45898623 Marketing Plan of Pel (1)

8/6/2019 45898623 Marketing Plan of Pel (1)

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Introduction Atterat Nawab

BBASemester 7th


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PEL (Pak ist a n Ele k tron Limited)Est ab lished in 1956 with technic a lcoll ab or a tions with M/S AEG Germ a ny

Tak e over b y S a igol Group of Comp a ny inOcto b er, 1978

16th

comp a ny in Pak ist a n with ISOcertific a tion in 1997


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PEL (Pak ist a n Ele k tron Limited)AppliancesDivision

Consists of home a ppli a ncesm a nuf a cturing

Deep FreezerRefriger a torMicro Oven

Air Conditionertelevision

P ower Division

Consists of power rel a tedproducts

Energy MeterTr a nsformerSwitchge a r

Kios kShun C a p a citorComp a ct St a tion


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Br a nd Pla n for Hyb rid SplitHyb rid SplitSpecification

Product Line: Air ConditionerBr a nd N a me: Hy b rid SplitProduct Division: Appli a nces DivisionProduct Fe a tures: Cooling + He a tingProduct C a tegory: Split


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2.0Situ a tion An a lysis

2. 1 . 1

M arket Summar y

Serving customers for l a st 57ye a rsSignific a nt improvement in s a levolume .

13% M a rket sh a re for split unit

Target M arket

GovernmentInstitutions

P rivate Institutions

H ouseholds

M arket

hare

P EL

M itsubishi

Waves

o la n e

L. G

Others


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Segments

Geogr a phics

Demogr a phics

b eh a vior a l

Varia b les Selection

Maj or cities of Pak ist a n especi a llyLa hore a nd K a ra chi in st a rt .

Ma le/Fem a le, young/ a ged,profession/Non-profession a ls,

Ur ba n a nd especi a lly Rural.

Sign of identific a tion, unique b ra nd,occ a sion, user st a tus

2. 1 . 1 Market Segmentation


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2. 1 .2 M arket NeedsQu a lity

Afford ab ilityDur ab ility

Av a ilab ility

After S a le Service


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2 .1.3 M arket T rends

Maj or portion of the popul a tion h a s tendency to h a ve AC .

The b eh a vior f a ctor contri b utes more here in Pak ist a ni

society b ec a use households wish to a ppe a r more sm a rt

th a n their neigh b ors .


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2. 1 .4 M arket Growth

The industry is experiencing a phenomen a l growth in l a st

three to four ye a rs . Three ye a rs ba ck the tot a l dem a nd

for split units w a s 18 000 Units/ye a r which r a pidly

incre a sed to 2 8 000 Units/ye a r 200 8- 0 9 . In 20 1 0 the

dem a nd re a ched to3 0 , 000 units, units a nd it is expected

to re a ch 1, 00 , 000 units in 20 11-1 2.


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2.2SWOT An a lysis

2.2. 1 Strengths

An innov a tive ide a in the m a rket

Efficient a nd cost effective productEa sy inst a lla tion

S a le a nd distri b ution through ownch a nnels

S k illed a nd efficient l ab or force

Recognized b ra nd n a me

Low price

2.2.2 W eaknesses

Dependence on foreignsuppliers

The difficulty to a wa re ourt a rget customer

Fund r a ising pro b lems

La ck of loc a l s killed l ab or

The tr a ining of the loc a lpersonnel


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2.2SWOT An a lysis

2.2. 3 O pportunities

Growing industry for the s a me

products

Ch a nces to c a pture the wholem a rket b eing innov a tive

The cost will b ecome less in the

future

The s a le of other products m a yincre a se in the future

2.2.4 Threats

Competition from other

est ab lished comp a nies

The f a ilure of the product b eingnew in the m a rket

The downw a rds turn of the

economy in the ne a r future

The recognition of the productfrom a ll t a rget customers


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2.3 competition

The list of our a lre a dy existing competitorsincludes

Mitsu b ishi 34% M/ SWa ves 7% M/SL. G 20 % M/ S

Da wla nce 7% M/SPhilipsOrient


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2.4Services

PEL will provide the customers attractiveservices in form of

On time delivery

Free inst a lla tion

Timely cont a ct

Wa rr a nty

Product inst a lla tion video dis k a nd userm a nu a l


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2.5 Key to Success

The success of the product will depend upon

the recognition of the product, comp a tib ility

of the product, s a tisf a ction of the customer

a nd reli ab ility from the customer side .


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2.6 Critic a l Issues

Contr a diction a mong customer s a tisf a ction a nd

comp a ny o bj ectives

La w a nd order situ a tion in the country

The correct me a surement of the customers a tisf a ction level


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2.7 Ch a nnels

B ahawalpurB atkhelaB urewalaDera Ghazi KhanDera Ismail KhanFaisala b adGojar Khan

GujranwalaGujratHy dera b adKarachiLahore

M irpur - AJKM ultanO karaP eshawarQuettaRahim Yar KhanRawalpindi

SargodhaSheikhupuraSialkotSukkurW ah Cantt.

Alread y existing authorized dealers across thecountr y


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2.8 M a cro EnvironmentTechnologic a l

Socio cultur a l

Politic a l leg a l

Demogr a phic

economic


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3.0

Ma rketing Str a tegyTo a chieve the go a l of providing

Right product a t right time a t rightprice for the right people


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3.1 Mission/Vision

V ision

To m a rket lines of high qu a lity home a ppli a nces a ndpower division products a t a fford ab le prices th a t

s a tisfy consumers in the f a st growing electronic a ndpower segment while providing ch a llenging c a reeropportunities for employees

M ission

To serve our customers b eyond their expect a tion b yproviding them qu a lita tive a nd innov a tive product a tre a son ab le a nd a fford ab le prices through effective a ndefficient use of resources .


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3.2

Ma rketing O bj ectivesDecre a sing per unit costIncre a sing efficiency of the product

Incre a sing of s a le for b oth se a sonsIncre a sing in the num b er of the loy a lcustomers

Ca pture a gre a t portion of m a rketsh a res


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3.3 Fin a nci a l O bj ectivesIncre a se in the revenue of thecomp a ny from 3 to 4 percent

Ma int a in enough b udget forpromotion a l purposesDecre a se in the extr a cost on theproduct a nd servicesSpending on rese a rch a nddevelopment a ctivities


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3.4

Ta rget M a rketsUpper Middle Cl a ss

Middle Cl a ss

elite


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3.5 PositioningOn the ba sis of remov a l se a son a lba rrier .

P ositioning Statement:Ga rmi Ho y a S a rdi Hum S a th N a hiChort a i


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3.7 M a rketing MixP roductFree Inst a lla tion Kit Compressor W a rr a ntyAuto rest a rt functionEnvironment friendlyAnti-rust outdoor unitEa sy-cle a ned p a nelSelf di a gnosis a nd a uto-protectionTwo-direction a ir flow ( SLR)

Remote control systemTr a peziform Inner groove tu b eHydrophilic a luminum fin


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3.7 M a rketing Mix

Design of Hy b rid Split


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3.7 M a rketing Mix

P arts and Functions


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3.7 M a rketing Mix

Services and Service M arketing

Inform a tive b ill b o a rds

Pa rticip a tion in soci a l a ctivities

Sponsorship of different k ind of inform a tive t a lk shows

Don a tion to different trust a nd soci a l welf a reorg a niz a tion li ke SAHARA Trust a nd Shou ka t Kh a n a mMemor a l Hospit a l.


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3.7 M a rketing Mix

P ricing

Ret a il Price 2 Ton Rs. 48, 000

Ret a il Price 1 . 5 Ton Rs. 35, 000

Ret a il Price 1 Ton Rs. 2 5, 000


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3.7 M a rketing Mix

P romotion

TV 40 % of tot a l promotion a l b udgetRa dio 0 3% - - -News p a per 1 0 % - - -Bill b oa rds a nd B a nners 20 % - - -Internet 0 1% - - -Cab le Networ k 2 5% - - -Ma g a zines 0 1% - - -


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3.7 M a rketing Mix

Services

Inst a lla tionRep a iringWa rr a ntyTool free NosCustomer M a nu a lInst a lla tion video disc


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3.7 M a rketing Mix

Channels of distri b utionAlre a dy existing Authorized De a lers th a t a re spre a d overthe country


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3.8 M a rketing Rese a rchMa rketing rese a rch c a n b e conductedthrough simple a nd cost effective tools li kequestionn a ire, Phone etc . in the st a rting of la unching the product .

Rese a rch c a n a lso b e conducted onirregul a r ba sis if there is pro b lem or

opportunity for the b usiness,


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4.0 Fin a nci a ls/ Budgets a nd Forec a sts

4.1 B reak Even Anal y sis

Bre ak Even point is a chieved in2

nd ye a r of s a leAs Bre ak Even = Tot a l Fixed Cost / Selling Price V a riab le Cost4 998 00 / 2 5 000 2 3 2 15 = 2 8 0 units

When we sell 2 8 0 units we will a chieve b re ak even pointa nd such a chievement is expected in second ye a r of s a le


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Total Varia b le CostTot a l Units * v a riab le cost 2 8 0 * 2 3 2 15 6,5

00,200

Contri b ution M arginTot a l Units * Profit M a rgin Per

Unit

2 8 0 * 1785 4 99,8 00

Total Fixed Cost 4 99,8 00

B reak Even P oint ( 0 )

B reak Even Schedule


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4. 2 Sale Forecast

Profit M a rgin = Rs . 2 , 000

S a le Forec a ster for Dec, 20 1 0 = 2 5 000 * 200 = 5, 000 , 000

S a le Forec a ster for Dec, 20 11= 2 5 000 * 2 8 0 = 7, 000 , 000

S a le Forec a ster for Dec, 20 1 2 = 2 5 000 * 440 = 11, 000 , 000


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4.3 Expenses Forecast

Advertisement and P romotional Cost (for three Years)Advertisement and P romotional Cost (for three Years)Television

1 0 ,00 ,000Ca b le Network 6, 2 5, 000B ill B oard 5, 00 ,000M agazines 2 5, 000Internet 75, 000Radio 2 5, 000News P aper 2 ,5 0 ,000


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45898623 Marketing Plan of Pel (1)

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