Marketing Strategy of Orient Electric Ltd: Can this be your MBA Project topic?

The company selected for MBA project on Marketing Strategy is Orient Electric Limited, a manufacturer of Electrical Appliances in India and outside. Orient Electric Limited is part of USD 3 billion diversified CK Birla Group, with strong manufacturing capabilities and presence in over 30 countries. It is a trusted brand for consumer electrical products in India, offering a diverse portfolio of fans, lighting, home appliances, switches and switchgears. Orient Electric has established itself in the market as one-stop solution provider of lifestyle electrical solutions. 

Diverse portfolio of Products of Orient Electric Ltd

They are present across all seasonal categories. In the summer, the company focus on fans and coolers, while in winter, Orient Electric Ltd sell heating appliances like water and room heaters. Fans have always been their forte and during winters, we have seen spike in water heater and room heater sales, but the company also particularly excited about their lighting and switchgear categories, where there has been a lot of growth and acceptance. Orient Electric always have been known as a cooling and appliance brand, but the market response to Orient lighting has been impressive. With a comprehensive lighting range, available across general trade, e-commerce, and our D2C platforms, the company is seeing strong engagement and growing interest in the category.

Marketing strategy & Its Importance

It is the comprehensive plan formulated particularly for achieving the marketing objectives of the organization. It provides a blueprint for attaining these marketing objectives. It is the building block of a marketing plan. It is designed after detailed marketing research. A marketing strategy helps an organization to concentrate it’s scarce resources on the best possible opportunities so as to increase the sales. A marketing strategy is designed by:

1. Choosing the target market: 

2. Gathering the marketing mix: 

Marketing strategy provides an organization an edge over it’s competitors.Strategy helps in developing goods and services with best profit making potential. Marketing strategy helps in discovering the areas affected by organizational growth and thereby helps in creating an organizational plan to cater to the customer needs. It helps in fixing the right price for organization & rsquo;s goods and services based on information collected by market research and Strategy ensures effective departmental co-ordination. It helps an organization to make optimum utilization of its resources so as to provide a sales message to it’s target market. A marketing strategy helps to fix the advertising budget in advance, and it also develops a method which determines the scope of the plan, i.e., it determines the revenue generated by the advertising plan.

Study of marketing mix of the Company

As part of the MBA project on marketing strategy, we should know how the Company’s marketing mix evolved over the years. Orient Electric’s media choices and spending have evolved alongside audience consumption patternsnot just for younger audiences, but across the board. There’s been a clear shift towards OTT and digital content, prompting them to adjust their media mix. Spending of Orient Electric is now split roughly 50-50 between digital and offline channels. For categories, while 10-15% of consumers purchase online, over 60 % research online. As a result, the company have allocated budgets accordingly, investing in e-commerce platforms, marketplaces, and key digital channels like Google, YouTube, and Meta.

Brand Positioning in the Wires & Cables market in India

USP for the brand is definitely be about more power-saving and of course, being fire resistant, which is the need of the industry today. Electric Fires are very hard to deal with. That is why the brand has created flame retardant wire which reduce the risk of fire spreading. These wires are made with 99.98 % bare copper conductors and therefore are high current capacity wires and are energy saving and low smoke. Therefore, the special features of the Wires & Cables as part of marketing strategy to meet customer needs and wants and brand positioning should be included in the MBA project.

The target consumers/target audience of Orient Electric

Orient Electric has been a trusted brand for 70 years, recognised across age groups. But there’s a special passion in building consumers’ first home, a desire for modern and convenient solutions. That’s exactly who the company is speaking to first-home buyers looking for smarter choices. Orient Electric’s product designs, aesthetics, and functionality have evolved to meet the needs of modern homes. And this focus isn’t just on water heaters or fans it’s for Orient Electric as a whole. So, those are the target customers. Also the company has a good distribution channel. Thus the marketing strategy of the brand to the target consumers requires a detailed study as part of the MBA project work.

Marketing strategies and goals of the company?

Orient Electric’s key goals for the year focus on four main areas. First, aim to enhance brand love, which remains a top priority. With digital media, can now measure brand love almost daily, especially through social media engagement that allows direct connection with our audience. Second, marketing efficiency and ROI are crucial. Operating across multiple categories and channels, the company’s focus on optimising ROI, with top-funnel spend including a mix of traditional media like live TV, OTT platforms, and influencer engagement, while bottom-funnel spend prioritises clear ROI through marketplaces and social media optimisation. Third, the company is committed to expanding its product portfolio, reinforcing the idea that Orient Electric is more than just a fans company, with a particular focus on growing categories like lighting and water heaters next year. Finally, the company aim to grow its presence on relevant buying channels, particularly quick commerce, to make it easier for customers to purchase its products. This strategy will ensure stay aligned with market trends while maintaining efficiency. For future, marketing strategy to stay relevant in Indian market to be studied as part of the MBA project. Dedicated faculty of Madembaezy can help a student during the MBA Project study and to find a subject, select a topic, find an organisation for the MBA project work and plan the MBA project and will act as a liaison between the student and the host organisation.