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JAIPUR NATIONAL UNIVERSITY

BBA - 307

A PROJECT ON

EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION

(A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”)

Submitted to the School of Distance Education & Learning in partial fulfillment of the requirements for the award of the degree Bachelor of Business Administration (BBA)

June-2018

SUPERVISOR:

Mrs. Mamta Sharma Asst. Professor H. K. Hi-Tech College

SUBMITTED BY:

Rahul Rajpurohit Enrolment No: JNU-jpr/de/15/02/13/03131 Roll No.: 0280220170209

No: JNU-jpr/de/15/02/13/03131 Roll No.: 0280220170209 Jaipur National University School of Distance Education

Jaipur National University

School of Distance Education & Learning Jagatpura, Near New RTO, Agra By-pass Road Jaipur-302017

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CERTIFICATE OF ORIGINALITY

This

is

to

certify that

the

project

report

entitled

"Effectiveness of

Marketing

Strategy

for

LCD

Television

(A

Case

Study

Of

Mirc

Electronics, “Onida”)" submitted to Jaipur National University, Jaipur in partial fulfillment of the requirement for the award of the degree of

Bachelor of Business Administration (BBA), is an authentic and original

JNU-

jpr/de/15/02/13/03131 under my supervision and guidance.

work

carried

out

by

Rahul

Rajpurohit

with

enrolment

no.

The matter embodied in this project is genuine work done by the

student and has not been submitted whether to this University or to any

other University / Institute for the fulfillment of the requirements of any

course of study.

………………………….

Signature of the Student:

Date: ……………

Rahul Rajpurohit Address:

JODHPUR - 342001

Enrolment No.: JNU-jpr/de/15/02/13/03131

……………………….

Signature of the Guide

Date: ……………

Mrs. Mamta Sharma Asst. Professor

Address of the Guide:

H.K.Hi-Tech College,

4-7, Main Pal Road

JODHPUR-342008

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JAIPUR NATIONAL UNIVERSITY

School of Distance Education and Learning JAGATPURA, JAIPUR - 302017

PROFORMA FOR APPROVAL OF PROJECT PROPOSAL (BBA-307)

Roll No. 0280220170209

Enrollment No. JNU -jpr/de/ 15/02/13/03131

IGC Center: H.K. Hi-Tech College

(1)

Name and Address of the Student: Rahul Rajpurohit

 

(2)

Title of the Project: Effectiveness of Marketing Strategy for LCD

Television (A Case Study Of Mirc Electronics, “Onida”)

 

(4)

Name and Official Address of Supervisor: Mrs. Mamta Sharma,

H.K. Hi-Tech, Plot No. 4-7, Near Preksha Hospital, Main Pal Road, Jodhpur-

342008

(5)

Is the supervisor and Academic Faculty of Management?

Yes

(6)

If Yes, Name of College:

H.K. Hi-Tech College

(7)

Courses of counseling:

BBA.

(8)

Experience of Teaching in years:

6 Years

Signature of Student with date date

Signature of Supervisor with

FOR OFFICE USE ONLY

Project Topic and Synopsis Approved / Not Approved / suggestions for reformulating of the Synopsis.

Signature of Head with date

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DECLARATION

This is to certify that the project Report entitled " Effectiveness of

Marketing Strategy for LCD Television (A Case Study Of Mirc

Electronics, “Onida”)" is an original work and has not been submitted is part

or full to this or any other university/institution the award of any degree or diploma.

Signature of candidate NAME: RAHUL RAJPUROHIT

ENROLMENT NO.: JNU-jpr/de/15/02/13/03131

SESSION: JULY 2017 JUNE 2018

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INDEX

Serial no.

Particulars

Page no.

1

List of tables

 

2

List of graphs

 

3

Executive summary

 

4

Chapter-1 Introduction

 

5

Chapter-2 Introduction to organization

 

2.1 Review literature

2.2 Product Line

6

Chapter-3 Marketing strategy of ONIDA

 

7

Chapter-4 Competitors of ONIDA

 

8

Chapter-5 Research And Analysis

 

9

Annexure

 

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LIST OF TABLES

Serial no.

 

TITLE

1

1.4

Comparison between CRT and LCD

2

2.1.7 Share market position of ONIDA

3

2.1.8 Journey and Achievement

 

4.3

Comparison of ONIDA and

4

SAMSUNG

5

4.4

Comparison of ONIDA and SONY

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LIST OF GRAPHS

Serial no.

Title

1

Role of size

2

Most preferred size

3

Space for LCD

4

Most preferred resolution

5

Preference for contrast ratio

6

Importance of motion response time

7

Importance of connectors

8

Importance of price

9

Affect of power consumption

10

Need for prior information

11

Brand preference

12

Sound preferred

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EXECUTIVE SUMMARY

Rapid economic growth has revolutionized the Indian electronic industry.

Among the range of electronic products, television remains the most popular product among consumers. India is rapidly emerging as a key player both as a consumer and as a manufacturer. This trend is set to drive the global TELEVISION industry.

Recently, the Indian TELEVISION industry has witnessed a rapid shift in trend from the standard Cathode Ray Tube (CRT) technology to the Liquid Crystal Display (LCD) technology. According to the report, over the last two years the cost of liquid crystal display technology has reduced by 30%. Such reduced prices have contributed to the increased sales of LCD televisions across India.

The research report covers a number of key topics such as LCDTELEVISION market overview, Indian television industry, brands, prices, competitive landscape, rural India and changing consumer behavior. The report mentions the number of television companies such as ONIDA, VIDEOCON, SONY, LG and SAMSUNG.

The main reason of choosing this topic is to make analysis of different brands, in respect of consumer preference i.e.-size, space, resolution, contrast ratio, motion response time, price, electronic consumption, and obvious to find the most preferred brand by consumers, To compare our company product to that company’s product. That will help my company to adopt changes, if required.

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The research is made by taking interview of some customers who are either the customer of LCD TELEVISION or willing to buy LCD TELEVISION and they had made visit to showrooms for enquiry about LCD TELEVISION. After knowing their preferences I have compared the feature preferred by customers is present in ONIDA or not and also compared these feature to mot preferred brand which customer have suggested.

At last, I have found that all company including ONIDA is offering same product with approximately same feature, only the difference is the Marketing Strategy, and availability of the product.

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CHAPTER -1

INTRODUCTION

1.1 Television Industry

1.2 LCD Television Industries

1.3 History of LCD Televisions

1.4 Comparison of CRT and LCD

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CHAPTER -1 INTRODUCTION

1.1 TELEVISION INDUSTRY

Color television refers to the technology and practices associated with television's transmission of moving images in color.

In its most basic form, a color broadcast can be created by broadcasting three monochrome images, one each in the three colors of red, green and blue (RGB). When displayed in fast succession, these colors will blend together to produce a single color as seen by the viewer. One of the great technical challenges of introducing color broadcasting was the desire to reduce the high bandwidth, three times that of the existing black-and- white (B&W) standards, into something more acceptable that would not use up most of the available radio spectrum. After considerable research, the NTSC introduced a system that encoded the color information separately from the brightness, and greatly reduced the resolution of the color information in order to conserve bandwidth. The brightness image remained compatible with existing B&W television sets, at slightly reduced resolution, while color televisions could decode the extra information in the signal and produce a limited-color display. The higher resolution B&W and lower resolution color images combine in the eye to

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produce a seemingly high resolution color image. The NTSC standard represents a major technical achievement.

Although introduced in the U.S. in the 1950s, only a few years after black and white televisions had been standardized there, high prices and lack of broadcast material greatly slowed its acceptance in the marketplace. It was not until the late 1960s that color sets started selling in large numbers, due in some part to the introduction of GE's Porta-Color set in 1966. By the 1970s color sets had become standard, with all-color broadcasts becoming common. Color broadcasting in Europe was not standardized on the PAL format until the 1960s, and broadcasts did not start until 1967. By this point many of the technical problems in the early sets had been worked out, and the spread of color sets in Europe was fairly rapid. Most major markets in North America and Europe were all color by the mid- 1970s, and by the 1980s B&W sets had been pushed into niche markets, notably low-power uses, small portable sets, or use as monitor screens in lower-cost consumer equipment and in the television industry.

1.2 LCD TELEVISION INDUSTRY

LCD televisions produced a black and colored image by selectively filtering a white light. The light is typically provided by a series of cold

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cathode fluorescent lamps (CCFLs) at the back of the screen, although some displays use white or colored LEDs instead. Millions of individual LCD shutters arranged in a grid, open and close to allow a metered amount of the white light through. Each shutter is paired with a colored filter to remove all but the red, green or blue (RGB) portion of the light from the original white source. Each shutterfilter pair forms a single sub- pixel. The sub-pixels are so small that when the display is viewed from even a short distance, the individual colors blend together to produce a single spot of color, a pixel. The shade of color is controlled by changing the relative intensity of the light passing through the sub-pixels.

Liquid crystals encompass a wide range of (typically) rod-shaped polymers that naturally form into thin layers, as opposed to the more random alignment of a normal liquid. Some of these, the nematic liquid crystals, also show an alignment effect between the layers. The particular direction of the alignment of a pneumatic liquid crystal can be set by placing it in contact with an alignment layer or director, which is essentially a material with microscopic grooves in it. When placed on a director, the layer in contact will align itself with the grooves, and the layers above will subsequently align themselves with the layers below, the bulk material taking on the director's alignment. In the case of an LCD, this effect is utilized by using two directors arranged at right angles and placed close together with the liquid crystal between them. This forces the

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layers to align themselves in two directions, creating a twisted structure with each layer aligned at a slightly different angle to the ones on either side.

LCD shutters consist of a stack of three primary elements. On the bottom and top of the shutter are polarizer plates set at (typically) right angles. Normally light cannot travel through a pair of polarizer arranged in this fashion, and the display would be black. The polarizer also carries the directors to create the twisted structure aligned with the polarizer on either side. As the light flows out of the rear polarizer, it will naturally follow the liquid crystal's twist, exiting the front of the liquid crystal having been rotated through the correct angle that allows it to pass through the front polarizer. LCDs are normally transparent.

To turn a shutter off, an electrical voltage is applied across it from front to back. When this happens, the rod-shaped molecules align themselves with the electric field instead of the directors, destroying the twisted structure. The light no longer changes polarization as it flows through the liquid crystal, and can no longer pass through the front polarizer. By controlling the voltage applied across the crystal, the amount of remaining twist can be finely selected. This allows the transparency or opacity of the shutter to be accurately controlled. In order to improve switching time, the cells are placed under pressure, which increases the force to re-align themselves with the directors when the field is turned off.

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Several other variations and modifications have been used in order to improve performance in certain applications. In-Plane Switching displays (IPS and S-IPS) offer wider viewing angles and better color reproduction, but are more difficult to construct and have slightly slower response times. IPS displays are used primarily for computer monitors. Vertical Alignment (VA, S-PVA and MVA) offer higher contrast ratios and good response times, but suffer from color shifting when viewed from the side. In general, all of these displays work in a similar fashion by controlling the polarization of the light source.

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1.3 HISTORY OF LCD TELEVISION

Passive matrix LCDs first became common in the 1980s for various portable computer roles. At the time they competed with plasma displays in the same market space. The LCDs had very slow refresh rates that blurred the screen even with scrolling text, but their light weight and low cost were major benefits. Screens using reflective LCDs required no internal light source, making them particularly well suited to laptop computers.

Refresh rates were far too slow to be useful for television, but at the time there was no pressing need for new television technologies. Resolutions were limited to standard definition, although a number of technologies were pushing displays towards the limits of that standard; Super VHS offered improved color saturation, and DVDs added higher resolutions as well. Even with these advances, screen sizes over 30" were rare as these formats would start to appear blocky at normal seating distances when viewed on larger screens. Projection systems were generally limited to situations where the image had to be viewed by a larger audience.

Nevertheless, some experimentation with LCD televisions took place during this period. In 1988, Sharp Corporation introduced the first commercial LCD television, a 14" model. These were offered primarily as

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boutique items for discerning customers, and were not aimed at the general market. At the same time, plasma displays could easily offer the performance needed to make a high quality display, but suffered from low brightness and very high power consumption. However, a series of advances led to plasma displays outpacing LCDs in performance improvements, starting with Fujitsu's improved construction techniques in 1979, Hitachi's improved phosphors in 1984, and AT&T’s elimination of the black areas between the sub-pixels in the mid-1980s. By the late 1980s, plasma displays were far in advance of LCD

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1.4 COMPARISION OF LCD V/S CRT MONITORS

Characteristics

LCD Displays

 

CRT Monitors

 

Produces very bright images due to high peak intensity.

Fairly bright, but not as bright as LCDs.

Brightness

   
 

Consume less than 1/3

Use more power and produce more heat than a comparable LCD.

Power

the

power

of

a

Consumption

comparable CRT.

 
 

Take up about 40% less desk space. LCDs are thin and compact.

Larger, weigh more and take up more space than an LCD.

Physical Aspects

   
   

Older CRTs have a rounded spherical or cylindrical shape screen whereas newer CRTs have a flat screen.

Screen Shape

Completely flat screen.

 
   
 

At the native resolution, the image is perfectly

Normally sharper than LCDs Sharpness can be

Sharpness

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sharp.

reduced by images with

softer

edges,

flawed

 

focus

and

color

registration.

   

In rare instances 1 or 2 dark phosphor dots, which are hard to detect. Aperture grille tubes generally have 2 very thin wires that are sometimes noticeable. Bothers some people but most don't notice.

Can have many weak or stuck pixels, which are permanently on or off. Some pixels may be improperly connected to adjoining pixels, rows or columns.

Bad Pixels

 
   
 

The aspect ratio and resolution are fixed.

Easily duplicates any preferred aspect ratio.

Aspect Ratio

 

Lower

contrast

 

than

Produce

the

highest

Contrast

CRTs

due

to

a

poor

contrast

levels

black-level.

 

commonly available.

 

Cost

Considerably

 

more

Less

expensive

than

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expensive purchase price than comparable CRTs. (Cheaper lifetime cost:

comparable displays using other display technologies. CRTs can save you more than 50% on the purchase price.

lasts about 13,000 - 15,000 more hours than a typical CRT.)

 

Motion Artifacts

Slow response times

Fast response times

 
 

Works best at the native resolution.

Will

operate

at

any

Resolution

resolution

 

Restricted

viewing

Viewable

from

almost

Viewing Angle

angles.

every angle.

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CHAPTER -2

INTRODUCTION TO THE ORGANISATION

2.1 Review literature

2.1.1 Background

2.1.2 Promoters and board of directors

2.1.3 Aim and establishment

2.1.4 Vision and mission

2.1.5 Manufacturing plant

2.1.6 Stock market position of ONIDA

2.1.7 Journey and achievement

2.2 Product line

2.2.1 Washing machine, AC’s, DVD, Microwave oven, Mobiles.

2.2.2 ONIDA’s LCD

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CHAPTER 2

INTRODUCTION TO THE ORGANISATION

ONIDA is basically known for durable goods. ONIDA is one of India’s leading electronic brands, established as MIRC Electronics in1981. It evolved as a multi product company. ONIDA achieved a 100% growth in AC’S and microwave ovens and 40% growth in washing machines last year. ONIDA came out with the famous caption “Neighbors envy, Owners pride”, another popular theme of the ads was a devil complete with horns and tail. The devil was replaced by a married couple-Siddhartha and Ritu.

ONIDA is popular electronics brand in India. ONIDA has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India. As on 31 st march 2005, ONIDA had a market capitalization of Rs.301.46 crore. MIRC electronics won an “Award for Excellence in electronics” in 1999, from the ministry of Information Technology, Government of India.

ONIDA with its Sales & Marketing office in Dubai reported a 215 per cent export growth in two years, setting the base for an increased robust international presence.

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The shipments to the Gulf contribute almost 65 per cent of Onida’s export revenue, while shipments to the fast growing East African market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries accounted for 16 per cent of export revenues.

Home Theatres and DVD players have been introduced in these markets to strengthen the ONIDA brand presence. These products have customized models with local language user interfaces in line with its geographies of focus. ONIDA models are now available in Arabia, Persia and Russia.

In addition to the Gulf countries ONIDA has now a sizeable presence in Russia, Ukraine and neighboring CIS countries. ONIDA has already crossed 100000 marks in TELEVISION exports to Russia in a span of just 2 years and plans to grow in these markets at a much faster pace.

Apart from Television Exports to Russia, ONIDA also exports DVD Players and High end LCD Televisions

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2.1 REVIEW LITERATURE

2.1.1 BACKGROUND OF THE COMPANY

ONIDA was started by G.L.Mirchandani and Vijay Mansukhani in 1981 in Mumbai. In 1982, ONIDA started assembling television sets at their factory in Adhere, Mumbai. Since then, ONIDA has evolved into a multi-product company in the consumer durables and appliances sector.

It was established as “MIRC ELECTRONICS”.

Under this they have two brands-

1. ONIDA

2. IGO

ONIDA brand is to cater for upper and middle class families while

IGO caters for lower class families.

Under the brand ONIDA“MIRC ELECTRONICS” is giving different products.

Under the brand of IGO “MIRC ELECTRONICS” is giving only one product i.e. Television.

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2.1.2 PROMOTERS OF COMPANY

ONIDA came out with the famous caption “Neighbor’s Envy, Owners Pride”, another popular theme of the ad’s was a devil complete with horns and tail. The devil was replaced by a married couple- Siddhath and Ritu.

ONIDA also sponsored ASIA CUP cricket held in Sri-Lanka.

BOARD OF DIRECTORS

Mr. G.L.Mirchandani

Mr. Vijay Mansukhani

Mr. Manoj Maheshwari

Mr. Vimal Bhandari

Mr. Ranjan Kapur

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2.1.3 AIM & ESTABLISHMENT OF THE COMPANY

It all began with just a vision. In the year of 1981, Mr. GL Mirchandani and Mr. Vijay Mansukhani started a company called ONIDA with just a goal of manufacturing television sets and going beyond convention. By the end of that year, we started assembling television sets at our factory in Andheri, Mumbai. With the passage of time, superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that ONIDA became a household name.

2.1.4 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 businesses investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in a sense of delight to our 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 our every action.

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THINKING OF YOUR SMILES. THINKING OF QUALITY Quality for us isn’t just a norm; it’s a way of life. We realized that we have to accept and increase our levels of quality at every single stage even before the product is designed, even after the product is sold; only then do we believe that it’s been worthwhile. So we treat quality as relentless pursuit for perfection, by being a stickler towards non- conformism and raising the bar. Finally only after there’s a smile of satisfaction that appears on your face, there’s one on ours as well.

TO GIVE ATTENTION TO YOU, WE GIVE ATTENTION TO EVERY DETAIL.

Before we start work on our quality, we look at what is it that others are lacking. We then disassemble the unit and work backwards, trying to figure out how we can make it better. Because we believe that the quality of any product is a result of good product design, good raw material and components and world-class production process. Any new product designed by ONIDAR&D goes through a set of stringent quality test. But it’s not just products but also their performance and at the same time adhering to tests and checks globally as well as locally. To name a few, we do the following tests:

Dry Heat Test at 55oC, Cold Test at -10oC, Humidity Test at 95% Relative Humidity, 1000 hours at 40oC, Bump, vibration and drop

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tests. Voltage tests. We even ensure high standards of quality on all critical components like tuners, PCBs and loudspeakers are produced in house or procured from group companies. All vendors have to ensure that above the industry norms, they also meet the ONIDAStandard. No products get dispatched without the QA clearance.

QUALITY. ALL THE WAY. Our quality standards don’t just end when the products leave the shop floor but continue even after the product is sold. All customer complaints are handled by a team of service personnel stationed all over India. In fact, there is a weekly interaction between Service, Marketing, R&D, Engineering and Quality to address all Field related quality issues. And what’s more, we have one of the lowest Field Failure Rate in the Consumer Electronics and Appliance segment in India. On our pursuit of excellence in quality, we have traveled from Quality Circle, Total Quality Management to Six Sigma Methodology. Non-conformance that used to be measured in percentages previously is currently measured in Parts per Million (PPM). Apart from ISO 9001 QMS certification, we are also certified for ISO 14001, Environmental Management System

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2.1.5 MANUFACTURING PLANT

Onida’s principal assembly operations are conducted in a state-of- the-art plant at Wada, 80 kms from Mumbai.

The plant in Delhi caters to the production requirements for the Northern region. They have network of 33 branch offices, 208 Customer Relation Center’s and 41 depots across India ensuring that ONIDA products are available on retail shelves.

At ONIDA, they recognize that “we can strengthen our competitive edge if we produce as much as possible from a given capacity at the lowest possible cost”.

ONIDA says they reduce the time it takes for a single color television to be produced from 20 seconds to 12 seconds and increased the capacity from 0.5 million to 1.2 million sets during the year under review.

In 2002-03 using the existing infrastructure, a decisive step forward was taken by entering into the manufacture of washing machines and air conditioners at the Wada factory.

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2.1.7 JOURNEYS AND ACHIEVEMENTS

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 "ONIDAHOUSE”

 

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

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

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1999

First in India to develop Internet enabled CTV

2000

Launched the KY Thunder, Profile Series

2001

AV Max award for best CTV

 

Launched ONIDABlack, 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

 

Launched Fully Automatic front loading Washing Machines

 

A MIRC product is getting sold every 27 seconds

 

Operations started in Russia

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2004

Launch of the 'Oxygen Series' CTV

 

Crossed Sale of 250,000 CTV's in October month

 

Launch of Microwave Owens

 

Mr.Gulu Mirchandani, CMD awarded 'Man of Electronics for the year' by CETMA

2004-

 

05

Achieved 1.20 million CTV sales

2005

Launch of 'POISON' range of CTV's

 

ONIDA's Brand relaunch campaign 'Tumko Dekha Toh Yeh Design

2009

Aaya' to communicate its philosophy of thoughtful product features that are designed keeping customers in mind.

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2.2 ONIDA’s PRODUCT LINE

2.2.1

Washing machine

Air conditioners

DVD’s

Microwave ovens

LCD’s

Mobiles

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WASHING MACHINES:

WASHING MACHINES: In 2003-04 we launched the washing machine with Hydro fall technology which addressed the

In 2003-04 we launched the washing machine with Hydro fall technology which addressed the need of having a more powerful cleaning system. Then we realized that people still used their hands for cleaning so we launched the Triomatic technology which gives the perfect hand wash. Then we realized that people still keep bending to wash clothes so we launched a washing machine with a higher and wider vent so you don’t have to bend.

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AIR CONDITIONERS:

AIR CONDITIONERS : With the soaring summer heat, we saw a need for an AC with

With the soaring summer heat, we saw a need for an AC with powerful cooling. And in addition due to the raising electricity consumption, the need for energy efficiency as well. Hence, the thought of an ultra slim powerful AC with unique APM cooling technology that cools even at 48oc and is the most energy efficient in the country which constantly keeps your electricity bills in check.

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DVDs:

DVDs : With today’s technology boom, there’s a need for a single multimedia interface as most

With today’s technology boom, there’s a need for a single multimedia interface as most people now download movies, music and click pictures through mobiles. Hence the need for USB and card reader. We also saw that most DVDs are rented hence are scratched. Which is why, we developed a DVD player with USB and Card Reader which also play scratched discs effortlessly.

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MICROWAVE OVENS

MICROWAVE OVENS We saw that people used Microwave primarily to heat food and not to cook.

We saw that people used Microwave primarily to heat food and not to cook. We also noticed that it’s difficult to cook food in a microwave. Especially Indian food. So to make cooking simpler we introduced 123 Indian auto cook menus. So all you need to make Indian dishes is a finger. We later gave it a sleek, black look with a mirror finish so that it looks stunning too.

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Mobiles:

Mobiles : With the cell phone market already heavily penetrated, there was a need for a

With the cell phone market already heavily penetrated, there was a need for a mobile that could stand apart. So what we sought to do was make every single ONIDAMobile do so much more than what an ordinary cell phone does. So the moment you turn it on, you would realize that it’s fully-loaded. So many features. So many things. And so easy. But all these features are there in it for a reason. All of them to help you do better, enjoy better, listen better, work better or simply talk better.

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2.2.2

TELEVISION

NOW

SOME

DETAILS

ABOUT

ONIDALCD

As my objective is to study about ONIDALCD television so I would like to give a brief detail about on Onida’s LCDTV.

People are fast replacing conventional TV’s with LCD TV’s. LCD TV’s are far better than the conventional TV’s in terms of technology, quality of pictures and the attractive looks. You can create a feel of home theatre with LCDTV in home.

To cater the growing demand of the LCD TV, several TV brands have come into the market.

Among all reputed brands, ONIDAis known for providing good quality TV’s. ONIDALCD TV’s are quite popular in India for its remarkable features, picture clarity, sharp sounds and affordable rates.

Let us focus on the key features of ONIDATV’s which make them popular. The LCD TV’s from ONIDAare equipped with VisD Image Engine feature which is responsible for the clarity of picture it involves several stages of image processing and various modes including VisD film Mode, VisD real Image Processor, VisD Color Manager, VisD Cross Color Suppression and others. Some of these modes result in image free of motion judders, life like pictures. Other modes help enhance the color and contrast to give natural feel. They also reduce the unwanted color noise and deliver crystal clear images.

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ONIDALCDTV has a very user friendly interface called SURF, which means

Simple User Reference Feature. This feature let the user set different functions

for convenient surfing of channels.

These TV support HDMI which ensure no data loss. HDMI delivers perfect

audio and video for excellent viewing experience. For instance, 42 Xaria FHD

LCDTV comes with HDMI 1.3 with deep colors. It results in stunning colors,

unprecedented details

and higher bandwidth having excellent video resolution. ONIDA42 Xaria

delivers high definition viewing experience as it is provided by Marvell, Qdeo

Video Processing Technology.

Another factor behind exceptionally smooth and clear picture is the unique per-pixel motion- adaptive 3D de-interlacing technology which prevents the jaggies and reduces feathering. It further eliminates the per-pixel noise and other distractions. The picture delivered has natural skin color tone generated by the Intelligent Color Remapping Technology. Sound performance of the ONIDA42 Xaria is exceptionally high due to presence of OctaV Audio Processing Engine. It has sound feature like 2 levels of Bass sound, 7 unique sound modes like Speech, Midnight and Metal which increase the sound experience. In addition, OctaV surround sound function acts make the sounds more enchanting. We can view two windows simultaneously on these LCD TVs from ONIDA. It makes things easier at home when two people can watch their favorite programs simultaneously on the same TV. ONIDAoffers several options to choose from if you want to buy. Before purchasing, determine your requirements and your budgets.

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LCDs:

What began as a TV became the window to the future. With the advent of television’s increasing popularity, there were many players with a wide foray of our models. To make matters interesting, there were several foreign players with technology that seemed futuristic and with a sleek look. However we mainly focused on picture clarity. So instead of just aping what the offering was, we asked ourselves, ‘Why not give a complete audio / video experience at home as well?’ And the result was obvious: Our CTV had up to 3500 Watts of sound. This was our first milestone which others followed. However, this held true twenty years later as well. LCD technology came in, in a bigger way. ONIDAonce again took the onus to remind everyone, that sound is equally important to complete the viewing experience. So we made our Xaria with more than twice the sound output of other LCDs in the market.

Then later on, we got onto its drawing board a pseudo home theatre with a 5.1 amplifier system and 1000-watt PMPO speakers, thereby putting a theatre’s soul inside a TVs body.

We took the future by its horns and went on to make India’s first fully developed indigenized Xaria LCD with more than twice the sound output of other LCDs in the market.

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ONIDA32 XARIA

The new ONIDA22 Xaria is a 22 inch LCD TV that comes with 2 speakers that provide a total output of 60 watts. It cans tore up to 100 programs or channels with enhanced features like an auto-off feature, with auto sound leveler and an OSD. It has a dynamic contrast ratio of 10000:1 and a maximum resolution of 1680 x 1050 pixels with a widescreen ratio of 16:9 for a full picture experience.

It comes with 2 composite inputs, with 1 component input, and one PC input and 1 HDMI Input. This TV comes with a response time of 5 ms.

inputs, with 1 component input, and one PC input and 1 HDMI Input. This TV comes

Page | 42

ONIDA32 XARIA LITE

Another one of the new ONIDALCD TV's is the new ONIDA32 XARIA LITE which is comes with speakers that provide a total output of 200W PMPO and is HD Ready. It has a 30000:1 Dynamic Contrast Ratio and it uses the new VisD Image Engine. It incorporates the new SURF User Friendly Graphic Menu and comes with a Swivel Base. Its speakers provide a Wide Sound experience and it comes with 2 HDMI- V1.3 with deep color picture and it supports PC connectivity as well.

and it comes with 2 HDMI- V1.3 with deep color picture and it supports PC connectivity

ONIDA32 DIAMOND

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LCD Tvs by ONIDAalso include the new ONIDA32 Diamond, which comes for a price of Rs. 35,990/- in India. It is one of the first LCD tv's that come with a 5 Star Star Energy Efficiency Rating which is certified by BEE. It is a Full High Definition LCD and has speakers that provide a total output of 400W PMPO and a USB 2.0 port. It also uses the new VisD Image Engine and features the SURF User Friendly Graphic Menu for more user friendliness and also has a Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep colour and also supports PC connectivity

Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep colour and also supports

ONIDAI-CARE

Page | 44

ONIDAI-Care 22 Anti Reflective TV is an innovative 22 inch LED TV featuring unique I-Care technology which reduces harmful UV rays by 99% and provide a 95% reflection-free viewing which helps in improving readability, minimizing eye strain and fatigue. Its other features are SRVe image engine for finest picture clarity; 200W PMPO pulsating output; extraordinary Dynamic contrast ratio of 100000:1; Dual USB 2.0 port which plays movies, photos and music; HDMI connecting video and audio sources, Surround Sound providing the best experience in sound and DNR which minimizes digital video noise.

Sound providing the best experience in sound and DNR which minimizes digital video noise. ONIDA XARIA

ONIDA XARIA THUNDER

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ONIDA Xaria Thunder has 1366 X 768 display resolution and 32 inches screen size. It has 1200 W PMPO, 35000:1 Dynamic Contrast Ratio, brightness sensor, wall mount and Swivel stand.

Ratio, brightness sensor, wall mount and Swivel stand. ONIDA22 XARIA ONIDA22Xaria is a LCD TV with

ONIDA22 XARIA

ONIDA22Xaria is a LCD TV with a 22 Inch Screen and 1680 x 1050 screen resolution, it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response time and 16:9 Aspect Ratio.

it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response time and 16:9 Aspect Ratio.

ONIDA32 XARIA LITE

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ONIDA32 Xaria Lite is a LCD Tv with 32 Inch Screen size and 1366 x 768 screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response time and 16:9 Aspect Ratios.

x 768 screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response time and

Page | 47

CHAPTER -3

MARKETING STRATEGY OF ONIDA

3.1 Why ONIDA as a brand ailing?

3.2 ONIDA’s advertising campaign

3.3 Strategies to revitalize ONIDA

Page | 48

CHAPTER -3 MARKETING STRATEGY OF ONIDA

3.1 WHY ONIDA AS A BRAND IS AILING?

Internal management Problems:

One of the main reasons for this is the fight between the brothers: Gulu and Sonu Mirchandani and their brother -in-law Vijay Mansukhani over the control of the ONIDA group. The fight has severely eroded the share of the brand and even the marketing of Onida. ONIDA was staging a recovery after the successful re-launch of the brand and the return of the Devil. But the family feud has made things difficult for the brand.

Frequent change in Advertising:

What is interesting about ONIDA is the branding. The creative duty of the brand has partly moved from one marketing agency to another i.e. from Rediffusion to McCann Erickson. But as usual, when the agency changes, the entire brand elements changes. For Onida, the change till now unfortunately is always for the worse. When O&M took the brand from Avenues, the famous tagline “Neighbor’s Envy,

Owner's Pride” and the Devil were taken off. The brand suffered for almost

10 years and has never recovered since .The change of agency from O&M to

Reinfusion again changed things and Devil returned in a new avatar and anew

tagline “Nothing but the truth" has now come into existence. The new

arrangement is not making things better. In 2007, ONIDA launched a new

campaign for its A/C and with a new tagline “It can change your life”. Now the

new campaign for the air conditioner features a new Devil and the tagline has

again changed to "Experience the desire". ONIDA which already is in deep

Page | 49

trouble is moving on to further confusion with an unnecessary change in the

positioning strategy. The brand has not been able to consolidate the earlier

theme based on 'truth'. Even before establishing it, the brand has repositioned

again.

Aging customer base:

The customers of ONIDA have grown older with times and the brand has failed to connect itself to the current generation.

The “devil” in the advertisements in not helping it either.

The following factors have diluted Onida’s Brand Equity:

Brand amnesia: For old brands, as for old people, memory becomes an

increasing issue. When a brand forgets what it is supposed to stand for, it runs

into trouble. The most obvious case of brand amnesia occurs when a venerable,

long-standing brand tries to create a radical new identity, such as

When ONIDA tried to replace its original tagline with new one. The results were disastrous.

Brand fatigue: Some companies get bored with their own brands. This can

happen to products which have been on the shelves for many years, collecting

dust. When brand fatigue sets in creativity suffers, and so do a sale which was

and is the case with Onida.

Brand paranoia: This is the opposite of brand ego and is most likely to occur

when a brand faces increased competition. Typical symptoms include: a

tendency to file lawsuits against rival companies, willingness to re invent the

brand every six months, and a longing to imitate competitors.

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3.2 ONIDA ADVERTISING CAMPAIGN

No other advertising campaign in India has raised as much debate over a decade as the ONIDATV campaign.

Adulation, scorn, consternation, recognition, analysis, curiosity, emulation, pride, envy…… etc.

Over the years it swept every major award that the Indian industry could offer…. Best Print Campaign, Best Point of Sale, Best Outdoor Campaign, Best Film Campaign, Campaign of the Year, Advertiser of the Year, Best Continuing Campaign……

In the process, ONIDA, starting out as the 21 st brand to enter the Indian market, went on to become one of the top three brands of the entire TV market. And in its hey-day, the unrivalled leader of the premium segment.

It all began with a basic exercise on how to separate the identity of the 21 st brand from that of all the others that has entered the market before it.

Even in those days, just as today, most TV brand advertising focused on the unique features their product offered. Those days’ brands talked about “state of the art circuitry”, “picture and sound clarity”. Today brands are talking about “Golden Eye” and “Flat Tube”.

Avenues of course examined the product and were delighted with its truly outstanding features.

Page | 51

When ONIDA walked into avenues for the first time in 1984, the color TV market in India was basking in the post-Asiad warmth. There was frightening number of big brands ruling the market nationally, extending their success, as it were, from their own Black & White brands to color. ONIDA was a rank outsider and had to gate crash.

Being simplistic, this could explain away all the arrogance, the ‘risk’ and the ‘negative’ route adopted by avenues to make ONIDA stand out in jungle of competition. In fact, that’s precisely how the ONIDA campaign’s overwhelming success has been grudgingly acknowledged and even analyzed by the advocates of rational and “safe” advertising; ONIDA had nothing to lose, so they took the “risk”.

Product decisions, marketing decisions, even corporate decisions have always been in perfect harmony with the stance dictated by the advertising breakthrough, lending strength and momentum to the spectacular growth of ONIDA into multi-product, multi-company empire that it is today. It’s all in the fitness of the things that the advertising of the every new ONIDA product often display the blue-blooded legacy of unnatural pride that grabs you by the throat.

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3.3 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. Ganguly’s image of a fighter and a class player will help Onida’s 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. Onida’s 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.

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CHAPTER- 4

COMPETITORS OF ONIDA

4.1 Sony, Samsung, Panasonic, Videocon, LG

4.2 Comparison with competitors

4.3 Comparison of ONIDA and SAMSUNG

4.4 Comparison of ONIDA and SONY

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CHAPTER- 4 4.1 COMPETITORS OF ONIDA

SONY

SONY CORPORATION (commonly referred

a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan and the world's fifth largest media conglomerate with revenue exceeding ¥ 7.730.0 trillion, or $78.88 billion U.S. (FY2008). [4] Sony is one of the leading manufacturers of electronics, video, communications, video game consoles, and information technology products for the consumer and professional markets.

is

to

as Sony),

Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys", a loan word into Japanese which in the early 1950s connoted smart and presentable young men.

Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its eight operating segments Consumer Products & Devices (CPD), Networked Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc), Pictures, Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music

Page | 55

Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders.

company's

was like.no.other

The

current

slogan

is make-believe. Their

former

slogan

BRAVIA is a Sony brand used to market its high-definition LCD televisions, projection TVs and front projectors and for the PLAYSTATION 3(principal bravia intend) , along with its home cinema range under the sub-brand BRAVIA Theatre. The BRAVIA name is an acronym of "Best Resolution Audio Visual Integrated Architecture". All Sony high- definition flat-panel LCD televisions in North America have carried the BRAVIA logo since 2005. The name BRAVIA replaces the "LCD WEGA" brand name which Sony used for their LCD TVs until Summer 2005 (early promotional photos exist of the first BRAVIA TVs still bearing the WEGA moniker).

The BRAVIA brand is also used on mobile phones in the Japanese market.

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SAMSUNG

The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue with annual revenue of US $173.4 billion in 2008.it is the South Korea’s largest chaebol. The meaning of the Korean Hanja word Samsung is "tristar" or "three stars".

The Samsung Group is composed of numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest electronics company by sales. Samsung Heavy Industries, the world's second largest shipbuilder, and Samsung C&T, a major global construction company and SAMSUNG LIFE INSURANCE, the largest insurance company in Korea.

SAMSUNG has been the world’s most popular consumer electronic brand since 2005 and is the best known SOUTH KOREAN brand in the world. Samsung group accounts for more than 20% of South Korea’s total exports and is the leader in many domestic industries such as financial, chemical, retail, and entertainment industries. The company’s strong influence in South Korea is visible throughout the nation, which has been referred to as the “republic of Samsung”.

Currently helmed by Lee Soo-Bin, once the CEO of Samsung Life Insurance, it has been run by generation of one of the world’s wealthiest families, formerly by chairman Lee Kun-Hee, the third son of founder, Lee Byung-Chull

Page | 57

Many major South Korean corporations such as CJ Corporation, hansol group, Shinsegae Group and Joong-Ang ilbo daily newspaper were previously part of Samsung Group. Though they are still controlled by ex-chairman Lee-KUN- Hee’s relatives.

Samsung Group also owns the SUNGKYUNKWAN UNIVERSITY, a major private university in South Korea.

Samsung Group accounts for more than 20% of South Korea's total exports, and in many domestic industries, Samsung Group is the sole monopoly dominating a single market, its revenue as large as some countries' total GDP. In 2006, Samsung Group would have been the 35th largest economy in the world if ranked, larger than that of Argentina. The company has a powerful influence on the country's economic development, politics, media and culture, being a major driving force behind the Miracle on the Han River; many businesses today use its international success as a role model.

Page | 58

PANASONIC

Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex lamp sockets. In 1927, it produced a bicycle lamp, the first product it marketed under the brand name National. It operated factories in Japan and other parts of Asia through the end of World War II, producing electrical components and appliances such as light fixtures, motors, and electric irons.

In 1961, Konosuke Matsushita traveled to the United States and met with American dealers. Panasonic began producing television sets for the U.S. market under the Panasonic brand name, and expanded the use of the brand to Europe in 1979. [12]

The company used the National trademark outside of North America during the 1950s through the 1970s. (The trademark could not be used probably due to discriminatory application of trademark laws where brands like General Motors were registrable.) It sold televisions, hi-fidelity stereo receivers, multi- band shortwave radios, and marine radio direction finders, often exported to North America under various U.S. brand names. The company also developed a line of home appliances such as rice cookers for the Japanese and Asian markets. Rapid growth resulted in the company opening manufacturing plants around the world. National/Panasonic quickly developed a reputation for well- made, reliable products.

The company debuted a hi-fidelity audio speaker in Japan in 1965 with the brand Technics. This line of high quality stereo components became worldwide favorites. The most famous product still made today is the SL-1200 record player, known for its high performance, precision, and durability. Throughout

Page | 59

the 1970s and early 1980s, Panasonic continued to produce high-quality specialized electronics for niche markets such as shortwave radios, as well as developing a successful line of stereo receivers, CD players, and other components.

In November 1999, the Japan Times reported that Panasonic planned to develop a "next generation first aid kit" called the Electronic Health Checker. At the time, the target market was said to be elderly people, especially those living in rural areas where medical help might not be immediately available, so it was planned that the kit would include support for telemedicine. The kits were then in the testing stage, with plans for eventual overseas distribution, to include the United States. In recent years the company has been involved with the development of high-density optical disc standards intended to eventually replace the DVD and the SD memory card.

Since 2004, Toyota has used Panasonic batteries for its Toyota Prius, an environmentally friendly car made in Japan.On January 19, 2006 Panasonic announced that, starting in February, it will stop producing analog televisions (then 30% of its total TV business) to concentrate on digital TVs.

On November 3, 2008 Panasonic and Sanyo were in talks, resulting in the eventual acquisition of Sanyo. The merger was completed in December 2009, and resulted in a mega-corporation with revenues over ¥11.2 trillion (around $110 billion). As part of what will be Japan's biggest electronics company, the Sanyo brand and most of the employees will be retained as a subsidiary.

On July 29, 2010 Panasonic reached an agreement to acquire the remaining shares of Panasonic Electric Works and Sanyo shares for $9.4 billion.

Page | 60

VIDEOCON

Videocon is an industrial conglomerate with interests all over the world and based in India. The group has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It is also the third largest picture tube manufacturer in the world.

In India the group sells consumer products like Color Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. [4] Videocon Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM, Sansui, Toshiba, Philips (TV Products) etc.

In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering offer in the Indian DTH market, Videocon offered LCD & TVs with built- in DTH satellite receiver with sizes 19" to 32". This concept in the DTH service is relatively new in the presence of other players like ZEE TV’s Dishtv, Tata Sky, Air tel Digital TV and Reliance's BIG TV providing only the set top box

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LG

The LG Corp is South Korea's second largest conglomerate that produces electronics, chemicals, and telecommunications products and operates subsidiaries like LG Electronics, LG Display, LG Telecom and LG Chem in over 80 countries.

LG Corp founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp. in 1947. In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently LG Electronics Inc.) in 1958.

In 1959, Goldstar produced South Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its line of hygiene products such as soaps and Hi-Ti laundry detergents, but most associated with its Lucky and Perioe toothpaste.

In 1995, to better compete in the Western market, the company was renamed "LG", the abbreviation of "Lucky Goldstar". More recently, the company associates the letters LG with the company tagline "Life's Good". Since 2009, LG also owns the domain name LG.com.

LG

the Korean electronics company LG Electronics and the Dutch company Koninklijke Philips Electronics in 1999 to manufacture active matrix liquid

venture by

Display

was

originally

formed

as

a joint

Page | 62

crystal displays (LCDs) and was formerly known as LG .Philips LCD, but Philips sold off its all shares in late 2008.

On December 12th 2008, LG .Philips LCD announced its plan to change its corporate name to LG Display upon receiving approval at the company's annual general meeting of shareholders on February 29. The company claimed the name change reflects the company's business scope expansion and business model diversification, the change in corporate governance following the reduction of Philips' equity stake, and LG's commitment to enhanced responsible management.

The company has eight manufacturing plants in Gumi and Paju, South Korea. It also has a module assembly plant in Nanjing and Guangzhou in China and Wroclaw in Poland.

LG Display became an independent company in July 2004 when it was concurrently listed on the New York Stock Exchange and the South Korean Stock Exchange.

Page | 63

4.2 COMPARISON WITH COMPETITORS

Market characteristics:

• The consumer goods market in India is of USD 4.87 Billion.

• Around 45 companies cater to this market. ONIDA is having a very

small share of this market.

• In the Indian market space, Brand loyalty is giving way to “value-for-

price” contest.

• There is an intense competition on price.

• The companies are Companies focusing on product differentiation,

value added offerings and exchange offers.

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 ONIDAto target customers from all

segment.

Page | 64

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

players have used celebrity to a good effect to endorse their brands. On the other hand ONIDAis stuck with its old “Devil” which isn’t helping.

all these

Khan

and

Visibility:

The companies are associated with events and sponsorships. Like

LG and Videocon are associated with cricket. This has resulted in better

brand visibility.

Page | 65

CHAPTER-5

RESEARCH AND ANALYSIS

5.1 Objectives of study

5.2 Research methodology

5.3 Analysis of data collected

5.4 Findings

5.5 Suggestions

5.6 Limitations of study

5.7 Key facts

Page | 66

5.1 OBJECTIVES OF THE STUDY

Every course of study is carried out for completing some specific purpose or objectives. A study without any objectives is like a body without any soul.

Behind my study main objectives are as follows:

To study about ONIDALCD television.

To compare the ONIDALCD television with other LCD television such as SAMSUNG, SONY, LG etc.

To find about the brand preference of customers and then compare that brand with ONIDALCD.

To provide the future researchers a background for the research in the field of LCD study.

To point out general factors which generally companies do not give preference, also affecting buying. In course of achievement of my objectives I had successfully achieved them.

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5.2 RESEARCH METHODOLOGY

Research methodology deals with the procedure adapted to carry out the study.

According to GREEN & TULL “A research design is the specification of methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from which sources and by what procedures”

For conducting study I have adopted both primary as well as secondary method of the data collection.

PRIMARY DATA

For the purpose of collecting primary data I have adopted the method of survey. Survey can be telephonic, by e-mail and by personal contact. For the purpose of collecting information, I have chosen surveys based on the personal interview- by means of questionnaires.

SECONDARY DATA

It has been collected from various books and internet sites; I have adopted this method of information collection. As I liters no access to magazines and journal but a plenty of material was available on the internet sites.

SAMPLE

Due to time and resource constraints, the sample of the study is taken as one and technique b sampling adopted is convenient sampling.

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RESEARCH DESIGN

The project involved the study of customer’s perception towards the LCD television with respect to the certain parameters like:

Price

Place or distribution

Promotion or advertisement

Size of television

Resolution of television

Contrast ratio of television

Sound system provided with television

Power consumption of LCD

Motion response time of LCD

DATA COLLECTION METHOD

Data was collected both from primary and secondary sources. Secondary data was collected from books, magazines, newspaper etc. Primary data was collected by survey method wherein customers were asked questions.

SAMPLE TECHNIQUE

SAMPLE SIZE

DATA COLLECTION METHOD

: Random sampling

:

55

: Survey method

DATA COLLECTION INTRUMENT: Structured questionnaire

NATURE OF STUDY

: Exploratory

Page | 69

5.3ANALYSIS OF DATA COLLECTED

Here is the analysis of the data with the help of charts and diagrams, a\which I have collected through the survey of different people/ customer.

1. Does screen size plays role in choosing LCD TV?

Factors

Strongly

Not

Sometimes

Can’t

Total

agree

agree

depend

say

No. of

36

6

9

4

55

customers

Percentage

65.45%

10.90%

16.36%

07.20%

100%

Role of size 40 35 30 25 20 15 10 5 0 Strongly Not agree
Role of size
40
35
30
25
20
15
10
5
0
Strongly
Not agree
Sometimes
Can’t say
agree
depend
No. of customers

INTERPRETATIONS:

For majority size play an important role in buying LCD.

Page | 70

2. Which size do you prefer?

Screen

19”

22”

24”

26”

32”

42”

total

size

No. of

1

5

2

8

32

7

55

customers

Percentage

1.82%

9.09%

3.64%

14.55%

58.18%

12.7%

100%

SIZE MOST PREFERED

SIZE MOST PREFERED 19” 24” 32” 22” 26” 42”

19”SIZE MOST PREFERED 24” 32” 22” 26” 42”

24”SIZE MOST PREFERED 19” 32” 22” 26” 42”

32”SIZE MOST PREFERED 19” 24” 22” 26” 42”

22”SIZE MOST PREFERED 19” 24” 32” 26” 42”

26”SIZE MOST PREFERED 19” 24” 32” 22” 42”

42”SIZE MOST PREFERED 19” 24” 32” 22” 26”

INTERPRETATION:

Most preferred size is 32” and least preferred is 19”

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3. Does space for LCD also matters in buying?

Factors

Strongly

Not agree

Sometimes

Can’t say

total

agree

depend

No. of

18

14

21

2

55

customers

Percentage

32.73%

25.45%

38.18%

3.64%

100%

25

20

15

10

5

0

space for LCD

Strongly Not agree Sometimes Can’t say agree depend No. of customers
Strongly
Not agree
Sometimes
Can’t say
agree
depend
No. of customers

INTERPRETATION:

For nearly 70% respondants space for LCD matters while buying but for 38% among them says otherthings also matters.

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4. How much resolution is important while buying?

Factors

Not much

Very much

Can’t say

Total

No. of

5

42

8

55

customers

Percentage

9.09%

76.36%

14.45%

100%

resolution prefered

resolution prefered Not much Very much Can’t say
Not much Very much Can’t say
Not much
Very much
Can’t say

INTERPRETATION:

Very high resolutin is preferred by majority of customers because LCD TV are known for the same.

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5. Do you prefer contrast ratio while buying LCD TV?

Factors

Always

Sometimes

Sufficient

No matter

Total

No. of

21

17

16

1

55

customers

Percentage

38%

30.90%

29.09%

1.82%

100%

preference for contrast ratio 25 20 15 No. of customers 10 5 0 Always Sometimes
preference for contrast ratio
25
20
15
No. of customers
10
5
0
Always
Sometimes
Sufficient
No matter

INTERPRETATION:

38%respondants always prefer contrast ratio while buying LCD.

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6. Is motion response time important in buying LCD TV?

Factors

Strongly

Not agree

Sometimes

Can’t say

total

agree

depends

No. of

26

12

16

1

55

customers

Percentage

47.27%

21.18%

29.09%

1.81%

100%

importance of motion response time Can’t say Sometimes depends No. of customers Not agree Strongly
importance of motion response time
Can’t say
Sometimes
depends
No. of customers
Not agree
Strongly
agree
0
5
10
15
20
25
30

INTERPRETATION:

47.27% respondants strongly agree that motion response time is important while buying LCD.

Page | 75

7. Are connectors offered really needs in buying?

Factors

Always

Sometimes

Sufficient

No matters

Total

No. of

24

17

6

8

55

customers

Percentage

43.63%

30.9%

10.90%

14.54%

100%

importance of connectors

25

20

15

10

5

0

Always Sometimes Sufficient No matters No. of customers
Always
Sometimes
Sufficient
No matters
No. of customers

INTERPRETATION:

For maximum respondants connectors are always needed while buying LCD.

Page | 76

8. Does price plays a major role in selecting LCD TV?

Factors

Strongly

Not agree

Sometimes

Can’t say

Total

agree

depends

No. of

24

9

19

3

55

customers

Percentage

43.63%

16.36%

34.54%

5.45%

100%

Importance of price

Importance of price Strongly agree Not agree Sometimes depends Can’t say

Strongly agree

Not agree Sometimes depends
Not agree
Sometimes depends
Importance of price Strongly agree Not agree Sometimes depends Can’t say

Can’t say

INTERPRETATION:

43.63% people strongly agree that price plays a major role in buying LCD.

Page | 77

9. Does power consumption matters in buying LCD TV?

Factors

Strongly

Not agree

Sometimes

Can’t say

total

agree

depends

No. of

21

17

13

4

55

customers

power consumption Can’t say Sometimes depends Not agree Strongly agree 0 5 10 15 20
power consumption
Can’t say
Sometimes
depends
Not agree
Strongly agree
0
5
10
15
20
25
No. of customers

INTERPRETATION:

21 out of 55 respondants strongly agree that power consumption matters in buying decision.

Page | 78

10. Do you need prior information like advertising before buying LCD TV?

Factors

Always

Sometimes

Sufficient

No matters

Total

No. of

22

17

7

9

55

customers

need of prior info. 25 20 15 10 5 0 Always Sometimes Sufficient No matters
need of prior info.
25
20
15
10
5
0
Always
Sometimes
Sufficient
No matters
No. of customers

INTERPRETATION:

22 out of 55 customer think that prior information is needed while buying LCD.

Page | 79

11. Which brand do you prefer most to buy LCD TV?

Company

SAMSUNG

LG

SONY

ONIDA

VIDEOCON

PANASONIC

TOTAL

No. of

12

6

21

2

8

6

55

customers

Percentage

21.81%

10.90%

38.18%

3.63%

14.54%

10.90%

100%

Brand preference

Brand preference SAMSUNG LG SONY ONIDA VIDEOCON PANASONIC

SAMSUNGBrand preference LG SONY ONIDA VIDEOCON PANASONIC

LGBrand preference SAMSUNG SONY ONIDA VIDEOCON PANASONIC

SONYBrand preference SAMSUNG LG ONIDA VIDEOCON PANASONIC

ONIDABrand preference SAMSUNG LG SONY VIDEOCON PANASONIC

VIDEOCONBrand preference SAMSUNG LG SONY ONIDA PANASONIC

PANASONICBrand preference SAMSUNG LG SONY ONIDA VIDEOCON

INTERPRETATION:

SONY is most preferred brend among customers and ONIDAis the least preferred brand.

Page | 80

12. Which sound would you prefer?

Sound

100-300

300-500

500-800

800-1000

Don’t know

No. of

5

7

3

3

37

customers

Sound preferred 40 35 30 25 20 No. of customers 15 10 5 0 100-300
Sound preferred
40
35
30
25
20
No. of customers
15
10
5
0
100-300
300-500
500-800
800-1000
Don’t
know

INTERPRETATION:

Maximum number of customers are not aware of sound of LCD and it does not matter to them while buying LCD.

Page | 81

5.4 FINDINGS

Size plays important role in buying LCD’s, because the majority of the people have said that they prefer 32” LCD. There may be the reason for it because most of the families have their previous CRT TV of 21” so they prefer big screen from their previous TV.

Space for LCD also plays role. The customer who have at least 12-15 feet of space into their room always prefer 32” LCD.

Resolution and contrast ratio are also preferred by customer while buying LCD, because LCD TV’s are known for the same, so that will be the first question of the customer.

At the beginning of the study I have assumed that the people who are buying LCD or who had brought LCD never think for the price of the LCD, but my assumption got wrong at the end of the study, most of the people strongly agree that it plays a major role in choosing their LCD, because they have so many option with them.

Power consumption is not a major factor because all the LCDs are coming with 5-star rating. And also they consume less power as compare to CRT TVs.

The brand which is more preferred by the consumers of the Jaipur is SONY. The reason which I have found that is there are so many hoardings in the city that are striking the name of their brand so often in the mind of customer.

As most of the companies are offering many connectors with LCD’s like HDMI ports PC Connectors etc. so it became the need of the customers.

Page | 82

5.5 SUGGESTIONS / RECOMMENDATIONS

As I have compared the LCD of ONIDA with other brands like SAMSUNG and SONY, I have not found out any shortage of features provided by ONIDA, only difference is in the promotion of the brand and availability of the products.

ONIDA has to invest more money on the promotion of the brand.

More of the hoardings are needed in city so as to increase the awareness of brand.

ONIDA can also open its own outlets for selling.

Print media should also be used.

Advertisements are not so attractive so company needs to invest more money on them too.

Instead of DEVIL and Siddharth and Ritu, a popular celebrity couple would prove more effective.

Availability of product should also be enhanced.

Page | 83

5.6 LIMITATIONS OF THE STUDY

The main factors that have been adversely affected the trustworthiness of the report are:

Due to time constraints the study is being restricted to the limited time period.

Due to busy schedule of the superior staff the optimum guidance was not available.

Many secrets and important facts and Figures and information have been kept hidden.

Because company had told me not to disclose that you are collecting data for ONIDA so I can’t find out the brand perception of consumers regarding the company.

Page | 84

5.7 KEY FACTS I HAVE FOUND WHILE RESEARCH

Among the imports of LCD TV into India approximately 25% were

imported in as CBU {complete built unit} and 75% were imported as SKD

{semi knock down} or CKD {complete knock down}.

In 2007, the leading India LCD TV brands were Samsung, with more than 30% share, followed by Sony {19%}, and LG {16%}. The leading PDP TV brands are LG, SAMSUNG, and PANASONIC. LG also leads the CRT TV market in India with more than 25% market share, followed by SAMSUNG AND VIDEOCON.

Thailand has a special FTA {free trade agreement} with India on duty

benefits. Therefore companies like SONY AND PANASONIC are making

LCD TV in Thailand and then shipping them to India.

21” flat CRT TV has a 55% share of the total CRT TV market in India.

There are still some concerns about India’s LCD TV market growth, poor

power supply, and vague process towards India digital TV broadcasting,

a complex TV import duty structure, regulations that are very complicated

and very inefficient.

In 2008, the share of 32” was more than 45% in India LCD TV market,

followed by 20-26 inches with 31% share. The 40-47 inches models

account only for 15% in India LCD TV market.

CRT TV OEM is a key business in India as many brands ship components

into the country and then sub contract to local OEM makers to assemble

CRT TV’s from them.

SONY, SAMSUNG AND LG have the most exclusive shops in India

The growing LCD to market in India has encouraged Indian company

VIDEOCON group to setup a TFT LCD panel manufacturing fab.

Page | 85

ANNEXURE

AI Webliography AII Bibliography AIII Questionnaires

Page | 86

ANNEXURE 1

WEBLIOGRAPHY

www.wikipedia.com

www.onida.com

www.compareindia.com

www.avrev.com

www.google.com

Page | 87

BIBLIOGRAPHY

ANNEXURE 2

Business Research Method by William Zikmund

Topic: Survey research and Data Analysis

Marketing Management by Philip Kotler

Topic: Conducting Marketing Research

Marketing Management by Ashok Sharma, Anju Gupta, Neetu Mathur

Topic: Marketing Research

Company manual and brochures.

Page | 88

NAME:

ANNEXURE 3

QUESTIONNAIRE

CONTACT ADDRESS:

CONTACT NUMBER:

1 Does screen size play role in choosing LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

2 Which size do you prefer?

19”

22”

24”

26”

32”

42”

3 Does space for LCD also matters while buying?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

Page | 89

4 How much resolution is important in buying LCD TV?

Not much

Very much

Can’t say

5 Do you prefer contrast ratio while buying LCD TV?

Always

Sometimes

Sufficient

No matters

6 Motion response time is very important in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

7 Are connectors offered really needs in buying LCD TV?

Always

Sometimes

Sufficient

No matters

8 Price plays major role in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

Page | 90

9 Power consumption matters in buying LCD TV?

Strongly agree

Not agree

Sometimes depend on it

Can’t say

10 Do you need prior information like advertising before buying LCD TV?

Always

Sometimes

Sufficient

No matters

11 Which brand do you prefer most?

SAMSUNG

LG

SONY

ONIDA

VIDEOCON

PANASONIC

12 What sound would you prefer?

100-300

300-500

500-800

800-1000

Don’t know

Page | 91