Group Members

Muneeb ALLAH RAKHA M14BBA073 Kashif Majeed M12BBA078 Haris Ali M14BBA076

Introduction

instituted. It was the first Private Limited Company of Orient Group of Companies. The company started importing modern photography papers and films in Pakistan and Mitsubishi Corporation of Japan Orient Electronics Pvt. Ltd, established in 2005.

History

Orient company was established in 1957and now one of the leading manufacturer of electrical appliances in Pakistan. The company has its own reputation and now the largest company in Pakistan in electrical household appliances.

Vision Our vision is to be an innovative

company that is driven by modern and cutting edge ideas and concepts. We work and rework on ideas that could lead us to providing convenient, durable, lasting and innovative consumer electronic goods to our valued customers.

Mission Our mission is to lead the consumer

electronics goods industry in the country with quality products. We aim to work on ideas that lead to innovative products resulting in a user friendly experience for the customer. Our products are constantly evolving to meet this objective.

Orient Group Of Companies

Now orient has started new four business under name of orient group of companies:

Orient electronics Orient lighting Orient kitchen appliances (molinecs) Orient business solution soft wares.

Board of Directors Mian Muhammad Fazal (Chairman) MianTalatMahmoodFazal (Managing

Director), Mian Ahmed Fazal (Executive Director) MianZubairFazal (Director Photo Division) Mian Abdul RehmanTalat (Director

Marketing) Mr. HomaeerWaheed (Director

Operations)

ORIENT SUPPLIESAnd now orient is only the one company in Pakistan which doing distribution of following brands

•Mitsubishi•Samsung•Transcend

Competitors After analyzing market we analyze about

competitors of orient, following are the competitors of orient.

Haier LG Pel Dawlance

Target market: Middle East is our most important target market. Because

the products we are making work very well in extreme temperatures and severe weather conditions which is why our products are most sought after in Middle Eastern countries and in Africa.

Household appliances& offices

Competitive Advantage Innovations Low electricity Consumption Products consume less electricity

Low cost strategy

Technological partnerships with foreign top class brands

Like samsung, mitsubishi

Segmentation• 1. High quality expensive Products (attracting rich

families)• 2. Medium quality moderate Price Products (For

medium class families)• 3. General Products of daily usage common use

Positioning strategyo Positioning: The image of the product in the

consumer’s mindo Demographics: For whole familyo Age: No limito Gender: Botho Family life cycle:It focuses on the whole family.o Social Class:Upper class, upper middle, upper lower, middle upper and in

somehow middle and lower middle classes are focused.

Pricing Strategy Penetration strategy: On the launching time orient

set low price to capture middle income group and some how orient increase their price.

Bundle pricing on special occasions

Muneeb ALLah Rakha M14BBA073

Distribution Strategyo Orient use vertical integration channel.

manufacturer

Wholesaler

Retailer

Consumer

Marketing Mix of 4 p’sProudct PricePlacementPromotion

Place Channels: 17 Sales offices, Over thousands Dealers and Retailers

throughout the country. Uses selective and complementary distribution

The distribution channel includes Distributors and Dealers/retailers.

The Pakistan is divided into 6 Regions. Upper Punjab Lower Punjab Center Punjab Sindh Balochistan KPK Region Offices are following: Rahim Yar Khan, Vehari, Quetta, Sahiwal, Gujranwala, Karachi

Promotional Strategy Print media.Newspaper Arora magazine Electronic media.Website.Television.Social servicesRamdan packageHajj servicesWedding offers

Display Media

BCG Matrix: The BCG matrix categorizes brands according to two

parameters, the rate of market growth and the relative market share. There are four categories under which brands may fall:

Star: High market growth & high relative market share.

Cash cow: Low market growth & high relative market share.

Question mark: High market growth & low relative market share.

Dog: Low market growth & low relative market share

STARSDC Inverter

QUESTION MARKMobile

phone+tablet

CASH COW

Glass door Refrigrator

DOGVaccum clener

Marketing Award 2012-13

Marketing director receiving award for best marketing from EX president of pakistan Asif ali zardari.

Haris Ali M14bba076

STRENGTHS Best Advertisement Innovative Ideas Best services After sale services Guaranteed products

WEAKNESSES

•Orient is a low cost operator•The company is losing a lot of money due to extra labors and manual work• Associated staff not trained•Thefts events mostly occurs

Opportunities Many Products. Innovative machine refrigerator with multimedia

system Molinaks.

Threats:  Electricity problem Gas problem Political issues Law an order issues Environment issues Internal employees

Customer’s opinion  According to customers orient air conditioners

have better quality and have reasonable price. Some says orient has better quality Some says orient has good technological Some says it use low electricity consumption Some says its cooling is great Some says is design is good Some people have no awareness of orient company

 

Social responsible branding

Products for DowryHelps in studying for poor studentsGive charity for needy peopleGive for flood relief

suggestionsThey should focus on future consideration instead of

short term profit.They must expand their advertisements to capture

more market share.To improve quality by spending more on R&D

department.It has to change its physical positioning.

PROPOSED STRATEGYAs you now they capture large share in Pakistan

market know they must move towards international market.

To use differentiation as a competitive strategy.

Question????