Washing Machine

Marketing Plan
Presented by Faizan Ahmed

Market Overview
* Industry includes 250 companies and employs 15,000
people.
* Washing machine industry in Pakistan is divided into
2 groups the 1st group is organized sector and 2nd is
unorganized sector.
* The oldest and the major companies of the washing
machine manufacturers in the unorganized sector
mainly around Gujranwala, Lahore and Gujrat are
much larger than organized sector.
* The organized sector of washing machine industry
started in 1980
* Most of the companies are SMEs with exception of a
few firms (about 10 in number),

Market Overview

* Locally

production ofProduction
washing machines is approximately
1500,000 (Single Tub 70% and Twin Tub 30%)
1500000
1000000
500000
0
Single Tub

Twin Tub

Market Overview
* Top five production companies
*
*
*
*
*

Super Asia
Haier
Dawlance
Boss
Toyo

* This sector also claims to have exported small quantities to

under developed Africa Markets, Iran, Afghanistan and Middle

East

* Growing demand in the local as well as international market,

due to the population growth, improved living standards and
urbanization.
* In Pakistan washing machines are made up of iron, steel,
copper, aluminum and plastic, designed, manufactured and
(mostly) sold in the national market.

Singer Pakistan
* OEM from Boss Home Appliances
* Single Tub and Twin Tub
* Target Market Upper Middle Class, middle class and

working class and lower class

* Boss directly Distribute WM to singers regional ware
houses.
* Complaint free WM

Current Price

Previous Price

Difference

Selling Price

Twin Tub 75 TT
Single Tub 120ST

10,775

10,395

380

15880

6,975

6,700

275

11275

Costing

SALE

PRICE

SINGLE TUB 120ST

TWIN TUB - 75 TT

COST

SALE

SALES

COST FREIGHT WITH

TAX

WITHOUT

FED

SALES TAX

11,275

6,700

15,880

400

10,395

FREIGHT

7,100

400

10,795

RS

11,275

4,175

15,880

GROSS MARGIN

AFTER SHOP AFTER SHOP

SHOP

37.03

5,085

COMMISSION

32.02

200

300

600

COMMISSON
(%)

DEALER COMMISSON

NET MARGIN

3,975

600

AFTER
DEALER

COMMISSON

COMMISSON
(%)

35.3%

4,485

AFTER
DEALER

3,875

28.2%

34.4%

4,485

28.2%

Sales Trend

2015

2014

Months

Sales

Sales

Jan

477

686

Feb

475

738

March

405

654

April

434

456

May

353

392

June

395

294

July

328

302

Aug

456

329

Sep

368

441

Oct

550

470

Nov

318

539

Dec

750

800

5309

5301

TOTAL

BRAND
SINGER Washing
Machine

Haier

Dawalance
Super Asia
Kenwood

SINGER Washing
Machine

Haier

Dawlance

Super Asia
Kenwood

MODEL
Single Tub 120-ST
Outlet

HWM80-35
HWM80-50
HWM80-60
WM-5000
WM-5100
SA-240
SA-290
SA-260
KWM-899W

Twin Tub 75-TT

Outlet

HWM 75-AS
HWM 80-AS
HWM 80-000
HWM-80-100
HWM-100-AS
DW-5200
DW-5500
DW-6500
DW-8100
DW-8200
DW-8500
SA-242
SA-244
SA-244
KWM-1010w
KWM-1012w

Dealer Buying
Price

Retail Price
11,275

11,400
11,800
12,700
9,900
10,100
9,500
12,500
9,200
8,200

Market
Selling

10,957

8,500
9,300
10,100
7,800
8,500
8,100
10,900
8,000
7,300

9,200
9,800
10,500
8,300
9,000
8,600
11,500
8,600
7,800

9000

15,280

12,600
13,200
14,500
14,950
16,100
13,000
15,200
15,500
18,700
17,500
19,000
13,200
13,500
13,200
13,400
13,700

13500

15,880

14,550
15,000
16,500
16,950
18,550
15,000
15,800
16,900
19,900
18,200
20,000
14,000
14,500
14,500
14,500
15,000

Suggested Price

12,150
12,800
14,050
14,450
15,600
13,800
14,800
15,000
18,200
17,000
18,500
12,800
13,000
12,800
13,000
13,200

Research Done by local research firm to

know about trend of washing machine

Strategies to Gain Market

Share
Have to invest in Advertisement
Availability of WM maintain sufficient stock
Price must be market competitive
Have to increase product line
offer incentives to the dealers, who in return push the
product among the customer and then we will get the
desired volumes in Pakistan.
Have to take mileage from family structure change and
population increase