Acknowledgment

First and foremost, I would like to express my utmost thanks to Allah Almighty, who has
surely been with me throughout my life and has blessed me with what ever I asked Him
for, and today He made me complete yet another task.

I shall also like to wish to acknowledge and show my deep gratitude to our respective
teacher, Mr. Nisar Ahmad, for his consistence, advice and support given during the
writing up of this report.

I am grateful to Mr. Tanveer (Marketing Officer), Mr Sohaib Irfan (Marketing

Executive), Mr. Afraz (Media Coordinator), Mr. Irfan Bashir Zia (Brand Manager PEL)
and Mr. Junaid Iftikhar (Brand Manager LG) for training me for this job. They helped me
a lot in performing all the activities and in gaining the practical knowledge of marketing.
They monitored my all activities and gave me the best suggestions to perform all the
assigned tasks in an effective manner.
Executive Summary:
I have worked as intern at PEL (Pak Elektron Limited) for duration of 6 weeks from
(18-06-2010 to 30-07-2010).

PEL (Pak Elektron Limited) is the flag holder of the Saigol Group of Companies. Pak
Elektron Limited (PEL) is the pioneer manufacturer of electrical goods in Pakistan. It was
established in 1956 in technical collaboration with M/s AEG of Germany.
In October 1978, the Saigol Group of Companies bought the company. Since
its inception, the company has always been contributing towards the
advancement and development of the engineering sector in Pakistan by
introducing a range of quality home use products.

Introduction
Pak Electron Limited (PEL) was established in 1956 with the technical collaboration of
M/s AEG Germany with object of initially producing transformers, switchgears and
electric motors. AEG experts and PEL personnel carried out the designing and production
of these equipments jointly. It is the oldest composite electrical equipment-manufacturing
unit of Pakistan producing power and consumer products.
Pak Elektron Limited (PEL) falls in the category of consumer durables. This category in
the past was considered as luxury goods. People used to think it like this because the per
capita income was low. Most people used to buy washing machines and deep freezers to
show them off but with technological advancement, knowledge and increase in
disposable wealth now the deep freezer has become the necessity of every house whether
it is small or large.
The present range of power products includes Transformers up to 33KV 5MVA
capacity, Switchgears up to 33KV, Cage Induction Motors up to 40HP, Single Phase
PEL has two divisions of its business.
1. Home Appliances Division
2. Power Division
1.1 Refrigerators (Direct Cool)

PEL manufacture refrigerators of about 28 different models that varies

according to size and capacity. Which are broadly categorized as:
 6-Series
 Smart Series
 Smart Galaxy
 Deluxe
 Xpression Series
 Mini Refrigerators
1.2 Window type air conditioners “PEL”
PEL manufacture window AC in 1.5 ton weight that is
 19KM (Manual)
 19M (Remote)
1.3 PEL Split Air Conditioners
PEL manufacture 8 models of split ACs that are
 Sliverline (QB)
 Premier
 Image
1.4 Floor Standing Air Conditioner
PEL manufacture the Floor Standing Air Conditioners with 3 different sizes and
weights that are:
 FS- 300 2.5 tons
 FS-480 4 tons
 FS-600 5 tons
1.5 Microwave Ovens
PEL manufacture about 11 models in which there are two series that are
white and silver-line.
The models Varies according to their size and technology
1.6 Washing Machines
PEL manufacture 2 models of Washing Machines that are
 PWM 7700-N
 PWM 0510
1.8 Water Dispenser
PEL manufactures 3 models of Water dispenser that are
 PLS-681
 PLS-801

2.1 Transformers
2.2 Energy Meters

2.3 Switch Gears

Home Appliance Division includes the products like WRAC (Window Room Air
Conditioner), Split Air Conditioner, Refrigerator, Fridge, Water Dispenser and
Microwave Oven.
Power Division includes the products like Transformers, Switchgear and Energy Meters.

I have been working in Marketing Department of Appliances Division. That consists of

the under mentioned:

 D&C (Distribution & Credit Control)

 DISPATCH
CSD (customer service departmentEnergy Motors, Small Generators, Shunt
Capacitor, Banks and Recloser etc.
Vision Statement
To excel in providing engineering goods and services through continuous
improvement
Mission Statement
 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
Hierarchy of Marketing AD
Key Learning:

 Conducting customer satisfaction survey

 Participation in launching events management at Karachi
 Market survey and analysis of PEL products demand in market as well as
analysis of company’s shelf spacing strategy.
 Comparison of prices of PEL’s different products like refrigerators, washing
machines, water dispensers, microwave ovens, and split air conditioners with same
product line of other competing brands.
 Preparation of proposal for promotional campaign of microwave ovens.
 Sending advertising material (posters, stickers, wobblers, buntings, banners
etc) and letters or notifications to all area sales offices of PEL in Pakistan as per
instruction of Mr. Tanveer Ahmad
 Making returnable and non returnable gate passes as per need time to time for
give aways and other material that is to be taken outside PEL by employees, visitors
or internees.
 File handling
 Preparation of monthly report Sales Plan vs. Actual Production
 Data entry in excel files. Updating dealer stock report and other inventory
files.
 Preparation and analysis of media reports of PEL with that of competitor’s.
 Developing job description for merchandiser, under the direction of my
supervisor.
 Managing Marketing AD store, including sorting and keeping record of stock.
I have learnt many things through this internship program. Ranging from how an
organization works and essentials of surviving in a business environment to importance
of proper and updated documentation. Also the ways and means of effective customer
dealing. As well as the pivotal role that coordination among various departments plays in
achieving optimal results. With the area sales- head office synchronization being the most
crucial factor in achieving desired targets. Method of preparing various reports on
weekly/monthly basis was also learned during apprenticeship.

Development and suggestions in product & culture

 PEL should add more features to its products. Customers are attracted towards a
product with unique features and something that would make them feel that they
have got their money’s worth.
 The company should take measures to continuously improve the quality of their
products to retain customers.
 The company must give more incentives to the dealers so that they remain loyal to
the company and promote its products.
 Introduction of seasonal schemes to help boost sales.
 Advertising throughout the year so that people remember PEL. They should use
all the medium of advertising with special focus on electronics media.
 PEL should introduce ERP system to enhance productivity.

How i evaluate my internship programe?

I had spent 6 week in Marketing & Corporate Sale department lot of knowledge I
acquire that how business dealings has to be done in different situations and how
Marketing is to be acquire in some typical business situations.

Some important and fruitful information I got in Marketing & Corporate Sale
department about PEL that will help me in future.

• Expand their business in 2009 and established new plant-2 at 35km ferozpur road
Lahore.
• 40% budget spend on advertisement on increase the sale of AD..
• Strategic Corporation with LG is made in June 2009.
• Also know how that hierarchical level of PEL Supervisor job executives,
executives e3 e2 e1 and managers like m1 m2 m3 m4 m5 m6.
Relation Between Qualification & Internship Program

♦ Yes, there was much relation between my qualification (MBA-MKT) and

internship program .
♦ I really analyzed the practicality of my study in PEL.
♦ Qualification capture only relevant seat but the internship learn the working.

Would you consider PEL as future employer?

Why ?
 I can learn many things from PEL
 The environment of PEL is better than other organization.
 The administration of PEL is much supportive.
 PEL has professional culture.
 Much Good Will
 Growing Market shares
 To produce equipment to be used in numerous projects of national
importance.
 To produce skilled workers and technicians through its apprenticeship
schemes and training programmed for all kinds of departments.
 Much Facilities like (Mobile, Fuel & conveyance)

Why not?
- To much distance between PEL & my home.
- Unsatisfactory Pay package.
- Lack of Accommodation facility
- Lack of Job satisfaction
- Strict Rules & regulations
 Some Problems & Suggestions:

PROBLEMS:
Most of the business of PEL is on banks finance based that is not a good for future
because they are giving very high mark-up to banks and investment agencies from their
profit. 200 (M)mark-up pay PEL every month to different banks and investment agencies.
14 billion loan has to be acquired PEL from banks and investment agencies in current
situation
• Dressing of officers even at executive level is casual.

• Lack of advertisement: PEL does not focus on advertising while its competitors
are focusing on this part like Dawlance waves Haier etc.

• Lack of co-ordination: There is lack of co-ordination between the departments. Every

department has concern with its own matters not with the whole company.

• No job rotation that make an employee irritate with his work.

• Lack of communication between the departments.

Recommendations:

• Co-ordination should be developed between departments to departments. This can

be done through setting goals and objectives of the whole company not only for their
different departments

• The company should take measures to improve the quality of their products by
improving the process. Thus the company is advised to take steps towards improving
the quality of its products, other wise it will lose a lot of potential customers to their
competitors.

• As I found brand name is very important factor in consumer buying behavior, thus
it is advised that PEL should work on the brand image. Although PEL has a strong
• To gain more competitive advantage over their competitors, PEL has to work on
their distribution network.

• PEL more focus should be on electronic media to get competitive advantage over
the competitors. They have to increase their advertising expenditures.

• The company must give more incentives to the dealers so that they remain loyal to
the company and promote the products.

• brand name, but it has to create much more stronger one, mainly through
advertising, to compete with Dawlance, Waves, and other international brands.

• They should advertise throughout the year so people should remember them and
will be more brand loyal and new customers will be attracted. .