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Pell Electronics
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- 2. Pak Elektron Limited. PresentedBy: MUUHAMMAD SHAFIQUE 17-ARID-5703 SAIF-UR-REHMAN 17-ARID-5722 Presented to: D. AZEEM AHMAD
- 3. MARKET MANAGER MBA from IBAuniversity of Lahore in 2012--2014 USMAN QASIM
- 4. PEL HISTORY Pak Elektron Limited. •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.
- 5. MISSION VISION Pak Elektron Limited. •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.”
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- 7. COMPANY OPERATIONS Company’s operations aredivided into two divisions: 1) Power Division 2) Appliances Division Pak Elektron Limited.
- 8. APPLIANCES DIVISION Pak Elektron Limited. •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 StandingAC’s Deep Freezers WashingMachines Microwave Ovens Generators Water Dispensers
- 9. Distribution Channel Pak Elektron Limited. •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.
- 10. ISO CERTIFICATION Pak Elektron Limited. PELwas 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.
- 11. PEL Appliance Division PERFORMANCE 7,915 8,521 13,278 9,223 9,643 - 2,000 4,000 6,209 6,000 8,000 10,000 12,000 14,000 2006-072007-08 2008-09 2010 2011 2012 Proj. Annual Gross Sales Appliance Division - Pak Rupees AD Expon. (AD) Pak Elektron Limited.
- 12. PEL SWOT ANALYSIS WEAKNESSES Pak ElektronLimited. STRENGTHS Super Brand Award Strong Dealer Network Strong Brand Image Strong Grip in Home Appliances Strong R&D Department Good After Sales Service OPPORTUNITIES THREATS
- 13. PEL SWOT ANALYSIS WEAKNESSES High Prices Lackof Advertisement Cosmetic Improvement Pak Elektron Limited. STRENGTHS Super Brand Award Strong Dealer Network Strong Brand Image Strong Grip in Home Appliances Strong R&D Department Good After Sales Service OPPORTUNITIES THREATS
- 14. PEL SWOT ANALYSIS WEAKNESSES High Prices Lackof Advertisement Cosmetic Improvement Pak Elektron Limited. STRENGTHS Super Brand Award Strong Dealer Network Strong Brand Image Strong Grip in Home Appliances Strong R&D Department Good After Sales Service THREATSOPPORTUNITIES Product Range Outsourcing Export
- 15. PEL SWOT ANALYSIS WEAKNESSES High Prices Lackof Advertisement Cosmetic Improvement Pak Elektron Limited. STRENGTHS Super Brand Award Strong Dealer Network Strong Brand Image Strong Grip in Home Appliances Strong R&D Department Good After Sales Service OPPORTUNITIES Product Range Outsourcing Export THREATS Hard Competition China Products Technology Changes Rapid Changes in Government
- 16. PEL REFRIGERATOR Pak Elektron Limited. •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.
- 17. PEL REFRIGERATOR MARKETSHARE Pak Elektron Limited. According to Current Market Situation Dawlance = Market Leader PEL = Challengers Orient = Challengers Others = Followers
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- 19. PEL REFRIGERATOR USP’s 1. Retains coolingfor 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. Pak Elektron Limited.
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- 21. BCG MATRIX Question Mark Cash CowDog MarketGrowth High High Low Market Share Pak Elektron Limited. Low
- 22. BCG MATRIX REFRIGERATOR Question Mark Cash CowDog MarketGrowth High High Low Market Share Pak Elektron Limited. Low
- 23. BCG MATRIX REFRIGERATOR MICROWAVE OVEN Question Mark WATERDISPENSER FLOOR STANDING Cash Cow SPLIT AC Dog GENERATORS MarketGrowth High High Low Market Share Pak Elektron Limited. Low
- 24. YEARS ON YEARSMARKET SHARE ANALYSIS 425,000 440,000 465,000 544,914 565,000 285,000 310,000 312,210 222,265 280,000 80,00097,500 75,000 125,000 60,000 65,000 70,000 150,000 851,000 17,000 50,000 65,000 918,000 35,000 45,000 80,000 984,210 1,048,239 20,000 88,560 1,240,000 40,000 - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 2007~08 2008~09 2009~10 2010~11 2011~12 Market Share Analysis Dawlance PEL Waves Haier Orient Others Total Pak Elektron Limited.
- 25. POSITIONING MAP Dawlance PEL Waves Orient Haire Others 25000 25500 26000 26500 27000 27500 28000 28500 29000 29500 -100000 0 100000200000 400000 500000 600000 700000 P R I C E 300000 Volume Dawlance PEL Waves Orient Haire Others Pak Elektron Limited.
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- 27. PRODUCT Pak Elektron Limited. Physicalproducts vary in their potential for differentiation. – Features – Quality – Performance – Durability – Reliability – Reparability
- 28. PRICING STRATEGIES Pak Elektron Limited. –Different Price Range available from Rs. 16,100 ~ Rs.41,600 – Added Internal features & Accessories
- 29. POSITIONING STRATEGY Pak Elektron Limited. PELposition its refrigerators on following positioning strategies: • By Attributes – Danfoss Compressor – Environmental Friendly – Energy Efficient • By Competitors – Different Refrigerator sizes
- 30. PROMOTIONAL STRATEGIES Pak Elektron Limited. –Above the Line (ATL) • Electronic • Print • Radio – Below the Line (BTL) • Outdoor • POS material • Dealers Incentives • Giveaways • Sales Schemes
- 31. PRODUCT LIFE CYCLE PEL CompanyPEL Refrigerator Maturity Decline Salesand Profits TimeDevelopment Introduction Growth Decline Salesand Profits Pak Elektron Limited. TimeDevelopment Introduction Growth Maturity
- 32. DISTRIBUTION Distribution network ofall companies is very strong in this industry MANUFACTURER RETAILERS CONSUMERS Pak Elektron Limited.
- 33. CUSTOMER NEEDS Pak Elektron Limited. Thebasic 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
- 34. MARKET SEGMENTATION & TARGETMARKET • Age • Income • Occupation • Geographic • 25 ~ 50 Household Pak Elektron Limited. • Above Rs.22,000 • Male & Female • Ruler + UrbanAreas
- 35. PROMOTIONAL ACTIVITIES Displays and Contributionat Exhibition Displays at Dealer Shop Dealers Shop-board Pak Elektron Limited.
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- 37. Customers Interaction through Ingreeting Cards PEL always remember its customers on every special day. EID DAY 23rd MARCH Pak Elektron Limited.
- 38. CUSTOMER RELATIONSHIP PEL cares forits 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.
- 39. Research FEEDBACK Suggestions from customers: *Improvethe external features e.g bottle shelves. *Introduce new colors *Designs should be more attractive Pak Elektron Limited.
- 40. THANK YOU Pak ElektronLimited.