Group Members

Introduction

Orient Group of Companies has been on the forefront of design and development, by coming up with new products and increasing its presence in all its featured markets.

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.

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.

ORIENT SUPPLIES

And 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

OBJECTIVES

The objective of the marketing plan is to increase the company growth.

Our market strategy defines specific actions to perform the company aim and objective and keep its brand position within the market

Competitive Advantage

Innovations Low electricity Consumption Products consume less electricity

Low cost strategy

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

Distribution Strategyo Orient use vertical integration channel.

manufacturer

Wholesaler

Retailer

Consumer

Promotional Strategy

Print media.Newspaper Arora magazine Electronic media.Website.Television.

Display Media

Product life cycle Orient introduced its air conditions in 2006 so there are 8

years for any product to be in growth stage so currently it is in between introduction and growth stage and still it is growing in Pakistan.

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????