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COMSATS University Islamabad

Lahore Campus

ORIENT ELECTRONICS (PVT) LIMITED

Orient Group of Companies

Internship Advisor: Madam Maaida Hashmi

Submitted By: Umer Yousaf

Registration No. : SP15-BBA-065

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Sr. No. CONTENTS Pg.

No.
Chapter 1: Introduction to the Organization 04
1.1 Brief History 04
1.2 Nature of the organization 04
1.3 Organogram & Number of Employees 05
1.4 Vision 05
1.5 Mission 05
1.6 Values 05
1.7 Goals & Objectives of Organization 06
1.8 Business of Organization (Products and/or Services) 06
Chapter 2: Management Practices at Orient 06

MKT Marketing Management Practices at Orient 06

Section
2.1 Marketing Division – a Review 06-08
2.2 The Marketing Environment (Micro & Macro) 08-09
2.3 Marketing Mix at Orient 09
2.3.1 People 09
2.3.2 Product 09-11
2.3.3 Pricing 11
2.3.4 Place (Distribution): Marketing channels and 12
Supply Chain Management
2.3.5 Promotion (sales & communication) 12
2.3.6 Performance 12-13

Chapter 3: Tasks and Duties at Internship 13

3.1 Objectives 13
3.2 Week 1 14
3.3 Week 2 14
3.4 Week 3 14
3.5 Week 4 14
3.6 Week 5 14
3.7 Week 6 14
3.8 Learning and Achievements at Internship 15
Chapter 4: SWOT Analysis of Orient 15-17
Chapter 5: Research Project 17

5.1 Introduction to the topic 17

5.2 Literature Review 17-18
5.3 Research Problem Statement 23
5.4 Significance / Rationale of the study 23
5.5 Objectives 23
5.6 Research Questions/ Hypothesis 23

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5.7 Methodology 23
5.7.1 Research Design 23-24
5.7.2 Population 24
5.7.3 Sample description (sample size, sampling 24
method)
5.7.4 Tool/Instrument of Data Collection 24
5.7.5 Method of data collection 24
5.8 Limitations of Research 24
5.9 Results and Data Analysis (Tables/Figures with 25-27
Interpretations)
5.9.1 Findings and Conclusions 27-33
5.9.2 Recommendations 33-34
5.9.3 References 34
5.9.4 Appendices 35
Internship Completion Certificate
Internship Evaluation Form

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Chapter 1: Introduction to the Organization

1.1 Brief History

Orient is the result of chain of efforts and hard work of Main Muhammad Fazal’s
family. They started the photography business back in 1957. In 1983 they started
Orient color labs. In 2000 they got Mitsubishi Electric dealership in Pakistan. From
that dealership they started Orient Electronics Pvt Ltd. In recent years they have
developed their own software house and online shopping website to compete with all
multinational established players in the market.

1.2 Nature of the organization

Orient Electronics Pvt. Ltd, built up in 2005, is one of the quickest developing
consumer electronics organizations in Pakistan. With an extensive variety of home
apparatuses, including Air Conditioners, Refrigerators, LED TVs, Water Dispensers,
Microwave Ovens, LED lights and so forth. The organization is glad to present
current advances in the business at an exceptionally moderate cost. A devoted
workforce, experts and the motivating administration authority of Orient Electronics
have controlled the organization to seek after its vision and mission which prompt
development.

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1.3 Organogram

1.4 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.”

1.5 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.”

1.6 Values
 Innovation
 Respect
 Leadership
 Integrity

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1.7 Goals & Objectives of Organization

 To establish the largest network of dealers all over Pakistan.

 To establish state of the art R&D centers to produce innovative products.
 To maintain close relation with customers through consumer research to fulfill
their unmet needs.

1.8 Business of Organization

1.8.1 Product Range:

Following are the products of orient:

• Refrigerator
• Air conditioner
• Microwave oven
• Water dispenser
• Led lights
• Parts and accessories

Chapter 2: Marketing Management Practices at Orient

2.1 Marketing Division – a Review

Marketing Hierarchy:

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Director Sales &

Marketing
Abdul Rehman Talat

Product Manager Brand Manager

Nabeel Saleh Zeeshan .A. Khan

Sr. Brand
Product Executive Product Executive Brand Executive
Executive
Wasif Alvi Bilal Amin Qamar Umer Idress
Hamid Sarwar

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 onOutdoor Media, In-store advertising, sponsorships, SportsEvents such as
ODSL –Orient Dealers Super League, Exhibitions (Dawn Lifestyle) and Social Media
(Facebook, Blogs, articles, and viral videos).

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.

Moreover, it does accept the Corporate Social Responsibility (CSR) as Orient do

charity, conduct Iftardrives, and distributeRation 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

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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.

2.2 The Marketing Environment

2.2.1 Micro

Orient has a total of 10 department working efficiently to achieve organizational

goals. Following are the departments

 Marketing department
 Sales department
 Purchase department
 Human resource department
 Production department
 Telesales department
 Finance department
 Export department
 Taxation department
Every department has skilled employees specialized in their respective fields to work
towards a common goal. Team work and cooperative working environment is the key
strength of internal resource. Higher management considers recommendations and
involved lower employees in decision making process. Each individual merits regard
and ought to be treated with reasonableness. At Orient Company, they strive to
make a comprehensive workplace that incorporates the regard of our partners and
qualities both their commitments and contrasts. Their worldwide assorted variety and
consideration guide empowers us to make an upper hand by utilizing partner backing
and association with our brands, execution and commitment. Orient involves the
assembling plant; corporate and deals workplaces, stockrooms, and mechanical
production system for every one of its items. Orient has 17 Branch Offices in
different cities of Pakistan.

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 team’s 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

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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.

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.
The most important department at Orient involved in strategic decision making is
marketing department. The marketing department is responsible for making policies
to boost up the sales and growth of the company. They provide timely data on issues
that can induce loses to the company. They make sure how to improve the
performance of sales department. They make strategies to create pull from dealers
and also push through their promotion activities. They do semiannually brand audits
to make sure that they can compete with other multinational brands. The marketing
department also provides highly interactive advertising campaigns to engage its
dealers and customers.

Orient also has the huge network of suppliers and dealers. They both are the key
determinant of company success.

The general public value orient products. They are the largest seller of water
dispensers in the market.

2.2.2 Macro

The energy crisis of Pakistan effects the strategic decision of orient to opt
technologies that do not suit energy fluctuations. The recent devaluation of money
also greatly affected the company production plans and prices of the product. There
are also other cultural factors that Orient take into account when launching new
products. The cultural factors include the colors to offer, sizes according to the family
sizes, technologies according to situation of the energy fluctuations at a place.

2.3 Marketing Mix at Orient Electronics

2.3.1 Product

2.3.2 Following are the products of orient:

Orient Air Conditioners

Pakistan's prominent equipment manufacturer Orient familiarizes it novel assortment

of power gifted air conditioners in an effort to useful resource you condense your
electricity intake and enjoy influential cooling all year long. Our merchandise is set

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one by one by serviceable performance and layout, something that entrenched in our
major as an establishment - stay in Innovation.

Orient environmental break up air conditioners are flawless for every living space.
With massive indoor devices, enjoy effective throw and cooling years after year.
Orient air conditioners include climate targeted operation modes that assist you to
get dependable overall performance each time! Engineered after penetrating
research and improvement, Orient Air Conditioners are a need have for any
domestic, workplace or living space.

Complete with the sector-shattering era of DC inverter air conditioners, Orient

endeavors to provide its customers with the best pleasant in merchandise with the
lowest carbon impression. With inflating energy bills and hotter summers, Orient’s
DC inverter generation offers clients a elucidation like no different.

Refrigerators

Orient fridges have a longstanding popularity in the market for delivering the highest
performance even as incorporating new strength green and green designs. Orient
fridge is built to ultimate the intense local climate and strength fluctuations with
European grade compressor technology. By way of the usage of the very best
satisfactory additives and engineering designs, Orient refrigerator is built to provide a
long-lasting freshness to your food and help you keep a wholesome and glad way of
life.

LED TV

With document-breaking income Orient LED TVs are one of the maximum famous
merchandise in the marketplace nowadays. Orient imaginative and prescient for his
or her merchandise is easy: create the most beautiful and stunning designs with
shiny displays and top class sound that capture the imagination. Orient LED TVs
provide HD and complete HD displays with a refresh rate of 50 Hz, handing over
seamless movement image and clear resolution. Dolby virtual Sound offers fine
feedback in order that customers get the maximum from your Audio.

Microwave Oven

Orient microwave gathering is excellence reclassified. An ought to have for every

kitchen and ledge, the Orient microwave accumulation works a choice of traditional
and flame broil base devices beginning from minimized room contraptions to bigger,
cause-manufactured stoves. With worked in auto cook supper presets, you may get
something from a pizza to popcorn or lasagna to prepared sandwiches set to finish
through a push of a catch. We've likewise consolidated different capacities which
incorporates DE-frost and multi-organize cooking to help make exquisite dishes all yr
round, on the grounds that to make something plainly fitting you have to get the
quality rigging, and these are the best microwaves on the town!

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All Orient microwaves accompany a separable load plate that might be taken out for
purging. The broilers likewise accompany extra available possess family works
which incorporate baby bolt and cycle signals, allowing you to work without fear.

Water dispensers

Orient water dispenser arrangement consolidates accommodation and style to

create a progressive item with insignificant impression. Worked for high amount
utilization, Orient water containers might be mounted in work environments,
resources, doctor's facilities and living spaces. With each customary warm and
bloodless capacity, our new models likewise incorporate room temperature fixtures
that will give you a chance to get that ideal glass of water! Our entire water dispenser
accompany a going with refrigeration compartment that could house little fluid or
suppers pressing holders.

To be had in two or three hues and plans, the Orient water dispenser allocate
arrangement can blend in with your private home and office theme. With simple best
load you may ordinarily observe the water degree for refills. Fit for chilling water to a
fantastic eleven phases cool and warming it as much as 90 levels for that some
tea/coffee that is the extraordinary water distributor in the commercial center
nowadays.

Orient is presenting two types of model in water dispenser that you could see under:

1- Water Dispenser with 2 taps.

2- Water Dispenser with three taps.

LED lights

High-quality excellent LED light in Pakistan! Orient LED lights bring you European
Grade Illumination with gentle but powerful publicity so one can mild up your day!
With three hundred and sixty five days warranty and acclaimed power performance,
Orient has designed LED lighting fixtures for home, office and stores starting from
LED ceiling lights to LED panels for walls and flooring.

2.3.3 Price

• They competitive pricing strategy.

• On the launching time orient set low price to capture middle income group and
later orient increase their price.
• Bundle pricing on special occasions,
• Special promotions to sales officers are also given on monthly basis.

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2.3.4 Place

Orient has thousands of dealers and retailers throughout the country. They use
selective and complementary distribution. The distribution channel includes
distributors and dealers/retailers. The Pakistan is divided into 6 Regions.

• Upper Punjab
• Lower Punjab
• Central Punjab
• Sindh
• Baluchistan
• KPK
Region are the following:

• Rahim Yar Khan

• Vehari
• Quetta
• Sahiwal
• Gujranwala
• Karachi

2.3.5 Promotion

Promotional mix of orient includes the following tools.

Advertising

TV ads

In advertising Orient is using media mix which includes Geo News, ARY News,
Dunya TV, City 42, AVT Khaiber and Sindh News. In entertainment channels Orient
is using Hum TV, ARY digital, AXN and Geo Entertainment.

The selection of media mix depends upon the rating provided by media agencies.

Print ads

Orient displays its ads on Newspapers which include Jang News, Nawai Waqt,
Express Newspaper and Dawn Newspaper. In print media Orient also uses
magazines which include Jang Sunday Magazine, Dunya Sunday Magazine, and
Express Sunday Magazine, T-Edit (Express Tribune, Synergize and Herald.

2.3.6 Personal selling

Orient contact with corporate customers through telephone and then meeting at their
place to sell their products.

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2.3.7 Sales Promotion

Orient applies different kind of promotion techniques stated as follows:

 Trade promotions and discounts.

 Floor salesman incentive.
 Tours to USA, Baku, Switzerland.
 Ummrah tickets.
 Lucky draws.

2.3.8 Public relations

Orient participates in events to create positive public image. Orient participates

annually in HVACR, Dawn Lifestyle, GITEX Technology Event Dubai and Momentum
Expo.

2.3.9 Direct Marketing

Orient contacts customers through email, messages, call and social media to sell
their products.

Chapter 3: Tasks and Duties at Internship

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 Orient’s 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 Orient’s competitors.
 To successfully launch a 360 degree advertising campaign of Orient DC inverter
AC.
 To learn & enhance technical skills on MS Excel& SAP.

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3.2 Week 1

In the first week of internship I was given the task of learning all the formulas of the
Excel that organization is using. The formulas were basic formulas of addition and
subtraction, vlookup, pivots, pivot charts, AND, OR, IF, IFERROR, SUMIF, LEFT,
RIGHT, MID and CONCATENATE.

3.3 Week 2

In the second week of internship I was given the task of visiting the production line of
refrigerator, water dispenser and AC. I made a comprehensive report on how we
make these products starting from raw material to end product. I presented
technologies Orient is using, type of materials orient is using and the USP in
production department of Orient.

3.4 Week 3

In the third week I was given the task of creating the database of competitor’s
information about their products. The report includes the name of all products offered
by competitors in the category of refrigerator, AC, microwave oven, LED and water
dispenser. Their capacities and sizes were also incorporated with prices.

3.5 Week 4

In the fourth week I was given the task of evaluating the promotional activities. In this
task I called all SOs nationwide and took feedback to get insight of performance of
the SOs in the promo.

3.6 Week 5

In the fifth week I was given the task of maintaining the data of network of dealers
who deal with us in refrigerator. In this task I compiled the data of sales of
refrigerator in 2016, 2017 and 2018. From that data I sorted out the number of
dealers who are working from 2016 and the dealers who left us.

3.7 Week 6

In the sixth week I visited the Lahore Branch of Orient to get insight of apple to apple
comparison of our refrigerators with the refrigerators of competitors. Here I collected
the perceptual data of dealers about the size and prices of our products and
competitors’ products. 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 learned
variety of tools of marketing while working in Orient. 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.

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3.8 Learning at internship

 Learned the management of brand equity.

 Learned deeply the soft skills of Microsoft excel.
 Learned how to conduct market analysis.
 Planning and implementation of promotional and advertising campaigns.

Chapter 4: SWOT Analysis

SWOT Analysis:

The following SWOT analysis highlights Orient’s strengths, weaknesses,

opportunities and threats.

Strengths Weaknesses

1. Innovative products (DC 1. More Sales Oriented

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

Opportunities Threats

1. International Expansion 1. Chinese manufacturers

2. Establishing own new online 2. Intense Competition
market. (E-Commerce) 3. Energy Shortfalls
3. More room to enter into other 4. Government Regulations
home appliances products (Import duties, Corporate Tax)
4. Recognized the need for digital 5. Uncertain Law & Order
marketing Situation.

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Strengths:

1. Innovative products
Orient not only concentrates on the physical objects but they also make sure that the
object will leave the impact on their customer for life time.

2. Affordable Prices
The price is very reasonable. It’s not that, moon where the people can’t reach.
Whoever dream about it can but it.

3. Energy Efficient Products

Every product of orient is energy efficient. So people who spend their money on
orient’s product they feel happy when they get the electric bill. Because it is afford
able.

4. Durable products
Every product of Orient is long lasting.

5. Strong Brand Image

Orient is a very old brand and it’s still maintaining its high profile image.

6. Strong Dealer Network

The people who once buy their product come again and again. And also recommend
other people all because they found their product very applicable.

7. Proactive Digital Marketing

They have very good marketing strategy.

Weaknesses:

 More Sales Oriented.

 Some Chinese competitors are competing Orient in appliance market.
 Less Outdoor advertising efforts as compared to its competitors.
 Not an International Brand.

Opportunities

 International Expansion.
 Establishing own new online market. (E-Commerce).
 More room to enter into other home appliances products.
 Recognized the need for digital marketing.

Threats

1. Chinese manufacturers
Many Chinese products came into the market which has the same abilities.

2. Intense Competition
It has a lot of competition as I said before. There are a lot of companies that are
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Manufacturing the same type of product as orient is manufacturing.

3. Energy Shortfalls
Most of the people complain that about the energy short falling of their product.

4. Government Regulations (Import duties, Corporate Tax)

5. Uncertain Law & Order Situation.

Chapter 5: Research Project

5.1Introduction to the topic:

The idea of brand reasonableness started out to be utilized essentially inside the
Nineteen Eighties by methods for the utilization of advertising professionals (Barwise
1993). Significant scholarly people all through the Nineties have been Aaker (1991),
Srivastava and Shocker (1991), Kapferer (1992), and Keller (1993, 1998). In any
case, a generally regular brand value content material fabric and this implies
(Vazquez et al 2002, Keller 2003) notwithstanding confirmation has never again
been moving close (Washburn 2002). About all conceptualizations of brand value
concur these days that the marvels fuse the value conveyed to an item by means of
customers' foundations and view of a particular brand call (Winters 1991, Chaudhuri
1995).

Early examinations concentrated on estimating a brand's reasonableness with

utilizing an assortment of money related methods (Farquhar et al. 1991, Simon and
Sullivan 1990, Swait et al. 1993, Kapferer 1997). More noteworthy by and by, mark
value has increasingly been depicted in customer principally based certainly settings
(Keller 1993) and delayed to epitomize outcomes on mark choices, purchase cause
(Cobb-Walgren et al. 1995, van Osselaer and Alba 2000), and mark collusions (Rao
et al. 1994).

This paper studies the definitions and measurements of brand value with the guide
of illustration all in all strands from various writing and exact examinations made. The
paper comprises of elements. We at that point develop our structure for its impact in
practical.

5.2 Literature Review:

The idea of brand decency started out to be utilized altogether inside the Nineteen
Eighties by methods for the use of promoting experts (Barwise 1993). Significant
scholastic people all through the Nineties have been Aaker (1991), Srivastava and
Shocker (1991), Kapferer (1992), and Keller (1993, 1998). In any case, an all around
ordinary brand value content fabric material and this implies (Vazquez et al 2002,
Keller 2003) notwithstanding certificate has never again been moving close
(Washburn 2002). Almost all conceptualizations of brand value concur these days

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that the marvels fuse the value conveyed to an item by means of customers'
foundations and impression of a particular brand call (Winters 1991, Chaudhuri
1995).

Early investigations concentrated on estimating a brand's decency with utilizing an

assortment of financial methods (Farquhar et al. 1991, Simon and Sullivan 1990,
Swait et al. 1993, Kapferer 1997). More prominent by and by, mark value has
increasingly been depicted in customer fundamentally based certainly settings
(Keller 1993) and delayed to typify outcomes on mark alternatives, purchase cause
(Cobb-Walgren et al. 1995, van Osselaer and Alba 2000), and mark partnerships
(Rao et al. 1994).

This paper investigates the definitions and measurements of brand value with the
guide of illustration all things considered strands from various writing and
experimental examinations made. The paper comprises of variables. We at that point
develop our structure for its impact in sensible.

A Framework for Measuring customer-based totally brand fairness

Brand value is depicted in light of the fact that the cost that buyers cooperate with a
brand (Aaker 1991). It is the shoppers' conviction of the general prevalence of an
item wearing that brand name while contrasted with different brands. Brand value
alludes to buyers' idea as opposed to any objective signs (Lassar et al.1995). A
theoretical structure for estimating buyer fundamentally based brand value is
advanced with the guide of utilizing the conceptualization of Aaker's five
measurements of brand value.

Five Dimensions of brand fairness: The Proposed version

Brand Awareness

Perception is a key determinant distinguished in almost all brand value models

(Aaker 1991, Kapferer 1991, Keller 1992, Agarwal and Rao 1996, Krishnan 1996,
Na, Marshall and Keller 1999, Mackay 2001). Keller (2003, p.76) characterizes
mindfulness as "the clients' ability to review and capture the brand as contemplated
by utilizing their capacity to end up mindful of the brand beneath particular conditions
and to hyperlink the brand call, brand, image, et cetera to beyond any doubt
relationship in memory". Aaker (1996) distinguishes other better levels of perception
aside from notoriety and consider (Aaker 1991). He incorporates apex of-mind, mark
predominance, mark data and brand conclusion. Brand understanding is the
aggregate arrangement of brand organizations associated with the brand (Keller,
1993).

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In advance with Aaker (1996), for new or specialty producers, prominence can be
essential. Brand know-how and brand supposition might be utilized in component to
design the extent of brand consider. Practically identical measures are used by the
Y&R and by and large research endeavors. Aaker conceptualizes mark
acknowledgment need to go before mark organizations. This is in which a customer
needs to initially know about the brand with the goal to expand a settled of affiliations
(Washburn and Plank 2002).

Brand associations

A brand association is the greatest well known thing of brand value (Aaker 1992).
Establishments speak to the thought for buy decision and for mark dedication (Aaker
1991, p. 109).

Brand affiliations comprise of all brand-related considerations, feelings,

discernments, previews, stories, standards, states of mind (Kotler and Keller 2006, p.
188) and is anything associated in memory to a brand. Diverse scientists (Farquhar
and Herr 1993, Chen, 1996, Brown and Dacin 1997, Biel 1992) wind up mindful of
unmistakable sorts of affiliation that make a commitment to the brand
reasonableness. Chen (2001) classified two sorts of brand affiliations - item
affiliations and hierarchical foundations.

Product institutions

Item establishments include utilitarian trait organizations and non-functional

affiliations (Chen2001). Deliberate properties are the unmistakable highlights of an
item (Keller 1993, Hankinson and Cowking 1993, de Chernatony and McWilliam,
1989). On the off chance that a brand does not do the capacities for which it's miles
outlined, the brand will have low phase of brand value. Execution is portrayed as a
client's judgment roughly a brand's blame free and protracted enduring physical task
and faultlessness in the item's physical creation (Lassar et al. 1995). Non-pragmatic
characteristics incorporate representative traits (Aaker 1991, Keller 1993, Farquhar
and Her 1993, Chen 1996, Park et al. 1986) which may be the immaterial capacities
that meet clients' desires for social endorsement, private articulation or shallowness
(Keller 1993, Hankinson and Cowking 1993, de Chernatony and McWilliam 1989,
Pitta and Katsanis 1995). Clients related social picture of a brand, reliability, saw
cost, separation and joined conditions of inception to a brand.

Social image

Lassar et al. (1995) limit the reference of the photo measurement to the social size,
calling it Social photograph as social photograph contributes more noteworthy to
mark value. Social picture is depicted as the client's idea of the regard wherein the
benefactor's social gathering holds the brand. It comprises of the attributions a
supporter makes and a shopper feels that others make to the commonplace
individual of the brand.

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Perceived value

Cost appeared in a few brand value models (Feldwick 1996, Martin and Brown 1991,
Lassar et al. 1995). Lassar et al. (1995) characterize apparent cost on the grounds
that the apparent brand application with respect to its costs, evaluated by methods
for the client and in view of synchronous issues of what is acquired and what's given
as much as get it. Benefactor decision of a brand relies upon an apparent steadiness
among the rate of an item and every one of its utilities (Lassar et al. 1995). A client
will pay top rate expenses because of the better brand decency.

Trustworthiness

Brand value models (Martin and Brown 1991, Lassar et al. 1995) see reliability of an
item as a fundamental trademark in surveying the qualities of a brand. Lassar et al.
(1995) plot dependability as the certainty a supporter puts inside the organization
and the organization's correspondences and about regardless of whether the
organization's moves would be to the customer's advantage. Buyers region high
incentive in the producers that they trust.

Differentiation/uniqueness

The showcasing mechanical know-how Institute (Leuthesser 1988) states that the
basic determinants of buyer principally based brand decency are that brands offer
preferences to clients by separating stock, as they encourage the handling and
recovery of records (Hoyer and Brown 1990). Diverse promoting writings (Ries and
Trout 1985; Kapferer 1991) moreover weight the significance of the particular man or
lady of brand situating in adding to the accomplishment of a brand. Uniqueness is
characterized in light of the fact that the recognition to which the client sees that a
brand is magnificent from its rivals (Kapferer 1991). A brand can have an expense
top rate if it's miles seen as being uncommon from its opposition.

Country of origin:

Thakor and Kohli (1996) contend that brand nation of starting point establishment
needs to likewise be considered. He characterizes mark starting as "the place, area
or joined states to which the brand is seen to have a place by utilizing its clients" (p.
27). We of a beginning spot are known to cause relationship inside the psyches of
clients (Aaker, 1991, Keller, 1993). The nation of beginning spot of an item is an
extraneous sign (Thorelli et al. 1989), which, much like brand call, is comprehended
to guide customers' recognitions. Nation of source alludes back to the nation of
beginning of a firm or an item (Johansson et al. 1985, Ozsomer and Cavusgil 1991),
or the nation of root. Wherein the item is fabricated or collected (Bilkey and Nes
1982, Han and Terpstra 1988). Thakor and Kohli (2003) nation considerably less
concern must be given to the area in which brands fabricate their items, and more
noteworthy to the zone wherein individuals comprehend the brand's joined conditions

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of birthplace to be. Along these lines, joined conditions of starting inside the
proposed system noticed the brand's nation of source.

Organizational associations

Authoritative organizations incorporate corporate capacity establishments, which are

those foundations identified with the business' skill in delivering and turning in its
yields and corporate social obligation establishments, which comprise of
partnership's games with acknowledge to its apparent societal duties (Chen 2001).
As per Aaker (1996), clients recall the association that is the general population,
qualities, and projects that lies behind the brand. Brand - as-organization can be
especially helpful while brands are comparative with perceive to qualities, when the
association is noticeable (as in a strong things or transporter Enterprise), or when an
organization mark is included. Organization social duty (CSR) must be expressed as
another idea this is affecting the Improvement of brands as of late, extraordinarily
organization marks as people in general needs to perceive what, Where, and what
sort of makers are offering back to society. Each marking and CSR have come to be
essentially vital now that the associations have perceived how those procedures can
include or take away from their charge (Blumenthal and Bergstrom 2003). CSR
might be characterized regarding authentic morals or from an instrumentalist state of
mind wherein corporate photograph is the prime circumstance (McAdam and
Leonard 2003).

Perceived satisfactory

Seen top notch is seen as estimation of brand reasonableness (Aaker 1991;

Kapferer 1991; Kamakura and Russell 1991; Martin and Brown 1991; Feldwick
1996) rather than as a piece of the general brand connection (Keller 1992; Gordon,
di Benedetto and Calantone 1994). Seen top notch is the client's judgment roughly
an item's conventional greatness or predominance that is not the same as target
quality (Zeithaml 1988, pp. Three and four). Objective lovely alludes back to the
specialized, quantifiable and evident nature of stock/contributions, strategies and top
of the line controls. Over the top objective phenomenal does never again dependably
make commitments to mark value (Anselmsson et al. 2007). Since it's unthinkable
for customers to make finish and right judgments of the goal pleasant, they utilize top
notch qualities that they buddy with excellent (Olson and Jacoby 1972, Zeithaml
1988, Ophuis and Van Trijp 1995, Richardson et al. 1994; Acebro'n and Dopico
2000). Seen amazing is accordingly molded to pass judgment on the general best of
an item/supplier. Boulding and different scientists (1993) contended that amazing is
on the double affected by methods for observations. Customers utilize the top of the
line ascribes to 'gather' nature of an odd item. It's far consequently fundamental to
perceive the appropriate excellent ascribes are as to mark value Zeithaml (1988) and
Steenkamp (1997) characterize the idea of saw awesome in two offices of
components which may be characteristic properties and outward qualities. The
characteristic traits are related with the substantial parts of an item (e.g. Shading,

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flavor, shape and look); on the other hand, outward qualities are related with the
item, however now not inside the physical a piece of this one (e.g. Brand name,
stamp of incredible, rate, store, bundling and assembling records (Bernue's et
al.2003). It's hard to sum up qualities as they are exact to item classes (Olson and
Jacoby 1972, Anselmsson et al. 2007)

Brand Loyalty

Loyalty is a center measurement of brand value. Aaker (1991, p. 39) characterizes

mark dedication on the grounds that the connection that a client has to a brand.
Grembler and Brown (1996) depict elite phases of faithfulness. Conduct
unwaveringness is associated with client conduct in the market that can be
demonstrated with the guide of amount of rehashed buys (Keller 1998) or
commitment to rebuy the brand as a main want (Oliver 1997, 1999). Intellectual
reliability which implies that that a brand comes up first in a buyers' psyche, while the
need to settle on a buy decision emerges, that is the clients' first want. The
intellectual devotion is eagerly connected to the simple best level of mindfulness
(zenith of-considerations), in which the issue of side interest likewise is the brand, in
a given class, which the buyers consider first. Thus, a brand must have the capacity
to wind up the respondents' first choices (psychological dependability) and is
therefore acquired on numerous occasions (conduct dedication) (Keller 1998).
Chaudhuri and Holbrook (2001) call attention to that brand unwaveringness is
immediately connected with mark charge. Aaker (1996) choose value premium as
the essential pointer of dependability. Rate top rate is portrayed as the amount a
buyer pays for the brand in correlation with another brand showing comparable
advantages and it can be high or low and colossal or negative depending on the two
brands engaged with the assessment.

End and future studies opportunities

This assessment has recognized measurements of brand value from scholastic

writing and offers the fundamental force and expansiveness of know-how of brand
value and its measure. The theoretical structure creates is helpful for dissecting the
commitment of brand alliance, mark mindfulness, saw esteem and brand
steadfastness to mark value. It's far basic to know how bounty value a brand
directions in the market as building durable brand value is a totally a win
methodology for separating an item/bearer from its opposition (Aaker 1991).
Notwithstanding the way that brand decency can't be developed in here and now, it
can be built in prolonged stretch of time through precisely composed showcasing
sports. More exact investigations need to be finished on the measure of the brand
value. Unmistakable measurements of brand decency are perhaps to have intelligent
outcomes. For example, some size may highlight as precursors to results with
acknowledge to various measurements. A brand reasonableness degree on the
introduce of the system propelled will be snared as to underwrite the general
assortment of the majority of the diverse sorts of actualities stressed on these

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measurements. In spite of the fact that it is yet a mission to grow all encompassing
perspectives toward mark reasonableness with a specific end goal to incorporate the
entire assortment of the majority of the data concerned.

5.3 Research 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 Orient’s 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.

5.4Significance / Rationale of the study:

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.

5.5Objectives:

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.

5.6 Research Questions/ Hypothesis:

 Consumers buy more at reduced prices.
 Free installation has positive impact on purchase decision.
 Brand management is the key to success for electronic industry.
5.7 Methodology:
5.7.1 Research Design

Research design was Descriptive:

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a) Expert Opinion

b) Mall Intercept

5.7.2 Population

Population was the total dealers in Lahore.

5.7.3 Sample description (sample size, sampling method)

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

Sampling method was random sampling.

5.7.4 Tool/Instrument of Data Collection

Questionnaires were used as a tool.

5.7.5 Method of data collection

To study the market situation, I had chosen two data collection methods:

a) Observation
b) Interviews

5.8 Limitations of Research:

 It can’t be generalized at national level.
 It does not include all brand elements.

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5.9 Results and Data Analysis (Tables/Figures with Interpretations):

Specification Comparison

Source: Internet (Official websites of above brands).

Features Comparison:

Brands Features

• Heat and Cool Function

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

• Turbo Cooling
Gree • 4 Way Air Outlet
• 3 Sleep Curves

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

• I Feel: A/c to the sensed

temperature
Kenwood
• Up to 75% energy efficient
• Long distance air throw

• Save 60% energy

Dawlance • provides faster cooling
• Digital Protection device

• Gold plated fins.

Pel • high quality compressor
• Air-purification.

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Graphical Representation of Specifications:

DC Inverter AC
Specification
Comparison
1.5 Tons

Orient Gree Haier Kenwood Dawlance Pel

Chart Comparison of DC Inverter AC Brands:

DC Inverter AC IN Heat & Cool

Brand Series Model No. Picture Features
Heat and Cool Function.
Ultron Biggest Indoor & Outdoor
Orient OS-19 K7 IN HC
Series Units. 4 Way Cooling. Easy
Installation
Turbo Cooling. 4 Way Air
Gree Viola GS-18CITH2/2G
Outlets. 3 Sleep Curves
Turbo Cooling. 66% Power
DC saving. Nano Aqua- which
Haier HSU-18HZE-R2-DB
Inverter keeps skin moist. Air
purification.
I Feel: A/c to the sensed
3-DC temperature. Up to 75%
Kenwood KDC 1804S
Inverter energy efficient. Long
distance air throw
Save 60% energy. Provides
Inverter INVERTER-30 1.5
Dawlance faster cooling. Digital
Series Ton
Protection device
Invert-o- INVERT-O-COOL Gold plated fins. High quality
Pel
Cool 1.5 Ton compressor. Air-purification.

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Orient Market Share (Dealer Wise – Selective Outlets):

Serial No Dealers Percentage Share in Market

1 White House 24%
2 Lahore Centre 20%
3 Afzal Electronics 17%
4 Arshad Electronics 12%
5 Al - Fatah Electronics 9%
6 Madina Electronics 7%
7 S. Lahore 4%
8 Hussain Electronics 3%
9 Nagina Eectronics 2%
10 Al - Fatima Electronics 2%
Total: 100%
Source: Mr. Yousuf, Branch Manager, Orient Office, Abid Market

5.9.1 Key Findings and Conclusions:

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 2nd 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.
FPTV’s (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)

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Yearly Income Statement After Outdoor Advertising Cost

(Reference To Abid Market)
(In PKR)
Sales 710,100,000
Cost Of Goods Sold (600,750,000)
Gross Profit 1,310,850,000
Expenses:
Hoarding Tax (9,000,000)
Net Profit 1,319,850,000
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 Water Dispenser LED TV Microwave Others**

29% 27%

3%
12%
24%
5%

** 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 couldn’t be disclosed.

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ATL Brand Review Report On Social Media From May-June 2018

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.

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ATL Review Categorization:

•News Channels
Electronic •Entertainment Channel
Media •FM Radio
•TVC / Telop

•Newspapers
Print Media •Magazines

Integrated •Social Media / Digital

Marketing •ATL / BTL combination

GREE 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.

Haier 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.

Kenwood 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.

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 Conducts branded segments and sponsored programs on Masala TV as well.

Dawlance 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.
Changhong Ruba key Takes:
 Poor Responsive team for social media.
 Unmanaged Facebook page.
 Consumers are not satisfied with its products.

Enviro 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.
TCL 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.

Orient 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.

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Consumer Sentiment Analysis:

In this analysis, consumer’s 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

70% Sentiment Analysis (*)

60%

50%

40%
Total

30%

20%

10%

0%
Orient Gree Haier Kenwood Dawlance TCL EcoStar
Negative 8% 10% 13% 10% 38% 25% 5%
Positive 19% 24% 9% 37% 14% 15% 27%
Neutral 30% 30% 13% 21% 10% 0 23%
Queries 43% 36% 65% 33% 39% 0 45%

(*) Sample Size: 100 Comments

Stratified Random Sampling
Social Media Reviews

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Result/Outcome: **

Sr No. Positive Negative Neutral Queries

1 Kenwood Dawlance Orient Haier
2 Eco Star TCL Gree Ecostar
3 Gree Haier Ecostar Orient
4 Orient Kenwood Kenwood Dawlance
5 TCL Gree Haier Gree
6 Dawlance Orient Dawlance Kenwood
7 Haier Ecostar TCL TCL
Source: Facebook Pages of Above Mentioned Brands

** 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.

5.9.2 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 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.

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 Should focus on Sponsored TV ProgZrams, 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.

5.9.3 References:

1.1. Introduction to the Company

http://www.homeappliances.pk/orient-direct-cool-refrigerator-10-cft-or-5535-gl-
in-black.html
1.3. Vision
www.orient.com.pk
1.4. Mission
www.orient.com.pk
4.5. 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/GS-12CITH2-2G.
http://www.haier.com/pk/products/air_conditioner/dc-inverter/hsu-18hze-r2-
db.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/

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5.9.4 Appendices:

Questionnaire:

Market Analysis:

1. Who are the competitors of Orient?

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 Orient’s 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

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