Internship Report

Brand Management of Walton Group

Submitted By
Name ID
Rakib Ahmed Shawon 1530199630

Submitted to
Saima Siddiqui
Lecturer

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Letter of Transmittal:
December30, 2022
Lecturer Name
Professor
School of Business and Economics
North South University
Subject: Submission of Internship Report.
Dear Sir,
With due respect, I am submitting my internship report on “an analysis of branding of Walton”
which is part of the Bachelor of Business Administration degree and the Internship course. To make
this report comprehensive and coherent, I have combined my work experience at Walton with the
study of market development and strategies, as well as the substance of certain secondary material
from their website.

I hope this report will meet your expectations. I would be grateful if you would accept my
internship report with the utmost appreciation.

Acknowledgement:
My sincere thanks to Allah for providing me with the strength and ability to complete my internship
report and submit the report on time.

I would also like to express my gratitude to , Professor, School of Business and Economics, North
South University for all of his helpful guidance and support over my academic journey so far.
Without his invaluable guidance, assistance, and participation throughout the process, I would not
have been successful in completing the report on time and with accuracy. In addition, I am happy
about having the opportunity to complete my report under his supervision.

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Finally, I would like to thanks to all employees and specially brand management department,
artificial intelligence and marketing teams of WALTON Corporate Office for their time and effort
on participating in the interview sessions.

Executive Summary:
Walton is the world's largest professional producer of electrical and electronic products and has
established a reputation for its unrivaled capacity to produce electrical and electronic items in the
most competitive manner in terms of quality, pricing, design, and innovation. Walton implemented
artificial intelligence and automation into the manufacturing process in order to assure the
manufacture of high-quality items in the most cost-effective and efficient manner. Among the major
players in the E&E business, they have developed the country's first comprehensive production
facility in Bangladesh. But after analyzing the industry and company analysis, some of the
challenges have been sorted for Walton. Due to early adoption and introduction of new
technologies, there is a high risk of competition among the current market competitors and they
need to take some steps to keep the leading position in Bangladesh.

Besides, the threat of a prospective new entry with an international brand in Bangladesh’s E&E
market is high; therefore, Walton should use a variety of materials to construct barriers against as
well as need to take some strategies for it. The internship experience at Walton have been involved
in this report and based on internship experiences, some of their operational, business and product
risks have been identified and also provided some recommendations.

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Table of Contents:

Name Page Number

Introduction 5

Company Background 7

Highlights of Walton 9

Walton’s Products 12

Marketing strategies 21

Challenges 30

Recommendations 36

Bibliography 43

Journal 44

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Introduction:
The internship program of BBA is a partial requirement to take a taste of real life challenge
conducted by the intern. It is an important part of BBA program. This program is for 3 months’
duration. The period for this program was from 1th October, 2022 to 30th December, 2022. During
this period, I have worked closely with the employees of Walton Group. This report presents the
outcomes of the study during the internship of Walton Group.

Objective of the Study:

To understand and explain the branding management of Walton Group.

Methodology:
The type of method used in this report is mainly of a descriptive nature. To meet the objectives of
the study, I realized that a single method would not be effective. Formal & oral discussion, direct
observation, and printed papers of Walton Group found useful. Both primary and secondary sources
used here.

Data Collection:
The data collected from two sources –
I. Primary sources:
 Practical official work.
 Discussion with the employees of Walton Group.
 Personal Observation.

II. Secondary sources:

 Official Website of Walton Group.
 Documentary file of Walton Group.
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  Information from Internet.
 Brand Management of WALTON Group.

Scope of Study:
The report is based on the branding process on hiring human resource. The areas in which the work
has been accomplished the encompassment of the study. This report area is marketing sector of the
modern business environment. However, it is not possible to survey from all area due to time and
cost constrains. This report explores based on marketing department of Walton Group.

Limitations:
Branding department is one of the most confidential department for any organization in the Walton
Group. Here as an intern, I allowed getting limited information for my study. I was not allowed to
get the information, which is too much confidential for Walton Group. So in my report all the
information I have learnt from Working.

Other Limitations:
 The internship conducted within a limited duration. So, a detailed
study could not be made.
 Respondents were not able to respond properly because of their regular work.
 The employee of the HR did not feel free to give the data by thinking
that why they doing so.
 While collection of the data many respondents were unwilling to fill the questionnaire.

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Company Background:
Walton Group is the one and only biggest manufacturer of multi-staged Refrigerator, Freezer, Air
Conditioner, Television, Home & Electronic appliance and Motorcycle technology and is treated as
one of the sophisticated manufacturing plants in Bangladesh and South Asia. Walton Group (Parent
Company) is one of the top business groups in the country operating with a great reputation since
1977. Walton has become a sensation in the arena of Electronics, Electrical & Automobile
industries & as signified as one of the top manufacturing plants in Bangladesh & South Asia.
Walton is a village brand in Bangladesh. Its excessive presence in the remote and the countryside
has made it a popular brand across the country. It produces international level products. But it has to
compete with Hero Honda of India in case of motorcycle, LG freeze is one of the competitors of its
refrigerators and in case of mobile it has to compete with leading brand Microsoft (Nokia), and
future leader Samsung. In case of television it is not the sole player to operate. Here it’s competing
with some international brand like Sony or MyOne etc. In spite of this, Walton has a large market
share in Bangladesh due to its door closest service center. Walton has the largest marketing network
across Bangladesh and it sells its products through more than 7,000 outlets, including 300 plazas or
company owned showrooms, and exclusive distributors’ and dealers’ showrooms. The sale was
highest in 2009. It was reduced in later years due to global financial crisis. But after the penny days
again in 2011 and forward, asset turnover fluctuated over the years significantly. It is a joyous
matter for Walton that it ROE was rising day by day. The last happiest moment for the Walton in
2015 is that sales of Walton are in uptick trend. In 2015 it was 29,285,220,035 BDT national sales
from the whole Walton Group. The Manufacturer’s human resources policy emphasizes on
providing job satisfaction, growth opportunities, and due recognition of superior performance. A
good working environment reflects and promotes a high level of loyalty and commitment from the
employees. Realizing this Walton Group has placed the utmost importance on continuous
development of its human resources, identify the strength and weakness of the employee to assess
the individual training needs, they are sent for training for self-development. To orient, enhance the

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 banking knowledge of the employees Walton Training Department organizes both in-house and
external training.

Highlights of Walton:

Name Walton Hi-Tech Industries Limited

Type Private Limited Company
Industry Electronics, Electrical, Home Appliances, Mobile Phone and Automobiles,
Founded Walton Hi-Tech Industries Limited set up its manufacturing industry at
Chandra in Kaliakoir of Gazipur, about 40km (25 miles) north of the
capital Dhaka, in 2006

Parent Company Rezvi and Brothers formed in 1977, which was later merged with R.B. A
group, a leading business conglomerate in the private sector of Bangladesh.
There are ten sister concerns under Walton Group and Walton Hi-Tech
Industries Limited is one of them
Founder Chairman Late. S.M. Nazrul Islam, Founder, Chairman, Rezvi and Brothers
Headquarters Dhaka, Bangladesh
Products Refrigerator, freezer, air-conditioner, television, motorcycle, mobile phone,
DVD player, microwave oven, washing machine, generator, iron etc.
Manufacturing Capacity 1.4 million Refrigerators and Freezers, 300,000 Motorcycles, 300,000 Air-
conditioners
Walton Micro-Tech 1 million Televisions (3D LED, LED, LCD, CRT)
Corporation
Employees 10,000 (directly employed) and 20,000 (indirectly employed)
Commitment Highest priority to customers’ satisfaction, providing latest technology-
based world-class electrical, electronics and automobile products with
innovative designs, attractive models and excellent quality

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Objective To emerge as a global electrical and electronics brand by introducing
‘Made in Bangladesh’ products worldwide and establish Bangladesh as an
industrialized nation
Website www.waltonbd.com

Brand of Walton:

Walton
Group

WWalt MMar
on cel

Walton’s History:

Walton is greatly indebted to S.M. Nazrul Islam, a visionary business leader and an extraordinary
entrepreneur, for its today’s name, fame and success. Mr. Islam, also the

Founder chairman of Walton Group and Walton, was born in an aristocratic business family in
Tangail in Bangladesh in 1926 and died in 2017. He has acquired all the techniques of trade and
commerce from his businessman father S.M. Atahar Ali Talukder (1901-1982).
Mr. Islam joined his father’s business after Britain had left the Indian sub-continent in 1947. His
joining marked a significant turning point in his family business. In his long and eventful life, Mr.
Islam has brought many innovations and diversifications in his business. He formed Walton’s
parent company Rezvi and Brothers in 1977 and moved it forward through his dynamic, farsighted
and stronger leadership.
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One of the unique characteristics of S.M. Nazrul Islam is that he can still take decisions very
quickly in any situation. He remains a great source of inspiration for all in R.B. Group. All of
Walton shares the great privilege and responsibility of translating his dreams into reality.
Afterward, R.B. The group was formed and Rezvi and Brothers merged with it. In the meantime,
his two sons S.M. Nurul Alam Rezvi and S.M. Shamsul Alam joined R.B. Group and took over the
charges of its Chairman and Managing Director respectively. Besides, S.M. Nazrul Islam’s other
three sons--S.M. Ashraful Alam, S.M. Mahbubul Alam and S.M. Rezaul Alam-- joined the R.B.
Group as Directors. S.M. Monjurul Alam Ovee, eldest son of S.M. Nurul Alam Rezvi, joined
Walton Group as Director in July 2012.
Walton Group’s sister concern Walton Hi-Tech Industries Limited was formed in 2002 and
S.M. Ashraful Alam took over the charge of it as Managing Director. Walton’s manufacturing plant
was built at Chandra in Kaliakoir, Gazipur near Dhaka in 2006 and it went into commercial
production in 2008. Since then Walton has moved forward.
Walton has now turned into leading home appliances, electronics and automobile manufacturing
company in Bangladesh. It manufactures refrigerators, freezers, air- conditioners, motorcycles,
mobile phones, DVD players, microwave ovens, washing machines, diesel generators and irons.
Besides, the Walton brand of 3-dimensional LED, LCD and CRT televisions are manufactured
under Walton Micro-Tech Corporation, another sister concern of Walton Group.
Walton has the largest marketing network across Bangladesh and it sells its products through more
than 5,000 outlets, including 140 plazas or company owned showrooms, and exclusive distributors’
and dealers’ showrooms. Walton has directly and indirectly employed more than

30,000 people in Bangladesh. They include engineers, technicians, officers, employees and
workers. It takes pride being one of the largest and preferred employers in Bangladesh.

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Walton’s Factory:
There are two factories of Walton, one is Walton Hi-Tech Industries Limited’s Factory and another
is Walton Micro-Tech Corporation’s Factory.
The electrical, electronics and automobile manufacturing factory of Walton Hi-Tech Industries
Limited is situated at Chandra in Gazipur. It is an automatic and a full-fledged factory in
Bangladesh. The total area of the factory is 2.16 million square feet. There are several units in the
factory where various components of refrigerator, freezer, motorcycle, air-conditioners and their
spare parts are designed, manufactured and assembled. This factory is exceptional and wonderful in
this sense that all kinds of components and spare parts required for assembling refrigerators,
freezers, motorcycles and air-conditioners are manufactured here.
Walton Micro-Tech Corporation’s factory is situated near the Walton Hi-Tech Industries Limited’s
factory at Chandra in Gazipur. All kinds of Walton brand of televisions, including 3D LED, LED,
LCD and CRT televisions and their spare parts are designed, manufactured and packaged here.

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Organizational structure:
The board of directors is the top management and policy making comity of R.B. Group. Presently
the board consists of a chairman and five directors. It is to be noted that the managing director, is
also a member of the board.

The directors are appointed from amongst those who have had experiences and shown capacity in
the field of HRM, finance and marketing, Sourcing Engineering, IT, Electrical, Electronic and
Automobile, Walton Hi-Tech Industries Limited etc.

The chief operations officer executes all the activities under the directions of the board. The officer
and the other line and staff personnel are appointed by Walton Group own recruitment committee of
the Branding Division.

Walton’s Products:

Refrigerators and Freezers:

Walton manufactures world-class refrigerators and freezers at its modern and fully automatic plant,
which is one of the biggest in South Asia. Refrigerators and freezers are manufactured using the
latest technology and high-quality compressors.

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Motorcycles:
Walton manufactures different models of motorbikes at its state-of- the art plant. Walton
motorcycles are powered by five different capacities engines--140cc, 125cc, 110cc and 100cc.

Air-conditioners:
Walton manufactures world-class air-conditioners, ranging between 1, 1½ and 2 tons. At present,
Walton is manufacturing split-type air-conditioners.

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Televisions:
Walton brand of high-quality televisions, ranging from 19-inch to 55-inch, are manufactured at
Walton Micro-Tech Corporation, another sister concern of Walton Group. It offers 3D LED, LED
and LCD televisions at affordable prices. It lasts long and consumes less electricity.

Mobile:
Walton mobile is currently a renowned brand name in the mobile phone market of Bangladesh. At
present, WALTON MOBILE holds no.3 position with 12% of market share along with an
impressive 7.96% of annual growth rate in the extremely competitive mobile phone market of
Bangladesh.

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Home Appliances:
Walton is a leading brand in Bangladesh when it comes to our day to home appliances products that
people use every day.

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Electrical Appliances:

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Mission & Vision:

Mission:
 To build Bangladesh’s most desirable brands.
 Continual Improvement
 Passion for Quality
 Sustainable growth strategy
 Advanced Customer Service
 Committed to the Nation
 Attract and retain quality human resource

Vision:

 To be a premier institution in Bangladesh

 Communicate simple truth that customers understand.
 To become the market leader in related field.
 To become globally recognized
 To develop an environment where all can contribute

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Walton High-tech industries is growing electronic brand in Bangladesh. They set a precise standard
in both corporate and consumer sale. In the corporate sales, Walton follows follow ing policies:
Operation Policy:

Corporate sales operation through area wise-

 Gulshan
 Mirpur
 Uttra
 Dhanmondi
 Motijheel
 Mogbazar
 Azimpur etc. of Dhaka city.
 Existing Policy
 SOP

-Selling Instrument (Cash, Credit Card, Installment buy, Corporate Agreement, Discount etc.)
-Operation Schedule (Operation Time, Leave, Payments, Commission etc.)
-Uniform code, Name Tag, Price code.

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Jobs of Corporate Team:
 Target organization by segment
 Meeting Fix up
 Introduction Letter
 Invitation Letter
 Agreement Letter (Enlistment, HR, Personal level)
 Offer Letter

Jobs of Corporate Team:

 Visiting Card, Latter head pad, Envelope, Product Catalogue, Corporate presentation
 E-mail Address, Web site etc.
 Clients Database
 Periodically Communications (E-mail, SMS, Corporate gift etc.)

Focus or Vision of Corporate Sales Team:

 Cover all the area of Dhaka city
 Establish all corporate sales point very strongly
 Start to job in a new sales point after covering old sales point
 The sales point will be covered with a strategic plan

Industry Key Success Factors

 Quality of the product should be high with attractive features.
 Price should be affordable and competitive

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  Distribution channels should be recognized
 Promotional activities should focus on brand equity and image and it should have association
with lifestyles of local people.
 Highly skilled sales force with managerial experience is required to do quality control.
 After sale service and warranty should be provided.

Target Market of Walton Motor-Cycle in Bangladesh

 Upper class
 Upper middle class
 Middle Class
 Lower middle class

Competitors: competitors can be defined as two ways-

 Direct competitors
 Indirect competitors
In Bangladesh Walton basically do not have any competitors who can compete directly with them
due to the cause they produce locally and offer a very affordable price in comparing with
competitor. They are the only one Manufacturer in Bangladesh Motorcycle market and so that they
have lots of advantage.
But they have many indirect competitors who are exporting from International Market, competing
with them indirectly by having not the similar quality product in the market but they are offering
attractive price with new features. The names of the competitors are- YAMAHA, HERO-HONDA,
BAJAJ, HONDA etc. some of them are assembled in china at a cheaper cost.

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Marketing Strategy
Positioning
Walton has created huge enthusiasm among the consumers of its target market with its slogan
“AamaderPonnyo”. They accepted Walton’s endeavor of manufacturing some electronic items like,
refrigerator & Freezer and motorcycle for the first time in Bangladesh, and are more than willing to
buy a product of high quality made in our own country. On the other hand, as a local manufacturer
Walton can sell quality products at comparatively lower price than other competitors. It also makes
its product available at the nearest possible places in each areas of Bangladesh through Walton
Plazas (own showroom) and countrywide dealers. New Walton Plazas are being opened frequently
in different places of the country for getting closer to the customers. Another strategy of Walton for
creating a concrete place in the customer mind is it’s after sales service. In order to providing the
quickest possible after sales service to the customers Walton has already established 39 Service
Centers and opening more service centers is under process. Walton equally values its sales and after
sales service for maintaining a long and positive relation with its customer and thus retain and
increase the customer.

Marketing Mix

Product:
Walton has a good number of products available in the market. The company produces home
appliances, mobile, generator and motorbike. A brief description of its major products is given
below:

Refrigerator: Walton mainly produces home appliances. In fact in its website the company is
introduced as the pioneer in refrigerator production in Bangladesh. Walton Refrigerator & Freezer
ensures highest quality compressor, Condenser is made by 100% copper, which lasts for 20-30
years. The most important thing is that every spare parts including door with different color are
changeable and available everywhere over the country.

Television: Walton produces LED, LCD, and CRT televisions. Walton Television ensures home
cinema entertainment. Walton Television’s d4ta Digital Technology is one of the most innovat ive

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technological solutions that automatically reduces video noise, Selects the best picture and performs
fine-tuning by auto frequency tracking technology.

Motorcycle: Walton motorcycles are now competing with the Indian Hero-Honda and TVS brand.
The motorcycles have become famous because of the special specification like mobile phone
indicator, Digital gear display, Fuel location meter, Air shock absorber, Remote control, Hydraulic
Brake, Anti-Theft lock and Alloy rim etc. Walton motorcycles are also fuel-efficient.

Other than these products Walton also produces Mobile handsets, generators, air conditioners, DVD
players, and microwave ovens.

Price:
Walton’s main target market has always been middle- income group. SO they have been very
careful in setting their price of product. Also the fact that they manufacture their products, it allows
them to set a lower price than their competitors, as they don’t have to pay heavy import duty. Below
is a comparison of the prices of different products of different brands-

Model Walton LG Transect Sharp

10 CFT 26,200 35,000 32,000 29,500
10.5 CFT 28,100 38,300 32,500 31,000
11.5 CFT 29,700 40,600 36,000 37,000
Table: Price comparison of Refrigerators

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Model Walton LG Sony My One
29” Color TV 18,500 28,350 26,350 22,700
37” LCD TV 48,800 65,600 59,500 -
42” LCD TV 75,200 95,000 88,000 -

Table: Price comparison of TV

Model Walton Bajaj Hero Honda TVS

125 CC 103,900 175,000 155,000 160,000
110 CC 96,000 148,500 145,000 140,500
Cruiser 93,300 120,000 110,500 98,000

Table: Price comparison of Motorcycle

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Place:
For making the product available to its target customers Walton use its distribution channel. Walton
generally uses its own transport facilities for reaching the product to its120 Walton Plazas and about
700 dealers. If any dealer wants to use his own transport for transporting Walton products from
factory to his shop, he gets 1% reduction on dealer price.

Promotion:
Ever since Walton started its production in its manufacturing plant, they have started a wide
promotional campaign on its product. Their tagline “AmaderPonnyo” reflects the pride they take by
being able to sell home appliances manufactured in Bangladesh. Right now Walton has TVCs
running in all major satellite channels of Bangladesh in peak hours targeting their core target
customers. Also they have numerous billboards and advertisements in print media. Also their 120
Walton Plazas across the country also works as a major advertising tool. Walton has recently started
sponsoring different major sports event in the country. Recently they sponsored their first
International Cricket Tournament and thus it allowed their brand to be viewed by millions of people
across the world.

General Management Duties:

General Manager (GM) often holds the additional title of president or vice president is the chief
operating officer. All departments typically report directly to the general manager. The general
manager sets the work ethic, tone and pace of the office. General Managers have final say on hires
and keep both in and out of the company’s talent in step with overall organization directives. They
create a clear vision for the station and the blueprints for success that every staffer is expected to
follow.

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Engineering:
The engineering department takes care of the technical aspect of the company & factory. When
something breaks, they are the people employees in other departments call on.
Human Resources:
In this department manager often oversees the day-to-day human resource (HR) functions.
Otherwise, the HR functions will fall to the general manager, who at larger stations will have a
human resource staffer.
Pricing Strategies:

The diagram depicts four key pricing strategies namely

I. Premium pricing,
II. Penetration pricing,

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 III. Economy pricing, and
IV. Price skimming

These are the four main pricing strategies. Price is the only revenue generating element of the
marketing mix. So for any organization determine the price of the product plays a major role of
success. As Walton first introduce high quality product with affordable price in Bangladesh they
took the advantage to grab the market. They followed the Penetration price strategy to enter into the
market. Walton enters in a competitive market with existing strong competitors so, to capture the
market they using the penetration pricing strategy.
Penetration pricing is a pricing strategy that gives the customers a higher quality product with low
price or such a price that anyone can afford.

Promotional Strategies

There are many different types of promotional strategies a company can implement, and
promotional products are just one of them. You need to have complete campaign and strategy in

Promotional Tools:

This is the promotional tools used for the promotional activities and sales promotion tools are
shown down which I have seen during my field work:

Public relation is an important promotional tool for Walton. Public relation is basically used to build
the company image rather than the brand promotion. Although WALTON HIL has already a
reputed name to all sorts of people, they often practice the use of Public relation. They sometimes
take the help of an AD firm impact public relation to do this public relation activity.
 Some Examples of public relation (PR) used by Walton:
 Arranging Events

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  Seminar
 Press Conference
 Rally.
 T-shirt.
 Poster.
 Leaflet.
 Banner.
 Festoon.

Media releases
Media releases are a great way to get information about product, service or company out to a large
amount of potential customers. It can put information about product into an interesting story then
there is a chance that the story will be picked up. And it must be interesting for people or it will not
be grabbed.

Events
Is the event going to be memorable? Are people going to feel like friends visiting or like walking
wallets? Spend a little extra, make them feel welcome and get to know people. Yes, you are there
for a purpose, however people expect a good time at events and you want to make sure they leave
with a favorable impression.

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Networking
Networking within the industry and clients is a great way to get you and the product noticed. Attend
networking functions, have a good story or joke ready, and they will be sure to remember you for
the right reasons. A great sales pitch consists of not only showing the prospect to the product. But
also selling the thoughts to them.

Follow-up with clients

Once have spoken with a client it is important to follow up, if only to confirm with them the items
you discussed. This also sets the tone for further talks and reminds them that they are important to
you.

Promotional products
Promotional products can be used to accomplish several things. They can motivate customers to use
your product or service, increase attendance at conferences or trade booths, thank loyal customers,
for attracting staff, and for rewarding staff. When choosing a promotional product think of the goal
that the company trying to achieve.

Talk to us!!

Sales consultants are happy to have a chat about what a customer need from you promotion. We are
always interested in hearing from you and want to see your promotion succeed.
Ever since Walton started its production in its manufacturing plant, they have started a wide
promotional campaign on its product. Their tagline “AmaderPonnyo” reflects the pride they take by
being able to sell home appliances manufactured in Bangladesh. Right now Walton has TVCs
running in all major satellite channels of Bangladesh in peak hours targeting their core target
customers. Also they have numerous billboards and advertisements in print media. Also their 120
Walton Plazas across the country also works as a major advertising tool.

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As for promotional campaign Walton:

 Distribute the brochures to the customer by going door to door.

 Give their advertisements on the TV, Newspaper, and Billboard.
 Participate in DITF every year.
 Arrange fairs and Occasional Campaign, organizing seminars, Sponsoring on different sectors.
 Sometimes give mobile phones while purchasing their product.

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Challenges & Future Growth:

Challenges:

 Establish Walton as the No.1 Home Appliance Brand of the Country.

 Capturing the market share of existing foreign brands.
 Bringing more variety in their product line.
 Continue increasing market share at the same rate over the next 5years.

Future growth of Walton

Walton has decided to penetrate market, develop both market and product to achieve profitable
growth in future.

Market penetration:

Through extensive promotion campaign Walton has set goals to make more sales in future.
Countrywide distribution system helps it achieve its goals.

Market Development:

Walton is exporting its products in Middle East, Latin America and Africa. It has plans to explore
European markets also.

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Product Development:
Recently, Walton brought Air-Condition in market. Though it hasn’t gained spectacular market
share yet, continuous customer attraction reflects future. Expected market growth of Walton in the
next five years.

Product Line Present Market Expected Market Main Competitors

Share Share

Motorcycle 5% 25% Bajaj, Hero Honda

TV 8% 30% LG, Sony
Refrigerator 13% 25% LG, Samsung
Air-condition 2% 10% LG, General
Table: Future Growth of Walton

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Competitor analysis & Market Segmentation:

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Competitors:
In the field of home appliances such as television, refrigerator, freezer, air-condition etc. Some of
Walton’s competitors are:
Television: LG, Sony, Singer, Samsung, Panasonic, Sharp, Whirlpool.

Refrigerator: LG, Whirlpool.

Air-Condition: Samsung, Gree, LG, and General.

Most of these brands have been in this market for a long time. But none of them were able to match
the market growth of Walton in the last 3 years. Although LG-Butterfly is the No.1 home
appliances brand in the country, Walton is catching up fast. Walton has started manufactur ing
major parts for the assembly of motorcycles. Right now they hold nearly 8% of the market share. Its
competitors are:
 Bajaj
 Hero Honda
 Dayun
 TVS
 Singer
 Butterfly

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Market Segmentation:

Segmentation is one of the most important factors of strategic marketing. Market segmentation is
one of the steps that go into defining and targeting specific markets. It is the process of dividing a
market into a distinct group of buyers that require different products or marketing mixes. Markets
can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets
include:
 Demographical bases (age, family size, life cycle, occupation)
 Geographical bases (states, regions, countries)
 Psychographic bases (lifestyle, values, personality)

The market in which Walton is doing its business is consumer market and Walton mainly segments
its market base on Demographic, Geographic and Psychographic basis.

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Demographic Segmentation:

In segmenting the market on demographic basis Walton mainly considers occupation and family
size of the consumer. It targets the people of middle-income level and designs its products for
mainly nuclear family.

Geographic Segmentation:

Walton segments the whole country in eleven zones for marketing purpose. They are

 Dhaka North Zone

 Dhaka South Zone
 Dhaka South-West Zone
 Chittagong Zone
 Comilla Zone
 Barisal Zone
 Jessore Zone
 Sylhet Zone
 Bogra Zone
 Mymensingh Zone
 Rajshahi Zone

Area Managers are responsible for these zones and it is their responsibility to develop market there.
Product demand and response of the customer are not same in all zones. Maintaining the sales in
high demand zones like Dhaka, Comilla, Bogra the marketing department is trying to increase their
sales in low demand zones.
Currently, Walton has either their retail shops or dealer shop in all of the 65 districts of Bangladesh.
They have multiple shops in Dhaka and Chittagong in order to provide maximum convenience.

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Psychographic Segmentation:
Walton markets its product by using psychographic segmentation. They use lifestyle to segment
their market. For example, Walton is marketing relatively cheaper CRT Television for lower-
middle income and rural people and at the same time LCD Television for higher middle- income
people. It also designs the refrigerators of different size and capacity considering the people of
different lifestyle.

Other relevant activities:

 The company has a yearly production capacity of 1.4 million pieces of fridge, 300,000
pieces of air conditioner and 300,000 pieces of motorbike.

 Walton is one of those few Bangladeshi companies that export electronic products since
most of the companies in Bangladesh import products of various famous brands.

 There are 120 outlets of Walton throughout the country so that customers everywhere can
buy Walton products.

 They have been in the market for 20 years and have done remarkably to capture nearly
one-fourth of the total home appliance market.

 Walton has successful in capturing large international market because of its high quality
products.

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Identified/ Observed in the Organization:
While doing my internship at Walton I had noticed some problems in the organization. The
problems are given below:

 The employees in the organization who need to collaborate aren’t doing it well, or are

Unable to have productive communications.

 Walton does not have a proper motivation programs about their employees.

 There is too much to do in too little time but employees are not managing their calendars
and workload.

 Insufficient resources like employees needing more assistance, support, equipment or other
resources to do their work properly.

 Products and services don’t meet standards or don’t look or function the way they should.

 Some employees do not grasp the importance of timing, such as when we want things to
happen, when their due dates are, and when to communicate with other people.

Proposed course of action for improvement:

 The motivation work must be needed for activation of employees work properly by giving
compensation and benefits.
 Walton needs a research center to generate new ideas.
 Make better condition in the organization where employees found a good communication
environment.
 Organization employees need to work a specific way for meeting product & services
standards.
 Purchasing department should give proper resources to employees to do their work
properly.
 The organization should take the initiative to develop an effective research and
development center to get innovative ideas to capture the competitive market.
 Selection and training must be focused to develop and exploit leadership and
entrepreneurial qualities within the work place.

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Academic Preparation:
A successful internship report reflects the affiliated organizations activities as it provides a virtual
ground where the implication of theoretical knowledge experience with the practical teaching.
There are number of courses we have done during BBA in AIUB. I choose marketing as my major
because creativity and persuasion is my strength. While doing my internship a lot of similarities
were found that was learnt by me during the completion of BBA. Those are:
 Global Marketing
 Strategic Marketing
 Research Marketing
 Rural Marketing
 Advertising & Sales Promotion
 Distribution Management
 Retail Marketing
 Brand & Product Management
 Service marketing
 Consumer Behavior
These are the subject that enriched me knowledge and made me mature in marketing sector. While
doing my internship in Walton Hi-Tech Industry, I felt the knowledge usable and effective to apply.
In most cases the theoretical learning does not match with the workplace. Mainly the whole work
was bases on practical knowledge.

Implications to Organization/Company – Based Affiliation:

Internships are the best way to gain practical, real-world experience and it is the perfect test model
for students to assess the intern’s level of intelligence, enthusiasm and growth progress during their
internship period. Here an intern student guided by corporate people to work in smaller

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Markets, they train them to keep in touch and remind them to be patient. Theory is fine. Familiarity
with industry terminology is great. But there is no substitute for the real experience.
Students often are woefully unprepared for the real corporate world. The best schools will have
corporate people who worked or still work in the industry, have contacts and can help students get
jobs.
I have gained different knowledge and skills after doing this internship in Walton. In Bangladesh
there are not enough electronics industries. Walton is the only Bangladeshi brand that produces all
kind of electronic products. Walton is doing well in the electronic sector. They have a good
management team, controlling board and governing body, differentiated customer offerings for
different customers. And have a bunch of skilled employees which make this company one of the
leading local company in Bangladesh. In my internship period I learned some organizational culture
that will surely be helpful in future they are listed below:
 I have learnt how to manage time for work.
 Attending office works and responsibilities regularly in time.
 I have learnt about corporate sales division of a Hi-tech company.
 How to co-operate with different employees in a team.
 I have developed idea about communication process of a corporation.
 I learned about how they deal with their marketing activities.
 I learned about their promotion and campaign.
 I learned about their advertisement policy.
 I learned how they communicate with people

Implications to University’s Internship Program:

It’s a great opportunity for me doing BBA from AIUB also in my last semester it’s great to take
internship. For this internship program proudly I can say that this program is really benefited to me
also for my carrier. From the internship program of AIUB I have gathered huge experiences and
knowledge. Because for understanding the corporate culture internship program is must. I can
clearly evaluate what i have learned from academic preparation and what’s going on in practical job
life. I have learned about their product, dealing with customers, taking small decision about the
benefit of the company. Such as:

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  I have learnt how to make affiliation report.
 I have learnt to work under pressure.
 I have developed the skill to do diversified work in the office.
 I have become more skilled in business communication.
 This report helps me to be more professional at job and to gather experiences about
business communication and corporate environment.

Recapitulation / Summary:
To summarize the whole report, I can say that I have achieved so many things doing this interns hip
program that I didn’t know before my internship.

To achieve the leading position and success, lot of improvement is required for every division of it.
Motor-Cycle, TV, Refrigerator became essential for the consumer day by day; many marketers are
coming with this product in this electronic industry. So that it has also become a competitive market
for Walton in spite of having a good brand image and local presence in Bangladesh. They should
also take much more attention and careful action to establish its product line in the market. Also
should be identify their customer’s behavior and keep the commitment with them strongly.

To build a positive perception and awareness among the consumers about their product they have to
be stronger in their promotional activities and should maintain a good relationship both internally
and externally in their corporate life. Create positive impact into a customer’s mind & make them
buy the product is the toughest part and Walton have done it very strongly and successfully

Finally, I can conclude that Walton is one of the leading companies in Bangladesh with a national
image. They provide quality product with reasonable price. They provide their service to customer

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with care. I can expect and predict that WALTON will be the one company in Electronic and Auto
Market in Bangladesh; it is just matter of time.

Recommendations for future strategic Actions:

As an internee of Walton I have learned lots of marketing related activities. I am confident that this
three months’ internship program at Walton will definitely help me to realize my further carrier in
the job market. There are some recommendations I found as I make this report. These
recommendations can be helpful for the company. And also for my academic organization AIUB so
that in future:

Recommendation for the company:

 Walton always focuses on their price except quality.

 Should me more conscious about employee motivational.

 They should also focus on higher end customer except all the focus on middle and lower
end customers.

 Promotional strategies like TVC should be more product and customer oriented.

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Recommendations for Internship program:

 Arranging Internship Clinics regularly in every semester in order to familiarize students

about the procedures and guidelines of making an internship report.
 Providing students with proper internship placements within the scheduled time, so that
the students will not get delayed to get internship opportunities.
 Arranging more seminars on career development and becoming more professional to
compete in the job market.
 Organizing workshops to develop students’ capabilities on various essential reports
writing
software like Microsoft Excel, Power point & SPSS etc.

Conclusion:
Getting an opportunity to do internship in the pioneer electronic company of Bangladesh has been a
great experience. It was a great honor for me to work in such a professional company where
everything is so organized and perfect. The work environment was great there. Perfect atmosphere
for learning the corporate culture.

Working in such a big organization was a pressure itself and adapting to this pressure was also a
new experience. I learned so many things there from my fellow subordinates. They are very
dedicated and highly skilled. And I certainly believe this experience of working in Walton HIL will
help me to be a successful professional life.

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Suggestions:

 My suggestion towards the organization would be to hire interns at a specific time and as a
group or batch. Because then the interns can feel safe and not deserted.

 Supervisor and subordinates of the interns in the organization have to be more helpful.

 Organization terms and policies should be debriefed slowly and timely.

 Educational institution where from the student belongs should be more helpful to the
intern and ensure that the intern need anything or face any difficulty.

 Educational institution should arrange more seminars and workshops to be familiar with
corporate culture.

Bibliography:
1. Walton Group| Best Electrical, Electronics & IT products manufacturer Company in
Bangladesh. (n.d.). Walton Group| Best Electrical, Electronics & IT Products Manufacturer
Company in Bangladesh. Retrieved December 30, 2022, from https://waltonbd.com/
2. H. (n.d.). Walton Bangladesh: A Brief History. Risingbd Online Bangla News Portal. Retrieved
December 30, 2022, from https://www.risingbd.com/english/education/news/743
3. Sattar, S. B. (2019, October 26). Marketing Strategy of Walton Bangladesh. The Strategy Watch.
Retrieved December 30, 2022, from https://www.thestrategywatch.com/marketing-strategy-of-
walton-bangladesh/
4. Walton Group - Wikipedia. (1977, January 1). Walton Group - Wikipedia. Retrieved December
30, 2022, from https://en.wikipedia.org/wiki/Walton_Group
5. Walton Micro-Tech Corporation - Wikipedia. (2015, November 18). Walton Micro-Tech
Corporation - Wikipedia. Retrieved December 30, 2022, from
https://en.wikipedia.org/wiki/Walton_Micro-Tech_Corporation

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Journals:
Journal for Week 1:
The first day at Walton was good. I had to make an entry at the reception in order to go inside the
office room. I walked inside and spoke with the HR representative. I was instructed to take a seat in
the waiting area. After a few times, they assigned me to the Home Appliance unit and showed me
my desk. Since I had past experience working with them they welcomed me warmly. There I got an
opportunity to work with the PR, Media, and Branding departments. After that, they told me about
the work they have done in the last six months. Then we all went to the dining area and had lunch
there. After lunch, they did not assign me any work for the day as it was my first day at the office.

On the second day, they did not assign me any heavy jobs rather they asked me to sit in front of my
desk and they ask me to write 100 copies for the washing machine. Then lunchtime came and I
went upstairs with my co-workers and had lunch. After lunch, there was a program going on in the
hall room. I and my co-workers went to attend the program.

On the third day, the Brand Manager of home appliances told me to find out why the washing
machine is essential and how it makes our life easier. Also, he asked me to find the pros and cons of
using a washing machine. All I had to do was write down everything he asked in an MS word file
and show him after lunch hour.

Journal for week 2:

On the fourth day, The Brand Manager of the HAP offered me several tasks relating to their
billboard and signboard preparation. I was tasked with compiling a list of billboards and their sizes
in this instance. All I had to do was type the specifications into MS Word in a certain format.
On the fifth day, I met the operating director of the Marketing dept. of Walton group who came
back from the official tour. I also find him very friendly to his colleague and co-employees. It was a
good opportunity that he also supervises me and learning many things from him directly.
On that day my supervisor taught me how to plan a campaign for a product. He taught me that
before planning a campaign what do I actually look into for planning the campaign.
On the sixth day, The Brand manager of HAP assigned me a task for generating an idea for a
Facebook and Instagram post for washing machine. I generated few ideas for washing machine post
and write it down in the MS word.

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Journal for week 3:
On the second week, the brand manager of HAP asked me to contact the sales representatives about
the billboards. I had to contact the sales representatives, who mainly take the applications from the
dealers and distributors. Since they are the responsible people for taking all the applications for the
billboards. I had to call them and talk to them about whether the requisition information was right or
not. I also had to talk to the SR’s who have not yet sent any requisition who were supposed to.
On the second day of the second week, I was assigned the task of accepting or rejecting the
billboard sizes since Walton does not provide extra-large billboards to the retailers, whereas the
retailers always request the bigger ones. I had to screen those extra-large billboard applications out
and send them to the higher authority for further approval. In the meantime, I also had to contact the
concerned retailer, dealer, or distributor to confirm that the information we have is right and that
their requests have been approved or sent for revision.
On the third day, the brand manager asked me to provide a tagline for their newly launched product.
Even though it wasn’t a difficult task to execute since I have done it in the past, I have proposed a
few tag lines, and he showed me some mistakes that I have made in making the tag lines. He
accepted the few tag lines I have provided and sent them to the QC department.

Journal for week 4:

On the fourth day, I had to collect all the final requisitions for the billboard. Then the brand
manager asked me to submit all the requisition papers to the graphics department. Then the graphics
designer asked me to take the signature on all the requisition papers from the head of graphics. I
went to his room and gave him all the requisition papers. Then he asked me to contact him the next
day.
On the fifth day, he asked me to come up with a couple ideas for the Life at Walton page. I gave the
brand manager a couple suggestions that I had written in MS Word. A few concepts caught his
attention. He rejected the suggestions I made but showed me the proper way to complete the task.
Additionally, I went to the head of graphics' office on that day to pick up the request form I had
submitted the day before. The requisition form was not entirely signed by him. He turned down
three or four requests for information. I then went to the graphics department and gave the HAP
designer those requisition documents.
I could not go to the office on the sixth day as I was sick.

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Journal for week 5:
Sales Administration Job:
On the third week, I had the opportunity to work for the sales administration team as well. On the
first day, I had to work on MS excel. I had to organize Walton's many Zones and Divisions. Then,
as it is the responsibility of the sales administration to maintain track of the various Distributors and
Retailers of the Home Appliance unit, I had to compile the data of various distributors and retailers.
I filtered and sorted the data before printing it out. The major goal was to sort through various
distributor and retailer files and arrange them in the specified order. The Sales Officer of sales
administration Mr. Mahfuzur Rahman told me not hurry and start the work in the next day.
On the second day, I started working with the kind-hearted and incredibly helpful Mr. Mahfuzur
Rahman, Sales Officer of Sales Administration. I learned how to organize the necessary data with
the help of Mr. Mahfuzur Rahman, and then I could take what I needed from the main report. After
sorting the information’s out, we got a printed copy and then started the most annoying job that
every single human being would hate. Getting a couple of hundreds of files and arrange them. Even
though it was a difficult task, Mr. Rahman was able to clear up my confusion. Since there were files
from more than 25 zones and 10 divisions therefore it was quite easy to get confused. But thanks to
Mr. Rahman who was very sincere on his job and did not let anything odd happen to the task.
On the third day, we finally managed to rearrange the files into various colors so that it becomes
easier to find out the files in times of needs. Although the process was challenging to complete
because there weren't enough files to match the colors, the sales administration staff will eventually
benefit from it. Even though it was a difficult day, we managed to complete the task perfectly and
transfer the files to a secure location.

Journal for week 6:

On the fourth day, Mr. Mahfuzur Rahman, the Sales Officer of Sales Administration, granted me
access to his personal Walton website account and asked me to locate the addresses of the various
retailers and distributors so that Walton could write them a letter informing them of the upcoming
changes in rules and regulations.
On the fifth day, I did the same work as of the previous day. There was no noticeable change on the
job except for the data entries.
On the sixth day, my brand manager asked me to go to the IT department. After reaching the IT
department, the IT guy taught me how to make corrections to their product on the official website. I
learned this very quickly. After that, my brand manager asked me to correct a few home appliance
product specifications. I did the correction very smoothly.

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Internship Conformation Letter:

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NOC:

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