cabinet
WD 1040 WR
The added feature of refrigerator cabinet is definitely a great value for your money. Use the cooling
cabinet to keep your medicines, bottles, cans and much more.
KEY FEATURE
cold and normal

refrigerator cabinet
WD 1030 W
The elegant white look and durable design with normal and cold water solution for our customers needs
KEY FEATURE
Cold and normal
WD 1050 GDH
The dashing glass door model with no compromise on features and quality, a true depiction of classy
aesthetics and modern features and the best choice to adorn your home.
KEY FEATURES
Cold hot and normal
Glass door
Regrigerator Cabinet
5) SMALL APPLIANCES
BLENDERS
DWBL-600 MS
Introducing Dawlance's DWBL-600MS blender with 6 stainless steel blades and thick glass jar that can
grind and blend the most stubborn food items within seconds. Save energy, save time and get the perfect
blend in just a few spins!
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KEY FEATURES
Safety lock
6 steel blades
2 grinder blades
1.5 ltr glass jar
DWBL-610MS
Introducing Dawlance's DWBL-600MS blender with 6 stainless steel blades and thick glass jar that can
grind and blend the most stubborn food items within seconds. Save energy, save time and get the perfect
blend in just a few spins!
KEY FEATURES
Safety lock
6 steel blades
2 grinder blades
1.5 ltr glass jar
FOOD PROCESSOR
DWFP-1200
Dawlance's DWFP-1200 is the ultimate kitchen partner that can slice, chop and blend anything in seconds
to give you the ultimate culinary experience. You can make delicious Pakistani dishes using the Free
Food Processor Recipe Book. Packed with the power of a thick shredding disk, plastic knife for kneading
dough and stainless steel chopping blade - DWFP-1200 helps you make culinary masterpieces.
KEY FEATURES
Fine grinding
Thick shredding
Stainless steel housiong
DWFP7128
Dawlance food processor is one for your kitchen with its slicing, chopping kneading and shredding
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options, spatula, dough blade, French fry cutter and citrus juicer, and large capacity tackling your major
kitchen needs. It comes with a handy accessory storage box for easy storage. Variable speed options and
stainless steel hardened blades ensure effective operation. The accessories are dishwasher safe, giving you
the convenience of easy cleaning.
KEY FEATURES
Convenient storage case
Wide mouth food chute
Juicer attachment
Soft touch control knob
Gourmet French fry cutter and slice/shred discs
Dough Blade
FRUIT JUICER
DWFJ-1002
DWFJ-1002 that is engineered to extract 70% more juice from the fruit. Its cutting-edge design and
innovative features - like pulp ejection system, extra-large fruit and vegetable cutters and micro mesh
filter - give you the best mixes to satiate your thirst for juices.
KEY FEATURES
2 Speed controller
XL feed (no need to chop)
Stainless steel housing
CITRIS JUICER
DWCJ-1001
Dawlance's DWCJ-1001 Citrus Juicer gives you 20% more juice than others due to its one-direction
rotation and crystal-like cones while non-slip feet make the whole process so much more convenient.
KEY FEATURES
Crystal like cones
Non-slip feet
Dust protection
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TOASTER
DWTE-8001
Wishing you could make dessert with your toaster? Dawlance's DWTE-8001 toaster with cutting edge
technology gives you enjoy the authentic warm aroma of bread toasted to perfection, and make so much
more than just toasted bread on your toaster. Now you can make delectable Shahi Tukray within minutes
with DWTE-8001
KEY FEATURES
Variable bowning control
Easy cleaning
Defrost, Reheat & cancel function
DWTE -8002
Dawlance's DWTE-8002 fits your breakfast requirements perfectly. Enjoy the true taste of warm, toasted
bread with this appliance that can toast, defrost and reheat in minutes.
KEY FEATURES
Easy cleaning
DWTE-8003
DWTE-8003 gives you all these features along with electronic browning variable so that you don't have
to eat burnt toast when those hunger pangs kick in.
KEY FEATURES
Easy cleaning
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DWTE-8004
DWTE-8004 is for all those bread lovers who have exclusive preferences when it comes to toast. With its
innovative electronic browning variable and unique heating and defrosting features, this toaster is a
complete package for anyone to everyone who loves a light, healthy snack every now and then.
KEY FEATURES
Easy cleaning
ELECTRIC KETTLE
DWEK-8223
The stunning design and striking cherry red colour makes bold design statement in the kitchen. DWEK-
8223 can hold up to 1.7 litres kettle easily and its unique overheat protection and automatic on/off switch
gives you the convenience of doing other chores without having to worry about the temperature of the
water.
KEY FEATURES
Overheat protection
Extra capacity
Automatic/manual switch off
DWTE-8229
Dawlance's DWEK-8229 is an appliance for people who like minimal design and maximum functionality.
With its unique overheat protection, automatic on/off switch and 1.7-litre capacity, you can get the
desired temperature of water in just a few seconds.
KEY FEATURES
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Overheat protection
Extra capacity
DWEL-8212
A state-of the-art electronic kettle for tea lovers who want tea even when they're too tired to make it.
DWEL-8212 holds up to 1.7 litres and gives you boiling hot water in 12 seconds!
KEY FEATURES
Overheat protection
Extra capacity
DWEK7220
Get perfectly boiled water to cater for your specific taste in tea every day with Dawlance electric kettle. It
has a capacity of 1.7 liters. It comes with boil-dry and overheating protection. The automatic off switch
and button controlled lid cap ensures ease of use. The heating element is concealed with an SS cover to
prevent mineral accumulation and ensuring a long life. The 360 degree cordless power base with cord
storage provides convenience in use and storage.
KEY FEATURES
1.7L
Automatic switch off
Boi;l dry and overheating protection
Indicator light inside switch
Button control lid cap
Concealed heating element with s/s cover
SANDWICH MAKER
DWSM7900
Dawlance sandwich maker is ergonomic and easy to handle with fast heating. The power and ready light
makes operation easy, and easy-clean and scratch resistant surface means convenience of maintaining.
KEY FEATURES
2 Slice sandwich
Power and ready light with 230V/900W
Stainless steel+ Plastic insulated case
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FABRIC CARE
1) WASHING MACHINES:
SEMI AUTOMATIC TEIN TUB

Semi Auto-5500, Semi Auto-5200, Semi Auto-140C2, Semi Auto-170C2, Semi Auto-8500, Semi Auto
220C2.
KEY FEATURES
Extreme dryer gives “ready to wear” cloths within 20 minutes
Two way washing mechanism for tangle-free operation
Imported Motor
Noise free operation
Insect Repellent
Green transparent cover allows you to see washing process
FULLY AUTOMATIC
Fully Auto 230A , 2000A , 1100A , 1200A ,
For consumers who want to make a move in enhancing their lifestyle by graduating from Semi automatic
to Fully Automatic.
KEY FEATURES
Save Function
Power Failure Resumption
Customized Wash Options
Auto Balance System
i-Novate one touch operation- machine selects wash cycle, water and detergent automatically
Memory function-machine remembers wash settings during load shedding, saving time and energy
Customized wash option
Child safety lock
ENERGY SAVERS
DW65ES , DW85ES , DW105ES,
KEY FEATURES
Green transparent lid -allows you to see washing process
Two way washing mechanism for tangle-free clothes
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Noise free operation
Extreme dryer gives “ready to wear” clothes within 20 minutes
Imported Motor
TANGLE FREE
DWT 150C , DWT 250C , DWT 155TB W ES, DWT 275TBG ES, DWT235 W ES
Does untangling washed clothes take you more time than it takes to wash them? Detangle clothes with
Dawlance's Tangle-Free 150C and detach yourself from every day laundry problems and fatigue.
Dawlance's 150C has a capacity of 7kg which means tangle-free, effective wash in minutes so that you
have more time to sit back and enjoy the good life!
WASHER
DW 5100 HZP
Pakistan’s most reliable washing machine home appliance not only fulfills your laundry needs but takes
better care of your fabrics, keeping them protected from insects as well. Its powerful pulsator removes
tough stains gently, giving your clothes a better wash while the faster spin saves you valuable time.
KEY FEATURES
Space saving compact design
Low noise
Vibration free operation
Powerful pulsator- for a better wash
Insect Repellent
Imported Motor
2) STREAM IRON
DWSI7282
Dawlance Steam iron is designed to effectively iron the clothes for all kinds of fabrics. Its dry iron mode,
steam iron mode and vertical ironing option allows you to use it as per your need and ease. The auto-
shutoff feature ensures prevention of clothes form burning and the self cleaning feature makes cleaning
easy.
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3) SPINNER
DW-100 C1
Our semi-automatic washing machines not only wash your clothes efficiently but also spin dries them.
While your machine does all the work, you get to spend more time with your family or carry on with your
other chores.
HOME CARE
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1) AIR CONDITIONERS
 INSPIRE PLUS INVERTER

Dawlance introduces Inspire Plus Inverter air conditioner series. Now, you can save upto Rs.26,000 per
year on your electricity bills and say goodbye to stabilizers. These air conditioners can also operate with a
generator & have a cool/hot feature built-in as well.
KEY FEATURES
Inverter technology- saves upto Rs 26,000 per year
Say goodbye to stabilizers
Dual function –cooling & heating
Low voltage startup-can run on voltages as low as 155V
 ENERGY SAVER SERIES

Dawlance’s Energy Saver series give you the cooling comfort par excellence while going easy on your
pocket. Available in chic silver-black and brown-black to add a pop of class and a whole lot of
convenience in your home.
KEY FEATURES
Energy Saver technology-saves upto Rs. 4000 per year
Fashionable design to match your interior
Sleep mode function- for comfortable sleep
Auto-restart function
 FLOOR STANDING
floor standing series not only provides powerful cooling for large rooms but adds to the aesthetics of any
space, be it a bedroom, lounge or office.
KEY FEATURES
Super slim design
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Quiet operation
Easy cleaning panel
Self-diagnosis mechanism
 INSPIRE PLUS
Inspire plus is a perfect combination of functionality and design that enhances the look and experience of
any space.
KEY FEATURES
Elegant Design with Hidden Display
Turbo mode for quick cooling
Wide angle swing
 INVERTER SERIES
Maximum comfort for less! Save 60% energy with Dawlance Inverter ACs and enjoy non-stop cooling at
home and/or office. Dawlance Inverter Series equipped with the latest technology, maintains the cooling
temperature of the room so that you don’t have to depend on faulty stabilizers and helps you save 60% on
your electricity bills. Save today, for a better tomorrow with Dawlance Inverter Series! Available in
elegant white and electric blue colours!
KEY FEATURES
Inverter technology- saves 60% energy
R 410A Refrigerant - provides faster cooling
Digital Protection device- protects AC from voltage fluctuation (180V-250V)
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 LVS CONDITIONER
Voltage fluctuations and power shutdowns have become a daily occurrence. Our LVS air-conditioner
helps you protect your appliances from heavy voltage fluctuations. Its smart technology is capable of
operating at as low as 155V and saves you additional costs of buying stabilizers.
KEY FEATURES
Low voltage start up technology- runs perfectly on low voltage (155V).
3 mode operation: sleep mode, soft dry operation mode, cool mode
Auto restart function
Turbo-mode for quick cooling
 MONOGRAM SL SERIES
An all time favorite amongst consumers not just because of its appealing design nor great value for
money but its intelligent operating modes like the auto-restart function that allows you to sleep soundly as
it turns on automatically if disturbed by voltage fluctuations.
KEY FEATURES
Higher air velocity & greater air flow
High quality Auto Cleaning
Wide angle swing
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 SIGNATURE SERIES
An ideal combination of comfort, reliability, convenience and affordability, the Signature series from
Dawlance with its attractive wide-panel design with hidden display uplifts the ambiance of any room. Its
anti-rust condenser’s hydrophilic coating keeps it from corroding, making it the best choice especially
when living in humid environments.
KEY FEATURES
Elegant Design with Hidden Display
Anti Rust condenser
3 mode operation: sleep mode, soft dry operation mode, cool mode
Auto restart function
 HEALTH ZONE INVERTER

This amazing combination of aesthetics and technology is designed to cater to the rising energy costs in
Pakistan. Dawlance following its aim of making Pakistan proud has resolved to play its role to address the
energy crisis in Pakistan. Health Zone air conditioners saves upto 60% electricity annually and with it's
cutting edge mosquito repelent technology makes your environment more comfortable. The Dawlance
Pro-Active Air conditioner can run on generator and can be operated without stablizer plus it can run on
low voltage upto 155 volts which only Dawlance offers in Pakistan.
KEY FEATURES
Chemical & odor free
Effective even when ac is off
Health waves keep mosquitoes away
Harmless for humans
 PROACTIVE INVERTER
This amazing combination of aesthetics and technology is designed to cater to the rising energy costs in
Pakistan. Dawlance following its aim of making Pakistan proud has resolved to play its role to address the
energy crisis in Pakistan. Pro Active Inverter air conditioners saves upto 60% electricity annually and
with it's cutting edge mosquito repelent technology makes your environment more comfortable. The
Dawlance Pro-Active Air conditioner can run on generator and can be operated without stablizer plus it
can run on low voltage upto 155 volts which only Dawlance offers in Pakistan.
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KEY FEATURES
Inverter technology- saves upto Rs 26,000 per year
Say goodbye to stabilizers
Low voltage startup-can run on voltages as low as 155V
2) VACCUUM CLEANER
 DWVC6724
Dawlance vacuum cleaner effectively cleans your room with its high suction power and large working
radius due to its 7M long round cable and 8M. Variable power control and low noise result in convenient
use. The HEPA 12 filter helps retain 99.9% of the dust – ensuring a healthy operation.
KEY FEATURES
Suction Power
Soft Touch
Dust Seal
Push and go
Operation Radius
Smart Sense
ORAGANIZATIONAL STRATEGIES:
1) PRODUCT STRATEGY:
The products are all manufactured as per international standards, they are reliable, durable and have a
good after sales services.
2) PRICING STRATEGY:
The products mostly target the middle and upper middle class. Few product offerings are also available
for the upper class. The pricings monitored and kept uniform throughout all the franchises and outlets.
3) PROMOTION STRATEGY:
Promotion budget is 1.75% of turnover, out of which:
a. 40% towards print media
b. 20% on TV
c. 20% on outdoor
d. 20% on sales promotion
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4) PLACEMENT STRATEGY:
More than 800 dealers across Pakistan and over 16 retailed outlets.
ORGANIZATIONAL ENVIRONMENT:
There are two types of organizational environments:
1. MICRO- ENVIRONMENT
Factors or elements in an organization's immediate area of operations that affect its performance and
decision-making freedom. These factors include competitors, customers, distribution channels, suppliers,
and the general public.
SUPPLIERS:
While Dawlance manufactures its products locally, it also imports from other countries like China and
Malaysia.
MARKETING INTERMEDAIRIES:
It has 37 branches in addition to 750-plus franchises across the country. Its main head office, known by
the name of Dawlance Centre, is located at Dr. Zia-ud-Din Ahmed Road.
COMPETITORS:
The main competitors include:
1. Orient
2. PEL
3. Haier
4. LG
PUBLIC:
Financial publics of Dawlance are Germany, China and Malaysia because they are the main
suppliers of the raw material. Arçelik- a house hold company which has acquired Dawlance in
November 2016 in $258m. Other publics include media groups, their main motive is to empower
women and for this reason they have alliance with different media channels and promote their
products with TVCs and radio Ads. Advertisement also includes banners, promotions and sales.
The internal publics includes 4000 employees, having a flat hierarchy of management.
2. MACRO-ENVIRONMENT:
CULTURAL FORCES:
Western culture plays a dominant role in effecting the Pakistani culture. Due to increased expenses and
change in economies, the women are just as competitive today in the employment section as any other
men. Since having a job usually takes over a large portion of the day, women usually prefer convectional
microwaves and oven in order to prepare a quick meal.
DEMOGRAPHICS FORCES:
45
Demography is the study of human population in terms of size, age groups, gender, location, race,
occupation, and other statistics. The population of Pakistan is approximately 200 million. Karachi
population approximately range from 18 to 20 million of which an estimated 90% are migrants from
different backgrounds from which approximately 49% are the female and 51% are the males. In Karachi
the female age group between 18 and 35 is 27%. As Dawlance target market is female between 18 to 45
age groups.
TECHNOLOGY FORCES:
Dawlance has HEALTH ZONE products as well as a new range of Microwave Oven. Three new DW
-108 HZ, Dw -125c HZ, and DW-132 HZmodels have been added in H-Zone Category. The new range of
Dawlance Microwave Ovens is meant to alleviate healthy living. With its healthy cooking options like
calorie indicator and deodorizer. Dawlance H-Zone Microwave Ovens is a new addition to this range.
POLITICAL FORCES:
The rules, regulations, policies and government influences are a difficult hurdle to cross over for any
business running in a specific region. In the case of Dawlance, because it imports its raw materials from
other countries, it only faces local restrictions but also have to consider the terms and conditions of the
countries it is working with. Also, due to the changes in the dollar price, the prices of the raw materials
also fluctuate.
BCG MATRIX
STARS:
The star product of Dawlance are their top notch microwave ovens. As mentioned above, these days,
where schedules are tight and responsibilities are overwhelming, people have a hard time cooking a
proper meal every day. In order to create ease for their consumers, Dawlance has a range microwave
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ovens. While, the classic microwave oven in a basic necessity in every household, the baking and cooking
series create an advancement and allow people to replace their stoves and ovens. Other than that,
Dawlance has also introduced an Air fryer microwave oven while allows frying using little to no oil
contents. These are the main reasons that the product has a high growth rate and also attracts market
shares.
CASH COWS:
When it comes to cash cows, Dawlance captures the market share by 38% using its refrigerators and
therefore also generates its revenue via these sales. Dawlance has manufactured, various series of
refrigerators, including the low energy consumption series, which are ideal for Pakistan due to constant
voltage regulations, and using these the electricity bill also reduces greatly. In spite of these
advancements, Dawlance does not compromise of food quality and also makes sure the food stays fresher
for longer. Due to complicated and expensive technology, as well as the limited resources available in
Pakistan, the growth rate in this department is not so high, but still Dawlance makes full use of the limited
means available.
QUESTION MARK:
Vertical Freezer although a very beautifully designed having a capacity of 312/11.02 L/cu.ft, still remain
the question mark in the BCG matrix. The reasons may be lack of awareness to the middle class society
and Dawlance has launched only one model of the vertical freezer, if they launch a new model suitable
for small size families and boost the sales with offers or advertisement and promotions then it may
convert into star otherwise they will have to divest it.
DOGS:
Washing machines are the dogs of the company. They have only 4 models, with outdated technology, and
even the physical appearances do not attract the customers. Whereas, when compared to other brands,
they are all utilizing cutting edge technology, such as SD Gore Inverter Drive which reduces noise and
vibrations, Hybrid Balance System which conserves water as well maintains stability. Dogs are products
which the company usually needs to liquidate with time as they cause a hindrance in sales and decrease
profits.
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DAWLANCE ANSOFF MODEL
MARKET DEVELPOMENT:
After dominating Pakistani home appliances market for years dawlance expands its market on
international level through export its products to almost 11 countries in the sub-continent, the Middle East
and Africa.
According to company’s general manager sales and marketing HASAN JAMEEL dawlance has identified
new markets in Africa and South America and they are planning to hit other countries as well. They
opened their first office in Dubai in 2009.
Dawlance has also participated in international exhibitions. The company displayed its products in
international exhibition Dubai and China and according to the general manager the response was really
good.
DIVERSIFICATION:
Dawlance did not hit the new market with a new range of products but according to a website we
Come to know that the company is planning to do it very soon. The compnay’s basic objective is to
become a global brand, which is one of the main reason for the company to expand its business in other
countries as well.
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PRODUCT DEVELOPMENT:
Dawlance keep launches its new product in its existing market in order to rule the home appliances
market share and to give its customers a wide range of products so that they do not need any other brand
in home appliances.
One of the main and unique product development of dawlance is its “DC INERTER AC” which saves
almost 60% of energy and gives its customers non stop cooling with a dual function that includes cooling
and heating and gives its customers a digital protection from voltage fluctuation.
dawlance was the first company who launch this inverter AC first time in Pakistan. Dawlance understood
that there is so electricity issues in Pakistan so it came up with a great idea of this inverter series.
MARKET PENETRATION:
Dawlance is really concerned about increasing its market share by ruling in its existing market with its
existing products. A company can increase its market share by doing a lot of things, so many things are
done by dawlance.
Dawlance is the first company who launch its online store on daraz.pk. the company’s marketing manager
said we took this step because we have always tried to provide solutions to customers that match their
needs and offer ultimate convenience. Pakistan’s internet penetration rate is estimated at 16% (according
to the website Internet World Stats), which is continuously growing. Hence, it’s about time for Dawlance
to meet the growing needs of the population by making its products available digitally. We realized that
people nowadays look for a doorstep solution and try avoiding maximum hustle and bustle, especially in
case of electronics. At the end of the day, convenience is what people look for nowadays and this is the
basic idea behind taking this initiative.
Here is the official website: https://www.daraz.pk/en/dawlance/
Dawlance also increase its market share by providing a wide range of products. Dawlance launches its
series of products and by doing this they grab the market share. If you only talk about dawlance
refrigerators so till now dawlance has almost launches 52 models of refrigerator.
CONCLUSIONS:
It holds the highest market share in 3 out of 5 categories. It has flat structure of organization having
managing director, organization director and CEO. The departments include finance, HR, marketing,
accounting and supply chain management. They need to work more on their products like washing
machine which has the least sales and falls in the dog category of the BCG matrix, they can either
liquidate it or invest in some other products. Investment on microwave series can turn into huge sales and
it can become a cash cow, similarly the vertical freezer and air conditioner series being a question mark in
the BCG matrix, they need to decide on which product they can do the investment and turn it into star and
divest the product which no longer holds any importance in the market. In short, investment is required in
the field of technology for increased sales and awareness of the public too, only then they will lead the
market again.
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REFERENCES:
http://www.studymode.com/essays/Marketing-Report-Dawlance-1877649.html
http://www.dawlance.com.pk/
https://prezi.com/ikso-suvao3n/dawlance/?webgl=0
www.slideshare.net
www.tribune.com.pk
www.pakobserver.net
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Company Analysis: Dawlance Refrigerator Product Line

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COMPANY ANALYSIS

SUBMITTED TO: DR. ADNAN BUTT

NAME: IDENTITY NO:

NO. TOPIC PAGE NO.

 TOP MOUNT 900

 ENERGY SAVERS PLUS SERIES

 LVS PLUS SERIES

 DW 650 SBS INV

 CONVERTIBLE VERTICAL FREEZER

 GLASS DOOR VERTICAL FREEZER

Cold and normal

Hot,cold and normal

cold and normal

Cold and normal

SEMI AUTOMATIC TEIN TUB

 INSPIRE PLUS INVERTER

 ENERGY SAVER SERIES

 HEALTH ZONE INVERTER

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