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Onida International Ltd.

Name of the unit Sau. Branch Office address ::Onida International Ltd. Mirc Electronics Ltd. Plot 22, 23, 24 Narayan Nagar Sco. Narayan complex. Ananadpar (Navagam) Rajkot (Gujrat) Ph. 0281- 2702933/34/44 Mirc Electronics Ltd. Onida House, G-7 MIDE Mahakali caves Rd. Andheri (E) Mumbai 400093, 1981 Large Scale Industry Public Limited.

Corporate Office


Established year


Size of the organization:Form of organization :Web Site Name of the sub. co. Number of dealers :::-

Igo Marketing 6 DealersRajkot. 2 distributors


Onida International Ltd.

No. of service Center No. of Warehouses Product line


1 (Rajkot) 1 ( Out of Octroi Limit) Colour TVs. DVDs Microwaves Oven Air Conditioners Washing machines LCD.TV Plasma TV. Presentation Product

Onida International Ltd.

Sr. No. 1 2 3 4 5 6 Introduction. History & development. Growth of Onida. Promoters and other information. Size o unit & type of organization. Product of the company. Particular Page No . 4 6 8 9 11 12

Onida International Ltd.

Marketing is often dynamic, challenging and rewarding. It can also be frustrating and even disappointing. But it is never dull. It is the part of organization where the rubber meets road- the place where an organizations ideas, planning and execution are given the avoid test of market acceptance or rejection. Marketing job is to convert essential needs into profitable opportunities marketing consists of all activities by which a company adopts itself to its environment relatively and profitability. Before few years ago there was no need for marketing because there was no competition in market and so as compared to supply of product there was more advertisement. So there was no used of marketing the products. Marketing is the process of planning, executing, the competition, pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individuals and organization goals. - According to Philip Kotler Marketing management includes management of demand, promotion, price and place new means distribution channel management etc. promotion includes advertising, publicity, sales promotion and personnel selling etc. price includes strategies of products, place includes management

Onida International Ltd.

of distributions network it s cost, its effectiveness ad efficiency etc. In todays era at each and every step any scale of business needs marketing tools for marketing their business fresh and smooth as well as under providing business life cycle.

Onida International Ltd.


Onida International Ltd. is no. 1 in consumer electronic company in India. The company was started by the late shree Mr. G.L. Mirchandani a man of idea of substances a man of vision who was responsibility for setting up at string the way to the top with his talents ad will power. Though he took opportunity to establish at, noida, the in the saw a huge changes in the field of electronic in India. He launched Indias first world class colour Television. Onida International Ltd. today, Onida is a 33 branches. Electronics across the nation, Indias no. 1 brand of consumer electronics and home appliances, trusted by over 30 million people to improve their quality of life. Onidas International Ltd. is todays fastest growing. It was started 1981 at that time its business was Rs. 41 Cr. And today it has crossed the amount of Rs. 3014.6 Cr. 31st March 2005

Onida International Ltd.

The promoters of Onida International Ltd., leads the success of the company to its surgery of being market friendly Onida are main innovators in the in the worlds most advanced technologies/ in colour TVs, Onida was the first Indian company to introduce picture in-picture, Turbo sound, Surround sound, Larger screen sizes, The full flat square tube, Edge technology and amazing aesthetics. Onida International Ltd. was high quality range of colour TVs for the price conscious consumer and lower price conscious consumer. Also it has very recently launched Internet television for growing children in the growing trend. The company has invested Rs. 45 crores in molding shops to meet their entire requirements of cabinets for television, audio, VCD and tubes. For washing machine, to has also invested RS. 20 crores in component producing facilities to make fly back. The company is still developing with great speed like today its turnover is more than Rs. 3850 cr. Like this the progress is smoothly going on add it breaks the old record by establishing new record. Onida International Ltd group companies have won prestigious approvals and certifications from Indian and abroad. Institute, Germany, the British standards. The CE approval from exporting to Europe and the ISO -9001 certification obtained from BVQI.

Onida International Ltd.


We have now entered into the world of 21st century. This new century has put before us many new challenges, which we have to readily accept. It has also created many innovations, which might have been unimaginable of unbelievable for people with the changed. Looking ahead Onida International Ltd. is Indias largest consumer. Electronics & home Appliances Company, with increasing investment in diversified business. THE GROWTH OFTE COMPANY S AS FOLLOWS Production of colour & Black & white TV. Setting of Vada plan & production of washing machine. Production of Adios Products. Introduction of new technology and double window dynamic wide. Internet Television The biggest advertisement event of the year is coming to India & Onida has become the official cosponsor of ad-Asia 2003 the conclave that being together the most brilliant minds in the field of marketing & advertising. It has launched is disk washers. It had launched 2 new series and 8 new products . Production of electronic Micro waves & Air conditioners.

Onida International Ltd.


Promoters : Mr. G.L. Mirchandani Mr. Vijay Manshukhani

Board of director:Mr. G.L. Mirchandani. Mr. vijay Manshukhani. Mr. Manoj Maheshwari. Mr. Vimal bhandari. Mr. Haresh Mariwala. Mr. Ranjan Kapur. Bankers :

Bank of India Panjab National Bank Industrial Bank Ltd. State Bank of India H.D.F.C. Bank. MIRC Electronic Ltd. Onida House , G-1, MIDE Mahakali Caves Rd. Endheri (E) Mumbai 400093, Tel. 022 28200435

Corporate Office :-

Visit As At:-


Onida International Ltd.

Major Production Center :VADA Onida International Ltd. :MIRC Electronic Ltd. Onida House , G-1, MIDE Mahakali Caves Rd. Endheri (E) Mumbai 400093, Tel. 022 28200435


Onida International Ltd.


Size of Unit :Onida International Ltd. investment is more than 20 Corers so we can say that it is large-scale industry. Type of Organization :Onida International Ltd. is a Public Limited Company.


Onida International Ltd.


The product is the most important converser by which any firm can prove its efficiency and insertion of quality. Product is a symbol of the business firm. It is center point around which all the activities of the business i.e., marketing, finance, production etc. are woven without a product nothing to sell, nothing to price, and nothing to run business. Product is an engine of the vehicle of the company for providing consumer satisfaction. They produce colour Televisions, Internet television, Flat Colour Television, conventional television, L.C.D. TV. Washing machine, Flat Air conditioners, DVD Player, Righter, Micro Waves.


Onida International Ltd.

Sr. No. 1 2 3 4 5 6 7 8 Introduction. Organization Structure. Marketing Competitiveness. Channel of Distribution. Market of Product. Market Research. Branding & Slogen. Marketing Mix. Particular Page No . 14 15 16 17 18 19 20 21


Onida International Ltd.

Marketing is a social and managerial process through which individual and groups can obtain what they need and want through creating offering and exchanging product of value with others. -Philip Kotler Marketing is comprehensive term marketing is a management function to plan promote and deliver product to the customers. A successful marketing strategy has better marketing tools by which the firm may overcome existing competition. We have to be strong either on one front as all other fronts, which create a demand for our products. At any time there may be no advertisement adequate and marketing management must find ways to deal with marketing different demand status. Onida International Ltd. has a marketing department branches in several cities like, Rajkot, Ahmedabad, Baroda and Mumbai etc. all marketing decisions are taken from these branches. Vivek Sharma vice president Marketing Sales & super vices.


Onida International Ltd.


The main aim of marketing department is to translate consumers demand in to physical product or service. It helps whole organization. It knows demand of consumers through marketing channels. The organization of marketing department is depended on structure of marketing department. The marketing department of Onida International Ltd. is in Mumbai & branches of marketing department are distributed I several cities. Te organization chart of marketing department of Onida as follows;


VP Sales

VP Marketing CE

VP Sales

VP Production HA


Onida International Ltd.

Onida International Ltd. today is a household name across the nation. Indias No.1 brand of colour TVs, audio system, VCDs, Washing machine, air conditioners, and Micro Weves. Onida International Ltd. is having so many competitors in the field of each product. The competitors like Sony, BPL, LG, Aiwa, Samsung and Videocon. I have noted from my survey that Onida is better than other companies than consumers demand more than other companys product.


Onida International Ltd.

With the competition of production the next problem faced by the producer is to sell the goods to targeted consumers. There are always links between producers and consumers. The way through which the goods fallow from producers to consumers is called channel of distribution. Marketing channels are sets of interdependent organization involve in the process of making product or service available for use of consumption. Marketing channel decision is among the most critical decision. Once a firm chooses a marketing channel, it must be usefully remain for a substantial period. Most producers sell their goods through wholesalers, retailers or agents, which forms a part of a marketing channel. They must choose the chipset channel because it is very risky. There are two types of channel of distribution channel is Onida which are as follows; Distributor/Dealers Direct Dealers

Sub Dealer




Onida International Ltd.

The main product of Onida International Ltd. is a television and home appliance. Now a day Onida International Ltd. sell over three and half million consumers in electronic products and more than two million are in home appliances. The entire product is designed taking in to consideration the customers advice, their Convenience, Entertainment, and Comfort etc. it has over of the market. In short Onida International Ltd. has both domestic and international market.


Onida International Ltd.

Beside the internal report of marketing executives, the management often focused study of specific problem and opportunities for better marketing activities. The management often was to face the problem related with marketing like, pricing decision, promotion decision, market segmentation etc. These problems look to be the decreased the marketing and therefore, the exact sure is required. In marketing research the marketing is the doctor to care all these decease. We can find its systematic meaning from its definition shown below; Marketing research is the systematic design, collection analysis and reporting of data and finding relevant to a specific market situation facing the company. Onida International Ltd. carried out their research work in regular interval, personally when there is a fluctuation sale of any product of the company, some times the company also carried out research work to know the view of the people about the new introduced product of the company.


Onida International Ltd.


The word BRAND is a comprehensive term. A brand is a name, term, symbol or design to identify the goods or services of one sellers or group of sellers and differentiate them from their competitors. Some slogans are used in branding and trading the slogan with right meaning attracts the consumer to purchase the particular product. Onida International Ltd. has slogan as follows; Poison, You will die for it. Nothing But The Truth. Agge , Subse Agge Onida. Expect More From Onida. We love winning , We Love Onida .


Onida International Ltd.

(A) PRODUCT :Product is an engine of vehicle of the company for providing consumer satisfaction. The product is most important conversion by which any firm can prove its efficiency indentation of quality product is a symbol of the business firm. Product is center point around which all the activity of the business i.e. finance, marketing, production, etc. are woven without a product nothing to sell, nothing to price, nothing to run a business. Onida has divided its product in to three parts; Consumer electronics. Home appliances. Business electronics (New Products).

They produce colour television, washing machines, video cassette player, audio disk washer, power inverter, airconditioners, and Internet television.


Onida International Ltd.

(B) PRICE :Price is the matter of vital important to both the sellers and the buyers in the market place without pricing they can not be marketing only when a buyer and a seller agree on price we can have exchange of goods or services. Onida International Ltd. gives more important to prices. They set the price as much as possible as low so that middle class and poor class people can also purchase their product. This company has three objectives in price wise:product, quality and leadership. This company gets success in all these objectives. The price policy of Onida International Ltd. is formulated keeping in my mind he fact that majority of Onida consumers belong to upper class and upper middle class family. Therefore, the pricing policy if formulated in such a way that it is affordable by all classes of people and it not a burden on their income. The top management of the company formulates all policies.


Onida International Ltd.

(C) PLACE :The place mix decision, the decision of location also plays a critical ole for retailer should locate enough stress in easy city to gain promotion and distribution economics. The place includes channels of distribution, coverage, inventory, transport, warehousing. Distribution channel means the channel by which finished product is reached from producers to consumer or users. It is the channel through which goods are made as smoothly as possible. Onida International Ltd. has two level channel of distribution of different products. Onida has a network of over 3850 dealers & 208 distributors.


Onida International Ltd.

(D) PROMOTION:Promotion is the process of marketing communication involving information, persuasion and influence. Promotion has three major purpose, if communicates marketing information to consumers users and retailers. The promotion mix includes the following : Sales promotion Advertising Sales force Publicity Live Demo

Onida International Ltd. as different promotion policy for different product for different tools of promotion like sales promotion, advertising, sales force, publicity, direct marketing. Marketing department of the company defines this policy.


Onida International Ltd.

Sr. No. 1 2 3 4 Introduction. Meaning and Classification. Advertisement Components. Major Advertisement Decision. Mission. Money Message Media Measurement


Page No . 26 28 30 31 32 37 44 51 58


Onida International Ltd.

Advertising is a form of mass communication it is paid for by a sponsor who wants to communicate about his product or service to his customer. Advertising can be defined as :Mass paid communication of goods, services or ideas by an identified sponsor. It communicates some special information about product to people. However, advertising is only one element of the promotion mix. It is often consumer special performance in the overall marketing mix design. Also advertising has now a days become a part of commercial like. Hence, advertising is the most effective tool for reminding and communicating the mass people. Advertising involves the uses of such media as magazines and newspapers, outdoor, posters, signs, radio, television, catalogues, directories, pamphlets, direct marketing etc. As far as the advertising management of Onida International Ltd. is concerned there is no doubt that, it is adequately and continuously managed with considerable efforts in very accurate directions. Onida International Ltd. advertising is effective and attractive and perhaps it is the factors by which it has been really able to generate and create good demand and a reputed name in the field of electronic and home appliances.

Onida International Ltd.

Thus, advertisement may also be viewed as social institution as an art from as an instrument of business management as field of employment and profession.


Onida International Ltd.


1. Meaning :The word advertising originates from a Latin word Advertise which means To turn To the dictionary meaning of the term is To give public notice or to announce publicity. Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisement appears. Advertisement has main purposes the real purpose of advertising is only one, to sell a product, a service or an idea through effective communication. Advertisement has other purposes as well as like long term buildups of corporate image, buildup board loyalty, information dissemination about a sale, service or event, promote the morale of sales persons and dealers etc.


Onida International Ltd.

2. Classification :The Layman is inclined to view, all advertisement as being much the same yet, no advertisement situation are exactly alike. Different companies produce different products and want to motivate and attract different kinds of customer groups. So, obviously advertising campaign would be different. The following classification outlines the broad scope of these differences; National Advertising Retail Advertising Industrial Advertising Trade Advertising Professional Advertising

Onida International Ltd. as well as Onida group of companies produces consumer goods, so that they use to advertise, Nation wide advertising to the ultimate consumers and target market for response of Buy our Brand.


Onida International Ltd.

Any advertisement, we see or hear has not been just prepared easily effortlessly but it is the product of a series of investigation strategic plans, practical decisions, the final advertised campaign. Therefore, any advertisement mainly involves following; Research components :To research consumers like & dislike towards the product or services and than to advertise the product into the market. Strategic components :Strategic plans in firms of objectives market declination, setting the appropriation developing, creating strategy and media plans. Practical component :Practical component involves decision in regard to budget expenditure and buying media scheduling and advertisement constructions including advertisement copy, layout, and production.


Onida International Ltd.


The main goal of any advertisement is to wake a proper response from the prospective group of people for whom it is meant. Hence, in creating advertisement programme-marketing manager must always start by identifying the target markets and buyer motive. Than, they can proceed to make the 5 major decisions in developing advertisement programme, famously knows as 5Ms. What are the advertising objectives? (Mission) How much can be spent? (Money) What message should be send? (Message) What media should be used? (Media) How result should be evaluated? (Measurement) The Onida handles all these 5Ms very much carefully and in a specific manner.


Onida International Ltd.

1. Mission.
What are the objectives ? Objectives of Advertising. Qualities of Advertising.


Onida International Ltd.

It is said that advertisement is nothing but a way of sharing something effectively, i.e. to say about the product, its features, significant etc. so that consumer become ready and willing to purchase the product. The objectives of advertisement are listed under following heads; Preparing Ground For New Product:It is natural that new product needs advertisement because potential customers have never used such product earlier. Therefore, advertisement prepares a ground for that product. Creation of Demand:It is universally accepted fact that advertisement has always been able to generate and create demand to the largest extant and it is one of the prime objects. Reminding Customers:Advertisement is having immersed capacity to remind the customers and memorized him about the product and its other features. Now a day, in a cutthroat competition customer is always flooded with many products and innumerable players. Advertisement creates import on his mind hence, it is necessary that our advertisement gets repeated and reminds him so that it will ultimately be able to enhance the demand for our goods, services and ideas.


Onida International Ltd.

Facing Competition;Competition exist in all types of business and no better weapon can be used in this competition batter other than advertisement. So, in order to inform and pursued our potential and existing customers in his cutthroat competition. Advertisement is always important weapon. Enhancing Reputation:It is wrongly believed that advertisement is necessary only in starting period of product but advertisement is continues process. Advertisement that is prepared smartly and efficiently and in a proper system with up to date change can create and generate the goodwill of the company. Changing Attitude and Belief of the Customers:It is fact that prime objective of all advertising is to change habits and mind set of customers. So a well prepared advertisement considering innumerable factors and eliminate in a specified manner can help to change the attitude and belief f the customers group in large and individually. In India, Onida group of company is the market leader in the electronic field and the market share of each product is also high, the main objective of advertisement of company is to maintain current demand stage and stimulate more brand usage.


Onida International Ltd.

After setting, the objective of advertising the advertiser must have some distinctive qualities, which become helpful in fulfillment of objectives, which are as follows; Public Presentation:Advertising is a highly public mode of communication. Its public nature confers kind of legitimacy on the product and suggest a standardize offering. Because many people receive the same message, buyers know that their motives for purchasing the product will be publicly understood. Pervasiveness:Advertising is pervasive medium that permits the seller to repeat a message much time. It also allows the buyers to receive and compare the message of various competitors. Large-scale advertising by a seller says something positive about the sellers size, popularity and success. Amplified Expressiveness :Advertising provides opportunities for dramatizing the company and colour. Sometimes however, the tools at expressiveness many dilute or distract from the message.


Onida International Ltd.

Impersonality :Advertising cannot be as compel as accompany sales representative. The audience does not feel obligated to pay attention or responded. Advertisement is able to carry on only monologue, not a dialogue, with the audience. In Onida group of companies all these qualities are maintained in their advertisement.


Onida International Ltd.

2. Money
How Much Can Be Spend ? How To Spend ? Where to Spend ?
Introduction Area of Decision Factor Affecting Advertising Budget. Administration and Control. 0% Interest


Onida International Ltd.

After determining advertising objective, the company can proceed to establish its advertisement budget for each product or for all products. The role of advertising is to increase the products demand curve. The company wants to spend the amount required to achieve the sales good. But how does it know that it is spending the right amount ? In advertising the principle instrument used in performing these functions is the advertisement budget. In a sense, the entire administrative process reviewing past operation, controlling on going operation and planning a head center on the budget. Budgeting encourages previous planning. It helps to keep expenditure with in predetermined limits.


Onida International Ltd.

An advertising budget encompasses two areas of decisions, The total amount of rupees to be spend for advertisement is termed as appropriation. Now these rupees will be spend.

Onida International Ltd. group of companies has spend Rs. 29 Cr. And today it has reached to 4000 Cr. Approximately in advertisement media. Therefore, we may say that Onida International Ltd. take good step and spend money at high level to advertise, its product and handle if properly.


Onida International Ltd.


Generally, the following factors must be considered by most of the companies while preparing the advertising budget. Stage in Product Life Cycle :New product typically receive large advertising budget to build awareness and to gain consumer trail. Established brands usually supported with Low budget as ration to sales. Market Share and Consumer Base :High market share brands usually require less advertising expenditure as percentage of sales to maintain their share. To build share by increasing market mix or market share require large advertisement budget. Competition and Cluster :In a market, with a large number of competition and high advertisement spending a brand must advertise more heavily to the heard above the noise not directly competitive to the brand creates a need for heavier advertising. Advertising Frequency :The number of repetitions needed to put across the brands message to consumers also determines the advertisement budget.

Onida International Ltd.

Product Substitutability :Brands in a commodity clad require heavy advertising to establish a differential image. Advertisement is also important when brand can offer unique physical benefits or feature. Size of Budget:Amount of money to be spend in advertisement is of vital concern to the company and to the agency chosen to serve the company. Above noted all factors are taken in to consideration by advertisement department of Onida International Ltd. But in present stage of competition in India for electronic goods they give more weight age to competition and cluster, so they advertise its product more frequently and prepare budget on that ground.


Onida International Ltd.


A successful budget system requires constant and careful check on all expenditures; care must be taken to see that advertisement practice does not run counter to the plans worked out carefully and systematically and incorporated into the budget. This will require periodic checking of expenditure especially for such items as stores, display special sampling campaigns, conversion expenditure and similar items that are not subject to specific contracts. In Onida International Ltd. complete and systematic record are kept. Such records consist of total amount appropriated for advertisement and complete detail and listing of how this is to be expended. Not only the amount for the anticipated expenditures for each items are also recorded. In Onida International Ltd. control and administration budgets maintain by proper checking of sales result by products and by sells territories. Based on these cheeks the budget is changed to harmonized will the philosophy, which directed its creation.


Onida International Ltd.

It is well known act that the problem of money arises. Is prevailing everywhere. In addition, in this trend the demand and wants o the customers are ultimate when one demand is satisfy the other demand is emerges. The most common demand of most of the customer is about electronics and home appliances. For easy consumption of desired product by customers. The Onida International Ltd. has given very attractive scheme i.e. to provide its product in the installment basis at 0% interest. For these purpose, total management decided the price of the product, which are given on the installment basis at 0% interest. The company not only has to see the benefit of the customer but also keep in mind that there should be no loss out of such schem. In addition, they have to achieve or reach the target so decided by them while designing such schemes. To decide the price and target of sales volume out of such scheme is not an easy task but Onida International Ltd. does this with more effectively and efficiently. The finance provided in Rajkot by country wide, Bajaj Finance and GE countrywide. The interest for this finance may very with a change in scheme, installments provided amount is it depends on financial institution from where the finance is taken.

Onida International Ltd.

3. Messages
What To Say ? How To Say Logically ? How To Say It Symbolically ? Who Should Say It ?
Introduction Advertising Copy Advertising Appeal Advertising Layout Slogan


Onida International Ltd.

Having defined the desired audience support, the company moves to develop an effective message, well designed message should gain attention, hold interest around desire and generate action in practice, few messages take the consumer all the way from awareness through purchaser but the AIDA framework suggests the desirable qualities. Formulating the message will require solving, a) b) c) d) Advertising Copy Advertising Appeal Advertising Layout Slogan

Each advertisement of the company indicates accuracy and perfection about all discussed point. Its structure format and highly attractive and most effective. In addition, company chooses the super star models for punching a new product with blast. Thus, Onida International Ltd. has selected to the ambresedar is Devil.


Onida International Ltd.

Advertising copy covers all items appearing in an advertisement the written words, pictures, design, label and logo, it is prepared by an expert copywriter. It is a written or spoken material of advertisement communication and includes the headline name and address of the advertiser as well as the text of the message. Advertising copy is a creative business, demanding a lot of imagination and foresight. Thus, advertising copy should be in simple, easily understandable attractive and persuasive language. In Onida International Ltd. the message formation has given more weight age as for format of message is one of the most important part in advertisement. It is suggested by the experts, which are appointed by company and finalized after taking opinion of the head of the advertisement department and president of marketing.


Onida International Ltd.

The communication has to figure out what to say to the target audience to produce the desire response. His process has been variously called the appeal theme, Idea or unique selling proposition. It amounts to formulating some kind of benefit motivation, identification or reason why the audience should think about the product in short, it represents the specific point of view or idea to be stressed in the advertisement. The three types of appeal are, Rational appeals to the consumers self interest. They show that the product will produce the claimed benefit. Emotional appeals attempt to stir up some negative or positive emotion that will motivate purchase. Communicators have worked with fear, guilt and same appeal and getting people. Communicator also uses positive emotional appeals such as humor, love, pride and joy. Moral appeals are directed to the audiences senses of what is right and proper.

Onida group of companies mostly used to advertisement their product with positive emotional appeals. Some time they also use rational and moral appeal for special advertise.


Onida International Ltd.

An advertisement layout is a sub part of advertising copy. Advertising layout deals with proper and attractive physical arrangement for the best presentation of the message or sales communication. In preparing the layout of an advertisement, such care should be taken to ensure that it makes a proper appeal. And it should be designed to provide a logical, clear, unified present at in of the advertising message. It also must be ensure that various element of the layout are properly balanced. These elements are; Headline :The headline comes first. It must be in fresh wording. If, it is well worded, people will be stimulated who read the message. So, it should be clear, simple, short and attractive to hold the attention of the customer. Illustration :Illustrations are in the form of line drawings, cartoons, pictures, symbol, photographs for creating interest, attracting attention and desire. Illustration is the best and most effective way of communicating of ideas at a glance. 2. 1.


Onida International Ltd.

Colour :Colour is an important ingredient of advertisement, colour gives a great pleasure to eyes and also help to gain an attention, these are most popular colors like blue, red, and green, used in advertisement. Each colour has an individual significance in communication of ideas. Body Copy and Text:It is the advertisement message. It is called the heart of advertising copy. It is the sales talk performing function of salesmanship. It will point out selling point of the product where it can be secured what is its price, how it is to be used. It gives all essential information as well as guidance to the prospect. 4.



Onida International Ltd.

A good phase used and repeated often in advertisement becomes a slogan. It should be original and remember able. And a slogan should be short, simple and rhythmic enough to be catchy. For headlines, it always uses fresh and meaning full combination of wordings. For illustration, it uses the alphabet E on either side, which represents Electronics to Energy. For slogan, it has meaningful and masterly slogans, Bring Home The Leader. We Love Winning, We Love Onida. Nothing But The Truth. Right Movement for Right Time. V Are The Future.


Onida International Ltd.


How To Communicate ? Selecting The Media
Introduction Selection Of Specific Media Media Scheduling


Onida International Ltd.

One of the most vital decisions in the developing in advertising strategy is the selection of media to be employed. A good selection of advertisement leads organization towards success. Because it is indeed a vehicle by which an advertiser or manufacturers convey their message to large group of customers regarding particular product. Selecting media is a tough task because not only it is a choice making exercise but also because it has to operate in the area of the psychology where nothing can be decided accurately. Each of the mass media has specific characteristics, potentials and liabilities that must be taken into consideration on one hand and the prospective type of group segment of customers on the other had when selecting a medium for advertising effort.


Onida International Ltd.


The term media is plural for medium. In advertising term medium is channel of communication such as, Newspapers, Magazines and Vehicles for currying, the sales message of advertising to the customer. The advertising media may be direct or indirect. Direct method of advertising refers to such methods used by which he could establish a direct contract with the perspective consumers. Indirect method of advertising is the use of a hired agency spreading the information, mostly media are indirect. Onida make selection of media on following bases; Target audience media habits Media spread and effectiveness Message Lost Frequency Product The main types of media exploited by Onida are, 1. 2. 3. 4. Print media Out door advertising media Direct mailing advertising media Audio visual advertising media


Onida International Ltd.

Print Media Advertising in the print media is the oldest and the largest on terms of advertising. The advertising spend more money on print media that any other media. In print media, there are two types of media, which are given as under, NEWS PAPER Newspaper is widely needed by the people in cities. The newspapers have their circulating in almost all language. Therefore, the large number of people reads the advertising message given in newspaper. So that, the advertising message in it reaches to large number of people. Newspaper advertising is easy to prepare and newspaper are a relatively inexpensive medium. The Onida International Ltd. uses newspaper advertisement media. They are giving there advertising in various newspapers namely Times of India, Gujarat Samachar, Sandesh, Indian Express and Economic Times etc. MAGAZINES Magazines are the second publication medium available to an advertiser. The magazines are published weekly, fortnightly, monthly etc. the newspaper advertising has a very short life but the magazines advertisement has longer life because magazines are to e read again and again so they leave a lasting effects on minds of people. The magazine advertisement creates prestige, reputation and image of quality. The Onida International Ltd. uses magazine advertisement in many magazines as Chitralekha, India Today, Divya Bhaskar etc.


Onida International Ltd.

Out doors Advertising Media Out door advertising is the oldest from of advertising. Todays outdoor media of advertising are nothing but a retirement of the ancient method of delivering message to a large group of people. Outdoor media include outdoor advertising in several forms such as posters, wall painting, boarding, dealers board, sign board, electric sigh, highway advertising. Direct Mailing Advertising Media This method is direct in its approach therefore; it referred to as Direct Advertising by this method the advertising message is directly addressed to the prospective customer. In this media, we find written message to the potential buyer. Direct mail advertising media only take variable forms such as the booklets, leaflets, folders catalogs and gift articles. Broadcasting Advertising Media In broadcasting advertising media, there all places. This is very effective advertising media and it is gaining popularity in our country. There are mainly two medium of broadcasting media, RADIO ADVERTISING The radio advertising is broadcasted in almost all places. This media has become very popular in village or urban area. The advertisement through the media is given to keep in mind the general and special interest of people. This media is very economical and advertising message reaches to the customers. Onida International Ltd. does not give regularly their advertisement on radio compare to the T.V.




Onida International Ltd.

TELEVISION ADVERTISING This is another broadcasting media in the last useful of decades, the television is a home and family media. The media covers most of people and reaches very lastly. To television in national, network the advertisers reach to the national market. The message is more effective and impressive especially in the colour television, which had added new dimension television advertising. Through this media, the qualities and characteristic of the product can be well explained. It provides a scientific ambition of features of screened, sight and option that not other medium has been able to provide.


Onida International Ltd.

All the advertising expenses prove worthless the advertising of products is not given on a proper time; here the media scheduling is essential for the effectiveness of advertising. The company uses various scheduling for its particular product usually known as Macro scheduling and Micro scheduling, Micro Scheduling The company has to decide how to schedule the advertisement in relation to seasonal and business trends. Macro Scheduling The macro scheduling problems calls for allocating expenditure advertisement within a short period to obtain the maximum impact. Both of these are very carefully handle in Onida International Ltd. and proper allocation is made for both with respect to advertisement budget by advertisement department. 2. 1.


Onida International Ltd.


What Should Be The Result ?
Introduction Aspects Touching Measurement


Onida International Ltd.

Good planning and control of advertisement is largely depending upon the measurement of advertising effectiveness. By measurement, they can know that which advertisement and what elements of various advertisement get the best response, what position produces to better results, what medium pulls better, which type of media proved effective in particular region etc. and by these company can wrap up, how well a whole advertising campaign is progressing. Really, how will a particular advertisement or campaign performs is largely determine by the knowledge and skill of the people preparing it. People who are sensitive to the measuring situation and proficient in the art of communication are more likely to produce effective advertisement. So, Onida International Ltd., the principal reasons for testing all, to avoid costly mistakes, to predict the relative strength of alternative strategy and tackles and to increase the efficiency of advertisement.


Onida International Ltd.


Measurement of advertisement is done through following four questions, (1) What to test ? Most measurement of advertisement effectiveness is of an applied nature dealing with specific ads and campaigns. Many companies develop an advertisement campaigns, put it into the national market and then evaluate its effectiveness. Communication Research:Communication effects research seeks to determine whether an advertisement is communication effectively, called copy testing. Onida International Ltd. use to direct rating method for advertising presenting. They ask directly to consumers and dealers to rank alternative ads. These ratings are usual to evaluate ads attention read through cognitive effective and behavior strength. Onida International Ltd. in also interested in measuring the overall communicating impact of a completed ads campaigns. They generally measure that what extent did the ads campaigns increase brand awareness, state brand preference. Sales Effect Research:Communication effect research Helps Company to access ads communication but it reveals the impact on sales. It is generally harder to measure, than

Onida International Ltd.

communication effect. Because sales are affected by many factors besides advertising. Onida International Ltd. is only interested in finding our whether they are over spending or under spending on advertising. To last research, they found that they are using more TV advertisement as they previously used. Therefore, we may can that Onida International Ltd. is striving to measure the sales effect of advertisement expenditure instead of setting only of communication effect research. (2) When to Test ? Testing is appropriate at any stage of advertisement process. In the planning stage, it may be used to test the efficiency of alternative appeals or themes. To the execution stage, it may be a matter of presentation. The quality control stage, advertisement may be tested for standard of performance. Campaigns may be taste after they have run to determine what results are achieved. So, the stage of current competition of Indian Electronics World, Onida International Ltd. is used to advertising effectiveness continentally, mostly two or three times in a year. (3) How to Test ? There is no single best way to test. In a sense, every test is an experiment to measure the relationship between advertisement variables on the

Onida International Ltd.

stimulus side and changes in pre-disposition and other relevant behaviors on the response side. (4) Where to Test ? Where is the test to e administrated? In a laboratory or in the field? How responses are obtains? Forced or voluntary. Onida International Ltd. generally test and effectiveness in field as well as in laboratory because of to overcome from the limitation of both the method. They generally test their advertisement effectiveness on the following criteria, Validity Reliability Relevance

In short, we may say that in Onida International Ltd. advertisement effectiveness testing is done very systematically and it helps to minimize the cost, to increase in sales and to increase in brand awareness and as well as in companys profit.


Onida International Ltd.

Marketing research can be defined as objective and systematic collection recording and analysis of data relevant to marketing problems of a business in order to develop an appropriate information base for decision-making in the marketing area. Marketing research is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. - American Marketing Association


Onida International Ltd.


To determine objective is first in the planning process once target is decided the ways are easily found out. The following are the major objectives of this research study : To find out consumer awareness about various brand. To study the preferences and perception of customers regarding various brands. To find out influence on buying decision process. To find out price consciousness of customers. Customers satisfaction regarding product and company. To study on brad loyal and brands. To focus attention on a particular market segment with tailor made marketing campaign.


Onida International Ltd.

Q-1. How much consumers are ready to pay for 29 inch Conventional TV ? Option (Price) 15000-18000 19000-21000 22000-25000 Above 25000 Total
100 90 80 70 60 50 40 30 20 10 0 Consumers response Percentage

Consumers response 44 22 23 11 100

Percentage 44% 22% 23% 11% 100%

15000-18000 19000-21000 22000-25000 Above 25000 Total

Conclusion : I find out that most of the consumer is ready to pay 15000 to 18000 for 29 inch conventional TV. The actual price of it is Rs. Between 19000 to 21000 so company should reduce the price to attract the consumers.


Onida International Ltd.

Q-2. How much consumer are ready to pay 29 inch Flat TV ? Option (Price) 19000-21000 22000-25000 25000-29000 29000-31000 Total
100 90 80 70 60 50 40 30 20 10 0 Consumers response Percentage 19000-21000 22000-25000 25000-29000 29000-31000 Total

Consumers response 46 25 20 9 100

Percentage 46% 25% 20% 9% 100%

Conclusion : From the above graph I find out that most of the consumers are read to pay Rs. 19000 to 21000 for 29 inch Flat TV but its not like that no body is ready to pay high price. But if company reduces its price than they can cover more market.


Onida International Ltd.


Which brand do consumer prefer ? Option Consumers response (No. Of consumers) 25 6 20 15 23 11 100 Percentage 25% 6% 20% 15% 23% 11% 100%

Onida Philips Sony LG Videocon Others Total

100 90 80 70 60 50 40 30 20 10 0

Onida Philips Sony LG Videocon Others Consumers response (No. Of consumers) Percentage Total

Conclusion : From above graph I find out that consumer prefer 25% Onida, 6% Philips, 20% Sony, 23% Videocon, 15% LG and 11% other. So, consumer prefers Onida to the other brand, but difference is less so company has to concentrate it. The main competitors o the company is Videocon and others like; LG, Sony etc.


Onida International Ltd.


Why would consumer like buying 29 inch TV ? Option Consumers response (No. Of consumers) 10 14 64 12 100 Percentage 10% 14% 64% 12% 100%

Prestige Upgrade Good viewing Experience Others Total

100 90 80 70 60 50 40 30 20 10 0

Prestige Upgrade Good viewing Experience Others Total Consumers response (No. Of consumers) Percentage

Conclusion : From the above graph I find out that most of people want to buy 29 inch TV because of good viewing experience so we can say that company should take care of this and accordingly launch the product.


Onida International Ltd.

Q-5. Which features do consumer prefer from 29 inch TV ? Option Picture-in-picture Sound wattage High resolution picture Looks Total
100 90 80 70 60 50 40 30 20 10 0

Consumers response (No. Of consumers) 20 35 35 10 100

Percentage 20% 35% 35% 10% 100%

Picture-in-picture Sound wattage High resolution picture Looks

Consumers response (No. Of consumers)



Conclusion : From the above graph I find out that consumer prefer sound wattage and high-resolution picture from 29 inch TV. So company has to concentrate on these two features to attract consumer.


Onida International Ltd.

Q-6. How much price will consumer be able to pay for projection TV ? Option 75000-100000 100000-120000 120000-150000 Above 150000 Total
100 90 80 70 60 50 40 30 20 10 0 Consumers response (No. Of consumers) Percentage

Consumers response (No. Of consumers) 60 21 11 8 100

Percentage 60% 21% 11% 8% 100%

75000-100000 100000-120000 120000-150000 Above 150000 Total

Conclusion : From the above graph I find out that consumer are ready to pay 75,000 to 1,00,000 that means fewer prices for projection TV. But I also find 21% people who are ready to pay 1,00,000 to 1,20,000.


Onida International Ltd.

Q.7. Which brand TV do you have ? Which brand TV do you want to replace ? From this question I find out that they are many brad which consumer prefers like ONIDA, SANSUI, THOMSON, SONY, VIDEOCON etc. but most people have ONIDA and they want to replace ONIDA only. BPL and SONY and VIDEOCON are also most demanded brands and they are giving great competition. Q.8. What size TV do you have? Which size TV do you want to replace ? From the viewpoint of my survey I find that every people have 21 inch TV and they want to replace 29 inch. So, company concentrate on the requirement of people why they prefer this size TV and accordingly pay attention on production. Q.9. Your opinion about high end TV

I find out that people prefer TV up to 29 inch not more than that because they give more important to size at house and after their hobbies for big size TV. Q.10. Your opinion about ONIDA From my survey I find out that everyone prefers ONIDA but they want more quality less price and also they feel that company provides less after sales services. So, companys product is good and quality is also good but company has t concentrate on after sale service, which is the most important point from the present scenario.

Onida International Ltd.

Channels of distributions indicate routs or pathways through which goods and services flow or move from producers to consumers. Generally, producers in todays market do not sell the goods directly to final consumers. However, there is always a market intermediary between them. These intermediaries may be retailers, distributors, dealers etc. Onida International Ltd. also sell its product with the help of dealers. Onida has over 3850 dealers covering almost each and every part of India. Dealers of Onida International Ltd. are found in metropolitan cities, small cities and in towns with maximum number of customers who want qualitative products. Onida International Ltd. can keep a large market share because of the help of dealers. With the help of dealers, they can satisfy their aims, objectives and targets. Dealers of Onida group give a good mouth word of their product and provide after sales services. Dealers are given returns for their extraordinary services. They are provided with rewards at time and percentage on profit margin. Dealers who make maximum sales are awarded with big gifts etc. Many of the dealers of Onida International Ltd. does not sell only one brand product but they are also engaged in sale of other companys product like BPL, VIDEOCON, LG, etc.


Onida International Ltd.

Thus, by making the survey through dealers, we can find the Onida International Ltd., really stand at the 1st place on at the top place all over India.


Onida International Ltd.

Viewing Onida International Ltd. from every angle, it can be conclude that over all the unit is progressing god because Onida International Ltd. has provided excellent quality of product due to sophisticated technology, computer used and highly qualified technical staff. By this way, they can able to create a good demand for their product and satisfy the consumer. As far as advertisement is concerned, this companys advertising department is effective and they spend lot of money for the advertisement and attract the customer. It can be said that credit of success of the company goes to the management as well as workers and employee that Onida International Ltd. has bring bright future. In short, its grip on every aspect of the business is tight which helps it in fight every uncertainty. It is continues to do well, sure its future will be full of success.


Onida International Ltd.

Marketing Management Advertising Management - Philip Kotler - Philip Kotler