Current performance of Walton mobile in comparison with the competitors and effectiveness of its promotional activities

Abstract

WALTON MOBILE is a sister concern of WALTON group which was initiated by S.M Nurul Alam Rezvi under the umbrella of R.B Group (Rezvi and Brothers) in 1977. WALTON MOBILE started its operations back in December 2010, and presently embraces no. 3 spot of Bangladesh mobile phone industry that worth 550 crore Tk. per month, accumulatively 6600 crore per year, where SYMPHONY holds no. 1 place and SAMSUNG is at no. 2. It possesses a market share of 12% with a growth rate of 7.96% as well as an annual sale of 5,603,520,642 Tk. in 2016. Based on the sales value of 2016, amongst the sales percentage of 100%, SYMPHONY grips 41.67%, SAMSUNG 32.33%, HUAWEI 9.44%, WALTON grasps 8.48%, and the remaining 8.08% is completed jointly by other rarely known brands. The directors of WALTON group are keen of promoting the group WALTON rather than individually highlighting WALTON MOBILE. Their most recent promotional activity for WALTON MOBILE was X4 Pro Pre Order which resulted in a sale of total 2,754,050 Tk. Their future visions include reaching every hand of Bangladesh along with producing all their products at own manufacturing plant.