See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/335389695

Marketing of Security and Surveillance Products

Article · September 2019

CITATIONS READS

0 711

2 authors, including:

Mahamudul Hasan
Patuakhali Science and Technology University
17 PUBLICATIONS   16 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Bank Marketing View project

All content following this page was uploaded by Mahamudul Hasan on 25 August 2019.

The user has requested enhancement of the downloaded file.

Advances In Management
Case Study:
Marketing of Security and Surveillance Products
Hasan Mahamudul * and Yousuf Sheikh Salahuddin
Department of Marketing, Patuakhali Science and Technology University, Dhaka, BANGLADESH
*hasanmktpstu@gmail.com
Abstract
The aim of this study is to explore the marketing of
security and surveillance products in Bangladesh
through a case study on Provenance Ltd. The opinions
of the respondents have been taken through a non-
structured open-ended questionnaire. In this context, a
total of 6 organizations participated in in-depth
interviews. Promotional materials, websites, official
settings and channel activities of the respective firm
have been analyzed.
The study has found that Provenance Ltd. is constantly
improving its market through its marketing of quality
product at a reasonable price. There are some major
challenges that Provenance Ltd. has to face in future
like-Absence of a proper long-term plan, Uninformed
Clientele, Stiff Competition, Inadequate skilled
technical people, Competitor’s pricing strategy,
Government rules and regulations.
Keywords: Security Surveillance, Marketing strategy,
Product Price, Product quality, Customer Satisfaction,
Marketing Mix, 4P, Provenance.
Introduction
A concrete marketing strategy is one of the major business
tools for an entrepreneur. The marketing concepts are
changing day by day and new marketing tools are emerging
in the corporate world. A company’s actual growth is mostly
dependent on marketing and research. It is important to have
a sound marketing plan for any business organization. The
world market is changing rapidly. Consequently, marketing
strategies are also changing as well. Changing skill
requirements, continuous improvement initiatives,
contingent workforce, decentralized work sites and
employee involvement are the issues to confront. As a part
of the organization, the marketing division has to deal with
the effects of the changing world of work. So now it is a big
challenge for the marketing division to maintain the
distribution pattern of product, manpower, packaging,
pricing and other activities of marketing.
Security and Surveillance, the act of monitoring a certain
activity, place, or person for safety reasons, is a growing
market. Technology plays a major role in enhancing security
and surveillance capabilities by offering many increasingly
technical solutions such as alarms, access control devices
and video surveillance. In 2015, the security technology and
services market generated about 75.6 billion U.S. dollars in
revenue worldwide. This figure is expected to grow to 82
36
Vol. 12 (3) September (2019)
billion U.S. dollars by 2016.34 The constantly increasing
urban population is attracting investments towards the
development of smart cities which will demand the adoption
of electronic security systems due to their ability to provide
faster, real-time data for better safety and security.
Increasing investments towards the development of smart
cities across the world especially in countries such as China,
India, Saudi Arabia and Qatar will create demand for
advanced electronic security solutions throughout the
forecast period. The constantly rising number of retail stores
and facilities in the US due to the entry of several
international retailers and the awareness to combat retail
shrinkage will increase the installation of electronic security
devices such as video surveillance systems and alarms,
which in turn are expected to boost the market of the
electronic security systems in the North America region. The
US market for security products and systems is expected to
increase 6.3 percent annually to $19.9 billion in 2016.
Growth will be driven in large part by strong rebounds in
construction and capital investment spending from low 2011
bases, following a period of economic contraction and a tight
credit environment.33 The growing prominence of Asian
countries as a manufacturing hub for electronic security
systems, robust construction activity driven by a rise in the
GDP, rising disposable incomes of an expanding base of the
middle-class population and a growing number of civil
infrastructure projects are the key growth drivers in the
region.27 The global residential security market is estimated
to reach $60,765.2 million by 2023.
The global electronic security market is expected to expand
at a CAGR of 13.7% during the forecast period i.e. 2017-
2024. This is due to the rising incidences of robbery, theft,
shoplifting and violent attacks across the globe. Further, due
to the emergence of several city campaigns and initiatives
across the globe, electronic security has become a critical
part of city’s core mandate as it has the ability to provide
faster, real-time data for better safety and security standards.
Among various solutions, audiovisual surveillance segment
witnessed the highest growth in demand during 2013-2016.
However, a home integrated security segment is expected to
lead the market with the highest growth rate during the
forecast period.
There is an increasing demand for security cameras in the
market and a good number of customers are thronging in the
market of Bangladesh every day. CCTV cameras, other
security equipment like metal-detecting archways and hand-
held metal detectors are also in high demand in Bangladesh.
The use of modern technologies for security measures has
increased significantly in the city after the Gulshan café
Advances In Management
attack. The sale of CCTV cameras and other security
equipment saw an upward trend in the wake of rising terror
attacks in the last couple of years. Private organizations,
shopping centers, restaurant owners, building owners and
police are buying security products. Curbing petty crimes
like theft and burglary by enhancing surveillance was also
under their consideration as they wanted to improve overall
law and order.
Some shop owners at Bangabandhu National Stadium
Market and Baitul Mukarram New Super Market said CCTV
cameras were available at only 15 to 20 shops in these
markets a year ago.21 The increasing adoption of electronic
security systems by government agencies, commercial
establishments and manufacturing industries is the major
factor that will boost the growth of the electronic security
market. The rise in malpractices, robbery, terrorist attack,
illegal activities etc. has increased the need for security
systems in private and public places which are expected to
boost the growth of global electronic security market.
There is a vacuum of research works on security and
surveillance products marketing from the perspective of
Bangladesh. Therefore, the current study aims to analyze the
marketing of security surveillance products through a case
study approach.
Objectives:
The main objective of the study is to analyze the marketing
of security surveillance products of Provenance Ltd. in
Bangladesh. Main objectives are:
➢ To analyze the marketing strategy of Provenance Ltd.
➢ To analyze the Marketing Mix of Provenance Ltd.
➢ To analyze the Security Surveillance product market
Condition of Provenance Ltd.
Review of Literature
Marketing is used to create, keep and satisfy customer. With
the customer as the focus of its activities, it can be concluded
that marketing is one of the premier components of Business
Management - the other being Innovation.10 Marketing is
defined by the American Marketing Association as "the
activity, set of institutions and processes for creating,
communicating, delivering and exchanging offerings that
have value for customers, clients, partners and society at
large.15 The term developed from the original meaning
which referred literally to going to market with goods for
sale.
From sales process engineering perspective, marketing is "a
set of processes that are interconnected and interdependent
with other functions" of a business aimed at achieving
customer interest and satisfaction.30 The Chartered Institute
of Marketing defines marketing as "the management process
responsible for identifying, anticipating and satisfying
customer requirements profitably.8 A similar concept is
the value-based marketing which states the role of
marketing to contribute to increasing shareholder value.
37
Vol. 12 (3) September (2019)
In this context, marketing can be defined as "the
management process that seeks to maximize returns to
shareholders by developing relationships with valued
customers and creating a competitive advantage.25
The marketing mix (also known as the 4 Ps) is a foundation
model in marketing. The marketing mix has been defined as
the "set of marketing tools that the firm uses to pursue its
marketing objectives in the target"19. Thus, the marketing
mix refers to four broad levels of a marketing decision
namely: product, price, promotion and place. The original
marketing mix, or 4 Ps, as originally proposed by marketer
and academic E. Jerome McCarthy, provides a framework
for marketing decision-making. McCarthy's marketing mix
has since become one of the most enduring and widely
accepted frameworks in marketing3.
Product refers to what the business offers for sale and may
include products or services. Product decisions include the
"quality, features, benefits, style, design, branding,
packaging, services, warranties, guarantees, life cycles,
investments and returns".31
Price refers to decisions surrounding "list pricing, discount
pricing, special offer pricing, credit payment or credit
terms". Price refers to the total cost to the customer to
acquire the product and may involve both monetary and
psychological costs such as the time and effort expended in
acquisition31.The place is defined as the "direct or indirect
channels to market, geographical distribution, territorial
coverage, retail outlet, market location, catalogs, inventory,
logistics and order fulfillment".
Place refers either to the physical location where a business
is carried out or the distribution channels used to reach
markets. The place may refer to a retail outlet, but
increasingly refers to virtual stores such as "a mail order
catalog, a telephone call center or a website".31
Promotion refers to "the marketing communication used to
make the offer known to potential customers and persuade
them to investigate it further"31. Promotion elements include
"advertising, public relations, direct selling and sales
promotions.
In B2B commerce, it is often the case that the parties to the
relationship have comparable negotiating power and even
when they do not, each party typically involves professional
staff and legal counsel in the negotiation of terms whereas
B2C is shaped to a far greater degree by economic
implications of information asymmetry. A business needs
the services of another for operational reasons (e.g. a food
manufacturer employing an accountancy firm to audit their
finances). A business re-sells goods and services produced
by others (e.g. a retailer buying the end product from the
food manufacturer). This typically occurs when a business is
sourcing materials for their production process (e.g. a food
manufacturer purchasing salt).1
Advances In Management
Methodology
This study is exploratory research because qualitative
research provides insight and understanding of the problem
set, while quantitative research seeks to quantify the data and
typically, applies some form of statistical analysis.
This study is based on case study approach because case
study research, through reports of past studies, allows the
exploration and understanding of complex issues. It can be
considered a robust research method particularly when a
holistic, in-depth investigation is required40. Yin30 defines
the case study research method “as an empirical inquiry that
investigates a contemporary phenomenon within its real-life
context; when the boundaries between phenomenon and
context are not clearly evident; and in which multiple
sources of evidence are used”.
As security and surveillance products are purchased mostly
by organizations in Bangladesh and there is no previous
work on the marketing of such products from the perspective
of Bangladesh, therefore, in depth investigation through case
study approach can provide useful insights and lay the
foundation for further empirical works.
This case study research has been conducted through the
collection of primary and secondary data from multiple
sources. The marketing communication tools and options of
the selected firm have been carefully analyzed by the
researchers. In addition to that, in depth interview has been
conducted on the selected employees related with marketing
functions of the firm. Then six organizational customers of
Provenance from different industries have been selected and
interviewed with an open-ended questionnaire.
Analyzing the Marketing Activities of Provenance Ltd.:
Initially, Provenance started its business in 2014 as security
surveillance service provider to the business organizations
within Dhaka city only. After that their business expanded
due to the high demand for security product in Industries,
Small offices, Home offices, Corporations, Banks and NBFI
throughout Bangladesh. The firm has completed some
notifiable projects of Govt. run institutions like Bangladesh
Army, Election commission, Bangladesh Border Guard.
Provenance targeted garments, industries, office, financial
institutions, business organization and also households.
Therefore, to ensure satisfactory sales, Provenance focused
on medium or small organizational projects. Positioning
serves as a big-picture guide to build its marketing strategy
of the firm. Provenance adopts pricing related positioning
strategies to compete in the market. It offers its customers
good quality products at a reasonable price.
The number of home user client of Provenance is increasing
rapidly along with the number of large industry user or
corporate user. Provenance main clients are Garments
sector, Industry, Large Corporate Office, Big project like
Army Cantonment etc. Provenance also maintains a small
38
Vol. 12 (3) September (2019)
and medium client base which helps to continue the selling
process. Provenance positioned its products by proving the
quality of the product.
Besides the quality of the product, Provenance also
positioned its product by after-sales services through a
separate customer support and services department. Those
are Dome CCTV Camera, Bullet CCTV Camera, C-Mount
CCTV Camera, Day/Night CCTV Camera, Infrared/Night
Vision CCTV Camera, Network/IP CCTV Camera,
Wireless CCTV Camera and High-Definition HD CCTV
Camera. For normal camera Accessories – DVR, Hard disk,
Adapter, BNC Connector, Power Cable, Coaxial-5 Cable.
There are many types of CCTV camera provided by
Provenance.
Provenance is providing a full automation solution of access
control and time attendance systems in Bangladesh.
Provenance is providing time attendance and access control
system within reasonable price. System includes access
control and attendance system device from a well-known
brand company with others supporting hardware and
software. Access control System is Electronic Door Control
Automation systems which are designed to control who are
allowed to access a Secure Area.
In addition, GSM alarm system is suitable for the mobile
situation (car, boat etc.). Provenance provides world top
brands GSM Alarm System. Compared to a normal alarm
system using a telephone line, GSM alarm systems are the
hottest type among the self-monitoring alarm system.
EVERSPRING is one of the most renowned brands that
provides the best GSM alarm System around the world.
There are two types of the fire detection system which are
Conventional and Addressable Fire Alarm Systems.
Conventional fire alarms are ideal for small buildings, such
as individual offices or retail shops to ensure that you have
means of detecting and warning of fire. Numerous detectors
can be installed on zones, when a detector is triggered, the
fire alarm control panel will indicate which zone has been
triggered, giving you or the fire brigade an indication of the
area of activation.
Provenance provides the solution of Hybrid PABX like KX-
TES824, KX-TDA100, KX-TDA100D, KX-TDA200, KX-
TDA600. Products solution we provide for IP PBX System
is one of the world's best Panasonic Brand. Model: KX-
TDE100, KX-TDA200, KXTDE600. For an
Organization/Enterprise, we provide installation,
configuration and commissioning service. Provenance also
provides the best solution of IP PBX system in Bangladesh.
Price: Pricing is one of the most crucial tasks that changes
customer perception. Provenance follows a value-based
pricing strategy by supplying worlds reputed brands
products at a reasonable price. Provenance provides world
best brand products at a reasonable price than the
Advances In Management Vol. 12 (3) September (2019)

competitors. Its package pricing strategy makes them
differentiated in the industry.
Place: Provenance sells security surveillance products are
produced by famous company like Hikvision, Sony,
Samsung and Godrej etc. Their motto is quality comes first.
Those companies produce security and surveillance products
and supply to distributors. Provenance purchases products
from those distributors and sells to the final level of buyers.

The process of Customer dealing by Provenance

Promotion: Provenance usually does not give any SWOT Analysis of Provenance Ltd.
advertisement on print media, electronic media except
internet and brochure but maintains a very good relationship STRENGTHS WEAKNESSES
with clients. Provenance believes in the good quality of
service that satisfies customers and generates positive word ❖ Good Quality of Services Lack of concentration
of mouth about their offerings. Therefore, positive word of ❖ Quick response to the for diversification of
mouth is the main promotional tools of provenance. client at any difficulty business
❖ Latest technology Depended on the third
Types of
Promotion
Explanation ❖ The experienced& skilled party as an intercity
Provenance usually doesn’t promote through technical team connector
Print Media and Electronic Media. However, Centralized authority of
Advertising
the firm controls special media advertising the decision
from the very beginning.
Provenance develops positive relationships OPPORTUNITIES THREATS
with the existing client organization, media
Public public, garments, corporate office and
▪ The potential huge retail ➢ Rising Competition
Relation Industry. Their public relations tools are
Sponsorships, Employee relations, Brochures customer base ➢ Lack of Govt.
and catalogs, etc. ▪ Age of Information cooperation for
Personal Provenance uses personal selling tools to technology infrastructure
Selling reach their corporate clients. Provenance ▪ Multi diversified ➢ The absence of a proper
employees hunt client based on divided areas. business sectors long-term plan
Provenance uses direct mailing tools for its
promotional purpose. Their direct mails
Direct Mail
contain significant informative and
persuasive contents. Comparison with Competitors: Based on the collected
Internet Provenance utilizes internet marketing tools qualitative data from market participation e.g. customers of
Marketing extensively e.g. Web site, Social media security products and secondary data analysis, a comparison
promotion of the firm. has been made among the major competitors of security
products in Bangladesh with Provenance. The comparison
Provenance does this at small sporting has shown that in terms of warranty and customer service,
events like Night Cricket Tournament, Provenance is better than other competitors in the industry
Sponsorship
Badminton Championship within Dhaka
setting.
city.

39
Advances In Management Vol. 12 (3) September (2019)

Provenance Computer City Excel Technologies Nanotech BD

Price Reasonable High High Moderate
Competitive Advantage Good Quality Good Quality Best Brand Product Large Scale Product
product at a lower Product. Provider Collection
price
Product Quality Good Excellent Excellent Moderate
Target Market Garments & Garments & High level or Large Textile, Garments,
Industry Industry corporate Transport Sector
Installation 4/5 4/5 4.5/5 3.5/5
Warranty Provide warranty Provide Warranty Warranty in specific Warranty in specific
in every product in some products products products

Customer Service Excellent Good OKAY Good

Consumer response towards Provenance:

S.N. Company Name Duration of Satisfied or

business not Satisfaction Area Dissatisfaction Area
relationship
1 Messrs. Motorcycle 3 Years Yes, It provides a good
Enterprise quality product at a
reasonable price.
2 Anik Developers 4 years Yes, It provides a good
quality product.
3 LOTTO 4 years Yes, we are satisfied with
the performance of
Provenance
4 BristyBilash Travel 1year Yes It provides a good
Agency quality product and
their price is
reasonable
5 Great Wall 2 years Yes, It provides a good It has little problem
product at a with their fittings and
reasonable price. installation service.
6 Akash Developers 2 Years No, Its fittings and
installation service.

Results and Discussion
Provenance has a wide range of products to meet customer’s
Security Surveillance related needs and focuses on the
quality of this product. Provenance Ltd. usually does not
promote its services using promotional tools except Internet
and brushier. Competitors promote their product and
services vastly compared to Provenance outside Dhaka, they
have a bad reputation about their poor fittings and
installation service because they do not have any other office
outside Dhaka. Provenance has a skilled and experienced
marketing team to facilitate the sales and marketing
department efficiently and effectively. Provenance focuses
on product quality and price of the product and services. It
is Provenance strength point in order to attract and retain
customers.
Dhaka or outside Dhaka Provenance has to depend on the
third party.
Conclusion
Provenance should promote its product and services to the
customer over different promotional tools to articulate
Provenance’s POP (Point of Parity) and POD (Point of
Difference) toward target customer and to retain and find
potential customers. Besides promotion, Provenance should
involve CRM (Customer Relationship Management) to
create a positive image into the customer’s mind.
Provenance needs to improve its fittings and installation
services. Provenance is conducting research to implement a
new ERP (Enterprise Resource Planning) to make service
delivery swiftly.

Price of Provenance is lower than other competitors. There To make the service delivery process faster Provenance may
are some limitations to expand Provenance’s Infrastructure use more upgraded ERP system. The firm should develop
Countrywide due to government policy or restriction like to consortium with other business organization specially to
shift physical infrastructure at some specific areas inside spread product and services countywide. Provenance should

40
Advances In Management
set up some sub-offices outside Dhaka to faster the Fittings
and Installation service outside Dhaka.
References
1. Adams C.P. and Brantner V.V., Estimating the cost of new drug
development: is it really $802 million?, Health Affairs, 25(2), 420-
428 (2006)
2. Addis M. and Podestà S., Long life to marketing research: a
postmodern view, European Journal of Marketing, 39(3/4), 386-
412 (2005)
3. Bitner M.J., The evolution of the services marketing mix and its
relationship to service quality, Brown S., Gummesson E.,
Edvardsson B. and Gustavsson B., Service Quality: A
Multidisciplinary and Multinational Perspective, Lexington
Books, New York, 23-37 (1991)
4. Booms B.H. and Bitner M.J., Marketing strategies and
organization structures for service firms, Marketing of Services,
25(3), 47-52 (1981)
5. Chen J.S. and Uysal M., Market positioning analysis: A hybrid
approach, Annals of Tourism Research, 29(4), 987-1003 (2002)
6. Constantinides E., The marketing mix revisited: towards 21st-
century marketing, Journal of Marketing Management, 22(3-4),
407-438 (2006)
7. Cravens D.W. and Piercy N., Strategic marketing, McGraw-Hill
Irwin Boston, MA (2003)
8. Dann S., Redefining social marketing with contemporary
commercial marketing definitions, Journal of Business Research,
63(2), 147-153 (2010)
9. Dominici G., From marketing mix to e-marketing mix: a
literature overview and classification, International Journal of
Business and Management, 4(9), 17-24 (2009)
10. Drucker P., Innovation and entrepreneurship, Routledge (2014)
11. Dubrofsky R.E. and Magnet S.A., Feminist surveillance
studies, Duke University Press (2015)
12. Dutta A., Market Segmentation – Definition, Basis, Types and
Examples, Retrieved from https://www.feedough.com/market-
segmentation-definition-basis-types-examples/ (2018)
13. Fraga A., Goldfajn I. and Minella A., Inflation targeting in
emerging market economies, NBER Macroeconomics Annual, 18,
365-400 (2003)
14. Frank R.E., Massey W.F. and Wind Y., Market segmentation,
Prentice Hall (1972)
15. Gundlach G.T. and Wilkie W.L., The American Marketing
Association's new definition of marketing: Perspective and
commentary on the 2007 revision, Journal of Public Policy and
Marketing, 28(2), 259-264 (2009)
16. Huang W., Chen Y. and Hee J., STP Technology: an overview
and a conceptual framework, Information and Management, 43(3),
263-270 (2006)
41
Vol. 12 (3) September (2019)
17. Hunt S.D., The nature and scope of marketing, Journal of
Marketing, 40(3), 17-28 (1976)
18. King C.W. and Ring L.J., Market positioning across retail
fashion institutions-a comparative-analysis of store types, Journal
of Retailing, 56(1), 37-55 (1980)
19. Kotler P. and Scheff J., Standing room only: Strategies for
marketing the performing arts, Harvard Business School Press
(1997)
20. Kotler P., Framework for marketing management, Pearson
Education India (2015)
21. Mahmud J. and Mollah S., High demand for security
equipment, The Daily Star (2016)
22. Michael K., Roussos G., Huang G.Q., Chattopadhyay A., Gadh
R., Prabhu B. and Chu P., Planetary-scale RFID services in an age
of uberveillance, Proceedings of the IEEE, 98(9), 1663-1671
(2010)
23. Morgan R.E., Strong C.A. and McGuinness T., Product-market
positioning and prospector strategy: An analysis of strategic
patterns from the resource-based perspective, European Journal of
Marketing, 37(10), 1409-1439 (2003)
24. Malhotra Naresh K., S. D. Marketing Research, In Marketing
Research, Pearson (2016)
25. Paliwoda S.J. and Ryans J.K., Back to first principles,
International Marketing, Modern and Classic Papers, 25 (2008)
26. Prentice R., Market targeting, Tourism Marketing and
Management Handbook, 247-251 (1989)
27. Research Nester, Electronic Security Market: Global Demand
Analysis and Opportunity Outlook 2024, from https://www.
researchnester.com/reports/electronic-security-market-global-
demand-analysis-opportunity-outlook-2024/344 (2019)
28. Rodríguez I., Rabanal P. and Rubio F., How to make a best-
seller: Optimal product design problems, Applied Soft Computing,
55, 178-196 (2017)
29. Schenck B.F., 10 steps to creating a marketing plan for your
small business, Dummies (2019)
30. Selden P.H., Sales process engineering: a personal workshop,
ASQ Quality Press (1996)
31. Sethna Z. and Blythe J., Consumer behavior, Sage (2016)
32. Smith W.R., Product differentiation and market segmentation
as alternative marketing strategies, Journal of Marketing, 21(1), 3-
8 (1956)
33. The Florida Group, Security products, from https://www.
freedoniagroup.com/industry-study/security-products-2917.htm#
(2017)
34. The Statistics Portal, Security and surveillance technology -
Statistics and Facts, from https://www.statista.com/topics/2646/
security-and-surveillance-technology/ (2019)
Advances In Management Vol. 12 (3) September (2019)

35. Tilley H., James C. Mccann, Green land, brown land, black
land: an environmental history of Africa, 1800-1990, XV, 201
Oxford and Portsmouth, NH, James Currey and Heinemann Press
(1999)
36. Webster F.E., Industrial marketing strategy, University of
Texas Press (1995)
37. Wedel M. and Kamakura W.A., Market Segmentation:
Conceptual and methodological foundations, Springer Science and
Business Media (2012)
38. Pride William M., Ferrell O.C., Lukas Bryan A., Schembri
Sharon and Niininen Outi, Marketing principles, 2nd ed. (2015)
39. Yin R.K., Case Study Research: Design and Methods, Beverly
Hills, Calif, Sage Publications (1984)
40. Zainal Z., Case study as a research method, Jurnal
Kemanusiaan, 5(1), 1-6 (2007).
(Received 06th May 2019, accepted 20th June 2019)

42

View publication stats