Changhong is a large Chinese electronics manufacturer with over 72,000 employees worldwide. It has been the top TV supplier in China for 18 years, selling one of every four TVs. Changhong has expanded globally with branches in Europe, Asia, and the Middle East, and products available in over 90 countries. In Pakistan, Changhong has partnered with Ruba Group to form Changhong Ruba, aiming to provide high-quality, affordable electronics and become a leading brand in Pakistan.

3. Contents
 Introduction
 RUBA Group
 Some Ads
 Brand Mantra
 Brand Equity
 Brand tracking survey
 SWOT
 PEST
 Brand Resonance Model
 BAV
 Marketing calendar
 Marketing strategies
 Newspaper ad

4. Vision
 Credible Security. We commit to create high-class
products and high-quality service.

5. Mission
 To run business with honesty and integrity, and with
consistent return; to help the society and the nation allay
worries and tide over difficulties; to achieve civic honor.

6. Introduction
 Established in 1958, CHANGHONG has grown into
one of the largest consumer electronics providers in
China, specializing in R&D, and manufacturing of
consumer electronics products.
 Worldwide, CHANGHONG has over 72,000 employees
and is an industry leader as the biggest supplier of
consumer electronics in Asia. For 18 consecutive years,
CHANGHONG has been ranked No.1 in the Chinese
domestic market with one out of every four TVs sold in
China being manufactured by CHANGHONG.

7. Introduction
 CHANGHONG has an established Overseas network
including branches in Europe, Southeast Asia and the
Middle East.
 Expanding into other overseas markets providing high
quality products and services to over 90 countries and
regions. This global network includes a support structure
of more than 20,000 sales and service worldwide outlets.
 Since 1999, Changhong have been available in over 70
countries including America, Russia, Australia, Indonesia,
Europe Union, Czech, Pakistan, Thailand, Peru.

8. RUBA GROUP
 Established in 1971, Ruba Group, an electronics conglomerate in
Pakistan, has collaborated with Changhong group to establish
new innovative brand “Changhong Ruba” for Pakistan market.
They have diversified businesses such as Textiles and Trading
companies based in Dubai and Singapore. The group is
committed to provide excellent and innovative goods in Pakistan
market and become well known in electronics industry all over
Pakistan.

9. Some Ads

10. Brand Mantra
•Reliable and Durable with good Style and design.
•Creating Easy Life.

11. Brand Equity
 Positioning
 Changhong Ruba has good position in the mind of
customer through better product with unique attributes,
at affordable price and improved quality.

12. Brand Equity
Value proposition
 Value proposition is a statement that should convince a potential
consumer that one particular product or service will add more value or
better solution to a problem than other similar offerings.
 Refrigerator:
 “Cooling Expert Reliable Meiling”
 TV:
 “Making Imagination Fly”
 AC:
 “A Cool Way of Life”
 Water Dispenser:
 “Enjoy the superior Quality”

13. Brand Equity
 Positioning statement
 Commercial reputation would be the comprehensive
reflection of our high-quality products, fast
and efficient service, market size and high popularity.

16. Marketing strategies
Product Strategy
Ruba has always been putting the end-consumers’
demand in the 1st priority. And always adapt the
philosophy of the differentiation in design for
consumers’ satisfactory. The differentiation products
have even included which have brought more
consumers’ excitement and satisfactory in the areas
other than traditional house-hold.

17. Marketing strategies
Pricing Strategy
 ChangHong Ruba has set their all product price same
in all cities of Pakistan market.
 They bear freight costs and make their product
available to their dealers irrespective of where they are
located. For this, they give margins to their dealers.

18. Marketing strategies
 Distribution Strategy
 CHANGHONG has over 72,000 employees and is an
industry leader as the biggest supplier of consumer
electronics in Asia.
 Overseas network including branches in Europe,
Southeast Asia and the Middle East.
 Providing high quality products and services to over 90
countries and regions.
 This global network includes a support structure of
more than 20,000 sales and service worldwide outlets.

19. Brand Tracking Survey

27. Y& R's Brand Asset Valuator

28. Brand Value Chain
 MARKETING PROGRAM
 ChangHong Ruba should go for advertising and promotion.
 Social media promotions
 Offering discounts
 PROGRAM QUALITY
 Distinctiveness is in the product
 The products of ChangHong Ruba are consistent
 CUSTOMER MIND SET
 Awareness needs to be created by the brand
 People have started adopting the products of ChangHong Ruba.
 MARKET PERFORMANCE
 Moderate price
 Low market share
 MARKET PLACE CONDITION
 Available at outlets
 Target to existing customers

29. Marketing Calendar
 Objective:
 “To increase the awareness about the brand in the
potential target market.”

30. Recommended Strategies
 Advertising through commercials should be done a lot
to create the awareness in the target potential market.
 Since personal selling is bit expensive and market is
selective so personal selling should be done in parallel
to advertising.
 Direct marketing is another tool. It should be used
efficiently and effectively direct marketing through
support media will be good enough.
 Sales promotions should be conducted along with the
direct marketing activities as direct marketing will
boost the sales promotions.

31. News Paper Ad

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