By Saqib Liaqat

1. HOMAGE INVERTER
• Product Name: Homage Inverter
• Brand Name : HOMAGE
• Tag Line : Tribute to good living
• Presented by: Saqib Liaqat

2. CONTENT
• Introduction
• Product line
• Target market
• Market segmentation
• Marketing strategies
• Swot analysis
• Competitors
• Strategies of competitors
• Marketing Mix
• Strategic change
• The END

3. INTRODUCTION
• This company has a very well known reputation in producing home appliances.
• This company was founded in 2007 and now it has become the top brand in making
UPS Invertors in Pakistan.
• They not only provide best quality in producing products but they also provide
warranty for their products.
• They also have many Customer Service Centers to maintain their reputation and
make this brand well known.

4. PRODUCT LINE
• AC, Fridge, Water Dispenser, Generator, Washing machine, Batteries, Microwave
Oven, Inverter and Solar Penal.

5. TARGET MARKET AND MARKET SEGMENTATION
• Target market for homage inverter are home users as well as the small and large
businesses.
• Geographically, their marketing director has stated that they are supplying more
ups in Punjab and northern area because these are the areas where there is
irregular supply of electricity due to which demand is high.
• Demographically homage have a target market of middle class to upper class
because the prices of their inverters range from 7900 to so on.

6. MARKETING STRATEGIES
• They use the strategies of extensive marketing to compete with their competitors.
They use digital media for advertising.
• They also use word of mouth for their marketing. By forward integration strategy
they build very strong relationship with their dealer through whom they use word of
mouth to capture the customers.
• Moreover they also provide guide about their products to their existing and potential
buyers where they can get complete information regarding their products and
information about usage..
• They use advertisement as their major tool to aware their customers about their
products and use celebrity endorsement to attract customers.

7. SWOT ANALYSIS
Strengths :
• Strength of homage is that it is the top leading ups seller of the market.
• It uses extensive marketing strategy to gain 10% of market share.
• They have a strong brand name and offer a wide range of products for most of the social classes.
• They offer UPS at lower price than the TUV certified brands which makes them competitive.
Threats:
• A large number of competitors have come to the market and they hold 90% 0f the market share.
• The strategies used by competitors are a great threat to homage. Like Cyber power is giving 3
years warranty while other local brands offer UPS at lower prices.
• Their competitors in batteries hold 90% of share like AGS, Exide, Volta are top brands.

8. SWOT ANALYSIS
Weaknesses :
• They do not use other ways of marketing like social media etc. they only rely on TV ads , print
media and word of mouth.
• They produce gel based batteries for their UPS whereas acid based batteries are more cost
effective.
• They do not have any kind of strategy to promote their product in rural areas.
Opportunities :
• Now technology is evolving and ordinary UPS is being replaced by hybrid UPS. They have few
models of hybrid, they can offer more to expand market.
• Despite being the market leader, homage carries only 10% share in the market while it can
increase its share to some extent. This is a big opportunity that should be availed.
• In batteries they can offer acid based batteries, because batteries are also required to along with
inverter, so that they can completely hold market share in this field.

9. COMPETITORS
CyberPower
• CyberPower is one of Pakistan’s best-selling and consumer favourite
UPS brand.
• It offers many features to consumers that it is quickly becoming the
preferred choice of customers. It wouldn’t be a surprise if CyberPower
becomes the top UPS brand in Pakistan very soon.
• Moreover, it is manufactured by Japan’s Panasonic which adds more
value to it.
• CyberPower UPS feature a multifunction LCD panel which displays the
input voltage, the output voltage, battery charge level, and other data
which helps you to monitor the UPS.
• It also incorporates an Automatic Voltage Regulation feature that is
helpful during power fluctuations; thereby increasing UPS life.

10. ECO STAR
• Eco star is one of the most popular UPS brands in Pakistan. Its
reliability and features make it popular among the consumers.
• Eco star shares the same technology as Homage UPS, but
offers slightly less features than Homage. Nevertheless, those
are enough to make Eco star popular.
• The distinctive feature about Eco star is that it has sales and
service centers all over Pakistan which makes it easier for
consumers to reach it in case of any faults.
• Other features include a multifunction LCD panel which
displays the input voltage volts, the output voltage volts, and
battery charge level.
• The UPS are noise free and require minimum care and
maintenance.

11. APC INVERTER
• APC UPS is a popular American UPS brand in Pakistan.
• It offers many different UPS models, with majority of them
specifically built for servers and network stations; thus making
them more popular among IT companies.
• The distinctive feature about APC UPS is that it can predict the
battery replacement date.
• APC UPS feature a multifunction LCD panel which displays the
input voltage volts, the output voltage volts, and battery charge
level.
• The UPS produces pure sinewave output which makes it beneficial
for use with electronic items.

12. STRATEGIES OF COMPETITORS
• The competitors of homage are giving tough time despite being the market leader.
• Some local competitors have adapted the strategy of low pricing to attract the
customers who want to buy economical products.
• TUV certified inverters are charging higher prices due to their ability of making
standardized products with no compromise on quality and performance.
• Some other brands like CyberPower are providing some extra features to attract the
customers.
• The only reason why CyberPower is not a market leader is that they have a very
limited number of hybrid inverters.

13. MARKETING MIX: 4PS
Price :
• The price of UPS range from 7900 with 330 watt power to 79000 having power 4200 watt.
Promotion:
• For promotion, they use digital advertising. Ads of homage come repeatedly after regular
interval of time with celebrity endorsement on TV for promotion of the brand and to keep
customers loyal.
• They also use print media for advertising.
• They often use a tagline in their ads “Bekar baton men aik kam ki Bat”

14. MARKETING MIX: 4PS
Placement:
• This product is placed at shops of batteries in urban areas and also placed in electronic
markets. These are also supplied to dealers who sell it to the customers.
Product:
• Hybrid inverters can generate electricity from solar energy, batteries, grid, or emergency
generator. It offers full protection from any power problems without internal switching.
• Hybrid technology also automatically chooses the most economical power solution for the
customer which also makes it highly popular among consumers.
• Homage offers a number of hybrid inverters in the market with user friendly LCD and
LED features and one year nationwide warranty.
• Hybrid technology plus the features make Homage the best selling UPS/inverter brand
in Pakistan.

15. STRATEGIC CHANGE
• The number of competitors have increased to much extent for all kind of appliances of
homage especially for the case of homage inverter.
• But they are still using same old techniques and products against their competitors.
They should work on research and development field to bring latest technology for every
product.
• If we talk about inverters, ordinary inverters are being replaced by hybrid inverters but
homage have only a few hybrid models, so there is need to bring latest technology by
focusing on research and development.
• And in case of batteries, they are using led based batteries which are ineffective for
saving cost. Rather they should conduct a test market to check whether led based or acid
based batteries are cost effective and choose the best.

16. THANK YOU FOR
LISTENING