DAWLANCE (PRIVATE) LIMITED: THE AIR FRYER MICROWAVE OVEN LAUNCH

On 17th September 2015, Mr Hasan Jameel, Head of Marketing at Dawlance, needs to firm up the 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 their 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 Managing Director.