Final Brand Audit

Inventory
Section
1
Dawlance Brand Audit
1. 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.com
History
Dawlance 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 1981

Deep Freezer Production 1988
Deep Freezer Manufacturing Unit 1992
Launched RAC and No-Frost Ref. 1992
Launched WM and MWO 1995
Production of No-Frost Refrigerator 1996
Production of Aero-Design Series 1996
Production of Up-Right Freezer 1997
ISO 9001Certification 1999
Production of Washing Machine 2000ISO 14000 Certification 2001
USL Shops2001
Vision
“To be the market leader in every of our products, nationally and regionally”
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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”
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 Structure

Dawlance place structure in Pakistan,
1. 04 Factories
2. 15 Warehouse
3. 16 Sales branches
4. 26 Company Owned after sales service center
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5. 165 Affiliated after-sales customer service work shop country wide
6. 800 sales and service staff
Product-Related Attributes
1. Durable
2. Reliable
3. Slogan
4. H-Zone
5. Innovative style
6. Reflect series refrigerator
7. Touch operating button
8. “D” sign
Dawlance Brand Portfolio

Dawlance 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.
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 Anti Fungus Gasket.
Capacity: Size: 277 to 446 Liters.
Warranty: 1 Year parts & 3 Years Compressor.
Color: Stainless Steel Checkered Design.
2. Reflection Series
Feature
 Unbreakable & Scratch Free Glass.
 Nano Silver Technology.
 Thick insulation provides cooling retention for 4-5 hours in case of power failure.
 Durable shelves - can hold weight up to 60 Kgs.
Capacity: Size: 277 to 446 Liters.
Warranty: 1 Year parts & 3 Years Compressor.
Color: Stainless Steel Checkered Design.
3. Monogram Series
Feature
 Stylish design adds glamour to your home.
Capacity: Size: 149 to 446 Liters
Warranty: 1 Year parts & 3 Years Compressor
Color: Peach-Graphite, Brown, Grey
4. Aero-Designer Series
Feature
 Thick insulation provides cooling retention.
Capacity: Size: 71, 142, 175, 225, 300, 320 Litres
Color: Beige, Grey
5. Designer
Feature
5
Capacity: Size: 149 to 340 Liters
Color: Galaxy silver, Metallic Gold.
6. Horizontal Refrigerator
Feature
 Refrigerator plus Freezer
 Front drain
 Fan cooled condenser
 Thick insulation / Long cooling retention
 Rust resistant body
 Handle with lock
Capacity: Size: 13, 15 Cubic ft
Color: Beige, Grey
1. Vertical Freezer
Feature
 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 compressor
Capacity: Size: 10 Cubic ft
Warranty: 1 year parts and 3 years Compressor
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Color: Stainless Steel Checkered Design
2. Deep-Freezer Single Door

Feature
 Powerful cooling
 Front drain
 Fan cooled condenser
 Better cooling retention
 Rust resistant body
 Handle with lock
Capacity: Size: 8, 10, 13, 15 Cubic ft.
Color: Beige, Grey
1. H-ZONE
Feature
 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 flow
Capacity: Size: 1 & 1.5 ton
Color: Metallic Silver
2. Profile
Feature
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 Faster cooling
Color: white
3. Designer
Feature
 Latest trendy design
 Faster cooling
Color: White
4. Monogram
Feature
 Reliable performance
 Faster cooling
Capacity: Size 1, 1.5 & 2
Color: White
1. Front load
Feature
 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
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 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
 Customized wash option
 2 steps clean
 Child safety lock
 Digital control technolo
Capacity: Size: 7 Kg
Warranty: 1 Year motor and parts
Color: White
2. Top Load
Feature
 One touch operation ease of use
 Power resumption memory, which saves time and energy
 Customized wash option
 2 steps clean
 Child safety lock
 Digital control technology
Capacity: Size: 6 kg
Color: White with green lid
3. Semi Automatic
Feature
 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 wash
Color: L-Grey Almond
4. Washer
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Feature
 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 rins
Color: L-Grey Almond
1.
Cooking King Series
Feature
 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 mm
Built in Recipe
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 Qalaqand
 Gajar Halwa
 Suji Halwa
 Zarda
 Kheer
 Creme Caramel
 Cocoa Delight
Warranty: 1 Year parts
Color: Silver fish
2. Classic Series
Feature
 Microwave power output: 700W
 Mechanical rotary controls
 6 Microwave power settings
 Pull Door
 Quick start function
 Speed Defrost
 Cooking End Signal
 Silver finish external
Warranty: 1 Year parts
Color: White
I. Vacuum Cleaner:
Dawlance offers sleek, stylish and portable range of Vacuum Cleaner.
II. Iron:
Dawlance offers sleek, stylish and portable range of Dry and Steam Irons
III. Food Processor:
The combination of accessories and food processor that suits a typical Pakistan
home
IV. Juicer:
Enjoy good health with Dawlance Juice Extracts
V. Toaster:
2- Slice Toaster with crumb tray for greater convenience
1.1 Top Load (H-ZONE)
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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 Freezer

Dawlance 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 Strategies

i. 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. 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.
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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 care of service need. In order to provide satisfactory
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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 Mind
Dawlance 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 POD

POP POD
Durable H-Zone Healthy environment
Compressor and warranty service Low electricity consumption
Installation Services Uniform pricing Strategy
German technology Compressor Segmentation of Distributor
Attractive Style Health Light ensures bacteria free storage
New 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 product cost towards import
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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 Analysis

Strengths
Dawlance 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.
Weaknesses
The 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.
Threats
As 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.
15
16
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 Knowledge

Dawlance, 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.”
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2.2 Source of Brand Equity
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 Ambassador

Ambassador 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 Convection

Dawlance 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 Program

Dawlance, 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 Image
Innovative 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
Salience
Home-appliance, customer delighted,
Strong and fresh cooling, loyal and top of the set mind,
2.8 Dawlance Mantra
Brand mantra is the core association, essence and promise of the brand which the company is
offering
Dawlance Brand Mantra
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Durable Reliable Style
The some other core promise of the Dawlance have “Green Environments” and “spiritual love,
caring.”
2.9 Brand associations

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.
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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
22
4. I like physical design of Dawlance brand.
Cumulative
Frequency Percent Valid Percent 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.
Cumulative
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?
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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.
Cumulative
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 Research
In 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.uk
www.dawlanc.com
www.pel.com.pk
Strategic brand Managements by Kevin lane Keller
Consumer behavior by Leaon G.schiffman
27

Final Brand Audit

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Final Brand Audit

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Inventory

Established1980.Refrigerator Production 1981

Dawlance Company Structure

Dawlance Brand Portfolio

2. Deep-Freezer Single Door

1.1 Top Load (H-ZONE)

1.2 Vertical Freezer

1.3 Dawlance Marketing Strategies

1.5 POP and POD

1.6 Competitor Brand Analysis

1.7 SWOT Analysis

2.1 Customer Knowledge

2.3 Dawlance Ambassador

2.4 Cook King Convection

2.5 Dawlance Talent Program

2.7 Customer based brand Equity

Dawlance Brand Mantra

2.9 Brand associations

Strategic brand management recommendations

Frequency tables Brand Audit

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.

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?

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

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.

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.

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