2. Presented to: Presented By:
SIR FAHAN SHERAZI 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
Pak Elektron Limited.
3. 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 of
Companies.
• Since its inception, the company has always been contributing towards the
advancement and development of the engineering sector in Pakistan.
Pak Elektron Limited.
4. 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.”
Pak Elektron Limited.
5. COMPANY
OPERATIONS
Company’s operations are divided into two divisions:
1) Power Division 2) Appliances Division
Pak Elektron Limited.
6. APPLIANCES
DIVISION
• 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
Pak Elektron Limited.
7. 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.
Pak Elektron Limited.
8. 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.
Pak Elektron Limited.
9. PEL Appliance Division
PERFORMANCE
Annual Gross Sales Appliance Division - Pak Rupees
AD Expon. (AD)
14,000
13,278
12,000
10,000 9,643
9,223
8,521
7,915
8,000
6,209
6,000
4,000
2,000
-
2006-07 2007-08 2008-09 2010 2011 2012 Proj.
Pak Elektron Limited.
10. PEL
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Super Brand Award High Prices
Strong Dealer Network Lack of Advertisement
Strong Brand Image
Strong Grip in Home Appliances
Strong R&D Department
Good After Sales Service
OPPORTUNITIES THREATS
Product Range Hard Competition
Outsourcing China Products
Export Technology Changes
Rapid Changes in
Government
Pak Elektron Limited.
11. PEL
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Super Brand Award High Prices
Strong Dealer Network Lack of Advertisement
Strong Brand Image Cosmetic Improvement
Strong Grip in Home Appliances
Strong R&D Department
Good After Sales Service
OPPORTUNITIES THREATS
Product Range Hard Competition
Outsourcing China Products
Export Technology Changes
Rapid Changes in
Government
Pak Elektron Limited.
12. PEL
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Super Brand Award High Prices
Strong Dealer Network Lack of Advertisement
Strong Brand Image Cosmetic Improvement
Strong Grip in Home Appliances
Strong R&D Department
Good After Sales Service
OPPORTUNITIES THREATS
Product Range Hard Competition
Outsourcing China Products
Export Technology Changes
Rapid Changes in Government
Pak Elektron Limited.
13. PEL
SWOT ANALYSIS
STRENGTHS WEAKNESSES
Super Brand Award High Prices
Strong Dealer Network Lack of Advertisement
Strong Brand Image Cosmetic Improvement
Strong Grip in Home Appliances
Strong R&D Department
Good After Sales Service
OPPORTUNITIES THREATS
Product Range Hard Competition
Outsourcing China Products
Export Technology Changes
Rapid Changes in Government
Pak Elektron Limited.
14. PEL
REFRIGERATOR
• 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.
Pak Elektron Limited.
15. PEL REFRIGERATOR MARKET SHARE
According to Current Market
Situation
Dawlance = Market Leader
PEL = Challengers
Orient = Challengers
Others = Followers
Pak Elektron Limited.
16. REFRIGERATOR
RANGE
Arctic Desire Xpression 6-Series Delux Mini
Series Series Series Series Series
Pak Elektron Limited.
17. PEL
REFRIGERATOR USP’s
Retains cooling for optimal
1. performance
Specially Designed to control the
2. humidity level in Vegetable box
Emits silver ions that reduce bacteria
3. growth
Specially designed to work in Pakistani
4. temperatures up to 55 C
Specially designed to generate Vitamin C in
5. crisper which helps in keeping the vegetable
freshness longer.
Specially designed tray holds more moisture to
6. keep fruits & vegetables fresh for longer
Pak Elektron Limited.
19. BCG
MATRIX
Question Mark
High
Market Growth
Cash Cow Dog
Low
High Low
Market Share
Pak Elektron Limited.
20. BCG
MATRIX
Question Mark
REFRIGERATOR WATER DISPENSER
MICROWAVE OVEN SPLIT AC
High
PEL GENERATOR FLOOR STANDING
Market Growth
Cash Cow Dog
Low
WINDOW AC
High Low
Market Share
Pak Elektron Limited.
21. BCG
MATRIX
Question Mark
REFRIGERATOR WATER DISPENSER
MICROWAVE OVEN FLOOR STANDING
High
Market Growth
Cash Cow Dog
Low
SPLIT AC GENERATORS
High Low
Market Share
Pak Elektron Limited.
22. YEARS ON YEARS MARKET
SHARE ANALYSIS
1,400,000
Market Share Analysis 1,240,000
1,200,000 40,000
150,000
1,048,239
984,210 20,000
1,000,000 88,560 125,000
918,000
60,000
851,000 35,000 97,500 80,000
65,000
17,000 45,000
800,000 50,000 70,000 75,000
80,000
65,000
280,000
222,265
600,000 312,210
310,000
285,000
400,000
544,914 565,000
425,000 440,000 465,000
200,000
-
2007~08 2008~09 2009~10 2010~11 2011~12
Dawlance PEL Waves Haier Orient Others Total
Pak Elektron Limited.
23. POSITIONING
MAP
Dawlance PEL Waves Orient Haire Others
29500
Dawlance
29000
28500
28000 PEL
P
Haire
R 27500
Orient
I
C 27000
E Others
26500
26000 Waves
25500
25000
-100000 0 100000 200000 300000 400000 500000 600000 700000
Volume
Pak Elektron Limited.
25. PRODUCT
Physical products vary in their potential for differentiation.
– Features
– Quality
– Performance
– Durability
– Reliability
– Reparability
Pak Elektron Limited.
26. PRICING
STRATEGIES
– Different Price Range available from
Rs. 16,100 ~ Rs.41,600
– Added Internal features & Accessories
Pak Elektron Limited.
27. POSITIONING
STRATEGY
PEL position its refrigerators on following positioning strategies:
• By Attributes
– Danfoss Compressor
– Environmental Friendly
– Energy Efficient
• By Competitors
– Different Refrigerator sizes
Pak Elektron Limited.
28. PROMOTIONAL
STRATEGIES
– Above the Line (ATL)
• Electronic
• Print
• Radio
– Below the Line (BTL)
• Outdoor
• POS material
• Dealers Incentives
• Giveaways
• Sales Schemes
Pak Elektron Limited.
29. PRODUCT
LIFE CYCLE
PEL Company PEL Refrigerator
Sales and Sales and
Profits Profits
Development Introduction Growth Maturity Decline Time Development Introduction Growth Maturity Decline Time
Pak Elektron Limited.
31. 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
Pak Elektron Limited.
32. MARKET SEGMENTATION
& TARGET MARKET
• Age • 25 ~ 50 Household
• Income • Above Rs.22,000
• Occupation • Male & Female
• Geographic • Ruler + Urban Areas
Pak Elektron Limited.
33. PROMOTIONAL
ACTIVITIES
Displays and Contribution at Exhibition Displays at Dealer Shop
Dealers Shop-board
Pak Elektron Limited.
35. Customers Interaction through
In greeting Cards
PEL always remember its customers on every special day.
EID DAY 23rd MARCH
Pak Elektron Limited.
36. CUSTOMER
RELATIONSHIP
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)
Pak Elektron Limited.
37. Research
FEEDBACK
Suggestions from customers:
*Improve the external features e.g bottle shelves.
*Introduce new colors
*Designs should be more attractive
Pak Elektron Limited.
