Marcel grows rapidly in electronics market

Economic reporter: The local brand ‘Marcel’ has reshaped its marketing strategy aimed to mark the top position in the country’s electronics and electrical market through introducing world-class new and diversified models of products among the customers.

Considering the present market penetration and ever-growing demands, the Marcel authority has divided the country’s entire geographic into two main parts---south and north---to bring the local brand’s products within the customer’s reach.

Started journey in 2008, the local brand has already secured a lion portion of the country’s electronics market within the last couple of years.

The assurance of supplying high standard products at affordable rates and swift after sales service is resulted in gaining the customers’ faith and marking a 30 to 35 per cent business growth on average during the last couple of years.

Witnessing the continuous growth of the business, this year Marcel has set a target of registering 40 per cent growth than the previous years.

The Marcel brand’s refrigerator, television, air conditioners, motorcycle, generator, home and kitchen appliances are turning into the customers’ top choice, the company officials claimed.

Mosharaf Hossain Razib, marketing head of Marcel for the south region, said they are conducting their entire marketing process keeping in mind the concept of 4P’s---product, price, place and promotion.

“With the help of a skilled workforce and state-of-the art machine, we are manufacturing high standard electronics goods in accordance with the local weather in our-owned factory (ISO-9001 and 14001) at Chandra in Gazipur,” he said.

To uphold the customers’ reliance on Marcel brand’s products, Razib said they are continuously introducing new models of products among the customers.

A total of 450 dealers and distributors are engaged in selling out the Marcel brand’s products across the country, he said.

“Started journey with only 7 models of refrigerator in 2008, we are now marketing about 30 to 35 models of refrigerator across the country,” he said. Recently, they have released three new models (254 litre, 317 litre and 295 litre) of refrigerator in the market.

In addition, they have 45 models of LED and CRT televisions in their product list and 3 models of air conditioners (ACs), he said adding, the local brand is offering a six-month replacement guarantee for its all ACs, ranging from 0.75 tons to 2 tons.

Besides, they have started corporate sales in the backdrop of huge demands for Marcel brand’s ACs in the electronics’ market, he said.

As huge demands for electronics and home appliances were experienced across the country during the past several years, the market shares of Marcel brand’s DVD player, electric kettle, blender, juicer, iron, rice cooker and microwave oven are also in increasing trend, Razib claimed.

Moreover, he said they always provides swift after sales service through their 70 service centers across the country, which are certified by ISO-9001:2008. In addition, Marcel has opened a hot line for resolving any complain about products within a short time.

Following the great success in the country’s electronics market, the local brand has also undertaken an initiative to manufacture some electrical products, including switch, socket and LED light.

Motiur Rahman, marketing head for the south region, said, “We are conducting our marketing activities to take the lion portion of the country’s electronics market within a short period."

Thus, they are expanding their market with the strategy of bringing the Marcel brand’s products at the customer’s doorsteps, Rahman said.

In the local refrigerator market, Marcel is holding the second position just after Walton, he said hoping of securing the premier brand’s title. To this extent, they have established a research and development centre to cater to the customers’ demand by manufacturing world-class standard refrigerators at cheap rates.

It was also learnt that DECS Ultra-bid 4D technology is being applied in the refrigerator of Marcel brand. In addition, the use of anti-bacterial nano particle is resulted in keeping the foods spick and span, fresh and antiseptic for long times. The electricity cost is comparatively low due to the use of 80 per cent energy saving LED bulb.

risingbd/ DHAKA/ May 12, 2015/ Mamun/ Mahfuz