Introduction

Orion Group is one of the largest Bangladeshi industrial conglomerates. The industries under this conglomerate include pharmaceuticals, chemicals, infrastructure development, agribusiness, hospitality, textiles, aviation etc. Orion was established In 1965 by Obaidul Karim who graduated from Dhaka University, the chairman of the group, and Salman Obaidul Karim, he is managing director.
Business Description
Orion Group is committed to sustainable business practices and continuous innovation. Significant investments in research and development drive the creation of products that meet market demands while positively impacting the environment and society. Their sustainability initiatives focus on reducing carbon footprints, implementing effective waste management practices, and ensuring ethical sourcing and manufacturing processes.

ORION GROUP’S STRATEGIC BUSINESS UNITS:
- Agro Products
- Cosmetics & Toiletries
- Energy Sector
- Real Estate
- Pharmaceuticals
- Infrastructure Dvpt
- Aviation Management
- Construction & Allied
- Hospitality Management
- Knit Textiles
- Power Generation
Journey of ORION Group
Early Stage:
In 1965 Md. Obaidul Karim started his business career with pharmaceutical
products Dhaka.
In early 80s
Orion Infusion Ltd. the largest pharmaceutical company for manufacturing and marketing
of IV Fluid high intravenous medicine and intravascular saline.
Growth:
In 1956
Kohinoor Chemical Company (Bangladesh) Limited (KCCL) is the oldest and largest national Soap, Cosmetics and Toiletries manufacturer and marketer of Bangladesh. KCCL started its business in 1956. Following Bangladesh’s independence, KCCL became a fully government owned company under the direct control of Bangladesh Chemical Industries Corporation (BCIC) up to May 05, 1988.On May 5, 1988, it changed its name Kohinoor Chemical Company (Bangladesh) Limited and became a Public Limited Company under Companies Act 1988.
In 1998 Fish & Co.
15 October 2004 Orion Infrastructure ltd. 12-km long Mayor Mohammad Hanif Flyover(known as Jatrabari-Gulistan Flyover) It also established country’s tallest public building, City center.
Expansion:
In 2011 Orion Power Meghnaghat Ltd
100 MW HFO (Heavy Furnace Oil based power plant)
In 2017
A 10OMW
HO (Heavy Furnace oil) based IPP at Gognagar, Wareyengani.
with brand new machineries by wartsila OY, Finland.
Orion Power Khulna Ltd
First Coal based power project in IPP,
Bangladesh of 660MW Supercritical at Mongla, Khulna Baudrag Gay
Orion Power Dhaka Ltd.
Another Coal based IPP of 660 mu Supercritical at Dhaka
Jafflong Tea Company Ltd.
splendid tea garden at Sylhet with an area of 2200 acres in Jafflong, Sylhet
Panbo Bangla Mushroom Ltd.
100% export oriented mushroom growing, processing and freezing plant producing Baby Button (White Button) Mushroom
ORION AGRO PRODUCTS LTD.
Compost production facility for production will start from end 2014.
Khulna Royal Bengal
ORION Sports & Events Ltd.
Orion Knit Textiles Ltd.
100% export oriented knit composite unit with knitting, dyeing, finishing and garment facilities.
International chain shopis located at Gulshan-1
area in the capital city of Dhaka.
Vision:
“To be regarded as a world-class corporate house through products, services & values”.
Mission: 1. Recognizing individual contribution. 2. Continuously develop people’s competency. 3. Introducing new and innovative goods and technologies. 4. Assuring quality products from advanced manufacturing facilities. 5. Delivering superior services that surpass client expectations and earn their trust.
Values: 1. To achieve its aspired vision, Orion subscribes the following values. 2. Quality in everything we do. 3. Live up to our commitments. 4. Transparent and fair in all our dealings. 5. Take initiative to exceed standards. 6. Trust and respect to each other. 7. Share social responsibility. 8. Work as a team.
Initial Funding:
Orion Group initially funded its operations through personal savings and investments from the founders. The small-scale operations in the early years required limited capital, which was managed through careful budgeting and reinvestment of profits. Then as the company grew, it accessed various funding sources, including bank loans, equity financing, and reinvested profits. Orion group is also publicly traded company on the Dhaka Stock Exchange (DSE) and Chittagong Stock Exchange(CSE).
Advertising and Marketing procedures of Orion Group:
Orion Group is a large multinational company operating in various sectors such as construction, pharmaceuticals, energy, ready-made garments, cosmetics and FMCG. The marketing and advertising strategy is versatile and focuses on both B2B and B2C markets.
Traditional advertising-
1. Print media: advertising in specialized trade journals, newspapers and trade journals to reach professional.
2. Television and radio: Targeted advertisements on TV and radio to reach more consumers, especially for FMCG products and products.
3. Outdoor advertising: Billboards, banner ads, and other outdoor advertising methods in specific areas to increase sales.
Brand Positioning and Identity-
1. Strong Branding: Orion Group uses its well-known name in various sectors. The company focuses on building a strong, sustainable brand of quality, innovation, and reliability.
2. Industry-Specific Positions: Within the Orion group, each branch has a specific position regarding a particular market, preserving the general values ​​of the parent company.
Digital Marketing-
1. Website and SEO: The team maintains information and provides convenience to users on each department’s well-designed website for search engines.
2. Social Media Marketing: Be active on social media sites like Facebook, LinkedIn, Twitter, and Instagram to engage with different people. Content includes industrial updates, product launches, CSR activities, and more.
3. Content Marketing: Create helpful content such as blog posts, whitepapers, case studies, and videos to educate and inform their audience, establishing thought leadership in a variety sectors.
Public Relations and Corporate Communications-
1. Press releases and media relations: Inform the media regularly about the company’s performance, new projects and financial results to maintain a positive image in the public eye.
2. Corporate Social Responsibility (CSR): Demonstrate CSR activities in various ways to build a positive corporate image and connect with the society.
Marketing Events-
1. Trade Shows and Exhibitions: Attend industry-specific trade shows and exhibitions to showcase products, network with industry peers, and meet customers.
2. Sponsor: Sponsorship activities and programs aligned with company values ​​and market sectors.
Sales promotion and direct marketing-
1. Promotional offers: special discounts, offers and promotions to attract customers and stimulate sales.
2. Mail and email marketing: Marketing aimed at informing customers and potential customers about new products, special offers, and company information.
Market Research and Consumer Insights-
1. Research and Feedback: Regularly collect research and feedback to understand customer needs and wants that inform product development and marketing strategies.
2. Competitive Analysis: Continuous monitoring of competitors to identify market trends and opportunities.
Case Studies-
Pharmaceuticals Division:
1. Product campaigns: Comprehensive marketing campaigns for new medicines, including digital marketing, medical publications, and education for healthcare professionals.
2. Awareness Program: Health awareness programs and partnerships with healthcare providers to promote products and educate the public.
Construction Unit:
1. Project Presentation: Detailed presentation and practical tours of real estate projects and real estate lighting on company websites.
2. Customer Testimonials: Use testimonials and surveys from satisfied customers to build credibility and trust.
Unique Selling Strategies for Selling Products:
1. Customized Bundles: Assemble bundles according on the tastes and past purchases of your customers. Offering a customized skincare routine in the cosmetics line or a home basics bundle in the FMCG industry are two examples. 2. Cross-selling: Combining related products from other industries, such as providing home improvement products and a construction toolset.
Storytelling Techniques for Brands- 1. Emotional Resonance: Craft engrossing tales centered around the merchandise that touch the hearts of the intended audience. A pharmaceutical product’s journey from research and development to how it enhances patients’ lives, for instance, may be demonstrated. 2. Brand Heritage: Draw attention to the Orion Group’s past while highlighting the brand’s enduring quality. Virtual reality (VR) and augmented reality (AR) 3. Virtual Tours: Provide virtual tours of manufacturing facilities or real estate developments using virtual reality. This can give prospective clients an engaging experience without requiring them to leave their homes. 4. Interactive Experiences: Use augmented reality (AR) in retail establishments to let customers see how furniture or cosmetics would appear on them or in their homes. 5. Pop-Up Shops and Events: Set up pop-up stores or events in busy locations so that customers can touch and feel items directly. These could be themed gatherings with special offers that generate excitement.
Partnerships with Micro- and Influencers- 1. Influencer campaigns: Work with well-followed influencers and micro-influencers in the relevant market segment. Their recommendations can greatly increase the credibility and visibility of a product. 2. User-Generated Content: Invite clients to post about their own interactions with the items on social media to produce relatable and real content. Ethics and Sustainability in Practice. 3. Eco-Friendly Products: Stress the use of ecologically friendly and sustainable goods and methods. Emphasizing the business’s dedication to sustainability helps draw in customers who care about the environment. 4. Transparent Supply Chain: Especially in industries like textiles and FMCG, provide transparency regarding the supply chain and ethical sourcing of resources.
Campaigns for Localized Marketing- 1. Cultural Relevance: Adapt marketing efforts to regional cultures and consumer preferences to make sure the messaging appeals to the target market wherever it is. 2. Community Engagement: To establish a strong local presence and foster brand loyalty, get involved with your local community through partnerships, sponsorships, and events. 3. Examples of Implementation: Cosmetics Division. 4. Apps for Health Awareness: Create smartphone applications that offer health advice, prescription reminders, and online consultations with medical specialists. 5. Patient Support Programs: Provide patients with chronic illnesses with educational materials, community support, and routine follow-ups through patient support programs.
Challenges Faced By The Company:
Orion Group, like any large multinational company, faces a variety of challenges that can impact its operations and growth. Some of the key challenges it may be experiencing at present include:
Economic Fluctuations-
1. Global Economic Uncertainty: Consumer purchasing power and the price of raw materials can be impacted by economic downturns, inflation, and currency fluctuations, which can have an effect on profitability.
2. Market Volatility: Changes in international markets, particularly in the energy and pharmaceutical industries, can have an impact on projected sales and income.
Geopolitical Risks-
1. Political instability: The company’s operations and profitability may be impacted by geopolitical risks, such as shifts in international relations, trade laws, and governance. These risks are present when a company operates in numerous nations.
2. Trade Barriers: The price and accessibility of raw materials and completed items can be impacted by tariffs, trade restrictions, and protectionist policies.
Expansion and Diversification- 1. Diversification: Continue to diversify your product offerings and markets in order to reduce the risks brought on by erratic market and economic conditions.
2. Regulatory Strategy: Create a strong compliance plan and assign specialized teams to keep an eye on and adjust to regionally-specific regulatory developments.
3. Supply Chain Resilience: Investing in supply chain resilience can be achieved through the use of cutting-edge logistics technologies, expanding inventory of essential components, and diversifying suppliers.
4. Innovation and Technology: Make sure cybersecurity measures are strong and stay ahead of technology changes by investing in R&D.
5. Sustainable Projects: Boost sustainability initiatives by using eco-friendly methods and technology and by effectively informing stakeholders of these initiatives.
6. Talent management: Create thorough plans to manage talent in order to draw in, keep, and grow qualified workers.
Customer-Centric Approach: Prioritize comprehending and satisfying changing customer needs via tailored marketing and data-driven insights.
By strategically addressing these challenges, Orion Group can strengthen its market position, enhance operational efficiency, and sustain long-term growth.
Pharmaceuticals-
1. Drug Development: Invest heavily in R&D for new drug development, focusing on unmet medical needs such as rare diseases, personalized medicine, and advanced biologics.
2. Telemedicine: Expand into digital health services, offering telemedicine consultations and health monitoring apps.
FMCG Sustainable Products: Develop a line of sustainable products using biodegradable packaging and ethically sourced ingredients.
Smart Packaging: Introduce smart packaging solutions that can interact with consumers via smartphones, providing product information, usage tips, and promotional offers.
Construction
1. Green Building: Promote green building practices, including the use of sustainable materials, energy-efficient designs, and smart building technologies.
2. Modular Construction: Invest in modular construction techniques that allow for faster, more efficient building processes.
Digital Transformation-
1.E-commerce Expansion: Expand the digital presence with robust e-commerce platforms to cater to the growing online consumer base, particularly in FMCG and retail sectors.
2. Digital Supply Chain: Implement digital supply chain solutions using IoT, blockchain, and AI to enhance transparency, efficiency, and resilience.
conclusion
In conclusion, Orion Group Bangladesh exemplifies the remarkable growth and diversification potential of a multinational conglomerate rooted in Bangladesh. With its robust presence across various sectors including pharmaceuticals, construction, FMCG, and textiles, Orion Group has consistently demonstrated its ability to innovate and adapt in a dynamic global market. The company’s commitment to sustainability, technological advancement, and customer-centric strategies positions it well for future challenges and opportunities.
Despite facing significant hurdles such as economic fluctuations, regulatory compliance, and supply chain disruptions, Orion Group’s strategic initiatives and forward-thinking approach continue to drive its success. By embracing digital transformation, investing in R&D, and fostering a strong organizational culture, Orion Group not only enhances its operational efficiencies but also reinforces its market leadership.
As Orion Group looks towards the future, its focus on expansion, sustainability, and innovation will be critical in maintaining its competitive edge. The company’s ability to navigate complex market dynamics while upholding its core values will undoubtedly play a pivotal role in its sustained growth and success.
Looking ahead, Orion Group’s concentration on growth, sustainability, and innovation will be essential to preserving its competitive advantage. Undoubtedly, the company’s ability to maintain its core beliefs and negotiate challenging market dynamics will be crucial to its long-term success and growth.