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Page 1: Final Brand Audit

Inventory Section

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Dawlance Brand Audit1. Brand Inventory

“Dawlance is considered to be the most ‘Reliable’ & ‘Innovative’ brand among all home appliance brands in Pakistan. Among Top 2 ‘Top of mind (TOM)’ Brands in all product categories Dawlance is the 7th most Favorite brand in Pakistan.”

__Dawlance.comHistoryDawlance is the Premiere Home Appliances Company in Pakistan with 30 years of history.   The company began its operation in 1980 with the production of Refrigerators. Today, beside Refrigerators, Dawlance is producing Washing Machines, Chest Freezers, Vertical Freezers, and Split AC & Microwave Ovens.   Over these years Dawlance has not only developed the largest dealer’s network but has also established the largest after sales service set-up across Pakistan. Dawlance United Refrigeration Industries Ltd. was established in 1980. It is the Largest Company in Pakistan engaged in appliance business. Dawlance stands for durable &reliable household appliances. Its refrigerator Factory is located in Hyderabad. The main Objectives are to provide dependable and reliable product at reasonable price to majority of Pakistanis and to enhance their quality of Life. Present Market Share of Dawlance product is:Refrigerators 65%, Washing Machines 35%, Microwave Oven 40%, Chest Freezers 45% Air Conditioners 15%.

Established1980.Refrigerator Production 1981Deep Freezer Production 1988Deep Freezer Manufacturing Unit 1992Launched RAC and No-Frost Ref.   1992Launched WM and MWO 1995Production of No-Frost Refrigerator 1996Production of Aero-Design Series 1996Production of Up-Right Freezer 1997ISO 9001Certification 1999Production of Washing Machine 2000ISO 14000 Certification 2001USL Shops2001

Vision“To be the market leader in every of our products, nationally and regionally”We are committed. Above every thing else. Dawlance places its top priority on the satisfaction of human beings. The satisfaction of its customers, partners and employees. All our policies and approach towards work revolve around our cooperate belief.Mission“To win the utmost satisfaction, trust and loyalty of our valued customers”

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Our mission is to design all Dawlance products in such a way that can withstand the most adverse climatic conditions in Pakistan, to serve quality electronic product to customer and being able to support our customers in times of their need is an essential part of our reliability culture.

Corporate Belief

Individual must be respected.

The customer must be given the best possible products and services.

Excellence and superior performance must be pursued.

Corporate Responsibilities

Advancing the standard of living in Pakistan by manufacturing reliable and affordable electrical products.

Implementation of first class production engineering.

Development of our employee not only for the firm's benefit but to contribute to each employee personal growth.

Major contributor in restoring Pakistani status and prestige.

To reinforce value like harmony, solidarity, discipline and dedication.

Business: Manufacturing and marketing of domestic appliances

Market Position: Leader in household appliances in Pakistan. Largest Company engaged in appliances business

Customers: Up to Middle Upper Class of Pakistan

Dawlance Company StructureDawlance place structure in Pakistan,

1. 04 Factories

2. 15 Warehouse

3. 16 Sales branches

4. 26 Company Owned after sales service center

5. 165 Affiliated after-sales customer service work shop country wide

6. 800 sales and service staff

Product-Related Attributes

1. Durable

2. Reliable

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3. Slogan

4. H-Zone

5. Innovative style

6. Reflect series refrigerator

7. Touch operating button 8. “D” sign

Dawlance Brand PortfolioDawlance include five different product category and their different brands…

Refrigerator Category

1. H-ZONE Feature

Health Light ensures bacteria free storage & doubles the duration of food

preservation. Fan ensures uniform circulation of cool air. 5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention. Active Deodorizer ensures odor free storage Durable shelves - can hold weight up to 60 Kg. Wide body design for maximum storage at eye level. Anti Fungus Gasket.

Capacity: Size: 277 to 446 Liters.Warranty:   1 Year parts & 3 Years Compressor. Color: Stainless Steel Checkered Design.

2. Reflection SeriesFeature

Unbreakable & Scratch Free Glass. Nano Silver Technology. 5 Pipe oil cooled compressor for faster cooling.

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Thick insulation provides cooling retention for 4-5 hours in case of power failure. Durable shelves - can hold weight up to 60 Kgs. Wide body design for maximum storage at eye level. Anti Fungus Gasket.

Capacity: Size: 277 to 446 Liters.Warranty: 1 Year parts & 3 Years Compressor. Color: Stainless Steel Checkered Design.

3. Monogram Series Feature

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Wide body design for maximum storage at eye level. Stylish design adds glamour to your home. Anti Fungus Gasket.

Capacity: Size: 149 to 446 LitersWarranty: 1 Year parts & 3 Years CompressorColor: Peach-Graphite, Brown, Grey

4. Aero-Designer SeriesFeature

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention. Anti Fungus Gasket.

Capacity: Size: 71, 142, 175, 225, 300, 320 LitresWarranty: 1 Year parts & 3 Years CompressorColor: Beige, Grey

5. DesignerFeature

5 Pipe oil cooled compressor for faster cooling. Thick insulation provides cooling retention for 4-5 hours in case of power failure. Wide body design for maximum storage at eye level. Anti Fungus Gasket.

Capacity: Size: 149 to 340 LitersWarranty: 1 Year parts & 3 Years CompressorColor: Galaxy silver, Metallic Gold.

6. Horizontal RefrigeratorFeature

Refrigerator plus Freezer Front drain Fan cooled condenser Thick insulation / Long cooling retention Rust resistant body

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Handle with lockCapacity: Size: 13, 15 Cubic ftWarranty: 1 Year parts & 3 Years CompressorColor: Beige, Grey

1. Vertical FreezerFeature

Convenient drawer based design Organized Storage Trendy & Compact Design consumes 33% less floor space than Chest freezer Wide body / More usable storage Solid base drawers Convenient Defrosting Healthy storage with Nano silver based anti bacterial drawers Superior cooling retention due to 60mm thick insulation Powerful cooling with 5 pipe oil cooled compressorCapacity: Size: 10 Cubic ftWarranty: 1 year parts and 3 years CompressorColor: Stainless Steel Checkered Design

2. Deep-Freezer Single DoorFeature

Powerful cooling Front drain Fan cooled condenser Better cooling retention Rust resistant body Handle with lock

Capacity: Size: 8, 10, 13, 15 Cubic ft.

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Warranty: 1 Year parts & 3 Years CompressorColor: Beige, Grey

1. H-ZONEFeature

HEALTH ZONE FEATURES Pollution detector Ionizer that cleans and refreshes the air Big size compressor Faster cooling Evaporator Cleaning feature Filter clean warning system T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flowCapacity: Size: 1 & 1.5 tonWarranty: 1 Year parts & 3 Years CompressorColor: Metallic Silver

2. ProfileFeature

T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Big size compressor Faster cooling Capacity: Size: 1 & 1.5 tonWarranty: 1 Year parts & 3 Years CompressorColor: white

3. DesignerFeature

Latest trendy design T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Big size compressor Faster coolingCapacity: Size: 1 & 1.5 tonWarranty: 1 Year parts & 3 Years CompressorColor: White

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4. MonogramFeature

T3 technology that ensures proper cooling even at 52 C Higher air velocity & greater air flow Reliable performance Big size compressor Faster coolingCapacity: Size 1, 1.5 & 2Warranty: 1 Year parts & 3 Years CompressorColor: White

1. Front loadFeature

Air Wash Feature that cleans with Ozone power without using water or detergent, suitable for expensive clothes, jackets, leather bags, stuffed toys, pillows and comforters, shoes etc

Advance Heater Dryer gives you ready to iron clothes One touch operation ease of use Supersonic technology for greater washing effect Tilt drum for convenience and economy Power resumption memory, which saves time and energy Supersonic technology for greater washing effect Customized wash option 2 steps clean Child safety lock Digital control technoloCapacity: Size: 7 KgWarranty: 1 Year motor and partsColor: White

2. Top LoadFeature

One touch operation ease of use Power resumption memory, which saves time and energy Supersonic technology for greater washing effect Customized wash option

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2 steps clean Child safety lock Digital control technologyCapacity: Size: 6 kgWarranty: 1 Year motor and partsColor: White with green lid

3. Semi AutomaticFeature

Twin tub for greater convenience Two way washing mechanism Powerful pulsation gives strong washing effect One piece plastic body Strong overflow rinse Noise free operation Digital control technology Warm water washCapacity: Size: 8 kgWarranty: 1 Year motor and partsColor: L-Grey Almond

4. WasherFeature

Space saving compact design Low noise and vibration free operation Powerful pulsation gives strong washing effect One piece plastic body Jumbo size washing tub Strong overflow rinsCapacity: Size: 5 kgWarranty: 1 Year motor and partsColor: L-Grey Almond

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1. Cooking King SeriesFeature

Microwave power output: 700W Digital /Jog Wheel control Pull Door 7 Customized Recipes for Pakistani sweets 6 Microwave power settings Speed Defrost Child Lock Silver finish External Painted Steel Cavity Mirror Finish door window Turn Table: Ø 245 mmBuilt in Recipe

Qalaqand Gajar Halwa Suji Halwa Zarda Kheer Creme Caramel Cocoa DelightWarranty: 1 Year partsColor: Silver fish

2. Classic SeriesFeature

Microwave power output: 700W Mechanical rotary controls 6 Microwave power settings Pull Door Quick start function Speed Defrost Cooking End Signal Silver finish externalWarranty: 1 Year partsColor: White

I.Vacuum Cleaner:

Dawlance offers sleek, stylish and portable range of Vacuum Cleaner.II. Iron:

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Dawlance offers sleek, stylish and portable range of Dry and Steam IronsIII. Food Processor:

The combination of accessories and food processor that suits a typical Pakistan homeIV. Juicer:

Enjoy good health with Dawlance Juice ExtractsV. Toaster:

2- Slice Toaster with crumb tray for greater convenience

1.1 Top Load (H-ZONE) Dawlance, the no. 1 home appliances brand of Pakistan recently Karachi, October 26, 2010 launched another product to enhance their category range. It is breakthrough innovation. The latest addition to H-Zone range is the Dawlance Automatic Washing Machine (Model # DWF-3500HZ). This machine, apart from functioning as a regular automatic washing machine, has a revolutionary Air Wash feature that turns air into Ozone (O3) to sterilize, kill bacteria and remove odor from products like cushions, school bags, gloves, leather jackets, hand bags, high heels, business suits, delicate women’s clothes and stuffed toys. Backed and verified through research, Dawlance revealed that people now expect much more from a washing machine than just washing of clothes. Both fast-paced lifestyle and a concern for better health among today’s home maker means they want the washing machine to provide more varied washing options and convenient cleaning solution in the shortest possible time.

1.2 Vertical FreezerDawlance the No.1 home appliance brand of Pakistan has extended its product range with the addition of Vertical Freezers. It is lunched Lahore, October 14, 2010.This addition is not just a breakthrough in freezer technology; but a better lifestyle, a healthy storage solution and that too at an affordable price that will simplify the lives of many women who are tired of problems associated with chest type freezers. “Dawlance Vertical Freezer has user-friendly drawers / roll-out baskets that let the user store food in an organized way and according to the temperature requirements of each food item. Separate drawers act as a sealing agent between different types of food products. Drawers with a solid front also make the storage area more enclosed, so less cold air escapes when you open the freezer. Lower freezing temperatures of -18C0 ensure that the food is frozen in the shortest possible time and it maintains optimum food quality when used for cooking. It takes much less floor space compared to chest freezer and is aesthetically beautiful. Cleaning of vertical freezer is just as convenient as using it. Made from high quality material, it has an environment-friendly polyurethane insulation with greater cooling retention property which helps in saving electricity compared to chest type freezers.”

1.3 Dawlance Marketing Strategiesi. Product Strategy:

The object of Dawlance is to provide refrigerator to all people who fall in lower middle, middle, and upper middle class in this country such that most of the families should have refrigerators in their home because they enhance better quality of life. Dawlance has got products, which are as per international standards and carry all the basic features, which need in any such type of appliances.

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Dawlance believe that whatever they provide to their customers should be durable and reliable. All the products, which Dawlance market, are durable enough and customer can keep on using them for quite many years without any problem. It provides its refrigerators, 3 years compressor guarantee and 1 year chest freezer, and free service in spare parts under normal use.

ii. Price Strategy:

Dawlance has got a policy that their all product price should be the same in all cities and town in Pakistan market. Dawlance bear freight cost and make their product available to their dealers irrespective of where they are located. For this, they give uniform margin to their dealers irrespective of whether he is big or small. It believes that their retail prices should be uniform all over the country irrespective of whether customers buy from Peshawar or Karachi. In order to maintain a uniform price all over the country, Dawlance bear transportation charges and make the product available at cost price at dealer premises.

iii. Promotion Strategy:

Dawlance promotion budget is around 1.75% of their turnover. 40% spending of their budget is Print Media, 20% goes on TV, 20% on out door activity and balance 20% on Sales Promotion activity. They believe that print media and out door activity help them to reach to their target customer. Due to satellite transmission and having multi-channels, it does not pay one unless you have very huge budget to spend on this media. On promotion, their spending is more on consumer incentive schemes. Since it pay them and there is direct relationship between sales and consumer. Further, it gives customer a direct benefit in shape of price reduction.

iv. Distribution Strategy:

Dawlance has got around 800 dealers all over the country. Dawlance ensures that its refrigerators are available almost in all appliances markets of Pakistan. They have got 80% penetration in dealer sector. One can get very easily their product in any city or small town of Pakistan. Dawlance has got various types of dealers according to their potential. 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. He maximum delivery time incase stock is delivered from Hyderabad Factory is four (4) days. However if supply is given from closest warehouse then hardly it takes 2-3 hours time. They believe that, timely delivery of their product to the dealer is one of an important element in their success in Pakistan.

After Sale Service:

Dawlance believes that after sales service is one of the most important elements of marketing mix and thus give due emphasize in providing quality after sale service to its refrigerator customers. Dawlance has got qualified foreign-trained engineers in its team of after sale service and also properly trained technicians and supervisors who look after service centers and provide reliable quality after sales service to its customers. Dawlance has got 17 its own service centers in different parts of country. Besides, they have got 34 franchise workshops to cover remote areas, where its service center doesn't exist. These are service centers and franchise workshops cover almost 99% market of Pakistan. Wherever Dawlance dealer is, there you'll find Dawlance workshop or either franchise workshop to take

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care of service need. In order to provide satisfactory after-sales service, Dawlance ensures that in its entire service centers sufficient inventory of spare parts is maintained; even these are available with franchise workshops

1.4 Brand Positioning In Customer MindDawlance obtained a good position in the buyer because mind through better product and unique attributes, price and quality, offering the product in different ways when the competitors do. Dawlance is unique position in customer mind reliable, honest and healthy/green environments. The company offer improved quality of products in the industry at an affordable price with high reliable branding. The market share of the company in refrigerator industry is around 65%. Now a days a good position of Dawlance in customer mind is H-zone.

1.5 POP and PODPOP POD

Durable H-Zone Healthy environmentCompressor and warranty service Low electricity consumptionInstallation Services Uniform pricing StrategyGerman technology Compressor Segmentation of DistributorAttractive Style Health Light ensures bacteria free storageNew styles Anti Fungus Gasket

1.6 Competitor Brand Analysis Whereas, LG's objective is to provide world class product to upper class and upper middle class to enjoy real luxury in their life. Since LG is a Korean brand and being imported from Korea, it has very advanced features, which are normally demanded by in developed countries. LG also insures that whatever product they market should be durable enough which last quite many years and give trouble free service to their customers. It provides its refrigerators, five years compressor guarantee and one year free service in spare parts under normal use.

Whereas the LG pricing strategy is cost + fixed mark up to cover their GP. Since they cater to upper middle and upper class, therefore their 90% dealers are in big cities only. Product-wise price list enclosed in appendix for reference. LG follows pricing policy in which their normal formula is import cost + reasonable gross profit to cover their marketing expenses and also give them reasonable profit. As far as Advertising strategy of LG is concerned, it is being planned and executed by LG, Korea through their Pakistan Office keeping in view their global approach and theme line. Local Agent of LG simply gives advice and coordinates in its implementation. Since LG is a multi-national brand, their spending on advertising is in such a way that their all product get promoted. Although for different product they have got different agent; like for TV, New Electronics/Karachi. For computer monitor, Vision Computer. For mobile phone, Chimera. Relatively LG refrigerator's parts are expensive comparative to locally make because LG imports spare parts from Korea and various other LG production centers. One of the reasons for being these parts expensive is that LG's local agent has to pay almost 70% of the

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product cost towards import duty, sales tax and other import cost. We can say that LG also believe in quality, after sale service to its customers and also considers after sales service as one of the important element of marketing mix.

1.7 SWOT AnalysisStrengthsDawlance is a Pakistan’s no 1 company and a recognized brand around the world. It has successful established. Dawlance products are reliable, easy to use, and have simple designs which satisfy customers that’s why Dawlance have the advantage of having loyal customers. In Dawlance Corporation the research and development has given greater importance because to satisfy the customers and provide the customers what they want the research and development id required. Dawlance try to keep products innovative to attract the customers and to capture more market share. Dawlance is crossing at its growing stage and its growing quickly. It is producing solid products which rapidly satisfying the customers.WeaknessesThe big weakness of Dawlance is that it has very few competent employees mostly are not skilled and also there is no training and development concern for employees. And other is they are using local model in their advertising. Dawlance are low focus on the brand ambassador and appearance style of refrigerator.

Opportunities The electronic market is expanding rapidly which is a great opportunity for Dawlance to expand itself in new market and to capture more market share. It also can expand its target market geographically and socially both by introducing new products in existing market and existing products in new markets. Through the innovation and green marketing concept in existing products it can attract more customers because at present it is behind the market leadership so to become a leader it has to make innovations to attract potential buyers and retain existing customers.ThreatsAs the competitors of Dawlance are more dominant in the market and continuously improving their products so they can take away the existing customers of Dawlance, so it has to work very hard to retain and attract customers. Its major competitor LG focuses on the Appearance style and impact of COO of foreign brand in Pakistan market. The economic position of the Pakistan is also threats for Dawlance. The condition of economy all around the world is not good and it is affecting the purchasing power and priorities of the customers, people are facing difficulties in satisfying basic and needs so how they can spend on electronics which is considered as luxury items. This situation can affect the sales of the company.

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Exploratory Section

2. Brand Exploratory The brand exploratory is research activity conducted to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity.

2.1 Customer KnowledgeDawlance, the no. 1 home appliances brand of Pakistan recently launched another product to enhance their category range. Dawlance, the no. 1 home appliances brand of Pakistan recently launched another product to enhance their category range. Customer is well know about the Dawlance’s new H-zone product category in Pakistan and as well as in world. Typically the brand association for Dawlance might be “Reliable,” “Healthy zone,” “Innovation,” “High-quality,” “Affordable,” “Up-to-date,” “Peace,” “Trusted,” “Imaginative.”

2.2 Source of Brand Equity

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The Dawlance name, one of the most recognized reliable home-appliance brand in the Pakistan, its current slogan is more attractive to the people a key source of the customer mind. Its slogan have more reside place in consumer mind and strong favorable association with customer. Now a days more power full equity source of the Dawlance is H-Zone its focus on green environment and healthy environment. It not harmful for natural environment. Dawlance introduce H-zone technology on their mostly products like washing machine, vertical freezer and air conditioner.

2.3 Dawlance AmbassadorAmbassador is the term Dawlance use to describe to its celebrity endorsers. Dawlance use the Chef Gulzar for their microwave oven category. Lucky First Buyers of Cook King BBQ Convection Microwave Oven will get a chance of becoming a host of Chef Gulzar at their homes. Mostly Dawlance you local model in their ads.

2.4 Cook King ConvectionDawlance has introduced a Consumer Scheme in order to create awareness among its customers about the cooking methods of Cook King Convection BBQ Microwave Oven. Lucky First Buyers of Cook King BBQ Convection Microwave Oven will get a chance of becoming a host of Chef Gulzar at their homes. A lucky draw will be held and three lucky customers will be selected from each city that is Karachi, Lahore, Rawalpindi and Faisalabad. Chef Gulzar will visit the winner’s house and cook their favorite recipe in Cook King BBQ Convection Microwave Oven. Dawlance is the leader in home appliances market because of their superior product quality, customer care and innovative ideas. Dawlance enjoys good liaison with its dealers countrywide owing to its highly profitable business opportunities, trust and reliability that have been cultivated over decades.

2.5 Dawlance Talent ProgramDawlance, the No.1 home appliance brand of Pakistan recently conducted an on-campus recruitment program at NED University to induct fresh engineers in the field of Electrical, Electronics, Mechanical and Industrial & Manufacturing Sciences. The recruitment program was attended by 550 graduates of NED University.

2.6 Mental Map

Performance ImageInnovative Reliable Ease Energetic

Honest & Smart Trusty

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People Spiritual-Relation Middle-upper Loving Wealthy Caring Status Truth

2.7 Customer based brand Equity

Resonance Spiritual loving, Caring,

Judgment Feeling Durability, Honesty Prestigious, Excitement Healthy environment Social Esteem

Performance Imagery Technical satisfaction, Loyal & Middle Upper use, Low electricity consumption, innocent, freshness, sincere, power Responsive Service Confident decision, Qualified

SalienceHome-appliance, customer delighted,

Strong and fresh cooling, loyal and top of the set mind,

2.8 Dawlance MantraBrand mantra is the core association, essence and promise of the brand which the company is offering

Dawlance Brand Mantra

Durable Reliable Style

The some other core promise of the Dawlance have “Green Environments” and “spiritual love, caring.”

2.9 Brand associations

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Mostly customer in the market associate because Dawlance brand with the loyalty, strong, reliable, power, healthy, honest, generous, style, royal, caring etc.

Strategic brand management recommendations

1. Modernized advertising: Dawlance should be used modernized advertising on media and online. Advertising should be shows self status because mostly people in Pakistan focus on their prestigious and esteem for high involvement product.

2. Appearance Style: Dawlance should be more focus on the appearance and outlook style of their refrigerator like their sub brand of refrigerator “Reflect Series” introduce rapidly new appearance style appearance.

3. Celebrity Use in Advertising: Dawlance should use the any more credible and trust celebrity/personality instead of local model use.

4. Rapidly Grow H-zone: Company should want to rapidly enhance their unique and green zone concept for stronger brand building.

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Exploratory Research

Frequency tables Brand Audit

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4. I like physical design of Dawlance brand.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 2.0 2.0 2.0

1 18 18.0 18.0 20.0

2 51 51.0 51.0 71.0

3 18 18.0 18.0 89.0

4 8 8.0 8.0 97.0

5 3 3.0 3.0 100.0

Total 100 100.0 100.0

5. I like service of the Dawlance Brand.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 30 30.0 30.0 30.0

2 42 42.0 42.0 72.0

3 19 19.0 19.0 91.0

4 5 5.0 5.0 96.0

5 4 4.0 4.0 100.0

Total 100 100.0 100.0

6. How much you agree with prices of Dawlance brand?

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1.0 1.0 1.0

1 8 8.0 8.0 9.0

2 37 37.0 37.0 46.0

3 29 29.0 29.0 75.0

4 16 16.0 16.0 91.0

5 9 9.0 9.0 100.0

Total 100 100.0 100.0

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7. I like reliability of Dawlance brand.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1.0 1.0 1.0

1 35 35.0 35.0 36.0

2 44 44.0 44.0 80.0

3 6 6.0 6.0 86.0

4 13 13.0 13.0 99.0

5 1 1.0 1.0 100.0

Total 100 100.0 100.0

8. I feel comfort after purchasing Dawlance.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 30 30.0 30.0 30.0

2 48 48.0 48.0 78.0

3 10 10.0 10.0 88.0

4 8 8.0 8.0 96.0

5 4 4.0 4.0 100.0

Total 100 100.0 100.0

9. I trust on Dawlance products.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 36 36.0 36.0 36.0

2 45 45.0 45.0 81.0

3 13 13.0 13.0 94.0

4 5 5.0 5.0 99.0

5 1 1.0 1.0 100.0

Total 100 100.0 100.0

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10. Dawlance is honest with me.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 20 20.0 20.0 20.0

2 40 40.0 40.0 60.0

3 31 31.0 31.0 91.0

4 5 5.0 5.0 96.0

5 4 4.0 4.0 100.0

Total 100 100.0 100.0

11. Dawlance is charming for me.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 11 11.0 11.0 11.0

2 50 50.0 50.0 61.0

3 28 28.0 28.0 89.0

4 8 8.0 8.0 97.0

5 3 3.0 3.0 100.0

Total 100 100.0 100.0

12. I like Dawlance because it is Pakistani brand.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 40 40.0 40.0 40.0

2 24 24.0 24.0 64.0

3 12 12.0 12.0 76.0

4 16 16.0 16.0 92.0

5 8 8.0 8.0 100.0

Total 100 100.0 100.0

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13. You recommend Dawlance brand to your friends and family.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 26 26.0 26.0 26.0

2 42 42.0 42.0 68.0

3 18 18.0 18.0 86.0

4 13 13.0 13.0 99.0

5 1 1.0 1.0 100.0

Total 100 100.0 100.0

14. I am fully satisfied with Dawlance brand.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 24 24.0 24.0 24.0

2 49 49.0 49.0 73.0

3 17 17.0 17.0 90.0

4 6 6.0 6.0 96.0

5 4 4.0 4.0 100.0

Total 100 100.0 100.0

15. I will certainly buy Dawlance products in the next six months.

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 2.0 2.0 2.0

1 10 10.0 10.0 12.0

2 20 20.0 20.0 32.0

3 32 32.0 32.0 64.0

4 11 11.0 11.0 75.0

5 25 25.0 25.0 100.0

Total 100 100.0 100.0

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Finding of ResearchIn our sample size 48% currently using the Dawlance brand and satisfied it current services. 50% people have first position position of the their evoke set ,18% people have second position,14% third position, 11% people have at fourth position in their evoke set and 7% contains fifth position. 46% people like the Dawlance refrigerator performance and benefits and 21% consumer like the freezer of the Dawlance. 6% customers are more loyal with Dawlance and resonance stage and at every condition they want the Dawlance Brands. And 22% consumer are also loyal but not at the resonance stage.18% consumer like Dawlance brand due to its warranty/installation service, 11% percent people like due to price and satisfied, 30% like due to brand name a prestigious name, 25% people like due to its technological performance and features, 16% like due to its appearance style of Dawlance products.

20% mostly people like the brand because it’s like command, respect and have your own authority and power and like Blue color.16% people like brand and associate the personality of the sophistication, power, mystery and they like Black color. 23% Dawlance consumer associate and like because Dawlance is regal, wealthy, stately and royalty and like the Gold and Silver Color. 14% like Dawlance because they think Dawlance is secure, caring, natural, easy going, living thing and choose the Green Color.Dawlance Personality is like Sincerity

Reference www.acch.cranfield.ac.ukwww.dawlanc.com www.pel.com.pk Strategic brand Managements by Kevin lane KellerConsumer behavior by Leaon G.schiffman

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