Economics at your fingertips  

DAWLANCE (Private) Limited: The Air Fryer Microwave Oven Launch

Ehsan ul Haque

Asian Journal of Management Cases, 2020, vol. 17, issue 2, 129-146

Abstract: On September 17th, 2015, Mr Hasan Jameel, Head of Marketing at Dawlance’, needs to firm up marketing mix details for the planned launch of their first microwave oven with air fryer technology. The original plan was to launch the air fryer as a five-in-one microwave oven which would allow consumers to heat, cook, bake, grill, and air fry food items using the same oven. Some managers at Dawlance; however, are concerned that offering so many options in one oven would increase the complexity and costs leading to high prices and reduced sales. They think that air fryer technology should be offered as a stand-alone unit, similar to those of competitors. Pricing is also a concern. Various price points from PKR 18,000 to PKR 30,000 are possible. Finally, the advertising and distribution spend is under consideration. Mr Jameel needs to finalise his recommendations for the upcoming presentation to the MD.

Keywords: Marketing; air fryer; product launch; Dawlance; marketing mix; diffusion of innovation (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

DOI: 10.1177/0972820119858521

Access Statistics for this article

More articles in Asian Journal of Management Cases
Bibliographic data for series maintained by SAGE Publications ().

Page updated 2021-08-15
Handle: RePEc:sae:anjomc:v:17:y:2020:i:2:p:129-146