Dynasel Limited was incorporated on January 15th, 1989, with the overall objective to become a diverse, dynamic and soundly based professionally managed business. NOBEL Television is the brand name under which Dynasel manufactures televisions.
In a market dominated by major global brands, it was extremely challenging to enter and acquire a sustainable and growth oriented market share of both TVs and DVDs. A strategy was thereby formulated on the basis of attractive and low prices backed by prompt after sales service which yielded the desired results as the customers were drawn into this cost savings concept and its market share continued to grow steadily.
Today, TCL NOBEL is Pakistan’s no. 1 selling TV brand and is now perceived by its customers as “real value” for money – due to its attractive pricing, high quality, features, range and a proven track record of excellent warranty service over the years. TCL NOBEL’s rise to the no. 1 spot is a result of sheer hard work, perseverance and vision, together with keeping a pulse on the customer’s needs. Customers’ experience of “Seeing is Believing” has and will continue to transform TCL NOBEL’s vision of being a Pakistani brand par excellence into reality.
Today, most of the envisioned goals have been achieved which include development of the Company’s character and reputation, financial performance and growth, infrastructure expansion and product diversification. Dynasel fully realizes that amongst other attributes, the understanding and use of “team work” and “marketing” have been the key contributors to the success of any company worldwide. Therefore, all strategic plans of the company are and will be oriented to build and develop its human resource, and marketing implementation. A continuous effort will always be made to seek attractive opportunities which are appropriately met with quality products and services.
Strategic Alliance
In 2006, NOBEL entered into a strategic partnership with TCL China, one of the world’s largest television manufacturers, with revenues in excess of US$6 Billion, to manufacture and market televisions in Pakistan. Through this partnership, NOBEL has access to TCL’s highly cost effective current generation products as well as benefitting from technology transfers. For customer credibility, especially in the flat panel TVs i.e. LCD/LED, dual branding under TCL NOBEL has been successfully initiated.
Additionally, TCL has initiated design/development of products specifically to meet the needs of Pakistani customers based on NOBEL’s experience and market feedback. For this purpose, TCL has placed its key personnel with NOBEL in Lahore for engineering, supply chain, marketing and other back up support to facilitate the project.
Through this strategic alliance, TCL NOBEL has been able to deliver high standards in quality at par with all premium brands and most importantly at affordable prices backed by TCL NOBEL’s proven customer service.
Presence
TCL NOBEL Television has an established presence all over the country resulting in maximum outreach to both urban and rural consumers. A comprehensive sales network consisting of over 600 dealers has been established to cater to both the rural and urban centers of the country so that even in the remotest areas, customers are able to contact a Dynasel Dealer. Complementing this are 8 regional offices operating across the country with each having full product support capabilities and infrastructure, which include full maintenance and repair facilities, as well as warehousing and distribution.
The Company also operates 3 display centers in Lahore, 2 in Karachi and 1 in Rawalpindi for product awareness and brand promotion by showcasing current as well as upcoming models. Further Display Centers will be opened in Karachi, Faisalabad, Rawalpindi, Islamabad, Gujranwala and Sialkot.
Support
One of the cornerstones of Nobel’s success has been its After Sales support network. Identifying this key area to be mostly ignored by the competition, NOBEL offered customers a novel front in customer relations by offering long term warranties and full product support at their doorstep within 24 hours. Due to aggressive adherence to the set turnaround times, NOBEL has earned a reputation of being a reliable brand, because this support gives a huge sense of security to a customer for a product on which he is spending a good amount of money on.
Production Facility
The Company’s production facility is built on a nicely landscaped 1-1/2 acre plot, with a covered area of over 80,000 sq. ft.
State-of-the-art conveyors, wave soldering, test and measurement signaling equipment, automatic component insertion machines and sequencers, have been installed thus enabling compliance to international quality standards for a production capacity of over 300,000 televisions and 200,000 DVD’s annually. On-going training programs for factory personnel are routinely held which are focused on the improvement of the production process, maintenance of quality assurance and awareness of related technological advancements. Stringent and industry specific quality control standards have been adhered to in the assembly process and production environment – to ensure desired product quality levels.
The Company was awarded ISO 9001 Certification in November 2002, for “Manufacturing of Televisions and other Consumer Electronic Products”, after fulfilling the requirements and incorporating the specified quality management system and procedures.
The roadmap for the future is:
- Consolidate TCL NOBEL as Pakistan’s Leading Television Brand.
- Fully realize the company’s growth potential especially in LEDs, 3D TVs and Blu-Ray DVDs while sustaining the CRT TV market share.
- Utilize brand strength to diversify into mobile phones and home appliances.
- Setting up further Display Centers nationwide to enhance brand equity.
- Indigenous development and manufacture of parts/components to save duty and freight costs.
- Further investments in production equipment for efficiency, cost reduction, quality and thru-put.
- To become a highly profitable entity that would meet stakeholder’s expectations on investment returns through timely dividends.