MR.

HOME ELECTRONICS

VISION:
“To be the market leader in every of our products,
Regionally and Natitonaly”

Our foremost aim is to think big, be the pace setter and modernizer. We have concrete
plans to replicate our best practices in every of our offerings, across the region. It is the
VISION that every employee of the organization is clear about.

MISSION:
“To win the utmost satisfaction, trust and loyalty
Of our valued customers”
:

Our Values:
Our brand promise’s “quality at an affordable price” encapsulates our commitment to
intimately understand the needs and aspirations of consumers in order to deliver
innovative solutions. These capabilities are:

• firstly, by understanding people

• secondly, technology integration and product design.

We put our end users front and center of product innovations starting with
understanding their needs and aspirations. We use best-in-class research facilities and
agencies to validate and ensure that our product innovations are designed around
people’s needs and aspirations, easy to experience and advanced. This hassle free product
experience and zealous after sales service network, we believe are the core catalyst of our
success.

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COMPANY INFORMATION:
+92-314-5769014
CORPORATION NAME: MR.HOME ELECTRONICS
0995-614145

ADRESS:
K.t.s road,Tarbela lake,Haripur, Pakistan

Ownership & Registretion:

SYED QASIM SHAH(CEO) ,S. RAMEEZ UL HASSAN(Director SALE &
Owned By:
MARKETING) S. MUGHEES ALI SHAH( DIRECTOR)
ISO: Yes
NTN #: 0623492-5
Y.O.E: 2011

BRAND NAME: MR.HOME ELECTRONICS.

COMPANY LOGO:

SLOGAN: “THE MEMBER OF YOUR HOME”

Advertisment & Positioning:

Media. Media opted for: Television(cable-network), Bill Boards,Radio and

Print
.Theme: We know your choice better.
Promise & Support: Best Home Appliances With Greater Durability
SLOGAN: “THE MEMBER OF YOUR HOME”
Value Preposition: Best value for money.

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 OUR INITIAL PRODUCTS:
Its our target to intrduced new products as soon as we are in position to lounge in the market
we will introduced:

• HEATRS
• AIR ROOM COOLERS
• WASHING MACHINE
• GEYSERS

BRAND FEATURES:
• High quality certified iron and metal plates are used.
• Pure cooper wires are used to reduce electric cost.
• Testified inbounds are used according to stanards of ISO.
• Modern styles which you like.
• Price backed gurantee if not stisfied with performance.
• Free after sale services for 1year.

Differentiated features:
• Automatic temprature set eqipment is used to turn of at mannual set tmprature by
user.
• Powerful electric motor is used to provide 1600 spins in a minute.
• Super quality 3coated paint lyers are used.
• Cloth protected walls with outer curved for better wash.

Media planing:
We use both electronic an print media for repeated advertisement including:
• Television
• News papers
• Brouchers
• Flyers
• Direct mail
• Transit ads

PRODUCT LIFE CYCLE:

A product’s life cycle can be divided into several stages characterized by the revenue
generated by the product. If a curve is drawn showing product revenue over time, it may

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take one of many different shapes, an example of which is shown below:

Development Stage:
The life cycle concept may apply to a brand or to a category of the product.Product
development is the incubation stage of the product life cycle. There are no sales and the
firm prepares to introduce the product. As the product progresses through its life cycle,
changes in the market mix usually are acquired in order to adjust to evolving challenges
and opportunities.Here MH electronics passes through the phases introduction ,
growth ,matyrity and decline.

Introduction Stage:
When the product is introduced, sales will be low until customers become aware of the
product and its benefits. So firms may announce their product before it is introduced, but
such announcement also alert the competitors and remove the element of surprise. And
MH also uses this strategy that they announce the product before the introduction and
their view about this thing is that customers become aware of the product before its
introduction in the market. Advertising costs are typically high during this stage in order
to rapidly increase the customer awareness of the product and to target to the early
adopters. When MH.elc was introducing its products they were advertising a large.
During the introductory stage the firm is likely to incur additional costs associated with
the initial distribution of the product. These higher costs coupled with a low sales volume
usually make the introduction stage a period of negative profits.

During the introduction stage, the primary goal is to establish a market and build primary
demand for the product class. The following are some of the marketing mix implication
of the introduction stage:
Product:
At this stage one or few products which are differentiated are introduced with outmost
quality so MH focus on unique charactrestics varied product.

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Price:
Usually at this level the prices are high to cover the cost of the product. But at the
begning we have to penetrate in the market so we will reduce our profit or conduct
business with very low or no profit gain strategy at this stage so that they can attain the
high market share.

Place:
Distribution is selective at this stage and scattered as the firm commences
implementation of the distribution plan.

Promotion:
MH.elc set a heavy budget at the introduction stage of the product for its
advertisement. At this stage heavy advertisement is necessary.

Growth Stage:
It is the stage of the product life cycle in which a product’s sales start climbing quickly. It
is a period of rapid revenue growth, sales increases as more customers become aware of
the product and its benefit and its additional market segments are targeted. Once the
product has been proven a success and customers being asking for it, sales will increase
further as more retailers become interested in carrying it. The marketing team may
expand the distribution at this point. because their sales are increasing.

Product:
We work with view to increase the feature of product and also width an depth of
product.

Price:
Maintained at the high level if demand is high, or reduced to capture additional
customers. Here the company reduced the prices so that more customers can attract
towards MH electronics.

Distribution/ Place:

Distribution becomes more intensive; trade discounts are minimal if resellers show a
strong interest in the product. The company is providing more inventory to its
distributors.

Promotion:

Increase advertising to build brand preferences. The management is making

strong promotional strategies for its main and further extended products..

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 Maturity Stage:

The stage in the product life cycle in which sales growth slows or level off, it is the most
profitable stage while sales continue to increase in this stage, they do so at a slower pace.
Because brand awareness is strong, advertising expenditure will be reduced.

Decline Stage:
The product life cycle stage in which a product’s sales decline and market becomes
saturated.

Marketing Strategies:
The marketing logic by which the business unit hopes to achieve its marketing
objectives. The strategic plans define the company’s overall mission and objectives.
Marketing’s role and activities summarize the major activities involved in managing
marketing strategy and the marketing mix. Next comes, marketing strategy-the marketing
logic by which the company hopes to achieve these profitable relationships. Through
market segmentation, targeting and the positioning, MH.ELECTRONICSdecides which
customers it will serve and how. It defines the total market, then divides it into smaller
segments, and focuses on serving and satisfying customers in these segments. Two things
come under the head of marketing strategies:
1- Customer-Centered Marketing Strategy
2- Marketing Mix

1- Customer-Centered Marketing Strategy: In today’s competitive marketplace,

companies’ needs to customer centered. They must win customers from competitors, then
keep and grow them by delivering greater value. But before it can satisfy customers, a
company must first understand their needs and wants. Thus, sound marketing requires a
careful customer’s analysis. different products of MH lies, this analysis is called the
Boston Consulting Group. MH knows that it cannot profitably serve all consumers in a
given market- at least not all customers in the same way. There are too many kinds of
customers with too many different kinds of needs. And most companies are in a position
to serve some segments better than others. So MH has divide up the total market, choose
the best segments and design strategies for profitably serving chosen segments. This
process involves three steps, which are:
i. Market Segmentation
ii. Target Marketing
iii. Market Positioning

Now these are explained individually here:

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 i. Market Segmentation:
Dividing a market into distinct groups of buyers who have distinct needs, characteristics,
or behavior and who might require separate products and marketing mix. Rather than
MH offers the same marketing mix to vastly different customers, market segmentation
makes it possible for MH to tailor the marketing mix for specific target market, thus
better satisfying the customer needs. Not all elements of marketing mix are necessarily
changed from one segment to the next. For example, in some cases only the promotional
campaigns would differ.
A market segment should be:
• Measurable
• Accessible by communication and distribution channels
• Different in its response to a marketing mix
• Durable (Not changing too quickly)
• Substantial enough to be profitable

Geographic Segmentation:
Geographically MH segmented the world market as that, the company normally focuses
on the Pakistani market for whole of its products.Pakistani market is the target segment
of Super Asia.They make the segments of the whole world market and then decide to
focus on one segment which is the Pakistani market.
Demographic Segmentation:
MH divides the market for different products on different way. There are lot of segments
of market on the bases of demography, like; on the bases of gender, age, education,
occupation, income and family status.MH has to choose the different segments for their
different products. For every product of the company there is different segment.
Psychographic Segmentation: On the bases of psychology the company has made the
segment on the bases of lifestyle, values and attitude. There is different level of products
for different status people. This segmentation based on the lifestyle and family status.
Behavioral Segmentation:
This segment of the company is based on the usage rate,
brand loyalty, price sensitivity and benefits of the product.
ii. Target Marketing:
Target marketing involves breaking a market into segments
and then concentrating your marketing efforts on one or more key segments.Ta
rgetmarketing can be the key to a small business’s success. The beauty of target
marketing is that it makes the promotion, pricing and distribution of your products and/or
services easier and more cost-effective. Target marketing provides a focus to all of your
marketing activities. When Super Asia has defined the market segments, it can enter one
or more segments of a given market. There are different market segment for the different
products of MH and the company target individually on the different segment of the
different products. Here showing the target market for different products of the company:
Washing Machine, Spinners:

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MH ELC can make the promotional strategy for whole of the market, but in the
advertisement and promotional strategies the company focuses on the housewives and
women. So in these SBUs the target market of the company is the housewives and the
women. And there are different models of these products for the different status people
and having different lifestyles. The company makes the promotional strategy for the
whole market of Pakistan.
Heaters , Geysers and Air Coolers: In this range of the SBUs the company’s target
market are families of different status and lifestyle. Here the company makes the
promotional strategies for whole of them.

iii. Market Positioning:

Arranging for a product to occupy a clear, distinctive and desirable place relative to the
competing products in the minds of the target consumers. Positioning is a perceptual
location. It's where your product or service fits into the marketplace. Effective
positioning puts you first in line in the minds of potential customers. Positioning is a
powerful tool that allows you to create an image. And image is the outward
representation of being who you want to be, doing what you want to do, and having what
you want to have. Positioning yourself can lead to personal fulfillment. Being positioned
by someone else restricts your choices and limits your opportunities.

That's why it's so important for MH to transform their passion into a market position. If
the company doesn’t define its product or service, a competitor will do it for you. So the
company’s position in the market place evolves from the defining characteristics of their
product. The primary elements of positioning for MH are:

Pricing: The prices of the company are somewhat low due to which the people are
converting to buy the products. It is necessary for getting the positioning in the minds of
the consumers to set the lower prices of the products than competitor’s products.
Quality:
Quality of the products matters a lot. If your product is satisfying the consumerquality
wise then it is possible to get the higher sales. We try all of MH products are quality
wise very well due to which they earn a lot of the revenue for the company.
Service: They provide customer services due to which the consumers of home appliances
purchase their products. The company provide after sale services which is a key factor of
the large sales of MH electeronics.
Distribution:
the products of the company are available all over the country because it isimportant that
the products should be available to all the consumers. There are more than 500 dealers of
the company all over the country providing the products of products to the consumers.
Packaging: The beautiful packaging of the products attracts the consumers to buy the
products. Here the company is also strong because their packaging is very well
Packaging:
The beautiful packaging of the products attracts the consumers to buy the
products. Here the company is also strong because their packaging is very well.
All the packing material contain the name MH.electronics .

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 Marketing Mix:

The marketing mix is a combination of marketing tools that are used to satisfy customers
and company objectives. Consumers often call the marketing mix "the offering." MH’s
marketing mix also depends on these procedures. Your offer is controlled by the
following variables often referred to as the four Ps in marketing:
 Product
 Price
 Place
 Promotion
 Product: The product is physical product or service offered to the consumers. In
the case of physical product, it also refers to any services or conveniences that are part of
the offering. Product decisions include the aspects, such as function, appearances,
packaging, service and warranty etc.
All the products of Super Asia are the physical products, the company does not deal any
service, but provide the after sales service repair services and home delivery services etc. the
products decisions include the following factors:
• Variety
• Quality
• Design
• Features
• Brand Name
• Packaging
• Services
MH have included all these factors in their products, such as there is a lot of variety in
every product of the company, some of the products are quality wise very good, design
and packaging of the products are very attractive and have different feature. The brand
name MH ELECTRONICS will
known to almost every person in the country as the company also provide after sale
services, free repair services and home delivery services.
 Price:
Price is the amount of money consumer has to pay to obtain the product. Pricing decision
should take into account profit margins and the probable pricing responses of the
competitors. Pricing not only include the pricing list, but also discounts, financing and
other options such as leasing. In the pricing strategy Super Asia have included following
things:

• List Price

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 • DscountsAllowances
• Payment Period
• Credit Terms
•  Place:

Place includes company activities that make the product available to the target
consumers. Place decisions are those associated with the channels of distribution that
serve as the means for getting the product to the target customers. The distribution
system performs transactional, logistical and facilitating functions. Distributions
decisions include market coverage, channel member selection, logistics and levels of
service. Following things have included by MH in the Places strategies:
• Channels
• Coverage
• Assortments
• Locations
• Inventory
• Transportation

MH uses its personal conveyance for the distribution of the products to place of
selling. And these points of selling are approachable to all the consumers. Like
HARIPUR there is proper electronics and home appliances market which is at the
assessable place. In other cities these points of selling are easily approachable to all
the customers. And the company provides a large inventory to all its dealers so that
consumers can not face the difficulty of un-availability.
 Promotion:
Promotion means activities that communicate the merits of the product and persuade
target consumers to buy it. Promotions decisions are those related to communicating and
selling to potential consumers. Since these costs can be large in proportion to the product
price, a break-even analysis should be performed when making promotion decisions, it is
useful to know the value of consumer in order to determine whether additional customers
are worth the cost of acquiring them. MH has taken the following steps for the
promotional strategies:
• Advertising(print electronic media repeated ads for building strong positive
perception)
• Personal Selling(in order to get more whole seller and retailers in different cities)
• Sales Promotion( including trade and sale promotions)
• Public Relation(have a view to work for welfare of society)

The budget for advertisement is low for the company products which is great threat
for the company due to which the competitors are getting the advantage.

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Conclusion We are optimistic for success of our brand with a view to bring
continouschanges accordin to customer flux.
http://islamabad.usembassy.gov/employment_opportunities.html

jobs@laripi.com

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