Company Overview
Kenwood is a multinational company founded by Mr. Kenneth Mainyard Wood in 1947, in the
town of Working. The original manufacturing was done by him in his garage. At that time, the
only product Kenwood produced was Kitchen Appliances. They expanded with time and in
1962, they made their head office in the town of Havant, United Kingdom where it still exists. In
1997, Kenneth Wood died and in 2001, the company and its plant in China was bought by a rival
appliance maker De’Longhi. (White, 2001) He is still the owner of Kenwood Limited globally.
Kenwood has expanded rapidly since it was created and now operates in 44 countries worldwide.
Even though its primary area has been kitchen appliances, it has diversified its portfolio in
different countries.
Kenwood came to Pakistan in 2004 by giving R & I Electrical Appliances Pvt. Ltd a
distribution, importing, and manufacturing license. In Pakistan, R & I is the sole producer of
Kenwood Air Conditioners and washing machines, and the sole importer of kitchen appliances
and refrigerators. As they only manufacture two products in Pakistan, they have two factories
located in Karachi, both in the SITE area. Their national head office is located in Madina City
Mall, Saddar, Karachi. Where Kenwood having more than 500 employees.
Kenwood UK often visits these sites annually to monitor the conditions and further extend the
license to produce to R & I. Currently, R & I have their own local brand ‘Homage’ in their
portfolio as well. It is their registered trademark. They produce UPS Invertors, batteries, solar
invertors, water dispenser, generators, and microwaves under the Homage brand.
The key point to note here is that Kenwood and Homage are two separate brands but are
managed by the same company i.e. R & I electrical appliances Pvt. Ltd.
Since they came to Pakistan, Kenwood has taken tremendous share in Split AC category which is
their most selling product. They give local warranty for their products and complete customer
services. They have innovated recently introducing a full line of DC Inverter ACs. As this was
their top product, we chose AC production in Kenwood as our area of focus
Kenwood All Products:
Kitchen Appliances
Hand Mixer Chopper
Slice Toaster Blender
Sandwich Maker Kitchen Machine
Vacuum Cleaner Juicer
Dry Iron Coffee Maker
Kettle Food Processor
Meat Grinders Hand Blender
Smoothie Steam Iron
Refrigerators
Chest Freezer
Upright Freezer
Side by Side
Classic Series
Persona Glass Door Series
Titanium SS Series
Four Door Refrigerator Series
Channel for connecting potential clients
Kenwood used different techniques for connecting potential clients.
Kenwood advertisement is one of the best advertisements in Pakistan and UAE also.
For example:
Kenwood is very strong ad campaign on TV and also on YouTube.
Kenwood is organizing events, using mobile marketing, social media etc.
Target audience:
The target Audience of Kenwood was young couples between age of 25 to 35 because they offer
Kitchen Appliances, Air Conditioners, Washing Machines & Refrigerator and these products are
the basic requirement of young couples.
Distribution Network
Kenwood has one Head Office and ten branches in Karachi, which having thousands of Dealers
working all over Pakistan dealing in Kitchen and Power Appliances. So, the Customers can
easily access the products. This huge network is the trademark of our success and demand of our
brands Following are the distributing network:
Outlets
Buy Online
Banks
Dealers
Key competitors
Kenwood vs Gree vs Pel,
Kenwood:
Kenwood Inverter AC in Pakistan is definitely one of the best inverter AC in Pakistan in terms of sales
and are one of the few companies that have given customers the flexibility to choose from 3 different
variants of Inverter AC according to their budget. In addition to this, Kenwood Inverter Air conditioners
are available in 60% Saving, 75% Saving, and their flagship variant which is Full DC Inverter AC known as
75% Esmart.
Although their after-sales service was a major concern and different forums are full of complaints where
customers have expressed anger over their after-sales support. However, Kenwood Pakistan has
recently invested a lot in their after-sales department and a new team is onboard which has helped
Kenwood Pakistan in terms of complaint ratios and the results are definitely showing.
There are so many options for customers to choose from Kenwood inverter ac lineup but if we would
have to suggest our customers choose one that has to be Kenwood Esmart 75% Full DC Inverter AC
which is selling like crazy these days especially their 1.5- and 2-Ton Variants. If customers can stretch
their budget, then Kenwood Esmart is one of the best options to choose from.
PEL:
PEL has worked really hard to market their inverter air conditioners in Pakistan and they have pretty
much succeeded by launching some top-notch inverter ac in Pakistan which includes FIT, Apex, and
Jumbo to name a few. Pel is one of the few companies in Pakistan who have gone the extra mile and
have provided the SEER and EER ratings on all of their models which will help the customer to choose
from their wide variety of inverter air conditioners according to their budget.
One Inverter AC that stands out in PEL Lineup is their Jumbo Inverter AC which PEL claims to be a full dc
inverter ac and has a SEER Rating of 4.30 and EER Rating of 3.8 which is very close to Kenwood Esmart
Lineup. However, this is a very small difference and because of the amazing after-sales services of PEL
and good price point, Pel Jumbo Inverter AC in Pakistan will create its market slowly but surely.
Moreover, Jumbo Lineup is also equipped with T3 Compressors including 1 Ton which is quite difficult to
find nowadays.
Gree:
Gree is one of the few companies in Pakistan that really knows how to market their product and their
products especially their Inverter AC are always in demand due to their right marketing and tight
production.
There most selling two main variants available in Pakistan are the Gree Cozy G10 Series and Fairy Series
in Pakistan. The main difference is energy efficiency as the fairy is a better inverter ac considering the
specifications, features, and especially EER and SEER of Gree Fairy.
In my opinion Kenwood is the best Ac invertor in Pakistan because of their quality and energy saving it
save up to 75% energy.
Annual Revenue:
Annual revenue of 2020 is 2634.26 million revenue. This is overall revenue of Kenwood.
Link to website https://www.kenwoodpakistan.com/
