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A pioneer electrical goods manufacturer in Pakistan Renowned company in home appliances sector Established in 1956 with collaboration of M/S AEG of Germany Saigol Group of Companies took over the company in1978 Company is doing business in two divisions Major share of business is from Power division but increasing investment in Appliances division also
“To excel in providing engineering goods and services through continuous improvement”
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 employees to meet future challenges To promote good governance, corporate values and a safe working environment with a strong sense of social responsibility
specialized staff training in USA and West Germany In 1978 majority shares were acquired from Malik Brothers by Saigol Group Expanded the existing product line in the year 1987 PEL signed an agreement with Messrs HITACHI of Japan for the manufacture of Vacuum Circuit Breakers in 1990 Company commissioned its plant for the manufacture of Electricity Meters in Pakistan in June 1994 .HISTORY PEL was set up in 1956 Joint venture between two companies In 1962.
Lahore Spread over an area of 242 kanals Total covered area comes to 232.m. Ferozepur Road.883 square feet .LOCATION & FACILITIES Head office is in Gulberg Lahore Production unit is situated at 14-k.
Appliance Division 2.Power Division .NATURE OF ORGANIZATION BUSINESS DIVISIONS 1.
APPLIANCE DIVIISION Home appliances manufacturing Division In 1981. the company started manufacturing of refrigerators In 1987. the Company has started manufacturing of split type air conditioners Product has been well received in the market Encourages the company to increase production . PEL deep freezers were also introduced In 2006. PEL window type air conditioners were introduced In 1986-87.
Kiosks. transformers. switch gears.POWER DIVISION Consists of three plants Plants are ISO 9001:2000 Certified Manufactures Energy meters. and shunt capacitor banks Major electrical equipment suppliers to largest power utilities in Pakistan Privilege of getting its equipment approved and certified from international consultant in France . compact stations.
PEL PRODUCTS HIERARCHY PEL PRODUCTS POWER DIVISION APPLIANCE DIVISION TRANSFORMER ENERGY METER REFRIGERATORS DEEP FREEZERS AIR CONDITIONERS SWITCH GEAR DIESEL GENERATOR MICROWAVE OVEN WASHING MACHINE .
PEL ENERGY METERS •Single Phase Static Energy Meters •Single Phase Electromechanical Energy Meters •Poly Phase Static Energy Meters •Poly Phase Electromechanical Energy Meters .
Anti-tamper indication on meter LCD . High performance Lithium battery with long storage life for display of data during power outages. Window based application software for configuration of parameters.PEL ENERGY METERS 1.Single Phase Static Energy Meters Used for measurement of active (kWh) energy for Domestic & commercial consumers Main features: Display of energy (kWh) during power outages.
Single Phase Electromechanical Energy Meters Used by house hold and small commercial customers Design & Construction features: Long term stability and high reliability Low self consumption High impulse level protection Overload and Temperature compensation .PEL ENERGY METERS 2.
Meter offers features like event recording. Meter displays error and caution codes to indicate any abnormal condition.PEL ENERGY METERS 3. .Poly Phase Static Energy Meters Used for measurement of active (kWh) & reactive (kvarh) energy in the three phase four wire and three phase three wire network for residential . commercial & industrial consumers. Main Features: High precision voltage and current measurement. anti tempering and displays the data during power outages.
voltage. .Poly Phase Electromechanical Energy Meters Designed to address the needs of consumers for low voltage networks with load conditions up to 120 A Best meters available in electromechanical technology These meters have excellent response to temperature variations. short circuit and load unbalance. frequency. positioning.PEL ENERGY METERS 4. external magnetic fields.
PEL MAJOR COMPETITORS APPLIANCE DIVISION •Dawlance • Waves • Haier • Mitsubishi • Orient • Singer •Panasonic POWER DIVISION •Seimens •Climax •Transfab •J&P •AB Ampere •Ahmad & companies •Feco •Areva •Fico •Pempam •Tariq Electric •Syed Bhais •Microtech •Escort •SB Electronic •Creative Electric .
INDUSTRIAL ANALYSIS • PEL TRANSFORMERS • PEL ENEGRY METERS • PEL SWITCHGEARS .
PEL TRANSFORMERS •Distribution Transformers •Auto Transformers •Furnace Transformers •Welding Transformers .INDUSTRIAL ANALYSIS CONT….
Market Share of Transformers .
Co.INDUSTRIAL ANALYSIS CONT…. & Exp. PEL ENERGY METERS Four Types •Major Customers WAPDA & KESC •Major Suppliers Zhejiang Holley Imp. Ltd of China Mitsubishi Corporation of Singapore provides poly Carbonate resins .
Market Share of Energy Meters .
South Korea Pelka Elektrik Malzemeleri of Turkey . PEL SWITCH GEARS •Major Customers WAPDA •Major Suppliers Hyundai Heavy Industries.INDUSTRIAL ANALYSIS CONT….
Market Share of Switch Gears .
SWOT ANALYSIS .
STRENGHTS PEL has a Strong Brand Image in the market Strong Dealer Network is one of the core competency of the PEL It occupies a monopolistic hold in Power market due to its energy meters PEL also have a strong position in Appliances Market in Pakistan Few years back it made Strategic Alliance with LG•PEL also have Contracts with Government of Punjab .
WEAKNESSES During economic crunch PEL faces financial problems PEL lacks in the area of advertisement It also lacks in the product range .
OPPORTUNITIES Exploration of new markets in Pakistan is a big opportunity for PEL Rising population provides a good opportunity for the PEL to grow By increase in its product range. Increase in Investment in Power Sector is another opportunity . PEL can increase its market share Export Opportunity is also an option to expand the business Increase in production capacity can increase its market share Due to increasing population.
THREATS Strong Competition in the market is a big threat to PEL Invasion of Chinese products is a big to threat to whole industry Continuous decrease in Pakistani Rupee value reduces the people’s buying power All the industries in Pakistan are facing decreasing growth rate Instability of Government is major threat to the business .
BCG MATRIX Appliances Division Power division .
COMPETITIVE ADVANTAGE PIONEER company of Pakistan Awarded Super Brands Pakistan 2007-08 Brand Ambassador of PEL is Hadiqa Kayani .
MARKETING MIX .
Product Wide range of products High Quality Innovative Design .
80.100A Capacity 5. PORTFOLIO OF POWER DIVISION BREADTH TRANSFORMER: DEPTH 25 KVA 50 KVA 100 KVA 1250 KVA VOLTAGE CURRENT (NOMINAL) CURRENT (MAXIMUM) Model No.40A 40.Product cont…. 60.2KVA ENERY METER: SWITCH GEARS: GENERATOR: . 20. PG5040D 220-240V 10.
Price varies from product to product Some prices are set according to quality Company is well aware of the limited buying power of the average population of Pakistan Focus on this portion of society. while setting the prices .Price PEL sets its prices of product line regarding the competition in the market.
Price Cont…. Internal Cost Include in prices: Raw Material Labor Charges Factory Overheads Advertisement Cost Governmental Duty Excise Duty Company's Profit Margin .
Placement Concerned with all those activities which are related to move the product or service from seller to buyer A product reaches customer through distribution channel PEL uses short channel of distribution PEL has strong dealer’s network Consumer products available in the newly opened mega stores like macro. . hyper star etc.
PEL DISTRIBUTION CHANNEL Producer Agent Wholesaler Retailer Customer .Placement Cont….
Promotion Essential for increasing product demand Promotion includes advertising. personal selling and sales promotion PEL advertises Industrial products through business magazines and personal selling. .
•The use of CFC gases has abolished in refrigerant products.PEST ANALYSIS Political Economic Social Technological •Pakistan is one of the most vulnerable countries in the world •Very few incentives to manufacture by the government •The Government also increased the minimum wage rate •Economy is facing financial crises •Strong black economy in Pakistan •Unemployment rate has increased from 5.4% •GDP growth rate was 2% in 2008-2009 •A Negative 3.6% to 7.3 growth rate in manufacturing •PCI has increased from $1042 to $1046 •In Pakistan Air conditioners are used by upper and middle class •People are more price conscious now a days due to financial crises •Customers have started considering split Air Conditioners as a status symbol •More demand of split AC due to energy saving •Technology is rapidly changing •Companies are in competition to introduce latest technology in its products as the manual energy meters are now being replaced my digital energy meters. .
077 707 582 6.042 516 442 5.82 .65 4. In Million) Gross Sales Profit before tax Profit after tax Earnings per share (Basic) – Rupees 2008-09 13.87 2007-08 11.04 Earnings per share (Diluted) – Rupees 6.GROWTH RATE OF PEL Financial Results (Rs.
GRAPH-Gross Sales 2004 2005 2006 2007 2008 2009 .
SUGGESTIONS Increase Utilization of capacity Lack of advertisement System variations Lack of Product range Distribution Network .
RECOMMENDATIONS •Adopt a true decentralized organization setup which gives all employees to take part in decision making. •Make sure proper functioning of HR Department. . •The company should have a strong marketing information system to make proper forecasts. •The company should announce two holidays (Saturday & Sunday) in a week.
•PEL should speed up its delivery process by establishing expand its stores in areas of high demand. •Shorten its cash conversion cycle.RECOMENDATIONS •More allocate budget to its marketing department •More focus on the Pull strategy in its promotion mix. •PEL should constantly add technology in its products and systems. .
. It is still hoped that national economy will continue to grow and rising prosperity will bring expanding opportunities for the Engineering Industry and for your Company. We expect to go farther. increased competition in the international market and lack of technological advancement as compared to competing nations. shareholders and employees. quality standards and best after sales services to our valued customers.FUTURE OUTLOOK The economy is expected to perform well in the year or next however it is exposed to certain challenges like current account deficit. lower exports. The company will continue to focus on cost effectiveness. faster and higher than we have ever been in serving the interests of our customers.
quality. during buying process. •PEL is not targeting energy meters through advertising. •WAPDA & KESC gave a lot of preference to Siemens •Same market share of PEL and Syed Bhais in energy meters •Aims to become market leader in next five years.CONCLUSION •The industrial buyers has great interest in the brand name. dealers etc. . •By coordinating their marketing efforts •Taking advantage of synergy among various communication tools. •Industrial Buyers have a strong faith in this brand name •Less importance of price. and develop more efficient and effective marketing communication programs. •A very fine example is that of Siemens. word of mouth. and durability of the product. advertisement.
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