pel marketing applicences division

Pak Elektron Limited.


Presented By: Rana Hassan Javad (Group Leader) 022 MMKT Imran Khan 002 MMKT Hairs Kamran 024 MMKT Ali Abbas 001 MMKT Dr. Faheem Anwar 019 MHA Dr.Sagheer Ahmad 018 MHA

Presented to:

SIR FAHAN SHERAZI


PEL HISTORY

• Pak Elektron Ltd. is one of the oldest and amongst the leading Home Appliances Manufacturer and Distributor in Pakistan.

• The company has an annual turn over of Rs 13.9 billion.

• PEL is the pioneer manufacturer of electrical goods in Pakistan.

• It was established in 1956 in technical collaboration with M/s AEG of Germany.

• In October 1978, the company was taken over by Saigol Group ofCompanies.

• Since its inception, the company has always been contributing towards the advancement and development of the engineering sector in Pakistan.


MISSION VISION

• To provide quality products & services to the complete satisfaction of our customers and maximize returns for all stakeholders through optimal use of resources.

• To focus on personal development of our Human Resource to meet future challenges.

• To promote good governance, corporate values and a safe working environment with a strong sense of social responsibility.

“To excel in providing engineering goods and services through continuous improvement.”


COMPANY OPERATIONS

Company’s operations are divided into two divisions:

1) Power Division 2) Appliances Division


APPLIANCESDIVISION

• PEL’s Appliances Division is the flag carrier of the Saigol Group. This

Division of PEL consists of home appliances manufacturing.

• The Company is engaged in the manufacturing of the following home

appliances:

Manufacturing Trading

Refrigerators Window AC’s

Air-Conditioners Floor Standing AC’s

Deep Freezers Washing Machines

Microwave Ovens Generators

Water Dispensers


Distribution Channel

• Extensive dealer network of over 1,600 dealers covering 271

cities and towns across Pakistan.

• After-sales Network comprises of 24 Company Operated Customer Care

Centers.

• 467 Authorized Service Centers covering 185 cities and towns nationwide.


ISO CERTIFICATION

PEL was 16th Company in Pakistan, which got ISO 9002 Certification in 1997, since then PEL Management is applying this International Standard Practices for Effectively Managing Quality of Products and Services that Company Offers.


PEL Appliance DivisionPERFORMANCE

2006-07 2007-08 2008-09 2010 2011 2012 Proj. -

2,000

4,000

6,000

8,000

10,000

12,000

14,000

6,209

7,915 8,521

13,278

9,223 9,643

Annual Gross Sales Appliance Division - Pak Rupees

AD Exponential (AD)

UPWARD

TREND


PEL SWOT ANALYSIS

STRENGTHS WEAKNESSESSuper Brand Award High PricesStrong Dealer Network Lack of AdvertisementStrong Brand ImageStrong Grip in Home AppliancesStrong R&D DepartmentGood After Sales Service

OPPORTUNITIES THREATSProduct Range Hard CompetitionOutsourcing China Products

Export Technology Changes

Rapid Changes in Government


PEL SWOT ANALYSIS

STRENGTHS WEAKNESSESSuper Brand Award High PricesStrong Dealer Network Lack of AdvertisementStrong Brand Image Cosmetic ImprovementStrong Grip in Home AppliancesStrong R&D DepartmentGood After Sales Service





PEL SWOT ANALYSIS


OPPORTUNITIES THREATSProduct Range Hard CompetitionOutsourcing China ProductsExport Technology Changes



PEL SWOT ANALYSIS






PELREFRIGERATOR

• PEL Direct Cool Refrigerators were introduced in 1987. • PEL refrigerators carry compressor made by Danfoss of Germany. • The Pakistan refrigerators market has experienced growth in

previous years due to availability of local direct-cool refrigerators at lower prices, economic growth and the upward trend of consumer financing at lower interest rates.


PEL REFRIGERATOR MARKET SHARE

According to Current Market Situation

Dawlance = Market Leader

PEL = Challengers

Orient = Challengers

Others = Followers


REFRIGERATORRANGE

Xpression Series

DeluxSeries

6-Series MiniSeries

Arctic Series

Desire Series


PELREFRIGERATOR USP’s

1.Retains cooling for optimal performance

2.Specially Designed to control the humidity level in Vegetable box

3.Emits silver ions that reduce bacteria growth

Specially designed to work in Pakistani temperatures up to 55°C

5.

6.

Specially designed to generate Vitamin C in crisper which helps in keeping the vegetable freshness longer.

Specially designed tray holds more moisture to keep fruits & vegetables fresh for longer

4.


MAIN PLAYERS

http://www.dawlance.com.pk/


BCGMATRIX

Question Mark

Cash Cow Dog

Mar

ket

Gro

wth

Market Share

High Low

Hig

hLo

w


BCGMATRIX

REFRIGERATOR

MICROWAVE OVEN PEL GENERATOR

Question Mark

WATER DISPENSER SPLIT AC

FLOOR STANDING

Cash Cow

WINDOW AC

Dog

Mar

ket

Gro

wth

Market Share

High Low

Hig

hLo

w


BCGMATRIX

REFRIGERATOR

MICROWAVE OVEN

Question Mark

WATER DISPENSERFLOOR STANDING

Cash Cow

SPLIT AC

Dog

GENERATORS

Mar

ket

Gro

wth

Market Share

High Low

Hig

hLo

w


YEARS ON YEARS MARKETSHARE ANALYSIS

2007~08 2008~09 2009~10 2010~11 2011~12 -

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

425,000 440,000 465,000 544,914 565,000

285,000 310,000

312,210 222,265

280,000 65,000

80,000 70,000 75,000

80,000

50,000 45,000

65,000 97,500

125,000

17,000 35,000

60,000 88,560

150,000

20,000

40,000

851,000

918,000

984,210

1,048,239

1,240,000 Market Share Analysis

Dawlance PEL Waves Haier Orient Others Total


POSITIONINGMAP

0 100000 200000 300000 400000 500000 60000023500

24500

25500

26500

27500

28500

29500

Dawlance

PEL

Waves

Orient

Haire

Others

Dawlance PEL Waves Orient Haire Others

Volume

PRICE


MARKETING MIX


PRODUCT

Physical products vary in their potential for differentiation.

– Features– Quality– Performance– Durability– Reliability– Reparability


PRICING STRATEGIES

– Different Price Range available from

Rs. 16,100 ~ Rs.41,600

– Added Internal features & Accessories


POSITIONINGSTRATEGY

PEL position its refrigerators on following positioning strategies:

• By Attributes

– Danfoss Compressor– Environmental Friendly– Energy Efficient

• By Competitors

– Different Refrigerator sizes


PROMOTIONAL STRATEGIES

– Above the Line (ATL)• Electronic• Print• Radio

– Below the Line (BTL)• Outdoor• POS material• Dealers Incentives• Giveaways• Sales Schemes


PRODUCT LIFE CYCLE

PEL Company PEL Refrigerator

Introduction Growth Maturity Decline

Sales and Profits

TimeDevelopment Introduction Growth Maturity Decline

Sales and Profits

TimeDevelopment


DISTRIBUTION

Distribution network of all companies is very strong in this industry

MANUFACTURER

RETAILERS

CONSUMERS


CUSTOMER NEEDS

The basic needs desired by the target customers are as follows. Quality Product

Product range (colors, sizes)

Better Value for the price.

Warranty

Prompt and efficient after sales service


MARKET SEGMENTATION& TARGET MARKET

• Age

• Income

• Occupation

• Geographic

• 25 ~ 50 Household

• Above Rs.22,000

• Male & Female

• Ruler + Urban Areas


PROMOTIONALACTIVITIES

Displays and Contribution at Exhibition Displays at Dealer Shop

Dealers Shop-board


ADVERTISING


Customers Interaction throughIn greeting Cards

PEL always remember its customers on every special day.

EID DAY 23rd MARCH


CUSTOMERRELATIONSHIP

PEL cares for its customers that’s why it has • 24 PEL Service Centers.• 467 Authorized service centers.• Customers Helpline: 111-102-103 • Toll Free Number: 0800-00735 (PEL)


ResearchFEEDBACK

Suggestions from customers:

*Improve the external features e.g bottle shelves.

*Introduce new colors

*Designs should be more attractive


THANK YOU

pel marketing applicences division

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