Transcom

Cables Ltd

INTRODUCTION
Need

of Cable

Transcom

Group Ltd in
Bangladesh
channel named Transcom
Cable

New

CURRENT MARKETING
SITUATION
Product

Description

Basically Transcom Cables produce 7 specified

type of cable. The range of its products includes
PVC insulated cables, PVC insulated and PVC
sheathed single core and multi core cables,
control cables, flexible cables etc. The different
sizes of bare and insulated All Aluminum
Conductor (AAC) and Aluminium Conductor
Steel Reinforced (ACSR) are also being
manufactured here.

House Wiring or Domestic Cables

PVC Insulated Non-Sheathed Cables
(BYA)
Standard: BDS 900 & BS 6004
Voltage Grade: 450/750 V
Maximum Operating Temperature: 70C
Application: Suitable for use in building
wiring, equipment wiring, switching and
distribution installations in conduits above
or under plaster.

Low Tension Power Cables

PVC Insulated & PVC Sheathed Cables
(NYY, YY)
Standard: BDS IEC 60502-1 & VDE
0271/3.69
Voltage Grade: 600/1000 V
Maximum Operating Temperature: 70C
Application: Suitable for used in fixed
installations, ducts, indoors, outdoors,
water or underground if no mechanical
damage is to be expected.

Low Tension Control Cables

PVC Insulated & PVC Sheathed Control
Cables (NYY-1)
Standard: VDE 0271/3.69
Voltage Grade: 600/1000 V
Maximum Operating Temperature: 70C
Application: Suitable for used as control
cables in ducts, indoors, outdoors, water or
underground if no mechanical damage is to
be expected.

Flexible Cables

PVC Insulated Non/PVC-Sheathed Flexible

Cables
Standard: BDS 899 & BS 6500
Voltage Grade: 300/500 V
Maximum Operating Temperature: 70C
Application: Suitable for temporary wiring,
internal wiring, distribution equipment wiring etc.

Telephone Cables
House Wiring Telephone Cables
(Drop Wire)
Application: Suitable for used in
telephone, signal transmission,
permanent installation etc also used
in outdoor connections between
distribution points and subscribers
premises.

Bare Conductor (AAC, ACSR)

All Aluminium Conductors (AAC)
Standard: BDS 1036
Voltage Grade: Including & Up to 11 kV
Application: Suitable for used in aerial
distribution lines, feeders, bus bar of
substations.
Aluminium Conductors Steel Reinforced
(ACSR)
Standard: BDS 1037
Voltage Grade: Including & Up to 11 kV
Application: Suitable for used in longdistance electric power transmission,
messenger to support overhead electrical
conductors

Insulated Conductor
Insulated All Aluminium
Conductors (AAC)
Standard: BDS 1036
Voltage Grade: Line to Line 650 V
Application: Suitable for used in
aerial distribution lines, feeders, bus
bar of substations.

Competition
Company
Name

Established
year

Product &
Quality

Distribution
Clients
Coverage
Area
Power Plant,
Dhaka,
Pharmaceutical Chittagong,
s, Power &
Sylhet,
Generator,
Khulna,
Telecom, Real- Rajshahi,
state etc.
Comilla,
Barisal etc.

Paradise cables
Ltd.

1889

Low-Tension
Cable, High
Tension Cable,
Aluminum
Conductor

Khawja Cable
Industries Ltd.

1991

Power Cable,
REB, PDB,
H.T Cable,
DESA, MES,
Armoured Cable, BTTB etc.
XLPE Cable,
Telecom Cable.

Dhaka,
Chittagong.

BRB Cables
Industries Ltd

1980

XLPE & PVC

Insulated LT & HT
Cables, FRLS
Cables, Telecom
Cables,
Instrumentation
Cables, Aluminium
Overhead
Conductors, Dual
Coated Super
Enamelled Copper
Wire, Marine Type
Cables.

BPDB, REB,
DESA, DESCO,
BMDA, PWD,
BTMC, BSFIC,
T&T, MES,
BADC,
Bangladesh Port
Authority,
Bangladesh
Railway, Private
sector, Industrial
and Apartment
projects and
individuals

Dhaka,
Chittagong,
Sylhet, Khulna
Rajshahi,
Rangpur, etc.

Bangladesh
Real Domestic
Cables

2007

As Per BDS 9002000(BYA,

BYFY,NYY,NYY-I
etc.)

Energy &
telecom sectors,
design &
engineering,
manufacturing,
installation.

Dhaka,
Chittagong,
Khulna,
Rajshahi etc.

DISTRIBUTION

Transcom Cable has started its journey with

two distribution channel. That means it has
divided its whole consumer into two large groups.
These channels are as follows
Corporate Sales Channel
Trade Sales Channel

Corporate Sales Channel

Sub-team
Group

1
Heavy, Medium,

Telecommunicati Real Estate &

Light industry & on Consulting,

others

3
others

Engineering firm
& others

Area

Dhaka, N-ganj,

Dhaka Metro &

Dhaka Metro &

Savar, Gazipur,

others

others

Tongi, Bhaluka &

others

Trade Sales Channel

Territory

Area

1.

Kawranbazar, Kuril, Badda, Rampura, Motijhil, Mohakhali, Gulshan.

2.

Uttara, Tongi.

3.

Mirpur, Kallaynpur, Dhanmondi, Ashulia, Savar, Manikganj.

4.

Nawabpur, Kaptanbazar, Lalbagh, Kamrangirchar, Kaptanbazar.

5.

Jatrabari, Narayanganj, Narsingdhi, Bhulta

6.

Gazipur, Safipur, Munshinganj.

7.

Distribution Chittagong.

8.

Distribution Bogra.

9.

Distribution Greater Mymensingh.

SWOT Analysis

Streangth
Weakness
Opportunitie
s

MARKETING OBJECTIVES
AND ISSUES

providing the right product at right price at right

time
policies and services are designed for various
groups of clientele to capture these markets.
adapted ISO-9001:2008 Quality Management
System to achieve its objective and for continual
improvement

MARKETING STRATEGY

TARGET MARKETS

House or domestic

Heavy, Medium and light industries

Real Estate

Telecommunication, Consulting and Engineering Firms

PRODUCT POSITIONING

Transcoms Cables Positioning Statement is high

quality and legitimate price. Their Quality
statements emphasize state of the
accomplishment, high reliability, and utmost
customer attention. Their policy assures that
customers can depend on Transcom Cable
Limited for their long-term satisfaction of cable
at the rational market price.

PRODUCTS
House

Wiring or Domestic Cables

Low Tension Power Cables
Low Tension Control Cables
Flexible Cables
Telephone Cables
Bare Conductor (AAC, ACSR)
Insulated Conductor

PRICE

For Transcom Cables, determining a fair market

price is difficult because there are direct
competitors in this sector. They consider two
issues to determine the prices. First, they
consider price asked by their competitors. Second,
they determine their cost. As they are new in this
sector they can use this tool to attract their
target customers.

PLACEMENT

Transcom Cables distribution area has divided

into nine territories. Among them six territories
have covered Dhaka division and three territories
have covered Mymensingh, Bogra, and
Chittagong. Transcom Cables has also corporate
office in those places.

PROMOTION
Communication
Public

Relation

ACTION PROGRAM
understand the consumers and the market very
well
advantage of brand
offer discount opportunity for corporate level
Advertisement of their product
increase sales and become known to everyone
Budget for promoting:

Promotion (discount facility)

20, 12, 080
Advertisement
10, 14, 610
_______________
30, 26, 690

An Expected Budget for the year 2012

Sales revenue
20, 35, 50,084
Cost of goods sold
6, 72, 80, 547
_____________
Gross Profit
Operating Expense:
Salary and other allowances
Distribution cost
Advertisements
Promotion
Other expense
Net Profit

13, 62, 69, 537

2, 84, 98, 369
20, 85, 950
10, 14, 610
20, 12, 080
5, 35, 760
______________
10, 27, 22, 768