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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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2.0Situ a tion An a lysis
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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2.0Situ a tion An a lysis
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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2.0Situ a tion An a lysis
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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2.0Situ a tion An a lysis
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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4.0 Fin a nci a ls/ Budgets a nd Forec a sts
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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4.0 Fin a nci a ls/ Budgets a nd Forec a sts
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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4.0 Fin a nci a ls/ Budgets a nd Forec a sts
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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