Analysis of Marketing Mix Strategies of Pensonic

3. Analysis of mix marketing strategies (Product, Price, Place and Promotion)

Product

Pensonic was accorded the ISO 9002 accreditation in 1999 but it was upgraded to ISO 9001-2000 accreditation in 2002 in terms of quality. (ISO 9002 was obsolete)

Pensonic offers good quality and wide range of household appliances with affordable price. Based on the information in the official web site of Pensonic, there are 7 categories of product which consist of kitchen appliances, home comfort, audio & visual, laundry, lightning, refrigerator and others. Table 1.1 shows that the coverage of Pensonic electrical household products.

Width of Pensonic:

Number of lines the firm carries | Length and depth of Pensonic:Number of items in the product mix and number of variants offered in the line |

1. Kitchen Appliances | 1. Oven 2. Microwave Oven 3. Console Oven 4. Toaster 5. Blender 6. Food Processor 7. Jug Kettle 8. Kettle 9. Thermo Flask 10. Juice Extractor 11. Stand/Mixer 12. Water Filter 13. Water Dispenser | 14. Steamer 15. Gas/Rice Cooker 16. Sandwich Toaster 17. Coffee Maker 18. Multi Cooker 19. Steamboat 20. Induction Cooker 21. Gas Cooker 22. Build in Hob 23. Commercial Stove 24. Portable Gas Cooker 25. Slow Cooker 26. Cooker Hood |

2. Home Comfort | 1. Fan Series 2. Air Conditioner 3. Portable Air Conditioner 4. Vacuum Cleaner 5. Tower Fan 6. Air Cooler 7. Air Purifier 8. Water Heater |

3. Audio & Visual | 1. LCD/LED 2. Color TV 3. CD Player 4. Radio Cassette Player 5. DVD Micro Player 6. DVD Player 7. Clock Radio |

4. Laundry | 1. Iron/Steam Iron 2. Washer |

5. Lightning | 1. CFL Light 2. Multipurpose Light 3. Carinae LEDs (launched recently 18 September 2012) |

6. Refrigerator | 1. Freezer 2. Refrigerator 3. Standing Cooler |

7. Other | 1. Hair Dryer |

Table 1.1 Products offered by Pensonic

Pensonic provides 5-years...