Analyzing the 4th P (promotion) of Walton

Abstract

This report contains information of Walton group, i.e. Walton’s company profile, company overview, products and its mission, vision, and goal. Its goal is to be the market leader, maximize profit and engage in corporate social responsibility & eco-friendly practices. Its mission is to solve customers problems. This is what customers want. Then comes their vision, which is to satisfy customer needs by providing innovative quality products using up to date technologies. Walton belongs to the RB group. It was founded in 1977. It is an electrical & electronics manufacturing company. Walton products include home & kitchen appliances, refrigerators, smart TV, iron, etc. This report also includes the industry analysis of Walton. The industry is electrical & electronics industry. Speaking of industry analysis, we covered Porter’s five forces model in this report- the bargaining power of suppliers, the bargaining power of buyers, the threat of new entrants, the threat of substitutes, and the extent of competitive rivalry all discussed elaborately. Moreover, covered the competitive analysis of Walton. Where Walton has a competitive edge and how they differentiated themselves from their competitors have been discussed. Walton’s competitive advantage is in providing quality products for a reasonable price and since the people of Bangladesh are price sensitive, it works well for Walton. This report also covers a SWOT analysis. The strength, weaknesses, and places of opportunities, and threats for Walton all have been explained. Lastly, we discussed the 4Ps of marketing- product, price, place, and promotion but mainly the promotion of Walton has been addressed in this report. How Walton uses the six tools of IMC in their promotional activities. It covers the internal and external analysis of the promotional program of Walton. Walton has an in-house agency when it comes to the advertising of its products. They have their own creative team and everything needed to create ads. Ads can be demonstrated or executed in numerous ways- dramatization, comparison, animation, technical, factual, animation, humor, etc. and then, communicating value in promotion has been discussed and the idea has been taken from the Marketing management book by Kotler and Keller. Walton has Mashrafe bin Mortaza as a brand ambassador and celebrity endorser for advertisements thus, the advantages of keeping a celebrity endorser and the return on investment for keeping Mashrafe has been discussed elaborately in this project report.