GROUP MEMBERS:

Ahsan Anjum Raza Mehdi Abdul Rafay Ali Abid Hina Fatima Mba-02093-078 Mba-02093-117 Mba-02093-076 Mba-02093-077 Mba-02093-070

Brand Audit
[Type the document subtitle] We doing the brand audit for know about the uncover area of our business, find out the best market opportunities, outside threats, future profitability and its competitive standing

Submitted To: Madam Afia

Dawlance Brand Audit

Why we do the brand audit?
One of the biggest challenges with building a premium brand is maintaining a healthy balance between growing the business and maintaining consistency in your brand communications program. A brand audit is a thorough examination of a brands current position in an industry compared to its competitors of the other refrigerator and the examination of its effectiveness. When it comes to brand auditing, we should be carefully examined the following things that are the main objectives of our brand auditing: First of all we know how well our business to others. And cans our current brand strategy is working properly; we established the resource of strengths and weaknesses of our business and find out the external opportunities and threats of the business. In our brand auditing we usually focuses on a business strengths and resource capabilities because these are the elements that enhance its competitiveness. A business competitive strengths can exist in several forms. Some of these forms include skilled or pertinent expertise, valuable physical assets, valuable human assets, valuable organizational assets, valuable intangible assets, competitive capabilities, achievements and attributes that position the business into a competitive advantage, and associations, Farther we know how many competitor of our refrigerators and how will be they charge the prices to their customers or what they bear the costs against the manufacturing, we also know how strong is our business competitive position in comparison to its competitors, and what strategic issues are facing the business. Our main goal of conducting a brand audit is to uncover business resource strengths, deficiencies, and best market opportunities, outside threats, future profitability, and its competitive standing in comparison to existing, and whether a business share of the market is increasing, decreasing, or stable competitors in the market.

Methodology
y y y y y y y y y Frame the Research Conduct Qualitative Research Form Hypothesis or Concepts to Survey Identify Target Sample Conduct Feasibility test Design the Survey Instrument Field the Survey Analyze Survey Report Results Form Action Plans and Response to Findings

Resonance

Spiritual loving, Caring

Judgment
Durability, Honesty, Healthy environment

Feeling
Prestigious, Excitement,

Social Esteem

Performance
Technical satisfaction, Low electricity consumption, Responsive Service

Imagery
Loyal & Middle Upper use, Innocent, freshness, sincere, power Confident decision, Qualified.

Salience Home-appliance, customer delighted, Strong and fresh cooling, loyal and top of the set mind,

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. 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 dealers 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 We are committed. Above everything 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 5. 165 Affiliated after-sales customer service work shop country wide 6. 800 sales and service staff Product-Related Attributes y Durable y Reliable y Slogan y H-Zone y Innovative style y Reflect series refrigerator y Touch operating button y D sign

Dawlance Brand Portfolio: Dawlance include five different product category and their different brands

Refrigerator Category

Dawlance

Refrigerator

Freezer

Air Conditioner
Refrigerator

Microwave Oven

Washing Machine

1. H-ZONE

H-Zone Series

Reflection Series

Monogram Series

Aero Design Series

Designer Series

Horizontal Refrigerator

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 Series

Feature
 Unbreakable & Scratch Free Glass.  Nano Silver Technology.  5 Pipe oil cooled compressor for faster cooling.  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 Liters Warranty: 1 Year parts & 3 Years Compressor Color: Peach-Graphite, Brown, Grey

4. Aero-Designer Series: Feature

 5 Pipe oil cooled compressor for faster cooling.  Thick insulation provides cooling retention.  Anti Fungus Gasket. Capacity: Size: 71, 142, 175, 225, 300, 320 Litres Warranty: 1 Year parts & 3 Years Compressor Color: Beige, Grey

5. Designer: 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. Anti Fungus Gasket. Capacity: Size: 149 to 340 Liters Warranty: 1 Year parts & 3 Years Compressor 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 Warranty: 1 Year parts & 3 Years Compressor Color: Beige, Grey