Marketing Strategy- Esquire Electronics Ltd.

Presented by

Sheikh Asif Imtiaz

Arnab Mitra Sumit

Shahriar Rashid

Khandakar Shadat Md. Sayem

OBJECTIVES

Esquire ElectronicsTheir Marketing

Strategy&

THE COMPANY PROFILE

Year Started- 1977

Product LineHome, Office and Industry Appliances

Sole Distributor- General, Sharp & Mitsubishi

Member Unit of Esquire Group

• Mission• In Sound, In Time, In Vision

• Vision• Serve with quality

• Improve with consistency

• Be the top company

MARKETING STRATEGY OF

ESQUIRE ELECTRONICS

(SEGMENTATION)

GEOGRAPHIC SEGMENTATION

Dhaka57%

Other

dis-trict

s43%

Branches of Esquire Electronics Ltd.Dhaka Other districts

•Total Branches 28• 16 in Dhaka• 12 in Other Districts

PSYCHOGRAPHIC SEGMENTATION

•Refrigerator (model: SJ-F-78SP) •Lock with PCI •Capacity- 629 Liters•Price- tk.219000

Upper Class

•Refrigerator (mode: SJ-20U) •Capacity of 210 Liters •Cost tk.39,900.

Middle Class

Social Class

BEHAVIORAL SEGMENTATION

• Occasion- Seasonal

BEHAVIORAL SEGMENTATION

• Occasion - Regular

Model Feature Capacity Price(BDT)

ES-T70CL-B Manual 80% Dry

7.2kg 18500.00

ES-T85CL-B Manual 80% Dry

8.0kg 20500.00

ES-T95CL-B Manual 80% Dry

9.0kg 21500.00

ESQUIRE Brand Washing Machine

TARGETING STRATEGY

DIFFERENTIATED MARKETING

•Upper Class•Middle Class

Target Group

•Home Appliances & Electronics

Target Sector

POSITIONING TOOLS

Product Service

Channel

People

Image

POSITIONING TOOLS CONTD.

• Product

Child Lock and Door Alarm

Model: SJ-FS79V

Capacity- 678 Liter

Glass Touch LED panel

Plasma Cluster System

POSITIONING TOOLS CONTD.

•SMS Service System•Differentiated Recruitment

Service & People

•28 Branches and counting•Recent Opening at Bashabo

Channel

POSITIONING TOOLS CONTD.

• Image• Logo

• Jingle• In Sound, In Time, In Vision

THE PRODUCT MIX

PRODUCT

• Brand • Represents the quality

• Quality• high-tech machineries

• maintains international level.

PRICE

PLACE

• Geographical Coverage• Mostly in Dhaka

• More opening outside soon

• Local Retailers

• Transportation

PROMOTION

• Advertising• Online

• Tele media

• Event Marketing• DITF

• Grameenphone Cricket Tournament

THAT’S ALL!!