Download as doc, pdf, or txt
Download as doc, pdf, or txt
You are on page 1of 34

PAK ELECTRON LIMITED

EXECUTIVE SUMMARY
I have worked as an intern at PEL for the duration of 6 weeks (11th July 2012 to 24th August
2012) I made this report while working with PEL especially in marketing department. The whole
staff was very cooperative. I have learned a lot from this organization which I have mentioned in
this report.
This report will provide its reader knowledge about the history and background of PEL its
overall strategies, objectives, Owners organization structure, its departments & their working, its
competitors goals, SWOT analysis, STP analysis,, competitive as well as marketing strategies
,business process analysis, my research findings results in PEL, and its overall analysis in the
market,. Finally this report contains my practical learning recommendations and suggestions.
The purpose of this internship was to learn while working in the practical field, especially the
knowledge related to the sales and marketing department it has really helped me to observe to
what extent the text book knowledge is being practical in real field how it can help to enhance
our knowledge. As PEL has been considered as the renowned provider of appliances in Pakistan
so I preferred to work in the appliances divisions marketing department of PEL and also this
whole report gives the information about the appliance division.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

MISSION STATEMENT
TO provide quality products and services to the complete satisfaction of our customers
TO maximize returns for all stake holders through optimal use of resources
To focus on personal development of our employees to meet future challenges
To promote good governance, corporate values and a safe working environment with a strong
sense of social responsibility

VISION STATEMENT
To excel in providing engineering goods and services through continuous improvement.

OBJECTIVES
The continuous improvement of all products and services through total involvement of
employees.
The development and strengthening of joint ventures and partnerships with external and internal
customers and suppliers.
Providing innovative and higher quality to achieve total customer satisfaction by understanding
their requirements and anticipating their future expectations or needs through
Monitoring annual targets for quality improvements in all areas and functions of the
organization
Valuing people by understanding and drawing upon the strengths i.e. abilities and
knowledge and make efforts for their training and development.
With a dedicated team of professionals the company is striving to improve the quality of life in
Pakistan home through reliable equipments for power distribution and home appliances.

HISTORY
PEL is a synonymous with quality all over Pakistan. It was established in 1956
with the electrical collaboration of m/s AEG (former German electronics and
electrical-equipment company. as one of Germanys leading industrial
companies through much of the 19th and 20th centuries, AEG manufactured
products for industrial and domestic use.)AEG experts and PEL employees
carried out the designing and production of these equipments jointly.
In 1978, the SAIGOL GROUP of companies purchased major shares of PAK
ELEKTRON LIMITED. At that Time Company was only manufacturing the
transformers and switchgears. It has mainly two divisions power and
appliances division with the SAIGOLS in management, PEL started expanding
its product range by entering into air conditioner manufacturing and,
In 1980 the company expanded their business into consumer goods with
the introduction of window type air conditioners.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


In 1981,PEL window type air conditioners were presented in technical
collaboration with General Corporation of Japan.
In 1986-87, the company started manufacturing of refrigerators in technical
collaboration with m/s IAR-SILTAL of Italy.
In 1987, PEL deep freezers were also presented in technical collaboration
with m/s Ariston of Italy.
In the power division it has the transformers, switchgears, cage induction
motors, energy meters, generators, capacitors
In2006, the company has started manufacturing of split type air conditioners
of various capacities as the customer choice has shifted from window type to
split type air conditioners.
The product of PEL has received good response from the market, and until
then it is producing refrigerators, microwave ovens, split air conditioners,
washing machine, deep freezers, compressors and water dispensers. It
encourages the company to multiply its production in the coming years, but
now days PEL was suffering with financial crises which has restricted them on
just refrigerators
Today, PEL has become a household name. Its products are not only in great
demand in the local market but the company has also started exporting its
appliances to foreign markets.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

INTRODUCTION
PAK ELEKTRON LIMITED is the renowned company in the home appliances
sector. It was established in 1956 it is the oldest composite electrical
equipment manufacturing unit of Pakistan producing power and consumer
products. It has divided into two divisions.
Power division
Appliances division

POWER DIVISION
It is one of the major electrical equipment suppliers to WAPDA (water and
power development authority) and KESC.PEL equipments has been used in
various power projects of national importance within Pakistan over the years.
PEL has had the privilege of getting its equipment approved and certified. In
power sector it has different power products.
POWER PRODUCTS:

The list of power


products are:

TRANSFORMERS
ENERGY METERS,
SWITCHGEARS,

APPLIANCES DIVISION
This division of PEL consists of home appliances manufacturing. In 1981 PEL
introduced window type air conditioner in collaboration with corporation of
Japan. In 1986 company introduced refrigerators in collaboration with
corporation of Italy. In 2006 company introduced split air conditioners in
various capacities,it has different product ranges.

APPLIANCES PRODUCTS

Refrigerators
Split type air conditioner
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Microwave
Deep freezers
Washing machine
Water dispenser
Today, PEL has become a
household name. Its products
are not only in great demand in
the local market but the
Company has also started
exporting its appliances to
foreign markets

STRUCTURE

ORGANIZATION

Organizational structure mainly consists of organizational hierarchy.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

MANAGEMENT HIREACHY
A committed team of highly qualified, professional, experience and
well reputed managers manages the company. The management
hierarchy of PEL is stated below.

BOARD OF DIRECTORS
MR. MIAN NASEEM SAIGOL(Chairman/chief executive officer)
MR. MUHAMMAD AZAM SAIGOL
MR .SHAHID SETHI
MR. HAROON AHMED KHAN ( Managing Director )
MR. MUHAMMAD MURAAD SAIGOL
MR. HOMAEER WAHEED
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


MR.
MR.
MR.
MR.

GULL NAVAZ
MASOOD KARIM SHEIKH (NBP Nominee U/S 182 OF ORDINANCE)
TAJAMMAL H.BUKHARI (NBP Nominee U/S 182 Of Ordinance)
WAJAHAT A. BAQI(NBP Nominee U/S 182 Of Ordinance)

AUDIT COMMITTEE
MR. AZAM SAIGOL(Chairman/Member)
MR. HAROON A KHAN(Member)
MR.TAJAMMAL H. BUKHARI (Member)
REGISTERED HEAD OFFICE:
17 AZIZ AVENUE ,CANAL BANK GULBERG V ,
LAHORE OFFICE 14 KM , FEROZPUR ROAD LAHORE-54760
GP.D BOX NO 1614 LAHORE PAKISTAN
TEL : (+92 42 )(5811951-59)
EMAIL :shares@saigols.com
Website :www.PEL.com.pk

DEPARTMENTS
There are 5 major departments of PEL
MARKETING DEPARTMENT
FINANCE DEPARTMENT
PRODUCTION DEPARTMENT
HUMAN RESOURCES DEPARTMENT
RESEARCH AND DEVELOPMENT DEPARTMENT

MARKETING DEPARTMENT
This department is headed by category manager Mr. MUHAMMAD SHAHID.
Then further down in hierarchy there are
Marketing executives (Mr. TANVEER AHMAD, Mr. SOHAIB, Mr.IBRAR,
Mr.ASHHAD)
Marketing Research Executive (Mr. ALI ZAFAR)
Media coordinator (MR AFRAZ AHMAD)
Pricing in charge (Mr. ISHTIAQ)

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


There are 6 regions of PEL in Pakistan. They are headed by regional sales
manager (RSM).
The sales policies are recommended by regional office for all regions. The
policies for customer service are defined by general manager customer
service at head office. Targets are given to regional sales manager of each
particular region and then the RSM gives further target and incentives to
sales officers to achieve the demand targets
In Lahore the market is majorly divided in two areas:
ABID market
Patiala market
ABID market
(In ABID market there are 20 dealers and 30 sub dealers)
Patiala market
(In Patiala market there are 16 dealers and 21 sub dealers)

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

FINANCE DEPARTMENT
This department is controlled by general manager finance and it has been
divided into 3 areas:
Finance
Accounts
Credit control
Finance
Finance deals with banks

Accounts
Accounts deals with costing systems, billing and booking transactions as well
as internal auditing and the next department in the finance is listed below is
also an important section.

Credit control
Credit control deals with credit and recovery procedures in the finance
department

PRODUCTION DEPARTMENT
This department looks after the manufacturing of products .this department
is given target by top management to produce a specific number of products
which are ascertained by previous sales data and market conditions. This
department is responsible for quality control as well as it sees there are no
defects or shortcomings in the products .it also oversees the new
technologies as well as it also contains updates regarding the new machinery
or other equipment for better product performance.
After manufacturing the product is sent to Germany for technical assessment
to DANFOSS Company. After approval from it then its bulk production is
started.

HUMAN RESOURCES DEPARTMENT

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


Human resources department oversees the selection criteria for
employees .it sets different guide lines for selection of employees. After
selection of employees it also offer the training and to upgrade their skills.
The head of HR department is called HR manager.

FUNCTIONS

Recruitment
Selection
Training
Transfer
Firing decisions
Labor affairs
Staff welfare

RESEARCH AND DEVELOPMENT DEPARTMENT


This is the most important department in finding the customers needs and
preferences through a whole research process and designing the product
according to the customers after doing all the research.R&D department is
manly considered to be as the essential part of any company for finding the
trends, problems, and preferences etc. which are running in the market

COMPETITIVE STRATEGY OF PEL


The competitive strategy of PEL is that it has a wide range of products at low
prices.
PEL focuses on cost leadership strategy in its appliances as well in power
divisions. I.e. the prices of their products are relatively lesser than its
competitor as DAWLANCE and their quality is very high. PEL has competitive
advantage of its brand name
PEL has high quality products in appliances and power divisions because
most of the R.M is imported from different countries and this R.M are of very
high quality.

MARKETING STRATEGY
My report concerns about the home appliances department of PEL so I will
briefly explain you about the marketing mix of the home appliances.
Generally it includes the 4 Ps and that they are:
PRODUCT
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


PRICE
PLACEMENT
PROMOTION

PRODUCTS
In products it includes a various sub varieties in a single product and it
mainly includes the PRODUCTS:
REFRIGERATORS
AIR CONDITIONERS
WASHING MACHINES
WATER DISPENSERS
MICROWAVE OVENS

REFRIGERATORS
In refrigerators PEL mainly includes the 5 types of series:

DESIRE MORE
ARCTIC SERIES
DESIRE SERIES
DELUXE SERIES
SMART SERIES

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

AIR CONDITIONERS
In air conditioners it has three types
Split type AC
Floor standing AC

WASHING MACHINES
In washing machine it has two series:
PMW 7700(Rs. 9350)
PMW 512(Rs.6850)

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

WATER DISPENSERS:
In water dispensers it has two series:
Silver line
Life stream

MICROWAVE OVENS
In microwave ovens it has three series:
SILVER LINE OVENS
MICROWAVE OVENS
XPRESSION SERIES

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

PRICE
Prices are kept according to the competitors level .PEL has consideration that
the market should not to be shrink because of pricing criterias
The company has appointed various informers who consistently visit and
check the retailers shop and check that either they had maintained the PEL
prices or not. Then those informers inform the company about those retailers
in case of any irregularity and then company takes an appropriate action
against those retailers.
Pricing depends upon market conditions and it is important from the sales
point of view. Marketing manager has full authority in this region but he also
has to take permission from the companys top management.

PLACEMENT
The distribution setup of PEL has undergone many changes.
In 1988; the setup was very simple .there were only four sale officers who
use to manage area offices in Multan, Rawalpindi, Lahore and Faisalabad.
In 1989 the company decided to form an effective dealership network. The
company had its dealers in all major cities.
In 1993 management planto form a region to further improve the
distribution system. The whole country was divided into four major regions.
In 1996 It is further improved, by increasing regions from 4 to 6.

CHANNEL LEVELS
PEL has two channel levels
DIRECT MARKET CHANNEL
INDIRECT MARKET CHANNEL

DIRECT MARKET CHANNEL


In has no intermediary level. PEL through sales officers directly sales its
products to large organization and corporate sectors.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

INDIRECT MARKET CHANNEL


It is a channel with one or more intermediary levels. The general public can
buy PEL products through authorized dealers.
PEL has different networks like regional sales force is connected with dealers
and core customers are directly attached with them and also dealers visit
and analyze the distribution systems.
During selection of dealers the PEL mostly considers the Worthiness of
dealers
Potential demands related to those dealers.

PROMOTION
The main advertisement criteria used by PEL in appliances division is through
media. The main types of media used in PEL Are mentioned below.

TYPES OF MEDIA
There are major 3 types of media:
Electronic media
Print media
Outdoor media

ELECTRONIC MEDIA
The electronic media mainly includes different channels and
It Includes HUM, ARY, GEO, PTVworld and prime TV

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

PRINT MEDIA
National newspapers e.g. Jung, news, dawn, and etc
Magazines as herald, news lines, banking business

OUT DOOR MEDIA


It includes:
Bill boards
Neon signs
Tri visions

PROMOTIONAL ACTIVITIES
PEL participate in exhibition time to time.
It also participates in the electronic exhibitions in order to recall the brand in
the minds of the customers and It includes:
Dawn life style 2012
Dealer shop display
Musical clarity concert sponsorship

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Dawn life style 2012Dealer shop display

Musical concert sponsorship

ADVERTISING ON DIFFERENT OCCATIONS

SWOT ANALYSIS

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


The strengths, weaknesses, opportunities and threats of PEL are discussed
below:

STRENGTHS

Strong brand image


Super brand award
High market share
Strong Dealer Network
Strong Holdinthe Home Appliances.
Strong Research and Development Department

PEL has established a strong brand image in the mind of the customers
with the strenuous effort of more than 50 years through higher quality and
low price.
PEL is the first Home Appliances Company in Pakistan Industry to achieve the
super brand award. This shows that the company is now able to complete
the market in such a way that people have got faith in them.

PEL was the market leader for a long time in window ac. Because of that
brand image, PEL had captured the high market share.
PEL has more than 1600 appliances dealers all over Pakistan and it shows
that it has also developed the strong dealer network in the appliances
market.
PEL is one of the companies, which is having a strong grip in the home
appliances. PEL is penetrating the market by introducing the new series of
home appliance.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


PEL has a strong research and development department that is
continuously trying to develop new technology and features for its products.
R&D department spends huge amount of money for the development of
product.

WEAKNESSES:
Like other companies PEL has some weaknesses in operating the business. If
PEL overcome these weaknesses then it can become a market leader in the
home appliance. PEL lose some competitive edge in the following points:

A bit high in prices then the competitors


Less ATL advertisement
Lack of product range
Less utilization of capacity:

Best quality always requires more prices. In particular scenario of refrigerator


market PELs refrigerators are bit high in prices then the competitors like
DAWLANCE, HAIER and other local brands.
The major weakness of PEL that creates hurdle in selling the products is less
advertisement and customers is not aware of the changes, which are
introduced in products by the company time to time.

Lack of product range: PEL introduce more products of consumer items


but there are more needs to develop new consumer items like PEL washing
machines and vacuum cleaners.
Less utilization of capacity: due to lack of finance company cannot
utilize its resources on its full capacity

OPPORTUNITIES:
If PEL take advantage of the opportunities it has, then it will be more fruitful
and profitable it can have following opportunities by.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Outsourcing its products


Increase in its product range
opportunity to export its products

Having a strong and nationwide network throughout Pakistan and with a long
and enduring relationship with major industrial sector in Europe, Asia and
America. PEL has massive opportunity of outsourcing partial and fully
developed products.
Company has also an opportunity that it can increase its product range to
attract more customers towards its products. Due to lack of product range,
company can earn limited amount of profit.
The Company also has an opportunity to export its products. As they have
skilled and crafted foreign procurement department which use to import raw
material from almost all over the world. This activity will not only reduce the
reliance on one market but also helps to improve the revenue for the
company and will make PEL as a global brand.
Through all these acquisition of opportunities the PEL can gain a more better
position than that its competitors.

THREATS

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


PEL Company in such a competitive era has many threats as well. Company
should make its policies and strategies accordingly. So following are the main
threats for the PEL:

Tough competition in the home appliances


Chinas products
Technological changes
Change in the govt. policies

There is very tough competition in the home appliance market. So every


company tries to get maximum share in the market. It reduces the profit
margin of each company.
Chinas products are another threat for the Pakistani companies because
these products are cheaper than the Pakistani products. Even Chinese
products are not well in quality but it is comparatively in low prices.
As technology is changing drastically and new ways of production is
generating the increase in revenue. This change can give a competitive edge
to the organizations.
The changes in government policies will become threats for the
companies because every government adopts its own policies for the
industries.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

BUSINESS PROCESS ANALYSIS


As PEL is a manufacturing organization so the business process of the
company starts from purchasing of raw material. The Procurement
Department is responsible for the purchase of the raw material. The
company purchases raw material from local as well as from foreign markets.
The company analyzes the material requirement and selects the market
which gives the company high quality material in a favorable credit terms
and price. Before purchasing the manager of procurement department gets
permission from Finance department, which allocate the budget for
procurement according to the needs and forecast of production.
The forecast of Production is decided by the Marketing as well as Production
department. Marketing Department forecasts the market demand by
analyzing the economic, political, social and technological indicators of the
target market. This forecast is very critical for the company as a wrong
forecast can lead to shortage or surplus of the product. The raw material is
stored in the raw material stores where from the concerned departments
demand the material when needed. The Production Manager issues a
material requisition voucher to the store and also feeds its entries in the web
system of the company. After receiving this voucher the store issues the
material to the department and also does the entries in the network system
which also maintains the inventory of material.

The organizational hierarchy of PEL is both flat and tall span of


administration in case of lower level of hierarchy (the workers and their
supervisors) the span is wide but as the level goes up it becomes tall
The managing director is answerable to the chairman hold position. General
Managers are answerable to the managing director and are responsible for
respective divisions, managers are heading some departments and assistant
managers AS is leading some deputy managers and others there are senior
engineers who are section in charge supervisors and foreman reports to hem
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

EXECUTIVE LEVEL
At executive level executives report to the manager and who then report to
the general managers.

WORKER LEVEL
At worker level usually 10 to 30 workers report to a foreman .three to seven
foreman reports to a section in charge.

DIVISION OF LABOR
Permanent employees
Temporary employees

SEGMENTING, TARGETING, POSITIONONG


MARKET SEGMENTATION:
The market has been segmented on the basis of 4 factors

BEHAVIORAL SEGMENTATION
PEL provides the quality products for their customers based on local
demands and needs

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

DEMOGRAPHIC SEGMENTATION:
Demographics are on the basis of age, occupation, Income and education.

AGE:
The percentage of people especially whose ages are between 25-40 and it
also focuses on the people above 40

OCCUPATION:
It considers the people of all sectors containing the businessman,
industrialists, govt. employees, bankers, teachers as well as people doing the
private jobs.

INCOME:
Considers the people mainly having income more than 15000 per month

EDUCATION:
It mostly focuses on literate people.

PSYCHOGRAPHIC SEGMENTATION
Psychographic features are mostly decided on life style;
LIFESTYLE:
It focuses mainly on middle class people.

GEOGRAPHIC SEGMENTATION
It has been divided according to north (Punjab, NWFP) and south (SINDH,
Baluchistan)
Zones and there are six regions of PEL in Pakistan:
Karachi
Lahore
Multan
Gujranwala
Rawalpind
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

TARGET MARKET:
Our customers belong to A, B+ & B classes.
These all have their income level more than Rs.15, 000 per month.
The young and old adults, working ladies and housewives are also the target
market of PEL. All the married and unmarried decision makers or joint
decision makers for the purchase of consumer durables.
The age of females should be between 25-40 years and males are between
2845 years.

TARGET CUSTOMER NEEDS:


The basic needs desired by their target customers are as follows.
Quality Product
Product range (colors, sizes)
Better Value for the price.
Warranty
Prompt and efficient after sales service

POSITIONING:
Positioning is what the customers believe and not what the provider wants
them to believe.PEL adopts different positioning strategies for its products.
Products are designed according to their attributes, customer needs and
preferences and it also designs the products in comparison with its
competitors and it has positioned itself as change your life.
Position is the way a firms product, brand or organization is viewed relative
to the
competition by current and prospective customers.
Positioning is a firms use of all the elements at its disposal to create and
maintain in
the minds of a target market particular image relative products.
PEL has different positioning levels for different products,
In case of refrigerators the company is challenger of DAWLANCE.
In case of air conditioners company is challenger for WAVES and MITSUBISHI.
In case of televisions company is challenger of LG and some other
companies.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

LEARNING AS A STUDENT INTERN


I have worked in Sales and Marketing Department of PEL. So where I have
worked
For sales and checked the Sales and Tax invoices of their dealers while in
marketing
Department I have done the following work along with their daily assigned
tasks.
The Human Resource Department had specially organized two day training
Program
For interns in which they taught us Resume & CV writing Skill and
Interview Skills
This is much beneficial for our professional life.

Project description assigned to us:


During our internship period we worked in a team of 2 members, on a
project assigned by our department. The project assigned to us was on
market survey analysis on VISI Coolers and Ice cream freezers. In this project
, different tasks assigned to us which includes
1. Visit different Markets of Lahore i.eAbid Market &patyala Market.
2. Visit different super stores of Lahore including Hyper Star , Al Fatah &
Metro etc.
3. Collect data like company name , models, different sizes available in
market.
4. Collect information about clients.
5. Collect price list from companies.
6. Make feasibility report.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

ABOUT MARKET PLACE:


VISI coolers and ice cream freezers are business products. These are not
extensively available on domestic market. Only private shopkeepers and
bakeries purchased them in very little quantity. So in local market there is no
much scope.

B2B Market:
Visi Coolers and ice cream freezers are business products so it have a
business to business market. Manufacturer directly sells their products to
corporate clients. The major clients of visi coolers are
Coca Cola
Pepsi-co
Nestle
These 3 corporate names take the most of the market share of visi coolers.
But there are some many other small clients which varies region to region.
Even the small business of local markets purchases it directly through
manufactures. The major corporate clients in Lahore of Visi Coolers are.

Gourmet
Doce
Rahat Sweet and bakers
Butt sweets
Adam Dairy
Anhaar milk
Hyper star
Metro

These are the major corporate clients of Lahore. Likewise every rejoin have
its own local clients But the major market available in major cities.
There are some descriptions of clients who are in contract with different
manufacturers.

Client Manufacturer
Pepsi
Coca Cola
Nestle

Varioline intercool
Varioline intercool & Caravell
Varioline intercool & Caravell
33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED


Gourmet
Dosa
Butt sweets
Adam Dairy
Anharr milk

Varioline intercool & Caravell


Varioline intercool &Caravell
Pak laser
Pak laser
Pak laser

Reputable stores and departmental stores are also purchasing directly


through manufacturer.

Graphical View of Products by Different clints


Butt sweets and bakers

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Hyperstar

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Al fatah mart

Doce

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Fine super store walton

Gourmet

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Market shares:
Through market survey we analyzed that Varioline intercool is the market
leader with highest 60 % share of market following by Caravell, Haier and
Pak laser as shown in above chart.

Market Share

MAJOR PLAYERS IN MARKET:


Through market survey we analyzed that Varioline intercool is the market
leader with highest 60 % share of market following by Caravell and Pak laser.
Varioline Intercool, Haier and Caravell are major players in Visi coolers.
Caravell is marketing Visi coolers in Domestic Market where as Haier is also
active to supply Visi Coolers to Shezan International and Tetrapak Limited.
Waves and Dawlence are its major competitor in field of ice cream freezers.
Waves used to supply Freezers to Pepsi Cola and its Bottlers. But now
Varioline Intercool is the first and only choice of Coca Cola Beverages, Pepsi
Cola International, Unilever Pakistan, Total Parco, Cadbury and Nestle
Pakistan Limited for cooling equipments of all models, sizes and capacities.

Market Figures
Varioline Intercool is supplying about 50,000 Visi Coolers and Chest Coolers
to its Valuable Clients. Waves are supplying approximately 6,000 ice cream
freezers to Beverages Industry of Pakistan and about 45,000 Freezers to
domestic consumer market. About 7,000 Coolers and Freezers are being
supplied by ,Caravell & Dawlence in local market.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

Conclusion
In Current market there is opportunity to penetrate with quality product to
capture the market. PEL has a history in appliances so it has advantage of
BRAND IMAGE in the eyes of market. Visi coolers by nature is expensive
product and manufacturers are charging high prices against it.
PEL has also an advantage of available infrastructure for the production of
visi coolers .Major clients of visi coolers are bound to purchase visicoolers
from Varioline intercool because there is no else to challenge them strongly.
For PEL there is a very good opportunity to manufacture Visi cooler for the
market and challenge the current players with their quality product and
services.

33

BZU BHADUR SUB CAMPUS LAYYAHAH

PAK ELECTRON LIMITED

BIBLIOGRAPHY:
Internet sources:
http://www.PEL.com.pk
http://www.google.com
http://www.scribd.com/doc/16962719/PEL-Ltd
http://www.scribd.com/doc/27836099/Internship-report-of-PEL
http://www.scribd.com/doc/27189959/PEL-Internship-ReportIntroduction
http://www.scribd.com/doc/27836099/Internship-report-of-PEL

person soure
Mr. Mahmood Ahmad
Mr. Khalid bashir

(business development executive)


(marketing executive)
Mr. Yousf ali
( sales

33

BZU BHADUR SUB CAMPUS LAYYAHAH

You might also like