orient fan marketing

8/17/2019 Orient Fan Marketing

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CONTENTS

S.NO. CONTENTS PAGE NO.1. Acknowledgement 03

2. introduction 04

3. Summar o! data collected 0"

4. o#$ecti%e& 0'

(. Com)an )ro!ile 0*

". +i&&ion o! t,e com)an 0-

'. i&tor o! t,e com)an 10

*. /i%er&e )roduct )ort!olio 11

-. Com)an !an market in ndia 13

10. Product line o! t,e com)an 1(

11. Product de)t, 1"

12. e&earc, met,odolog 2(

13. /ata collection 2(

14. /ata inter)retation 2"

1(. +arketing &trategie& o! t,e com)an 2'

1". /i&tri#uter& and dealer& 2*

1'. Com)etitor& 30

1*. ene!it& to t,e com)an 31

1-. /ata collection remaining 32

20. i#liogra), 33

1


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INTRODUCTION

T,i& re)ort i& all a#out t,e e!!ecti%ene&& o! marketing &trategie& o! Orient !an& in

ndia cit. So !ir&tl w,at i& marketing &trateg it i& a #road )lanning w,ic, &tart

wit, en%ironmental &canning and end& wit, con&umer &ati&!action5. t include&

e%ert,ing w,ic, i& related to make a )roduct &ucce&&!ul.

T,e&e are t,e &te)& o! de%elo)ing marketing &trategie&6

1) Analysis of environment:+arketing &trateg )roce&& &tart& wit, t,e dee) anal&i& o! en%ironment due

to t,i& com)an do t,e PEST o! ,im&el!. 7nder t,i& com)an $udge !our

t)e& o! en%ironment.

a8 Political9 !ir&tl com)an anal:e t,e )olitical en%ironment like w,ic,

go%ernment i& ruling t,ere w,at )olicie& ,a%e t,e are will ,e )ermit

,im to do #u&ine&& or not.

#8 En%ironment9 ,ow i& t,e en%ironment o! t,at )articular area. ;ill t,e

en%ironment i& &uita#le !or t,eir !urt,er action& or not like climatic

condition& a%aila#ilit o! re&ource& etc.

c8 Social9 under t,i& com)an i& going to anal:e t,e &ocial en%ironment

o! t,e area like9 com)etitor& )o&ition t,ere &tratagie& w,at i& con&umer&

t,inking a#out t,at )articular )roduct to !ind t,e demand o! t,eir )roduct

etc.

d8 Tec,nological9 ,ow muc, t,e tec,nological ad%ancement in t,at area

would new tec,nologie& ado)ted or not etc.2


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2) Defining the ar!eting "#$gets an$ %osts:

A!ter t,e e%aluation o! en%ironment com)an anal:e t,eir re&ource&

e&timate t,ere #udget income &ource& and e


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incen&ement in t,e )rice can decline t,ere market &,are a& well a&

&ometime& decrea&ing o! )rice al&o make ,arm to t,e )roduct re)utation.

,) Channels of mar!eting:

Com)an )romote& t,eir )roduct& t,roug, %ariou& c,annel&. T,ere are two

two t)e& o! c,annel& u&ed # com)anie&

a) Sim)le c,annel9 in t,i& c,annel )roducer directl link to t,e cu&tomer&.

#8 Com)le< c,annel&9 in t,i& t,ere are &e%eral laer& o! di&tri#uter& linking

t,e )roducer to t,e end o! cu&tomer.

-) .ogisti%s an$ /holesaling:

?ogi&tic i& t,e )roce&& o! getting )roduct& and &er%ice& w,ere t,e are

re>uired and w,en t,e are de&ired. And w,ole&aling mean& all #u&ine&&

tran&action& t,at take& )lace wit, intermediarie& @e


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e8 Per&onal &elling9 it i& a !orm o! &elling o! )roduct or a &er%ice& directl to

t,e con&umer& # e


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O3ECTI4ES

T,e main o#$ecti%e& o! t,i& &tud are6

18 Get aware wit, t,e )ro!ile o! t,e com)an a& well a& t,e lengt, widt, and

de)t, o! t,eir )roduct&.

28 To know a#out t,e )ractical im)lementation o! marketing &trategie& &tudied

# u&.

38 To make our&el%e& !amiliar wit, real cor)orate en%ironment.

48 To know a#out t,e marketing &trategie& !ollowed # t,e com)an.

(8 To $udge t,e e!!ecti%ene&& o! t,o&e &trategie&.

"8 T,e im)act o! t,e&e &trategie& in t,e market con&umer and com)etitor&.

6


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Com*any *rofile

Orient nternational ?imited. T,e Grou)B& )rinci)al acti%it i& to manu!acture and

&ale o! ,ome a))liance& and automoti%e com)onent&. T,e )roduct& include !an&

&ewing mac,ine& a))liance& )ower )roduct& auto com)onent& water cooler&.

T,e Com)an e


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The Orient gro#* history

T,e grou) wa& incor)orated # ?ala Orient @grand!at,er o! Sidd,art,a Orient8 in

1**-. O%er t,e ne


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3oint vent#res

Com)an ,a& $oint %enture& wit,

unter an Com)an 7SA @an&8

Danome Sewing +ac,ine Com)an Da)an @Sewing +ac,ine&8

Asso%iates

Com)an a&&ociate& wit,

onda Siel Power Product& ?td.

G./.+idea En%ironment A))liance& +anu!acturing Com)an ?td.

C,ina

NG ndia

CF T,ree Circle /ie&el Engine Com)an ?td. @/ie&el Engine&8

ission of the %om*any

Orient nternationalB& mi&&ion i& to )ur&ue e


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making it one o! ndiaB& leading marketing organi:ation&. T,i& mu&t #e ac,ie%ed #

meeting cu&tomer re>uirement& )ro%iding t,em &ati&!action t,ere# #orientding

t,eir tru&t in t,e com)an and it& )roduct&.

10


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5istory of the %om*any

10&' ndiaB& !ir&t indigenou& &ewing mac,ine marketed.

10'+ T,e !ir&t ndian Sewing +ac,ine i& eui)ment

are launc,ed.

100+ ntroduce& a new range o! die&el engine& !or )ower generation.

2 Commence& marketing o! ?ig,t ;eig,t ero&ene )um) &et& )owered #

onda engine&.

21 Tie9u) wit, unter an Com)an o! 7SA !or marketing o! )remium Orient

unter ceiling !an&.

2( Purc,a&e o! ;ater Cooler !actor !rom /AP?.

2, A))ointed a& &u)er di&tri#utor !or 2 and 3 w,eeler &)ark )lug& in ndia #

NG S)ark Plug Com)an ?imited Da)an.

2- Amalgamation o! Orient nternational ?imited and Orient uel n$ection

ndu&trie& ?imited wit, T,e Da Engineering ;ork& ?imited. T,e new

merged entit called Orient nternational ?imited.

11


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12


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Diverse *ro$#%t *ortfolio

OENT i& a multi )roduct con&umer dura#le marketing and di&tri#ution

com)an wit, a di%er&e )roduct )ort!olio t,at include& t,e !ollowing &i<

)roduct line&6

Electric an&

Sewing +ac,ine&

ome A))liance&

Engine& Electrical motor&

Pum) &et&.

/rinking water cooler&

di&)en&er&

Generator&

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Auto com)onent&.

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ORIENT6S $istri"#tion net/or!

Sales for%e

Se)arate &ale& !orce !or " )roduct line& and 3 di!!erent c,annel& @traditional

modern retail and go%ernment &ale&8

1" ?ocational o!!ice& acro&& ndia wit, a ?ocation ead to en&ure ca)ture o!

&nergie& acro&& )roduct line&

Strong e


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Sales management *ra%ti%es

S7 led &ale& organi:ation &tructure wit, regional &egregation o! market

Co%erage o! dealer& # trained &ale& &ta!!

16


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ORIENT 7an mar!et in In$ia

T,e !an market wa& a well de%elo)ed and mature market. an& were t,e 4t, large&t

owned con&umer dura#le a!ter watc,e& #iccle& and radio &et&. n t,e ear 1--3

t,e electrical !an market wa& more t,an & 1000 crore&.

T,e market wa& dominated # t,e to) ( #rand&9 Orient Orient Crom)ton Polar

,aitan 9 w,o controlled '0I o! t,e market. T,e al&o en$oed -(I awarene&& in

t,e market. owe%er t,e were graduall lo&ing market &,are in a low growt,

&tagnating market

;,ere t,e ra)id growt, o! t,e unorgani:ed &ector @10I annuall8 wa& gi%ing t,em

&ti!! com)etition.

T,e organi:ed !an indu&tr ,ad witne&&ed a decline o! 30 )er cent in )roduction

la&t ear #ecau&e o! com)etition !rom &mall &cale unit& w,ic, e&ca)ed e


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!ocu& on &trategic tie u)& onl in !an& &ewing mac,ine& &mall a))liance& engine&

and motor& auto com)onent& air9conditioner& and e


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n an e!!ort to eualit t,e com)an i& )lanning

to o!!er a range o! !an& to &uite to t,e need& and )aing ca)acit o! t,e cu&tomer&.

Com)an ,a& )lan& to launc, 1- !an model& #etween A)ril and +a 20035

#e&ide& t,e com)an will al&o launc, 10 model& in t,e ,ome a))liance& &egment&

,e added. T,e model& include6 Ceiling !an& range9O)era O)tima Sea ree:e

Sonata /ecorati%e 7ltimate Ki)) Ta#le !an& range9+i&t Air EF Ki)) ta#le !an

Pe&de&tal an& range9+i&t Air ultra +i&t Air Pede&tal remote !an +i&t Air EF

)ede&tal !an.

T,e com)an la&t ear ,ad a turno%er o! &. 400 crore& and a )ro!it o! &. -.*

crore&. T,i& ear would witne&& marginal growt, in t,e to) line &egment.

On t,e !inancial !ront t,e com)an ,o)e& to ac,ie%e a turno%er o! o%er & (00

crore in t,e current ear a& again&t & 400 crore turno%er& re)orted in t,e la&t ear.

19


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ro$#%t line of the %om*any

T,ere are " t)e& o! !an& manu!actured # com)an6

Ceiling 7ans Ta"le 7ans e$estal 7ans

8all 7ans E9ha#st 7ans Other 7ans

The *ro$#%t $e*th is as follo/s:

20

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• S)eciall #orientt in loni&er !an

•

Gi%e& ou a )ure ,ealt, and du&t !ree en%ironment

• Anti>ue !ini&,

• Power!ul motor !or ,ig,er air deli%er

• Aerodnamicall de&igned aluminum #lade&

• emote control o)eration

•

T,ree &)eed &election along wit, a '.( ,our timer

• +otor o%er,eat )rotection and uni>ue oil re&er%oir

lu#rication !or #etter relia#ilit and longer li!e

21


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• S)eciall de&igned )ower!ul motor !or ndian

condition&

• +ulti)ur)o&e remote control

• Simulate& natural &lum#erou& and normal wind

c,oice&

•

7ni>ue oil re&er%oir lu#rication and motor o%er,eat

)rotection en&ure greater relia#ilit and a longer li!e

• S)eciall de&igned ,and9wo%en rattan #lade&

• ;eat,er)roo! coating on #lade& !or #ot, indoor and

outdoor u&e

• O)tion o! an ada)ta#le lig,t kit

• 1200 mm &wee)

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• and9cra!ted wooden #lade& wit, a ric, luue #ra&& and &il%er

• 1300 mm &wee)

• A decorati%e !an wit, a gold ring on t,e motor and

two tone colour !lange& on t,e #lade&

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• A%aila#le in #rown w,ite and i%or colour&

• A%aila#le in "00 -00 10(0 1400 ++ &wee)&

• eauti!ull cra!ted motor and #lade wit, an

attracti%e )lated #od

• Stli&, )lated lig,t kit wit, a con%enientl )laced

)ull cord

• A%aila#le in 2 colour&9&il%er and gold

• 1300 mm &wee)

• Contem)orar de&ign

• ;,i&)er >uite re%er&i#le motor

• Anti>ue dark real wicker #lade&

24


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• eauti!ull de&igned under lig,t !itting&

• C,err ,and cur%ed wood #anana lea! #lade&

• Preci&ion #alanced #lade& and motor !or wo##le

!ree o)eration

•

E


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• Premium wood !ini&,ed !an

• E


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• 7ni>ue ,u#9to9,u# a&&em#l and elegantl &tled

lig,tweig,t aluminum motor ,ou&ing !or #etter

)er!ormance

• nno%ati%e cano) de&ign wit,out t,e clutter o!

ri%et&

• S)ecial de&ign allow& t,e #lade& to emerge

directl !orm t,e motor t,ere# creating a &tatic

element at t,e centre

• A%aila#le in lue wit, Sil%er accent& O!! ;,ite

wit, Sil%er accent& and Cream wit, Gold accent&

• 1200 ++

• Su)erior motor de&ign en&ure& ,ig, &)eed e%en at

low %oltage

• A%aila#le in t,ree metalic colour& Gold eige27


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• E


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• All aluminium #od wit, ring on t,e motor and

attracti%e &,ell9&,a)ed

!lange&

• Su)erior #all #earing& !or noi&ele&& o)eration and

longer li!e

•

En&ure& con&i&tent >ualit and greater relia#ilit

• Su)erior grade electric &teel lamination !or longer

li!e and low )ower con&um)tion

• S)eciall de&igned motor wit, wider ti) #lade&

)ro%ide ma


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twin tone iege

rown


li!e and low )ower

con&um)tion


longer li!e

• 7ni>ue &a!et locking arrangement& !or )rotection

to t,e cu&tomer&


)ro%ide maue $ewel like !lange& on t,e #lade& and

decorati%e ring on motor and cano)

• A%aila#le in twin tone metallic& o! #iege #rown and

&il%er #lue

30


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li!e and low )ower

con&um)tion


longer li!e


to t,e cu&tomer


)ro%ide ma


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to t,e cu&tomer.

Resear%h metho$ology

e&earc, met,odolog mean& w,at are met,od& we are u&ing to make a re)ort. T,e

!ir&t work i& to collect t,e data !rom &ur%e met,od

Generall t,ere are two met,od& o! &ur%e i& u&ed9

18 cen&u& &ur%e met,od9

n t,i& met,od t,e &ur%e i& conducted o%er w,ole )o)ulation. T,i& met,od

o! &ur%e i& not commonl u&ed #ecau&e t,e o%er w,ole )o)ulation i& %er

di!!icult com)licating e


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T,i& re)ort i& #a&ed on &am)le &ur%e met,od and till now took t,e &am)le o! 2(

&,o)kee)er& o! ndia.

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Data %olle%tion

/ata collection mean& collecting t,e related in!ormation w,ic, are needed to

com)leting t,at work. Generall t,ere are !our met,od& o! data collection9

18 Lue&tionnaire9 it i& %er )o)ular met,od o! data collection. n t,i& met,od

we write a &et o! >ue&tion& in a )a)er and gi%e to t,e re&)ondent and ,e

,im&el! or wit, t,e ,el) o! re&earc,er !ill& u) t,e re>uired in!ormation.

28 Per&onal inter%iew9 t,i& i& t,e )roce&& in w,ic, t,e in%e&tigator )er&onall

meet t,e re&)ondent and !re>uentl a&ked related >ue&tion&.

38 +ail &ur%e9 in t,i& met,od o! re&earc, re&earc,er &end a &et o! >ue&tion&

t,roug, mail and wait !or ,i& re&)on&e.

48 Tele),onic inter%iew9 ,ere t,e inter%iewer gi%e& t,e call to t,e re&)ondent

and a&k& t,e >ue&tion& t,roug, ),one.

or t,i& re)ort ,a%e u&ed t,ree met,od& o! data collection&6

18 Lue&tionnaire9 met &ome &,o)kee)er& and cu&tomer& o! Orient !an& and

gi%e t,em m >ue&tionnaire to !ill.

28 Per&onal inter%iew9 ,a%e al&o taken t,e )er&onal inter%iew o! &ome o!

t,e em)loee& o! com)an.

38 Tele),onic inter%iew9 t,ere wa& &ome )er&on w,o didn=t ,a%e time to

meet me. T,em took t,e tele),onic inter%iew o! t,o&e )er&onal&.

OENT !an& in ndia

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7lo/ of fans from %om*any to the final %#stomer

A#o%e c,art &,ow& t,at com)an ,a%e t,eir two di&tri#utor& in t,e ndia cit. And

di&tri#uter &ell )roduct t,roug, !our medium&.

35

DISTRIBUTOR

SALESELECTRICIA

SHO

ELECTRICIA


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a8 /ealer&9 T,e&e are #ig &,o)kee)er& a))ointed # com)an. T,e )urc,a&e

good& in %er ,uge amount and t,en &ell t,em wit, t,e ,el) o! &,o)kee)er&

and electrician&. T,e al&o &ell good& directl to t,e cu&tomer&.

#8 S,o)&9 A!ter t,e dealer=& di&tri#utor gi%e& good& to &mall &,o)kee)er& o! all

o%er ndia according to t,eir re>uirement.

c8 Electrician&9 T,e&e are %er good communicator #etween di&tri#uter and

cu&tomer&. ecau&e electrician& are directl in touc, wit, t,e cu&tomer. So

t,e know %er well t,at w,at cu&tomer want and w,ere t,e want.

/i&tri#uter& maintain good relation&,i) wit, electrician& #ecau&e electrician&

gi%e& t,em )roduct directl to t,e cu&tomer& and ignore t,e mediator& t,u&

automaticall t,e )ro!it o! di&tri#uter will increa&e.

d8 Sale& team9 di&tri#uter ,a%e &ome &ale& team& wit, t,em w,o are doing

direct marketing like )utting #anner& and ,oarding& cano)ie& )er&onal

&elling continuou&l #e in t,e contact o! e


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Some maor mar!eting strategies of %om*any in In$ia %ity

18 Sale& )romotion&6

or t,e )romotion o! t,eir )roduct com)an time to time gi%e &ome e


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Com)an )rice )olic i& !le


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Com*etitors

Orient ,a& a lot o! com)etitor& in ndia cit. Some o! international #rand& &ome

national #rand& and lot o! local #rand&. T,e main com)etitor& o! Orient are a&

!ollow&

a$a$ Polar Crom)ton ,aitan e%ell& Or)at etc

And in local #rand Mndian Sar%otam etc

To) !i%e com)anie& o! ndia according to ,i& market &,are6

18 Crom)ton

28 Orient

38 Orient

48 a$a$(8 ,aitan

T,i& di&tri#ution clearl &a& t,at on t,e #a&i& o! market &,are Orient ,a%e 3rd

)lace.

39


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According to t,e a#o%e gra), (1I !an market o! ndia ca)atured # onl !i%e

com)anie& and in 4-I All remaining #rand& are e


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Com*any involvement

T,e ndia market in not onl in ,and o! di&tri#uter& e%en com)an al&o

continuou&l in%ol%e wit, it. Com)an a))ointed ,i& 394 mem#er& team wit, eac,

di&tri#uter and t,e regularl kee) t,eir ee& in t,e ,a))ening& o! market. T,e

alwa& are in t,e touc, o! all di&tri#uter& and all dealer&. T,e alwa& watc, t,e

marketing )roce&& o! di&tri#uter& and t,e )er!ormance o! dealer& &,o)kee)er& and

&ale& team&.

T,e al&o conducted re&earc,e& time to time to !ind out w,ere t,e com)an i&

gaining and w,ere t,e com)an i& lacking. And i! lacking t,en w,. ;,at i& t,e

!actor& due to w,ic, t,ere com)etitor& are a#le to doing well. And e%entuall on

t,e #a&i& o! t,eir !inding& and conclu&ion& t,e &ugge&t t,e com)an to make

re>uired c,ange& in )roduct !eature& and t,ere )rice&.

41


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enefits to the %om*any

;it, t,e ,el) o! t,i& re)ort com)an will a#le to6

18 Dudge ,i& actual )o&ition in t,e market

28 Aware wit, t,e com)etitor=& &trateg.

38 Com)are ,i& marketing &trateg wit, com)etitor=& &trateg and will a#le to

!ind out t,e rea&on w,ere t,e are lacking.

48 T,e will a#le to know t,e weake&t )oint o! t,eir )roduct and t,ere &trateg.

(8 T,e will a#le to know t,e )erce)tion o! cu&tomer& and &,o)kee)er&

toward& t,ere )roduct.

"8 T,e will get t,e idea t,at ,ow we im)ro%e our market &,are.

42


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Data %olle%tion remaining

Some im)ortant data collection& are in t,e )rogre&&6

18 ;,at are t,e rea&on& due to w,ic, com)an i& ,a%ing le&& market &,are

28 ;,at are t,e &trategie& o! t,e com)etitor&

38 To know a#out t,e )ro!it margin &&tem o! t,e com)an and t,e

com)etitor&.

48 To know a#out t,e marketing &trategie& o! dealer& di&tri#utor& and

&,o)kee)er& indi%iduall.

(8 ;,at are t,e )romotional tool& u&ing # com)an

Etc.

A lot o! t,ing& w,ic, can=t write ,ere #ecau&e in !uture w,at we will get

!rom market m&el! don=t know e


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18 +arketing management @)u#li&,ed # CA8

28 Google &earc,

38 ;iki)edia

48 ?ocal &,o)kee)er& o! +P Nagar 10 no market and %itt,al market.

(8 Electrician& o! 10 no. market

"8 Em)loee& o! t,e com)an.

orient fan marketing

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