Contents

Introduction of Company .............................................................................................................................. 2

Information about the Organization:............................................................................................................ 2
Super Asia Group: ......................................................................................................................................... 3
Products: ....................................................................................................................................................... 4
Growth rate:.................................................................................................................................................. 6
Market share ................................................................................................................................................. 8
Competitors: ............................................................................................................................................... 11
Problem Statement: .................................................................................................................................... 13
Objectives: .................................................................................................................................................. 13
Timeline: ..................................................................................................................................................... 14
References .................................................................................................................................................. 15

1
Chapter #1:

Introduction of Company
Super Asia produces home appliances of high quality for the region, South Asia.
Acknowledgement of their successes in producing high quality products are demonstrated through
ISO9002 certification. The journey of Super Asia started 25 years ago when they launched their
first very own washing machine. They started making air coolers, gas and electric geysers lately.
Super Asia has launched different kinds of washing machines on the basis of different preferences
of their different target markets in order to fulfil their customers or consumer’s demand. Super
Asia was the first to make full plastic body washing machines in Pakistan. Their one more
achievement was the introduction of double action washing machines. Super Asia didn’t only
make a large number of Air coolers but also made them in different sizes with extra features in
complete plastic body. Super Asia made different kinds of water dispensers in order to compete in
the market, which include both hot and cold dispensers. Due to the effectiveness, affordability
and strategy, they had an immediate success. Super Asia fans are also according to the global
standards. There is also a wide range of Super Asia fans with different designs, sizes, prices, and
colors etc. All the products of Super Asia are made after the complete market research. Providing
consumers or customers with the best of quality along with low prices is their main objective. The
success of Super Asia is mainly due to the hard work of its chairman Haji Muhammad Yusuf
and managing director Haji Muhammad Afzal. Haji Mohammad Ashhraf was the one dealing
with the marketing programs of the products with complete knowledge about the other
international brands competing them.

Information about the Organization:

A clearly defined mission and vision allows a company to work with a clear objective and
formulate strategies accordingly. Companies have to work on their objectives and strategies in
order to obtain the desired bran image, vision, and mission. Super Asia has also defined their
mission and vision accordingly;

Philosophy
Quality, innovation in design and strong backup support systems are the core elements of our
philosophy. To attain total customer satisfaction, Super Asia works day and night to ensure that
standards are met. Constant efforts to produce the best and unbounded commitment towards the
company and its customers are our techniques of accomplishing company’s goals.

Mission
Our foremost aim is to setup a business model with modern and latest technology products that are
geared to encompass needs of our customers, while strictly adhering to the high quality standards.

2
Provide a dynamic, responsive organization that ensures a rapid response to opportunity and
competition.

Vision
Our vision is to establish the character of Super Asia as a people-focused, market- driven company
that is organized around its customers, associates and markets. By understanding trends in society
and obtaining deep insight into issues confronting people in their daily lives, we ensure that
people’s needs remain at heart of everything we do.
(SuperAsia.com)

Super Asia Group:

SuperAsia Group has been divided into 5 major divisions;

 Home Appliance division

This division consists of washing machines, room air coolers, geysers, water coolers, air
conditioners, water dispensers, microwave ovens, fans. Fans are further categorized into
ceiling fans, bracket fans, exhaust fans, pedestal fans and table fans.

 Food division

Super Asia Group brought Hardees to Pakistan. It is a subsidiary of the Super Asia Group which
operates food division of Group. Hardees entered Pakistan as 14th country to host brand.

 Insulation sheet division

Since decades, Safeline is providing ease to its clients all over Pakistan. They are Pakistan’s
leading insulation expertise corporation, distributing polyethylene and polyurethane foam.
Super Asia started the insulation industry to serve the valuable customers and consumers with
the determination to become a market leader in corporate sector.

 Automobiles division

Automobile division consists of motorcycles, rickshaws and spare part of motorcycles.

 The global store

TGS is a store opened in Mini Market, Lahore, where we can discover all that we need and
need under one rooftop. They ensure that each visit of their clients is an advantageous trial by

3
 offering best help and your preferred accessibility of result. They house the greater part of our
most loved things, and if they don't, they positively get them for us from anyplace on the planet.

Products:
SuperAsia offers a ton of home appliances for its significant clients. Super Asia is a main
production and manufacturing organization in Pakistan and is rivaling many organizations with its
weapon of value and consumer loyalty. Super Asia is the greatest home appliances maker in
Gujranwala. They offer with part of home appliances which rival every single item because of its
fine quality, guidelines and consumer loyalty. Following are the items which Super Asia offers in
the home appliances category:

 Fans
 Washing machines
 Geezers
 Water dispensers
 Room Coolers
 Air Conditioners
 Microwave Ovens

 Fans

SuperAsia provides customers with a wide variety of fans which have a quiet operation, have
special designed blades and provide air throw and revolving grill.

4
  Washing Machines

SuperAsia has a huge variety of washing machines based on their sizes and degree of automation.
They provide with the best execution and electric economy with overwhelming electric engines.
They also provide double strike bars i.e. spinners and washing machines for perfect, splendid and
phenomenal washing. The manufacturers ensure that the product is for ideal versatile washers for
substantial, medium and little families. These washing machines can even work even on low
voltage. These machines save time with splendid washing.

 Geysers

SuperAsia also produces geysers in sizes of 25 and 55 Gln. with automatic thermostat function
with the guarantee of no water leakage.

 Microwave Oven

SuperAsia provides microwave oven having different functions such as defrost setting, steel body
to protect from any damage and push button to open the door.

 Water Dispensers

SuperAsia has started producing water dispensers in 1995 which is still the newest & easiest way
to get hot & cold drinking water. They provide new striking designs of dispensers with low energy
consumption, which are easy to install and low in price.

 Air Conditioner

SuperAsia manufactures air conditioners with the highest international standards having new wall
mounted series They ensure efficiency, performance and reliability.

 Room Air Coolers

SuperAsia provides room air coolers with ultra-cool air and quite performance. They were the first
to introduce water proof pump in Pakistan. These room coolers have an efficient and energy saver
cooling system.

5
  Electric Water Coolers

SuperAsia manufactures electric water coolers with complete plastic front which allow supply of
cold water. These products are safe from seasonal effects, and are rust proof and highly tested.

Growth rate:
The home appliances business is thriving and key market players expect consumer demand to
surge as households generally replace their old appliances with newer models.

According to an assessment, almost all concrete houses in first-, second- and third-tier cities, from
posh areas to shanty settlements, have fans. The reach of the television is said to be as high as
80pc. In major cities, almost 60pc of households are said to have fridges and washing machines,
on average.

And China is reaping the benefit of the changing lifestyle in Pakistan, as the bulk of key
components used in home appliances are imported from the Asian giant, leading companies in the
business confirmed.

6
According to the Survey, “In electronic products, air conditioners, deep freezers, electric motors,
storage batteries and refrigerators were main contributors (to LSM), growing by 36.12pc, 83.03pc,
20.1pc, 3.2pc and 3.6pc respectively”.

Officials in the federal ministry of industries and the Pakistan Engineering Board, when reached
over phone in Islamabad, admitted that the growing home appliances sector has not been properly
monitored.

The home appliances industry is currently witnessing a rise in the country in smart home
appliances to meet evolving needs of customers. According to a report aired on private news
channel, consumers are moving away from standard equipment and looking to make smart
purchases. The production of home appliances including refrigerators, TV sets, air conditioners
and sewing machines rose 10pc to 1.2m units during July-January 2014-15. The production of the
most popular products fridges and deep freezers was up 15pc to 0.8m units, against 0.7m units
during the same period of the previous year. And the production of television sets the second most
popular category in electronic goods – grew 5pc to 57,000 units during July-January. But air
conditioner and sewing machines declined 6pc and 1pc over the period. The growth of the home
appliances industry has been phenomenal over the years.

Companies have launched innovative products to meet the ever-growing need of tech-savvy
consumers. They have expanded rapidly into the burgeoning consumer markets. This year, the
market will be faced by concerns of CO2 emissions that will most likely trigger demand for air
purifiers in the coming years.

Also, more awareness about healthy eating has driven the growth for light fryers. Further, a lack
of water and energy resources will see people opting for more energy-efficient appliances. Split
air conditioners are also expected to have the greatest potential due to tangible benefits in energy
savings and convenience. The smart home appliances market is expected to witness a significant
growth in the coming years, due to technological advancement in electronics and communication
sectors and the growing need for energy efficiency.

Additionally, increasing purchasing power and improving lifestyles are fostering the demand for
smart home appliances around the world. The world smart home appliances market is segmented
into appliances such as washing machines, refrigerators, dishwashers, air conditioners and other
small electrical appliances such as coffee machines, vacuum cleaners, etc. A report by
Euromonitor International found that among the types of smart home appliances, smart washing
machines generate the highest revenue in the market. There will be an increasing demand for built-
in appliances, and rising disposable incomes in emerging countries will drive up the volume. As
per the Euromonitor report, automatic washing machines, fridge freezers, air conditioners and
microwaves will remain high growth areas. It also found that global Internet retailing of consumer
appliances increased by 280 per cent between 2008 and 2013, driven mainly by the expansion of
ease of access, the growing use of smartphones, and the increased number of Internet retailers.

7
Report also highlighted that of all segments in the industry, the home comfort segment is most
likely to grow at the highest pace. New product development, increasing urbanization and rising
working class population are the driving forces of the global household appliances industry.

8
9
Market share

10
Competitors:

Presently there is a decrease in the assembling and manufacturing business in Pakistan and
particularly in the home devices and appliances industry yet from last six to seven years industry
development rate is just about ten to eleven percent. There are many factors behind it like political
vulnerability, financial smash which came worldwide and vitality issue in Pakistan, however now
the circumstance is especially under control. From the most recent couple of years there is a
noteworthy change in purchasing examples of individuals, per capita salary expanded and
expectation for everyday comforts of the general population additionally changed which general
expanded the request. Abatement in family estimate additionally expanded the request. Sweltering
climates and increment in populace additionally increment the interest for items which general
expanded the generation. Request on the events like relational unions additionally expanded.
Innovation is additionally changing in this industry and individuals are likewise getting to be
wellbeing cognizant there is a mechanical change. The new contestant risk is low as the passage
hindrances in this industry are high, including high capital cost, government approaches, officially
existing solid brand names, and a concentrated and exceptionally focused market.

 PEL:
PEL was built up in 1956 in specialized joint effort with M/s AEG of Germany. In October 1978,
the organization was assumed control by Saigol Group of Companies. Since its initiation, the
organization has dependably been contributing towards the headway and advancement of the
designing part in Pakistan by presenting a scope of value electrical tools and home machines and
by creating many specialists, gifted laborers and technicians through its apprenticeship plans and
preparing programs.

 Dawlance:
Dawlance is a Pakistani produce of real home machine's situated in Karachi. Established in 1980,
it was obtained by Istanbul based Arçelik in 2016. Dawlance has three processing plants, two
locales in Karachi and one in Hyderabad, with a sum of 4,000 employees. It produce's clothes
washers, coolers, split ventilation system and microwave ovens.

In 2015, Dawlance had incomes of $220.6 million offering item's in Pakistan and Middle East.
Also, its EBITDA income added up to $45 million. It has 37 branches notwithstanding 750 or
more establishments the nation over. It was gained by Arçelik in November 2016 for $258m, and
from that point forward capacity's a completely possessed brand for Arçelik.

Dawlance was established in 1980. It’s Refrigerator production started in 1981. It’s
deep freezer production commenced in 1988 and deep freezer manufacturing plant was made
in 1992. The production of No-frost refrigerator started in 1996 while the production of aero-
design series started in 1996. Up Right Freezer were produced in 1997.
Production of washing machine began in 2000.

11
  Waves:
Waves was built up in 1973 and developed to a main Home Appliances Manufacturing Company
in Pakistan, in a limited ability to focus time. This was accomplished by the vigorous endeavors
of their Management, exceptionally energetic experts and devoted collaboration, resolved to
exceed expectations in the quality and administrations. It has exceedingly talented experts, reacting
quickly to the market needs. With the most present day and cutting edge CAD fabricating offices,
our items catch more than 80% of the nearby market for Refrigerators, Deep Freezers, Air
Conditioners and other home machines. The organization makes Refrigerators, Deep Freezers, Air
Conditioners, Washing Machines, Microwave Ovens and numerous other quality home
apparatuses, with the creation proportion surpassing the general generation of Pakistan's home
appliances makers.

 Singer:

Singer has been working in Pakistan since 1877, when the main Singer sewing machines went
discounted in our shops. Today, Singer Pakistan Limited is a substantial, broadened organization
with a nearness all through Pakistan. Artist has the biggest retail organized in South Asia with
more than 750 stores. Starting with the sewing machine, Singer's item portfolio has differentiated
to envelop a profoundly fruitful multi-mark technique consolidating results of 25 top world
marques with the organization's own items over a scope of family unit and mechanical
classifications. Artist (Pakistan) B.V. holds 70.28% of the issued share capital of Singer Pakistan
Limited. Artist Pakistan Limited was recorded on Karachi and LahoreStock Exchanges in 1985.

International competitors:
 Sencor

MRM Traders, a main wholesaler of shopper gadgets has consented to an arrangement with
Sencor, an overall producer of customer hardware items, to disperse its little home apparatuses to
Pakistan Market. As its select wholesaler, MRM Traders brings a variety of Sencor's inventive and
brilliant juicers, shrewd electric pots, stand and nourishment blenders, hand blenders, electric
toasters and vacuum cleaners to its broad system of retailers crosswise over Pakistan.

 Bosch

BSH Hausgeräte GmbH, a 100-percent backup of Robert Bosch GmbH Germany will be soon
propelling Bosch home apparatus items in Pakistan. BSH is in contact with a few conspicuous
nearby business bunches for conceivable appropriation organizations in Pakistan. While talking at

12
the starting service of the Bosch home apparatus, the Chief Executive Officer of BSH in the UAE
and in charge of the Middle Eastern and South Asian Gokhan Sigin said that his organization needs
to grow its dissemination into Pakistan with a recently set-up retailer/wholesaler system. "The
nation is presently one of the locale's developing economies. With yearly populace development
of more than 2 percent, Pakistan has one of the most elevated development rates in Asia. These
outcomes in an expanding number of families, which have a requirement for home apparatuses",
he included.

 Arcelik

Arçelik A.S a key player in worldwide home machines has made a noteworthy interest in Pakistan
in accordance with its worldwide development procedure by acquiring stakes in Dawlance
Pakistan. Arçelik acquired every single required endorsement from administrative bodies and
finished the end exchange of Dawlance. The offer exchange was finished on 2 November 2016.
Expressing that Pakistan is a promising business sector with a populace of around 200 million
individuals and an undeniably developing economy.

 Anex
 Samsung
 Panasonic

Problem Statement:
The brand image of Super Asia is not consistent with its brand identity?
Brand audit has never been done?
Difference between desired image and perceived brand image?
Promotional mix is not that effective?

Objectives:
 To know the consumer better and make required modifications accordingly in marketing
mix.
 Conduct surveys to identify the actual brand image and desired brand image.
 To identify the underlying factors leading to unclear brand image.
 Devise marketing strategy, promotional mix and a workable plan to help them make a
consistent and desirable brand image.

13
Timeline:

Key Activities Time-scale

(Milestones) (Plan of action)

 Selection of company for project 05th October, 2017

 Visit to company 11th October, 2017

 Identification of Problems within the 13th October, 2017

company
 Approval of Project by Super Asia 08th November, 2017

 Proposal defense 05th December, 2017

 Designing of activities 12th December, 2017

 1st interim presentation 07th February, 2018

 Execution of activities 10th February, 2018

 2nd interim presentation 28th March, 2018

 Final presentation 29th May, 2018

 External Viva 06th June, 2018

 Project submission date 19th June, 2018

14
References

 http://superasiagroup.com/about-us/
 https://www.brecorder.com/2016/05/03/293592/home-appliances-industry-
growing-faster/
 https://www.dawn.com/news/1174131
 http://gallup.com.pk/trends-in-the-use-of-electric-goods-in-pakistan-2/
 https://pakobserver.net/sencor-global-player-in-electronics-enters-pak-
market/
 https://pakobserver.net/bosch-products-to-be-available-in-pakistan-soon/
 https://pakobserver.net/global-player-in-home-appliances-enters-pakistan-
market/
 https://pakobserver.net/ontex-set-expand-manufacturing-capability/

15