Orient Electronics was established in 1957 and is now one of Pakistan's leading manufacturers of electrical appliances. It has a vision to provide innovative, durable consumer electronics through modern concepts. Orient's mission is to lead the industry with quality products and innovative technology. It has business divisions for electronics, photography, and a joint venture with Mitsubishi. Target markets include Middle East for products suited to extreme weather. Orient uses vertical integration and partnerships with Samsung and Mitsubishi. It has a multi-tiered product portfolio and pursues penetration and bundle pricing strategies.

3.  Muneeb ALLAH RAKHA M14BBA073
 Kashif Majeed M12BBA078
 Haris Ali M14BBA076

4. 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.

5. 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.

6.  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.

7.  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.

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

9.  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)

10. And now orient is only the one company in Pakistan which
doing distribution of following brands
•Mitsubishi
•Samsung
•Transcend

11.  After analyzing market we analyze about competitors of
orient, following are the competitors of orient.

12.  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

13.  Innovations
 Low electricity Consumption
 Products consume less electricity
 Low cost strategy

14.  Technological partnerships with foreign top
class brands
 Like samsung, mitsubishi

15. • 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

16. o Positioning: The image of the product in the consumer’s
mind
o Demographics: For whole family
o Age: No limit
o Gender: Both
o 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.

17.  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

18.  Muneeb ALLah Rakha
 M14BBA073

19. o Orient use vertical integration channel.
manufacturer
Wholesaler
Retailer
Consumer

20. Marketing Mix of 4 p’s
Proudct
Price
Placement
Promotion

21.  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

22.  Print media.
Newspaper
Arora magazine
 Electronic media.
Website.
Television.
Social services
Ramdan package
Hajj services
Wedding offers

24.  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

25. STARS
DC Inverter
QUESTION
MARK
Mobile
phone+tablet
CASH COW
Glass door
Refrigrator
DOG
Vaccum
clener

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

27.  Haris Ali
 M14bba076

28.  Best Advertisement
 Innovative Ideas
 Best services
 After sale services
 Guaranteed products

29. •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

30.  Many Products.
 Innovative machine refrigerator with multimedia
system
 Molinaks.

31.  Electricity problem
 Gas problem
 Political issues
 Law an order issues
 Environment issues
 Internal employees

32. 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

34. They 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.

35. As you now they capture large share in Pakistan market
know they must move towards international market.
To use differentiation as a competitive strategy.