PAK ELECTRON

LIMITED
Brand Management

Final Project Brand Management

 Subject: Brand Management
Topic: PEL Brand Audit
Submitted BY:
Muhammad Khalil BBHM-F18-198 (BBA-5B)
Muhammad Faseeh BBHM-F18-195 (BBA-5B)
Ifraheem Anwar BBHM-F18-178 (BBA-5B)
Muhammad Essa BBHM-F18-160 (BBA-5B)
Sheeza Rasheed BBHM-F18-175 (BBA-5B)
Submitted To:
Sir Amir Ilyas
 Table of Contents
Sr. Contents Page No.

1. Acknowledgement 3
2. Primary Value Proposition 4
3. Secondary Value Proposition 4
4. Most Powerful Emotional Benefits conveyed to our 5
Customer
5. Three things Nestle Milk-Pak means to their Customer 5
6. Five human Personality Traits 6
7. Brand Promise of Nestle Milk-Pak 7
8. 25 Word Brand Positioning Statement 7
9. Brand Story of Nestle Milk-Pak 8
10. External Survey 8
11. Selecting the Questions 9
12. Survey Method 10
13. Results of Survey 11
14. Basic descriptive Analysis 12
15. Current Situational Analysis 13
16. Competitive SWOT Matrix 13
17. Competitive Positioning Map 14
18. Competitive Brand touch Points analysis 15
19. Competitive brand element sheet 16
20. Value chain analysis 17
21. Value creation analysis 18
22. Competitive BCG Analysis 19
23. Five forces Analysis 20
24. Future Recommendation 25
25. Areas of Improvement 29
26. Recommendation for improvements 30
27. Development of Brand Element 31
 Acknowledgment
First of all, our gratitude to Almighty Allah us the energy, the motivation and the
wisdom to accomplish this project.
We would also like to thank of PEL department for providing us with the required
information and for giving us their precious time.
Lastly, (We all the group members) would like to thanks each other for our help
and expensive time put into this project. Furthermore, we thank each other for
cooperative with each other in the completion of this project.
If we have forgotten someone in the acknowledge then we are deeply sorry and
would like to say that we appreciate their efforts as well.
Thank and best regards;

Declaration

I hereby declare that this Project is original work, prepared by students of BBA 5th
(B) Muhammad Essa, Ifraheem Anwar, Muhammad Faseeh and Muhammad
Khalil Submitted to Sir Amir Ilyas.

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 Brand Summary

Primary Value Proposition

A refrigerator is an essential home appliance for every home. Worldwide, technological
advancements with upgraded features and designs of refrigerators give a luxurious and modern
touch to the kitchen and PEL refrigerator stand all these features.

Millions of satisfactory consumers of PEL refrigerator for their modern technology, unique
style, material that keeps their food safe and protected. Purest Copper inside Condenser
improves refrigeration process and its life. PEl refrigerator add a value in your life style.

Secondary value Proposition

PEL refrigerator second value Proposition is concerned with increasing our shared in market,
and PEL make first choice of people through
modern style and feature. PEL have different series
of refrigerator every series product have advanced
feature to solve customers’ problem and satisfied
them. PEL have signed after sale service agreements
with Coca Cola Beverages Limited, PEPSI Bottlers,
Unilever, Engro Foods, and Pakistan Dairies for repair
services for their products. This will deepen our
relationship with valued customers and multinational
companies.

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Most Powerful Emotional Benefits conveyed to Customers:
PEL refrigerator has a good image in market. Pel refrigerator is famous for their modern
technology and style. The most powerful tool they use to get more Customers, is they make
relationship with customer through solving their problem and satisfied them.

 Make relation through solving their problems

 Slogan
 Commitment
 Honest
PEL refrigerator make creative ads strategy. They use Relationship strategy to tell them that PEL
refrigerator is helpful in your daily life. PEL said ‘change your life” PEL help them to change your
life through advanced features and modern style. These factors affect Customer needs of the
Potential Market.

The Three things PEL Refrigerator should means to Customers:

PEL Refrigerator focus on many things during the Manufacturing, their first Priority is their
Customers, they manufacturing innovative product, they manufacturing refrigerators then
Distribute to the Customers to solve their problem and satisfied them.

HEALTH AND SAFETY

PEL refrigerator do every effort to make health and safety is our top priority, we comply with all
health and safety laws for customers Not only that, it is also part of our products.

Expectation of customer
PEL refrigerate do possible effort to meet their customer expectation and solve their problem
through product.

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Customer right

“We deliver what we promise “For PEL refrigerator, their customers come first, both internal and
external. PEL refrigerator persistently deliver our promises and ensure to fulfill their rights by being
honest in our practices.

Brand Promise
Brand Promise is statement made by an Organization to its Customers starting what customers
can expect from their Product & Service.

PEL refrigerator Promise is related to their food friendly, fast freezer and modern technology.
PEl have innovation in our product and solve customer problem to make their customer feel good.

The Five Human Personality Traits that describes how we want the Market view
PEL Electrons Pakistan:
Five human Personality Traits are also known as “The OCEAN Model” Means Openness,
Conscientiousness, Extraversion, and Agreeableness, and Neuroticism.

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Openness
Openness to experience refers to one’s willingness to try new things as well as engage in
imaginative and intellectual activities. It includes the ability to “think outside of the box.” PEL
have a good image in openness trait people .because every time PEL Refrigerator have come
with invocation product idea .he has lot of series of refrigerator every series have unique
feature and he used modern technology in his product. Every new product came with better
feature and advanced technology with old one. This type of people very satisfied with PEL
refrigerators.

Conscientiousness
Conscientiousness describes a person’s ability to regulate their impulse control in order to
engage in goal-directed behaviors. It measures elements such as control, inhibition, and
persistency of behavior. These kinds of people feel PEL Refrigerator is responsible about their
customer and he is very committed brand.

Extraversion
Extraversion (or extroversion) is characterized by excitability, sociability, talkativeness,
assertiveness, and high amounts of emotional expressiveness. People who are high in
extraversion are outgoing and tend to gain energy in social situations. Being around other
people helps they feel energized and excited. These type of people PEL make very attractive
and social ads and some valued for them.

Agreeableness
This personality dimension includes attributes such as trust, altruism, kindness, affection, and
other behaviors. People who are high in agreeableness tend to be more cooperative while
those low in this trait tend to be more competitive and sometimes even manipulative.

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Neuroticism
Neuroticism is a trait characterized by sadness, moodiness, and emotional instability.
Individuals who are high in this trait tend to experience mood swings, anxiety, irritability, and
sadness. Those low in this trait tend to be more stable and emotionally resilient. These type of
people have think very positive about PEL Refrigerator his experienced with PEL is good.becuse
PEL said “our customers come first, both internal and external. We persistently deliver our
promises and ensure to fulfill their rights by being honest in our practices”.

25-Word PEL Pakistan Brand Positioning Statement:

Brand positioning statement
A brand positioning statement outlines exactly what your company does, for whom, and what
makes you different. The idea behind it is to create a unique niche for your brand in the minds
of consumers within your category.

People preferred PEL for their luxuries design High speed fan feature keeps your food cool all
day long.Designed with material that keeps your food safe and protected. Purest Copper inside
Condenser and lowest startup voltage.

Functional Positioning:
PEL Electrons has adopted the functional Positioning strategy like.
 ‘’Inverteron hai to cool hai’’.
 ‘’Is thandak bhari khirki sa jura har Ghar ka Rishta’’.
 ‘’Jagaah banany ma champion’’.
 ‘’Sssub saaay tthnda fffreezer’’.
 ‘’PEL rung jama ke dekh’’.

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  ‘’Ya jo khirki kholi ha is sa har dil ki darkan joori ha’’.
 ‘’Thandak aur saving Loot Lo’’.
 ‘’Thanday ka Dhoka ab Nahi Hoga’’.
 ‘’Bari Eid Manao Deep Freezer k sath’’.
 ‘’Thanda ya Garam bs Aik Batan’’.

Brand Story
Brand Story are the facts & feelings that are created by your Brand. PEL Refrigerator brand
story is PEL contributes in your lives every day, by providing you not just appliances for a better
lifestyle, 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.
Being a second large company of refrigerator in Pakistan we are provided one of the best
manufacturing brands of home appliances in Pakistan. PEL offers an affordable refrigerator with
amazing features.

What our brand is known for:

Pak Electron Limited (PEL) is one of the best manufacturing brands of home appliances in
Pakistan. PEL offers an affordable refrigerator with amazing features. Millions of satisfactory
consumers of PEL refrigerator eagerly wait for the modern models of innovative refrigerators of

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PEL. These fridges have a long-life, but some people who maintained their home up to date and
preferred to get trendy and stylish machines for their home also prefer PEL refrigerators.

Refrigerator occupies some space, and for this, Refrigerator occupies some space, and for this,
PEL provides different sized various models of the fridge to make consumers comfortable to fit
the fridge in the given area of the kitchen in the house. The consistent long-life performance of
PEL refrigerators makes the brand more worthy.

Questionnaire

Q1. Your Name:

Q2. Age
 10 to 20
 20 to 30
 30 to 40
 40+
Q3. Gender
 Male
 Female
 Other
Q4. You have a good experience when you use our PEL refrigerator.
 Yes

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  No
 Other

Q5. PEL is your first choice when you choose refrigerator.

 Yes
 No
 Other
Q6. You would recommend PEL to your friend or family.
 Yes
 No
 Other
Q7. Our product can improve your life style.
 Yes
 No
 Other
Q8. PEL refrigerator performance is good.
 Yes
 No
 Other
Q9. You have heard about PEL Pakistan.
 Yes
 No
 Other
Q10. You are satisfied with our product.
 Yes
 No
 Other
Q11. You would like to continue buying PEL refrigerator .
 Yes
 No
 Other
Q12. You are proud to be associated with our product.
 Yes
 No
 Other

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 PEL customer
Empathy Map

family injury by slipping

on water.
Water leakage can be a dangerous
problem they can be slipping down. Food is spoiled by not
proper cooling.
Many time the fresh food section is
warm even refrigerator in normal dry water in Freezer floor
speed.
Ice sheet build up on the freezer
floor and then water drop melting
every time.
Think

Say I worried about my family

and also spoiled food
I tired about dry water
He was drink cold drink on freeer floor
with Lays during
conversation
.

Stakeholder Feel
Do

Stakeholder Problem statement need Insight

Cus Improve freezer Their house

tomer floor, air flow and used
water leakage.
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 PEL Company Because
Need a way to
Empathy Map

They think they provide better

quality products as compared to
other competitors.
They think that they will achieve
Providing safe and long-lasting goals and higher rank in
products to our customers. appliances market.

Good quality product in

reasonable price.
Think
They have strong management.

Say

Passionate
They used advanced and Innovative
innovative technology.

They provides good services to

Achieving Goals
their customers.

Stakeholder

Do

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 Feel
Problem statement need
Stakeholder Insight
They need good Angerness and
PEL Need a way to management. Because
lack of trust.

STEP 3: current situational analysis

1. Competitive SWOT Matrix

(Pak Electron Limited) PEL

Strengths

PEL has the following strengths and is in more competitive position in these areas than its
competitors. Following are the main strong points of PEL:

 Strong brand image

 Strong dealer network
 Good product quality and service
 Number 2 in refrigerators in Pakistan
 Firm grip in home appliances

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  Strong Management
 Distribution of Authority
 Free customer service

Strong Brand Image

PEL has created the strong brand image in the mind of the customers through higher quality
and low price. The customers of the PEL always prefer to buy the PEL home appliances like
WRAC split AC and refrigerators whenever they wanted to buy.

Strong Dealer Network

It is also the plus point for the PEL that it has also developed the strong dealer network in the
market. The dealers are always trying to sell the PEL appliance to the customers because they
know there are high margin in the PEL products.

Strong Quality, Sale and Service

PEL is also in a strong position that it provides the superior quality to your customers. It makes
sense in the mind of the customers that PEL products are better in quality than the other
companies’ products. PEL also provides the after-sale service to their customers which delight
the customers satisfaction.

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Number 2 in Refrigerators in Pakistan

After the Dawlance refrigerators PEL has a second position in refrigerators market. PEL always
continuously strives to pursue the strategies adopted by the competitors.

Firm Grip in Home Appliance

So PEL is one of the companies, which is having a strong grip in the home appliance i.e. WRAC,
Refrigerators, micro wave Oven etc. that is a strong point for the company.

Strong Management

It is another plus point that PEL has a strong management. Its employees are more competent
and fully skill and knowledge. They always co-operate the top management in achieving the
goals that are assigned to them.

Distribution of Authority

Top management of PEL delegates the power to the subordinates for achieving the marketing
objectives in a specified time period. So, every manager has an authority that use in achieving
the Goals.

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Free Customer Service

PEL provides free customer service for one year to its customers. So the customers always buy
the PEL products due to its free service and it becomes loyal customer for the PEL. PEL always
provides help to their customers for repairing the WRAC, Refrigerators and other items. PEL
always make efforts to satisfy the customers.

Public Limited Company

Although PEL is owned by the SAIGOL GROUP but its shares can be purchased and sold in stock
exchange market. So, everyone who is interested in purchasing the shares of PEL he can
purchase. It is also called public limited company.

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

 Financial Problems
 Lack of advertisement
 System variations
 Lack of Product range
 Less Utilization of capacity

Financial Problems

Sometimes PEL faces the financial problems because its stocks are so much piled up in the
stores that create the problem of cash flow because when the stocks are not sold and the
production is in process for 24 hours a day than the company faces such problems.

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Lack of Advertisement

It is a second major weakness of PEL that it never makes advertising on TV. That creates hurdle
in selling the products and customers cannot know the changes, which are made in products by
the company time to time.

System Variations

It is also the main weakness of PEL that there is rapidly a change in polices of selling the
products. That’s creates problems for the selling team how to sell the products to the dealers
because the top management requires the urgent amount of money.

Lack of Product Range

PEL has introduced more products of consumer items but there are more needs to develop new
consumer items like PEL washing Machines, Vacuum cleaner and other items.

Less Utilization of Capacity

Due to lack of finance a company cannot utilize all its resources on its full capacity. It increases
the cost of products per unit that decreases the profit margin of each consumer item

Opportunities
For the PEL there are more opportunities for expansion the business. If PEL realize that
opportunities then it will be more fruitful and profitable for the company. Even if company does
not take advantage of these opportunities then it will lose its competitive position and high
profit. Its `competitors will give PEL tough time to pursuing the opportunities that are adopted
by them. Following are the opportunities for the PEL.

 Exploration of market in Pakistan

 Increase in product range
 Export opportunity

Exploration of Market in Pakistan

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PEL has the opportunity to explore the market in all over the Pakistan. Even though PEL
introduce its products in all cities of Pakistan but there are so many places that have the
capacity to absorb the PEL’s products. These places are tribal areas in NWFP and northern areas
of Punjab and NWFP, central area of SIND. If company introduces their products in these areas
then it can get a large amount of profit and increase its market shares.

Increase in Product Range

It is the main opportunity for the PEL that it can increase its product range that will be a more
profitable for the company. There are more needs to develop new consumer items like PEL
washing Machines, Vacuum cleaner and other items. Due to lack of product Range, Company
cannot earn more profit because consumers have high demand of these products. If PEL does
not take this opportunity then it will lose high margin of profit and market share. It will reduce
the fixed cost and increase the efficiency of the employees.

Export Opportunity

PEL Company has likewise the occasion to send out their items in other worldwide nations like
UAE, SAUDI ARABIA, and other Arabic and African nations. It won't just decrease the reliance on
one market yet in addition increment the pieces of the overall industry and benefits. It will
likewise assist the organization with spreading the fixed expense on the entirety of its creation
that will decrease the absolute expense and friends will appreciate the high benefit.

Threats

PEL Company in quite a serious time has numerous dangers too. These dangers are for the
current circumstances and future. Organization should make its arrangements and
methodologies as indicated by these dangers. Along these lines, following are the principle
dangers for the PEL:

• PEL confronting intense rivalry.

• Mostly organizations Give High Credit in market and get current market

• High Credit market is large fever for the organization

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• Slow development rate in Pakistan

• Instability of government

• Tax division

PEL Facing Tough Competition

There is very strong competition for the home appliance in the market. So every company tries
to come in the number 1 position for achieving the maximum shares in the market. Every
company adopts different strategies for selling of the products.

Mostly Companies Give High Credit in Market and Get Current Market

As there is stiff competition in the home appliance market, it will cause the price war. So every
company reduces the prices of its products to increase the sales.

Slow Growth Rate in Pakistan

There is also slow growth rate of home appliance in Pakistan that will increase the stocks of the
company. It becomes the burden for the company that how to sell these stocks. Its main reason
is that purchasing power of the buyer is very low and it has no income to buy the expensive the
home appliance. It is also becoming a main threat for all the companies.

Instability of Government (political conditions)

Due to the unstable government people low invest in the industry.

Tax Department

Tax department is another major threat for the companies that will restrain the business
expansion. There is more complicated tax procedure for the companies, which are interested to
increase the investment in their businesses.

Competitive SWOT Matrix

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 Dawlance
Strengths
The organization has great market position and turn over.

The organization has most recent apparatus accessible delivering diverse family unit machines.

The brand is so mainstream inside Pakistan and has sixteen circulations place everywhere on the nation.
The organization got extremely skilled specialized and administrative staff.

The organization is situated in primary city Karachi, closer to huge business sectors.

Weakness
The organization is losing a great deal of cash because of additional works and manual work.

The organization employ graduates yet the related staffs not train them appropriately that bring about
absence of correspondence, inadequacy and less organization information.

The Managers of various divisions not demonstrating their full and inspiration for the organization.
Burglary occasions happen generally due to no examining framework and anomaly.

Opportunity

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The organization can take a lead of Pakistan market by great promoting and client assistance.

The organization can develop and can expand its chance over by Online deal, advertising and
shopping.

Electronic Business can set aside colossal cash by decreasing manual work.

The organization has no online contender inside the nation.

Threats

The organization has a significant danger to security. It is situated in principle city and has no
examining and legitimate security framework.

It is in rivalry in market with china and some different organizations like Singer Pakistan.

Prepared and master professional stops by discovering better chance.

Haier

STRENGTH
The strength of Haier is their rand picture and their image has a decent name on the lookout
and they made this picture mechanically and all around the world.

Weakness

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 Shortcoming of Haier is them a pow e r. Their labor is exceptionally low. In any case, some
different elements like their solidarity and opportunity make them less frightful. They can beat
their shortcoming by investing some more amounts of energy and making their labor solid and
proficient.

OPPORTUNITY
They have part of chances. They are monetarily solid and their standard is additionally
exceptionally high.
Along these lines, they are attempting toexp and their business in Middle East and Russian
states

Threats
The significant danger of Haier is their adversaries. They have a solid rivalry among their
opponents.
since their opponents are likewise solid in the market like Pel, Waves and Orient and so forth.
In any case, Haier is attempting to confront their dangers successfully and they are attempting
to make their name.
more grounded to make their dangers less dreadful.
Prepared and master professional stops by discovering better chance.

5. brand elements

Brand Elements Dawlance Haier PEL

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 brand Name Dawlance Haier PEL

Brand Promise
Dawlance reliable ha Good thing, for life Change your life
Brand slogan

Brand Logo

Packaging Material

Character

Brand personality

Middle lower, Lower/middle/highe PEL target the

Target market middle-middle to r class family. market of middle-
upper class family. class consumers.

Product analysis

Strong brand equity Distribution network Strong brand

Strength Quality of product High quality product image
& good after sales. Strong R&D depart
Focusing only on Competitors have Financial problems
Weakness refrigerator. strong brand High prices
Short product line recognition.

Differentiation

Value chain analysis

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A value chain is a set of exercises that a firm working in a particular industry acts to convey an
important item for the market.

Inbound logistics
When the company purchase the raw material.it used ship and transportation because it
purchases raw material from china and Germany.

Operation
PEL production operation done in the domestic level whether in abroad that’s why it’s also
opportunity for company.

Outbound Logistics
When the company have prepared the products like AC air coolers etc. and to take them into
market through the transportation.

Marketing

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 I. Product
Company produces different types of products which sells in the market
II. Price
Company used different pricing strategies to increase their sale
III. Place
PEL targets all the markets to sell their products in all over the countries.
IV. Promotion
Company promote their products through the seminars, sponsorship, coupon rates and
through the print media and electronic media.

Services
Company provide different types of services through having all over the countries repairing
workshops and through the replacement of products and also give their customers guarantee
and warrantee.

Procurement
Procurement department have the right to purchase all the machinery or raw material for the
production department.

Technology
Technology is more important in these days for every kind of production and in all the
departments. PEL also used advance technology for production for reduce the cost and time.

Human resource management

HR department supposed to hire well experienced and qualified staff and labor for maximum
productivity. PEL also have qualified human resources.

Company infrastructure
Company has a large infrastructure which is as follows

PEL CBBE Brand Pyramid

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 Resonance
Together undaunted for
a world of good

Judgment Feelings
AMBITION Compassion
COURAGE
Performance Imagery
ENVIRONMENT PASSION FOR
OF OPPORTUNITY DISCOVERY

ABILITY TO BE EXPENSIVE
NIMBLE THINKING

Salience
LEADING EDGE, STUDENT EXPERIENCE

OUR PUBLIC PROMISE

PROVEN IMPECT

Salience (who are you) (PEL)

Salience defines your brands identification. 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.

Meaning (what are you)

Imagery describes that what customer imagine about the product. 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

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Response (what about you)
Feeling describes that what customer feels after buying your product. It inspires us to think
beyond our individual selves and act in compliance with fundraising campaigns on every
Ramadan since its inception. Products reach the customer's door step. PEL believes that this
buying opportunity is planned

Resonance (what about the company and the customer)

This point shows the relationship of company and the customer. 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’s and home
appliances by producing hundreds of engineers, skilled workers and technicians through its
apprenticeship schemes and training programs. Until the acquisition by Sigel 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.

Porter five forces

Bargaining power of supplier

The bargaining power of supplier is low because of availability of a number of chine’s brand in
the market.

Bargaining power of buyer

The bargaining power of the purchaser is high on the grounds that,

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1 They have decision of various on the lookout
2 they have selection of models and highlights
3 they have decision of item in various costs

Threats of substitute
Threats of substitutes high because
The gas generators and ups are the substitute of Pel’s diesel and petrol generator.
The major substitute of air conditioners.

Room air cooler

The room air coolers are available at are low price starting from 6000
Electric fans are also very cost effective and its major company GFC fans, Younas fans, Royal
fans.

Threats of new Entrants

PEL has low level of threats of new entrants in the industry as the electronics industry has
different barrier to entry
1 requires huge capital to get entry in the industry.
2 High manufacturing costs.
3 high advertisement cost.
4 high cost of raw material.

Rivalry among competitor

There is serious rivalry inside the business to catch the market in term of portion of market. The
organizations are presenting item with new and advance innovation to draw in and catch the
clients. They are utilizing ad and innovation as a weapon to expand piece of the overall industry
in related market.

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 Product Life Cycle
A product life cycle consists of aggregate demand over an expected period of time for all brand
comprising a generic product category. A life cycle can be foraged by plotting aggregate sales
volume for a product category over time usually years.

Stages of product life cycle:

Management must be able to recognize what part of life cycle its product is in at any given
time. The completive environment and marketing strategies that should be used ordinarily
depends on the particular life cycle stage

There are four stages of product life cycle and explanation of each is given below

Model:

Introduction:

This stage sometimes known as pioneering stage in which a product is launched into the market
in a full-scale marketing program it has gone through product development, including idea
generation, idea screening, prototype and market tests. For new products normally there is
very little direct competition.

GENERATORS are on introduction stage.

Growth:

Growth stage also called market acceptance stage. In this stage sales volume and profits rises
and competitors enter the market. At the end of growth stage, profit starts to decline.

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  PEL Water Dispensers are on growth stage.

Maturity:

During Maturity stage, sales continuous to increase but at decreasing rate. When sales level off,
profits of both producer and middlemen decline. The primary reason is intense price
competition

 Refrigerators of PEL on the maturity stage .

Decline:

This stage is inevitable. In this stage profit and sales volume of the product both decrease
rapidly and finally its life comes to an end.

Life cycle of crystal classic 2009 refrigerator is the shortest among the portfolios of PEL
appliances.

BCG (Boston Consulting group) Analysis

BCG represents Boston counseling gathering. It is a portfolio arranging technique that
assesses the organization's key specialty unit. Utilizing this model an association characterizes
every one of its different specialty units (SBU) as per two elements:

G
r
o
w
t
h

R
a
t
e

Relative Market Share

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STAR:

Star is a business unit that has large market share in fast growing industry. Such unit requires
more investment to generate more cash. If due to more investment it will become successful
and become cash cow and it will reach at maturity stage. For star product the strategy is called
harvest

 Refrigerator of PEL is the product having high market share and high annual growth
rate.
Cash Cow:

It is the business unit some of the time known as issue kid. It has a huge piece of the overall
industry and low yearly development. Each gold mine requires little speculation and it produces
more money that can be utilized for venture reason in different specialty units. For gold mine
the methodology is called HOLD, you should save market.
 Split air conditioners are the product of PEL having high market share and low annual
growth rate.

Question Mark:

It is the business unit that has a low market share and high annual growth. These business unit
requires resources to grow market share but if they succeeded that will become STAR. For
question mark the strategy is called BUILD, you try to make up the market share.

 Washing machine and microwave oven are the products of PEL having low market
share but high annual growth

Dog:

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Dog is the business unit that has small market share as well as low annual market growth rate.
A company normally would be unwise to invest substantial funds in SBUs in this category.
Marketing strategies for dogs are intended to maximize any potential profits by minimizing
expenditures or to promote a differential advantage to build market share and the company
can divert or liquidate the dog product

 Deep freezer is the product of PEL having low market share plus low annual growth
Share.

STEP 4: Future Recommendation:

Areas of Improvement:
……………………………………………………………………………………………………………………………………………………
……………………………………………………………………. .

Recommendation for Improvement:

……………………………………………………………………………………………………………………………………………………
………………………………………………….. .

Thank You!

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