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Part -1Organizational
Overview
1 | P a g e
1.1 Organization Overview
1.1.1-Profile of the Organization
Originated with tea plantations in 1885, TRANSCOM today is one of the leading and fastest
growing diversified business houses in the country employing over 10000 people. Not many
industrial groups in Bangladesh can claim a history of continuous business pursuits stretching
back over 125 years! Initially tea and later jute formed the backbone of the family business
although these are still part of the activities and contributing marginally to the overall group
turnover. Presently those early industrial ventures have moved over to businesses involving high-
tech manufacturing, international trading and distribution, forming strong ties with a host of blue
chip multinational companies. In recent years, TRANSCOM has emerged as the largest media
house in Bangladesh.
1.1.2- Companies & associates:
Transcom Beverages Ltd.
Transcom Electronics Ltd.
Transcom Cables Ltd.
Transcom Distribution Co. Ltd.
Transcom Foods Ltd.
Transcom Mobile Ltd.
Transcraft Ltd.
Bangladesh Electrical Industries Ltd.
Bangladesh Lamps Ltd.
Eskayef Bangladesh Ltd.
Mediastar Ltd.
Tea & Rubber Farms.
Mediaworld Ltd.
2 | P a g e
Reliance Insurance Ltd.
1.1.3- Transcom Electronics Ltd.
Transcom Electronics Ltd (TEL) started its’ operation in 1993 by taking over PHILIPS
electronics and lighting business in Bangladesh. Today, the company is one of the leading
electronics and electrical company in the country, marketing and distributing Consumer lighting,
Consumer electronics, Home Appliances and Professional lighting products from renowned
brands through its extensive distribution and retail network.
Transcom Electronics Ltd (TEL): Transcom Digital
Transcom Digital is the outlet started in the early 2005 through which TEL is retailing products
directly to end consumers in the metro and urban cities. In 2008, the company re-introduced
itself as “Transcom Digital” as a multi brand, multi-category retailer catering for all Electronics,
Appliances and IT products. Today Transcom Digital becomes the original outlet of TEL
responsible for sales and providing all TEL electronic/IT products to their valued customers.
Currently it is successfully running with 47 outlets throughout the country and expects to
increase the total outlet number eventually. Moreover TEL has a strong Corporate Sales Team
under Transcom Digital for direct sales to the corporate clients.
Brands under TRANSCOM Digital:
o Philips
o Samsung
o Whirlpool
o Transtec
o HP
o Nikon
o Olympus
o Philips Avent
o Lenovo
o Symphony
o Sony Ericsson
3 | P a g e
Products under TRANSCOM Digital:
o LCD TV
o CRT TV
o DVD Player
o Home Theater System
o Refrigerator
o Freezer
o Microwave Oven
o Washing Machine
o Air Conditioners
o Domestic Appliances like, Iron, Toaster, Blender, Rice Cooker, Food Processor, Juicer,
Mixer, etc.
o Beauty Care Products like, Hair Dryer, Hair Styler, Electric Shaver, Hair Trimmer, etc.
o Laptop, Printer & IT Products
o Digital Camera
o Mobile Phone
o Light & Socket
o Accessories
4 | P a g e
Electronics & Appliances Distribution
Through the Electronics & Appliances Distribution Consumer Electronics, Home & Domestic
Appliances from global brands such as Samsung, Philips, Whirlpool and home brand Transtec
are sold throughout the country via a nationwide dealer network. Currently there are about 165
electronics dealers covered under this network through which Transcom Digital is retailing the
following Electronics & Appliances:
SAMSUNG
Television
Audio/ Video Products
Refrigerator/Freezer
Washing Machine
Microwave oven
TRANSTEC
Television
Audio/ Video Products
Refrigerator/Freezer
Air conditioner
Domestic Appliances
Whirlpool
Refrigerator/Freezer
Air conditioner
Washing Machine
Microwave oven
PHILIPS
Television
Audio/ Video Products
Lighting & Electrical Distribution:
In 2002 Transtec has officially come into the world of lighting business with tube lights and
started marketing lighting products nationwide. In 2003 Trasntec GLS was introduced in the
market. At that time Transtec GLS was available only up to 100 W clear but gradually it started
producing GLS lamp in Bangladesh Lamps Ltd (BLL) with various wattage ranges. Now,
Transtec GLS is available in 25W clear, 40W clear, 60W clear, 100W clear, 200W clear and
Luster clear, Luster Blue, Luster Green, Luster Red, Luster Yellow. All the wattage ranges
ensure 1000 hrs (min) lifetime. High Quality Filament delivers proper wattage & brighter light
and Fuse wire ensures safety of the system. Transtec Tube Light was available since 2002 in the
market with 18 W and 36 W product range .To make a brighter light, Phosphor coating & Argon
gas is used. The quantity of hazardous substance (e.g. mercury) in the tube light is controlled, so
it is more environments friendly. Transtec Starter was in the market in 2003.
5 | P a g e
In 2005 TEL has added a new product range in lighting portfolio as Transtec CFL (Compact
Florescent lamp). After initial years of import, since the end of 2007 Transtec CFL is being
produced at BLL and captured substantial market share through its product superiority. It has a
wide wattage range, classified in Premium and Classic category with pin and screw type holders
like: 8W, 11W, 15W, 23W, 26W, 30W. Considering the consumer benefit the product has been
developed to illuminate even at low voltage as 110 volts. It has built in short circuit & over
voltage protection feature & 8000 hrs (min) lifetime.
Since 2005 TEL is also into the business of tube light ballast with Transtec Magnetic Ballast
which gradually converted into Transtec Electronic Ballast and started its own ballast
production at Bangladesh Electrical Industries Ltd (BEIL) in 2009. Having high power factor
(0.9), Transtec Electronic Ballast saves 30% of electrical energy. It can switch on the tube light
at low voltage (even at 50 volts) and keeps the light output constant even at voltage
fluctuation.TEL also has a strong and experienced project team handling PHILIPS professional
lighting projects. Currently there are about 17,000 electrical outlets and 90,000 grocery outlets
covered under the network.
6 | P a g e
Transtec: Marketing Mixes
Products:
Transtec CLF (Premium & Classic): 80 % less electricity consumption
Voltage range: 150-250 V
Lifetime 8000 hours (minimum)
Ensures brighter & proper light
Has built in short circuit & over voltage protection
Transtec Tube Light
Phosphor coating & Argon gas for brighter light
The quality of hazardous substance (e.g. mercury) is controlled. So, more environment
friendly.
Transtec GLS (Clear): 1000 hours lifetime (minimum)
Improved quality filament delivers proper wattage & brighter light
Fuse wire ensures safety of the system
Transtec Electronic Ballast
Saves 30% of electrical energy
Can switch the tube light on at low voltage even at 90 volts
High power factor (0.8)
Keeps the light output constant even at voltage fluctuation
Transtec starter
Attractive size
Durable
Reasonable price
7 | P a g e
Prices:
Transtec CLF:
Products Price
Classic CLF 15 W 260
Classic CLF 23 W 300
Classic CLF 26 W 310
Classic CLF 30 W 325
Premium CLF 8 W 275
Premium CLF 12 W 325
Classic CLF 11W 3U 240
Classic CLF 15 W 3U 250
Transtec GLS:
Products Price
25 Watt clear 2840 Watt clear 2860 Watt clear 28100 Watt clear 30200 Watt clear 42
Transtec Tube Light:
Products Price
Classic TL 36 Watt 85Classic TL 18 Watt 85Classic TL 32 Watt 130
Ballast & starter:
Products PriceClassic Electrical Ballast 150
Transtec Starter 10
8 | P a g e
Place
Promotion
Event:
1. Seasonal event sponsorship
2. Fair
Public communication:
1. Media communication:
TVC
Press/ Magazines
FM Radio
Mobile
Web/ Internet
2. Public Relation:
Press conference
Press release
Corporate relationship
3. Corporate Social Responsibility:
Donation
Sponsorship of different program
City beautification
Outdoor
1. Traders:
9 | P a g e
2. Mass communication
The use of different products:
Normal Bulb
Light (Lumen
) Where to useEquivalen
t CLF
25W 215 Hospital ward, Corridors, Bathroom, Balcony etc. 5 W to 8 W
40 W 415 Restaurants, Bathroom, Reading room, staircases etc. 8W to 11W
60 W 650Reading room, Staircases, Small bedroom, waiting room, Office room
11W to 15W
100 W 1360
Bed room, Kitchen, Dining room, waiting room, shopping mall, saloon, tailor, workshop, department store, car parking etc.
23W to 26W
200 W 3100Precision work, Display purpose, Workshop, Large department store etc.
30W or above
10 | P a g e
Survey areas I have covered:
Mohakhali Kajipara Rayer bazaar
Gulshan 1 Baridhara Jatrabari
Gulshan 2 Kalachadpur Shonir aakhra
Uttara Notun Bazaar Shamolly
Nikunjo Badda Aadabor
Farmgate Shahjadpur Sherkhertek
Karwan Bazaar Rampura Mohammodia housing
Kallyanpur Mogbazaar Town hall
Mirpur 1 Khilgaon Krishi market
Mirpur 10 Green road Aajimpur
Mirpur 11 Elephant road Hajaribag
Mirpur 12 Hatirpool Sadarghat
Mirpur 13 Shukrabad
Mirpur 14 New market
Agargaon Dhanmondi
Taltola Jigatola
Sheorapara Shonkor
11 | P a g e
Part -2Chapter -1
Introduction of the Report
12 | P a g e
2.1Introduction to the Report
2.1.1 -Rationale of the Study
Determining the consumer perception and attitudes and brand awareness towards lighting
category as competitions are higher, preferences and lifestyle is changing day by day especially
in Dhaka city. Consumer choices & preferences carry out implication for the companies to
analyze products and services with the flow of competition. As a student of business
administration I can understand how large companies are engaging their product into the market,
how they are promoting their product initially in the market and eventually making it as a
renowned brand. So the study purpose includes how consumers act regarding different brands
and how much awareness they possess about the brands and products which is a major
determinant of purchasing behavior.
As a student of AIUB it’s my great responsibility to express my practical knowledge what I am
learning in the work area in Transcom Electronics Ltd. and also share my knowledge of
expertise.
2.1.2-Statement of the Problems:
Transtec is one of the newest brands comparing with other lighting products in Bangladeshi
market. To capitalize and compete in the market and to be successful Transcom Electronics Ltd.
has to understand the consumers and the market very well. Dhaka city, consisting of people from
all sorts of income level with different personality and characteristics, describe a highly complex
involvement situation in purchasing lights and brand preference.
The study constructs how to encourage consumers and to meet their expectations, what after-
sales-services, product variations & product features should Transtec undertake and how they
prefer to know about the products and brands in order to build awareness.
13 | P a g e
This survey also constructs what influences the customers to purchase and how they react toward
previous experiences and shortcomings.
2.1.3-Scope & Delimitation of the study
The research is conducted in 49 different areas of Dhaka city. Information is collected through
city consumers and Individuals involved in TRANSTEC. With this type of study I can
understand different choices & preferences among a large consumer group and also gather
knowledge about competitors’ products. The deriving factors from past experiences might lead
consumers switching brand and products, which is a prime threat for any organization and the
scope is to identify what satisfies consumers and how such companies like Transtec can change
the purchasing behavior by meeting their expectations. As I am one of the few who has started
working with Transcom Electronics Ltd., so I had a great opportunity to show my potentiality on
this field of area.
Respondent categories: Consumers consisting businessman, service holders, students and
housewives.
Delimitation of the study:
Time duration for this type of study is not enough for me and this is a major delimitation
for this report.
Biased information of the respondents may also be the factor in this research. Because the
respondent may have different perception or biasness by other competitors or from
secondary sources.
There is another factor to be mentioned that the respondents and company employees are
very busy with their work and it is very difficult to get enough time from them and
collect information.
14 | P a g e
2.1.4-Objective of the Study
Broad
Identifying present state of brand preferences in lighting category.
Identifying Brand awareness throughout the market and market competition.
Specific
Find out the factors influencing consumer preferences.
Find out different perceptions and attitude toward TRANSTEC.
Identifying expectations toward TRANSTEC.
Locating the positioning of the brand that dominates mostly in advertising.
Measuring consumer perceptions and attitudes toward “promotional activities for lighting
category”.
15 | P a g e
2.1.5-Methodology of the Study
My study provides information to use in analyzing a situation. Usually exploratory research is
conducted with the expectations that subsequent research will be required to provide conclusive
evidence. It is serious mistake to rush into detailed surveys before less expensive and more
readily available sources of information have been exhausted. I have done this research to help
Transcom Electronics Ltd. for understanding the brand awareness and consumer perceptions.
The survey research is performed with the respondents by door-to-door interview method where
respondents went through a questionnaire. I have constructed a very specific questionnaire with
flexibility to make it unbiased and the survey questionnaire is structured by both ‘open-ended’
and ‘close-ended’. In this research a convenience sampling method is applied and judgmental
sampling application is considered in some specific conditions. The collected information is
presented in a graphical percentage manner but in standard editing and coding system. For
conducting the research I have taken 300 respondents as sample size.
Sources of data:
This report contains both primary and secondary sources of data.
Primary Sources of data
Personal interview with the different level of consumers from different places. I have
gradually asked them questions.
Secondary Sources of data
The theoretical development of the report has done collecting information from various
publications. The secondary sources are given bellow:
i. Different articles and news journals.(from web sites) including company web.
ii. Different text Books
iii. Executives of Transcom Electronics Ltd.
16 | P a g e
Chapter -2
Findings of the Study
17 | P a g e
Consumer preferences on product selection:
2.2.1-Individuals responsible for buying lighting products in your family:
Particulars Percentage
Self 41.08
Home owner 17.16
Housewife 11.06
Some other server 13.32
Housekeepers 16.03
Others 1.35
Total size 100.00
2.2.2-Major considerations while purchasing lighting products:
Particulars percentage
Experience of particular brand usage for a long time 45.48
Direct influence by the seller 21.52
Influenced by someone familiar 8.31
Influenced by advertisement 17.60
18 | P a g e
In-store arrangements of particular brands/ products 7.09
Total 100.00
2.2.3-Brand loyalty measurement; general view:
Particulars Percentage
Yes 56.67
No 43.33
Total 100.00
2.2.4-Loyalty according to brands:
Brands percentage
PHILIPS 38.17
TRANSTEC 21.17
SUPERSTAR 5.73
OSAKA 5.34
ENERGYPACK 21.37
HRC 6.88
OTHER BRANDS 1.14
19 | P a g e
Total 100.00
2.2.5-Brand preferences of “switching consumers”:
Brands percentage
PHILIPS 26.32
TRANSTEC 15.44
SUPERSTAR 13.33
OSAKA 9.12
ENERGYPACK 23.16
HRC 9.82
OTHER BRANDS 2.81
Total 100.00
2.2.6-Foundations constructing product preferences:
Particulars Percentage
Brand awareness 19.41
Comparatively low price 16.25
Durability 30.42
Guarantee/warrantee 13.63
20 | P a g e
Brightness 20.11
Others 0.18
Total 100.00
Perceptions & attitudes toward “Transtec”:
2.2.7-Brand awareness of ‘Transtec’:
Awareness Percentage
Familiar 75.00
Unfamiliar 25.00
Total 100.00
2.2.8-Product awareness of ‘Transtec’:
Particulars Percentage
Only Electronics 35.67
Only Lightings 32.33
Both Electronics & Lightings 12.67
No Idea 19.33
Total 100.00
21 | P a g e
2.2.9- Consumer preference of Transtec lights:
Products percentage
A. CLF (Energy saving lamp) 48.02
B. Tube Light 25.40
C. GLS (Bulb) 12.70
D. Ballast 6.75
E. Starter 5.15
F. Option A,B & C 1.98
Total 100.00
2.2.10- Consumer awareness on features:
Particulars Percentage
Totally 20.00
Moderately 65.72
No Ideas at all 14.28
22 | P a g e
Total 100.00
2.2.11-Consumer perceptions on features of TRANSTEC lights:
Features percentage
A. Brightness 18.60
B. Durability 25.21
C. Energy saving 25.21
D. Can be used in low voltage 23.96
E. All of them 7.02
Total 100.00
2.2.12-Consumer confidence toward product features of TRANSTEC:
Features Confidence toward features
A. Brightness 16.93
B. Durability 27.17
C. Energy saving 27.56
D. Can be used in low voltage 19.69
E. Proper supply of products in the market 5.12
F. Accurate price 2.75
23 | P a g e
G. After-sales-service 0.78
Total 100.00
2.2.13-Disstaisfaction & shortcomings measurement:
Ever been dissatisfied? percentage
Yes 25.29
No 84.71
Total 100.00
2.2.14-Disappointing Features
Features percentage
A. Lack of brightness 18.92
B. No Durability 8.10
C. Not Energy saving 2.71
D. Cannot be used in low voltage 0.00
E. Low supply of products in the market 2.71
F. No supply in variation according to demand 18.91
G. Inappropriate price 29.73
24 | P a g e
H. No after-sales-service 18.92
Total 100.00
2.2.15-Expectations on after-sales-service:
Expectations Percentage
Establishment of new product as if products
damage
66.67
Service in setting up lights to households 23.58
Others 9.75
Total 100.00
Consumer preferences on advertising:
2.2.16- Is it important to have advertising in promoting lighting brands?
Opinion percentage
Definitely 69.64
Moderately 27.06
No need 3.30
25 | P a g e
Total 100.00
2.2.17- Can you recall any advertisements on lighting?
Particulars percentage
Yes 64.14
No 5.59
Can’t recall now 30.27
Total 100.00
2.2.18-Which types of advertisements can you recall?
Media percentage
TVC 38.61
Radio 1.34
Newspaper/ Magazines 5.64
Billboards 23.05
Leaflets distribution 0.26
Poster on roads 0.54
Store signboard 17.15
26 | P a g e
Indoor arrangements (Poster/Sticker/Banner) 1.88
In-store arrangements of particular brands/
products
3.48
Wall- writing 2.69
Bus Branding 5.36
Others 0.00
Total 100.00
2.2.19- Choose the brand advertisement you recall.
Brands percentagePHILIPS 43.31
TRANSTEC 18.02
SUPERSTAR 15.12
OSAKA 14.84
ENERGYPACK 7.55
HRC 1.16
OTHER BRANDS 0.00
Total 100.00
2.2.20- Primarily which of the following projections required for
promoting Brand lights?
Media percentageTVC 28.58
Radio 5.20
Newspaper/ Magazines 12.12
Billboards 21.35
Leaflets distribution 2.94
Poster on roads 3.96
27 | P a g e
Store signboard 13.44
Indoor arrangements (Poster/Sticker/Banner) 3.27
In-store arrangements of particular brands/ products 3.62
Wall- writing 1.46
Bus Branding 3.38
Others 0.68
Total 100.00
Chapter -3
Analysis of the Study
28 | P a g e
Consumer preferences on product selection
2.3.1-Individuals responsible for buying lighting products in your family:
Individuals responsible for purchasing lighting products
SelfHome ownerHousewivesSome serverHousekeeperOthers
Analysis:
The respondents about 41% are responsible for purchasing lighting products.
17.16% home owners take the responsibility and 11.06% housewives get the
products by themselves. About 13.32% other sources make the purchase, 16.03%
housekeepers are also responsible for the purchase.
So, the brand awareness and products preferences depend on the above mentioned
consumer categories in Dhaka. So, only particular types of consumers can not be
29 | P a g e
segmented & targeted for lighting products. It is better to follow a mass marketing
strategy for the companies like TRANSTEC.
The study shows that, according to the respective individuals who usually purchases
lighting products, ‘Affordability’ might not a concern for purchasing behavior of
lighting products. In this regard, influential factors such as groups, promotion, price,
durability, guarantee/ warrantee, product attributes, brand awareness and
availability etc. might lead a role to motivate them purchase lighting products.
2.3.2-Major considerations while purchasing lighting products:
Major considerations while purchasing lighting products
0
5
10
15
20
25
30
35
40
45
50
Experience of particular brand usage for a long timeDirect influence by the sellerInfluenced by someone familiarInfluenced by adver-tisementIn-store arrangements of particular brands/ products
Analysis:
45.48% consumers said that they select brands and products by their previous
experiences using lighting products which represents that Brand awareness in
lighting industry is a key concern.
The graph indicates that if consumers are going for a trial of a new product, the
maximum satisfaction has to be determined by the producers and have an
30 | P a g e
opportunity to influence directly by the sellers because approximately 21.52%
according to the study can be influenced by the sellers.
Only 8.30% of consumers are influenced by someone familiar and 17.60% sales or
awareness can be built by advertisements where as 7.09% consumers prefer to
purchase products by looking after In-store arrangements of brands/ products.
2.3.3-Brand loyalty measurement; general view:
57%
43%
Brand loyalty; general viewYes No
Analysis:
As 57% respondents are loyal to the brands, for a new product, it would be quite
difficult to make them loyal instead marketers can focus on sales promotions,
execute advertisements and so on to encourage them first trial of the new product,
31 | P a g e
and then by profiling satisfaction ensuring quality, price, features etc. to make them
repeat purchase.
On the other hand, there is an opportunity to grab 43% of consumers who are not
loyal to any specific brand and are actually willing to purchase new products.
2.3.4-Loyalty according to brands:
Loyalty according to brands0
5
10
15
20
25
30
35
40
45
38.17
21.37
5.73 5.34
21.37
6.88
1.13999999999999
PHILIPS TRANSTEC SUPERSTAR OSAKAENERGYPACK HRC OTHERS
Analysis:
PHILIPS possesses 38.17% loyal consumers, TRANSTEC has 21.37%, SUPERSTAR
5.73%, OSAKA 5.34%, and ENERGYPACK possesses 21.37%, HRC 6.88% of
consumers.
32 | P a g e
So the graph shows majority of loyal customers are captured mainly by PHILIPS,
TRANSTEC, and ENERGYPACK which indicates a large number of market share
captured by them.
The companies are continuously fighting with each other to capture large portion of
market share by various marketing activities and growing population has created
another opportunity for it as if residents, restaurants, hospitals, and other platforms
are emerging in the city. But at the same time, product quality, competitive price has
to be determined first of all.
2.3.5-Brand preferences of “switching consumers”:
Brand preferences of "switching consumers"
26.32
15.44
13.33
9.12
23.16
9.82
2.81
Chart TitleOTHERS HRC ENERGYPACK OSAKASUPERSTAR TRASTEC PHILIPS
Analysis:
The above sated data is taken from the consumers who are not bound to any
particular brand which means they are not loyal to any brand but still they prefer to
purchase the brands mentioned above.
I have defined this type of consumers as “switching consumers”, The study shows
that most of the switching consumers prefer to purchase PHILIPS and ENERGYPACK
33 | P a g e
which approximately is 26.32% and 23.16%. So the main competition is in between
PHILIPS and ENERGYPACK.
But as a new competitor, TRANSTEC has captured 15.44% of the market share
within a short time indicating that TRANSTECs growth in the market is very good.
“Switching consumers” also like to purchase SUPERSTAR, OSAKA, HRC and other
brands at a respective percentage of 13.33%, 9.12%, 9.82 and2.81%.
2.3.6-Foundations constructing product preferences:
2.5
7.5
12.5
17.5
22.5
27.5
32.5
Analysis:
34 | P a g e
Maximum number of consumers prefers to buy lighting products by taking into
account that the product is durable no matter which brand it is, how price sensitive
it is. They only choose to buy because the product is durable. The experience of
using a particular brand may be a major determinant of this. I have got 30.42%
consumers who prior to durability of the products.
The purchasing behavior is also derived by brand awareness which is 19.41% and
low price preferring consumers’ fraction is 16.25%. The companies must focus on
building the brand as with ensuring quality.
I have got 20.11% consumers preferring brightness and 13.63% cares for
guarantee/warrantee.
Perceptions and attitude toward TRANSTEC
2.3.7-Brand awareness of ‘TRANSTEC’:
75%
25%
Brand awareness
YesNo
Analysis:
35 | P a g e
75% of city consumers are aware of TRANSTEC brand and 25% does not know
about the products or the brand.
According to the market potentials over time, TRANSTEC has a vision to cover these
25% consumers aware about the brand but in that case a lot of promotional
activities might require.
2.3.8-Product awareness of ‘TRANSTEC’:
Only Electronics46%
Only Lightings38%
Both16%
Awareness level
Analysis:
36 | P a g e
With respect of 75% consumers who are aware of TRANSTEC brand, the study
indicates a significant percentage of consumers who are aware of TRANSTEC
electronics division. And I have found 38% of consumers are also aware of lighting
products individually. Both TRANSTEC electronics and lighting products are known
to 16% of respective consumers.
This graphical representation stands that the products awareness increases over
time because the awareness of lighting portion is falling a little behind comparing
with the electronics sector.
2.3.9- Consumer preference of TRANSTEC lights:
48.02
25.4
12.7
6.75
5.16
1.97
PreferenceF. Option A,B,C E. Starter D. BallastC. GLS(Bulb) B. Tube Light A. CLF(Energy saving lamp)
37 | P a g e
Analysis:
Among all these lighting products CLF (Energy saving lamp) is the most desired
product of TRANSTEC covering 48.02 percent preference.
The next popular segment is TL (Tube Light) and is chosen by 25.4 percent
consumers after CLF. So, CLF (Energy saving lamp) and Tube Light should be
counted as the prime products of TRANSTEC brand.
Other products such as GLS (Bulb), Starter and Ballast has been chosen by 12.7,
5.16, 6.75 percent consumers respectively.
Only 1.97 percent of consumers prefer CLF, TL & GLS at the same glance while
purchasing.
2.3.10- Consumer awareness on features:
Totally Known20%
Moderately Known
66%
No ideas14%
Feature awareness
Analysis:
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The survey took 14 percent of consumers who uses or used TRANSTEC lights do not
know about the features of the products. They only used it and they are not
bothered at all. The brand recognition or trustworthiness toward the brand might
be keeping them purchase the products.
About 20% respondents know all the features regarding the products which mean
they analyze the features or might be using the products for a long time.
Some 66 percent respondents opined they use/used the products and they
moderately know about the features of the products.
To let the consumers know what USP’s are offered by the brand, information
regarding those USP’s must be shared along with the consumers and can be
advertised for further awareness.
2.3.11-Consumer perceptions on features:
Brightness Durability Energy Saving Can be used in low voltage
All of them0
5
10
15
20
25
30
Feature perceptions
39 | P a g e
Analysis:
Along with all the features enabled by the brand, 25 percent respondents defined
they are aware of both the durability and energy saving attribute of TRANSTEC.
Other features such as brightness are known to 18 percent respondents and 7
percent said they know all the features.
If the consumers are not aware of product attributes and features offered by the
brand, they might lose the interest in purchasing. So what I understand is,
TRANSTEC shall take some effort to make the consumers aware about the attributes
in order to maintain growth in a continuum.
2.3.12-Consumer confidence toward product features:
Brightness
Durability
Energy Saving
Can be used in low vaoltage
Proper supply of products in the market
Accurate price
After-sales-service
0 5 10 15 20 25 30
Consumers possess confident toward features
40 | P a g e
Analysis:
The users of TRANSTEC lights capitalized the possession in confidence toward the
features mostly in ‘energy saving’, and ‘durability’ aspect.
19 percent respondents have trusted the products can be used in low voltage. And
some 17 percent have devoted in brightness.
The after-sales-service of the brand is poor enough to satisfy the consumers. The
availability of products in the market is also in a situation that indicates the
consumers can be stitched to purchase other brands.
2.3.13-Disstaisfaction & shortcomings measurement:
Dissatisfied ever?
0 10 20 30 40 50 60 70 80 90
NoYes
Analysis:
Trough the research, 85 percent satisfied consumers are found. Here, it implies that
the brand is performing smooth in maintaining quality.
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The study also symbolizes a portion of unsatisfied consumers around 15 percent.
There might be a need gap between the consumers and the company which has to
be discovered and required to overcome by fulfilling it.
2.3.14-Disappointing Features
19%
8%
3%
3%
19%
30%
19%
PercentageLack of brightness
Low durability
Not energy saving
Can not be used in low voltage
Low supply of products in the market
No supply in variation according to demand
Inappropriate pricing
No after-sales-service
Analysis:
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The graph constructing a respective amount of consumers (19%) complained that
TRANTEC is not providing any after-sales-service and there is no supply in variation
of products according to demand.
Another 19 percent of the respondents complained that the products lack
brightness or the products can not satisfy them with the level of brightness they
expect from the products.
Only 2% complained about the attribute that its not energy saving. So, the study has
shown the main power of the products is it is energy saving and 3% respondents
complained on pricing which is very low. That means the pricing strategy of
TRANSTEC is perfect.
Some 8% respondents believe that the lights cannot be used in low voltage although
Dhaka city frequently does not have the problem regarding voltage.
2.3.15-Expectations on after-sales-service:
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Establishments of new product
Service in setting up lights
Others
Series1 0.666700000000003 0.2358 0.0975
5.00%
15.00%
25.00%
35.00%
45.00%
55.00%
65.00%
75.00%
Analysis:
66.67 percent respondents expect to have a replacement of products as if it is
damaged within a certain period of time.
Another 23.58 percent expects a service in setting up the products. By this point, I
can imply that this respective portion of respondents face problems in setting up
lights in homes. So, for making customers more satisfied, this service can be
executed with due considerations.
Consumer preferences on advertising:
2.3.16- Is it important to have advertising in promoting lighting brands?
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Is advertising important?
69.64
27.06
3.3
Chart TitleNo need Moderately Definitely
Analysis:
A large number of respondents answered that it is important to have
advertisements in promoting lighting products. 69.64 percent supported this
concern. For them, advertisements might be only option to know about the products
and the brand as well.
Some 27.06 percent of respondents answered that it is not that important as it is a
lighting products. And 3.3 percent thinks that its not worth it.
2.3.17- Can you recall any advertisements on lighting?
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Yes; 64.14No; 5.59
Cant recall; 30.26
Analysis:
The recall of advertisements in lighting category shows that 64.14 percent
respondents claim to recall advertisements they had seen which measures a strong
positioning of brands in the market.
Only 5.59 percent claims that they don’t remember and about 30 percent claimed
that they can’t remember any advertisement right at the moment they interviewed.
2.3.18-Which types of advertisements can you recall?
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TVC Radio News-paper/ maga-zines
Leaflets distri-bution
Posters Store sign-
boards
Indoor ar-
range-ments
In-store ar-
range-ments of par-ticular brands/ prod-
ucts
Wall writing
Bus brand-
ing
Per-centage
38.61 1.34 5.64 0.26 0.53 17.15 1.88 3.48 2.69 5.36
2.57.5
12.517.522.527.532.537.542.5
Analysis:
Most of the respondents can recall television advertisements which are
approximately 38.61 percent. Store signboards are also having an importance for
communicating with the consumers along with the regard in lighting products.
Right after that newspaper and other print Medias are playing the importance.
2.3.19- Choose the brand advertisement you recall.
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PHILIPS
TRANSTEC
SUPERSTAR
ENERGYPACK
HRC
OTHER BRANDS
43.31
18.02
15.11
14.83
7.55
1.16
Recall of brands advertisements
Analysis:
The survey claims that PHILIPS has the most effective positioning covering nearly
44 percent of brand advertisement that the consumers can easily recall.
TRANSTEC is having the second position after PHILIPS claiming 18 percent and
SUPERSTARs advertisements recalled by 15.11 percent of respondents.
The main reason behind recalling PHILIPSs advertisement is the tagline I have
found while conversing with them.
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2.3.20- Primarily which of the following projections required for
promoting Brand lights?
TVC
Radio
Newspaper/ magazines
Billboard
Leaflets distribution
Posters
Store signboards
Indoor arrangements
In-store arrangements of particular brands/ products
Wall writing
Bus branding
others
0 5 10 15 20 25 30
Analysis:
A large amount of consumers prefer to know about the products and brand through
Television advertising.
Billboards, store signboards are preferred next to TVC.
Other areas such as newspapers/ magazines, radio advertisements, posters, bus
branding can be used to communicate according to the respondents.
The TVC’s have the popularity in attracting and capturing attention. So effective
TVC;s can be built to communicate and to position products in consumers mindset.
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Problems regarding lighting products:
Lighting products are not still in a situation to emerge communication with the mass
consumers for the purpose to deliver information regarding features & attributes,
brands, Unique Selling Propositions (USP), and other issues.
The main problem in lighting sector is that, consumers usually expect to know about
products and brands but effective promotions are not availably undertaken by the
companies.
The service sector is required to take some effective arrangements of services to
take the highest customer satisfaction for granted. It will be negotiable for both the
organization and the company.
The complaints that consumers possess are never known to the companies and as a
matter of fact there is a need gap remaining in between. If it comes to recover then
the companies would be able to generate ideas and create solutions to meet the gap
and the companies would come to know consumers more closely.
There is a deficiency in proper marketing research.
The customer satisfaction is not evaluated yet.
Consumers’ choices and preferences do not determine the supply of variations in
products.
Recommendation:
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The service sector in lighting products has to breed some effectiveness to maximize
the consumer satisfaction. An after-sales-service such as new product placement
and a service to set up lights in homes can be a competitive advantage if applied.
Proper marketing research must take into account to discover the gaps between the
consumers and the organization because there is a gap in between. The consumer
claimed that the products are not supplied in variation as they demand meaning a
deficiency in marketing research. And consumer satisfaction has to be evaluated by
the organization. For evaluating satisfaction, a simple questionnaire can be attached
with the package or the use of Internet can be effective.
The communication with the consumers definitely needs to have a new phase. With
the respect of communication, consumers are highly encouraged to purchase
lighting products and in this lighting industry, communication cannot be neglected.
Attractive advertisements through TVC’s, billboards and store signboards must be
constructed.
Advertisements are suggested to take high proliferations on building awareness and
sharing USP’s. A strong positioning can lead to greater sales volume and emerge in
the market. So it is suggested to develop programs regarding positioning the
products and brand.
It is recommended that TRANSTEC should evaluate performances and collect
consumer complaints in a timely basis.
Although pricing strategy is accurate according to the study, but due to the fact that
low price is a major determinant of making consumers try new products, TRANSTEC
also need to focus on low prices so that consumers do not switch trying other
products.
The sellers of TRANSTEC lights required to be motivated because they are engaged
in influencing the consumers directly.
Brand awareness can be built by promoting and participating in CSR activities,
delivering messages timely, sponsoring events, donating in education sectors and to
disabled individuals, beautifying the roadsides covering with lights etc.
Conclusion:
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The study emphasizes that most of the respondents tend to purchase lights by their own
but sometimes they also depend on housekeepers, home owner and some other sources.
Consumers purchasing behavior is driven mostly by the previous experiences with a
particular brand which indicates that if the products cannot serve a highest quality, they
might switch to try other products. After that the seller had the influence to make
consumers purchase and advertisements are also playing an importance changing
consumer buying behavior. All these factors measure a highly competitive market.
Most of the consumers prefer to choose PHILIPS as the positioning through advertisement
is very strong and ENERGYPACK & TRANSTEC is having the preferences afterwards. The
study shows that product preferences are driven mainly by the brand recognition and
durability of the products. Not only those but also brightness of the lights and competitive
low price is also keeping them purchasing lighting products.
TRANSTEC’s electronics division is known to maximum respective consumers and the
lighting division is taking a continuum over time to build awareness. The most desired
products of TRANSTEC lights are CLF (Energy Saving Lamp), Tube Light and GLS (Bulb).
According to the study, a reasonable number of consumers usually do not bother to learn
about the features offered by the companies. They only buy the products for further use
and for them the product might be a low involvement product. But at a glance, there are
also consumers who prefer to learn about the features of the existing products.
About TRANSTEC lights, most of the consumers have the idea that the products are energy
saving and durable, and can be used in low voltage. These features are the attraction points
throughout consumers prefer TRANSTEC. Some of the regular TRANSTEC user felt
dissatisfied because they complained that the products cannot meet the brightness they
usually expect. They also claimed that TRANSTEC does not supply any variation of products
according to customer demand. The consumers’ are expecting an after-sales-service from
TRANSTEC and is one of the major determinants of dissatisfaction. They expect an
establishment of a new product if the product is damaged in a certain period of time and a
service in setting up lighting products in home is expected.
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According to the study, maximum numbers of consumers prefer to know about the
products and brands through television advertisements. And they think it is important to
have advertisements for lighting products no matter which media to cover. The television
commercials have the highest positioning strength according to the survey which PHILIPS
is an example. The study states that billboards and store signboards are effective for
communication especially in lighting products segment. Some consumers would like to
suggest that newspaper can be an effective and efficient way to build brand and product
awareness.
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Part -3Reference
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References
http:// www.transcombd.com
http://transcombd.com/templatecontact.php
http://www.tcl.com.bd/
http://en.wikipedia.org/wiki/Transcom_Group
http://www.transcomdigital.net/about.html
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