INTRODUCTION

ORIENT was the first Private Limited Company of Orient Group of Companies Established in Lahore
in1957, one of the leading manufacturer of electrical appliances in Pakistan. Today, Orient Group of
Companies is the sole distributor of the world’s most renowned brands like Mitsubishi Air Conditioners,
Samsung Home Appliances & Samsung Consumer Electronics . ORIENT is one of the fastest growing
consumer electronics companies in Pakistan. With a wide range of home appliances, including Air
Conditioners, Refrigerators, LED TVs, Water Dispensers, Microwave Ovens etc. Orient products have
proven themselves in functional performance parameters set by international industry experts. With the
vision to become leaders of the industry, Orient strives to make each of its products, with careful R&D
and intensive innovation. Orient aims to give its customers new and original products each year, which
can be value beyond the ordinary in every household.

TAG LINE

“LIVE IN INNOVATION”

ORIENT “AIR CONDITIONER”

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.

Segmentation
Demographics:
Age: No limit
Gender: Both
Family life cycle: It focuses on the whole family.
Income: premium segment
Income level: above Rs 46000
Religion: all
Education: illiterates and literates
Occupation: professionals and business owners

Geographic:
Density: urban
Region: middle East(areas with extreme temperature)

Psychographic:
Social Class: Upper class, upper middle, upper lower, middle upper and in somehow middle
and lower middle classes are focused.
Lifestyle: achievers and strivers
Personality: compulsive ,independent and self-reliant

Behavioral
Occasions: special events(Ramadan)
Season(summer)
User status: potential users
Attitude towards product: positive
Readiness stage: aware ,desirous intending to buyer

MARKETING MIX STRATEGIES

PRODUCT:
Product Fridge, led, split ac,dc ac, washing machine & vacuum cleaner
Core values:
 Customer focused
We provide according to customer need& budget .we deliver good home appliances
 Deliver on commitments
We provide our products on commitments.
 Passion for excellence
Customer satisfaction is our passion
 Live innovation
Inventing new things is our strategy

Actual values:
 Orient are advocates of “First impression is the last impression” so safeguarding the
interest of the end user on how they should be welcomed carries primary importance
for us.
 Orient has conducted extensive research on color schemes, designs and types of product
packaging that is the most appealing to its intended consumer
 To minimize the risk of breakage during shipping and guaranteeing that the product is
received by the customer as it is committed and making it stand out as it sits on store
shelves, orient is investing in quality packaging.
AUGMENTED VALUES:

 Orient’s lineup of eComfort A/C’s from 1 Ton up to 2Tons (both Gold Fin & Blue Fin)
would be eligible for Free Installation upon purchase
 Provides accurate reports of the air conditioner’s power, voltages, current & electricity
unit consumption.
 Provides an accurate billing report.

PRICING
Penetration pricing:
On the launching time orient set low price to capture middle income group and somehow orient
increase their price. Price of our product is reasonable, lowest price in Pakistan. Bundle pricing on
special occasions.
The obvious pricing objectives of orient electronics are

• Maximization of Profits

• To achieve the target return and targeted sales

• Maintain the Market share

1. Orient is the best brand in the market.

2. Orient products consume less electricity.

3. Second reason is that orient target market is upper tier.

4. And to some extend upper tier of middle tier. But paying more for orient, customer feels value

5. If we compare the price of orient with other local brands there is small difference.

6. As far as quality is concerned, by paying more customers is not worried about the quality.

PROMOTION:
The company is promoting its product through the following modes
• Advertisement (Print media. Newspaper Arora magazine
Electronic media. Website. Television etc)
• Public Relations
For example: Ramadan Ration Pack Distribution to its employees every month. The packs
include enough rations to last for a complete month and include everything for the use of an
average household’s kitchen. The employees falling under the minimum wages category are
greatly helped financially throughout the year.
The company’s welfare work has been valued as a corner stone in the company’s philosophy
The top level of management wishes that God almighty continues to shower the company with
its blessings so that they can continue to make lives easier for people in Ramadan and send
them home with smiles.
Sales Promotion
Orient center wedding offer:
Ever friendly and ever considerate towards its customers, Orient family never lags behind in
doubling up the joy of its customers on such occasions.With Orient. Centers located all around the
country, the company has launched a Wedding Offer for all the customers who shop at Orient Centers.
And the numerous lucky draws being held at Orient Centers have increased the chance of winning prizes
by a manifold. The method is simple, users just need to go and shop for their marriage at the named
Orient Centers, fill up their warranty card and drop it in the lucky draw ballot to get their name entered
into lucky draws.

 Wedding function dinner

 Career opportunity offer
 Return ticket to Dubai for a lucky couple
 Orient LED 22” – 1 Prize for every Orient Center
 Orient Microwave Oven – 1 Prize for every Orient Center


 Dinner for a lucky couple – 2 Prizes for every Orient Center

Knowing how to create a customer base in the market are the trademarks of a company with brighter
prospects.

External communication: orient promote their products through external communication

• Events and Exhibitions

• T.V Advertisement on different channels
• Radio Advertisement, F.M 100
• Bill boards almost in every big city
• newspapers, Posters /Banners
• Small gifts for dealers/distributors to push new product sale
• Small gifts
• Party to introduce them new product
• T – Shirts printed with product logo on them
• Caps and key chains

Placement
Channels:17 Sales offices, Over thousands Dealers and Retailers throughout the country. Uses
selective and complementary distribution
DISTRIBUTION
Orient use vertical integration channel.

Manufacturer

Wholesaler

Retailer

Consumer
1. The distribution channel includes Distributors and Dealers/retailers.
2. The Pakistanis dividedinto6 Regions.
• Upper Punjab
• Lower Punjab
• Center Punjab
• Sindh
• Baluchistan
• KPK Region Offices are following: Rahim Yar Khan, Vehari, Quetta, Sahiwal, Gujranwala,
Karachi
1. The overall orient products are manufactured in Lahore.
2. For all Pakistan stocks dispatches carried out from factory warehouse. Warehouses.
There are further 5 warehouses in the country.
1. Lahore
2. Islamabad
3. Multan
4. Karachi
5. Quetta Distribution Channels
• Distribution Vehicles
• Freight On Road ( goods transportation service)
.