Orient Electronics (PVT) LTD

Orient Group of Companies

Official Marketing Internship Report

2016

Orient Group of Companies

Haris Shabbir Rana

Official Marketing Internship Report 2016 IoBM, Karachi

CONTENT

PAGE NO

1. INTRODUCTION....................
.........................................4
1.1. Introduction
to
the
Company
........................................................4
1.2.History
of
Orient
........................................
............4
1.3.Vision.............
............................................4
1.4.Mission...........
...........................................4
1.5.Product
Range............................................
..........................5
2. Marketing
&
Sales
Department
.........................................................................6
2.1.Marketing
Hierarchy
.........................................................................................
6
2.2.Marketing
department....................
....................................................6
2.3.Sales
Department....................
..........................................................7
2.4.Budget....................
.................................................................7
3. Marketing
Internship
Program..........
............................................................8
3.1. Objectives....................
.................................................................8
3.2. My
Job
Description.....................................................................................
............................8
4. Market
Research.........................................................................................
.............................9
4.1.Problem
Statement......................................................................................
...........................9
4.2.Scope of

Official Marketing Internship Report 2016 IoBM, Karachi

Inquiry...........................................................................................
...........................9
4.3.SWOT
Analysis..........................................................................................
..............................10
4.4.Data/Presentation &
Analysis..........................................................................................
.....11
4.4.1.Specification
Comparison...........................................................................
..........11
4.4.2.Features
Comparison...........................................................................
................11
Graphical Representation of
Specifications..............................................................12
Chart Comparison of DC Inverter AC
Brands............................................................12
4.4.3.Outlets
Covered................................................................................
...................13
4.4.4.Orient Market Share (Dealer Wise Selective
Outlets)........................................13
4.4.5.Findings/Analysis of Situation in Abid
Market.....................................................14
Branding...............................................................................
..................................14
Interviews.............................................................................
..................................14
5. Mr. Yousuf, Branch Manager, Orient Office Abid Market
Lahore............................................14
6. Mr. Hamid Sarwar, Sr Brand Executive, Orient
Electronics......................................................14
Branding Activities in Dealer
Shops..........................................................................15
POP, Header, Footer, interactive POS, Stairs, Pillar & Wall
Branding........................16
4.4.6 Findings.............................................................................
..................................17
Sales in %age of Orient Product Range in Abid
Market............................................18
4.5. ATL Brand Review Report On Social Media From May-June
2016.....................................19
a. Gree...........................................................................................

Official Marketing Internship Report 2016 IoBM, Karachi

.....................................20
b. Haier..........................................................................................
.....................................21
(Continued)................................................................................
.....................................22
c. Kenwood....................................................................................
.....................................23
d. Dawlance...................................................................................
......................................24
(Continued)................................................................................
......................................25
e. Changhong
Ruba..........................................................................................
....................26
f. Enviro........................................................................................
......................................27
g. TCL............................................................................................
.......................................28
h. Orient........................................................................................
......................................29
(Continued)................................................................................
......................................30
4.5.1.Consumer Sentiment
Analysis......................................................................................
.....31
Result/Outcome...........................................................................
.....................................31
5. Ramadan Advertising Campaign of Orient DC Inverter
AC.......................................................33
5.1. Objective....................................................................................
......................................33
5.2. Customer Profiling (For Orient DC Inverter AC &
Refrigerator)..........................................33
5.3. Target
Market........................................................................................
...........................34
5.4. Desired Consumer
Belief..........................................................................................
.........34
5.5. Unique Selling Proposition
(USP).......................................................................................3
4
5.6. Brand
Personality..................................................................................
............................34
5.7. Logo...........................................................................................

Official Marketing Internship Report 2016 IoBM, Karachi

.......................................34
Tagline........................................................................................
......................................34
5.9. Brand
Tone............................................................................................
...........................34
5.10. Medium of
Campaign....................................................................................
....................34
5.11. Timeline......................................................................................
......................................34
5.12. Product
Analysis......................................................................................
.........................35
5.13. Brand
Name..........................................................................................
............................35
5.14. Tagline........................................................................................
......................................35
5.15. Website......................................................................................
......................................35
Media Plan
(TV)............................................................................................
....................36
..................................................................................................
.......................................37
Media Plan
(Print).........................................................................................
....................38
..................................................................................................
.......................................39
6. Recommendations...........................................................................
.......................................40
7. Appendix.........................................................................................
.......................................41
.......................................................................................................
........................................42
References......................................................................................
........................................43
5.8.

Official Marketing Internship Report 2016 IoBM, Karachi

1. Introduction:
The reason I opted for internship in Orient Group of Companies is because I wanted to
benefit maximum from the experience. I desired a new challenge to learn, improve and
develop new sets of skills in the field of marketing (Product & Brand Management and
Advertising).
1.1. Introduction to the Company:
Orient Electronics Pvt. Ltd, established in 2005, 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, LED lights
etc., the company is proud to introduce modern technologies in the industry at a very
affordable price. A dedicated workforce, professionals and the inspiring management
leadership of Orient Electronics have powered the company to pursue its vision and
mission which lead to innovation.

1.2.

History of Orient:

1.3. Vision:
To be an innovative company that is driven by modern and cutting edge ideas and
concepts. Orient work and rework on ideas that could lead to providing convenient,
durable, lasting, affordable and innovative consumer electronic goods to valued
customers.
1.4. Mission:
To lead the consumer electronics goods industry in the country with quality products. It
aim to work on ideas that lead to innovative products resulting in a user friendly
experience for the customer. Its products are constantly evolving to meet this objective.

Official Marketing Internship Report 2016 IoBM, Karachi

1.5. Product Range:

Official Marketing Internship Report 2016 IoBM, Karachi

2. Marketing & Sales Department:

2.1. Marketing Hierarchy:

Director Sales &

Marketing
Abdul Rehman Talat

Product Manager
Nabeel Saleh

Product Executive
Wasif Alvi

Product Executive
Bilal Amin Qamar

Brand Manager
Zeeshan .A. Khan

Brand Executive
Umer Idress

Sr. Brand
Executive
Hamid Sarwar

2.2. Marketing department:

Orient is very solicitous about its marketing activities as it is the backbone of it sales.
Orient from its genesis has always focused on competent & magnificent marketing
strategy which revamps with the passage of time. One of the immense tools of
marketing is advertising. Orient conducts ATL activities through different mediums which
includes Television Commercial (TVC), Print Media (Newspapers & Magazines), and
Radio. As far as BTL activities are concerned, Orient also keenly focuses on Outdoor
Media, In-store advertising, sponsorships, Sports Events such as ODSL Orient Dealers
Super League, Exhibitions (Dawn Lifestyle) and Social Media (Facebook, Blogs,
articles, and viral videos).
Other than advertising are the pricing strategies and policies which is the work of
marketing. It also
Orient is a strengthened brand that continuously is making maximum efforts in digital
marketing which is providing prolific results. Orient marketing is according to the
international standards of Integrated Marketing. Each message is being conveyed to
consumers by all aspects, be it above the line, below the line, through the line or
beyond the line. It targets consumer with an angle of 360 degree.

Official Marketing Internship Report 2016 IoBM, Karachi

Moreover, it does accept the Corporate Social Responsibility (CSR) as Orient do charity,
conduct Iftar drives, and distribute Ration among a large no. of communities. Orient also
believes in TTL strategy as it pulls the customer through ATL and excites him/her
through BTL.
Marketing department is divided into two sides, i.e. Brand & Product. Brand side is
responsible for all ATL, BTL & TTL activities. Whereas Product side is responsible for
formulating strategies & policies of pricing, new product development, and managing
reports on Sales of products being marketed. The creative part of ATL advertising is
done by vendors (Ad agencies) whereas, BTL (marketing collateral and Out of home
advertising related activities) executions are done by other.
Orient has the best distribution channel among Pakistan in appliance industry. It collects
orders from major distributors and supply according to consumer demand. The overall
marketing strategy is to maximize sales by offering affordable prices of its product
offerings to consumers.
2.3.

Sales Department:

Sales department is also divided into two sides, Corporate Sales and Branches
across Pakistan. Sales department is aligned with marketing department. Product
range that is manufactured; Sales teams duty is to deal with distributors, contractors,
different sectors (Banks, corporations etc). Marketing collateral such as catalog,
Buntings, leaflets, Point of Sales and Point of Purchase is dispatched by brand side of
marketing department to branches of orient across Pakistan where Sales team is
responsible to utilize them relevantly. Sales plan is proposed mutually with the
integration of Production, Marketing & Sales department. Marketing department
proposes the no. of units to be produced by production department, when these units
are manufactured, marketing department in line with Sales department set Sales Target
annually which are further broken into quarterly, monthly and daily targets by Sales
department.
2.4. Budget:
Orient proposes its advertising budget to accomplish its marketing objectives. Its
budget is highest of amount among the home appliance industry. It is the utmost
priority of Orient to meet the international standards of budgeting. Orient follows
Percentage of Sales Method to determine its budget.

Official Marketing Internship Report 2016 IoBM, Karachi

3. Marketing Internship Program

3.1. Objectives:
During my six weeks of internship, I was supposed to work on the following objectives:
To be a part of creative campaign activities, from making a brief & concept building
till the execution of campaign.
To do a Market Research (competitive analysis of Orient DC inverter AC) in Abid
Market located in Lahore, Pakistan (selection of random dealer shops - sample).
To analyze which brands have high demand in the market.
To know consumer preferences and behavior they want Orients offerings or its
competitors.
To check the availability of Orient offerings in market.
To find out what brands products sellout the most on daily basis product wise (AC &
Refrigerator).
To look after BTL activities by staying intact with Sales and Brand Management
teams (displays, shop facia, stairs branding, Pillar branding & Wall branding) share
in the market (electronics outlets).
To stay intact with Marketing and Brand executives who are in market to get as
much as information related to market and Orients competitors.
To successfully launch a 360 degree advertising campaign of Orient DC inverter AC.
To learn & enhance technical skills on MS Excel & SAP.
3.2. My Job Description:
At Orient, I was working in the Marketing Department under the supervision of Brand
Manager & Product manager. My tasks, duties and responsibilities on daily basis were:

Following up advertising strategies and 360 degree Media plans for consumer
products.
As part of assignment and being a member of creative, sharing new ideas for
interactive advertising & marketing with Advertising Agency.
Conducting Pre-Ramadan Advertising campaign of Orient DC Inverter Heat and
Cool AC on TV, Print, Radio, Digital, Social and Outdoor Media.
Deployment of market collateral (POPs, Brochures, Posters, Flyers etc) in the
market and receiving day-to-day activity updates from Sales staff.
Recording, analyzing and reporting on MS Excel and SAP of marketing related tasks
with Marketing & Brand Managers.
Gauging the consumer threshold after conduction of Advertising Campaign with the
coordination of Sales department.

4. Market Research

Official Marketing Internship Report 2016 IoBM, Karachi

4.1. Problem Statement:

During my marketing internship at Orient, I was supposed to conduct a market
research in Abid Market, Lahore on electronics dealer outlets in order to know what
brands exist, where Orient stands in market, and what competitors are offering.

Furthermore, some other factors were to identify:

Which brands consumers prefer over Orient when making a purchase decision and
why?
How much Orients product display is visible to consumers (is it less or more than its
competitors)?
What are the strengths, weaknesses, opportunities and threats for Orient?
What competitive advantage Orient has over its competition?
To check the level of Branding of all companies in comparison with Orient, and to
find out the impact of Outdoor advertising.
I personally visited the Abid Market of Lahore in order to identify and gauge these
above mentioned questions.

4.2. Scope of Inquiry:

In my research project, I worked along with Brand Manager, Sr. Brand Executive &
who is responsible for Orient branding in appliance markets of Lahore. He helped
me in providing valuable information and guidance about appliance industry and
nature of market. As well as, my brand manager and brand executive guided me
how to conduct quantitative and qualitative research. To conduct the research, I
designed a questionnaire that included some open ended questions.

4.3. SWOT Analysis:

The following SWOT analysis highlights Orients strengths, weaknesses,
opportunities and threats.

Official Marketing Internship Report 2016 IoBM, Karachi

Strengths
1. Innovative products (DC
Inverter Technology)
2. Affordable Prices
3. Energy Efficient Products
4. Durable products
5. Strong Brand Image
6. Strong Dealer Network
7. Proactive Digital Marketing

Opportunities
1. International Expansion
2. Establishing own new
online market. (ECommerce)
3. More room to enter into
other home appliances
products
4. Recognized the need for
digital marketing

4.4. Data/Presentation & Analysis:

4.4.1. Specification Comparison

Weaknesses
1. More Sales Oriented
2. Some Chinese competitors
are competing Orient in
appliance market
3. Less Outdoor advertising
efforts as compared to its
competitors
4. Not an International Brand

Threats
1. Chinese manufacturers
2. Intense Competition
3. Energy Shortfalls
4. Government Regulations
(Import duties, Corporate Tax)
5. Uncertain Law & Order
Situation.

Official Marketing Internship Report 2016 IoBM, Karachi

Source: Internet (Official websites of above brands).

4.4.2. Features Comparison:

Brands

Features

Orient

Heat and Cool Function

Biggest Indoor & Outdoor Units
4 Way Cooling
Easy Clean
Self-diagnose
Biggest Indoor 1.1 Meter Long

Gree

Turbo Cooling
4 Way Air Outlet
3 Sleep Curves

Haier

Turbo Cooling
66% Power saving
Nano Aqua- which keeps skin moist
Air purification.

Kenwood

I Feel: A/c to the sensed temperature

Up to 75% energy efficient
Long distance air throw

Dawlance

Save 60% energy

provides faster cooling
Digital Protection device

Pel

Gold plated fins.

high quality compressor
Air-purification.

Graphical Representation of Specifications:

Official Marketing Internship Report 2016 IoBM, Karachi

Chart Comparison of DC Inverter AC Brands:

Brand

DC Inverter AC IN Heat & Cool

Model No.
Picture

Series

Orient

Ultron
Series

Gree

Viola

Haier

DC
Inverter

HSU-18HZE-R2-DB

Kenwood

3-DC
Inverter

KDC 1804S

Dawlance

Inverter
Series

INVERTER-30 1.5
Ton

Pel

Invert-oCool

INVERT-O-COOL 1.5
Ton

OS-19 K7 IN HC

GS-18CITH2/2G

Features
Heat and Cool Function.
Biggest Indoor & Outdoor
Units. 4 Way Cooling. Easy
Installation
Turbo Cooling. 4 Way Air
Outlets. 3 Sleep Curves
Turbo Cooling. 66% Power
saving. Nano Aqua- which
keeps skin moist. Air
purification.
I Feel: A/c to the sensed
temperature. Up to 75%
energy efficient. Long
distance air throw
Save 60% energy. Provides
faster cooling. Digital
Protection device
Gold plated fins. High quality
compressor. Air-purification.

4.4.3. Outlets Covered:

The purpose of the research was to randomly visit (physically) dealer outlets located in
Abid Market of Lahore for a week covering the above listed electronics outlets. During
the market visits in Abid Market I visited the following 10 dealer outlets with Mr. Hamid
Sarwar, Sr. Brand Executive:

Afzal Electronics
Arshad Electronics
Lahore Centre

Official Marketing Internship Report 2016 IoBM, Karachi

White House
Al - Fatah Electronics
Madina Electronics
S. Lahore
Nagina Electronics
Hussain Electronics
Al - Fatima Electronics

4.4.4. Orient Market Share (Dealer Wise Selective Outlets):

Serial No
1
2
3
4
5
6
7
8
9
10
Total:

Dealers
White House
Lahore Centre
Afzal Electronics
Arshad Electronics
Al - Fatah Electronics
Madina Electronics
S. Lahore
Hussain Electronics
Nagina Eectronics
Al - Fatima Electronics

Percentage Share in Market

24%
20%
17%
12%
9%
7%
4%
3%
2%
2%
100%

Source: Mr. Yousuf, Branch Manager, Orient Office, Abid Market

4.4.5. Findings/Analysis of Situation in Abid Market:

To study the market situation, I had chosen two data collection methods:
a) Observation
b) Interviews
Whereas research design was Descriptive:
a) Expert Opinion
b) Mall Intercept

Official Marketing Internship Report 2016 IoBM, Karachi

Branding:
Interviews:

a. Mr. Yousuf, Branch Manager, Orient Office Abid Market Lahore: ATL activities are
conducted when you want to reach large no. of potential customers, ATL is to be done.
Whereas BTL activities are conducted when you want to engage with your target audience
directly, increasing the response rate.
b. Mr. Hamid Sarwar, Sr Brand Executive, Orient Electronics: ATL activities are to create
Brand perception and to capture Brand share, as it is a long term investment. TVCs, Print
Ads and Radio spots are to get the consumer out of their homes, Out of Home Media is to
stick the consumer with the brand, while Branding (BTL Shop Facia, Shop Banners
designed by companies itself) is to achieve the final sales by keeping the trust of consumer
in brand.

Marketing Collaterals is widely spread and used in each dealer store. These
Collaterals include Leaflets, Catalogs, Buntings, posters, flyers, Point of
Purchase/Sale (Stickers), Standees, & Headers on products. These marketing
promotions material is part of Branding and it promotes the brand, hence increases
sales. Most importantly, technological brands require high involvement of customers
so in order to generate sales collaterals help to some extent but major role player is
salesman who convinces the customer to make purchase decision.
These Salesmen are given Salesmen incentive on sale of each product of different
companies. Orient also provides Salesmen incentive to salespeople dealing
customers in dealer stores and the amount varies company to company.
Salespeople are trained through seminars before dinner in 5 star hotels; training
includes knowledge of Company and Product.
A Brand circle is a circle which shows all aspects of a brand. It starts from
manufacturing to warehousing, warehousing to distributors, and distributors to
market and before the sales point, all advertising efforts are made effective.
Branding Activities in Dealer Shops

Official Marketing Internship Report 2016 IoBM, Karachi

POP, Header, Footer, interactive POS, Stairs, Pillar & Wall Branding

Official Marketing Internship Report 2016 IoBM, Karachi

Official Marketing Internship Report 2016 IoBM, Karachi

4.4.6. Findings:
Competitive Analysis
Orient DC Inverter Heat and Cool AC 1.5 Ton in terms of cooling capacity performs
better than its competitors with 5200Watts, making it 2 nd best brand.
As far as voltage operation is considered, Orient works on as low as 140 Volts which
is least among its competitors.
Highest energy efficiency ratio Orient has i.e. 3.67 EER whereas Gree claims 4.0
EER.
Orient Air Conditioner has bigger Indoor unit, 1.1 Meter long.
Orient offers most affordable prices as compared to its competitors.
This year Orient has largest market share of DC Inverter Air Conditioners.
Branding:
Orient actively does branding activities in the market. Ranging from in-store
advertising to various types of shop branding.
FPTVs (LED TV) display branding needs improvement as most of the Wall mounts
for LEDs of Orient are not being used or most of them are being used to display
other competitors brands in some dealer outlets.
POP/POS are resulted as the most important source to easy explanation of USP to
customers.
Two Hoardings of Orient Air conditioner and Refrigerator are located on prime
location in Abid Market, which are exposed to the maximum no. of people entering
the market.
Yearly Reach
= 1.08M people
Yearly Tax Paid
= 9M for 3 Hoarding (Hypothetical)
Yearly Income Statement After Outdoor Advertising Cost
(Reference To Abid Market)
Sales
Cost Of Goods Sold
Gross Profit

(In PKR)
710,100,000
(600,750,000)
1,310,850,000

Official Marketing Internship Report 2016 IoBM, Karachi

Expenses:
(9,000,000)

Hoarding Tax

1,319,850,000

Net Profit

Source: Approximate Sales Data Collected From Abid Market.

These figures prove that the expense incurred by hoardings is approximately zero
and the consumer reach and sales is very high. This shows how effective BTL
activities Orient do in Abid Market.

Sales in %age of Orient Product Range in Abid Market:

Sales

Refrigerator

AC

28%
Water Dispenser

27%
LED TV

Microwave

Others**

3%
12%

5%

24%

** Others include Dealership of Mitsubishi Electric, LED light bulbs & other products.
Source: This percentage analysis is based on the approximate Sales Figures; due to
confidentiality Original amount couldnt be disclosed.

Official Marketing Internship Report 2016 IoBM, Karachi

4.5. ATL Brand Review Report On Social Media From May-June 2016
The agenda of this task was to keep a hawk eye on Electronic media, Print media &
social media, what we are doing and what our competitors are doing. Which brand is
running which campaign, and how we can do better than others?
Another purpose of this task was to conduct Consumer Sentiment Analysis, how many
consumers have responded positively, negatively or neutrally. Following are the details
& Key noted that are extracted from different brands activities.
Competitors:

Haier.
Gree
Kenwood
Changhong Ruba.
Dawlance.
TCL
Enviro
EcoStar

Categories:
Refrigerator.
Air Conditioner.
LED TV.
Micro Wave Oven.
ATL Review Categorization:

 Social Media / Digital

ATL / BTL combination

Newspapers
Magazines

News Channels
Entertainment Channel
FM Radio
TVC / Telop

a. Gree:

Integrated
Marketing
Print Media
Electronic
Media

Official Marketing Internship Report 2016 IoBM, Karachi

Official Marketing Internship Report 2016 IoBM, Karachi

Key Takes
Gree talks about full BTUs in its TVC, while claiming 4.0 EER.
It has a very strong market base.
TVC is being aired on Geo news, ARY news, and other news channels on prime
times.
As far as consumers are not fully satisfied with its after sales service, as it follows
typical dealer sales services.
b. Haier:

Official Marketing Internship Report 2016 IoBM, Karachi

Official Marketing Internship Report 2016 IoBM, Karachi

Key Takes:

Haier AC campaign of A-Pam DC Inverter Technology, casting Adnan Siddiqui &

Sohai Ali Abro. Talks about Muqammal DC Inverter.

Haier AC campaign on different entertainment & news channels ARY Digital Hum
tv Geo Entertainment, Print (Newspapers, Magazines).

Haier is focusing on integrated marketing through Social Media.

Consumers are being attracted more towards social media because of its prize
winning activities.

Haier participates in Game shows Like Jeeto Pakistan, Jeet ka dum, Amir Liaqat etc.

c. Kenwood:

Official Marketing Internship Report 2016 IoBM, Karachi

Turbo cooling technology in eSense KEE-12s lets you control the heat this summer!

Key Takes:

Kenwood has hardcore loyalty of its consumers.

Well catered After Sales Service.
Best TVC campaigns mostly liked by people who are not even its consumers.
Heavy spending on social media marketing.
Conducts branded segments and sponsored programs on Masala TV as well.

d. Dawlance:

Official Marketing Internship Report 2016 IoBM, Karachi

Official Marketing Internship Report 2016 IoBM, Karachi

Key Takes:

Dawlance has lost its customer base.

People no more trust in tagline, Reliable Jo Hai as products are no more
durable.
Generic responses it gives to its unsatisfied customers. No personalized replies.
Social media campaign is relatively better.
Conducts sponsored segments on KTN morning show.

e. Changhong Ruba:

Official Marketing Internship Report 2016 IoBM, Karachi

Key Takes:
Poor Responsive team for social media.
Unmanaged Facebook page.
Consumers are not satisfied with its products.
f. Enviro:

Official Marketing Internship Report 2016 IoBM, Karachi

Enviro welcomes the Holy month of Ramazan. Enviro appliances add comfort in your
life by Quality products.

Key Takes:

Non responsive Facebook page.

Very less focus on social media marketing.
Consumers are price sensitive who buy it.
More focus towards Modern trade (Meat One), Corporate Sector and Banks (Habib
group, Tripack) [Source: Talha Khiljee, ASM Ruba Sez Group]
Prize winning campaigns to attract more traffic on Facebook page.

g. TCL:

Official Marketing Internship Report 2016 IoBM, Karachi

Have a blessed Ramzan..

Leave us a comment suggesting what

we could put on the TV screen to scare
away this naughty cat.

Key Takes:

Social Media campaign on; Purana Lao, Naya Lay Jao attracted large no. of
consumers.
Non responsive to consumer queries.
Very less spending on Social Media marketing.

h. Orient:

Official Marketing Internship Report 2016 IoBM, Karachi

As you fast and offer prayers to Allah,

may you find your peace and happiness.
Have a peaceful and happy Ramadan!

Besides status updates on social media, how did

you make your mother happy on Mothers Day?
Share your story with us and we will share the
best stories on our page for others to get
inspiration MothersDay

Official Marketing Internship Report 2016 IoBM, Karachi

Key Takes:

Quick response social media marketing team.

Heavy spending on social media (Facebook, Viral videos, Articles, Blogs,
Community Campaigns)
Well managed After Sales Service.
Consumers who buy its product are Split loyal (unsatisfied consumers of other
brands).
Very strong dealer-market base.
Ramazan Telop being aired.
Interactive Refrigerator TVC being aired on Geo news, Sama tv.
Orient DC inverter AC TVC comparison, with greedy brands has turned out to be a
successful campaign resulting in increased consumer purchase behavior.

Official Marketing Internship Report 2016 IoBM, Karachi

4.5.1. Consumer Sentiment Analysis:

In this analysis, consumers comments on Facebook pages of Orient and other
competitors are considered and read. The positive comments about company products
and after sales service or its brand image are presented in positive bar, negative
comments in negative bar, neutral comments in neutral bar and queries/complaints in
queries bar respectively.

Positive Feedback

Negative Feedback

Neutral Feedback

Sentiment Analysis (*)

70%
60%
50%
40%
Total

30%
20%
10%
0%

Orient

(*) Sample Size: 100 Comments

Stratified Random Sampling
Social Media Reviews

Result/Outcome: **

Gree

Haier

Kenwood

Dawlance

TCL

EcoSta

Official Marketing Internship Report 2016 IoBM, Karachi

Sr No.

Positive

Negative

Neutral

Queries

Kenwood

Dawlance

Orient

Haier

Eco Star

TCL

Gree

Ecostar

Gree

Haier

Ecostar

Orient

Orient

Kenwood

Kenwood

Dawlance

TCL

Gree

Haier

Gree

Dawlance

Orient

Dawlance

Kenwood

7
Haier
Ecostar
TCL
Source: Facebook Pages of Above Mentioned Brands

TCL

** Best to least brands are arranged from Sr No. 1 7 (top to bottom).

Kenwood is the brand with most positive comments, whereas Haier has the least
number of positive comments. And Orient is having average positive comments.
Dawlance is the brand with most negative comments, whereas Ecostar has the least
number of negative comments. And Kenwood is having average negative
comments.
Orient is the brand with most neutral comments, whereas Dawlance has the least
number of neutral comments, as TCL has no neutral comments. And Kenwood is
having average neutral comments.
Haier is the brand with most queries, whereas Kenwood has the least queries, as
TCL has no queries. And Dawlance is having average queries.

5. Ramadan Advertising Campaign of Orient DC Inverter AC

5.1. Objective:

Official Marketing Internship Report 2016 IoBM, Karachi

1. Attracting consumers by offering reduced prices of Orient Air Conditioners.

2. To intensify purchase by offering free installation of Orient Air Conditioners.
3. To generate maximum sales during campaign.
4. Effectively communicate brand promise.
5. Build awareness among the target audience.
5.2. Customer Profiling (For Orient DC Inverter AC & Refrigerator)
Demographic:
Age:
Family Size:
Income Level:
Occupation:
Education:
Religion:
Gender:
Generation
Socioeconomic Class

Description
Tier I (21-25), Tier II (26-38), & Tier III (39-60+)
(2-3), (4-5), (6+)
Rs.30000-Rs.45000, Rs.46000-Rs.70000,
Rs.100000+
Anyone
Illiterate, literate
All
All
Gen Y, Gen X, Baby boomers.
Middle Upper (B), Middle Middle (B-), Middle Lower
(C+), Lower Upper (C)

Psychographic:

Description

Lifestyle
Personality

Achievers, Strivers
Compulsive, Independent, and Self-Reliant

Behavioral:

Description

Occasions

Special events (Ramadan Eid), Seasonal (Summer)

Benefits

After Sales Service, glamorous, durability, quality

User status

Potential User

Loyalty Status

Split Loyal

Attitude towards Product

Positive

Readiness stage

Aware, Desirous, Intending to buy.

Official Marketing Internship Report 2016 IoBM, Karachi

5.3. Target Market:

People belonging to SEC B+, B, C+ and C, who lead a cultured lifestyle, are achievers
and strivers seeking comfort with affordable prices.

5.4. Desired Consumer Belief:

Modern, futuristic, better quality, affordable prices, excellence in innovation, and
creativity make Orient DC inverter ACs worth buying product.

5.5. Unique Selling Proposition (USP):

Bigger Indoor unit operating on as low as 140 Volts, super long air throw, bigger
evaporator.

5.6. Brand Personality:

Sophisticated, innovative and caring personality.

5.7. Logo:
Round Blue Circle with 5 sharp edged lines, representative of the Orient Marks of
Change.

5.8. Tagline:
Live in Innovation

5.9. Brand Tone:

Tone of campaign was emotional and functional.

Official Marketing Internship Report 2016 IoBM, Karachi

5.10. Medium of Campaign:

It was a 360 degree campaign. Desired mediums were:

Print (Newspaper, Magazines),

Electronic (TVC), Radio, Outdoor Media and Social Media.

5.11. Timeline:
It was a 2 months campaign
S.N
Activities
o
1
Agency Meeting and Concept
Building (Agency End)
2
Review and Selection of Concepts
3
Construction & Internal
presentation of Activities (By
Agency)
5
Agency Presentation of Campaign
6
Approval and Changes by Orient
7
Deployment of Campaign

Expected Time
April 21, 2016 April 23, 2016
April 23, 2016 April 24, 2016
April 24, 2016 March 26, 2016
April 27, 2016
April 28, 2016 April 30, 2016
May 01 , 2016 June 30, 2016

5.12. Product Analysis:

Ultron/ Ultron Plus DC Inverter Series

Air Conditioners
Sr.

1.0
Ton

1.5
Ton

Models
OS-13 K7 M IN HC
OS-13 K8 M IN HC

OS-19 K7 M IN HC
OS-13 K8 M IN HC

Features
Full DC Inverter, Heat and
Cool, R-410A, Complete Low
Voltage Operations (Startup
at 140V), 4-way Cooling
System, Long Air Throw,
12000 BTU
Full DC Inverter, Heat and
Cool, R-410A, Complete Low
Voltage Operations (Startup
at 140V), 4-way Cooling
System, Long Air Throw,
18000 BTU

Official Marketing Internship Report 2016 IoBM, Karachi

2.0
Ton

Full DC Inverter, Heat and

Cool, R-410A, Complete Low
Voltage Operations (Startup
at 140V), 4-way Cooling
System, Long Air Throw,
24000 BTU

OS-24 K7 M IN HC
OS-13 K8 M IN HC

5.13. Brand Name: Orient Ultron Series

5.14. Tagline:

5.15. Website: www.orient.com.pk

Official Marketing Internship Report 2016 IoBM, Karachi

Media Plan
Orient
focuses on
all types of
media,
whether it is
Electronic,
Print or
Social. From
Next pages,
are the
Media plans
ranging from
TV to Print
(Newspaper
& Magazine).
On radio,
Orient
advertises on
FM 106.2.

Official Marketing Internship Report 2016 IoBM, Karachi

Media Plan
(Print)
Newspaper &
Magazine

6. Recommendations:
After spending a time period of 6 weeks in marketing
department of Orient group of companies, I have
become capable of doing any practical work related to
advertising, product and brand management. I have

Official Marketing Internship Report 2016 IoBM, Karachi

learned variety of tools of marketing while working in Orient. In spite of very systematic
and professional ways of working by Orient, I would recommend the following which
Orient must consider for future considerations:
As a Brand:
Must conduct Brand activations in order to directly communicate Brand perception
with consumers.
Should undergo Product Placement and Logo Placement in new good standard
Pakistani movies in order to hammer consumer minds who love to watch movies.
Should focus on Sponsored TV Programs, it will gather maximum attention of
viewers that can lead to the increase in Goodwill of Orient.
Must go after Out-Of-Home advertising. Billboards, Pylons, Gantries, Pole Signs,
and other Mobile marketing activities should be focused on a larger and broader
scale in order to generate Top of Mind Recall.
Increase the Marketing budget for BTL activities also. Not only focus on ATL
activities.
Rather than only competing with rival brands, should focus on Beyond the Line
strategy, maintain Brand equity this will lead to retain loyal consumers.
As a Company:
Orient should decentralize its decision making and provide opportunity to its
employee to take rigorous decisions to some extent without seeking so many
approvals. This will increase Organizational Citizenship Behavior and employees will
start owning the work they are doing.
Strive to become a National brand, unfortunately no domestic company of Pakistan
is a national brand. Orient has the great opportunity to win the hearts of Pakistani
consumers and can become the best brand by becoming part of every cause and
sorrow of its people.
Should improve after sales service.

7.Appendix
Questionnaire:
Market Analysis:
1. Who are the competitors of Orient?

Official Marketing Internship Report 2016 IoBM, Karachi

2. What is their product variety?

3. Where Orient stands in market?
4. Who are the market key players?
Product Analysis:
1. What brands are being sold more product wise?
2. Which product has highest sales of Orient?
Brand Analysis:
1. How much Orients product display is visible to customers? More than or less than
competitors, please specify.
2. In what ways Orient undergo visual merchandising?
3. What is the market trend in terms of Brand?
BTL Analysis:
1. What other sources of outdoor Orient uses other than hoardings and streamers?
Please circle the following;
Pole signs
Gantry
Pylons
2. According to your knowledge which brand is focusing on BTL activities the most?
Please rate from scale of 1-8 (From highest to lowest).
_____ Orient
_____ Gree
_____ Haier
_____ Kenwood
_____ Pel
_____ Dawlance
_____ Changhong Ruba
_____ Enviro

Official Marketing Internship Report 2016 IoBM, Karachi

References:
1.1.

1.3.
1.4.
4.5.

Introduction to the Company

http://www.homeappliances.pk/orient-direct-cool-refrigerator-10-cft-or-5535-gl-inblack.html
Vision
www.orient.com.pk
Mission
www.orient.com.pk
Competitive Analysis, 4.5.1 Specification Comparison Table, Features
Comparison Table:
www.orient.com.pk
http://ecostar.com.pk/products/gree-air-conditioners/inverter-series/g10-inverters/GS12CITH2-2G.

http://www.haier.com/pk/products/air_conditioner/dc-inverter/hsu-18hze-r2db.shtml
http://www.kenwoodpakistan.com/einverter-series-3/
https://www.alfatah.com.pk/dawlance-inverter-30
http://pel.com.pk/index.php/products/inverter/invert-o-cool/

Official Marketing Internship Report 2016 IoBM, Karachi