5. 4
First of all, our gratitude to All-Mighty who gave
us the energy, the motivation and the wisdom to accomplish
this project.
Secondly we would like to thank our Resource Person
, who gave us an opportunity to
explore, and polish our skills. At this stage, it was a great
learning opportunity for us to understand and analyze an
ongoing change program for a well-known company
.
We would also like to thank the executives of
Mr. Yousaf Jamshed, Mr.
Salman and Mr.Kamaran Ali for providing us with the
required information and for giving us their precious time.
Lastly we (all the group members) would like to thank
each other for our help and expensive time put into this
project. Furthermore we thank each other for cooperating with
each other in the completion of this project.
If we have forgotten someone in the acknowledgment then
we are deeply sorry and would like to say that we appreciate
their efforts as well. Thanks & Best Regards!!!
6. 5
PEL and PEL appliances fall under the Saigol Group of
Companies. PEL has long been known in Pakistan as a company that
produces quality products. PEL has created a brand loyalty among its
users and the company credits that to its high quality and vast product
range. PEL has been continuously adding new products to its range.
As a result, PEL has registered a significant increase in its sales
volume, during the last ten years.
One sector in Pakistan that grown considerably in the past is the
Home Appliances Division. There is great competition in this sector
and PEL has survived this competition with great flair. PEL enjoys
good reputation in the market for its home appliances.
PEL is in a growth phase in this sector. This sector carries a lot
of potential and PEL can capitalize on this fact.
My stay at PEL was very beneficial due to the fact that I got the
opportunity to learn the trends in the market in this sector. The
company takes it as a liability to take care of its employees. The
corporate culture at PEL was very healthy and induced work habits.
This atmosphere helped me in building self-confidence and belief.
PEL have introduced some new ways of working and managing
things during this change. To motivate the employees HR department
has been conducting many training seminars for employees. As PEL’s
change program was based on a proactive approach to change the
organization as a professional one from the Seth type organization, so
PEL had enough time to respond towards the upcoming challenges in
future.
7. 6
There is a PEL in every home!
PEL contributes in your lives every day, by providing you not just
appliances for a better lifestyle, but with Power products like
transformers, switch gears and energy meters. We are the pioneers of
electrical manufacturing in Pakistan and we are here to make a
difference in your lives whether it is through taking care of your home,
your lifestyle, making your day to day activities easier or by helping
you save energy.
We are here to “Change your Life”.
Since its inception, PEL has been operating keeping in view the
philosophy of innovation and advancement. It has consistently
contributed in the development of engineering sector in Pakistan,
keeping in mind the National interest and Consumer welfare. It has
introduced a range of quality electrical equipment and home
appliances by producing hundreds of engineers, skilled workers and
technicians through its apprenticeship schemes and training programs.
Until the acquisition by Saigol Group, PEL was solely catering the
power equipment market but in 1981 the company ventured into home
appliances market in 1981 as a part of Group’s long term strategy of
diversification.
PEL Group has two divisions:
1.APPLIANCESDIVISION
2.POWER DIVISION
9. 8
To add a new product to its range in every third year for
increasing the sales volume.
To set on image as the best quality of local home appliances.
To set an image the best quality of local power division
product.
To obtain a real (inflation and adjusted) growth in earning
per share 10%per year over time.
To increase the market share of split unit to at least 20%-
25%by the end of 2018.
11. 10
1: Production Concept.
2: Product Concept.
3: Selling Concept.
4: MArketing Concept.
5: Societal Concept.
Five concept of marketing orientation:
In below detail of five concept of marketing orientation as following:
12. 11
The production concept is the idea that consumers will favor
products that are available and highly afford-able.
The product concept is the idea that consumers will favors
products that offer the most quality performance and future.
Selling concept is the idea that consumers will not by enough
of the firms products unless it undertakes a large scale selling and
promotion effort.
The marketing concept is the idea of that achieving
organizational goals depends on knowing the need and wants of target
customers. And delivering the desired satisfaction better than
competitors do.
Societal marketing concept is the idea that a company
marketing decision should consider customers want, the company
requirements consumers long terms interest and society long run
interest.
13. 12
BCG stands for Boston consulting group. It is a portfolio planning
method that evaluates the company’s strategic business unit.
Using this model an organization classifies each of its separate
business units (SBU) according to two factors:
Market share relative to competition and growth rate of the
industry in which SBU operates…
15. 14
The manufacturing of refrigerators more update in 1989 in
technical and looks. Like air conditioners, PEL's refrigerators are also
in great demand. Today, PEL Crystal has 37% market share across
Pakistan.
Air Conditioners
PEL window-type air conditioners were introduced in 1981 in
technical collaboration with General Corporation of Japan. Ever
since their launch, PEL air conditioners have a leading position in
the market. Recognizing the shift in consumers' preference from
window-type to split-type air conditioners, PEL has focused its
manufacturing efforts on split-type air conditioners.
Refrigerators
The manufacturing of refrigerators started in 1986-87 in
technical collaboration with M/s IAR-SILTAL of Italy. Like air
conditioners, PEL's refrigerators are also in great demand.
Today, PEL Crystal has 37% market share across Pakistan.
Deep Freezers
PEL deep freezers were introduced in 1988 in technical
collaboration with M/s Ariston of Italy.
16. 15
PEL company developed own market in further more cities
and countries.
Address: 17- Aziz Avenue, Canal
Bank, Gulbarg-V, Lahore
Tel: 042-35718274-6,
Fax: 042-35762707
E-Mail: shares@saigols.com
Address: 14-K.M. Ferozepur Road,
Lahore
Tel: 042-35920151-9,
Address: TRANSFORMER
FACILITY 34-K.M. Ferozepur Road,
Keith Village, Lahore
Tel: 042-35935151-2,
Address: Room # 301, 3rd Floor,
Green Trust Tower,
Blue Area, Islamabad
Tel: 051-2824543, 2828941,
Fax: 051-2273858
Address: Kohinoor Building
25-West Wharf Road, Karachi
Tel: 021-32200951-4,
Fax: 021-32310303
Address: 206, No. 1007, Zhong
Shan Naun Er Road, Shanghai, China
Tel: 86-21-64567713,
Fax: 86-21-54109971
The PEL Company is only created electron product and home
application product. There is no any Diversification of PEL Company.
PEL only produce electron product and no other products.
17. 16
It is the segment for which the seller designs particular
marketing mix.
Target Market Strategies
In this strategy total market is treated as a single segment
and single market mix is developed to reach the customers in
the entire Market. The company offers a single marketing mix.
Aggregation strategy.
Single segment strategy.
Multiple segment
strategy.
19. 18
Features Refrigerators
Quality Air Conditioners
Performance Deep Freezers
Durability Micro Ovens
Reliability Water Dispenser
Reparability Washing Machines etc.
20. 19
Different Price Range available.
Added internal features & Accessories.
Penetrating Strategy for New Market.
Market Pricing Strategy for local Market.
21. 20
PEL position its products on following positioning strategies:
BY ATTRIBUTES:
Environment Friendly
Losses Efficient
BY COMPETITORS:
Different Ratings
22. 21
Above The Line (ATL):
Electronic
Print
Radio
Below The Line (BTL):
Outdoor
POS material
Incentives
Giveaways
Sales Schemes
23. 22
Six Type Of Company Environment Are Following There
Below One By One:
The company
Marketingintermediaries
Supplier
Customers
Competitors
Public
