1-EXECUTIVE SUMMARYThis project is based on the comprehensive study of the core subject of Strategic Marketing Management. The project contains a detailed industry analysis as per the teaching of course and detailed information about the present condition of Air Conditioners Market in Pakistan.The project contains a comprehensive Marketing Plan (for External Audience) of a new product which is to be introduced as a pioneer product in the Pakistans market. The product belongs to the family of Split Air Conditioners and is called Mobile Air Conditioner. The selected name of the product is MAC Series which contains two different models. The product is launched under the family brand name of PEL. Pak Elektron Limited (PEL) is the flag bearer of the Saigol Group of Companies and is the pioneer manufacturer of electrical goods in Pakistan. It was established in 1956 in technical collaboration with M/s AEG of Germany. PEL currently has a market share of 13% in the Split Air Conditioners market but has the strongest dealership network all over Pakistan which can help in the success of new product. PEL has recently exported 14,800 Split units to Afghanistan.The unique product has some attractive features like changeable bodies, automatic excretion of air freshener and above all portability.The project discusses a complete marketing strategy with respect to five Ps and also the three years income statements. Promotion of MAC Series has a budget of Rs.15.