PEL Appliances ( Refrigerator)

Pak Electron Ltd. (PEL) was established in 1956 with the technical collaboration of M/S AEG Germany
and is the oldest composite electrical equipment manufacturing unit in Pakistan.

In October 1978 the company was taken over by the SAIGOL GROUP, which is one of the leading
industrial and commercial groups of Pakistan. The products manufactured by PEL have always been
of a high standard and the name “PEL is synonymous with quality all over Pakistan.” PEL, since its
inception, has been acting as an institution working for the advancement and development of
engineering and modern technology in Pakistan.

PEL has been continuously adding new products to its range. As a result, PEL has registered
a significant increase in its sales volume, during the last ten years.
In 1986-87, the company started manufacturing of refrigerators in technical collaboration with M/s
IAR-SILTAL of Italy.

Today, PEL has become a household name. Its products are not only in great demand in the local
market but the Company has started exporting its appliances division products.

REFRIGERATORS.

Total market sale of refrigerator in 2003 was 367000 units. Last year sale was 256900 units. These
figures show 30% market growth. But the average growth was 13% to 17%. And the PEL sale growth
is 70%, which is a great achievement.

 Dawlance is a market leader in refrigerator with 46% share.

 PEL has 32% market share.
 Waves has 11% market share.
 11% shares are others.

Demographic Segmentation:
PEL divide its market on the basis of following characteristics of
population
 Age group:
Earlier PEL used to segments its market among people age ranges from
35-----
45years.But Now PEL focus between the age group ranges from 25- - -35
years.
 Gender group:
For the segmentation, the company is recently focusing on young
graduate girls and the latest ad of PEL reveals the fact in which
famous singer Hadiqa is representing young college girl.

Psychographic Segmentation:
  Income group:
PEL is offering its several products to different income groups of
society
 In case of Generators, company focuses on elite class.
 In case of refrigerators, Company focus on
middle class.

Behavioral Segmentation:
We provide a quality product for our customers. It is purely
base on local demands and needs, and we sure that our
product will be appreciated by that people who are quality
conscious.

It is
the
segment for which the seller designs
particular marketing mix. Target market
Strategies:
Following are the target market strategies:

❖ Aggregation strategy
❖ Single segment strategy
❖ Multiple segment strategies
Aggregation strategies:
In this strategy total market is treated as a single segment
and single market mix is developed to reach the customers in
the entire Market.The company offers a single marketing
mix.