nalysis of mix marketing strategies (Product, Price, Place and Promotion)

Product
Pensonic was accorded the ISO 9002 accreditation in 1999 but it was upgraded to ISO 9001-2000
accreditation in 2002 in terms of quality. (ISO 9002 was obsolete)
Pensonic offers good quality and wide range of household appliances with affordable price. Based on
the information in the official web site of Pensonic, there are 7 categories of product which consist
of kitchen appliances, home comfort, audio & visual, laundry, lightning, refrigerator and others.
Table 1.1 shows that the coverage of Pensonic electrical household products.
Width of Pensonic:
Number of lines the firm carries

1. Kitchen Appliances

2. Home Comfort

3. Audio & Visual

4. Laundry
5. Lightning

6. Refrigerator
7. Other

Length and depth of Pensonic: Number of items

in the product mix and number of variants
offered in the line
1. Oven 2. Microwave Oven 3. Console Oven
4. Toaster 5. Blender 6. Food Processor 7.
Jug Kettle 8. Kettle 9. Thermo Flask 10. Juice
Extractor 11. Stand/Mixer 12. Water Filter
13. Water Dispenser
14. Steamer 15. Gas/Rice Cooker 16.
Sandwich Toaster 17. Coffee Maker 18. Multi
Cooker 19. Steamboat 20. Induction Cooker
21. Gas Cooker 22. Build in Hob 23.
Commercial Stove 24. Portable Gas Cooker
25. Slow Cooker 26. Cooker Hood
1. Fan Series 2. Air Conditioner 3. Portable Air
Conditioner 4. Vacuum Cleaner 5. Tower Fan
6. Air Cooler 7. Air Purifier 8. Water Heater
1. LCD/LED 2. Color TV 3. CD Player 4. Radio
Cassette Player 5. DVD Micro Player 6. DVD
Player 7. Clock Radio
1. Iron/Steam Iron 2. Washer
1. CFL Light 2. Multipurpose Light 3. Carinae
LEDs (launched recently 18 September 2012)
1. Freezer 2. Refrigerator 3. Standing Cooler
1. Hair Dryer

Table 1.1 Products offered by Pensonic

Pensonic provides 5-years motor warranty and 2-years pc board warranty for washing machines
(PWA-655A, PWA-755A and PWA-895A). Also, Pensonic provides one to one exchange warranty for
Pensonic Bold Fan which launched on May 2012.
Besides that, Pensonic owns Lebensstil Kollektion of Germany and Cornell of USA (after
acquisition of Amtek Marketing Services Sdn Bhd and Amtek Marketing Services Pte Ltd) and holds
the sole-distributorship in Malaysia for Princess of Holland, GE Aplliances of USA and Morphy
Richards of UK in its multi-brand business model.

Price
Pensonic use competitive pricing which setting the price based on what the competition charging as
there are many competitors and substitute products in the field of electrical household appliances
(EHA).
Place (Distribution)
In Malaysia, there are three types of distribution channels (Figure 1.1) to distribute Pensonic
products.

Figure 1.1 Distribution Channels of Pensonic in Malaysia

The first distribution channel in Figure 1.1 shows that after manufacturing the products, send the
products to the manufacturer-owned stores and sell it to the customers such as headquarter in
Penang Island.
The second distribution channel in Figure 1.1 shows that after manufacturing the products, the sales
teams from the manufacturer communicate and negotiate with large retailers such as Tesco to
exhibit and sell products to the customers.
The third distribution channel in Figure 1.1 shows that customers can make orders and purchase
products through the official webpage of Pensonic as well as other online web sites for example,
Lazada (http://www.lazada.com.my/).
Aside from distributing products throughout Malaysia, Pensonic also exports its products to ASEAN,
Middle East and African country. Building showrooms in foreign country, for example, in Sri Lanka
enable customers in Sri Lanka have a better knowledge regarding Pensonic and its products.
Pensonic team find agents or brokers in foreign countries, deals with the retailers and sell products
to customers as in figure 1.2.
Figure 1.2 Distribution Channels of Pensonic in international perspective.
Based of the information in Pensonic official web sites, there are 29 countries where
Pensonic products are exported to.
International

1. China 2. Hong Kong 3. Singapore 4. Indonesia 5. Brunei 6. Thailand 7. Vietnam 8.

Myanmar 9. Philippines 10. Nauru
| 11. Nepal 12. Sri Lanka 13. Maldives 14. Iran 15.
Kuwait 16. Seychelles 17. Cambodia 18. Saudi Arabia 19. Bahrain 20. Yemen
| 21.
Lebanon 22. Egypt 23. Sudan 24. Papua New Guinea 25. Guinea 26. North Korea 27. Fiji 28.
Ivory Coast 29. Jordan |
Table 1.2 Regions where Pensonic go international
Promotion (Communication tools)
The promotion tools Pensonic use are advertising, sales promotion, public relations and direct
marketing.
Advertising: Pensonic engages celebrities as Pensonic Friends such as Alan Yun, Dato Chef Ismail,
Amber Chia, Steve Yap and etcetera to record a short audio-visual clips to promote its products.

Sales promotion: There are warehouse stock clearances (from 13th July 2012 to 15th July 2012 in
Petaling Jaya) and Celebrate Raya with Pensonic & Giant contest during Hari Raya as well as
submitting answer to Siapa Di Rumah contests.
Public relations: Organizing speeches, publicize the annual reports periodically, charitable donations
to MAKNA-Majlis Kanser Nasional), events such as anniversary road shows, Pensonic annual Gala
dinner, magazines and newspaper.
Direct marketing: Pensonic would send newsletters to subscribers and customers can purchase
products with e-shopping.

References:
http://pensonic.com/index.php/
http://pensonic.com/index.php/international/
http://www.theedgemalaysia.com/in-the-financial-daily/186609-the-birth-of-pensonic.html
http://pensonic.com/index.php/events-list/#
http://www.miti.gov.my/cms/content.jsp?id=com.tms.cms.article.Article_b30746d8-c0a815734fd14fd1-361e9374