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ON
(BRAND PROMOTION)
MIRC ELECTRONICS LIMITED
ONIDA (PHASE-II NOIDA)
SUBMITTED BY:
SUBMITTED TO:
BEAUTI GUPTA
ABES IT GROUP OF
INSTITUTIONS
Affiliated to:-
CERTIFICATE
This is to certify that Ms. Beauti Gupta, is a student of ABES Institute of Technology and has
done his/her Training Project Brand Promotion. in the specialization area Marketing.
The work embodied in this report is original and is of the standard expected of an MBA student
and has not been submitted in part or full to this or any other University for the award of any
Degree or Diploma. He/she has completed all requirements of guidelines for Training Project
Report and the work is fit for evaluation.
Name
Institution
ABES IT
TABLE OF
CONTENTS
TABLE OF CONTENTS
CERTIFICATE
DECLARATION
PREFACE
ACKNOWLEDGEMENT
EXECUTIVE
SUMMARY
COMPANY PROFILE
About Onida
Vision, mission & values
Fairness
Code of business ethics and conduct
Product
OBJECTIVE
OF STUDY
BRAND PROMOTION
RESEARCH METHODOLOGY
MARKETING OF ONIDA
BRAND ANALYSYS
DATA ANALYSYS & INTERPRETATION
SWOT ANALYSIS
RECOMMENDATION
CONCLUSION AND SUGESSTION
ANNEXURE
BIBLIOGRAPHY
DECLARATION
DECLARATION
I further declare that all the information and facts furnished in this project
report are based on my intensive research findings. They are first hand
and original in nature.
(BEAUTI GUPTA)
PREFACE
PREFACE
All that I learnt in classroom is turned into practicality in this period of two
months of summer training. Practical orientation is necessary for every
field of study, especially for a management student to perform as a
potential manager.
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I consider myself extremely fortunate to have the opportunity to work in a
reputed organization like MIRC ELECTRONIC LIMITED. It was a great
learning experience to work in the organization, which provided me the
knowledge and experience of industry and also gave me the right exposure
to the corporate world.
Special thanks to Mr. Rajiv Bashin (BRM; SALES) for giving me the
opportunity to do my summer training in ONIDA.
I am extremely grateful to Mr. Rashid Hasan (Sales Manager), for his
valuable support and enriching my thoughts in this field from different
perspectives.
I am thankful to Mr. Amit (Manager Sales), Mr. Sadhu, and entire Marketing
team for their guidance and kind support. My increased spectrum of
knowledge in this field is the result of their constant supervision and
direction that has helped me to absorb relevant and high quality information.
Last but not the least; I would like to show my gratitude to all those persons
who have directly or indirectly helped me to complete my project.
(BEAUTI GUPTA)
A
STUDY
ON
BRAND
PROMOTION
IN
ONIDA
EXECUTIVE SUMMERY
EXECUTIVE SUMMERY
Branding your business you need to stand out from the herd when it comes to business.
You need to be better, stronger and more adaptable than your competitors. You need to be
eye-catching, fresh and hard to pass by. And if you have a brand you have an immediate
advantage because you have a backbone, or a frame work, on which to hang your
products.
A branded business carries with it an ideology. If people know the brand they know the
company and what it stands for.
But what is a brand? A brand is the set of values, ideals, strengths and weaknesses that
become tied to your business. A brand carries with it the power to inspire and influence
your customers; it creates a set of subconscious associations in their minds and sets you
apart from the herd.
What do you think of when you think of a top brand?
1. Quality
2. Reliability
3. Customer service
Or do you think of their advertising campaigns?
1. Their Logos
2. Their Slogans
3. Their Promises
Its amazing how much advertising promotion we absorb every day. Logos, slogans and
associated advertising methods (particularly background music) stick like mud. The car
in front is a (?)Im loving it Think different Welcome to our Network
Just a few, but Im certain you can name the brands.
Brand promotion strategies you need to think big. You need to think out of the box. You
need to dispel any notions of what is usual or expected. You need to grab your
audience and you need to keep them until they are fully aware that you exist and that you
mean business.
Look to your business mission statement and ask what it is that you want to promote. Of
course you need to sell your product, you need to make money, but you also need to
survive, and in order to do that you need to form an impression on your market.
Dont copy your competitors, be original instead look to companies that inspire you for
inspiration.
Word of mouth is by far the most effective form of advertising. People ignore Pop-up
windows, but theyll listen to their best friend. If you provide a quality service people will
recommend you.
Customers want quality. If you can provide quality at a decent price they will come back,
inspiring customer loyalty is part of a strong brand identity.
You may want to hire a professional to help shape your business model, or to improve
your advertising scheme.
Remember Dont limit yourself; putting blinkers on is a way of staying focused; but it
also leads to missed opportunities.
INTRODUCTION
TO
THE COMPANY
About ONIDA
How it all began
Onida was started by Mr.G.L.Mirchandani and Mr. Vijay Mansukhani in 1981 in
Mumbai. In 1982, Onida started assembling television sets at their factory in Andheri,
Mumbai. Superior products and the combination of a distinctive voice, a cutting-edge
advertising strategy, and purposeful marketing ensured that Onida became a household
name. Over the years, Onida has strengthened its reputation for the intelligent and
pioneering application of technologies.
Onida Today
Onida today enjoys a strong equity among consumers making it one of the leading brands
in India. Our constant endeavor to introduce products of substance that offer the very best
in technology and the finest design have made Onida a leading player in the electronics
and entertainment business today.
Onida has recently made a foray in other household appliances including air-conditioners,
washing machines, DVDs, Plasma & LCD televisions and home theatre systems.
For offices, Onida has also introduced state-of-the-art multi-media presentation products.
The Network
Onida has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots
spread across India. MIRC Electronics shares are listed on the National and Mumbai
Stock Exchanges. The company enjoyed a market capitalization of Rs.301.46 Cr. as on
31st March 2005.
The transition of Onida from a family-owned business to a professionally managed
company has largely been made possible by the vision of the Chairman & Managing
Director, Mr.G.L.Mirchandani.
Vision and Mission
Our Vision
To build a brand around substance. To communicate simple truths that customers
understand. To become a leader in our chosen field and become a globally recognized,
prestigious company through synergistic business investment, differentiation through
innovation, passion through empowerment, cost through economies of scale and world
class systems and procedures that bring in delight of stakeholders.
Our Mission
To benefit society at large through Innovation, Quality, Productivity, Human
Development and Growth, and to generate sustained surpluses, always striving for
excellence, within the framework of law, and in nothing but the truth in which we base
every action.
Corporate Philosophy
Commitment to society/nation
We respect the society and the environment to which we belong and will contribute to its
progress and welfare.
Growth is vital. Increasingly seek out ways and means to constantly move forward.
Innovation
Progress by adjusting to ever-changing environment around us. As the world moves
forward, we must keep-in-step.
Gratitude
Always repay the kindness of our customers, associates, community, nation and friends
worldwide with gratitude.
CODE OF BUSINESS ETHICS AND CONDUCT
Mirc Electronics Ltd has adopted this Director's Code of Business Ethics and Conduct to
govern the conduct of the members of the Board of Directors to ensure that its business
will be conducted with honesty and integrity, and to provide a mechanism for disclosure
leading to informed decisions on matters involving the business ethics of Mirc
Electronics Ltd. All Directors and Senior Management must act within the bounds of the
authority conferred upon them and with a duty to make and enact informed decisions and
policies in the best interests of the company, its shareholders and stakeholders. No code
or policy can anticipate every situation that may arise. Mirc shall be committed in all its
actions to benefit the economic development of the countries in which it operates. It shall
not engage in any activity that would adversely affect such an objective. As an aid of
maintaining the high standards that Mirc requires, the following rules of conduct should
be observed in all activities of the Board:
c) Directors should avoid conducting company business with relative or with a firm/
company in which a relative/ related party is associated in any significant role.
If such related party transaction is unavoidable it must be fully disclosed to the board
or to the CFO of the company.
Compliance
Directors and the senior management personals are required to comply with all
applicable laws, rules and regulations, both in letter and in spirit. In order to assist the
company in promoting lawful and ethical behavior, directors and the senior
management must report any possible violation of law, rules, regulation or the code of
conduct to the company secretary. If the ethical and professional standards set out in
the applicable laws and regulations are below that of the code, then the standards of
the code shall prevail.
Other Directorships
The Company feels that serving on the board of directors of other companies may
raise substantial concerns about potential conflict of interest. And therefore, all
directors must report / disclose such relationships to the Board on an annual basis. It
is felt that service on the board of a direct competitor is not in the interest of the
company. While investing in a company, customer, supplier, developer or competitor,
the directors must first take great care to ensure that these investments do not
compromise the responsibilities to the company. Many factors should be considered
in determining whether a conflict exists, including the size and nature of the
investment, ability to influence the company's decisions, access to confidential
information of the company or of the other company, and the nature of relationship
between the company and the other company.
Related Parties
As a general rule, the directors and the senior management must avoid conducting
company business with a relative or significant other, or with a business which a
relative significant other is associated in any significant role. Relative include:
Father
Son's wife
Father's Father
Father's Mother
Mothers' Mother
Mothers' Father
Sons' Son
Sons' daughter
Daughters' Husband
Daughters' Son
Daughters' Daughter
Brothers' Wife
Sisters' Husband
Insider Trading
Any director or the senior management of the company shall not derive benefit or
assist others to derive benefit by giving investment advice from the access to and
possession of information about the company, not in public domain and therefore
constitutes insider information. All the directors' and the senior management of the
company will comply with insider trading guidelines issued by SEBI.
Insider Trading rules are strictly enforced, even in instances when the financial
transactions seem small. The company has imposed a trading prohibited period on the
members of the Board of the Directors, executive officers and all employees who has,
as a consequence of their position with the company, are more likely to be exposed to
material non public information about the company. These directors, executive
officers and employees generally may not trade in company securities during the
prohibited period. For more details, and to determine if you are restricted from trading
during the prohibited periods, you must read the company's insider trading rules. You
must read the insider trading rules carefully, paying particular attention to the specific
policies and the potential criminal and a civil liability and/or disciplinary action for
insider trading violation. You should comply with the company's insider trading rules,
follow the pre-clearance procedures for trading and trade only during a trading
window.
Corporate Opportunities
Directors must not take for their own personal benefit, or that of any member of their
immediate family, any opportunity that are discovered through the use of the
company's property, information or position unless the opportunity is disclosed fully
in writing to the company's board of directors and the board of directors declines to
pursue such opportunity.
Periodic Review
Once every year or upon revision of this code, every director must acknowledge and
execute an understanding of the code and an agreement to comply. New directors will
sign the written acknowledgement at the time service begins.
Milestones
1981 : MIRC Electronics Pvt. Ltd. was established
1982 : CTV production started at Nand Bhavan, Mumbai
1983 : Technical collaboration with JVC, Japan for CTV
1985 : Established in-house R&D wing
1986 : Production expanded and moved to a new factory at Kalina
1987 : Moved to our own factory building "ONIDA HOUSE"
: Iwai, Speaker plant commences its operation
1990 : Tuner plant commences operation
1991 : Akasaka, PCB plant commences its operation
: New CTV manufacturing plant at Vasai commences operations
1992 : Crossed 1 million CTV sales
1994 : Moved to a fully automated Plant of 600K CTV per year at Wada
1995 : ISO 9001 certification obtained from BVQI
1998 : Award for excellence in electronics by ministry of IT
1999 : First in India to develop Internet enabled CTV
2000 : Launched the KY Thunder, Profile Series
2001 : AV Max award for best CTV.
: Launched Onida Black, flat CTV range
: Multimedia projectors launched
: Commenced project to expand CTV capacity to 1 million
2002 : Completed plant expansion project to increase capacity from 600K CTVs to
1.2 million CTV's per year.
: Launched 'KY Theatre' with circle surround sound, the first complete Home
Theatre package
: Launch of 'Igo'- the economy brand
: Launched VCD player
2003 : Launched world's first LCD remote 'i-Control'
: Launched Air-conditioners
: Launched Rear Projection TV, Plasma TV & DVD Players
Management
Mr. Gulu Mirchandani (Chairman & Managing Director)
Mr. Vijay Mansukhani (Managing Director)
Mr. G. Sundar (Chief Executive Officer)
Mr. Satrajit Ray (Chief Financial Officer)
Mr. S. Ravishankar (Chief Technology Officer - Audio Visual)
Mr. C. R Talati (Vice President Operations)
Mr. Kiriti Sen (Vice President - Human Resources)
Mr. Sriram Krishnamurthy (Vice President - Marketing, Sales & Service)
Products
LCD TV
Presenting the Onida LCD Television made for that inner self who
wants to savor the best things in life.
Televisions
A full range of flat screen televisions with edge-to-edge picture
clarity, designer televisions and KY Series that carry the unique
"KY Indisde" technology.
Air Conditioners
An array of window and split models with a host of features that
have redefined the rules of buying air conditioners.
Washing Machines
A wide range of semi and fully automatic washing machines
designed with a 400 watts motor to fully harness the power of
water to give you a perfect wash.
Microwave Oven
Onida, a brand synonymous with cutting edge technology and an
integral part of millions of households in India now brings you
the Onida Microwave Oven.
OBJECTIVE
OF THE
STUDY
BRAND PROMOTION
IN
ONIDA
Onida is in the process of carving out a place for itself, right in the parallel lane with the
international biggies pouring their electronic gadgets from the Far East. Whatever the
genre, Onida is not far behind. This time we are spotlighting a trendy looking DVD
player of theirs, called The Atom. The model is HDR-5522, and it bears a striking
resemblance to a Samsung model. Its not yet released; but we have their demo model to
check, so lets see what this new player can do in terms of performance.
Design
There is credit to be given for aesthetic innovation, as this unit is definitely a looker. With
an unconventional shape for a DVD player, it comprises fluid curved edges and surfaces
vaguely resembling a square when viewed from the top, but rounded edges and surfaces
make up the deal. It is not sleek; in fact it has considerable thickness or depth.
The finish all around is a glossy black piano finish, with an Onida logo printed on the left
bottom corner of the top panel, along with Dolby and DTS logos. Seamlessness is the key
here, with the top panel buttons being touch sensitive, flush mounted into the surface very
well, entirely flat and smooth. The symbols of stop, play etc. is printed on, which
looks real good, but might be a problem in a dark environment as the remote also does
not glow. The remote is a slim black one, a simple piece well laid out with similar sized
round buttons, some of them blue while the rest black.
The build quality is not as good as the looks, but not so weak. Yes, the tray is one of those
thin ones, which can bend. Still, if handled with care we can get by, I presume. The
weight is light, no real heavy electronics inside, but this is a good thing for portability.
card slot.
analog audio out. Last but not least there is component, S-video and composite video out.
Feature-wise Onida has taken a step by including a special better than the average deinterlacing chip called Media Direct De- Interlace (MDDi). It aims to enhance picture
smoothness and reduce jaggie artifacts in object borders in the video, due to interlaced
video in DVDs. DivX/Xvid playback is supported, and last but surely not the least, the
Atom player upscales to 1080p, thats quite nice, well take that thank you.
TV ADS
Ads
Check out the latest TV commercials from Onida. Just click on any of the commercials
below, that you want to see. You can also forward this page to your friends, so they can
view them as well.
RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey was
to collect appropriate data, which work as a base for drawing conclusion and getting
result.
Therefore, research methodology is the way to systematically solve the research
problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method
has been used in the preference of the other methods
RESEARCH DESIGN
A Research Design is the framework or plan for a study which is used as a guide in
collecting and analyzing the data collected. It is the blue print that is followed in
completing the study. The basic objective of research cannot be attained without a proper
research design. It specifies the methods and procedures for acquiring the information
needed to conduct the research effectively. It is the overall operational pattern of the
project that stipulates what information needs to be collected, from which sources and by
what methods.
differences, which need different techniques and skills. Field studies are ex-post-factor
scientific inquiries that aim at finding the relations and interrelations among variables in a
real setting. Such studies are done in live situations like communities, schools, factories,
and organizations.
Another type of cross sectional study is survey result, which has been taken by me. A
major strength of survey research is its wide scope. Detail information can be obtained
from a sample of large population .Besides; it is economical as more information can be
collected per unit of cost. In addition, it is obvious that a sample survey needs less time
than a census inquiry. Descriptive research includes survey and fact finding enquiries of
different kinds of the major purpose. Descriptive research is description of the state of
affairs, as it exists at present. The main characteristic of this method is that the researcher
has no control over the variables; he can only report what has happened or what is
happening. The methods of research utilized in descriptive research are survey method of
all kinds including comparative and co relational methods. The reason for using such
needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid
and its approach cannot be changed ever now and then.
TYPE OF DATA COLLECTED
There are two types of data used. They are primary and secondary data. Primary data is
defined as data that is collected from original sources for a specific purpose. Secondary
data is data collected from indirect sources. (Source: Research Methodology, By C. R.
Kothari)
PRIMARY SOURCES
These include the survey or questionnaire method, telephonic interview as well as the
personal interview methods of data collection.
SECONDARY SOURCES
These include books, the internet, company brochures, product brochures, the company
website, competitors websites etc, newspaper articles etc.
SAMPLING
Sampling refers to the method of selecting a sample from a given universe with a view to
draw conclusions about that universe. A sample is a representative of the universe
selected for study.
SAMPLE SIZE
The sample size for the survey conducted was 240 respondents. This sample size was
taken on 95% confidence level and 6 significant level.
SAMPLING TECHNIQUE
Random sampling technique was used in the survey conducted
Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondents which is always guided by the objective
of the survey.
Pie chart:
This is very useful diagram to represent data , which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors, which
are proportional to the values they represent. The total value is represented by the full
create. The diagram bar chart can make comparison among the various components or
between a part and a whole of data.
Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal widths.
The lengths of the bards are proportional to the value they represent.
Preparation of report:
The report was based on the analysis and presented with the findings and suggestions.
The sample of the questionnaires is attached with the report itself.
MARKETING
OF
ONIDA
MARKETING OF ONIDA
I feel that the brand has jumped into this category too early. The brand although enjoys a
good equity has not been nurtured in the past couple of years. So without nurturing the
core brand, any extension is going to have a negative impact . On the other side, the
extension can also bring freshness to the core brand . Onida may be hoping that the
extension can rejuvenate the brand.
But the issue is that mobile phone market is a highly competitive market with Nokia
ruling the game. Almost all consumer durable majors have their line of mobile phones
and almost all celebrities are booked by different brands. The latest being Samsung
endorsed by Aamir Khan.
Hence to get eyeballs in this category requires hell lot of investment. And I bet Onida
may have to compromise on other categories if they want to seriously enter the mobile
segment. The brand may be hoping that the noise made in this segment will also have an
effect in other categories also.
Second is the huge investment needed in product development. The models in this
segment has a shorter product lifecycle and Indian consumers are now learning the habit
of changing mobiles every year. Again more money to be spent on R&D and less money
on brand building .
then examines the marketing communications strategies of the company in the late 1990s
after the company abandoned its popular brand mascot. Finally, the caselet provides
details of how the company again re-launched The Onida Devil with the objective to
further break away from the clutter and build up brand recall for its television brand.
Issues:
Brand mascot and its role in brand management
Use of advertising appeals in marketing communications campaigns
Promotion of consumer electronics brands in India
Importance of focus group study in marketing communications
Introduction
Onida, a leading television brand, is still well known for its brand mascot The Onida
Devil's and its punch line Neighbors Envy Owner's Pride. In the 1980s when owning a
television set was considered a luxury, Onida launched its advertising campaign on the
platform of envy, to promote its television range.
A green-horned devil with a long pointed tail was the spokesperson in all its ad
campaigns till the 1990s. The Devil' helped Onida gain substantial market share and
brand recall among the customers and become one of the top three television brands in
the country. In 1998, Mirc Electronics (the owner of Onida brand) decided to abandon the
Onida Devil in its communication campaigns as the brand mascot no longer appealed
to the Indian consumer.
With this strategy in mind, Onida started marketing Candy more aggressively than its
other products. Hoardings were put up at prime locations in Mumbai. Just before the
World Cup, Candy was launched nationally
Excerpts
Positioning Conundrum
In the late 1990s, Onida was eyeing the replacement market in which black TVs were
exchanged for colour TVs. This segment accounted for 25% of the CTV market. Onida
positioned Candy to tap this market. Research carried out by Onida in 1998 revealed that
60% of TV repurchases were done by 24-to-35-year-olds
Product Differentiation
Through Candy, Onida was planning to differentiate its product in the overcrowded CTV
market.
When Candy was launched in 1999, it was seen as a bold attempt to stand out in the
overcrowded Indian television market, which had seen nearly ten new entrants since
1995.
Japanese brands like Sony, National Panasonic and Toshiba, and Korean brands like
Samsung and LG, had entered the Indian television market at the same time...
Targeting
Candy focused sharply on young people; it was targeting people between the ages of 12
and 25. Market research showed that this age group was looking for personalized
products. As a result, Candy was configured to meet this need. For instance, Candy could
be configured to different channel choices...
Getting The Marketing Mix Wrong?
Analysts felt that Candy would have fared better if it had paid more attention to
communicating its youthful image...
Will Candy Make a Comeback?
Onida stepped up its advertising efforts with an outdoor campaign launched in June 2001.
It also planned to add another colour to its 20-inch offering...
The face of the devil became the face of the company and sales boomed. The rest as they
say is history. Onida gained ground not only over Indian players such as Videocon and
BPL but equally won turf battles against the global giants such as Sony.
The next turning point was a family separation in the mid 1990s, with Sonu taking over
the Delhi factory, and Gulu the Mumbai operations and the Onida brand. There was a
hiatus for a year or so, but once the reorganization was over, Onida hit the streets
running. New products tumbled off the designers' drawing boards, ("We have very strong
R&D of our own. We're constantly increasing investment here. We started out with five
R&D people. We have 75 today") not just in consumer electronics but also consumer
durables, including washing machines with fuzzy logic.
BRAND ANALYSIS
BRAND ANALYSIS
Around 45 companies cater to this market. Onida is having a very small share of
this market.
The MNCs like LG, Sony, Samsung, Phillips and Videocon command a high market
share. These brands score high on following factors:
Product Line: These companies (LG, Sony, Samsung, Phillips and Videocon) have a
wider product range compared to Onida to target customers from all segment.
Positioning: Their Image of a multinational company in the minds of consumer helped
them to grab market share instantly. It gave a perception that these companies have better
technology. Videocon on the other hand leveraged its MNC image by it tagline of Indian
MNC.
Advertisements: LG has Abhishek Bachhan, Samsung Has Aamir Khan, Videocon had
Amithabh Bachhan and now Sharukh Khan, and All these players have used celebrity to a
good effect to endorse their brands. On the other hand Onida is stuck with its old Devil
which isnt helping.
Visibility: The companies are associated with events and sponsorships. Like LG and
Videocon are associated with cricket. This has resulted in better brand visibility.
STRATEGIES TO REVITALIZE BRAND ONIDA
In order to revamp its position and brand value in the market Onida should use the
following strategies:
Better positioning: Onida should stick with a uniform positioning strategy rather than
changing it with time as they did.
Celebrity Endorsement: The Company should go for a better adverting. The company
can rope in a celebrity to endorse its brand. This way the brand can be benefited from
celebrities brand equity. We suggest rope in Saurav Ganguly. Gangulys image of a
fighter and a class player will help Onidas brand image.
Association with events: The Company has lost its place in the minds of customers.
Also, the loyal customers of Onida have grown older. To regain old customers and to
regain visibility, Association with events can help. Onidas problem of low visibility will
be solved with its sponsorship of event like rock shows, games, marathons etc.
Line Extension: The Company should go for line extension in value segment so as to
target more customers in the lower segment. They should introduce more variants in 14,
20 and 21 segment. These products will target the young and first time buyers. These
buyers will have an emotional attachment with the brand and as they graduate to the high
end segment, Onida can target them with its high end products.
Said Charles dickens of French Revolution in A Tale of Two Cities, written 100 years
ago: It was the best of time; It was the worst of time. Today there are many blessings:
extremely high productivity because of mechanization and automation, the promise of
computer and internet, the rapid growth of global trade, and the end of the cold war.
Human kind today has capacity to end the hunger in the world and to cure many epidemic
diseases.
Here in its full capacity the industrial innovators have done many more innovations to
satisfy the needs of the target segment and to meet their lifestyle necessities and washing
machine is one of those innovations. Now, life is quite busy, daily household works need
some convenience, and washing machine provides this facility.
Washing machine as a consumer durable item was considered to be luxurious home
appliance in India 10 or 15 years ago; but after the invent of new economic policy ,the
scenario has been improved by many folds. Now it has become a necessary goods in
nuclear or service class family and the same thing is happening in middle-class income
group of India, which is now 300 million in number, approximately equal to the
population of U.S.A . So there is a great scope for this item in the changing way of
consumer behaviour in India and realizing this fact MIRC ELECTRONICS LTD.; a
premier player in colour and black & white television has jumped into the market of
washing machine.
But we have already said that the scenario is quite different now and there is a tough
competition in this segment. Washing machine sales volume in India has crossed 1
million mark 1 year ago but it is also a point to be noted there are so many established
companies engaged in this market. Therefore, it has to compete with them. For this
purpose, company is taking many efforts as the part of their marketing strategy to
promote its product.
ONIDA When the devil beckons, nothing but the truth prevails
Interesting brand icons and mascots are well known for creating and sustaining brand
awareness where none existed. The right use of brand icons make sure that people relate
with the brand even when much is not said.
A few years back, Onida was synonymous with the devil that represented the electronics
companys public image. The consumers loved the devil and identified Onida with the
devil.
However, Onida stopped using the devil as its icon. And, after sales and brand identity
suffered, the company thought of re-introducing the devil in 2004.
Elaborated Vivek Sharma, VP-Marketing, Sales and Service, MIRC Electronics (Onida),
The devil was a memorable mascot for Onida. Reintroducing the devil in 2004 was a
wise decision. We observed that a lot of misbranding was the result of not using the devil
as Onidas face for eight years.
He added, As soon as we reintroduced the devil in 2004, our sales shot up. People again
started recognising the uniqueness of Onidas brand positioning in the market.
Though Onidas recent ad campaign has model and actor Ashish Chaudhry playing the
devil, Sharma said that Onidas devil was different from what the previous devils were
symbolic of. The personality of the devil has changed. While the devil in 2004 was cold
and distant, our new devil is warm and likeable. We wanted the devil to connect with the
consumers by talking to them. Our new ad campaign makes sure that the devil talks to
our consumers and is friendly and young but impish at the same time, Sharma explained.
The new TVC, directed by Shamin Desai, is also an introduction to Onidas unified brand
message Nothing but the truth. The TVC shows two friends who let their friends
buying habits influence their choice of products. The devil gradually makes them realise
that they have to think whats best for them and not be influenced by others choices.
The creative group behind this new TVC is Rahul Jauhari, Group Creative Director,
Rediffusion DY&R, KS Chakravarthy, National Creative Director, Rediffusion DY&R,
besides Desai.
Sharma further said, Our new TVC attacks the mumbo-jumbo that advertising represents
today. We wanted to tell consumers to think before buying. Just because your friend buys
a particular brand of TV does not mean that you too have to buy the same brand.
K S Chakravarthy said, Onidas recent ad campaign is not just limited to TVCs, but print
and outdoor as well. We are planning to promote the new brand message, Nothing but
the truth with a 360-degree marketing strategy. As Onidas brand value is that of honesty
and transparency, we will tie up with TV channels, press, outdoor, and POS to connect
the brand with anything to do with truth.
DATA ANALYSIS
AND
INTERPRETATION
121
91
27
1
50.42%
37.92%
11.25%
0.42%
12.08%
14.17%
42.08%
19.17%
12.50%
7.92%
27.08%
17.92%
27.08%
20.00%
2.08%
10.83%
25.42%
41.25%
15.83%
3.75%
0.83%
5
26
61
99
38
9
2
95
145
39.58%
60.42%
GRAPHICAL INTERPRETATION
Q1 I feel brands should engage with their customers by ONIDA
Q4. If a company uses new technology, it would affect my overall perception of their
brand
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH
Dealer friendly i.e., provides the dealer largest credit period and provides them
better margin and incentives.
WEAKNESSES
Less advertisement i.e. exposure or knowledge which the consumer should have
the Onida brand is not good because of lesser advertisement.
Targeting upper income group consumer and does not target middle income group
people.
Poor management in some areas i.e. service personnel were not available at the
time when their need is required.
MARKETING OPPORTUNITIES
Onida should try to concentrate more on the television segment where its main
competitor is L.G and Videocon is at the top position in case of television market
share by this and should capture more market share by this way.
Onida should try to cash its own distribution strength and relationship by making
them store and sell only their brand.
Onida should pay more attention to dealer grievance because they are the real
strength and they can help the company increasing their market share.
Onida has target the upper income group level but in order to increase its market
share, they should target or concentrate on middle segment.
Onida, as in losing its brand image because of lesser advertisement. So it should
concentrate more on doing influence advertisement and reminder advertisement
through which they should enhance their customer to buy their brand.
Ondia has to go in for product differentiation. Onida has lost a marketing
opportunity but it should now try to wrest it back.
Most of the customers are not aware of the product range of Onida. So they
should publicize their product and make the customer aware of.
MARKETING THREATS
After Globalization, the biggest threat is from the foreign companies. If they are
allowed to come in, they will become hyper-competitive.
L.G and Sony are the major threat for Onida, so they should differentiate their
products from each other in order to capture the market.
Dealers of some cities are selling T.V and Home theatre of other companies like
Sony and L.G besides selling that of Onida, as the other companies give dealers
more margin and todays dealers work or sell the product of that company who
provide them greater margin. So Onida should try to see into the matter by not
allowing its dealers to sell any other brand of T.V & Home theatre by giving them
more margin & incentives.
RECOMMENDATION
RECOMMENDATION
The company should reposition Onida products through effective brand
promotion strategies so that they can increase the market share by innovating
some new features in their products.
Advertisement in television (star plus, zee, DD-1) and print media i.e.
newspapers, magazines, should be enhanced.
Onida should improve their product line by increasing the model of their product
line and imposing better quality and aesthetics of their product.
To increase dealers satisfaction, company should periodically hold dealers meet,
where it should invite group of 20-25 dealers from particular area and discuss
their problem.
As like Big B, Sharukh Khan is now the popular celebrity who is liked by
everyone and is the brand ambassador of Videocon like this Onida also makes
their brand ambassador more popular celebrity who improve the brand image.
Onida should organize campaigns in different cities or at least offer sponsorship in
village fairs, meals etc. in order to enhance the sale by the customer.
Onida should become innovative should create some new feature in their product
and should become aggressive as far as their brand name is concerned.
Onida has wide range of products, so adequate information must be disseminated
through product publicity to make familiar all the ranges and their features to the
customer.
Onida can also try to introduce installment schemes for the their products, this
will enhance the scale.
Onida should also introduce dealer incentive schemes to give dealers an added
advantage of getting high return on their investments.
Onida can also take a leap by providing after sale service to its customers via
dealers or having service centers at various places. Dealers should be given
incentives for providing after sale service, this can increase the level of
satisfaction.
Dealer should be given a larger credit period.
CONCLUSION
AND
SUGESSTION
CONCLUSION
This research is a diagnostic study related to two main objective i.e.
General study ONIDA
a. To study about ONIDA company profile.
b. To study about advertisement of ONIDA
what are the preferences of buyer
a. A survey on consumer awareness about brand ONIDA..
b. analyzing the data on the basis of survey findings
As topic is brand promotion in Onida and we discuss already that how Onida promote
their brands through various advertisement strategies but it is not well enough. Therefore
Onida should advertise more in order to increase their sale and improve their image.
As in case of television, dvd and washing machine Videocon and L.G have good
market share as compare to Onida because their main focus is towards middle
income people, the population of this class is very high in India so their product
is also of less price and better quality, Onida should also focus on middle income
people and make their product cheaper so that they can improve their market.
And if we talk about home theatre music system Onida have good market in India
but it is also lower than Sony which is big competitor of Onida, Sony have good
market share only because of its good brand image and good advertisement
strategies. Onida should also need some work to improve its brand image
advertisement strategies.
As like Shahrukh Khan, Hrithik Roshan, Amir Khan are popular celebrities and
are the brand ambassador of Videocon, Sony, Samsung. So Onida should also
make the popular celebrity as their brand ambassador who is liked by everyone.
Large number of factors influence buying behavior like a few customers buy it
for the shake of some differentiation, better quality, value of money it provides,
aggressive nature of the company due to which it buys the product, product
range, after sale service it provides etc. So Onida should focus on all these things
and make their new strategies to promote their product which improve their
market.
ANNEXURE
QUESTIONNAIRE
Customer detail
Name____________________________________________________________
Address __________________________________________________________
Contact___________________________________________________________
Please tick the most appropriate one
1. "I feel brands should engage with their customers by ONIDA"
Strongly Agree
Agree
Disagree
Strongly Disagree
Disagree
Strongly Disagree
BIBLIOGRAPHY
Books
3. Research methodology: a step-by-step guide for beginners by Ranjit Kumar Social Science - 2005
www.managementparadise.com
http://www.onida.com