Home Appliance Industry of Pakistandocshare01.docshare.tips/files/17569/175691316.pdf · Internship...
Transcript of Home Appliance Industry of Pakistandocshare01.docshare.tips/files/17569/175691316.pdf · Internship...
Home Appliance Industry of Pakistan Internship Report
Standard Chartered Bank Pakistan Ltd. Origination & Client Coverage
Whole Sale Banking
Presented by:
Ahmad Shahzad Saeed
Presented to:
Asad Altaf (Director OCC)
Table of Contents Executive Summary ....................................................................................................................................... 1
Home Appliance Industry of Pakistan ........................................................................................................... 2
Gray Market: ................................................................................................................................................. 2
Segment Selection Criterion: ........................................................................................................................ 3
Over View of Home Appliance industry in pakistan ..................................................................................... 3
Important factors ...................................................................................................................................... 4
Home Appliance Industry.............................................................................................................................. 4
General Purchase Patterns: ...................................................................................................................... 4
Preferred features for Imported & Local Brands: ..................................................................................... 5
Demographics of Top Home Appliances Brands’ Users ............................................................................ 6
Market Analysis ............................................................................................................................................. 6
Air conditioner .......................................................................................................................................... 6
Historical Performance: ........................................................................................................................ 6
Company Wise Analysis ........................................................................................................................ 8
Haier: ..................................................................................................................................................... 8
ORIENT: ............................................................................................................................................... 10
PEL: ...................................................................................................................................................... 12
Dawlance: ............................................................................................................................................ 14
Refrigerator ............................................................................................................................................. 16
Historical Performance: ...................................................................................................................... 16
Dawlance (Refrigerators & Deep Freezers): ....................................................................................... 18
Haier: ................................................................................................................................................... 19
Orient: ................................................................................................................................................. 21
Waves: ................................................................................................................................................. 23
PEL: ...................................................................................................................................................... 24
Pre Budget Situation ................................................................................................................................... 27
Impact of Budget on Home Appliance Industry ...................................................................................... 27
Page 1 of 29
Executive Summary
Over all Home appliance industry is fragmented and is equally divided between local
manufacturers and importers. Market in Pakistan is such that big multinational players tend to
just penetrate with local joint ventures or opening up its marketing and sales division as in case
of Mitsubishi, Samsung with Orient and LG with PEL, and Haier as a subsidiary of global Haier.
Reasons behind such strategy are
i. Already presence of local established players like PEL, Dawlance and Waves.
ii. Not so lucrative market due to easily available smuggled goods.
iii. Pie is too small to jump in for MNCs.
More over home appliance industry faced a recession in late 2008 and 2009, but 2010 data shows
that it had started recovering, but that time allowed new players like Haier establish well in the
market on the account of lack in performance by local players like Dawlance and PEL. The
recovery would have been much better if country was not to face floods of 2010. Sales were
impacted but as we know rehabilitation and recovery of affected areas is under process which
indicates that home appliances are going to be part of these recovery processes, so future of the
industry is going to be further brighter.
Page 2 of 29
Home Appliance Industry of Pakistan Home Appliance and Electronic goods are the main and integral components of daily life. A user
very frequently uses the Home Appliances and Electronic goods. Home Appliances and
Electronics goods form an industry, which needs to be faced with favorable policies by the state.
Home appliances are generally divided into two segments, White Goods and Black Goods, white
goods contain heavy consumer durables such as Air Conditioners, Refrigerators, Deep Freezers
and Microwaves where as Black goods contain relatively light electronic consumer durables such
as TVs, radios, digital media players, and computers.
Gray Market: Gray market goods are defined as items manufactured abroad and imported into the country
without the consent of the trademark holder. Gray market goods are not counterfeits; however,
differences may exist between these goods and those goods produced for the sale in that specific
country. Some of these differences may involve warranty coverage or compliance with country’s
regulatory requirements. The effect of this parallel system is that similar goods are available in
the US at different prices. Normally grey market exists in a country because of smuggling.
Pakistan is heaven for grey markets because of easier smuggling routes and high consumer
acception. Since grey products are not taxed so they are substantially cheaper than market’s other
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legal products. In Pakistan major component of grey market consists of black goods like
computers and mobiles.
Segment Selection Criterion: In pakistan white goods market is more formal, more regularized and more legal as compared to
black goods market. As a result companies operating in white goods market are pakistani based
or they have formal offices and plants where as if we see at T.V and mobile market, this sector is
very informal and many times gray. Even the leagal products of mobile and T.Vs are imported
by big importers, so no exact data is available as far as black good market is concerned.
In my report I will focus on white goods market since its more formal and reguralized and
second reason is because our existing and possible clients are from this segment.
Over View of Home Appliance industry in pakistan According to the report by Daily Times (www.dailytimes.com.pk), the business environment is
highly favorable for investment in home appliance industry of Pakistan. Therefore home
appliance industry is getting attention of foreign investors as well. China‟s home appliance giant
Haier has established the industrial zone in Punjab, Pakistan which is its second overseas
manufacturing base after United States. This is joint venture in home appliance industry between
Government of China and the private sector of Pakistan. It is very large and growing business
sector in Pakistan. In Pakistani home appliance market, there are two types of companies
involved in appliance business those are local and imported manufacturers and marketers. They
are engaged in both aspects of marketing that is business-to-business marketing (B2B) and
business-to-consumer (B2C) marketing. In business-to-business, the manufacturers sell their
products to retailers those are known as dealers. Dealers are responsible for retail selling to the
end users. A few of the companies also have their own retail outlets also. Since last few years the
manufacturers are facing a competitive and challenging situation in business-to-business
relationships due to following reasons.
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Important factors There are three factors to take into account for home appliance industry in Pakistan. Firstly, the
challenging situation has been created by dealers whose profits have been reduced due to certain
policies adopted by manufacturers in the last few years. So they are looking forward to new
manufacturers entering in the industry. More profits and better services are also being included
in their demands. Secondly, the new entrants in the manufacturing industry including
manufacturers and importers, either they are local or foreign investors have challenged the
domination of existing manufacturers and importers. Thirdly, due to the expansion in market size
horizontally and vertically, competitive situation has been increased among manufacturers within
the industry. Fluctuating customer requirements and competitive forces are putting more pressure
on marketers. They are demanding superior marketing strategy and tactical execution (Anni, I.
2002). According to Peter Cheverton, the relationships between B2B suppliers and customers
have become a vital source of competitive advantage. Many companies are moving from
traditional marketing towards relational-oriented marketing (Cheverton, P. 2004). Suppliers have
acknowledged that improved customer- supplier relationships increase key accounts customer
retention and loyalty more successfully (Abratt, R. & Kelly, P.M. 2002).
Home Appliance Industry Home appliance industry of pakistan include names like WAVES, PEL, Dawlance, Haier, Orient
etc. A survey has been conducted on various aspects affecting home appliance industry. Results
of the survery are as following.
General Purchase Patterns: General purchase patterns contain reason for buying, brand preference, purchase preference etc.
Page 6 of 29
Demographics of Top Home Appliances Brands’ Users
Market Analysis Market analysis and major players involve in each product line are as following:
Air conditioner Air conditioner market is one of the biggest segment in home appliance idustry. Major players
involved in Air conditioner market are:
Dawlance
PEL
Waves (Cool Industries)
Haier
Orient
Historical Performance:
In 2010, Total units of Air conditioner sold are 259377. In
Company Market Share in 2010
Haier 37%
Dawlance 23%
PEL 10%
Orient 24%
Others 6%
Page 7 of 29
2007, it was 370,000 units. So actually market for Air conditioners has shrunk a lot in last 5
years. Industry performance during last 5 years has been
In 2010, market was 70% of its size in 2007, but the good thing is that it recovered from even
more depressing years of 2008 and 2009.
Company wise market shares from 2007-10 has been following.
A.C Market Shares
2007 2008 2009 2010
Haier 27% 42% 36% 37%
Dawlance 38% 21% 23% 23%
PEL 9% 12% 12% 10%
Orient 20% 19% 23% 24%
Others 5% 6% 6% 6%
100%
57% 59%
70%
0%
20%
40%
60%
80%
100%
120%
2007 2008 2009 2010
Industry Size
Industry Size
27%
42% 36% 37% 38%
21% 23% 23%
9% 12% 12% 10%
20% 19% 23% 24%
5% 6% 6% 6%
2007 2008 2009 2010
A.C market Shares 2007-10
Haier Dawlance PEL Orient Others
Page 8 of 29
In 2007 Dawlance was the market leader with 38% of market and also the total market size was
the highest in 2007. In very next year Haier took the leading market share with 42% and
Dawlance dropped down to 21%. This was the time when Haier was extensively promoting its
products. As a result in 2010, Haier is the market leader with 37% of market share, Orient is 2nd
with 24% and Dawlance is 3rd
place with 23%.
Unit Sales of Air conditioners from 2007 to 2010.
Company Wise Analysis
Haier:
Haier was incorporated in 1984 only producing household refrigerators. Haier currently
manufactures a wide range of household electrical appliances, 15,100 varieties of items in 96
product lines, and exports products to more than 100 countries.
Haier Pakistan is the Pakistan Sales & Marketing division of the international Haier Group, a
globally recognized manufacturer of world-class electrical home appliances. The joint venture is
between Ruba General Trading Company and Haier Group of China.
Haier started efforts to capture market by extensive promotions and other market efforts in 2005.
Before the main players were Dawlance, PEL, General and some other privately imported
brands. In 2007 it had captured 27% of market share which jumped to 42% in next year. In 2010,
Haier is the market leader with 38% market share. In times when actual market has reduced
by 30%, increasing its market share by 15% and becoming market leader is a great
achievement.
2007 2008 2009 2010
Haier 100,000 89,123 78,555 94,796
Dawlance 140,000 45,450 50,500 60,600
PEL 35,000 25,250 25,250 26,260
Orient 75,000 40,400 50,500 62,721
Others 20,000 12,000 13,000 15,000
Total 370,000 212,223 217,805 259,377
Page 9 of 29
Month wise Sales of Haier for 2007-10 are given below
Month 2007 2008 2009 2010
Jan 1,600 7,844 2,481 835
Feb 5,000 7,843 5,599 4,536
Mar 8,000 7,844 14,880 12,920
Apr 26,000 13,474 7,445 17,543
May 20,000 19,981 18,655 18,700
Jun 20,000 18,965 14,657 14,535
Jul 5,000 4,210 5,475 3,227
Aug 3,000 4,160 4,223 6,500
Sep 2,000 578 2,838 4,500
Oct 1,400 2,998 1,586 3,500
Nov 3,000 692 523 3,500
Dec 5,000 534 193 4,500
Year End 100,000 89,123 78,555 94,796
Market Share 27% 42% 36% 37%
Sales Forecast:
If we graph these sales figures there is a lot of seasonality involve in sales figure which is
obviously due to product type, more sales in summers and lesser in winters. On average sales
have been around 7500/month.
Page 10 of 29
Based on this we can predict sales for next 2 years i.e. 2011 & 2012. Using these seasonal ties
and some forecasting techniques, forecasted sales come out to be.
Forecasted Sales Unit Month 2011 2012
Jan 1,522 1,674
Feb 4,924 5,416
Mar 12,971 14,268
Apr 15,560 17,116
May 18,785 20,664
Jun 14,882 16,370
Jul 3,748 4,123
Aug 5,897 6,487
Sep 3,952 4,347
Oct 3,079 3,387
Nov 2,787 3,065
Dec 3,489 3,838
Year End 91,596 100,755
ORIENT:
Orient Group of Companies manufactures a range of consumer electronics products like air
conditioners, refrigerators, microwave ovens water dispensers and vacuum cleaners. Orient also
holds the assembly and selling rights of Samsung and Mitsubishi electronics in Pakistan. These
products are manufactured and assembled at factory established at Multan Road, just 26
kilometers away from the Lahore city centre. It comprises of the manufacturing plant, corporate
and sales offices, warehouses, and assembly line for all its products. The factory not only
manufactures all of Orient Group of Companies’ product range, but also assembles Samsung air
conditioners, televisions, home theatres and Mitsubishi air conditioners on location.
In past 5 years Orient has been able to sustain rather slightly improve its market position and
reason behind its success has been Japanese brand reputation (Japanese products are considered
to be better in performance in Pakistan) and extensive promotions.
In 2007, Orient was the third largest player and over the year due to poor performance by
Dawlance, Orient has managed to secure 2nd
position in market with 24% market share.
Month wise Sales of Orient for 2007-10 are given below
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Historical Sales Orient 2007 2008 2009 2010
January 4500 2400 3000 621
February 4500 2800 3500 3105
March 7500 4000 5000 8694
April 9750 5600 7000 11178
May 13500 8400 10500 12420
June 15750 8400 10500 9315
July 4500 2000 2500 1863
August 2250 1600 2000 4347
September 2250 1200 1500 3105
October 3000 1200 1500 2484
November 3000 1200 1500 2484
December 4500 1600 2000 3105
Year End 75000 40400 50500 62721
Market Shares 20% 19% 23% 24%
Sales Forecast:
If we graph these sales figures there is a lot of seasonality involve in sales figure which is
obviously due to product type, more sales in summers and lesser in winters. On average sales
have been around 5000 units/month. Based on this seasonality and trends in sales figures we can
predict sales for the future.
Using these we can predict sales for next two year i.e. 2011-2012.
Orient 2011 2012
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January 2,383 2,373
February 3,834 3,819
March 5,786 5,763
April 7,333 7,304
May 9,865 9,825
June 10,381 10,339
July 2,894 2,883
August 2,083 2,075
September 1,551 1,545
October 1,819 1,812
November 2,102 2,094
December 3,093 3,080
Year End 53124.75 52912.43
Expected Market Shares 21% 21%
PEL:
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
company was taken over by Saigol Group of Companies.
PEL is not a very big player in A.C segment and holds market share of just 10%. PEL is also
manufacturing LG home appliances under LG license in Pakistan. PEL has been in Pakistan
since very long and its presence is very solid with loyal customer base. Historical sales figures
and market shares are like:
Historical Sales PEL 2007 2008 2009 2010
January 2,100 1,500 1,500 260
February 2,100 1,750 1,750 1,300
March 3,500 2,500 2,500 3,640
April 4,550 3,500 3,500 4,680
May 6,300 5,250 5,250 5,200
June 7,350 5,250 5,250 3,900
July 2,100 1,250 1,250 780
August 1,050 1,000 1,000 1,820
September 1,050 750 750 1,300
October 1,400 750 750 1,040
November 1,400 750 750 1,040
December 2,100 1,000 1,000 1,300
Year End 35,000 25,250 25,250 26,260
Page 13 of 29
Market Shares 9% 12% 12% 10%
Sales Forecast:
If we graph these sales figures there is a lot of seasonality involve in sales figure which is
obviously due to product type, more sales in summers and lesser in winters. On average sales
have been around 2100 units/month. Based on this seasonality and trends in sales figures we can
predict sales for the future. Monthly sales and seasonality effect calculated on Crystal Ball.
Based on this method we get future sales prediction for 2011 and 2012. Future monthly sales and
expected market share are as following:
Forecasted Sales for 2011-12
PEL 2011 2012
January 689 689
February 1,713 1,782
March 3,762 3,913
April 4,613 4,797
May 5,213 5,422
June 4,194 4,361
July 1,092 1,136
August 1,933 2,010
September 1,348 1,402
October 1,074 1,117
November 1,052 1,094
December 1,295 1,347
Year End 27,978 29,069
Expected Market Shares 11% 11%
Page 14 of 29
Dawlance:
Dawlance has been present in home appliance market from a very long time and is a very
established brand. Dawlance is the 7th
most favorite brand in Pakistan (out of 3500 brands). It is
among Top 2 ‘Top of mind (TOM)’ Brands in all product categories. Research revealed that
Dawlance is in every 2nd
house hold in Pakistan (out of those households which have
appliances). Dawlance has been the market leader from last many years and main reasons behind
its success have been reliable brand, huge customer base and their brand loyalty, and superior
product. Recently their market position has been challenged by Haier and they have lost 7%
market in last 4 years. Month wise sales for last 4 years have been following.
Month wise sales for Dawlance are as following:
Historical Sales Dawlance 2007 2008 2009 2010
January 8,400 2,700 3,000 600
February 8,400 3,150 3,500 3,000
March 14,000 4,500 5,000 8,400
April 18,200 6,300 7,000 10,800
May 25,200 9,450 10,500 12,000
June 29,400 9,450 10,500 9,000
July 8,400 2,250 2,500 1,800
August 4,200 1,800 2,000 4,200
September 4,200 1,350 1,500 3,000
October 5,600 1,350 1,500 2,400
November 5,600 1,350 1,500 2,400
December 8,400 1,800 2,000 3,000
Year End 140,000 45,450 50,500 60,600
Market Shares 38% 21% 23% 23%
*Company faced a huge decline in monthly sales in 2007-08. In only one year company lost more than 17% of
its market share.
Sales Forecast:
If we graph these sales figures there is a lot of seasonality involve in sales figure which is
obviously due to product type, more sales in summers and lesser in winters. On average sales
have been around 6500/month. Based on this seasonality and trends in sales figures we can
predict sales for the future. Monthly sales and seasonality effect calculated on Crystal Ball.
Page 15 of 29
Predicted sales for 2011-2012 are as following:
Forecasted Sales Dawlance 2011 2012
January 1,037 1,037
February 2,744 2,744
March 6,474 6,474
April 7,967 7,967
May 9,868 9,868
June 9,077 9,077
July 3,310 3,310
August 5,479 5,479
September 4,049 4,049
October 3,210 3,210
November 2,807 2,807
December 2,999 2,999
Year End 59,021 59,021
Market Shares 24% 23%
Page 16 of 29
Refrigerator
Refrigerator is the largest product type in home appliance market with around 900,000 units sold
in 2010. Major players in this segment are
Haier
Dawlance
PEL
Orient
Waves
Company 2010
Haier 15%
Dawlance 39%
PEL 20%
Orient 6%
Waves 16%
Others 4%
At the present Dawlance is the market leader with 41% market share with PEL (21%) at 2nd
and
Waves (17%) in 3rd
place.
Historical Performance:
In 2010, total of 890,000 units of refrigerator and deep freezers were sold, this figure was
829,000 in 2007. There was a dip in sales for 2008 and 2009 mainly due to global financial
crisis, but it seems like industry has recovered from it and sales are on the move. Graph below
explains the total market size.
Historical market shares for all the companies from 2007-10 has been following:
Page 17 of 29
Historical Market Shares (REF & DF)
2007 2008 2009 2010
Haier 10% 10% 10% 15%
Dawlance 46% 46% 43% 39%
PEL 20% 20% 22% 20%
Orient 5% 5% 5% 6%
Waves 15% 16% 16% 16%
Others 4% 4% 4% 4%
Over the years, Dawlance has been the market leader because of its long time presence and hue
brand loyalty but its market share has been on a decline and it lost 7% in last 4 years. And most
of its market share was taken away by Haier. Haier has been very active since 2005 and their
sales are increasing. Waves, PEL and Orient have sustained their market shares. Over All
Refrigerator market has been much stable in terms of market shares.
10% 10% 10% 15%
46% 46% 43%
39%
20% 20% 22% 20%
5% 5% 5% 6%
15% 16% 16% 16%
4% 4% 4% 4%
-5%
5%
15%
25%
35%
45%
55%
65%
2007 2008 2009 2010
Market Shares (REF & DF) 2007-10
Haier
Dawlance
PEL
Orient
Waves
Others
Unit Sales of Refrigerator & Deep Freezer
2007 2008 2009 2010
Haier 79,913 83,312 72,466 131,020
Dawlance 385,086 377,175 321,853 346,414
PEL 167,700 167,294 163,315 177,953
Orient 39,779 37,437 37,561 52,124
Waves 124,867 128,206 119,749 141,023
Others 31,823 31,714 31,881 31,982
Total 829,168 823,374 744,993 890,231
Market Size 100% 99% 90% 107%
Page 18 of 29
Company wise Analysis
Dawlance (Refrigerators & Deep Freezers):
Dawlance has been present in refrigeration market from a very long time and is a very
established brand. Dawlance is the 7th
most favorite brand in Pakistan (out of 3500 brands). It is
among Top 2 ‘Top of mind (TOM)’ Brands in all product categories. Research revealed that
Dawlance is in every 2nd
house hold in Pakistan (out of those households which have
appliances). Dawlance has been the market leader from last many years and main reasons behind
its success have been reliable brand, huge customer base and their brand loyalty, and superior
product. Recently their market position has been challenged by Haier and they have lost 7%
market in last 4 years. Month wise sales for last 4 years have been following.
Dawlance 2007 2008 2009 2010
January 19,498 18,987 10,378 17,790
February 24,218 27,062 17,297 22,216
March 36,741 38,274 21,026 32,704
April 44,330 43,048 36,652 30,534
May 48,758 47,386 43,301 28,278
June 52,012 50,523 51,789 31,154
July 37,822 40,211 31,353 21,596
August 38,115 37,074 25,785 31,464
September 19,205 15,249 18,866 33,410
October 24,218 20,187 23,135 34,960
November 20,378 19,887 22,865 28,278
December 19,791 19,287 19,406 34,030
Year End 385,086 377,175 321,853 346,414
Market Shares 46% 46% 43% 39%
Future Outlook:
If we graph these historical sales figure and check for seasonal trends, e.g. peak months for sale
of refrigerators and Deep Freezers are in summer whereas in winter sale are on a decline. Also
we can predict the future sales based on historical figures. With these forecasted sales figures,
expected market shares for 2011-12 have also been calculated.
Page 19 of 29
Based on this graph sales forecast for 2011-12 are:
Forecasted sales for 2011-12
Dawlance 2011 2012
January 18,857 19,989
February 23,549 24,962
March 34,666 36,746
April 32,366 34,308
May 38,129 40,417
June 46,489 49,278
July 35,592 37,728
August 33,352 35,353
September 35,415 37,539
October 37,058 39,281
November 29,975 31,773
December 36,072 38,236
Year End 401,519 425,610
Expected Market Shares 41% 41%
Haier:
Haier Pakistan is the Pakistan Sales & Marketing division of the international Haier Group, a globally
recognized manufacturer of world-class electrical home appliances. Haier doesn’t have its
manufacturing plant in Pakistan, yet it is the highest growing company mainly due to its good products,
low prices and effective media campaigns. In refrigerator market, Haier’s performance hasn’t been as
-
10,000
20,000
30,000
40,000
50,000
60,000
Mar
-07
Jul-
07
No
v-0
7
Mar
-08
Jul-
08
No
v-0
8
Mar
-09
Jul-
09
No
v-0
9
Mar
-10
Jul-
10
No
v-1
0
Mar
-11
Jul-
11
No
v-1
1
Mar
-12
Jul-
12
No
v-1
2
Dawlance
Dawlance
Page 20 of 29
good as it is in Air Conditioner market, yet it experienced the highest increment in its market share by
5% from 2009-10. Haier’s historical sales for 2007-10 have been like:
Historical Sales Haier 2007 2008 2009 2010
January 3,614 6,403 2,735 6,424
February 6,660 9,528 3,474 8,015
March 9,254 13,081 5,910 12,431
April 11,351 11,470 8,578 10,684
May 7,975 11,655 10,116 10,009
June 4,403 8,083 5,210 11,607
July 6,923 8,164 6,484 7,236
August 5,784 3,387 7,060 12,889
September 6,149 2,414 5,641 13,104
October 6,475 4,213 6,941 13,846
November 4,683 2,538 5,071 11,047
December 6,642 2,376 5,246 13,728
Year End 79,913 83,312 72,466 131,020
Market Shares 10% 10% 10% 15%
Future Outlook:
If we graph these historical sales we find less seasonality mainly because it is a new company in
the market and sales figures are not stable, also the economic conditions in 2009 and 2010 hurt
new companies a lot. On the basis of these historical sales future sales forecasting has been
done. Historical and future sales outlook has been shown in graph.
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5,000
10,000
15,000
20,000
Mar
-07
Jul-
07
No
v-0
7
Mar
-08
Jul-
08
No
v-0
8
Mar
-09
Jul-
09
No
v-0
9
Mar
-10
Jul-
10
No
v-1
0
Mar
-11
Jul-
11
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v-1
1
Mar
-12
Jul-
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No
v-1
2
Haier
Haier
Page 21 of 29
Based on these projection future sales figures for 2011-12 and expected market share would be:
Forecasted sales for 2011-12
Haier 2011 2012
January 6,809 7,218
February 8,496 9,006
March 13,177 13,967
April 11,325 12,005
May 10,610 11,246
June 12,303 13,042
July 7,670 8,130
August 13,662 14,482
September 13,890 14,724
October 14,677 15,557
November 11,710 12,412
December 14,552 15,425
Year End 138,881 147,214
Expected Market Shares 14% 14%
Orient:
Orient Group of Companies manufactures a range of consumer electronics products like air
conditioners, refrigerators, microwave ovens water dispensers and vacuum cleaners. Orient also
holds the assembly and selling rights of Samsung and Mitsubishi electronics in Pakistan.
Orient is a very small player in Refrigerator market and holds 6% market share in 2010. Over the
years it has improved very little with 1% increase in market share in last 4 years despite its
individual sales figures improved by 30% since 2006.
Historical sales for Orient have been like:
Orient Historical Sales 2006-10 Orient 2007 2008 2009 2010
January 1,989 1,853 1,236 2,633
February 2,387 2,595 1,853 3,159
March 3,580 3,707 2,224 4,739
April 4,773 4,448 4,448 4,739
May 5,171 4,819 5,189 4,212
June 5,569 5,189 6,301 4,739
July 3,978 4,077 3,707 3,159
August 3,978 3,707 2,965 4,739
Page 22 of 29
September 1,989 1,483 2,224 5,265
October 2,387 1,853 2,595 5,265
November 1,989 1,853 2,595 4,212
December 1,989 1,853 2,224 5,265
Year End 39,779 37,437 37,561 52,124
Market Shares 5% 5% 5% 6%
Future Outlook:
If we graph these historical sales we find less seasonality mainly because it is a new company in
the market and sales figures are not stable, also the economic conditions in 2009 and 2010 hurt
new companies a lot. On the basis of these historical sales future sales forecasting has been
done. Historical and future sales outlook has been shown in graph.
Based on these projections, future sales figures are:
Forecasted Sales for 2011-12 Orient 2011 2012
January 2,790 2,958
February 3,349 3,549
March 5,023 5,324
April 5,023 5,324
May 4,465 4,733
June 5,023 5,324
July 3,349 3,549
August 5,023 5,324
September 5,581 5,916
October 5,581 5,916
November 4,465 4,733
December 5,581 5,916
-
2,000
4,000
6,000
8,000
Mar
-07
Jul-
07
No
v-0
7
Mar
-08
Jul-
08
No
v-0
8
Mar
-09
Jul-
09
No
v-0
9
Mar
-10
Jul-
10
No
v-1
0
Mar
-11
Jul-
11
No
v-1
1
Mar
-12
Jul-
12
No
v-1
2
Orient
Orient
Page 23 of 29
Year End 55,251 58,566
Market Shares 6% 6%
Waves:
Waves (Cool Industries Pvt. Ltd) was established in 1973 and grew to a leading Home Appliances
manufacturing Company in Pakistan, in a very short span of time. Waves is mainly in Refrigerator and
Deep Freezer industry and it has the biggest customer base in the form of corporate clients like PEPSI,
Nestle, K&N Foods, Shezan, NURPUR, Dawn Foods and HICO etc. it is the biggest player in Deep Freezer
segment with more than 60% market share. Over all in Refrigerator and Deep Freezer market, it is the
3rd biggest player with 16% market share. Historical sales for Waves and its market share have been like:
Historical sales Ref & DF for 2007-10
Waves 2007 2008 2009 2010
January 6,890 7,050 5,314 7,778
February 10,079 10,942 8,857 11,265
March 13,825 14,770 11,208 15,518
April 11,104 11,292 10,817 10,688
May 13,646 13,908 13,779 12,030
June 13,601 13,844 15,033 12,068
July 11,193 12,026 10,754 9,885
August 11,840 12,090 10,111 12,758
September 6,243 5,774 6,568 10,725
October 10,079 9,730 10,080 14,175
November 8,830 9,060 9,500 12,030
December 7,537 7,720 7,728 12,105
Year End 124,867 128,206 119,749 141,023
Market Shares 15% 16% 16% 16%
Future Outlook:
If we graph these historical sales we find less seasonality mainly because it is a new company in
the market and sales figures are not stable, also the economic conditions in 2009 and 2010 hurt
new companies a lot. On the basis of these historical sales future sales forecasting has been
done. Historical and future sales outlook has been shown in graph.
Page 24 of 29
Forecasted Sales for 2011-12 Waves 2011 2012
January 8,244 8,739
February 11,941 12,657
March 16,449 17,435
April 11,329 12,008
May 12,752 13,517
June 12,792 13,559
July 10,478 11,107
August 13,523 14,334
September 11,369 12,051
October 15,026 15,927
November 12,752 13,517
December 12,831 13,601
Year End 149,484 158,453
Expected Market Shares 15% 15%
PEL:
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
company was taken over by Saigol Group of Companies.
PEL is currently the 2nd
largest player in Refrigerator and Deep Freezer market with 20% market
share. PEL is also manufacturing LG home appliances under LG license in Pakistan. PEL has
been in Pakistan since very long and its presence is very solid with loyal customer base. Its
market share has been the same over the year at 20%. Historical sales figures and market shares
are like:
-
5,000
10,000
15,000
20,000M
ar-0
7
Jul-
07
No
v-0
7
Mar
-08
Jul-
08
No
v-0
8
Mar
-09
Jul-
09
No
v-0
9
Mar
-10
Jul-
10
No
v-1
0
Mar
-11
Jul-
11
No
v-1
1
Mar
-12
Jul-
12
No
v-1
2
Waves
Waves
Page 25 of 29
Historical Market Shares 2007-10
PEL 2007 2008 2009 2010
January 8,385 8,282 4,851 8,988
February 10,062 11,595 8,085 10,785
March 15,093 16,564 9,702 16,178
April 20,124 19,876 19,404 16,178
May 21,801 21,533 22,637 14,380
June 23,478 23,189 27,488 16,178
July 16,770 18,220 16,170 10,785
August 16,770 16,564 12,936 16,178
September 8,385 6,625 9,702 17,975
October 10,062 8,282 11,367 17,975
November 8,367 8,282 11,319 14,380
December 8,426 8,282 9,702 17,975
Year End 167,723 167,294 163,363 177,953
Market Shares 20% 20% 22% 20%
Future Outlook:
If we graph these historical sales we find less seasonality mainly because it is a new company in
the market and sales figures are not stable, also the economic conditions in 2009 and 2010 hurt
new companies a lot. On the basis of these historical sales future sales forecasting has been
done. Historical and future sales outlook has been shown in graph.
Based on these projections, expected sales figures and market shares would be:
-
5,000
10,000
15,000
20,000
25,000
30,000
Mar
-07
Jul-
07
No
v-0
7
Mar
-08
Jul-
08
No
v-0
8
Mar
-09
Jul-
09
No
v-0
9
Mar
-10
Jul-
10
No
v-1
0
Mar
-11
Jul-
11
No
v-1
1
Mar
-12
Jul-
12
No
v-1
2
PEL
PEL
Page 26 of 29
Forecasted market Share 2011-12 PEL 2011 2012
January 9,527 10,098
February 11,432 12,118
March 17,231 18,124
April 16,987 18,219
May 15,243 16,157
June 17,148 18,379
July 11,432 12,118
August 17,325 18,154
September 19,152 20,213
October 19,087 20,074
November 15,243 16,157
December 19,026 20,197
Year End 188,833 200,009
Expected Market Shares 19% 19%
Page 27 of 29
Pre Budget Situation Before the announcement of budget, home appliance industry was on the recovery path from its 2008 &
2009 recession, floods in 2010 and energy crisis. Hence the recovery was a little slow, also imposed FED
on home appliances in budget 2010-11 worsened the situation. All this resulted in abnormal increase in
prices of appliances with increase of 5000 to 7000 a unit.
Impact of Budget on Home Appliance Industry Home appliance industry is subjected to various duties and taxes which directly have impact on it cost of
manufacturing and selling. Before 2011-12 budget home appliance industry was entitled to 17% GST, 1%
FED. Also there are some import duties and special duties on certain types of raw materials. In Federal
Budget 2011-12, Government of Pakistan has relieved home appliance industry through various changes
in taxes and duties. Changes have been following:
1. Sales Tax has been reduced from 17% to 16%.
2. FED (Federal Excise Duty) of 1% has been taken back.
3. Tariff rationalization on bars, rods and profiles of refined copper and copper alloy.
The above mentioned changes have reduced the costs for home appliance industry. These changes will be
transferred to end consumer by lowering of selling price, which would in return increase the sales units.
Dawlance reduces prices:
After the budget announcement, Dawlance was the 1st company to respond by lowering the prices of its
brand by stating that they are transferring the relief to its customers. This is what a news paper had to say
on this.
“Dawlance, the no. 1 home appliances brand of Pakistan has decided to offer reduced post-budget prices
with immediate effect.
As per the budget 2011-12, the government has provided some relief in terms of sales tax and excise tax
on home appliances. The relief will lead to reduced prices of home appliances which are applicable from
July 1st 2011 onwards. Yet again proving their reliability, the largest home appliances manufacturer has
extended this reduction in taxes through their extensive dealer network to their consumers with immediate
effect.”